Advice monkeys

Angus Oliphant - 25 July 2011

 “Decide where you want to be in five years and then you can work out how to get there.” Simple. It’s one of those rather glib suggestions doled out by every man and his dog looking to sound a bit clever! Another is the ‘what percentage of your week is spent on sales, would you say?’ – the meaning is implicit. Not enough, clearly. But then in a company of only one department – the one entitled ‘Ministry of Headless Chickens’ its hardly surprising is it, Einstein.’

Such were the observations of a close friend (!) recently. I, on the other hand, have no difficulty appreciating the simple clarity and revolutionary benefits such out-of-the-box thinking can bestow on a small business. Errhem, …well, let’s say I’m getting there slowly. The thought of paying anyone to do anything at all for you that you can just about squeeze into an 80 hour week or in fact just anything that you could do yourself, is counterintuitive to many an owner-managed business. It’s that speculative leap of faith that says ‘spend a little now to make a bigger difference later’ – it’s just that it never seems to be that little and how can you be sure it will be bigger, later.

Then there are the ubiquitous ‘How I made it’ or ‘5 tips to success’ articles that do the rounds. ‘Always make sure you have enough money’ – superb. Or ‘make sure you employ the right people at the right time’; ‘Don’t sell equity until you really have to – it could be worth a lot more later’. It reminds me of a classic quote from Mary Schmich (of Sunscreen fame):

‘Be careful whose advice you buy, but be patient with those who supply it. Advice is a form of nostalgia. Dispensing it is a way of fishing the past from the disposal, wiping it off, painting over the ugly parts and recycling it for more than it's worth.’

Every challenge one confronts begs the question ‘whom can we speak to that’s done this before?’ And while its no great stretch to find anyone more useful with a spreadsheet (in my case), in many others the advice that can fit best is to trust your instincts and do it yourself. Though at some point we all need help to see our business more strategically, from the outside. And then take your time choosing – the right ones will usually hang around.

Angus and his wife Shoo started their children's ready meals business from the eight by six foot kitchen of their London flat eleven years ago. Initially supplying 10 London delis, including Planet Organic, they now employ 11 people at Scoff Central, in Wiltshire, and supply over 350 restaurants – including Center Parcs, the Rainforest Café, Thistle Hotels, Esporta and Little Chef – as well as Ocado and Abel & Cole. Their meals and sauces, for children aged 12 months up to 12 years, are 100% organic and have won many awards. Shoo was the 'Practical Parenting' 'Business Parent of the Year 2006', and more recently Miniscoff was voted Best Children’s Food Range 2010/11 by readers of Practical Parenting magazine.

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