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Her Inspiration

Flying Under the Radar
Jenny Shipley
After stepping out of politics in 2002, former Prime Minister Jenny Shipley, had an open mind about her future direction.

Her Insight

The Country Culinary
Trish Gibson
Starting a business in her 60s, Trish, a Hawkes Bay farmer’s wife, founded Country Culinaire, a gourmet dessert company.

Her Inform

Growing Your Business to the Next Level
When you buy or start a business, growth can happen organically or it can be planned, nurtured and driven.

Her Inspiration

Flying Under the Radar
Jenny Shipley

While very much in the public spotlight during her 15 years in politics, former Prime Minister, the Right Honourable Jenny Shipley is happy to have made the transition to “ordinary New Zealand citizen with an extraordinary life,” she tells Jo Bailey.

Being able to live her life in relative anonymity is a luxury not afforded many of her contemporaries in international politics, says Jenny Shipley. “One of the great characteristics of New Zealanders is our polite reserve and respect for former leaders. While I am still recognised almost daily, the attention is rarely intrusive. I tell my children I’m a bit like the family cat; people are warm and generous towards me as I’m no longer a political threat. I value the fact that I have been able to move on from my political career in the public eye to a much more private consultancy and corporate career, as this has not been the case for many of my colleagues worldwide.”
It was in 2002, at the age of 50, that Mrs Shipley decided to retire from NZ politics. “There were a number of events that contributed to my decision. I felt I had had a very complete political career but having lost the general election in 1999, and having had a heart attack while Leader of the Opposition, I decided it was time for me to set some new challenges for myself.”

After stepping out of politics, Mrs Shipley had an open mind about her future direction, but knew she didn’t want to be tied to just one organisation. Today her efforts are put into an interesting mix of company directorships, consultancy work and speaking engagements. She continues to operate at the highest international level while circulating with many of the world’s most influential people.

Travelling can take up to a third of Mrs Shipley’s year. She spends a considerable amount of time in Asia, especially China, where she has speaking engagements and helps forge new commercial and cooperative relationships between people and companies both in the public and private sectors. She also chairs the advisory board of her son Benjamin’s Shanghai-based branding and marketing company.
“I took Benjamin to China a couple of times, and on one visit he asked to be dropped off in Shanghai. He ended up spending a year working there with an American medical company before setting up his own company two years ago, assisting foreign companies to develop market and sales strategies in what has become one of the world’s most extraordinary emerging economies.”

Mrs Shipley’s daughter Anna has lived in the UK for the last six years and travels extensively throughout Europe and the UK in her role as communications manager for Nokia. “Burton and I are incredibly proud of our children and manage to see them both regularly.”

A recent appointment to chair the board of Seniors Money International Limited, Sentinel’s new international holding company, is just one of “a number of really interesting directorships” held by Mrs Shipley, which include chairing Mainzeal Construction and Development, and being a director of Richina Pacific and HR company, Momentum.

When it comes to consultancy work, Mrs Shipley says she only picks projects that really interest her. These include everything from being on the international economic advisory board of the City of Rotterdam to consulting with the OECD in Korea on its aging population, scoping project opportunities for clients in China, or simply doing one-on-one coaching and mentoring with senior executives.
Mrs Shipley is also a highly sought after international public speaker. At the time of this interview, she was preparing to travel to Barcelona to speak at a forum assisting and empowering Iranian women who wished to enter politics. “I have both paid and non-paid speaking engagements, with many speeches covering geo-political issues. Each year I chair the Ministerial forum at the Education Forum for East Asia, where it is humbling to discover the scale of challenge faced by education ministers in countries such as Mongolia and Pakistan.”

As a member of the Club of Madrid (a group of 64 former Prime Ministers and Presidents from democratic countries), Mrs Shipley regularly has the opportunity to meet with her former peers to discuss world issues. “We do a lot of work below the radar, which gives me enormous satisfaction.” Similarly, she is a member of the exclusive Council of Women World Leaders, an American-based initiative of former world leaders who assist and encourage young, female political leaders to take the next step up. “I was encouraged myself by other leading women when I entered local and central government, so I am pleased to encourage women to believe in themselves and their skills and ability to make a difference to their company or their country.”

Mrs Shipley entered Parliament in 1987 after winning the Ashburton electorate. She was promoted to Minister of Social Welfare, and later to Minister of Health, under the Jim Bolger-led Government of the early 90s, and was not afraid to make controversial decisions – such as the introduction of cutbacks to state benefits and attempts to reform the public health system.

“People, companies and countries often face tipping points where they have to choose to be courageous and take a path that’s clear and decisive, albeit one that requires change, restrictions and refocusing, or the alternative path that leads to failure. Despite the rhetoric when I worked in these portfolios, very few of the controversial decisions I made have been reversed. Making tough decisions is demanding as any political leader, but it doesn’t mean you shouldn’t do it if you are committed to creating a successful nation in the future. I now take great satisfaction in having made a difference for NZ. What is more exciting is I am now able to make a difference in the public and private sectors here in NZ and offshore without the daily scrutiny of the media.”

While an “honour” to be New Zealand’s first female Prime Minister, Mrs Shipley says she went into politics at the age of 35 to instigate change. “I got a great deal of satisfaction from being part of a team committed to moving New Zealand forward.”

Today, the Shipleys live in the fast-paced Auckland suburb of Newmarket - a long way from the Canterbury farm where Mrs Shipley launched her political career, but an enjoyable transition. “Burton and I try to walk most days and regularly swim in the surf at the beaches north of Auckland. Sailing is another favourite pastime, and I read endlessly - all manner of material.” Each summer she takes several weeks off work to devote to her family. “No one can pay enough to entice me away from New Zealand during that time.”

Mrs Shipley says she is very happy with the new direction her life has taken and the balance she has achieved between her work, relationships and family. Despite the challenges, she is encouraging of other women about to make a life-changing transition.

“I have loved each of the journeys in my life: being a mother, a teacher, a farmer, a politician and now an entrepreneur in this rewarding new stage of my career. I believe if women are energetic and determined, have confidence in their own skills and abilities and believe in themselves, they can succeed in anything they set their minds to. All it takes is courage and a willingness to dare to dream of what is possible!”

By Jo Bailey

Her Insight

The Country Culinary
Trish Gibson   

It’s not often we read about someone starting a business when they’re in their sixties, but that’s exactly what Trish Gibson, a Hawke’s Bay farmer’s wife, decided to do five years ago. The grandmother of four founded Country Culinaire, a gourmet dessert company producing handmade Pavlova Roulades and Sticky Date Puddings, sold in supermarkets and specialty foods stores from Kerikeri to Invercargill.

Back in 2000, Trish caught wind of a traditional farmers market about to start in Hastings. She decided to support the venture and set about selling gourmet meatballs. Each week Trish would make them in her catering kitchen on the farm at Crownthorpe ready for sale on the Sunday. It didn’t take long before Trish added other products – one being the Pavlova Roulade.

Trish did consider keeping her cottage business small, but Graeme Avery, an instrumental force behind the development and branding of Hawke’s Bay Wine Country Farmers Market, stirred her into action. Graeme told Trish that she had an excellent product in the Pavlova Roulades and if she “didn’t want to start making them commercially, then he knew someone who would”. Well, that was all the motivation that Trish needed.

“I started off fairly primitively. I borrowed some trestle tables and rented two empty shops - put a hole in the wall and off I went,” says Trish. “I had to employ staff to help me, learn to use a computer, put in a Food Safety Programme, pay wages, do the accounts and actually go around and sell the product.”

Country Culinaire started distribution in Hawke’s Bay New World supermarkets and local gourmet food stores and delis. Trish worked hard to get acceptance at other supermarkets, literally driving around the country with her husband, Barrie, and knocking on the doors of stores, one by one.

“It was terrifying,” recalls Trish. “I’d never done anything like that before in my life. I’ll never forget one supermarket I stopped at; I just couldn’t do it. I came back to the car -didn’t tell Barrie that my nerve had failed me. I had convinced myself after walking around the freezers that they wouldn’t want to sell my Pavlovas. But I soon gradually gained the confidence - and the rest, as they say, is history. That supermarket, by the way, did want to sell my desserts after all,” Trish wryly confirms.

By 2002, Trish had limited supermarket distribution, and in 2003 Country Culinaire was ranged in New World Central region, and in 2004, in New World Northern region.

“I started off making just two flavours, but as I travelled around the country and spoke to people, they said why don’t you make this flavour and that flavour. And that’s how the range has grown to seven,” explains Trish.

It hasn’t been easy – there were weeks where she wondered how she was going to pay the bills. “When I first started Country Culinaire, all I wanted to do was to be in the kitchen, making desserts. I soon realised that I had to spend much more time in the office, out talking to supermarkets and doing demonstrations.”

Trish entered the Pavlova Roulades in the 2004 Massey Food Awards and was delighted to win two prestigious awards – one for Gourmet Food Product and the other for Packaging Design. This meant a great deal to Trish, especially the packaging award, as she had been told often in no uncertain terms that she would sell more if she put a picture on the front of the packaging to show what was inside. “I didn’t follow this advice, even though it was tough at times not to listen to what was being said,” says Trish. Winning the awards was another turning point and was all the inspiration that Trish needed to keep her business growing.

Trish had been mulling over a few new product ideas and set about finalising the development of Sticky Date Puddings. She knew from her days dabbling in catering that they were a crowd favourite and although Sticky Date Puddings were found on many café and restaurant dessert menus, there were none available in the upmarket section of supermarkets, to buy ready-made.

Testimony to the quality of her second product line was the receipt of another two Massey Food Awards in 2006 – the same two prestigious award categories won by the Pavlova Roulades.

Because the desserts are handmade, using quality ingredients, they come at a premium. But Trish won’t be compromised on her product or price. “They’re expensive, yes, but my desserts have all natural ingredients, with no colours, preservatives or emulsifiers and are just like a homemade one,” she says. “There is space in the supermarket for [both] budget and super premium desserts, just like there is for other product categories.”

Although Country Culinaire now employs four staff, it is still very much a hands-on business. Trish can be found in the kitchen – when she isn’t travelling around the country! Trish and Barrie drive all over New Zealand in their Toyota, which has clocked up close to 500,000km. Trish calls regularly on her supermarkets and gourmet food stores around the North Island; and in a day does a run from Hastings, through Waipawa, Waipukurau, Dannevirke, to Pahiatua, Carterton, back through the Pahiatua track to Palmerston North, Feilding, Wanganui to Marton and then back home again. “It’s a long day and it has to be done before the Freezer Managers finish, but if I don’t get out there and talk to them, how will I know how my business is going,” says Trish.

Trish makes sure she is somewhere every fortnight, doing a demonstration. “I knew that if people tasted my product, they’d buy it,” she says. “That’s how I got to know what people liked and what they didn’t, and I got direct feedback. It was such valuable experience,” she adds.

Over the past six years, Trish has sought the help of advisors who have assisted her with business planning and marketing strategy. Trish says probably her biggest breakthrough though came in 2004 when the Christmas issue of Cuisine magazine featured the Pavlova Roulade in their new products page. “All of a sudden my sales went through the roof!” she exclaims.

Trish does find her business has seasonality, with peaks around Christmas and Easter. Over the years Trish has smoothed out her operation to ensure she is producing a steady number of desserts all year round, no matter if it’s raspberry season or Feijoa season.

Trish has forged relationships with pivotal players in her business. “I have great merchandisers in Auckland and in Wellington and now in Nelson. They phone me so excited when they’ve achieved a big order or a display end. Even though they’re not in Hastings with me, they’re still very much part of the team,” affirms Trish. “I use all local produce. All my eggs come from Keighley’s Poultry Farm here in the Bay, and the raspberries come from Ruby Glen in Taradale, the feijoas from Pakowhai. I like to use local suppliers and support the community.”

Last year Trish decided to put a newsletter inside all her products and this has been well-received by customers, who have emailed her with feedback and suggestions.

All the hard work and perseverance is finally paying off. Apart from winning the Massey Food Awards, Trish has been invited to speak at a recent conference. “I am still so surprised at how I managed to get up and speak. But it just proves that my thoughts have been right - never turn anything down because so often another door opens. This has happened to me so often since I started on this journey.”

By Denise Cohen

Her Inform

Growing Your Business to the Next Level

When you buy or start a business, growth can happen organically or be planned, nurtured and driven.

A worthwhile question to ask yourself is: ‘Should I grow this business or not?’ Think about the goals you have for the business and for yourself and your family. Do you want to make a comfortable living or become a major competitor in the market? Ask yourself what would happen if you strategically grew the business or if you didn’t. Sometimes not risking is the biggest risk of all. As the Chinese proverb says: Be not afraid of growing slowly; be afraid of standing still.

The challenge of growth could be right up your alley. On the other hand, you may have grown your business to a point where it runs fairly smoothly and you’ve achieved your desired income level and market share. Now that you’ve done the hard graft you’re free to channel time and energy elsewhere, so the thought of growing your business, employing staff, exporting, and the accompanying headaches and stress is just not an option.

Bigger isn’t always better
You can’t grow your way out of problems – if you’re having trouble coping with mistakes and errors with 20 customers, then how will you cope with 200 customers? Growth doesn’t necessarily mean more profits either. It’s not the sales that matter; it’s what you keep - your profits - that is important. And if you’re focused on being the fastest growing company, you’re focusing inwards rather than being customer-focused – and being a fast growing company isn’t necessarily a customer benefit.

Roadblocks to growth
The skills and resources that got your business off the ground may not be the same skills and resources required to grow your business to the next level. You, as leader, could be an obstacle to growth. If the thought of going bust keeps you awake at night, or the idea of being responsible for your employees’ livelihoods gives you a knot in your stomach, or you worry about the impact of your success on your family and friends, or you’re scared of hiring professional managers and advisors, then you may be limiting the growth of your business.

With growth comes change. Current employees may not be skilled enough for the new phase of your business, while adding new employees to your company brings about a whole new set of challenges, from hiring and retaining to motivating and training them. Financially, you need more capital to expand. Management systems need to be in place and you’ll probably need professional help in new areas. While all this is happening, you have to learn to share responsibility and avoid burning out.

Growing your business
There are a number of ways you can grow your business. You can increase your client base (locally, nationally and internationally), you can increase the frequency of customer purchases, and you can increase your profit (by better management of costs and/or increasing prices).

Give your business a growth reality check by asking yourself the following questions:
1. How full is the market place already - is there a real opportunity to grow?
2. Where is my business in the product life cycle - is it in the introduction, growth, maturity or decline stage?
3. Growth takes cash - how will I fund the growth I’m planning?
4. The rewards for growth may take a while to be realised - can the business wait for the payoff?
5. Growth takes a company into unfamiliar operational territory - do we have the staff and systems to blaze the trail?
6. Being a business owner should be a source of happiness - will I be happy with a larger business?

Growth strategies
Having systems in place allows your business to function smoothly and allows you to get on with managing and providing meaningful leadership. Start documenting procedures and work instructions from the outset. Prepare step by step checklists of each process in the business, from marketing to handling customer complaints. Keep your systems simple and in point form.

Leading the growth
When you’re the person driving the growth in your business, you have to grow and develop yourself personally as you move from being self-employed to being a manager to being the owner/leader/entrepreneur. Appraise yourself honestly so you are aware of your strengths and weaknesses. Get open, candid feedback from your employees and address any arising issues. Be a continual learner and use mentors, coaches and peers for counsel and advice.

Most of all, have fun and enjoy the ride - by learning how to ride the tiger rather than being eaten by it.

By Fiona Powell

Fiona Powell is founder and past editor/publisher of Her Business magazine. Email Fiona on fionapowell@xtra.co.nz for the first instalment pack (free to Her Business readers) of her 12-month business planning programme for women in business.