Dublin City Enterprise News Talks To... Evelyn Cullinane
Evelyn Cullinane of RedEvents answers our questions in this edition.
We ask Evelyn Culliane what it takes to be successful today, what challenges she faces and why she set up Red Events, her display design company, in 2004. She now employs three people in the Tallaght based firm.
About Evelyn and Red Events:
Evelyn Cullinane is bright, organised and energetic. Red Events design produce contemporary portable and custom-made display solutions for all manner of companies across Ireland. We are adept at managing a variety of simultaneous projects. Our biggest current challenge is creating innovative solutions within massively reduced budgets while still managing to maintain quality standards. Red Events must understand their clients’ needs, their business issues, the market, the competition their aims and deliver tailored display solutions.
Why did you decide to set up your own business & how did you go about it?
There was a gap in the market for a new display company with a fresh approach and an eye for excellence.
Our first client came by way of a recommendation and this company were novices to exhibitions. They had a wide range of requirements and we literally did everything for them. Our brief was to capture the brand strategy for each of 6 totally different product offerings within the distribution company and translate that into focused, creative and impactful exhibition and display stands.
What assistance or advice did you get in the beginning from family, friends and state support agencies?
Honestly? Very little, I am extremely determined and am not afraid to ask questions and this has always stood to me, I pretty much learnt as I went along.
What valuable lessons about running a business have you learned along the way?
• Always be honest, communication is the key to every relationship no matter whom you are dealing with.
• Understand your finances and cash flow.
• Don’t give credit unnecessarily to companies without first checking them out.
• Set up a merchant account to allow you to take credit cards.
• Plan ahead, that way you can reduce the chances of being under stress.
• Measure twice, cut once.
• Understand and learn how to use social media.
• Be flexible
What kind of supports have the Dublin City Enterprise Board given you?
DCEB frequently arrange speakers who excel in their fields to give talks in many areas including HR, Finance, Marketing, Ecommerce and Motivation, I find these talks useful and focused in terms of their content and useful in terms of the networking opportunities they afford.
Pauline Dempsey, Network Manager in particular is patient, diligent and extremely helpful. She knows a wide range of people in business across Ireland has a wealth of knowledge about starting and building any business within Ireland including exporting outside Ireland.
What is the best thing/worst thing about being your own boss?
The best thing is the independence and the fact that if you come across a new product or angle you can just decide then and there to give it a go, no need to ask permission or check it out with others first. If you have to go through a committee before getting permission for something the good is often taken out of it as the process is too long and doesn’t encourage risk taking and innovation.
Right now the worst thing is: having to watch the finances so carefully at the moment.
Where do you see your business (or where do you see yourself!) in 5 years?
I expect to have merged with an international corporation in 5 years.
What is the best piece of advice you would give someone wanting to start a business for the first time?
1. Just do it, the biggest difference between people who set up businesses and those who don’t is simply they didn’t just go for it. So many people say when they see something, oh I could have done that, but they didn’t.
2. You must have passion, energy and enthusiasm for what you will be offering. You must believe in your product or service for your customers to believe.
3. Ideally, have a basic salary to sustain you before going solo.
4. Build on your product or service offering slowly, bit by bit, that way the business will grow in a sustainable manner.
5. If you are carrying out any advertising online or elsewhere, be sure your results are measurable, if it’s not working, don’t keep putting money into it; change your tack.
6. If unsure, ask questions
7. Keep stock to a minimum level while ideally having access to a product within a day or two.
8. Once you choose a name, book it across all relevant domains, .ie, .com, etc.
9. If possible, depending on your product or service, try to make it available to purchase online.
10. Always communicate with your customers, under promise and over deliver.
11. Don’t ask for too many opinions about what you plan to do. It’s your life, get on with it.
What businessperson or business in Ireland do you admire, and why?
Cora Barnes of Three Q Recruitment, Cora aims for the best. She is THE most human of business owners I have ever met. She is extremely talented, bright and engaging. She wants to provide the best service, the best for her staff and she has a conscience.
We’d like to take this opportunity to thank Evelyn for taking part in this month’s Q&A and we wish her the best of luck in the future with her business.
Evelyn from Red Events can be contacted on 01 465 1666 or by e-mail on evelyn@redevents.ie . Please visit her website - www.RedEvents.ie for further information.