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'Family businesses make up a quarter of the British economy, | 0:00:02 | 0:00:05 | |
'turning over more than a trillion pounds a year. | 0:00:05 | 0:00:07 | |
'But a thousand small firms are going bust every single month.' | 0:00:07 | 0:00:12 | |
Sorry. | 0:00:12 | 0:00:13 | |
For God's sake, do something. | 0:00:13 | 0:00:15 | |
'For family firms, it's not just profits | 0:00:15 | 0:00:18 | |
'but relationships on the line.' | 0:00:18 | 0:00:21 | |
This family business has actually ruined our family. | 0:00:21 | 0:00:24 | |
You know, I can't imagine how you feel about it, because I feel sick. | 0:00:24 | 0:00:28 | |
I don't know if it's ever going to get better. | 0:00:28 | 0:00:31 | |
You must see some hope, | 0:00:31 | 0:00:34 | |
otherwise let's not bother with this. | 0:00:34 | 0:00:36 | |
'I'm Alex Polizzi. | 0:00:36 | 0:00:38 | |
'I grew up in a family business that expanded from one small cafe | 0:00:38 | 0:00:42 | |
'to become an empire worth billions. | 0:00:42 | 0:00:45 | |
'Now I'm trying to bring six family firms...' | 0:00:45 | 0:00:49 | |
ALL: Hello. | 0:00:49 | 0:00:50 | |
'..back from the brink.' | 0:00:50 | 0:00:52 | |
He's just used to getting his own way and I'm used to getting mine. | 0:00:52 | 0:00:56 | |
'This week, a family that's spinning out of control...' | 0:00:56 | 0:00:59 | |
We'll have to call it a day. | 0:00:59 | 0:01:00 | |
.'.need my help to start making some serious dough...' | 0:01:00 | 0:01:04 | |
It's all so worthy. it's all so bloody flour, isn't it? | 0:01:04 | 0:01:08 | |
Forget about the windmill, think of what's working or we'll go bankrupt. | 0:01:08 | 0:01:11 | |
If the site turns into a tea room, I don't want to work here. | 0:01:11 | 0:01:14 | |
'..before their windmill dream is ground to dust.' | 0:01:14 | 0:01:19 | |
I feel a bit like everything we've done there has been wrong. | 0:01:19 | 0:01:24 | |
This isn't your life. This isn't your family. | 0:01:24 | 0:01:27 | |
This isn't your home. | 0:01:27 | 0:01:29 | |
Just stop behaving as if it is. | 0:01:29 | 0:01:32 | |
I'm on my way to a historical tourist business in Norfolk | 0:01:39 | 0:01:44 | |
that has hit rock bottom. | 0:01:44 | 0:01:46 | |
Three years ago, Mark and Lindsey Able sold their house | 0:01:53 | 0:01:56 | |
and sank their life savings into a dream - | 0:01:56 | 0:01:59 | |
to run Denver Mill, Norfolk's last working windmill. | 0:01:59 | 0:02:02 | |
This is the biggest machine you'll ever go in. | 0:02:04 | 0:02:07 | |
And it is a machine, we are inside a machine. | 0:02:07 | 0:02:10 | |
Their ambition was to mill flour | 0:02:10 | 0:02:12 | |
and turn it into bread they could sell on site. | 0:02:12 | 0:02:14 | |
It sounds a bit, you know, hippy, | 0:02:14 | 0:02:18 | |
but I think this windmill found us, not that we found the windmill. | 0:02:18 | 0:02:22 | |
But their utopian dream has turned into a nightmare. | 0:02:24 | 0:02:29 | |
There's something going dreadfully wrong. | 0:02:29 | 0:02:31 | |
We have no life. I used to have one, apparently, | 0:02:31 | 0:02:34 | |
but I can't remember it. It's now just this. | 0:02:34 | 0:02:38 | |
Everything we have in the world is here. | 0:02:38 | 0:02:42 | |
We have nothing. Nothing in the bank. Everything's here. | 0:02:42 | 0:02:45 | |
Despite not paying themselves a wage, | 0:02:45 | 0:02:48 | |
Mark and Lindsey's future now hangs by a thread. | 0:02:48 | 0:02:51 | |
If we fail to make a living here, this will go. | 0:02:54 | 0:02:56 | |
And when it's gone, that's the end of it. | 0:02:56 | 0:02:59 | |
And just when it seemed it couldn't get any worse, | 0:02:59 | 0:03:03 | |
disaster struck. | 0:03:03 | 0:03:05 | |
There was just bits of sail and things falling. We just looked up | 0:03:05 | 0:03:09 | |
and shook our heads and said "Well, that's it. | 0:03:09 | 0:03:11 | |
"That's the end. The end of the business, the end of everything." | 0:03:11 | 0:03:15 | |
Nothing would be here if the mill wasn't here. | 0:03:16 | 0:03:19 | |
The tea shop, the shop couldn't survive. It's all the same thing. | 0:03:19 | 0:03:22 | |
It is like a loss of something. | 0:03:22 | 0:03:25 | |
'The unique selling point of Denver Mill has always been | 0:03:30 | 0:03:33 | |
'that it was Norfolk's last working windmill.' | 0:03:33 | 0:03:36 | |
Three weeks ago, that was true. | 0:03:36 | 0:03:38 | |
However, it's going to cost a lot of money to replace them | 0:03:38 | 0:03:40 | |
and at the moment, the family don't know if it's possible. | 0:03:40 | 0:03:43 | |
'But the business was broken before the sails came off. | 0:03:43 | 0:03:47 | |
'Despite three years of hard graft, they haven't made a penny. | 0:03:47 | 0:03:51 | |
'If that doesn't change, | 0:03:51 | 0:03:52 | |
'then this place could close in a matter of months.' | 0:03:52 | 0:03:55 | |
'Having spent years working in the voluntary sector, | 0:03:57 | 0:04:00 | |
'Lindsey is now in overall control of the site.' | 0:04:00 | 0:04:03 | |
Hiya, I'm looking for Lindsey. | 0:04:03 | 0:04:04 | |
-Hello, hello. -Lovely to meet you. | 0:04:04 | 0:04:06 | |
And you. We're very pleased you're here. | 0:04:06 | 0:04:09 | |
Thank you. I'm very pleased I'm here. | 0:04:09 | 0:04:11 | |
I'll just come round. | 0:04:11 | 0:04:13 | |
So how many people can you serve at a time here? | 0:04:13 | 0:04:16 | |
At busy times, probably about 25 to 30 at the most. | 0:04:16 | 0:04:19 | |
We have an outside area as well and quite often, in the summer | 0:04:19 | 0:04:22 | |
that's a good area cos it gets people outside. | 0:04:22 | 0:04:25 | |
You also sell your own bread here, you make sandwiches | 0:04:25 | 0:04:28 | |
from your own bakery bread, I see. | 0:04:28 | 0:04:31 | |
Well, the idea is that we mill the flour here. | 0:04:31 | 0:04:33 | |
-Yeah. -We make our bread. | 0:04:33 | 0:04:34 | |
-Yeah. -And then people can take a loaf home | 0:04:34 | 0:04:37 | |
or they can use it to cut up for the sandwiches, | 0:04:37 | 0:04:39 | |
so people can actually get to taste the mill, so to speak. | 0:04:39 | 0:04:42 | |
-OK. -Let me take you to see Mark. | 0:04:42 | 0:04:46 | |
# What goes up, must come down... # | 0:04:46 | 0:04:51 | |
'Lindsey's husband Mark has a background | 0:04:51 | 0:04:53 | |
'in mechanical engineering, | 0:04:53 | 0:04:55 | |
'but now spends all his time milling flour.' | 0:04:55 | 0:04:58 | |
-Hello. -Mark, this is Alex. -Hello. -What are you up to in here? | 0:04:58 | 0:05:02 | |
This is referred to as my other woman. I spend too much time here. | 0:05:02 | 0:05:05 | |
I thought she was the engine round the back. | 0:05:05 | 0:05:08 | |
-You've got two other women? -I have. | 0:05:08 | 0:05:09 | |
'With the main mill out of action, | 0:05:09 | 0:05:11 | |
'Mark has only two small motorised mills | 0:05:11 | 0:05:15 | |
'on which to pursue his love affair with flour.' | 0:05:15 | 0:05:18 | |
-How do you know about this stuff? -As far as the engineering side goes, | 0:05:18 | 0:05:21 | |
-I've worked with this sort of equipment all my life. -Yeah. | 0:05:21 | 0:05:25 | |
As far as the milling side goes, | 0:05:25 | 0:05:26 | |
it's trial and error, inspiration and sheer raw skill. | 0:05:26 | 0:05:30 | |
-Mostly error! -Not to puff yourself up! -Well, no. | 0:05:30 | 0:05:33 | |
OK, so this is your arena and obviously your passion. | 0:05:33 | 0:05:36 | |
You have that slightly crazed look | 0:05:36 | 0:05:39 | |
of a man who's in his element. | 0:05:39 | 0:05:41 | |
But I'm here to make sure your business makes money. | 0:05:41 | 0:05:44 | |
So what we need to quickly identify is which bit of this business, | 0:05:44 | 0:05:48 | |
of the varied aspects of this business, should we concentrate on. | 0:05:48 | 0:05:52 | |
Hopefully your objectivity will identify which strings they are. | 0:05:52 | 0:05:56 | |
Does that mean you're not sure? | 0:05:56 | 0:05:58 | |
LAUGHTER | 0:05:58 | 0:06:00 | |
'Charming as they are, Mark and Lindsey | 0:06:00 | 0:06:02 | |
'don't strike me as natural entrepreneurs.' | 0:06:02 | 0:06:04 | |
Let's go. So I'm allowed to go and have a look about, am I? | 0:06:04 | 0:06:08 | |
-Yes, yes. Help yourself. -And then I'll come back. | 0:06:08 | 0:06:10 | |
I want to ask you lots of questions about money. | 0:06:10 | 0:06:13 | |
OK. Oh, dear! | 0:06:13 | 0:06:15 | |
You are the person to ask about that, are you not? | 0:06:15 | 0:06:17 | |
-Well... -I believe you're the managing director? -Oh, absolutely. | 0:06:17 | 0:06:20 | |
Good, good. Fantastic. | 0:06:20 | 0:06:24 | |
'My first stop the windmill itself, that the family charge | 0:06:24 | 0:06:29 | |
'a couple of quid to enter. | 0:06:29 | 0:06:31 | |
'Quite interesting if you're interested in that kind of thing | 0:06:31 | 0:06:36 | |
'which, despite owning a bakery, I'm not. | 0:06:36 | 0:06:40 | |
'Next door, they run something I would be interested in though. | 0:06:40 | 0:06:44 | |
'Baking classes. But the room is far from what I'd expect.' | 0:06:44 | 0:06:48 | |
Ah! | 0:06:48 | 0:06:49 | |
# Madness, madness | 0:06:49 | 0:06:52 | |
# They call it madness...# | 0:06:52 | 0:06:54 | |
I'm not entirely sure why | 0:06:54 | 0:06:56 | |
there's a bicycle or a scooter in here. | 0:06:56 | 0:06:59 | |
And I definitely don't think there's anything witty or amusing... | 0:07:01 | 0:07:06 | |
..about that. | 0:07:07 | 0:07:09 | |
Urgh! | 0:07:09 | 0:07:10 | |
'Worse still, it's grubby.' | 0:07:10 | 0:07:14 | |
Why would you do that? Why have someone see | 0:07:14 | 0:07:16 | |
that you keep your stuff like this? I hate the whole disordered aspect. | 0:07:16 | 0:07:21 | |
I can already tell this isn't a professional outfit. | 0:07:21 | 0:07:24 | |
The onsite gift shop takes the chaotic approach | 0:07:24 | 0:07:27 | |
to a new extreme. | 0:07:27 | 0:07:29 | |
'I find it very confusing in here.' | 0:07:33 | 0:07:35 | |
'The family's home-milled flour | 0:07:35 | 0:07:38 | |
'sits side by side with tourist tat of the lower sort.' | 0:07:38 | 0:07:41 | |
I find it all a bit depressing. | 0:07:42 | 0:07:44 | |
I would love to know who does the buying for this. | 0:07:46 | 0:07:49 | |
They're very confused about what they're trying to achieve. | 0:07:49 | 0:07:52 | |
Really unattractive and generic, notelets and name stuff, | 0:07:52 | 0:07:56 | |
which I honestly I don't think has any place here. | 0:07:56 | 0:08:00 | |
'These cheap toys retail for peanuts and the mark-up is tiny, | 0:08:00 | 0:08:04 | |
'but they're filling up almost all of the shelf space. | 0:08:04 | 0:08:07 | |
'Rural food businesses all over Britain | 0:08:07 | 0:08:10 | |
'are making money because the customers are prepared | 0:08:10 | 0:08:13 | |
'to pay a premium for locally sourced goods. | 0:08:13 | 0:08:16 | |
'All this plastic is just bad business.' | 0:08:16 | 0:08:18 | |
Monogrammed cufflinks next to clotted cream fudge. | 0:08:18 | 0:08:22 | |
How is that a good sales technique? | 0:08:22 | 0:08:24 | |
'One person who should know how things are run | 0:08:24 | 0:08:28 | |
'is daughter Sally, who came to the mill a year ago | 0:08:28 | 0:08:30 | |
'to develop the business | 0:08:30 | 0:08:32 | |
'but has caught the milling bug from her dad.' | 0:08:32 | 0:08:35 | |
What's your gut feeling about what's wrong with it here? | 0:08:35 | 0:08:39 | |
What needs to be improved more than anything else? | 0:08:39 | 0:08:43 | |
Finance-wise, I feel like we're not looking | 0:08:43 | 0:08:46 | |
to make large amounts of profit here. | 0:08:46 | 0:08:48 | |
I don't think it's easy to make large amounts of profit. | 0:08:48 | 0:08:51 | |
That's not been the plan. We're looking at smaller figures | 0:08:51 | 0:08:55 | |
and because we don't control the books closely enough, | 0:08:55 | 0:08:58 | |
it's very easy just to fritter these, you know, little bits. | 0:08:58 | 0:09:01 | |
When you're only looking for a small sum of money, | 0:09:01 | 0:09:04 | |
-it's very easy for it to disappear. -But why? | 0:09:04 | 0:09:07 | |
-Why do you think that? -That's what Mum and Dad told me. | 0:09:07 | 0:09:10 | |
When they came in, their business plan didn't involve | 0:09:10 | 0:09:13 | |
making a large amount of money... | 0:09:13 | 0:09:15 | |
It probably didn't involve spending all their money either. | 0:09:15 | 0:09:18 | |
-No, it certainly didn't. -Do you have any handle at all | 0:09:18 | 0:09:20 | |
where you're making money in this business and where you're losing it? | 0:09:20 | 0:09:24 | |
SHE SIGHS | 0:09:24 | 0:09:27 | |
Not effectively, no. | 0:09:27 | 0:09:30 | |
Spoons and cutlery, just help yourself there. | 0:09:30 | 0:09:33 | |
'On paper, the only bit of the business showing any potential | 0:09:33 | 0:09:37 | |
'is the tea room, run by Sally's boyfriend Duncan.' | 0:09:37 | 0:09:40 | |
What do you think you're doing right here? | 0:09:40 | 0:09:43 | |
I don't know. A bit right, but there's a lot to work on. | 0:09:43 | 0:09:45 | |
So tell me your strengths, what you think the strengths are? | 0:09:45 | 0:09:50 | |
The strengths are the quality of the ingredients we actually use. | 0:09:50 | 0:09:53 | |
We try to go for quality not quantity | 0:09:53 | 0:09:55 | |
to get people to come back again. | 0:09:55 | 0:09:57 | |
Do you know how much you spend? | 0:09:57 | 0:09:58 | |
How much a cake takes to make and what you cost it for? | 0:09:58 | 0:10:01 | |
-We have our costings, yeah. -Yeah. | 0:10:01 | 0:10:04 | |
-Costings are all done upstairs. -So you're pretty confident | 0:10:04 | 0:10:07 | |
about your costings? That's what I'm asking. | 0:10:07 | 0:10:09 | |
-I wouldn't say I'm confident. They could probably be done better. -Yeah. | 0:10:09 | 0:10:13 | |
But whether it's by me or somebody else, I don't know. | 0:10:13 | 0:10:15 | |
Sorry, don't let me stop you serving this lady. | 0:10:15 | 0:10:19 | |
Even if Duncan runs the tea room well, he'll always struggle | 0:10:19 | 0:10:22 | |
if he doesn't get more involved in the books. | 0:10:22 | 0:10:26 | |
The family are juggling a lot of balls. A shop, a cafe, | 0:10:27 | 0:10:31 | |
a mill, a bakery as well as events and holiday cottages. | 0:10:31 | 0:10:35 | |
Every part of the business has its problems, | 0:10:35 | 0:10:37 | |
but they're made even worse by another fatal flaw. | 0:10:37 | 0:10:41 | |
The biggest thing, as far as I can see, the elephant in the room | 0:10:41 | 0:10:44 | |
that everyone knows is there and no-one is discussing, | 0:10:44 | 0:10:47 | |
is the fact that no-one seems to know what's making the money, | 0:10:47 | 0:10:51 | |
where the money's being spent on, | 0:10:51 | 0:10:53 | |
whether the profit margins are right on every item they sell, | 0:10:53 | 0:10:58 | |
and why they're not making more of a profit. | 0:10:58 | 0:11:00 | |
There has to be an answer buried deep in those figures somewhere | 0:11:00 | 0:11:04 | |
and I just need someone to lead me to the answer. | 0:11:04 | 0:11:07 | |
'And that's a trail that leads directly to Lindsey.' | 0:11:11 | 0:11:16 | |
I've got tea room sales, tea room purchases there, | 0:11:16 | 0:11:19 | |
which would seem to suggest that you've made 40, | 0:11:19 | 0:11:23 | |
-more or less, 40 grand. -Yes. | 0:11:23 | 0:11:26 | |
But then here, I've got a different price on tea room purchases. | 0:11:26 | 0:11:31 | |
Well, that is peculiar. | 0:11:32 | 0:11:35 | |
And then, if you include the wages that shows the tea room, | 0:11:36 | 0:11:39 | |
over the course of a whole year, didn't make you a penny. | 0:11:39 | 0:11:42 | |
Yeah, but that doesn't actually surprise me. | 0:11:42 | 0:11:46 | |
-Doesn't it? -No, it doesn't. | 0:11:46 | 0:11:48 | |
How is the pricing worked out in the tea shop? | 0:11:48 | 0:11:52 | |
The pricing, I... | 0:11:53 | 0:11:55 | |
So let me see, purchases. | 0:11:55 | 0:11:58 | |
Yeah, again... | 0:12:01 | 0:12:02 | |
Er, I'm afraid I don't understand those...at all. | 0:12:02 | 0:12:06 | |
'I don't know whether they take it all as a game. | 0:12:08 | 0:12:11 | |
'I think they won't find it a game' | 0:12:11 | 0:12:13 | |
when they are walking away from there | 0:12:13 | 0:12:15 | |
with £100,000 less of their own money | 0:12:15 | 0:12:18 | |
and nothing to show for it. | 0:12:18 | 0:12:20 | |
I think it'll all be pretty depressing actually. | 0:12:20 | 0:12:22 | |
-Hello, love. -Hello. | 0:12:25 | 0:12:27 | |
-You got out. -I did, yeah. -In one bit? -I did, yeah. | 0:12:27 | 0:12:30 | |
-And? -It was... | 0:12:30 | 0:12:33 | |
It was quite tough. It was quite tough. | 0:12:33 | 0:12:36 | |
I do feel a bit "Urgh!" now. I just want to burst into tears | 0:12:36 | 0:12:38 | |
-and have a little cry. -I can see. | 0:12:38 | 0:12:40 | |
All right. | 0:12:42 | 0:12:44 | |
'I stick my head in the sand about the figures,' | 0:12:45 | 0:12:49 | |
because I think if I know them and realise what a mess we're in, | 0:12:49 | 0:12:52 | |
then we'll have to get out. | 0:12:52 | 0:12:54 | |
'You know, we've put a lot into this place and the thought of finding out | 0:12:54 | 0:12:57 | |
'that it's not sustainable is a scary thing. | 0:12:57 | 0:13:00 | |
We may have to say, "Well, that's it. We'll have to call it a day." | 0:13:02 | 0:13:06 | |
After a difficult evening, I've called the family together. | 0:13:10 | 0:13:13 | |
Their ethics are getting in the way of their existence. | 0:13:13 | 0:13:16 | |
If the Ables are going to find a way out of this mess, | 0:13:16 | 0:13:19 | |
it's their heads and not their hearts they need to start following. | 0:13:19 | 0:13:22 | |
The first thing I have to draw your attention to | 0:13:25 | 0:13:28 | |
is that however worthy | 0:13:28 | 0:13:30 | |
and however admirable your ethos is, | 0:13:30 | 0:13:33 | |
what it's meant is you're living very hand to mouth. | 0:13:33 | 0:13:35 | |
-Mm, absolutely. -Which is not a comfortable situation. | 0:13:35 | 0:13:38 | |
No. | 0:13:38 | 0:13:40 | |
It isn't enough, just good will | 0:13:40 | 0:13:43 | |
and love and effort and hours put in. | 0:13:43 | 0:13:45 | |
You need to be professional about this stuff. | 0:13:45 | 0:13:47 | |
What I want you to understand is there is something very admirable | 0:13:47 | 0:13:52 | |
about doing something well and making money out of it. | 0:13:52 | 0:13:56 | |
I'm challenging you to do lots of things differently. | 0:13:56 | 0:13:59 | |
Let's work from the black and white, from the facts and figures. | 0:13:59 | 0:14:03 | |
It takes the sting out of discussion, | 0:14:03 | 0:14:05 | |
because once you have the facts in front of you, | 0:14:05 | 0:14:07 | |
-they're quite hard to argue. -Yeah. -Yes? | 0:14:07 | 0:14:10 | |
There's a lot to do, | 0:14:14 | 0:14:16 | |
but first I need to take this family back to basics, | 0:14:16 | 0:14:19 | |
to see if they know which bit of the business is actually making money. | 0:14:19 | 0:14:23 | |
I need to confront them with their wilful lack of knowledge | 0:14:23 | 0:14:27 | |
about the financial state of this project. | 0:14:27 | 0:14:31 | |
I want to do that in a very immediate way, | 0:14:31 | 0:14:34 | |
have an impact visually | 0:14:34 | 0:14:35 | |
'and that will hopefully shock them into changing their ways.' | 0:14:35 | 0:14:41 | |
What we have is ten bags of flour, each representing 10% of turnover. | 0:14:41 | 0:14:46 | |
I would like you to put bags into each segment | 0:14:46 | 0:14:49 | |
to represent the percentage of the overall turnover. | 0:14:49 | 0:14:52 | |
-OK. -OK? | 0:14:52 | 0:14:55 | |
-We've got to have at least one bag in every section. -Right, yeah. | 0:14:55 | 0:14:59 | |
So we'll put one in each section then. | 0:14:59 | 0:15:01 | |
-That one wants to go in. -Right. | 0:15:01 | 0:15:03 | |
Put at least two more in cafe. | 0:15:03 | 0:15:05 | |
-That one goes in the mill as well. -That shouldn't be there. | 0:15:05 | 0:15:09 | |
Duncan, are you happy with this? | 0:15:09 | 0:15:11 | |
Personally, I'd put that one into the cafe. | 0:15:11 | 0:15:15 | |
Go on then. | 0:15:15 | 0:15:16 | |
I'm reasonably happy with that. | 0:15:16 | 0:15:18 | |
You're reasonably happy? What would you change? | 0:15:18 | 0:15:21 | |
-Reasonably happy isn't enough. -I think... | 0:15:21 | 0:15:24 | |
One, two, four... No, OK. That's right. No, I'm happy. | 0:15:24 | 0:15:27 | |
'There isn't much money sloshing about at all. | 0:15:27 | 0:15:30 | |
'I don't think that that's anything to admire.' | 0:15:30 | 0:15:33 | |
I just think that's stupid. | 0:15:33 | 0:15:35 | |
Well, none of you are really aware | 0:15:38 | 0:15:40 | |
of how the situation stands then. | 0:15:40 | 0:15:42 | |
-54% of your turnover comes from the tea room. -Right. | 0:15:42 | 0:15:46 | |
26% of your turnover comes from the shop. | 0:15:46 | 0:15:50 | |
10% comes from the cottages, | 0:15:50 | 0:15:53 | |
and the mill and the events share 10%. | 0:15:53 | 0:15:57 | |
Can I just say, depressing as it is, you two are spending | 0:15:57 | 0:15:59 | |
a lot of time on something that's the tiniest part of the business. | 0:15:59 | 0:16:03 | |
I don't think it is. If we didn't have the flour, | 0:16:03 | 0:16:06 | |
the tea room wouldn't be making so much money. They have to have | 0:16:06 | 0:16:09 | |
-the flour to make the bread and cakes. -We have to look at why | 0:16:09 | 0:16:12 | |
aren't we getting a better margin coming out of the mill? | 0:16:12 | 0:16:16 | |
There's two of us spending a lot of time in the mill. It's the backbone. | 0:16:16 | 0:16:20 | |
I agree that it's the backbone, but it's a backbone | 0:16:20 | 0:16:23 | |
that's not going to be supported. | 0:16:23 | 0:16:25 | |
'The family are more about the mill than the money. | 0:16:25 | 0:16:28 | |
'I just hope they can see they have to change | 0:16:28 | 0:16:31 | |
'to stop this site going under.' | 0:16:31 | 0:16:34 | |
I want to say that I didn't realise until now | 0:16:34 | 0:16:37 | |
how important it is to me, the milling side of it here. | 0:16:37 | 0:16:40 | |
What we all agreed on, on what we were going to do before Alex came | 0:16:40 | 0:16:44 | |
was not to compromise on using our own product wherever we can, | 0:16:44 | 0:16:48 | |
because we feel that's really important, | 0:16:48 | 0:16:51 | |
I feel that like, if we're on this site, we have a responsibility to use it as a mill. | 0:16:51 | 0:16:55 | |
If not, we might as well go get a tea room somewhere else. | 0:16:55 | 0:16:58 | |
To be honest, I would rather just make enough money | 0:16:58 | 0:17:01 | |
for us all to make a living and not have a lot of money | 0:17:01 | 0:17:04 | |
and still be able to stone mill than have extra money. | 0:17:04 | 0:17:07 | |
If the site turns into a tea room and a gift shop | 0:17:07 | 0:17:09 | |
and the administration side of it, I don't want to work here | 0:17:09 | 0:17:12 | |
because I've other things I can do. | 0:17:12 | 0:17:14 | |
'That meeting this morning, a joke. Complete and utter joke. | 0:17:16 | 0:17:20 | |
'They're still concentrating on something | 0:17:20 | 0:17:23 | |
'that is never going to work.' | 0:17:23 | 0:17:24 | |
Everybody likes to work in the mill, but it's a luxury, isn't it? | 0:17:24 | 0:17:28 | |
It's a three quarter of a million pound luxury | 0:17:28 | 0:17:30 | |
that's broken. They're playing millers. | 0:17:30 | 0:17:32 | |
Mills went out 200 years ago. | 0:17:32 | 0:17:34 | |
If you can get it working, it's an added bonus. | 0:17:34 | 0:17:37 | |
But it's not something to depend on. | 0:17:37 | 0:17:39 | |
It's like depending on the wind blowing every day. | 0:17:39 | 0:17:41 | |
Is that not a business strategy that's ready just to collapse? | 0:17:41 | 0:17:45 | |
Forget the windmill. Think about what's working or we'll go bankrupt. | 0:17:45 | 0:17:49 | |
I didn't travel 600 miles for that. | 0:17:49 | 0:17:51 | |
'Everything they say is so uncommercial. | 0:17:51 | 0:17:54 | |
'I mean, Lindsey, Sally, Mark... I mean, I'm amazed.' | 0:17:54 | 0:17:58 | |
The only person who's got a healthy business bone in his body is Duncan | 0:17:58 | 0:18:02 | |
and that's only so long as he doesn't have to use a computer. | 0:18:02 | 0:18:05 | |
So, you know, I've got a few... I've got a struggle ahead | 0:18:05 | 0:18:09 | |
to make sure that everyone understands what's involved here | 0:18:09 | 0:18:13 | |
but it's a struggle I will win. | 0:18:13 | 0:18:15 | |
'The financials couldn't be any clearer. Although their hearts | 0:18:21 | 0:18:25 | |
'are in the mill, the bread and butter of this business | 0:18:25 | 0:18:28 | |
'isn't in the flour. | 0:18:28 | 0:18:29 | |
This is a difficult message I've got to give them. | 0:18:29 | 0:18:32 | |
They think they're achieving a very high standard, | 0:18:32 | 0:18:36 | |
but that's in one solitary aspect of the business. | 0:18:36 | 0:18:39 | |
As they keep going on about it, | 0:18:39 | 0:18:41 | |
it's in the flour. | 0:18:41 | 0:18:43 | |
And that is really all they've been focused on. | 0:18:43 | 0:18:46 | |
I've got to get them to see the rest of the business | 0:18:46 | 0:18:50 | |
and what it means for them for it all to be a success. | 0:18:50 | 0:18:52 | |
'So what I want you to now think about is the unthinkable.' | 0:18:52 | 0:18:56 | |
Right? I'm going to say it blankly. | 0:18:56 | 0:19:00 | |
How important is the milling of flour? | 0:19:00 | 0:19:02 | |
-Extremely. -For what? | 0:19:02 | 0:19:05 | |
For your vision of yourself or the success of the business? | 0:19:05 | 0:19:09 | |
The vision of ourselves. | 0:19:09 | 0:19:10 | |
A lot of our customers come because of the quality of our flour, | 0:19:10 | 0:19:15 | |
-which we don't have at the moment... -And you still have customers coming | 0:19:15 | 0:19:18 | |
and people will still eat in the cafe and the coffee shop | 0:19:18 | 0:19:21 | |
cos you're doing something very good here. | 0:19:21 | 0:19:24 | |
I'm afraid your sense of self-worth is so wrapped up | 0:19:24 | 0:19:27 | |
in the flour milling that you are really ignoring, at your peril, | 0:19:27 | 0:19:32 | |
what is the bit of the business that makes money - the cafe. | 0:19:32 | 0:19:35 | |
But if we didn't have our flour which we use in our products, | 0:19:35 | 0:19:38 | |
our breads and our cakes, which is what makes them so nice, | 0:19:38 | 0:19:41 | |
I don't think we'd necessarily... | 0:19:41 | 0:19:43 | |
If we were selling the same thing as everybody else... | 0:19:43 | 0:19:46 | |
Darling, do you honestly think if you go to Hayworth's | 0:19:46 | 0:19:49 | |
or Marriages or, you know, there are lots of other... Norfolk is a... | 0:19:49 | 0:19:52 | |
-The flour doesn't taste the same there. -No, it doesn't, of course. | 0:19:52 | 0:19:56 | |
But a lot of it is in the skill of the baker. | 0:19:56 | 0:19:59 | |
Oh, no. You see, I... You see, I think the... | 0:19:59 | 0:20:01 | |
I don't think that's right, cos the flavour of our... | 0:20:01 | 0:20:04 | |
of stone-ground flour is very different from the flavour | 0:20:04 | 0:20:07 | |
of roller-milled flour. | 0:20:07 | 0:20:08 | |
-Sweetheart, I have a bakery, I know this. -I know you do. | 0:20:08 | 0:20:11 | |
-Exactly. So, I'm saying... -I think... | 0:20:11 | 0:20:13 | |
I know, darling, but you have to start thinking commercially. | 0:20:13 | 0:20:16 | |
You have a very tough decision here. | 0:20:16 | 0:20:18 | |
-You have no money in the bank. -Mm-hm. | 0:20:18 | 0:20:20 | |
You have a bit of the business that's working. You're managing to... | 0:20:20 | 0:20:24 | |
you know, to do a little bit of milling in the setup that you've got now, | 0:20:24 | 0:20:28 | |
but is it enough to be the raison d'etre of this business? | 0:20:28 | 0:20:32 | |
This isn't your life. This isn't your family. This isn't your home. | 0:20:33 | 0:20:39 | |
Just stop behaving as if it is. | 0:20:40 | 0:20:43 | |
This is a business, guys. | 0:20:43 | 0:20:45 | |
You've got to make it work so that you have money to feed and clothe | 0:20:45 | 0:20:48 | |
and shelter yourselves. | 0:20:48 | 0:20:51 | |
I would like to do something with the branding. | 0:20:51 | 0:20:54 | |
I would like to do something with the marketing. | 0:20:54 | 0:20:56 | |
But I can't even start that until you decide what you are. | 0:20:56 | 0:20:59 | |
Running a family business should be a pleasure. | 0:21:04 | 0:21:06 | |
It has become a chore, and that ain't great. | 0:21:06 | 0:21:09 | |
Can I give you words of advice from my grandfather, | 0:21:09 | 0:21:12 | |
which I live my life by? | 0:21:12 | 0:21:13 | |
Never look at the bigger picture, because there's no point. | 0:21:13 | 0:21:17 | |
Solve one problem at a time, with a very clear-sighted view, | 0:21:17 | 0:21:21 | |
because otherwise you dissipate your energies, | 0:21:21 | 0:21:23 | |
so you have to do one thing, you do that one thing, | 0:21:23 | 0:21:26 | |
tick it off, and you move quickly to the next one. | 0:21:26 | 0:21:28 | |
I suddenly realised | 0:21:34 | 0:21:36 | |
that what...I have felt over this mill | 0:21:36 | 0:21:41 | |
is almost like bereavement and I have refused to acknowledge it. | 0:21:41 | 0:21:44 | |
I'm still refusing to acknowledge it | 0:21:44 | 0:21:46 | |
cos if I do I, shall be really upset. | 0:21:46 | 0:21:48 | |
I didn't realise that it affected me as much as that. | 0:21:48 | 0:21:51 | |
This is why Sally was so defensive | 0:21:51 | 0:21:53 | |
of Alex's comments about the mill and the flour. | 0:21:53 | 0:21:57 | |
At the end of the day, | 0:21:59 | 0:22:00 | |
if Denver Mill is going to survive, | 0:22:00 | 0:22:02 | |
they just have to be more commercially minded. | 0:22:02 | 0:22:05 | |
They have to be more focused, they have to concentrate. | 0:22:05 | 0:22:09 | |
They all have to be pulling in the same direction | 0:22:09 | 0:22:12 | |
and they have to start now. | 0:22:12 | 0:22:13 | |
# It's a new dawn, it's a new day | 0:22:17 | 0:22:21 | |
# It's a new life for me, yeah | 0:22:21 | 0:22:24 | |
# And I'm feeling good... # | 0:22:24 | 0:22:25 | |
So after last night's frank discussion, | 0:22:25 | 0:22:28 | |
have the family woken up to the idea of a new way forward. | 0:22:28 | 0:22:33 | |
It would be a terrible shame just to scrap everything | 0:22:33 | 0:22:36 | |
and make us just a tearoom, a cafe, | 0:22:36 | 0:22:38 | |
but having said that, we need to make money somehow, so I think we... | 0:22:38 | 0:22:42 | |
the feeling I have is that we've somehow got to get the rest of it | 0:22:42 | 0:22:45 | |
running well enough to support us being able to mill here | 0:22:45 | 0:22:48 | |
cos it's really important that that happens on this site. | 0:22:48 | 0:22:51 | |
It looks like I'm slowly getting through to Sally, | 0:22:51 | 0:22:54 | |
but is the rest of the family ready for a new direction at Denver? | 0:22:54 | 0:22:58 | |
What we ought to do this morning is what we talked about last night, | 0:22:58 | 0:23:02 | |
which was how we were feeling about what Alex said about the windmill. | 0:23:02 | 0:23:05 | |
Don't know if it's a big deal to you, Duncan. | 0:23:05 | 0:23:08 | |
It is, but it's not my first priority, is it? | 0:23:08 | 0:23:12 | |
My first priority is thinking... | 0:23:12 | 0:23:14 | |
are we throwing too much time at something we can't get to work? | 0:23:14 | 0:23:17 | |
We know that we've got to get this business working | 0:23:17 | 0:23:20 | |
and from what Alex said last night, | 0:23:20 | 0:23:22 | |
gave us confidence we can get it working without the windmill. | 0:23:22 | 0:23:26 | |
So, let's get the business working, get these other bits working well | 0:23:26 | 0:23:31 | |
in order for us to be able to be paid | 0:23:31 | 0:23:33 | |
and for us to continue to indulge ourselves | 0:23:33 | 0:23:36 | |
being able to use the windmill | 0:23:36 | 0:23:38 | |
and having that sense of responsibility. | 0:23:38 | 0:23:40 | |
So, almost the windmill becomes a bit of a hobby | 0:23:40 | 0:23:43 | |
that's attached to the business. | 0:23:43 | 0:23:45 | |
We've been very focused in one direction | 0:23:47 | 0:23:50 | |
and that direction is very much tied in with the milling | 0:23:50 | 0:23:54 | |
and the product and all the rest of it. | 0:23:54 | 0:23:56 | |
I think we need to do some more market research | 0:23:56 | 0:23:59 | |
cos there's no point going in the direction we want to go into if our customers don't want it. | 0:23:59 | 0:24:04 | |
A very good afternoon to you all. | 0:24:09 | 0:24:11 | |
Thank you so much for coming to help me with some market research. | 0:24:11 | 0:24:15 | |
It looks like the family are coming round to my way of thinking | 0:24:15 | 0:24:19 | |
and if it's feedback they want then I'm very happy to oblige. | 0:24:19 | 0:24:23 | |
How are you set up for a coach load of people? | 0:24:23 | 0:24:26 | |
Oh, my goodness. | 0:24:26 | 0:24:28 | |
How is Dunc...? Duncan! Duncan. | 0:24:28 | 0:24:31 | |
-Duncan? -Yes. | 0:24:32 | 0:24:34 | |
Can you handle a coach load of people at the moment? | 0:24:34 | 0:24:36 | |
-Ah, bring it on. No bother. -Bring it on! | 0:24:36 | 0:24:38 | |
Be as detailed as you can. | 0:24:42 | 0:24:43 | |
Don't worry about hurting anyone's feelings. It's anonymous. | 0:24:43 | 0:24:47 | |
Is there any changes you'd make to the venue, would you make any change... | 0:24:47 | 0:24:51 | |
how the pricing is? | 0:24:51 | 0:24:53 | |
-That kind of stuff really interests me. -Do they sell their own jam? | 0:24:53 | 0:24:56 | |
-Yes. Yeah, they do. -Cos that's what I would focus on. | 0:24:56 | 0:25:01 | |
I'm hoping that this sample focus group | 0:25:01 | 0:25:03 | |
can help me understand what are Denver Mill trying to achieve. | 0:25:03 | 0:25:07 | |
Is it more important for them to be milling flour that they use in their own bakery? | 0:25:07 | 0:25:11 | |
Are they trying to be a very well established and popular cafe? | 0:25:11 | 0:25:16 | |
Can I give you questionnaires? | 0:25:16 | 0:25:18 | |
I want to know what people like here | 0:25:18 | 0:25:20 | |
so I can help the family decide which way to push their business. | 0:25:20 | 0:25:24 | |
The more information you give me, the better. | 0:25:24 | 0:25:26 | |
This quick straw poll showed that customers liked the food | 0:25:26 | 0:25:30 | |
and the mill products, once they found them. | 0:25:30 | 0:25:32 | |
When people come to stay with me, | 0:25:32 | 0:25:34 | |
they like to look for locally produced.... | 0:25:34 | 0:25:37 | |
-Right. -..things and locally made things. -Right. | 0:25:37 | 0:25:39 | |
There is a very rich tourist clientele that come to Norfolk. | 0:25:39 | 0:25:44 | |
It's very highly regarded. | 0:25:44 | 0:25:46 | |
There's a lot of money washing about here | 0:25:46 | 0:25:48 | |
and I'm not sure that they're attracting their fair share of it at Denver Mill. | 0:25:48 | 0:25:52 | |
With the Norfolk tourist industry worth £2.5 billion a year, | 0:25:55 | 0:25:59 | |
I think they could make more money from their merchandise. | 0:25:59 | 0:26:04 | |
It's time I took the mill up-market. | 0:26:04 | 0:26:06 | |
Forman & Son, a century-old family smokehouse, | 0:26:09 | 0:26:13 | |
developed a luxury hamper range ten years ago | 0:26:13 | 0:26:16 | |
and haven't looked back since. | 0:26:16 | 0:26:19 | |
It's a market that's worth a staggering £75 million a year | 0:26:19 | 0:26:22 | |
in the UK alone. | 0:26:22 | 0:26:24 | |
I want the family to realise they CAN keep their heritage | 0:26:24 | 0:26:27 | |
AND turn a healthy profit too. | 0:26:27 | 0:26:29 | |
First of all, why are hampers a good idea? | 0:26:29 | 0:26:32 | |
We're very much a fresh food company. | 0:26:32 | 0:26:34 | |
That's the heritage of our family business. | 0:26:34 | 0:26:37 | |
Lots of people would buy a packet of smoked salmon from us, some cheese, fresh meat, | 0:26:37 | 0:26:41 | |
they'll buy something for their dinner party | 0:26:41 | 0:26:44 | |
but they wouldn't necessarily come to us for gifts. | 0:26:44 | 0:26:47 | |
So hampers gives you an extra element that you can... | 0:26:47 | 0:26:49 | |
you can supply to people, particularly at Christmas time | 0:26:49 | 0:26:53 | |
but, you know, throughout the year as well, where they're looking for, | 0:26:53 | 0:26:57 | |
you know, a gift offering, something that's ready-made, | 0:26:57 | 0:27:01 | |
they can just buy it off the shelf or out of a catalogue | 0:27:01 | 0:27:04 | |
and, you know, it's all there complete. | 0:27:04 | 0:27:06 | |
The key to all this, I would suggest, | 0:27:06 | 0:27:08 | |
is sourcing stuff that people cannot find so easily independently. | 0:27:08 | 0:27:12 | |
So, stuff that you just couldn't go to the supermarket | 0:27:12 | 0:27:16 | |
and pick off the shelf, because any idiot can do that for themselves. | 0:27:16 | 0:27:20 | |
What you're trying to do is offer a very indulgent gift experience. | 0:27:20 | 0:27:25 | |
You've brought us one of your... | 0:27:25 | 0:27:28 | |
-Yeah. -..jam...jam baskets. | 0:27:28 | 0:27:31 | |
Just some local pickle... It's pickles, actually, in this one. | 0:27:31 | 0:27:34 | |
I don't think presentation is necessarily one of their skills | 0:27:34 | 0:27:38 | |
and it's something that they all have to work on. | 0:27:38 | 0:27:41 | |
If you're going to do a hamper, you have to do it bloody well. Otherwise, don't bother. | 0:27:41 | 0:27:45 | |
The hamper challenge. | 0:27:47 | 0:27:49 | |
We've got whole load of your products on that table over there, | 0:27:49 | 0:27:53 | |
so I just want to see what you think | 0:27:53 | 0:27:55 | |
-makes a good hamper out of your products. -I know. | 0:27:55 | 0:27:59 | |
They've got a crate - it's getting 12 bottles of beer. That's it! | 0:27:59 | 0:28:02 | |
-That's a man's hamper! -LAUGHTER | 0:28:02 | 0:28:05 | |
Last year, Forman & Son sold 10,000 hampers. | 0:28:05 | 0:28:08 | |
I'd love to see the mill selling their own hampers on their site | 0:28:08 | 0:28:13 | |
and wholesaling them around Norfolk before I leave in just over a month's time. | 0:28:13 | 0:28:17 | |
I'm interested in seeing what they think goes together, | 0:28:17 | 0:28:20 | |
whether they have a theme, whether they can explain that theme to me, | 0:28:20 | 0:28:24 | |
whether they've thought about the cost of the goods | 0:28:24 | 0:28:27 | |
and what kind of mark-up they can put on it. | 0:28:27 | 0:28:31 | |
I need them to prove they can think commercially. | 0:28:31 | 0:28:34 | |
Contents, £25. Box, don't know the price of. | 0:28:36 | 0:28:39 | |
Have to roll me sleeves up, it's no good. | 0:28:40 | 0:28:43 | |
Typically, they're being very random. | 0:28:43 | 0:28:45 | |
Toast and honey, beer and clotted cream - there you go. | 0:28:45 | 0:28:49 | |
Apart from Sally who, unusually, is very focused | 0:28:49 | 0:28:52 | |
on what customers might be willing pay for. | 0:28:52 | 0:28:54 | |
I was trying to do something different | 0:28:54 | 0:28:56 | |
and do more of a hamper just with our baking products. | 0:28:56 | 0:28:59 | |
We've only got a strange selection of baking stuff with us | 0:28:59 | 0:29:02 | |
so I've tried to make it representative. | 0:29:02 | 0:29:05 | |
If I got given that on Christmas morning, I'd eat and drink the lot. | 0:29:05 | 0:29:09 | |
Let's have a look, then. | 0:29:09 | 0:29:12 | |
I think this is a bit confused as an idea. | 0:29:12 | 0:29:15 | |
I think this basically tells you what Duncan just said. | 0:29:15 | 0:29:18 | |
This is what he'd like for breakfast | 0:29:18 | 0:29:20 | |
and it just looks like it's all the things I like thrown in a tray and that's it. | 0:29:20 | 0:29:24 | |
-OK. -What do you think...? | 0:29:24 | 0:29:26 | |
Have you costed this out in your head? | 0:29:26 | 0:29:28 | |
No. | 0:29:28 | 0:29:30 | |
OK, cos I think that's also quite important. | 0:29:30 | 0:29:32 | |
Remember, the whole... You know... | 0:29:32 | 0:29:34 | |
Let's not mince words here - one does things to make money. | 0:29:34 | 0:29:38 | |
Absolutely. | 0:29:38 | 0:29:39 | |
-You next, darling. -Yeah. -What was the thinking behind yours? | 0:29:39 | 0:29:43 | |
Mine was an attempt to find our most premium products we have in our shop. | 0:29:43 | 0:29:47 | |
-That isn't luxury food. -No, it's not. -And I don't.... | 0:29:47 | 0:29:50 | |
It's in a luxury box and it's not luxury food. | 0:29:50 | 0:29:53 | |
The stuff they built their business on is what they should be showcasing, and that's not it. | 0:29:53 | 0:29:57 | |
OK. Thanks. | 0:29:57 | 0:29:59 | |
So, your thinking was here? | 0:29:59 | 0:30:02 | |
It's a showcase of our products and if somebody wants a sort of, like, | 0:30:02 | 0:30:05 | |
you know, start-up kit to try and start | 0:30:05 | 0:30:07 | |
making their own bread with our products, this would be it. | 0:30:07 | 0:30:10 | |
I love it. I mean, to me, this really, you know, this... | 0:30:10 | 0:30:15 | |
this sells your brand, you know. | 0:30:15 | 0:30:16 | |
You know these products are excellent products | 0:30:16 | 0:30:19 | |
cos you're producing them yourself, and part of the reason for doing hampers is to promote what you do. | 0:30:19 | 0:30:24 | |
I was worried that Sally would let her values get in the way | 0:30:24 | 0:30:28 | |
of creating a hamper you could make a healthy profit on, | 0:30:28 | 0:30:31 | |
but her bread-making kit captures the essence of the mill | 0:30:31 | 0:30:34 | |
and passes muster with the experts. | 0:30:34 | 0:30:36 | |
That looks like something you'd spend money on. | 0:30:36 | 0:30:39 | |
-That looks worth plenty, yeah. -It does. | 0:30:39 | 0:30:41 | |
It's very natural looking and it says something about you, | 0:30:41 | 0:30:44 | |
and I think that that's... you know, that is great. | 0:30:44 | 0:30:48 | |
Looking at someone that has obviously expanded | 0:30:48 | 0:30:51 | |
and taken it to the next level, | 0:30:51 | 0:30:53 | |
but still being able to stay so grounded and rooted in what they believe in | 0:30:53 | 0:30:57 | |
made me realise that you can progress and you can make money | 0:30:57 | 0:31:00 | |
and you can look a little bit higher, reach a little bit higher, but still... | 0:31:00 | 0:31:04 | |
hold these values and still stand by your values | 0:31:04 | 0:31:08 | |
and still be based on what you believe in. | 0:31:08 | 0:31:10 | |
So, yeah, it was a real eye-opener for me. | 0:31:10 | 0:31:13 | |
With Sally now seeing the value in adding value, | 0:31:15 | 0:31:19 | |
she's getting stuck into some mass production with her mother. | 0:31:19 | 0:31:22 | |
And we need to collect together tea, coffee... | 0:31:22 | 0:31:26 | |
By creating hampers, they can expect to make 25% more money | 0:31:26 | 0:31:30 | |
than they would if they sold the products separately. | 0:31:30 | 0:31:34 | |
-You all right, Sal? -Mm-hm. | 0:31:34 | 0:31:37 | |
Don't forget to put loads of that stuff in. That's what they said. | 0:31:37 | 0:31:40 | |
Make sure you've got plenty of stuffing in. | 0:31:40 | 0:31:43 | |
-Would that be better? -Yes. | 0:31:43 | 0:31:44 | |
No, not like that. Stop. Right, who won the hamper competition? | 0:31:44 | 0:31:48 | |
The hampers are unique to the mill, as they showcase their own flour. | 0:31:48 | 0:31:53 | |
But by grouping this with other products, | 0:31:53 | 0:31:55 | |
Sally is really tapping into the home baking market that's currently never been bigger. | 0:31:55 | 0:32:00 | |
-That's it. -It's what I do on mill tours. | 0:32:00 | 0:32:02 | |
Dad's glamorous assistant! | 0:32:02 | 0:32:04 | |
This is the beginning | 0:32:07 | 0:32:08 | |
of what is going to soon be a huge warehouse-style factory, making hampers. | 0:32:08 | 0:32:12 | |
-Mm! -This is the miniature version. | 0:32:12 | 0:32:14 | |
Looks great. I mean, fantastic. | 0:32:14 | 0:32:18 | |
-This is your, obviously, alcoholic version. -Mm-hm. | 0:32:18 | 0:32:21 | |
Which looks very nice. | 0:32:21 | 0:32:23 | |
As well as selling in their own shop, | 0:32:24 | 0:32:27 | |
these hampers could be sold in bulk to big food outlets all over the county, | 0:32:27 | 0:32:32 | |
making the mill much less reliant on passing trade. | 0:32:32 | 0:32:36 | |
I want us to take some of these hampers | 0:32:36 | 0:32:38 | |
to find out if anyone would stock them in future. | 0:32:38 | 0:32:41 | |
Also, once we've got the costings | 0:32:41 | 0:32:43 | |
and we work out what kind of margins we're making on them, | 0:32:43 | 0:32:47 | |
if someone does say they want wholesale, you give them a discount. | 0:32:47 | 0:32:52 | |
I've managed to line up two meetings with Norfolk retailers | 0:32:56 | 0:32:59 | |
that specialise in high quality local produce, perfect for the mill. | 0:32:59 | 0:33:04 | |
Now the family have to convince them to buy. | 0:33:04 | 0:33:07 | |
I've never seen Lindsey, Sally and Duncan having to sell their product | 0:33:07 | 0:33:11 | |
and it's quite important that I see them in the field. | 0:33:11 | 0:33:13 | |
Hopefully I'll see them very confident. | 0:33:13 | 0:33:16 | |
I know they have full faith in their products. | 0:33:16 | 0:33:19 | |
Fingers crossed they've heeded my advice | 0:33:19 | 0:33:22 | |
and thought seriously about their pricing. | 0:33:22 | 0:33:24 | |
-We did two sorts, OK? We did this one in a basket and this one in a crate. -Right. | 0:33:24 | 0:33:29 | |
-What would this retail to me at? -This one at the moment... | 0:33:29 | 0:33:34 | |
-Wholesale. -Wholesale. -We haven't got wholesale prices yet. | 0:33:34 | 0:33:37 | |
I would just need to know what it was going to cost us | 0:33:37 | 0:33:40 | |
to work out what I could reasonably retail it at, | 0:33:40 | 0:33:43 | |
or perhaps you might think about doing a sale or return. | 0:33:43 | 0:33:46 | |
Lovely family, obviously trying really hard to push their product. | 0:33:46 | 0:33:50 | |
They probably need to be a little bit more prepared | 0:33:50 | 0:33:53 | |
when they come into a selling situation like...like just now. | 0:33:53 | 0:33:57 | |
They didn't know the price they were going to sell the hamper at, | 0:33:57 | 0:34:01 | |
which is obviously important to me because I need to know how I'm... | 0:34:01 | 0:34:05 | |
how much I'm going to sell it for. | 0:34:05 | 0:34:07 | |
The lack of prices means they can't close what might have been a deal. | 0:34:07 | 0:34:11 | |
The last thing I said before we left the mill to Sally, and to Lindsey, | 0:34:11 | 0:34:17 | |
was to make sure that they had the costings, | 0:34:17 | 0:34:19 | |
to at least have the raw good cost | 0:34:19 | 0:34:21 | |
and then we could work out, as it were, a retail price | 0:34:21 | 0:34:24 | |
and a wholesale price - we knew we were going to be asked this. | 0:34:24 | 0:34:27 | |
They came very unprepared in this regard. | 0:34:27 | 0:34:31 | |
Here we go. | 0:34:31 | 0:34:33 | |
With one pitch left, they need to get their figures straight | 0:34:33 | 0:34:36 | |
or today will be a write-off. | 0:34:36 | 0:34:38 | |
This family have got to get a grip. | 0:34:38 | 0:34:41 | |
We need those numbers and we need them now. | 0:34:41 | 0:34:44 | |
Hello, Dad. We need prices for those hampers now. | 0:34:44 | 0:34:47 | |
The prices on those hampers now. | 0:34:47 | 0:34:50 | |
16.50... | 0:34:50 | 0:34:52 | |
and 23.50. | 0:34:52 | 0:34:53 | |
In this next shop, | 0:34:53 | 0:34:55 | |
I'd like you to go in on your own, because I think | 0:34:55 | 0:34:58 | |
that it's good that you learn to introduce yourself, | 0:34:58 | 0:35:00 | |
to ask for the person you should be seeing. | 0:35:00 | 0:35:03 | |
Then you engage with them rather than me. | 0:35:03 | 0:35:05 | |
-Luke is it? -Hello. | 0:35:07 | 0:35:08 | |
Hello Luke, I'm Duncan from Denver, this is Lindsey and this is Sally. | 0:35:08 | 0:35:11 | |
-Hello. -Hi there, how are you? -Nice to meet you. | 0:35:11 | 0:35:14 | |
We've brought some of our products in today. | 0:35:14 | 0:35:17 | |
-So what do we get in here? We get yeast. -You get yeast. -The flour. | 0:35:17 | 0:35:21 | |
The bread making flour, the oil, the tin, | 0:35:21 | 0:35:24 | |
and there will be a recipe card in there. | 0:35:24 | 0:35:26 | |
Lovely. So the retail price is...? | 0:35:26 | 0:35:29 | |
These will wholesale at about 21. | 0:35:32 | 0:35:34 | |
OK and then retail at...? | 0:35:34 | 0:35:36 | |
About 27, 28. | 0:35:36 | 0:35:39 | |
So far on what you've said you're ticking a lot of boxes | 0:35:39 | 0:35:44 | |
which the greengrocers' business philosophy adheres to. Well done. | 0:35:44 | 0:35:49 | |
Right, seeing your range of products, | 0:35:49 | 0:35:53 | |
I would say hamper on the shelf tomorrow. | 0:35:53 | 0:35:56 | |
I would say your flour on the shelf tomorrow. | 0:35:56 | 0:35:59 | |
This is just one store and they need to pitch to others | 0:36:01 | 0:36:04 | |
but it clearly shows they have a market beyond the mill itself. | 0:36:04 | 0:36:08 | |
I thought it was very important to show them they do have the skills | 0:36:08 | 0:36:12 | |
to do their own sales and marketing and they just have to be brave | 0:36:12 | 0:36:16 | |
and make some new contacts, | 0:36:16 | 0:36:17 | |
make the effort to go on making new contacts wherever they go. | 0:36:17 | 0:36:21 | |
Realising their product could look good on other people's shelves, | 0:36:36 | 0:36:39 | |
Lindsey is finally making sense of her own shop. | 0:36:39 | 0:36:43 | |
Yeah, we need to get all those units out of the way, I'm not sure where. | 0:36:44 | 0:36:49 | |
I want that cupboard where you're standing. | 0:36:50 | 0:36:54 | |
Hopefully, and I don't know whether this will work, | 0:36:54 | 0:36:57 | |
there'll be a fantastic feeling of space and it will look lovely, tidy and neat. | 0:36:57 | 0:37:01 | |
Just move it into the middle for now. | 0:37:01 | 0:37:03 | |
You'll be moving something there to bring it there to move it back there. | 0:37:03 | 0:37:07 | |
But this is the only way we can do it, | 0:37:07 | 0:37:09 | |
short of taking everything out of the shop, | 0:37:09 | 0:37:12 | |
standing it in the back garden and bringing it all back in again. | 0:37:12 | 0:37:16 | |
And Sally and Duncan are tackling the terrible function room. | 0:37:16 | 0:37:20 | |
If I scream it's because there's a spider, so don't panic. | 0:37:20 | 0:37:24 | |
We'll be concentrating on baking classes. | 0:37:24 | 0:37:27 | |
We're trying to make them a bit more professional. | 0:37:27 | 0:37:30 | |
So we need to make the area they'll use more professional. | 0:37:30 | 0:37:33 | |
Thank you. I tell you, there's all sorts of treasures up here. | 0:37:33 | 0:37:36 | |
Just going to put things in here now that are relevant to baking. | 0:37:38 | 0:37:42 | |
We found that in the bottom of the cupboard. A pickled albino bat. | 0:37:42 | 0:37:45 | |
Looks quite cool. In a gross kind of way. | 0:37:45 | 0:37:49 | |
Never enough hours in a day, is there? | 0:37:52 | 0:37:54 | |
Not for all the things we've got to do. | 0:37:54 | 0:37:56 | |
So I better get on. Chin up and all that! | 0:37:56 | 0:38:01 | |
In just a few weeks' time I want to help the Ables | 0:38:09 | 0:38:13 | |
relaunch Denver Mill as a must-see destination, | 0:38:13 | 0:38:15 | |
not just for fans of flour, but for foodies far and wide. | 0:38:15 | 0:38:19 | |
So I'm back to see how well they've scrubbed up. | 0:38:19 | 0:38:22 | |
Ha ha! | 0:38:22 | 0:38:24 | |
Ooh, very different. | 0:38:24 | 0:38:26 | |
Oh, I like it. | 0:38:26 | 0:38:29 | |
I love this. That looks amazing. All your produce. | 0:38:29 | 0:38:34 | |
Instead of hiding behind cheap toys, the mill products | 0:38:34 | 0:38:38 | |
take pride of place alongside the best of Norfolk food | 0:38:38 | 0:38:40 | |
and it's exactly what I would hope a rural food shop would look like. | 0:38:40 | 0:38:46 | |
I think you're adding value to your goods | 0:38:46 | 0:38:48 | |
by displaying them like this. It really looks fabulous. | 0:38:48 | 0:38:53 | |
Well, this does look very different. | 0:38:57 | 0:38:59 | |
It looks fantastic. I'm really thrilled with this. | 0:38:59 | 0:39:04 | |
-Good. -I really am. Thank you so much. | 0:39:04 | 0:39:07 | |
This is definitely now somewhere I would like to do a bakery course. | 0:39:07 | 0:39:11 | |
-Right. -I think it gives a very good impression | 0:39:11 | 0:39:14 | |
of the professionalism here. | 0:39:14 | 0:39:16 | |
I particularly like the aprons. | 0:39:16 | 0:39:19 | |
They look fantastic. | 0:39:19 | 0:39:20 | |
We'd always planned to do that | 0:39:20 | 0:39:22 | |
but never found a space on the wall to put them. | 0:39:22 | 0:39:25 | |
I was really pleased to be able to get those out. | 0:39:25 | 0:39:29 | |
If this site is going to have a successful relaunch, | 0:39:29 | 0:39:34 | |
the business must send out a coherent message. | 0:39:34 | 0:39:37 | |
The mill needs a unified brand. | 0:39:37 | 0:39:39 | |
Right, first thing I need to tackle you with. | 0:39:42 | 0:39:46 | |
What on earth... | 0:39:46 | 0:39:49 | |
is this? | 0:39:49 | 0:39:51 | |
-A delightful selection of publicity. -Exactly. | 0:39:53 | 0:39:56 | |
What does it say about your brand? | 0:39:56 | 0:39:58 | |
Does anyone know? | 0:39:58 | 0:40:01 | |
We're trying to send a lot of different messages | 0:40:01 | 0:40:05 | |
to a lot of different people? | 0:40:05 | 0:40:07 | |
-Yeah. We need to tackle marketing. -Yes. | 0:40:07 | 0:40:12 | |
-But we can't tackle marketing until we've tackled branding. -No. | 0:40:12 | 0:40:16 | |
You know, are you kind of little cosy? | 0:40:16 | 0:40:19 | |
Are you kind of funky and, you know, bright and a bit more modern? | 0:40:19 | 0:40:24 | |
You know, traditional? | 0:40:24 | 0:40:27 | |
I don't really know what you want to be. | 0:40:27 | 0:40:30 | |
And I think this is a central question | 0:40:30 | 0:40:33 | |
you have to answer for me. | 0:40:33 | 0:40:35 | |
I think they're very confused. | 0:40:36 | 0:40:38 | |
There isn't one thing Denver Mill stands for and that's important. | 0:40:38 | 0:40:41 | |
We've got a gift shop, a cafe, a heritage site | 0:40:41 | 0:40:45 | |
and we've got the milled flour. | 0:40:45 | 0:40:48 | |
All those things have to be marketed much more cohesively, | 0:40:48 | 0:40:51 | |
much more powerfully, so people know what they're getting | 0:40:51 | 0:40:54 | |
when they come to Denver Mill. | 0:40:54 | 0:40:57 | |
-Sally, Duncan? -Yeah. -Yeah. | 0:41:00 | 0:41:03 | |
Alex has asked us to find five things | 0:41:03 | 0:41:06 | |
that represent Denver Windmill. | 0:41:06 | 0:41:08 | |
I need the family to be on the same page | 0:41:09 | 0:41:12 | |
when it comes to who and what they are. | 0:41:12 | 0:41:15 | |
I'm going for what everybody comes here for. | 0:41:15 | 0:41:18 | |
I'm looking for something that represents friendly, happy | 0:41:18 | 0:41:22 | |
and family but I can't find anything so I'll find a mixing bowl. | 0:41:22 | 0:41:25 | |
The aim of this exercise is to get the family | 0:41:25 | 0:41:28 | |
to focus on the values they feel lie at the heart of this business | 0:41:28 | 0:41:33 | |
because tomorrow I want them to decide on a brand image. | 0:41:33 | 0:41:36 | |
I've brought the bowl cos of the baking courses. | 0:41:36 | 0:41:38 | |
People come here for the bread, the flavour. That's one of mine. | 0:41:38 | 0:41:42 | |
I brought a sheaf of wheat, and it's magister, | 0:41:42 | 0:41:44 | |
which is our main wheat that we use, so that's kind of good. | 0:41:44 | 0:41:48 | |
Spelt, as it comes off the field. Ten thousand years old. | 0:41:48 | 0:41:51 | |
There's a shared passion for the plough to plate ethos | 0:41:51 | 0:41:54 | |
of this business, home milled wheat turned into great bread. | 0:41:54 | 0:41:58 | |
Agreeing a clear vision together will make deciding on branding a lot easier. | 0:41:58 | 0:42:03 | |
Oh, we're good, aren't we? | 0:42:03 | 0:42:04 | |
-Look at that, I'm quite pleased with that. -I'm very pleased with it. | 0:42:04 | 0:42:08 | |
-So are we all agreed? -Yeah. -Yeah. -Yep, yep, yep. | 0:42:08 | 0:42:11 | |
Cool. That'll be that, then. | 0:42:11 | 0:42:13 | |
With the new day comes a new direction | 0:42:17 | 0:42:19 | |
for the image of Denver Mill. | 0:42:19 | 0:42:22 | |
To help the family I'm introducing them to David Revell, | 0:42:24 | 0:42:27 | |
who has created brand identities for heritage sites | 0:42:27 | 0:42:30 | |
like the Roman Walls at Chester. | 0:42:30 | 0:42:33 | |
He's been working on a selection of logos for the mill. | 0:42:33 | 0:42:36 | |
We've come up with three different looks and feels for you. | 0:42:37 | 0:42:42 | |
The first one is our classic and we were thinking the National Trust, | 0:42:42 | 0:42:47 | |
English Heritage, those sort of things and there's a middle ground, | 0:42:47 | 0:42:51 | |
which is a little bit more contemporary, it's a bit more real, | 0:42:51 | 0:42:56 | |
it's a bit more authentic. | 0:42:56 | 0:42:57 | |
And then there's another look and feel, | 0:42:57 | 0:43:00 | |
which is about being a bit more artisan. | 0:43:00 | 0:43:03 | |
The most important thing is to identify, | 0:43:03 | 0:43:07 | |
of these three points of view, what we're most comfortable with. | 0:43:07 | 0:43:11 | |
I must say this is really exciting. These are like the dark arts | 0:43:11 | 0:43:14 | |
that we mere mortals are not really sure of | 0:43:14 | 0:43:18 | |
but it's suddenly becoming very obvious. | 0:43:18 | 0:43:21 | |
I'm amazed that I find all three | 0:43:21 | 0:43:25 | |
have got tremendous appeal, which I hadn't seen. | 0:43:25 | 0:43:29 | |
Brought something out for me straight away. | 0:43:29 | 0:43:32 | |
I think this looks too classy for us. | 0:43:32 | 0:43:35 | |
I don't think we're quite... As much as I like them, | 0:43:35 | 0:43:38 | |
I think we're more rough round the edges. | 0:43:38 | 0:43:42 | |
This is fine dining, isn't it? We're not there. | 0:43:42 | 0:43:46 | |
And I think this is a sort of image that you could use on a sack, | 0:43:46 | 0:43:50 | |
-you could block print it. -You imagine it being a stamp. -You could. | 0:43:50 | 0:43:53 | |
-Which I love. -Yeah. -And how it can be manifested | 0:43:53 | 0:43:55 | |
is so much part of the brand, and it can be stickers. | 0:43:55 | 0:43:58 | |
You can be folding your flour bags down and putting the sticker on it. | 0:43:58 | 0:44:03 | |
-Yes. -They work really well in packaging. | 0:44:03 | 0:44:06 | |
Good, it seems to me - I mean, not to pre-empt anybody - | 0:44:06 | 0:44:10 | |
but you all seem to be more or less on the same page about that. | 0:44:10 | 0:44:16 | |
I think the main thing, which is very appealing, | 0:44:16 | 0:44:18 | |
is that it has so many uses. | 0:44:18 | 0:44:21 | |
I mean, that shape, that format, is too easy to transfer onto. | 0:44:21 | 0:44:25 | |
So, do we have a winner? | 0:44:25 | 0:44:28 | |
-I think it's got to be this one. -Yeah, that one. | 0:44:28 | 0:44:32 | |
Yeah. | 0:44:32 | 0:44:34 | |
Duncan. | 0:44:36 | 0:44:38 | |
Ready to derail the process. | 0:44:38 | 0:44:40 | |
-Good choice. -Hooray. | 0:44:40 | 0:44:43 | |
Honestly, I'm relieved that they came | 0:44:43 | 0:44:45 | |
so quickly to a decision about a logo that they all agreed on. | 0:44:45 | 0:44:48 | |
I wasn't going to let them leave the room until it was hammered out. | 0:44:48 | 0:44:52 | |
What I really wanted them to be aware of was once they'd left this room the bridges are burnt, | 0:44:52 | 0:44:57 | |
there is no turning back and so they had to commit to it wholeheartedly. | 0:44:57 | 0:45:01 | |
And actually, I think, overall they did. | 0:45:01 | 0:45:04 | |
'The family know I want to relaunch this business | 0:45:04 | 0:45:07 | |
'in just a fortnight but I haven't told them how. | 0:45:07 | 0:45:10 | |
'I'm ready to let them in on an idea I've been working on.' | 0:45:10 | 0:45:13 | |
We do only have a very short time together now, | 0:45:13 | 0:45:17 | |
so I'm going to push you once more. | 0:45:17 | 0:45:20 | |
-I want you to put on a farmers' market. -OK. | 0:45:20 | 0:45:23 | |
And we're going to try and put on an event that really showcases Denver Mill. | 0:45:23 | 0:45:27 | |
I'll make sure that I do as much as I possibly can | 0:45:27 | 0:45:32 | |
to make sure that the farmers' market goes with an absolute swing. | 0:45:32 | 0:45:36 | |
'With a clear sense of their brand identity | 0:45:46 | 0:45:49 | |
'the family make good and mend | 0:45:49 | 0:45:50 | |
'to give the whole site a much more unified feel.' | 0:45:50 | 0:45:54 | |
I think they're really, really nice. | 0:45:55 | 0:45:57 | |
-I like that. -Yeah, it's nice. | 0:45:59 | 0:46:01 | |
That's an eye catcher. | 0:46:01 | 0:46:02 | |
Yeah, that's good, that's good. | 0:46:02 | 0:46:04 | |
It goes with our characters. | 0:46:12 | 0:46:13 | |
What worries me is the fact that it says 9am so we're going to all have to get up earlier now. | 0:46:13 | 0:46:18 | |
Well, these are our new leaflets. | 0:46:18 | 0:46:21 | |
And don't they look nice? | 0:46:21 | 0:46:23 | |
I don't want to put them out in case the public take them. | 0:46:23 | 0:46:27 | |
These are mine! | 0:46:27 | 0:46:28 | |
We've put the prices up a little bit. Not much, | 0:46:29 | 0:46:33 | |
but 10p here and there. | 0:46:33 | 0:46:34 | |
It might only be a small increase but at least their prices | 0:46:34 | 0:46:38 | |
are now based on fact, not fiction. | 0:46:38 | 0:46:40 | |
They've gone up and we might make a little bit of profit on it now, | 0:46:40 | 0:46:44 | |
which is what business is all about in my eyes. | 0:46:44 | 0:46:46 | |
And I hope their business can now also be about farmers' markets. | 0:46:51 | 0:46:57 | |
With over 500 regular markets in Britain, | 0:46:57 | 0:47:00 | |
this food movement is raking in £65 million a year | 0:47:00 | 0:47:03 | |
and I want the mill to grab a slice of this action. | 0:47:03 | 0:47:06 | |
As well as charging stallholders a £20 pitch fee, | 0:47:08 | 0:47:12 | |
they plan to sell their own flour, hampers and a range of speciality breads. | 0:47:12 | 0:47:16 | |
It should also firmly place them as a centre for good food, | 0:47:16 | 0:47:21 | |
but only if people know about it. | 0:47:21 | 0:47:23 | |
So, the once very unbusiness-minded Sally and Lindsey | 0:47:26 | 0:47:29 | |
are about to come over all commercial. | 0:47:29 | 0:47:32 | |
There we go, this is studio two. | 0:47:33 | 0:47:35 | |
-We've got a microphone set up for you both. -OK. | 0:47:35 | 0:47:38 | |
Let's see if we can make this commercial. | 0:47:38 | 0:47:40 | |
When you do read it, smile. | 0:47:42 | 0:47:46 | |
-So do it with a smile. -With a smile, yes. | 0:47:47 | 0:47:50 | |
A new winter farmers' market for the family is arriving | 0:47:50 | 0:47:53 | |
at Denver Mills this December. | 0:47:53 | 0:47:55 | |
It's more than just the finest in local produce. | 0:47:55 | 0:47:58 | |
Children's bread making, horse and cart rides, | 0:47:58 | 0:48:00 | |
with lots of fun for the whole family. | 0:48:00 | 0:48:03 | |
There's even hot food with a warming glass of mulled wine too. | 0:48:03 | 0:48:06 | |
-GLASSES CLINK -BOTH: Cheers. It's a real country winter treat. | 0:48:06 | 0:48:11 | |
But back at the mill, all is not well. | 0:48:12 | 0:48:15 | |
You can hear they've come up nicely, lovely, | 0:48:15 | 0:48:20 | |
but they don't taste right, so they go in the bin and that's all there is to it, I'm afraid. | 0:48:20 | 0:48:24 | |
There's a bit of a rumpus going on at the moment because... | 0:48:24 | 0:48:27 | |
the bread isn't very good. | 0:48:27 | 0:48:30 | |
The bread the family wanted to sell at their event isn't up to scratch. | 0:48:30 | 0:48:35 | |
Some of those are quite big probably. | 0:48:35 | 0:48:37 | |
There's too much yeast in that, I think. This hasn't worked fully. | 0:48:37 | 0:48:41 | |
That's not good enough. | 0:48:41 | 0:48:44 | |
I would not be happy buying that. I'd say yeah, well... | 0:48:44 | 0:48:46 | |
I know it's important to the site, | 0:48:46 | 0:48:49 | |
but once again, we've got a situation | 0:48:49 | 0:48:51 | |
where the flour and the spelt or whatever we've done today, | 0:48:51 | 0:48:55 | |
has taken over from what we really should be concentrating on. | 0:48:55 | 0:48:58 | |
What appears to be happening is we're running off on tangents. | 0:48:58 | 0:49:01 | |
Are you suggesting that spelt may be a tangent? | 0:49:01 | 0:49:05 | |
What we should be concentrating on is getting this farmers' market ready | 0:49:05 | 0:49:09 | |
and lots of things for sale and making money. | 0:49:09 | 0:49:12 | |
I know they're tired and tense, but I don't want them to slip into their bad old ways. | 0:49:12 | 0:49:18 | |
-Look, no. -I can't come with him tomorrow. -Another conversation about flour. Anyway... | 0:49:18 | 0:49:23 | |
-There's a time... -No, it's not anyway, Mum. | 0:49:23 | 0:49:25 | |
We're talking about getting stocks for your shop. | 0:49:25 | 0:49:28 | |
-It doesn't matter what Dad... -As long as we haven't got to spend all our time on flour. | 0:49:28 | 0:49:33 | |
-It's part of my job. You're not having a discussion about flour. -OK, I'm not. | 0:49:33 | 0:49:37 | |
-We're having a discussion about flour. -OK, right. | 0:49:37 | 0:49:39 | |
-That's fine, go. -I won't have any discussions about flour. | 0:49:39 | 0:49:42 | |
You can if you like. I'm just trying to work out what we're doing then send Dad off to do it | 0:49:42 | 0:49:47 | |
-so we can get on with what WE'VE got to do. -OK, right. | 0:49:47 | 0:49:49 | |
Was that appropriate? | 0:49:49 | 0:49:51 | |
I want to go home. I've had enough. | 0:49:51 | 0:49:53 | |
Whatever happens, I need them to be ready for their relaunch. | 0:49:53 | 0:49:58 | |
Frustration today | 0:49:58 | 0:49:59 | |
has been about bread. The quality of the bread, | 0:49:59 | 0:50:02 | |
the quality of the flour that's coming out. | 0:50:02 | 0:50:04 | |
If we haven't got a good-quality product then we can't set ourselves up as a high-quality site. | 0:50:04 | 0:50:09 | |
We'll get there. | 0:50:10 | 0:50:12 | |
After a long night the family's big day is here | 0:50:20 | 0:50:23 | |
and, I'm delighted to say, so is their bread. | 0:50:23 | 0:50:27 | |
Look at this. | 0:50:33 | 0:50:34 | |
It's fab, | 0:50:34 | 0:50:35 | |
the first sign there's been really significant change at Denver Mills. | 0:50:35 | 0:50:39 | |
It's important to show they're becoming a more professional outfit, | 0:50:39 | 0:50:43 | |
that they're really thinking about their branding, | 0:50:43 | 0:50:46 | |
their face to the world. | 0:50:46 | 0:50:47 | |
'With food producers coming from all over the county | 0:50:47 | 0:50:51 | |
'there's a lot to do to ensure today's event goes without a hitch.' | 0:50:51 | 0:50:55 | |
We have to sort out where we're going to have the hampers. | 0:50:55 | 0:50:58 | |
We haven't finished the hampers yet, that's what's worrying me. | 0:50:58 | 0:51:01 | |
'If they can draw a crowd this could become a regular fixture, | 0:51:03 | 0:51:07 | |
'where people come from far and wide to sample the very best of Norfolk's food.' | 0:51:07 | 0:51:12 | |
All the names on there need to go in that marquee. | 0:51:12 | 0:51:14 | |
'It's great marketing, great for their product sales and should fill their tea room regularly.' | 0:51:14 | 0:51:20 | |
Right, is this yours, this one? | 0:51:20 | 0:51:23 | |
There's about an hour before the official opening | 0:51:23 | 0:51:25 | |
and we've got a long way to go yet before we're ready. | 0:51:25 | 0:51:28 | |
-We need some flour for Wendy. -Yeah, we haven't got any. | 0:51:28 | 0:51:31 | |
What none? We haven't got any flour for the baker bakes. | 0:51:31 | 0:51:35 | |
It's just really ironic that of all the things we haven't got, we haven't got any flour. | 0:51:35 | 0:51:41 | |
Lindsey seems to be running around trying to do everything. | 0:51:41 | 0:51:44 | |
I've got to do labels for the spelt biscuits. | 0:51:44 | 0:51:47 | |
See if he knows where the side of the gazebo is. | 0:51:47 | 0:51:49 | |
Duncan's trying to do that. | 0:51:49 | 0:51:53 | |
Lunacy, lunacy. | 0:51:53 | 0:51:54 | |
Have you any idea what's going on? | 0:51:54 | 0:51:57 | |
Right. | 0:51:58 | 0:51:59 | |
Which way round we are now? | 0:51:59 | 0:52:01 | |
Um... I'd better see what I can do. | 0:52:01 | 0:52:05 | |
So £7.99 and £9.99. | 0:52:11 | 0:52:12 | |
£7.99 and £9.99. | 0:52:12 | 0:52:14 | |
Yeah. | 0:52:14 | 0:52:15 | |
Never used a pricing gun but it can't be that hard. | 0:52:15 | 0:52:18 | |
Yeah, that's rubbish. | 0:52:22 | 0:52:24 | |
The family are hoping to take £1,500 today, | 0:52:28 | 0:52:32 | |
which is a lot given they only made £7,000 profit last year. | 0:52:32 | 0:52:37 | |
So, seeing a crowd is encouraging. | 0:52:37 | 0:52:40 | |
Smoke after bonfire night. That sort of taste. | 0:52:40 | 0:52:44 | |
The variety of products is a real draw for adults. | 0:52:47 | 0:52:49 | |
From fudge to chillies and coffee to cider. | 0:52:49 | 0:52:54 | |
Whilst the kids are entertained with baking courses... | 0:52:56 | 0:52:59 | |
Little bread crumbs. | 0:52:59 | 0:53:00 | |
..and pony cart rides. | 0:53:00 | 0:53:03 | |
My husband is a... is a pork pie nut. | 0:53:03 | 0:53:05 | |
Is he? | 0:53:05 | 0:53:07 | |
Yes, so I'll have one of them. | 0:53:07 | 0:53:09 | |
'The site really feels like a hub for good food, | 0:53:13 | 0:53:16 | |
'but to make this a regular occurrence for the family | 0:53:16 | 0:53:20 | |
'then it needs to have been profitable for their stall holders.' | 0:53:20 | 0:53:23 | |
-How have you done? -Very good. | 0:53:23 | 0:53:25 | |
-Yes? -I think we have sold quite a lot. | 0:53:25 | 0:53:27 | |
So it's been worth coming. | 0:53:27 | 0:53:29 | |
Yes. We've had a good afternoon, which is very pleasing. | 0:53:29 | 0:53:31 | |
Good, I'm so pleased. | 0:53:31 | 0:53:33 | |
Really nice. Nice setting here as well. | 0:53:33 | 0:53:35 | |
It's quite magical, so definitely worthwhile, we'd do it again. | 0:53:35 | 0:53:39 | |
-I wanted to come and support Denver and... -I'm really pleased. | 0:53:39 | 0:53:42 | |
..when they're trying to do something new and exciting | 0:53:42 | 0:53:45 | |
so we've all got to stick together, all us food producers. | 0:53:45 | 0:53:48 | |
What they offer their customers | 0:53:48 | 0:53:50 | |
is actually sensationally good. | 0:53:50 | 0:53:53 | |
As long as they keep that up I think they'll succeed in the long term. | 0:53:53 | 0:53:57 | |
This event is only the start, | 0:53:57 | 0:53:58 | |
but the family did manage to beat their £1,500 target tonight. | 0:53:58 | 0:54:03 | |
And better still, they're no longer ashamed to say they've made money. | 0:54:03 | 0:54:07 | |
It is about profit, although it sounds like an awful thing. | 0:54:07 | 0:54:10 | |
I don't believe that any more, I don't believe it is an awful thing to say. | 0:54:10 | 0:54:13 | |
Of course it's about making profit, we won't survive if you don't make profit. | 0:54:13 | 0:54:17 | |
We've come a very long way in these last two months. | 0:54:17 | 0:54:23 | |
We acknowledge now that | 0:54:23 | 0:54:25 | |
we probably would have given up. | 0:54:25 | 0:54:29 | |
None of us want that to happen. | 0:54:29 | 0:54:32 | |
You've achieved a lot, I think. | 0:54:32 | 0:54:35 | |
You've understood how important it is | 0:54:35 | 0:54:37 | |
to combine every aspect of the business. | 0:54:37 | 0:54:41 | |
I'm very happy with how there's such consistency of branding. | 0:54:41 | 0:54:44 | |
I do think that makes you look much more professional | 0:54:44 | 0:54:47 | |
and I think that's what you needed. | 0:54:47 | 0:54:50 | |
I think you mustn't bury your head in the sand | 0:54:50 | 0:54:53 | |
about your financial parts of the business | 0:54:53 | 0:54:55 | |
and if there's nothing else that I've reminded you | 0:54:55 | 0:54:58 | |
it's about the fact that successful businesses are built on the bricks and mortar | 0:54:58 | 0:55:03 | |
of making sure you make a profit on every item you sell. | 0:55:03 | 0:55:07 | |
I mean it's, you know, it's not rocket science, is it? | 0:55:07 | 0:55:10 | |
You've got, you know, you've really come a long way | 0:55:10 | 0:55:12 | |
and I'm not trying to pretend that it's all going to be plain sailing from here on in, you know. | 0:55:12 | 0:55:17 | |
But I do hope that I've kind of energised you and given you hope for the future. | 0:55:17 | 0:55:21 | |
I'm completely powered up about it, to be... | 0:55:21 | 0:55:24 | |
I know, you're very bullish, darling. | 0:55:24 | 0:55:27 | |
I'm completely powered out about it. I mean, the boost that | 0:55:27 | 0:55:30 | |
you've actually given me personally, speaking for myself, | 0:55:30 | 0:55:33 | |
is massive. | 0:55:33 | 0:55:36 | |
For whatever job you do, the people that are paying your wages, | 0:55:36 | 0:55:40 | |
they're always your boss. | 0:55:40 | 0:55:41 | |
But I think maybe over the last few weeks | 0:55:41 | 0:55:44 | |
they're not so much as my boss as we're a unit trying to do something. | 0:55:44 | 0:55:47 | |
I think we've got a much better chance now | 0:55:47 | 0:55:50 | |
than we certainly had before Alex came | 0:55:50 | 0:55:52 | |
and I'm looking, you know, | 0:55:52 | 0:55:53 | |
I'm looking forward to putting some of the things | 0:55:53 | 0:55:57 | |
into practice that she's taught us. | 0:55:57 | 0:55:59 | |
We have got a very positive future. | 0:56:01 | 0:56:03 | |
We've got a lot of hard work to do | 0:56:03 | 0:56:06 | |
and this is never going to be easy, | 0:56:06 | 0:56:08 | |
it's always going to be hard work on a job like this. | 0:56:08 | 0:56:10 | |
But whilst we find it rewarding and satisfying | 0:56:10 | 0:56:13 | |
and whilst the public want to come here, | 0:56:13 | 0:56:16 | |
they want to buy and eat our products, | 0:56:16 | 0:56:19 | |
I can't think of a much better life, really. | 0:56:19 | 0:56:22 | |
Six weeks' later and the family's optimism about the future of the mill continues to grow. | 0:56:35 | 0:56:40 | |
If this can produce enough to pay the people who work here | 0:56:50 | 0:56:55 | |
enough to live and enjoy doing it, what more can you ask for? | 0:56:55 | 0:56:58 | |
It was the feeling we weren't alone any more. | 0:56:58 | 0:57:00 | |
The feeling there was Alex who was interested in our business, giving us support. | 0:57:00 | 0:57:04 | |
That has been tremendously useful, having that support. | 0:57:04 | 0:57:07 | |
I think that taking me out of the windmill | 0:57:07 | 0:57:10 | |
and putting me back behind my desk | 0:57:10 | 0:57:12 | |
means that I've started to use some of my development skills, | 0:57:12 | 0:57:16 | |
and I don't think I'll forget that now. | 0:57:16 | 0:57:19 | |
And that's started to make a difference. | 0:57:19 | 0:57:21 | |
There are more farmers' markets scheduled | 0:57:21 | 0:57:24 | |
and a new website to sell hampers nationwide. | 0:57:24 | 0:57:27 | |
With regards to my place in the family | 0:57:27 | 0:57:29 | |
and the actual family business | 0:57:29 | 0:57:30 | |
I have definitely got more of a voice | 0:57:30 | 0:57:32 | |
and they listen to me a bit more and they ask my opinions. | 0:57:32 | 0:57:35 | |
I think we've all really benefitted. | 0:57:35 | 0:57:37 | |
I think Duncan's felt now that he's in a better position to step in and have his voice heard. | 0:57:37 | 0:57:44 | |
We'll, they've got to since I asked Sally to marry me and she said yes! | 0:57:44 | 0:57:48 | |
How pleased we are that Alex turned up | 0:57:50 | 0:57:53 | |
can best be summarised by a simple fact | 0:57:53 | 0:57:57 | |
that I think if she hadn't we wouldn't still be here. | 0:57:57 | 0:58:00 | |
I think it's that simple. | 0:58:00 | 0:58:01 | |
I still believe that Denver Mills should still be here at the end of this century, | 0:58:01 | 0:58:06 | |
which is what this whole idea was always about. | 0:58:06 | 0:58:09 | |
# To my friends in New York, I say hello | 0:58:19 | 0:58:23 | |
# My friends in LA, they don't know | 0:58:23 | 0:58:25 | |
# Where I've been for the past few years or so | 0:58:25 | 0:58:27 | |
# Paris to China to Col-or-ado | 0:58:27 | 0:58:30 | |
# Sometimes there's airplanes I can't jump out | 0:58:30 | 0:58:33 | |
# Sometimes it's bullshit that don't work now | 0:58:33 | 0:58:36 | |
# We are god of stories but please tell me-e-e-e... # | 0:58:36 | 0:58:40 |