MARK Brun is already learning the importance of diversification for small businesses.
After 17 years on the railways, ending up as a manager, he has only been running Stockton Toys since April and only moved to the shop in the Castlegate Centre in October.
But he and his partner Helen know the footfall takes a while to build, so they are taking the shop to the customer by getting permission to set up stalls at heavily-staffed call centres around the region, whose staff are allowed to shop during their breaks. The strategy nets them around £250 a time and is being extended to cover hospitals and other large centres.
“It’s all about giving us a foothold,” said Mark. “A small business like ours needs to get noticed, so we also made sure we had a presence on Facebook and eBay.”
Mark and Helen spotted a gap in the niche office sales market most commonly occupied by books and started off buying pallets of returned stock from the big suppliers, but soon shifted to traditional wooden toys from the likes of leading American supplier Mellisa & Doug.
That quick thinking also got them another sales point, when local radio station TFM needed a partner at short notice to supply competition prizes. Stockton Toys nipped in and are now also working with them on the high-profile Cash for Kids campaign.
“We’ve never had a strict business plan, because we didn’t want to set unrealistic targets,” admitted Mark. “I think small businesses need to be fluid and react quickly.
“We’ve kept a close eye on our market. Traditionally, toys take off in America and then catch on over here. At the moment the big thing is traditional toys, so we’re looking forward to that.”
The toy shop has already moved once - from the market on the Shambles to Castlegate - and has taken on its first member of staff - teenager Kirsty Dring.
“Sadly, the banks haven’t been much help,” said Helen. “There seems to be a reluctance to back retail plans rather than manufacturing. So we’re looking after a lot of the financing ourselves. That way we know where the plusses and negatives are.”
The future for the couple - apart from the small matter of their wedding in June - revolves around the younger elements of the business, from children Caitlain, 11, and Joshua, six, to Kirsty. The dream goal of having a couple of other bases to add to Stockton would offer the family a long-term stability and would give the next generation something to build on.
As Mark says: “Now that we have Kirsty with us I want to give her the sort of chance someone gave me when I was 17 or 18.”
MARK’S TOP TIPS
1. You have to have strong support from family and staff.
2. When you are first starting out, don’t over-reach yourself. Take baby-steps first.
3. Set yourself realistic goals. Unachievable ones can deflate a business and make it less productive.
