Tristan Cowell
Hung up on success
Twenty-six-year-old Tristan Cowell knew he was on to a good thing when he finally solved his annual dilemma of how to display all the cards he and his family got at Christmas. He explains how it's turned into a global enterprise.
What gave you the idea for IC Innovations, and, in particular, Card Hang Ups?
As a child I was always given the task of displaying Christmas cards in our household. Every year it was a problem: how to attractively display all these cards, and without marking the walls!
When I discovered an innovative solution to this annual problem, I also immediately spotted a business opportunity, and so my product design company, I C Innovations, was born.
The idea for my product, Card Hang Ups, uses a range of technologies to form an invisible card display technique. Hook and loop technology is used within the hanging strip and the sticky backed tabs.
Customised fixing clips and Command™ self adhesive pads, developed over many years by the diversified technology company 3M™, form the fixing methods.
This enables Card Hang Ups to be used virtually anywhere in the home without leaving a mark.
What were you doing at the time you had the idea?
Having come to the end of my university degree, the overwhelming urge to run my own business that has been with me since childhood, got the better of me.
I decided to embark on a number of projects to see which would turn out most successful. My ventures included forming a Village People tribute-band, The New Recruits; becoming a professional masseur (a money-earner for a ski season); property developing (a six-figure profit!); and designing this unique Christmas card display device.
What was the first thing you did to try and make the idea happen?
I designed a prototype of the product, then began market-testing it with consumers. Feedback was very positive, so I became a travelling salesman for a month in December 2004, touting the product and the idea at any and every Christmas Fair, charity lunch or school fete available.
Who helped you, and how?
Initially I did everything on my own, which was quite a burden. I honestly didn't realise how much support was available and how much help was waiting for me.
When you are running your own business, it is survival of the fittest and as a result it is the steepest learning curve you will ever experience during your first year. Since then I have had assistance from Business Link and the DTI.
When did the idea start looking viable?
I always thought the idea was viable, but when Asda placed a 60,000 unit order, everything finally fitted into place.
As more orders came, I had to source production in the Far East and arrange funding. Boots then made an order and by that time I had over a hundred independent customers as well.
What obstacles did you encounter along the way?
Too many to mention, but the main point I want to make is that when you're faced with an obstacle, make sure you get past it the best way. Do not always choose the fastest way, as you want to get it right first time, and always try to take a long term view.
When did the idea officially get up and running?
I started trading in July 2005, with the national launch in September 2005.
Future plans for the idea?
To increase the product range, and continue increasing the number of customers in both the UK and US.
Advice to anyone else who wants to make their idea happen?
If you are going to do it, go for it while you are young. You will have more energy, more enthusiasm and fewer responsibilities to get in the way.