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THE FAMILY BUSINESS THAT’S GETTING FIRED UP OVER DIGITAL TECHNOLOGY
Northern Kilns’ Jen Cross shares how digital transformation holds the key to growth for the Lancashire-based SME.
“With more than half a century of history, 12 people’s livelihoods and three generations of our family tied up in the business, it feels like there’s a lot riding on the decisions we make”, says Jen Cross, operations manager at Pilling-based Northern Kilns.
Alongside her brother, production manager Adam, Jen is the third generation of her family to lead the business which makes pottery kilns for industry, education and home crafters.
Together with their father, managing director Adrian, Jen and Adam have steered their 12-strong staff team through the dual trials of the pandemic and Brexit.
A NOW-OR-NEVER OPPORTUNITY
“There’s no question that the last 12 months have been tough. Like a lot of businesses we had to stop production during the first lockdown”, Jen says.
“That said, there have been some unexpected positives, too. We’ve been blown away by an explosion in demand for home kilns as more people discover the satisfaction and mental health benefits of throwing and firing their own pottery.
“And Brexit means some continental kiln makers stand to be affected by increased border controls.
“Altogether, it means we’re at an exciting juncture for the business and we have on our hands a real now-or-never opportunity to take kiln production to the next level.
“This strategy will hopefully enable us to build our nationwide market share and take on more staff here in Lancashire. Longer term we’d also love to move to more suitable, purpose-built premises.”
Despite her vision for improvement, Jen admits to feeling daunted by the challenge of introducing new technologies. She continues: “How do we know which tools will unlock the potential in our business and which might be expensive and time-consuming mistakes?
I try not to dwell on it, but there is pressure in sustaining and
growing a family business Jen Cross, Northern Kilns
DIGITAL: KEY TO GROWTH
OR EXPENSIVE MISTAKE? To achieve the family’s ambitions for increased productivity, Jen says her first task is to streamline internal processes and iron out any delays and inefficiencies: “We’ve made great use of technology in our office-based operations but communication with the workshop is still paper-based.
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“To realise our plans for growth, we have to digitise wherever we can. Glitches and hold-ups that are manageable now could cause major headaches when we’re operating at a larger scale.”
“Although I try not to dwell on it, there is pressure in sustaining and growing a family business and we’ve got to carefully consider our options.”
LAYING THE FOUNDATION
FOR GOOD DECISIONS To help her navigate this digital transformation, Jen joined Evolve Digital, an online programme designed and delivered by leading academics at Lancaster University Management School (LUMS).
It’s based on research by LUMS professor Steve Kempster into how, when driven by strong leadership, new technologies can help family-run businesses be more secure and sustainable for future generations.
LUMS has been selected by the Department for Business, Energy and Industrial Strategy (BEIS) and Innovate UK to deliver Evolve Digital, which is part of a national research study. The outcomes will inform UK government policy on the needs of small, family businesses.
Jen is part of the first cohort of business leaders that began the three- month, fully-funded programme in autumn 2020. She says: “I presumed Evolve Digital would simply teach me how to choose the best technology for our business.
Evolve Digital NW
Developing small family businesses to explore the potential of digital technologies
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