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Emma Wimhurst is the Small Business & Start-Ups Super Hero!
She is a High-Energy Business Mentor, Entrepreneur, 'Millionaire Mumpreneur' and a sought-after International Motivational Speaker & Presenter.
Read her full biography here:
Emma Wimhurst biography
June 2009
1. What prompted you to start your own business? What was the main inspiration?
ANSWER: I had wanted to work for myself for many years and when the time was right I grabbed it with both hands so to speak! I had many years of experience – having worked for Revlon in both Marketing and Manufacturing and I combined the two skill sets and it went from there. My inspiration was to always be the best I could possibly so – so I needed to prove to myself that I could set up and run a successful business – and I did! Once I had had my first son – providing for William was one of my main motivations.
2. How did you back it? (your own finance/bank loan/investor/or a shoestring budget!)
ANSWER: Diva required very little funding – I had to fund initial design ideas and present to the client which involved considerable time and effort and a little finance – it was only as the business grew and we used the Far East as our main source of manufacture that funding was required – when we relied on the bank and a HUGE overdraft limit.
3. What was your driving force?
ANSWER: My desire to be the best at what I was doing – and when I realised that we were actually doing a really good job I was driven further to find new customers who would also appreciate our work.
4. I’ve always thought that there were lots of cosmetic companies out there, so what uniqueness did you create that made Diva such a success?
ANSWER: You are right, there are a lot of cosmetic companies out there – Diva was successful as we were very clear on our target market – we provided a specialised service for fashion outlets whose primary focus was on fashion not on cosmetics – by understanding the entire process – we added value from initial creative concepts through to merchandising in-store. I truly advocate being very clear on your target audience and hone your message so that they are compelled to take action.
5. Dealing with manufacturers overseas is a frightening thought, where did you start when searching for a manufacturer? Did you have overseas contacts or did you have to source them yourself?
ANSWER: It was fairly daunting – but we visited Cosmetic Fairs in both Italy and Hong Kong which gave us leads for manufacturers in the Far East. We then built relationships with a few key factories and we did not chop and change suppliers for a better price – we simply created long-lasting relationships – which are vital for when things go wrong – which they will do!
6. Cost implications aside, would you recommend using overseas manufacturers?
ANSWERS : I can’t really answer this question without mentioning costs – because when margin requirements are tight – this is very often your only option. I would have preferred to use suppliers based in the UK because hours of work and the language are the same. Whoever you chose for your manufacturer – ensure that you research them thoroughly and seek examples of their work and ensure that they can deliver exactly what you are looking for – leave nothing to change.
7. Did you have strategy early on for selling the company or did you realise the time was right, when it was?
ANSWER: I didn’t start-up in order to sell – I did realise that the time was right when it was – but this was because I was pregnant with my 2nd son – and actually thought I should be with my children at home and at the school gate. Once I had made the decision to sell – it took months of planning in order to ensure that my staff were comfortable without me as their landing-cushion and that they had the necessary skills and self-belief that they could do it without me (which they could of course!).... and to ensure that I didn’t have to work beyond the date of sale. It is possible providing it is engineered that way.
8. What’s the biggest lesson you’ve learnt?
ANSWER: Working for yourself is not the easy option but it is far the most fulfilling. In my new role as EM – the High Energy Business Mentor – I make sure that I love everything I do and I approach everything I am involved with gusto and passion....
9. If you could give one piece of advice, what would it be?
ANSWER: Be really focussed on what you are doing....know your market and know your industry – keep abreast of everything and don’t become complacent...
10. Did you buy anything extravagant when you sold up?
ANSWER: I wanted to have one thing which would remind me of my days at Diva – and it is a pear-shaped diamond pendant which I wear every day....
11. What personal qualities do you have that have aided your success?
ANSWERS: Drive, determination and passion....... All 3 are required in equal amounts – oh yes, and enthusiasm of course!
12. What have been your biggest challenges and how did you overcome them?
ANSWER: The biggest challenges have been to balance my needs as a person, my role as a mother who wants to be fully involved in a hands-on way and managing my home and of course being a wife. But my total belief is that everything is possible and if you are determined enough, and clear on what you want – you can have it all and have a ball.
13. How did you keep motivated and manage to balance work life issues?
ANSWER: As I have answered earlier, I have always had a huge amount of desire to be the best I can and that is what drives and motivates me – although of course I am now motivated to provide the best start and foundation for my children.... Balancing work/life issues is not the easiest task but I am clear where I am prepared to compromise and where I am not and this certainly helps – along with also having a hugely supportive husband.
14. Were your family supportive and how did your work effect your home & family life?
ANSWER: Yes, my family were supportive – and although my mother doesn’t understand my business motivations she has always been prepared and continues to help me out. My husband is a massive support – not only with practical issues but also with regards to getting involved.
15. Were you always entrepreneurial or did you have a flash of inspiration one day?
ANSWER: Always entrepreneurial – from the age of 4 – I was selling chocolates and making a profit – I have been financially driven and I have always understood the need to make sure that the income exceeds the costs!
16. Regarding how you juggled family and business, do you have any regrets? Looking back, would you have done anything different.
ANSWER: I believe that life is all about finding solutions and to not have regrets..... but – perhaps, I would have taken on my first employee about 8 months earlier – which would have enabled me to have a little more time with William when he was first born........
17. Considering you truly have been there and done it! Can you pin point any one thing that has been the secret to your success. What can you pass on to the rest of us?
ANSWER: Yes, be clear on what you are wanting to achieve. Know your business inside out and make sure you keep an eye on the finance – take responsibility and control those areas which are going to impact on each other and of course on your overall profitability. Business is exciting and challenging – get into a positive mindset and don’t get tied up with self-limiting beliefs – my son’s school motto is – You Can if you Think you Can....... and we can..... can’t we?
More about Emma Wimhurst:
Emma is registered on www.findatvexpert.com (Keywords 'Business' and 'Millionaire Mum'). She is 42, married and lives in Dorset. She is currently writing her first business book and is in development of a number of exciting initiatives for her international business development. She is currently filming with the BBC for Beat the Boss and is co founder/presenter/broadcaster of www.Connekt2.co.uk launching in May 2009. She has appeared in the Daily Mail, was profiled and the 'cover story' for Better Business Magazine, is a regular columnist for Customer Strategy, Ambition - be successful and Start Your Business Magazine.
Her www.EMpwr.co.uk clients include Barbara Cox, founder of www.nutrichef.co.uk who is the 2008 British Chamber of Commerce Entrepreneur of the Year. She is an Ambassador for the Mark Your Mark Campaign - the government initiative to encourage small business - www.makeyourmark.org.uk
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