{"id":9828,"date":"2024-03-20T11:32:06","date_gmt":"2024-03-20T11:32:06","guid":{"rendered":"https:\/\/www.mouthymoney.co.uk\/?p=9828"},"modified":"2025-03-03T08:55:44","modified_gmt":"2025-03-03T08:55:44","slug":"diary-of-an-sme-owner-eastbourne-to-be-wild","status":"publish","type":"post","link":"https:\/\/www.mouthymoney.co.uk\/pensions\/diary-of-an-sme-owner-eastbourne-to-be-wild\/","title":{"rendered":"Diary of an SME Owner: Eastbourne to be wild\u00a0\u00a0"},"content":{"rendered":"\n
\"\"<\/figure>\n\n\n\n


In this instalment of his monthly column, \u201cDiary of an SME Owner\u201d, Michael Taggart continues to tell all about the highs and lows of relaunching and running a tea company, <\/em>MDTea<\/em><\/a>, alongside his wife, Helen.<\/em>\u00a0<\/p>\n\n\n\n

This month, Michael gets hooked on a new tea, lands a big client and wears out some shoe leather on a day of face-to-face sales.<\/em> <\/p>\n\n\n\n

February 3rd<\/strong> <\/h3>\n\n\n\n

Part of the joy of running a tea company is getting high on your own supply. So enamoured have I become with one of our Japanese senchas, I\u2019ve consumed far more of it than we\u2019ve sold. <\/p>\n\n\n\n

It\u2019s a variety called ‘gyokuro’ and is grown in the shade, making its leaves thirst for light. As a result, those little guys pile on the chlorophyll, like a weightlifter loading on carbs, the better to grease the cogs of photosynthesis in their twilight world.\u00a0\u00a0<\/p>\n\n\n\n

The result is a vivid green leaf (\u2018gyokuro\u2019 is Japanese for \u2018jade dew\u2019) and an exquisite seaweedy taste. And there\u2019s more \u2013 this magic brew seems to have seen off my lifelong need for midmorning snacks (I did not choose tight trousers; they chose me), making it much easier to swerve Greggs on my regular trips to the Post Office. 
 
The icing on the cake? We\u2019re buying our gyokuro for only \u00a314 per kilo, softening the commercial hit my habit inflicts on MDTea. Therefore, anyone hoping to catch this diarist in a good mood, should seek me at 9.30 on weekday mornings. That\u2019s when I have my gyokuro in hand. <\/p>\n\n\n\n

February 7th<\/strong> <\/h3>\n\n\n\n

Up here in the rarefied air of the management suite, Helen and I have always divided our roles so that she is in charge of \u2018product\u2019, while I direct MDTea\u2019s sales and marketing efforts. So Helen and I have responsibility for devising, respectively, product innovations and client acquisition strategies that can be tested down there on the factory floor (yes, that\u2019s also us). <\/p>\n\n\n\n

Accordingly, I\u2019ve come up with the idea of abandoning our phones and laptops for a day and doing some face-to-face sales. As any musician knows, there\u2019s only so much you can learn from jamming in a garage. If you want to improve your technique and learn what your fans love, you gotta hit the road. So that\u2019s what we\u2019re doing. We\u2019re going on tour. <\/p>\n\n\n\n

While we\u2019ve had reasonable success so far in prospecting with emails, calls, and online marketing, we\u2019re changing tack for a day. To be precise, we\u2019re going to a neighbouring town, Eastbourne, to drop off samples of tea. We want to see if we can catch senior managers and owners of hotels and entertainment venues at a good moment and charm them in person<\/em>. The date we\u2019ve set is February 28th, giving ourselves three weeks to contact prospects ahead of time so they\u2019re already warm when we arrive. <\/p>\n\n\n\n

February 12th<\/strong> <\/h3>\n\n\n\n

Woop! Pop open the corks, dance the jig, ring the New Client Bell and feel free to generally act like a dick for a few minutes! As I\u2019m sure I\u2019ve said before, there\u2019s a gargantuan hunk of luck behind business success but you still have to ride it.<\/p>\n\n\n\n

Which is exactly what Helen did when she called the catering manager of a major new tourist venue that\u2019s opening fully in spring \u2013 an art deco lido with various restaurants and airstreams. <\/p>\n\n\n\n

It turned out she\u2019d caught him at the perfect moment and within hours, and a bit of negotiation, we had secured the business. They\u2019re a famous venue here on the south coast and should be a fabulous client.\u00a0\u00a0<\/p>\n\n\n\n

February 17th<\/strong> <\/h3>\n\n\n\n

Business leaders say there\u2019s \u201csmart wrong\u201d and \u201cstupid wrong\u201d. An example of the former might be to make a considered decision to ignore a consumer trend, thinking it won\u2019t catch on, only for your competitors to make a prolonged profit from that same trend. <\/p>\n\n\n\n

Stupid wrong, on the other hand, might be failing to understand features of your own<\/em> products. Turns out the gyokuro I\u2019ve been selfishly quaffing is costing us \u00a3140 per kilo, not the \u00a314 per kilo described above. I read it wrong. It also turns out that any fool would know that gyokuro is expensive. <\/p>\n\n\n\n

That\u2019s why Helen does product and I do sales & marketing. <\/p>\n\n\n\n

We are at the frosty peak of Mount Stupid here, having vacated the balmy shores of Smart Bay a long, long time ago. My dreams have unravelled, like cheap twine.\u00a0\u00a0<\/p>\n\n\n\n

February 28nd<\/strong> <\/h3>\n\n\n\n

To Eastbourne for our day of sales! We put Brighton in the wing mirrors of our VW campervan at 8am, giving us time to call in at our new client\u2019s venue on the way to drop off their first order. <\/p>\n\n\n\n

We ended up meeting the entire serving team and delivered an impromptu training session in a sparkling new commercial kitchen. My god, it was beautiful! And the enthusiasm in the room was even more impressive. <\/p>\n\n\n\n

I\u2019ve been a marketeer in local authority services, finance and tech and it\u2019s liberating finally to be selling a product that people are genuinely interested in \u2013 that they can touch, taste and sniff. My cup runneth over!\u00a0\u00a0<\/p>\n\n\n\n

By midday, we were in Eastbourne hoping to ride more luck. Predictably, we hadn\u2019t done the pre-contacting phase of Operation Tea On Tour. So no-one knew we were coming. If you want to make God laugh, tell him your plans, etc. No matter!\u00a0<\/p>\n\n\n\n

Over three hours, we spoke to nine managers and owners and dropped off as many sample boxes. Everyone we spoke to was friendly and interested and I\u2019d say we have at least three very good leads to follow up.\u00a0\u00a0<\/p>\n\n\n\n

I wrote earlier this month (and have long believed) that the road to business success is paved with luck \u2013 but is there even such a destination as \u2018success\u2019? People who believe it lies at the end of a business journey often find that, when they get there, they\u2019re in a Potemkin village of possessions and property they never really wanted. <\/p>\n\n\n\n

Maybe success is like a walk to the horizon \u2013 you never get there. I prefer a third idea: that if you travel with a smile and a song, the success begins as soon as you set out. Helen and I are building something together and that\u2019s the destination; we\u2019re already there.  <\/p>\n\n\n\n

At one moment today, we were in the rain-lashed VW, doing silly voices and laughing about the pleasant absurdity of our day and, in fact, of our lives. Fate may laugh at our schemes \u2013 but the striving together is its own reward.  <\/p>\n","protected":false},"excerpt":{"rendered":"

In this instalment of his monthly column, \u201cDiary of an SME Owner\u201d, Michael Taggart continues to tell all about the highs and lows of relaunching and running a tea company, MDTea, alongside his wife, Helen.\u00a0 This month, Michael gets hooked on a new tea, lands a big client and wears out some shoe leather on…<\/p>\n","protected":false},"author":13,"featured_media":9830,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_exactmetrics_skip_tracking":false,"_exactmetrics_sitenote_active":false,"_exactmetrics_sitenote_note":"","_exactmetrics_sitenote_category":0,"footnotes":""},"categories":[2],"tags":[304,22,1092,680,1183],"class_list":["post-9828","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-pensions","tag-business","tag-jobs","tag-marketing","tag-small-business","tag-sme"],"yoast_head":"\nDiary of an SME Owner: Eastbourne to be wild\u00a0\u00a0 - Mouthy Money<\/title>\n<meta name=\"description\" content=\"In this instalment of his column, \u201cDiary of an SME Owner\u201d, MICHAEL continues to tell all about the highs and lows of running an SME business\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.mouthymoney.co.uk\/pensions\/diary-of-an-sme-owner-eastbourne-to-be-wild\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Diary of an SME Owner: Eastbourne to be wild\u00a0\u00a0 - 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