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gatwickdiamond issue 13
More Skills = More Workpg 6. Firm foundations
since the 19th Century
The first business magazine at the cutting edge of the Gatwick Diamond
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GATWICK
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BURGESSHILL
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Welcome to the 1st Business Talk Magazine of 2009!
Im delighted to report that many businesses in th Gatwick Diamond are not just holding their own i nthese challenging times, they also have big and bo ldplans to grow in 2009. If you want to see an exampll ofthis, you cant do any better than read the article a utour cover story business, Trade Skills 4U in which C r
the MD shares his positive news from across the g lobe.And theres more! HJP, Independent Financial Ad svisergive some excellent advice on where costs can betrimmed and where cost reduction is not always agood idea. As ever, Malcolm Fillmore, our solvencyexpert has some very timely and useful advice, w h ton the creative side of the business spectrum, Gra amLaker of HH Design looks at why marketin yourbusiness is a necessity, not a luxury. And Da , ourweb design guru looks at how your website could emaking you more money!
I thoroughly recommend that you find out more ab t
the free Business Link clinics on offer. (more detai lsinside) Cutting telephone costs definitely gets myvote find out from IP Centrex how you can benefitfrom their services. We also have positive words fro Jeremy T ylor, Chief Executive of Cadia on the GatwickNow initiative and from Steve Sawyer of CrawleyCouncil, on the improvements being made to ManorRoyal. There are wise words from Simon Lee, Directo of building specialists Currie and Brown (establishedin 1898) We learn how they are growing despite thecurrent climate. Its all compelling stuff so make s ore tearmark some quality reading time!
Business Talk Magazine is an excellent networkingforum, regarded by many readers as a useful resoufor advice and tips plus interesting and hel fulinformation. Make sure to share your feed ack andquestions with us.
Allison Golding, Editor/Publisher
Business Talk Magazine Ltd.
PO Box 50, Burgess Hill RH159ZJ
Tel: 01293 863542 / 07795 511972
www.businesstalkmagazine.co.uk
Published on behalf of Business Talk
Editor: Allison Golding
Advertising Sales:
Editorial: Dee Blick, Mary Carmichael, Gus Sylvester
Photography: Andrea Sarlo
Design: SGSS Design
To find out how you can advertise or feature in
Business Talk call : 01293 863542 / 07795 511972 or
Email: [email protected]
Copyright BUSINESS TALK 2009.Whilst every reasonable care has been taken to ensure accuracy, no
responsibility can be accepted for inaccuracies, howsoever caused.
Opinions expressed in articles are strictly those of the authors. No
liability can be accepted for photographs, artwork, illustrations or
advertising material while in transmission or with the publisher.
issue13
gatwickdiamond
4 More skills = More work
6 Firm foundations
9 Should I stay or should I go?
10 Talk Back to our panel
of experts
12 Surviving the recession
13 Cutting costs in a recession
14 HH Design packs a
good punch
16 Powerful copy makes
money!
17 Going the extra mile
18 Overcoming challenges
19 New Years Resolution: Cut
costs and improve service
20 Manor Royal improvements
move a step closer
22 Free Business Link clinics
23 You cannot afford a
square peg
24 Editors Talk
26 Gatwick Now!
4
14
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Our reason for advertising was to make businesses within the Gatwick Diamond Area aware of the services we
can provide. We received an immediate response from the people we were trying to reach, and will be using the
magazine again as a tool to promote other areas of our business. Alison Golding and her team have provided a first
class service from start to finish and she gone out of her way to offer further advice and guidance.
Lloyd Foreman, Lawson Maclaine Ltd.
The Gatwick Diamond region is really thriving and we all have a part to play in helping the area to continue to
grow. It is vital that, as business owners and managers we keep up to date and have a forum to express our opinions-
Business Talk Magazine does just that. Keep up the good work!
Jeremy Taylor, Chief Executive of Cadia
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0800 856 4448www.tradeskills4u.co.uk
Train the trainer qualifications for any companies needingto do In-house training or client/staff presentations City & Guilds 7300 certificate Assessor/Verifier qualifications Presentation skills training Short 2 day courses Flexible tailor-made courses Evenings and weekends available
Callnoworgoonlineandgetqualified withTS4U
Intensive Courses Training Centre in Crawley
Economic doom and gloom. A dip in the
housing market. Thats surely bad newsfor a training organisation focusing
on trade skills? Not a bit of it, says Carl
Bennett, founder of Crawley-based Trade
Skills 4 U.
Gaining more skills means you are able to offer
customers a better service and you have a more
professional approach, says Carl Bennett, the former
Met marksman who, founded Trade Skills 4 U in 2005,
after recovering from a brain tumour.
Ultimately what it comes down to is you get more
skills, you offer more services, you get more work.
It is an approach that seems to be ringing bells with
his clientele. Turnover in October 2008 for example,
was double that of the same month last year.
The credit crunch really hasnt had much of an
effect on the number of people applying, he says.
Training in this area seems to boom in a recession.
Thats partly because tradesmen recognise the need
to multiskill to ensure survival and companies want
to ensure they can provide a better service.
Also, although new building projects have slowed,
there is still more work in extending and renovating.Anyway, whatever recession we have isnt going
to last forever and they want to be ready for the
inevitable demand when it does end.
Trade Skills 4 Us bedrock is construction and
electrics, with applications coming from young
people just starting out and people who want to
switch to a new career or to work for themselves, as
well as ex professional footballers or armed service
personnel who are retraining for a life in civvy
street. And there are always existing tradesmen who
want to gain extra skills.
Many tradesmen are not really multiskilled buttheyll have a go, says Carl. In the current climate,
they need to be able to offer a whole range of
skills to ensure they can offer a really professional
comprehensive service.
More Skills = More Work
4 business talk
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Reasons to be trainingIndividuals
To launch first careerTo switch to new careerTo be equipped to start own businessTo gain or update a qualification to prove skillsTo add extra skills to repertoire
CompaniesTo give staff better general understanding,which can improve staff retention, as well asthe quality and variety of services you can offerTo get staff qualifications updated so youcan provide high quality services that clientswill pay forTo multi skill existing staff which helps youkeep staff overheads under controlTrainer and presentation skills andqualifications for company in house training.
5business talk
However, a substantial part of the organisations
clientele comes from corporate clients, eithercompanies where staff need to know a bit about a lot,
or those who want to add new skills to their staffs
repertoire. It trains staff of hardware superstore B&Q
for example, to ensure they can offer the best advice
to customers, and Bennett says the company reports
a 17% increase in sales in these stores.
It also trains maintenance staff of the Royal Free
Hospital, ROK, BAA, and Harrods to name
a few, to equip them with extra skills,
as well as the employees of many
established building companies.
The corporate area is one that Carl iskeen to grow, and he stresses that every
phase will be helping tradespeoplecourse can be customised to suit a companys
specific requirements.
He is also broadening horizons and is expanding into
green areas next spring, with wind turbine and
solar panel installation. Ive been negotiating with
NICEEIC, the training body for electrical training,
explains Bennett. At the moment this area is
unregulated and people are winging it putting
wind turbines in positions where there is no wind,
for example. These are getting more popular though,
and once regulations do come in, those who canprove they know what they are doing are going to be
ahead of the game.
He is also introducing Train the Trainer courses,
relevant to any type of business and carrying the
Trade Skills 4 U hallmark of tailored intensive learning
to a recognised qualification at a time to suit. In the
future, this might be extended to provide training in
general business and business communication skills.
We run the City & Guilds 7300 trainer qualification
as well as A1 & V1 training, these skills are useful for
any organisation that runs in house training or gives
presentations to outside clients.However, these are not the limits of Carls
ambitions. He is also looking to take his pioneering
business model to the other side of the world, with
negotiations underway in Sydney, Australia. The first
who plan to emigrate to Oz to
convert their UK qualifications into the Australian
equivalents, but future plans could also involve
franchising the business model in the Antipodes.
It is an exciting opportunity, says Carl. There
is definitely a gap in the market there and I like a
challenge.
For more information on the
courses contact Carl and his
team on the details below:
T: 01293 529777
W: www. tradeskills4u.co.uk
CarlBennett
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Currie & Brown, one of the worlds leading
construction consultancies, could be described as
one of the industrys best kept secrets. While clients
and architects scoop up awards for inspirational
building design, Currie & Brown, the project and
cost managers delivering these projects on budget
and on time, are rarely in the limelight.
But Simon Lee, Director and Groups Head of Cost
Management, based at new offices in Haywards
Heath, explains why theyre happy with their crucial
role behind the scenes:
Our job is to ensure the smooth delivery of projects
for our clients. Broadly speaking, our role is twofold:
to deliver cost savings and value through prudent
control and to ensure cooperation between the
variety of players inevitably involved.
Keeping projects on track takes skill. And Currie &
Brown have this in spades. Established for over 100
years, this managementowned business draws on
impressive experience. With engineering roots, the
firm have specialised in construction consultancy.
They have interests in every continent, employ
1,000 people worldwide and can name the BBC,
the Foreign & Commonwealth Office and BT among
its impressive client list. They are built on firm
foundations, just like the projects they consult on.
Clients appreciate their construction expertise and
proven ability to deliver from concept through
construction, operation, management and
maintenance, and even demolition. Appointing
professional help with pioneering new techniques
brings benefits. But for some, that realisation comes
after a difficult experience. Marcus Lyon, Director
and Head of South East Project Management,
explains:
Firm foundations
6 business talk
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business talk 7
We have had situations where clients have tried to
project manage their own developments. Budgets
often go awry and they can be saddled with a
contentious venture. Recently, we helped realign
a project which had gone almost 2million
over budget.
Working within existing planning constraints, we
spearheaded changes to the design, ensured that
the building had all its intended functionality and
brought it back on budget.
Little wonder then that the team have an enviablerecord in securing repeat business. Existing clients
account for approximately 75% of contracts;
testament to the fact that Currie & Brown build
relationships that last. Simon Lee adds:
Looking after our customers is paramount; they
come first. Were interested in their business
objectives and passionate about delivering projects
that reflect their needs, within budget and time
constraints. I think were respected because we give
honest advice, administer sensible controls and
ensure that clients and contractors agree on and
remain committed to shared goals.
We recruit talented, resourceful individuals
and develop their potential. We find that good
communication and an open approach to staff
management encourages loyalty along with the right
cando attitude. Were lucky to have an experienced,
dynamic and enthusiastic team in Haywards Heath,
with around half the workforce having been at Currie
& Brown for over ten years.
Camaraderie was certainly to the fore during the
recent office move. Having outgrown their Crawley
offices, they considered their relocation carefully.
Naturally, our team handled the move with ease.
Weve gained nearly 2,000 square feet with vastly
superior workspace and meeting facilities. Weve also
incorporated a dedicated staff dining/social area inresponse to their feedback.
With good links to London and the South Coast, the
new location fits with their commitment to utilise
public transport and the extra space means that
growth is the goal.
Looking to the future, Simon Lee concludes: It
would be foolish disingenuous even to ignore
the current economic climate. But it does present
opportunities. Helping our clients protect their assets
is essential. Clients will need to run a leaner, meaner
operation so our expertise in helping them manage
their property portfolios more economically has never
been more vital.
The next year looks set to be busy as they oversee
major investments in student accommodation and
academic buildings at the University of Sussex and
numerous other high profile projects for education,
health, commercial and local government clients.
With a solid strategic plan, a strong position in the
marketplace and their involvement with clients
committed to continued investment, Currie & Brown
have every reason to be confident. Well continue
to invest in our most important asset our people,
confirms Lee. With his robust leadership at the helm,
its clear that this company will continue to build on
its firm foundations.
For more information contact:
Simon Lee, Director
T: 01444 4484 00
W: www.curriebrown.com
Currie & Brown
6 Heath Square, Boltro RoadHaywards Heath
West Sussex RH16 1BL,
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When you want to capture thereal spirit of your people
When you need images thatbring your brand to life
When you want to communicate withmore than just words
Contact Andrea Sarlo and visitwww.andreasarlo.com for inspiration
Stunning professional photography
without a hefty price tag!
www.andreasarlo.com
Tel: 01403 267660
We are delighted with the images, and theprofessional and creative way in which they each
communicate our brand and our capabilities
Ryan Walker, M.D. Techmobility
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EWPROPOSED
FFICE
9business talk
Should I Stay orShould I go?
to sacrifice any personal space. Our client achieved
that the current building needs to be restored to its
If youre looking at your current office space and important that the Telesales Team stayed together as
a unit and were not spread across various floors. We1230
wondering how you can fit in more people or perhaps
add another meeting room or staff breakout area,
you could arrive at the conclusion that moving is your
only option.
Its not.There could be a better and more costeffective
alternative, one that means you can stay put and
still accommodate new people or those additional
rooms. David Webb of Trevor Blake Ltd, the space
planning and refurbishment specialists, reveals
more. Despite the current economic climate, many
businesses in the Gatwick Diamond are thriving and
growing, and when their lease comes up for renewal,
they can often make the decision to move premises
to allow for this growth. However, its a decision that
can cost thousands of pounds if their lease stipulates
visited the site and walked the floor, looking at where
space savings could be made without compromising
on either health and safety legislation or the comfort
of the existing telesales team. Naturally when doingthis, we also review the existing welfare facilities, the
impact of Disability Discrimination Act regulations
and of course consider fire regulations. It is never,
ever a matter of simply shoehorning more people
into an existing space.
So, what was the outcome for Titan Travel? Through
a process of careful and precise space planning, we
found more than enough space to accommodate
the additional staff. As you can imagine, our client
was delighted and the existing team didnt have
Another client benefited from Trevor Blakes space
planning experience and flair by subletting one of
their floors. Our client was occupying three floors
when really the entire team could be comfortably
accommodated in just two, says David. Thats the
beauty of space planning at this level. Youre not only
adding value to a clients business, youre also saving
them money something that is always welcome.
Should I Stay or Should I Go?
So, whether you are thinking of staying in your
existing premises and would like to make some
changes, or are considering moving in order to
expand, talk to Trevor Blake Ltd before you make any
decisions. When it comes to achieving marvels with
their goal at a fraction of the cost of having to findingoriginal state. The landlords surveyors will perform aadditional space and without major disruption todilapidation report which will outline all the changes
your space, they are the magicians!their business.that the tenant is required to make. It doesnt matter
whether the building is in tiptop condition or not.
The bottom line is that the bill for making these
changes can easily run into five figures or more .COLUMN
BASE
David points out that restoring the building to
its original state means just that removing any
partitions or walls and dismantling any changes,
FIREHOSE
CUPBOARD
TO
STAIRWELL
UNITS
TRUNKING
TRUNKING
BALCONY
large or small. There are also the other costs of
moving to consider too. When you add up the
physical cost of moving, plus the IT and telephonybill and the changes to your marketing material, you
can end up with a hefty bill.
So, if moving is an expensive SHOWER
FEMALE
TOILETSCOMMS
MALE TOILETSexercise, how can Trevor BlakeELECTRICITY
CUPBOARDLtd help?TO LIFT LOBBY
The answer lies in having your existing spaceBLOCKED WINDOW
evaluated before making the decision to take on
more space or up sticks and move. Trevor Blake Ltd
will analyse your current space and identify creativeFor a free initial
and inspiring solutions to your challenges. Gatwickconsultation please
diamondbased Titan Travel came to Trevor Blake Ltd call David Webb atfor this purpose and the results were astonishing.
Trevor Blake LtdDavid takes up the story. Titan Travel were looking
01293 775509 or emailto expand their telesales team, but within the For more information: [email protected] floor space it just didnt seem feasible. It was www.trevorblake.co.uk
mailto:[email protected]:[email protected] -
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Alex Steele
Recruiting
10
Alex Steele
RecruitingTALK BACKMalcolm Fillmore
Insolvency
QQWe import designer light fittings whichwe sell direct to retailers. Whilst tradeis a bit down, what worries me is if one of ourmajor customers goes bust. Any hints and
tips?
No matter what business you are in or how it is faring in
the current economic crisis, there will be times when you
dont have all the answers. This is your chance to ask our
experts the questions that are bugging you. And fear not,
Business Talk has many impressive business brains to
pick. So ask away.
talk back
QQI am the MD of a small business andI need to make a key hire that couldmake a huge difference to our company.I want to outsource the process toprofessionals, just as I do for my accounting
and legal requirements. I am aware of the
traditional recruitment services out there
but I think I need something a bit more
specialist. How do I decide which company
to use?
AAThere are a number of services available in therecruitment market with agencies supplyingCVs with a fee being paid only when an individual is
hired. The Agency method is low risk financially but
can be challenged by the real possibility of time and
effort wasted in wading through inappropriate CVs
received, as you have no guarantee that candidates
will be screened properly.
One alternative, not generally considered by smaller
businesses is a retained service or method known
asSearch. Contrary to the general view, this is not
exclusively for large budget businesses. Smaller
businesses can be deterred from consideringSearch
services by the misconception that a retainedSearchis an expensive alternative to the success based
process. It is not the case and the smaller business
decision maker may take the view that the cost is
justified for the tailor made service received in return.
I would advise you to judge tenders and pitches on
the following criteria:
1. Insist on meeting all those likely to be involved
in the conduct of the assignment. Would you be
inspired to join your business if you met these
people?
2. Feel confident that these individuals would add
value to the process. Do they have a feel and
understanding of your business? Do they share the
passion? Can they sell it?
3. Feel comfortable that you could work with the
Lead Consultant and that you are prepared to be
guided by them. Be flexible and open to new ideas,
but you are buying their expertise, so make it work
for you.
4. Ensure that all Candidates, particularly those who
are unsuccessful, will be treated professionally and
courteously as the recruitment process (particularly
Search), is a PR/Marketing opportunity.
5. Read the Terms of Business and proposal document
carefully and query any issues that are not clear.
6. The relationship between you and your recruiter
should be a mutually beneficial business
partnership, with both parties concerned equally
with the hiring of the best candidate available, but
also enhancing your reputation and standing in
your marketplace.
T: 01798 815996
W: www.asteeleassociates.com
AAA year ago, credit insurance would have beenyour best answer but we are seeing a rapidrestriction in availability of such policies, given the
vulnerability of the retail trade. While still an option,
you will pay more than previously and be told that
some of your customers are uninsurable.
But in these difficult times you do not want to turnsales away so there are other things you can do.
One is to sell under retention of title (RoT) terms.
But beware these are by no means foolproof and
insolvency practitioners (IPs) are skilled at negating
them! There are golden rules and the first is to have
clear evidence in writing that your customer accepts
that title only passes when they pay. The next trick
is to ensure that each delivery you make can be
specifically identified to an unpaid invoice. If you
regularly supply the same type of product, the IP will
ask you to prove that each item remaining is actually
one not paid for as opposed to one supplied earlier.
Do not get your solicitor to draft complex clauses
in your trading terms which may not mirror what
happens in practice. We see terms which seek to
prevent a retail customer from onselling goods or a
requirement that if sold, the money is kept physically
separate (try telling that to your cashier!). If you seek
to impose terms which require a customer to act in
a way that he cannot, that alone may negate the
contract. The best RoT terms are usually the simplest
title to goods supplied does not pass until they are
paid for but make sure it is stated on all contract
documents, especially order forms.
If your customer does go bust on you, be quick and be
persistent. Demand a right to count and identify your
stock and provide the IP with supporting documents.
And then chase him up many RoT claims fall by
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i
11
Malcolm Fillmore
Insolvency
persuade him to pay in full rather than return the
goods. Thats better for you, since you do not really
want the stock back!
T: 01293 410333
W: www.athertonbailey.com
Paula Tomlinson
Accounting
Moveable partitions
Battery chargers and generators
Belinda Gannaway
Marketing
For example, an office or warehouse refurbishment
may be more affordable than you think and be a
good bridge before committing to larger premises.
Other existing favourable capital spend allowances
include 100% relief for environmentally friendly
fixtures such as certain electrical systems. Or 100%
relief to renovate a flat above, say, a shop. This may
you want to say it and how. PR, on the other hand,
is all about providing genuine news to journalists
who then create stories for their readers. You have
less control, but it does offer a different range of
advantages. Ultimately, though, the two work
well together.
So, how do you get the press interested?
Assuming you know who you are targeting it
could be potential recruits or investors as well as
talk back
the wayside because the supplier does not pursue
them. Once an IP has accepted your claim, if he is
trading on or selling the business, it is likely you can
Paula Tomlinson
Accounting
QQIn this challenging economic climate,will tax incentives help me invest innew machinery and other assets used in my
small business?
AAAn improved tax allowance which mayhelp you continue with your investmentplans during this difficult period has recently been
introduced.
From last April 2008, expenditure up to 50,000over 12 months receives 100% tax relief. For a small
limited company this is an immediate tax saving up
to 10,500 (or 21%) and for a higher rate sole trader/
partner up to 20,000 (or 40%).
If your expenditure exceeds 50,000 it may still be
possible to receive 100% relief for the entire amount
by delaying some expenditure so it is incurred over
two or more 12 month periods.
For a sole trader/partner the resulting lower profits
may increase your child tax credit claim providing
you with a further benefit.
Eligible expenditure includes: Machinery
Computers
Furniture
Heating and air conditioning
have the added advantage of improving your
rental income.
If you are struggling to persuade your bank to lend
you money, explaining the tax rebates and beneficial
cashflow may help to receive their approval.
Your capital spend decision should be made after
checking your existing/potential trading losses and
capital allowances and your personal allowance position, because the timing of expenditure is crucial
to maximising the tax benefit to your business.
T: 01444 882677E: [email protected]: www.onthespottax.co.uk
QQMy business has lots of good thingsgoing on that I think the press wouldbe interested in. How should I approach
them?
AAJournalists are always looking for stories.Understanding that you have news to shareis the first step in gaining a media profile. However,you should also understand that advertising and PR
are not the same thing.
By paying for your media slot or advertising you
get to choose your message word for word, when
prospective clients identify the papers, magazines
and radio and TV stations that reach them.
Reading those titles will give you an idea as to the
sort of stories they cover, what days they cover
them and who writes them. If youre still happy
you have something they would be interested in
journalists hate timewasters you can try one of
two approaches.Most local journalists would welcome a phone call
with something that is well thought out, timely and
of genuine interest to their readers. However, many
busy hacks will also want a press release setting out
the key facts.
There are lots of websites that will give you a
beginners guide to writing a news release. But the
key is to keep it brief, address all of the main points
at the beginning, provide contact details and make
it factual. Remember, you are not selling, you are
telling a story.
Get it right first time and that includes avoiding
grammatical and spelling errors and journalists
will be more interested in your future stories.
T: 01273 551448
W: www.bgmarketingandpr.co.uk
Belinda Gannaway
Marketing
mailto:[email protected]:[email protected]:[email protected]:[email protected] -
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The economic climate is the worst for decades.
But the vast majority of businesses survive
downturns while the best take advantage of
the upturn when it comes. So while 2009 will
be pretty bloody, it will not be terminal. The
economy will recover probably as early as the
spring of 2010 with a new government, banks
lending again and renewed house building all
restoring confidence.
Surviving the recession
www.businesstalkmagazine.co.uk
financial talk12
Here are ten critical steps to ensure your business
rides the storm, from Atherton Bailey partner
Malcolm Fillmore.
1. Make cash king
You have heard it before, but it bears repeating in
times of trouble, cash is king. Businesses do not go
bust simply because they run out of profits. They go
bust when they run out of cash. Make your mantra:Cash, cash, cash.
2. Spot trouble ahead
If you credit insure or factor your debts, heed limits
or restrictions against your customers. You may think
you know your customers, but insurers have better
information and cover is never withdrawn without
good reason.
3. Stick to what you do best
In good times, you invested in expansion and
diversification. Now is the time to go back to basics
and focus on your core business. Concentrate on
what you are really good at and chop or mothball
the bits that are not working or taking up
disproportionate time.
4. Make tough decisions
The biggest overhead is staff and you need to face up
to hard decisions sooner rather than later. Pruning
can make the rest of the plant grow stronger. So
make redundancies in a single hit and discuss your
survival strategy with survivors to motivate them to
work towards it.
5. Get advice
Lock yourself away for the weekend to write or re-write your business plan and cashflow for the next
18 months. Ask your accountant for advice. If they
do not offer business advice, get a new accountant
or talk to an insolvency practitioner specialising in
business rescue.
6. Negotiate with your landlord
Ask for a rent holiday from your landlord. There are
lots of empty properties out there and landlords
would rather receive something at some point than
be faced with an empty unit.
7. Talk to the taxmanThe Government got us into this mess and Gordon
Brown says he is doing everything he can to alleviate
the problems, so take advantage of any tax deferral
initiatives.
Malcolm
Fillmore,partner,AthertonBailey
8. Get customers on side
Talk to your major customers about improving
payment terms. They buy from you because they
need your goods and services they want you to
survive.
9. Keep it real
Ensure you have a business you believe in and that
is demonstrably viable and fit for purpose when the
upswing comes. Even if 2009 profits are nil, focus on
the near horizon and carry out periodic sanity checks
to ensure the light at the end of the tunnel is not the
express train heading your way.
10. Keep the faith
Above all, have confidence in your survival. When
you manage the downturn and competitors dont,
there will be more opportunities when the market
recovers. But make sure this confidence is supported
by a real plan, not blind faith.
Atherton Bailey is an insolvency practice with offices
across the southeast. Find out more at
www.athertonbailey.com
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Employee Protection Schemes Group Life AssuranceGroup life assurance insures a multiple of the earnings of individual employees which may be paid as atax free lump sum to a spouse, partner or dependants The employer pays the premiums and the cost isnormally treated as a trading expense. Group Income ProtectionProvides a regular payment to the Company that allows the employer to continue to provide a significantproportion of salary therefore supporting the member of staff throughout a long term accident or illness.As with Group Life Assurance the employer pays the premiums and the cost is normally treated as atrading expense Group Private Medical AssuranceProviding staff with speedy access to quality medical treatment can often help employees get back towork in the shortest possible time. Also many policies concentrate on prevention rather than cure whichhas to be of benefit to both employer and employee. Schemes on a group basis can be as small as 3members (employees) to take advantage of the much lower premiums for groups rather than individuals.Members spouses, partners or children can be included but this will inevitably increase the premium. Group Critical Illness InsuranceProvides a lump sum to employees or their families to help with the financial impact of a defined criticalillness. The benefit can then be used by the employee as they see fit, for example to pay for housealterations or to employ help within the home.
Cutting Costs in
a RecessionIts January and time to agree this years budget,
forecasts and cashflow figures.
However well your business is doing, 2009 is going to
be a difficult year.
You have projected your income figures as well as you
can and with the help of the bank overdraft you can
just scrape through.
But then there is the what ifs.
What if the bank changes its mind?
What if your sales or income projections are not
on target?
What if one of your main customers collapses or
goes elsewhere?
What if you are not paid on time?
What if? What if? What if?
Its going to be tight, but to be certain of getting
through the year you feel that you have to cut some
of the fixed overheads.
Rent, staff, salaries and tax are set in stone. You could
shop around to see if there are savings to be made in
heating, lighting and telephone costs. Expenses and
entertaining have already been cut, no new cars in
2009 so whats left?
The staff benefits package-that s easy to cut, we will
just cancel the policies and stop making contributions
to the pension schemethe staff will understand.
NO THEY WONT. The benefits are part of their salary
package and they wont be happy.
You put these schemes in place because it was theright thing to do. These benefits help ensure the
health and wellbeing of employees. They not
only contribute to their individual welfare but can
also more importantly maintain employee morale
and productivity.
The provision of benefits like private medical
insurance and death in service cover are now viewed
as an important part of an employees benefits
package. When purchased on a group basis these
schemes are often much cheaper than when bought
individually and are often viewed by employees as
having a greater value than the actual cost.
Cutting or reducing these benefits in times of
recession is not the best option, but like utilities,
it may be possible to buy the same cover at much
reduced cost by shopping around. You can of course
go to the internet and get prices. Often on the face
of it you can get a cheaper deal but, will the cover be
the same or reduced in some way. As Independent
Financial Advisers we have sophisticated research
tools that identify where the best deals are to be
found. Also we are sometimes able to negotiate a
special deal with an insurer and we have access to
markets not normally available via the internet.
So, before you remove these benefits, contact us
and we will review what you have and, if appropriate,
get new figures for you. If we cant come up with a
better deal then you will know that you have the best
deal around.
If you are facing difficult decisions in 2009 regarding
your insurances, or just wish to review your financial
affairs, call Miren OBrien on 01306 742200 or
email [email protected]
HJP Independent Financial Advisers
Linden House, 176180 South StreetDorking, Surrey, RH4 2ES
www.hjpifa.com
Authorised and regulated by the Financial Services Authority
RichardPhillips,ManagingDirector
financial talk 13
The contents of this article should not be taken as personal advice and
you should contact us for specific advice, taking into consideration your
own personal circumstances should you believe this to be necessary.
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14 marketing talk
Stand & Deliver!
How HH Design create marketing
communications that pack a punch!Graham Laker, Managing Director of HH Design, is animated when asked to comment on the part that design
has to play in driving sales in the current economic climate.
Regardless of the marketing tools a business is using to promote their brand mailers, brochures, newsletters
or websites good design must define their compelling messages and grab attention. Now is not the time for
a business to cut back on marketing and design in the hope that the resulting shortterm financial gain wont
also result in a longterm drop in sales. Now is the time for a business to perform a warts and all audit of their
marketing collateral, starting with their logo, strap line and images. There has never been a better reason to
evaluate whether their marketing toolkit is still appropriate or if it has seen better days.
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Lets consider the following scenario, one that most businesses and indeed most design agencies are familiar
with a potential client approaches the agency and requests a quote for the design of a newsletter or glossybrochure. The quote is accepted and the agency produces what the client has asked for. But is it what the client
For Graham, the answer lies in rewinding back to the beginning. In most cases when a client approaches
Rewind to move forwards
actually needs?
pad and mood boards, we spend time looking at why our client wants that marketing communication. Who will
be receiving it? What are their competitors doing that is similar or different? What measurable outcomes are they
looking for from this particular communication? It may only take half an hour of lively debate, but its time well
spent and results in a marketing communication that looks fantastic and that leads to sales. In these challenging
times, its more important than ever to adopt this outcome based approach to design.
A case in pointBy anyones definition, PDF software is not the sexiest product in the world, but there is an ongoing demand
and many businesses offer it. This can lead to a lowest price wins battlefield, something that one business
wanted to avoid when they approached HH Design with a brief to design their PDF point of sale packaging.
Says Graham, We started by looking at what their competitors were offering, reviewing their packaging,
imagery, design and of course, their price. Most products looked the same, with price being the only
differentiator. Working closely with our client, we developed point of sale packaging that seems to jump off
the shelf, is very pleasing on the eye and that shouts that inside the stunning box is a premium product.
Design has given this product a real standout cutting edge and our client is thrilled with the look and the
resulting sales.
Fancy a complimentary 60 minute
design health check?With a free design health check with Graham Laker you will benefit from
marketing and design tips and advice that could make a huge difference to
your future sales. There are no strings attached. If you are looking to take
stock of your corporate identity and marketing communications, this could
be a fantastic kick start to 2009.
Its a genuine offer, open to the first 24 Business Talk readers to contactHH Design.
If you want your marketing communications to pack a punch this is the
place to start!
HH Design, Unit 2a, Kelvin Business Centre
Kelvin Way, Manor Royal, CrawleyWest Sussex RH10 9SF
Tel.01293 536362 www.hhdesign.co.uk
Fax.01293 536364 [email protected]
15marketing talk
HH Design with a brief to design a marketing communication, rather than just heading straight for the d rawing
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Tip1
Tip2
Tip3
Tip4
Tip5
Tip6
16 marketing talk
Powerful Copy Makes Money!
If youre thinking about
promoting your business in
Business Talk Magazine, then
let me help you with a few
golden copywriting rules.
Dee Blick, Chartered Marketer
Tell a story dont hard sell.The most successful articles invite the reader into
their world by engaging them with a genuine story
that has a beginning, middle and end. Before you
put pen to paper, I want you to imagine that you
are physically in front of the reader and that you
have just five minutes to talk to them about your
business. After 4 minutes and 59 seconds, they mustbe champing at the bit to do business with you! Now,
I want you to write down the transcript of those
five minutes, because it will help you to structure
your article so that you only focus on what is really
essential to communicate.
Start at the beginning!Your opening paragraph is like the first few lines of
your networking presentation. You want people to
be riveted, not bored! My two golden rules are to
communicate simply and persuasively what yourbusiness does within the opening paragraph and
then reinforce this by communicating your passion
and enthusiasm for what you do.
Focus on communicating
three compelling benefits that
readers will enjoy.Dont just say, Our service is second to none and
leave it at that. Tell readers exactly why your service
is great is it because your staff benefit from thebest training in your industry, because you use the
latest equipment or technology that is available?
People are moved by genuine benefits that they can
easily identify with, so qualify any statements that
you make about your greatness!
Think about the format of
your article.If you produce one great big chunk of text, then you
run the risk of making your article appear tedious
even if the content is first rate. An interview is a greatformat, as are top tips (you are still reading this article
now so it is working! ) If you want to write an article,
then make sure that you break up the text with quotes
from customers to enliven it and make it accessible.
Is there a wow that you can
bring into the article?What have you done recently where a customer was
delighted? Did you meet an impossible deadline,
or increase your customers profitability with your
service? Build these positive moments of truth into
your copy but make sure that you get permission
from your customers beforehand.
Set time aside!Copywriting miracles dont happen in minutes. It has
taken me 23 years to be able to write copy effortlessly,
but even so I still spend on average 34 hours writing
a 600word article. Here is a 6 step process that will
help you to write your next great article
Scope out your ideas in rough (flip chart paper and
pens are great for this)
Scope out the framework of your article,incorporating these ideas
Write a first draft in rough challenge yourself!
Will this content really motivate a prospective
customer to act? Does it pass the fiveminute test?
Type it up
Play around with various words, phrases and the
punctuation until you are happy that this article
represents your very best efforts
Show the article to one or two people that you
respect and ask for their honest feedback on thelayout, spelling, punctuation and actual content.
Be prepared to make a few final changes
It takes time and patience to produce an article
where the words really dance off the page and there
is a sparkle and energy that captivates readers. But,
the results are definitely worth the effort. If you
would like to find out more about my copywriting
services and the range of clients that I write copy for,
then please contact me.
Tel: 07845 439332
Email: [email protected]
www.themarketinggym.org
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marketing talk 17
Going the extra mile
How far would you go for your
customers? Recently, the team
at Solus Marketing clocked up
4000 miles on a roadshow for
their clients Punch Taverns. Our
reporter, Gus Sylvester, catches
up with them on their return to
their Horsham-based offices.
When Punch Taverns, the UKs leading pub company
with over 8,400 pubs nationwide, added SolusMarketing & RJ Osborne to their list of approved
suppliers, the merchandising experts were delighted.
Solus owner Gavin Weekes knew that he was
prepared to go the extra mile for the company.
And indeed, he did. The forwardthinking pub
owning company operates a roadshow offering
landlords the chance to meet up with suppliers and
place orders. So, Gavin and the team packed their
stand, clothing samples and stamina for 12 events
across the country.
Starting in Murrayfield in Edinburgh and endingin Wembley Stadium, the roadshows attracted
to the challenge.
fairly complex bespoke system with ease. Landlords
can order at the roadshow, online or by telephoneand their supplies are designed, produced and
dispatched in a matter of days.
Equally, when a corporate customer needs volume,
the alliance works well.
Working together with RJ Osborne on joint ventures
has meant that our customers can take advantage of
our impressive fulfilment capacity. Were currently
holding 12,000 items, but could easily increase this to
meet demand.
Often, orders requiring volume also require exacting
standards. And again, Solus & RJ Osborne have risen
thousands of landlords keen to secure their uniform
for the next season.
The pub trade needs hardwearing uniforms.
We supply workwear that is easy to launder and
maintain. It has to keep its shape and look good
whatever is thrown at it! We only use the best
materials so that staff can look presentable with the
minimum of effort.
Solus & RJ Osborne designed stylish uniform to fit
the bill. At Punch Taverns, the individual character
of each pub is important, so when landlords wanted
tweaks to the designs, this didnt pose a problem.
Were lucky as one of the benefits of our strategic
partnership with RJ Osborne is that we can manage a
We love working closely with procurement teams,
developing strong, recognisable brands. Our
customers rely on us to adhere to strict identity
guidelines and provide them with consistent design,
highquality materials and a reliable source of stock.
These people are the brand champions for their
companies. Simply put, our job is to make them look
good. By using us they can guarantee that theyll
always have access to wellmade merchandise at
great prices. And because our industry is entirely
deadlinedriven, we can handle tight turnaroundtimes. Its why were the trusted supplier for so many
household names
Looking at their portfolio, it includes many of the
worlds biggest drinks and hospitality brands
among them Budweiser, Bacardi, Southern Comfort
and Jack Daniels. Gavin adds: Its no secret that the
drinks industry is great fun to work with, in fact, this
recent roadshow attracted drinks companies and
catering firms all keen to supply the Punch Taverns
group. Naturally, theyre just as keen to promote their
own businesses so we ended up taking orders from
our fellow exhibitors too.
It turns out that going the extra mile is extremely
worthwhile.
If you would like more information on how this
solution could work for your company contact us on:
Website: www.solusmarketing.co.uk
Email: enquiries @solusmarketing.co.uk
Telephone: 01403 754915
Peter Osborne and Gavin Weekes
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18 tech talk
Overcoming challengesDale Bulbrook spearheads the team at Webdesigns. In an extremely
competitive field, they keep winning new and interesting contracts.
Gus Sylvester talks to him about the secret of their success.
DaleBulbrook
Education panel
Five steps to website success
Whether youre considering a new website or
some timely tweaks
1. Plan
Be clear about your needs. An experienceddeveloper will grasp the model quickly and
shortcut to the best solution for you.
2. Prepare
Examine websites you like; what appeals to you?
Check out the competition; how could you do
better? Study web design portfolios.
3. Pep up
New content is essential, giving customers
reasons to return. Online shops must update
stock availability and promotion information.
For ease of updates, look into content
management systems like White Dragon CMS.
4. Prioritise
Failing to have an internet presence has proved
costly for many businesses. Ensure you allocate
time and money to finding a scalable, workable
solution.
5. Perfect
Things change: your products; your customers;
your vision. Get feedback from your customers
and seek out expert evaluation. Attracting more
visitors and converting customers is often easier
to achieve than you think.
As you might imagine, Webdesigns design websites.
But in truth, they consult on every aspect of web
strategy. With over 34 years combined experience
and a cando attitude, its clear why so many
companies trust them with their allimportant
Internet presence. Bulbrook explains:
Theres no doubt that our experience helps. Wegrasp what our clients need quickly and can deliver a
robust, attractive and userfriendly solution. We love
working on new projects and nothing thrills us more
than a client with a challenge.
Take for example, www.mydeaflife.com. Dedicated
to the deaf community, the visionaries behind this
website wanted to fully integrate a social networking
element together with an online shop and extensive
video clip resources. With over four million people
who are hard of hearing in the UK alone, the website
also had to be scalable, enabling it to grow with its
user base.
Webdesigns worked hard on the design, ensuring
that the visual aspect was compelling and
communicated persuasively. With sections on health,
family, business, technology, sport and music the
appeal is broad. And with engaging life skills videos
in sign language on subjects including driving, career
development and travel, its content is informative
and empowering. Basic content is free and there is
a nominal subscription, allowing members access to
further resources. Susie Grant from www.mydeaflife.
com reflects on how Webdesigns helped their vision
become reality:
We knew that we needed a complex mix.
Webdesigns demystified the process and solved every
challenge we threw at them. Their commitment tothe project exceeded our expectations and they were
professional and approachable throughout.
The team at www.scorpdis.com approached
Webdesigns with a different challenge. As an
established merchandise distributor to the airline
industry, they needed a website to showcase over
1500 products. It had to be easy to update and
maintain; flawless for a crucial industry exhibition
in Cannes and ready in less than four weeks a tall
order by any standards.
Webdesigns jumped at the chance to show their
mastery of databasedriven solutions. Overcoming
the incompatibility issues that the existing database
had, Webdesigns created a solution that allowed
users to navigate through clear categories and
provided their client with automated content
updates. Unfazed by the tight turnaround time, they
were able to deliver the site on time and on budget.
Richard Walford, Design and Marketing Manager at
Scorpio Distribution concludes:
Working to a challenging deadline, Webdesigns
overcame the hurdles the project presented and
were delighted with the end result. I wouldnt
hesitate to recommend them.
For new websites, CMS enquiries or a free mini
evaluation of your existing website, just call 01342
315685 or visit www.webdesigns.ltd.uk. The team atWebdesigns will give you honest, objective,
noobligation feedback. Guaranteed.
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January is traditionally a time for reflection,resolutions and doing our best to tighten belts. We
need to apply these principles to our businesses. Tosurvive this challenging economic climate, identify
cost savings that do not run the risk of losing
disenchanted customers.
The new frugality should be welcomed as a
momentous opportunity to make clever, tactical
changes. Review your telecommunications strategy;
you can cut costs while improving service and
reliability, giving you a vital competitive edge.
You can cut your telecommunications costs by 100%,
of course, quips Bulman, by ripping out the entire
system and not placing another call, but that wouldbe commercial suicide. Telecommunications are the
lifeblood of any company. So companies have to pick
a system that is robust, reliable and costefficient if
they want to remain responsive.
Significant savings
He continues, While I cant achieve 100% savings,
we have saved one of our clients almost 10,000 per
year in line rental alone recently. Fact is, too many
people are paying over the odds for a service that
doesnt deliver.
By updating technology to an IP system, calls can be
made over highspeed internet connections, slashing
both line rental and call charges. With this advanced
system, you make savings but still get to enjoy
unrivalled reliability. You really can have your cake
and eat it.
Just work out your call pattern, compare charges and
predict the savings. The average business call lasts just
2.4 minutes, so its crucial to find a solution without
connection fees. BT, for example, will charge you up
to 7p just to connect the call. It doesnt take long for
these charges to stack up. With IP Centrex, this service
is free. Why pay for something that you can get for
free elsewhere?
And you wont find the difference lumped into call
charges, as we beat BT on price across the board.
Indeed, with an IP system, you can also incorporate
homeworkers and overseas sites within the internal
network, meaning that calls to them are free.
Reliable performance
With a compelling case for cost savings, customers
just need to be reassured that the system will deliver.
Reliability is key. It was the driving force behind
the decision to change to IP Centrex for one of our
major bluechip clients. The national control centre
for this security company had been plagued with
problems with their ISDN lines falling over around
twice each month.
With our IP system, they have 90 telephone lines andmultiple features that have improved call handling
but most importantly, they can relax knowing that
every single line is backedup automatically.
We install a spare set of lines as standard and operate
a further failsafe option at our own exchange by
directing calls to voicemail or to designated mobiles.
Each number can be routed differently which means
there is no congestion and customers can still reach
the person they want whatever happens! Thats
three times the security of a BT trunk. We just dont
believe in taking chances.
If you dont believe in taking chances either, contact IP
Centrex. They can provide either a new and improved
system or you can add IP trunks to your current
system and recoup your investment through savings
in just a few months. In uncertain times, its good to
know that there are still ways to cut costs, improve
service and protect your companys viability.
For further information, visit www.ipcentrex.ltd.uk
or call 01293 734775.
Tougher times call for decisive action. Gus Sylvester talks to James
Bulman, our telecommunications expert, to find out what you can do
to cut costs without damaging your business.
JamesBulman
New Years resolution:cut costs and improve service
19tech talk
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20 business talk
Manor Royalimprovements movea step closer
Plans to make Crawleys main employment area,
Manor Royal, an even better place to do business are
moving fast.
The Manor Royal Regeneration Project Group is
looking to bring about improvements to the estates
roads, signage, facilities and green spaces.
The group was set up in September to identify how
the area can be enhanced or updated to ensure it
retains a clear competitive advantage and remains a
desirable location for business.
Possible improvements to Manor Royal include: Better signage with a consistent look across
the estate
Improved green areas, including ways to stop
parking on grass verges
The creation of a social heart to improve the retail
mix on the estate, including food venues
Better road quality, cycle paths and pavements
Enhanced vacant and low quality buildings
Improved reputation as a business location with
strong environmental credentials.
Concerns raised by the towns Local EconomyAction Group prompted Crawley Borough Council to
commission consultants to take a hard look at Manor
Royal, and it was discussed again at Crawleys first
ever business debate that took place in May last year.
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SteveSawyer,EconomicDevelopm
entOfficer,CrawleyCouncil
Fifty years on its still a great location
packed full of great businesses
21business talk
At this debate, Councillor Claire Denman, Cabinet
member for Planning and Economic Development,
promised 50,000 from Crawley Borough Council to
start the improvement work.
This work is now taking shape. A full survey of roads
on Manor Royal has been completed, which will help
prioritise future highway improvements, the master
planning process has started, which will ensure that
future development on Manor Royal meets a set
standard, and an agency has been chosen to develop
a brand for the estate.Councillor Denman said: Manor Royal is a huge
driver of Crawleys, the countys and the regions
economic success. It is the second largest commercial
area of its kind in the South East, providing a home
to more than 500 businesses and employment for
30,000 people.
With this in mind, we need to ensure Manor Royal
remains a place where people want to do business
and becomes even more attractive to prospective
companies.
Im pleased to see work progressing across a wide
range of improvements.
Jeremy Taylor, Chief Executive of CADIA, said: This
group and the work it carries out is vital to the future
strength of not just Manor Royal, but for Crawley and
the wider Gatwick Diamond.
We need to make sure that Manor Royal provides
an environment that supports diversity and I look
forward to the group providing tangible results in the
next few months.
Steve Sawyer, Economic Development Officer at
Crawley Borough Council, said: The early new town
vision for Manor Royal was to create the kind of place
where businesses were proud to be and it worked.
Fifty years on its still a great location packed full ofgreat businesses and the work we have undertaken
is about making sure Manor Royal is well set for the
next 50 years and beyond.
The project group comprises of officers from
Crawley Borough Council and West Sussex County
Council; Jeremy Taylor, Chief Executive of CADIA;
and representatives from the business community,
including Derek Flanagan from Varian Medical
Systems and John Stapleton from Thomas Eggar.
For more information about the Manor Royal
Improvement work, Crawleys Local Economy ActionGroup or other local economic matters contact Steve
Sawyer (Economic Development Officer, Crawley
Borough Council) on 01293438704 or by email
JohnStapleton,partneratThomasEggar
JeremyTaylor,ChiefExecutive,
CADIA
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22 business talk
Stop, take a step backand learn for free two local businesses did exactly this...
Do you run your business or does your business run you?
How much time do you allocate to working on your
business, rather than working in your business?
NigelJeffrey,
BusinessAdviser,BusinessLink&AnthonyReynolds,MD,
OutdoorSolutions
Planning for the future of your business is essential
and to help you take a step back to look at the bigger
picture and where your business is going, Horsham
District Council, Crawley Borough Council and
Mid Sussex District Council have got together
and teamed up with local business support experts,
Business Link, to offer you the opportunity to
attend a FREE local Business Development Clinic,
where you can discuss your business issues with an
expert Business Adviser.
We understand that running a business is a daily
challenge and that it can be difficult to see with
a fresh perspective. Therefore, the clinics are
designed to help you take a step back from your day
to day activities, to start to think about the future
and the direction the business is heading. They
are an excellent opportunity for you to discuss key
business concerns with an independent and impartial
adviser who will challenge your thinking, while
also suggesting additional approaches you might
consider, and provide practical feedback that will
help you identify steps that you need to take to reach
your goals.
Beth Nash, Managing Director of Smart Monkey
Marketing Ltd recently attended one of the
clinics with Business Adviser Nigel Jef frey.
Beth said, I approached Business Link because I
knew that I needed to take a step back and assess
where Smart Monkey is heading. The Business
Link Clinic enabled me to chat through the current
business issues we have been facing and our plans
for future growth in a confidential environment.
The friendly business consultant provided impartial
advice and guidance and it is great to know I have a
point of contact for support should I need it in the
future. I went away from the Clinic confident that
Smart Monkey is on the right track with positive
areas to focus on for future growth and success.
Smart Monkey Marketing is a marketing agency
based in Horsham, West Sussex.
www.smartmonkeymarketing.co.uk
Anthony Reynolds is the managing director
of Horsham based Outdoor Solutions Ltd, a
landscaping business providing imaginative
and creative bespoke designs for schools,
nursery schools and council owned open
spaces. The approach is to use natural materials,
particularly carved wood to create colourful,imaginative and creative designs for gardens and
play areas. Since starting to trade in 2003 the
company has adapted and found a niche market for
its service and has achieved year on year growth.
Business Link has worked with Outdoor Solutions for
the past 5 years. www.outsol.co.uk
Commenting on Business Link Anthony said, The
company has really benefited from our relationship
with Business link these past 5 years. As a company
we have had rather exceptional growth, which
brings its own set of challenges. We have found
the level of practical advice and support provided
by Business Link to be superb. To have constructive
input on our business plans, finance and goals has
been very valuable.
The clinics are available to any business that
has been trading for 2 years
Each session will last an hour, so that time away
from your business will be kept to a minimum,
and will be a face to face meeting with an
experienced Business Adviser.
WHERE?
Crawley Crawley Town Hall, The Boulevard,Crawley, West Sussex, RH10 1UZ
Haywards Heath MSDC Offices, Oaklands,
Oaklands Road, Haywards Heath, West Sussex,
RH16 1SS
Horsham Top Centre, The Courtyard, 30
Worthing Road, Horsham, West Sussex, RH12 1SL
WHEN?
January
Monday 5th January Crawley
Monday 5th January Horsham
Monday 12th January Haywards HeathMonday 19th January Crawley
February
Monday 2nd February Crawley
Monday 2nd February Horsham
Monday 9th February Haywards Heath
Monday 16th February Crawley
March
Monday 2nd March Crawley
Monday 2nd March Horsham
Monday 9th March Haywards Heath
Monday 16th March Crawley
Monday 30th March Crawley
SPACES ARE LIMITED, SO BOOK EARLY TO SECURE
YOUR PLACE!
To book a slot simply call
0845 600 9 006
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business talk
You cannot afford a square pegThe quality of your executive team will determine your future success
23
For more information contact Alex on:
T: 01798 815996
W: www.asteeleassociates.com
A retained recruitment service, also known in theindustry as a method called search, provides not only
the tangible result of the right person for the job
but also acts as a consultancy, providing advice and
feedback on all aspects of hiring.
Here is one example of how our retained service
worked with a client:
Our business is quintessentially about confidentiality,
so we cannot name the company, but it was a
10yearold, 10m turnover, niche B2B services
business, which the owner/MD had built from
scratch. His prime responsibility was for business
development, covering both revenue generation andoperations infrastructure technology, customer
services and finance.
The MD was highly motivated and focused but he
had taken the business as far as it could go under
its existing structure. He realised he had to recruit a
senior player as Commercial Director to spearhead
new business development and increase market
share through new services and identifying new
business opportunities.
However, he was conscious that the incumbents
operating level and influence had to be clearly
defined, and the existing management infrastructure
needed to change. Never having recruited at his level,
he realised that identifying and, more importantly,
assessing potential candidates would take him
outside his comfort zone.
With all hirings, particularly senior, the elusive
factor is the fit with the business.
The MD had to clarify exactly what the individual
would do to achieve that growth. With our
assistance, he produced a detailed job specification.
This covered not only how the incumbent would
identify new business opportunities but also howthey would interact within the existing structure, and
how existing client relationships would be managed
to maintain and develop both existing and new
revenue streams.
The fit criteria were energy, ambition, maturity,
selfawareness and confidence, along with proven
sales and business development expertise, credibility
with existing clients, gravitas and first class
communication and presentation skills. So already
a very tall order, and in addition, the incumbent
also had to be comfortable in an SME environment
and, ideally, bring large corporate or blue chip clientrelationship management skills.
We had to sell the role to the selected candidates
but it was even more important, given the size and
nature of the business, that the MD prepared his
sell his plans, passion and expectations for the
future as well as clarification of how the incoming
Commercial Director would be a crucial part of the
strategy. It was imperative that we were on the same
wavelength. The method of search consultancy is
about gaining an indepth understanding of the
clients business its people, ethos and culture to
identify exactly the right person for the job.
The shortlist comprised of three candidates with
different backgrounds, skill sets and operating levels,
all of whom could do the job well. The client had to
select the one he believed was the best fit; the one
he would be most comfortable working with and
would take the business to the next level. Naturally,
we gave impartial and constructive guidance through
this crucial and sensitive process.
Of the three, the strongest was the most senior and
expensive. The MD then became worried that the role
might not be sufficiently senior and questioned why
this candidate would be interested. We advised thatthe candidates expectations had been
managed throughout the process and he was fully
aware of the challenge; he was keen to join because
he saw the opportunity.
However, we suggested that, in addition to the
package on offer, which included a bonus based on
revenue target, he might consider further incentives,
including equity participation or at least options
after two years. The MD was initially hesitant but
ultimately agreed because the individual had the
potential to make a huge difference to his business.
We therefore provided not only the right candidatebut created a trusting relationship with the client and
added value to the recruitment process by guiding
and advising him throughout.
The Commercial Director joined January 2008
business revenues grew 35% last year and are
budgeted to double that in 2009 as his strategy
planning and influence really begin to impact.
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offices in Crawley and Worthing.
including specialist advice on tax issues.
Atherton Bailey has opened an office in Guildford under new partner
Mark Riley, a former partner of BDO Stoy Hayward in the town. The new
office brings to six the number of Atherton Bailey offices specialising in
business rescue and recovery and personal insolvency in Essex, Sussex,
Surrey, Hampshire and Kent. The company was founded in 2005 with
Mark Riley said: No one is immune to the current economic difficulties and 2009
will be tough for many businesses. It is good to be part of a growing niche practice
that can provide real and practical support when it is needed most. Because
we are independent and only deal in rescue and insolvency, we are well placed
to deliver innovative and effective help covering the whole recovery toolkit,
Mark Riley, most recently with the insolvency arm of Berley chartered accountants
in London, specialises in helping SMEs, ownermanaged businesses and
professional practices. Atherton Bailey founding partner Malcolm Fillmore said:
Its great to be able to bring in another highly experienced insolvency partner. As
well as offering our existing business rescue and recovery services crucial when
the credit crunch is limiting the options for so many struggling businesses Mark
is also highly skilled in arbitration which can resolve disputes without clients
going to Court. Atherton Bailey also has a reputation for working effectively with
other professionals, with Mark on board we can now offer them expert witnessservices.
Mark Riley believes businesses of all types could find themselves in need of
professional help as the full impact of the economic crisis unfolds in the local
economy. We are already seeing businesses and individuals reining back
discretionary spending and becoming more risk averse. At first the effects of this
will be slow to manifest themselves in the wider economy, but as spending and
investment falls, margins will shrink, profits plummet and finances become much
tighter. And with the banks cutting
back on lending, the options are
limited. The most important thing for
businesses in trouble is not to put off
getting expert help from a qualifiedinsolvency practitioner. We are the first
step on the road to recovery.
Mark Riley
Award winning Chartered Marketer
Dee Blick has written her firstmarketing book and it looks set to
become a bestseller if the initial
reviews are anything to go by.
Powerful Marketing On A Shoestring
Budget For Small Businesses is
crammed with practical, powerful
and effective marketing tips,
tools and strategies that any small
business can use to build and grow
their business, regardless of the
economic climate. Said Dee, In
the last 24 years, I have worked
with hundreds of small businesses
and time and time again have seen
how incredible results are possible
on a shoestring budget when a
little knowhow, creativity and
passion are applied. In this book,I share dozens of these winning
approaches. Dee is currently in
talks with television production
companies to turn the book into a
small business series where she will
co produce and present with The
Apprentice s Saira Khan.
Dee currently writes for Business
Talk and she is a very valued
member of the team. We are all
thrilled for her and want to wish her
all the best with her new book andpotential TV show. We hope she still
finds time in her busy schedule to
write for us!
Small Business Marketing Book Launch
business talk 25
London Gatwick Airport signs up tonew legal commitments
London Gatwick Airport has signed a new legal agreement with West Sussex
County Council and Crawley Borough Council. The agreement outlines how
the airports operation, growth and environmental impacts will be managed
responsibly. It underpins the important relationship between the airport
owner and its local authorities with responsibility for planning, environmentalmanagement and highways.
The new legal agreement, reached after a process of consultation and
discussion with a wide range of stakeholders, contains wide ranging objectives
and obligations. In addition to West Sussex County Council and Crawley
Borough Council, in whose areas the airport lies, seven other adjoining councils
were consulted.
This new agreement and London Gatwick Airports interim master plan
supersede the Gatwick Airport Sustainable Development Strategy, published
in July 2000 and the original legal agreement signed in 2001. The new
agreement will run until the end of 2015.
The signing of this agreement between the airport and our two local
authorities is of great importance to all of us and builds on the original
groundbreaking agreement, Andy Flower Managing Director London
Gatwick Airport said. It will bring significant benefits to the airport and the
community it serves and affects. It demonstrates a desire for all those involved
to see the airport grow to 40 million passengers per year and to delivering new
capacity for the south east, whilst balancing our environmental impacts. We
are entering a new chapter in Gatwicks history with the sale of this national
asset and this legal agreement continues to define Gatwicks future and the
role it will play in the local, regional and national economy.
The key issues addressed in the agreement include climate change; air quality;
noise; surface access; land use, development and biodiversity; community
and the economy; action planning and monitoring and reporting.
Councillor Claire Denman, Cabinet member for Planning and Economic
Development, Crawley Borough Council said: We welcome the signing of this
new legal agreement which is a milestone for the airport and its surrounding
local authorities. This new legal agreement along with its predecessor,
underpin the strategic development of the airport, recognising the important
role its daily operation plays in many peoples lives. This agreement gives a
clear and balanced framework of growth and mitigation.
The full details of the agreement can be read at www.gatwickairport.com/
legalagreement
Claire Denman, Conservative Councillor, Liz Trevor, BAA, Bob Lanzer, Councillor Leader, Sarah Hunter BAA,
Kieran Stigant, WSCC
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2008 has been one of the most difficult years that
many of us can remember, and a key component of
that difficulty has been in the lack of confidence that
so many of us, our customers and suppliers feel in theface of uncertain times.
2009 could be the year when it all starts to
come together. Despite the wider media, business
carries on. Money is in tighter supply and there arefewer deals, particularly in property. However, there
are real opportunities ahead, particularly on the
global stage.
In 2009 we should see a new owner of Gatwick
Airport. That owner will be committed to a capital
spend of over 870m across the next 5 years, but
more importantly is likely to look at progressing a
second runway.
Gatwick has had an illustrious history and hasserved the needs of many travellers, but is in danger
of returning to a period of time when it served
the bucket and spade brigade. In the 1980s, it
developed as an oil business hub with connectivity
to Africa, South America, the Near and Middle East,
Southern USA and the North Sea. As a result many
businesses have located around the airport and it
can be seen that the majority of those nonaviation
businesses are thriving thanks to the links thatGatwick brings.
An Airport is constrained or grows by thedestinations it serves. Gatwick has the largest
number of destinations of any Airport in the UK, but
one has to view those destinations in light of current
economic interests. There has been a real impact
from the Open Skies agreement and this has affectedbusinesses in the wider business community.
In the New Year we will be carrying out work
to identify the economic impact of Gatwick onbusinesses that are located in the Diamond. Weneed to understand the departure airports they use,the cost and time spent in reaching those departurepoints and the business destinations they fly to.Once we understand the demand we can work withthe Airport and airlines to make sure that Gatwickreturns to being the second business and touristgateway to London. If that demand indicatesthe need then we will be lobbying hard for asecond runway.
We will also be working on establishing the Gatwick
Diamond as a business destination, working withlocal businesses to build the profile of the area onthe global stage. If you would like to be a part of thiswork, let me know.
The Gatwick Diamond Area Forum will continue tobring together the other Chambers and businessassociations in the Diamond and we will continue tolobby on your behalf. Whichever organisation youbelong to, make sure that your issues are known andwe will work together to help resolve them.
The Gatwick Diamond Business Awards, which welaunched in September of 2008, have attracted over
70 entries from businesses large and small and theDinner is completely sold out.
Our main programme of networking meetings isoften fully subscribed so please contact the office ifyou would like to come along.
Gatwick Now!
Jeremy Taylor , Chief Executive, CADIA
To find out more about Cadia or to become involvedin our work with the Gatwick Diamond, pleasecontact me at 01293 440088 or visitwww.cadia.org.uk
www.businesstalkmagazine.co.uk
26 networking talk
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