Mums make careers their new business

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(Newsletter Via Thomson Dialog NewsEdge) A growing number of mums in Northern Ireland are becoming 'Kitchen Table Tycoons', juggling motherhood with running their own business. ADRIENNE McGILL reports on a new study which reveals how swapping nappies for an accounts sheet is creating an enterprising breed of female entrepreneurs



DEALING with tears, toys and tantrums requires any mother to stay calm under pressure - just the qualities needed for running a business. It should be no surprise therefore that an increasing number of mums in Northern Ireland are deciding to set up a new business after having children. According to new research by Yellow Pages, almost 80 per cent of mothers who own a firm in the Province embarked on a career in business after having children.

The study identifies a new breed of enterprising female entrepreneurs, dubbed 'Kitchen Table Tycoons', who successfully juggle the roles of mother and magnate - often literally turning their kitchens into their boardrooms.

Conducted following a sharp rise in Yellow Pages directory listings for businesses typically run by women, the research throws up interesting insights into the motivations behind a move into enterprise as well as the benefits and challenges.

The research has been revealed as Yellow Pages launches a dedicated mircosite, www.bizmums.co.uk, offering free expert advice for budding business mums.

According to the study, female entrepreneurs in Northern Ireland have an average age of 36 years and the majority (94 per cent) of business mums were in full time employment prior to starting their own venture.

Motivated by a need for greater work flexibility at the birth of their first child, 79 per cent of 'Kitchen Table Tycoons' said they were satisfied running their own business now, compared to a mere 26 per cent who were satisfied in their previous jobs.

The research also indicates that for Northern Ireland business mums, small is beautiful. Considerably more than half (62 per cent) opt to go it alone whilst almost a quarter (24 per cent) of business mums keep it in the family by setting up a business with their partners.

While 41 per cent of business mums here are earning less than pounds 25,000, a third (32 per cent) are earning between pounds 25,000 and pounds 60,000. When asked what they found most difficult about being a working mum, Northern Ireland business mums most commonly answered being able to run the house properly and stay on top of chores and everyday administration.

The research also reveals that most of the 'business mums' have established businesses providing professional services. The most popular business types were training organisations (12 per cent), business consultancy (nine per cent) and financial services (nine per cent).

A separate analysis of the number of businesses listed under these classifications in Yellow Pages' Northern Ireland edition reveals significant increases over the past 10 years. Training Services listings have increased by 27 per cent while Management & Business Consultants listings have risen by 61 per cent. The growth in financial services is reflected by a 155 per cent increase in the number of Financial Advisers and a 19 per cent increase in Accountants.

More than a third of business mums surveyed had always worked in their chosen business area while a further third spotted a gap in the market. One in 10 developed their business specifically to allow them to juggle parenthood and working from home.

According to Catherine Kehoe, head of UK marketing at Yell, publisher of Yellow Pages directories, the study highlights the crucial role entrepreneurial mums play in Northern Ireland business.

"Not only is this expanding group of kitchen table CEOs making a significant contribution to the economy, but our Yellow Pages data demonstrates the huge impact they are having on the UK's business landscape, spearheading growth in business sectors such as management and business consultancy and financial services."

Drive, determination and passion for their work were highlighted as the most important factors when it comes to Mum's achieving success.

In addition, almost three quarters (74 per cent) had deliberately acquired the relevant skills or training once they'd decided to start their own business.

The research also indicates business mums' self-sufficiency. The main services used by these mums include childcare, printing and copying.

However, only a few mentioned the services of legal advisers and just one in five invest in PR, marketing and advertising for their business.

Commenting on the Yellow Pages' research, Dr Mark Durkin, Head of School of Marketing and Entrepreneurship at the University of Ulster, said: "The Yellow Pages research clearly shows female entrepreneurs are gaining great satisfaction through owning/managing their own businesses.

The number of females embracing the entrepreneurship agenda is clearly rising. Here at the University of Ulster, for example, females currently represent 60 per cent of our MSc Marketing and Entrepreneurship programme. Education is a great liberator and my advice would be to explore all options and seek professional support and advice before making any life changing decisions."

TISH Dorman and Donna Devlin represent Northern Ireland's new breed of enterprising female entrepreneurs.

The pair, who are life long friends, launched their company Moon & Spoon last October and have enjoyed a highly successful first year in business.

They set up Warrenpoint-based Moon & Spoon after detecting a gap in the market for specialist foods for kids with an emphasis on nutritious ingredients.

Since starting the venture Tish from Warrenpoint, a mother of two children aged three and five and who is expecting her third child in November, and Donna, who lives in Castlewellan and has two children aged three and four - have literally not stood still.

The company supplies around 35 nursery schools across Northern Ireland with tasty meals for kids carrying catchy names such as Sneezie spaghetti bolognese, Ponto's cowboy pie and Moby's fish pie. Moon & Spoon meals are eaten by around 2,500 kids on an average week. The company has also recently started supplying meals to several schools in Dublin - a market which looks set to grow.

"It took us six months to research the idea properly and to decide the idea was going to work," explains Tish.

"We thought it would be great for kids to have nutritional food in nursery school. It made sense to go direct to nurseries as opposed to selling through supermarkets.

"We thought nurseries needed the service and it was not available in Northern Ireland. Our business is about providing good wholesome food that any parent would be happy to see their kids eat.

"We decided to set up the business after we had children.

"I always liked the idea of working for myself but because I had children I knew I needed more flexibility in order to be able to organise my life around their needs. "I knew that if I worked for myself and if I had a business partner who also had children and who was in the same position, we would work very well in terms of supporting eachother."

The meals are made by TS Foods in Castlewellan and the recipes are devised by Tish and Donna - they have dreamt up a range of 25 dishes which are all nutritionally balanced.

When researching the idea, the pair gauged interest from nursery schools across the Province.

"It was important for us to get out there and speak to nurseries and tell them what we wanted to do," says Tish.

"That is what we did - we drove around numerous nurseries and said 'this is who we are and this is what we are going to do. Do you like the idea?' From that we got an extremely good response. People were very receptive to the idea of good healthy food for children."

However Donna agrees that building the business has required a change in lifestyle.

"Before the business started, normally I would have nipped into the supermarket and picked up a meal for the evening - now you have to have a weekly shop done to see you through the week because a lot of time is spent on the business.

"You can't sit on your laurels at the weekend - you have to get the housework done but at the same time you have to keep on top of things that have to be done with the business and get yourself organised for work.

"It requires planning. We are both very lucky that we have supportive partners and we have been able to get ourselves into a routine."

However Tish and Donna agree that their family lives are a priority and while they enjoy immensely running their business, time with their families is crucial.

"Originally we had thought of going into business with the long term idea of having more time for our children - we always knew the first year was going to be tough," says Tish.

"We would eventually like to have a three-day working week and as the business grows be able to employ another person perhaps to do more of the administration.

"We are lucky in that we don't want to be multi-millionaires but we value our family life very much and we value that above financial rewards - therefore we are very happy that the company grows as fast as we want it to so we that can manage the growth level.

"I can take work home and work in the evening when the kids are asleep - it is important to keep a balance between having time for the kids and working."

Both agree setting up the company has been a worthwhile venture - but one they would not have considered before motherhood.

"The business is going very well and we are very pleased," says Donna.

"There are so many possibilities for Moon & Spoon - it would be lovely to franchise the business out and spread it to the rest of the UK and Europe. We are really loving it - it is hectic but great.

"You get great satisfaction from seeing a child picking up a plate and licking it because they have enjoyed one of our dinners - that is just fantastic."

Copyright 2006 . Century Newsletters Ltd.
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