John and Celia Parker-Wilson have realised a dream…to run their own business.
The dream became reality when they bought The Natural Food Shop in Colchester town centre during 2005. For some time the couple had been looking at ways of running their own business; like many people they longed to be their own bosses, but were unsure of the means by which they could achieve that goal. When one asks about their lifestyle at the time it’s not hard to understand why they wanted to organise their priorities differently, as Celia explains: “We were both teachers but in addition I gave piano lessons at home. I was finding that I’d arrive home from school, run around with vacuum in hand ready for my music students, and after lessons I’d sit down to do marking and preparation for the next day. John was in charge of cooking the evening meal and putting the children to bed. As well as being a really unhealthy and stressful way to live, it wasn’t conducive to quality of life within our household!”
Several businesses opportunities had been considered and rejected as not being right before The Natural Foods Shop came on the market as a going concern. Strangely, it was John’s sister, in England on holiday from her home in the US, who noticed that the shop was up for sale. John and Celia wasted no time with their investigation and although Celia knew instantly that it was ‘the one’, John took a little more convincing. But the couple put together a business plan and approached the banks, eventually raising finance through re-mortgaging their home. As the business plan came together, John became more and more attracted to the opportunity and today has absolutely no regrets!
The buying period was long and drawn out, largely due to the previous owner not wanting to rush the sale. Although somewhat frustrating, this period gave the Parker-Wilsons a chance to thoroughly plan for their opening launch and get to grips with what would be required of them in their new roles. Neither had run a retail business before so they were on a steep learning curve. Celia had left her teaching job and was therefore able to dedicate more time to preparation than John, who was still in full time employment. She consequently booked herself a place on the Colbea Planning Your Business course, from which she received a wealth of information about all aspects of setting up a business, and she highlights the topics on VAT and marketing as being especially useful. During the course Celia also learnt how to put together a business plan, which the couple used as the business began in December 2005, and talked through their plans with a business adviser. Since then, the expectations written into that plan have been achieved and exceeded. John still teaches part-time to provide a solid footing for the business to grow, and this, together with the employment of part time staff, has allowed them both time out to spend with their family. Celia is able to get away from the business for long enough to continue her piano teaching, which she loves, plus dedicate a little more time to the home.
The Parker-Wilsons are keen to keep the shop stocked with new lines and products. Since its takeover many customers have remarked on how stock levels have increased; they enjoy the chance to browse and as well as asking questions often come into the store with knowledge to impart. Selling natural foods and remedies obviously requires a certain level of product knowledge; many customers want advice on what they’re buying or seek recommendations of treatment for certain conditions. Celia and John find that trade show seminars are an ideal way of enhancing their current understanding, but they also take advantage of manufacturers’ in-store training and attend conferences, one of which is about to take place on ‘Optimum Nutrition for the Mind’ – a growing area of interest amongst professional and lay-people alike.
The couple have achieved a great deal of satisfaction from the business but aren’t content to sit on their laurels. Their plans for future development include a move to larger premises within Colchester town centre and John, who is an excellent cook, would like to see the business diversify slightly to provide fresh food, offering an additional attraction to their loyal customer base. Describing their success Celia points out that both her and John really believe in the products they sell and she regards this belief as an essential factor in building up a business. It is clear that this philosophy has proved successful: the shop is continually busy and has become known amongst regulars as a real ‘Alladin’s Cave’.
The Natural Food Shop can be found at 27 St Isaac’s Walk, Colchester, tel: 01206 542844.
