REDHILL

gatwickdiamond issue 13

| HORLEY | CRAWLEY | GATWICK | HORSHAM | EAST GRINSTEAD | HAYWARDS HEATH | BURGESS HILL

More Skills = More Work pg 6. Firm foundations

since the 19th Century

The first business magazine at the cutting edge of the Gatwick Diamond

Welcome to the 1st Business Talk Magazine of 20099 !

I’m delighted to report that many businesses in thee
Gatwick Diamond are not just holding their own in
these challenging times, they also have big and boldd
plans to grow in 2009. If you want to see an examplle of
this, you can’t do any better than read the article abbout
our cover story business, Trade Skills 4U in which Carlarrl
the MD shares his positive news from across the gl globe. e. gatwickdiamond issue 13
And there’s more! HJP, Independent Financial Adviser vi rs
give some excellent advice on where costs can be
trimmed and where cost reduction is not always a
good idea. As ever, Malcolm Fillmore, our solvency
expert has some very timely and useful advice, whils hilst
st 4 More skills = More work
on the creative side of the business spectrum,
rum, Grah
Graham
Laker of HH Design looks at why marketingg yyourour 6 Firm foundations
business is a necessity, not a luxury. And Dale,
ale, our
web design guru looks at how your website could be b 9 Should I stay or should I go?
making you more money!
I thoroughly recommend that you find out more abo bout
out 10 Talk Back to our panel
the free Business Link clinics on offer. (more detailils of experts
inside) Cutting telephone costs definitely gets myy
vote -find out from IP Centrex how you can benefitt 4 12 Surviving the recession
from their services. We also have positive words frooom m
Jeremy Taylor, Chief Executive of Cadia on the Gatw twick 13 Cutting costs in a recession
Now initiative and from Steve Sawyer of Crawley
Council, on the improvements being made to Manoor 14 HH Design packs a
Royal. There are wise words from Simon Lee, Directtor toor good punch
of building specialists Currie and Brown (establishehed
in 1898) We learn how they are growing despite the 16 Powerful copy makes
current climate. It’s all compelling stuff so make sure
u to money!
earmark some quality reading time!
Business Talk Magazine is an excellent networking 17 Going the extra mile
forum, regarded by many readers as a useful resour urce
rce
for advice and tips plus interesting and helpful
elpfu 18 Overcoming challenges
information. Make sure to share your feedbackback an
andd 14 19 New Year’s Resolution: Cut
questions with us.
costs and improve service
Allison Golding, Editor/Publisher
20 Manor Royal improvements
Business Talk Magazine Ltd. move a step closer
PO Box 50, Burgess Hill RH159ZJ
Tel: 01293 863542 / 07795 511972 22 Free Business Link clinics
www.businesstalkmagazine.co.uk
Published on behalf of Business Talk 23 You cannot afford a
Editor: Allison Golding square peg
allison@businesstalkmagazine.co.uk
Advertising Sales:
sales@businesstalkmagazine.co.uk
24 Editor’s Talk
Editorial: Dee Blick, Mary Carmichael, Gus Sylvester 20 26 Gatwick Now!
copy@businesstalkmagazine.co.uk
Photography: Andrea Sarlo
andrea@andreasarlo.com
Design: SGSS Design
steve@sg-ss.co.uk “The Gatwick Diamond region is really thriving and we all have a part to play in helping the area to continue to
To find out how you can advertise or feature in 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 call: 01293 863542 / 07795 511972 or Business Talk Magazine does just that. Keep up the good work!”
Email: sales@businesstalkmagazine.co.uk Jeremy Taylor, Chief Executive of Cadia
Copyright © BUSINESS TALK 2009.
“Our reason for advertising was to make businesses within the Gatwick Diamond Area aware of the services we
Whilst every reasonable care has been taken to ensure accuracy, no can provide. We received an immediate response from the people we were trying to reach, and will be using the
responsibility can be accepted for inaccuracies, howsoever caused. magazine again as a tool to promote other areas of our business. Alison Golding and her team have provided a first
Opinions expressed in articles are strictly those of the authors. No class service from start to finish and she gone out of her way to offer further advice and guidance.”
liability can be accepted for photographs, artwork, illustrations or
advertising material while in transmission or with the publisher. Lloyd Foreman, Lawson Maclaine Ltd.
4 business talk
More Skills = More Work
Intensive Courses Training Centre in Crawley
• Train the trainer qualifications for any companies needing
to 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
0800 856 4448
www.tradeskills4u.co.uk
www.businesstalkmagazine.co.uk
Economic doom and gloom. A dip in the
housing market. That’s surely bad news
for 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 hasn’t had much of an
effect on the number of people applying,” he says.
“Training in this area seems to boom in a recession.
That’s partly because tradesmen recognise the need
to multi-skill 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 isn’t going
to last forever and they want to be ready for the
inevitable demand when it does end.”
Trade Skills 4 U’s bedrock is construction and
electrics, with applications coming from young
people just starting out and people who want to
Call now or go switch to a new career or to work for themselves, as
online and get well as ex professional footballers or armed service
qualified with personnel who are re-training for a life in civvy
TS4U street. And there are always existing tradesmen who
want to gain extra skills.
“Many tradesmen are not really multi-skilled but
they’ll 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.”
 business talk 5

However, a substantial part of the organisation’s

Reasons to be training

Carl Bennett
clientele comes from corporate clients, either
companies where staff need to know a bit about a lot,
or those who want to add new skills to their staff’s Individuals
repertoire. It trains staff of hardware superstore B&Q • To launch first career
for example, to ensure they can offer the best advice • To switch to new career
to customers, and Bennett says the company reports • To be equipped to start own business
a 17% increase in sales in these stores. • To gain or update a qualification to prove skills
It also trains maintenance staff of the Royal Free • To add extra skills to repertoire
Hospital, ROK, BAA, and Harrods to name
a few, to equip them with extra skills, Companies
as well as the employees of many • To give staff better general understanding,
established building companies. which can improve staff retention, as well as
The corporate area is one that Carl is the quality and variety of services you can offer
keen to grow, and he stresses that every • To get staff qualifications updated – so you
phase will be helping tradespeople
course can be customised to suit a company’s
ny’s can provide high quality services that clients
who plan to emigrate to Oz to
specific requirements.
will pay for
convert their UK qualifications into the Australian
He is also broadening horizons and is expanding into
• To multi-skill existing staff – which helps you
equivalents, but future plans could also involve
‘green areas’ next spring, with wind turbine and
keep staff overheads under control
franchising the business model in the Antipodes.
solar panel installation. “I’ve been negotiating with
“It is an exciting opportunity,” says Carl. “There • Trainer and presentation skills and
NICEEIC, the training body for electrical training,”
is definitely a gap in the market there and I like a qualifications for company in house training.
explains Bennett. “At the moment this area is
challenge.”
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 can

prove they know what they are doing are going to be

ahead of the game.”

For more information on the
He is also introducing Train the Trainer courses,
courses contact Carl and his
relevant to any type of business and carrying the
team on the details below:
Trade Skills 4 U hallmark of tailored intensive learning
T: 01293 529777
to a recognised qualification at a time to suit. In the
E: info@tradeskills4u.co.uk
future, this might be extended to provide training in
W: www. tradeskills4u.co.uk
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 Carl’s

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

6 business talk

Currie & Brown, one of the world’s leading

construction consultancies, could be described as
one of the industry’s 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 Group’s Head of Cost
Management, based at new offices in Haywards
Heath, explains why they’re 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 two-fold:
to deliver cost savings and value through prudent
control and to ensure co-operation 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 management-owned 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,

Firm foundations
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:

www.businesstalkmagazine.co.uk
 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 enviable
record 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. We’re interested in their business
objectives and passionate about delivering projects
that reflect their needs, within budget and time
constraints. I think we’re respected because we give “Naturally, our team handled the move with ease. their property portfolios more economically has never
honest advice, administer sensible controls and We’ve gained nearly 2,000 square feet with vastly been more vital.”
ensure that clients and contractors agree on and superior workspace and meeting facilities. We’ve also
incorporated a dedicated staff dining/social area in The next year looks set to be busy as they oversee
remain committed to shared goals.
response to their feedback.” major investments in student accommodation and
“We recruit talented, resourceful individuals academic buildings at the University of Sussex and
and develop their potential. We find that good With good links to London and the South Coast, the numerous other high profile projects for education,
communication and an open approach to staff new location fits with their commitment to utilise health, commercial and local government clients.
management encourages loyalty along with the right public transport and the extra space means that
can-do attitude. We’re lucky to have an experienced, growth is the goal. With a solid strategic plan, a strong position in the
dynamic and enthusiastic team in Haywards Heath, marketplace and their involvement with clients
with around half the workforce having been at Currie Looking to the future, Simon Lee concludes: “It committed to continued investment, Currie & Brown
& Brown for over ten years.” would be foolish – disingenuous even – to ignore have every reason to be confident. “We’ll continue
the current economic climate. But it does present to invest in our most important asset – our people,”
Camaraderie was certainly to the fore during the opportunities. Helping our clients protect their assets confirms Lee. With his robust leadership at the helm,
recent office move. Having outgrown their Crawley is essential. Clients will need to run a leaner, meaner it’s clear that this company will continue to build on
offices, they considered their relocation carefully. operation so our expertise in helping them manage its firm foundations.
Iain Stevenson, Director, Simon Lee, Director, Marcus Lyon, Divisional Director

For more information contact:

Simon Lee, Director
T: 01444 448400
E: simon.lee@curriebrown.com
W: www.curriebrown.com

Currie & Brown

6 Heath Square, Boltro Road
Haywards Heath
West Sussex RH16 1BL
 When you want to capture the
real spirit of your people…

When you need images that

bring your brand to life…

When you want to communicate with

more than just words…

Contact Andrea Sarlo and visit

www.andreasarlo.com www.andreasarlo.com for inspiration
Te l : 0 1 4 0 3 2 6 7 6 6 0
Stunning professional photography…
…without a hefty price tag!
‘We are delighted with the images, and the
professional and creative way in which they each
communicate our brand and our capabilities’
Ryan Walker, M.D. Techmobility
 business talk 9

Should I Stay or
Should I go?
If you’re looking at your current office space and
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.
It’s not.
There could be a better and more cost-effective
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, it’s a decision that
can cost thousands of pounds if their lease stipulates
that the current building needs to be restored to its
original state. The landlord’s surveyors will perform a
dilapidation report which will outline all the changes
that the tenant is required to make. It doesn’t matter
whether the building is in tip-top condition or not.
The bottom line is that the bill for making these
changes can easily run into five figures or more.”
important that the Telesales Team stayed together as
1230
1
a unit and were not spread across various floors. We
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 doing
this, 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 didn’t have
to sacrifice any personal space. Our client achieved
NEW P
their goal at a fraction of the cost of having to finding
additional space and without major disruption to
OFFIC
their business.”
Another client benefited from Trevor Blake’s space
planning experience and flair by sub-letting one of
their floors. “Our client was occupying three floors
when really the entire team could be comfortably
accommodated in just two”, says David. “That’s the
beauty of space planning at this level. You’re not only
adding value to a client’s business, you’re 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
SED
P O
changes, or are considering moving in order to
R O
expand, talk to Trevor Blake Ltd before you make any
decisions. When it comes to achieving marvels with
E
your space, they are the magicians!
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,
TRUNKING

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 telephony
bill and the changes to your marketing material, you
BALCONY

can end up with a hefty bill.”

CUPBOARD
FIRE HOSE

So, if moving is an expensive

TO

TRUNKING

STAIRWELL

SHOWER

exercise, how can Trevor Blake

FEMALE
TOILETS
COMMS
MALE TOILETS

Ltd help? ELECTRICITY

CUPBOARD

TO LIFT LOBBY

The answer lies in having your existing space

UNITS

BLOCKED 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 creative
For a free initial
and inspiring solutions to your challenges. Gatwick
consultation please
diamond-based Titan Travel came to Trevor Blake Ltd
call David Webb at
for this purpose and the results were astonishing.
Trevor Blake Ltd
David takes up the story. “Titan Travel were looking
01293 775509 or email
to expand their telesales team, but within the For more information: info@trevorblake.co.uk
current floor space it just didn’t seem feasible. It was www.trevorblake.co.uk
10 talk back
TALK BACK
No matter what business you are in or how it is faring in
the current economic crisis, there will be times when you
don’t 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.
Alex Steele
Recruiting
Q I am the MD of a small business and
I need to make a key hire that could
make a huge difference to our company.
I want to outsource the process to
professionals, 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?
A There are a number of services available in the
recruitment market with agencies supplying
CV’s 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 CV’s
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
as Search. Contrary to the general view, this is not
exclusively for large budget businesses. Smaller
businesses can be deterred from considering Search
services by the misconception that a retained Search
is 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.
www.businesstalkmagazine.co.uk
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
E: alex@asteeleassociates.com
W: www.asteeleassociates.com
Alex Steele
Recruiting
Malcolm Fillmore
Insolvency
Q We import designer light fittings which
we sell direct to retailers. Whilst trade
is a bit down, what worries me is if one of our
major customers goes bust. Any hints and
tips?
A A year ago, credit insurance would have been
your best answer but we are seeing a rapid
restriction 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 turn
sales 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 on-selling 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

Malcolm Fillmore
i Paula Tomlinson
Insolvency
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
persuade him to pay in full rather than return the
goods. That’s better for you, since you do not really
want the stock back!
T: 01293 410333
prospective clients – identify the papers, magazines
E: m.fillmore@athertonbailey.com
and radio and TV stations that reach them.
W: www.athertonbailey.com
you have something they would be interested in –
Paula Tomlinson
Accounting
Q In this challenging economic climate,
will tax incentives help me invest in
new machinery and other assets used in my
small business?
A An improved tax allowance which may
help you continue with your investment
plans during this difficult period has recently been
introduced.
From last April 2008, expenditure up to £50,000
over 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
talk back 11
Belinda
i Gannaway
Accounting Marketing
• Moveable partitions you want to say it and how. PR, on the other hand,
• Battery chargers and generators is all about providing genuine ‘news’ to journalists
For example, an office or warehouse refurbishment who then create stories for their readers. You have
may be more affordable than you think and be a less control, but it does offer a different range of
good bridge before committing to larger premises. advantages. Ultimately, though, the two work
Other existing favourable capital spend allowances well together.
include 100% relief for environmentally friendly So, how do you get the press interested?
fixtures such as certain electrical systems. Or 100% Assuming you know who you are targeting – it
relief to renovate a flat above, say, a shop. This may could be potential recruits or investors as well as
have the added advantage of improving your
rental income.
If you are struggling to persuade your bank to lend
Reading those titles will give you an idea as to the
you money, explaining the tax rebates and beneficial
sort of stories they cover, what days they cover
cashflow may help to receive their approval.
them and who writes them. If you’re still happy
Your capital spend decision should be made after
checking your existing/potential trading losses and
capital allowances and your personal allowance
journalists hate timewasters – you can try one of
two approaches.
position, because the timing of expenditure is crucial
Most local journalists would welcome a phone call
to maximising the tax benefit to your business.
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
T: 01444 882677
E: paula@onthespottax.co.uk
beginner’s guide to writing a news release. But the
W: www.onthespottax.co.uk 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
Belinda Gannaway grammatical and spelling errors – and journalists
will be more interested in your future stories.
Marketing
Q My business has lots of good things
going on that I think the press would
be interested in. How should I approach
T: 01273 551448
them?
E: belinda@bgmarketingandpr.co.uk
A Journalists are always looking for stories.
Understanding that you have ‘news’ to share
is the first step in gaining a media profile. However,
W: www.bgmarketingandpr.co.uk
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
12 financial talk
Surviving the recession
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.
www.businesstalkmagazine.co.uk
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
Malcolm Fillmore, partner, Atherton Bailey
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 8. Get customers on side
disproportionate time. Talk to your major customers about improving
payment terms. They buy from you because they
4. Make tough decisions need your goods and services – they want you to
The biggest overhead is staff and you need to face up survive.
to hard decisions sooner rather than later. Pruning
can make the rest of the plant grow stronger. So 9. Keep it real
make redundancies in a single hit and discuss your Ensure you have a business you believe in and that
survival strategy with survivors to motivate them to is demonstrably viable and fit for purpose when the
work towards it. upswing comes. Even if 2009 profits are nil, focus on
the near horizon and carry out periodic sanity checks
5. Get advice to ensure the light at the end of the tunnel is not the
Lock yourself away for the weekend to write or re­ express train heading your way.
write your business plan and cashflow for the next
18 months. Ask your accountant for advice. If they 10. Keep the faith
do not offer business advice, get a new accountant Above all, have confidence in your survival. When
or talk to an insolvency practitioner specialising in you manage the downturn and competitors don’t,
business rescue. there will be more opportunities when the market
recovers. But make sure this confidence is supported
6. Negotiate with your landlord by a real plan, not blind faith.
Ask for a rent holiday from your landlord. There are
lots of empty properties out there and landlords Atherton Bailey is an insolvency practice with offices
would rather receive something at some point than across the southeast. Find out more at
be faced with an empty unit. www.athertonbailey.com
7. Talk to the taxman
The 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.

Cutting Costs in
a Recession
It’s January and time to agree this year’s budget,
forecasts and cash-flow 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? …
It’s 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 what’s left?
The staff benefits package-that’s easy to cut, we will
just cancel the policies and stop making contributions
to the pension scheme…the staff will understand.
NO THEY WON’T. The benefits are part of their salary
package and they won’t be happy.
You put these schemes in place because it was the
right thing to do. These benefits help ensure the
health and well-being 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 employee’s 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
financial talk 13
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
Richard Phillips, Managing Director
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 can’t come up with a
better deal then you will know that you have the best
deal around.
Employee Protection Schemes
• Group Life Assurance
Group life assurance insures a multiple of the earnings of individual employees which may be paid as a
tax-free lump sum to a spouse, partner or dependants The employer pays the premiums and the cost is
normally treated as a trading expense.
• Group Income Protection
Provides a regular payment to the Company that allows the employer to continue to provide a significant
proportion 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 a
trading expense
• Group Private Medical Assurance
Providing staff with speedy access to quality medical treatment can often help employees get back to
work in the shortest possible time. Also many policies concentrate on prevention rather than cure which
has to be of benefit to both employer and employee. Schemes on a group basis can be as small as 3
members (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 Insurance
Provides a lump sum to employees or their families to help with the financial impact of a defined critical
illness. The benefit can then be used by the employee as they see fit, for example to pay for house
alterations or to employ help within the home.
If you are facing difficult decisions in 2009 regarding
your insurances, or just wish to review your financial
affairs, call Miren O’Brien on 01306 742200 or
email Miren@hjpifa.com
HJP Independent Financial Advisers
Linden House, 176-180 South Street
Dorking, Surrey, RH4 2ES
www.hjpifa.com The contents of this article should not be taken as personal advice and
you should contact us for specific advice, taking into consideration your
Authorised and regulated by the Financial Services Authority own personal circumstances should you believe this to be necessary.
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 short-term financial gain won’t
also result in a long-term 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.”

www.businesstalkmagazine.co.uk
 marketing talk 15

Rewind to move forwards…

Let’s 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 glossy
brochure. The quote is accepted and the agency produces what the client has asked for. But is it what the client
actually needs?

For Graham, the answer lies in rewinding back to the beginning. “In most cases when a client approaches
HH Design with a brief to design a marketing communication, rather than just heading straight for the drawing
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 it’s time well
spent and results in a marketing communication that looks fantastic and that leads to sales. In these challenging
times, it’s more important than ever to adopt this outcome based approach to design.”

A case in point…
By anyone’s 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 stand-out 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.
HH Design, Unit 2a, Kelvin Business Centre
It’s a genuine offer, open to the first 24 Business Talk readers to contact Kelvin Way, Manor Royal, Crawley
HH Design. West Sussex RH10 9SF

If you want your marketing communications to pack a punch this is the Tel.01293 536362 www.hh-design.co.uk
place to start! Fax.01293 536364 info@hh-design.co.uk
16 marketing talk
Powerful Copy Makes Money!
If you’re thinking about
promoting your business in
Business Talk Magazine, then
let me help you with a few
golden copywriting rules.
Dee Blick, Chartered Marketer
www.businesstalkmagazine.co.uk
Tip 1
Tell a story – don’t ‘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 must
be 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.
Tip 2
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 your
business does within the opening paragraph and
then reinforce this by communicating your passion
and enthusiasm for what you do.
Tip 3
Focus on communicating
three compelling benefits that
readers will enjoy.
Don’t 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 the
best 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!
Tip 4
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 great
format, 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.
Tip 5
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 customer’s profitability with your
service? Build these positive moments of truth into
your copy but make sure that you get permission
from your customers beforehand.
Tip 6
Set time aside!
Copywriting miracles don’t happen in minutes. It has
taken me 23 years to be able to write copy effortlessly,
but even so I still spend on average 3-4 hours writing
a 600-word 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 five-minute 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 the
layout, 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: deeblick@themarketinggym.org
www.themarketinggym.org

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 UK’s leading pub company
with over 8,400 pubs nationwide, added Solus
Marketing & 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 forward-thinking 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 ending
in Wembley Stadium, the roadshows attracted
Peter Osborne and Gavin Weekes
thousands of landlords keen to secure their uniform
for the next season.
“The pub trade needs hard-wearing 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 didn’t pose a problem.
“We’re lucky as one of the benefits of our strategic
partnership with RJ Osborne is that we can manage a
marketing talk
fairly complex bespoke system with ease. Landlords
can order at the roadshow, online or by telephone
and 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. We’re 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
to the challenge.
“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,
high-quality 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 they’ll
always have access to well-made merchandise at
great prices. And because our industry is entirely
deadline-driven, we can handle tight turnaround
times. It’s why we’re the trusted supplier for so many
household names”
Looking at their portfolio, it includes many of the
world’s biggest drinks and hospitality brands –
among them Budweiser, Bacardi, Southern Comfort
and Jack Daniels. Gavin adds: “It’s 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, they’re 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
18 tech talk
Overcoming challenges
Dale 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.
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 can-do attitude, it’s clear why so many
companies trust them with their all-important
Internet presence. Bulbrook explains:
“There’s no doubt that our experience helps. We
grasp what our clients need quickly and can deliver a
robust, attractive and user-friendly 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
www.businesstalkmagazine.co.uk
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 to
the 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 database-driven 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:
Dale Bulbrook
“Working to a challenging deadline, Webdesigns
overcame the hurdles the project presented and
we’re delighted with the end result. I wouldn’t
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 at
Webdesigns will give you honest, objective,
no-obligation feedback. Guaranteed.
Education panel
Five steps to website success
Whether you’re considering a new website or
some timely tweaks…
1. Plan
Be clear about your needs. An experienced
developer 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.
 tech talk 19

New Year’s resolution:

cut costs and improve service

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.

January is traditionally a time for reflection, Indeed, with an IP system, you can also incorporate
resolutions and doing our best to tighten belts. We home-workers and overseas sites within the internal
need to apply these principles to our businesses. To network, meaning that calls to them are free.”
survive this challenging economic climate, identify
cost savings that do not run the risk of losing Reliable performance
disenchanted customers.
With a compelling case for cost savings, customers
The new frugality should be welcomed as a just need to be reassured that the system will deliver.
momentous opportunity to make clever, tactical
“Reliability is key. It was the driving force behind
changes. Review your telecommunications strategy;
the decision to change to IP Centrex for one of our
you can cut costs while improving service and
major blue-chip clients. The national control centre
reliability, giving you a vital competitive edge.
for this security company had been plagued with
“You can cut your telecommunications costs by 100%, problems with their ISDN lines falling over around
of course,” quips Bulman, “by ripping out the entire twice each month.
system and not placing another call, but that would
“With our IP system, they have 90 telephone lines and
be commercial suicide. Telecommunications are the
multiple features that have improved call handling
life-blood of any company. So companies have to pick
– but most importantly, they can relax knowing that
a system that is robust, reliable and cost-efficient if
every single line is backed-up automatically.
they want to remain responsive.”
“We install a spare set of lines as standard and operate
Significant savings a further fail-safe option at our own exchange by
directing calls to voicemail or to designated mobiles.
He continues, “While I can’t achieve 100% savings,
Each number can be routed differently which means
we have saved one of our clients almost £10,000 per
there is no congestion and customers can still reach
year in line rental alone recently. Fact is, too many
the person they want – whatever happens! That’s
people are paying over the odds for a service that
three times the security of a BT trunk. We just don’t
doesn’t deliver.”
believe in taking chances.”
By updating technology to an IP system, calls can be
If you don’t believe in taking chances either, contact IP
made over high-speed internet connections, slashing
Centrex. They can provide either a new and improved
both line rental and call charges. “With this advanced
system or you can add IP trunks to your current
system, you make savings but still get to enjoy
system and recoup your investment through savings
unrivalled reliability. You really can have your cake
in just a few months. In uncertain times, it’s good to
and eat it.”
know that there are still ways to cut costs, improve
“Just work out your call pattern, compare charges and service and protect your company’s viability.
predict the savings. The average business call lasts just
2.4 minutes, so it’s crucial to find a solution without
connection fees. BT, for example, will charge you up
to 7p just to connect the call. It doesn’t take long for
these charges to stack up. With IP Centrex, this service
is free. Why pay for something that you can get for
James Bulman

free elsewhere?
“And you won’t find the difference lumped into call For further information, visit www.ipcentrex.ltd.uk
charges, as we beat BT on price across the board. or call 01293 734775.
20 business talk

Manor Royal Plans to make Crawley’s main employment area,

Manor Royal, an even better place to do business are
moving fast.

improvements move The Manor Royal Regeneration Project Group is

looking to bring about improvements to the estate’s
roads, signage, facilities and green spaces.

a step closer 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 town’s Local Economy
Action Group prompted Crawley Borough Council to
commission consultants to take a hard look at Manor
Royal, and it was discussed again at Crawley’s first
ever business debate that took place in May last year.

www.businesstalkmagazine.co.uk

“packed
Fifty years on it’s still a great location
full of great businesses
”
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 Crawley’s, the county’s and the region’s
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.
“I’m 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
business talk 21
Steve Sawyer, Economic Development Officer, Crawley Council
strength of not just Manor Royal, but for Crawley and
Jeremy Taylor, Chief Executive, CADIA
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 it’s still a great location packed full of
great businesses and the work we have undertaken
John Stapleton, partner at Thomas Eggar
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, Crawley’s Local Economy Action
Group or other local economic matters contact Steve
Sawyer (Economic Development Officer, Crawley
Borough Council) on 01293-438704 or by e-mail
steve.sawyer@crawley.gov.uk
22 business talk

Business Link has worked with Outdoor Solutions for

Stop, take a step back the past 5 years. www.outsol.co.uk

Commenting on Business Link Anthony said, ‘The

and learn for free – company has really benefited from our relationship
with Business link these past 5 years. As a company
we have had rather exceptional growth, which
two local businesses did exactly this...
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
Nigel Jeffrey, Business Adviser, Business Link & Anthony Reynolds, MD, Outdoor Solutions

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
• Do you run your business or does your business run you? Monday 5th January – Crawley
• How much time do you allocate to working ‘on’ your Monday 5th January – Horsham
business, rather than working ‘in’ your business? Monday 12th January – Haywards Heath
Monday 19th January – Crawley
February
Planning for the future of your business is essential Beth said, “I approached Business Link because I Monday 2nd February – Crawley
and to help you take a step back to look at the bigger knew that I needed to take a step back and assess Monday 2nd February – Horsham
picture and where your business is going, Horsham where Smart Monkey is heading. The Business Monday 9th February – Haywards Heath
District Council, Crawley Borough Council and Link Clinic enabled me to chat through the current Monday 16th February – Crawley
Mid Sussex District Council have got together business issues we have been facing and our plans
March
and teamed up with local business support experts, for future growth in a confidential environment.
Monday 2nd March – Crawley
Business Link, to offer you the opportunity to The friendly business consultant provided impartial
Monday 2nd March – Horsham
attend a FREE local Business Development Clinic, advice and guidance and it is great to know I have a
Monday 9th March – Haywards Heath
where you can discuss your business issues with an point of contact for support should I need it in the
Monday 16th March – Crawley
expert Business Adviser. future. I went away from the Clinic confident that
Monday 30th March – Crawley
Smart Monkey is on the right track with positive
We understand that running a business is a daily
areas to focus on for future growth and success.” SPACES ARE LIMITED, SO BOOK EARLY TO SECURE
challenge and that it can be difficult to see with
a fresh perspective. Therefore, the clinics are Smart Monkey Marketing is a marketing agency YOUR PLACE!
designed to help you take a step back from your day based in Horsham, West Sussex. To book a slot simply call
to day activities, to start to think about the future www.smartmonkeymarketing.co.uk 0845 600 9 006
and the direction the business is heading. They
Anthony Reynolds is the managing director
are an excellent opportunity for you to discuss key
of Horsham based Outdoor Solutions Ltd, a
business concerns with an independent and impartial
landscaping business providing imaginative
adviser who will challenge your thinking, while
and creative bespoke designs for schools,
also suggesting additional approaches you might
nursery schools and council owned open
consider, and provide practical feedback that will
spaces. The approach is to use natural materials,
help you identify steps that you need to take to reach
particularly carved wood to create colourful,
your goals.
imaginative and creative designs for gardens and
Beth Nash, Managing Director of Smart Monkey play areas. Since starting to trade in 2003 the
Marketing Ltd recently attended one of the company has adapted and found a niche market for
clinics with Business Adviser Nigel Jeffrey. its service and has achieved year on year growth.

www.businesstalkmagazine.co.uk
 business talk 23

You cannot afford a square peg

The quality of your executive team will determine your future success

A retained recruitment service, also known in the

industry 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
10-year-old, £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 and
operations 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 incumbent’s
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.
‘sell’ – his plans, passion and expectations for the However, we suggested that, in addition to the
With all hirings, particularly senior, the elusive future as well as clarification of how the incoming package on offer, which included a bonus based on
factor is the ‘fit’ with the business. Commercial Director would be a crucial part of the revenue target, he might consider further incentives,
The MD had to clarify exactly what the individual strategy. It was imperative that we were on the same including equity participation or at least options
would do to achieve that growth. With our wavelength. The method of search consultancy is after two years. The MD was initially hesitant but
assistance, he produced a detailed job specification. about gaining an in-depth understanding of the ultimately agreed because the individual had the
This covered not only how the incumbent would client’s business – its people, ethos and culture – to potential to make a huge difference to his business.
identify new business opportunities but also how identify exactly the right person for the job. We therefore provided not only the right candidate
they would interact within the existing structure, and The shortlist comprised of three candidates with but created a trusting relationship with the client and
how existing client relationships would be managed different backgrounds, skill sets and operating levels, added value to the recruitment process by guiding
to maintain and develop both existing and new all of whom could do the job well. The client had to and advising him throughout.
revenue streams. select the one he believed was the best fit; the one The Commercial Director joined January 2008 –
The ‘fit’ criteria were energy, ambition, maturity, he would be most comfortable working with and business revenues grew 35% last year and are
self-awareness and confidence, along with proven would take the business to the next level. Naturally, budgeted to double that in 2009 as his strategy
sales and business development expertise, credibility we gave impartial and constructive guidance through planning and influence really begin to impact.
with existing clients, gravitas and first class this crucial and sensitive process.
communication and presentation skills. So already Of the three, the strongest was the most senior and
a very tall order, and in addition, the incumbent expensive. The MD then became worried that the role For more information contact Alex on:
also had to be comfortable in an SME environment might not be sufficiently senior and questioned why T: 01798 815996
and, ideally, bring large corporate or blue chip client this candidate would be interested. We advised that E: alex@asteeleassociates.com
relationship management skills. W: www.asteeleassociates.com
the candidate’s expectations had been
We had to sell the role to the selected candidates managed throughout the process and he was fully
but it was even more important, given the size and aware of the challenge; he was keen to join because
nature of the business, that the MD prepared his he saw the opportunity.
24 business talk

Editor’s Talk
This is where I get to spotlight great
things that are happening locally Government Executive Agency
within the Gatwick Diamond business Appoints DMH Stallard to Legal Panel
community. Who are the movers and
shakers? It’s up to you to tell me. I look DMH Stallard is delighted to announce that it has been appointed to the Lit Cat
forward to sharing your news with Legal Panel to provide litigation support and advice to the Treasury Solicitors
12,000 loyal readers! Department and its clients. The panel appointment was made on the 1
December 2008 and will run for at least three years.
For interesting news and information
on local networking groups, plus local The Treasury Solicitor’s Department (“TSol”) is an Executive Agency of the
events that offer free networking Government that provides legal services to over 180 central Government
opportunities go to Departments and other publicly funded bodies in England and Wales. It is
www.businesstalkmagazine.co.uk/ the largest legal team in the Government Legal Service and, with over 800
TalkEditor.asp employees, is one of the largest legal organisations in the UK.
DMH Stallard will work with TSol and its clients, providing litigation, specialist
debt recovery services, regulatory and criminal advice.
New Year –
Jenny Thorp, Partner at DMH Stallard and Head of the Public Sector Group,
New Team! commented;
We are delighted to welcome Heather “This latest appointment for DMH Stallard is testament to the firm’s extensive
Maynard, our new Production Manager, public sector offering and underlines our detailed understanding and vast
to the team at Business Talk Magazine. experience of advising clients in the public sector. We are delighted to have the
Heather brings to the team her proven opportunity to work with Tsol and its clients, and look forward to developing a
strengths of building good business long and successful relationship with them”
relationships with excellent communication
DMH Stallard’s Public Sector Group, which is ranked top in the South East
skills and customer focus. Passionate about
and amongst the best firms nationally by Chambers and Partners 2009, has
delivering a first class product and service
worked with local authorities, government organisations and other public
she is always prepared to go that extra
sector clients for over ten years. The appointment to the Treasury Solicitors
mile. She lives in the Horley area, and with
Department panel adds to its long list of clients that include the Parliamentary
a previous background in recruitment has a sound knowledge of many local
and Health Service Ombudsman and the London Borough’s of Croydon,
businesses and industries. Heather will be marrying Kevin later in the year,
Southwark, Merton and Westminster.
who has developed a reputable and successful business in the local area. She
is looking forward to meeting with all our advertisers and wishes everyone a
happy and prosperous New Year.

Haywards Heath Based Company Extech Shines Through The Economic Gloom

Haywards Heath based, I.T. solutions
provider Extech Ltd, has been taken
over by Andrew Hookway and Paul
Estep, two former senior directors
from Fidelity Investments. Extech,
which was established in 1988 by a
group of former employees of the
I.T. department of Technicolor Films
has, in the past few months, outlined
ambitious growth plans and is now
investing heavily in both its call centre
and its engineering resources.
As Commercial M.D., Andrew Hookway,
explains, “Extech provides small and
medium-sized businesses with all the
services of a dedicated IT department.
Services include nationwide, 24/7,
on-site IT support, software support,
computer maintenance, networking, “As a direct result of the investment ambitions and thus help ensure that
helpdesks, project management, IT we have already made, we are now in their investment in technology delivers
training and consultancy, website a position to assign customers with effective results.”
design and Internet security. In their own personal engineer who www.extech.co.uk
addition to our head office in Bridge will be able to learn their needs and
Road Industrial Park, we also have a
satellite office in Macclesfield.
“Extech’s focus upon growing the
business during these challenging
times, and our commitment to quality
of service has already started to
pay off, and we have been awarded
Microsoft Gold accreditation, the
highest level of accreditation available,
and have also been chosen by O2
Telefonica to become the first Regional
Technology Partner in the South East
Paul Estep, Andrew Hookway
of England.

www.businesstalkmagazine.co.uk
 business talk
25

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
offices in Crawley and Worthing.
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,
including specialist advice on tax issues.”
Mark Riley, most recently with the insolvency arm of Berley chartered accountants
in London, specialises in helping SMEs, owner-managed businesses and
professional practices. Atherton Bailey founding partner Malcolm Fillmore said:
“It’s 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 witness
services.”
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 qualified
insolvency practitioner. We are the first
step on the road to recovery.”
Mark Riley
London Gatwick Airport signs up to
new 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 airport’s 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, environmental
management 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 Airport’s 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
ground-breaking 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 Gatwick’s history with the sale of this national
asset and this legal agreement continues to define Gatwick’s 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 bio-diversity; 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.”

Small Business Marketing Book Launch
Award winning Chartered Marketer
Dee Blick has written her first
marketing 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
The full details of the agreement can be read at www.gatwickairport.com/
legalagreement
little know-how, 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 and
potential TV show. We hope she still
finds time in her busy schedule to
Claire Denman, Conservative Councillor, Liz Trevor, BAA, Bob Lanzer, Councillor Leader, Sarah Hunter BAA,
write for us!
Kieran Stigant, WSCC
26 networking talk
Gatwick Now!
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 the
face 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 are
fewer 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 has
served 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 non-aviation
businesses are thriving thanks to the links that
Gatwick brings.
An Airport is constrained or grows by the
destinations 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
www.businesstalkmagazine.co.uk
from the Open Skies agreement and this has affected
businesses in the wider business community.
In the New Year we will be carrying out work
to identify the economic impact of Gatwick on
businesses that are located in the Diamond. We
need to understand the departure airports they use,
the cost and time spent in reaching those departure
points and the business destinations they fly to.
Once we understand the demand we can work with
the Airport and airlines to make sure that Gatwick
returns to being the second business and tourist
Jeremy Taylor , Chief Executive, CADIA
gateway to London. If that demand indicates
the need then we will be lobbying hard for a
second runway.
We will also be working on establishing the Gatwick
Diamond as a business destination, working with
local businesses to build the profile of the area on
the global stage. If you would like to be a part of this
work, let me know.
The Gatwick Diamond Area Forum will continue to
bring together the other Chambers and business
associations in the Diamond and we will continue to
lobby on your behalf. Whichever organisation you
belong to, make sure that your issues are known and
we will work together to help resolve them.
The Gatwick Diamond Business Awards, which we To find out more about Cadia or to become involved
launched in September of 2008, have attracted over in our work with the Gatwick Diamond, please
70 entries from businesses large and small and the contact me at 01293 440088 or visit
www.cadia.org.uk
Dinner is completely sold out.
Our main programme of networking meetings is
often fully subscribed so please contact the office if
you would like to come along.
How green is your word?
At Foundry Press we take your printing seriously. We have invested in
state-of-the-art equipment to ensure you get the best results using the
most efficient and environmentally aware solutions because, good quality
printing doesn’t have to cost the Earth. We are actively committed to protecting
the environment and have been accredited with ISO9001/2000 and ISO14001.
We have also been certified as being Carbon Balanced by reducing and
compensating for the CO2 emissions generated by the business activities of
our company, with the aim of achieving a zero carbon footprint by 2009.
FSC certification has also been successfully implemented.

Show your green credentials on your next project

by following the Foundry Press Green Manifesto.
Speak to Alan Houliston or Bruce Phillips on
01403 216 120 for a copy.

PEFC716-33-441

Unit A, Foundry Lane, Horsham, West Sussex RH13 5PX

t: 01403 216120 f: 01403 242700/274139 e: info@foundry-press.co.uk
www.foundry-press.co.uk

B r o a d f i e l d S ta d i u m
Conference & Leisure

Your Corporate Business Needs • Audio-visual and integrated

sound systems
At the Stadium Suite you will find all the
• Dedicated on-site catering and
help and experience you need in staging
fully licensed bar
your business event - whether company
• In-house restaurant kitchen
conference, product launch, sales meeting or
training seminar. T H E

S TA D I U M
FACILITIES INCLUDE: SUITE
• Air-conditioned conference
C R AW L E Y
venue with seating for up to
160 delegates Tel: 01293 438362
• Free parking for 350 cars Email: broadfieldstadium@crawley.gov.uk Website: www.crawley.gov.uk

Business meetings • corporate events • personal celebrations

 Make Chestnut Tree House

your charity of the year

Chestnut Tree House is the only children’s hospice in Sussex and

cares for children and young people with progressive life-limiting
and life-threatening illnesses. Sadly, these children will probably die
before they reach adulthood.
Your business can really make a difference by
getting involved with Chestnut Tree House.
Make Chestnut Tree House your charity of the year
Help us raise the £2m we need every year to
provide our care services
Sponsor our hospice events
Organise your own fundraising events and activities
Adopt payroll giving for your employees
Volunteer at the hospice
Sponsor a nurse
Undertake cause related marketing
Meet your CSR responsibilities
To find out how you can help your local
children’s hospice, call Sarah Arnold, Corporate
Fundraiser, today on 01903 871837 or email
sarah.arnold@chestnut-tree-house.org.uk

Chestnut Tree House, Dover Lane, Nr Arundel,West Sussex, BN18 9PX

www.chestnut-tree-house.org.uk
Registered charity no 256789