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18
FEBRUARY 2010
Living the dream
need to know
a fresh start
FEBRUARY 2010
19
20
FEBRUARY 2010
CHRIS AND JAN JOPLING
‘We both used to work for the family firm inYorkshire, supplying sauces to foodmanufacturers, Chris in sales, me in HR.‘In 2001, we moved into a semi-derelictfarmhouse and spent four years renovating it.We also started to grow a few veg and bought twoSaddleback pigs. We really spoilt the pigs – theywere hideously overweight when we eventuallyslaughtered them.‘That was the weekendwe began wondering if a hobby could becomea lifestyle. We’d gottogether with our goodfriends Brindon, abutcher, and Dino, a chef.Dino comes from a villagein Italy where the wholefamily unites in autumn to butcher their pigs andmake the most wonderful salami and sausages.We spent two magical days learning to cureItalian meats and roasting joints – the flavourof our lovingly reared pork was a revelation.Meanwhile, work life was less contented; thefamily had sold up to a multi-national, causingtension. By 2006 we’d packed it in, moved toDevon and become smallholders.‘The support we got was tremendous – Brindon,plus another butcher, Shaver, taught us how tomake the most of each pig. We had planned toship our pork out of the countybut ended up selling our chopsand bacon direct to localconsumers, restaurants and evena school whose headmasterwanted his pupils to see wheretheir school dinners came from.But it was a brutal learningcurve. We’d spent vast sums onpens, barns, the butchery, andsuddenly, stock outstripped demand – so wediversified, selling some livestock for breeding.Now we do hog roasts and butchery courses, butwe’re never happier than when we’re potteringaround after our pigs. We’ll always keep Snout &Trotter small-scale.’ (snoutandtrotter.co.uk)
‘Build it and they will come’ is not a businessplan. Be prepared to adapt if markets change.
Spread your risk. Multiple income streamscan help protect your assets.
Never underestimate start-up costs. The billsmount up long before the profits.
Seek support from professional bodies.Environmental Health gave us endless advice.
A good accountant is vital. Their expertisesaves precious time and money.
SHELAGH RYAN
‘I used to be a policy advisor for a minister inAustralia. I enjoyed it but craved a new challenge.My sister lives in the UK with her husband andcomplained that London’s cafés weren’t a patchon Australia’s. In 2006, the three of us decided tofinance a London café together, run by me.‘It took a year to secure my UK visa soI carried on with the nine-to-five in Australia,waitressing for free at weekendsin exchange for restaurateurs’advice. Plus a friend who ownsa coffee van taught me everythingshe knew.‘When I finally hit London, wegave ourselves six months to finda site. We had an offer accepted onone place, only to get gazumped.It was devastating – six monthshad turned intoa year, it was a bleak London winter and I almostadmitted defeat. Then we found Charlotte Place,off Goodge Street. We spent six weeks guttingit while I sorted the paperwork. It’s tremendouslyexciting but the reality is that you’re constantlyon the phone to the council while builderscircle asking where to position sockets andswitches – you soon realise every last decisionrests with you. Meanwhile I bought furnitureat auctions and a friend created a wonderfulmural for mates’ rates.‘Finding the perfect chef was the final challenge.We were only eight weeks off opening when Lisafrom New South Wales walked in. Together wefinalised our Aussie-style menu – toastedsourdough, crispy bacon fritters, noodle salads.‘Opening was terrifying. Someone once toldme that customers always come back for goodcoffee – well, word spread about our La Marzoccoespresso machine and we’ve never looked back.Being named Best New Café 2009 by
Time Out
was fantastic but the greatest thing about Lantanais the people – my brilliant staff and customers.These days I can count some of London’s bestchefs as regulars.’ (lantanacafe.co.uk)
Setting up is tough but infinitely rewarding.The initial highs and lows are exhausting.
Restaurants are businesses like any other.You’ll spend hours on invoicing.
Trust your instincts; because everyone will offeran opinion.
Mistakes are the only way to learn. If you’veordered a load of packaging in the wrong size,at least you’ll know for next time.
Enjoy the successes. The day we won ouraward, we closed early and cracked open a bottleof Champagne.
‘We spent twomagical dayslearning to cureItalian meats’‘We met growersfrom Burgundyall producingbrilliant wines’
NICO SUNNUCKS,
‘In a former life I imported garments to the UKfrom the Far East. My partner was an old-schoolbusinessman – the sort who didn’t need acalculator, just a piece of paper and a pencil sharpenough to cut the best deal. After 25 years, heretired and I opted to go, too – an old friend, PaulMitchell, was considering importing vodka and Isaw a fresh opportunity. Ultimately nothing cameof it, but in the process we visited tradeshows andmet several small-scale growers from Burgundy – all producing brilliant, hand-pressed wines. Itwas a far cry from the overpriced, factory-produced plonk on the High Street. We sensedthere might be a market so we bought a fewpalettes to sell on. And that was the start of Slurp.‘We plundered our savings and, in 2004,founded our specialist online wine merchant fromPaul’s living room. Meetings took place either atvineyard gates in France or in Starbucks becausewe didn’t have a proper office. As orders came in,friends helped pack cases and soon we were ableto afford a warehouse and small despatch team.‘The negotiating I’d learnt from my old partnerpaid dividends – we bought at fair, but neverinflated prices, and because we weren’t payingrent on a bricks-and-mortar store, we madesavings to pass on to our customers. But it wastough. The pound slumped and French wineprices rocketed. We had to reduce our margins.‘Salvation came in the shape of our investor – we went to him with reamsof financial forecasts and asa wine enthusiast, he boughtin. We opened a bottle or twoof Burgundy that night. He’shelped us become the UK’sfastest-growing online winemerchant, employingfine-wine experts and abrilliant IT guy who’s builtus a user-friendly website. These days we sellwines from around the world but the emphasisremains on artisan producers. We’ve been able tosupport small-time growers whose wines wouldnever have been picked up by the high street – I’ve been in business for 30 years but nothingmakes me prouder.’ (slurp.co.uk)
Remain flexible. If ideas aren’t working, cutout the deadwood.
Resist being all things to all men. I’m no expertin e-commerce so I found a man who is.
Keep abreast of trends. Read widely, attendconferences, stay informed.
Mark down prices to survive if need be.
Stick to your guns. Never lose self-belief oryou’ll lose your passion for the business.
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