Last week, I shared how the hugely successfully British lifestyle brand, Neptune Home, went from selling hammocks to global interiors retailer. In my second article, I explored Neptune’s marketing strategy in the context of the 4 Ps. Today I’d like to focus on what Neptune makes such an admired brand, and how you draw inspiration for your own business, whatever industry or sector you are in.
First a quick reminder about how Neptune started life. Founded in 1996 by sailing friends John Sims-Hilditch and Giles Redman, Neptune’s very first product was a hammock, stitched at the kitchen table by John’s wife and Creative Director, Emma Sims-Hilditch. The company sold more than 5,500 hammocks in its first year and Harrods, the world’s most famous department store, became a stockist.
That simple hammock evolved into making mid-range garden furniture. And once the founders realised they needed evergreen product lines – homeware, furniture, and cabinetry – to overcome seasonal variations, a hugely successful British business. The company will shortly have 24 Neptune stores trading in the UK and Ireland, and has licensing and franchising agreements with partners in the UK and abroad, including Norway, Germany, France and the Netherlands.
In Monday’s article, I explored how the hugely successfully British lifestyle brand, Neptune Home, went from selling hammocks to becoming a global interiors retailer. In this second article in the series, I’d like to explore Neptune’s marketing strategy, seen through the lens of the 4 P’s of marketing.
If you’re not familiar with the 4 Ps of marketing, they were developed by the marketer and academic E. Jerome McCarthy, to provide a framework for marketing decision-making. The 4 Ps is one of the most enduring and widely accepted frameworks in marketing, and refers to Product, Price, Place and Promotion.
It being the month of love, I thought I’d dedicate my articles this week to one of my favourite brands. Today I’m going to explore how the hugely successfully lifestyle brand, Neptune, went from selling hammocks to becoming a global interiors retailer. And the lessons you can draw from Neptune’s success and apply to scaling your own business.
Founded in 1996 by sailing friends John Sims-Hilditch and Giles Redman, Neptune has become renowned in the UK for its exacting standards, timeless aesthetic and expert craftsmanship. Just like building a boat, John and Giles believe that the way something works is as important as how it looks. So when Neptune creates a new product, the design team thinks through every last detail. While their designs are both stunning and practical, the products themselves are underpinned by technical excellence and skill and craftsmanship.
Last weekend, I watched Suffragette, a film about Maud Watts, a working class woman who finds her voice after joining a diverse group of women who are fighting for equality and the right to vote.
The film gives us an insight into the hardship, lack of rights, inequality and lack of voice experienced by women. It’s also a sharp reminder how hard fought for votes for women were. And how the campaign went back more than a century to 1792 when writer and philosopher Mary Wollstonecraft wrote about the need for women’s political representation in her book, ‘Vindication of the Rights of Woman.’
Last month I started a consultancy project for the female founder of a medium sized business with a workforce of 80 employees. She started her company 10 years ago from the kitchen table, and has built it from the ground up. This year she’s aiming to double turnover.
As a CEO, I doubled the turnover of that business within 12 months so I know how blisteringly hard it is to scale your business. What I hadn’t appreciated, until I did the market research for my business consultancy, was just how few businesses actually scale. Here in the UK, there are 5.5 million businesses, yet in 2015 the number of scale up businesses was 31,440. That’s just 0.6% of UK businesses!
This got me wondering, why do so few businesses scale?
As we come to the end of January, it’s all too tempting to let our New Year goals slip away. I’m here to check in, and encourage you to stay on track. Plus I’ve got 7 tips for a focused and productive year to share with you.
You may remember that on Monday I shared with you how behind I was with my own goal setting after a nasty bout of flu. All my best laid plans went awry and instead of working on how I was going to progress my goals, I was curled up on the sofa with a box of tissues and a hot chocolate, watching Designated Survivor on Netflix.