May 23, 2013
Penny Demos, Stylish Outdoors
Bio The path that led her to this point
Where do you begin when someone asks you to sum up major milestones in life in under 280 words, and what's "worth a mention"?
I thought it would be easy to complete a profile about myself but as I started typing I realised that it wasn't going to be as simple as I imagined!
In just under twenty years of working I've changed careers, not just jobs - constantly challenging myself and appeasing that need for change.
From studying Computer Programming to Finance, Sales and GM of a commercial cleaning firm which I still do full time.
During that time I also had two beautiful daughters who inspire me - Jaimi, 17 and Anastasia, almost 13.
Two and a half years ago my wonderful partner (and now fiance) Nick came back into my life after being at school together over twenty years ago.
He was the quiet boy sitting up the back and I the inquisitive and not so quiet girl sitting in front of him with neither of us anticipating that many years later we'd reconnect in a way that's blown us both away.
Last year we realised that we needed a change in lifestyle; something which would enable us to do what we love and do it together.
There were so many things to choose from though! We of course picked the one with the most risk attached!
Let's source beautiful products which are of high quality and aesthetically pleasing we decided and have them custom made to suit our customer's wants and needs!
Definitely not as easy as it sounds but certainly rewarding!
Focusing on Stylish Outdoors exclusively is my next challenge!
Q&A Insider advice & tips
What's been your greatest achievement to date?
Achievements in life are measured differently by each individual.
I have to say that I need to leave the professional aside and give a mention to my two wonderful daughters. They certainly make every effort worthwhile and are certainly to be given credit in enabling me to stay focussed and driven despite any challenges which may have arisen.
What's been your biggest challenge so far?
I've always liked the word "challenge" rather than obstacle and where I've been offered an "easy" path I've usually opted for the difficult or challenge ridden one.
There isn't one particular challenge I could name here but I will say that managing to overcome each one has truly assisted in helping me "grow into myself" and find the means and confidence to achieve each goal I set for myself.
Best lesson you've learned along the way?
The importance of Customer Service and dealing with each individual the way I want to be dealt with have definitely been the best learned lessons for me to date.
It takes very little effort to reply to an email promptly or follow up with a phone call and very often means the difference between a frustrated customer and one who is pleasantly surprised by the personal care and follow up provided!
A website, book or resource that has helped you in your business or inspired you and why?
Website - In this day and age all businesses need user friendly and "clean" looking website. I'd recommend spending the money to make it stand out, ask friends and family to use it, refine it and keep on refining it.
Google - We've seen our website hits jump significantly since using Google Ad Words and not through an SEO but self managed which isn't difficult to set up once you "get your head around it".
Which person or brand do you most admire and why?
I wasn't going to answer this honestly for fear of sounding like an indulged "Daddy's girl" but then re-evaluated....after all, this is not who I am so why not sing the praises of a man who called me his "son" (poor man has 3 daughters with me being the eldest) and encouraged me (and still does) daily to be the best I can, fostering in me the belief that I can achieve anything I set my mind to.
This is also the man who left school (at his father's insistence) at the age of 11, came to Australia in 1970 and today runs an extremely successful multi million dollar business whilst being a wonderful husband, father and doting grandfather and respected by all who know him - how can he not be the person I most admire?
What advice would you give someone starting an independent business in your industry?
First and foremost I'd have to say PATIENCE - not a strong point of any driven person I know but definitely one which is required!
You need to give yourself the opportunity to build your brand and provide exposure to your business. If you believe in what you're doing and persevere it will pay off!
Secondly, RESEARCH - everything from manufacturers, freight agencies and your competition!
Competitors are the actually the least of your worries as a shoddy freight agency can cost you thousands in penalties and a less than average manufacturer thousands in goods you can't sell.
Building a relationship with your suppliers is the key I believe in most businesses and very much so in this industry.
Finish this sentence
Everything changed for me when…
Nick came back into my life - bringing me a partner who really is an equal and shares my values and passion for life and as an added bonus is like minded in business!
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