Case studies: EarthFire

EarthFire
Heather and Kirstin Richardson
Kirheath House
23a Lundin Road
Crossford
Dunfermline
Fife
KY12 8PN

Tel: +44 (0)1383 626839
Fax: +44 (0)1383 723327

Email: sales@earth-fire.co.uk

EarthFire produces design and print solutions for companies but specialises in eMedia products. eMedia ranges from iPIX 360° x 360° images and virtual tours to eBrochures, eBusiness cards, eCalendars and eCards.

Background

Heather Richardson and her sister Kirstin had always felt that they wanted to be self-employed at some point in their lives so when circumstances presented themselves they grabbed the opportunity.

Heather had graduated from the University of Birmingham in 1998 with a degree in Bachelor of Medical Science (Hons) specialising in Cell and Molecular Biology. She worked with Lab Staff and Unilever before returning to the family home in October 1999 where she began work with her parents’ company, Jenset Partnership, as their Sales Manager. Kirstin had worked in the print industry for 13 years as a typesetter and forms designer.

Jenset Partnership became interested in eMedia (virtual tours, eBrochures, etc.) so the sisters decided to form EarthFire to specialise in eMedia and also provide design and print to offer the full marketing solution.

Positive

The formation of EarthFire was very quick which posed some issues but Heather asserts that it was a very positive and exciting time:

“As expected, things didn’t always go according to plan, but they have made us more self-sufficient, producing more products in-house which ultimately is better for the company.”

Business Gateway

“We had a strong idea of the type of company that we wanted to have and the range of products and services that we wanted to produce. We went to Business Gateway for advice. We found out about the different ways of funding, advice and help available to us from them and Scottish Enterprise Fife and the networking events that are available such as Women Into Business Networking.”

Heather and Kirsten had to start EarthFire through personal investment. They received a start-up grant of £500 but needed very specialised equipment for the eMedia side of the business that cost much more than that.

Equal partners

Heather and Kirstin are equal partners in EarthFire. Kirstin handles the print side of the business for the moment but is looking to expand into creating virtual tours and the other eMedia products as the demand grows. Heather does all the iPIX photography, virtual tours and other eMedia products.

“Because it’s our own company and because we do the eMedia work in-house, the end-products are of the highest calibre as we take the time and care to produce the very best products. It’s our reputation and we take it very seriously. We’re looking for maximum word-of-mouth referrals.”

To succeed in such a competitive marketplace, both sisters have had to be independent-thinking, strong-willed, determined, and fast learners. Heather also believes that coming from self-employed parents who have been in business for almost 30 years has fostered an environment of hope, dreams and achievement – all elements necessary to be successful.

Challenging

Heather states, “The most challenging stage has been the steep learning curve we underwent in the early months of our business when we had to learn the hardware and software necessary to provide the products.”

“The next most challenging stage is ongoing – trying to publicise the company and our products and services. eMedia products are loved by the people who see them so it is just the question of trying to make as many people aware of them as possible!”

“These products are so new to the market place that very few people are actually aware of them so that’s our main prerogative. We do want to grow our business but we’re happy with the range of products we produce at the moment. That’s not to say we won’t expand into other eMedia products as and when the time is right. We have already expanded into a foreign market, having taken iPIX images in Denmark a few months ago – travel is not a problem!”

Heather’s advice for other businesswomen is: “Keep going, even when things get tough, and they will (unless you’re incredibly lucky), keep going, keep believing in yourself and your products. Know that your big break will come. And always provide the best that you can – don’t settle for second best because that’s where the distinction will be in the market place, between you and your competitors.”