Issue 2July 2009 www.homebusinessnetwork.co.uk 5
CASE STUDY :: RIDER INDUSTRIAL CLEANING
Cleaning company looks to polish its image
Paul Rider wants to double income at his cleaning business.
First he needs to raise his profile. Philip Smith reports
Paul Rider reckons he’s hit It’s grown organically. “after I got
on the best way to grow his some work at the council, I used the
industrial cleaning business: he cash to buy some new machinery,
offers to work for free. It’s not then got offered another job. It’s
that he’s lost his business sense, just grown from there. I’ve just
it’s more a case of getting a foot edged my way along.
in the door, proving his eight year “I once did a big job and got
old firm can deliver and then pick £26,000 for it. By the time I’d
up larger, more lucrative work. paid everyone I was left with
Paul, 37, hit on the idea of £18,000 and used that to buy
launching his company after new equipment. Then I made a
cleaning farm buildings following lot more money on another job
the foot and mouth outbreak. “I using that equipment and then
saw there was an opportunity used that cash to by a van.” His
to make good latest piece of
money,” he equipment fires
says. “I’ve done
❝
I’ve been a lifeguard, baking soda
a lot of jobs
fork lift driver and a
at walls and is
in my time. used to clean
I’ve been a
supply chain analyst. It’s a
paint. So far
lifeguard, fork
mixed bag.
❞
he’s invested
lift truck driver £45,000 in kit.
and a supply Paul is now
chain analyst. It’s a mixed bag.” looking to grow his business. “I
He now runs the £160,000 would like to take on another
turnover business from his spare two or three people and perhaps
room at his Darlington home. double the income,” he says.
The firm, with a staff of two, But first he needs to win more
carries out basic maintenance contracts and to do that he needs
Paul Rider: Reinvested for growth
and cleaning work such as drain to raise the profile.
clearing and graffiti cleaning. “The thing is, we have had it easy “Basically, I am now back just “I have one contract that pays luckily there aren’t a lot of
The business picks up contracts for the past two years - too easy. I knocking on doors – mostly the about £40,000 a year and my first companies who want to work with
from housing associations, blue got complacent and didn’t go out council’s. It’s what I did when we first job for them was for free. That, for drains; they stink and they are
chip companies, property and and promote myself. I have tried started – go and do half a day for my business, is the way to go. You horrible! But we do, and we do it
facilities management agents, advertising but it doesn’t work. We free. If you want someone to spend get your vehicles on site and get well,” he says. “I wouldn’t get a job
regional and local authorities and spent £20,000 on Yellow Pages thousands of pounds with you, you to chat with them, find out what that pays me what I earn now.”
government departments. “We and got about £21,000 worth of have to be prepared to give up four they want and need. The hardest
work all over the north,” he says. business. Not a great return. hours of your day. It’s a slow burner. part is to get in the door.
www.rider-industrial-cleaning.co.uk
Ceri Henfrey Vincent Scammell
Head of Business Banking Sales and Marketing Director
Alliance & Leicester Commercial Bank Regus UK
THeRe are a whole host of activities that services he can provide and give details of Small businesses need all the First, profile. Rather than meet
Paul should consider in order to raise the his website. However, to be successful it is support they can get, even more new clients in the local coffee shop
profile of his business. While he has had vital that Paul ensures his leaflets land on so if they are growing. Paul will no or hotel lobby he can leverage the
limited success advertising in business the decision makers’ desk, as if they don’t doubt be spinning a number of plates high quality facilities at his business
directories, he should consider other they could simply be seen as junk mail. so outsourcing core yet non-critical headquarters, located in a recognised
media, such as local newspapers, radio as well as advertising, PR could be activities would be a huge benefit – a business district.
and trade publications. invaluable and cost effective tool. as the call answering service would save him Second, the centre will give him the
Paul appears to have had real success business already has contracts with the and his team a significant amount flexibility to instantly scale up or down
in certain sectors - local authorities - and likes of housing associations and blue chip of time, present a more professional depending upon performance.
therefore advertising in sector specific companies, it might be worth considering image and ensure no new business Third, is cost which will be fixed,
trade press could give his business diversifying and offering additional opportunity goes unanswered. transparent and therefore predictable.
the boost he needs, as they will be services. For example offer to provide as Paul looks to grow by Finally, if he finds a provider with
distributed to the specific audience he caretaking services or maintenance targeting larger organisations he a good geographic footprint he will
needs to attract. services such as minor repairs. is going to need to move out of be able to leverage their network of
He should also consider distributing Finally, learn from other businesses his front room and into a more centres to support him wherever he
leaflets to key potential customers – this experiences of expansion by joining professional environment, such as a is trading, be it Newcastle, leeds,
is an even more direct approach and local or trade bodies, such as his local business centre. This will deliver a manchester, liverpool or anywhere
will enable Paul to explain the range of Chamber of Commerce. number of benefits. in-between.
I
C
Patricia Marchand is no newcomer to The problem is that while she gets many Graham Cooke, Google UK, replies:
home working. The 62-year-old Parisian hits at her www.24-7petsshop.com “‘Revenue per visit’ is a very important
has spent 28 years as a home-based site, customers are only spending small metric consider. To increase the average
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database expert working mainly for amounts. “It may be the recession but order value show shoppers appropriate

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public sector clients. also you only need one cage for a parrot,” cross-sells, for example buy a cage and
But her latest venture, run from her says Patricia who keeps all but two of her at the checkout page suggest cage
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Cheltenham home, is a far cry from the birds in a garden avery. cleaning products, bird toys, and other
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world of technology. Patricia sources and “I do get many visitors and have a accessories. It’s critical to test the best
sells dog and parrot accessories. “I have tracking package to see visitors entering the cross-sells based on people who add
Got a question for our experts?
23 parrots,” she says. “mostly african store, but they are not buying very much. I them and learning from the ones where Write to: Home Business Network Clinic,
SIN
greys and cockatiels.” But only one dog. “I am on Twitter, Facebook, Google and Yahoo people don’t - showing an irrelevant list
Red lion lodge, Bentley, Farnham,
U
went to a shop one day to buy a toy for my adwords and my prices are competitive, will not help to increase the average
Surrey, Gu10 5HY, or email:
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dog and came out with two cockatiels.” what am I doing wrong?,” she asks. order value.” google.com/analytics
clinic@homebusinessnetwork.co.uk
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