0:00:02 > 0:00:05'Family businesses make up a quarter of the British economy,
0:00:05 > 0:00:07'turning over more than a trillion pounds a year.
0:00:07 > 0:00:12'But a thousand small firms are going bust every single month.'
0:00:12 > 0:00:13Sorry.
0:00:13 > 0:00:15For God's sake, do something.
0:00:15 > 0:00:18'For family firms, it's not just profits
0:00:18 > 0:00:21'but relationships on the line.'
0:00:21 > 0:00:24This family business has actually ruined our family.
0:00:24 > 0:00:28You know, I can't imagine how you feel about it, because I feel sick.
0:00:28 > 0:00:31I don't know if it's ever going to get better.
0:00:31 > 0:00:34You must see some hope,
0:00:34 > 0:00:36otherwise let's not bother with this.
0:00:36 > 0:00:38'I'm Alex Polizzi.
0:00:38 > 0:00:42'I grew up in a family business that expanded from one small cafe
0:00:42 > 0:00:45'to become an empire worth billions.
0:00:45 > 0:00:49'Now I'm trying to bring six family firms...'
0:00:49 > 0:00:50ALL: Hello.
0:00:50 > 0:00:52'..back from the brink.'
0:00:52 > 0:00:56He's just used to getting his own way and I'm used to getting mine.
0:00:56 > 0:00:59'This week, a family that's spinning out of control...'
0:00:59 > 0:01:00We'll have to call it a day.
0:01:00 > 0:01:04.'.need my help to start making some serious dough...'
0:01:04 > 0:01:08It's all so worthy. it's all so bloody flour, isn't it?
0:01:08 > 0:01:11Forget about the windmill, think of what's working or we'll go bankrupt.
0:01:11 > 0:01:14If the site turns into a tea room, I don't want to work here.
0:01:14 > 0:01:19'..before their windmill dream is ground to dust.'
0:01:19 > 0:01:24I feel a bit like everything we've done there has been wrong.
0:01:24 > 0:01:27This isn't your life. This isn't your family.
0:01:27 > 0:01:29This isn't your home.
0:01:29 > 0:01:32Just stop behaving as if it is.
0:01:39 > 0:01:44I'm on my way to a historical tourist business in Norfolk
0:01:44 > 0:01:46that has hit rock bottom.
0:01:53 > 0:01:56Three years ago, Mark and Lindsey Able sold their house
0:01:56 > 0:01:59and sank their life savings into a dream -
0:01:59 > 0:02:02to run Denver Mill, Norfolk's last working windmill.
0:02:04 > 0:02:07This is the biggest machine you'll ever go in.
0:02:07 > 0:02:10And it is a machine, we are inside a machine.
0:02:10 > 0:02:12Their ambition was to mill flour
0:02:12 > 0:02:14and turn it into bread they could sell on site.
0:02:14 > 0:02:18It sounds a bit, you know, hippy,
0:02:18 > 0:02:22but I think this windmill found us, not that we found the windmill.
0:02:24 > 0:02:29But their utopian dream has turned into a nightmare.
0:02:29 > 0:02:31There's something going dreadfully wrong.
0:02:31 > 0:02:34We have no life. I used to have one, apparently,
0:02:34 > 0:02:38but I can't remember it. It's now just this.
0:02:38 > 0:02:42Everything we have in the world is here.
0:02:42 > 0:02:45We have nothing. Nothing in the bank. Everything's here.
0:02:45 > 0:02:48Despite not paying themselves a wage,
0:02:48 > 0:02:51Mark and Lindsey's future now hangs by a thread.
0:02:54 > 0:02:56If we fail to make a living here, this will go.
0:02:56 > 0:02:59And when it's gone, that's the end of it.
0:02:59 > 0:03:03And just when it seemed it couldn't get any worse,
0:03:03 > 0:03:05disaster struck.
0:03:05 > 0:03:09There was just bits of sail and things falling. We just looked up
0:03:09 > 0:03:11and shook our heads and said "Well, that's it.
0:03:11 > 0:03:15"That's the end. The end of the business, the end of everything."
0:03:16 > 0:03:19Nothing would be here if the mill wasn't here.
0:03:19 > 0:03:22The tea shop, the shop couldn't survive. It's all the same thing.
0:03:22 > 0:03:25It is like a loss of something.
0:03:30 > 0:03:33'The unique selling point of Denver Mill has always been
0:03:33 > 0:03:36'that it was Norfolk's last working windmill.'
0:03:36 > 0:03:38Three weeks ago, that was true.
0:03:38 > 0:03:40However, it's going to cost a lot of money to replace them
0:03:40 > 0:03:43and at the moment, the family don't know if it's possible.
0:03:43 > 0:03:47'But the business was broken before the sails came off.
0:03:47 > 0:03:51'Despite three years of hard graft, they haven't made a penny.
0:03:51 > 0:03:52'If that doesn't change,
0:03:52 > 0:03:55'then this place could close in a matter of months.'
0:03:57 > 0:04:00'Having spent years working in the voluntary sector,
0:04:00 > 0:04:03'Lindsey is now in overall control of the site.'
0:04:03 > 0:04:04Hiya, I'm looking for Lindsey.
0:04:04 > 0:04:06- Hello, hello. - Lovely to meet you.
0:04:06 > 0:04:09And you. We're very pleased you're here.
0:04:09 > 0:04:11Thank you. I'm very pleased I'm here.
0:04:11 > 0:04:13I'll just come round.
0:04:13 > 0:04:16So how many people can you serve at a time here?
0:04:16 > 0:04:19At busy times, probably about 25 to 30 at the most.
0:04:19 > 0:04:22We have an outside area as well and quite often, in the summer
0:04:22 > 0:04:25that's a good area cos it gets people outside.
0:04:25 > 0:04:28You also sell your own bread here, you make sandwiches
0:04:28 > 0:04:31from your own bakery bread, I see.
0:04:31 > 0:04:33Well, the idea is that we mill the flour here.
0:04:33 > 0:04:34- Yeah.- We make our bread.
0:04:34 > 0:04:37- Yeah.- And then people can take a loaf home
0:04:37 > 0:04:39or they can use it to cut up for the sandwiches,
0:04:39 > 0:04:42so people can actually get to taste the mill, so to speak.
0:04:42 > 0:04:46- OK. - Let me take you to see Mark.
0:04:46 > 0:04:51# What goes up, must come down... #
0:04:51 > 0:04:53'Lindsey's husband Mark has a background
0:04:53 > 0:04:55'in mechanical engineering,
0:04:55 > 0:04:58'but now spends all his time milling flour.'
0:04:58 > 0:05:02- Hello.- Mark, this is Alex.- Hello. - What are you up to in here?
0:05:02 > 0:05:05This is referred to as my other woman. I spend too much time here.
0:05:05 > 0:05:08I thought she was the engine round the back.
0:05:08 > 0:05:09- You've got two other women? - I have.
0:05:09 > 0:05:11'With the main mill out of action,
0:05:11 > 0:05:15'Mark has only two small motorised mills
0:05:15 > 0:05:18'on which to pursue his love affair with flour.'
0:05:18 > 0:05:21- How do you know about this stuff? - As far as the engineering side goes,
0:05:21 > 0:05:25- I've worked with this sort of equipment all my life.- Yeah.
0:05:25 > 0:05:26As far as the milling side goes,
0:05:26 > 0:05:30it's trial and error, inspiration and sheer raw skill.
0:05:30 > 0:05:33- Mostly error!- Not to puff yourself up!- Well, no.
0:05:33 > 0:05:36OK, so this is your arena and obviously your passion.
0:05:36 > 0:05:39You have that slightly crazed look
0:05:39 > 0:05:41of a man who's in his element.
0:05:41 > 0:05:44But I'm here to make sure your business makes money.
0:05:44 > 0:05:48So what we need to quickly identify is which bit of this business,
0:05:48 > 0:05:52of the varied aspects of this business, should we concentrate on.
0:05:52 > 0:05:56Hopefully your objectivity will identify which strings they are.
0:05:56 > 0:05:58Does that mean you're not sure?
0:05:58 > 0:06:00LAUGHTER
0:06:00 > 0:06:02'Charming as they are, Mark and Lindsey
0:06:02 > 0:06:04'don't strike me as natural entrepreneurs.'
0:06:04 > 0:06:08Let's go. So I'm allowed to go and have a look about, am I?
0:06:08 > 0:06:10- Yes, yes. Help yourself. - And then I'll come back.
0:06:10 > 0:06:13I want to ask you lots of questions about money.
0:06:13 > 0:06:15OK. Oh, dear!
0:06:15 > 0:06:17You are the person to ask about that, are you not?
0:06:17 > 0:06:20- Well...- I believe you're the managing director?- Oh, absolutely.
0:06:20 > 0:06:24Good, good. Fantastic.
0:06:24 > 0:06:29'My first stop the windmill itself, that the family charge
0:06:29 > 0:06:31'a couple of quid to enter.
0:06:31 > 0:06:36'Quite interesting if you're interested in that kind of thing
0:06:36 > 0:06:40'which, despite owning a bakery, I'm not.
0:06:40 > 0:06:44'Next door, they run something I would be interested in though.
0:06:44 > 0:06:48'Baking classes. But the room is far from what I'd expect.'
0:06:48 > 0:06:49Ah!
0:06:49 > 0:06:52# Madness, madness
0:06:52 > 0:06:54# They call it madness...#
0:06:54 > 0:06:56I'm not entirely sure why
0:06:56 > 0:06:59there's a bicycle or a scooter in here.
0:07:01 > 0:07:06And I definitely don't think there's anything witty or amusing...
0:07:07 > 0:07:09..about that.
0:07:09 > 0:07:10Urgh!
0:07:10 > 0:07:14'Worse still, it's grubby.'
0:07:14 > 0:07:16Why would you do that? Why have someone see
0:07:16 > 0:07:21that you keep your stuff like this? I hate the whole disordered aspect.
0:07:21 > 0:07:24I can already tell this isn't a professional outfit.
0:07:24 > 0:07:27The onsite gift shop takes the chaotic approach
0:07:27 > 0:07:29to a new extreme.
0:07:33 > 0:07:35'I find it very confusing in here.'
0:07:35 > 0:07:38'The family's home-milled flour
0:07:38 > 0:07:41'sits side by side with tourist tat of the lower sort.'
0:07:42 > 0:07:44I find it all a bit depressing.
0:07:46 > 0:07:49I would love to know who does the buying for this.
0:07:49 > 0:07:52They're very confused about what they're trying to achieve.
0:07:52 > 0:07:56Really unattractive and generic, notelets and name stuff,
0:07:56 > 0:08:00which I honestly I don't think has any place here.
0:08:00 > 0:08:04'These cheap toys retail for peanuts and the mark-up is tiny,
0:08:04 > 0:08:07'but they're filling up almost all of the shelf space.
0:08:07 > 0:08:10'Rural food businesses all over Britain
0:08:10 > 0:08:13'are making money because the customers are prepared
0:08:13 > 0:08:16'to pay a premium for locally sourced goods.
0:08:16 > 0:08:18'All this plastic is just bad business.'
0:08:18 > 0:08:22Monogrammed cufflinks next to clotted cream fudge.
0:08:22 > 0:08:24How is that a good sales technique?
0:08:24 > 0:08:28'One person who should know how things are run
0:08:28 > 0:08:30'is daughter Sally, who came to the mill a year ago
0:08:30 > 0:08:32'to develop the business
0:08:32 > 0:08:35'but has caught the milling bug from her dad.'
0:08:35 > 0:08:39What's your gut feeling about what's wrong with it here?
0:08:39 > 0:08:43What needs to be improved more than anything else?
0:08:43 > 0:08:46Finance-wise, I feel like we're not looking
0:08:46 > 0:08:48to make large amounts of profit here.
0:08:48 > 0:08:51I don't think it's easy to make large amounts of profit.
0:08:51 > 0:08:55That's not been the plan. We're looking at smaller figures
0:08:55 > 0:08:58and because we don't control the books closely enough,
0:08:58 > 0:09:01it's very easy just to fritter these, you know, little bits.
0:09:01 > 0:09:04When you're only looking for a small sum of money,
0:09:04 > 0:09:07- it's very easy for it to disappear. - But why?
0:09:07 > 0:09:10- Why do you think that? - That's what Mum and Dad told me.
0:09:10 > 0:09:13When they came in, their business plan didn't involve
0:09:13 > 0:09:15making a large amount of money...
0:09:15 > 0:09:18It probably didn't involve spending all their money either.
0:09:18 > 0:09:20- No, it certainly didn't. - Do you have any handle at all
0:09:20 > 0:09:24where you're making money in this business and where you're losing it?
0:09:24 > 0:09:27SHE SIGHS
0:09:27 > 0:09:30Not effectively, no.
0:09:30 > 0:09:33Spoons and cutlery, just help yourself there.
0:09:33 > 0:09:37'On paper, the only bit of the business showing any potential
0:09:37 > 0:09:40'is the tea room, run by Sally's boyfriend Duncan.'
0:09:40 > 0:09:43What do you think you're doing right here?
0:09:43 > 0:09:45I don't know. A bit right, but there's a lot to work on.
0:09:45 > 0:09:50So tell me your strengths, what you think the strengths are?
0:09:50 > 0:09:53The strengths are the quality of the ingredients we actually use.
0:09:53 > 0:09:55We try to go for quality not quantity
0:09:55 > 0:09:57to get people to come back again.
0:09:57 > 0:09:58Do you know how much you spend?
0:09:58 > 0:10:01How much a cake takes to make and what you cost it for?
0:10:01 > 0:10:04- We have our costings, yeah. - Yeah.
0:10:04 > 0:10:07- Costings are all done upstairs. - So you're pretty confident
0:10:07 > 0:10:09about your costings? That's what I'm asking.
0:10:09 > 0:10:13- I wouldn't say I'm confident. They could probably be done better.- Yeah.
0:10:13 > 0:10:15But whether it's by me or somebody else, I don't know.
0:10:15 > 0:10:19Sorry, don't let me stop you serving this lady.
0:10:19 > 0:10:22Even if Duncan runs the tea room well, he'll always struggle
0:10:22 > 0:10:26if he doesn't get more involved in the books.
0:10:27 > 0:10:31The family are juggling a lot of balls. A shop, a cafe,
0:10:31 > 0:10:35a mill, a bakery as well as events and holiday cottages.
0:10:35 > 0:10:37Every part of the business has its problems,
0:10:37 > 0:10:41but they're made even worse by another fatal flaw.
0:10:41 > 0:10:44The biggest thing, as far as I can see, the elephant in the room
0:10:44 > 0:10:47that everyone knows is there and no-one is discussing,
0:10:47 > 0:10:51is the fact that no-one seems to know what's making the money,
0:10:51 > 0:10:53where the money's being spent on,
0:10:53 > 0:10:58whether the profit margins are right on every item they sell,
0:10:58 > 0:11:00and why they're not making more of a profit.
0:11:00 > 0:11:04There has to be an answer buried deep in those figures somewhere
0:11:04 > 0:11:07and I just need someone to lead me to the answer.
0:11:11 > 0:11:16'And that's a trail that leads directly to Lindsey.'
0:11:16 > 0:11:19I've got tea room sales, tea room purchases there,
0:11:19 > 0:11:23which would seem to suggest that you've made 40,
0:11:23 > 0:11:26- more or less, 40 grand. - Yes.
0:11:26 > 0:11:31But then here, I've got a different price on tea room purchases.
0:11:32 > 0:11:35Well, that is peculiar.
0:11:36 > 0:11:39And then, if you include the wages that shows the tea room,
0:11:39 > 0:11:42over the course of a whole year, didn't make you a penny.
0:11:42 > 0:11:46Yeah, but that doesn't actually surprise me.
0:11:46 > 0:11:48- Doesn't it? - No, it doesn't.
0:11:48 > 0:11:52How is the pricing worked out in the tea shop?
0:11:53 > 0:11:55The pricing, I...
0:11:55 > 0:11:58So let me see, purchases.
0:12:01 > 0:12:02Yeah, again...
0:12:02 > 0:12:06Er, I'm afraid I don't understand those...at all.
0:12:08 > 0:12:11'I don't know whether they take it all as a game.
0:12:11 > 0:12:13'I think they won't find it a game'
0:12:13 > 0:12:15when they are walking away from there
0:12:15 > 0:12:18with £100,000 less of their own money
0:12:18 > 0:12:20and nothing to show for it.
0:12:20 > 0:12:22I think it'll all be pretty depressing actually.
0:12:25 > 0:12:27- Hello, love.- Hello.
0:12:27 > 0:12:30- You got out.- I did, yeah. - In one bit?- I did, yeah.
0:12:30 > 0:12:33- And? - It was...
0:12:33 > 0:12:36It was quite tough. It was quite tough.
0:12:36 > 0:12:38I do feel a bit "Urgh!" now. I just want to burst into tears
0:12:38 > 0:12:40- and have a little cry. - I can see.
0:12:42 > 0:12:44All right.
0:12:45 > 0:12:49'I stick my head in the sand about the figures,'
0:12:49 > 0:12:52because I think if I know them and realise what a mess we're in,
0:12:52 > 0:12:54then we'll have to get out.
0:12:54 > 0:12:57'You know, we've put a lot into this place and the thought of finding out
0:12:57 > 0:13:00'that it's not sustainable is a scary thing.
0:13:02 > 0:13:06We may have to say, "Well, that's it. We'll have to call it a day."
0:13:10 > 0:13:13After a difficult evening, I've called the family together.
0:13:13 > 0:13:16Their ethics are getting in the way of their existence.
0:13:16 > 0:13:19If the Ables are going to find a way out of this mess,
0:13:19 > 0:13:22it's their heads and not their hearts they need to start following.
0:13:25 > 0:13:28The first thing I have to draw your attention to
0:13:28 > 0:13:30is that however worthy
0:13:30 > 0:13:33and however admirable your ethos is,
0:13:33 > 0:13:35what it's meant is you're living very hand to mouth.
0:13:35 > 0:13:38- Mm, absolutely.- Which is not a comfortable situation.
0:13:38 > 0:13:40No.
0:13:40 > 0:13:43It isn't enough, just good will
0:13:43 > 0:13:45and love and effort and hours put in.
0:13:45 > 0:13:47You need to be professional about this stuff.
0:13:47 > 0:13:52What I want you to understand is there is something very admirable
0:13:52 > 0:13:56about doing something well and making money out of it.
0:13:56 > 0:13:59I'm challenging you to do lots of things differently.
0:13:59 > 0:14:03Let's work from the black and white, from the facts and figures.
0:14:03 > 0:14:05It takes the sting out of discussion,
0:14:05 > 0:14:07because once you have the facts in front of you,
0:14:07 > 0:14:10- they're quite hard to argue. - Yeah.- Yes?
0:14:14 > 0:14:16There's a lot to do,
0:14:16 > 0:14:19but first I need to take this family back to basics,
0:14:19 > 0:14:23to see if they know which bit of the business is actually making money.
0:14:23 > 0:14:27I need to confront them with their wilful lack of knowledge
0:14:27 > 0:14:31about the financial state of this project.
0:14:31 > 0:14:34I want to do that in a very immediate way,
0:14:34 > 0:14:35have an impact visually
0:14:35 > 0:14:41'and that will hopefully shock them into changing their ways.'
0:14:41 > 0:14:46What we have is ten bags of flour, each representing 10% of turnover.
0:14:46 > 0:14:49I would like you to put bags into each segment
0:14:49 > 0:14:52to represent the percentage of the overall turnover.
0:14:52 > 0:14:55- OK.- OK?
0:14:55 > 0:14:59- We've got to have at least one bag in every section.- Right, yeah.
0:14:59 > 0:15:01So we'll put one in each section then.
0:15:01 > 0:15:03- That one wants to go in. - Right.
0:15:03 > 0:15:05Put at least two more in cafe.
0:15:05 > 0:15:09- That one goes in the mill as well. - That shouldn't be there.
0:15:09 > 0:15:11Duncan, are you happy with this?
0:15:11 > 0:15:15Personally, I'd put that one into the cafe.
0:15:15 > 0:15:16Go on then.
0:15:16 > 0:15:18I'm reasonably happy with that.
0:15:18 > 0:15:21You're reasonably happy? What would you change?
0:15:21 > 0:15:24- Reasonably happy isn't enough. - I think...
0:15:24 > 0:15:27One, two, four... No, OK. That's right. No, I'm happy.
0:15:27 > 0:15:30'There isn't much money sloshing about at all.
0:15:30 > 0:15:33'I don't think that that's anything to admire.'
0:15:33 > 0:15:35I just think that's stupid.
0:15:38 > 0:15:40Well, none of you are really aware
0:15:40 > 0:15:42of how the situation stands then.
0:15:42 > 0:15:46- 54% of your turnover comes from the tea room.- Right.
0:15:46 > 0:15:5026% of your turnover comes from the shop.
0:15:50 > 0:15:5310% comes from the cottages,
0:15:53 > 0:15:57and the mill and the events share 10%.
0:15:57 > 0:15:59Can I just say, depressing as it is, you two are spending
0:15:59 > 0:16:03a lot of time on something that's the tiniest part of the business.
0:16:03 > 0:16:06I don't think it is. If we didn't have the flour,
0:16:06 > 0:16:09the tea room wouldn't be making so much money. They have to have
0:16:09 > 0:16:12- the flour to make the bread and cakes.- We have to look at why
0:16:12 > 0:16:16aren't we getting a better margin coming out of the mill?
0:16:16 > 0:16:20There's two of us spending a lot of time in the mill. It's the backbone.
0:16:20 > 0:16:23I agree that it's the backbone, but it's a backbone
0:16:23 > 0:16:25that's not going to be supported.
0:16:25 > 0:16:28'The family are more about the mill than the money.
0:16:28 > 0:16:31'I just hope they can see they have to change
0:16:31 > 0:16:34'to stop this site going under.'
0:16:34 > 0:16:37I want to say that I didn't realise until now
0:16:37 > 0:16:40how important it is to me, the milling side of it here.
0:16:40 > 0:16:44What we all agreed on, on what we were going to do before Alex came
0:16:44 > 0:16:48was not to compromise on using our own product wherever we can,
0:16:48 > 0:16:51because we feel that's really important,
0:16:51 > 0:16:55I feel that like, if we're on this site, we have a responsibility to use it as a mill.
0:16:55 > 0:16:58If not, we might as well go get a tea room somewhere else.
0:16:58 > 0:17:01To be honest, I would rather just make enough money
0:17:01 > 0:17:04for us all to make a living and not have a lot of money
0:17:04 > 0:17:07and still be able to stone mill than have extra money.
0:17:07 > 0:17:09If the site turns into a tea room and a gift shop
0:17:09 > 0:17:12and the administration side of it, I don't want to work here
0:17:12 > 0:17:14because I've other things I can do.
0:17:16 > 0:17:20'That meeting this morning, a joke. Complete and utter joke.
0:17:20 > 0:17:23'They're still concentrating on something
0:17:23 > 0:17:24'that is never going to work.'
0:17:24 > 0:17:28Everybody likes to work in the mill, but it's a luxury, isn't it?
0:17:28 > 0:17:30It's a three quarter of a million pound luxury
0:17:30 > 0:17:32that's broken. They're playing millers.
0:17:32 > 0:17:34Mills went out 200 years ago.
0:17:34 > 0:17:37If you can get it working, it's an added bonus.
0:17:37 > 0:17:39But it's not something to depend on.
0:17:39 > 0:17:41It's like depending on the wind blowing every day.
0:17:41 > 0:17:45Is that not a business strategy that's ready just to collapse?
0:17:45 > 0:17:49Forget the windmill. Think about what's working or we'll go bankrupt.
0:17:49 > 0:17:51I didn't travel 600 miles for that.
0:17:51 > 0:17:54'Everything they say is so uncommercial.
0:17:54 > 0:17:58'I mean, Lindsey, Sally, Mark... I mean, I'm amazed.'
0:17:58 > 0:18:02The only person who's got a healthy business bone in his body is Duncan
0:18:02 > 0:18:05and that's only so long as he doesn't have to use a computer.
0:18:05 > 0:18:09So, you know, I've got a few... I've got a struggle ahead
0:18:09 > 0:18:13to make sure that everyone understands what's involved here
0:18:13 > 0:18:15but it's a struggle I will win.
0:18:21 > 0:18:25'The financials couldn't be any clearer. Although their hearts
0:18:25 > 0:18:28'are in the mill, the bread and butter of this business
0:18:28 > 0:18:29'isn't in the flour.
0:18:29 > 0:18:32This is a difficult message I've got to give them.
0:18:32 > 0:18:36They think they're achieving a very high standard,
0:18:36 > 0:18:39but that's in one solitary aspect of the business.
0:18:39 > 0:18:41As they keep going on about it,
0:18:41 > 0:18:43it's in the flour.
0:18:43 > 0:18:46And that is really all they've been focused on.
0:18:46 > 0:18:50I've got to get them to see the rest of the business
0:18:50 > 0:18:52and what it means for them for it all to be a success.
0:18:52 > 0:18:56'So what I want you to now think about is the unthinkable.'
0:18:56 > 0:19:00Right? I'm going to say it blankly.
0:19:00 > 0:19:02How important is the milling of flour?
0:19:02 > 0:19:05- Extremely.- For what?
0:19:05 > 0:19:09For your vision of yourself or the success of the business?
0:19:09 > 0:19:10The vision of ourselves.
0:19:10 > 0:19:15A lot of our customers come because of the quality of our flour,
0:19:15 > 0:19:18- which we don't have at the moment... - And you still have customers coming
0:19:18 > 0:19:21and people will still eat in the cafe and the coffee shop
0:19:21 > 0:19:24cos you're doing something very good here.
0:19:24 > 0:19:27I'm afraid your sense of self-worth is so wrapped up
0:19:27 > 0:19:32in the flour milling that you are really ignoring, at your peril,
0:19:32 > 0:19:35what is the bit of the business that makes money - the cafe.
0:19:35 > 0:19:38But if we didn't have our flour which we use in our products,
0:19:38 > 0:19:41our breads and our cakes, which is what makes them so nice,
0:19:41 > 0:19:43I don't think we'd necessarily...
0:19:43 > 0:19:46If we were selling the same thing as everybody else...
0:19:46 > 0:19:49Darling, do you honestly think if you go to Hayworth's
0:19:49 > 0:19:52or Marriages or, you know, there are lots of other... Norfolk is a...
0:19:52 > 0:19:56- The flour doesn't taste the same there.- No, it doesn't, of course.
0:19:56 > 0:19:59But a lot of it is in the skill of the baker.
0:19:59 > 0:20:01Oh, no. You see, I... You see, I think the...
0:20:01 > 0:20:04I don't think that's right, cos the flavour of our...
0:20:04 > 0:20:07of stone-ground flour is very different from the flavour
0:20:07 > 0:20:08of roller-milled flour.
0:20:08 > 0:20:11- Sweetheart, I have a bakery, I know this.- I know you do.
0:20:11 > 0:20:13- Exactly. So, I'm saying... - I think...
0:20:13 > 0:20:16I know, darling, but you have to start thinking commercially.
0:20:16 > 0:20:18You have a very tough decision here.
0:20:18 > 0:20:20- You have no money in the bank. - Mm-hm.
0:20:20 > 0:20:24You have a bit of the business that's working. You're managing to...
0:20:24 > 0:20:28you know, to do a little bit of milling in the setup that you've got now,
0:20:28 > 0:20:32but is it enough to be the raison d'etre of this business?
0:20:33 > 0:20:39This isn't your life. This isn't your family. This isn't your home.
0:20:40 > 0:20:43Just stop behaving as if it is.
0:20:43 > 0:20:45This is a business, guys.
0:20:45 > 0:20:48You've got to make it work so that you have money to feed and clothe
0:20:48 > 0:20:51and shelter yourselves.
0:20:51 > 0:20:54I would like to do something with the branding.
0:20:54 > 0:20:56I would like to do something with the marketing.
0:20:56 > 0:20:59But I can't even start that until you decide what you are.
0:21:04 > 0:21:06Running a family business should be a pleasure.
0:21:06 > 0:21:09It has become a chore, and that ain't great.
0:21:09 > 0:21:12Can I give you words of advice from my grandfather,
0:21:12 > 0:21:13which I live my life by?
0:21:13 > 0:21:17Never look at the bigger picture, because there's no point.
0:21:17 > 0:21:21Solve one problem at a time, with a very clear-sighted view,
0:21:21 > 0:21:23because otherwise you dissipate your energies,
0:21:23 > 0:21:26so you have to do one thing, you do that one thing,
0:21:26 > 0:21:28tick it off, and you move quickly to the next one.
0:21:34 > 0:21:36I suddenly realised
0:21:36 > 0:21:41that what...I have felt over this mill
0:21:41 > 0:21:44is almost like bereavement and I have refused to acknowledge it.
0:21:44 > 0:21:46I'm still refusing to acknowledge it
0:21:46 > 0:21:48cos if I do I, shall be really upset.
0:21:48 > 0:21:51I didn't realise that it affected me as much as that.
0:21:51 > 0:21:53This is why Sally was so defensive
0:21:53 > 0:21:57of Alex's comments about the mill and the flour.
0:21:59 > 0:22:00At the end of the day,
0:22:00 > 0:22:02if Denver Mill is going to survive,
0:22:02 > 0:22:05they just have to be more commercially minded.
0:22:05 > 0:22:09They have to be more focused, they have to concentrate.
0:22:09 > 0:22:12They all have to be pulling in the same direction
0:22:12 > 0:22:13and they have to start now.
0:22:17 > 0:22:21# It's a new dawn, it's a new day
0:22:21 > 0:22:24# It's a new life for me, yeah
0:22:24 > 0:22:25# And I'm feeling good... #
0:22:25 > 0:22:28So after last night's frank discussion,
0:22:28 > 0:22:33have the family woken up to the idea of a new way forward.
0:22:33 > 0:22:36It would be a terrible shame just to scrap everything
0:22:36 > 0:22:38and make us just a tearoom, a cafe,
0:22:38 > 0:22:42but having said that, we need to make money somehow, so I think we...
0:22:42 > 0:22:45the feeling I have is that we've somehow got to get the rest of it
0:22:45 > 0:22:48running well enough to support us being able to mill here
0:22:48 > 0:22:51cos it's really important that that happens on this site.
0:22:51 > 0:22:54It looks like I'm slowly getting through to Sally,
0:22:54 > 0:22:58but is the rest of the family ready for a new direction at Denver?
0:22:58 > 0:23:02What we ought to do this morning is what we talked about last night,
0:23:02 > 0:23:05which was how we were feeling about what Alex said about the windmill.
0:23:05 > 0:23:08Don't know if it's a big deal to you, Duncan.
0:23:08 > 0:23:12It is, but it's not my first priority, is it?
0:23:12 > 0:23:14My first priority is thinking...
0:23:14 > 0:23:17are we throwing too much time at something we can't get to work?
0:23:17 > 0:23:20We know that we've got to get this business working
0:23:20 > 0:23:22and from what Alex said last night,
0:23:22 > 0:23:26gave us confidence we can get it working without the windmill.
0:23:26 > 0:23:31So, let's get the business working, get these other bits working well
0:23:31 > 0:23:33in order for us to be able to be paid
0:23:33 > 0:23:36and for us to continue to indulge ourselves
0:23:36 > 0:23:38being able to use the windmill
0:23:38 > 0:23:40and having that sense of responsibility.
0:23:40 > 0:23:43So, almost the windmill becomes a bit of a hobby
0:23:43 > 0:23:45that's attached to the business.
0:23:47 > 0:23:50We've been very focused in one direction
0:23:50 > 0:23:54and that direction is very much tied in with the milling
0:23:54 > 0:23:56and the product and all the rest of it.
0:23:56 > 0:23:59I think we need to do some more market research
0:23:59 > 0:24:04cos there's no point going in the direction we want to go into if our customers don't want it.
0:24:09 > 0:24:11A very good afternoon to you all.
0:24:11 > 0:24:15Thank you so much for coming to help me with some market research.
0:24:15 > 0:24:19It looks like the family are coming round to my way of thinking
0:24:19 > 0:24:23and if it's feedback they want then I'm very happy to oblige.
0:24:23 > 0:24:26How are you set up for a coach load of people?
0:24:26 > 0:24:28Oh, my goodness.
0:24:28 > 0:24:31How is Dunc...? Duncan! Duncan.
0:24:32 > 0:24:34- Duncan?- Yes.
0:24:34 > 0:24:36Can you handle a coach load of people at the moment?
0:24:36 > 0:24:38- Ah, bring it on. No bother. - Bring it on!
0:24:42 > 0:24:43Be as detailed as you can.
0:24:43 > 0:24:47Don't worry about hurting anyone's feelings. It's anonymous.
0:24:47 > 0:24:51Is there any changes you'd make to the venue, would you make any change...
0:24:51 > 0:24:53how the pricing is?
0:24:53 > 0:24:56- That kind of stuff really interests me.- Do they sell their own jam?
0:24:56 > 0:25:01- Yes. Yeah, they do. - Cos that's what I would focus on.
0:25:01 > 0:25:03I'm hoping that this sample focus group
0:25:03 > 0:25:07can help me understand what are Denver Mill trying to achieve.
0:25:07 > 0:25:11Is it more important for them to be milling flour that they use in their own bakery?
0:25:11 > 0:25:16Are they trying to be a very well established and popular cafe?
0:25:16 > 0:25:18Can I give you questionnaires?
0:25:18 > 0:25:20I want to know what people like here
0:25:20 > 0:25:24so I can help the family decide which way to push their business.
0:25:24 > 0:25:26The more information you give me, the better.
0:25:26 > 0:25:30This quick straw poll showed that customers liked the food
0:25:30 > 0:25:32and the mill products, once they found them.
0:25:32 > 0:25:34When people come to stay with me,
0:25:34 > 0:25:37they like to look for locally produced....
0:25:37 > 0:25:39- Right.- ..things and locally made things.- Right.
0:25:39 > 0:25:44There is a very rich tourist clientele that come to Norfolk.
0:25:44 > 0:25:46It's very highly regarded.
0:25:46 > 0:25:48There's a lot of money washing about here
0:25:48 > 0:25:52and I'm not sure that they're attracting their fair share of it at Denver Mill.
0:25:55 > 0:25:59With the Norfolk tourist industry worth £2.5 billion a year,
0:25:59 > 0:26:04I think they could make more money from their merchandise.
0:26:04 > 0:26:06It's time I took the mill up-market.
0:26:09 > 0:26:13Forman & Son, a century-old family smokehouse,
0:26:13 > 0:26:16developed a luxury hamper range ten years ago
0:26:16 > 0:26:19and haven't looked back since.
0:26:19 > 0:26:22It's a market that's worth a staggering £75 million a year
0:26:22 > 0:26:24in the UK alone.
0:26:24 > 0:26:27I want the family to realise they CAN keep their heritage
0:26:27 > 0:26:29AND turn a healthy profit too.
0:26:29 > 0:26:32First of all, why are hampers a good idea?
0:26:32 > 0:26:34We're very much a fresh food company.
0:26:34 > 0:26:37That's the heritage of our family business.
0:26:37 > 0:26:41Lots of people would buy a packet of smoked salmon from us, some cheese, fresh meat,
0:26:41 > 0:26:44they'll buy something for their dinner party
0:26:44 > 0:26:47but they wouldn't necessarily come to us for gifts.
0:26:47 > 0:26:49So hampers gives you an extra element that you can...
0:26:49 > 0:26:53you can supply to people, particularly at Christmas time
0:26:53 > 0:26:57but, you know, throughout the year as well, where they're looking for,
0:26:57 > 0:27:01you know, a gift offering, something that's ready-made,
0:27:01 > 0:27:04they can just buy it off the shelf or out of a catalogue
0:27:04 > 0:27:06and, you know, it's all there complete.
0:27:06 > 0:27:08The key to all this, I would suggest,
0:27:08 > 0:27:12is sourcing stuff that people cannot find so easily independently.
0:27:12 > 0:27:16So, stuff that you just couldn't go to the supermarket
0:27:16 > 0:27:20and pick off the shelf, because any idiot can do that for themselves.
0:27:20 > 0:27:25What you're trying to do is offer a very indulgent gift experience.
0:27:25 > 0:27:28You've brought us one of your...
0:27:28 > 0:27:31- Yeah.- ..jam...jam baskets.
0:27:31 > 0:27:34Just some local pickle... It's pickles, actually, in this one.
0:27:34 > 0:27:38I don't think presentation is necessarily one of their skills
0:27:38 > 0:27:41and it's something that they all have to work on.
0:27:41 > 0:27:45If you're going to do a hamper, you have to do it bloody well. Otherwise, don't bother.
0:27:47 > 0:27:49The hamper challenge.
0:27:49 > 0:27:53We've got whole load of your products on that table over there,
0:27:53 > 0:27:55so I just want to see what you think
0:27:55 > 0:27:59- makes a good hamper out of your products.- I know.
0:27:59 > 0:28:02They've got a crate - it's getting 12 bottles of beer. That's it!
0:28:02 > 0:28:05- That's a man's hamper! - LAUGHTER
0:28:05 > 0:28:08Last year, Forman & Son sold 10,000 hampers.
0:28:08 > 0:28:13I'd love to see the mill selling their own hampers on their site
0:28:13 > 0:28:17and wholesaling them around Norfolk before I leave in just over a month's time.
0:28:17 > 0:28:20I'm interested in seeing what they think goes together,
0:28:20 > 0:28:24whether they have a theme, whether they can explain that theme to me,
0:28:24 > 0:28:27whether they've thought about the cost of the goods
0:28:27 > 0:28:31and what kind of mark-up they can put on it.
0:28:31 > 0:28:34I need them to prove they can think commercially.
0:28:36 > 0:28:39Contents, £25. Box, don't know the price of.
0:28:40 > 0:28:43Have to roll me sleeves up, it's no good.
0:28:43 > 0:28:45Typically, they're being very random.
0:28:45 > 0:28:49Toast and honey, beer and clotted cream - there you go.
0:28:49 > 0:28:52Apart from Sally who, unusually, is very focused
0:28:52 > 0:28:54on what customers might be willing pay for.
0:28:54 > 0:28:56I was trying to do something different
0:28:56 > 0:28:59and do more of a hamper just with our baking products.
0:28:59 > 0:29:02We've only got a strange selection of baking stuff with us
0:29:02 > 0:29:05so I've tried to make it representative.
0:29:05 > 0:29:09If I got given that on Christmas morning, I'd eat and drink the lot.
0:29:09 > 0:29:12Let's have a look, then.
0:29:12 > 0:29:15I think this is a bit confused as an idea.
0:29:15 > 0:29:18I think this basically tells you what Duncan just said.
0:29:18 > 0:29:20This is what he'd like for breakfast
0:29:20 > 0:29:24and it just looks like it's all the things I like thrown in a tray and that's it.
0:29:24 > 0:29:26- OK.- What do you think...?
0:29:26 > 0:29:28Have you costed this out in your head?
0:29:28 > 0:29:30No.
0:29:30 > 0:29:32OK, cos I think that's also quite important.
0:29:32 > 0:29:34Remember, the whole... You know...
0:29:34 > 0:29:38Let's not mince words here - one does things to make money.
0:29:38 > 0:29:39Absolutely.
0:29:39 > 0:29:43- You next, darling.- Yeah. - What was the thinking behind yours?
0:29:43 > 0:29:47Mine was an attempt to find our most premium products we have in our shop.
0:29:47 > 0:29:50- That isn't luxury food. - No, it's not.- And I don't....
0:29:50 > 0:29:53It's in a luxury box and it's not luxury food.
0:29:53 > 0:29:57The stuff they built their business on is what they should be showcasing, and that's not it.
0:29:57 > 0:29:59OK. Thanks.
0:29:59 > 0:30:02So, your thinking was here?
0:30:02 > 0:30:05It's a showcase of our products and if somebody wants a sort of, like,
0:30:05 > 0:30:07you know, start-up kit to try and start
0:30:07 > 0:30:10making their own bread with our products, this would be it.
0:30:10 > 0:30:15I love it. I mean, to me, this really, you know, this...
0:30:15 > 0:30:16this sells your brand, you know.
0:30:16 > 0:30:19You know these products are excellent products
0:30:19 > 0:30:24cos you're producing them yourself, and part of the reason for doing hampers is to promote what you do.
0:30:24 > 0:30:28I was worried that Sally would let her values get in the way
0:30:28 > 0:30:31of creating a hamper you could make a healthy profit on,
0:30:31 > 0:30:34but her bread-making kit captures the essence of the mill
0:30:34 > 0:30:36and passes muster with the experts.
0:30:36 > 0:30:39That looks like something you'd spend money on.
0:30:39 > 0:30:41- That looks worth plenty, yeah. - It does.
0:30:41 > 0:30:44It's very natural looking and it says something about you,
0:30:44 > 0:30:48and I think that that's... you know, that is great.
0:30:48 > 0:30:51Looking at someone that has obviously expanded
0:30:51 > 0:30:53and taken it to the next level,
0:30:53 > 0:30:57but still being able to stay so grounded and rooted in what they believe in
0:30:57 > 0:31:00made me realise that you can progress and you can make money
0:31:00 > 0:31:04and you can look a little bit higher, reach a little bit higher, but still...
0:31:04 > 0:31:08hold these values and still stand by your values
0:31:08 > 0:31:10and still be based on what you believe in.
0:31:10 > 0:31:13So, yeah, it was a real eye-opener for me.
0:31:15 > 0:31:19With Sally now seeing the value in adding value,
0:31:19 > 0:31:22she's getting stuck into some mass production with her mother.
0:31:22 > 0:31:26And we need to collect together tea, coffee...
0:31:26 > 0:31:30By creating hampers, they can expect to make 25% more money
0:31:30 > 0:31:34than they would if they sold the products separately.
0:31:34 > 0:31:37- You all right, Sal?- Mm-hm.
0:31:37 > 0:31:40Don't forget to put loads of that stuff in. That's what they said.
0:31:40 > 0:31:43Make sure you've got plenty of stuffing in.
0:31:43 > 0:31:44- Would that be better?- Yes.
0:31:44 > 0:31:48No, not like that. Stop. Right, who won the hamper competition?
0:31:48 > 0:31:53The hampers are unique to the mill, as they showcase their own flour.
0:31:53 > 0:31:55But by grouping this with other products,
0:31:55 > 0:32:00Sally is really tapping into the home baking market that's currently never been bigger.
0:32:00 > 0:32:02- That's it. - It's what I do on mill tours.
0:32:02 > 0:32:04Dad's glamorous assistant!
0:32:07 > 0:32:08This is the beginning
0:32:08 > 0:32:12of what is going to soon be a huge warehouse-style factory, making hampers.
0:32:12 > 0:32:14- Mm!- This is the miniature version.
0:32:14 > 0:32:18Looks great. I mean, fantastic.
0:32:18 > 0:32:21- This is your, obviously, alcoholic version.- Mm-hm.
0:32:21 > 0:32:23Which looks very nice.
0:32:24 > 0:32:27As well as selling in their own shop,
0:32:27 > 0:32:32these hampers could be sold in bulk to big food outlets all over the county,
0:32:32 > 0:32:36making the mill much less reliant on passing trade.
0:32:36 > 0:32:38I want us to take some of these hampers
0:32:38 > 0:32:41to find out if anyone would stock them in future.
0:32:41 > 0:32:43Also, once we've got the costings
0:32:43 > 0:32:47and we work out what kind of margins we're making on them,
0:32:47 > 0:32:52if someone does say they want wholesale, you give them a discount.
0:32:56 > 0:32:59I've managed to line up two meetings with Norfolk retailers
0:32:59 > 0:33:04that specialise in high quality local produce, perfect for the mill.
0:33:04 > 0:33:07Now the family have to convince them to buy.
0:33:07 > 0:33:11I've never seen Lindsey, Sally and Duncan having to sell their product
0:33:11 > 0:33:13and it's quite important that I see them in the field.
0:33:13 > 0:33:16Hopefully I'll see them very confident.
0:33:16 > 0:33:19I know they have full faith in their products.
0:33:19 > 0:33:22Fingers crossed they've heeded my advice
0:33:22 > 0:33:24and thought seriously about their pricing.
0:33:24 > 0:33:29- We did two sorts, OK? We did this one in a basket and this one in a crate.- Right.
0:33:29 > 0:33:34- What would this retail to me at? - This one at the moment...
0:33:34 > 0:33:37- Wholesale.- Wholesale. - We haven't got wholesale prices yet.
0:33:37 > 0:33:40I would just need to know what it was going to cost us
0:33:40 > 0:33:43to work out what I could reasonably retail it at,
0:33:43 > 0:33:46or perhaps you might think about doing a sale or return.
0:33:46 > 0:33:50Lovely family, obviously trying really hard to push their product.
0:33:50 > 0:33:53They probably need to be a little bit more prepared
0:33:53 > 0:33:57when they come into a selling situation like...like just now.
0:33:57 > 0:34:01They didn't know the price they were going to sell the hamper at,
0:34:01 > 0:34:05which is obviously important to me because I need to know how I'm...
0:34:05 > 0:34:07how much I'm going to sell it for.
0:34:07 > 0:34:11The lack of prices means they can't close what might have been a deal.
0:34:11 > 0:34:17The last thing I said before we left the mill to Sally, and to Lindsey,
0:34:17 > 0:34:19was to make sure that they had the costings,
0:34:19 > 0:34:21to at least have the raw good cost
0:34:21 > 0:34:24and then we could work out, as it were, a retail price
0:34:24 > 0:34:27and a wholesale price - we knew we were going to be asked this.
0:34:27 > 0:34:31They came very unprepared in this regard.
0:34:31 > 0:34:33Here we go.
0:34:33 > 0:34:36With one pitch left, they need to get their figures straight
0:34:36 > 0:34:38or today will be a write-off.
0:34:38 > 0:34:41This family have got to get a grip.
0:34:41 > 0:34:44We need those numbers and we need them now.
0:34:44 > 0:34:47Hello, Dad. We need prices for those hampers now.
0:34:47 > 0:34:50The prices on those hampers now.
0:34:50 > 0:34:5216.50...
0:34:52 > 0:34:53and 23.50.
0:34:53 > 0:34:55In this next shop,
0:34:55 > 0:34:58I'd like you to go in on your own, because I think
0:34:58 > 0:35:00that it's good that you learn to introduce yourself,
0:35:00 > 0:35:03to ask for the person you should be seeing.
0:35:03 > 0:35:05Then you engage with them rather than me.
0:35:07 > 0:35:08- Luke is it?- Hello.
0:35:08 > 0:35:11Hello Luke, I'm Duncan from Denver, this is Lindsey and this is Sally.
0:35:11 > 0:35:14- Hello.- Hi there, how are you? - Nice to meet you.
0:35:14 > 0:35:17We've brought some of our products in today.
0:35:17 > 0:35:21- So what do we get in here? We get yeast.- You get yeast.- The flour.
0:35:21 > 0:35:24The bread making flour, the oil, the tin,
0:35:24 > 0:35:26and there will be a recipe card in there.
0:35:26 > 0:35:29Lovely. So the retail price is...?
0:35:32 > 0:35:34These will wholesale at about 21.
0:35:34 > 0:35:36OK and then retail at...?
0:35:36 > 0:35:39About 27, 28.
0:35:39 > 0:35:44So far on what you've said you're ticking a lot of boxes
0:35:44 > 0:35:49which the greengrocers' business philosophy adheres to. Well done.
0:35:49 > 0:35:53Right, seeing your range of products,
0:35:53 > 0:35:56I would say hamper on the shelf tomorrow.
0:35:56 > 0:35:59I would say your flour on the shelf tomorrow.
0:36:01 > 0:36:04This is just one store and they need to pitch to others
0:36:04 > 0:36:08but it clearly shows they have a market beyond the mill itself.
0:36:08 > 0:36:12I thought it was very important to show them they do have the skills
0:36:12 > 0:36:16to do their own sales and marketing and they just have to be brave
0:36:16 > 0:36:17and make some new contacts,
0:36:17 > 0:36:21make the effort to go on making new contacts wherever they go.
0:36:36 > 0:36:39Realising their product could look good on other people's shelves,
0:36:39 > 0:36:43Lindsey is finally making sense of her own shop.
0:36:44 > 0:36:49Yeah, we need to get all those units out of the way, I'm not sure where.
0:36:50 > 0:36:54I want that cupboard where you're standing.
0:36:54 > 0:36:57Hopefully, and I don't know whether this will work,
0:36:57 > 0:37:01there'll be a fantastic feeling of space and it will look lovely, tidy and neat.
0:37:01 > 0:37:03Just move it into the middle for now.
0:37:03 > 0:37:07You'll be moving something there to bring it there to move it back there.
0:37:07 > 0:37:09But this is the only way we can do it,
0:37:09 > 0:37:12short of taking everything out of the shop,
0:37:12 > 0:37:16standing it in the back garden and bringing it all back in again.
0:37:16 > 0:37:20And Sally and Duncan are tackling the terrible function room.
0:37:20 > 0:37:24If I scream it's because there's a spider, so don't panic.
0:37:24 > 0:37:27We'll be concentrating on baking classes.
0:37:27 > 0:37:30We're trying to make them a bit more professional.
0:37:30 > 0:37:33So we need to make the area they'll use more professional.
0:37:33 > 0:37:36Thank you. I tell you, there's all sorts of treasures up here.
0:37:38 > 0:37:42Just going to put things in here now that are relevant to baking.
0:37:42 > 0:37:45We found that in the bottom of the cupboard. A pickled albino bat.
0:37:45 > 0:37:49Looks quite cool. In a gross kind of way.
0:37:52 > 0:37:54Never enough hours in a day, is there?
0:37:54 > 0:37:56Not for all the things we've got to do.
0:37:56 > 0:38:01So I better get on. Chin up and all that!
0:38:09 > 0:38:13In just a few weeks' time I want to help the Ables
0:38:13 > 0:38:15relaunch Denver Mill as a must-see destination,
0:38:15 > 0:38:19not just for fans of flour, but for foodies far and wide.
0:38:19 > 0:38:22So I'm back to see how well they've scrubbed up.
0:38:22 > 0:38:24Ha ha!
0:38:24 > 0:38:26Ooh, very different.
0:38:26 > 0:38:29Oh, I like it.
0:38:29 > 0:38:34I love this. That looks amazing. All your produce.
0:38:34 > 0:38:38Instead of hiding behind cheap toys, the mill products
0:38:38 > 0:38:40take pride of place alongside the best of Norfolk food
0:38:40 > 0:38:46and it's exactly what I would hope a rural food shop would look like.
0:38:46 > 0:38:48I think you're adding value to your goods
0:38:48 > 0:38:53by displaying them like this. It really looks fabulous.
0:38:57 > 0:38:59Well, this does look very different.
0:38:59 > 0:39:04It looks fantastic. I'm really thrilled with this.
0:39:04 > 0:39:07- Good. - I really am. Thank you so much.
0:39:07 > 0:39:11This is definitely now somewhere I would like to do a bakery course.
0:39:11 > 0:39:14- Right.- I think it gives a very good impression
0:39:14 > 0:39:16of the professionalism here.
0:39:16 > 0:39:19I particularly like the aprons.
0:39:19 > 0:39:20They look fantastic.
0:39:20 > 0:39:22We'd always planned to do that
0:39:22 > 0:39:25but never found a space on the wall to put them.
0:39:25 > 0:39:29I was really pleased to be able to get those out.
0:39:29 > 0:39:34If this site is going to have a successful relaunch,
0:39:34 > 0:39:37the business must send out a coherent message.
0:39:37 > 0:39:39The mill needs a unified brand.
0:39:42 > 0:39:46Right, first thing I need to tackle you with.
0:39:46 > 0:39:49What on earth...
0:39:49 > 0:39:51is this?
0:39:53 > 0:39:56- A delightful selection of publicity. - Exactly.
0:39:56 > 0:39:58What does it say about your brand?
0:39:58 > 0:40:01Does anyone know?
0:40:01 > 0:40:05We're trying to send a lot of different messages
0:40:05 > 0:40:07to a lot of different people?
0:40:07 > 0:40:12- Yeah. We need to tackle marketing. - Yes.
0:40:12 > 0:40:16- But we can't tackle marketing until we've tackled branding.- No.
0:40:16 > 0:40:19You know, are you kind of little cosy?
0:40:19 > 0:40:24Are you kind of funky and, you know, bright and a bit more modern?
0:40:24 > 0:40:27You know, traditional?
0:40:27 > 0:40:30I don't really know what you want to be.
0:40:30 > 0:40:33And I think this is a central question
0:40:33 > 0:40:35you have to answer for me.
0:40:36 > 0:40:38I think they're very confused.
0:40:38 > 0:40:41There isn't one thing Denver Mill stands for and that's important.
0:40:41 > 0:40:45We've got a gift shop, a cafe, a heritage site
0:40:45 > 0:40:48and we've got the milled flour.
0:40:48 > 0:40:51All those things have to be marketed much more cohesively,
0:40:51 > 0:40:54much more powerfully, so people know what they're getting
0:40:54 > 0:40:57when they come to Denver Mill.
0:41:00 > 0:41:03- Sally, Duncan?- Yeah.- Yeah.
0:41:03 > 0:41:06Alex has asked us to find five things
0:41:06 > 0:41:08that represent Denver Windmill.
0:41:09 > 0:41:12I need the family to be on the same page
0:41:12 > 0:41:15when it comes to who and what they are.
0:41:15 > 0:41:18I'm going for what everybody comes here for.
0:41:18 > 0:41:22I'm looking for something that represents friendly, happy
0:41:22 > 0:41:25and family but I can't find anything so I'll find a mixing bowl.
0:41:25 > 0:41:28The aim of this exercise is to get the family
0:41:28 > 0:41:33to focus on the values they feel lie at the heart of this business
0:41:33 > 0:41:36because tomorrow I want them to decide on a brand image.
0:41:36 > 0:41:38I've brought the bowl cos of the baking courses.
0:41:38 > 0:41:42People come here for the bread, the flavour. That's one of mine.
0:41:42 > 0:41:44I brought a sheaf of wheat, and it's magister,
0:41:44 > 0:41:48which is our main wheat that we use, so that's kind of good.
0:41:48 > 0:41:51Spelt, as it comes off the field. Ten thousand years old.
0:41:51 > 0:41:54There's a shared passion for the plough to plate ethos
0:41:54 > 0:41:58of this business, home milled wheat turned into great bread.
0:41:58 > 0:42:03Agreeing a clear vision together will make deciding on branding a lot easier.
0:42:03 > 0:42:04Oh, we're good, aren't we?
0:42:04 > 0:42:08- Look at that, I'm quite pleased with that.- I'm very pleased with it.
0:42:08 > 0:42:11- So are we all agreed?- Yeah.- Yeah. - Yep, yep, yep.
0:42:11 > 0:42:13Cool. That'll be that, then.
0:42:17 > 0:42:19With the new day comes a new direction
0:42:19 > 0:42:22for the image of Denver Mill.
0:42:24 > 0:42:27To help the family I'm introducing them to David Revell,
0:42:27 > 0:42:30who has created brand identities for heritage sites
0:42:30 > 0:42:33like the Roman Walls at Chester.
0:42:33 > 0:42:36He's been working on a selection of logos for the mill.
0:42:37 > 0:42:42We've come up with three different looks and feels for you.
0:42:42 > 0:42:47The first one is our classic and we were thinking the National Trust,
0:42:47 > 0:42:51English Heritage, those sort of things and there's a middle ground,
0:42:51 > 0:42:56which is a little bit more contemporary, it's a bit more real,
0:42:56 > 0:42:57it's a bit more authentic.
0:42:57 > 0:43:00And then there's another look and feel,
0:43:00 > 0:43:03which is about being a bit more artisan.
0:43:03 > 0:43:07The most important thing is to identify,
0:43:07 > 0:43:11of these three points of view, what we're most comfortable with.
0:43:11 > 0:43:14I must say this is really exciting. These are like the dark arts
0:43:14 > 0:43:18that we mere mortals are not really sure of
0:43:18 > 0:43:21but it's suddenly becoming very obvious.
0:43:21 > 0:43:25I'm amazed that I find all three
0:43:25 > 0:43:29have got tremendous appeal, which I hadn't seen.
0:43:29 > 0:43:32Brought something out for me straight away.
0:43:32 > 0:43:35I think this looks too classy for us.
0:43:35 > 0:43:38I don't think we're quite... As much as I like them,
0:43:38 > 0:43:42I think we're more rough round the edges.
0:43:42 > 0:43:46This is fine dining, isn't it? We're not there.
0:43:46 > 0:43:50And I think this is a sort of image that you could use on a sack,
0:43:50 > 0:43:53- you could block print it.- You imagine it being a stamp.- You could.
0:43:53 > 0:43:55- Which I love.- Yeah. - And how it can be manifested
0:43:55 > 0:43:58is so much part of the brand, and it can be stickers.
0:43:58 > 0:44:03You can be folding your flour bags down and putting the sticker on it.
0:44:03 > 0:44:06- Yes. - They work really well in packaging.
0:44:06 > 0:44:10Good, it seems to me - I mean, not to pre-empt anybody -
0:44:10 > 0:44:16but you all seem to be more or less on the same page about that.
0:44:16 > 0:44:18I think the main thing, which is very appealing,
0:44:18 > 0:44:21is that it has so many uses.
0:44:21 > 0:44:25I mean, that shape, that format, is too easy to transfer onto.
0:44:25 > 0:44:28So, do we have a winner?
0:44:28 > 0:44:32- I think it's got to be this one. - Yeah, that one.
0:44:32 > 0:44:34Yeah.
0:44:36 > 0:44:38Duncan.
0:44:38 > 0:44:40Ready to derail the process.
0:44:40 > 0:44:43- Good choice.- Hooray.
0:44:43 > 0:44:45Honestly, I'm relieved that they came
0:44:45 > 0:44:48so quickly to a decision about a logo that they all agreed on.
0:44:48 > 0:44:52I wasn't going to let them leave the room until it was hammered out.
0:44:52 > 0:44:57What I really wanted them to be aware of was once they'd left this room the bridges are burnt,
0:44:57 > 0:45:01there is no turning back and so they had to commit to it wholeheartedly.
0:45:01 > 0:45:04And actually, I think, overall they did.
0:45:04 > 0:45:07'The family know I want to relaunch this business
0:45:07 > 0:45:10'in just a fortnight but I haven't told them how.
0:45:10 > 0:45:13'I'm ready to let them in on an idea I've been working on.'
0:45:13 > 0:45:17We do only have a very short time together now,
0:45:17 > 0:45:20so I'm going to push you once more.
0:45:20 > 0:45:23- I want you to put on a farmers' market.- OK.
0:45:23 > 0:45:27And we're going to try and put on an event that really showcases Denver Mill.
0:45:27 > 0:45:32I'll make sure that I do as much as I possibly can
0:45:32 > 0:45:36to make sure that the farmers' market goes with an absolute swing.
0:45:46 > 0:45:49'With a clear sense of their brand identity
0:45:49 > 0:45:50'the family make good and mend
0:45:50 > 0:45:54'to give the whole site a much more unified feel.'
0:45:55 > 0:45:57I think they're really, really nice.
0:45:59 > 0:46:01- I like that.- Yeah, it's nice.
0:46:01 > 0:46:02That's an eye catcher.
0:46:02 > 0:46:04Yeah, that's good, that's good.
0:46:12 > 0:46:13It goes with our characters.
0:46:13 > 0:46:18What worries me is the fact that it says 9am so we're going to all have to get up earlier now.
0:46:18 > 0:46:21Well, these are our new leaflets.
0:46:21 > 0:46:23And don't they look nice?
0:46:23 > 0:46:27I don't want to put them out in case the public take them.
0:46:27 > 0:46:28These are mine!
0:46:29 > 0:46:33We've put the prices up a little bit. Not much,
0:46:33 > 0:46:34but 10p here and there.
0:46:34 > 0:46:38It might only be a small increase but at least their prices
0:46:38 > 0:46:40are now based on fact, not fiction.
0:46:40 > 0:46:44They've gone up and we might make a little bit of profit on it now,
0:46:44 > 0:46:46which is what business is all about in my eyes.
0:46:51 > 0:46:57And I hope their business can now also be about farmers' markets.
0:46:57 > 0:47:00With over 500 regular markets in Britain,
0:47:00 > 0:47:03this food movement is raking in £65 million a year
0:47:03 > 0:47:06and I want the mill to grab a slice of this action.
0:47:08 > 0:47:12As well as charging stallholders a £20 pitch fee,
0:47:12 > 0:47:16they plan to sell their own flour, hampers and a range of speciality breads.
0:47:16 > 0:47:21It should also firmly place them as a centre for good food,
0:47:21 > 0:47:23but only if people know about it.
0:47:26 > 0:47:29So, the once very unbusiness-minded Sally and Lindsey
0:47:29 > 0:47:32are about to come over all commercial.
0:47:33 > 0:47:35There we go, this is studio two.
0:47:35 > 0:47:38- We've got a microphone set up for you both.- OK.
0:47:38 > 0:47:40Let's see if we can make this commercial.
0:47:42 > 0:47:46When you do read it, smile.
0:47:47 > 0:47:50- So do it with a smile. - With a smile, yes.
0:47:50 > 0:47:53A new winter farmers' market for the family is arriving
0:47:53 > 0:47:55at Denver Mills this December.
0:47:55 > 0:47:58It's more than just the finest in local produce.
0:47:58 > 0:48:00Children's bread making, horse and cart rides,
0:48:00 > 0:48:03with lots of fun for the whole family.
0:48:03 > 0:48:06There's even hot food with a warming glass of mulled wine too.
0:48:06 > 0:48:11- GLASSES CLINK - BOTH: Cheers. It's a real country winter treat.
0:48:12 > 0:48:15But back at the mill, all is not well.
0:48:15 > 0:48:20You can hear they've come up nicely, lovely,
0:48:20 > 0:48:24but they don't taste right, so they go in the bin and that's all there is to it, I'm afraid.
0:48:24 > 0:48:27There's a bit of a rumpus going on at the moment because...
0:48:27 > 0:48:30the bread isn't very good.
0:48:30 > 0:48:35The bread the family wanted to sell at their event isn't up to scratch.
0:48:35 > 0:48:37Some of those are quite big probably.
0:48:37 > 0:48:41There's too much yeast in that, I think. This hasn't worked fully.
0:48:41 > 0:48:44That's not good enough.
0:48:44 > 0:48:46I would not be happy buying that. I'd say yeah, well...
0:48:46 > 0:48:49I know it's important to the site,
0:48:49 > 0:48:51but once again, we've got a situation
0:48:51 > 0:48:55where the flour and the spelt or whatever we've done today,
0:48:55 > 0:48:58has taken over from what we really should be concentrating on.
0:48:58 > 0:49:01What appears to be happening is we're running off on tangents.
0:49:01 > 0:49:05Are you suggesting that spelt may be a tangent?
0:49:05 > 0:49:09What we should be concentrating on is getting this farmers' market ready
0:49:09 > 0:49:12and lots of things for sale and making money.
0:49:12 > 0:49:18I know they're tired and tense, but I don't want them to slip into their bad old ways.
0:49:18 > 0:49:23- Look, no.- I can't come with him tomorrow.- Another conversation about flour. Anyway...
0:49:23 > 0:49:25- There's a time... - No, it's not anyway, Mum.
0:49:25 > 0:49:28We're talking about getting stocks for your shop.
0:49:28 > 0:49:33- It doesn't matter what Dad... - As long as we haven't got to spend all our time on flour.
0:49:33 > 0:49:37- It's part of my job. You're not having a discussion about flour.- OK, I'm not.
0:49:37 > 0:49:39- We're having a discussion about flour.- OK, right.
0:49:39 > 0:49:42- That's fine, go.- I won't have any discussions about flour.
0:49:42 > 0:49:47You can if you like. I'm just trying to work out what we're doing then send Dad off to do it
0:49:47 > 0:49:49- so we can get on with what WE'VE got to do.- OK, right.
0:49:49 > 0:49:51Was that appropriate?
0:49:51 > 0:49:53I want to go home. I've had enough.
0:49:53 > 0:49:58Whatever happens, I need them to be ready for their relaunch.
0:49:58 > 0:49:59Frustration today
0:49:59 > 0:50:02has been about bread. The quality of the bread,
0:50:02 > 0:50:04the quality of the flour that's coming out.
0:50:04 > 0:50:09If we haven't got a good-quality product then we can't set ourselves up as a high-quality site.
0:50:10 > 0:50:12We'll get there.
0:50:20 > 0:50:23After a long night the family's big day is here
0:50:23 > 0:50:27and, I'm delighted to say, so is their bread.
0:50:33 > 0:50:34Look at this.
0:50:34 > 0:50:35It's fab,
0:50:35 > 0:50:39the first sign there's been really significant change at Denver Mills.
0:50:39 > 0:50:43It's important to show they're becoming a more professional outfit,
0:50:43 > 0:50:46that they're really thinking about their branding,
0:50:46 > 0:50:47their face to the world.
0:50:47 > 0:50:51'With food producers coming from all over the county
0:50:51 > 0:50:55'there's a lot to do to ensure today's event goes without a hitch.'
0:50:55 > 0:50:58We have to sort out where we're going to have the hampers.
0:50:58 > 0:51:01We haven't finished the hampers yet, that's what's worrying me.
0:51:03 > 0:51:07'If they can draw a crowd this could become a regular fixture,
0:51:07 > 0:51:12'where people come from far and wide to sample the very best of Norfolk's food.'
0:51:12 > 0:51:14All the names on there need to go in that marquee.
0:51:14 > 0:51:20'It's great marketing, great for their product sales and should fill their tea room regularly.'
0:51:20 > 0:51:23Right, is this yours, this one?
0:51:23 > 0:51:25There's about an hour before the official opening
0:51:25 > 0:51:28and we've got a long way to go yet before we're ready.
0:51:28 > 0:51:31- We need some flour for Wendy. - Yeah, we haven't got any.
0:51:31 > 0:51:35What none? We haven't got any flour for the baker bakes.
0:51:35 > 0:51:41It's just really ironic that of all the things we haven't got, we haven't got any flour.
0:51:41 > 0:51:44Lindsey seems to be running around trying to do everything.
0:51:44 > 0:51:47I've got to do labels for the spelt biscuits.
0:51:47 > 0:51:49See if he knows where the side of the gazebo is.
0:51:49 > 0:51:53Duncan's trying to do that.
0:51:53 > 0:51:54Lunacy, lunacy.
0:51:54 > 0:51:57Have you any idea what's going on?
0:51:58 > 0:51:59Right.
0:51:59 > 0:52:01Which way round we are now?
0:52:01 > 0:52:05Um... I'd better see what I can do.
0:52:11 > 0:52:12So £7.99 and £9.99.
0:52:12 > 0:52:14£7.99 and £9.99.
0:52:14 > 0:52:15Yeah.
0:52:15 > 0:52:18Never used a pricing gun but it can't be that hard.
0:52:22 > 0:52:24Yeah, that's rubbish.
0:52:28 > 0:52:32The family are hoping to take £1,500 today,
0:52:32 > 0:52:37which is a lot given they only made £7,000 profit last year.
0:52:37 > 0:52:40So, seeing a crowd is encouraging.
0:52:40 > 0:52:44Smoke after bonfire night. That sort of taste.
0:52:47 > 0:52:49The variety of products is a real draw for adults.
0:52:49 > 0:52:54From fudge to chillies and coffee to cider.
0:52:56 > 0:52:59Whilst the kids are entertained with baking courses...
0:52:59 > 0:53:00Little bread crumbs.
0:53:00 > 0:53:03..and pony cart rides.
0:53:03 > 0:53:05My husband is a... is a pork pie nut.
0:53:05 > 0:53:07Is he?
0:53:07 > 0:53:09Yes, so I'll have one of them.
0:53:13 > 0:53:16'The site really feels like a hub for good food,
0:53:16 > 0:53:20'but to make this a regular occurrence for the family
0:53:20 > 0:53:23'then it needs to have been profitable for their stall holders.'
0:53:23 > 0:53:25- How have you done?- Very good.
0:53:25 > 0:53:27- Yes?- I think we have sold quite a lot.
0:53:27 > 0:53:29So it's been worth coming.
0:53:29 > 0:53:31Yes. We've had a good afternoon, which is very pleasing.
0:53:31 > 0:53:33Good, I'm so pleased.
0:53:33 > 0:53:35Really nice. Nice setting here as well.
0:53:35 > 0:53:39It's quite magical, so definitely worthwhile, we'd do it again.
0:53:39 > 0:53:42- I wanted to come and support Denver and...- I'm really pleased.
0:53:42 > 0:53:45..when they're trying to do something new and exciting
0:53:45 > 0:53:48so we've all got to stick together, all us food producers.
0:53:48 > 0:53:50What they offer their customers
0:53:50 > 0:53:53is actually sensationally good.
0:53:53 > 0:53:57As long as they keep that up I think they'll succeed in the long term.
0:53:57 > 0:53:58This event is only the start,
0:53:58 > 0:54:03but the family did manage to beat their £1,500 target tonight.
0:54:03 > 0:54:07And better still, they're no longer ashamed to say they've made money.
0:54:07 > 0:54:10It is about profit, although it sounds like an awful thing.
0:54:10 > 0:54:13I don't believe that any more, I don't believe it is an awful thing to say.
0:54:13 > 0:54:17Of course it's about making profit, we won't survive if you don't make profit.
0:54:17 > 0:54:23We've come a very long way in these last two months.
0:54:23 > 0:54:25We acknowledge now that
0:54:25 > 0:54:29we probably would have given up.
0:54:29 > 0:54:32None of us want that to happen.
0:54:32 > 0:54:35You've achieved a lot, I think.
0:54:35 > 0:54:37You've understood how important it is
0:54:37 > 0:54:41to combine every aspect of the business.
0:54:41 > 0:54:44I'm very happy with how there's such consistency of branding.
0:54:44 > 0:54:47I do think that makes you look much more professional
0:54:47 > 0:54:50and I think that's what you needed.
0:54:50 > 0:54:53I think you mustn't bury your head in the sand
0:54:53 > 0:54:55about your financial parts of the business
0:54:55 > 0:54:58and if there's nothing else that I've reminded you
0:54:58 > 0:55:03it's about the fact that successful businesses are built on the bricks and mortar
0:55:03 > 0:55:07of making sure you make a profit on every item you sell.
0:55:07 > 0:55:10I mean it's, you know, it's not rocket science, is it?
0:55:10 > 0:55:12You've got, you know, you've really come a long way
0:55:12 > 0:55:17and I'm not trying to pretend that it's all going to be plain sailing from here on in, you know.
0:55:17 > 0:55:21But I do hope that I've kind of energised you and given you hope for the future.
0:55:21 > 0:55:24I'm completely powered up about it, to be...
0:55:24 > 0:55:27I know, you're very bullish, darling.
0:55:27 > 0:55:30I'm completely powered out about it. I mean, the boost that
0:55:30 > 0:55:33you've actually given me personally, speaking for myself,
0:55:33 > 0:55:36is massive.
0:55:36 > 0:55:40For whatever job you do, the people that are paying your wages,
0:55:40 > 0:55:41they're always your boss.
0:55:41 > 0:55:44But I think maybe over the last few weeks
0:55:44 > 0:55:47they're not so much as my boss as we're a unit trying to do something.
0:55:47 > 0:55:50I think we've got a much better chance now
0:55:50 > 0:55:52than we certainly had before Alex came
0:55:52 > 0:55:53and I'm looking, you know,
0:55:53 > 0:55:57I'm looking forward to putting some of the things
0:55:57 > 0:55:59into practice that she's taught us.
0:56:01 > 0:56:03We have got a very positive future.
0:56:03 > 0:56:06We've got a lot of hard work to do
0:56:06 > 0:56:08and this is never going to be easy,
0:56:08 > 0:56:10it's always going to be hard work on a job like this.
0:56:10 > 0:56:13But whilst we find it rewarding and satisfying
0:56:13 > 0:56:16and whilst the public want to come here,
0:56:16 > 0:56:19they want to buy and eat our products,
0:56:19 > 0:56:22I can't think of a much better life, really.
0:56:35 > 0:56:40Six weeks' later and the family's optimism about the future of the mill continues to grow.
0:56:50 > 0:56:55If this can produce enough to pay the people who work here
0:56:55 > 0:56:58enough to live and enjoy doing it, what more can you ask for?
0:56:58 > 0:57:00It was the feeling we weren't alone any more.
0:57:00 > 0:57:04The feeling there was Alex who was interested in our business, giving us support.
0:57:04 > 0:57:07That has been tremendously useful, having that support.
0:57:07 > 0:57:10I think that taking me out of the windmill
0:57:10 > 0:57:12and putting me back behind my desk
0:57:12 > 0:57:16means that I've started to use some of my development skills,
0:57:16 > 0:57:19and I don't think I'll forget that now.
0:57:19 > 0:57:21And that's started to make a difference.
0:57:21 > 0:57:24There are more farmers' markets scheduled
0:57:24 > 0:57:27and a new website to sell hampers nationwide.
0:57:27 > 0:57:29With regards to my place in the family
0:57:29 > 0:57:30and the actual family business
0:57:30 > 0:57:32I have definitely got more of a voice
0:57:32 > 0:57:35and they listen to me a bit more and they ask my opinions.
0:57:35 > 0:57:37I think we've all really benefitted.
0:57:37 > 0:57:44I think Duncan's felt now that he's in a better position to step in and have his voice heard.
0:57:44 > 0:57:48We'll, they've got to since I asked Sally to marry me and she said yes!
0:57:50 > 0:57:53How pleased we are that Alex turned up
0:57:53 > 0:57:57can best be summarised by a simple fact
0:57:57 > 0:58:00that I think if she hadn't we wouldn't still be here.
0:58:00 > 0:58:01I think it's that simple.
0:58:01 > 0:58:06I still believe that Denver Mills should still be here at the end of this century,
0:58:06 > 0:58:09which is what this whole idea was always about.
0:58:19 > 0:58:23# To my friends in New York, I say hello
0:58:23 > 0:58:25# My friends in LA, they don't know
0:58:25 > 0:58:27# Where I've been for the past few years or so
0:58:27 > 0:58:30# Paris to China to Col-or-ado
0:58:30 > 0:58:33# Sometimes there's airplanes I can't jump out
0:58:33 > 0:58:36# Sometimes it's bullshit that don't work now
0:58:36 > 0:58:40# We are god of stories but please tell me-e-e-e... #