What business do you own and what does it specialise in?
The Outdoorsman Headquarters. The Outdoorsman specialises in retailing quality fishing, hunting, biking, tramping, camping, apparel and footwear.
How long have you owned The Outdoorsman and how did you come to be the owner?
My wife Lya and I have owned the Outdoorsman for nine years. You may remember the Remington ad on TV some years ago where the owner proclaimed "he liked the product so much he bought the company". In in my case I was becoming very close to being banned from shopping at the Outdoorsman by my wife, so for the very same reason we bought the company.
What is your history in business?
I purchased a half share of a plumbing and sheetmetal business with my brother-in-law in Timaru at the age of 23. We also owned a powder coating and fishing-tackle manufacturing business, employing a total staff of up to 50. After selling those businesses at the age of 34, I was looking for a new challenge so we moved to Rotorua and purchased Zip Plumbing Supplies in Sunset Rd. We sold that business nine years later to Mico Plumbing and purchased the Outdoorsman three years later.
What was the best business decision you have made?
Against the better judgment of my parents, I left a national company job to become self-employed. Business is in my blood, so I have been very fortunate to have had the chance to be a director of the Zip group and an international director of the Plumbing Plus group. As part of the Zip buy-out transaction, I worked for Crane NZ for three years in senior management, acquiring a huge insight of how this large corporate company operated. Without the decision to become self-employed, I would probably never have had the chance to learn the skills these ventures have taught me.
What was the worst?
Buying shares in the sharemarket. We were one of the sheep who jumped on to the hyped-up sharemarket just before the big crash and learned a hard lesson; never get involved in something you don't understand. I have never owned a share since.
What was your first job?
Field supervisor for James Wattie Industries, which involved contracting the growers' crops, through to harvest and quality control.
How do you maintain a healthy work/life balance?
We live at the lake so enjoy running every morning with my dog Rimsky along the lake edge. I also lake or sea fish most weekends with family and friends and it won't be long before I can teach my four grandchildren to enjoy the same.
What are the biggest challenges you face in business today?
My biggest challenge is to understand the balance between bricks and mortar retail and electronic retail. We find that most outdoors products sold online only sell if heavily discounted, so I do struggle with the now normal retail model of overpricing product to achieve a 30 per cent-50 per cent discount offer. It's sad to see world iconic brands now having to offer lower-quality ranges to compete with lower-quality look-a-like house brands. The under-specified ladder that was sold and broke on Trade Me this week is a case in point.
In your opinion, what does it take to be successful in business?
Firstly, to understand the brand of your business! What it does and who is your target customer. Secondly, your staff are your biggest asset, so train them and look after them. Thirdly, to merchandise your offer so it presents a clear range of colour and size.
If you could do any other job for a day, what would that be?
If I had my time over again I would have loved to own and operate a supermarket, so the other job for a day would be to understand the complexities of that business.
If you could choose anybody to be your business mentor, who would it be and why?
My wife Lya and I have always worked together in our businesses and Lya has always been a great leveller of wants and needs. The other important thing is women's intuition, which should never be underestimated. If you're not sure, then get a woman's perspective and if the answer is no then don't do it.