Think Smart is a column meant for those readers looking for advice on starting or growing their business. It will feature successful entrepreneurs who are willing to share their expertise with you. And we are honoured to present you with our first guest advisor, the indomitable Marlene Emslie.
It’s been thirteen years since Marlene Emslie started the Oakhampton Bed &Breakfast. Little did she know it would be voted South African Tourism’s best B&B two years in a row.
But she has not been complacent since being awarded the accolade. Instead, she is working even harder to maintain its austere image.
Evidently, when I first met her, she was putting up new curtains and covering the beds with fresh linen. And amidst her busy schedule, she was still generous enough to speak about how to survive in East London’s business environment.
Now exclusively on Seer Media's blog, Marlene Emslie will bestow unto you the alpha and omega of business.
W Service is important. One-on-one contact is needed. “Good service attracts people to the place.” Oakhampton goes as far as baking bread and crumpets for breakfast. She sticks to a quote she’s heard before, “A bed and breakfast is about the senses”. “You smell the coffee and the bread baking and it’s like being at your mom’s home.”
W Don’t be complacent. Always grow, evolve and look for new things.
W East London needs better marketing, then it will thrive. In turn all businesses will prosper through the influx of tourism. Right now the city is looked upon by the rest of the country as a stopover whereby tourists stay for one night on their way to Cape Town or Durban. It should be marketed in a way so that tourists make East London a destination instead of a stopover. “There needs to be a change of perception for tourists,” she said. By opening up your own business you are already doing your bit in marketing East London.
W Treat your customers with care. “You need to love people as they come in all different shapes and sizes. If you want to give the personal quality business, it needs to be hands on. Always go the extra mile. Look after your guests.”
W Know your surroundings. This is specific to B&B’s. “You need to have knowledge of your area.” You build trust with your clients if you know where and what places they need to go. It adds to your customer service. Know that there is a shop around the corner if they want quick snacks or that there is a service station close by if they need to fill petrol.
W “Do your homework.” Research is vital in having a sure footing at the beginning of your venture.“You’ve got to get compliance from neighbours and municipality.” Some people do these things last when it should be the first thing you do. “It can be a very costly exercise if you don’t do it.” If your neighbours are unhappy with your B&B idea or the government doesn’t approve of your plans, then you would have wasted too much time preparing for nothing.
W “Location is very important.” If you are opening an Italian restaurant in the middle of Chinatown, it just may not work.
W Don’t expect a baker to know about jewellery. “Make sure the people doing the changes for you are qualified.” Be certain that they are competent so they don’t do half the job and then run away.
W Maintenance has to be done all the time. If you have a handyman around the house whether it be your husband or son, get them to do some maintenance work like putting up shelves and fixing leaking taps. It can save costs. “Otherwise, rent a husband,” she quipped, while laughing.
W Get insurance. If you’re not covered you could lose your business.
W “Have adequate signage; like ‘Parking at own risk’ and ‘floors slippery when wet,’” or else you could face hefty lawsuits from customers.
W “Advertise” she emphasised. “A lot of people slip up when it comes to advertising. It normally is a big chunk of your budget.” When she first opened the Oakhampton, her marketing budget was as much as R30,000, and this was in 1996. “You have to go out of your way to advertise so you can break into the market.”
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