B4 Buckinghamshire Issue 1 by B4 Magazine

BUCKINGHAMSHIRE EDITION

Magazine

ISSUE 1 SPRING 2012

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www.b4-business.com

CO N F E R E NC E

N ET W O R K I N G

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E DU C AT IO N

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CO M M U N I C AT I O N

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M A R K ET I NG

P R O P E RT Y

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R & R

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Aylesbury College Really Means Business: We meet Principal and Chief Executive, Pauline Odulinski

The Fish Partnership A Principled Approach: Combining a strong and mutually supportive culture

ARLA Bringing dairy back to Aylesbury

B U I L D I N G

B R I D G E S

B E T W E E N

B U S I N E S S E S

B4 BUSINESS BRIEFING THURSDAY 17TH MAY @ CANVAS ABINGDON

YOU ARE INVITED TO THE B4 BUSINESS BRIEFING / AMBASSADORS EVENT AT CANVAS, ABINGDON BUSINESS PARK Thursday, May 17, 2012 - 3:00pm Open to B4 Oxfordshire, Berkshire & Buckinghamshire Members, Ambassadors and their Guests* We look forward to welcoming you to this stunning 45,000 sq ft commercial property which will be the venue for our next B4 Ambassadors event preceded by an Economic Briefing from Lloyds TSB Commercial’s Head of UK Macroeconomic Research, Adam Chester. Martin Dare-Edwards of the Oxfordshire LEP will also be speaking alongside John Williamson of Learnership and Hugh Piper from Manpower PLC. Book your space via the online registration link on: www.b4-business.com – click on EVENTS in the menu. The format for the afternoon is as follows: 3pm Doors open for networking 4pm Presentations 5pm Break for tea and coffee provided by Illy 5.40pm Presentations and Lloyds TSB Economic briefing 6.30pm B4 Ambassadors Event – drinks and canapés provided 9pm Close

See the Events section of www.b4-business.com for more details about our speakers. PLEASE NOTE: Car Parking There is parking available, but our advice is to get to the event as early as possible to ensure you do secure a space Event Capacity We have a capacity of 300 for this event. *Anyone can attend providing they have not previously attended a B4 event as a Guest, in which case they must upgrade to members to attend this event. See www.b4-business.com for more details on B4 membership

BOOK ONLINE Register for the event here: http://goo.gl/iEf3f

MORE ABOUT THE SPEAKERS AND SPONSORS: MORE ABOUT THE HOST / OVERALL LANDLORD IVG The venue for this event, CANVAS at Abingdon Business Park, has been kindly provided by the landlord, IVG, a Pan European real estate investor with over £2.5billion under their management including ‘The Gherkin’ in the City of London.

Martin Dare-Edwards and The Oxfordshire LEP Dr Martin Dare-Edwards is UK Country Manager for Infineum's southern-Oxfordshire based Business and R&D operations, employing around 500 staff and contractors. In 2009 Martin became the Chairman for the "Oxfordshire Innovation and Growth Team" (OxIGT), which during its 23 months of existence was the most successful of South-East England's (SEEDA-sponsored) IGTs. Martin was elected Chairman for the Oxfordshire Local Enterprise Partnership in December 2010 and has been providing leadership, drive and coordination to help Oxfordshire to realise its economic potential.

Hugh Piper, Manpower PLC Hugh Piper is an Operations Director and member of the Board of Manpower UK. Hugh joined Manpower UK in 2000 and was invited to the Board as an Operations Director in 2005. In his current role, Hugh is responsible for the day-to-day operational delivery of innovative, effective and sustainable resourcing solutions for Manpower's strategic clients in the UK. Affectionately known as Manpower's 'Flying Scotsman', Hugh's charisma and natural charm, coupled with his determination to always make it happen, have ensured that he is a trusted adviser to many of Manpower's strategic clients.

Learnership Ltd – MD – John Williamson Since founding Learnership in 2000, John has consulted and presented on leadership and cultural change – with focus on generating business growth by building a distinctive customer experience. His work has taken him into UK, European, US and Global businesses. In recent years John’s focus has been with large dispersed businesses in the financial services and manufacturing sectors using Learnership’s core diagnostic tool to help leaders increase the involvement of stakeholders in continuous improvement activity, and in turn, build customer & employee advocacy to drive growth.

Adam Chester, Lloyds TSB Commercial In 2009, following the Lloyds takeover of HBOS, Adam joined the Lloyds Wholesale Markets division as Head of UK Macroeconomic Research. Adam is a Council member of the Society of Business Economists (SBE) and Managing Editor of the economics journal, The Business Economist. His job involves extensive contact with the media. He has written articles for various national newspapers and has regularly appeared in the financial press and on television.

MORE ABOUT THE VENUE: CANVAS is a 40,000 sq ft high quality office located in the attractive landscaped setting of Abingdon Business Park. The building is offered to let as individual suites from 8,000 sq ft and is available for sale as a whole via joint letting agents VSL and Savills. Increasingly, businesses of all kinds are realising that creative thinking is the key to surviving and thriving in today’s economic conditions. But as everyone knows, creativity needs the right environment.

clock teams, supported by digital CCTV covering the entire site and vehicle barriers at every entry point. But a feeling of security is not enough. To be at their most creative, people must also feel inspired and relaxed. There are specific aspects of Canvas’s setting and location that make it ideal for any company wishing to help its people feel this way. Visit www.canvas-abingdon.co.uk for more information.

To begin with, people need to feel safe. Canvas brings all the security advantages of being in Abingdon Business Park. That means round the

studio

www.b4-business.com Contacts If you want to contact B4 Magazine Telephone: 01494 373183 info@b4-business.com Publisher B4 Magazine is published by Designs On Ltd, The Firs, Headington Hill, Oxford, OX3 0BT Chairman Colin Rosser colin@designs-on.co.uk Editor Richard Rosser editorial@b4-business.com Art Editor Keith Simpson artwork@b4-business.com Assistant Art Editor Rob Scotcher rob@b4-business.com Assistant Editor Annette Kamphausen assistanteditor@b4-business.com B4 Events Tina Rosser events@b4-business.com Editorial contributors Ashley Merry Annette Kamphausen Laurence Cruse Louise Esplin Lucy Holmes Michael Barratt Phil Strachan Ryan Keane Sue Rosser

welcome to B4 Six years ago we launched B4 Magazine in Oxfordshire, and it has established itself as the leading free distribution and high quality business magazine in the county, giving businesses of all sizes a regular platform to raise their profile, promote good news and make vital connections. Operating alongside our website and regular events, B4 is facilitating business to business contact not only in print, but also on line and face to face. Taking five years to launch in our second county, Berkshire, can be regarded as cautious, but to wait less than three months to launch in a third county may, on the face of it, seem ambitious. New ventures are a risk, especially with the backdrop of a fragile economy, but we believe in what B4 has to offer and, more importantly, so did Aylesbury College, celebrating their 50th Anniversary this year. With the vision of Principal Pauline Odulinski, ably assisted by Phil Strachan and Andrew Freeth, we now have a triumvirate of B4’s.

FSB National Chairman, John Walker, also talks to B4 about the growing credibility of an organisation boasting 200,000 members and Jonathan Hilder, CEO of the Automatic Vending Association, commences his drive for healthier food for today’s children. Hopefully there’s something for everyone in B4, but if you have any questions about B4, suggestions or even complaints (we won’t improve if we don’t listen when you think we could do things better), then please call us.

Studio Photography Studio8 Telephone: 01865 842525

B4 is a growing business community. With over four hundred B4 Oxfordshire members, approaching one hundred in Berkshire and the capacity to grow in all three counties, becoming part of B4 isn’t just about the contacts and profile you can secure in your own county. The wider potential of B4 as a platform operating in three counties is unfolding for us on a daily basis. It’s exciting and we hope to continue our expansion beyond the three current titles.

Subscriptions For free Subscription, please contact: Telephone: 01494 373183 info@b4-business.com

We sincerely hope to work with you and help you to connect as we grow – why not come and see more for yourself at our May 17th event (see pages 2 & 3) or the B4 Buckinghamshire launch (see page 49).

© Designs-on Ltd and B4 Magazine. Whilst every attempt has been made to ensure that the content of this publication is accurate and correct in every way, the publishers cannot be held responsible or liable for any inaccuracies or errors within the publication. Information reproduced from this publication is permitted with the express permission of the publisher and the advertiser, where relevant. All information is correct at time of going to press.

B4 Magazine is printed by

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34. Metro Bank With CEO Craig Donaldson at the High Wycombe branch opening

So here is B4 Buckinghamshire Issue 1, and I hope you will agree that we’ve made an encouraging start. We feature articles from ARLA, a name unknown to many but responsible for many of the dairy products you will find on any breakfast table; we meet Metro Bank Chief Executive, Craig Donaldson; Chiltern Railways, a great supporter of B4 Oxfordshire, invite us to take a trip to Wembley; Alex Pratt, Chairman of the Buckinghamshire IOD, talks to B4 about his numerous roles and the health of business in Buckinghamshire; and, amongst others, we feature articles from The Fish Partnership, First Move, London & County Stationers, RISK, Urban Media, and BP Collins.

B4 Photography Rob Scotcher Carli Adby

Each business with a Buckinghamshire postcode is entitled to one free copy per issue. For additional copies and for businesses outside of Buckinghamshire, there is an annual subscription charge of £25.

Inside

46. The Common Denominator B4 meets the irrepressible Alex Pratt

54. The Alternative Food Fight A drive to get our children to eat properly

Enjoy B4. Richard Rosser Editor

About

Magazine

B4 Magazine was established to provide Oxfordshire businesses with a clear voice to raise their profile and to help businesses connect. With B4 Berkshire and now B4 Buckinghamshire, we hope to achive greater success now that the model has been established and refined. Direct mailed to three thousand business decision makers in Buckinghamshire every quarter, and with a further four and a half thousand copies circulated to key outlets, featured businesses and made available at B4 events, we hope to make our mark in Buckinghamshire businesses. See more at www.b4-business.com. B4 is funded by paid for display advertising and editorial, although some editorial is granted without charge at the discretion of the Editor. Please call us to find out how you can get involved. WHY NOT FOLLOW B4 MAGAZINE ON

62. All The World’s A Stage We talk to Sally Hindmarch of Partners With You

18 Aylesbury College Really Means Business: Principal and Chief Executive Pauline Odulinski talks to B4.

52 Catch the Wave…..Thirdwave!: Keeping your business in the swim with Thirdwave's Tony Thomson.

LEAD

ADVICE

Bow Ties, Bodies….And BP Collins: It's the human touch that makes the difference, as BP Collins' David Stanning tells B4.

48 SERVICES

48 The Trouble with Photographers?: Bringing your ideas to life with Carli Adby. 56 The Direct Marketers Weapons of Wealth Creation: We meet the man behind making sure B4 gets to your door, David Amor of First Move 60 London & Counties: Help your business benefit from huge savings on essential day to day purchases.

50 CHARITY

50 Buckinghamshire Community Foundation: Latest News. 80 B4's Preferred Charity 2012: Horizon Sports Club.

62 All The World's A Stage!: How acting can help you at work….no drama! 76 Life Through A Lens: Why use a professional photographer? Andrew Gleed tells you why.

11 NEWS

11 B4 News 44 HR2YOU

34 FINANCE

34 Metro Bank: Metro Bank's CEO, Craig Donaldson, talks to B4 at the opening of the new High Wycombe branch.

38 R&R

38 Sport in London: Let Chiltern Get You There. 66 Hartwell House Hotel, Restaurant & Spa: Get away from it all at the unforgettable Hartwell House & Spa. 78 Figuratively Speaking: Ashley Merry unveils a largely undiscovered wealth of artistic talent.

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B4 contents 81

THE WIDER B4 81 THE WIDER B4 INTRO PAGE 82 Miele: 112 Years of Perfection. 85 The Bird In Hand: Catering for all your Business Needs. 86 Rhodes House: One of Oxford's best kept secrets?. 88 The Art Room: One of HRH Duchess of Cambridge's chosen charities. 89 Changing Address?: The future of the web is changing, as explained by Nominet's Chief Executive, Lesley Cowley OBE. 90 Salmon Fishing in the Yemen: Lady Margaret Hall hosts the premiere of one of 2012's big hits. 92 The Big Event: Over 200 guests visit B4 Oxfordshire's opening 2012 event at The Ashmolean Museum.

SPOTLIGHT 26 A Principled Approach: Leading Chartered Accountants, Fish Partnership, talk to B4 about understanding what their clients really need. 30 Is Your Company at Risk?: Protecting your business and home can only be left to someone you can trust and who knows what they're doing. 32 B4 Buckinghamshire Pre Launch: We welcomed over 100 guests to our pre launch at the fantastic Hartwell House. 42 Bringing Dairy Back to Aylesbury: Arla Foods, one of the UK's leading dairy companies, is coming to Aylesbury. 54 The Alternative Food Fight: Jonathan Hilder, CEO of the Automatic Vending Association, is determined to make life healthier for our children

IT & COMMUNICATIONS 64 How Do You Keep InTouch With Your Customers?: Customers are the lifeblood of any businessâ&#x20AC;Ś..James White of InTouch tells us how to keep in touch.

EDUCATION 41 Bucks New University: Buckinghamshire businesses set to benefit from unique concept in business education

94 It's Going to be Tough but it's the Only Game in Town: Sir John Madejski tells B4 why he remains optimistic about the future.

NETWORKING 36 How Can I Connect With B4 Buckinghamshire?: Your questions answered.

MARKETING 70 Think Brand not Bland: Differentiate your business with Strangebrew's Phil Strachan. 72 Weaving His Own Special Magic: Fifteen years of the web - Elton Boocock has been there and seen it, even before Google.

40 What's the fuss all about?: Getting to know B4 through our customers. 46 The Common Denominator: Meeting Alex Pratt is enough to make even the most hard-working publisher feel rather lazy! 68 FSB: John Walker, National Chairman of the FSB, explains why the FSB's 200,000 members are in very safe hands

CONTACTS

www.b4-business.com

B4 Buckinghamshire Supporters We would like to thank our B4 Buckinghamshire supporters for getting behind us for Issue 1. To find out more about joining then, please call 01494 373183.

THE B4 BUCKINGHAMSHIRE WEBSITE LAUNCHES IN JUNE 2012 With annual memberships starting at £250+VAT*, entitling you to a business directory listing and unlimited press release, event, job vacancy and offer uploads, it’s no wonder our membership is increasing daily. Call us now on 01494 373183 to book your membership or e-mail sales@b4-business.com for more details. The B4 Website – the most efficient way to network your business from your PC! *Quoted rate is Membership for up to 5 employees. Rate increases for 6 to 20 employees to £375+VAT per annum, £500+VAT for 21 to 50, £900+VAT for 51 to 100 and £1200+VAT for over 100 employees. Ambassador scheme is separate and subject to a separate charge.

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F i n a n c i a l

B4 news Metro Bank Junaid Mumtaz is Metro Bank’s High Wycombe Local Director. “My role focuses on managing The Eden Centre store and building strong relationships between Metro Bank, the local community and local businesses. We believe that customers should know the people that they are trusting their money and their businesses with, and as part of my role, I am responsible for making lending decisions to local businesses. “I’m passionate about High Wycombe’s community and love to hear from local societies and

associations about how Metro Bank can help them. Metro Bank is committed to delivering the kind of banking services the Buckinghamshire businesses and customers want and need, and my job includes ensuring that my team surprises and delights with their approach to customer service. I welcome your feedback, and am always available if you’d like to talk about what makes Metro Bank different.” We wish Junaid and his colleagues at Metro Bank all the very best. Read our interview with Craig Donaldson on page 34.

Tony Byrne attains Chartered status Milton Keynes based adviser Tony Byrne of Wealth and Tax Management has recently attained the status of Chartered Financial Planner. He has been a Certified Financial Planner and a Fellow of The Institute of Financial Planning since 1995. He is one of only 60 financial planners in the UK who are fellows on The Institute of Financial Planning and one of just a few who are both fellows and Chartered Financial Planners. Wealth and Tax Management’s managing director Roger Prest said “This is a fantastic achievement for

Tony personally. Our goal is to now become a firm of Chartered Financial Planners and to attain accredited firm status with The Institute of Financial Planning too.” Tony commented “I’ve been passionate about financial planning for years and have first-hand experience of what a positive difference we make to people’s lives. We have a commitment to professionalism and excellence in everything we do at Wealth and Tax Management. We will continue to strive to offer the best possible service to our clients and to act in their best interests.” Tel: 01908 260418 www.wealthandtax.co.uk

Tree Hotel at Cadmore End Is Blooming The Tree Hotel at Cadmore End has launched its inaugural events and meetings concept and is raising money for the local Buckinghamshire arm of cancer support charity Macmillan by giving a percentage of every delegate rate booked in May to June 2011 to the local charity. The picturesque venue near High Wycombe in Buckinghamshire offers customers a unique business package for entertaining clients and colleagues over meals and during meetings including a delicious array of wraps and exotic curries for lunch from £7. The venue can cater for up to 100 guests and can accommodate business meetings for up to 20 people. Hotel room bookings online have increased by 14% in the last two years and the recent launch of traditional curry take-away tiffins has gone down well with eco-conscious customers.

www.b4-business.com

MD of the Tree Hotel at Cadmore End, Kavita Pal says: “We offer a mouthwatering selection of cuisines, specializing in Thai, Indian and European cooking, which is our new take on the traditional

business lunch.” http://cadmore.treehotel.co.uk

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B4 news John Salako signs for Horizon Sports Club for Sky Sports, a Director of MFG Communications (IT, Mobiles, Land Lines, Security) and Marketing Director of United Business Machines. He is also no stranger to working with youth teams as he is currently also under 16’s coach with Crystal Palace, the team he helped take to the FA Cup Final in 1990.

Ex England International footballer, John Salako has signed up to become patron of Football at Horizon Sports Club for children with disabilities – B4 Buckinghamshire’s preferred Charity for 2012. Commenting on his appointment, John Salako stated “I am very pleased to lend my support to Horizon Sports Club – I deeply admire and respect the work they do and the opportunities they provide to the children fortunate enough to be members of the Club” Having stopped playing professionally in 2005, John is still very much on the ball, holding several positions including being a Football Presenter and Analyst

At Horizon Sports Club, he joins a team of specialist sports luminaries including: Jeanette Chippington – UK Paralympic Swimmer Clare Strange – UK Paralympic Wheelchair Basketball Ian Rose – UK Paralympic Judo Ross Brewer – UK Olympic Gymnast Mark Cox MBE – Tennis Marc Fleisher – National Autistic Society Isa Guha - England Ladies Cricket Team Danny Crates - Paralympian Athlete Horozon Sports Club founder, Anita Templar, commented. “We are so grateful that John is lending his name to the Club – the children are so excited” Club President and active supporter, Lady Ann Redgrave, added that she was extremely pleased to hear that John had joined the team at Horizon Sports Club, emphasising that it was just reward and due recognition for the wonderful work that Anita and her coaching team continue to do to such great effect. See also page 80 www.horizonsc.org.uk

University shortlisted for top higher education award Buckinghamshire New University has been shortlisted for a Times Higher Education Leadership and Management Award in the ‘Outstanding Estates Team’ category. The awards are organised by the higher education information magazine, Times Higher Education, and recognise ‘the outstanding achievements of those who run UK universities’. The University’s entry was based on the Estates team’s role in project-managing a £62 million process to: build a flagship state-of-the-art structure at the High Wycombe Campus, called the Gateway;

create a campus in Uxbridge, Middlesex; refurbish 90 per cent of its existing campus in High Wycombe; and close two other campuses, moving staff, students and specialist equipment. The Estates team’s work also included building the first phase of Hughenden Park Student Village in High Wycombe, and achieving Carbon Trust Standard in 2011, as well as instigating a number of sustainability projects including the University’s Green Travel Plan. www.bucks.ac.uk www.thelmawards.co.uk

B4 Workshops We will be launching a series of workshops for B4 Buckinghamshire Members. The workshops have been a great way for us to demonstrate the benefits of B4 Membership to non members and provide existing and potential members with a great opportunity to meet each other in an informal setting. Alongside our presentation, which will outline the benefits of B4 membership and include a

www.b4-business.com

demonstration for members of how to upload content to the B4 site, we will be inviting B4 members to present their business too. B4 Platinum Ambassador, Sarah Morris who runs HR2YOU (see page 13) will be running the workshops for us in Oxfordshire, Berkshire and Buckinghamshire.

attending the workshops or even hosting the workshops, please don’t hesitate to get in touch. We organise everything, even the guests, so all you have to do is either make or drink the coffee and listen! Call us on 01494 373183 if you would like to discuss further.

If you are interested in presenting your business,

B4 Events Go To Plan Thanks to Tina It’s often the ones behind the scenes who don’t get the credit they deserve and one person in particular deserves a lot of credit for the way B4 events have developed over the past two years. Tina Rosser has worked tirelessly to ensure that the events are meticulously planned right down to the last detail and that guest lists are up to date and badges done on time. Tina commented. “I work very closely with Anne and Rob in the office who are a massive help in the lead up to and during our events. There’s a lot to do for these events, especially the Ashmolean event in January which attracted over 230

acceptances. From this month we are getting used to a new system supplied by The Active Network which will save lots of time. “It’s a web based system which enables us to do everything from sending out invitations, giving access to the system to guests to track their status, printing badges and logging those that do and don’t turn up. With our expansion into Berkshire and Buckinghamshire, it’s going to be a great timesaver.” Thanks to Tina and the team for keeping us firmly on track. See www.activeevents.com.

B4 Business Briefing: Canvas, Abingdon Business Park, Thursday 17th May We are looking forward to our next B4 Ambassadors Event on 17th May at Canvas at Abingdon Business Park. This event is open to all B4 Berkshire, Oxfordshire and Buckinghamshire Ambassadors, Members and their guests - we have a capacity of 300. This stunning 40,000 sq ft venue has been provided by the landlord, IVG, a Pan European real estate investor with over £2.5 billion under their management, including ‘The Gherkin’ in the City of London. See more about the building at www.canvasabingdon.co.uk.

Doors open at 3pm with hot drinks provided by Illy. We will have a series of presentations starting at 4pm from The Oxfordshire LEP, Manpower Plc, Learnership Ltd and Lloyds TSB’s Head of UK Macroeconomic Research, Adam Chester. There will be ample opportunities to network either side of the presentations and during the Ambassadors event which starts at 6.30pm. If you’ve not been to a B4 event, make sure you come to this one and why not bring a colleague with you. Ample on site parking. This is a free event. More details on Page 2.

An Outstanding Personal Service From Cansdales Now, more than ever, personal service matters in the accountancy and business advisory services. Why? Because when times are tough, it can be worth its weight in gold to speak to a business advisor who is genuinely in tune with you, your business and its circumstances; somebody whom you can depend on to provide the best possible professional advice while building a healthy working relationship. Cansdales is a chartered accountancy and business advisory firm which takes pride in forging such relationships with clients. The firm has been around for almost 80 years and is based in Little Chalfont, Buckinghamshire.

Cansdales offers the full range of accountancy and business advisory services, as well as independent financial advice through its sister business, Cansdales Ltd. Fiona Bowers is a partner with Cansdales. Asked what clients get when working with the firm, she says: “It is the personal service where we really make the difference. We are a very familyorientated firm and that is reflected in the way we treat our clients. We go above and beyond what they need and the client knows that we are really on their side.” 01494 765428 fionab@cansdales.co.uk www.cansdales.co.uk

www.b4-business.com

B4 news SportsAid grant for two talented teenagers Two of Buckinghamshire’s rising sports stars have seen their careers boosted with a £750 grant each from the Bucks SportsAid Foundation at the latest Bucks Sporting Lunch Club on Friday (April 27). The lunch, held at 2012 Olympic venue Dorney Lake, near Windsor, was organised by a core team of business sponsors from across the county. Eighteen-year-old England hockey player Alice Freeman and GB judo squad star Emma Pang, 15, received the money, which is designed to help young athletes with expenses.

Alice was able to attend the event and received her cheque from former top British sprinter Donna Fraser, in front of an audience of businessmen and women from across the region. Donna, who benefited from SportsAid funding during her early career, gave the audience an insight into the competitive world of British athletics. Sponsoring the event, which raised nearly £3800 for Bucks SportsAid, were Gerrards Cross-based law firm B P Collins LLP; chartered accountants Harwood Hutton and Austyn James Wealth Management, from Beaconsfield; NatWest Commercial Banking in High Wycombe and Buckinghamshire Business First.

Starting and running a small business can be difficult! • • • •

A third of businesses fail within 5 years Very few businesses make it to their 10th birthday There’s no money coming in The sky is falling in

It can all seem so depressing, but the good news is that Business Development Specialists, Thirdwave, have introduced a set of practical booklets, focused on start-ups and early stage businesses, to make life easier. Published under the ‘10 Tips for.....’ banner, this range of easy to follow pocket-sized booklets covers a wide spectrum of often neglected business essentials that are so vital to business development and survival.

Titles include: 10 Tips for… - your start-up business - creating your business plan - organizing yourself and your business - marketing your products and services - running a small business Contact us for your obligation and cost free copy. All we need to know is which booklet(s) you would like and your name and address to send to. Tony Thomson MBA (Managing Director) Tel: 01628 487 912 Email: info@thirdwaveweb.co.uk

Chicheley Hall Competition The Royal Society Chicheley Hall, home of the Kavli Royal Society International Centre, is a beautiful and historic Grade I listed events venue located just outside Milton Keynes. Previously only available to those holding private, corporate and academic events, Chicheley Hall has just launched afternoon tea and picnic options available to individuals and small groups.

To promote this new offer we have an exciting competition where you can win afternoon tea for you and a group of friends or colleagues: For a chance to win simply visit our newly revamped website www.chicheleyhall.co.uk and tell us how many bedrooms we have in the main house. The prize is afternoon tea served in our glorious gardens for the winner and 5 guests. Deadline: 31st May 2012

Want to Find Out More About B4? Come to the launch Event: Aylesbury College, date and time to be confirmed Please see page 49 for more details

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Magazine 15

The Vineyard B4 Ambassadors Event, Thursday 21st June, 6pm to 8.30pm We will be holding our next B4 Ambassadors Event in the wonderful surroundings of The Vineyard in Stockcross. If you’ve not been before, this is an event not to miss.

Drinks and canapes will be served from 6pm with welcome speeches from our host during the open networking. There will also be an opportunity to view the wonderful spa and restaurant.

This event is limited to just 100 and is open to B4 Berkshire Ambassadors, Members and their guests, and also B4 Oxfordshire and Buckinghamshire Ambassadors.

Look out for the registration link on the B4 e-Newsletter or e-mail Tina at events@b4business.com to request a link to the online registration.

Enter a Team Today! Marlow Dragon Boat Festival - Sunday 10th June Marlow Town Regatta & Festival is an annual event held on the second weekend in June, the dragon boat festival is an unmissable event for participants and spectators.

available for the first, second & third placed teams as well as the best dressed & named teams on the day. Teams can be made up of friends and family, colleagues, team members or be an eclectic mix!

The Marlow Dragon Boat Festival annually attracts over 400 participants in up to 42 teams. Enter a team of up to 15 people (10 paddlers & a drummer are required for each race). Teams are guaranteed a minimum of 3 races and prizes are

If you wish to enter, or have any questions or queries, please contact Lauren on 0845 130 2248 or email lauren@tag-events.com

Dedication - that’s what you need! Return on investment is top priority on any training, meeting or event organisers list. Finding the best environment to deliver the maximum return is not always easy. Kents Hill Park Training and Conference Centre recognises this. Our mission is to provide a dedicated environment conducive to learning. We start with purpose built and designed buildings, then create packages around your business needs. All our 70 meeting rooms have natural daylight and air conditioning. We don’t expect you to pay extra for parking and Wi-Fi. You will also receive the benefit of a dedicated event manager, delegate reception and technical support, making sure your event really works.

Our freshly prepared food is designed to maintain energy levels and concentration throughout the day. Our extensive leisure facilities and 330 bedrooms have been designed so you can unwind and get a good night’s sleep. If you would like to find out more, our conference team would be happy to speak with you on 01908 358040. www.kentshillpark.com

RSM Tenon Recovery in Marlow Recommends Taking Early Advice Times are still tough and there are no signs that the pressure on the economy will ease in the near future especially as the country has recently technically re-entered into recession. We specialise in advising companies and individuals in distress and have a wide range of available solutions ranging from formal procedures to cash flow management.

The earlier that advice can be taken will mean that more of these options are available, therefore maximising the chances for a favourable outcome. Delays in taking professional advice will almost certainly limit these options. There would not be any charge for initial meetings and if you believe that you require advice then please contact Chris Newell at RSM Tenon on chris.newell@rsmtenon.com or 07908 409607.

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IMPORTANT B4 ANNOUNCEMENT PLEASE READ

As from B4 Buckinghamshire Issue 4 (December 2012) B4 will only be mailed to you if you have confirmed in writing to us that you would like to receive B4 in the post. If you have received your copy of B4 in the post, please complete the enclosed form and return to us in the post or by fax. If you have picked up a copy of B4 and would like to receive it in the future, please send the following information by e-mail to editorial@b4-business.com 1. Name. 2. Title. 3. Company Name. 4. Company Address. 5. Post Code. 6. Telephone number. 7. E-Mail (if you wish to receive B4 e-Newsletters) 8. A brief description of what your company does. 9. Number of employees

MANY THANKS FOR YOUR TIME

AYLESBURY COLLEGE REALLY MEANS BUSINESS

B4 Editor Richard Rosser meets Pauline Odulinski, Principal and Chief Executive of Aylesbury College, to learn all about Buckinghamshire’s exciting and inspirational new centre of excellence for learning and skills training and development - the Buckinghamshire Intergrated Learning Campus.

“Our intention at Aylesbury College is to lead the way in terms of helping to shape the new education landscape” opens Pauline Odulinski, with a very clear message that changing the face of education in Buckinghamshire, if not the whole of Britain, is very much at the top of her agenda. “It is a well publicised fact that what the county and the country need is for us to develop and produce more work ready and immediately employable students and it was clear that the traditional way of learning is certainly not for everyone. We realised that we needed to think again, to dig deep and to try new ways to switch people on to learning and prepare them properly for life in the real world. We had to break new ground and to be recognised as being more than just another FE College in order to achieve this and refreshing the College identity and overhauling our website as part of the new initiative was designed to signal this to all.” Aylesbury College’s bold and enterprising plan to create the Buckinghamshire Integrated Learning

Campus was the result of this forward thinking approach. Pauline’s vision was to help people of all ages and abilities to achieve their learning goals and life aspirations by providing outstanding service to the community in an innovative, inclusive and truly transformational environment.

seriously, said Pauline, adding that on a daily basis, in all fields of business and at all levels, we will continually be coming into contact with former students of the College.”

Continues Pauline,” We place equality and diversity very high on our schedule of priorities and we were intent on removing the stigma of a divided learning culture. I passionately believe that everyone deserves to be encouraged and supported to keep learning, developing and growing in order to realise their dreams. We simply saw it as our role to create an environment where this can happen. A key strand within our long term Strategic Plan is to integrate further with the community at all levels and our core purpose is to build brighter and better futures for everyone in the community, whether they happen to be individuals or businesses.

Celebrating the first 50 years Now celebrating its landmark first 50 years, Aylesbury College is housed in an architecturally striking purpose designed building that opened in April 2008 as the result of a £30m investment programme to provide a new modern learning environment. The building, with its impressive state of the art Learning Centre as its centrepiece, was designed to give a "real world" feel to vocational learning. It includes Training Kitchens and the Hardings Restaurant, a Commercial Hair Salon with a Reception and Beauty Treatment Rooms, a Sports Hall with Dance Studio and Gym, a Photography Studio, a Media and Edit Suite and Engineering Workshops.

We never lose sight of the fact that we are here to serve the community, working in the community for the community, and we take those duties very

Conveniently situated with its campus on the outskirts of the town centre alongside the Sir Henry Floyd Grammar School where the College has

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stood for 50 years, the new look Aylesbury College is very much looking to the future rather than the past with a true wealth of new and innovative developments still planned. So, what exactly will Aylesbury College’s new and innovative Buckinghamshire Integrated Learning Campus include? The campus already has a very successful College providing for the range of further education, which includes a 6th form centre through to vocational skills workshops including Construction, Engineering, Business, ICT, Care, Sport and Hospitality. The College shares the campus with Sir Henry Floyd Grammar School and has a nursery and children’s centre and is also home for the University Centre Aylesbury Vale which offers a range of Higher Education to meet local needs. The Buckinghamshire University Technical College - an innovation in education The Buckinghamshire Integrated Learning Campus will also include one of the first University Technical Colleges in the country. UTC’s are an exciting

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leading edge initiative that is designed to make the biggest change to vocational education for fifty years and the UTC scheme is fast becoming recognised as a significant ‘movement for change’.

“We never lose sight of the fact that we are here to serve the community, working in the community for the community, and we take those duties very seriously” “The Buckinghamshire University Technical College, as it will be known, will open in September 2013 and it represents a £10.4m investment into the education and development of our young people,”

explained Pauline, reinforcing the fact that the College is investing significantly in the future of the community. The idea of University Technical Colleges is the brainchild of Lord Baker and Lord Dearing of the Baker Dearing Trust and they represent a partnership approach between a College and University and business sponsors. In the case of the Buckinghamshire University Technical College, the partnership is between Aylesbury College together with Bucks New University and national and regional employers including Taylor Wimpey, Cisco, McAfee, Hewlett Packard and The National Trust. Students at the age of 14 can choose to come to the Buckinghamshire UTC to study either Construction or ICT together with their traditional school subjects. The UTC will be operated as a place of work with work ethics and a working day from 8:30-5:30 Mon-Thurs and 8:30-4:30 Fri. Education is being redesigned by all the partners, with business playing a key role in developing real

work projects which will incorporate Maths, English and other core skills in a project which may be undertaken as part of an internship or work experience. “Typically, if a young person stays at the UTC between 14 and 18 they will, in effect, have covered an additional year of education and it is the intention to use this to stretch and challenge the young people’s aspirations to enable them to achieve beyond their expected peer group norms. Buckinghamshire’s young people deserve high quality alternative routes to work, by which I mean practical, technical-focused vocational education. The country and county has, for so long, focused on the academic routes to university and this is also becoming an expensive and unaffordable option for many. If the country is to achieve its ambitions, it needs an alternative route and the UTC is undoubtedly an opportunity for us to trail blaze here in Buckinghamshire and to play a key role in providing this.” Pauline continued “We were very privileged to have His Royal Highness The Duke of York lend his support to the Buckinghamshire University Technical College when he visited Aylesbury College in March as part of a visit to the county. He is very keen to ensure that young people today are suitably prepared for the challenges of the 21st Century and have the opportunity to develop the right employability skills. As such, His Royal Highness is a strong supporter of UTC’s and he has a particular interest in supporting opportunities for

young people who are interested in practical, technical skills education to find employment. The Duke of York’s visit was the result of a roundtable discussion hosted by His Royal Highness at Buckingham Palace in February 2012. We were so delighted that he accepted our invitation to visit Aylesbury College and also that Lord Baker was able to join him to meet those involved in the Buckinghamshire UTC. During the

“The Buckinghamshire UTC is a perfect example of further and higher education working with employers to provide new opportunities for young people

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visit, His Royal Highness met students and staff from Aylesbury College, as well as representatives of the area including the Vice Lord-Lieutenant and High Sheriff of Buckinghamshire, the Chairmen of Buckinghamshire County Council and Aylesbury Vale District Council and the Mayor of Aylesbury. He also talked at length to Buckinghamshire UTC trustees and representatives from regional companies.”

Prof Ruth Farwell, Vice Chancellor of Bucks New University, said: “The Buckinghamshire UTC is a perfect example of further and higher education working with employers to provide new opportunities for young people. The UTC will provide students with a pathway to a successful career in industry either by directly entering employment including as apprentices, or via foundation and higher degrees which can be work based”. The Apprenticeship Programme Pauline added that while at Aylesbury College, The Duke of York, who is also particularly interested in apprenticeships, took the opportunity to meet apprentices who proudly showcased their work. It was immediately apparent that apprenticeships are a topic very close to her heart given that Aylesbury College has been delivering apprenticeships for over 25 years and has for many years been the top provider of apprenticeships to young people in Buckinghamshire. “Central to our thinking in creating the Buckinghamshire Integrated Learning Campus is our objective of integrating effectively with the business community in order to work closely with them and support them in any way we can. This is because it was all too clear to us that, historically, far too many people have been put off and demotivated early on in life and made to feel a failure at 11 or 12 within the traditional system by not achieving selection to a grammar school, for example – how terrible is that?

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We identified that connecting and engaging with the business community was a key means of creating the urgently needed new pathways in learning. We needed alternatives to the more traditional academic routes that would be equally valued with ‘parity of esteem’ for the important role they play in developing a highly skilled workforce through more practical and technical training routes. That's exactly where apprenticeships come in. During 2011-12, we have been offering 30 apprenticeships across a range of disciplines and levels with 457 new apprentices enrolled during the last year and our offer is growing to meet the demands of employers. New apprenticeships available and being introduced to the College include Advanced Plumbing (Environmental pathway), Railway Engineering (Electrification and Telecoms) working closely with Chiltern Railways, Sales working closely with British American Tobacco, Sport working closely with Aquavale Aylesbury, Stoke Mandeville Stadium and the Swan Leisure Centre (Buckingham), Maintenance Operations with Vale of Aylesbury Housing Trust and Beauty. The College is also working in partnership with Bucks New University to develop and deliver a range of Higher Apprenticeships. To date, we are delivering Higher Apprenticeships in Business Administration and Accounting and the next Higher Apprenticeship in development is Security Services.

The National Apprenticeship Service recently again announced Aylesbury College as the top provider of apprenticeships to young people in Buckinghamshire and Andrew Lewis, Level 2 Hospitality and Catering Apprentice, was nominated by the College to be a national ‘Ambassador Apprentice’ with the National Apprenticeship Service. This nomination has been successful and Andrew and the College will now be part of a national campaign for apprentices. The College has also secured joint delivery of Music Apprenticeships for 36 (16-18 year old) students with the Academy of Music and Sound and this work started in March. This new programme increases the College’s apprenticeship offer and early indications are this is very attractive to young people with real work progression routes as session musicians. Higher Apprenticeships are also in development as part of the growing partnership with employers and to date provision includes Sport and Security Services. This provision will continue to grow as demand is realised with employers. Clearly a believer in practicing what she preaches, Pauline herself currently employs 15 apprentices in various departments and functions within the College, ranging from Finance through to Hardings Restaurant and Human Resources where their contribution is highly valued. “We have four work-based learning managers, experts in their fields, who in addition to the

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assessors, ensure that we are responsive to requests from employers. This last year, the College worked with over 300 employers to support apprentices and currently we are working with such diverse businesses and organisations as Taylor Wimpey, Waitrose, Hartwell House, Warner Brothers, Oasis Dental Care, Waddesdon Manor, Vale of Aylesbury Housing Trust, Parrott & Coales and Gordon Ramsay@Claridges. Forging effective and enduring relationships and partnerships with the business community in Buckinghamshire is one of our top priorities and one of the main reasons that we are placing increasing emphasis on our apprenticeship programme. Apprenticeships, work placements and work experience not only serve to address the requirement of the employability of our students but also serve the needs of the businesses in terms of access to skilled, work ready and highly affordable employees. Apprenticeships can help businesses across all sectors by offering a route to harness fresh new talent. Most UK businesses consider skills shortages and recruitment difficulties a bigger threat to performance than soaring oil prices and declining consumer spending, and more than a quarter of these rate this form of vocational training higher than any other qualification. Apprentices deliver real returns to the bottom line, helping businesses to improve productivity and to be more competitive because training apprentices can also be more cost effective than hiring skilled staff, leading to lower overall training and

BUILDING BRIGHTER AND BET BETTER TER FUTURES At Aylesbury Aylesbury College we believe our rrole ole is to pr prepare epare people for learn from om dedicated work - all of our students lear n rreal eal work skills fr stafff who ar are staf e experts in their field. The College is situated in a state-of-the-art lear learning ning envir environment onment which is designed and run as a moder modern n business. Many of our students have the opportunity to work in rreal eal commercial commercial environments environments as part of their course.

www www.aylesbury.ac.uk .aylesbury.ac.uk

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B4 LEAD recruitment costs. Apprenticeships have the benefit of delivering skills designed around the particular needs of a business, thus providing the skilled workers needed for the future. They also help businesses develop the specialist skills they need to keep pace with the latest technology and working practices in any sector. Apprenticeships provide employees with the opportunity to gain valuable qualifications whilst working, as they will usually attend College for one day a week and go to work for the rest of the week. Apprenticeships are available to anybody 16 years and over, whether they are just leaving school, have been working for years or are looking for a new career. The Apprentice Academy Another enterprising new initiative within the Buckinghamshire Integrated Learning Campus, The Apprentice Academy at Aylesbury College aims to increase the range and volume of apprentices in Buckinghamshire. Each apprentice will typically undertake a one year training programme with a local employer, working on-site for around four days per week with an additional day at College for formal teaching. An apprentice will be expected to complete an NVQ 2 or 3 plus additional technical qualifications and they receive a real wage for their work. “This new Academy may involve a series of short term projects with different employers, so we are looking for highly motivated and talented apprentices to join us. They could be directly employed by the College for the duration of the programme, ensuring the security and status of their apprenticeship. However, vacancies in the Academy are limited and will be subject to interview and competency testing. We are currently able to offer apprenticeships in Customer Service, Business Administration, IT, Team Leading and Management through the Apprentice Academy model” added Pauline enthusiastically. “At Aylesbury College we provide recognised qualifications and flexible skills-development programmes which will enable employees to work more efficiently and realise career development opportunities. The benefits for business include a more effective workforce, motivated and fulfilled staff and a more responsive and profitable enterprise and there is a variety of grants available to employers. There is no doubt that times are tough for businesses seeking to develop and grow and for young people seeking the best possible start to their career and our aim is to create the best environment for businesses to develop and train their workforce and to strive for success. As a nation, we really need to re-examine what is necessary to enable us to keep up with the world’s best economies for manufacturing and service industries. Apprenticeships and work placements are an excellent means by which Aylesbury College can add real value to the businesses and general community of Buckinghamshire.

customer focused service in learning and skills and as such they are a key integral part of the Buckinghamshire Integrated Learning Campus. Working with the FSB Another real measure of Aylesbury College’s commitment to integrate with and support the business community in Buckinghamshire, is the fact that the College hosted the area launch of the FSB’s Real Life Entrepreneur Campaign. This was attended by the FSB National Chairman, John Walker, and the Thames Valley Regional Chairman, David Knowles-Leak, in addition to many of the South Buckinghamshire and Aylesbury branch members. Branch Chairman, Rodney Mallinson, commented that Aylesbury College was an ideal venue for profiling the RLE campaign. He added that he looks forward to future entrepreneurs and FSB members coming from the innovative new Buckinghamshire Integrated Learning Campus and from other education establishments throughout Buckinghamshire. The Business Innovation Centre Among other planned business directed initiatives, Aylesbury College also has an ambition to create a new Business Innovation Centre within the Buckinghamshire Integrated Learning Campus as part of its commitment to engaging with business and providing a wide range of integrated services to meet their needs. This will include business incubation facilities and the space to research and develop new and innovative business ideas. “We are after all in the entrepreneurial heart of Britain with many more new business start-ups in Buckinghamshire than in any other county. By integrating all of the above activities, the Business Innovation Centre will provide stimulation to progress and open up the idea of ‘possibility’ because people can see other related activities taking place within the Buckinghamshire Integrated Learning Campus.” Pauline concluded “If we can inspire people to be creative about their own possibilities in the future, then we will have made a small difference to the individual, county and country. Our ambition for Aylesbury College, as the Buckinghamshire Integrated Learning Campus, is to be recognised as the centre of excellence for learning, training and skills development in Buckinghamshire, a prime example of innovation in education, working in the community for the community to build brighter and better futures for all.”

“If we can inspire people to be creative about their own possibilities in the future, then we will have made a small difference to the individual, county and country”

A very clear sign, if any was needed, that Aylesbury College really does mean business! www.aylesbury.ac.uk www.aylesbury.ac.uk

They have an essential and central role to play within our mission to bring positive change to individuals through the provision of outstanding www.b4-business.com

TAKE ONE BUSINESS COMMUNICATIONS THAT WORK BECAUSE SEEING IS BELIEVING Karen Pawlowska of Take One Business Communications based in High Wycombe met up with B4’s Richard Rosser to share with him her personal take on why a video really can be worth more than a thousand words by providing you with a sharper focus on your business communications.

you may well pass by a shop window which has a poor window display, potential Clients will quickly pass by a website that has a poor uninvolving presentation. “With over 25 years experience in video production, we understand that quality Video Production is far more than just being able to point a camera in a general direction and throw some images together; there’s a wealth of strategic input, well-honed skills and wide-ranging experience behind every Take One Video Production, and that’s why our clients tend to return to us time after time.” IT IS ALL ABOUT CREATING THE RIGHT IMPRESSION “Making a quality Video for your business has been proven to be an immensely powerful way to communicate with both customers externally, and staff and employees internally. It’s a well known fact that websites which include Video on their home page improve their chances of being found by potential customers who are searching for a particular product or service, but are uncertain who they should go too. A Video can give you a 53 times better chance of being found on the internet than sites with no media enrichment, and a good Video can also keep visitors engaged for longer, increasing the chances of contacts and ‘money in the bank business’ by up to 73 percent. However, it is worth noting that just as quickly as potential customers can be romanced by a well structured, quality Video on a website, they can also be easily turned off by something that doesn’t meet their expectations. Just as

For corporates, or for companies working in regulated industries, such as firms of accountants or solicitors where there is little to discriminate between them, a visitor’s high expectation of style or branding will almost instantly equate with the quality of their business. Depending on what they see and hear, potential customers will decide whether to stay on the site and linger or simply move on to the competitors. These days it is not difficult to go out and buy a reasonable digital Video Camera, download some free editing software and become your own director. But, before you decide on where to go for your next Video Production, consider carefully the value that an experienced professional can add. Have a good think about how you want to be perceived by customers and potential customers, and how you wish your business to be represented on your website. Consider carefully the messages you want visitors to your site to remember and the actions you want them to take after viewing your Video. “We can help you by providing you with a sharper focus on your business communications”. Choosing the right kind of Video that suits your brand is essential, as is choosing the right Video Production Company to work with in the first place. In order to work properly, Video needs to be part of a considered strategic business

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communications plan. In fact, one of the first things we often ask Clients when they come to us for a Video is, ‘What’s the purpose of making this Video?’ It’s interesting that people often have to think for quite a while about their answer! We really make them focus on their communications objectives and on the key questions, such as ‘What’s the single most important message that you want your viewers to take away after watching your video?’ and ‘What type of response are you looking for, and what do you want to happen as a result?’ We are often asked, ‘How much does a Video cost to make?’ When it comes to the production budget, it’s true to say that you generally get what you pay for. But conversely, what is the point of paying for any production, if no one sees it or acts upon what they have seen, or the message is so confused the viewer gives up in despair! Actually, what’s the point of making a Video at all if it doesn’t create the right impression for your business or brand? Creating the right impression with Video is about making potential customers feel that they like you, and know you well enough to feel that they could trust you to provide what they need in a reliable and professional manner. Of course, they’re not going to love you just because you have a Video - for one thing, you have to live up to the expectations claimed, but if they can feel that they like you enough to want to know more, that can give you the small opening which can mean the difference between failure and success. Karen’s points were well borne out by several very pleased Clients. Peter Coyle of Litigation Specialists, Coyle White Devine said, ‘Making a Video was the best marketing spend we ever made. Take One truly understood what we needed to get across to our clients, and it certainly paid off.’

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Sarah Jousiffe of BSKYB Internal Communications contributed ‘We couldn’t get our message out as far and wide, or as quickly as we do, without Take One. They are totally professional, proactive and fun to work with; plus they have a real knack of being able to get inside our heads and give us results that really matter.’ Powerful words indeed as to the value of working with Take One Business Communications, and to supporting their claim that seeing really is believing. Karen Pawlowska trained with the BBC, managed the Recording Services sector and worked on live TV programmes for 12 years editing for CEEFAX and producing PR items for worldwide programming; a skilled interviewer, Karen excels in production and content management and Client/contributor liaison both in planning and production. Take One Business Communications produce bespoke Videos to meet your specific requirements. So, whether you require a full corporate Video Production, a 60 second web Video, an infomercial, customer insight materials, crews or post production editing of interviews and presentations, we’re here to help, offering complete facilities with our own HD Camera Units and AVID Nitris Edit Suites. For more information on how to make video work for your business take a look at www.takeonetv.com or call 01494 898919 to arrange a meeting - we’ll be delighted to hear from you! www.takeonetv.com

â&#x20AC;&#x153;Our staff really care for our customers. The culture that we have is very strong and mutually supportive, relaxed and friendly but also very hard workingâ&#x20AC;?

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A PRINCIPLED APPROACH The Fish Partnership, based in Loudwater near High Wycombe, is a leading firm of Chartered Accountants who, led by Partners Martin Sheehy and Paul Laird, clearly recognise that all businesses have a choice when it comes to choosing an accountant. However, when Fish are chosen to fulfil that role, they regard themselves as Business Partners more than Chartered Accountants, with a clear focus on the future of the businesses of their Clients rather than just on the past, coupled with unparalleled customer service. Article by Richard Rosser. Paul explains the firm’s approach. “We ‘do’ accountancy rather differently. Many firms will look back at historical data, whereas we like to look more at the present and what the business is doing now and how we can help to improve the financial health of the business in the future. It’s not just about numbers for us, we’ve been successful with our Clients by getting under the skin and truly understanding their business which is key. “For our staff, getting to know a Client means achieving a really thorough understanding of how they do what they do. For example, two businesses making ice cream might, on the face of it, be the same, but they may do it in a very different way. To better advise each business about improving how they operate, it’s fundamental that we completely understand what they do and, more importantly, why they do it so that we can add value.” Martin adds that it is vital that Fish differentiate themselves from the stereotypical view of accountants. “The perception of potential clients is something we have to overcome. Many see accountants as people who are dealing with what’s gone by, not people that can look forward, and that, I firmly believe, is the big difference at Fish. We want our Clients to look forward and let us partner with them so that we can add value to their business in the future.” Partnering with Clients is the clear aim of Fish, to strip away the technical talk and operate on the Client’s wavelength. As Martin adds. “We have to fit in with the Client, to work with them so that it’s a team effort. That’s the only way we can suggest improvements. It’s very much a long term game for us and our Clients.” Creating the Fish culture starts with the staff. It’s all very well Paul and Martin holding these principles true to what they do, but the vital ingredient is making sure that all twenty seven staff at Fish are singing off the same hymn sheet. “Our staff really care for our customers. The culture that we have is very strong and mutually supportive, relaxed and friendly but also very hard working. Our staff are perfectly aware of what we

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want to do and how we are going to do it and we have very clear goals as far as our Clients are concerned and therefore a consistent approach. This is what really makes the difference. “A lot of firms have Partner led services, but with many of them there just isn’t that ethos, drive, engagement, that joining together of what the Partners want. We have a really settled longstanding team who are meshed and understand what we want to do. The end result is that our Clients get a consistency of approach and care from us that will be vital when it comes to Personal or Corporate Tax, VAT or whatever we are assisting them with. They get the same dedication and determination to help out.” The word ‘team’ crops up frequently during our conversation at Fish’s impressive and welcoming offices just outside High Wycombe. Continues Paul. “We have a very stable team, and at twenty seven it’s quite large for an independent practice, but most of our managers have trained with us and been with us for much of their professional career and our Clients are dealing with the same faces year on year. This is excellent for continuity and means that our Clients don’t have to explain their business to a different team of people each year. It’s the same faces going in, understanding the business, with Martin and I there as required to add the higher value and the strategy to Clients to help improve their business. “The strong team and the continuity their loyalty to Fish brings ensures we do very well when it comes to retaining Clients. It’s also a great advert to attract new Clients, most of whom come through word of mouth or recommendation. We have built up some very solid networks with bank managers, solicitors and other professionals and that’s been very positive for us. We’re also known for adding value and going out of our way to make sure our Clients are looked after. One of our Clients recently had an issue with Sage, after hours, and one of our managers popped in on the way home to help them out. It’s not the sort of thing we would charge for, it just goes to show we’re aware that these things can be a massive headache and our Clients know we’re a part of their team.”

This level of service certainly helps when it comes to staff retention. Martin has been a Partner for twenty years and has a number of Clients who have been with Fish since he was a manager. “The business dates back to 1969 and I’ve got Clients who were signed up on the first day by Brian Fish all those years ago. We’re so much a part of our Clients’ businesses that I have third generations coming through for some of our longer established customers!” Fish may be based in the heart of Buckinghamshire but have a catchment area far beyond, with clients as far afield as Amsterdam, explains Paul. “I oversee an overseas subsidiary company and all of the accounting is in Amsterdam. It’s more convenient for the client for us to go there for the week, and so that’s what we do. We do a lot of overseas subsidiary work, predominantly American companies but also European subsidiaries. That in itself is a very specialist area, and we can provide an excellent, cost effective service, saving companies significant fees. We’re seeing a lot of international companies realising they don’t have to have the stamp of a top four or top twenty firm on their balance sheet and that we can provide as good a service, if not better, for a much more competitive fee.” Although Fish have Clients across the board, their specialism is in how they look after those Clients, with high quality staff and a high level of attention to detail. In terms of industry expertise, the practice looks after around forty charities and has a lot of experience in the agricultural sector, adds Martin. “We haven’t purposefully targeted these sectors, but our portfolio has just grown and we’ve had to get to grips with the quirks of the agricultural sector and get a handle on worldwide events which can affect our Clients here, such as international fluctuations in wheat prices and the implications for our Clients. “These specialisms aside, our main market is the owner managed businesses that need good quality, clear advice that they understand.” Fish are also gaining recognition for what they have achieved as the practice was recently nominated for a couple of awards, added Martin. “We got to

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the last ten of the top accountancy employers in the UK and we also got to the last four of the top independent accountancy practices in the south/south east. The practice is also recognised as a platinum training office by the ACCA, and we have a quality checked logo from the ACCA, which is proof that our quality is higher than the average practice.”

becoming an integral part of their Clients’ teams. Their experience is highly valued and having run their own businesses, they know about the struggles, the ball juggling and how to deal with the bolts from the blue, as Paul elaborates. “We’ve been there, we know about the pressures and we know what it’s like to run a business. We’re not imparting text book advice, this is advice borne out of real life experience, and we know that we’re

Fish obviously also provide support with a Client’s accounts, whether this is simply supplying a bookkeeper for a few hours a week or a more senior member of staff to help during the preparation of year end or management accounts or assistance with VAT returns or even tax investigations. Fish are an all-round, highly competent firm of accountants with their Clients’ best interests at

“We’re not imparting text book advice, this is advice borne out of real life

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experience, and we know that we’re making a difference for our Clients The recession has proved Fish’s added value approach perfectly. Losing no more ‘than a handful’ of Clients, Paul and Martin reflect on the measures they took when the country was on the brink of recession with fear permeating companies with even the most cast iron of balance sheets. Paul outlines: “Before the recession, Martin and I registered that a lot of our Clients would never have experienced a recession before, so we sat down with each of them and took them back to basics. We explained the importance of cash, managing borrowings and emphasised that nothing was sold until the cash was in the bank. Having prepared them for the onslaught, we’re delighted how they have coped, despite a few inevitable casualties, mainly businesses who were considering selling or closing due to age or who were struggling anyway. We are now seeing our Clients starting to regain their confidence and grow again.” It’s fair enough to say that Paul and Martin have found themselves operating more as regular consultants for their Clients over the years,

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making a difference for our Clients. We’re finding, increasingly, that our advice is being sought and on a more regular basis. It’s most certainly the case that we’re not just asked or expected to come in once a year to look at the books.” When it comes to advice and expertise, if a Client’s demands are outside of Fish’s capabilities, their excellent network will certainly be able to provide the support the Client is looking for, explains Paul. “Our support network of professionals and specialists is vital. Many of our Clients want us to deal with everything for them and know that if we trust, for example, a solicitor, then they will hold that trust too and they leave us to co-ordinate matters with the solicitor on their behalf. We’re so close to some of our Clients that we will actually recommend they seek support from a range of experts, whether that’s your core professional support or even a brand refresh – we’re not afraid to recommend something if it’s in the Client’s best interests.”

heart, and we offer great value, concludes Martin. “We’re not the cheapest, but we’re certainly by no means overly expensive. We offer great value for money, providing excellent advice. We’re not ‘stopwatch’ accountants, we’re very much the opposite. Our Clients can call and ask us a simple question without getting a full hour’s fee invoice. How does that approach help to build a relationship? Don’t get me wrong, we’re not a charity, but we know that a lot of our Clients have become so disillusioned with their previous accountants over fees that they have had to look for alternative support, and they are delighted to deal with a firm which lives in the real world.” When making an investment in your business, you don’t often think that that investment could come in the shape of the accountant you choose, but engaging Fish could clearly be one of the smartest moves you could ever make. www.fishpartnership.co.uk

IS YOUR COMPANY AT RISK? If you want to protect your business or your home you need to find people who are not only experts in security techniques but, who are, above all, entirely trustworthy.

These are dangerous days. Criminals are more sophisticated than ever and the threat to your company’s assets – its people, buildings, equipment, stores and information – poses a greater challenge than ever before.

Directors and Senior Management.

You need professional security services. And in particular nowadays, you need to be able to TRUST those who supply them.

Staff are recruited with site-specific duties in mind – in other words, the right people for the particular job in hand.

RISK Management Security Services are a team of men and women in whom you can place absolute faith. They are all fully qualified, with exemplary records; they have the backing of state-of-the-art, round-the-clock facilities, and they have earned the trust of all their clients.

“Risk Management Security Services

They have also earned even wider respect by being nominated by Buckinghamshire Ambassadors in its 2011 Business of the Year Awards. Services include: Manned guarding Highly trained security guards, with impeccable personal records, enjoy exceptional levels of management support, so that there is 24-hour access to

There is unrivalled protection for properties throughout the private and public sectors.

specialise in developing teams of highly trained personnel in whom you can place absolute faith

”

Security patrols If there’s no real need for a permanent presence on site, mobile patrols

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B4 SPOTLIGHT

“The heart of Risk’s body of services is the Control Centre at our headquarters. Here we have a roundthe-clock, 365 days a year, high-tech operation which is unrivalled in the security business”

represent the ideal alternative. Patrol and Response Officers provide random patrols during the silent hours. This service complements existing security systems like CCTV and alarms.

many common systems!). One of our patrol and response team will deal with any situation from simply resetting the alarm system to a potential dangerous incident.

An electronic patrol monitoring system is installed throughout each site to ensure specific areas are patrolled.

And Risk operates 24 hours a day!

All vehicles are tracked by the ultra-modern software in the control room. This service also provides protection for lone workers. Keyholding and alarm response A complete Keyholding and Alarm Response Service makes sure that employees are not called to a site unnecessarily (an infuriating, wasteful, expensive and possible dangerous consequence of

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As in other activities, services are provided in accordance with BS7984 with SIA-licensed and vetted Officers attending premises. Receptionists To make the Risk package truly comprehensive as well as cost-effective, you can benefit from the provision of high quality receptionists and facilities staff to support front-of-house positions.

That’s why special care is taken in the recruitment and specific suitability of reception and facilities staff. 24-hour Control Centre The heart of Risk's body of services is the control centre located at our headquarters in High Wycombe. Here we have a round-the-clock, 365 days a year, high-tech operation which is unrivalled in the security industry. Add the excellence of its people to the advanced technology of its equipment and you have the answer to why Risk’s customer base continues to grow in numbers as well as appreciation. Your company should be at Risk!

The Risk team recognise that a friendly, efficient environment in the reception area is an absolutely essential indicator of a firm’s standards and quality.

www.riskmanagementsecurity.co.uk

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B4 SPOTLIGHT

B4 BUCKINGHAMSHIRE

PRE LAUNCH Photography: www.adbycreative.co.uk

We welcomed over 100 guests to our B4 Buckinghamshire pre launch at the fabulous Hartwell House near Aylesbury. Hartwell Houseâ&#x20AC;&#x2122;s Director and General Manager, Jonathan Thompson, spoke to those in attendance about the history of Hartwell and the fantastic facilities, including the wonderful spa. Aylesbury College Principal and Chief Executive, Pauline Odulinski addressed everyone and reinforced how delighted the College were to be involved with B4 in this the Collegeâ&#x20AC;&#x2122;s 50th Anniversary year. With thanks to all of those who came along and special thanks to Jonathan and his ever attentive staff for making us all so welcome.

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METRO BANK

It’s been over one hundred years since Britain’s High Streets have seen a new face, and from what B4’s editor, Richard Rosser, witnessed at The Eden Shopping Centre in March, it’s a very bright face which means business, and means to do business very differently. Metro Bank’s Chief Executive Officer, Craig Donaldson, tells B4 just how Metro do it their way. Written by Lucy Holmes. Banking in the UK has taken rather a pounding, excuse the pun, in the past few years. Strangleholds on credit facilities for those with even the most cast iron balance sheets and bank bail-outs have played out in public against the backdrop of, what seems to be, business as usual, with bonuses and huge profits for many High Street lenders. On March 5th 2010, The Financial Services Authority (FSA) granted Metro Bank a full service banking licence. Co-founded by Anthony Thomson and Vernon Hill, the unique retail banking model, created by Hill, revolutionised banking in the United States and is now set to revolutionise the banking industry in the UK. Metro Bank, as their website claims, are offering what will sound like music to the ears of many private and commercial banking customers who have grown increasingly frustrated with their banking circumstances. “We offer banking focused on the customer through unparalleled levels of service and convenience. With our unique,

impressed. It was opening day, fair enough, lots of adrenaline and hype, that was to be expected, but this was exciting. How often have you ever imagined going in to a bank could be a thrill or, perish the thought, something to look forward to? Well that’s what Metro Bank do. They put a bit of fun into banking, and, let’s face it, banking has never been fun, has it? Craig Donaldson was brought up in Sunderland and went to University in Bradford where he studied management technology, but explains that it was whilst at RBS that he made contact with Metro co-founder, Anthony Thomson. “When I left University I went to Barclays, then on to RBS. Part of the training was a course at Harvard, where I studied the ‘Commerce Bancorp’ model. Commerce Bank was set up by Vernon Hill in 1973 and over thirty three years, from one office in Philadelphia, Vernon grew the bank to five hundred branches throughout the East Coast of America with over $50 billion of assets, and consistently received consumer’s awards for the consumer

institutional investors and large family trusts. “Raising the funds was relatively easy with Vernon’s track record and the investors knew what bringing the model to the UK could mean. I had a great base to build my team, the technology and fund the stores. This is our 11th store and our plan is to have two hundred stores and one million customers by 2021. By the end of this year we aim to have twenty stores, including Brighton, Hemel Hempstead, Slough , Staines, Reading and Romford.” Exciting plans indeed, but the ethos of Metro Bank doesn’t drift far from Craig’s agenda. “What we have to do is continue to deliver our brand promise. This is about looking after customers, making sure we give them amazing, unparalleled customer service, so what I want to ensure we don’t do is overstretch ourselves and grow too quickly. So, I have to make sure the service in the store is spot on. When we have fifty or sixty stores, once we get bigger we can look to

“We offer banking focused on the customer through unparalleled levels of service and convenience” customer-focused retail business we reinvent the rules of retail banking, making every effort to remove all stupid bank rules from our day to day services to offer simpler and more convenient banking to you. In all our stores you'll find a traditional face to face service with no requirement to book an appointment to discuss your banking needs and card and cheque printers so you can walk away with everything you need to start using your account immediately*. We aim to exceed the expectations of our customers every day.” Sounds great, and as I approached Metro’s latest store on opening day in High Wycombe’s Eden Shopping Centre, I would have been excused for walking straight past and missing the show. The onsite DJ filling the shopping centre with the latest chart hits, glamorous ‘model-like’ greeters, balloons and more neon lights than you would see on a Las Vegas strip had all the hallmarks of anything but a bank. Smartly dressed bank personnel met me with a smile asking how they could help, ushering me to a waiting area as they went to track down Craig. As I waited, surrounded by almost fifty staff and as many customers, I was becoming increasingly

bank most loved by American banking customers. “Commerce Bank was built on strong customer service principles, and I was intrigued by the model during my studies at Harvard. By chance, I met Antony Thomson who knew Vernon well. I asked why Vernon had never thought about rolling out the model in the UK where I said it would work well. Antony had proposed this to Vernon whilst he still owned Commerce Bank and he wasn’t interested in the proposal. However, once he had sold out, Antony pitched the idea to Vernon again and he couldn’t wait to build the bank in the UK. “Ironically, I was looking at the Commerce Bank with a view to setting it up for another bank when Vernon and Antony approached me to set up Metro Bank in the UK. They said ‘rather than try to copy us why don’t you help us set up in the UK?’! Craig and Vernon then embarked on a three week funding round, raising £75 million in America and Europe. “We then built the bank from a blank piece of paper! With Vernon a 20% shareholder, we have the backing of some excellent investors, such as Fidelity and the Ruben Brothers, fantastic

expand further, but what I want to start is a store where people live and a store where they work, that’s the plan… build the brand, deliver on the brand, attract great fans. Once we deliver on our promises, then we can go further.” So, a bank with fans, a bank which wants to deliver on its promises – sounds familiar? No, thought not. I told you Metro was different. “Fans tell their friends that they should bank with us, and then they become customers, who become fans, and so on and so forth. That’s how we do it, and it’s very important. We are commercial and retail, so we offer full retail and commercial offerings as in current accounts, savings accounts, credit cards, student loans, mortgages. We are a normal bank but we are open seven days a week, our telephones are manned seven days a week, and when you call us you get a voice not a computer, you talk to somebody, someone at head office. It’s just about service, so 8am to 8pm Monday to Friday, 8pm to 6pm on a Saturday and 11am to 5pm on a Sunday, we are there for our customers. “Metro Bank is a part of the community. We build

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B4 FINANCE a bank like a store, we create jobs for the community, and we want to lend to the community. It’s a virtuous circle.” So how has Metro performed since opening in 2010? “As a bank we don’t have targets. We don’t want our staff to be worried about hitting targets when their primary aim is to serve their customers. I want them to focus on doing a great job for our customers as we are firm believers that when you have a happy customer, they want to do more with you, if you make a customer’s life better, if they think you are easy to do business with, they’ll do more business with you. I’d rather win business that way than have somebody trying to tell something to you that you don’t need. If I ever hear a member of staff trying to sell, then they’re not right for our business.” And that’s why Metro open with a bang. They create a stir, they create a storm, they are a talking point in the community, and the word goes out…….and the customers come in! “The open days are very much a catalyst for winning business from day one. It’s about fun, about energy, we become an alternative on the High Street. Customers coming in today will walk away with an account opened and even a cheque book and credit card. Literally twenty minutes after walking out of the store they can go to the ATM and draw out cash! “People are surprised that we can do this, but isn’t it surprising that in the world we live in no other banks have done this before? We don’t look for excuses, we look for solutions.” So that’s why Metro open on a weekend, to help you; that’s why Metro open on a Bank Holiday, to help you; that’s why Metro are open when you need them, not when it suits Metro to be open. Metro staff smile, they joke, they enjoy their work. They want you to come in for a cup of tea, they want you to bring the dog, they want you to feel at home with them. “It’s all about trying to make something which has been historically mundane vaguely enjoyable. If you’ve got someone who wants to serve you and wants to make your life easy, why wouldn’t you want to do business with them again? It’s not rocket science.” Junaid Mumtaz is the Local Area Director for Buckinghamshire and will be connecting with local businesses on the commercial side. “Junaid is the good old fashioned bank manager who is here to get to know you, and support you. Holly works with Junaid in the store and together they make a great team. Find out more about us and get in touch. We’re keen to get to know you.” With over 60,000 customers already, it’s hard to see Metro failing to make its mark.

*All accounts are subject to status and approval. Account opening conditions apply. www.metrobankonline.co.uk

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B4 NETWORKING

HOW CAN I CONNECT WITH B4 BUCKINGHAMSHIRE? 36

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We’re very good at sending out information at B4 but sometimes you can’t see the wood from the trees with all of the info we send out! So, we’ve surpassed ourselves this time and laid out an easy guide for you to see how you can connect with us at B4, and, more specifically, B4 Buckinghamshire and the growing number of B4 Buckinghamshire businesses. If you have any questions, we’re always available to discuss your requirements or any issues you may have, so call us 01494 373183 or e-mail editorial@b4-business.com.

ADVERTISING, MEMBERSHIPS & RECEIVING B4 EDITORIAL IN B4 BUCKINGHAMSHIRE We can either accept editorial direct from you, with accompanying hi res Images, or, we will interview you, in person or on the phone. Articles are then proofed for your approval, tweaks made and more proofs sent through – the record is 17 drafts so please don’t try and beat it! You’ll see the final version exactly as it appears in the printed magazine, so no surprises!

WHEN ARE THE B4 EVENTS? There is a calendar of events in B4 Oxfordshire Issue 22, with many dates still to be confirmed but a lot already nailed down. We will be opening up events in other counties to B4 Buckinghamshire members and you will also see B4 Oxfordshire and Berkshire members at events in Buckinghamshire. We think it’s a great way for the B4 wider network to start interacting.

FOLLOW B4 BUCKINGHAMSHIRE ON TWITTER, FACEBOOK OR LINKED IN We actively promoted members, press releases, articles and events on our B4 Twitter account for Oxfordshire, Facebook pages and LinkedIn. This will happen automatically for B4 Buckinghamshire, so why not join us?

GETTING A COPY OF THE MAGAZINE All Buckinghamshire based businesses are entitled to one complimentary copy of B4 Buckinghamshire every quarter. If you need multiple copies, please contact us on 01494 373183 or e-mail editorial@b4-business.com and we can discuss your requirements. We do deliver bulk amounts of B4 to selected outlets and we could well be interested in delivering to you at no charge.

SIGN UP TO OUR E-NEWSLETTERS We regularly send out e-Newsletters promoting B4 members, including press releases, special events and B4 articles. So why not sign up on the site to make sure you receive our general B4 e-Newsletters and dedicated member eNewsletters delivered to your in box?

WHERE DO I FIND ADVERT SPECIFICATIONS? All of these are on the site but please call if you can’t find them. www.b4-business.com

FREQUENTLY ASKED QUESTIONS WHAT DOES B4 STAND FOR? Building Bridges Between Businesses. DO I GET EDITORIAL IN THE MAGAZINE AS PART OF MY MEMBERSHIP? Unfortunately, no. Membership gives you the membership benefits only. You will need to discuss magazine presence with us direct. I WOULD LIKE TO OFFER MY SERVICES TO B4 AND THINK YOU B4 COULD BENEFIT FROM WHAT WE HAVE TO OFFER That’s great! Let us know what you think you can help with and we can have a chat about working together. HOW DO I FEATURE ON THE COVER? We have four lead articles in the year and part of this package is for the lead article company to feature on the cover. See our rate card for more details. WHY IS IT GOOD TO BE AN AMBASSADOR? You become a face for your business, a visual point of contact. We charge a premium for this so that we aren’t flooded with Ambassadors. It’s a valued title

and we know it’s working for B4 Oxfordshire and now Berkshire Ambassadors. Rate as per rate card – fixed irrespective of number of employees at £500+VAT per annum. HOW DO I UPLOAD CONTENT TO THE SITE? It’s not as difficult as you might think. There’s a User Guide which appears on the site once you are logged in. But always feel free to call us and ask us for advice. In Oxfordshire we have been holding monthly workshops to help demonstrate how the site works, and we have built other Member presentations alongside this. We will be starting these in Buckinghamshire and we will be promoting these through e-Newsletters and our social media. DO WE RUN FEATURES? As a rule, no, but that’s not to say this won’t change. We do publish supplements in Oxfordshire such as our Venues Guide, Celebrations Supplement and Education Guide and will be launching the Oxfordshire Who’s Who in 2012. Let’s get the magazine bedded down first and we’ll look at publishing these later in 2012.

JUST A FEW HOUSE RULES! We are obviously happy to promote your business in B4, but please don’t put down your competition.

No logos in editorial. If we had a £1 for every time someone asked for a logo to appear in their article, we’d have enough to buy a small house! If you want your logo to appear in B4, you need to do it in an advert.

Images have to be hi res – if it looks bad to us, we won’t run it – it’s a bad reflection on your business so please don’t be offended if we reject images. We’ll help you sort out alternatives where we can.

Contact details in editorial – just websites I’m afraid. All contact details go to the back of the magazine.

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B4 R&R

SPORT IN LONDON:

LET CHILTERN GET YOU THERE Planning to visit the capital for some sport in 2012? With the Olympics coming as well as the annual sporting events at Wembley, Twickenham, Wimbledon and much more, B4’s Editor decided to put the service from Bicester North to London Marylebone to the test on a visit to Wembley to see Chelsea take on Tottenham in the FA Cup Semi-Final. We made the short trip from Yarnton to Bicester in just under twenty minutes, parked in the on-site car park and were on the 16.48 within ten minutes. The journey to Wembley Stadium was just under an hour, and as each stop went by, the volume of Chelsea fans increased until it was standing room only.

Now all I’ve got to do is get a couple of tickets for the final…….much easier said than done!

Depending on where you live in Oxfordshire, you can also opt for Haddenham & Thame Parkway for a shorter journey into London if you live east of Oxford, or Banbury if you are north of the city.

WEMBLEY BOUND?

The service was effortlessly smooth. Every time I take the train I wonder why on earth I ever drive – I’d considered driving all the way to Wembley but thinking ahead, for a change, I’d assumed car parking changes would be horrendous at the stadium and that we’d have struggled to make it out of the car park much before car were heading back in for the final in May. I also guesstimated that although there’s quite a queue for trains after Wembley fixtures, given that it was two London based teams in the final, the overall proportion of fans heading west after the game would be relatively low. The service is so frequent, to and from London, that it makes going by train the only real option, and it made for a relaxing prelude to what was to bit a memorable afternoon. Wembley Stadium station is under a five minute walk to the periphery of the stadium, so depending on where you are sat, you can be in your seat in under ten minutes. We were in the Chelsea end, in Block A, and were there in good time to witness the pre-match entertainment and really get into the swing on things. An goal just before half time from Drogba, and a dubious second which was later adjudged to have not crossed the line, early in the second half, was followed by an instant reply from Spurs. We thought it was going to be a tense last half hour, but Chelsea put Tottenham to the sword, scoring three more times without reply. An emphatic 5-1 victory had taken Chelsea to a Cup Final showdown with Liverpool, who had triumphed 2-1 over local rivals Everton the day before. Ed was delighted, and once we’d tracked down the obligatory pin badge, we joined the queue for the train. The line moved swiftly and we were in our seats less than forty minutes after the final whistle and back in the car within the hour.

Whatever your reason to visit London this year, don’t think of taking anything other than the train!

If you’re off to Wembley in 2012, then remember there’s a very easy way you can get to and from the stadium. Chiltern run services to and from Wembley Stadium Station, which is located opposite the stadium. Nearer the time of the event, do check train times as Chiltern will be putting on a special timetable with more stops and more services for Wembley Stadium Station. Here’s a small taste of what’s taking place at Wembley Stadium in 2012: FA Trophy Final FA Vase Final Championship Play Off Final Blue Square Bet Promo Final League 1 Play Off Final League 2 Play Off Final 2012 Olympic Football

12 May, TBC 13 May, TBC 19 May, TBC 20 May, 1500 26 May, TBC 27 May, TBC 29 July, 1700

If you are a 2012 Games event ticket holder, you can buy reduced price train tickets in advance of everyone else to take you to your Games venue. If you’ve got confirmation of all your 2012 Games event tickets visit www.nationalrailgamestravel.co.uk to book your rail travel now. Tickets are not available to buy at stations or from any other retailer. Special terms and conditions offer flexibility designed to suit your travel to and from the Games. Railcard holders and children can get discounts too. For event in London you will get a one-day Games TravelCard with your Games ticket. This can be used for travel in London Zones 1-9 on the day of the event. For help planning your journey visit: www.London2012.com/travel also see: www.chilternrailways.co.uk

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“Whatever your reason to visit London this year, don’t think of taking anything other than the train!”

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B4 NETWORKING

WHY IS B4 GOOD FOR BUSINESS? Over the past six years, we have developed B4 Oxfordshire to the point where we feel we can do a decent job in a new county. We launched B4 Berkshire in January and with this, the first edition of B4 Buckinghamshire, we think we’ve done an OK job. However, if you are new to us, then we are obviously new to you and we have

found, as I am sure you have, that the best way of getting to know new people is through people you know. So, we have asked a selection of our customers to tell you why B4 has worked for them, and if you know them, you can contact them to find out more

about B4 and establish for yourself whether or not it really is as good as our customers say it is. If you do know someone in the testimonial pages but don’t have their contact details, please call us, or find them in the B4 Directory for Oxfordshire or Berkshire at www.b4-business.com.

Tim Keatinge - MD, Chrysler Oxford B2B is an important channel to market and our involvement with B4 is a proven success at presenting and receiving information from within this vital business community.

James White - CEO, intouchcrm B4 is an excellent way for us to profile our business and service within a key economic area of the UK. We value our partnership with the team at B4 and enjoy providing them with the tools to communicate whilst receiving excellent coverage as the UK’s leading CRM and Email marketing platform. We would strongly recommend B4 to other businesses

Judith Johnson - Director, Everything Everywhere “Partnering with B4 gave us the opportunity to carry out targeted marketing and prospecting through a professional, established database of decision makers in the SME sector in the Oxfordshire area.”

Dave Atkinson - Area Director, Lloyds TSB “B4 is a great way to meet similar minded local businesses. I am delighted to be a part of the B4 community and look forward to winning more business through the network in 2012.”

Chris Jones - Owner, Glooo “Glooo as a business needed to find a marketing platform which offered a traditional advertising path, an integrated website, and networking opportunities. B4 delivers this in a very professional manner.”

Dominique Cadiou - Director, Pegasus Theatre “Becoming a B4 Ambassador has given me the opportunity to make links with the business community in an effortless and enjoyable way. It has been fantastic!”

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B4 EDUCATION

BUCKINGHAMSHIRE BUSINESSES SET TO BENEFIT FROM UNIQUE CONCEPT IN BUSINESS EDUCATION Pictured L-R: Prof Chris Kemp, Pro Vice Chancellor and Executive Dean: Design, Media & Management at Bucks New University; Prof Ruth Farwell, Vice Chancellor of Bucks New University; Mike Clare, patron of the Clare Business School; Pauline Odulinski, Principal and Chief Executive at Aylesbury College; and Pete Rowe, Headteacher, Princes Risborough School.

Schools, further education and higher education in Buckinghamshire have joined forces to create the Clare Business School, a unique educational approach to meeting the skills needs of today's employment market. Developed with patron, Mike Clare, one of Buckinghamshire’s most successful entrepreneurs, the Clare Business School works directly with local businesses to address employability and drive forward UK business through an exciting blend of education, enterprise, engagement and communication. It is a partnership between Bucks New University in High Wycombe, Aylesbury College, and schools across Buckinghamshire through the Bucks Association of Secondary Heads (BASH). By bringing together the three strands of education, the School aims to provide business experience and opportunities for young people from 14 years onwards. The Clare Business School supports local businesses by giving access to: • Professionals that offer business solutions via consultancy and research as well as live projects undertaken by students • Specialists in sales and marketing, finance, procurement and HR • Knowledge transfer partnerships part-funded by government sources • Market research through specialists as well as live student projects • Business networking in the UK and overseas • State-of-the-art business facilities.

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The Clare Business School is the brainchild of Professor Chris Kemp, Pro Vice Chancellor and Executive Dean: Design, Media & Management at Bucks New University. He said: “The cross-sector educational collaboration that forms the Clare Business School is unique and we can really help local businesses by providing them with sustainable solutions to their needs.

“The Clare Business School is unique and we can really help local businesses by providing them with sustainable solutions to their needs.

”

He continues: “The initiative supports the strong government focus on employability and driving UK business. It will bring together businesses and students in an efficient and productive way to give students real experience within the business world, whilst at the same time providing tailored solutions to local business needs. Everyone benefits.” The Clare Business School already has the support of several high profile organisations including Marks & Spencer, John Lewis, RBS, Hands of Wycombe, Dreams, Clarenco, NatWest and Eden Shopping Centre.

Nick Hill, Head of Innovation and Quality, Marks & Spencer Home, who is a member of the Clare Business School Strategic Board, said: “Like most large organisations we receive hundreds of applications from students every year. One of the key aims of the Clare Business School is to provide potential employers with graduates that not only have a sound education in business, but also come with a broader business experience. “During their time with the Clare Business School, students will have been exposed to a wide range of successful people and real-life business challenges. Business placements and projects give the students an opportunity to solve real problems and get an idea of the challenges they will face that are not in the text books.” Mike Clare, Executive Chairman of Clarenco, plays an active role in the initiative as patron, and added: “Buckinghamshire has been confirmed as the Entrepreneurial Heart of Britain, and the School aims to inspire and help managers and business leaders to develop solutions to deal with challenges within their business. I believe the Clare Business School will be a great success and I urge organisations to get in touch to see how we can help.” If you are interested in being a part of the Clare Business School initiative or would like to find out more, please contact Julie Catlow, Clare Business School Business Co-ordinator, quoting ‘CBS’, on 01494 603153 or info@clarebusinessschool.com www.clarebusinessschool.com

BRINGING DAIRY BACK TO AYLESBURY Every day millions of people around the world experience Arla’s products, but many may not even have heard the name. Processing approximately two billion litres of milk a year, Arla Foods is one of the UK’s leading dairy companies. Supplying a third of the nation's milk, Arla has a portfolio of some of the UK’s leading dairy brands including Lurpak, Anchor, Cravendale and Lactofree, and works closely with all the major retailers.

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B4 SPOTLIGHT Behind this leading business is a team of around 2,800 talented people working across the UK at Arla’s dairies, distribution centres and head office. There are also numerous sites across a number of continents and countries, with the company’s core markets centred around Northern Europe. Last October, planning permission was granted to Arla for the development of another site in the UK and a new £150 million dairy is being built in Aylesbury, which will process and package up to one billion litres of fresh milk per year. It will create almost 700 skilled jobs in the area and deliver a £20 million annual wages bill, as well as providing education, training and apprenticeship opportunities. Why Aylesbury? Before deciding upon Aylesbury for the site of the new dairy, Arla assessed a number of potential locations in the region, but many were dismissed due to access, services, size issues and other constraints. Jakob Nielsen, project director at Arla, said: “This site was chosen due to its optimum position between the farmers who will supply the milk and the customer base, as well as offering direct access onto the A41 to London, which is of a great logistical advantage. In addition, Aylesbury has a strong, skilled local workforce, which will be needed once the dairy is up and running.

“It will also deliver a welcome boost to the UK construction market by creating up to 1,000 construction jobs and we hope, overall, this development will help to stimulate the Buckinghamshire economy in the current challenging economic climate.” Arla’s new dairy will be a state-of-the-art facility, which will only process milk from British farms. Environment In addition to being one of the largest construction projects in the UK, the company is aiming for the facility to become the world’s first zero carbon dairy, with zero waste to landfill. Using advanced construction techniques, process technologies and renewable energy solutions, the dairy will be one of the most environmentally advanced in the world, which aligns with Arla’s commitment to become the world’s most natural dairy company, and its ambition to become Closer to Nature. Jakob added: “Through our commitment to get Closer to Nature, we want to encourage everyone – from farmers to consumers – to increase their appreciation for the natural world and take greater responsibility for their part in protecting the environment.” Being a good neighbour Arla’s aim is to be a good long-term neighbour and the company has therefore incorporated a multi million pound package of mitigation measures to effectively reduce or remove the effect of bringing the dairy to this site. There will be 34 acres of new woodland and plants to provide a screening buffer around the site, which will be between 20 and 80 metres wide. It will include evergreen species as well as an array of native species including the rare Black Poplar, which is indigenous to the area. To encourage local wildlife to colonise the site, a number of wildlife mitigation measures are being planned, such as installing bat boxes and badger runs, and creating naturally occurring wildlife habitats. A transport strategy has been put in place to ensure more vehicles use the A41 Bypass to London and Arla vehicles avoid using town centre roads. In addition, the colour of the buildings will be autumnal to help blend in with the surroundings.

“we want to encourage everyone – from farmers to consumers – to increase their appreciation for the natural world and take greater responsibility for their part in protecting the environment

”

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Recruitment An extensive recruitment programme has been put in place, with positions available in a wide number of departments including, production, despatch, logistics, driving, environment, health and safety, laboratory, quality control, engineering and planning. People interested in working for Arla should register their details at www.arlafoodsjobs.co.uk. Supporting business park Arla also received outline planning consent for additional commercial space around the dairy site. This space will be able to deliver serviced commercial plot sizes not currently available in the area, creating an ancillary and supporting business park, which could potentially create an additional 1,000 jobs. Arla also intends to liaise with its current suppliers to encourage them to invest on the site, creating a food manufacturing hub and helping to reduce the food miles associated with the dairy. Anyone interested in providing services, either during development of the site or on completion, can send their details to aylesburydairy@arlafoods.com.

news Approach to Performance Management secured by involving managers in the (re)design process and ensuring that they are reviewed on their performance management responsibilities. It also helps to secure feedback on the systems effectiveness.

Photography: www.studio-8.co.uk

3) Address interpersonal and interviewing skills Subjectively, interpersonal skills and human judgement are inherent in the process of good performance management. Appropriate training incorporating coaching and interviewing techniques will help. Appraisal reviews should start from jointly agreed objectives and focus on factual performance data rather than style or personality, encourage self-assessment and provide an appeal mechanism.

Q: Our Appraisal System is out of date – It’s a minefield out there – Please Help!

4) Define the objectives Setting future performance, management encounters difficulties when addressing a number of objectives. For example, when used for reward-related decisions any developmental impetus it is intended to have, is threatened. Playing judge and counsellor at the same time is highly problematic. It is best to opt for a combination of agreed, consistent and compatible objectives. Furthermore you should allow your employee to have an input into setting their individual objective. Why? Because they are more likely to take ownership of and achieve the target they have personally set.

A: Firstly, Don’t panic! Your appraisal system should focus on performance Improvement, but you also need to consider the behaviours that are going to deliver sustainable engagement – it’s less about quick fixes, particularly in a recession when most organisations are only concentrating on short term survival strategies and objectives.

5) Follow Up If you promise to provide additional resources or some form of personal development option, it is unlikely to enhance the systems reputation by persistently failing to deliver. In the long run the system is judged by the extent to which recommendations arising from review meetings actually materialise.

You should have a process that is relevant to your organisation; it should never be a one size fits all strategy. An appraisal system should be designed to reflect the short term tactics and the long term strategy of the organisation.

Q: What are the benefits of using HR2YOU?

B4 Ambassador, Sarah Morris, runs Oxfordshire based HR2YOU, a leading provider of Human Resources solutions for businesses of all sizes. Here Sarah answers questions put to her by B4 readers.

A: The answer is simple ... fewer headaches, reduced costs and exceptional results!

In the first instance I suggest: 1) Review the system It’s farcical to expect appraisal systems that were devised years ago to remain effective. Would you expect it of your IT and financial systems? Practices such as coaching, mentoring, 360 degree feedback and competency systems should not be allowed to remain static and become ritualistic as they quickly fall into disrepute and will be neglected. A full evaluation exercise is vital in order to (re)design an on-going, successful system. 2) Engage the managers The support of management is crucial to a successful system, this can be

Owners and managers of small companies also face another very real challenge - making sure that they don't get so bogged down in running the company that they are unable to focus on building the business. Our comprehensive HR Services are available on either a retained or Ad-hoc Basis. We don't just focus on employment law; we cover the full range of HR topics including, recruitment (including head hunting), training and development, change management, communication and HR strategy. www.hr2you.co.uk

“Thank you for the professional manner in which you handled a long standing employee issue, as a result of your help the individual has now regained their interest in both the type of work they are required to perform and their input into the longevity of the practice. This has been purely down to the advice and input from HR2YOU. By implementing the methods and processes you recommended, the issues have been resolved and this I feel is purely down to the guidance and efforts you have provided in what can only be described as extremely difficult circumstances. Any company that takes on HR2YOU to resolve their employment issues will extremely benefit in a way we ourselves have done” John Hallam – John Hallam Associates

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B4 NETWORKING

Alex Minchin - Owner, Zest "B4 has been an invaluable resource for our start-up business. Richard and his team work selflessly to connect and amplify your products and services to other, serious, local businesses."

Tim Stevens – General Manager, OURFC “Becoming a B4 Ambassador was very important to Oxford University Rugby Club, as it looked to strengthen its links with the local Oxfordshire business community. In particular, we have promoted the ‘corporate luncheon’ at the annual Major Stanley’s Match, which takes place in November, as an event not to be missed.”

Paddy Gregan - Partner, BrookStreet des Roches “Do you feel that you derive little benefit from networking ‘meetings’? Are they a chore producing little or no return for the time and resource you have to invest? My experience as a B4 Ambassador is that I have gained unique access to quality events providing new links and connections to a fantastic range of talented like minded business people within the B4 network, and my time has not been wasted!”

John Hoy – Chief Executive, Blenheim Palace “B4 in Oxfordshire has become an essential networking environment which connects businesses and business people across the County through a strong website, through a quality magazine and via memorable events. I have no doubt that B4 in Berkshire will be equally successful once launched.”

Jamie Baskeyfield – GM, New Theatre “Being a B4 member continues to provide an excellent platform to develop both business-to-business and business-to-customer relationships, and has proved to be most beneficial to my organisation”

Martin Matthews - Director, Blue Print Imaging “The B4 network is a fantastic mix of businesses, from the modest, to the magnificent. It is a pleasure to be involved, meet great people, share ideas, services and much more.”

Anna Thorne - Development Manager, Oxfam GB "Oxfam is delighted to be B4 Oxfordshire's Preferred Charity for 2012. B4 provides great networking opportunities and a highly polished magazine, both driven by Richard's passion for the business."

Matt Wistow ACIB - Director, Shaw Gibbs “B4 has provided a valuable forum for us to build the profile of our firm in the Oxfordshire business and professional community. Having worked in Berkshire before moving back to Oxfordshire, I know B4 will be welcomed and work very well in the area.”

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‘Innovation’, ‘enterprise’ and ‘entrepreneurship’ top Alex’s list of specialities, but if there’s one thing you definitely don’t do with Alex Pratt, it’s pigeon-hole him – he’s a free spirit, bursting with ideas, energy and boundless enthusiasm. My focus was on Alex’s role as Buckinghamshire Chairman of the Institute of Directors, but it soon became clear that we would veer ‘off piste’. Not only does Alex run his own business, Serious Bands Ltd (which makes reading lamps for anything from the space shuttle to nuclear subs), he is also Chairman of the Buckinghamshire Thames Valley Local Enterprise Partnership, Chairman of Buckinghamshire Business First and on the board of Aylesbury Vale Advantage. It’s the understatement to end all understatements to claim that Alex Pratt is integrated in the local business community…..he’s at the very heart of business in Buckinghamshire. But we start by discussing the role of the IoD in Buckinghamshire, and Alex is proud to flagwave its achievements and fundamental role in the local business community. “The IoD is a fascinating group of individuals, leaders generally, not exclusively, but certainly the type of people who are ambitious, interesting, colourful, and looking to grow, win, develop and do better. They are also givers, looking to contribute, give back and make a difference. They tend to be or have been in senior roles and are therefore in the perfect position to make that contribution. “The local branch in Buckinghamshire, which has just absorbed Milton Keynes, has about twelve hundred members who fall into one of three categories. One third are FTSE100 main board directors who live in Buckinghamshire but, more often than not, work in London. One third are people like me, who run businesses in the one to one hundred million pound turnover businesses, who live in Buckinghamshire and whose business is based in Buckinghamshire. The final third are sole traders, start ups, ex corporate. “It’s a very varied and interesting group of individuals, with limitless experience and expertise. The idea of the local branch is to provide more and better opportunities for those people to grow and develop and to give back and contribute. “We run an MD to MD group where we get a dozen or so cross-sector MD’s in the 2 – 20 million pounds and 10 to 500 employee businesses, and we run six sessions over a year in the late afternoon / early evening. These are available to members at a much reduced market rate. We also run a series of breakfasts at Hartwell House, where we might do ‘marketing on a shoestring’ or at The Clare Foundation where we might run a talk on making the most out of LinkedIn or intellectual property. We also run a series of events with partners at prestigious venues such as Cliveden. We have a dinner planned at The All England Tennis Club at Wimbledon in September, so it’s not just Buckinghamshire based venues.

“We bring people together to help share ideas and we are the most active branch in the country, which is testament to all of our members.”

Somebody’s got to argue for them and appreciate there is a balance and always a compromise to any situation.

In Issue 1 of B4 Berkshire, Ross Wilson, the outgoing Berkshire IoD Chairman, expressed his concern that membership was showing early signs that it was declining and was specifically worried that the IoD would struggle to engage with the next generation of businessmen and women. No such concerns for Alex, however, as he explains. “We are on a recruitment drive at the moment, where we want to see more female director members and more young members, and we are always on the look out for more directors of businesses based locally particularly those in the one to one hundred million turnover bracket. These businesses are the heartbeat of the county and because they are based locally, they employ locals and therefore have a serious impact on the local economy.

“It’s vital to get the balance right between both wealth creation and distribution. In the South we are almost being sucked dry by the idea that we need to level performance as a country. It’s quite absurd to suggest that Grimsby can somehow be made to be as competitive as London and we have to fight such lunacy. It would be for the best if the Government recognised that they are better off backing the areas which have a proven track record when it comes to creating profitable businesses which stimulate this country’s heartbeat and generate the surpluses for much of what we hold dear.

“Buckinghamshire sees more businesses start up than anywhere else in the country, and, most importantly see more businesses start and last longer than anywhere else, so it’s a very vibrant local economy, with unemployment benefit claimants at just over 2% which is the third lowest of any county. Buckinghamshire is a very, very small based business economy, with only 65 businesses employing more than two hundred and fifty people. We have the largest percentage of businesses in the micro area, 1-5, than any other in the country, so it’s a very entrepreneurial economy.” Alex explains that the role of the IoD in Buckinghamshire is threefold. “Firstly, we actively encourage businesses to help themselves by getting them to engage with the other businesses at the numerous events we put on for them. Secondly, we are doing what we can as an organisation to get behind more local organisations so that we can make a difference locally, and, finally, we are making a case for work creation in the area, for nurturing business locally and attracting more business to the area. As they say, ‘blessed are the wealth creators for they shall inherit the bill’, and that is particularly appropriate with the IoD in Buckinghamshire.” Although the picture in Buckinghamshire is of a buoyant local economy, Alex is aware that Buckinghamshire’s economy is not a reflection of the situation in the wider world. “I travel a lot, and it’s obvious that the economy is in a serious hole. It’s a very delicate situation, and although Buckinghamshire is faring reasonably well, there’s a bloodthirsty war out there and I find our prosperity is very precariously positioned. That’s why it’s vital to back continued development here in Buckinghamshire and not allow growth to be stifled by anyone – it happens. We’ve got to fight the resistance to growth, renewal and development. We need to recognise a valid argument opposing economic development when there is one but we also have to recognise that the thousand or so people who will get a job if the factory gets built and aren’t represented at the negotiating table should actually have a voice.

“We have just slipped below Brazil as an economy and that would have been unthinkable five years ago or even two or three years ago.” Sitting on many boards and committees, does Alex find it easy to combine his roles, each with their own agendas and goals? “It actually works very well. Equally, it’s important to make way for fresh blood and new thinking.” In his role as Chairman of the Buckinghamshire Thames Valley Local Enterprise Partnership, Alex outlines his plans to deliver broadband across the county and how the success of this project is symptomatic of a spirit of doing rather than saying or blocking which will help Buckinghamshire stay at the heart of the UK’s drive out of recession. “We’ve stood by and seen so many people talk about delivering Broadband, but nobody has actually done it. We are now doing it and Buckinghamshire leads the Thames Valley in terms of Broadband delivery. We have just won a UK bid and will deliver superfast broadband to 90% of households by 2014. “That’s what I enjoy, getting the business community to step up, getting us all to do something where others have failed to either act or act properly. There is no excuse moaning about local authorities or the Government any more. We have to realise that we are all in it together - we need to be part of the solution. So the LEP, when it’s at full pelt, really pulls the business community in with the local authorities rather than working against them, and if we can get that right, and you get everybody’s shoulder to the challenge, you stand a reasonable chance of making a difference. But, if everybody sits on the edge just throwing stones at the local authorities, there won’t be any progress and we’ll only have ourselves to blame. We all have to collaborate and pool our strengths – we shouldn’t be working at odds with each other. There’s only one item on the agenda as far as I’m concerned, and that’s enabling economic development that will keep us prosperous, something that we can’t afford to take for granted.” www.iod.com

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B4 NETWORKING

THE COMMON DENOMINATOR Half an hour with Alex Pratt is enough to make even the most hard-working publisher feel rather lazy, but as if his endless range of hats and achievements wasnâ&#x20AC;&#x2122;t enough, I met Alex as he was literally moving his lighting company to new factory premises at his wonderful Wesleyan Chapel offices in Bierton. Interview Richard Rosser, words Lucy Holmes.

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B4 SERVICES

THE TROUBLE WITH PHOTOGRAPHERS? Imagine you’re launching a product or a brand, or planning an ad campaign or a VIP event, perhaps you’re even introducing the world to a brand new business. Fuelled by excitement, coffee and chocolate cake, you and your team have come up with some great ideas. Now you just need to bring those ideas to life. To do that, you need great photography. Something engaging, informative and creative that makes your brand bounce. Something that separates you from the rest of the business park, using recycled stock shots on their boringly ‘corporate’ websites, banner ads and business leaflets. Something that demonstrates to your clients what you can do and how you do it, and reminds them of the pride you take in giving them the very best.

Photography by Carli Adby of ADBY Creative

Somehow though, you don’t always end up with the service or the results you want to get particularly excited about. So when making an impact and making considered decisions is ever more important, what can you do? Did it used to be like this? Perhaps part of the problem is the introduction of digital, which has brought with it armies of amateur “photographers” (eyes raised at this point) looking to make a quick buck. Everybody knows someone who fits this description, and many marketers and event promoters suffer for it. Their brochure, flyer or website copy talks about quality and conveys an eagerness to impress, but their poorly lit, badly composed and frankly unimaginative photographs tell a different story. Where was that eagerness to

impress when they asked Marge from reception to bring in her digital SLR? Images of cropped heads, badly considered lifestyle shots and, worse still, pictures that you have paid for but that you just can’t use… they have no value. But value is the one thing that people want. Many wince at that word, but it doesn’t mean cheap, and it doesn’t mean expensive; it just means providing someone with a service, a set of images, and an experience that makes them feel good and answers their business questions. You want to go above and beyond for your customers, so why shouldn’t your visuals and your photography service do this too? Demand more. Here are some tips for people choosing photographers for events or marketing materials: • Look for that value. Look for what you want and need from a photographer. How can they give you this and more? For instance, what exactly does their service include & which you know is useful to you? Can they advise on how best to use your images after the project? • What sort of experience does your photographer have, or have they had in your area? Ask for a portfolio and a selection of images from the same shoot, so that you can get a good overview of a shoot in its entirety. Don’t shy away from a specialist. • Talk to your photographer about how you are using the images, as often this will effect how they are shot in the first place.

• Look at your licenses and what terms are included with your images. Although it is the norm for images to come with a 12-month license, sometimes they don’t, so ask if you are unsure or don’t understand any of the conditions. • What is the timeline of the project? A professional photographer should be able to give you a good guideline of times and any potential changes to these. • It isn’t all about the equipment, but an iPhone isn’t going to give you the high-resolution files you need if you want to put an advert on the side of a bus. • Is your photographer prepared to spend time with your business before the shoot, brainstorming, looking at ideas and building a brief and, more importantly, getting to know you so that they can better communicate your values? • Look for someone who can get involved with the team, gets on with your staff and actively looks to engage with any other professional services you are employing, eg copywriters, web designers or art directors. • Can your photographer help with project management? Often you will find that suppliers know a whole range of complimentary services, so how else can they be of help to complete your project and achieve your objectives? If you would like a visual review or just an informal chat about how professional photography might work for your business drop us an email at sayhello@adbycreative.co.uk or visit www.adbycreative.co.uk

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Want to Find Out More About B4? Come and Join us at the B4 Buckinghamshire Launch Hosted by Aylesbury College Principal, Pauline Odulinski Sign up for the B4 newsletter to recieve notification of confirmed date and time

Register on the B4 website: See the events section at www.b4-business.com Or call us on 01494 373183 PLEASE NOTE There is no charge to attend this event but numbers are limited so please respond as soon as possible

Magazine

news What makes Buckinghamshire so special? A recent national UK-wide Quality of Life Survey showed that all four of the districts in Buckinghamshire were rated in the top 15% of places to live in the UK. One of the reasons for this is because community life is so strong in the county. And one of the explanations for this is that Buckinghamshire has twice as many registered charities per head of population than the national average, that’s nearly 4,000 charities. All these charities need support and choosing which one really interests you can be a very timeconsuming and confusing process. That’s where Buckinghamshire Community Foundation can help you decide! Aylesbury Youth Motor projects is one of the local groups helped by Buckinghamshire Community Foundation. www.thebucksfoundation.org.uk

‘Go Green For Bucks!’ Friday 15th June 2012 Buckinghamshire Community Foundation, the county’s experts in local giving, are inviting all local businesses to get behind the first-ever ‘Go Green For Bucks’ day to raise money for local community groups in the county. In return for a £1 donation to the Foundation’s Diamond Jubilee Fund, everyone is asked to wear

something green, eat or drink something green, write in green ink or simply go for a walk in the county’s beautifully green countryside. All the funds raised from the ‘Go Green For Bucks’ day will go into the Community Foundation’s Diamond Jubilee Fund which , to celebrate The Queen’s Diamond Jubilee, is aiming to raise

enough money to make 60 extra grants to local community groups of at least £1,000 each. Recent research by the Community Foundation showed that only 36% of charitable giving by Bucks’ residents goes to local charities. The aim of the Foundation is to help more people to ‘Think Local. Give Local’.

Helping your giving go further! Thanks to a new government initiative, the Community First Endowment Match challenge offers donors the unique opportunity to increase the value of their donation to an endowment fund held with the Community Foundation by 50%. Under this scheme a donation of £10,000 becomes £15,000 and, for individuals, giftaid can also be claimed making the donation possibly worth a total of £17,500.

The income earned each year by this endowment fund can be used to support local community groups and projects in Buckinghamshire in accordance with the donor’s wishes. For more details about the ‘Go Green For Bucks’ day or the new Community First Endowment Match Challenge, call Richard Dickson T: 01296 330134 E: rdickson@buckscf.org.uk.

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B4 NETWORKING

Julia Iball - Managing Partner, Henmans LLP “As one of the Founding Ambassadors of B4, we are proud to be associated with the publication and associated events. B4 has enabled us to build our profile with business leaders throughout Oxfordshire .“

Frank Webster - Director, Finders Keepers "B4 has become the de facto business network in Oxfordshire and it has flourished in recent years as networking rises to the top of people's agenda. The events are meticulously organised and well-attended.”

Ian Wenman - Chairman, Oxfordshire IOD “A great medium to get your business message out. B4 have worked closely with the IOD to help publicise the services we provide to directors working and/or living locally”.

Dave Beesley - CEO, B-Line Business Supplies “B-Line Business Supplies were Founder Members when B4 Oxford began 10 Years ago and we are still extremely pleased with the excellent B4 Team which not only produces a first class quarterly magazine full of local business news but also excellent events at first class venues where we can develop strong relationships and business with local companies, all in a very friendly and relaxed atmosphere.”

Graham Brogden - Fundraising, Charitable Funds “B4 and its associated events have helped create quality new introductions for the charity raising funds and everyone’s profile. We are grateful to Richard and his team for their support and for everything they do for the business and wider community.”

Simon McCrum - Managing Partner, Darbys “We see maintaining our presence in and our involvement with B4 as a priority for our business. While other spend has been curtailed, this has not. The B4 Magazine is very high quality and has attracted almost universal readership in the Oxfordshire business and professional communities, and the Ambassadors network has become for us the ‘must-be-at’ series of business and networking events. If you are not ‘in’, you are most certainly ‘out’!

Wendy Sinclair - Director, Penny & Sinclair ‘’B4 networking has been wonderful for us in many ways. Thanks to the invaluable contacts we have made, we are now working with a PR Company recommended by B4 as well as a highly impressive Website Designer who are now developing our new website. We have also very much enjoyed personally meeting the varied companies involved at the social events.’’

Kelvin Thomas - Chairman, Oxford Utd FC “Working with B4 has been wonderful for our business as we operate with such a cross section of different business sectors. The magazine and website really connects these business sectors and community in Oxfordshire and we are very proud to be members and Ambassadors. “

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B4 ADVICE

“we do not deal in mumbo-jumbo. We will not confuse you with pseudo-psychological techno-babble and we won’t try to palm you off with some new-fangled management fad”

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CATCH THE WAVE… …THIRDWAVE! Tony Thomson, Managing Director of Thirdwave, the Business Development Specialists, meets B4’s Richard Rosser and goes to great lengths to provide him with current thinking on keeping any business in the swim. “Have you ever felt so immersed in the dayto-day operations of your business that you have almost felt yourself drowning? And after looking for help, you have found yourself swamped by the huge wave of business development advisors, training companies, coaches, mentors and the more esoteric, shamanistic practitioners who go overboard wanting to help you with your business? At Thirdwave, we do not deal in mumbo-jumbo. We will not confuse you with any pseudopsychological techno-babble and we won’t try to palm you off with some fancy new-fangled management fad that will require a huge investment in new technology. We’re just not interested in selling snake oil or any other product of dubious quality. For the

-12 years in the case of B&Q, including training their staff in Beijing and Korea. With a diverse Client base that includes large international companies, you may be surprised that Thirdwave is not better known, but here’s the thing; we have always been so integrated into these businesses that they have tended to forget that we were a separate company. We have deliberately kept a low profile while helping these organisations to achieve their goals – until now. Things are about to change! We want your business to gain the advantages that our existing and previous customers have benefited from and we want you to achieve the levels of success that having the right skills in your team will bring. We want all businesses large or small to be the best they can be, and if

attendance. Local councils sent their people to attend and then asked us to run specific programmes for the rest of their teams. Please don’t assume that Thirdwave only deals with retail businesses. This couldn’t be further from the truth. Thirdwave has run post graduate certificates in management for universities, operational management courses for major manufacturing companies, has helped charities, service companies, IT companies and non-profit organisations in addition to any retail businesses we have worked with. We have found that all sorts of businesses have benefitted from having well structured and focused programmes of development and that’s exactly what we deliver. Thirdwave is now entering a new era. We feel that we have proved our ability to create and

“We want your business to gain the advantages that our existing and previous customers have benefited from and we want you to achieve the levels of success that having the right skills in your team will bring

”

past 20 years or so, Thirdwave has provided many exceptional programmes of business development and we intend to deliver the same level of excellence into the next 20 years.

Thirdwave can help in any way, we are more than willing to do so.

We take a very straightforward, single-minded approach to helping you get the best from your people, your systems and your technology in order to ensure that your business keeps its head above water at all times. In fact, not just above water, but well clear of any turbulence and with the right skills and behaviours so that your business will be able to steer clear of any hidden rocks and remain in the main channel to success.

But please don’t assume that Thirdwave only deals with large companies. For example, until November 2011, we ran a series of workshops for Business Link in Yorkshire totally focused on helping small businesses. We designed the programmes, created the workshops and provided the trainers. We ran a series of short, punchy workshops in the early evening and the uptake was excellent. Those who attended encouraged their colleagues to attend and small shop owners suggested that their neighbouring shop owners should also attend.

What makes us so certain that Thirdwave can help you? Well, just ask some of the companies we have worked with over the past 20 years. People like B&Q, Specsavers or Ladbrokes for example. Take a look at the testimonials we have received from Clients like Andrew Baillie of Northgate Transformation Services or Professor Simon Denny of Northampton University business school. Take careful note of the level of repeat business over many years that we have achieved in so many of these businesses

This evening format was a deliberate decision because we knew that small retail businesses in particular would be automatically excluded if these workshops were run during the day - so we set them to be 18:30 to 21:30. The workshops covered stock control, managing staff, controlling costs and marketing, amongst other things. Some evenings there were in excess of 30 people attending and even in small villages in North Yorkshire, where they are renowned for their canniness, we had significant

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deliver excellent programmes of business development. We know that the people we use to develop and deliver programmes are second to none and we feel we have been lurking in the deep for far too long. We are now bringing our programmes to the surface and as from May, we will be running scheduled workshops in a state of the art venue that offers exceptional facilities and is very well located for businesses in Buckinghamshire and the Thames Valley. We want your business to be successful and we want your people to be the best they can be. We want your systems and processes to focus your business on success and we have the ability and skills to help you and your business achieve that success. You can book onto our open programmes or we can create a programme of development specifically geared to your needs. All it takes is for you to contact us and make sure that you catch the wave. www.thirdwaveweb.co.uk Please see our news piece on page 15

B4 SPOTLIGHT

THE ALTERNATIVE FOOD FIGHT Healthy living and its prominence for children in 20th Century Britain went decidedly unnoticed as an issue. There was no technology craze, no lack of enthusiasm for getting out of the house, no need for controlled diets in a food industry where the primary ingredient was ‘saturated fats’. 21st Century Britain paints a very different picture. Jonathan Hilder, Chief Executive Officer of the Automatic Vending Association, speaks with concern regarding the separation of consumption and lifestyle in children and their eating habits, but also with a passion regarding how business can be instrumental to change this. Interview by B4’s Freya Davidson-Smith. The AVA poses an innovative strategy that encourages progress. Jonathan Hilder speaks proudly of its motto to “develop, protect and evangelise the use of vending in the UK” and this appears to drive a force that can improve a child’s health further than Jamie Oliver’s annoyance towards the Secretary of State for Education, Michael Gove could. He states “we acknowledge the fact that there needs to be something done regarding what people eat, however there is a disassociation between consumption and lifestyle and no one seems to want to stand in the middle and say we need to put the two back together.” The problem lies in that the “Schools Food Trust came up with guidelines for food within vending machines that meant about 60,000 machines were removed from schools and the effect that that had was schools lost income, the pupils then moved their point of purchase and then no control was exercised on what they went and bought.” However it can no longer merely be about what children eat as there is a lack of “exercise culture” that was imbedded in a society that no longer exists. Technology in terms of the Game Boy and Playstation has meant “children sit around in their bedrooms” claims Jonathan. “We acknowledge the real world but the desire to shift its position from something bad to something helpful and revolutionary is of the highest priority to the company”. Examples of the AVA’s work in terms of changing the food industry includes altering packaging so customers know exactly what their food contains. “That’s fine,” notes Jonathan, “but we have to re-engage with exercise and lifestyle. At the moment, the Health Ministry and schools don’t appear to be putting the two together and that’s really where I want to work with the chef’s of this world and say ‘come on, how do we produce great food that the kids could eat, but also allows the schools to make an income?’” “What we’d like to do is work with a chef and Wards in Oxford and say ‘how do we actually get a Heston

Blumenthal or make a new, healthy product that could go in vending machines?’” The intention of piloting these proven issues at Aylesbury College, with B4, a celebrity chef, the AVA and through the media highlights how all areas are covered in this business plan. “We want it to become a wheel that creates something that can be taken to high places and used in all manners of education.” It’s refreshing to encounter not only Jonathan’s ideas but also his plans to motivate society. “The call is about finding out where we go, how difficult it is to create something new for a vending

“True, it’s come out of Jamie Oliver’s piece in that we agree that there needs to be a change in what we eat in our schools.

”

Do you have particular suggestions that have the ability to keep vending machines in schools? “We’re bringing new technology into vending, which will allow for instance, in a school of children to have a card that could have money put on it by the parent. It will allow them to buy from certain zones, for example, Red for high salt or high fat, against Green that is low in all those things. So you can buy normally across the week from the Green and the Amber, but each week you could have two treats that are from the Red zone. We’ve got the technology to be able to do this so we can bring it to the floor. We can create something like an iPhone on the front of machines: technology that will tell the kids what’s in the food and what’s good about it.” Not only thinking about projects for revolutionary vending machines, Jonathan also encourages ways to make children think about what they eat and how they exercise. “We’ve moved into the High Wycombe area so we want to tie up with local businesses because we will then be able to put our spin on things and help them develop products. Hence why we are targeting Buckinghamshire as an area to develop.” And then of course you’ll be looking at local suppliers for the actual product?

machine. At AVA, we can do anything in terms of chilling products, freezing them...it really doesn’t matter. What we can’t do is allow the problem to fester, we need to take direct action.”

“Initially we want to do something that is Buckinghamshire based, that actually proves to the world that if you can do it there, you can do it anywhere in the country.”

Because of your position, nobody else can come in and set this up alongside you and then steal your thunder?

It might seem like an obvious thing but this is obviously in line with what Jamie Oliver is trying to do isn’t it?

“No, we employ 15,000 people in the country, we turn over £1.85billion, we vend 6 billion items. We can put anything in a vending machine provided it fits. But should we end up with something that’s unusual, we have the tools to make it work.

“True, it’s come out of Jamie Oliver’s piece in that we agree that there needs to be a change in what we eat in our schools. However where things have been taken out of context is, we need to create a building block system, where a block hasn’t been left out. What’s happened is that kids have moved

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out of the school, and gone down to the shops where they are buying bigger packs of confectionary and snacks. Teachers aren’t there questioning it, meaning that there’s no control unfortunately.” Children eating inappropriately is just the half of the problem and Jonathan is focussed on why that is. “It’s a worry for headteachers because if they create these bans, children know that as soon as they get out of school they can do it. If you move the point of purchase, children become sharper and more commercially minded.” So it’s creating a bigger problem? “It is, and it’s not really addressing real life. The whole piece for me is that it’s trying to address the situation that gets us back to where we are able to put in sensible products that form part of a proper diet. We want vending machines to include nutrition and to use card technology so the parents know exactly what their children have bought. This has the ability to put responsibility back in the hands of the parents and the income back in schools.” And your call to action on this piece is for the celebrity chef but also I presume, local schools? “We’d like to talk to any of our friends in the catering industry that feel they have got something to offer and secondly, other education establishments to discuss how we can work with them to create something that is generic across the educational field which we can then take to the Department of Health and the Department of Education.” This Chief Executive certainly understands the importance of the matter and how to relate to the problem through expertise and encouraging others. “I’ve spent 25 years in this arena, I’ve financed over £200 million of the equipment in it - I do know what I’m talking about. I want to get that message across to the general public and prove how vending can actually be good, deliver what you want and use technology in the right way. “I want to deliver a clear message. The next generation needs to be educated about combining healthy eating with a healthy lifestyle and the consequences of choosing alternative options. I believe we have to tackle this as a nation. I represent a very small part of industry, but I’m completely passionate that we need to do something about the way we’re looking and the way we’re moving.” www.ava-vending.co.uk

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“The art of conversation has never been those connections into revenue, has never

THE DIRECT MARKETERS WEAPONS OF WEALTH CREATION “The art of conversation has never been more relevant in business than it is today and converting your connections into revenue has never been more important.” States David Amor, Managing Director of First Move Direct Marketing. In the first of a series of articles on the topic of direct marketing, David talks to B4’s Richard Rosser about how a well thought out and modern direct marketing campaign can help you not only reach your customers, but get them to engage.

First Move processed its first item of direct mail twenty two years ago. Since David took over the business seventeen years ago, First Move has made massive strides from the original ‘kitchen table’ operation. “We have come a long way and we’re holding our own this year, business is good and we’re growing.” First Move mailed 35 million items in the last 12 months and worked with 341 clients on 1654 projects. Clients include a leading coffee company, a Premiership Football Club, a host of charities and insurance companies. Big numbers indeed, but is direct marketing all about blanket coverage, about a hit or hope mentality where, if you bung enough leaflets out, a few are bound to stick? Not really, as David will explain. Those that get it right do so because they test, test and then test some more. They then listen to the response, do more testing and repeat. It’s an ongoing process which,

“Those that get it right do so because they test, test and then test some more. They then listen to the response, and test again so they can roll out the campaign with confidence”

approached correctly, can yield stunning and, more importantly, predictable results. This is the story of Modern Direct Marketing and how we can leverage expertise and experience into a dynamic modern infusion of measurable technologies, both old and new, to provide meaningful marketing during one of the most powerful revolutions of our time, social media. With David’s help, we intend to take you through direct mail, order fulfillment, communications, offline and online campaign integration, and to conclude with how to create sustainable integrated campaigns through engaging with your customers in the most powerful channels available today. We start our five part story with David’s overview of Direct Marketing and the most well known channel, Direct Mail.

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B4 SERVICES

more relevant in business, than it is today, converting been more important…” David Amor - First Move Direct Marketing What is Direct Marketing? Direct Marketing is multi channel advertising to consumers or businesses that talks to your prospects and customers as individuals and builds a continuing relationship with them to their greater benefit and your profit. The techniques we can employ, for example, are mobile messaging, email, interactive consumer websites, online display ads, fliers, catalogue distribution, promotional letters, and outdoor advertising, to name but a few. To do this with any success, we must understand who we are starting a conversation with. We have to discover what is relevant to these individuals in order to increase response and we can do this by data mining, segmenting and correlating both buying and social indicators. This is where social media is so important. It gives us a wealth of data about our customers and what profile our customers adhere to in order for our targeting to be even more precise than ever before. Because direct marketing promotes a response, or instigates a dialogue, it becomes trackable, with measurable responses from customers — regardless of the medium. This means we can say, with confidence, what the return on investment is. The Benefits of Direct Marketing Direct marketing is attractive to many marketers because its positive results can be measured directly. For example, if a marketer sends out 1,000 solicitations by mail and 100 respond to the promotion, the marketer can, say with confidence, that campaign led directly to 10% direct responses. www.b4-business.com

This metric is known as the ‘response rate,’ and it is one of many clearly quantifiable success metrics employed by direct marketers. In contrast, general advertising uses indirect measurements, such as awareness or engagement, since there is no direct response from a consumer. Measurement of results is a fundamental element in successful direct marketing The Internet has made it easier for marketing managers to measure the results of a campaign. This is often achieved by using a specific website landing page directly relating to the promotional material. A call to action will ask the customer to visit the landing page, and the effectiveness of the campaign can be measured by taking the number of

“The logic is that if I can speak to you as personally and relevantly as possible, you are being informed about something to your greater benefit”

promotional messages distributed and dividing it by the number of responses (people visiting the unique website page). Another way to measure the results is to compare the projected sales or generated leads for a given term with the actual sales or leads after a direct advertising campaign. Direct Mail Direct mail is about talking to people one to one, and then using the information that you have such as the sort of person you are, where you live, what sort of likes and dislikes you have, what sort of relationship you already have with me as a potential purchaser or customer, when was your last purchase etc…. – you then use that information to try and understand what is important to your customer. The logic is that if I can speak to you as personally and relevantly as possible, I am not wasting your time or money and hopefully, as a result of being smart and targeting and gaining more and more knowledge about you, the phone rings, a donation is made, or something is purchased on the website, or a code is entered to a web form. In other words, we get a conversion from the campaign. The more conversions we get, the more successful a campaign is, and the closer we are to getting our direct mail perfected. That’s the great thing about direct mail – it is measurable. So if it is measurable you can test things and see how successful you are being. Sometimes very subtle changes in approaches can make big differences. Tweak small numbers and see how people react. We advise customers to do 57

B4 NETWORKING

Claire Thompson - Director, Syncro PR “B4 has a reputation for being an outstanding business magazine and a fantastic networking resource for local businesses. Syncro PR has already won business as a direct result of becoming members.”

Nick Irvine - Director, Bloxham School “Becoming a B4 Oxfordshire Ambassador has been a wholly positive networking experience for me personally and for Bloxham School as it brings us much closer to the business community from which we draw our support.”

Iain Nicholson - Owner, OTCN “B4 appeared when declining business news space was making it harder for Oxfordshire businesses to tell their stories. Now that situation is much improved and B4 has played a big part.”

Wendy Hart - Managing Partner, Grant Thornton “We see maintaining Grant Thornton's presence in Oxfordshire with B4 as an important part of our business. The B4 Magazine is very high quality publication with a broad range of readership across the Oxfordshire business community. The Ambassadors network has become an important part of our business and networking events calendar. In summary, the B4 team has created a high profile platform for its members, which has proved to be another excellent route to market.”

Kieran Lynch - Owner, Oxford Event Hire “As an Ambassador of B4, Oxford Event Hire has greatly increased its profile, brand awareness and credibility in the local community. In addition, being part of B4 has offered excellent business and networking opportunities as well as great comradeship.”

Why don’t you connect with us? Call us now on 01494 373183

Magazine Magazine Web Events 58

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B4 SERVICES this. We have seen customers dash in to things, and do a blanket mailshot. This often doesn't work. The successful ones are those that do small tests and end up with a predictable model so the investment is more than worthwhile. There are companies out there that can identify what your market is by taking a list of your customers and profiling them to tell you the general profile of your customers. So they may be aged 25 to 35, non smokers, like camping holidays etc….. and then you turn around and say, ‘please give me 5,000 new people like this’ and the theory is that you will be successful marketing to them. This is how Direct Mail can be very successful. In 2001, 21.9 million (a third of the adult population) people took action as a result of Direct Mail literature coming through their mailbox, 2.8 million tried a new product or service, and 6.2 million went on line and ordered something. So, Direct Mail does work.

fish, they will make sure the image on the cover of the brochure you receive is of smoked salmon rather than meat, as will be the e-newsletter. It’s showing you know about your customers which will help you to stand out and give you a much better chance of a conversion.” There is no guarantee that if you do direct marketing you will get a response. But, as David explains, those that think about it and work at it get better results. “We have customers telling us they want to do a 5,000 mailing. They are adamant. We ask if they have any test data, and they invariably say ‘no’. So we say, ‘why don’t you do 500 first and look at the results’. Some listen, others are so convinced they know better, they plough on regardless of our advice and in which case we ensure their campaign is delivered as efficiently as possible. But there is no doubt that if you test, you will, in the long run, be spending your money infinitely more wisely.

A FEW WORDS

FROM FIRST MOVE About Us We are members of the Direct Marketing Association and subscribe and promote the use of best practise in all areas of our activities. Our Quality Management Systems are also certified against ISO 9001. For further details of both of these memberships please go to our accreditations section. Our Value Proposition

“Social networking is obviously having a massive impact. It is helping us all to find out more about and in which case we ensure their campaign is delivered as efficiently as possible, and what’s more, it is very cost effective. So much so that the volumes of Direct Mail are contracting. The volume of Direct Mail going through Royal Mail and associated organisations is down over the last 3 or 4 years. It’s down due to the growth of e-mail and digital marketing and although Royal Mail has lost large numbers of staff, with volumes down 30% to 40%, costs are going up and the cost of a stamp is soaring. However, the costs of direct mail haven’t gone up as sharply as the cost of a single stamp.

To provide direct marketing solutions that connect, communicate and engage.

“There is a feeling in direct marketing that what is interesting and exciting is digital marketing and what is old fashioned and yesterday’s news is direct mail. The reality isn’t quite that clear cut – we all receive countless e-mails which we ignore or send direct to junk. The amount of e-mails we are getting is rising. The impact and effectiveness of e-mail is therefore dropping. The amount of direct mail you get is dropping. The result? You have a greater opportunity of being recognised as there isn’t so much to fight against.

Postage costs less than you think!

We are the only company in the UK to guarantee that, if you are ever disappointed with our service, you only pay what you feel is fair.

“This also means that when you put the two together, you get a better response. There is no longer one simple way which works. There are so many channels of communication now – we are all on our laptops and on our phones being fed information – so we need to bring all of the elements, all of the channels of communication together to be seen.

“Direct Mail is essential. It is proven to work, if you are prepared to work at it. We’d be delighted to talk to you about how we can help you test the water.”

Direct Mail is all about working with people to develop something which is relevant, which is forecastable, which is planned, which develops a relationship, which brings people back to contribute as a donor to a charity on a regular basis, or as a regular purchaser. The Digital Age and Social Media Chatting to David in his High Wycombe offices, it’s clear that he is a man who has a real passion for what he does, although he has fully taken on board that his company’s role is part of a much wider mix.

“We will go on to talk about creativity and testing and trying ideas, digital marketing and order fulfillment in future editions of B4. We will also look at direct mail backed up by e-mail followed up by personal response to order forms on line – providing a solution which is relevant to your customers. “We will also see how e-mails and even printed literature can be targeted to your requirements – for example, if a company knows you like smoked www.b4-business.com

The cost of postage for mailings is significantly lower than the cost of you purchasing a stamp or indeed using a franking machine. Advertising mail is recognised as being of great importance to the postal industry and there are many options which are available to reduce costs significantly through sortation and your methods of delivery and timings. We consider it a vital part of our role to be able to advise in this area.

www.firstmove.co.uk

Through pro-active interaction with our clients we seek to improve and enhance their direct marketing activities. This is achieved through the effective delivery of our services using testing, creativity and value-added data processing. As required we deliver end-to-end production processes from data-base creation and maintenance, mailing production through to response receipt and fulfilment. Your guarantee of satisfaction

We are happy to offer you this guarantee through our commitment to client care and the certainty delivered by our rigorous adherence to internal systems. Since 1985, First Move Direct Marketing has been committed to provide Direct Marketing solutions, that connect, engage and communicate. Today, a wholly owned subsidiary of Paradigm Holdings Ltd, the company is a premier supplier of direct mail services, outsource fulfilment, data management, transactional databases, document scanning, web enabled distribution, e-commerce, personalised document printing, direct marketing strategies, mixed media solutions and online campaign support. Through our unwavering commitment to excellence and our guiding principles, we bring a uniquely excellent service experience to our customers through our expertise, diligence and unique guarantee. To share in the experience, please visit us at our 40,000 sq ft facility or online at www.firstmove.co.uk

B4 SERVICES

“we can look at your office supplies, printing, inkjet & toner cartridges, office furniture & business seating and promotional merchandise and show you considerable savings”

LONDON & COUNTIES Laurence Cruse meets Paul Milbourn, Managing Director of London & Counties Office Supplies, and discovers how almost any business can profit significantly from nationwide next day delivery of savings of 20% and more on essential day to day purchases. “Most businesses seek to drive up their profit by using a combination of sales & marketing strategies and campaigns that require significant investment over a period of time. What they fail to realise is that a much easier, quicker and much less expensive way for them to achieve the same objective is for them to look at their expenditure on essential day to day purchases. For example, the average office employee accounts for around £250 per annum expenditure on office supplies and therefore, a medium sized company with 200 employees would generally spend around £50,000 annually. If we could help them by delivering a saving of 20% to 25% across the year (which is generally what we manage for new clients coming on board) that would equate to a saving of between £10000 and £12500 that could go straight to their bottom line or be invested in business development. We've saved many Clients 25% to 40% over their previous suppliers, and experience has shown us that a 20% saving is normally easily achievable. Let me tell you why. It is easy to be fooled by the “Smoke & Mirrors” approach employed by some major suppliers. It is no good getting a brilliant price on a few items that you rarely buy while paying through the nose on the other higher value items that you buy frequently and in real volume. Always

remember that the account managers that your supplier employs to “look after” your account, are really looking after themselves and their employer, part of their brief being to increase the margin on your account, or else! There are, of course, specialist companies out there who will suggest savings by switching to suppliers who offer better deals. Although these specialists can provide an excellent service, the drawback can be that they share the savings made, often taking as much as 50%. In contrast, at London & Counties, we can look at your office supplies, printing, inkjet & toner cartridges, office furniture & business seating, and promotional merchandise and show you considerable savings, of which you retain 100%. How do we do this? Well, we have many years experience in the industry and by being shareholders in The Advantia Buying Group and combining our buying power with other companies, we have driven out a large proportion of the cost of product, storage and distribution from over 20,000 branded and 1,000 own brand products plus 4,000 environmentally friendly products. At London and Counties, we deliver prices that represent substantial savings on the lines that really matter, including those higher value items that our Clients buy with high frequency and in high volume. We take great pride in our

commitment to deliver next working day, throughout the UK Mainland at those very competitive prices - first time, every time - and we provide easy online ordering with purchase history reports available to help our Clients manage their spend and monitor their usage – a particularly valued service to multi-site Clients of which we have several. Our Clients regularly tell us that our customer service is second to none but please don’t just take our word for it. Take a look at the video on our website: www.lacosltd.co.uk and find out more about how well we look after our customers and what they have to say about us. To benefit from our contract pricing structure and to find out the level of savings you could be making by working with London and Counties, fax or e-mail to us your list of most frequently purchased products for an immediate indication of how you can significantly and sustainably reduce your office supplies spend. Alternatively, call us if you would prefer to talk or arrange to meet up face to face to find out London and Counties can deliver substantial savings directly to your bottom line. www.lacosltd.co.uk

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A Quality Assured Business

YES! EVERYTHING FROM ONE SOURCE, COMPETITIVELY PRICED

Unit 16 Chiltern Court, Asheridge Road, Chesham, Buckinghamshire HP5 2PX

Telephone: 01494 791 221 Fax: 01494 772 221 Email: sales@lacosltd.co.uk Web: www.lacosltd.co.uk

ALL THE WORLD’S A STAGE! Getting people to perform at their best is not just about giving them the direction and know how to do the job at hand.... it’s about giving them the confidence and skills necessary for them to communicate effectively and with as little drama as possible! Sally Hindmarch of Partners With You takes centre stage with B4’s Richard Rosser and tells him what prompted her to start the business in the first place – and why Partners With You is a really tough act to follow. “In the early 2000’s I was working with a Client who needed their account management team to sell and develop both the Client base as well as the

I knew that they didn’t need standard presentation skills training. Drawing from my psychology and drama degree, I knew we needed to teach them higher level performance techniques to avoid such examples of stage fright but I just didn’t know how. Luckily for me, my sister is an actress and she and her husband trained at The Bristol Old Vic Drama School. I told them about the dilemma I was having trying to find the right training for my Client’s

pitch-perfect performance. However, what really interested me were the techniques they were taught to help them not only to handle the many auditions they go to but also how to deal with the inevitable cases of rejection. Imagine being rejected and then having to pick yourself up, exit stage left, and then walk straight into the next audition with a big smile on your face and looking and sounding totally confident. Undoubtedly a

“it wasn’t a lack of knowledge or an inability to structure a presentation that they lacked - it was purely and simply confidence” range of services that each Client bought. I immediately knew exactly what they needed because the minute they were asked to present, they seemed to completely lose their individual personalities; it wasn’t a lack of knowledge or an inability to structure a presentation that they lacked - it was purely and simply confidence. 62

team and they quite literally helped me to write our first workshop over dinner - and the scene was set to raise the curtain on our first performance! Looking back now it seems rather obvious but the skills that actors learn at Drama School obviously help them to adapt their behaviour to deliver a

performance deserving of an Oscar! I realised that the skills actors are taught are exactly the skills we all need in the business world to communicate really effectively. We worked on the premise that if you look, sound and feel confident, you will be and in our workshops we now cover www.b4-business.com

B4 SERVICES

“I realised that the skills actors are taught are exactly the skills we all need in the business world to communicate really effectively”

body language, voice projection and control and how our thoughts affect both our voice and our body language. I suppose where we differ from some of our competitors is that we are most certainly not just a group of trainers who have adopted the skills of actors, nor are we a group of actors who have taken trainers’ skills into the business world. Because I have spent my career in customer service and sales and operational roles, we have been able to adapt the techniques of the acting profession and relate them directly to the issues that we all face in the business arena every day. Importantly, the actors who run our workshops are still working as professional actors so they really are practicing what they preach. They are using the techniques that they teach our delegates and they are actively honing their skills as they do so. Over the years we have developed our range of services as our Clients have asked us to provide new programmes for them. As a direct result of this, on the presentations front, we now also

run, Presenting with Impact, Storytelling for Presenters, Magical Minutes (for those who present at formal networking meetings) and a range of Coaching Programmes. We also run team building workshops, customer service programmes, provide role-players and develop forum theatre for our Clients. We must be doing something right as many of our Clients have been with us for over six or seven years and they come from all sectors of business and at all levels. We work with a wide variety of Clients ranging from sixth form students to CEO’s, from bus drivers to Sales teams, from the construction industry to finance to the pharmaceutical sector. I really don’t believe there is a business or organisation out there that wouldn’t benefit from giving their staff the skills to communicate!

I don’t look at it like that. I think: why would you have anyone else? They come from a very different perspective; they haven’t just read a book about it and know the theory, they have the personal experience, ability and have lived it. The skills and techniques they impart are core to their profession and so they are absolutely the right people to train others in these areas.” So, exactly who are our actors? Our actors are all working as actors – I know that when I worked in business, I was concerned that I met lots of trainers who seemed to be able to do no more than read from a folder produced by someone else. When I moved into the training world I knew that we were going to do much more than that! Today as I speak to you, I have five actors working for me on live projects and their credits include, film, theatre and television. For example, Kate Bowes Renna was on TV just last week as a lawyer in Midsomer Murders, Annie Farr has worked at the National; Yvonne Riley was in the West End in Calendar Girls and Neil Roberts who helped me design the early

programmes is in Mamma Mia in the West End. By way of a final curtain call, Dick Boulton of Cancer Research UK with whom Partners With You have worked for six years, summed up his experience as follows; "We chose Partners With You because they listened to our needs, understood our requirements and were exceedingly professional. I would really recommend using Partners With You to work out the best way of getting your team to communicate successfully whatever the situation." When it comes to presentation skills, Partners With You really do seem to be a tough act to follow! www.partnerswithyou.co.uk

As one of our longest standing Clients, Kevin England, Senior Director, Training Solutions, EMEA Region of Quintiles says, “Some people might think using actors is a novelty and fun, but www.b4-business.com

HOW DO YOU KEEP INTOUCH WITH YOUR CUSTOMERS? As we all look to build our businesses in the uncertain economic climate ahead in 2012 we talk to a man who understands the value of customers and how any business can positively harness IT to engage with them in the most cost effective way. B4 talks to James White of In Touch CRM and learns key lessons in building your business around your customers. It is obvious early in a discussion with James White, the MD of In Touch CRM, that he is passionate about business as well as a man that fully understands all the core technical elements of creating and growing a successful business. His enthusiasm and passion for his own business as well the businesses of his customers immediately makes you feel that he should be a management consultant – called in to inspire your own team, sort out your business challenges and kick start your own company to the next level.

businesses through better communication with their own customers. James knows that relationships with customers are even more vital in the tougher economic times we now face. Customer relationships, retention and value are what we should all be focusing our businesses on. Not just the sales team, or the marketing team but the whole ethos of a business should be centred on delivering customer satisfaction and value.

James has a background in IT and Marketing which has given him insight into how to harness IT in order to build relationships with customers, provide great service and keep customers engaged through effective communication. Customers and customer engagement really matter to James and his company.

about getting the organisational ‘culture’ right, and integrating internal systems so that they support each other to enhance efficiency and value”

How many times have we heard the biggest brands and names in business preach about how important their customers are to their company–while their own customers experience poor service, irrelevant marketing and poor value for money? Good service is a relatively straight forward concept but rarely implemented consistently.

Photography: www.studio-8.co.uk

The refreshing aspect of discussing business with James is that he understands every business function, how they inter-relate and why they need to support each other to build a successful business. James is passionate about getting the organisational ‘culture’ right, and integrating internal systems so that they support each other to enhance efficiency and value. In Touch CRM is a product of this thinking and mindset. Their objective is to enable their customers to develop their own

“James is passionate

James is a businessman who understands the crucial importance of customer relationships and when one sees this combined with his passionate drive to develop his own business - and indeed help you develop your business you can see success for you and for him. James White runs a company that can really help you and your customer engagement. His unique selling point is that he is not only likeable and highly knowledgeable. He is also very likely to look at your business as a true management consultant and help you

focus on every aspect of your business from customers to finance, from staff motivation to company culture. When all of these aspects are working together your customers will not only notice – they will be happier and more valuable. We all need to know more about our customers – why they buy – who else they buy from –which customers are the most valuable – how they like to be communicated with –can we do more for them. Harnessing CRM systems effectively is fundamental to this -James White and In Touch CRM can deliver on all of the above – because that is their core objective. In Touch CRM Email marketing and Customer Relationship Management for small to medium sized businesses. Every business needs marketing that is manageable, measurable and cost effective. In Touch CRM offers an integrated and flexible solution for targeted email marketing and database management which will help you get customers returning and drive new sales and repeat business. You can target an email marketing campaign and then measure the responsiveness of clients and prospective clients. Add this to task, management surveys, a shared calendar and shared documents and In Touch CRM is a powerful tool that is simple to use and will enable you to plan and execute marketing campaigns in a cost effective and time efficient manner. www.intouchcrm.co.uk

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B4 IT & COMMS

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B4 R&R

HARTWELL HOUSE HOTEL, RESTAURANT & SPA Hartwell House, venue for the first B4 Buckinghamshire event in 2012, provides B4 readers in Buckinghamshire and nearby Oxfordshire with a unique setting for meetings and events and an unforgettable experience if you just want to get away from it all and relax. Whether you are visiting for corporate or purely self indulgent reasons, don’t forget Hartwell House’s incredible Spa.

Hartwell House, one of England’s stately homes, just forty miles North West of London, was restored between 1987 and 1992 by Historic House Hotels, also owners of Bodysgallen in North Wales and Middlethorpe Hall in York. The House has both Jacobean and Georgian features with outstanding decorative ceilings and panelling, fine paintings and antique furniture in its elegant and spacious rooms. Hartwell House is a Grade I listed Jacobean and Georgian House (leasehold until 2111 from the Ernest Cook Trust), two miles west of Aylesbury, surrounded by ninety acres of gardens and parkland. These include many garden buildings, the iconography of which relate, like those at nearby Stowe, to 18th C Whig Country House Politics. The most famous resident of Hartwell was the exiled King of France, Louis XVIII, with his court from 1809 to 1814. The hotel has 50 bedrooms and suites, meeting rooms, a restaurant and a Spa. On 24th September 2008 the directors of Historic House Hotels gave the company and its interest in all its properties to The National Trust, to continue 66

their present style of hotel keeping under the existing management and all the present directors of Historic House Hotels for the benefit of the National Trust, with all profits going to the charity. History: Hartwell House was first mentioned in the Doomsday Book as belonging to William Peverel, a natural son of William the Conqueror, since that time Hartwell House has played many roles and has a remarkable history: its most famous resident was Louis XVIII, exiled King of France, for five years from 1809. Hartwell House was originally built for the Hampden and Lee families, from whom the Confederate General Robert E. Lee was descended. It remained in the possession of the original families until 1938, when it was purchased by the grandson of Thomas Cook, founder of Cook’s Travel Agency. Bedrooms: There are 32 bedrooms in the main house and a further 16 in the Hartwell Court, a converted 18th century coach house and stables. Each bedroom is individually decorated, they have their own private bathrooms and all modern day amenities including free wifi access. Some of the

first floor rooms have four poster beds ideal for a special occasion or honeymoon night and are exceptionally large. 10 of the rooms in the Hartwell Court are suites and two of these have direct access onto the grounds. Spa and Leisure: The Hartwell Spa is situated close to the Hartwell Rooms and Hartwell Court, about 100 yards from the hotel. An essential part of a visit to Hartwell House is the opportunity to relax and enjoy the pleasures of the spa. Swim in the clear water of the inviting pool lined with blue mosaic tiles, relax in the steam room, saunas and the bubbling waters of the whirlpool bath. Experienced therapists offer a wide range of beauty treatments using Clarins, E’SPA, Jessica and St Tropez products. Hartwell Spa and Beauty Days, Half Days, Lifestyle Days and individual treatments are available to guests and non-residents. For the energetic, a superb gymnasium has all the latest technologically advanced equipment suitable for all ranges of fitness. In the gallery overlooking the pool is the Spa Cafe, an informal restaurant, open to all, serving drinks and light meals throughout the day. www.b4-business.com

“In addition to dining in the restaurant, Hartwell House also features private dining to accommodate your special events”

Meeting Rooms: Hartwell House has played host to many influential entrepreneurs and executives. For conferences and retreats, the estate provides an exclusive environment in which privacy and confidentiality are assured. Discerning business travellers will be pleased to find themselves in a setting where the executive services and facilities they require, as well as leisure activities they enjoy, are close at hand. Conference rooms are situated in the Hartwell Court some one hundred yards from the main house, and include the James Gibbs and James Wyatt rooms for meetings of 16 - 90 people, with the Eric Throssell Boardroom and the Henry Keene Room for smaller meetings. Hartwell House is first choice for business meetings held by companies who value atmosphere, food, comfort, and surroundings as the ingredients for a successful meeting. The secret of successful business meetings is good planning and the allocation of a sufficient number of experienced people to ensure things run smoothly on the day. This high level of service is www.b4-business.com

delivered via qualified staff and the various amenities offered by Hartwell House for your business meeting needs.

Capability Brown, with a lake spanned by a stone bridge, a ruined church and many 18th century statues and garden buildings.

Dining Rooms: The principle dining room, designed in 1988 in the style of the eminent early 19th century architect, Sir John Soane, is the setting for the imaginative cooking of our Head Chef, which has been awarded two rosettes by the Automobile Association. There are fixed price menus for lunch with three courses for just £23.75, daily table d’hote menu and Sunday Lunch is £33.95. Dinner menus start from £23.75 for three course set menu and the Bill of Fare menu is individually priced to suit..

The Old Rectory at Hartwell: Situated in 2 acres of grounds with gated private access The Old Rectory is adjacent to the hotel and is ideal for a special small gathering. With a master suite, 2 double and one single room all en suite, drawing, dining and meeting rooms plus an outdoor swimming pool it is perfect to use as a get away and more intimate events.

In addition to dining in the restaurant, Hartwell House also features private dining to accommodate your special events, while room service can be delivered to your individual room or suite. Of course, no meal is complete without a glass of fine wine. To that end, Hartwell House maintains an extensive wine cellar sure to contain the perfect wine to satisfy palate.

The Hotel, the Restaurant and the Spa: Hartwell House & Spa is one of three magnificently restored houses and gardens owned by Historic House Hotels. These three hotels represent what is probably the most beautiful time you can have in Britain. www.historichousehotels.com www.hartwell-house.com

The Gardens: Hartwell House stands in 90 acres of parkland, landscaped by a contemporary of 67

FSB

B4’s Richard Rosser met with John Walker, National Chairman, Federation of Small Businesses, the UK’s largest campaigning pressure group promoting and protecting the interests of the self-employed and owners of small firms. Formed in 1974, the FSB now has 200,000 members across 33 regions and 194 branches, providing your business with a credible voice at the highest level. Words by Laurence Cruse. As a non-profit making and non-party political organisation, the FSB has earned itself a valued position of strength for its 200,000 members and provides, amongst others, the Government with a priceless channel of communication into the heartbeat of the UK’s economy. John explains how it all started. “The Federation was formed in 1974 to try and address issues being viewed by the then secretary of state and social security, Barbara Castle, with what became known as the Class IV levy, where the perception was self-employed people should be paying more social security, or national insurance contributions. “The FSB was originally known as the National Federation of the Self-Employed, and the initial meeting of interested parties was held at a pub called ‘The Tickled Trout’ in Preston. From those very small origins, we have grown into an organisation that has a huge following in the UK. “Personally, I am primarily from a recruitment background, but during the 1990’s, I got involved with financial services, where the majority of my career was with a high street bank. I left that in 1987 to become a shopkeeper, in Leatherhead, where I owned a convenience store for a few years. My FSB involvement began in Surrey and West Sussex in 1991 as a member, and then regional secretary for nineteen years. I was National Policy Chairman for the FSB from September 2001 to May 2010 and retired from the post at the first opportunity when I was elected National Chairman in March 2010, and whilst I’m not an employee of the FSB, I will be in office for a maximum period of three years.” A glowing accolade for the work of the FSB was John’s recent appointment to the Prime Minister’s Business Advisory Group. The Prime Minister has convened a small group of business leaders from sectors of strategic importance to the UK to provide regular, high level advice on critical business and economic issues facing the country. The Deputy Prime Minister, Chancellor and Business Secretary will also attend meetings of the group, which will function as a sounding board through which Ministers can listen to and debate the concerns and priorities facing industry and can discuss the Government’s

economic and business policy. The group, which meets quarterly, includes high profile business representatives such as Angela Ahrendts (CEO of Burberry), Sir James Dyson (Founder of Dyson), Justin King (CEO of Sainsbury’s), Sam Laidlaw (CEO of Centrica), Dick Oliver (Chair of BAE Systems), Eric Schmidt (Chair and CEO of Google), Sir Martin Sorrell (CEO of WPP) and Andrew Witty (CEO of GlaxoSmithKline). The Prime Minister comments on his website that “The Deputy Prime Minister and I want to make sure the Government is getting really good high level advice from some of Britain’s leading business men and women. Having an advisory group with a range of experience and expertise should ensure that there is real interaction and discussion. It is vital that we get these policies right as we take forward our plans to drive down the deficit and transform our economy. Our prize will be balanced growth, getting Britain working and ensuring our whole country shares in rising prosperity.” John is delighted with this level of recognition for the FSB. “This really underlines the voice we have at the FSB as an organisation that seeks to influence politicians in a responsible manner. We are the only small business organisation represented in the Business Advisory Group, and whilst I’m pleased to be there, I feel that it is a recognition of the organisation and not just individual achievement.” It’s a well deserved feather in the cap of an organisation which has proved invaluable to its members over the years, as John explains. “As well as being a campaigning pressure group, we also provide members with a lot of backup assistance as and when they need it. We provide members with legal and professional expenses insurance, and provide an advice line on tax and VAT investigations and employment tribunals. We recently introduced what is called Aspect insurance cover in relation to Inland Revenue investigation. It is a significant increase in the availability of support because the HMRC are under ever increasing pressures from Government to raise more money and smaller businesses are regarded as quite a ‘soft touch’ when it comes to investigations and therefore a good source of revenue for the Government. “These added value services are all part of the membership and I know, from talking to

recruiters, that it is an important part of membership package when they encouraging people to join, in particular advice line which results in over half of 150,000 calls on employment law.”

the are the the

The FSB is a not for profit organisation with 150 staff across the UK, as John elaborates. “We have staff in the press and parliamentary offices in London, Belfast, Cardiff and Glasgow. Each of the thirty three regions has a full time member of staff, known as a Development Manager, and there are administrative, finance and membership records functions run from our Headquarters in Blackpool. It’s a thirty million turnover, not for profit business, entirely member led. “We feel it is very significant that members run the organisation. It’s vital that members lobbying with politicians are experiencing whatever the issues might be themselves, rather than someone representing them. Similarly, politicians find it useful to see the effect of the legislation that they have passed. “It never ceases to amaze me how the FSB is recognised amongst the politicians. That underlines the importance of our regional branches having contact with MP’s. Without a local organisation we wouldn’t be able to have the contact with politicians, and without the regional structure it wouldn’t be possible to have the contact with London and so on.” The politically neutral stance of the FSB means that John and his colleagues need to maintain equal contact with opposition groups as much as they do with the current coalition in power. “We feel that we maintain just as close contact with the opposition, particularly Chuka Umunna, who leads the Opposition Shadow Business, Innovation and Skills (BIS) team. The opposition parties are important to us, as we feel that nonparty political pressure groups focused at all politicians get equal attention. It’s also important to maintain all those levels of communication because you never know what is round the corner. To give you an example, ahead of the 1997 election, the FSB built up quite a close relationship with Barbara Roche, although I wasn’t involved in policy myself then. Labour won the 1997 election and she became the Business Minister, and, in a similar way, ahead

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B4 NETWORKING of the 2010 election, we had a long track record of contact with Mark Prisk, the opposition for business spokesman who then became the minister.” On a local level, the FSB launched a campaign in Autumn 2008 called ‘Keep Trade Local’, continues John. “We felt it provided support for overall communities, to support their local high street, and we ran this campaign which is still live. I have always told politicians of the importance of the small business sector and the importance of high street. Keep Trade Local was one of our most successful campaigns that really raised the profile, and it also helped relations with the local politicians and councils, with whom we hadn’t had as much contact before the campaign. “Following the last election, we thought that it was important to have another campaign that embraced a range of issues, and last autumn we launched the Real-Life Entrepreneurs campaign during party conferences. This is in part to underline to Government the importance to the economy of the small business person/entrepreneur, which is often not fully recognised. For example, if the government implements regulations that might result in jobs being lost by businesses across the UK, it doesn’t result in a headline. It is the large businesses making redundancies in a particular area that makes the headlines. For example, when the Post Office makes redundancies, it doesn’t make the headlines because its effect is spread throughout the network, but it’s still as important. When I give speeches, particularly to audiences that are one step away from understanding SME’s, I use the example that 97% of businesses employ less than 20 people. Over half of the country’s economy is derived, in the private sector, from SME’s. And this is the sort of message that we are seeking to tell government and the EU, that if they carry on putting in restrictions on entrepreneurs, they will carry on having to raise taxes to meet their priorities. We want to see a fair and just environment. A flourishing entrepreneurial sector will help the economy.”

“It’s vital that members lobbying with politicians are experiencing whatever the issues might be themselves, rather than someone representing them”

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Rodney Mallinson, Chairman of the FSB South Buckinghamshire and Aylesbury Branch, emphasises the role of the FSB. “The FSB has uniquely powerful local networks – and we make them work for our members. We have the ear of the Local Enterprise Partnership and we source advice to help members’ businesses flourish. We’re influencing schools and colleges to provide small business friendly training programmes and through our surveys, we find out what’s on members’ minds – and we lobby MPs and councillors to get things changed. We champion local causes; we’re fighting the corner of small businesses in the revitalisation of Aylesbury Town Centre. And through supporting initiatives like ‘Wycombe Expo’ we bring local businesses together to help them trade and prosper.” Why not connect with Rodney to find out more about how your business can benefit from joining the FSB. Contact: rodney.mallinson@co-optimize.co.uk or call 07968 820297. 69

THINK BRAND NOT BLAND

Phil Strachan of Strangebrew presents an adaptation of the chapter of the same title in the multi–author compilation book ‘Breaking the Barriers to Business Growth’ by Right Angle Consultants The importance of thinking Brand not bland. Let’s face it, not every business can expect to be a Coca Cola, a Nike, an Apple, a L’Oréal, a Google, a Virgin, a Harley Davidson, an Armani or an Innocent overnight. However, every business owner, whatever size their business, can learn from what made these stand-out businesses successful by understanding what it is that they have in common and by applying this learning. One thing for certain is that none of these successful businesses could reasonably be described as bland. They are all most certainly brands rather than blands. They are iconic brands rather than just businesses – they stand out from the crowd, they are individual, they have personality and character in abundance and they all represent

a promise consistently delivered. They deliver real value, substantial added value, both to their target markets and to their owners and shareholders alike.

In the world of brands, perception equals reality and that is why I believe that branding is fundamentally the art of managing perceptions.

What many people running businesses do not understand is that they too are brands - even if they are not a Coca Cola and whether they like it or not and whether they have deliberately set out to create a brand or not. They may not be a good brand, they may not be the brand that they would like to be, but they are brands nonetheless. They already have a brand image and they are being judged on that image. What they have to decide is whether or not they wish to be in control of that image because what really matters is how your business is perceived.

Differentiation, differentiation, differentiation The brand of a business is what separates and differentiates it from its competitors and prevents it from being lost in a sea of sameness. Unless seen to stand for something in particular, your business might be in danger of being seen to stand for nothing in particular and therefore to represent no discernible added value. To be successful, you need to do everything possible to differentiate your business positively from your competitors. That requires knowing what it is that makes you different and better, combined

“So what is it to be?

Photography by Carli Adby of ADBY Creative

Do you just join the crowd, jump on the blandwagon and reach for the bland guidelines manual or do you elect to think brand not bland?”

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B4 MARKETING with the ability to connect, communicate and engage successfully and consistently with your identified target market. Clearly, there is a choice. You can choose to go for bland differentiation or brand differentiation. However, if you are looking to grow your business, there is simply no choice because the message has to be to think brand not bland. It is very simple. Do you want to be seen as a distinctive brand or distinctly bland, a complete non-entity or a well-known entity? It really is your choice. If you think about it, we live in a world in which we are surrounded by brands. There are brands everywhere we look and everywhere we go and we ourselves constantly choose and buy brands, whether in the Supermarket, the DIY store or the Off Licence and we probably made a deliberate brand choice about where to shop. We select and buy brands when it comes to clothing, cars, insurances or sporting good etc, so why then should we think that our consumers and/or customers will not be choosing to buy brands when it comes to the products and services that we offer? The simple fact of life is that there is no point in being a bland – the default brand bland – you need to think brand if you are serious about creating a business with serious growth potential. In fact, your greatest barrier to growth could be your own thinking, so break down this barrier and think brand not bland. Another anonymous blot on the blandscape? If your business is not seen to be different, it will be seen to be the same, to lack character, to lack any distinguishing feature, to be devoid of any distinctive merit, to be unremarkable, unexciting, uninteresting, dull – in short, to be bland rather than brand. If your business is simply seen as bland, as just another anonymous blot on the blandscape, this cannot possibly be a recipe for success in terms of building a successful business. What possible future can there be in being a corporate bland or having umbrella blands, product blands, service blands, FMCG blands, experiential blands, core blands or sub-blands all delivering truly forgettable bland experiences. There are plenty of bland brands out there already, plenty of blands masquerading as brands, for the simple reason that they are insufficiently differentiated from their competitors. Why be one of them? We have all come across them and many of them seem to be little more than wanton acts of brandalism, blands with delusions of blandeur and blands with very little hope and even less chance of any glory. There is surely absolutely nothing to be gained by having any kind of bland that is built on a bland platform, a bland positioning statement and a bland proposition. What good is bland integrity and bland

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alignment based on bland attributes and bland benefits? Precisely who is going to be wooed by a bland promise from a bland that is rich in bland personality and simply oozes bland character by the bucketful? There can surely be no future in creating a bland portfolio comprising mega-blands, global blands, premium blands, power blands, luxury blands, drive blands, challenger blands, fighting blands and niche blands all with their own bland identities and at varying stages of their bland life cycles because at the end of the day they will all still be blands. And what possible reason could there be to conduct a re-blanding exercise when surely it would be preferable for today’s underperforming bland to be transformed into one of tomorrow’s top performing brands with the injection of some good solid brand thinking? Similarly, it is completely pointless investing in bland innovation, bland evolution, bland building, bland stretching or bland extension programmes to leverage the bland. Bland in – bland out!

“If your business is not seen to be different, it will be seen to be the same, to lack character, to lack any distinguishing feature to be bland not brand

”

In the kingdom of the bland… And, if you stop to think about it, who could possibly be interested in bland licensing, bland franchising or co-blanding opportunities that simply fail to connect, communicate and engage with their intended target markets? Who could possibly aspire to be guardian of the bland or head of bland marketing? Yet they seem to be out there, busy writing bland plans that are clearly the direct result of bland vision, bland mission statements and the bland objectives they drove out in the first place. Nothing wrong with that providing that they are just looking to bland in and to create the bland that time forgot. If you are a sole trader, there is little point in aspiring to be the bland leader in your market or market sector because that would surely just be a case of the bland leading the bland and in the kingdom of the bland the one-man bland will never be king even if he religiously follows a carefully constructed set of bland guidelines to ensure that he or she is, at all times, well and truly blanded.

Armed with all the tools of bland management at our disposal, it is clearly a very easy matter to come up with bland names that fail to register, bland identities that fail to connect, bland advertising campaigns that fail to communicate, bland packaging designs that are instantly forgettable and bland promotions that fail to engage and result in unacceptable levels of bland loyalty. There is little or no value in being bland. There are no iconic blands out there because almost by definition this would be a contradiction in terms – iconic brands do not run with the pack but rather break with convention in a manner that ensures that their target consumer or customer has something powerful and individual to identify with and to relate to. They are perceived to be unique. On the other hand, it hardly takes a genius to work out that bland is bland and is not worth a lot to anyone. Time to jump on the blandwagon? So what is it to be? Do you just join the crowd, jump on the blandwagon and reach for the bland guidelines manual or do you elect to think brand not bland? Do you leave your brand to chance or take control of your own destiny? Whether you are looking to create a new business or to take an established business to the next level, stop and think. But don’t just jump in, grab a name and get a quick and cheap logo done and believe that you will have created a successful brand or even the basis for one. A name and a logo are only brand identifiers to assist brand recognition. They are not the brand, they are only what stand for the brand, forms of shorthand for the brand. They are not what the brand stands for which is what consumers and customers value and buy. So, know your target market, know your competitors, know your USP and know what you want to be seen to stand for. Then think about how you will express and communicate that including what your business name and business identity will be in order take ownership of that and make it your own. That is what will set you apart and provide the platform for business growth and success because good branding can be truly transformational. Take care to ensure that you are building your brand on a compelling brand promise and not on an empty bland promise – and make sure that you keep that promise because a successful brand is a contract and promise built on reputation and trust – and it has to be earned. So, just do it, because you’re worth it, be the real thing, be reassuringly expensive – THINK BRAND NOT BLAND and call Phil Strachan of Strangebrew on 07770 753 975 to find out how to get London quality branding, identity and design at Glasgow prices. www.thinkbrandnotbland.co.uk

WEAVING HIS OWN SPECIAL MAGIC In this first issue of B4 Buckinghamshire, Freya Davidson-Smith talks to the founder of probably the longest running Website Design and Internet Marketing company in the county. Elton Boocock, author of ‘Internet Marketing – The Full Story’, started Urban Media 12 months before Google even had its first investor. In this interview, we ask him to share his story of the last 15 years and let us into the secret of exactly how you get a website to the top of Google! Fifteen years is a long time for a web company. Most people were not even ‘online’ at that point. What was it like and how did you start?

and users love good quality content. If users see quality content, they will share it. This results in a high quality link to your site and Google likes this too!

“I guess the web side of Urban Media was actually an accident! I started the business to do Audio and Video. I used to write music and create short videos and animation - Cinema adverts mainly. My first project was for Quasar and I will never forget ‘Serious fun with a laser gun’! At that time, you didn’t really find ‘web companies’ unless you used a big agency. As a result and being a small business (just me), I found some software (Hot Metal Pro) and built my own. From that, other people asked me to design their website and it went from there. The web at the time resembled Dubai, the whole thing was in a permanent state of ‘under construction’ “.

“We have even started a programme to

There have been a lot of changes since then, what have been the biggest technology changes? "Internet speeds. I remember my first work PC had a 14.4k modem. We are now on Fibre optic which is the equivalent of a 163,840k modem. This brings so many more possibilities. Even in 1998 at which point I had 33.6k modem, I knew we would end up using the web for so much more than a basic website. It was the main driver for me to move the focus of my business from video to web. Of course, programming languages and the associated possibilities have also moved on beyond recognition”. Can we continue to see change at the rate we have seen it over the last 15 years? “Yes, and we will. I believe that the last 12 months have seen some major changes in the way we will work online because the internet is only just coming into its own. We (users) are all just starting to get to grips with it and I am already seeing web companies and SEO (Search Engine Optimisation) companies that are missing the point. They have learnt a skill and are trying to trade on that skill but the web isn’t like that because you have to expect to relearn over half of everything you know each year. The real secret is relaying that to a client in very simple terms - Not trying to impress them with jargon”. The question we all want answered; how do you get to the top of Google? “Like I haven’t been asked that before! Actually, it is quite simple. You have to produce relevant, focused content. That is it. Sadly, people don’t believe that and they try all kinds of tricks to beat the search engines, but it really is that simple. Let me explain. Google loves good quality content

help small businesses by showing them how to build and manage their own website - which we run for free

”

By being focused, I mean writing about just one subject on each page. If you do that, it stands to reason that the technical elements of ‘optimising’ a page will be there. If your page really is about ‘how to get to the top of Google’, that phrase will be in your title, headings, content etc. You will tick the boxes without trying to beat the system. Of course, for competitive ‘key phrases’, you need to cover all bases and there are some technical elements to cover. But honestly, ethical Search Engine Optimisation is all about good focused content. Don’t try and cut corners” So, we don’t need Web Companies? “Urban Media doesn’t exist because we hold some secret to the core of Google or even because building a website is difficult. In fact, I speak at various events and give away the ‘secrets’. We have even started a programme to help small businesses by showing them how to build and manage their own website - which we run for free. We exist because we understand how your potential client will use Google and what they will want to see on your website. Ultimately, the time it would take you to stay on top of everything you need to know means it is more cost effective to use Urban Media. We take the time and hassle out of ethical optimisation and you get first page listings.” What advice would you give someone reading this who is not happy with the way the internet is working for their business? “That is a tough one. There are lots of things that could be wrong. The best advice is to go to my personal site (www.eltonboocock.com). This is where I give lots of free advice in videos, articles etc. Also, if you have a small business (or club, organisation, charity etc) and you don’t have the budget to employ someone to build you a website, then let us help you to build your own www.urbanmedia.co.uk/quickstart. I am a firm believer that those who help others will reap the rewards. This is why we give so much away”. www.urbanmedia.co.uk

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B4 MARKETING

â&#x20AC;&#x153;you have to expect to relearn over half of everything you know each year. The real secret is relaying that to a client in very simple terms - Not trying to impress them with jargonâ&#x20AC;?

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BOW TIES, BODIES… AND B P COLLINS Richard Rosser interviews David Stanning of B P Collins LLP and learns about how they have become one of the Thames Valley’s leading law firms by demonstrating that it is the human touch that makes the difference.

“You can’t be a solicitor, you’re wearing jeans….” a comment made many years ago by an erstwhile client one Saturday morning wasn’t the sole reason why David Stanning, now senior partner of B P Collins LLP, took to wearing bow ties, widely recognised as his “trademark” in Thames Valley business circles. Explaining that he wears them because he “has never managed to spill anything on one yet”, David accepts that he tries deliberately to introduce a touch of difference both in his personal role with the firm and in the way in which B P Collins LLP operates. He recognises that what counts is not so much what you deliver to clients in terms of services but how you deliver those services, emphasising constantly to the 55 or so lawyers in the firm and their support teams the absolute necessity of looking after, and caring for, clients and each other. “The quality of advice must be a given,” says David. “It is how we work with and for clients

After some challenging times recently, an experience shared by many professional services firms and not survived by a number, B P Collins is emerging as a stronger and leaner business, determined to get ahead of the pack and become the “go to” law firm in the Buckinghamshire region. Already recognised as having strong teams caring for the interests of private clients, the firm also has an enviable business client base, looked after by one of the Thames Valley’s most experienced and effective corporate and commercial teams (as evidenced by the pack of head-hunters who seem relentless in their approaches). It is also supported by highly regarded property, employment and litigation/dispute resolution groups. The firm provides the traditional legal services that you would expect – but with the human touch. “We know we can’t sit tight and expect existing and new people to come to us, instead we’re

Although the firm’s top level advice is in demand in areas such as M&A deals – “mercifully increasing” in recent months – David is keen to stress that B P Collins’ support isn’t just aimed at senior executives. One such example is helping procurement and sales teams to review their terms and conditions of buying and selling agreements. “It’s about making sure these are right from a commercial perspective,” added David. “Not so onerous that they put off prospective new business partners, but not too wishy-washy that there are challenges if push comes to shove. “It’s a great way to get our name out there and I am convinced this is the approach lawyers need to be adopting in the 21st Century. I sometimes think people are ‘afraid’ of us in our pinstriped suits (and bow ties), but we’re not that scary!” Networking is a given for David and his team, and the firm regularly hosts and co-hosts events with relevant partner businesses for the benefit

“We know we can’t sit tight and expect existing and new people to come to us, instead we’re going out to see them, to find out how they operate and what they want” that will make us the stand-out firm we strive to be. We don’t always get it right, but we try to learn from our mistakes and ensure that next time clients appreciate the value in our services and our efforts to build on our relationships. It’s a people business, after all.”

going out to see them, to find out how they operate and what they want,” said David. “We firmly believe the days of solicitors sitting in remote ‘ivory towers’ are long gone and we’ve made a deliberate effort to change our approach.

of clients. Wealth and succession planning – with a Royal twist to complement the summer’s diamond jubilee celebrations – in conjunction with Barclays Wealth is one such event; while another is a property seminar in the heart of Slough with agents Stupples Chandler Garvey.

David might have followed his mother into medicine, except that he “didn’t do science” and found the forensic medicine course at St Andrews' University a little challenging if unforgettable (“examining bodies that have been three weeks in the River Tay rather puts you off cooking that evening”), but he inherited his mother’s interest in and empathy with people, strongly believing that having welldeveloped emotional intelligence (something not every male is blessed with!) is an essential ingredient for a successful and happy life.

“We spend time with clients in their own environment, understanding their business needs, their commercial drivers and their company culture. By being part of the decisionmaking process we can help identify and avoid potential pitfalls before they arise and this really makes a difference.

“We always try and put ourselves in our clients’shoes,” he continued. “We know how difficult it can be to balance the demands of running a business while keeping up with the latest rules and regulations on employment, health and safety, property law etc.

“It’s about proactively reaching out into the business community to share our considerable knowledge and experience, as well as our broad network of contacts. We're there to help.”

“The fact that our legal teams work so closely together is a real plus for clients, there’s plenty of crossover between the business and private client teams which can be a real help.

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B4 ADVICE

“After all, if you’re running a company but planning to move house, set up a trust fund for little Johnny and Jemima and make a new will at the same time, you’re going to have your hands full. Why not let us take the strain?” David is also proud of the firm’s commitment to its local area. Images of the Buckinghamshire countryside feature strongly on its brand new website (launched mid-April) and B P Collins has a well-deserved reputation for community support. This stretches from the recent donation of a £5,000 bursary to popular youth organisation the Curzon Centre in Beaconsfield, in memory of former senior partner Ian Johnson; to supporting the bi-annual Gerrards Cross Fun Run and working with the Buckinghamshire Community Foundation, of which partner Simon Deans is a trustee. David is passionate about sport and outdoor activities – skiing, fly-fishing and cricket in particular – so it’s no surprise to find that the firm is also doing its bit to help the sports stars of the future. His niece Heather is now an established member of the GB rowing squad, having won silver medals at the last two World Championships. B P Collins is one of a core team of business sponsors for the Bucks SportsAid Foundation, which provides grants to young local athletes. The team has been instrumental in organising a series of sporting club lunches, with guest speakers including top British swimmer Karen Pickering MBE, and another is scheduled for late April. So far, four youngsters from across the region have benefitted from funding – two more were due to receive their cheques as the magazine went to press – helping them on the road to sporting glory. The commitment and dedication which they show for their chosen sport is, says David, matched by those of his legal teams. The playing fields may be different – but the challenges are the same. It’s about striving to be the best, particularly as a team (whether internally or acting with clients and other advisors), and B P Collins clearly takes this message to heart. www.bpcollins.co.uk

B4 SERVICES

LIFE THROUGH A LENS Photography by Andrew Gleed

Andrew Gleed of Andrew Gleed Photography talks candidly to Richard Rosser, editor of B4 Buckinghamshire, and brings into sharp focus the reasons for choosing to use a professional photographer. Words, Lucy Holmes.

So why then, with all the new equipment around and all the advances in technology, should you choose to use a professional and not have a go yourself? Andrew Gleed is well qualified to answer this oft asked question as he has worked as a professional photographer for over 20 years, undertaking commercial assignments, weddings, various types

of portraits, parties and events. Through his background in sound recording for the BBC and other channels, along with photography, he has worked with a huge variety of people, working on “Children in Need”, “Gardeners World” and “Watchdog” to name just a few programmes. “In a Corporate situation, says Andrew, to get the right atmosphere for the shoot, a photographer

would often need some proper studio lights. A professional portrait photographer would have these as standard, along with various backdrops and a professional photographer has his or her equipment regularly pat tested. He or she also has the relevant public liability and professional indemnity insurance and carries spare cameras and lenses in case of a technical fault of some kind. A professional also often has a good eye for an

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interesting shot. In contrast, would a company employee really be likely to have the proper experience and backup required for this?

learn properly and he or she certainly can't be fiddling around for minutes on end trying to work things out!”

At weddings, these things are equally important, as is having the right personality. It takes years of experience to be able to control a crowd of people for that all important “everyone” shot at a wedding. I often get the guests to stand in a heart shape, with the Bride and Groom at the centre of the heart.

Being held in high regard, Andrew was recently commissioned by a charity to photograph Princess Anne and was, apart from the Press Photographers, the only person given permission to take photos of the event. Based in Hazlemere, Buckinghamshire, and actively supported by his wife Jackie, he now

Asked if there were any new services that Andrew is currently providing, he responded enthusiastically in a flash “Potential clients may be interested in a recent venture for company or personal parties - it is something we have done very successfully at a few weddings. It involves taking 'fun' photos of groups, couples or individuals, either against a material backdrop or suitable wall in a venue and using props such as hats, feather boas, silly glasses etc. This has proved popular and I call it “photo

“It doesn't matter if the company is large or small, they get exactly the same attention to detail and service throughout” That can be quite tricky, as the wedding party are often just about to go in to eat and it has to be done with speed and good humour. Similarly, in a corporate situation, where people are busy in and out of meetings, they want a few smart head shots of themselves and maybe their team, either in a studio environment or within their offices, and the photographer needs to work quickly and smoothly. The photographer must know all the camera settings, along with getting the right lighting for the situation. This takes time to

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concentrates almost entirely on the photography side of his business and is doing a lot more commercial commisions. This includes working successfully with high profile companies such as IBM (filming at Cliveden), McDonalds Food Chain - with one of their requests being to photograph their various restaurant refurbishments, John Lewis and of course lots of local companies. “It doesn't matter if the company is large or small, they get exactly the same attention to detail and service throughout” added Jackie.

booth style” photography - but without the booth, of course!!.” If you would like to chat to Andrew about a business or social photography assignment, why not give him a call and snap up his offer of a noobligation quote. Tel: 01494 718557 or 07956 287716. andy@gleedphotography.co.uk www.gleedphotography.co.uk

FIGURATIVELY SPEAKING

B4’s Ashley Merry unveils a largely undiscovered wealth of artistic talent and decides to tell all.

What almost certainly has to be one of Buckinghamshire’s best kept secrets is, amazingly, to be found nestling in a quiet farmland setting on the edge of the Wendover hills … a positive treasure trove of artistic talent in the businesses run by Andrew Sinclair ARBS and Diane Coates. This strong partnership of two sculptors with a combined 27 years of professional experience is serendipitous. Their former teacher & pupil relationship has developed into a formidable business team. With his vast experience and a real

tremendous asset to the long established Ridgeway Sculpture Design business. So let’s take a look at their businesses one at a time, starting with Ridgeway Sculpture Design. Prestigious commissions for The Royal Box at Ascot Racecourse and Crosby Hall are representative of the incredible sculpture talent that has led Andrew to be one of the foremost figurative sculptors in the country today. His breadth of knowledge, enthusiasm for classical skills and craftsmanship, and his command of sculpture talent ensures his authority on all aspects of sculpture! Ridgeway

Like gold coins gleaming in a treasure chest, the dynamic couples’ newer business sparkles with passion and vision. Breathing life into a dying art, The Sculpture School is reviving the teaching of traditional sculpture skills with an inspirational breath of fresh air. When it comes to creating a figurative or portrait sculpture, most people haven’t a clue where to start! An ideal way to learn the essential skills and techniques is to spend a weekend at The Sculpture School, where Andrew and Diane are fervent in their belief that knowledge is power! They desire

“The Sculpture School is reviving the teaching of traditional sculpture skills with an inspirational breath of fresh air.” passion for figurative art, Andrew’s depth of knowledge makes him a true authority on all aspects sculpture, whilst Diane’s artistic abilities and sales skills add to the dynamic chemistry of their businesses: Ridgeway Sculpture Design, The Sculpture School, and Sinclair Sculpture Tools. The two latter companies are exciting recent ventures in the couples’ plans to expand and diversify their business. Their extensive knowledge, talents and passion for figurative sculpture shines through these new developments, and are a 78

Sculpture Design has been the mainstay of Andrew’s commercial sculpture business for many years – from corporate commissions by public figures, 16 ft. horses, designs for the Royal Mint, to fantasy sculptures on cruise-liners. Andrew is always delighted to discuss projects for hotels, property developments, corporate environments or personal portraits - his experience guarantees that you will always be assured of the best quality and design.

nothing more than to rejuvenate the world of sculpture through skilled craftsmanship: with a nod to classical sculpture, innovative tricks of the trade combined with modern technology are taught by Andrew in a truly systematic fashion, which is tremendous fun as well as mind-blowing! A strong emphasis is placed on ‘Anatomy and Physiology for Sculpture’ and taught (always featuring a life model) with authority in a completely unique way. Students are always fascinated and intrigued by how much they learn - even the models say they www.b4-business.com

B4 R&R have never learned so much whilst life-modelling! For anyone who has experienced disappointment and lack of direction in their art classes, this is the place to come for inspiration and practical help. The teaching at The Sculpture School is extremely impressive, so much so that students travel huge distances to study with them, some from as far away as Sweden and Brazil! Specialising in Figurative Sculpture, there are 6 modules to choose from, suitable for all abilities. The weekend workshops are so unique that no matter what a students’ experience, they will be fascinated, inspired and have fun while they learn! Proof is in the pudding, so they say, judging by their testimonials: “There was for me a true sense of a master joyfully sharing his precious secrets – Truly inspirational!”

“What impressed me more than anything was the infectious passion which comes across, the delivery of information, and Andrew’s openness to pass on tricks of the trade.” Exciting new projects evolve continuously: The Sculpture School is now an attraction at conferences, business clubs, team-building events, schools, colleges and art societies. Learning new creative skills is motivational and a genuinely lifeenhancing experience. Embracing the 21st century, Diane and Andrew are thrilled to announce that they have just launched an ‘E-Learning Portal’ this month so you can now learn sculpture skills online in the comfort of your own home! So, come and be inspired, get creative and paint in clay. You will have fun and be surprised by what you learn! The final jewel, glinting promise in the duo’s sculpture treasury, is Sinclair Sculpture Tools…. The accidental breaking of a precious sculpture tool was the pivotal moment in the creation of Sinclair Sculpture Tools. Andrew’s attempts to replace it failed because sculpture tool production in Europe has all but ceased, so he made one for himself: “It was then that I came to appreciate how difficult it was to create a tool that actually worked! Two years later, I have become something of an expert on tool design and function.” www.b4-business.com

Over 20 stunningly beautiful but functional tools, the essentials for any sculptor’s tool-box, have been created by a professional sculptor for sculptors. For the first time ever, real choice is being given to sculptors which has never been the case before! Painters have always had myriad brushes and equipment to choose from and buy depending on their budget and desire. Traditionally the poor relation in the art world, sculptors have had to manage with sticks in comparison! Sinclair Sculpture Tools offers them the choice of very high quality tools, designed and developed by an expert, in a wide variety of styles and materials, so that aesthetics, as well as functionality come into the buying decision. The wooden tools are handmade from English Boxwood with amazing historical provenance in England. A connoisseur’s range in beautiful collectible woods such as ebony, heart of yew,

elderberry and holly is planned for the future. A selection of wooden ‘Sculpting Blades’ are being hand-carved from sustainable hardwoods in Thailand which adds to the enormous choice being offered. Creating an all-encompassing range of sculpture tools, working closely with British companies to design and precision manufacture the range of metal tools has taken almost 2 years to bring them to market! What is exciting is that these metal ‘Surface Steels’ will revolutionise the working practice in more specialized areas like the film special effects industry, as well as for professional and hobby artists alike. Something never attempted before now is a series of short on-line videos, made by Sinclair Sculpture Tools, as a ‘How-to’ guide to using the tools. These will provide authoritative, helpful customer support and offer a forum for ideas. So, if you would like to come treasure hunting and discover hidden talents – yours, or those of Andrew & Diane – please contact them for more information on commissions or workshops. Studio: 01296 620099 www.andrew-sinclair.com www.thesculptureschool.co.uk 79

B4 CHARITY

B4’S PREFERRED CHARITY 2012: HORIZON SPORTS CLUB In this Olympics year, it seemed fitting to select Horizon as our preferred charity for Buckinghamshire. This is a programme that we started in 2011, appointing Macmillan Cancer Research as our preferred charity in Oxfordshire. We helped Macmillan to raise £50,000 in 2011 through working with our B4 members and this year, celebrating their 70th anniversary, Oxfam are our preferred Charity in Oxfordshire. So how can you help Horizon? Well, one event we are committed to at B4 is our bike ride from Paris to Oxford, that’s 280 miles. So far, fourteen of us will be riding to raise in excess of £15,000 for Oxfam, and you can join us, riding to help us raise much needed funds for Horizon. Call us on 01494 373183 if you would like to join us (see page 8 for more details). Horizon Sports Club is an unique Sports Club for children with disabilities. It covers all disabilities and special needs from 6 years to youth, offering enjoyable remedial skills including communication and social interaction through to assisting children with Cerebral Palsy, Hemiplegia, Dyspraxia, Autism, Aspergers, and many other disabilities. Anita Templar, Horizon Sports Club’s founder and tutor/coach, has over 25 years experience in both mainstream and disability teaching and coaching and patrons of the club include Mark Cox MBE, Jeanette Chippington (retired Paralympian Swimmer), Isa Guha (England Ladies Cricket), Ian Rose (GB Paralympian Judo) and Danny Crates (Paralympian Athlete). Horizon President, Dr Lady Ann Redgrave is an active supporter and lives local to the Club. Horizon covers four core sports, namely Swimming, Gymnastics, Indoor Athletics and Tennis in the Junior section and children have a one-one Assistant who, with their Senior Coach, encourages natural development of sporting skills at a pace individual to each child. Horizon trains over 25 new students each year and has over 65 in any one 80

year – this is what makes it unique. Sports covered in the Senior section (11+ )include Swimming, Football, Tennis and Golf, the latter being kindly supported by Hazlemere Golf Club. Now in its 14th year, Horizon currently accommodates 80 children/youths, with 7 qualified coaches and to date has trained over 600 students and accommodated over 350 children. Children leave only when residential accommodation is offered or secondary schooling too far away to attend classes. Horizon is supported by Education, Health and Social services, but unfortunately, no funding is obtainable. Horizon is affiliated to Special Olympics UK, the national disability organisation who hold the Athletic competitions the Horizon youngsters compete in.

“We have proved over the last 14 years, that the Club is needed; and it works. The Club benefits all who are involved. Our mission is to expand Horizon to other ages, sports and activities. Horizon’s operation enables the community, with local and national authorities, to work together. An image which Stoke Mandeville has in the past been proudly renowned for - at home and abroad. Some Horizon athletes are training for regional and national competitions, through Special Olympics GB and the Paralympic Association all are given this opportunity. “Charitable Status was granted in October 2002. Charity No 1093897. This now enables us to fundraise more successfully, to apply to Trust Funds, Sport Foundations and also seek sponsorship from local business. ‘Help Us Help The Children’ Support Horizon.”

The Way Forward

Testimonials

Anita emphasises that it has been proved that weekly remedial work during term time is of major value to the children.

“My son has Autistic Spectrum Disorder and has been a member of Horizon Sports Club for many years now. He has had the opportunity to take part in a number of different sports, which have helped him with his physical co-ordination and his social skills. It has also provided him with a peer group with whom he can enjoy physical activities without feeling inferior. The teamwork skills learned in their Horizon football sessions have forged such close bonds, that this group also meets for social activities such as parties, celebrations and meals out.” See our news item on page 13 www.horizonsc.org.uk

“Current parents want this to continue, and others seek to be involved. The waiting list is growing, so we are committed to continue and develop Horizon further. Although primarily Horizon is a club that acknowledges and develops children’s physical and social needs, it also aims to provide recreational sport in a happy and enjoyable atmosphere too. Social interaction is also an important part of the Club.

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Miele

The Bird In Hand

85 Rhodes House

The Wider B4 Selected articles from the B4 Network The Art Room

Nominet

89 Lady Margaret Hall

90 The Big Event

Sir John Madejski

B U I L D I N G

B R I D G E S

B E T W E E N

B U S I N E S S E S

MIELE:

112 YEARS OF PERFECTION B4 were invited to the impressive Miele Experience Centre in Abingdon, venue for the last B4 Ambassadors Event of 2011, by Miele GB CEO, Simon Grantham. As a world leader in the production of premium domestic appliances, Simon explains how this German family company have engrained a philosophy of perfection in everything they do.

Simon joined Miele six years ago and soon identified that the foundations of Miele were as robust and sound as their end product. “With one hundred and twelve years of history and experience behind Miele, it’s during tough economic times such as we are experiencing now that Miele can reinforce the quality of its product without compromising in any way. We are doing better than our competitors I’m pleased to say, but there’s no doubt we still have to work hard to give our customers value for money and we have never worked harder to do so. We are going into new areas, such as providing foraging experiences, embarking on wider advertising campaigns and providing even more support for our dealer network. In short, we’re not letting up.” Miele moved to the UK forty nine years ago and last year celebrated thirty years in Abingdon, now the UK headquarters. “Over the last 30 years in Abingdon we have expanded in the site considerably.” Outlines Simon. “We started with a small office in a small warehouse and now have five warehouses with an impressive Experience Centre for our customer events, such as the B4 event in September. “There are three hundred and sixty UK employees, two hundred of which are based in Abingdon. We regularly recruit twenty five people per annum from the local market, mainly for the Contact Centre. It is principally a sales and service operation in the UK and cover a broad base of skills, from

management positions to expert customer advisers, showroom advisers and a number of people who work in the warehouse and finished goods area. “We are always trying to recruit good people and, for instance in our contact centre, which operates six days a week and contains seventy staff, we have been casting our net wider to recruit University students between courses or students in their gap years. We are constantly aiming to recruit in this area.” The company, founded in 1899, has eight production plants in Gütersloh in Westphalia, Germany (where 97% of everything Miele sells in the UK is manufactured) and one plant each in Austria, the Czech Republic, China and Romania. Turnover for the year 2009 / 10 was £2.83 billion, the highest in the company's history) with sales outside Germany accounting for 70%. Miele has its own wholly owned sales subsidiaries in forty seven countries and is represented in a further forty eight countries by importers and distributors. With eleven factories within 50km of Gütersloh, each tends to specialise in one product, such as dishwashers, vacuum cleaners and cooking products. In total, Miele employ 15,000 staff in Westphalia. I had previously learned that the factories in Germany were a site to behold and asked Simon if thousands of washing machines really did hang from the production lines. “Miele at its heart is

principally an industrial company, a company made up of engineers. The factory, as a result, has been really cleverly designed whereby all of the space in the factory is efficiently utilised. So, literally hanging above you as you make your way through the factory are recently enamel-coated washing machine panels which will be going around in circles on a production line to be assembled in an automated way, much as you would see parts in a car factory. It’s a process very similar to car assembly, automated and very robotic. This means the process is not only efficient, but incredibly cost effective, meaning that the factory can stay in Germany, as opposed to all of our competitors who have moved to Eastern Europe or China, or Turkey, purely to keep costs down. Automation doesn’t mean that we don’t apply the human touch, on the product line someone runs a pair of silk stockings around every single Miele washing machine drum to ensure there are no snags. If there are it is not used and goes to be recycled. Miele is wholly owned by two families, the Miele family and the Zinkann family. Now in their fourth generation as owners, both families sit on the Operating Board, so they are actively involved in the day to day direction of the company, something which is clearly evident when Simon visits. “Two or three times a year, when I go to the factory with customers, Dr Miele and Dr Zinkann will know everyone because in the same way that they are fourth generation, there are fourth generation families working in that factory, which is great for binding everyone and creating a family spirit. They

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B4 WIDER B4 are very informal which means they are well known and nobody has an issue with going up to them to ask questions or make suggestions. The family culture certainly makes Miele unique in our market which is dominated by very large corporate companies, but Miele maintain that family feel.” Reinforcing this theme, all of the glass offices in Gütersloh are identical, even those belonging to Dr Miele and Dr Zinkann, who, like their staff, adopt an open door policy. This is a well oiled machine which has been assembled over a huge period of time as Simon underlines. “The two families have worked very hard to make sure that the manufacturing processes and the products which leave the factories are super efficient. The current

Dr Zinkann senior is 86 and still works three days a week, still designs products and still files patents and this, more than anything, illustrates that the family is entrenched in the business and isn’t just there because heritage says they should be.” In terms of Miele’s UK market share, Simon explains the three dimensions of the business and where Miele ranks. “We have the white goods business made up of washing machines, dishwashers and products for the kitchen like ovens, steamers etc…., there is a separate business

business. In terms of Miele’s production split, it’s a simple 60% / 20% / 20% split in favour of the domestic appliances market.” Simon reinforces that this is a premium product and that with particular regard to the commercial business where Miele performs so well, the fact that Miele provide a premium product fits in with the sector demand for heavy, industrial use of machines which are rarely idle. “The products are incredibly well made and run for years – they are a key purchase for large establishments such as hospitals and hotels and are built to last for twenty years.” Miele are also keen to engage their customers as

early as possible in the buying process to enable them to make an informed decision as possible when it comes to making their final purchase, whether it’s a domestic or commercial kitchen installation or a one off appliance purchase. Zoe Carter, Miele’s PR Manager, explains how Miele have gone one step further than the traditional sales events held for customers in the past. “These are our ‘Let’s Do Lunch’ events and our ‘Appliance Academies’, which are both held pre and post purchase. So a consumer looking to refit their kitchen can come here for the day, learn about the

ultimate purchase will be made from the dealer which has sent the prospect to the Miele Experience Centre, more often than not, the prospect’s original shopping list will tend to grow once they have entered our stunning showcase facility.“ Moving on from the pre and post purchase familiarisation days, Miele started running cooking schools a couple of years ago, which have, unsurprisingly also been very successful. But, in March, Zoe reveals that a second branded event will be launched. “We are launching ‘Kitchen Secrets’ with the focus on food and drink. We will be engaging with local producers and even taking customers out on foraging events and looking at

running a street food market here. The aim is to bring the latest food trends, stories and producers to the consumers at our Experience Centres in Abingdon and London and, soon, in Sutton Coldfield. We will also be running Design events which will provide a 'Beginners guide to Kitchen Design'. “We recognise that buying a kitchen is a potentially confusing experience given that there is so much choice in the market. These events are designed to give customers an even greater insight into what

“The products are incredibly well made and run for years – they are a key purchase for large establishments such as hospitals and hotels and are built to last for twenty years” selling vacuum cleaners and finally the commercial business, which supplies hotels, hospitals and care homes with high grade, high quality products for heavy use. For example, Miele supply huge sterilisers for use in hospitals. So there are three quite different parts making up the whole, and we have varying market shares. In the commercial sector we are very strong, particularly in the care home and hospitality sector and sell a high number of large washing machines, in particular into hospitals, care homes, fire brigades etc…. In the vacuum cleaner market, we rank third and much lower in the domestic appliances market which is dominated by global brands. However, despite having just a 4% domestic appliances market share, there is huge scope to grow this side of the www.b4-business.com

full range of our products and actually use our products. We have a Home Economist and also Product Advisers on hand to enable our prospective customers to identify the products that are right for them. We have been hosting these events for a number of years.” It goes without saying that an offering like this is not only time consuming but also provides Miele with nothing in the way of guarantees that the fortunate prospective customers will become actual customers. However, it would be hard to imagine an ultra efficient organisation like Miele continuing to provide this unique experience to would be customers without a successful track record, which, as Zoe confirms, is most certainly the case. “The days are incredibly successful. Although the

products are right for them and to ensure that their final choices are the right ones.” In a tough economy, all of us are thinking more about large purchases, holding off completely or wanting to know more about the products which we may or may not end up buying. Miele are therefore very in tune with the potential dilemmas their prospective customers have and these events serve to make sure that the final decision is the right one but also give the customer an even greater sense that they are dealing with a rather extraordinary company. www.miele.co.uk Read more about Miele overleaf

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MORE ABOUT MIELE Miele is a world leader in the production of premium domestic appliances including cooking, baking and steam-cooking appliances, refrigeration products, coffee makers, dishwashers and laundry and floorcare products. This line-up is augmented by dishwashers, washer-extractors and tumble dryers for commercial use as well as washerdisinfectors for use in medical and laboratory applications (Miele Professional). Miele’s PR Manager, Zoe Carter, gives us an insight into the world of Miele. The Miele Philosophy “We are an independent, self-contained and familyrun company with traditional values committed to our workforce, customers and the general public alike. “We manufacture high-quality appliances and equipment for domestic use as well as for different branches in the commercial sector. At all times we aim to be a reliable partner for our customers. “We not only feel particularly committed to our workforce and customers, we also have a responsibility towards our suppliers and the general public. The relationship with our suppliers should be performance-oriented, reliable and longstanding. Furthermore, we are all committed to strengthening public awareness of our positive company image.” Miele GB “Miele GB was established in 1963 when Karl Heinz Wedekind was entrusted by Rudolf Miele to set up a sales and marketing subsidiary in Great Britain. Originally operating with a small staff from offices in Great Portland Street, the company moved to larger premises in Acton in 1972 and, in 1981, to our current purpose-built offices in Abingdon. “When the building was completed it provided an office area of 20,000 sq feet, which included a second floor built as a shell for future expansion, and 56,000 sq feet of warehouse space. In the intervening years, through the acquisition of two adjacent warehouses, the site has expanded to cover 13.5 acres, our storage capacity has been increased to 120,000 sq feet and the opening of our new customer centre, the Miele Experience Centre, in 2005 released much needed office space on the ground floor of the main building.” Miele in the Community “As a large organisation, we receive lots of requests for sponsorship or charitable support, and took the decision to focus our support on the local community. Recent activities include donations of vacuum cleaners as raffle prizes for local schools and nurseries, sponsorship of The Choose Abingdon Partnership and, of course, the In Oxford Magazine Oxfordshire Restaurant Awards.

Abingdon’s existing strengths and history to support and improve the economic, social and cultural vitality of the town for all its businesses, residents and visitors, and specifically to: • Envision, plan and act as a catalyst for positive change. • Bring together and coordinate those activities of various organisations and businesses concerned with the towns future. • Influence and engage with the visions, strategic plan and actions of various local authorities and other external projects. • Communicate the aspirations of the town. • Initiate and implement its own projects.” Miele Events “The aim of our kitchen events is to connect consumers and influencers, through a programme of exciting events, to the best-in-class resources they need to create a kitchen space that exceeds their perceived functional and emotional requirements. The events programme will showcase expert teams including product advisers, home economists, chefs, local producers, kitchen designers and architects. “Experience counts for everything, which is why we host a series of regular demonstrations and interactive events in our showrooms. Let's do Lunch days are ideal if you are in the process of planning a new kitchen and are the perfect opportunity to see Miele's cooking appliances in action. Appliance MasterClasses are perfect for anyone who wants to understand the finer details of their Miele appliances or those who want to try out appliances before they make a purchase. Simply Cooking classes are open to anyone who wishes to learn more about producing wonderful dishes.” Miele Centres • Miele Centres provide the highest level of service when purchasing a Miele appliance. Consumers are able to view the widest range of Miele products, helping to ensure they experience Miele appliances that are best suited to their requirements, whilst receive engaging expert advice. • Miele actively encourages and supports experimental activities within the Miele Centres, recognising that engaging and educating the customer empowers both our partners and the consumer. • Miele recognises that physical spaces still provide the best means to communicate with customers and offer a brand experience. • Fully live products across all core categories • Creating a flexible in-store environment through design, product offerings and promotions, ensures that each visit will feel like a brand new experience. • Dedicated Miele specialist within each centre. www.miele.co.uk

“The Choose Abingdon Partnership builds on 84

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B4 R&R B4 WIDER B4

THE BIRD IN HAND CATERING FOR ALL YOUR BUSINESS NEEDS The Bird In Hand Country Inn at Knowl Hill welcomes locals and visitors alike, including a regular business clientele who enjoy the personal service of this family-owned hostelry. Dating back in part to the 14th century, the four-star country inn offers a combination of traditional charm in its olde worlde pub, great food in its popular restaurant, contemporary decor and modern facilities in its refurbished accommodation, plus everything for both formal and informal business meetings and small conferences. Located between Maidenhead and Reading in Royal Berkshire, The Bird In Hand has some wonderful original features, including oak panelling in the bar area, which came originally from an ancient Scottish castle, plus a genuine inglenook fireplace and wooden beamed ceilings. All add to the welcoming ambience of this traditional English pub, which has been offering hospitality for centuries, and has accommodated such eminent guests as King George III. Legend has it that, in the late 1700s, George III was riding in Windsor Great Forest when his horse threw a shoe. The King’s party sought out the forge, which was next door to The Bird In Hand and, in gratitude for the hospitality shown at the tavern, a Royal Charter was granted giving the proprietor the right to serve wine and beer day and night. Although this particular licence no longer exists, the team at The Bird In Hand aims to offer a Royal welcome to all guests. www.b4-business.com

Numerous networking organisations take advantage of the venue’s convenient location just off the A4 and close to the M4 and M40 motorways to hold their regular get-togethers. Plus a corporate package and daily delegate rate are also available for conferences, meetings, training sessions, team building and other corporate events. These may range in size from five to 70 guests, depending on room layout and requirements.

the CAMRA Berkshire pub of the year in 2007 and 2008 – the first to win two consecutive years – and achieving runner-up position in 2009.

The accommodation at The Bird In Hand has been granted a four-star Silver Award by Visit England in recognition of its exceptional and consistent quality. It comprises 15 contemporary bedrooms with ensuite bathrooms, all of which have been completely refurbished and offer modern conveniences such as tea and coffee welcome trays, flat screen televisions, direct dial telephones and free wi-fi.

The restaurant is fast growing its reputation for offering great value meals and a varied menu featuring traditional English dishes as well as cuisine with an international flavour. There is something to suit ever palate with choices including Thai curries, salmon teriyaki, Mediterranean mezze, steak and kidney pudding and traditional fish and chips. The chef also prides himself on being able to cater for diners with food intolerances or allergies such as coeliacs and diabetics.

The rooms are centred round a brick courtyard with fountain and secluded gardens, which offer al fresco dining opportunities or space for break-out meetings. A private area to the rear of the property, which comprises two acres of rolling lawns, is also ideal for corporate team building days. In 2011, The Bird in Hand was once again recognised by CAMRA (the Campaign for Real Ale), which voted it the Reading and Mid Berkshire Pub of the Year 2010. The award followed on from a series of successes, with The Bird In Hand winning

In addition to offering a wide variety of real ales and local beers – up to 500 each year, the freehouse serves more than 50 different wines, including those from local English vineyard, Stanlake Park and a range or organic wines suitable for vegetarians.

An ideal base from which to visit places of interest such as Windsor, Henley-on-Thames and Ascot, The Bird In Hand would be delighted to discuss your requirements for corporate events, meetings, accommodation, business lunches or dinners. For further information, please telephone: 01628 826622, email info@birdinhand.co.uk or visit www.birdinhand.co.uk.

RHODES HOUSE ONE OF OXFORD’S BEST KEPT SECRETS?

Built as a memorial to Cecil Rhodes, it was completed in 1928 and is the headquarters of the Rhodes Trust, which every year awards up to 83 Rhodes Scholarships. These postgraduate awards support exceptional all-round students from diverse countries to study at the University of Oxford.

Established in the will of Cecil Rhodes, the Rhodes is the oldest and perhaps the most prestigious international scholarship program in the world. The House is described as resembling a Cotswold mansion but with elements of Cape Dutch style and the influences of the Arts and Crafts movement of the 1900s, Rhodes House has, until now, been a hidden gem, known to many, but used by a fortunate few. Recently that has changed with a new company and brand formed to promote the House as a prestigious venue which can be hired exclusively for business meetings and events, product launches and photo shoots for the corporate market, as well as for private entertaining and wedding receptions and ceremonies. This is a very special building, and it offers a very unusual opportunity for companies to hold their events in a unique place. By launching Rhodes

House as a separate brand, the objective is to raise its awareness as a top class venue.

“This is a very special building, and it offers a very unusual opportunity for companies to hold their events in a unique place” Its style and history make it a very special destination for corporate entertaining, whether a formal lunch or dinner for senior executives, a summer reception or a larger presentation .

Attention to detail is paramount, so much so that even the new Rhodes House Oxford logo was specially designed to reflect the font used on the hand-carved lettering inside one of the historic wooden trunks in the oak panelled gallery. Similarly, the gold "o" in the centre of the word Rhodes mimics the brass symbol inlaid in stone from the Matopos Hills in Zimbabwe where Rhodes is buried, situated at the heart of the impressive Rotunda, just off the entrance hall. The website www.rhodeshouseoxford.com has been developed to promote the house as a destination venue. The Trust’s objective is to build the Rhodes House Oxford brand into a sustainable business but, unlike most purely commercial ventures, monies raised through the hire of Rhodes House will be directed back into the Trust - enabling companies to introduce an element of corporate responsibility into their bookings.

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Three principal rooms - plus the stunning courtyard and gardens - provide the exclusivity and ambience that sets this venue apart from the more traditional hotel and conference room circuit. The bespoke service provided by the friendly and professional in-house team ensures every effort is made to meet clientsâ&#x20AC;&#x2122; requests. Each room is named after one of the original Trustees, Lord Milner, Alfred Beit and Sir Leander Starr Jameson. All interlinking, the rooms can be booked separately or together, and the book-lined walls of both the Jameson Room and the Beit Room are ideal for pre-dinner drinks or a reception for between 50-70 people. The impressive Milner Hall, with its raised minstrels' gallery at one end and stage with its imposing semi-circular carved table at the other, seats up to 140 for a dinner and 200 for a reception or buffet. Its high, vaulted ceiling and stone-mullioned windows overlooking the courtyard garden make it truly impressive.

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Large tapestries of Cecil Rhodes and Nelson Mandela - who visited Rhodes House in 2002 hang at one end of the room, while Bill Clinton is

â&#x20AC;&#x153;An unforgettable experience" wrote Nelson Mandela in the guest book. Today, it is one that many more will now be able to enjoyâ&#x20AC;?

caterers, equipment suppliers and florists ensure every last detail is taken care of. There is a day delegate rate for conferences, while for other events there is a price per head or a hire charge for the House, enabling clients to liaise directly with caterers, depending on their requirements. Links with local hotels, and the colleges mean that overnight guests can also be accommodated nearby. With its prestigious role in the past, Rhodes House Oxford is clearly making its mark on the future too. Perhaps therefore, it is only fitting that one man be given the final word - "An unforgettable experience" wrote Nelson Mandela in the guest book. Today, it is one that many more will now be able to enjoy. www.rhodeshouseoxford.com

among the modem Rhodes Scholars portrayed on the walls. There is a fully-equipped, modern hotel kitchen and relationships with suppliers such as

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Using stamps to create a colourful collage

THE ART ROOM

Toast is always served at some point during every session Paitbrushes of all discriptions

Many charities spend years struggling to find enough funding simply to exist. The Art Room was, until January this year, one of those charities. Now, with the amazing news that the HRH Duchess of Cambridge has chosen to become a Royal patron of The Art Room, its founder/director Juli Beattie and her colleagues will have even more opportunities to change the lives of children in Oxford and London.

In what Grant calls a ‘wonderful story’ and a ‘lovely coincidence of timing’, The Art Room received this fantastic honour in its tenth year. The charity has four locations in Oxford; Oxford Spires Academy, Rose Hill Primary School, Orchard Meadow Primary School and Matthew Arnold School, as well as an Art Room in London, Islington. The charity’s aim is to offer children and young-people from ages 5-16 the opportunity to use art as a therapy, and in doing so to raise their self-esteem. Fully endorsed by teachers and other professionals of the schools involved, who have seen the results first-hand, one clear benefit to come out of The Art Room’s work with children is their more positive re-engagement with formal education. Speaking to Grant it is clear that credit for such a long reign of positive influence on challenging and vulnerable children is due to the founder/director of The Art Room, Juli. From her experience as a teacher and her work at Great Ormond Street Hospital, Juli was, and is, very aware of the needs of children suffering from severe emotional challenges. She came to Oxford with this 88

knowledge, and transposed that thinking into an idea, which became The Art Room. It is wonderful to have a team of committed and visionary people to help improve the lives of those within all five Art Rooms. Some children within Oxford are suffering from difficulties at school, and some might be prime carers in their families.

“With the patronage of the Duchess of Cambridge, The Art Room has the potential to not only continue, but to double their work with troubled children” Grant says ‘The Art Room provides children a respite from the pressures of daily life through art where they ‘learn and achieve’. The Art Room offers an environment in which children and young people are able to express how they are feeling. Each child is referred for 2 hours a week during school time.’

With the patronage of the HRH Duchess of Cambridge, The Art Room can potentially gain more support from more major trusts and foundations, not only continuing their work but also offering art as therapy to many more children and young people. The future is more than promising for such a well-deserving charity and Grant is extremely positive. ‘This will be absolutely transformational for us as a local charity. Prior to the patronage, The Art Room was dependant upon corporate and individual sponsors and benefactors, and we would not be where we are today without the positive attitudes of our founder/director, Juli Beattie, our business director, Bel Crewe, and our committed trustees. Grant was quick to heap glowing praise on Juli. ‘I think that the wonderful thing about Juli is the vision that she’s had, but also the indomitable spirit that has said, “I will go out and raise money to make this happen”.’ Grant, in praise of both Juli and of the Duchess of Cambridge, sums up recent events. ‘I think this is a fantastic story about the recognition of a true visionary. I think it’s a story about recognition by royalty of a very, very real social need, and its recognition for the City of Oxford, in terms of the work of Juli and the team.’ www.theartroom.org.uk

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Photography: Caroline Silver Lewis/The Art Room

Lucy Holmes met with The Art Room’s Chairman, Grant Phillips, who explained ‘The Art Room offers art as therapy to children and young people aged 5 -16 who are having serious difficulties and may be at risk of exclusion from school. The Art room uses art to raise their self esteem, confidence and independence and helps them cope with their challenges.’

B4 WIDER B4 At Nominet, where we manage the registry of Internet domain names ending in .uk, we are about to witness arguably the biggest shake-up our industry has seen when a raft of new web domains are launched from 2013. ICANN (Internet Corporation for Assigned Names and Numbers), the organisation which co-ordinates the allocation of domain names globally, recently approved changes that will see the number of web address endings, or what comes after the dot, increase dramatically. In fact, predictions are that there could be anything between 500 & 2,000 new applications submitted. Under the new rules, organisations will be able to apply for domains that end in virtually any set of characters beyond 2 letters. This opens up the possibility of community or industry domains such as .bank, .hotel or .london, or domains dedicated to specific brands, such as .google or .nike.

CHANGING

ADDRESS?

The future of the web address is changing. Chief Executive of Nominet, Lesley Cowley OBE explains what this means for the Oxford based not-for-profit company.

This heralds a new online era and with it new opportunities for companies and brands to market themselves online. With a branded domain, organisations can better control how they appear on the web, boosting consumer awareness and trust. At the same time, being part of a certain domain will make it easier for users too. For example, if a cause has a .charity web address, visitors will be clear about the type of organisation they are dealing with. For Nominet, this changing landscape means we are committed to ensuring that the .uk domain name space that we look after is as appealing and attractive as ever. We know that trust in our product is already strong. For example, recent research showed that 81% of people already prefer .uk web addresses when presented with them in search results. In the next few months we will reach a significant milestone of having 10 million .uk domain names on our register. More than 3 million of those sites are used for businesses and 25% of sites feature some form of e-commerce. This demonstrates the significance that the domain name industry plays in the digital economy.

“With a branded domain, organisations can better control how they appear on the web, boosting consumer awareness and trust” Applying for your very own .brand domain name will require significant investment both in terms of budget and technical preparation. However, every business needs to consider their strategy to make the most of the opportunities that these new web addresses will present. One approach could be to aim to register a relevant domain you previously missed out on or alternatively you might want to protectively register any domains relevant to your business. Entrepreneurs would be well advised to monitor the so called ‘sunrise periods’ for new domains as they present an opportunity for rights holders to secure relevant domains. Whatever approach you decide on, the important thing is to draw up a strategy now to ensure your business is prepared to make the most of the opportunities. www.nominet.org.uk

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SALMON FISHING IN THE YEMEN Lady Margaret Hall was host to the first UK premiere of Salmon Fishing in the Yemen this January, in aid of the Oxford-based Mentoring Service at Refugee Resource. With both a cast and a directing team straight from Hollywood, the adaptation of Paul Torday’s comic novel gave not only its audience an entertaining evening, but also the Refugee charity a great deal of well-deserved support. Lucy Holmes was at the premiere for B4 Magazine.

The film, which portrays the relationship between a sheikh and a fisheries minister, highlights the unlikely match of fish and faith in a journey to make real the impossible dream. Starring Ewan McGregor, we can imagine that writer Paul Torday would be suitably impressed to not only see his critically acclaimed novel recreated with some excellent names, but also for its premier to take place in the city that he was educated. We only have to think of Harry Potter films and Phillip Pullman novels to see how Oxford has often been both the inspiration and setting for literature and films in the past. Lady Margaret Hall was also recently the setting for an episode of Oxford’s own TV detective series, Lewis. Salmon Fishing in the Yemen, which also starred Emily Blunt and Kristin Scott Thomas, was directed by Lasse Hallström, best known for such classics as Chocolat, and more recently the tear jerker Dear John. The premiere’s Q&A session was graced with the presence of Simon Beaufoy, screenwriter of Slumdog Millionaire, and a former Oxford student himself. Bill Kemp, Head of Hospitality services at Lady Margaret Hall, said. ‘When the Refugee Resource Project was explained to us we relished the prospect of a Film Premier involving 90

such a well-respected screen writer as Simon. The combined synergies of all concerned made the Simpkins Lee Theatre at Lady Margaret Hall the ideal location for the first UK showing of ‘Salmon Fishing in the Yemen’.” Alongside Bill’s appraisal of the event, Amanda Webb-Johnson, the director of the Refugee charity added. “We are absolutely delighted with the event. It is amazing to have the support of Simon and his generous offer to give us the first UK screening of the film.”

“We are absolutely delighted with the event. It is amazing to have the support of Simon and his generous offer to give us the first UK screening of the film” Refugee Resource’s mentoring service has been running for over five years, and aims to provide psychological, as well as social support, for adult refugees and asylum seekers in Oxford. By pairing refugees with mentors the scheme www.b4-business.com

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hopes to prevent the isolation of asylum-seekers, helping them to integrate with the community. However, the service that Refugee Resource offers is at risk of closure without further funding. As this is the only refugee charity within Oxford providing specialist services, its closure could leave many alone to deal with the traumas and persecutions of exile. In such an economic recession, it is often difficult to think past one’s own difficulties and consider charity. The premiere at Lady Margaret Hall was therefore a great support to their cause, as Amanda explained. “It feels like there is a lot of support for refugees and asylum-seekers in the city and, in difficult financial times, it is heartening that more people than we know support our work.” Proof of the value of such one-on-one mentoring is seen in the case of Paul, a Refugee Resource mentor, and Nikolai, a 19-year-old refugee. Despite being dubious about what to expect, both feel they have learnt something from one another, as Nikolai commented. “It has turned out to be a good thing to do.

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We have done a lot of things together, from drinking hot chocolate and chatting in a café, to the cultural shock of going to see the film about Ian Drury and the Blockheads…I am particularly interested in politics, and Paul and I have had many political discussions – often whilst fishing! We are hoping to get tickets for Prime Minister’s Questions in July after I finish my A-levels.” The event at Lady Margaret Hall was deemed a great success, and, in particular, Bill Kemp praised the evening, concluding. “We enjoyed hosting the event and it was a pleasure to work with the charity and the ‘Aziz’ restaurant who served up an excellent canapé and drinks reception.” We can only hope that rumours of Angelina Jolie and Naomi Watts, who are both said to be lined up to play LMH alumna Gertrude Bell (1886 History), ring true, and that the next premiere will play as great a part in benefiting Oxford, as well as its charities. www.lmh.ox.ac.uk 91

THE BIG EVENT Over 200 guests attended our first B4 Ambassadors event and celebration of In Oxford Magazine’s 10th Birthday at a stunning Ashmolean Museum on Thursday 26th January.

Photography: www.studio-8.co.uk

Speeches were made by B4’s Editor, Richard Rosser, The Ashmolean’s Director, Christopher Brown, Richard Venables of VSL and Innocent Drinks founder, Richard Reed, who spoke on behalf of our preferred charitiy, Oxfam.

We would like to take this opportunity to thank all of our customers and readers for their support over the last ten years and to Benedicte Montain at The Ashmolean for her assistance in making the event so memorable and also to our B4 Events Organiser, Tina Rosser, for her expert organisation. www.b4-business.com

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‘IT’S GOING TO BE TOUGH BUT IT’S THE ONLY GAME IN TOWN’ Sir John Madejski talks to B4’s Richard Rosser about the economy, the role we all have in reviving the country’s fortunes, and why he remains optimistic about the future of Reading and Berkshire. Written by B4’s Erica Conlan. ‘What good does feeling sorry for ourselves do? We are where we are and the only game in town is for everyone to be doing their level best to get the economic wheel grinding again. The situation is severe and everyone knows that.’ So begins Sir John Madejski, Chairman of Reading Football Club, Chancellor of the University of Reading, businessman, entrepreneur and philanthropist. It’s a whirlwind start to an interview which sees Sir John in a passionate frame of mind about why the country is struggling, and he’s not optimistic.

“For example, Health and Safety has gone off the scale. It’s getting impossible to work alongside all of the red tape and constant changes. We are being made moribund by the regulations and edicts coming out of Brussels. We must get back to normal - even in terms of political correctness. This country prides itself on free speech but from where I am sitting there is none left. The nation is sophisticated enough to know what is reasonable and we ought to recognise that and be treated like adults. If everyone adopted common sense, we would all be better off.’

Sir John sees, as many of us do, a country which has, in many quarters, given up. “We all need to sit up and take notice of the competition we are facing from the East. Having worked there, I understand the mindset. And it’s a great worry – on many levels there is no comparison and we have to up our game. When you are out there you get a real sense as to how keen they are to ‘out westernise’ the West and they are doing so in leaps and bounds.

Equally uncompromising are Sir John’s views on education. ‘It’s an absolute disgrace that so many people leave school unable to read or write. Education is key – it’s the one single foundation which has to be there – if it’s defective, then so will our workforce of the future. What children need is a back to basics approach with clearly defined boundaries and discipline. We all have to have boundaries…..we can’t blame kids if they go off the rails. Their role models should be setting examples, laying out the boundaries and if they are allowed to stray then the consequences are down to those responsible for setting the boundaries – parents, employers, teachers and the Government.”

Photography by Vera Bardashova

“We have to knuckle down and get on top of the game again. We’ve had some glorious years of growth and high expectation. The change in the standard of living in my lifetime has been incredible - but we have to earn the right to keep it, not expect it to continue ad nauseam. We’ve got to get rid of the culture where people believe they can have something for nothing. We’ll achieve very little if half of the population are going to sit on their backsides thinking up the next excuse not to go in to work. Where is that going to get us? The big worry for me is that that mindset is the norm, that people think they’re entitled to the odd day off because they feel ‘a bit under the weather’. It’s a crying shame that a lot of people don’t have the fire in their bellies that the majority of the workforce in the East have. There genuinely is no comparison.” On a more positive note, Sir John is clear that we all have a responsibility, but more importantly, the capability to rescue the situation. “With every downturn there is opportunity, new champions of business emerging, the possibility of re-inventing an old system which has ceased to work. So I have high hopes in many respects. However, certain obstacles are in the way and if I may be blunt, in this country we are often our own worst enemy.

It is a subject close to his heart, having associations with the Sir John Madejski Academy in Reading. “Getting involved with the Academy has been best thing I have done in my life simply because it’s changing lives and the students who go there are a testimony to what can be done. Every student is good at something. It is the school’s job to find out what that is and to nurture it. That is the road to success and if we adopted that philosophy on a wider scale, then the future would be much brighter.” Sir John sees the environment children find themselves in as key to their future development. He recalls the takeover of Reading Football Club, describing Elm Park as ‘falling to pieces and well past its sell by date.’ “People didn’t value Elm Park because it wasn’t looked after. The example wasn’t being set. With the opening of the new Madejski Stadium, attitudes changed overnight. We didn’t go for bog standard, we went for state of the art and people respect that.

It’s the same with children. They will inherit the world, yet many schools have leaking roofs and text books that have seen better days. If you get the right environment for children, they will respond to it. If not, how can we expect them to respect it. Their standards and expectations will never be high enough and it’s then going to be a vicious circle.” Sir John believes it’s not all down to the schools. “Parents should engage more with their children and take responsibility. Everyone should make time to do so. Having children is a commitment which shouldn’t be taken lightly. If you can’t nurture your own children, then, quite simply, you are not responsible to have them in the first place.” Turning to the future of Berkshire, Sir John is more enthusiastic. “Berkshire is blessed. We have economic growth and logistically we are well placed with Southampton, Heathrow and London nearby. The Thames Valley has a lot going for it. Reading is a remarkable town with a unique university which is among the top 200 in the world. The University of Reading is leading research into climate change, and is right up there with food technology. It also has the largest business school in Europe. The time has come for us to boast about its achievements, which are considerable. We have a lot to be proud of in Berkshire and we must keep on striving to improve. “I am confident we have got a lot right here in Berkshire and we are undoubtedly a major part of the UK’s engine room. It will get a lot harder before it gets better in this country, but we have what it takes to get us through a very difficult period and make us stronger than ever. I certainly don’t envy David Cameron’s job. He has taken over at a very difficult time, probably the hardest economic era for centuries, but he is the right man to lead the country and we have to applaud and support him for what he is trying to achieve. “If we can all pull in the right direction, then we’ve got a chance.” www.readingfc.co.uk

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Issue 2? Contact us for advertising and editorial rates. Out in July 2012 Tel: 01494 373183

Magazine

B4 contacts ADVICE LEGAL

CHARITIES & GOVERNMENT ORGANISATIONS

B P Collins David Stanning Partner 01753 889995 www.bpcollins.co.uk

Horizon Sports Club Anita Templar Club Chairman 01844 345432 www.horizonsc.org.uk

ACCOUNTING

Buckinghamshire Community Foundation Richard Dickson Director 01296 330134 www.thebucksfoundation.org.uk

TAX PLANNING Wealth and Tax Management 01908 260418 www.wealthandtax.co.uk

HEALTH & LEISURE LEISURE ACTIVITIES

Fish Partnership Paul Laird Partner 01628 527956 www.fishpartnership.co.uk

CONFERENCE, EVENTS, VENUES

BUSINESS ADVICE

CONFERENCES

Thirdwave Tony Thomson Managing Director 01628 487 912 www.thirdwaveweb.co.uk

Kents Hill Park Training and Conference Centre 01908 358000 www.kentshillpark.com

RSM Tenon 01628 478 100 www.rsmtenon.com

VENUES

BUSINESS SERVICES BUSINESS ORGANISATIONS Federation of Small Businesses Rodney Mallinson Chairman FSB South Bucks and Aylesbury Branch 01628 602 983 www.fsb.org.uk Institute of Directors 01494 718699 www.iod.com BUSINESS SUPPLIES & EQUIPMENT Automatic Vending Association Jonathan Hilder Chief Executive Officer 01494 568 960 www.ava-vending.co.uk London & Counties Office Supplies Ltd Paul Milbourn Managing Director 01494 791 221 www.lacosltd.co.uk CORPORATE TEAM BUILDING Partners With You Limited 01923 842435 www.partnerswithyou.co.uk SECURITY Risk Management Security Services Peter Smith Managing Director 01494 441 805 www.riskmanagementsecurity.co.uk

HR HR2You Sarah Morris Owner 07789 711997 www.hr2you.co.uk Opinio Group John Fissenden Director 08452 303029 www.opiniogroup.com

Hartwell House Jonathan Thompson Director & General Manager 01296 747444 www.hartwell-house.com

IT & TELECOMMUNICATIONS

West Wycombe Estate 01494 524411 www.west-wycombe-estate.co.uk

InTouch CRM James White Managing Director 0845 310 9973] www.intouchcrm.co.uk

Chicheley Hall 0800 085 1660 www.chicheleyhall.co.uk The Tree Hotel 01494 881183 www.cadmore.treehotel.co.uk EVENT MANAGEMENT TECHNOLOGY The Active Network Banks Holcombe Head of Business Development 0207 313 5744 www.activenetwork.com

DATABASE MANAGEMENT

MANUFACTURING ARLA Foods 0113 382 7000 www.arlafoods.co.uk

MARKETING & DESIGN ADVERTISING B4 Magazine Richard Rosser Managing Director 01865 742211 www.berkshire.b4-business.com

EDUCATION

DESIGN

Aylesbury College Pauline Odulinski Principal and Chief Executive 01296 588588 www.aylesbury.ac.uk

Blink Design & Print Keith Simpson Senior Designer 01865 742211 www.on-the-blink.com

Buckinghamshire New University 01494 522 141 www.bucks.ac.uk

MARKETING

FINANCE

Strangebrew Phil Strachan Proprietor 07770 753975 www.thinkbrandnotbland.co.uk

BANKING Metro Bank plc Junaid Mumtaz Local Director High Wycombe 07983 409228 www.metrobankonline.co.uk

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The Sculpture School 07810 480884 www.thesculptureschool.co.uk

First Move Direct Marketing David Amor Managing Director 01494 539300 www.firstmove.co.uk

B4 contacts Urban Media Elton Boocock Founder 01494 538441 www.urbanmedia.co.uk

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WHY NOT JOIN THEM?

Miele Company Ltd Zoe Naylor Financial Controller 0845 365 6600 www.miele.co.uk

PHOTOGRAPHY AND FILM PRODUCTION Andrew Gleed Photography Andrew Gleed Owner 01494 718557 www.gleedphotography.co.uk Adby Creative 020 3239 1084 www.adbycreative.co.uk

50 members and rising.

The Art Room 01865 779779 www.theartroom.org.uk Reading Football Club Limited Sir John Madejski Chairman 0118 968 1100 www.readingfc.co.uk The Bird in Hand Country Inn 01628 826622 www.birdinhand.co.uk

Piers Photography 07787 505786 www.piersphoto.com

PRINTING

Rhodes House Martin Gubb Director of Finance 01865 270918 www.rhodeshouseoxford.com

Stones the Printers Steve Palmer Managing Director 01295 819 300 www.stonestheprinters.co.uk

Lady Margaret Hall Bill Kemp Head of Conference Services 01865 611079 www.lmh.ox.ac.uk

PUBLIC RELATIONS

Williams F1 Conference Centre Brendan Caffrey Conference Centre Manager 01235 777900 www.williamsf1conferences.com

Esplin PR Louise Esplin Freelance PR Consultant 01235 850115 www.esplinpr.co.uk

Become a B4 Member or Ambassador and in return, we’ll give you: • Presence in the B4 online and magazine directories • Access to the B4 site to upload unlimited press releases, event details, offers and jobs • Invites to the B4 Ambassador Events in 2012 Memberships for just £250+VAT per annum for companies with up to five employees*

Nominet Lesley Cowley OBE CEO 01865 332211 www.nominet.org.uk

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TRANSPORT Chiltern Railways Rob Brighthouse Managing Director 08456 005 165 www.chilternrailways.co.uk

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