Case studies: Integral Associates

Integral Associates
Norma McKenna and Norma Kemp
28 Green Street Lane
Ayr
Ayrshire
KA8 8HD

Tel: 01292 261 888

Email: normak@integral-associates.co.uk

Background

Norma McKenna and Norma Kemp established Integral Associates in April 1999. They had both suffered redundancy a few months earlier when their company closed its training centre. Their conversations about the types of training they would like to see available ignited a spark which wouldn't go out, despite a number of alternative job offers.

They had a vision of supplying people with marketable skills and giving them the confidence to go out and sell those skills direct to an employer. With their backgrounds in training, recruitment and accountancy they knew they had the beginnings of a profitable business on their hands.

Planning

Five months of intensive planning and Integral Associates began trading. The company specialises in the delivery of Vocational Qualifications, providing quality training programmes in various business and development courses. One course in particular is aimed at lone parents and people returning to work. Last year saw an 85% employment success rate for this course: "We believe we've been so successful because we understand the situation our trainees are in: we've been through the start-up process ourselves and know how difficult it can be to sell yourself," Norma Kemp explains.

Expansion

Integral Associates has expanded rapidly since 1999 when both partners started working in their own homes. Integral Associates now has seven members of staff and a variety of clients throughout Ayrshire and Glasgow, and in spring 2002, Integral opened a new training centre in Ayrshire to deliver a range of short courses via a flexible learning programme.

In 2001 the company won a New Deal Award, one of eight awarded to Scottish companies, a huge achievement which proved the highlight of the year for both women. 2001 was a time for great highs and also great lows.

A family bereavement meant that both partners were not on hand at the same time for a number of weeks. This resulted in roles and individuals having to be more flexible, whilst highlighting how much each team member contributes in a small company. However, this has resulted in the company becoming stronger both in its team dynamics and the systems put in place to handle long absences. Asked what their main ambition is for the next five years they reply: "We'd like to add to our range of qualifications and to continue to expand but mainly we just want to enjoy it!"

Contacts from networking

"We've always built our reputation on the quality of our service and much of our new business comes from recommendations made by our existing clients. We've found that bulk mail outs didn't work as well for us but we will make cold calls on the telephone if we think there's a business opportunity. Networking has also proved very important for us particularly for keeping in contact with potential customers. We never close the door once we've made a contact: if at first you don't succeed!"

Top tip: try to understand as much as possible about your target audience and how you can provide a service that meets their requirements and demands. Empathise with them. This results in a truly customer-focused company.