Susan Port, 57 from Warwickshire started her own business after retiring due to chronic obstructive pulmonary disease (COPD). In July 2006 Susan became the UK and EU sole distributor for Babynobumps Ltd, a company which provides safety hats, to protect babies’ heads from bumps and scrapes. Three years down the line, Susan is in talks with multinational retailers Mothercare - a deal that could help babynobumps onto the high street.Susan worked for the Royal Mail for fifteen years, but was medically retired due to COPD. COPD is a progressive disease that makes it difficult to breathe, and so working amongst dust was hazardous to Susan’s health. Becoming self-employed and working from home means that Susan can be in a cleaner environment that is ‘without stress’.
Susan first spotted Babynobumps Ltd while trying to find a hat for her granddaughter. Susan tried to make one herself by copying the design; - a colourful foam safety helmet which prevents babies from harming themselves. Susan thought about how many other babies might need the same protection. Susan emailed the product owner in Canada and introduced herself. A series of phone calls and emails over a two-month period, won Susan sole distribution for the UK and EU. Susan says it was ‘her belief in the product’ and ‘friendly nature’ that clinched the deal.
Funding
Susan had her business plan in place, but there was no financial help to aid start up costs. Susan explains that there were no government grants or loans because Leamington Spa is considered ‘affluent area’. Even though Susan was not part of this affluence, her postcode meant she was ineligible for funding. Susan could not apply for a private loan, because her medical retirement suggested did not have the ability to work.
Susan overcame funding restrictions by borrowing money from her parents, and Babynobumps Ltd was launched in July 2006.
Starting Up
Susan’s first move was to approach Business Link. Unfortunately they were unable to provide much help, and recommended a subsidised consultant from their books. Susan paid money to meet up with the consultant, but found her own research to be much more valuable. Susan advises people interested in self-employment, to avoid using a consultant. She believes that good guidance can be obtained for free via business support groups, banks, and the Internet.
The Internet was an invaluable tool for all aspects of business. Susan used forums such as Giant Potential and UK Parents Lounge, to ask questions and soundboard ideas. The forums are great for research, advice and networking; especially for Susan who shied away from socialising at business clubs. Susan still checks the forums every Friday afternoon to keep her finger on the pulse, and continue to spread the word about Babynobumps Ltd.
Marketing
Susan acquired her own website through 19-year-old grandson Jamie Brown. Using basic html, Jamie was able to create a straightforward, easy-to-use site, which allowed customers to find out more information and buy online. Susan ships in stock from Canada every two months, and sends out her own orders via royal mail. If payments are received before 4:30pm, Susan will get the product out that evening.
In addition to the website, Susan markets the safety hats at baby shows. Similar to craft fairs, a pitch at a baby show will cost around £20, and bring in sales and publicity. Most of these events are local, but Susan has travelled as far as Sheffield to promote the business. The baby shows are a cost-effective way of marketing, and fairly reliable. They are now Susan’s main medium for advertising.
Susan did experiment with newspaper advertising, but suffered a blow when she paid for an advert in a mother and child’s magazine that was not distributed. Trading Standards are investigating the case. Susan found that it was too expensive to market ‘in the right places’, so stuck to word of mouth, exhibiting, and her own website.
Future
Since starting Babynobumps Ltd, Susan has achieved a gradual increase of customers. She has regular clients, and is now in talks with multinational retailer Mothercare. The well-known baby store is considering a new section, providing safety products for children. Susan tells me that 92% of baby items are bought from Mothercare, and that it would raise her profile considerably. But the deal is not straightforward. Wanting consistency and security in their business transactions, Mothercare insist that suppliers purchase a particular invoicing software, priced at £800. If Susan can negotiate a substantial contract, the deal should bring in good profit, get the product into shops, and move Susan towards her ambition of making Babynobumps Ltd a global brand name.
Susan believes that self-employment has brought her the best of both worlds. She loves her work, but does not have to shut her family out. Susan can work flexible hours, instead of being restricted by a 9-5 routine. This means she can take her three-year-old grandson to afternoon nursery school, while still maintaining the business.
Contact
Babynobumps Ltd
6 Denby Close
Leamington Spa
Warwickshire
CV32 7PS
Tel: 01926 739858
Mobile: 07875151651
Email: babynobumps@yahoo.co.uk
Website: www.babynobumps.ltd.uk
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The Open Day programme is the biggest government business support road show, designed to provide free information and support to businesses, through a series of exhibitions across the country.