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By Dani Saveker, September 2, 2010 12:14 pm

I’m used to being the strong one and the girl that always carries on regardless… KEEP CALM & CARRY ON may as well be my mantre.

I quite often tell people that when you’re the Managing Director or CEO, the main thing you need to do is be able to act. Regardless of your views and feelings you have to just smile and get on with the job at hand. You really have no choice – and that’s as it should be. If you crumble then everything and everyone around you will too.

But let me give you a little insight into my world.

During all three pregnancies I worked in a wheelchair in constant pain and unable to take medication, I had daily injections of Clexane to prevent blood clots, hardly slept due to chronic pelvic pain (this was all down to SPD, a condition caused by hormones relaxing the pelvic ligaments) and ran a business. When each child was born by c-section I wasn’t able to have maternity leave, the babies came with me and I carried on from when they were a couple of weeks old. People saw me carrying on but in reality it was hell and I hate that I couldn’t have time with each child during their early years.

When I carried out an MBO, restructured the Board, made my uncle and cousin redundant, became MD, acquired 2 businesses, recovered from a major fire which wiped out production, created a new management team and set up a new manufacturing site I also happened to get divorced, be a single mum and move house – all in the same year we celebrated 100 years of the family business. No one saw the tears when I had to get rid of my family members or the sleepless nights, the holiday I spent awake 24hours a day to negotiate a deal, the fall outs in the family due to shareholdings etc.

My workforce would never have wanted to know about the times we weren’t paid or the house and car that we lost as the company failed. They wouldn’t want to know about the personal guarantee that remains hanging over us.

The day I signed the paperwork for the company’s administration in 2009 and addressed my workforce to tell them this news will stay with me forever. I was a lost and lonely little girl and it was possibly the only time the exterior cracked a little – but not for long. The next day was business as usual and my job was to rally the troops and get on with finding a buyer and trading through administration.

As much as I am proud of being able to hold it together, I often wish people could understand that things are never quite what they seem. I am not someone that looks for sympathy and I can’t abide people that choose to play “victim” but occasionally it would be nice to be allowed to hurt and cry. My husband is the only person that has seen the pain close up, especially as the company closed and I tried to find a way through the darkness. I am often accused of not asking for help – well it’s not in my makeup. I simply can’t ask even when it’s needed and so those that offer unconditional help and support are even more appreciated.

I was with one of my oldest and most trusted friends yesterday and I have never appreciated people like her as much as I do now.

When time’s are tough it filters out people that are genuinely on your side – the rest show their true colours and so as my time comes back around I will not forget those I could rely on and what really matters.

Comments (1)

By Dani Saveker, September 2, 2010 11:31 am

During the recession I’ve seen lots of new start up businesses. Mircobusiness-entrepreneurs are certainly on the increase as people seek out opportunities. Of course I started Jeeves Services in January of this year and so know all too well the highs and lows.

I’ve loved experiencing the different aspects of the SME (small-medium enterprise) that I ran for a good few years compared to a new start up.

I do believe that you have to be slightly crazy to want to start a business – but if you are then welcome to the club!

Starting a business is very much like having a baby. The process of considering it before you’re up and running is rather like the 9 months before baby arrives. You’ll need to take it seriously and do some preparation – such as where you will work, what time you can commit, finances etc – but then just like when a child arrives it will still take you by surprise.

New business are exciting and full of hopes and dreams, again like having an addition to the family, but then the hard work really begins.

I believe strongly in research and preparation. Having a good idea is one thing, having a business that will be successful is a whole different matter. Ask friends and family that will be honest with you – we’ve all seen Dragons Den and how someone thinks that their idea is the best but haven’t thought about whether anyone would actually buy the product or use the service.

“A good idea and a good business are two different things”

Have a plan. What’s your product or offering? How will it be produced? At what cost? Are there any competitors or threats? How will you promote it and let the market know about you and your products/services? Where will you be based? What help will you have? Are you working to your strengths and what will you need support with?

Cash is key to any business; it’s the life line so plan well to take care of this. How will you manage your finances and how will you know for sure if you can make money. Never be a busy fool.

What is the vision? Understand what your business is about and ensure that there’s a unique selling point (USP).

Understand what resources are required. Resources for any business are critical but especially for start ups. Money, time, passion, belief and energy are all vital and can’t be compromised.

You have to be completely committed to the business – again just as if it was a young child. Nurture it. There will be times where your love for it will dip so be ready to grit your teeth if you want to succeed. It’s harder work that you would imagine. It can be a very lonely place especially if it’s just you and a home based office.

Even with a full commitment you will need support. Surround yourself with inspiration, support and expertise. Ensure that you have support from your family. You must be able to trust those close to the business and instinct is imperative. As the business grows you need to stay flexible to all positive development and consider non-executive directors. I firmly feel that my trusted network of colleagues and business associates allow me to understand the world around me in a far better way as well as being able to bounce ideas around – they’re always happy to give an honest opinion which is very valuable.

When you think you understand what you’re getting into and what can happen – do it anyway! Ultimately it is a leap of faith and a certain amount of bravery and madness is essential but it should be worthwhile. As I said, very much like having children – extremely hard work but very rewarding when you get it right!

As a last piece of advice and something I have always stood by, have a “what if” plan… what if it all goes wrong. If the alternative isn’t too bad you have nothing to lose.