June / July 2019 issue of the independent North Devon-based business magazine covering news about business and enterprise in Barnstaple, Bideford, Braunton, Chulmleigh, Combe Martin, Holsworthy, Ilfracombe, Lynmouth, Lynton, South Molton, Torrington, Woolacombe and more.
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FOOD & DRINK Finding Jobs for People and People for Jobs Temporary & Permanent recruitment solutions throughout North Devon! 01237 439500 In a recent workshop, I gave soft drinks the hard sell, with stats, trends and profit-boosting techniques that left attendees shaken not stirred. Here’s the low-down: Premium paving the way The soft drink industry is now worth over £8 billion, with last year seeing an annual increase of over 5.6% in value and 2% by volume. Luxury mixers (triggered by artisan gins), cordials and soft drinks have enjoyed the greatest uplift, as consumers seek out premium brands that deliver superior quality, strong brand stories and a play on provenance. No mocking the Mocktail Once a token gesture, mocktails now stand proud alongside cocktails as one in five consumers now define themselves as teetotal. With younger generations increasingly health-conscious, low and zero-alcohol alternatives are on the up . . . with sugar continuing as the #1 health concern for the fourth year consecutively. Stir in the art of ‘perceived value’ and mocktails make for serious profit-power. www.simplerecruitmentltd.co.uk Biggin’ up beverages Sara-Jane Williams of BrandLanterns on the profit-power of soft drinks Profit power With ‘restaurant typical food costs’ reported at approximately 25-30%, but beverages at 20%, drinks provide a great opportunity to stretch profit margins. Furthermore, with pressure for hospitality to be more experimental, beverages are lower risk than new dish concepts. Give them the space, psychology and descriptions they deserve on a separate menu, and consider tabletalkers or postcards to get promotions front-of-mind. Emerging trends The coolest drinks right now? Innovative flavours (vegan and plant, medicinal, ethnic); bitter not sweet; cold-brew teas (nudging over coffees); superpower water (added minerals, vitamins, caffeine etc); digestive health (especially Follow us: those using traditional methods of fermentation, pickling and preserving); sustainability (not just packaging and processes, but also wonky fruits, peels and seasonals). Last but not least, the ‘freefrom’s (with gluten-free behind half of all the free-from sales value in 2018). Comfy or Cool? Traditional? Trendy? Foodies? You know your customers best; the challenge is to find the balance between a beverage menu that’s within their comfort zone versus delivering new experiences that reinvigorate footfall. Seek supplier support with a dedicated beverage programme (or ask us) to keep your menu ahead of the game this summer and beyond. ■■Details 01271 372620 or brandlanterns.co.uk Beautiful candles – Handmade in Devon SHOWROOM & STUDIO Lyn Candles . Lynton . N. Devon . EX35 6BS Tel: 01598 753321 www.lyncandles.com e-mail: email@example.com 01271 267420 | firstname.lastname@example.org 8 business action | June / July2019 | business-action.co.uk
ENTREPRENEURS Is business easy? Everyone else seems to think it is. This is how most business people feel. Terrified of the truth, hiding their own vulnerabilities and joining the world of fake that is now so prevalent in society. I feel really passionate about this statement. I called myself an ‘accidental entrepreneur’ for years. I actually feel vast numbers of us are now ‘accidental’. The opportunity when we see a gap to make a difference is so much easier to launch, creating a web site, applying digital technology to our business model and the desire to be able to say “I built it and now they will come” is intoxicating. Is there a formula to success? You would think so from all the ‘marketers’ who sell their courses online and tell us: “You could be as rich as me, just pay me and I will show you how.” Quite funny really. No wonder they are rich (if they really are) as they appeal to our vulnerabilities to believe that we lack, that we are not rich, beautiful or wise enough. How about this? Imagine you were enough, imagine you could create your own definition of success and ambition and you stopped looking over your shoulders at other people and took control of your life. It is vital that we understand ourselves, respect, accept and believe in ourselves. Our character, our personality, our life experiences, our personal desires and how much we are personally willing to sacrifice. Then add in your skills, knowledge and the people you know. This is one huge mixing bowl of ingredients to create your future from. I work with people who are skilled. They have a defined and powerful skill that they have honed and invested in for a number of years. They look over the shoulder at the perception of the world and they can’t understand why their life has not turned out as amazing as the people they follow and ‘admire’. Penny Power OBE This is my take on this. Firstly, what is your benchmark? I coached a gentleman who was amazingly successful but had depression and was frustrated with his business. He laughed and laughed when I asked him who he was comparing himself with. “Mark Zuckerberg and Elon Musk” was his reply. His laughter came from a place of joy as he realised what a ridiculous subconscious belief system he was holding. It didn’t take much to make him feel incredible. Secondly, what makes you happy? This will be a great discovery. Write down your values, the top three things that are important. Then create two columns. The first, out of 10, how important is this value to you? The second, out of ten, how are you doing against this value? You will be amazed. Many people have a value that they are not recognising they are achieving, or worse still, they are chasing the wrong definition of success. Thirdly, what is the life and business you want to lead? Be very firm with yourself now. Vast numbers of people have a gap between ‘believed’ desires and their true ones. Many of us can be happier, just with some self-awareness. As Napoleon Hill said, What do you desire? Do you believe it is possible? What skills and knowledge do you need to make this happen? And, then, the big one: will you take the actions and create the change in habits and mindset to make your desires happen? If you are not willing, then re-define what your desires are. I truly believe that we can all achieve, but we must know what that means to us. Let me leave you with this thought: “What does success mean to you, and what is the life and business you want to lead?” ■■Details pennypower.co.uk Penny Power OBE is an entrepreneur. She created the world’s first social network for business, four years before LinkedIn launched. BusinessAction editor Robert Zarywacz was one of the early members. Awarded an OBE in 2014 for her contribution to entrepreneurship, she went on to build another business. In November 2017, Penny crashed and spent a year recovering and examining many aspects of being a business owner that are not in the ‘rule book’. As a result, Penny wrote her latest book to help create a fair and honest benchmark on what it really means to be a business owner. So many people start a business to be free. Financially free, free to make their own choices and freedom of time. Penny believes, the ultimate freedom comes when you allow you to be free to be yourself. Penny’s book is on Audio, print and Kindle – available on Amazon. ■■If you would like to connect with Penny and also have a free download of her first chapter, visit www.pennypower.co.uk/freechapter @businessactionm | June / July2019 | business action 9