BUSINESS INSIGHT


Try different approaches To communicate this opportunity to potential sellers, I thought I would take some different approaches to reach out to the market. I shot a video blog of myself in a virtual interview to communicate the reasons why sellers would want to be part of ManoMano. It worked really well and got great feedback. I also realised that a decision to engage in a new sales channel would probably mean our contact would need to communicate internally within their business. So, we produced an easy 10-step guide to doing business with ManoMano, contained within a presentation that could be presented internally. That also proved very successful.


Tip: Focus on your customer journeys. I am not just talking about the retail consumer here but everyone you interact with. Think about all the touch points and make sure they are all


a well-thought-out interaction.


Make the journey with your business frictionless, professional and, above all, make sure you are easy to deal with. That way, your customer can understand what you can offer with the tools that allow them to make a decision. This works for whether you are offering a service, selling a product, and even when you want to purchase something from a business making it clear of what you expect from them


The Team and the people When I


started working with


ManoMano, the team sat at around 140 in one office and this has grown to nearly 400 across four offices. Communication is very good between the teams; I would say almost fluid. I remember I spent a few weeks out of the country over Christmas last year and, not only had around 40 people joined the business whilst I was away, many changes and improvements had been made to the platform. The challenge to maintain a closely-connected team and make sure it stays true to its ‘why?’ puts pressure on many businesses but, for now, I think ManoMano is not only managing it well but shows a determination to maintain it. To help the team I was managing interact with teams in other parts of the business, we created an ‘afternoon tea with the UK team’ on a monthly basis, where we would invite other departments to join the team for a cream tea. It was a great way to build


relationships between teams – they worked really well and we even had other departments asking


when turn to attend. www.diyweek.net it was their


Fun A lot has been written about the importance of teams having fun at work and I am a firm believer that people having fun do their best work. Often late in the afternoon, when the team needed a lift, we would take a little time and play a session of ‘round the world’ with table tennis. ‘How does this help?’ I hear you cry. Well, for those doubters, I have lived through the experience of getting back onto the work floor and seeing the team re-energised for the rest of the day. Not only does it lift the team, it also facilitates a bond that helps to make them all more of a family. With an average age of 28 across the business, meaning the majority are millennials; self-improvement and personal development are important and I actively encouraged this in the team. There is much interaction across teams, from invites to a regular themed company party, to karaoke evenings, or even a celebration when a team has launched a new initiative through the business. There is a family culture here, where the team looks out for each other, works hard and has fun. I recruited a number of team members this past year and it was critical to make sure the right profile person was recruited. Ensuring that candidates shared the values of the business was key and formed part of the recruitment process. It was also essential to recruit individuals who made decisions based on data (well, we are in a Big Data world), thus building teams that were less likely to make decisions on assumptions.


Tip: I can’t emphasise enough that


shared experiences in a team create bonds that help them to pull together when taking on challenges, or when they want to push themselves and the pressure is on. Creating that circle of safety, where a team can rely on each other, is critical. So, when you are planning your next team event, don’t make it too serious. You can cover the business elements you want to deliver in a fun way; so be different.


Personality and character There is a fun and refreshing feel in how the business expresses itself. The imagery it uses is about having fun doing DIY.


The series of adverts being shown


around Europe currently has a strong comic value, with one featuring someone getting electrocuted as they try to pack the car. The strapline to the advert is ‘don’t be the delivery man…Shop online!’


ManoMano has also just paid for the rights to the Muppets theme


“When you are planning your next team event, don’t make it too serious. You can cover the business elements in a fun way; so be different.”


tune so do not be surprised when the whole country is singing “ManoMano…Do doo be-do-do, ManoMano do do-do do”. I have enjoyed singing the theme tune in many meetings. I love the fresh, fun approach that ManoMano has created; not taking itself too seriously and also happy to take risks, which gives the team the ability to flow and be passionate.


Inspiration for the future Looking to the future, ManoMano is certainly growing up. It recently went through a rebrand. The first branding was done in a rush in those early start-up days, and I really like the fresh new look for the business. Co-founder Philippe De Chanville says: “We’ve come a long way in five years, so it’s only right that we update the look of ManoMano, so that it’s in line with what we’re all about; creating more love in this DIY world. Our aim is to inspire our customers, partners, fans and teams. We want to be the driving force behind the expansion of the DIY community across Europe, with our messages of unity and encouragement. Breaking down barriers in the DIY sector and being a disrupter is our aim. ManoMano is not just about selling drills at a decent price, our aim is to be a brand, not just a marketplace.” I recently moved to support


another part of the business that is looking at innovation that can be brought to market to make projects easier


for consumers. Traditional


retailing is somewhat risk averse to backing new innovation and innovative products or techniques, as they have always struggled to sell product that needs detailed explanation. Innovating brands and businesses have confirmed that their best sales come from digital platforms, due to the ability to communicate a proposition, and this puts ManoMano into a very strong position.


ManoMano is working in close partnership with businesses that share this passion and will win, if they can predict consumer behaviour and their requirements for product, materials and techniques. This is certainly an exciting area to watch closely. Retailing is tough. Personally, I count my time as a retailer and supplying retail in dog years… makes me over 166…but I love it. It is a sector that allows you to create, influence, excite, help, change and make a real difference. My ‘why?’ is that, in everything I do, I believe people and businesses have an opportunity to improve. certainly


And, this past year working


with one of the fastest-growing marketplaces in the world has allowed me to do this.


14 DECEMBER 2018 DIY WEEK 9


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