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Case Study Update - Asten Wood Crafts
2 March 2005
Alice Anderson’s story is an inspiration to many. Having only started her business at the age of 50, after travelling around the world to find her calling and then gaining a qualification in Furniture Construction and Design – she has done what many women her age would love to do and completely changed her life.
We caught up with her to see how things have been going for her with her business Asten Wood Crafts.
“I’ve increased my product range and gained new customers.” Says Alice,
“Trying out various methods of advertising such as having a sign put up by the roadside is definitely helping to draw people in.”
Whilst Alice admits that growth has been slow, she realises that expanding the business is down to her, and knows that she can improve its potential by paying attention to things like improving her website and choosing carefully when it comes to promotional events like trade shows where she can push her product.
As with many businesses, cash flow is always top of the agenda, but Alice is lucky to have support close at hand,
“I’m managing to keep my head above water partly because I have the support of my partner Joe.”
And this support comes in handy at other times too. “When I need help with the workload, it’s Joe I turn to as there is almost nothing he can’t do as well as, or better than myself.”
Alice is determined to make the business work for her, and has a very sensible outlook that at present means she is taking the time to have a good hard look at things in order to move on to the next stage.
“I have decided that what’s needed is a fresh look at my business in terms of product and prices and to that end I’m taking a short break from it to re-assess.”
“I really don’t want to lose my independence or the satisfaction of making things. Also, I’ve invested a lot of time and money in my business so I’m determined to make it work.”
It’s this very attitude that has meant success for many businesses, having pulled themselves through the hard times, and Alice’s positive attitude, skill and a great business idea has not gone unnoticed,
“I received some funding from Business Gateway towards the cost of exhibiting at the Royal Highland Show. Every bit helps and I was thankful for it. Business Gateway also funded half the cost of my website. I would not have been able to afford this luxury otherwise.”
Alice has also made the positive move of speaking to someone in order to gain some professional input into making the business work,
“I recently had an appointment with a Business Gateway adviser. I did this because I wanted to chat things through with someone totally unconnected with my enterprise. These talks will be ongoing once I’ve properly re-assessed my business.”
“I also went to a series of four Business Gateway seminars entitled “Marketing and Sales”, which were excellent!”
Speaking to other people is something that Alice recognises as being a valuable way of building confidence and staying motivated,
“I have been a member of my local Microcredit group for a while. I spent a lot of time last year going to networking meetings which were most enjoyable.”
The reassessment process is already bringing Alice to a greater understanding about how she has run the business up till now and where she wants to take it,
“I see now that some things, such as pricing commissions to low and not taking any risks may have affected the way my business has developed, but I’m optimistic about the future.”
“This year will be a new start. I’m going to downsize the products I make so that I am dependent on no one to help lift, carry and support. I’m going to make smaller items at more affordable prices in the hope of increasing my turnover. In making smaller items, it will be easier for me to transport them to shows etc. I’m also going to concentrate more on marketing.”
“From where I’m standing, things can only get better. No pain – no gain.”
The qualities that Alice admires most in other business people are drive and motivation and she hopes that a change of tactic will help her to enhance these qualities in herself. She can also see that running a business has brought benefits that go way beyond making money and being a successful entrepreneur,
“My biggest achievement in business is on a personal level. My confidence in what I can do has grown and I’m much happier about my capabilities.”
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