Posts Tagged ‘Noelle O’Connor’
The Year That Was..2010
Independent Group Local Newspapers 29/1/2011
This week I am going to look back on 2010. I am so conscious of what an awful year it was for thousands – many losing their job, others losing sleep about their mortgage and their mounting debts and, this Christmas, so many looking at the prospect of losing members of their family to emigration in the coming year. So I feel almost guilty that I have had such an eventful and productive year. The Editor has pointed out that there will be a fuller review of all the year’s international, national and, of course, local news here in the paper but has asked me to write a personal log of my year.
January started with me beginning to write this column. I have thoroughly enjoyed it and thank you so much for your most positive feedback! Like me, you too are fed up with the constant negativity of the national media.
In February I inadvertently made the headlines. The Irish Daily Mail ran two pages of photographs of me meeting, on a street in Dublin, with Sean Fitzpatrick, the now disgraced former boss of toxic bank, Anglo Irish. The story sarcastically suggested I was probably meeting Sean Fitzpatrick to see would he invest some of his pension money in my Dragons’ Den products. Though it was a chance meeting, I still had to inform the media that I had never met Sean Fitzpatrick before (or since) and I had never been a client of Anglo Irish. Eventually the story petered out, but for the first time in my life I knew what it was to be “paparazzi-ed”.
In March, during the run of Dragons’ Den on RTÉ, I hit the jackpot! Noelle O’Connor walked in to present her idea for a healthy, non synthetic, non smelling, 100% natural, organic sunless tan. In the first three months in pharmacies over the summer, TanOrganic generated over €1m in sales. It became the number one selling tan in Ireland. So, despite being in the middle of the world’s worst recession, the point was proven again – if you have a good Irish-manufactured product, regardless of the economy it will sell and sell.
At the end of April Gerry Ryan died. We now know this was probably as a result of cocaine use. I would never condone substance abuse but I am not really qualified to comment because I am one of a tiny minority in Ireland who has never drank alcohol or smoked tobacco and has certainly never tried any form of drug. I do have many vices just not those more common ones! What Gerry did was wrong. But I worked with Gerry and I will always remember him as one of the greatest radio presenters.
In May I was asked to go on the Late Late Show for the finalists in the Transition Year Young Entrepreneurs competition. One student had a brilliant idea, “The Wrap”. It is a little plastic thing for wrapping up and avoiding tangling of the wire of your earphones for your phone or I-pod. I was delighted the following week to introduce him to Vodafone, and now his concept is now a real product out there on the market. It proves yet again that our schools are teeming with boys and girls with great business ideas.
In June I started my summer-long involvement with Celebrity Bainisteoir. Definitely one of the highlights of my year was the warm welcome I got from the Roche Emmets football club and its community. I still feel the team and I let ourselves down, and that such a great club deserved to go further in the competition, but I loved every moment of my involvement. The experience reaffirmed for me what a great contribution the GAA makes to local communities across the country.
On the 11th July the nation witnessed the greatest daylight robbery ever. Sports fans from all over the country agreed that Louth was robbed of a deserved Leinster title and Meath also suffered ‘winning’ what became a sullied championship. We simply have to introduce video evidence into these key games.
In August I was asked by RTÉ Radio 1 to fill in for Ryan Tubridy, who was moving over to 2FM, before John Murray was available to start the programme. I hadn’t presented a radio programme for well over a decade and if the truth be told enjoyed it far too much. It was a pleasure to work with Annmarie Power, Aonghus McAnally and their team in Donnybrook.
In September I was doing the job interviews for the Apprentice for TV3. One of the final four and the eventual winner was Michelle Massey. On her CV it stated she had done some modelling so I had to ask her was there anything in her past that could embarrass a future employer. She then revealed her dalliance with Playboy TV. I can tell you now I was never, ever expecting that one. I had to keep it all secret until the programme aired in December.
In late October my fellow Dragons and I really felt the pressure when RTÉ informed us that for 2011 the programme was moving to a prime time slot, 9:30pm on Sunday nights. We were all concerned that in the recession people might not come forward with good ideas. But when we did get to the Den for recordings, we were mightily relieved at the high standard of business ideas. It is television, so the producers will still feature the wacky ideas, but this year there were plenty of sound business ideas. Also RTÉ confirmed that there will be a follow up series looking back on many of the people who featured in series one and two.
In November we had the ‘good’ news that it was in the ECB’s interest to come to our nation’s rescue and bail us out but at a price. Personally I was delighted with the development, because I see it as the turning point on the road to recovery. The media kept pushing a line that we should default. We can’t default but we must restructure our debt in approximately 18 to 24 months from now. So we take this deal and in two years time after Portugal, Spain and maybe even Italy have required ECB/IMF assistance then we can, as a group of countries availing of the bailout, force the senior bondholders to restructure our debt. They will be forced to write a large percentage of it off. Of the group, which country has the strongest exports? Yes, Ireland. I assure you we will eventually come out of this valley of tears and our little nation can be great again.
In December Noel Dempsey followed his cabinet colleague, Dermot Ahern, and announced he wouldn’t contest the General Election. Dermot Ahern would have got re-elected but Noel Dempsey was doomed. He claimed he was doing it because he is over 55 years of age. The facts are party sources in Meath-West were forecasting that he could only muster, at best, 2,000 votes. Worse again his running mate, Deputy Johnny Brady, would poll better. So Dempsey, a former poll topper, couldn’t face the ignominy of being eliminated in an early count and bowed out on a fat pension. We so badly need the New Year’s General Election to draw a line under all the fall out of the Celtic Tiger and start on the road to recovery. To you and yours, a Happy New Year and all the best for 2011.
The Entrepreneur Show
What a weekend, last Friday and Saturday and the Entrepreneur show. As a first time event it was a real success and congratulations to entrepreneur, Darren O’Toole who created and executed the show.
The exhibitors I spoke to were all quite pleased with the show but I thought there were far too many talks going on. It has to decide for the future is it a conference or an exhibition?
Too Many Talks
For those of you who didn’t get to the show it was in the main Hall 8 of Simmonscourt, so it was a very large exhibition space, larger than the Ideal Homes the previous weekend. On top of that you had four very large arenas for speakers like myself and my fellow Dragons and some Dragons from the BBC.
Why four arenas? It meant the crowd was being divided by five all the time, i.e. the four arenas and the exhibition hall. It would have been so much better to have just one arena or theatre with half hour talks. But as in business you have got to start somewhere and this was a brilliant start. I look forward to Darren and his team doing it next year.
New Ideas
At the show, everywhere I went, people came up to me with business ideas. I was only too delighted to stop and chat. We have enjoyed a great season of Dragons’ Den on TV and the Irish public have been so supportive so I, and my fellow Dragons, were keen to give a little back. I actually did see a few ideas with real potential. A anti burglar device for sliding patio doors, a gift wrap alternative and a new twist on a scissors.
But coming up with a prototype for a good idea is so long away from an actual successful product. Through the Dragons’ Den people have seen that I am a marketing person who can take a product from an idea to mass market and fast. Becuase it is on TV I actually pay to do that. I invest in the company.
But I assure you the real investment is my time. To bring the Toilet Pipe Cover, the HidBin or TanOrganic to mass market success requires a huge time commitment.
I am very fortunate that the very large Corporations will pay large fees to retain me to advise them on their strategy and launch of new products or brand extensions. But this leaves me with hardly anytime to look at ideas other than those I have invested in on Dragons’ Den.
The Cost of Going to Market
What I am saying is if somebody came up to me with a brilliant idea I can tell you to get it to a ploace where people are aware of it and are looking to buy it in a shop takes at least €250,000 on marketing. And with marketing you need the very best advisors so as little of that spend is wasted.
Look what I am saying is, a good idea is only the very start. Imagine where TanOrganic would be now if Noelle O’Connor had not been brave enough to go on Dragons’ Den. I still believe Noelle is such a trooper that she would have got the product to market but it wouldn’t be the household name it is going to be by the end of 2010.
All the creativity that goes into inventing something is fantastic but you need to spend more time thinking about how are we going to get people to buy this product?
It all begins and ends with Marketing and Sales.
Finally – Best Speakers
Doug Richards who resigned from the BBC version of Dragons’ Den after two seasons to go off and manage one of the world’s big venture capital funds was at the show and was a great contributer. He is an expert in Technology but was alos great fun.
The speaker that impressed me most was Ian McDonald of weedle. Ian was one of the team behind Perlico and he has taken the money he made from its sale to Vodafone to now have a go at a skills version of Linkedin.
I didn’t get to hear it myself as I was speaking in the various arenas all day but Rachel Elnaugh’s talk was considered by many to very inspiring.
Keep it touch with my blog, next Blog Friday.
Great Weekend at Ideal Homes Show
There is nothing like putting your product in front of customers to find out its true potential. And this was the weekend. A first, the Spring Ideal Homes Show, was staged at the RDS by my good friend, Sean Lemass. Everyone was surprised by the huge turnout. I estimate over 50,000 people attended.
Great that consumers are back looking to shop.
There were still a lot of tyre kickers but the fact that consumers were out looking to shop has to be an encouraging sign for retailers.
As you know I was supposed to be away with my fellow Dragons on the slopes for late ski-ing in Zermatt but we got “volcanoed”. So I was at the show on Saturday. (I couldn’t be there Sunday as I had two nephews playing in the 85th Leinster Rugby Towns Cup Final. They play for Boyne who retained the title in a close fought battle against a gallant Tullamore with my nepew, Bevan Duffy, scoring the winning try with an intercept.)
“The Dream Team”
The Dragons’ Den Dream Team, that’s what they called themselves, of Noelle O’Connor, TanOrganic, Mark O’Loughlin of HidBin and Herbie Porsche of Toilet Pipe Cover were all there on one stand which created a big impact in the hall. It was by far the busiest stand at the show from what I could see.
A Few Learning Points.
Having said that, as people are following this blog to get some marketing and sales insights I would have a few criticisms of the stand. There was no video. People don’t walk straight up to a stand. They stay outside what we call the “grab-zone”. They observe you first from about 20 feet. That’s why you need 50″ screens showing them your product and announcing a special show offer and anything for “FREE”. Your stand has cost you thousands but using video you have quadrupled the square meterage. The video shouldn’t depend on audio but must have clear legible graphics spelling out your offer and invite. (Also some shows don’t allow audio.)
I can’t believe that my three colleagues who have been on Dragons’ Den did not have one bit of footage from the show playing on their stand. Now as it turns out they were busy enough anyway but there is great room for improvement.
Herbie needs to brush up on his sales technique, Mark missed an opportunity and Noelle underestimated the demand.
My good friend Herbie’s sales technique needs brushing up. On a few occasions I heard him say to a potential customer, “yes check it out on line”. That is sending a customer away. Even if somebody says my toilet goes into the wall not the floor, you do two things. “MayI have your name and address so we can tell you when the wall mounting is available?” And then ask them, “Surely you have a friend who’d you love to buy this for them it is only a fiver here at the show?” At another trade event I attended with Herbie a man told us he never, ever orders at such shows but only when he goes home. But I managed to get on his wavelength and he placed a large order there and then. Selling is about turning objections into opportunities and closing the sale.
The HidBin not having before and after footage on a 50″ screen – well what can I say? Missed opportunity.
Noelle running out of product on the last day of the show. Yes that is great news and proves the demand for TanOrganic but it also means we lost sales opportunities.
Am I just a whinging old you know what. No I hope not. I always like to encourage but I just like things to be done to their maximum potential.
Next Blog; Friday Morning.
The Final Curtain
I was so disappointed tonight. I think it is the first time I have been caught on camera looking really annoyed. I made a hash of it. I loved Grab Radio but said I was out. But I was deploying an unusual tactic. If you are out but another Dragon makes an offer and it is not accepted and a negotiation starts you can come back in. It has not been used as a tactic in the Irish Den but it is used in the Dens in both Canada and New Zealand quite a bit. Aonghos O’ nEocha grabbed the offer and I was blown out. Good enough for me. You can be too smart assed for your own good at times and this was one such occasion.
I do hope Susan has stuck with Seka Cosmetics but it needed work.
Now you know my views on golf, but, I was very interested in Cathal Boyle’s Easi Croc. I hate the name, I like the idea however in the end it just didn’t grab me enough.
David & Cathal’s Dabble appeared to have really irritated us. It is the luck of the draw. We start filming at 7am and by 7pm you can be very impatient. Sorry guys.
The Dragons will try anything. Seeing us there in the Nosey Rosie hats, what were we like?
Alan Rudden didnt ever get my interest. I just don’t see a r.o.i. in landscaping.
What a great way to end the series.
Daithí O’Regan was brilliant and he really pressed Sarah about her committment to manufacturing in Ireland. By the way all the women on crew on the set thought he was really handsome. Daithí thanks I still have your presentation hurley at home above our mantlepiece. Good luck to both Sarah and Daithí.
Herbie, Noelle and Mark in the RDS this weekend.
Don’t miss this weekend’s Spring Ideal Homes Show in the RDS, Friday, Saturday & Sunday. My investments, Herbie Porsche and his Toilet Pipe Cover, Noelle O’Connor and TanOrganic and Mark O’Loughlin of HidBin are all there on a big stand so please go along and say hello. Sean Lemass of SDL Exhibitions has been very good to us. He was so keen to have the guys along so Sean a big THANK YOU!.
Alright I am going to sign off.
Next Blog Monday Morning – Bye!