0:00:02 > 0:00:04Small family farms are in trouble.
0:00:04 > 0:00:06This hasn't seen any action for a while.
0:00:06 > 0:00:10Business consultant Nick Hewer is going back to his Northern Irish roots
0:00:10 > 0:00:14to help them diversify and make radical changes before they go under.
0:00:16 > 0:00:17What can you do with 17 acres?
0:00:17 > 0:00:20But are the farmers ready for his advice?
0:00:21 > 0:00:23I'm not a farming guru with all the answers,
0:00:23 > 0:00:27but having observed many companies over more than 40 years,
0:00:27 > 0:00:32what I can offer is a great big dollop of common sense.
0:00:33 > 0:00:39This series follows eight local farms embarking on a long-term fight for survival.
0:00:39 > 0:00:43- You're not turning bookings down, are you?- There will be tough decisions.
0:00:43 > 0:00:48That source will pump forever and a day and they're going to sell it?
0:00:48 > 0:00:52But doing nothing is not an option.
0:00:52 > 0:00:56- End of a long day, and for me, a depressing day.- OK.
0:01:06 > 0:01:09This week, Nick is in County Armagh.
0:01:09 > 0:01:14Phil Brown has taken back the 17-acre family farm
0:01:14 > 0:01:16last farmed by his grandparents.
0:01:16 > 0:01:19He's given up his car sales job and committed full-time.
0:01:19 > 0:01:21Somehow he has to make it work.
0:01:22 > 0:01:26Most farmers are trying to get out of farming
0:01:26 > 0:01:28but I want to do something I enjoy.
0:01:28 > 0:01:30I don't think by any means I'll be a millionaire
0:01:30 > 0:01:32or make my fortune at it.
0:01:32 > 0:01:36Since the age of 12, Phil has been collecting animals.
0:01:36 > 0:01:41A few months ago, he decided to turn his hobby into a business
0:01:41 > 0:01:42and set up a mobile petting farm.
0:01:42 > 0:01:47He's called it Phil's Farm. Nick Hewer has been called in to help.
0:01:47 > 0:01:49So I'm on my way
0:01:49 > 0:01:52to meet Northern Ireland's answer to Doctor Dolittle.
0:01:52 > 0:01:55He thinks he's got a business.
0:01:55 > 0:01:59I really hope he has got a business because it could be a fun business.
0:01:59 > 0:02:05Fun or not, Nick knows making a living from 17 acres is incredibly difficult.
0:02:05 > 0:02:07He's got just eight months.
0:02:07 > 0:02:11It has to work 110%. This is now my livelihood.
0:02:13 > 0:02:18- Morning, Phil.- Morning.- How are you? - Nice to meet you.- Who's this?- Holly.
0:02:18 > 0:02:22- Holly?- Holly's a wee Jack Russell, a miniature Jack Russell. - A good sport.
0:02:22 > 0:02:26- And you're surrounded with animals, a lot of them quite small.- Yeah.
0:02:26 > 0:02:29- Like this chap. - The smaller the better!
0:02:30 > 0:02:34Nick's first task is to get a feel for the business,
0:02:34 > 0:02:36once the formal introductions are out of the way.
0:02:36 > 0:02:41- Here's George!- Here's George.- George the what?- George is a micro-pig.
0:02:41 > 0:02:42NICK CHUCKLES
0:02:42 > 0:02:47- Who's giving me the eye here? - These are alpacas. That's Joe.- Joe?
0:02:47 > 0:02:51- Who's this?- This is Victor.- Victor? They've all got names?- Yeah.
0:02:51 > 0:02:52Why is that?
0:02:52 > 0:02:55When I go anywhere, everybody wants to know, even the adults.
0:02:55 > 0:02:59Everybody wants to have a name. They have to have a personality.
0:02:59 > 0:03:03Phil is already getting bookings but he's struggling to cope.
0:03:03 > 0:03:08His only transportation is a Jeep and this trailer.
0:03:08 > 0:03:12It's quite small, isn't it? You get them all in here, do you?
0:03:12 > 0:03:16Well, some of them go in the boot of the Jeep as well.
0:03:16 > 0:03:17How many do you get in here?
0:03:17 > 0:03:20The bigger ones, maybe two or three, like a lamb and an alpaca.
0:03:20 > 0:03:25Phil's transport is inadequate and Nick's about to find out
0:03:25 > 0:03:29it's not the only fundamental flaw in Phil's current business plan.
0:03:29 > 0:03:32How many bookings could you do in a day?
0:03:32 > 0:03:36I wouldn't want to do any more than two, to be honest.
0:03:36 > 0:03:42I've even tried, earlier on in the year, to do one in the morning and one in the afternoon
0:03:42 > 0:03:45and you're kind of rushing from one to the other.
0:03:45 > 0:03:50I'd rather go to somewhere and spend a bit longer and do the thing properly.
0:03:50 > 0:03:53So you're limited really? Two max? Max.
0:03:53 > 0:03:58If you've got a booking at the far end of Donegal, you can only do one.
0:03:58 > 0:04:02I have to have enough animals. Animals can't be taken every day.
0:04:02 > 0:04:07- You're not turning bookings down, are you?- At the minute I have had to.
0:04:07 > 0:04:11And pricing, what's the average sort of take per visit?
0:04:11 > 0:04:15It will be from £150 maybe to £300-£400.
0:04:21 > 0:04:26There is a business here. There's a business here that has no ambition.
0:04:28 > 0:04:33It can't have ambition because the scope and growth potential of the business
0:04:33 > 0:04:39is limited by Phil's ability to fulfil bookings himself.
0:04:39 > 0:04:44There's a ceiling that this business can never break through in its current form
0:04:44 > 0:04:47and that's what we've got to address.
0:04:47 > 0:04:51Phil's business is not sustainable in the long-term.
0:04:51 > 0:04:54The time has come to get serious.
0:04:57 > 0:05:00I want to ask you a very simple question.
0:05:00 > 0:05:07Is your Phil's Farm just for you, just to put bread on the table
0:05:07 > 0:05:09or are you a bit more ambitious?
0:05:09 > 0:05:12Do you want to spread your wings, really grow a business?
0:05:12 > 0:05:16No, I want to get a business out of it. It's not...
0:05:16 > 0:05:19At the minute it's just ticking over.
0:05:20 > 0:05:24I could almost tell you now what your maximum earning capacity is
0:05:24 > 0:05:28because it's all down just to you. It's you.
0:05:28 > 0:05:33- But this is just the start. - Have you got a plan for the future?
0:05:33 > 0:05:35- Shall I tell you what my plan is? - Yes.- OK.
0:05:36 > 0:05:40What I'd like you to do is to rent a barn on a farm somewhere,
0:05:40 > 0:05:45to open a branch office in Donegal or Dundalk or, I don't know, Sligo,
0:05:45 > 0:05:48with you providing the livestock.
0:05:48 > 0:05:52Suddenly before you know where you are, you've got, I don't know, five or six
0:05:52 > 0:05:55and you're running a real business.
0:05:56 > 0:06:01Nick is convinced the only way Phil's 17-acre farm will survive
0:06:01 > 0:06:06is by expanding and opening mobile farm branches all over the island of Ireland.
0:06:06 > 0:06:10Before he can do that, he needs to make his business future-proof.
0:06:10 > 0:06:14So we're going to have to look, perhaps, at rebranding.
0:06:14 > 0:06:19Phil's Farm, and you're going to hate this, changes its name. Why?
0:06:19 > 0:06:24Phil's Farm is only relevant when you're around because you're Phil.
0:06:26 > 0:06:31Can I turn to your transportation problem? I see it as a problem, you don't!
0:06:31 > 0:06:34There are two problems there. First, it's too small.
0:06:34 > 0:06:37Secondly, where's the branding? No branding.
0:06:37 > 0:06:41You've got the perfect opportunity to have two billboards, one either side,
0:06:41 > 0:06:44rushing round the countryside informing people that you exist.
0:06:44 > 0:06:50- Where would you go to get that? - Well, we'll have to find somebody and point you in the right direction.
0:06:50 > 0:06:54What I'm trying to shape up for you is something that you could build,
0:06:54 > 0:06:59earn well from it, and sell it, maybe, one day.
0:06:59 > 0:07:02Expansion will increase Phil's turnover
0:07:02 > 0:07:06but in the short-term new transport and rebranding will cost money.
0:07:06 > 0:07:11Fortunately, Nick has an idea that will bring in extra revenue immediately.
0:07:11 > 0:07:14There are petting farms in the greater centres of population
0:07:14 > 0:07:18but they can do all the other things that you can't do.
0:07:18 > 0:07:22You can't really have a gift shop attached to the other end of the van.
0:07:22 > 0:07:27You've got to try and get some of that, inasmuch as is possible, in a mobile environment.
0:07:27 > 0:07:31For instance, some sort of photo booth.
0:07:31 > 0:07:35Take a picture of the kids sitting on the llama or the goat or whatever it is.
0:07:35 > 0:07:37But you've got a goer here, you really have.
0:07:37 > 0:07:42You've got a goer that's capable of growing and that is the important thing.
0:07:44 > 0:07:48'What's really excited me is that he's done no marketing at all
0:07:48 > 0:07:50'and yet the business is coming to him.'
0:07:50 > 0:07:56I wonder whether he's got the real will to drive this into a national business.
0:08:00 > 0:08:04Nick has left Phil with a lot to think about.
0:08:06 > 0:08:09But running around after school and children's party bookings
0:08:09 > 0:08:13is making it impossible to concentrate on Nick's plans for expansion.
0:08:13 > 0:08:16He's still only one, still one.
0:08:16 > 0:08:21Back at the farm, one of Phil's micro-pigs has had piglets.
0:08:21 > 0:08:26Four boys and four girls. Three pink-and-black and five pink.
0:08:26 > 0:08:30As long as they're warm. Pigs are always happy when they're warm.
0:08:34 > 0:08:36Phil has also invested in some reindeer
0:08:36 > 0:08:40which he plans to use for his seasonal bookings.
0:08:40 > 0:08:43As well as feeding and cleaning, every animal needs extra handling
0:08:43 > 0:08:47to make sure it's tame enough for the public.
0:08:48 > 0:08:50This is time-consuming.
0:08:50 > 0:08:52With over 100 animals,
0:08:52 > 0:08:56the only thing that isn't being looked after is Phil's business.
0:08:56 > 0:09:00It's been two months since Nick's visit
0:09:00 > 0:09:03and there's still no progress on the expansion plan.
0:09:03 > 0:09:06Nick is getting worried.
0:09:07 > 0:09:10We talked about creating a name that would have a national appeal,
0:09:10 > 0:09:14that wouldn't be tied to you specifically. So how's that doing?
0:09:14 > 0:09:17I haven't asked anybody to come up with different names,
0:09:17 > 0:09:20just with trying to organise different things for Christmas.
0:09:20 > 0:09:23I know it is something I really would need to be doing.
0:09:23 > 0:09:26I haven't ruled it out but I haven't ruled it in, if you know what I mean.
0:09:26 > 0:09:32- No, no, I understand. We need to get this thing moving forward.- Yes.
0:09:32 > 0:09:34With so little progress,
0:09:34 > 0:09:38Nick at least wants to push ahead with merchandising.
0:09:38 > 0:09:42He wants Phil to use his reindeer and go after the Santa's grotto market.
0:09:42 > 0:09:48From what I understand, you're looking to get into some reindeer, which I think is a great idea.
0:09:48 > 0:09:52So I've got a challenge for you, to get you thinking about merchandising
0:09:52 > 0:09:57and adding extra value to what you're currently offering. Get a sleigh made.
0:09:57 > 0:10:00The kids can sit in the sleigh with a Santa.
0:10:00 > 0:10:02Take pictures of them and then take orders for cards.
0:10:02 > 0:10:06It could be a very lucrative sideline coming up to Christmas.
0:10:06 > 0:10:09- You could roll it right out across every town in the North.- Yeah.
0:10:09 > 0:10:13When I see you next, let's get a pitch and see how it works.
0:10:15 > 0:10:19It's December at The Quays Shopping Centre in Newry.
0:10:21 > 0:10:24Nick is back to oversee his merchandising challenge.
0:10:26 > 0:10:32- You've got Santa. And the reindeer. Are you happy?- So far, so good.
0:10:32 > 0:10:34Brilliant, brilliant.
0:10:34 > 0:10:36- Are you fixed for a job?- Why?
0:10:36 > 0:10:39Excuse me!
0:10:39 > 0:10:43You're Santa's little helper. I'm Phil's helper!
0:10:45 > 0:10:49Although Phil has decided against selling bespoke Christmas cards,
0:10:49 > 0:10:51he is offering photos at £10 each.
0:10:51 > 0:10:56His girlfriend Vicky, a professional photographer, is taking the pictures.
0:10:56 > 0:10:58Great. Thank you.
0:10:58 > 0:11:03They've got a good pitch near the entrance but Nick is not happy.
0:11:03 > 0:11:07I accept, you know, that Vicky is taking the pictures.
0:11:07 > 0:11:12I'm not altogether sure she should have her wedding advertisement poster up.
0:11:12 > 0:11:15There's a box there over which you can easily trip.
0:11:15 > 0:11:19Shall I tell you the biggest worry that I have? It's not a worry.
0:11:19 > 0:11:23It is a criticism and that is that there's nobody saying,
0:11:23 > 0:11:27"Roll up. Madam, would your children like their picture taken with the reindeer?"
0:11:27 > 0:11:30There's nobody bringing them in.
0:11:30 > 0:11:33You're waiting for people to come and see what this is all about.
0:11:33 > 0:11:38It's a short season and a short day, and you've got people to pay here too.
0:11:38 > 0:11:41- How much do you want to take? 1,000 quid?- I'd like to.
0:11:41 > 0:11:46It would be a great day, but I tell you what, at this rate, probably not.
0:11:49 > 0:11:54The reindeer and sleigh have cost Phil around £8,000.
0:11:55 > 0:11:59And there's only a few weeks to make the money back.
0:11:59 > 0:12:03Despite Nick's advice, Phil is still struggling to make many sales.
0:12:05 > 0:12:08Nick is getting increasingly frustrated.
0:12:08 > 0:12:14The whole point is you have somebody front of house attracting people in,
0:12:14 > 0:12:18but the guy with the heap of leaflets is further up the road, giving them out
0:12:18 > 0:12:23so they've got time to read them as they approach the site.
0:12:23 > 0:12:27There's no point giving leaflets out in front of the entrance. They're already there.
0:12:30 > 0:12:36- These leaflets should be given out further up at the end, do you know what I mean?- Yeah.
0:12:36 > 0:12:39They're all coming down this way.
0:12:39 > 0:12:42There's a wee leaflet, if you want to get your picture taken.
0:12:42 > 0:12:44Sorry, excuse me. There's a wee leaflet there,
0:12:44 > 0:12:47if you want to get your picture taken with the reindeer.
0:12:47 > 0:12:51It's maybe a bit late to be doing this now. It's gone a bit too quiet.
0:12:51 > 0:12:53If I get anybody at this stage it's a bonus.
0:12:53 > 0:12:57Today was Phil's first attempt to expand into merchandising.
0:12:57 > 0:13:01Hopefully it's been a valuable experience, whatever the final turnover.
0:13:01 > 0:13:03Sorry. There's a wee leaflet,
0:13:03 > 0:13:07if you want your children taken with Santa Claus and the reindeer.
0:13:07 > 0:13:08We're only here for today.
0:13:08 > 0:13:12I have learnt a lot from today. The whole thing was new, the photo shoot thing.
0:13:12 > 0:13:14It's not something I've done. And the reindeer and sleigh.
0:13:14 > 0:13:18There's a wee flyer. You have one? Thank you.
0:13:18 > 0:13:21Even small things, like keeping them clean
0:13:21 > 0:13:24and keeping people away from them and keeping hazards away.
0:13:24 > 0:13:28Today was always going to be a learning curve, something we built on for the future.
0:13:28 > 0:13:32Phil's target today was £1,000.
0:13:32 > 0:13:35It's time to see if he got anywhere close.
0:13:35 > 0:13:39It's near enough the end of the day. What sort of money have you taken so far?
0:13:39 > 0:13:43- At an estimate, round about £600. - 600? All right.
0:13:43 > 0:13:49So on a good day, properly organised, with a bit more of a run at it, you could make a thousand.
0:13:49 > 0:13:53The reason this challenge was set was so that you could think about merchandising.
0:13:53 > 0:13:57You've got the experience for kids, you're taking money for photographs
0:13:57 > 0:14:01but Christmas cards would have been a great idea for merchandising, which is a volume issue.
0:14:01 > 0:14:07One Christmas card you sell for two quid. You sell 30, excuse me, that's 60 quid.
0:14:07 > 0:14:10- That's very good profit.- It is.
0:14:10 > 0:14:14I probably will do Christmas cards and probably even keyrings the next time.
0:14:14 > 0:14:17Tonight, for the first night, I wanted to keep it simple.
0:14:17 > 0:14:21You've tasted success. There is a business here.
0:14:21 > 0:14:23And we're going to sort that out another day.
0:14:23 > 0:14:25- Anyway, well done.- Thank you.- OK.
0:14:26 > 0:14:31Nick is convinced that the name Phil's Farm is holding the business back,
0:14:31 > 0:14:36so he's sent in branding expert Mark Thompson to work on a new name and logo.
0:14:36 > 0:14:40Today they have come to Cortamlet Primary School.
0:14:40 > 0:14:46We are going to help Phil to rename his mobile petting farm.
0:14:46 > 0:14:50Nick knows primary schools are Phil's biggest customers.
0:14:50 > 0:14:54Hopefully the children will help Mark and Phil produce a brand
0:14:54 > 0:14:57that has the potential for expansion.
0:14:57 > 0:15:01One of the things that I often do with other clients is focus groups.
0:15:01 > 0:15:04So you test your ideas on the target audience.
0:15:04 > 0:15:08You just get a freshness of thinking. It can be really exciting.
0:15:08 > 0:15:10You can get some real nuggets in there.
0:15:10 > 0:15:12What's your name going to be?
0:15:12 > 0:15:14- Farm On The Move.- Farm On The Move.
0:15:14 > 0:15:18That would go well with a cow, wouldn't it? Mooove!
0:15:20 > 0:15:23The children have come up with plenty to think about.
0:15:23 > 0:15:27The question is, will it be enough to convince Phil to change the name?
0:15:28 > 0:15:30There was a couple that did stand out,
0:15:30 > 0:15:35for example, on cows, Farm On The Mooove.
0:15:35 > 0:15:41But it's not something that I'll think of overnight and say, "Right, we're going with this."
0:15:43 > 0:15:48Nick's back to keep the pressure on the name change and expansion plan.
0:15:48 > 0:15:53Today they have come to one of Northern Ireland's biggest horsebox companies.
0:15:53 > 0:15:57They're looking at suitable transport for Phil's animals.
0:15:57 > 0:16:01Mark Thompson is also here to think about the vehicle's branding.
0:16:01 > 0:16:03- What do you reckon? - Wouldn't mind one of these.
0:16:03 > 0:16:06One day! One day, Phil, a fleet of them.
0:16:09 > 0:16:12This is a stall for five horses.
0:16:12 > 0:16:17Nick is hoping the visit will encourage Phil to think big and get rid of the old trailer.
0:16:17 > 0:16:20You're talking £170,000 here.
0:16:20 > 0:16:25But Phil's budget is tight. It wouldn't stretch to more than £30,000.
0:16:25 > 0:16:27Not big enough for you?
0:16:27 > 0:16:31Something in between the two is what I would need.
0:16:31 > 0:16:37Something about 20 foot, a useful area in the back of it, probably a 7.5 tonne chassis.
0:16:37 > 0:16:40So on a seven tonne chassis, what sort of price?
0:16:40 > 0:16:43Round about £80,000 with a brand-new chassis on it.
0:16:43 > 0:16:48Obviously we'll do a conversion. You're taking £20,000 or £30,000 off the price straightaway.
0:16:48 > 0:16:52Phil may need to up his investment but the size of the vehicle
0:16:52 > 0:16:56is not the only thing that Nick wants Phil to think about.
0:16:56 > 0:16:57We've had a good old look around here
0:16:57 > 0:17:02but all the conversation has revolved around layout and price and size and cost.
0:17:02 > 0:17:07What we haven't discussed, really, is visibility and that's hugely important.
0:17:07 > 0:17:13What we're looking at here is a mobile advertising hoarding full of animals, right?
0:17:13 > 0:17:15We haven't touched on it.
0:17:15 > 0:17:19You could wrap the entire vehicle and do something eye-catching and full-colour all the way round.
0:17:19 > 0:17:24Or you could do something as simple as putting your logo, "Phil's Farm", on the side and bonnet.
0:17:24 > 0:17:27Phil's what? Phil's Farm?
0:17:28 > 0:17:30I thought we had shelved that idea.
0:17:30 > 0:17:32I've got a few ideas that I want to share.
0:17:32 > 0:17:35Have we got a fight on our hands?
0:17:35 > 0:17:38It's too cold to discuss it out here. Let's have a brawl inside.
0:17:40 > 0:17:43Nick's expansion plan hinged on changing the name.
0:17:43 > 0:17:48The fact that "Phil's Farm" is still in the mix is a bit of a bombshell.
0:17:48 > 0:17:53I think you can keep "Phil's Farm" very much as the core of what the business is all about.
0:17:53 > 0:17:55Rather than using an ordinary word like "mobile",
0:17:55 > 0:17:59you could do something a wee bit more playful and have On The Mooove,
0:17:59 > 0:18:01which was one of the lines that we used, just as a tagline.
0:18:01 > 0:18:06- I like this.- That is good with the animals.- I like that. It's fun.
0:18:06 > 0:18:09On a big vehicle, that would look terrific.
0:18:09 > 0:18:14There's great creativity, certainly, but Phil's still there.
0:18:14 > 0:18:17My reservation is, he's Phil. People expect to see Phil.
0:18:17 > 0:18:21With "Phil's Farm", it is nice, even if it does move on,
0:18:21 > 0:18:25that I know and other people will know that it will come back.
0:18:25 > 0:18:29It will come back and they will know that I was Phil of Phil's Farm.
0:18:29 > 0:18:33Make sure it's not vanity, Phil. Make sure it's not vanity.
0:18:33 > 0:18:37It's a powerful emotion. Anyway, carry on.
0:18:37 > 0:18:42It's something I put a lot of thought into before I did come up with it.
0:18:42 > 0:18:44I did come up with 20 or 30 names.
0:18:44 > 0:18:48"Phil's Farm" is short and sweet and very, very catchy.
0:18:48 > 0:18:52Just think ahead ten years when you might want to exit.
0:18:52 > 0:18:55I just want to make it easier to exit,
0:18:55 > 0:18:58knock over some hurdles that might appear.
0:18:58 > 0:19:02There is another way which could solve the problem.
0:19:02 > 0:19:04The brand name Farmtastic.
0:19:04 > 0:19:07There's the potential with a name like that
0:19:07 > 0:19:12where you could start in the initial number of years as Phil's Farmtastic,
0:19:12 > 0:19:18but as it grows, you simply drop off "Phil's" and it becomes Farmtastic alone.
0:19:18 > 0:19:22What you're saying is for the moment satisfy Phil by keeping him in
0:19:22 > 0:19:25and then you can drop the "Phil". Except he won't.
0:19:25 > 0:19:29So he's just keeping me happy by saying he'll drop it and he won't.
0:19:29 > 0:19:33At least you're structuring something for the future.
0:19:33 > 0:19:37There's a lot now suddenly going on. We're looking at vehicles, this sort of thing,
0:19:37 > 0:19:41and what I want to do, really, is say, "Look,
0:19:41 > 0:19:46"in three months' time, let's set a target," and that is we have a new van,
0:19:46 > 0:19:48we'll have registered Farmtastic, hopefully,
0:19:48 > 0:19:53we'll have a big launch and the launch will involve you opening up in a new area
0:19:53 > 0:19:57to show the first step in an expansion programme.
0:20:02 > 0:20:06It's spring and Phil's Farm is busy with new arrivals.
0:20:07 > 0:20:11There is now just over a month to go until Nick's challenge.
0:20:11 > 0:20:14With so many mouths to feed and no sign of full-time staff,
0:20:14 > 0:20:17progress on expansion has been non-existent.
0:20:17 > 0:20:20Phil thinks Nick is pushing him too fast.
0:20:22 > 0:20:25I think what Nick's saying is definitely right
0:20:25 > 0:20:28but I think he's a bit further on down the line.
0:20:28 > 0:20:30I think he's expecting a wee bit too much.
0:20:30 > 0:20:34Before I can do anything, morning and night, everything has to be fed.
0:20:34 > 0:20:38The animals have to be looked after first and when you get time,
0:20:38 > 0:20:43that's when I need to start trying to do things to try and expand.
0:20:43 > 0:20:46At the minute, what I need to do comes first.
0:20:46 > 0:20:49Until then, I need to keep juggling away and doing what I have to do.
0:20:49 > 0:20:53Nick's determined not to give up the fight.
0:20:53 > 0:20:57He's on the phone to finalise the details of his challenge.
0:20:57 > 0:21:01I've got some good news for you. At least I think it's good news.
0:21:01 > 0:21:05- We've got a pitch in Monaghan on the St Patrick's Day parade.- Good.
0:21:05 > 0:21:09For me it's a chance to show that you're expanding the business,
0:21:09 > 0:21:13an opportunity, maybe, to show you're open to taking on some new staff.
0:21:13 > 0:21:16And, of course, you're expanding into the South.
0:21:16 > 0:21:19What I'm sort of concerned about slightly,
0:21:19 > 0:21:22or certainly wondering about, is what are we launching?
0:21:22 > 0:21:27Do you have any new marketing in place? What about the truck?
0:21:27 > 0:21:29I looked at a truck, actually, on Friday.
0:21:29 > 0:21:32I looked at another one on Saturday, just to try and see.
0:21:32 > 0:21:35It's just to come up with something that actually ties in
0:21:35 > 0:21:38and something that will be fairly suitable for me.
0:21:38 > 0:21:41- What about the name? - I am going to keep the name
0:21:41 > 0:21:45but I'm going to use the other things around it as well,
0:21:45 > 0:21:47like On The Mooove and Farmtastic
0:21:47 > 0:21:51and those ideas as well that all tie into it as well.
0:21:51 > 0:21:55The thing is, if I can be a bit gentle about this,
0:21:55 > 0:22:00the slight lack of progress is down to the fact you're doing it all on your own.
0:22:00 > 0:22:03Of course that's part of the problem, you know.
0:22:03 > 0:22:06What we've got to do is look at ways of growing the business
0:22:06 > 0:22:10because if you don't grow it, it simply won't survive.
0:22:10 > 0:22:14We've only got a month to go. We have to make this launch as professional as possible.
0:22:14 > 0:22:16- You with me?- Yes, yes, exactly.
0:22:18 > 0:22:22The Farmtastic logo that we have, can we put it round the wheel arch?
0:22:22 > 0:22:27There is now just a week to go until Phil launches down south.
0:22:28 > 0:22:32Today he is finally branding the Jeep.
0:22:34 > 0:22:37It's not the big truck that Nick was hoping for
0:22:37 > 0:22:40and Phil is still using the old logo,
0:22:40 > 0:22:44but at least the Farmtastic brand will get its first public outing.
0:22:44 > 0:22:48It is going to be bigger than I ever thought, to be honest.
0:22:48 > 0:22:53It is a bit strange, seeing... I never ever thought I was going to be my own boss
0:22:53 > 0:22:58but it is becoming more of a reality rather than just something you always hoped would happen.
0:22:58 > 0:23:00It's all part of the future now.
0:23:09 > 0:23:13It's St Patrick's Day. Nick is on his way to Monaghan.
0:23:13 > 0:23:18Today Phil launches his mobile petting farm to a whole new market
0:23:18 > 0:23:20but Nick's still not sure what to expect.
0:23:22 > 0:23:24What I'd like to see today is a big truck
0:23:24 > 0:23:29with Farmtastic splashed down the side of it, bags of merchandising, bags of branding,
0:23:29 > 0:23:32with Phil pushing the whole thing as an all-Ireland concern.
0:23:34 > 0:23:38I've got my doubts but there's no harm in dreaming, I suppose.
0:23:41 > 0:23:44Let's have a look at the Jeep. Phil's Farm.
0:23:44 > 0:23:47What about that global branding we were talking about?
0:23:47 > 0:23:50- I've got it. It's in here too. - Oh, you've tucked it up the front.
0:23:50 > 0:23:55- You're beginning quietly with Farmtastic.- We're getting there. We're breaking it in slowly.
0:23:55 > 0:23:59- Is that...?- We're going to get bigger and then when we get a lorry...
0:23:59 > 0:24:03Look what a difference that makes. This doesn't say anything to me.
0:24:03 > 0:24:06Have you got your eyes on a truck? Are you really making progress?
0:24:06 > 0:24:08That's the one I saw eight months ago.
0:24:08 > 0:24:12- It's not going to be part of the parade. Don't worry about that.- All right.
0:24:14 > 0:24:17Well, Phil's disappointed me again.
0:24:17 > 0:24:20This is meant to be a launch, a launch into the South.
0:24:20 > 0:24:24To me it just looks like another booking.
0:24:26 > 0:24:30I fixed it - he's not even getting paid,
0:24:30 > 0:24:36but if there's anything to rescue from it, people seem to like it and he's talking to them.
0:24:38 > 0:24:41Despite the poor weather, the turnout is good.
0:24:41 > 0:24:47The next hour is about telling as many people as possible about Phil's Farm and Farmtastic.
0:24:47 > 0:24:53It's my great pleasure to have been working over the months with Phil's Farm, part of Farmtastic.
0:24:53 > 0:24:55It's our first time in Monaghan,
0:24:55 > 0:24:59so thank you very much indeed for allowing us in.
0:24:59 > 0:25:01Thank you very much for having us.
0:25:01 > 0:25:04See you again and happy St Patrick's Day.
0:25:09 > 0:25:13Today was not quite the all-Ireland launch that Nick had visualised,
0:25:13 > 0:25:18but despite Nick's misgivings, Phil is more than happy.
0:25:19 > 0:25:23Oh, definitely. Today was definitely worthwhile, without a doubt.
0:25:23 > 0:25:26On the stand this morning, before the parade, there was a lot of interest.
0:25:26 > 0:25:29People were very interested in different events.
0:25:29 > 0:25:32I'd like to think I'll get a lot out of today.
0:25:33 > 0:25:38'Phil's problem is that he won't delegate. He's got to be in control of everything.'
0:25:38 > 0:25:40Unless he changes his attitude,
0:25:40 > 0:25:46he'll always be a little one-man band, or one-man farm in his case.
0:25:47 > 0:25:50When we met for the first time all those months ago,
0:25:50 > 0:25:54I posed the question, "Do you want to be an entrepreneur, expand the business?"
0:25:54 > 0:25:57Or do you really just want to put food on the table?
0:25:57 > 0:26:00You said, "No, no, no. I want to build a business."
0:26:00 > 0:26:06Do you know something? I think you've fallen into that classic start-up business mentality
0:26:06 > 0:26:10where the owner is the only person there and they do everything.
0:26:10 > 0:26:15They don't trust anybody else to do it as well as they do cos they know where everything is.
0:26:15 > 0:26:18I think if you got on the phone, you would be amazed.
0:26:18 > 0:26:21You wouldn't have to worry about all the ancillary stuff.
0:26:21 > 0:26:24You would build a business in no time at all.
0:26:25 > 0:26:28I know it's all about delegating and getting people,
0:26:28 > 0:26:34but if I start up a branch in Galway and I franchise it and I put somebody in charge of it,
0:26:34 > 0:26:38if next year they get all the bookings, next year they'll have all them in the diary,
0:26:38 > 0:26:41all the contacts, and they can ring up and say,
0:26:41 > 0:26:45"To be honest, we're not working under Phil's Farm or Farmtastic, whatever.
0:26:45 > 0:26:49- "We have now changed our name to whatever."- Yeah.
0:26:49 > 0:26:52When you employ them there are certain contractual conditions
0:26:52 > 0:26:54that can slow them down on that sort of thing
0:26:54 > 0:26:57but also you've got to create and strengthen the brand
0:26:57 > 0:27:01so that when you're selling in the brand, "It's Phil's Farm we want.
0:27:01 > 0:27:05"It's Farmtastic we want, because we know their quality control,
0:27:05 > 0:27:08"they've got the respect and support."
0:27:08 > 0:27:11But I think the big thing is that what you don't realise
0:27:11 > 0:27:15is that you are a good businessman but you love the business so much
0:27:15 > 0:27:19you can't get your sticky fingers off the day-to-day stuff.
0:27:19 > 0:27:21That's the truth of it. You love it.
0:27:21 > 0:27:28Sometimes you've got to say, "I've got to stand back, turn around, and do the business on the phone."
0:27:28 > 0:27:31I think every now and then I get stuck in a rut
0:27:31 > 0:27:34and I do need a kick up the backside and a push.
0:27:34 > 0:27:37There's nothing easier, Phil, than saying,
0:27:37 > 0:27:43"Hey, this is fun. The phone is ringing and I'm doing OK. Life's good."
0:27:43 > 0:27:47Life could be better if you just released yourself.
0:27:47 > 0:27:50When I first got together with Phil eight months ago,
0:27:50 > 0:27:54we sketched out some sort of route plan, a framework for his business.
0:27:54 > 0:27:57I rather wish we'd got a bit further with it, frankly.
0:27:57 > 0:28:01Coloured it in a bit, moved forward in some sort of visible way.
0:28:01 > 0:28:04He's got a great business opportunity here, you know.
0:28:04 > 0:28:08I truly, truly believe it, but we're now at a crossroads.
0:28:08 > 0:28:11He can do nothing, just carry on, a one-man band,
0:28:11 > 0:28:18or take some proper, crucial decisions and lay the foundations for an expanding nationwide business.
0:28:47 > 0:28:50Subtitles by Red Bee Media Ltd