entrepreneurs 15


Photographs by Angus Thomas


I’m the cook in the family and my wife works all hours at the hospital, she didn’t mind too much.


How successful has it been?


We started selling online and through a few stores and attracted the attention of a big corporate who was very excited by it and offered to buy it for a large sum. Unfortunately, after some considerable time and effort it all fell through, and they used the diligence to set up a competitor. It was a real kick in the teeth and I decided to get on with consultancy work.


It was only when Tom Baker, who lived in the same village and is now my business partner, kept pestering me to look at it again that I restarted the project. We put together a business plan, found ourselves an office and went out for crowdfunding, raising the majority of the £150,000 we needed in just three weeks.


Again, we were lucky. We attracted some great investors who helped us look at our USPs, rewrite our brand values, our message to consumers, and develop a completely new website.


Where do you go from here?


It’s still early days, but we are stocked by Sports Direct and we’re talking to many more retailers here and in Ireland, the USA and Canada. The energy drinks market is very much led by impulse buys; around 80% of energy drinks are consumed within 20 minutes of purchase. Ours is a very different proposition, it’s about educating the market on just how unhealthy we believe these drinks are and why an alternative is needed.


We have a product which is much healthier and more effective than anything else for people with active lifestyles. It comes in sachets, it’s portable, convenient, low calorie and it tastes great.


We’re already working on a new generation product which will be patented, so it’s an exciting time.


What was the VOOM experience like?


We had just three minutes to pitch to a panel of five judges, so it was pretty nerve-racking. If we get through to the finals we’ll be pitching live to Sir Richard Branson for the chance to win a share of £1 million, which is very exciting.


What piece of business advice would you offer?


Working with someone else, rather than on my own, has made a huge difference. I would say to anyone starting a business, if you can do it on your own, that’s great, but it can be a lonely time. When there are two of you, you keep each other’s energy levels up, you have a responsibility to each other and you avoid a lot of downtime.


Also, being a fairly “in your face” personality, my THE BUSINESS MAGAZINE – THAMES VALLEY – JULY/AUGUST 2016


experience in setting up the first postgraduate guild, working with the Dutch and being at the bottom of the food chain in a start-up has taught me a valuable lesson – eat humble pie, as much as you can, try and influence people, rather than go charging in like a bull in a china shop, you’ll get further faster. Despite what you think, you need others’ help; accept it when offered and seek it out whenever you can.


What was your first taste of being an entrepreneur?


When I was doing my PhD, I borrowed £3,000 from my father to buy a house and moved three friends in to help pay the mortgage that was probably my first entrepreneurial move.


How would you describe your career?


I’ve been incredibly lucky and am very privileged to have done some great jobs. The majority of my career choices have been serendipitous, I’ve been in the right place at the right time and then been able to take advantage of situations.


Have you had any role models?


Not really, but that doesn’t mean I don’t admire what some people have achieved.


I’ve


only recently engaged with mentors, and wish I’d done so earlier.


It is far easier to learn from


others than it is to do it yourself. There is bags of experience out there go find it; use it.


Given you promote an energy product, do you do any sports?


I’m an ex-rugby player, with no cartilage, two bust Achilles tendons, who likes and cooks good food and thus am a bit overweight. Between FireStar, a wife working A&E plus the Thames Valley Air Ambulance, and a two-year- old I love spending time with, I don’t have time for the gym. I must do better.


firestarenergy.com businessmag.co.uk


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