Snowbone Limited

We are developing a unique new snowsports product. It is basically a handlebar attachment for any snowboard that allows you to ride a board more like a BMX bike. With no bindings, it allows beginners to step off if they are getting nervous or it allows experts the opportunity to develop new tricks. And it folds down so is transportable. From this we are also developing a new brand, reflecting the originality and evolutionary nature of the product.

Have you always wanted to run your own business? What were some of your previous jobs/companies?

I’ve always thought I’d be my own boss, I just never knew what business it would be. I approached my early career in marketing communications as an apprenticeship, learning the ropes and watching how it was done (and how I thought it could be done better). All the time waiting for that time I felt would always come, when I felt I was ready and when opportunity arose.

I worked for seven years prior to doing an MBA and then starting my own business. It was for a marketing communications agency spending four years in London and then two and a half years in Cape Town, South Africa. I did work for some of the biggest brands in the world (Marlboro, Shell) as well as developing new brands, for small companies, from scratch.

Have you got any qualifications?

Yes. I have an MA (Hons) in French from Glasgow University, an MSc in Marketing from the University of Strathclyde and an MBA from Cranfield School of Management. I also have a Diploma (level 2) in Business French from the French Chamber of Commerce and a Diploma in Sales Promotion from the Institute of Sales Promotion.

Nick has a mechanical engineering degree from Bristol University an MA in Industrial Products design from the Royal College of Art.

Company origins:

Nick Rawcliffe, the designer of the Snowbone, and I met when he came up to Cranfield School of Management to present the concept (in Feb 2004).

This was with a view to MBA students taking it on to write a business plan. I was part of the initial group that took it on and the business developed from there. After the initial business plan, I took the project on solo and then Nick and I agreed to go full time once I’d finished my studies.

One piece of advice:

Over-estimate, how much money you will need and how long things will take. 50% more than your initial estimate might get you closer to reality!

Role models/mentors:

Richard Branson, for the strength of the brand, for having no limit to the vision, for having no fear and for not wearing a tie.

Everyone else, no matter how big or small, who has started from scratch and made something.

I also have a couple of friends who are further down the entrepreneurial line than I am. Their advice, support and experience is invaluable.

Admired companies:

BMW, for the outstanding nature of their product and the fact that the brand is aspirational to both investment bankers and drug dealers.

Tesco, because they just keep on improving.

Innocent Smoothies, who keep it simple, stupid.

What do I look for in an employee:

We don’t have any employees as yet, but as and when we do, they will have to be trustworthy, independent of thought and deed and excellent, technically, at whatever role they are employed to do.

Culture?

It’s still too early in the development of the company for there to be a set culture.

Funding:

We appeared on the Dragons Den TV show where we received investment of £75,000 (of which about £7,000 has been spent so far) from Rachel Elnaugh, founder and Chief Executive of Red Letter Days, the gift experience company. The RCA (Royal College of Art, where Nick developed the Snowbone) has invested £60,000 to date in Intellectual Property rights and the directors have put in about £30,000 of their own money.

Off-line:

Most of our marketing has been business to business focused to date. We were finalists in a competition for start-ups in the sports industry at the Winter Ispo (Munich, Feb 2005), the world’s largest sport trade fair. This gave us free exhibition space and a huge amount of media exposure. We also exhibited at the Soltex 05 trade fair in Manchester, also in Feb 2005. There has been a lot of follow up from these events. On the consumer side, we did an event with Red Letter Days at the indoor snowslope in Milton Keynes at which 40 consumers tested the product and fed back very positively.

Business growth/development since launch?

Want to read more? Buy the book now:

Buy direct for $24.95

Includes free shipping worldwide.

~~Normal price $34.95~~

Special price $24.95