Claire builds up her business’s image

Nov 27 2007 by Iain Laing, The Journal

This week, we ask Chrysalis Image Consultancy director, Claire Taperell about her career.

Name of business: Chrysalis Image Consultancy

Location: Medburn, near Ponteland.

Director: Claire Taperell.

How long have you been established?

I launched Chrysalis in May this year, but it has taken me 18 months to evolve the business from scratch.

What have been the biggest achievements so far?

The biggest achievement has been developing a strong client base and seeing clients return because they have been pleased with their service. I really enjoy giving women the tools they need to make the best of themselves regardless of age, lifestyle and budget. It’s also so rewarding to see clients leave my studio with new found pride and confidence in themselves.

What have been the biggest hurdles so far?

I am the unluckiest person in the world when it comes to IT. Seriously the biggest hurdle has been getting my website up and running and having an email that actually works. Also I have had to learn how to deal with sensitive issues such as women with low self esteem and negative body perceptions, which are all part and parcel of the job.

Where do you go for advice?

Business link have been a great help in giving me a start up grant and business advice. I also have benefited from friends’ experiences, who have also set up their own businesses.

How is running the business different from the early days?

Most importantly, my knowledge regarding female body shapes and women’s perceptions of their own bodies has increased immensely. I’ve become far more confident in my own abilities and therefore self promotion and marketing has become far easier.

How do you attract sales?

I’ve had excellent coverage in local newspapers and magazines that has created a lot of interest throughout the region. I’ve also done numerous talks for various ladies groups, as well as informal discussions with clients and their friends. However what I am most impressed with is the amount of business generated from simply word of mouth.

How has your business plan changed?

I haven’t really consciously changed my business plan, however I have realised over the last couple of months that I’m promoting certain aspects of my business far more effectively and I really need to re- balance this.

What does the future hold?

I would ideally like to expand my product into retail outlets and work as an independent consultant. I would also love to produce a series of style and image training courses in adult education centres.

The Next Step is run in conjunction with The Entrepreneurs’ Forum – a members-only organisation that brings together business owners to share experiences, knowledge and support. The Forum runs a series of events throughout the year. They also run a mentoring programme to help people running growth businesses benefit from the wisdom of more established entrepreneurs. For details go to www.entrepreneursforum.net