Dublin City Enterprise News Talks To... Clever Box Club
In this issue, we talk to Elaine McCabe about making a unique range of cardboard box toys, called Clever Box Club.
Elaine identified a gap in the market for coloured boxes of different sizes and shapes, including stickers, coloured paper and poster sheets for children, which inspired her to launch Clever Box Club in 2010.
The boxes can be cut, formed and stuck into a toy of their choice, albeit a house, castle, car, train, fort, puppet, theatre or boat, whatever their imagination conceives.
Why did you decide to set up your own business?
How did you go about setting up your own business and what assistance or advice did family and friends provide?
In early 2009, I started to research the idea, discussing it with friends, family and their children. By summer, I had such positive support, that I began number crunching, sourcing and pricing raw materials comparing these to possible retail prices and reviewing in-between costs. After receiving positive feedback from toy industry experts, we concluded that the project could be viable.
Clever Box Club was launched into a test market in November 2009. The toys achieved a one page spread in the Irish Times Saturday Magazine and selection for Late Late Toy Show. The product was on sale from Art and Hobby and other independents such as Nimble Fingers. We are now selling nationwide in ROI and the UK. Clever Box Club recently won a Rainbow Toy Excellence Award in the UK. In 2012 we plan to launch three new products and to start exporting into new markets.
What valuable lessons about running a business have you learned along the way?
Never count on a deal until it is signed and then check it again! Be flexible. Sometimes the path you plan goes a different direction, often for the good. Constantly reflect, review and renew.
What kind of supports have the Dublin City Enterprise Board given you?
The early stage development was self financed, however we were very fortunate to receive early stage Feasibility Funding from Dublin City Enterprise Board in February 2010. This finance helped fund our R&D stage, after the initial test market period. We took our niche market product from cottage industry to high Street ready, established our website and prepared for entry into the UK market.
We received additional Priming Stage funding in December 2010. This assisted our UK market advances and developing our website.
What is the best thing/worst thing about being your own boss?
Clever Box Club is more than a business. It is a concept I am passionate about. Yes, I want it to be successful and to make money. However, I also believe it can direct children’s creativity and innovative ideas. To control something that means that much is a privilege.
One of the best things is that ideas get brought to the fore and followed through. The job never gets boring as you are always changing focus. You must have an understanding of all stages and levels of the business. There is some degree of flexibility in my working day. This allows me to spend quality time with my children in the afternoon – major positive. However I often need to work late – necessary negative!! Sometimes I would like another person signing off on difficult decisions and sometimes signing off on big stuff is one of the best things.
Where do you see your business in 5 years?
I see a BRAND headquarters in Ireland employing passionate people in design, product development, marketing, sales and communications. I see an instantly recognisable brand, with products selling worldwide, from creative packs to products relating to Clever Box Club kids (books, animation and web/computer games).
What is the best piece of advice you would give someone wanting to start a business for the first time?
Only start building a business if you believe 150% in your idea. It will get many knocks and you need strength to push through the negatives, keeping your eyes on the goal. More than likely you will have to invest personal finance, be careful how you spend this.
What businessperson or business in Ireland do you admire, and why?
I have a particular interest in creative businesses. I believe there should be a similar focus on creative skills training as there is on science and technology. As creative people have lateral thinking minds they can develop inventive, imaginative and innovative businesses; developing new ideas and dynamic approaches to projects. From design to film, dance to literature; one only has to look at the success of Irish animation companies in recent years to see how these talents can lead to big business.
I have great respect for Louise Kennedy and Orla Kiely, two inspirational business women. Both have created modern and innovative Irish Brands, recognisable worldwide.
How did you promote Clever Box Club to the level that it is recognised today?
With practically no advertising budget we had to be inventive in product promotion. We have been lucky with media attention as we have an interesting product. We are moving the business forward, new fresh ideas, stories and products. Our Clever Box in the White House is one of our interesting stories. A few months prior to the Presidential visit we offered a Clever Box for Sasha Obama. Eventually, we were advised that our gift was on the Presidential plane returning to USA. We sought validation of our idea; Dublin City Enterprise Board, SFA National Small Business Awards, UK Rainbow Awards. These have helped with promotion and we received validation from key people in industry and government, which gives you confidence to keep going.
How have these promotional activities changed from the start of the business to the current stage of the company?
We have become more involved in social media. We developed a Facebook page which is a wonderful forum to connect with fans and customers; to share new products and ideas, launch promotions and advertise news. We have started Google adverts as our web sales site is developing as this is an important sales forum going forward.
Our thanks to Elaine McCabe for taking part in this interview. To find out more about Clever Box Club, please visit www.cleverboxclub.com.
Pictured is Pat Lynch, Chairman of Dublin City Enterprise Board and Elaine McCabe, Clever Box Club.