Dee Jones

From bathtime inspiration to business operation!

General
Company name: Skillpoint Ltd
Company address: 21 Willow Close, Kingsbury, North Warwickshire, B78 2JP
Contact details: Dee Jones, Director. Tel: 01827 875522 - Mobile: 07967 097780
Date company was started: February 2004

Background

Dee Jones, Director of Skillpoint Ltd is a 42 year old graduate of Business Studies, who is currently based in Warwickshire. She started life in the USA, and enjoyed an eventful childhood in Yorkshire before moving to the Midlands to attend University.

Her previous work experience has three main threads to it. She cut her teeth in retail sales, learning more than she ever thought possible about sewing and knitting machines, and most importantly, the challenges of direct customer interface! After graduation came a two year spell in local government, dealing with accountancy administration. Thereafter, she worked for 16 years at Walkers Snack Foods, initially at the bottom of the sales ladder, progressing up into sales team and account management, before settling happily into the position of sales training manager. This gave her the responsibility of training the entire salesforce, and the fabulous experience of working internationally, delivering training to Walkers’ sister companies in Europe.

The move into self employment came from a desire to do three things:- to use her skills to benefit the SME sector; to learn about other industries and broaden her business knowledge; and finally to use some of her time working in the community.

Getting Started

Skillpoint Ltd offers tailor made training in sales and management skills to SMEs. Every client receives precisely the training they require, delivered to the people who will really use it, at an appropriate pace to optimise their learning.

The business was financed by personal funds along with a small bank loan, and was set up as a limited company.

Working alone, Dee called upon help and advice from whatever resources she could find – friends (and occasionally their contacts ) who already worked as consultants; a Business StartUp exhibition at the NEC; books; magazines; the local Chamber of Commerce; accountants; her bank manager; business networks…….the list goes on!

The Business Experience

What obstacles did Dee face?

• Thinking up a name that was short and described the company – Skillpoint was the result of a bathtime ‘Eureka!’ moment!
• Taking the biggest financial risk of her life – self belief has been crucial
• Finding customers
• Finding a way through the maze of advice available – she felt as if she was passed from pillar to post
• Having to solve her own problems which resulted from her Achilles heel – technology!

What has been the reality of being a business owner?
Has the business developed in the way it was planned?

No. The business has developed slower than planned, but in hindsight the year 1 plans were not realistic. However, Dee is confident that the slower start enabled her to build some solid foundations for the business’ long term sustainability. It’s also given her less time to spend with friends and family, not more as she’d hoped – she plans to address this balance!

What networks were joined/ events attended which were useful?

• Chamber of Commerce, for access to seminars, information and networking events
• CDN (Consultancy Development Network, now disbanded)
• WiRE (Women in Rural Enterprise)
• Everywoman.com

What does Dee know today that she wishes she’d known when she started?

• That it would be impossible to ‘put down’, and would occupy virtually every waking thought.
• That income would come in peaks and troughs
• And, on a hugely positive note, that people would be so incredibly supportive – knowing the level of support would perhaps have made taking the leap from corporate life far less scary!

What have been the highs/lows as an entrepreneur?

Highs: 

• Praise from customers and delegates
• Learning so very much – a new thing every day
• Knowing that the business makes a difference to people
• Tackling, beating and finishing tough assignments

Lows:

• Peaks and troughs of business and money
• Picking up the phone on ‘low confidence’ days

What’s the formula for success?

• Know that your business idea is a valid one, and be unshakeable in your faith that what you’re doing is the right thing for you.
• Keep at it – giving in is not an option

Advice for someone starting their own business

• At the very beginning, write down the reasons why you’re starting the business. This will be a reminder in moments of doubt when things are tough, and will keep you focused when you’re tempted to chase after inappropriate potential opportunities.
• Write a business plan, then prepare to have it all change in front of your eyes. Expect it to be an ongoing working document. Review it constantly.
• Take as much advice as you can…….and trust yourself to discard some of it as not right for you!
• Plan in holiday time, and TAKE IT
• Be yourself – use your personality as a business asset!
• Be tenacious, and exercise sheer determination and bloody mindedness! Continually think from as many different angles as you can