Jennifer Irvine
Pure and simple
Jennifer Irvine grew up on a self sufficient farm in the West of Ireland, and, as a result, places real value in natural, great tasting produce from ethical sources. She decided to set up The Pure Package so that busy people could eat healthily without having to worry about how and when to find the time.
What inspired The Pure Package?
I have had my eyes open looking for business ideas all my life.
I came up with the idea as I was sending my busy husband off to work every day with a healthy, nutritious packed breakfast and lunch.
I thought I could turn what I was already doing into a business.
What were you doing at the time you had the idea?
At the time I was living in New York; I had given up my job in London to go there while my husband worked there.
I didn't have a work permit so had plenty of time to come up with ideas.
What was the first thing you did to try and make the idea happen?
When we came back to the UK, one of the first things I did was invite my local environmental officer around to my house and find out details of what it would take to open a food business.
He was very supportive, and suggested courses I should take, but basically told me to go for it. I drew up a business plan and started thinking about branding.
Who helped you, and how?
I asked advice of everyone I could think of, from the local environmental office, to the fire brigade, to people I went to school with.
Even strangers on the street were not safe from my enquiries; one day as I walked back from the printers I stopped at a busy bus stop and asked the people what they thought of my company logo and colours!
I didn't feel confident about borrowing money from a bank and I didn't want to give away ownership of the company to investors so early on; instead I started small from my own home kitchen and invested some of my own money.
Clients paid in advance, so we had a good cash flow situation; many 90 days in advance, allowing me to buy more equipment and move to bigger premises.
When did the idea start looking viable?
The idea was looking viable from the onset; within days of launch I had a wait list of clients who wanted the service.
What obstacles did you encounter along the way?
One of the most difficult things that happened was having so many people wanting the service and not being able to look after them all.
When did the idea officially get up and running?
March 2004.
Future plans for the idea?
Right now we are concentrating on increasing awareness of The Pure Package to our target market.
Few people have heard of the company, let alone the concept. When more people know, sales will go up. When the name becomes synonymous as a leading solution for busy, healthy people, we will expand into other markets including holidays, trainers etc.
Advice to anyone else who wants to make their idea happen?
My top ten tips would be:
- Dare to be different: Just because someone else hasn't done it, doesn't mean it's not a brilliant idea.
- Do your sums: If the idea doesn't make money on paper, then it's definitely not going to in the real world.
- Want your own product: This means you will really understand your market as you will see it from the customers’ perspective. If it's not something you’d pay for yourself, then how can you expect anyone else to?
- Take advice: Be humble; no-one knows everything, and people love to share their knowledge. There are lots of resources out there, but they will not find their way to you - seek them out.
- Work clever: Working hard is not enough, you need to focus and be directional. Learn to do everything and once you have, learn to let go. You will have to depend on your team once the company starts growing, as you won’t be able to do everything.
- Avoid stress: It will find you, so there is no need to bring it on yourself. Start small, but dream big. By starting small you reduce the pressure from investors and banks. Dream big, as this gives you direction.
- Be proud: The strongest marketing tool is word of mouth, so tell everyone you meet what you do and clients will come your way; you will also find a wealth of support.
- Learn to live in the grey area: Start with a concept, Let it grow and evolve. You need a clear vision but at the same time, be flexible. Create a business plan as this will help sort out ideas, but allow yourself freedom. See it as your guide not your rule book; it is a plan, not a schedule.
- Surround yourself with support: Positive, can-do people are more successful; listen to them and leave those without vision behind.
- Enjoy the journey: Remember you are doing this because you want to - don't lose perspective. Keep your sense of humour; you will need it! You are your own boss so look after yourself, stay fit and most of all, eat healthily.