What do you get if you combine dogs, aromatherapy, and a previous career in sales? If you are Elizabeth Newman, 59, the answer is a new business selling an original line in aromatherapy shampoo for dogs.

By combining her two great loves with her work experience, Elizabeth is now running “The Pampered Pooch”, which supplies luxury shampoo for dogs. Coming up with the name was the easy bit – “I’m always calling my pugs pampered pooches”, she says. But has the rest of the journey been a walk in the park?

How it all started

For most her career, Elizabeth worked in the retail jewellery business as a manager and a buyer, spending over 25 years working in Ipswich and then for just over the year at David Morris in Knightsbridge. But at 55, she found it difficult to get work. “I was looking for a part time job and found I was either ‘too old’ or ‘too experienced.”

Around the same time, Elizabeth had a serious operation, and with it, a little thinking time during the recovery period. “I’ve always been a devoted dog lover, and I’ve always had a deep interest in aromatherapy. I started to think about combining the two into natural products for dogs.” This is when she found PRIME on the web and applied for an information pack.

How the product was developed

With an eight-week course in aromatherapy under her belt, Elizabeth knew she had a knack for blending oils. The next step was turning this into a professional product. She called in a favour from a friend of her Partners a conveniently fully-qualified aroma therapist.

“My Partner had landscaped her garden, so she was more than happy to help.” Elizabeth had soon created the blends and samples she needed. The blends were then sent to the Veterinary Medical Directorate to be approved and soon after, Pampered Pooch had four shampoos to its name.

Getting the product out there

First sample shampoos were sent to friends. Good reviews got the ball rolling, “I haven’t heard of a dog that doesn’t like it.” Particularly appealing thinks Elizabeth, is the fact that the shampoos entice dogs that usually don’t like being bathed into giving it a go. “Maybe it’s the aromatherapy, but it seems to calm them.” Elizabeth also took samples to other potential outlets such as dog breeders, saddleries (horse shops),country stores, pet boutiques and gift shops, “The local garage sells lots of the shampoos”, she says.

As a “born and bred salesperson” Elizabeth ensured she capitalised on opportunities where buyers may be lurking, hitting dog shows and charity events. Giving shampoos away as raffle prizes at a RSPCA and Suffolk Dog Day event was a bright idea. There was also a slot on her local radio Suffolk.

Apart from the cost of some samples, above-the-line marketing costs [where you give money to someone else] have been low. Elizabeth is holding back on creating a website,. She had quotes of over £1,000, but thinks that £150 is more what it should cost. “I wanted to try and stick to that.”

What’s next?

Elizabeth hopes to expand the business from the local area where she lives in Suffolk and eventually take in the rest of the UK. She also wants to expand the range, continuing to draw on her marketing know-how. Possible products include doggie gift bags with appropriate towels and brushes, dog clothes and even her own range of dog aromatherapy soaps.

‘I was told that I couldn’t’ do it in my late 50s, but I know from the responses that I’m getting that it’s the right move.’

As told to Clare Dyson

Contact details for The Pampered Pooch

Telephone: 01394 450264

Email: elizabethnewman@btinternet.com

If you're new here, you may also want to visit our main web site PRIME Business Club where we provide lots of practical information to support clients.

Olderpreneur Suzy Kilgour, 53 has become a specialist fitness instructor, after seven years in the charity sector.

Suzy Kilgour runs Walking Workouts – a fitness business specialising in power walking and low impact body conditioning. Group sessions take place on Clapham Common and cost £14 an hour. Personal training comes in at £40 an hour, and is tailored to the client’s needs. Suzy says, ‘we workout in the fresh air, so you escape the gym and absorb more vitamin D!’

Walking Workouts was launched in 2007 when Suzy was 51. ‘I got into the fitness industry by accident, when I was invited to join the Fit for a Princess team in 2006′ says Suzy. ‘It was completely out of the blue.’ Suzy trained as a fitness instructor, and Walking Workouts was born the following year when Suzy thought of the idea while out power walking on Clapham Common.

One essential tool to Suzy’s power walking business, are her Masai Barefoot Technology shoes. Suzy describes her MBTs as ‘those rather-strange looking shoes that have been designed to improve your posture and gait, and activate neglected leg and buttock muscles.’ The shoes have their own ‘walking technique’, which is meant to reduce stress on knee and hip joints. Suzy found that power walking in her own MBTs improved her knee and back problems and changed her body shape. She says ‘I wanted to help others to improve their own health and fitness.’

Starting out

‘I didn’t want to take any business away from Fit for a Princess, so I started completely from scratch.’ Says Suzy. ‘I did some leafleting, and put up notices in the local shops and cafes.’

Suzy approached female fitness clothing and equipment store Sweaty Betty, to start an MBT Walking Club as a free service for their customers. This introduced her to potential clients and gave the business good exposure on the Sweaty Betty store and website. Suzy also introduced the Walking Workouts business concept to her GP practice and to local physiotherapists.

Another tactic was to write press releases, and send them out to local media. Suzy is always updating her releases, which enables her to send them out regularly. Contacting local or national media is a great way to create publicity, and is absolutely free to do. Make sure you include all your contact details and try to have photographs available to send on request.

Qualifications

In 2006 Suzy took her Central YMCA Qualification (CYQ) Level 2 in ‘Fitness Instructing’ (Exercise to Music).

In 2007 Suzy took Level 3 FitPro Advanced Instructor Modules in ‘Training in Different Environments’, ‘Advanced Resistance Training’ and ‘Exercise Prescription for Fat Loss and Fitness’. Suzy also gained a CYQ and Leki certificate in ‘Nordic Walking’.

The qualifications give Suzy accreditation as a professional fitness instructor, and give her a variety of styles to use in her classes.

Age is no barrier

Suzy’s mantra is ‘50 is the new 30.’ Suzy passed her fitness qualifications at 50, and leads an extremely active lifestyle.

‘When I was approached by Fit for a Princess’ says Suzy, ‘I said “You do know I’m 50, don’t you?” But it wasn’t a problem, and I haven’t looked back since.’ Age is certainly not a problem for Suzy’s clients, who can range from 30 – 88 years old.

Skill Voids

When Suzy first became self-employed in 1990, she had never used a computer. Suzy taught herself the basics, and gained experience as a freelance travel writer and marketing consultant. But running a business demanded a bit more.

Suzy used Mr Site (www.mrsite.co.uk) to create her basic website. You choose a package – £20-£100 depending on how much you want on your template. Then you select the style, number of pages, and edit the content. Visit www.primebusinessclub.co.uk for a Mr. Site discount. Suzy brought a local web designer on board, to personalise the site to her own specifications.

Most libraries offer free computer courses for the over 50s. If not, contact your local council, who will be aware of support in your area.

Bookkeeping and accounts were a worry for Suzy, so she employed an accountant. Hiring in a professional is one way of covering your weak points. If you have a small budget, you can offer to trade one of your own services instead of cash. Or you can employ someone on a temporary basis, and learn from them, so you can take over when they leave.

Business Support

Suzy took part in the free Enterprise on Track course, run by London Metropolitan University. ‘It was useful in lots of ways’ Explains Suzy. ‘I found a peer mentor group which has been a great support. Running a business can be very isolating. I would definitely recommend finding someone to mentor you as soon as possible.’

The course made Suzy think about what she wanted out of her business. ‘To make it fly, I would have to put all of my time and passion into it. It would have to be my ultimate dream’ says Suzy. ‘But in the end, other things were more important, and I decided to cut back on the business and spend more time with family.’

The decision to go part time means Suzy has a lot more freedom. She now runs just one group class per week, and takes on more private work, which is flexible. Suzy is financially stable enough to not need her business income for survival. So Walking Workouts is a ‘hobby-business’ that keeps Suzy active, and brings in some extra cash.
Contact
Suzy Kilgour
Walking Workouts
Tel: 0207 585 1344
Mob: 07980 650 951
Email: info@walkingworkouts.co.uk
Web: www.walkingworkouts.co.uk
Hilary Farnworth
Manager, Centre for Micro Enterprise
London Metropolitan University
Business School, Room 1-11
84 Moorgate
London, EC2M 6SQ
Tel: 020 7320 1573
Email: hilary.farnworth@londonmet.ac.uk
Web: www.londonmet.ac.uk

After 30 years in finance and leasing, 58-year-old Robert White has started a new trade as a domestic energy assessor.

West Bromwich man Bob spent 30 years in finance and leasing, as sales manager, business development manager, and managing director. With the recession the market declined, and Bob found himself made redundant three times in three years. ‘I didn’t want to rely on others for my employment, and I didn’t want to be made to retire while I was still fit for work’ explains Bob. ‘Self employment was a way to take control.’

Bob’s business IDEAL (Independent Domestic Energy Assessors for your Location) provides EPCs (Energy Performance Certificates) and HIPs (Home Information Packs) for the Greater West Midlands area. IDEAL serves local estate and letting agents, housing associations, local authorities, private landlords and solicitor and conveyancing agents, as well as assisting private individuals who wish to get certificates or advice before making home improvements.

Bob says ‘since the 1st October 2008 regulation has changed to state that all properties must have an EPC.’ The certificate grades the building’s efficiency from A-G, showing how this could be improved after recommended modifications. Bob’s services cost around £60 for an EPC, and £250 – £350 for a full HIP’s pack.

Starting up

Bob researched several business ideas including energy assessment, franchising a travel agency, and finding cost reductions for businesses. Bob chose energy assessment because start-up costs were cheaper, and because the training college in Reading, The Energy Assessor College promised immediate work after qualifications had been obtained. This promise never materialised, and Bob has learnt to be wary of small print.

In March 2008, Bob attended a PRIME self-employment workshop. The event included where to go for local support, the basics about starting up, and a networking session. Bob says:

‘It was good meeting like minded people – finding out where they went wrong, and where they went right. We heard one couple talk about their curtain business, and it was interesting hearing about how they did their marketing.’

Business Link provided useful advice about how to manage cashflow and business costs. They provided a cashflow template, and gave Bob some contacts to ring about setting up a website.

Training

In February 2008, Bob did a Diploma in Energy Assessment costing £4,000. Bob studied for about six months, and covered five modules. Exams were taken at the end of each module, and Bob had to talk a lot of friends and family into offering their house up for a practice survey.

After passing his Diploma, Bob became accredited with the National Home Energy Rating scheme (NHER). The accreditation proves that IDEAL meets quality control standards, and allows him to trade legally. Bob pays an annual subscription of £250 plus VAT to be a member of the NHER. Bob’s contact details, website, and services are listed on the NHER site, and can be searched for via postcode.

Marketing

Bob’s main marketing tool is his website. He stumbled upon printing.com while researching local printers. Bob found that the company friendly and keen, and took up the offer of an all-in-one service. Bob says ‘I wanted a professional website to give me a presence. I spent about £1000 and got the website, leaflets, letterheads, compliment slips, business cards, and logo included in the package.’

Bob decided against newspaper advertising after realising it was expensive, and not used by others in the industry. Instead Bob got the word around by knocking on doors and introducing himself:

‘I went to estate agents and letting agents and gave them a business card and flyer. Whether they were interested or not, they all asked for a price.’

Bob’s tip is:

‘Never quote a price. Say “Can I come and see you?” That way, you can understand what the client needs, explain how you will deliver it, and negotiate a good price.’

Age is no barrier

Bob claims that age does not need to hinder, but can instead, be used as a sales tool. Bob is convinced that he got his first deal with a letting agent by emphasising his years and experience, and assuring his client that he would be respectful and professional.

Expanding

A year after starting IDEAL, Bob is looking for ways to expand. One idea is to become a sales agent for renewable energy products, such as wind turbines and solar panels:

‘The changing climate means that these products are already being recommended by the government. It is only a matter of time before they are compulsory’.

Contact

Bob White
IDEAL
64 Europa Avenue
West Bromwich
West Midlands
B70 6TU
Tel: 01215531770
Mob: 07950 786282
Email: robert@idealenergyassessors.co.uk
Web: www.idealenergyassessors.co.uk

“Services are falling away thick and fast. There are fewer post offices, fewer bus services. Villagers were in danger of becoming isolated from one another.” This was the thought
process that sparked Ann Davidson into creating My Village News, a local magazine which is attempting to bring her community back together.

After being made redundant from her job in newspaper advertising, Ann, 57, saw a need for a magazine in rural Cheshire where she lives. What started as a small idea is now well on the way to becoming a big success story. The monthly magazine My Village News has just celebrated its first anniversary, with 12 issues published.

“We started modestly in May last year with 24 pages”, says Ann, “and delivered to two-and-a-half thousand homes and businesses. Now we are averaging about 50 pages – and we deliver to over 5,200 homes”.

Ann and her husband John deliver all the issues themselves, which takes about eight days a month to do. What makes the task more arduous is that My Village News is aimed at a rural readership. In rural communities houses aren’t always easy to reach. Indeed, many free newspaper teams don’t bother to find the more difficult country addresses, but Ann and her husband feel it’s important to deliver to everybody. They laugh about the trials of finding the elusive letterboxes and the long drive-ways. “We’ve got to know the dogs – and which ones are friendly and which to avoid!”

Local advertisers fund the magazine. Ann believes one reason the magazine is doing so well is that people are moving away from buying from large chains, preferring instead to put their trust in local retailers and produce. As long as people are happy to support their local advertisers, Ann is confident the magazine will be well funded.

However, My Village News isn’t all about business. It also contains free listings for local events such as fetes, proms and charity events, reviews of local pubs and eateries and editorial features. Ann and her husband write and produce the magazine entirely themselves, sending the final disk
to the printers in nearby Nantwich.

Ann’s advice to others thinking of starting a business is to do plenty of research first. For example, Ann came to the conclusion that delivery had to be a high priority, to make sure enough readers were genuinely receiving copies. This would then increase the chance of advertisers getting a good response – which is what drives the long-term commercial viability of the business.

Ann turned to PRIME for encouragement after a friend suggested them. “We went to see PRIME within our first three months. I wanted some advice about the insurance I’d need to cover my business. I used PRIME to discuss ideas and thoughts, and used them as a sounding board. They are very approachable, and always returned my calls.”

Ann suggests making full use of your own experience. “After being made redundant, your first instinct might be to do something completely different. But consider the experience that you have gained in the workplace, and think about going with something you are familiar with. Selling advertising is second nature to me.”

Compared to Ann’s old office routine working on a newspaper, the hours that she works now suit her much better. She can fit magazine work around looking after her grandchild.

Garry Stephenson, 55, has set up an innovative photography company just months after being made redundant.

Garry, from Cannock in the West Midlands, was made redundant at Christmas from his job inspecting motor homes for a large local vehicle importer. His company SkyHiFotos.co.uk offers photography from an unusual angle – taken from the top of a special 50-foot mast.

Garry himself stays on the ground, controlling the camera from a laptop which shows the precise view being photographed. The Canon digital camera is attached to a motorised tilt-and-swivel head tilt he can control with his mouse. Garry is fully insured and is using professional equipment designed for this application – the extensible aluminium mast has wide legs and can be secured with guy ropes and pegs for extra stability when fully extended.

In addition to taking high shots made possible by this equipment Garry will also take ground level and interior shots to offer a full service. “I’d like to specialise in aerial photography”, he says. “But when you are first starting out you’ve got to do what you can – and go where the money is.” That said, he is keen to get work that allows him to develop his speciality – hence the Sky Hi name he has chosen for his business.

He first got the idea from the Internet. “I saw a pole advertised, then looked into what types there were, what they could do and what they cost. I found that I could get something suitable for not much more than buying a good fishing rod and all the kit.”

“For me it ticked all the boxes. Firstly something I could start almost as a hobby, but then secondly something I could work with as a business. And then thirdly something I could keep doing into retirement.”

Garry had always been a keen amateur photography. And indeed, over the years he had done some weddings for friends.

But aerial photography is what got him seriously interested in taking up photography as a means of making a living. It gave him what marketers would call his “unique selling point”.

“I could be a wedding photographer – along with about 200,000 others”, Garry explains. “Or I could be an aerial photographer – and one of about probably 50 maximum in the UK.”

Garry got little warning of the redundancy from his previous job. He heard in November that his employer was thinking about redundancies and then got his notice at Christmas. He received the basic statutory redundancy package (see below) rather than an enhanced package, so he needed to start earning again soon.

“At 55 it’s very difficult to get a job unless you want to be stacking shelves at Tesco or Asda. That’s not what I am. I was already thinking I could be doing something in photography. But when the redundancy came along it pushed me into it faster.”

Garry did get some advice on turning his hobby into a business from the Institute for Innovation and Enterprise, based at Wolverhampton University. He got a total 10 hours one-to-one business mentoring spread over a number of sessions.

“It was useful in that it took me in directions I would not normally have gone – it opened my eyes to other possibilities. By yourself you tend to get into a fixed frame of mind. If that doesn’t work you sort of fall flat on your face. With mentoring your thoughts open up to more possibilities. So eventually you do find your own niche.”

Garry’s advice to others is to get your business underway whilst still in a regular job if at all possible. “Get a couple of contracts in place fast to get the money flowing in. Work it around your existing job if you can, before deciding to go fully self-employed. It’s easier if you are already in work. I wasn’t quite ready when I was made redundant.”

Contacts:

Garry Stephenson sales@skyhifotos.co.uk
Tel: 01543 425753, 07523 897968 (mob)

Innovation and Enterprise
University of Wolverhampton University
Tel: 01902 518960
Email: innovation@wbs.wlv.ac.uk

More about redundancy pay and notice

How much notice you get and the amount of redundancy pay you are entitled may be written in your contract of employment. But there are legal minimums which you are entitled to anyway, and these depend on your age and how long you have been working for that employer. Legally you are entitled to one week’s notice for each complete year (up to a maximum of 12) if you’ve been continuously employed for two or more years after the age of 41.

The rules are fairly involved. There’s a useful calculator at the Direct Gov site.

If you are faced with redundancy it is also worth checking out the independent site Armchair Advice.

Elizabeth King, 51, and Vanessa Payne, 39, run a new car wash service in Cheshire. The business is based on Vanessa’s professional expertise in car valeting and Liz’s hands-on approach and willingness to learn something entirely new.

The two women were friends before deciding to run a business together. “We are both horsey and we actually met when I bought an Arab mare from Vanessa, who was then living in Cumbria,” explains Liz.

When Vanessa subsequently moved to Cheshire, the two women realised there was a potential business opportunity for them in the local area. Vanessa had several years’ experience in car valeting, while Liz had noticed the growth in car traffic and realised there was a gap in the market.

It has taken Liz and Vanessa almost two years to get their business up and running. Finding the right premises was a particular challenge. But they have now launched Arclid Car Wash, based in the village of Arclid, between Sandbach and Congleton, not far from the M6 motorway.

“We have done a lot of local research on valeting and car wash services and we are in a good spot here to capture trade,” says Liz. “We did start to look for premises nearly two years ago, and at one point we were waiting for some new units that looked promising. But then these premises [in a former garage] came up and they are better because we now have a workshop, with the pits, as well as offices and a waiting room area.”

While Vanessa has a professional background in car valeting, this is a new business area for Liz, whose main experience is in design.

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Linda March, who is over 50, is currently setting up a rather unusual business. Called Court Support, it provides a service to witnesses attending a Court of Law or similar hearing.

Linda attends Court with the witness. She supports them throughout the experience by explaining the court process, helping with their testimony or statement and dealing with resulting press queries.

Linda previously worked for a public sector organisation and delivered a similar court support service for the staff. This service was well received by both staff and their managers. There seemed plenty of demand for this rather specialised area of public relations.

When her job came to an end Linda thought that this was an idea she might be able to turn into a free-standing Court Support business. It would give her the chance to put her energies into something new.
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Being Scottish, Eleanor Dowds, 53, probably appreciates the well-known words of Burns about the best-laid schemes of mice and men “going aft agley”.

Having worked for more than 30 years as a nurse, Eleanor, who is based in Cheshire, has been planning a move into self-employment for her middle years – but her plans have had to be put on hold for the time being.

“I had planned to take early retirement, which is possible in the NHS at 55, and that would free me up to have a career diversion, into building up a business,” explains Eleanor.

The new career that Eleanor has been planning is in the home-staging business, making homes more appealing to potential buyers. Eleanor and her husband have direct experience of enhancing homes, not only through having renovated two houses in which they have lived themselves, but also through having bought and renovated two properties to rent out.

Using a combination of workmen and their own efforts, Eleanor and her husband have carried out a wide range of renovations, including installing central heating, rewiring, plastering, installing new bathroom and decorating. This has been possible, explains Eleanor, because until recently, she was working only three days a week in her job as a nurse in a local hospital operating theatre, giving her the time she needed to work on her house project.

Two years ago, the couple moved into the house in which they now live and carried out extensive renovation. “It was as we finished that work that I realised that I could probably develop this as a business,” Eleanor says.

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Harry Dennis set up his own business in October 2005, when he was 51. Based in Stockport, Harry has worked in the chemical industry his entire career and has now built on his experience by setting up an environmental consultancy, Dennis Environmental Ltd, which specialises in waste management, in particular waste minimisation and hazardous waste for the chemical industry.

“I was working for a company in Manchester that was transferring a lot of production over to India and China,” explains Harry. “Eventually, the company announced that the site where I worked would close and I decided to leave almost immediately. I had no plans to take early retirement.”

Instead, Harry decided to capitalise on the skills he had learned most recently in employment.

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