Handy Andy

…makes customers feel like they are getting a bargain. Having identified a possible USP, the next stage for Andy will be refining it and building it into his marketing strategy. In terms of figuring out his prices, Andy has done his homework and has a pretty thorough understanding of his competitors: ‘I know most of the competition where I am. I’ve worked for quite a few of the main big competitors so I know them really well in terms of services and prices, for example I know how much they would charge for an extension. At the moment my prices are roughly at the middle of the market, so I’m not the cheapest but I’m nowhere near the dearest. And people seem to be happy with the prices.’

Like many people at the aa Accountants seminar, Andy was very wary about his ability to raise his prices. Even the persuasive statistics aa Accountants use to demonstrate that raising prices is usually a good option didn’t change his mind at this stage: ‘Because I’m a new business I need to price my services to get the work in. I’d want to wait until I’m more established and known to people before I go jacking my prices up otherwise I think I might struggle a little bit to get the work in.’

‘As suppliers get to know me, my limits will go up and I can do bigger jobs. It’s just a matter of time and building those relationships’

When it came to things like business plans, forecasts and tracking the figures, all of which aa Accountants highlight as vital, Andy revealed he had a secret weapon up his sleeve: ‘Because I’ve done the Prince’s Trust Enterprise Programme, they’ve given me a mentor for the next three years. So they’ll go through all my books with me and help me with things like paperwork, invoices, accounts etc. Although I do most of the stuff myself, it’s really helpful knowing that if I get stuck they’re just a phone call away.’ One of the main disadvantages Andy feels he has at the moment in being a new business is not having an established business relationship with his suppliers: ‘I haven’t got that relationship with the suppliers yet because I’m a new business, so I can’t get huge amounts of credit to take on bigger work. It does affect cash flow a little bit, and sort of limits me to small jobs at the moment. But eventually as suppliers get to know me, my limits will go up and I can do bigger jobs. It’s just a matter of time and building those relationships.’

Another weak area for ASW Improvements is having an internet presence – something which Andy is aware of and has put plans in place to address the situation: ‘At the moment when you put my name into Google, my company doesn’t pop up. But I’ve got a new website being made and that’s going to have all things like SEO, testimonials, a profile about me and examples of the work I’ve done, so hopefully this will really increase my visibility.’

‘I got my own range of t-shirts and business cards printed’

However, there are also a number of tips aa Accountants highlighted that Andy has already incorporated into his business, such as having a branded uniform – a decision that resulted from first-hand experience: ‘I noticed when working for other companies that when I was wearing their branded tops lots of people came up to me and asked for a card. So I thought, I’m going to do that. And I think it’s absolutely key, because when you see people working in a uniform it gives a professional image instead of scruffy clothes. So I made sure I got my own range of t-shirts and business cards printed.’

After comparing his business with that of Dave’s, and reviewing the advice and tips from aa Accountants, Andy realises there’s still a long way to go to grow his business to where he wants, but he’s ready to take on the challenge. Two things he has already put into action is to get some fliers made with new branding, which he plans to distribute in the new year, and he is also planning to attend local business networking events with a view to raising his profile.

To contact ASW Improvements visit https://asw-improvements.webs.com