Profile

Meet the business spearheading international

growth for businesses in Coventry and Warwickshire

The UEFA Euro 2020 football tournament saw the feel-good factor return to the nation last summer as Gareth Southgate’s young Lions roared their way to the final.

As millions of fans dared to

dream that football was finally coming home, the team at WorldFirst – a Business Influence member of the Coventry and Warwickshire Chamber of Commerce – had its sights set on success off-the-pitch as well as on-the-pitch.

As a provider of payments, local currency accounts and finance solutions to sole traders, micro, small and medium-sized businesses around the world, the company was looking to raise its profile in the UK and across Europe.

It did so by seizing an amazing opportunity secured by its parent company, Ant Group. As part of a sponsorship package with UEFA, WorldFirst’s branding was proudly displayed in all of the stadiums hosting the tournament.

This was the first pan-European marketing initiative WorldFirst launched since it was acquired by Ant Group more than two years ago, says Phil True, Regional Sales Manager for the Coventry and Warwickshire area.

“When Ant Group acquired WorldFirst, it was a gamechanger for us in terms of our ability to serve our clients,” he said. “It helped us to raise our game and equip local and regional businesses – regardless of their size – with a comprehensive set of tools and services to expand internationally and establish relationships with suppliers around the world.”

While a sponsorship package with UEFA is not possible for most local companies, there are some important lessons that businesses in Coventry and Warwickshire can apply, explains Phil.

“Euro 2020 was the most digitally-engaged tournament ever and our brand awareness and visibility reached new heights thanks to new communications channels, social media and technology that didn’t exist a decade ago. It highlights how the global landscape has changed.

“I would like to see business owners in Coventry and Warwickshire utilise modern, cost-effective technology and tools that make it easier to reach new audiences and reduce barriers to international trade. This includes e-commerce marketplaces like Amazon to acquire international customers or Alibaba.com to establish new supplier or customer relationships around the world.”

For nearly two decades, WorldFirst has helped local businesses across the globe to achieve their international growth ambitions. Thousands of small businesses have access to fast and secure payments, robust risk management, access to working capital, dedicated customer relationship management and more.

Historically, these advanced tools and services would generally be available to large corporations or come with high costs attached. Recent advances in technology, however, have democratised access and levelled the playing field. Phil’s role is to help businesses across the Coventry and Warwickshire region realise their potential.

“I spend a lot of time explaining to small business owners that the world is becoming borderless and it is easier than ever for businesses like theirs to reach new audiences,” he said. “Expanding abroad, importing from suppliers on the other side of the world or selling to customers in the USA, China or Australia is no longer the complex and costly process it once was. Technology has evolved at a rapid pace, but many owners don’t know how to grasp the opportunities presented to them in this digital business landscape.”

Phil’s career path and experience to-date place him in good stead for the businesses he is looking to work with.

His early ambition was to be a professional footballer and he was on the books of Manchester City as a teenager. He played to a high standard as a young adult, but when he realised that ‘football wasn’t going to pay the bills’ he took a new direction.

Phil said: “Upon leaving university, I found myself in retail management and fast-tracked my way through the Morrisons Graduate Development Programme. After a short period managing supermarket stores, I went into retail recruitment for seven or eight years, working in partnership with some of the biggest retailers in the country.” But, if one can pardon the pun, it was in his next career that Phil found his ‘true’ calling as he moved into the manufacturing sector and found his passion for working with small businesses.

“I spent several years in manufacturing and that’s when my in-depth understanding of supply chains really started to develop,” he said. “It made me love and appreciate the contribution of sole traders, micro, small and medium-sized businesses.

“I’ve worked in importing and exporting for 20 years in various guises. I’ve worked with companies such as WorldFirst, but on the other side of the fence. Being here now has made me realise just how far the technology available to local businesses has evolved and how much more they can achieve.”

Working with sole traders, micro, small and medium-sized businesses means there is no ‘typical’ client for Phil. Very often, there is a decision-maker who wears many hats. They are the sales and marketing director, the finance director, HR director and telesales all rolled into one. They are rarely, if ever, prepared to start their international trade journey.

Take, for example, a small business looking to purchase goods from China and sell to customers in America and Japan. They need to convert UK pounds into Chinese renminbi when they are buying. Meanwhile, the customers they are selling to will want to pay in US dollars and Japanese yen respectively. These funds need to be converted back to UK pounds.

Managing multiple foreign exchange transfers like these in parallel may sound like a complex process, but this is where WorldFirst makes international business easy.

“We can help to set up local currency accounts within days to collect funds from customers around the world,” said Phil. “We can help businesses to transfer money safely and securely across borders and pay their suppliers. We can also repatriate their money back to the UK quickly and easily.”

As we embark on a new calendar year, what do the next 12 months have in store for small and medium-sized businesses? Phil remains optimistic. “This year won’t be without its challenges but I’m incredibly excited to continue working with businesses across Coventry and Warwickshire,” said Phil. “There is a lot to be positive about; I’ve seen first-hand how British companies are engines for innovation and growth. I know the types of customers WorldFirst can help because I’ve worked with these businesses in the past.

“My background in importing and exporting means I can relate to the challenges faced by business owners but also reassure them that the international trade process has become infinitely easier thanks to the technology available today.

“But it’s more than just that; WorldFirst has a laser focus on helping businesses to succeed – it’s been part of our DNA since day one and we have hundreds of people working towards the same shared mission. This is what continues to drive me and my colleagues every day.”

❛❛There is a lot to be positive about; I’ve seen

first-hand how British companies are engines for innovation and growth. I know the types of customers WorldFirst can help because I’ve worked

with these businesses in the past. ❜❜ About Phil True:

Born: Bolton 1981 Hobbies: Football, Mountain Biking, Gymnasium Favourite Film: Die Hard Married: Nine years to Dominique Children: One son - Hudson Last Holiday: Tenerife Gadget: Powerbeats Headphones