6 minute read
Signs of the times
Dan Jackman and Gareth Marelli
We recently spoke to Dan Jackman of Blue Lizard Signs to find out how the last year has been for them
SIGNS OF THE TIMES
How have the events of the past year affected your business?
Since being on Manor Royal we have increased our turnover, profits and the size of our team year on year. Last year, 2020, was due to be no exception and we were looking to have the best year yet, but the events of the year hit us, like many others like a ton of bricks. Even two or three weeks before the first lockdown, clients were cancelling or postponing jobs left, right and centre due to the chaos and worry of what was looming. When Boris eventually gave us the news that we had to shut down it was a very scary and nerve-racking time. It felt like the business that I had spent the last 20 years building was teetering on the edge of a cliff. Many of our clients had shut down, the work had stopped, I had staff wondering if they would be paid and if they had jobs, I had invoices outstanding and I had bills and rent to pay. The only thing that was slightly consoling was that everyone was in the same boat.
What were the biggest challenges that you had to overcome?
Our biggest challenge was finance and cash flow. You can plan for anything if you know what’s around the corner, but no one knew. How long was the lockdown going to be? During the lockdown, are our clients still going to pay outstanding bills? Is the bank balance going to get hammered? Are we going to be able to pay our bills, can we pay the rent and rates, can we pay the wages? Will our clients still be there and is the work going to come back in once the lockdown is over? It was all very overwhelming, so we took advantage of the furlough scheme which took away some of the anxiety for our employees and we took out a bounce back loan to use as a financial cushion which worked a treat. Although we could have deferred VAT and tax payments, I was concerned that this would make cash flow worse in the long run so managed to keep on top of these.
What do you have on your agenda to help you navigate current uncertainty?
I’m always the optimist so I am sure that once business is allowed to get going again, we’ll be as busy as ever. I agree with the Bank of England and feel the economy is like a coiled spring ready to bounce back strongly. The start to this year has already been very encouraging, and we’ve already broken our own records so have no doubt 2021 will be a booming year for everyone. We all just need some consistent positivity, to stop listening to the morbid national media and shadow cabinet who just want to talk about recession and downturn. In my opinion, the work is out there. As long as we keep offering a great service and top-quality product at a reasonable cost, the business is there for the taking.
How important are your links with the Manor Royal BID?
The majority of our business comes from Crawley and the surrounding areas so that’s why we made it our permanent home five years ago when we moved to our 3000 sqft unit in the Gatwick International Distribution Centre. Being in the hub of Manor Royal really works well for us with so many of our clients being local. The Manor Royal BID team have been very helpful over the years with advice when we’ve needed it. Steve Sawyer in particular has always gone out of his way to help us with various queries and was even instrumental in arranging super fast broadband for us. I think Manor Royal residents are lucky to have the MRBID team to support them.
How important is technology to your business?
Very important, we strive to keep on top of new innovations. We’re all computerised, from the cloud-based management, accounts and storage systems, VOIP telecoms, Superfast broadband and cloud CCTV to the very best design software, top end computers, vinyl plotters and wide format digital printers. We wouldn’t be able to do much without technology... I haven’t touched a signwriting paint brush in over thirty years!
Where do you see future growth coming from?
I’m confident that the Airport and all its supporting industries in the area will be bouncing back with a vengeance once all the restrictions have been lifted so the growth of all businesses will organically increase. As the main part of our business is vehicle branding I think all the new electric vehicles appearing on the market will be a specific growth area for us. I always think that our industry is a good barometer on how business is in general. Signs and graphics aren’t at the top of the list to run a business so it’s usually one of the first things people stop spending on when the economy slows down. But conversely we can tell when the economy is picking up. Businesses start promoting, changing run down vehicles, move to larger premises etc and we are there to make those promotional banners, turn vehicles into mobile billboards and make new signs for their shiny new offices. So, from what we’ve seen appearing on our order books... growth is back.
Why do your customers choose you?
I’d like to think it’s because we look after our customers giving them peace of mind and they walk away happy with a well designed, well installed quality product.
We are well established, I started Blue Lizard 21 years ago. And because we’ve never had a sales team as such, no one’s pressured into a sale, there’s never a hard sell. The guys that the client speaks to about their requirements when they come in or call are the same guys that design and manufacture, so they really know their stuff.
Our products are well designed, we have several fantastic experienced designers and feel that Blue Lizard has a certain style which makes me confident that our designs are always a step ahead of the competition.
Our products are well installed because the vehicle graphics and wrapping installations team are so experienced, have very high standards and have all been fully trained by world leading vinyl companies in the correct way to install. Signs, graphics and vehicle livery are your 24 hour, 7 days a week visible advertisement. No other type of marketing offers you such continuity so that’s why it’s so important to get it right first time”.
What would your advice be to someone starting out in business today?
I love entrepreneurial spirit. There are many great things about being your own boss and If you have a service or a product you can offer, why not?.
Be prepared, don’t risk anything you’re not willing to lose, look after your clients, don’t burn bridges and respect the competition. Never be under the impression you’ll make money from the day you start and think that you know it all, take advice when offered (from the right people). I’ve been doing it for over twenty years and I’m still learning. However hard you think you have worked in the past, I assure you, you’ll be working even harder when starting your own business.
Oh, and very importantly, make sure you market yourself well and can be seen.... Come see Blue Lizard Signs for that bit! Business is there for the taking... just go
