GUEST POST: Brett Sidaway, Marketing Manager of Wrights Plastics GPX
The continued growth in popularity of pick and mix and ‘retro’
confectionery presents a ‘sweet’ opportunity for hard-working entrepreneurs to
create some much needed additional revenue. Brett Sidaway, Marketing Manager of Wrights Plastics GPX, a
West Midlands-based manufacturer of pick and mix stands, has
researched the potential for revenue streams and shares his ideas with us.
Brett sees the potential for confectionery-based businesses
to become a staple part of the so-called ‘bedroom businesses’ boom – small scale
start-ups characterised by low entry-to-market costs and often begin as
part-time enterprises, perhaps designed to fit around activities such as
bringing up kids, caring for a relative or friend or ongoing work commitments.
According to StartUp Britain 2015 saw around 600,000 new
business launches. Additionally there has been a surge in food related start-ups.
Statistics indicate that women especially are keen to start
up small scale businesses that fit around their current lifestyle. On average
about 30 per cent of self-employed women work from home.
The smell of sweet success
The smell of sweet success
Brett believes a foray into offering sweets for events is a
great opportunity for entrepreneurs. Firstly, costs to enter the market are relatively
small. “It is a great business to ‘dip your toe’ into as you can begin with
small scale orders to cover your first events. Stands and dispensers don’t cost
a great deal, and there is often little branding beyond header cards and
business cards.
Secondly, initial opportunities combine a chance to make
money with socialising activities. There are often chances to make the most of
social networks to build business opportunities; and business opportunities can
help build social networks too.
As a simple business model, Brett suggests purchasing a
complete pick and mix stand. These are easy to store and transport to events.
Headers can be branded if required and replacement hoppers purchased in the
event of breakages etc.
An obvious opportunity is running pick and mix parties for
children. Despite concerns about sugar intake and healthy eating generally,
kids love sweets and as a treat and eaten in moderation it seems unlikely that
this will change in the near future. So including pick and mix at children’s
parties is a great opportunity for a start-up business: it taps into an
existing network of parents ensuring marketing costs are minimal but uses the
power of the network to build the business.
The opportunities are not just
restricted to birthdays: pick and mix parties are ideal for end-of-term
celebrations, exam successes, Christmas parties and even fundraising events at
schools.
Charity and fundraising events are another chance to build
the business. There are always many local fundraising activities for charities,
churches and other groups and having some pick and mix or retro confectionery
is an obvious way to add some excitement. You may decide to make a flat
donation to the good cause or give a percentage of your sales but most
organisers will welcome the chance to add something new to their regular
fundraising events.
And there are also plenty of other opportunities to build
the business: weddings, sporting events, car boot and table top sales.
Social media will be a big part of your brand building, and
that’s even more good news according to Brett. “With social media, costs are
low but you can be really successful just by posting creatively and getting
good feedback from your customers.”
