Jenny Twigg, managing director of the unique hairdressing and dementia care business Lily Pins, was named the 2009 runner-up in The Pitch, BusinessZone.co.uk's competition for small business owners. In this interview with School for Startups originally published on 2 June 2010, Twigg reveals the story behind her business and how entering The Pitch was the best marketing decision she has ever made. Entries for the Scotland and Northern Ireland heats of The Pitch 2011 are now being accepted. For more information, click here.
Lily Pins seems like a quite remarkable service. Can you tell us how you decided to start offering hair styling services within care homes? Was there a particular event or moment when you knew it was something you had to do?
I discovered the need for this specialised service in 2001 when I was approached to work in a local care home as 'The Hairdresser'. I was shortly thereafter asked to train as a carer specialising in dementia care. I underwent dementia training and had never experienced such job satisfaction. The feedback and gratitude I got from the families of my clients was immense. They were absolutely delighted when they found out that I was not only caring for their mum/dad but was also 'the lady' doing their hair.
One client's daughter said to me, "I am so pleased you are doing Mum's hair. She can be difficult, but as you are dementia trained, I know you will understand and look after her." I think if I was to try and pinpoint the defining moment when I knew how I was going to combine my two passions into my own business, it was then.
It wasn't long before another home within the same group opened up and I was asked to become their hairdresser, because of my dementia training and experience in care. This was further confirmation that I should pursue my dream, and proved the benefit of combining the two skill sets. It indicated that I could offer a unique service that would give the homes, families and residents complete peace of mind, all over the country.
So, I had to make the decision whether to continue my career in the industry as a carer or take the plunge into forming my own company. I gave up my care shifts, registered self-employed and became a sole trader under the name Care 4 Hair. I figured I was getting the best of both worlds this way!
I took on an assistant as I grew busier. My reputation quickly grew and it was soon apparent that this was invaluable. After extensive research into the care industry service providers, I was stunned to discover that being dementia trained is not a requirement of outside service providers such as hairdressers working within these establishments.
I have made it my mission to ensure that all care homes and residential homes will have the choice to have their own personal hairdressing service provided to them by fully trained qualified staff, whom not only care how they look but also how they feel.
You've been in business for several years and you seem to support patients at more than a few care facilities across the UK. How do you find and train the remarkable people who help you serve your customers? Your people seem core to your longevity, the quality of your care and your company’s success.
You are right. My team are paramount in delivering a quality service to our clients. I personally oversee all recruitment, sometimes using Job Centre Plus or a local recruitment agency to shortlist and screen applicants ready for me to interview. One of the criteria I set for working for Lily Pins staff is that they primarily must have had some experience either professionally or personally, dealing with the elderly frail, particularly those with dementia. They must have a passion for working with these people and be a qualified hairdresser as well.
Potential staff are always required to take part in several 'shadow days' with our experienced staff within one of our busy existing homes, before a decision is made as to whether they are suitable. We will then carry out a CRB check and provide them with any additional dementia, and industry specific training such as health and safety and moving and handling. We hold frequent staff meetings at our Lily Pins office to ensure that we are constantly communicating with each other and sharing experiences.
These meetings are invaluable to progress and review any training required and introduce new procedures and policies.
What programmes, competitions or business development resources have proven to be the most valuable to you during your initial growth?
After rebranding and launching Lily Pins Ltd in April 2010 I engaged the services of a business coach – Tina Dulieu from Coaching Dynamics - and received partial funding from the government initiative Train to Gain for a management and leadership programme.
At the end of the funding I realised that having Tina's guidance and support was crucial to aid me in my growth as a business owner. This has turned out to be a very worthwhile investment and I am still working with Tina now.
Last year was a very exciting year all round for us. At the suggestion of my marketing consultant at the time, I entered
The Pitch and I must say that it was possibly the most successful piece of marketing advice I have taken!
I was shortlisted from over 100 applicants for the London regional heat and from this I went on to win the 'wildcard' place at the national final in November where I met
Doug Richard. On my journey I also met
Karen Darby, founder of Simply Switch and Call Britannia. Karen offered to mentor me free of charge, and we have had several conversations since. She too has taught me a great deal about the business world.
As if that wasn't enough we were also finalists in two categories in the Anglian Business Awards – Entrepreneur of the Year – Finalist & Start up Business of the Year – Finalist.
This led to editorials appearing in the largest care magazine in the country 'Caring UK' and vast coverage in the local press. We regularly use Constant Contact to distribute press releases and news to our clients, potential clients and the media. Only last week a piece was written in our local press about our newly formed alliance with a local beauty salon to offer beauty therapy alongside hairdressing in our current homes.
This year we are hoping to replicate that success and have already entered into the Barclays Take One Step Competition and the Nectar Business Awards 2010.
The aim over the next 12 months is to develop and strengthen our position in the market and our branding, gaining as much publicity as possible to raise our profile.
If you want to repeat the success of Jenny Twigg and have a chance to win business support worth £50,000, click here to enter The Pitch 2011
What challenges did you face in the early days? Did you always have customers but struggle with staffing? Did you have to address marketing or licensing issues that surprised you?
My original team of ladies have all come to me by recommendation and through my contacts within the care industry. However once I realised what a niche I had uncovered in the market I did sometimes wonder "will I be able to always find staff of the right calibre across the UK?"
Now I have no reservations whatsoever that I can replicate the professional business model we have of combining these two quality skills and have no problem finding staff. In fact I receive two or three applications per month via my website from people who are qualified hairdressers from different areas wanting to work within the social sector.
Another challenge we faced in the early days, was being recognised for the specialised service that we provide. I would go after a contract and be compared to the local mobile hairdresser (as our prices are higher than mobile hairdressers, but still very affordable) whom I have no wish to discredit. But they often visit their local care home as only a part of their every day work, and are only able to do a fraction of the residents as they don't have the specialised training or experience that we have at Lily Pins.
As our reputation has grown, a lot of our business comes to us on recommendation. Therefore, the client is already aware of our expertise and doesn't question the price.
Once we are in situ we have a 100% success rate. The proof is in the pudding as they say!
Another challenge that we still sometimes come across is when marketing our services to the individual care home, we are told "we have a hairdresser, thank you". We then enquire as to whether she works alone, and explain that we have a business model whereby we can work with their current hairdresser and offer her the training and guidance of working for Lily Pins.
It is my aim during this coming year to lobby for all outside service providers to care homes to be regulated and recognised by the CQC (Care Quality Commission). I think it should be law that all hairdressers, beauticians, chiropodists etc, have to have received the relevant training to work with this client group.
I have trademarked Lily Pins Ltd to protect our name, although it is not possible to protect our USP with 21,000 Care Homes across the UK, there is room for competition which I am sure will come one day.
Do you plan to franchise or grow your operations to provide Lily Pins across the UK?
From the moment Lily Pins was born I have always kept an open mind with regards to franchising. I strongly believe every small business should be run to replicate a franchise model so we therefore have procedures and structure in place.
In order to take Lily Pins nationwide we are currently in talks with two agents to match the business with the right investor. This is my first choice for expansion. We need to get the right person on board not only for their financial input but to ensure we are working with someone who has a similar vision to myself and the same passion for our industry. We are the first company in the UK to combine our unique skill sets. We are the market leaders and we want to be the pioneers for dementia trained hairdressers and beauticians.
In March 2010 we launched two new services, in addition to Hairdressing in Care Homes, we introduced Lily Pins in the Community to offer our hairdressing service in the homes of the elderly and frail, still living independently. Once again, we are still specialising on those living with dementia. I am working with the Alzheimer's Society to promote this service, and am scheduled to do some talks at their 'memory cafes' throughout the summer. These cafes are for the person living with dementia and the care giver together.
Entries for Scotland and Northern Ireland heats of The Pitch 2011 are still being accepted. To apply and potentially win £50,000 worth of business support click here.
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