Good afternoon & welcome!

Thanks to the LIAA for having me.

Bringing your creative company

(or product) to the UK.

(The very basics!)

Who am I?

• Originally a creative

• Accidental businessman

• Plain talking

• 13 years of experience at Artful with creative

companies

• Multiple sectors, Design, Fine Art, F&B etc. etc.

• Clients all over the UK & in NYC, LA, Stockholm,

Dublin, Malta, (and now maybe in Latvia!)

Intro

UK great place to do business.

Huge potential market.

Intro

UK great place to do business.

Huge potential market.

Brexit schmexit, business as usual.

Dip in retail spend recovering.

Intro

UK great place to do business.

Huge potential market.

Brexit schmexit, business as usual.

Dip in retail spend recovering.

Experience, real & perceived increasingly

important.

Intro

UK great place to do business.

Huge potential market.

Brexit schmexit, business as usual.

Dip in retail spend recovering.

Experience, real & perceived increasingly important.

Highly brand aware/conscious.(everyone has their own personal brand as defined by the brands they

engage with)

Know where you’re going!

Successful journeys start with set destinations.

Know where you’re going!

Successful journeys start with set destinations.

Creating the right vehicle to get you there depends

on a number of variables.

Know where you’re going!

Successful journeys start with set destinations.

Creating the right vehicle to get you there depends

on a number of variables.

Where, when, how much and to whom?

Know where you’re going!

Successful journeys start with set destinations.

Creating the right vehicle to get you there depends on a number of variables.

Where, when, how much and to whom?

ROI?

Know who you are.

Understand the best bits of your current business.

Know who you are.

Understand the best bits of your current business.

Keep it simple to start with.

Know who you are.

Understand the best bits of your current business.

Keep it simple to start with.

Look for gaps you can fill.

(The UK is full of epicures, always looking for

something different and new)

Know your enemy!

The UK is a very crowded marketplace.

Know your enemy!

The UK is a very crowded marketplace.

Do your homework, take time, visit, talk to

consumers.

Know your enemy!

The UK is a very crowded marketplace.

Do your homework, take time, visit, talk to

consumers.

Don’t assume your competition is the same as at

home.

Know your enemy!

The UK is a very crowded marketplace.

Do your homework, take time, visit, talk to

consumers.

Don’t assume your competition is the same as at

home.

Look for the best and see how they do it!

Know the marketplace.

Very well developed design scene.

Know the marketplace.

Very well developed design scene.

Crowded, highly competitive market(2m population Latvia, 9m in London alone!)

Know the marketplace.

Very well developed design scene.

Crowded, highly competitive market(2m population Latvia, 9m in London alone!)

Very fast paced, loud & ‘charismatic’(it will be like being the youngest child at a big family meal)

Know the marketplace.

Very well developed design scene.

Crowded, highly competitive market(2m population Latvia, 9m in London alone!)

Very fast paced, loud & ‘charismatic’(it will be like being the youngest child at a big family meal)

Design scene always looking for new trends.

Target audience

Take time to know your consumers.

Target audience

Take time to know your consumers.

Create example ‘personas’ (UK specific).

Target audience

Take time to know your consumers.

Create example ‘personas’ (UK specific).

Understand what drives them and how they talk.

Target audience

Take time to know your consumers.

Create example ‘personas’ (UK specific).

Understand what drives them and how they talk.

Make sure they are ‘Brand’ appropriate (& vice versa).

Target audience

Take time to know your consumers.

Create example ‘personas’ (UK specific).

Understand what drives them and how they talk.

Make sure they are ‘Brand’ appropriate (& vice

versa).

Understand your Brand and how to

articulate/communicate it to your audience.

Sales & Marketing

B2B you’ve got to be there, a lot!

Sales & Marketing

B2B you’ve got to be there, a lot!

B2C you’ve got to be there, a lot!

Sales & Marketing

B2B you’ve got to be there, a lot!

B2C you’ve got to be there, a lot!

In person, online, on social and in editorial

content.

Sales & Marketing

B2B you’ve got to be there, a lot!

B2C you’ve got to be there, a lot!

In person, online, on social and in editorial

content.

The rule of 7 times!

Any Questions?

Tobacco, coffee, tea,

‘Loo’ (tualete) break!

20 minutes

No ‘elevator pitches’ but do please feel free

to talk to me (I’m new here!)

Welcome back… …now its time for ‘The Serious Stuff ’

Finance

Do a UK specific P&L.

Finance

Do a UK specific P&L.

Set targets (remember about the destination?!)

Finance

Do a UK specific P&L.

Understand the CAPEX requirement!

Finance

Do a UK specific P&L.

Understand the CAPEX requirement!

Make a budget according to what you think it’ll

cost you.

Finance

Do a UK specific P&L.

Understand the CAPEX requirement!

Make a budget according to what you think it’ll

cost you.

DOUBLE IT.

Don’t forget the cost of marketing.

Finance

This is Violet.

It’s important to present your best face,

but it can be expensive!

This is Violet, how she wants to be seen!

Don’t forget the cost of marketing.

Don’t forget the cost of marketing.

Finance

Don’t forget the cost of marketing.

Don’t forget the cost of marketing.

(There’s no point being there if no-one knows, or

knows the face you want them to see!)

Finance

Don’t forget the cost of marketing.

Don’t forget the cost of marketing.

(There’s no point being there if no-one knows, or

knows the face you want them to see!)

You can save on marketing spend by being there

on the ground more.

Finance

Prepare for it to take longer than you think to

‘break’ the UK market.

Finance

Prepare for it to take longer than you think to

‘break’ the UK market.

Write your budgets to cover enough time

(2-3 years is a good basic start).

Finance

Prepare for it to take longer than you think to ‘break’ the UK market.

Write your budgets to cover enough time

(2-3 years is a good basic start).

Start off with enough cash!

(don’t expect it to self-fund quickly)

Finance

Invest in knowing the UK law affecting your

products/business.

Procedural Guidelines

Invest in knowing the UK law affecting your

products/business.

Tax (business rates, VAT)

Procedural Guidelines

Invest in knowing the UK law affecting your

products/business.

Tax (business rates, VAT)

Human Resources (UK employment law)

Procedural Guidelines

Procedural Guidelines

Buying & spending cycles.

Procedural Guidelines

Buying & spending cycles.

(wholesale lead times, remember for marketing and

sales)

Procedural Guidelines

Buying & spending cycles.

(wholesale lead times, remember for marketing and

sales)

Speak to your buyers about what they want, how

they buy & when.

Procedural Guidelines

Location, location, location.

Procedural Guidelines

Location (both for physical retail and online)

employ local knowledge

(e.g. SCIN Gallery)

Procedural Guidelines

Plan for…

Procurement, IT, Office management, Client

service, Financial management, New Business,

Working Hours, Payroll, Travel, Client

entertaining, Expenses, Outsourcing and HR

strategies & processes.

Procedural Guidelines

Intellectual Property

Procedural Guidelines

Intellectual Property

Protect yours!

Procedural Guidelines

Intellectual Property

Protect yours!

Respect that of others.

(UK is increasingly litigious)

Paldies!Thanks for listening.

Any Questions?