Theo Paphitis #SBS Event 2020 Celebrating 10 years

Theo Paphitis is celebrating the 10th anniversary of #SBS – a network of like-minded people who run small businesses. We are all proud to be part of the 3000 winners.

The annual event took place at the ICC in Birmingham on Friday 28th February. Everyone I spoke to and the social media posts I read afterwards all said the same thing -WOW what an amazing day, so much information was shared to grow our businesses and how inspiring all the presenters were.

So if you’re thinking ‘what is all this #SBS malarkey and why is it trending on twitter’ then read on and I’ll tell you about why I love it and how you can get to next year’s event.

Firstly the event is FREE, no charge to attend – please don’t think it’s a chance for Theo to sell his products to us, and get a sausage roll and luke warm cup of tea thrown in. NO! This is one of the best organised and useful events I’ve been to (and I’ve been to loads over the years) – its sponsored by Ryman, DHL, Robert Dyas, HP, Square, Western Union, Autumn Fair, iLaw and Nat West. Which means its professional and the presenters are world class.

Who did I meet?

SBS audience

The SBS Winners starting to take their seats first thing!

As this is my third event, I made a point of booking an appointment with the buyers at Robert Dyas as in the past they have been instrumental with providing advice on my product and retail in general. I was in IT for 20 years before designing and creating my business, so retail is all new to me and any insight and support is very welcome.

I showed them my new products which were about to launch on Not On The High Street and gained useful feedback. Such as the forthcoming legislation that my gardening snips would fall into (that I was completely unaware of) and I also gained advice on Christmas gifting, packaging and additional improvements. A great way to start my day.

I intended to go and join the ‘speed networking’ sessions for social media, ecommerce and marketing, where you can meet Theo’s team to get advice, but I kept bumping into people I knew and it was so nice chatting with them and catching up on their progress since we last saw each other. So I ran out of time.

There is so much to do in addition to networking, such as getting a new headshot photo (always useful) taken. Meeting the sponsors who were so helpful and as a sole trader you don’t always get the time to discuss everyday topics such as printing (thanks HP!).

The Main Event

What an agenda! First up it was an introduction by Kypros Kyprianou, the CEO of Theo Paphitis Retail Group who introduced Theo on stage.

Amazing stats:

  • #SBS has been supporting small businesses for 10 years
  • Over 400,000 #SBS applications
  • A network of over 3000 #SBS winners
  • Which equates to less than 1% of entries will win
  • 75% are female owned businesses
  • 23% started a business aged 45+
  • 6% were under 19 when they started
  • 52% are sole traders

Theo Paphitis Nikki Hollier Border in a Box SBS

Google Digital Garage – Priya Chauhan

This presentation was designed to help us become more visible on Google and enable our customers to find us easily. This session was packed with nuggets of information and my ‘To-do’ list has grown considerably.

  • Free digital online course – https://learndigital.withgoogle.com/digitalgarage
  • Look at trends for your industry and see what the world/UK are searching for – https://trends.google.com/trends/?geo=GB
  • Create a business listing for free – Google My Business Account and create a Business Profile which lets you easily connect with customers across Google Search and Maps. If you work from home, you can click a button that says ‘don’t show my address’ – keeping ‘workers from home’ safe online! https://www.google.com/business/?ppsrc=GPDA2
  • Use Keyword search planner – this helps with potential customers trying to find you by adding those search terms to your website and content. Use short and long tail keywords. This can also help with paid ads and marketing.
  • Also keep information up to date, add in photos, virtual tours, respond to reviews (good and bad), show you care and show your personality.

Phew what an epic presentation. I loved it when Priya talked about when she moved into her new home and had no clue what to do with the garden. I hear you Priya, that happened to me and that’s why I started my business to help everyone achieve a gorgeous garden easily. No green fingered expertise required with my kits as I’ve done it all for you!

NatWest – Darren Pirie

This presentation was going to be an interesting one for me because I applied to their accelerator program when I first started Border in a Box. I got chatting to one of their advisers who works with Darren, at one of their social events. The ‘mentor’ kept saying over and over that he ‘didn’t get it’ and advised me to go and find another job/business as this was never going to work.

I don’t remember his exact words but I will never forget how I felt.

If I had followed his advice I would have missed out on some amazing opportunities such as #SBS, the WINN award for innovation (with £12k prize package), creating a show garden border at BBC Gardeners’ World Live at the NEC and winning Platinum, Best Border and being featured on TV by Mark Lane. Plus, many more, too long to list. Border in a Box is celebrating it’s third birthday this month.

So if you want to apply to join their free program here’s the link – there are many #SBS winners who rave about their hub – https://www.business.natwest.com/business/business-services/entrepreneur-accelerator.html

MIND – Faye McGuiness

  • We all have the right to thrive at work.
  • Mental health can happen to anyone, and there is still a stigma and fear of what people think about us.
  • 1 in 4 people experience mental health problems
  • The cost to the economy is £42-45Bn a year
  • On average, for every £1 spent on supporting their staff’s mental health, employers get £5 back on their investment in reduced absenteeism and staff turnover

You can read more about Deloittes research here – https://www2.deloitte.com/uk/en/pages/press-releases/articles/poor-mental-health-costs-uk-employers-up-to-pound-45-billion-a-year.html

Faye MacGuinnes MIND SBS

Faye went onto say its important to create wellness action plans for ourselves as sole traders and our team members. So, to support our wellbeing we need to do two of these five things each week to improve our mindset.

  • Give
  • Keep learning
  • Be active
  • Take notice
  • Connect

LinkedIn – Charlotte Davies

Charlotte Davies LinkedIn SBS

I’ve been using LinkedIn for many years and used it to connect with clients and help with networking when I worked in IT. I love using it but when I became a garden designer all my contacts were in IT and I thought they wouldn’t want to hear about my new career. How wrong I was – I’ve had so many people message me and ask how I changed career and how much they love the respite from endless chat about IT and hear about gardens instead.

I definitely need to update my company page, which I’ve left hanging and simply focused on my personal page. I was also surprised to hear that we scroll 96 metres of content every day, which is more than the height of Big Ben. Which means it’s so important to create content that people are interested in.

Charlotte’s Tips:

  • Build your company story / show your brand
  • Post great content regularly
  • Create a content strategy
  • Don’t write spammy messages selling your business/services on the first connection

Fireside Chat – Theo Paphitis & Sara Davies

Sara Davies Theo Paphitis dragons den

What an inspirational afternoon.

If you don’t know who Sara Davies MBE is, she’s a British entrepreneur and the founder and owner of Crafter’s Companion, a company she started while a student at the University of York – she was 19. She joined Dragons Den in April 2019 as the youngest Dragon.

Sara’s parents were business owners, they own a hardware shop. There were no plans for her to take over the store, so she went to York University and gained a first-class honours degree.

Whilst at university Sara joined a small crafting company as her placement. She spotted a niche in the market to make envelopes to match crafters cards rather than using bog standard manila or white cards.

Sara went to her Dad (an engineer by trade) and between them they created the Enveloper. Sara was still at university when she set up her business and was turning over £500k by the time she finished her course.

The Enveloper was sold on TV shopping channel, Ideal World. Sara recounted the story of her investment in stock for the first show and how the purchase order was reduced from the original agreed amount and how that left her in a deficit. However, Sara sold all 8000 products, so all was well.

From a young age Sara was inspired by her parents, their hard work and family values. Sara wanted this for her family and have a career that was flexible around her family. Sara is now married with two children aged 3 & 6.

The harder she worked the more confident she became. She told us that she was at an event for an award and was one of 8 people shortlisted. She was the only woman and had a northern accent and was in the crafting industry, so she thought she had no chance. Obviously she won, and it was a sweet success.

Sara’s top tips for us

  • DON’T REDUCE YOUR PRICE – If you’re selling a service, do a little bit for free so the client can understand/see the return on investment.
  • If you want to sell on TV shopping channels but struggling to get noticed, create your own infomercial. Talk about why they need your product in their lives rather than lead with price.
  • Work hard
  • Be you
  • Don’t talk gender – she’s in business rather than a ‘businesswoman’
  • Focus on the positives and not beat yourself up over things not done

What an inspirational lady.

If you want to be part of next years #SBS event all you need to do is:

  • Follow @TheoPaphitis and @RymanStationery on Twitter.
  • Tweet about your business directed to @TheoPaphitis, adding the hashtag #SBS.
  • Tweet on a Sunday between 5.00-7.30 PM.
  • Having a website increases your chances of being noticed.
  • It helps to know the names behind the business. #SBS is for small businesses. The personal touch is liked.
  • Just tweet once in each weekly time slot.

See you there next year and claim your fabulous goody bag – the notebooks are brilliant!

SBS Goody Bag 2020

THANK YOU THEO!

Platinum & Best Border show garden at BBC Gardeners’ World Live 2018 by Border in a Box

https://borderinabox.com/

What goes into creating a Border in a Box product?

Border in a Box garden design worcestershire

What goes into creating a Border in a Box product?

Ever wondered what goes into making a product and how it gets to market? It’s something that never crossed my mind until I started my business a couple of years ago. It has been a steep learning curve and the amount of thought, energy and money that goes into all the ‘behind the scenes’ stuff was a bit of a shock, so let me share the journey and process with you…

Turning the idea into reality

I had a problem with the garden when I moved into my new-build property – I had no clue where to start! I didn’t know what plants would grow well, I didn’t know what plants would look good together and to make matters worse, I had next to no money.

So when I came up with the idea of a kit with a ready-made planting plan that detailed what plant goes where and a shopping list of what to buy, it was a simple idea that I thought would be easy to create and help everyone else in the same boat as me.

However, the initial designs took over six months and thousands of pounds of money to create and here’s why:

  1. Market assessment – had the product been created by another organisation? If so, was I reinventing the wheel or was it a new idea?
  2. Creating the contents – I had to come up with a list of plants for each design then draw all the plans. Everything had to be designed for someone with zero plant knowledge, skill or desire to research. It had to be a simple to follow plan that could be implemented in a day without a huge price tag.
  3. Sourcing suitable packaging that looked appealing and eco-friendly but also budget friendly – this turned out to be my biggest issue.

Once I had this information, I needed to turn my ‘scribbles’ of ideas into a product. This was beyond my skillset, which meant finding someone to work with who had the talent and expertise to help me.

Brand identity

I needed to find an amazing brand ambassador who could take my ideas and create a gardening gift – I wanted something that the recipient would love to receive and feel excited about creating their own garden.

This involved the creation of a logo, icons, fonts, colours and designing the packaging. I had no idea how much time, effort and money would go into this part of the process.

It was imperative to get this right as it would lead onto the creation of the website and product itself, so it’s a key part of the process and needed time to create. I also had to be mindful that more time spent with other designers, the costs increase. So as a sole trader, you have to be careful with your investments as it’s easy to get carried away and run out of cash in the early stages.

I also invested in protecting my intellectual property by trademarking my logo and joining ACID, which is an organisation who helps protect businesses like mine – they have some amazing lawyers who advise how to protect a brand and product. There are plenty of stories how David has taken on Goliath and won. So it’s worth the membership fees.

Cottage garden border in a Box Border in a Box cottage garden

Original packaging on the left replaced with new eco-style packaging on the right

Packaging

Coming from an IT background I had no idea where to start with sourcing my packaging – I relied on internet searches and also my network who recommended various suppliers.

I expected to find ‘off the shelf’ suppliers for all my products to keep costs low, but nothing was suitable, so all the packaging has been designed and created to my standards. This all took a vast amount of time and increased the cost of the products due to being bespoke.

Everything I do, has to be good quality and beautiful. I currently create everything from my kitchen  table, so nothing is mass produced.  All of my suppliers are based in the UK and it’s all printed on FSC card and paper.

I also have to pay for everything up-front so juggling stock and sales is tricky – creating a new product means there is no sales history, so you have to guess how much stock you need to purchase. It’s also likely that it will cost more when buying small quantities.

Another area I hadn’t considered was how to post the gift to ensure the product arrives safely. This is one of my largest costs – at first the boxes were deep and cost £3.45 just in Royal Mail postage, which was without packing material costs or the time and expense it took going to the post office. I learned that it helps to create letterbox friendly product as it can reduce costs.

Marketing and PR

When I first started I went down the traditional route of advertising in magazines and I spent hundreds of pounds per advert but received zero orders. This had to change – I had to find a cost effective way to raise awareness.

Eventually I met a PR guru who provided (paid for) advice on how to get my brand out there. It was worth every penny and it enabled my meagre/non-existent budget to go further. Border in a Box has been featured in many glossy magazines, trade journals, national and local papers.

Border in a Box Country Homes and interiors magazine

Border in a Box featured in Country Homes & Interiors magazine

I write a lot – I never expected that I would write articles, blogs or website content, but it’s a large amount of my day-to-day work. It can be time consuming too – for example the regular newsletter I create will take at least a day or two per month. Choosing photographs and getting them re-sized to fit takes enormous amount of time, but I love doing it. It is something I could outsource, but it keeps me in touch with my clients and potential clients, which is important to me. I also write a monthly gardening article for the Pershore Times.

There are many markets and shows to attend – which can cost anything from £600 upwards and that’s before any thought has gone into the design of the stand, stock and promotion – plus travel and accommodation. That is a lot of sales before breaking even!

Nikki Hollier, Border in a Box, Theo Paphitis, #SBS, Autumn Fair, Nancy Poller

Winning exhibition space at the Autumn Fair, NEC, Birmingham thanks to Theo Paphitis

Selling via marketplaces such as Amazon is a great idea, and depending on which one(s) can cost around 25-30% in commission, plus a joining fee and/or monthly fee.  I must admit, I thought it would be simple to do – but trying to stand out in a crowd is difficult. Anyone can pay to get onto the front page but depending on what page, what day, time etc it can burn a hole in your budget within hours, so it’s imperative to do your homework beforehand.

When working with a market place they all want a particular style of photography to fit with their brand and ethos. This means professional product photography as you need to make the products look fabulous – as the saying goes, you don’t get a second chance to make a good first impression! A half day with a photographer can cost anything from £3-400 upwards. It’s worth the investment but it’s another cost to budget for.

product photography Terry Livesey

Product photography with Terry Livesey

Winning awards is great PR and also a morale boost. Within a few months of launching Border in a Box I won ‘Garden Product of the Year’ with Country Homes & Interiors magazine. Closely followed by #SBS Winner by Theo Paphitis. Then launching on Not On The High Street. A few months later I won the WINN award for innovation with the prize money funding my show garden border at BBC Gardeners’ World Live where I won Platinum and Best Border (and featured on the TV show). I turned this garden into the Wellbeing Border to enable people to recreate a sensory garden at home.

Website

I created my own website at first – I thought it was pretty good considering it was a ‘cheap and cheerful DIY’ company to host my website and I simply added my own text and photos to the template. However, I couldn’t use my font and colours from the branding project, which felt like a waste of money and investment, so I started working with a specific website building company.  It was a huge investment for me, and one I wished I had waited a bit longer for, but I felt it would increase sales but it didn’t. Hindsight is a wonderful thing but it all turned out OK in the end. It ended up costing £thousands which created another hole in my budget.

So when you add-up all of these investments, it is eye-wateringly expensive.  You only have to watch TV programs like Dragons’ Den to see how much money the entrepreneurs invest into their dreams to realise it’s not for the feint-hearted!

So if you have an idea for a product or service, do your homework but follow your heart as you never know where the journey will lead!

 

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white fence with pink roses, alchemilla mollis and salvia caradonna

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