Nicole Race

Name:

Nicole Race

Business:

New Tastes

Web site:

www.newtastes.co.uk

Years in business:

Number of businesses:

I’ve had a number of jobs but was always very ambitious and felt that I could only find success and happiness through a managerial role. I gradually became disillusioned by so called ‘office politics’ and the fact that my ideas were continuously flattened. I became deflated and de-motivated.

In my early twenties I attended a management training week. One of the main features of this week, which twelve years later I would still describe as my defining moment, was a session on goal setting and motivation.

I genuinely get goose-bumps when I think about the session and clichés spring to mind, it was like ‘a light bulb turning on’ I knew that I needed this in my life and have been passionate about self development and goal setting since.

I established my business ‘New Tastes’ in December last year. Based in Darlington I source and sell unusual gourmet food items. Products are sourced from around the world, around the country and many items are locally produced. The products that I stock are high quality, many are organic and most are additive free.

It’s my passion for food that has driven me forward. I’ve always wanted to work in the food industry, but I knew that I wouldn’t be able to accept the compromise of working for somebody else. I felt that I needed to be able to express myself and to see my ideas evolve and become a reality.

As a happily married mother of two, with a passion for good food, I love to read about food, cook it, shop for it and teach others about it. I really feel there are few things that beat the prospect of discovering another new taste sensation.

The main hurdle that I faced was not what to do, but how to do it. My original dream involved a delicatessen / café, but I have young children and I wanted to avoid feeling torn between my children and the business (which has always been the case whilst working).

I needed to ensure that I had maximum flexibility. Selling gift sets via a website seemed the ideal solution, this would also allow me to fully flex my creativity and bring a range of unusual food gifts to a narrow market.

I had envisaged the website as my main route to market, but have found this not to be the case. I had naively hoped that once the website was established, the orders would roll in without too much assistance from me (a bit of Google Adwords maybe). Unfortunately, this hasn’t been the case.

Just before Christmas I was given the opportunity to do some party selling and sales were very good (I even picked up a corporate sale). I soon realised the potential of building on this success.

Whilst the uniqueness of my offering potentially gives me an edge, it also creates a barrier, as customers can be left wondering if they will like the products that I’m offering. Being able to ‘try before they buy’ breaks down this barrier.

Also, food in itself is sociable, so selling through the intimacy of parties makes sense. I had planned for my products selection to change and expand, with seasonal additions and new finds and this is an ideal way of introducing these products whilst encouraging party hosts to book again.

Following the success of this theme, I’ve started to do some direct selling. This involves a temporary set up in local businesses and nurseries. I sell directly to the workforce / parents and give a gift or cash to the business, normally for charity or towards the cost of equipment.

I’m currently working hard at building these sides of the business, finding hosts and developing ways of encouraging their loyalty.

I’ve not given up on the website, at every opportunity I raise awareness of its existence and will find a way to make the website work for me in the future.

I’ve received encouragement and advice from my family and friends, particularly my husband, who is the brains behind the financial side of the business, definitely not my forte. Neil also helps to keep me organised, which I struggle to do, especially when I’m busy, which does seem to be all of the time at the moment.

Part of my future plans involves developing a corporate sales strategy. I will shortly be joining Darlington Business Club, who offer free editorial in their club publication ‘Your Business’ which goes out to over 800 businesses in the North East. I hope that a well-timed article about some of my products, will help to generate some corporate sales this year.

In a professional capacity I’m also a tutor at Bishop Auckland College. I was delighted to recently become one of the first Enterprise Champions for the college.

This involves talking to individuals and groups about their business ideas (or trying to inspire entrepreneurship in others) and providing them with encouragement, support and training to assist them in the fundamental practicalities involved in establishing a business.

I only hope my students gain as much from this experience as I do, I love the buzz of creativity that I get when exploring new ideas with others and I learn something every time.

Some of the best advice I have received has been from other business people, including the proprietor of a company with a very similar offering to mine. My requests for information, advice, feedback and support have always been met with ready willingness and there is a real community feel, like being part of a big family.

You must know and understand your strengths and weaknesses and who you are as a person. This is important not just from the point of view of your own happiness (ensuring that the type of business you are in is one that you are happy with and fits with what you want from life) but I feel will also help to secure the future of the business, as you can plan to find and/or develop the skills that you are lacking.

You need to be prepared to work hard for what you want and to be able to work through challenges and set backs, so a positive attitude is really vital.

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