Flea Business Edition 218

Cove r Im ag e - Co ur tes y D avi d L o ng , Harle qu i n Ph o to g ra phy

BUSINESS EDITION Issue 2

F R E E for Wa t ford businesses This Editi on is spo nso red by:

Weekly Business @

Watford Indoor Bowls Club

BACK TO BUSINESS AFTER THE HOLIDAY AND LOOKING FOR INSPIRATION? • Are you a new business looking for ways to grow?

• Perhaps you are an established company looking to attract new clients?

• Are there times when you wish you could have the opportunity to discuss business ideas with peers in a relaxed, friendly, though professional environment?

• Have you in the past enjoyed the opportunity that only face-to-face networking may offer, to have your initial expectations stifled by membership fees and inflexible attendance arrangements?

BUSINESS IS BUILT ON RELATIONSHIPS, RIGHT? Why not come along for breakfast*, 7am to 8.45 am We offer an environment that encourages individual ideas and expression with a focus on developing those all important business partnerships, so why not come along for breakfast*, 7am to 8.45 next Wednesday, Thursday or Friday morning?

Weekly Business @ Watford Indoor Bowls Club Rear of Woodside Leisure, Horseshoe Lane, Garston, WD25 7HH Telephone 07804 038570 or 07789 620825

‘people buy from people’

We’ve been catering with flair and distinction, in and around Watford, for over 15 years.

So let us feed your guests, whatever your event. We specialise in canapes and platters, buffets & BBQ’s, and meals for:

• Christenings, Weddings & Funerals • Office functions & Corporate hospitality • Parties & Breakfasts.

For details of menus, options and prices, call Matthew Bashford-Hayes on 01923 351421 or 07789 620825 or Email : matthew@mjtcatering.co.uk

*Cost £10 for breakfast, no membership or fees.

W

elcome to our second Business Edition - devoted to Watford business and designed for local B2B companies and others that want to promote themselves to business customers in the Watford area, both in print and, most importantly, on the web.

With Jo Giles adding strength to our editorial team, our sister edition, the family flea magazine, which is perfect for advertising to the local consumer market, will be published monthly. Already available at over 100 pick-up points in and around Watford, Jo intends to significantly increase the visibility of the printed version of the family flea magazine within the community.

The Business Edition will in future appear bi-annually, in April and October. Following its successful launch earlier this year, we are already planning for a enlarged and further improved edition for next year.

Every flea magazine now appears on three separate websites from which every advertiser enjoys inbound web and email links directly from all four online versions.

Meanwhile, the development of a mobile edition, in partnership with iPixel Labs, is racing ahead to meet the rapidly growing demand for access to our websites by users of Apple and Android devices.

If your company still advertises in ordinary local magazines, then perhaps it’s time you gave one of the Watford flea magazines a try?

Much More than a Magazine!

Copy deadline for next Business Edition : 31 Jan 2013 Copy deadline for the family flea in Watford will be the 14th of every month.

Published by Flea Ltd 58 Vicarage Road Watford • WD18 0EW Tel: 01923 731160 Email : business@fleauk.com The opinions expressed by contributors do not necessarily represent the views of the publishers

www.watford.theflea.co.uk

Talented New Editor joins flea magazines Originally from Bushey, for the past 12 years Jo Giles has lived in the eastern part of Andalucia, where she edited a similar local magazine serving the large expatriate community in that coastal region of Spain.

Having recently returned to the Watford area, Jo found a copy of the Watford flea magazine and made contact with us. We’re delighted that she has accepted our offer to become editor of Watford’s flea magazine.

Jo said “what attracted me, even more than the look of the magazine, was its amazing strength on the internet.

It’s unique because every printed edition also appears online in four fully web-linked versions. There’s even a new mobile edition due for release later this year.”

“The on-line versions are on highly-ranked websites (two of them in the UK’s top 1200) and, with every advertisement offering click-through links to the advertiser’s website, they provide far more exposure and value than is available from any other printed magazine.

Amazingly, all that web exposure is included in the very attractive rates that flea offers - along with a lifetime guarantee against price rises.”

“What finally convinced me to work with flea was a Google search for <Watford Magazines> where I found them in three of the four top positions on Page 1” Over the coming months, Jo aims to bring the strengths of flea to the attention of more local businesses and to grow the magazine into an even more interesting and useful resource for the Watford community.

To contact Jo: Tel: 01923 731161 email: watford@theflea.co.uk 3

Spend less time Marketing!

Watford’s Leading Digital Marketing Agency A1 Digital Media is a full service Digital Marketing Agency that helps small businesses spend less time marketing online Online Marketing Specialist and Managing Director at A1 Digital Media, Aiden Nichols recalls when he started the business “I would never have predicted my almost instant success and really couldn’t have asked for a better start”.

“I founded A1 Digital Media to help small businesses spend less time marketing online and more time doing what they do best - actually running their business!”

“The importance of being seen online is obvious. The internet is a fiercely competitive arena where inadequate online marketing and/or bad web design results in low search rankings, insufficient business exposure and ultimately potential customers going elsewhere!”

“Our unparalleled expertise in website development and online marketing allows us to provide our clients with a constant stream of carefully targeted prospects, leaving them to carry on doing what they love - looking after those new customers!”

“Our services include Web Design, Website Development, Email Marketing, Search Engine Optimisation and Pay Per Click Management, all of which provide incredible exposure and return on investment - but only when implemented correctly!”

“For those wanting to take their business to the next level online, we run a variety of training courses and online training programmes that provide detailed advice on using online platforms effectively. “ For more information or to talk about how A1 Digital Media can best serve your business, please visit: www.a1digitalmedia.com or call 01923 693 720 to arrange a personal meeting with Aiden.

Unit 400, Wenta Business Centre, Watford, WD24 7ND. T: 01923 693720 E: hello@a1digitalmedia.com www.a1digitalmedia.com 4

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Thinking of starting a Business?

We’re an independent initiative set up especially to offer guidance and support to those with a specific business idea and looking to start their own business.

FREE WORKSHOPS! If this sounds like you, we are able to offer FREE confidential advice and workshops in matters associated with the planning and preparation for those important first steps. Enterprise meetings are held in Watford, they are free of charge and offer you clarity when you need it most. Come and see us, we look forward to hearing from you.

Enterprise

Telephone 07804 038570

‘working with you’ www.watford.theflea.co.uk

YOUR COMPANY’S MOST VALUABLE ASSET IS ITS PEOPLE Over-stressed staff take more sick days 1.

‘Stress’ is now the most common cause of long and short term absenteeism 1.

Caring for your people with a comprehensive method of promoting well-being while preventing ill-health will improve performance and productivity.

Autogenic Training (AT) courses offered to your staff bring about:

{A} FOR THE COMPANY

• Increased staff well-being • Improved performance • Reduced absenteeism • Increased staff loyalty

{B} FOR STAFF

• Reduced stress-related symptoms (including sleep problems, anxiety, mild depression) • Improved general mood and well-being • Increased confidence / self-esteem

For several years Jane Bird offered AT courses to British Airways and saw all of the above come about. The environment was a simple training concept, backed up by research of the relaxation response.

Not all stress is work related. And most problems can be quickly reversed without the need for long-term intervention.

When excessive di-stress creeps up on us it can be infectious. If behaviour and morale deteriorate, conflict increases, and staff suffer health and emotional problems. Attendance levels decrease and so business performance suffers.

Taught in 10 short weekly group sessions, AT is hugely cost effective for business.

Phone or email Jane for a FREE in-house introductory presentation to management (and staff if appropriate), to find out more about the effect of managing the ‘fight-flight’ stress response.

More information? Read the on-line version of this article at www.watford.theflea.co.uk/magazine or visit Jane’s website.

Autogenic Training Tel: 01923 675501 Email: jane@autogenic-therapist.co.uk www.autogenic-therapist.co.uk

1CIPD 2011

DO YOU ADVERTISE IN LOCAL MAGAZINES? Then you should read this

Unless you read flea magazine, you may not have heard of Autogenics - a relaxation technique to reduce the symptoms of excessive stress and anxiety.

In 1984, The British Journal of Medical Psychology confirmed its efficacy as a “cost effective treatment for stress and anxiety”.

Watford resident Jane Bird discovered Autogenics when, as she says “I was an angry mummy - and didn’t want to be”.

So impressed was she with the results that Jane subsequently studied to become an Autogenic Therapist, has co-written a book on the subject and offers Autogenic Training to people and businesses in Watford and the home counties.

If you live in Watford and suffer from stress or anxiety, how would you discover Autogenics?

A while ago, Jane made another choice - to contribute some articles to the Watford flea magazine and invest in a Superflea listing - our geo-optimised web tool.

www.watford.theflea.co.uk

The results speak for themselves!

• Her printed articles are being seen all over Watford • Her web banner has appeared over 45,000 times • Some 1,200 unique visitors have clicked on her banner • All her articles are visible to a global audience • She is ranking rather well on Google for relevant local searches

RATHER WELL ?

See for yourself - search Google for “Stress Watford ” or “Anxiety Watford ”.

On 16th September 2012, out of 400,000 results, Jane’s flea link was at the top of Google’s first page for both these searches - as it has been for many, many months!

If you’re still advertising in ordinary local magazines - maybe it’s time to try flea?

Family edition: 01923 731161 watford@theflea.co.uk Business edition: 01923 731160 business@fleauk.com 5

Moore Solicitors

are Watford’s Specialist Advisors on Employment Law for Employers Employment Law and HR Solutions Principal Harsha Moore asks: Do you need Advice and Representation?

Are your policies and procedures sufficiently robust to protect you against future problems?

At Moore Solicitors we provide solutions to internal disputes and provide full representation to defend your business against Employment Tribunal claims.

M

O OCall RHarsha E or Caroline forOanO initial on R consultation E

ITORS

S O or L email: I C I harsha@mooresolicitors.co.uk TORS 01923 238 427

M

OORE solicitors Harsha Moore Solicitor

Meridien House 69-71 Clarendon Road Watford WD17 1DS

www.mooresolicitors.co.uk

WILL YOUR COMPANY SURVIVE IF YOU DON’T ?

Are you in business with a partner or codirector? If so, how well do you get on with their family?

If you haven’t made plans for what will happen in the event of the death of your partner or co-director, then their share of the business will pass in accordance with their Will or the Law of Intestacy (if they haven’t made a Will). Many people make simple Wills leaving everything to their spouse or their children and don’t update them as their circumstances change, so it is not uncommon for a partner or co-director to suddenly find themselves having to raise the money to buy out a deceased relative’s share or face having to work alongside them. This could have a disastrous effect on the business and unforeseen consequences for you and your family.

Shirley Batten-Smith of Planet Wills is a professionally qualified Will Writer with a background in Banking and Financial Services.

She understands the simple solutions that need to be in place and how to construct an effective Will to ensure that your business can continue and will not be adversely affected by the death of a partner or co-director.

If you want help or advice, call Planet Wills

Making the difficult easy

Shirley Batten-Smith 01923 460 011 www.planetwills.co.uk

BUSINESS - A CAUTIONARY TALE

This is a true story. Just the names have been changed.

Two partners had been working together for about ten years running a small IT and telecom business.

Michael was a steady family man. He was the more educated, creative and thoughtful - a successful technical guy who had become the “front” for the company. He created the marketing and sales literature, established client relationships, looked after sales, finance and strategy and got involved in any technical problems that arose.

George, a bachelor, was an extremely active and practical but unqualified chap who’d previously worked in a factory. He managed operations. Having escaped from the production line and with a bit more cash in his pocket than before, he lived life in the “fast lane” - at least to the extent he could now afford.

He loved fast cars and enjoyed a very active social life. Many would say he was a bit reckless, including 6

when he was behind the wheel. But he was also very committed, always first on site in the morning and usually still there late in the evening. Perhaps surprisingly, he was also a good manager of people leading from the front and always ready to roll up his sleeves and get involved. His staff loved him and he got the very best out of them.

Michael and George made a good team and were moderately successful. The business ticked along nicely.

By chance one day, Michael heard about a major project in their field - one that could make a step change in the fortunes of the company and be lifechanging for himself and George.

To read the full story, search for B2S in the fleasearch box at the top right of any page on the Watford flea website.

www.watford.theflea.co.uk

Because IT Matters...

“Ten minutes of Mike Burton’s time is worth 3 days of other peoples.” - The Luxembourg Stock Exchange Every business, from the smallest to the largest, needs practical and cost effective IT solutions that don’t break the bank.

For over 25 years, we have been serving a wide variety of businesses, from start-ups to globally recognised names, providing a complete range of solutions such as:

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• Linking existing systems to improve productivity and responsiveness.

• Consultancy and Training.

Whether you’re just starting out in business or are already established, choosing the right people to

Why not visit our website to find out more? - or call Mike Burton for a FREE consultation.

provide your software solutions is one of the most vital decisions you will make.

By choosing Myco Systems, you get the depth of expertise and commitment of the ‘big names’ but without their price tag!

Whatever your needs, large or small, we’re always ready to help you.

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Myco Systems Ltd – Making IT work for you.

Some companies you’ve probably heard of who chose to work with Myco Systems:

publicity for business

Initial Consultation FREE

• Are you launching a business?

• Are you looking for help with media strategy?

• Have you plans for growth that need implementation?

• Perhaps you need to refresh your branding?

If so, why not call us for a no obligation discussion on how we may be able to help ‘make a difference’ to your business, or take a minute to visit our blog, http://charliekenny.wordpress.com

Tel . 07804 038570 Shop Window … Marketing Services … Business Planning … Growth Consultancy

www.watford.theflea.co.uk

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Blavo & Co Solicitors are proud to have recently celebrated 15 years of service.

F

rom its humble beginnings in London’s Mile End, Blavo & Co now has seven offices in London, Surrey and Hertfordshire, and can look back with pride at thousands of clients who have been helped over the past fifteen years.

Started by the charismatic John Blavo, it’s easy to see that much of the firm’s success has come from his meticulous commitment to its core values: engaging with employees and passionate dedication to every client and their personal needs.

They also appreciate the fact that Blavo is a full service law firm covering a wide variety of legal areas and is so highly regarded in their profession. As you would expect, full details of the services they offer can be found on their website at www.legalblavo.co.uk.

But there is something more.

These days, it isn’t enough to simply claim to be good at what you do – clients require tangible evidence and Blavo provides this in the form of their accreditations – the Legal Services Commission Quality Mark and the Law Society’s quality assurance standard (Lexcel), which recognise that they deliver a consistent, quality service at all times.

Blavo also understands that the world is changing, and whether you need legal expertise for yourself, your family or your business, nationally or internationally, Blavo can help you every step of the way.

Lexcel’s practice management standard is only awarded to solicitors who meet the highest management and customer care standards. Less than 7% of the 12,000 law firms in UK have achieved this accreditation.

To achieve this they have developed a special culture within the firm by recruiting like-minded individuals who have a high level of personal commitment to excellence, integrity and knowledge.

With offices in St Albans, Guildford, London, Hackney, Barnet, Enfield and Uxbridge, Blavo has developed a reputation for being approachable, friendly and for consistently exceeding their clients’ expectations whilst maintaining ethical and socially responsible standards. They are trusted advisors to their clients and have an excellent track record of providing quality and value for money service.

And by taking a holistic approach to problem resolution - by understanding your personal and business goals they deliver clear legal solutions which precisely match your needs.

Their clients are happy to point to Blavo’s realism, ability to untangle complex problems and strong emphasis on empathy, professionalism, cost effectiveness and communication as the reasons why they work with them, again and again.

8

John Blavo always adhered to the principle that the client comes first. As Blavo & Co Solicitors moves into its 16th year that philosophy is clearly in evidence, not least at your local Blavo & Co practice in St Albans.

We look forward to your visit : www.legalblavo.co.uk

www.watford.theflea.co.uk

Your first call for legal matters COMMITTED TO EXCELLENCE Business Immigration • Commercial Law & Business Services Personal & Commercial Property • Dispute Resolution • Employment Law Services for other organisations • Sports Law • Children Law Clinical Negligence • Family Law • Personal Injury Law • Wills & Probate

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Business Education

french STYLE

2012 will be the fifth year that flea magazines has welcomed a student from a French business school for a two-month training attachment as part of their first year course. This year’s attachee was nineteen year old Pauline Vinot. We suggested she write an article for our Business Edition and here’s the result. We think she did a great job - and hope you agree.

Perhaps there are some lessons in here for us?

Located in the region of Franche-Comté, close to France’s border with Switzerland, – the Ecole Gestion et de Commerce (EGC) is a private school of Management and Business that has three campuses in the region, at Vesoul (in the Department of Haute-Saône), Besançon and Montbéliard (in the Department of Doubs). The school offers three-year business studies courses leading to a Bachelor level qualification.

Because the English language is viewed as essential in our school, at the end of the first year, we must undertake a placement of at least two months abroad. It is advised to go to English speaking countries to improve our business language which helps us prepare for an English exam which must be passed as part of our degree course.

However, students can go elsewhere if they wish. e.g.

Spain, China, USA.

The school was developed from a partnership between Franche-Comté’s Chambers of Commerce and Industry (CCIs) and is partly financed by subventions and taxes that the companies in the region must pay to the CCI. The fact that the school is an integral part of the Chambers of Commerce ensures that it maintains a close relationship with local firms and that industry is closely involved in the training provided for its future recruits.

Most teachers are professional business people seconded to EGC on assignments of varying length, although key subjects are generally taught by full-time staff. The mix of skills and experience amongst the teaching staff ensures that students receive not just an academic grounding but have the opportunity to benefit from the business experience of their tutors. This improves the overall quality of the courses, which are further enhanced by the foreign placement in the first year and strong encouragement to combine our academic study with a student apprenticeship in a business during our second and final years.

Like most large schools of business, every prospective student must pass an entrance exam. After that, we learn about the values ​​of the school, which are very closely allied to the values ​​of companies: commitment, communication, responsibility... and hard work!

Among the most important skills that are taught include marketing, management, finance and, of course languages, English being particularly important. But the courses at EGC also include less common subjects like personal development, time management and relaxation.

So for we French, business schools and business in general are not just about commerce - but everything that surrounds it in our lives as well. That leaves us plenty of choices for our career paths.

10

Life at EGC includes engagement with other campuses in class work, as well as in joint activities and projects, the prime objective of which is to develop our team-working skills. The experience of working closely with others in different groups helps us gain in confidence which is very important for our future careers.

Pauline Vinot

flea magazines attachee, Summer 2012 Editor’s note: A full list of the subjects studied at EGC during the first year is available in the web version of this article.

If you’d like to find out more, please contact business@fleauk.com

www.watford.theflea.co.uk

HAS YOUR PROPERTY BECOME

A MAINTENANCE TIMEBOMB?

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Do certain building defects remain a minor problem?

Or can they escalate into something more costly ?

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Let us Check We’ll give you peace of mind.

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11

The Business Flea

We talk with a young South Oxhey entrepreneur The South Oxhey choir brought this local area to the notice of a national audience.

Now a local man has become one of Britain’s youngest entrepreneurs as Founder and MD of A1 Digital Media. We caught up with nineteen year old Aiden Nichols for a chat, hoping he would share some secrets of his early success.

Have you always lived in South Oxhey?

Yes. I started school at Warren Dell Primary and on to St Clement Danes in Chorleywood.

Did you do well at school?

I suppose I did. I always worked hard but only concentrated on my favourite subjects - Maths and Business. I had an amazing Business teacher!

What got you interested in computers and IT? My Dad bought our family computer when I was 8 years old. I was fascinated and started teaching myself HTML. Why choose the software side of IT? It was something I’ve always liked and been good at.

The “IT” industry is huge. The internet has drastically changed the way people communicate and do business.

Was there a particular event or person that persuaded you to start up in business?

My parents have always been very supportive of whatever I did. From a young age, I knew I wanted to start my own business, so it wasn’t a surprise to them!

What would you say were the biggest challenges you faced when starting?

Sounds clichéd, but almost everything was a challenge at the beginning. I had pretty much no money and, although I knew the technical stuff, I needed premises, marketing material, sales processes, accounting systems, contracts and other legal stuff! It was quite a roller-coaster.

You’ve been incredibly successful in a very short space of time. Who helped you most?

As well as my parents I also have to thank Mick Dobson and Sara Armstrong at the Watford

12

Enterprise Agency (WENTA). They spurred me on since I got my first office space there.

How do you recruit staff?

I don’t employ anyone full time. I outsource everything that I don’t do myself. That keeps costs down and lets me use the best possible people for specific tasks. Websites like People Per Hour and Freelancer have made it easy to engage talented people quickly and economically.

Where do you see yourself in 10 years time?

I definitely still see myself working with A1 Digital Media, but whether I’m still as involved as I am now or just working from a beach somewhere with a glass in one hand and my iPad in the other - well that remains to be seen!

What do you foresee as the biggest challenges ahead?

Its going to be a huge challenge when I need to change roles from actually doing much of the work myself to just managing other people doing it - but I’m up for it!

What advice would you give a school-leaver thinking of starting a business?

Pretty much, “just go for it”. You’re only going to find out if your business is viable by doing it. There will be plenty of people who support you and even more to tell you it won’t work.

As long as you’re not trying to sell chocolate teapots - just give it a go.

A full version of this interview appears on our main web edition.

www.watford.theflea.co.uk

Planning for the worst? ...Or hoping for the best?

25% of businesses never reopen after a major disruption but for those that do, 80% say they were aided by having Business Continuity Plans.

Floods, fires, transport disruptions, civil disturbances, loss of key staff, theft, terrorism and data loss are all examples of incidents which pose a risk to your business.

Consider the impact these would have on your staff, reputation, and of course your customers, many of whom rely on your products or services and trust you to deliver what they need. How would your business or organisation cope?

Business Continuity Planning is about looking after your business to ensure you can get back to doing what you do best as quickly, efficiently and effectively as possible.

If you would like some help or advice on how to make plans to ensure you are fully prepared for an incident or business disruption, why not get in touch? Whether you are a large, complex organisation or the smallest micro-business, at Continuity Governance we can offer you tailored support according to your business needs. Not only do we offer planning but we can also support you with comprehensive testing and training to ensure your business is fully prepared.

Call 01923 693 746 or email info@continuitygovernance.co.uk “Continuity Governance Ltd – Putting People at the Heart of Business Continuity”

Workplace Pensions Reform Small businesses have time to prepare for auto-enrolment, but waiting until you have to is the wrong approach. There are significant benefits to grasping the nettle early.

As a business owner, you’re almost certainly aware that, some time between now and 2017, you will need to comply with new requirements to automatically enrol most employees and some other staff into a “qualifying” pension scheme as well as to contribute to that scheme.

Big companies have to comply by October this year.

The scheme will then roll out progressively to smaller companies over the next four and a half years so that by April 2017 it should be implemented by every company in UK. If you had more than 30 employees on the payroll on 1 April 2012, you now have at most 3 years to complete the implementation!

By 2018, the minimum company contribution will be 3% of qualifying salaries, while your enrolled employees must contribute at least 8%.

www.watford.theflea.co.uk

In the 13 months from September 2017, the minimum employee contribution will increase by 300% (from 2% to 8% of salary) - one of many elements of the scheme that will cause consternation amongst your staff.

As the DWP gears up with its advertising, your employees are likely to question the company’s intentions and seek to discover how the changes will affect them. You need to be ready to advise them and demonstrate your commitment to them and the scheme.

If you already have a pension scheme in place, find out now if it “qualifies” for auto-enrolment. The qualification requirements are not onerous. If you have no scheme in place, now could be a good time to start one.

AUTO-ENROLMENT

13

From Hobby to Business Marion Matthews started doing patchwork as a hobby over 12 years ago after a visit to America. Her passion has grown steadily ever since.

Traditional English quilts were handmade from pieces of scrap fabric, stitched together by hand.

The modern take on this is the craft of ‘patchwork and quilting’. Longarm Quilting adds modern technology to further enhance handmade patchwork quilt tops.

A traditional handmade quilt comprises three layers of fabric. On top is the handmade patchwork piece, secondly comes the wadding and finally the backing fabric. The three layers are then decoratively stitched together. This is where the Longarm Quilting Machine (essentially, a 14ft sewing machine!) works its magic, completing unique stitching patterns and bespoke designs in just a few hours.

The business idea developed following requests from friends and others to quilt their projects on her Longarm machine. So in 2007 Marion opened a small workshop offering a Longarm quilting service to fellow quilters under the company name of ‘Dragonfly Quilting’.

Marion says “ I take pride in ensuring that every quilt is treated like one of my own, with the result that some of my customers are returning with their third or even fourth quilting projects ”.

Dragonfly Quilting has quickly emerged as a successful local crafting business. Marion now maintains a stock of extra-wide backing fabrics and waddings for sale and is on course to have these available to purchase from her website within the next few months.

Find out more at www.dragonflyquilting.co.uk or contact Marion on 01923 440551.

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Marketing Brilliance You know there are many ways to grow a business including:

• Get more customers • Sell more to those you’ve got • Steal market from competitors • Add new products and/or services • Increase margins

And you know your best marketing people are your customers - they can persuade their friends and families or, if they’re a business, their own customers, to buy.

A small company will find even small efforts in these areas have impact.

Big companies must make huge strides to make any real difference to the bottom line.

So reviewing “big boy” marketing might reveal some lessons for smaller businesses.

Let’s consider the perfect marketing strategy for a big industry sector.

They must use all the levers - so they’ll need a whole new range of products, a large population of new customers, to sell more to existing customers, make the stuff cheaply, sell it at a high price, steal customers from competitors, use their existing business customers to buy loads of it and persuade their own second level customers to buy more.

Now just imagine if the potential new customer base was about >20% of the UK’s adult population, there was a huge indirect competitor from which to steal the business and the strategy was repeatable throughout Europe, the Americas and maybe elsewhere.

And what if they could persuade their biggest customer not only to fund promotion and marketing, but to buy the stuff and give it away - and even get the government to support the whole scheme?

If you haven’t guessed the sector, you’ll find the answer and more in the online version of this article - enter B2M in the fleasearch box at top right of every page of the watford flea website to find it.

Happy marketing..! www.watford.theflea.co.uk

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