0:00:03 > 0:00:06Small firms form the backbone of Britain.
0:00:06 > 0:00:09They turn over annually ?1,600 billion.
0:00:09 > 0:00:11If they fail...
0:00:11 > 0:00:13I can't do it any more.
0:00:13 > 0:00:14..Britain would be on its knees.
0:00:14 > 0:00:16Death is my exit plan.
0:00:16 > 0:00:18But these firms face big challenges.
0:00:18 > 0:00:20It's not easy.
0:00:20 > 0:00:21He's physically in pieces
0:00:21 > 0:00:23and I don't know how long that could go on.
0:00:23 > 0:00:27Almost a third of all small firms go bust within three years.
0:00:27 > 0:00:31If I fail, not only will the business go, the house will go.
0:00:32 > 0:00:35'I'm Alex Polizzi, a small business owner myself,
0:00:35 > 0:00:39'and I'm spending this year trying to find fixes for the critical
0:00:39 > 0:00:41'issues that kill so many companies.'
0:00:41 > 0:00:44He's not allowed to spend one more penny.
0:00:46 > 0:00:47'Home truths...'
0:00:47 > 0:00:49I hate your shop window.
0:00:49 > 0:00:50You should not be in business.
0:00:50 > 0:00:52'..and tough times lie ahead.'
0:00:52 > 0:00:56All I have heard about is you bitching and moaning.
0:00:56 > 0:00:58You're ripping my BLEEP heart out!
0:00:58 > 0:01:00'If small businesses succeed...'
0:01:00 > 0:01:04It's not just my business you've given me back, it's my confidence.
0:01:04 > 0:01:05'..then Britain can boom.
0:01:09 > 0:01:12'This time, trading with the big boys.'
0:01:12 > 0:01:14We've had losses of between 10 and 20 grand a month.
0:01:14 > 0:01:17'Is it possible for small businesses...'
0:01:17 > 0:01:20Come on. A bit of enthusiasm here, you two!
0:01:20 > 0:01:23'..to survive on the supermarket shelf?'
0:01:23 > 0:01:25You should be thinking on your feet.
0:01:25 > 0:01:27Oh, come on. We don't have long to prepare...
0:01:27 > 0:01:28Come on!
0:01:28 > 0:01:30If it goes down, we all go down.
0:01:38 > 0:01:40Today eight out of ten of our grocery purchases
0:01:40 > 0:01:43are made through our supermarkets.
0:01:43 > 0:01:45That means their shelves are the place to be
0:01:45 > 0:01:48for many of Britain's aspiring food producers.
0:01:53 > 0:01:56And I'm on my way to see one today.
0:01:56 > 0:01:59I love any business that produces food.
0:01:59 > 0:02:02I'm a food producer myself with the bakery.
0:02:02 > 0:02:05But this is a highly competitive market.
0:02:07 > 0:02:08COCK CROWS
0:02:10 > 0:02:14'One such small business trying to compete is Yorkshire based Heck,
0:02:14 > 0:02:16'purveyors of quality sausages.
0:02:17 > 0:02:21'Owners Debbie and Andrew Keeble have a passion for crafting artisan bangers...'
0:02:21 > 0:02:22I've got the pepper.
0:02:22 > 0:02:24Two grams of grated nutmeg.
0:02:24 > 0:02:27'..an obsession that has taken over their lives and home.'
0:02:27 > 0:02:29We used to butcher pigs on here.
0:02:29 > 0:02:34There's a meat cleaver mark there, and there, where I missed.
0:02:34 > 0:02:36Aiming for me!
0:02:38 > 0:02:42We started our first business with a ?15,000 loan,
0:02:42 > 0:02:44which we'd taken out to buy a car.
0:02:44 > 0:02:47But we decided there's no point having a car
0:02:47 > 0:02:49if we can't afford to go anywhere.
0:02:49 > 0:02:51So we bought a sausage machine with it instead.
0:02:51 > 0:02:54Launched in 1999, Debbie and Andrew's sausages
0:02:54 > 0:02:56quickly became a bestselling brand,
0:02:56 > 0:03:00bagging them an annual turnover of over ?5 million.
0:03:02 > 0:03:04But when a merger took an unexpected turn,
0:03:04 > 0:03:07they ended up losing the business.
0:03:07 > 0:03:10It really was Debbie's baby, that brand.
0:03:10 > 0:03:13So it was a terrible wrench for Debbie.
0:03:13 > 0:03:16They'd devoted 12 years to a product they believed in.
0:03:16 > 0:03:19But now it was back to square one.
0:03:20 > 0:03:22We had to start again.
0:03:22 > 0:03:25And that is how Heck came about.
0:03:25 > 0:03:27It was one of those moments where you say,
0:03:27 > 0:03:30"What the heck, come on. We have to start again."
0:03:30 > 0:03:32And that's why we called it Heck.
0:03:36 > 0:03:38They've just taken the biggest gamble of their lives,
0:03:38 > 0:03:42investing everything they had in a brand new sausage business.
0:03:43 > 0:03:45And it's no small chipolata,
0:03:45 > 0:03:49employing 11 staff and churning out 250,000 bangers a week.
0:03:49 > 0:03:51Is that working? Fingers crossed, yeah.
0:03:51 > 0:03:55Fingers crossed. Don't you love the Russians? Fingers crossed, you know.
0:03:55 > 0:03:56Their dream is simple...
0:03:56 > 0:03:58Set it going. Set it going.
0:03:58 > 0:04:01..to get into bed with the big five supermarkets.
0:04:01 > 0:04:03And in just a few short months,
0:04:03 > 0:04:07this small player has already achieved a place on Tesco's shelves.
0:04:07 > 0:04:09Yeah, I love sausages. I love making sausages.
0:04:11 > 0:04:14This time they've roped in the kids.
0:04:14 > 0:04:17With little experience, they've all been handed senior titles.
0:04:19 > 0:04:22It is really good working with your parents. It's easy.
0:04:23 > 0:04:27I suppose people looking at us might think that we are well heeled.
0:04:27 > 0:04:29We do live in a very nice house, but it's not ours. We rent it.
0:04:29 > 0:04:32The farm is on rented land. The factory is rented.
0:04:33 > 0:04:36All of our assets are betrothed to the business.
0:04:39 > 0:04:42Second time around, they cannot afford to fail again.
0:04:43 > 0:04:45There's an awful lot of pressure on us
0:04:45 > 0:04:48because, you know, it's their future. It's not just ours.
0:04:48 > 0:04:50If it goes down, we all go down.
0:04:50 > 0:04:53Although they're in more than one supermarket,
0:04:53 > 0:04:55current sales are nowhere near enough.
0:04:57 > 0:04:59We'll do probably ?2.5 million this year,
0:04:59 > 0:05:03so we're hitting our numbers. But the profitability isn't there.
0:05:03 > 0:05:06We've had losses of between 10 and 20 grand a month.
0:05:07 > 0:05:11We've got a ?250,000 loan for sausage equipment.
0:05:11 > 0:05:14We're currently in overdraft of ?50,000.
0:05:14 > 0:05:18We've invested probably ?600,000 or ?700,000
0:05:18 > 0:05:22in building the brand, and working capital in...
0:05:22 > 0:05:24I don't know where it goes.
0:05:26 > 0:05:27And the pressure is on.
0:05:27 > 0:05:31Their place on the Tesco shelves, which accounts for 85% of sales,
0:05:31 > 0:05:34is up for review in just three months' time.
0:05:34 > 0:05:37We do have to start making some money pretty damn quick,
0:05:37 > 0:05:40and we've also got to get some more customers,
0:05:40 > 0:05:42because at the moment all our eggs are in one basket.
0:05:42 > 0:05:45And that's not a great position to be in really.
0:05:45 > 0:05:50Stress is not my best friend but he's always with me.
0:05:53 > 0:05:56The potential for this small business is huge
0:05:56 > 0:05:59but right now they're haemorrhaging cash.
0:05:59 > 0:06:01I've just 14 weeks to help turn a profit
0:06:01 > 0:06:05and steer the dreams of a family legacy back on course.
0:06:05 > 0:06:09I've never been told what to do. I hate that.
0:06:09 > 0:06:12But if she... I'm, you know... We need help.
0:06:16 > 0:06:18I can't wait to get to Heck.
0:06:18 > 0:06:21It's a small company playing in a very competitive market
0:06:21 > 0:06:25and I'm looking forward to seeing how they fit in with the big boys.
0:06:31 > 0:06:33'I want to get to the meat of the business
0:06:33 > 0:06:35'at Heck's bespoke new sausage factory.'
0:06:35 > 0:06:37Hello, good morning. How are you? You well?
0:06:37 > 0:06:40Very well, thank you. It's very nice to be here.
0:06:40 > 0:06:43It's great to have you, welcome. Thank you for inviting me.
0:06:43 > 0:06:44Who are your customers?
0:06:44 > 0:06:46Our customers are Tesco's, which is fantastic
0:06:46 > 0:06:49and they've backed us for the first year, which is great.
0:06:49 > 0:06:53It's interesting cos we've taken completely different strategies
0:06:53 > 0:06:54in our businesses.
0:06:54 > 0:06:56We've been approached many times by supermarkets,
0:06:56 > 0:06:59but we've made a conscious decision not to get involved with them,
0:06:59 > 0:07:03just because we know how difficult it is to manage that relationship.
0:07:03 > 0:07:04Yeah.
0:07:04 > 0:07:08'The top five supermarkets account for 70% of all sausage sales,
0:07:08 > 0:07:12'giving them immense power over their suppliers.
0:07:12 > 0:07:16'So Andrew's heavy reliance on them is a very risky strategy.'
0:07:16 > 0:07:18So this is your best-selling product.
0:07:18 > 0:07:21It is, yes, the Heck 97. It's 97% shoulder pork.
0:07:21 > 0:07:24This makes you the least money of all your products, doesn't it?
0:07:24 > 0:07:28It's the highest meat content, yeah. Yeah, lowest margin.
0:07:28 > 0:07:31It's the lowest margin but it's a great driver.
0:07:31 > 0:07:33No, I understand that, darling,
0:07:33 > 0:07:36but we have to talk the business side of things because actually,
0:07:36 > 0:07:38you know, it's lovely to have a product to be so proud of,
0:07:38 > 0:07:41but the margins are much lower.
0:07:41 > 0:07:43'The product he's selling the most of is his 97%,
0:07:43 > 0:07:45'and that's the product that has the lowest margin.'
0:07:45 > 0:07:48And one of the main problems his business is facing
0:07:48 > 0:07:50is that it's not making any money.
0:07:50 > 0:07:53Well, you know, it doesn't take a great genius to correlate
0:07:53 > 0:07:55those two sides of the argument.
0:07:55 > 0:07:56Do you like leading on or what?
0:07:56 > 0:07:59No, I'll follow you. I don't know where I'm going!
0:08:01 > 0:08:04OK, should we go and have a little look and see where it all begins?
0:08:06 > 0:08:09They're all hand packed, then? Everything's hand packed, yeah.
0:08:09 > 0:08:12At the end of the day, on the shelf, they've got to look good.
0:08:12 > 0:08:16'The humble sausage is no longer seen as a budget option.
0:08:16 > 0:08:19'The industry is worth over ?700 million
0:08:19 > 0:08:23'with premium brands accounting for over 30% of all sausage sales.
0:08:23 > 0:08:26'But producing such quality comes at a cost.'
0:08:26 > 0:08:29And we're very proud of our bowl chopper. It's a Seydelmann,
0:08:29 > 0:08:31which if you're going to buy any machine in the world,
0:08:31 > 0:08:35that's the one everybody wants to have. I'll keep that in mind.
0:08:35 > 0:08:37It's a ?70,000 piece of equipment.
0:08:37 > 0:08:40Just to keep it going ready all the time I think, maybe.
0:08:40 > 0:08:41Is that all right?
0:08:41 > 0:08:44Yeah, of course! Don't want people standing idle.
0:08:44 > 0:08:45We don't want that.
0:08:45 > 0:08:48So come through to the link cutter here, another nice
0:08:48 > 0:08:51new bit of equipment. Very nice. Another expensive bit of equipment?
0:08:51 > 0:08:53It is a nice bit of equipment, yeah.
0:08:53 > 0:08:57'Andrew has borrowed big time to buy top-of-the-range Germany machinery.
0:08:57 > 0:09:00'but with their biggest seller delivering little return,
0:09:00 > 0:09:03'is this family putting passion for their sausages over profit?'
0:09:05 > 0:09:08Hello, I'm Alex. Hi. Nice to meet you.
0:09:08 > 0:09:09If Alex goes to see Debbie,
0:09:09 > 0:09:12she'll definitely get an insight into the finances.
0:09:12 > 0:09:14You know, Debbie's no slouch on figures.
0:09:14 > 0:09:18So she's... She's a forensic accountant, is Debbie.
0:09:18 > 0:09:20This is where we get to talk turkey.
0:09:20 > 0:09:23Apparently you are the business brains.
0:09:23 > 0:09:25Do you think you're good at it?
0:09:25 > 0:09:27I'm the best in the family.
0:09:27 > 0:09:29That's skirting the issue, dear.
0:09:29 > 0:09:33So if you look on your profit and loss sheet,
0:09:33 > 0:09:36what are the things of most concern to you?
0:09:36 > 0:09:37It's sales.
0:09:37 > 0:09:41We're just in one supermarket chain on a national basis,
0:09:41 > 0:09:42and we need more to...
0:09:42 > 0:09:46And I believe that contract is up for discussion,
0:09:46 > 0:09:47isn't it, fairly soon? It is, yes.
0:09:47 > 0:09:50Obviously that's a nerve-racking moment.
0:09:50 > 0:09:52I'm assuming you have a good feeling about the fact
0:09:52 > 0:09:55that they're going to renew. But if they don't, what will you do?
0:09:55 > 0:09:58If we don't raise the awareness, and increase the rate of sale,
0:09:58 > 0:10:02then we probably won't be here next year.
0:10:13 > 0:10:16So let's say you've got another year,
0:10:16 > 0:10:18what would you have liked to achieve in that year?
0:10:18 > 0:10:20What do you think, where do you think you could be?
0:10:20 > 0:10:21Where would you like to be?
0:10:21 > 0:10:25Well, personally, I'd like to be the number one premium brand.
0:10:27 > 0:10:29And I think it's achievable. OK.
0:10:29 > 0:10:32Yeah, I think it's doable.
0:10:32 > 0:10:33Jamie?
0:10:33 > 0:10:37National, every supermarket in the country, it's definitely achievable.
0:10:37 > 0:10:39Ellie?
0:10:39 > 0:10:42Just to be well known for having a good quality sausage
0:10:42 > 0:10:45that every family likes to have, and just...
0:10:45 > 0:10:46It's very interesting,
0:10:46 > 0:10:49cos what none of you said was making this company profitable.
0:10:52 > 0:10:54It's all about reputation.
0:10:54 > 0:10:58It's all nice, fluffy, great ethos,
0:10:58 > 0:11:01wonderful belief in your product, pride.
0:11:01 > 0:11:03But, you know, businesses are successful
0:11:03 > 0:11:07because they sort out the bottom line.
0:11:07 > 0:11:09We're in a very tough financial environment
0:11:09 > 0:11:11and no-one's going to put out a helping hand, are they?
0:11:11 > 0:11:14No. So you have to help yourselves.
0:11:14 > 0:11:18We want to make money, we want to put all that debt behind us
0:11:18 > 0:11:22and ensure we stay a family business in the future.
0:11:22 > 0:11:25I mean, the big headlines are that you have one customer,
0:11:25 > 0:11:29and if they disappear tomorrow you'd be in deep BLEEP.
0:11:30 > 0:11:35But it's worth remembering that Britain is a nation of small
0:11:35 > 0:11:40and medium enterprises, and although the supermarkets
0:11:40 > 0:11:45have 80% of the food trade, there is a lot of food suppliers
0:11:45 > 0:11:47who are doing exactly what you do, and doing it successfully.
0:11:47 > 0:11:49So there's no reason you shouldn't be one of them.
0:11:49 > 0:11:51Absolutely Yeah?
0:11:54 > 0:11:58'Now I've met the family and I can clearly see what they're up against.
0:11:58 > 0:12:00'Poor sales with dismal profits
0:12:00 > 0:12:02'and all their money tied up in the business.
0:12:02 > 0:12:05'And, to top it all, their biggest customer Tesco could pull the plug
0:12:05 > 0:12:08'on their contract in just 12 weeks' time.'
0:12:11 > 0:12:13I have a lot to think about tonight.
0:12:18 > 0:12:22'I need to begin this process by seeing exactly how the customer
0:12:22 > 0:12:25'perceives Heck on the supermarket shelf.
0:12:25 > 0:12:28'The supermarket has the potential to turn a small business
0:12:28 > 0:12:31'into a multimillion pound heavyweight.
0:12:31 > 0:12:35'But with over 400 sausage varieties all fighting for your attention,
0:12:35 > 0:12:37'it's crucial that your brand stands out.'
0:12:37 > 0:12:39Good morning. How are you?
0:12:39 > 0:12:40I'm well, you? Good, hi.
0:12:40 > 0:12:42'So I've brought the family to York,
0:12:42 > 0:12:47'to one of around 500 Tesco stores currently stocking Heck sausages.'
0:12:47 > 0:12:50My aim is to understand how their sausage packaging
0:12:50 > 0:12:54and their product sits on the shelves alongside other products,
0:12:54 > 0:12:57why people buy them, and why they may choose not to,
0:12:57 > 0:12:59how effective their packaging is,
0:12:59 > 0:13:02and what they need to do to market themselves better.
0:13:02 > 0:13:06'To see how they compare to the competition, I've arranged to meet
0:13:06 > 0:13:11'Amanda Peberdy, supermarket retail guru and brand advisor.'
0:13:11 > 0:13:15First of all I'm interested in position on the shelf,
0:13:15 > 0:13:19and what it says about their brand, and what immediate competition is.
0:13:19 > 0:13:23The fixture's laid out in very much a good, better, best.
0:13:23 > 0:13:26So the more value products are at one side, these would be
0:13:26 > 0:13:29classed as medium products going into the sort of more premium end.
0:13:29 > 0:13:33Typically, products near the bottom are quite high volume.
0:13:33 > 0:13:36The lowest-selling lines tend to be at the top.
0:13:36 > 0:13:39And actually top left is sort of the coldest spot on the fixture.
0:13:39 > 0:13:43So here you do have a really, really good shelf position.
0:13:43 > 0:13:45They're really supporting your sales
0:13:45 > 0:13:49by putting you in a position that is the best on the fixture.
0:13:49 > 0:13:52'But cheaper, own-label brands account for almost half
0:13:52 > 0:13:56'of all grocery sales. And it's a figure on the up!
0:13:56 > 0:14:00'So how does a small food brand stand out from the crowd?'
0:14:00 > 0:14:04What do you think the Heck message says as you see it
0:14:04 > 0:14:05there on the shelves?
0:14:07 > 0:14:09In all honesty,
0:14:09 > 0:14:13I don't think it's very easy to understand to the consumer.
0:14:13 > 0:14:16I think there's some key messages that are missing off the pack
0:14:16 > 0:14:20in terms of what is your unique selling point, what is it that
0:14:20 > 0:14:23you do differently, what makes your product more special than theirs.
0:14:23 > 0:14:24Yeah.
0:14:24 > 0:14:26You're a small business,
0:14:26 > 0:14:29making it within the family with care, within your own homes.
0:14:29 > 0:14:31We're independent, absolutely.
0:14:31 > 0:14:34Actually the key things that other big brands almost have
0:14:34 > 0:14:38to sort of create, and you have it naturally.
0:14:38 > 0:14:41So that gives you strength because you have a difference to
0:14:41 > 0:14:44a Tesco Finest product, and I don't think the brand at the moment
0:14:44 > 0:14:46is probably shouting that strong enough.
0:14:47 > 0:14:50What do you think are the most important messages that
0:14:50 > 0:14:51should jump out?
0:14:51 > 0:14:54Customers at the moment really like provenance.
0:14:54 > 0:14:57People are really, really interested in terms of where their foods
0:14:57 > 0:15:01come from, how it's been made, where the ingredients are from.
0:15:01 > 0:15:04Through all these scandals, these food scandals that we keep having,
0:15:04 > 0:15:07that traceability is so key, isn't it?
0:15:07 > 0:15:10What we were trying to do is to say, well...
0:15:10 > 0:15:12it all goes without saying.
0:15:12 > 0:15:15If they want to know more they can find out about it, but the quality
0:15:15 > 0:15:20of the pack should portray that everything goes without saying.
0:15:20 > 0:15:22'Nothing goes without saying!
0:15:22 > 0:15:25'Although the Keebles know their product inside out,
0:15:25 > 0:15:27'they can't assume the customer will.'
0:15:27 > 0:15:28But apart from the Union Jack,
0:15:28 > 0:15:31it's not very clearly saying British pork.
0:15:31 > 0:15:35There's nothing wrong with actually saying you're a Yorkshire business.
0:15:35 > 0:15:38Yorkshire Tea has travelled across the world.
0:15:38 > 0:15:41They've bought quite a lot of the packaging, to keep the costs down,
0:15:41 > 0:15:45and so I can't suggest to them that they do anything dramatic,
0:15:45 > 0:15:50but I'm wondering if the kind of sticker option or something,
0:15:50 > 0:15:52we could do something like that with provenance.
0:15:52 > 0:15:54Cos it's very, immediately visible again.
0:15:54 > 0:15:56Yeah, it's quick as well.
0:15:56 > 0:15:59I think the challenge is that customers spend such a short amount
0:15:59 > 0:16:02of time, people want to get in and out as quickly as possible,
0:16:02 > 0:16:05and there's typically 36,000 products for them to look at.
0:16:05 > 0:16:09So, therefore, a strong website and social media becomes more important.
0:16:09 > 0:16:12Kids, you're very quiet. Come on, what do you think?
0:16:12 > 0:16:14What do you think of all these ideas?
0:16:14 > 0:16:18I like everything you're saying, it's making complete sense to me.
0:16:18 > 0:16:22I honestly believe that the internet and publicity are part of this,
0:16:22 > 0:16:25cos what you want to be doing is driving people to your website.
0:16:25 > 0:16:29Suggesting different ways to... maybe you have new recipes up.
0:16:29 > 0:16:31But how much do people look at recipes online?
0:16:31 > 0:16:34Oh, my God, darling! The world is...
0:16:34 > 0:16:38No-one buys a cookery book any more, it's all blogs and, you know...
0:16:38 > 0:16:41If you want to appeal to the younger person, you've got to get with it.
0:16:44 > 0:16:47Yeah. I'll have you in a pair of skinny jeans in no time!
0:16:48 > 0:16:50You bloody won't!
0:16:50 > 0:16:55'Andrews's reluctance to "get with it" is not their only worry.
0:16:55 > 0:16:57'Having sunk thousands of pounds into design and packaging,
0:16:57 > 0:17:01'Amanda's comments are hitting hard.'
0:17:01 > 0:17:06I think if I had to take one thought back from today, it's the message.
0:17:06 > 0:17:08Our own message, our brand message, really.
0:17:08 > 0:17:10It's not standing out enough.
0:17:10 > 0:17:12I thought people would look at the pack and say,
0:17:12 > 0:17:14"Heck, that sounds interesting,"
0:17:14 > 0:17:19turn it over, read about it and then understand why Heck, but, erm...
0:17:21 > 0:17:23But this hasn't done that.
0:17:23 > 0:17:26So it's been a bit of a failure on that front.
0:17:26 > 0:17:27Hasn't it?
0:17:27 > 0:17:30We're in against some real big competitors with deep pockets.
0:17:32 > 0:17:33So, yeah, it's not easy.
0:17:40 > 0:17:44Amanda identified a few weaknesses in your branding.
0:17:44 > 0:17:47Now we all know that we are not going to chuck out the old
0:17:47 > 0:17:50packaging, but I'd like you to look at samples of stickers that
0:17:50 > 0:17:54you might put on, how you might improve the information
0:17:54 > 0:17:57about the provenance as she said.
0:17:57 > 0:18:00You are the very opposite to a corporate, faceless entity,
0:18:00 > 0:18:04and we've got to make sure at every stage that point is hammered home.
0:18:04 > 0:18:07And I think you're not doing it well enough at the moment, and so
0:18:07 > 0:18:09these are just the first small steps,
0:18:09 > 0:18:11but I'm very keen to take them.
0:18:16 > 0:18:19'The supermarkets have huge buying power over their suppliers,
0:18:19 > 0:18:22'enabling them to dictate the price they pay.
0:18:22 > 0:18:27'In 2012, hundreds of farmers blockaded milk plants across the UK,
0:18:27 > 0:18:30'arguing that they are paid less than the cost of production
0:18:30 > 0:18:31'for their milk.
0:18:33 > 0:18:36'Heck's current best seller accounts for more than three quarters
0:18:36 > 0:18:41'of sales, but it only returns a tiny 3% profit.
0:18:41 > 0:18:44'Because they can't increase their sale price to the supermarkets,
0:18:44 > 0:18:47'their only option is to lower production costs
0:18:47 > 0:18:48'to increase margins.
0:18:48 > 0:18:53'And I've found out their seasoning amounts to ?200,000 a year.'
0:18:53 > 0:18:56I want them to see if they can produce a similar or identical
0:18:56 > 0:18:59seasoning to the one they're currently buying in
0:18:59 > 0:19:02at enormous expense, to see if they can cut down their costs.
0:19:02 > 0:19:05What other ingredients are we looking for, for the Heck 97, then?
0:19:05 > 0:19:07So we believe... Ginger.
0:19:07 > 0:19:08Salt and Pepper. And nutmeg. Ginger. Nutmeg.
0:19:08 > 0:19:11And then if we can cut it in half, and put a little bit of cream
0:19:11 > 0:19:12with one of them.
0:19:12 > 0:19:15Ooh, my word! BLEEP! I was going to take a bit out.
0:19:15 > 0:19:18Don't put it back in there cos...please.
0:19:18 > 0:19:21This is how most product development starts in our house.
0:19:21 > 0:19:23On the kitchen table...
0:19:23 > 0:19:26where tempers fray quite a lot
0:19:26 > 0:19:30cos we've all got different opinions on it, and usually I think I'm right.
0:19:30 > 0:19:33I'm saying nothing.
0:19:33 > 0:19:34Is he always right, Ellie?
0:19:34 > 0:19:37No. I am!
0:19:37 > 0:19:39No, you're not. What?
0:19:39 > 0:19:41BLEEP!
0:19:41 > 0:19:44The world according to Andrew Keeble.
0:19:44 > 0:19:45Yeah, and I'm not wrong.
0:19:45 > 0:19:47So, salt.
0:19:47 > 0:19:51'Each of their sausages contains 1p worth of seasoning.
0:19:51 > 0:19:53'So by just saving an ounce here,
0:19:53 > 0:19:56'or substituting an ingredient there, they could save thousands.'
0:19:56 > 0:20:00What we currently have is a pre-weighed pre-mix.
0:20:00 > 0:20:03Everything's in here - preservatives, salt, pepper.
0:20:03 > 0:20:06It makes it very easy for us.
0:20:06 > 0:20:08'But it's convenience at a cost.'
0:20:08 > 0:20:11That bag right there is 6.65 a kilo.
0:20:11 > 0:20:14Salt is 12p a kilo.
0:20:14 > 0:20:17Four hours and two new mixes later,
0:20:17 > 0:20:20they think they've made something as good as the original.
0:20:20 > 0:20:23I think it's nice. Really, really nice.
0:20:23 > 0:20:26Most importantly, is there a potential saving?
0:20:28 > 0:20:318.7% percent is ginger.
0:20:31 > 0:20:35This would be ?1.03 a kilo.
0:20:35 > 0:20:39Compared to 6.60. 6.65.
0:20:40 > 0:20:44When I looked at the overall annualised saving of it,
0:20:44 > 0:20:46it was like a train hitting me, really.
0:20:46 > 0:20:48We're going to save ?170,000 a year.
0:20:50 > 0:20:52It's absolutely incredible.
0:20:52 > 0:20:56It's the profit that we're lacking in the business at the moment.
0:20:58 > 0:21:01'It's a good start, but will the supermarket buyers think
0:21:01 > 0:21:03'it's good enough for their shelves?
0:21:06 > 0:21:09'To put it to the test I've arranged privileged access to one of
0:21:09 > 0:21:12'the country's hi-tech food development kitchens -
0:21:12 > 0:21:14'Morrison's HQ in Bradford,
0:21:14 > 0:21:18'where their experts will scrutinise the seasoning for us.'
0:21:18 > 0:21:20There's about 2,000 people who work here,
0:21:20 > 0:21:22and in their product development kitchen,
0:21:22 > 0:21:25they test 6,000 independent products
0:21:25 > 0:21:29and between 7,000 and 10,000 Morrison own-label products.
0:21:29 > 0:21:30So they're busy.
0:21:31 > 0:21:35'Morrisons is the second biggest fresh food manufacturer in the UK.
0:21:35 > 0:21:39'Every single item of food bought by their 11 million customers
0:21:39 > 0:21:42'each week has passed a rigorous taste test
0:21:42 > 0:21:43'by one of their skilled chefs.'
0:21:43 > 0:21:47Neil. How are you doing, Alex? Very nice to meet you, thank you.
0:21:47 > 0:21:50'Neil Nugent is the Executive Chef of Product Development.'
0:21:50 > 0:21:53What kind of scrutiny do you put products through, then?
0:21:53 > 0:21:57There's no stone unturned. We look at absolutely everything.
0:21:57 > 0:21:59So from the sausage, its meat content, what type of meat,
0:21:59 > 0:22:01is it shoulder, is it belly,
0:22:01 > 0:22:05the seasonings. Everything is key, the skins.
0:22:05 > 0:22:07Everything is absolutely key.
0:22:07 > 0:22:09Hi, these are the Keebles.
0:22:09 > 0:22:10Hi, nice to meet you.
0:22:10 > 0:22:14'I've also invited Tony Goodger from the British Pig Executive,
0:22:14 > 0:22:16'who's been judging sausages for 12 years.'
0:22:16 > 0:22:18I've sampled about 5,500
0:22:18 > 0:22:22and some have been fantastic and some keep me awake at night.
0:22:22 > 0:22:24They're terrible.
0:22:24 > 0:22:28But before the taste test, their raw porkers get the once-over.
0:22:28 > 0:22:30So what we do is we start with the raw sausage and we look
0:22:30 > 0:22:36and see is it an even size, is it of a nice consistent colour?
0:22:36 > 0:22:38And then see if they're fresh.
0:22:38 > 0:22:41And ideally, they shouldn't actually smell of anything.
0:22:41 > 0:22:44These actually don't smell of anything, so they're nice and fresh.
0:22:44 > 0:22:47I think it is worth pointing out that the more meat in a sausage
0:22:47 > 0:22:50doesn't necessarily make it a better sausage.
0:22:50 > 0:22:53What, taste-wise you mean? Yeah, and texture.
0:22:53 > 0:22:57Because it is good to get a balance of your fat content
0:22:57 > 0:23:00and your seasonings, so you get a good moist sausage.
0:23:00 > 0:23:04Often if you go too much meat, you can get quite dry.
0:23:04 > 0:23:06So are you nervous about 97%?
0:23:06 > 0:23:08Over to you guys, see what you think.
0:23:08 > 0:23:10I don't want to influence you one way or the other,
0:23:10 > 0:23:13we're here for advice. Proof is in the tasting, isn't it?
0:23:13 > 0:23:14Absolutely.
0:23:14 > 0:23:16'So it's taste test time.
0:23:16 > 0:23:20'Ready to be compared and contrasted is Heck's current sausage
0:23:20 > 0:23:23'with the family's two new seasoned varieties.'
0:23:25 > 0:23:28It's a good firm sausage when you cut into it.
0:23:30 > 0:23:33And it's got a really good depth of flavour. Really meaty.
0:23:33 > 0:23:36That's a nice rounded seasoning.
0:23:36 > 0:23:38The notes sort of continue in your mouth after you've finished
0:23:38 > 0:23:40swallowing the product,
0:23:40 > 0:23:42so it gives you that sort of longevity of flavour.
0:23:42 > 0:23:45Little salty for me. A bit too salty?
0:23:45 > 0:23:46You have to have a bit of salt in there
0:23:46 > 0:23:49because salt is a preservative as well,
0:23:49 > 0:23:51and it is important that we don't just take all the salt out
0:23:51 > 0:23:54of the product, because otherwise we're sacrificing shelf life.
0:23:56 > 0:23:59The spices are starting to come through. A nice finish of pepper.
0:23:59 > 0:24:01It's not masked out by excessive seasoning.
0:24:01 > 0:24:03I think what you've got is a complementary seasoning
0:24:03 > 0:24:06that just lifts the flavour of the pig meat.
0:24:06 > 0:24:07'The moment of truth.
0:24:08 > 0:24:12'If either of the new seasonings are the taste of success,
0:24:12 > 0:24:14'Heck could be seriously quids in.'
0:24:16 > 0:24:17Go on.
0:24:18 > 0:24:20I'm definitely this one.
0:24:25 > 0:24:27'They've both plumped for the new cheaper seasoning
0:24:27 > 0:24:30'at just ?1.28 a kilo!'
0:24:30 > 0:24:32The seasoning. That's your man.
0:24:32 > 0:24:34Yeah, it's definitely got the taste. That's really good.
0:24:34 > 0:24:36Oh, good! Thank you very much.
0:24:36 > 0:24:38Well, I was very worried that this might go horribly wrong,
0:24:38 > 0:24:40and you might prefer the original!
0:24:40 > 0:24:43Potentially, could be 150 grand a year saving.
0:24:43 > 0:24:46We've have never made 150 grand... ever.
0:24:46 > 0:24:49?150,000 saving and a better sausage.
0:24:49 > 0:24:51Yes! It's brilliant.
0:24:51 > 0:24:53Gosh. Thrilled. Win-win.
0:24:53 > 0:24:55I know! You're thrilled?
0:24:55 > 0:24:57Next project!
0:24:58 > 0:25:00It came out surprisingly well for us,
0:25:00 > 0:25:04and it was as we'd hoped, really, so...
0:25:04 > 0:25:05I'd say it was a success.
0:25:05 > 0:25:08Yeah, seasoning tick, definitely.
0:25:08 > 0:25:10'This is a massive breakthrough.
0:25:10 > 0:25:13'But Heck still desperately need more sales.'
0:25:16 > 0:25:18Captain! Captain Mainwaring.
0:25:18 > 0:25:21Yeah, I'll go down the side and close them.
0:25:21 > 0:25:24'In case their supermarket strategy goes belly up,
0:25:24 > 0:25:26'I think the family need a backup plan
0:25:26 > 0:25:31'and should look at alternative customers like the catering sector.'
0:25:31 > 0:25:33Gently, gently. Gently with those lights.
0:25:33 > 0:25:34'To break into new markets,
0:25:34 > 0:25:38'an excellent Sales and Marketing team is essential,
0:25:38 > 0:25:41'and this role has been handed to Jamie, with Ellie's assistance.'
0:25:41 > 0:25:43It's great having my parents as a boss,
0:25:43 > 0:25:47cos I can sometimes tell them to F off.
0:25:47 > 0:25:50'18-year-old Ellie left college to start taking a role
0:25:50 > 0:25:51'within in the business.'
0:25:51 > 0:25:54I'm basically Marketing Manager.
0:25:54 > 0:25:56Ellie trundles a little bit to get out of bed,
0:25:56 > 0:25:58but we'll get there in the end.
0:25:58 > 0:26:02She's got a huge potential, but she's a bit "manana".
0:26:02 > 0:26:04Ellie, what happened to the white van?
0:26:07 > 0:26:09I crashed it...
0:26:10 > 0:26:12..into the box van on Saturday night.
0:26:12 > 0:26:16You crashed our own van into our own van? Yup.
0:26:16 > 0:26:18It's a brand-new bloody van.
0:26:19 > 0:26:22My dad, he does let me off with pretty much everything.
0:26:22 > 0:26:24I'm glad we can all laugh about it.
0:26:24 > 0:26:27Well, it's only a bloody van, isn't it, at the end of the day?
0:26:27 > 0:26:30'And it's not just Ellie who gets an easy ride.'
0:26:30 > 0:26:33How many fines do you think we pick up, Jamie's parking fines
0:26:33 > 0:26:35and speeding fines per year?
0:26:35 > 0:26:38It's about four and a half grand a year in fines we pick up.
0:26:39 > 0:26:41My mother pays for the parking fines,
0:26:41 > 0:26:44but, you know, I think they're on commission or something,
0:26:44 > 0:26:45the parking wardens, you know.
0:26:45 > 0:26:47They're really always out to try and get you.
0:26:47 > 0:26:50He should be on the computer this afternoon,
0:26:50 > 0:26:53spreading the gospel a little bit about the business.
0:26:53 > 0:26:55And he won't be, he'll be off down the BLEEP gym.
0:26:57 > 0:26:58Hi.
0:26:58 > 0:27:02'Time to see just how seriously they're taking this business.'
0:27:02 > 0:27:05So, tell me about what you do for the company.
0:27:06 > 0:27:09Well, we're kind of in charge of the marketing side.
0:27:09 > 0:27:10Marketing and sales.
0:27:10 > 0:27:13Sales and marketing is a very specific discipline.
0:27:13 > 0:27:16You're quite young, you've never worked for anybody else. No.
0:27:16 > 0:27:19Didn't you ever think of working somewhere else first
0:27:19 > 0:27:21before coming and joining the business?
0:27:21 > 0:27:25No, I didn't. I preferred the idea of working with family.
0:27:25 > 0:27:26It is a lot easier.
0:27:27 > 0:27:30I think it's just a lot better than just having a normal job.
0:27:32 > 0:27:33It's just, you see...
0:27:33 > 0:27:36I'm not trying to be mean, I'm just...
0:27:36 > 0:27:37I know family businesses. Yeah.
0:27:37 > 0:27:41And I know the pitfalls, and the pleasures of them.
0:27:41 > 0:27:44The pitfalls are that you don't have someone saying,
0:27:44 > 0:27:46"Prove to me that you're worth your job.
0:27:46 > 0:27:50"How many sales have you made? How many people have you converted?
0:27:50 > 0:27:53"Show me your figures, show me your plans for this following year.
0:27:53 > 0:27:54"Show me to what extent,
0:27:54 > 0:27:58"what percentage of your goals you've achieved."
0:27:58 > 0:28:01You know, all these things if you're working for another company,
0:28:01 > 0:28:04you would be expected to provide... Yeah?
0:28:04 > 0:28:06..to make sure that you add value to the company.
0:28:06 > 0:28:09Because there's no point in you being employed for Heck,
0:28:09 > 0:28:11if there is someone else who could on your salary
0:28:11 > 0:28:12do your jobs better.
0:28:14 > 0:28:17Would they have more fire in their belly to do more?
0:28:17 > 0:28:20I mean, that's, you know, that's a basic truth.
0:28:20 > 0:28:22So you're going to have to prove to me
0:28:22 > 0:28:24that you're the best people for the job.
0:28:25 > 0:28:27'I don't mind the kids doing their jobs with no training,'
0:28:27 > 0:28:30but I'm a great believer in sending your children out to get some
0:28:30 > 0:28:33experience before bringing them into the fold.
0:28:33 > 0:28:35Because then they've got something to bring to the party.
0:28:35 > 0:28:39At the moment they have a title and responsibility,
0:28:39 > 0:28:41but really no knowledge of how to do their job.
0:28:41 > 0:28:44And I don't think that's fair on either the business or the children.
0:28:45 > 0:28:49'It's now just ten weeks before their biggest supermarket client
0:28:49 > 0:28:51'decides whether to relist Heck or not.
0:28:53 > 0:28:56'In an attempt to find new customers beyond the supermarkets,
0:28:56 > 0:29:00'and to see if Jamie and Ellie muster it as a sales team,
0:29:00 > 0:29:02'I've lined them up to pitch to the canteen
0:29:02 > 0:29:05'at a large local grammar school.'
0:29:05 > 0:29:09I want you to know my intention is not to humiliate you in any way, OK?
0:29:09 > 0:29:14I just think that the reality is every time you go anywhere and pitch
0:29:14 > 0:29:17for this business, you have got to be the very best that you can be.
0:29:17 > 0:29:20There's no point in having the best product in the world
0:29:20 > 0:29:22unless you've got a really good sales pitch. Yeah?
0:29:22 > 0:29:24That's really, really good news.
0:29:24 > 0:29:28'Although they've not pitched to the service industry before,
0:29:28 > 0:29:31'this should be a routine task for Heads of Sales, Jamie.'
0:29:31 > 0:29:34I've not really had a bad meeting yet
0:29:34 > 0:29:38where I've sort of been thrown by anything, so,
0:29:38 > 0:29:40you know, I know pretty much everything there is to know anyway.
0:29:42 > 0:29:45'I would expect some preparation for any new client,
0:29:45 > 0:29:48'especially one in a new territory.'
0:29:48 > 0:29:50So have you got all your bits?
0:29:50 > 0:29:52Yeah, we think so.
0:29:52 > 0:29:54'But Jamie and Ellie appear surprisingly laid-back.'
0:29:56 > 0:29:57Ellie?
0:29:57 > 0:29:59'Andrew is the one driving this forward.'
0:29:59 > 0:30:01Right, come on, all who want to go.
0:30:01 > 0:30:04Good! Come on, a bit of enthusiasm here, you two!
0:30:06 > 0:30:08Goodness me.
0:30:08 > 0:30:11'On such short acquaintance, it appears to me that Jamie
0:30:11 > 0:30:12'and Ellie are lazy.
0:30:12 > 0:30:14'They don't have much get up and go about them.
0:30:18 > 0:30:21'The independent grammar school at Leeds serves up more
0:30:21 > 0:30:23'than 1,000 sausages a month.'
0:30:23 > 0:30:27There's no reason to pep-talk you, but it's nice to see you smiling.
0:30:27 > 0:30:30It's nice. You were a bit grumpy as we left the house.
0:30:30 > 0:30:32Grumpy. Just tired, just tired.
0:30:32 > 0:30:33Erm, yeah.
0:30:35 > 0:30:36Mr Murfin, hi.
0:30:36 > 0:30:39Hello, pleased to meet you. Hello. Andy Murfin, hi.
0:30:39 > 0:30:43'Hoping to give Hospitality Manager Andy Murfin food for thought,
0:30:43 > 0:30:45'they've brought their top quality premium sausage
0:30:45 > 0:30:47'and their everyday cheaper version.'
0:30:48 > 0:30:52This is our 97% pork, it's a very meaty texture to it.
0:30:52 > 0:30:55It is a very meaty texture. It's a very good texture.
0:30:55 > 0:30:56So what is your best price, then?
0:30:56 > 0:31:00That's about 35... 30.5 pence per sausage.
0:31:00 > 0:31:01Right.
0:31:02 > 0:31:03How are you on that price?
0:31:03 > 0:31:05Well, that's quite expensive, isn't it?
0:31:05 > 0:31:07Quite expensive. What are you currently paying?
0:31:07 > 0:31:0820 pence.
0:31:08 > 0:31:1120 pence a sausage? Yeah.
0:31:11 > 0:31:13The most I could probably go down is...
0:31:14 > 0:31:18Move 50p off. 50p off a case.
0:31:18 > 0:31:20It's not very good, is that. No?
0:31:20 > 0:31:21No. Sorry.
0:31:23 > 0:31:26'Their premium sausages may be out of price range,
0:31:26 > 0:31:31'but Jamie's totally forgotten the cheaper 85% version cooked up,
0:31:31 > 0:31:33'sitting right beneath his eyes.'
0:31:33 > 0:31:35I thought you've brought some 85%.
0:31:35 > 0:31:37We have, it's that one there.
0:31:37 > 0:31:40Which you never encouraged him to try.
0:31:40 > 0:31:43Do you know what? That completely slipped my mind, yeah.
0:31:43 > 0:31:45So do please try it. They've cooked it.
0:31:46 > 0:31:49Is there a difference in the prices between the 97
0:31:49 > 0:31:50and the 85?
0:31:51 > 0:31:53There is, but I don't have the, er...
0:31:53 > 0:31:56I haven't looked out the prices for those.
0:31:56 > 0:31:58'Honestly?'
0:31:58 > 0:32:02I've been working four days with their business,
0:32:02 > 0:32:05and I think I'd be more prepared to do a pitch than he was.
0:32:05 > 0:32:08And I think Ellie missed an opportunity to show me
0:32:08 > 0:32:12her people skills, because they weren't in evidence either.
0:32:12 > 0:32:15The product's very good, I think they were a little bit under-prepared.
0:32:15 > 0:32:17They didn't handle the figures particularly well
0:32:17 > 0:32:21cos they only had one figure that they based things on.
0:32:21 > 0:32:23The young lady didn't really say a lot.
0:32:23 > 0:32:26I would have liked to have seen you talk more,
0:32:26 > 0:32:29and I would like to believe that next time you do a pitch
0:32:29 > 0:32:31that you are much more up to the ball with it,
0:32:31 > 0:32:34and that you have those facts and figures at your fingertips.
0:32:34 > 0:32:37Oh, come on, we didn't have long to prepare, though, so, I mean...
0:32:37 > 0:32:40I know, but I've had four days with the business,
0:32:40 > 0:32:43and all I'm saying is that you should be thinking on your feet
0:32:43 > 0:32:44when you do something like that.
0:32:44 > 0:32:47I'm not going to think too much about how it went,
0:32:47 > 0:32:50cos I know if I had more time we'd have done a lot better.
0:32:50 > 0:32:52I'm not asking you to beat yourself up, darling, but I am...
0:32:52 > 0:32:55I'm not beating myself up about it, but I'm disappointed with the fact
0:32:55 > 0:32:57that I could have done a lot better if I had known more.
0:32:57 > 0:33:01Sit down with your dad, and work out pricings on everything.
0:33:01 > 0:33:03Because you should be able to rattle that stuff off
0:33:03 > 0:33:05at the tip of your tongue.
0:33:05 > 0:33:09Yeah. Just to let you know, we don't do catering at all.
0:33:11 > 0:33:15'Well, I feel very frustrated by how Jamie has reacted'
0:33:15 > 0:33:16to my criticism.
0:33:16 > 0:33:17He's extremely defensive,
0:33:17 > 0:33:21and, in fact, he was too cocky entering into this.
0:33:21 > 0:33:27I don't think he was nearly prepared enough with some basic information,
0:33:27 > 0:33:31and he said several times, "I'm not going to look into it too deeply."
0:33:31 > 0:33:34Well, I think he should, and I think he should ask himself
0:33:34 > 0:33:37quite seriously what he could have done better
0:33:37 > 0:33:40and how he'll do it better next time.
0:33:40 > 0:33:43A little bit disappointed just because I didn't really know
0:33:43 > 0:33:46my stuff on this occasion.
0:33:46 > 0:33:48You only found out about it today, didn't you?
0:33:48 > 0:33:51Yeah, I know, but still. I forgot a lot of stuff then.
0:33:52 > 0:33:55That wasn't nice. That wasn't nice at all. But anyway.
0:33:58 > 0:34:02'Their disastrous pitch leaves them still desperate for new customers,
0:34:02 > 0:34:06'and increasingly worryingly they could be taken off the Tesco shelves
0:34:06 > 0:34:07'in just four weeks.'
0:34:09 > 0:34:11The D-word, we call it.
0:34:11 > 0:34:13That's the D-list. The D-list to the whole range,
0:34:13 > 0:34:15and you're like, "Oh, my God." It's like...
0:34:15 > 0:34:19It's like the world's just dropped off, it's stopped,
0:34:19 > 0:34:24because that is potentially absolutely devastating news
0:34:24 > 0:34:26to the workforce and everybody else.
0:34:26 > 0:34:28You know, you lose business and it's shocking.
0:34:30 > 0:34:33'If they want to stay on the supermarket shelves they need to
0:34:33 > 0:34:37'get all their other marketing tools together, and these days,
0:34:37 > 0:34:39'I'm afraid, Andrew, that means getting with it
0:34:39 > 0:34:42'and using social media.'
0:34:42 > 0:34:47Twitter is about the dullest creation that ever was,
0:34:47 > 0:34:52and I think it's quite sad, actually.
0:34:52 > 0:34:55Imagine if you're alone in your bedroom...
0:34:55 > 0:34:57twittering.
0:35:00 > 0:35:03'Social media has changed the way brands communicate
0:35:03 > 0:35:04'with their customers.
0:35:04 > 0:35:07'Once, they were restricted to expensive TV, Radio
0:35:07 > 0:35:09'and press advertising.
0:35:09 > 0:35:11'Now they have globally effective online tools
0:35:11 > 0:35:15'such as Facebook, YouTube and Twitter.'
0:35:15 > 0:35:18# London calling to the faraway towns... #
0:35:18 > 0:35:22'London - the heart of Britain's vibrant social media industry.
0:35:23 > 0:35:27'I've brought Andrew and Jamie here to convince them how valuable
0:35:27 > 0:35:31'social media is, especially for a small business like Heck.'
0:35:31 > 0:35:37Research has just come out which shows that 24 million Britons
0:35:37 > 0:35:40use Facebook every single day.
0:35:40 > 0:35:41Every day!
0:35:41 > 0:35:45So Facebook, in particular, you ignore at your own peril.
0:35:45 > 0:35:50As I've always said to you, I'm not a social media guru.
0:35:50 > 0:35:53But we're going to go and see people who are.
0:35:53 > 0:35:57'Partners Andrews Aldridge are experts in the field, having
0:35:57 > 0:35:59'masterminded social media strategies
0:35:59 > 0:36:01'for big brands like Rolls-Royce.
0:36:01 > 0:36:04'When they developed a social media launch for whisky brand,
0:36:04 > 0:36:09'the Glenlivet, the result was a 1,600% increase on YouTube views
0:36:09 > 0:36:12'and bottles flew off the supermarket shelf.'
0:36:15 > 0:36:19Andrew's very suspicious of social media.
0:36:19 > 0:36:22I think the phrase he used to me was, for him,
0:36:22 > 0:36:24it's rather like the emperor's new clothes.
0:36:24 > 0:36:28And he doesn't see how that drives sales,
0:36:28 > 0:36:30which is what he's ultimately interested in.
0:36:30 > 0:36:34Do you think you could discuss how that works, basically?
0:36:34 > 0:36:37It's essentially given you a platform to reach a large
0:36:37 > 0:36:39number of individuals really cost effectively.
0:36:39 > 0:36:41They're free platforms, you can say what you want,
0:36:41 > 0:36:43and you can be part of the conversation.
0:36:43 > 0:36:45You can shape, you can influence
0:36:45 > 0:36:47and that's how you need to think about it.
0:36:47 > 0:36:49I think the average person checks their Facebook
0:36:49 > 0:36:50about 16 times a day.
0:36:50 > 0:36:52There has been research around,
0:36:52 > 0:36:55how likely are people to purchase products
0:36:55 > 0:36:57because of the social media presence of brands.
0:36:57 > 0:36:59It's actually 80%, consumers...
0:36:59 > 0:37:03Does that include food as well, then? Food, just food, yeah.
0:37:03 > 0:37:0680% said they are more likely to purchase the product
0:37:06 > 0:37:10after being influenced by the social media presence of a brand.
0:37:10 > 0:37:12We know that 89% of all small business
0:37:12 > 0:37:15marketers are already using Twitter.
0:37:15 > 0:37:1775% are already using Facebook,
0:37:17 > 0:37:20and 65% are already using YouTube.
0:37:20 > 0:37:22That actually says something to us.
0:37:25 > 0:37:28So, what are we going to call it?
0:37:28 > 0:37:31Fanny. I want to call her Fanny.
0:37:31 > 0:37:33'Looking for maximum brand exposure,
0:37:33 > 0:37:36'Irn Bru were aware of the power of social media.'
0:37:36 > 0:37:38Fanny, eh? I like it.
0:37:38 > 0:37:41This is the..."you called your baby fanny" campaign.
0:37:41 > 0:37:44Iron Bru gave a chance for one of their followers,
0:37:44 > 0:37:46so one of their kind of loyalists
0:37:46 > 0:37:49and you've got followers, you can use these people, to be the first
0:37:49 > 0:37:54person to have the film, and that one fan who had 300 followers
0:37:54 > 0:37:57said, "This is the new Irn Bru film, I'm the first person to have it."
0:37:57 > 0:38:00So that kind of fear of missing out,
0:38:00 > 0:38:02fear of missing out on the new thing is great.
0:38:02 > 0:38:04So I want to be the next person to tweet that straightaway.
0:38:04 > 0:38:07I want to be one of the first 300 if I can't be the first one.
0:38:07 > 0:38:10If I'm not one of the first 300, I want to be the second
0:38:10 > 0:38:136,000, and then I want to be one of the first 100,000.
0:38:13 > 0:38:17By the end of the week, they had one million shares from one
0:38:17 > 0:38:19person sharing it, with not a lot of followers.
0:38:19 > 0:38:24And by 2017, Cysco expects 67% of all consumer
0:38:24 > 0:38:28internet traffic to be video. Yeah?
0:38:28 > 0:38:31So video is something you need to be doing.
0:38:31 > 0:38:34Now let's get to some fun stuff.
0:38:34 > 0:38:36June 23rd is the happiest day of the year.
0:38:36 > 0:38:39So we all know about Blue Monday in the middle of January where
0:38:39 > 0:38:42people are all depressed, well, a sausage is a happy thing.
0:38:42 > 0:38:46Why don't we get people to stick their Heck on a fork,
0:38:46 > 0:38:49put it in front of their face and you've got a little sausage smile?
0:38:49 > 0:38:51You post it up, and it's a Heck of a smile
0:38:51 > 0:38:54and everybody kind of does that. So you own a moment in time.
0:38:54 > 0:38:56And it doesn't matter if not a lot of people start,
0:38:56 > 0:38:58because these things kind of gain momentum,
0:38:58 > 0:39:01and then next June you double, or triple, or whatever.
0:39:01 > 0:39:02And this is the Heck sausage roll.
0:39:02 > 0:39:06It's a really simple idea which is basically people roll
0:39:06 > 0:39:08through the frame of the camera,
0:39:08 > 0:39:12so you're holding up your iPhone or whatever, and someone just does
0:39:12 > 0:39:15a forward roll, they pass it on to a friend and then they have to do it.
0:39:15 > 0:39:21It builds up a giant film. Most notably, Nike did
0:39:21 > 0:39:24this for the last World Cup and had millions of people.
0:39:24 > 0:39:27People can feel involved and it's a really simple thing to do.
0:39:27 > 0:39:29No, it's a great idea, really like that.
0:39:29 > 0:39:33Aren't they really brilliant ideas? They're fantastic. I mean, good Lord!
0:39:33 > 0:39:35It's been really encouraging, actually, to see Andrew
0:39:35 > 0:39:38particularly change during the course of the day.
0:39:38 > 0:39:39I think he started a cynic,
0:39:39 > 0:39:42and now he's left a believer and an advocate.
0:39:42 > 0:39:44This afternoon has been hugely beneficial.
0:39:44 > 0:39:47I'm very serious in investing in social media
0:39:47 > 0:39:49because it is affordable.
0:39:49 > 0:39:52We can't go taking an advert out in the Daily Mail,
0:39:52 > 0:39:55and it's questionable how many you'd hit with that.
0:39:55 > 0:39:58I think we can definitely speak to the people we want to speak to.
0:39:58 > 0:40:00'Andrew certainly seems to be convinced
0:40:00 > 0:40:02'now of the validity of social media.'
0:40:02 > 0:40:05Now all we have to do is make some of it happen.
0:40:09 > 0:40:11I have to say, "Come on, everybody, give it a go."
0:40:13 > 0:40:16'Feeling inspired, the family get social with their ideas.'
0:40:16 > 0:40:21# Oh, there's nothing as gay as a day in the country... #
0:40:21 > 0:40:22It's a steep hill.
0:40:22 > 0:40:25It's quite steep. There's a dog BLEEP there!
0:40:25 > 0:40:27You've got to say, "This is a sausage roll, guys."
0:40:27 > 0:40:28"Guys"?
0:40:28 > 0:40:31This is a sausage roll, guys. Give it a go.
0:40:31 > 0:40:34# And go rolly oh, rolly oh,
0:40:34 > 0:40:35# Rolly oh, rolly oh
0:40:35 > 0:40:39# Rolly oh, rolling along... #
0:40:39 > 0:40:41You three could all make a H.
0:40:41 > 0:40:42Does it look like a H?
0:40:44 > 0:40:45That's an H, isn't it?
0:40:47 > 0:40:48Legs together! Legs together?
0:40:50 > 0:40:51Good advice from your mother.
0:40:52 > 0:40:54You never know, it might catch on.
0:40:54 > 0:40:56You never know. It's great fun, isn't it, Ellie?
0:40:56 > 0:40:58SHE SHRIEKS
0:40:59 > 0:41:04# Oh, you don't have to pay for a day in the country... #
0:41:04 > 0:41:06Jamie, stop moving your camera, hold it in one position.
0:41:06 > 0:41:08This is the tumble.
0:41:09 > 0:41:12THEY LAUGH
0:41:15 > 0:41:18All right, well done. Go put that lot together, then.
0:41:18 > 0:41:21'This is family fun that makes good business sense,
0:41:21 > 0:41:24'and the potential for a "Heck" of a lot of free advertising.'
0:41:24 > 0:41:26Well, put this up now, then.
0:41:26 > 0:41:28Put it on FaceTube.
0:41:30 > 0:41:32'With the social media strategy on a roll,
0:41:32 > 0:41:33'Debbie has some news
0:41:33 > 0:41:37'which might just keep their dreams alive for now.'
0:41:37 > 0:41:40So what's happening with supermarket listings?
0:41:40 > 0:41:44Tesco have agreed to continue our listing for another year,
0:41:44 > 0:41:47so that's a relief.
0:41:47 > 0:41:49Good. Well, that's amazing, darling.
0:41:49 > 0:41:53You've come some way. Have you started using the seasoning?
0:41:53 > 0:41:58Andrew's already gone and ordered a boat-load of salt,
0:41:58 > 0:42:00so there's no going back.
0:42:02 > 0:42:05'It's great to hear they're putting the new seasoning into practice
0:42:05 > 0:42:08''and the Tesco renewal is a huge relief.
0:42:08 > 0:42:10'But as the last 12 months have shown,
0:42:10 > 0:42:14'Tesco alone will still leave them failing to make a profit.
0:42:14 > 0:42:17'Unless they get onto more supermarket shelves,
0:42:17 > 0:42:18'the future could be bleak.
0:42:21 > 0:42:23'So I've managed to secure a pitch
0:42:23 > 0:42:25'with quality northern retailer Booths.
0:42:26 > 0:42:31'This supermarket chain started as a family business back in 1847.
0:42:31 > 0:42:33'It may not be one of the big five,
0:42:33 > 0:42:37'but it still has a turnover nudging ?300 million.
0:42:37 > 0:42:41'This is a real opportunity they cannot afford to mess up.'
0:42:41 > 0:42:42That's fantastic.
0:42:42 > 0:42:45I've been trying to get us in for yonks.
0:42:45 > 0:42:47Good. Well done. One last blast! Bloody great!
0:42:47 > 0:42:50I'll tell you what, that's fantastic.
0:42:50 > 0:42:51Good. I'm delighted.
0:42:51 > 0:42:54I had to tell Debbie to stop shopping at Booths, because they...
0:42:54 > 0:42:56He said, "Don't you dare go in there,
0:42:56 > 0:42:58"cos they won't take my e-mail."
0:42:58 > 0:43:02Serious, I've been on them for ages. That's absolutely fantastic.
0:43:04 > 0:43:06'They haven't completely dismissed my attempts
0:43:06 > 0:43:09'to get alternative customers from the service industry,
0:43:09 > 0:43:13'but right now, Booths may be the family's key to survival,
0:43:13 > 0:43:17'and their social media efforts could be starting to pay dividends.'
0:43:17 > 0:43:20There's been a tweet from Nigella Lawson saying,
0:43:20 > 0:43:23"Discovered a combo of sausage and burger - Heck's Fair Square.
0:43:23 > 0:43:25"Perfect for a sandwich."
0:43:25 > 0:43:28Yay! They've arrived!
0:43:28 > 0:43:31She has 600,000 followers.
0:43:31 > 0:43:33It's incredibly important for brand awareness.
0:43:33 > 0:43:36Now I just want to translate that into sausages bought.
0:43:39 > 0:43:42'I've been with the family three months
0:43:42 > 0:43:44'and we've worked on every area of their business.
0:43:44 > 0:43:46'I think they're finally ready
0:43:46 > 0:43:49'to put all my ideas and advice into practice.
0:43:49 > 0:43:51'This is their chance to make it all count
0:43:51 > 0:43:53'by winning the contract at Booths.
0:43:53 > 0:43:57'But getting their foot in the door of a completely new retailer
0:43:57 > 0:44:01'will be much tougher than achieving their recent relisting with Tesco,
0:44:01 > 0:44:06'especially when Booths' sausage cabinets hold nearly 80% own-label,
0:44:06 > 0:44:09'making it a tight squeeze for any small independent.'
0:44:10 > 0:44:13They haven't had a massive amount of success
0:44:13 > 0:44:15in pitching to new supermarkets,
0:44:15 > 0:44:19so to achieve the 29 Booths supermarkets
0:44:19 > 0:44:20would be a feather in their cap
0:44:20 > 0:44:23and one I'm really keen for them to achieve.
0:44:23 > 0:44:25Who's going into the pit?
0:44:26 > 0:44:27Me and Mum.
0:44:27 > 0:44:28That's interesting.
0:44:30 > 0:44:32'I'm absolutely amazed.'
0:44:32 > 0:44:33I've finally got them the opportunity
0:44:33 > 0:44:35they've been so desperate for,
0:44:35 > 0:44:36and they send in Debbie and Ellie,
0:44:36 > 0:44:39who are the least experienced at pitching!
0:44:41 > 0:44:43You're going in together. Yep.
0:44:43 > 0:44:45Are you dividing and conquering,
0:44:45 > 0:44:48or is Ellie just coming for the experience?
0:44:48 > 0:44:50Yes. Yes? Mm-hmm.
0:44:51 > 0:44:54I don't think it's good just to go there and be completely silent. No.
0:44:54 > 0:44:55Cos then it's...
0:44:55 > 0:44:57You've got lots of good ideas,
0:44:57 > 0:44:59and the fact you've got a Booths loyalty card,
0:44:59 > 0:45:02I think it means you've got something in common.
0:45:02 > 0:45:04It would be nice if there was a contribution,
0:45:04 > 0:45:09cos otherwise I think it's a bit awkward, to tell you the truth.
0:45:09 > 0:45:11Hmm?
0:45:11 > 0:45:14I expect you to come out and tell me something scintillating
0:45:14 > 0:45:17and incisive that you've added to the conversation.
0:45:19 > 0:45:22'Can Debbie and Ellie do enough to convince Booths buyer,
0:45:22 > 0:45:24'Keith Parkinson?'
0:45:25 > 0:45:27Do you want to take a seat? Thank you.
0:45:34 > 0:45:37So what were your reasoning behind the Heck,
0:45:37 > 0:45:39what does Heck mean to the customer?
0:45:41 > 0:45:45We did some research before we developed the packaging,
0:45:45 > 0:45:48and we sort of wanted to produce something
0:45:48 > 0:45:51that everything was a given, really.
0:45:51 > 0:45:54So whilst there's so many things we can say about the product,
0:45:54 > 0:45:56we didn't want to put it all on the packet.
0:45:58 > 0:46:02We don't put "100% traceable", cos, well, it should be, shouldn't it?
0:46:02 > 0:46:04You shouldn't have to say that.
0:46:04 > 0:46:06Yeah, but equally,
0:46:06 > 0:46:10having all the information available to the customer,
0:46:10 > 0:46:14and not necessarily just assuming that the customer will know.
0:46:15 > 0:46:18'Keith's concern about lack of provenance on the packaging
0:46:18 > 0:46:22'is something I asked them to look into at the start of this process.'
0:46:23 > 0:46:27Just off face value, just looking at the packaging the way it is,
0:46:27 > 0:46:30I think there's some work to be done on conveying
0:46:30 > 0:46:36the sort of real passion that you have for the product
0:46:36 > 0:46:38and how we can convey that across to the customer.
0:46:39 > 0:46:42It comes back to why would the customer want to pick up
0:46:42 > 0:46:45the Heck brand over another brand that would...
0:46:45 > 0:46:51Well, I think certainly, as far as we're concerned...
0:46:51 > 0:46:53um...
0:46:53 > 0:46:55It's all about...
0:46:55 > 0:46:56saying...
0:46:58 > 0:47:02Well, we found that we've sort of been through...
0:47:02 > 0:47:04Um...
0:47:06 > 0:47:08So? How'd you get on? It was all right.
0:47:10 > 0:47:11It's quite tough.
0:47:13 > 0:47:14What is your gut feeling?
0:47:16 > 0:47:19He didn't understand why they were called Heck.
0:47:19 > 0:47:23He said he was really confused about the brand name,
0:47:23 > 0:47:25and why would anyone buy that packaging?
0:47:25 > 0:47:27"Why would anyone pick it up?"
0:47:28 > 0:47:29'They've turned up today
0:47:29 > 0:47:33'with the same packaging they had three months ago.
0:47:33 > 0:47:36'That combined with their decision to send in Debbie and Ellie
0:47:36 > 0:47:39'may have lost them a vital new buyer.
0:47:39 > 0:47:43'It really frustrates me, it makes me a bit cross.'
0:47:43 > 0:47:46I want them to just start... I just... Oh, I just want to...
0:47:46 > 0:47:48Oh, gosh.
0:47:48 > 0:47:52It's like carrying round a dead weight quite often, you know.
0:47:52 > 0:47:54And I just want to energise them.
0:47:54 > 0:47:56Just come on!
0:47:56 > 0:48:01You know, this is an opportunity of a lifetime to get this much help
0:48:01 > 0:48:02for your little business.
0:48:02 > 0:48:04I think...
0:48:04 > 0:48:06I think that they may be missing that.
0:48:09 > 0:48:12'While we wait to hear back from Booths,
0:48:12 > 0:48:14'there's one other key issue I need to address.
0:48:15 > 0:48:17'Throughout this process,
0:48:17 > 0:48:21'I've noticed Ellie has contributed very little to the business.
0:48:21 > 0:48:24'I'm not 100% sure Debbie and Andrew are being realistic
0:48:24 > 0:48:25'about her responsibilities.'
0:48:27 > 0:48:28Have a sit down.
0:48:28 > 0:48:32'So to help us all evaluate Ellie's role objectively,
0:48:32 > 0:48:35'we're going to interview her for her own job.'
0:48:35 > 0:48:38What I'd like to know is what do you think your strengths are?
0:48:39 > 0:48:43It would probably be talking to customers, I'm quite good at that,
0:48:43 > 0:48:47knowing a lot about the product and what goes into it.
0:48:47 > 0:48:51What opportunities do you see for this brand
0:48:51 > 0:48:52and you as a brand ambassador?
0:48:54 > 0:48:56Opportunities? Yes.
0:48:56 > 0:48:57Erm...
0:48:59 > 0:49:01..I don't...
0:49:01 > 0:49:03I don't know.
0:49:03 > 0:49:05Do you think you're organised?
0:49:05 > 0:49:08I can be. There's days where I'm a bit kind of...
0:49:08 > 0:49:10You're not very organised, are you?
0:49:10 > 0:49:12Well, no, I can be.
0:49:12 > 0:49:15You see, your timekeeping's not great at the moment,
0:49:15 > 0:49:19because you are a bit slow at getting to work and things,
0:49:19 > 0:49:21and getting out of bed and the rest of it.
0:49:21 > 0:49:23No, if I set an alarm on my phone, I don't hear it.
0:49:23 > 0:49:26Well, get yourself a big alarm, darling. That's not a great excuse.
0:49:26 > 0:49:28That's the easiest thing to put right.
0:49:28 > 0:49:31That's an easy thing to put right. It's normally Dad that wakes me up.
0:49:31 > 0:49:33But it's an important thing, darling.
0:49:33 > 0:49:35I mean, I used to go out all night dancing
0:49:35 > 0:49:38and still be in work in the morning, cos I liked doing that.
0:49:38 > 0:49:41You've got to be a self-starter. You've got to be a self-starter.
0:49:41 > 0:49:45You don't want to have to be turfed out of bed by your mum or your dad.
0:49:45 > 0:49:47That is a bit embarrassing, let's face it.
0:49:47 > 0:49:48It means you're in the wrong job, really,
0:49:48 > 0:49:51cos it means you're not enjoying it. Yeah.
0:49:51 > 0:49:53Cos you know what the risk is for you particularly,
0:49:53 > 0:49:56cos you're the baby, and you're the girl,
0:49:56 > 0:49:59is that, actually, you get given a bit more rope.
0:49:59 > 0:50:03But that's not brilliant for you, because one of these days,
0:50:03 > 0:50:05whether it's here or somewhere else,
0:50:05 > 0:50:07you really are going to have to go out and earn your way in the world.
0:50:07 > 0:50:09This is not great training for that.
0:50:12 > 0:50:14I feel that really passionately.
0:50:14 > 0:50:17This has got to be something that is good for you,
0:50:17 > 0:50:20and good for them. It's got to be good both ways. Yeah, absolutely.
0:50:20 > 0:50:24Good luck. Stop putting your fingernails in your mouth!
0:50:24 > 0:50:26I can't help it!
0:50:31 > 0:50:35I think it's good for you to have those kinds of discussions.
0:50:35 > 0:50:36Well, we haven't had enough of them,
0:50:36 > 0:50:38and actually when you do have the discussion,
0:50:38 > 0:50:41it shows you how she's not really enjoying what she's doing.
0:50:41 > 0:50:43Not getting job satisfaction, cos she doesn't know...
0:50:43 > 0:50:45I think she feels like it's a dead-end job.
0:50:45 > 0:50:48I know, but did I think waitressing was a dead-end job?
0:50:48 > 0:50:53Well, no. No, because actually, A - I loved it,
0:50:53 > 0:50:55and B - it was a stepping stone
0:50:55 > 0:50:59to do what I thought I might want to do.
0:50:59 > 0:51:00INTERVIEWER: They seem very concerned
0:51:00 > 0:51:03with what time you wake up in the morning.
0:51:03 > 0:51:06Is this a constant thing? Is this a theme?
0:51:06 > 0:51:07Yeah, it's a habit.
0:51:09 > 0:51:12In college, I didn't have to get up till later.
0:51:13 > 0:51:15It isn't too bad.
0:51:15 > 0:51:19Ellie is going through a bit of a teenager-y bit.
0:51:19 > 0:51:21She's a bit of a spoiled brat, actually, so she needs it,
0:51:21 > 0:51:24she needs a kick up the bottom, really.
0:51:24 > 0:51:25We can only carry her for so long,
0:51:25 > 0:51:29so she needs to buck up her ideas or, you know...
0:51:30 > 0:51:31..get another job.
0:51:33 > 0:51:36'We do need to remember that Ellie is only 18.
0:51:36 > 0:51:39'Maybe giving her such a critical role in the company
0:51:39 > 0:51:41'was a bit unfair.
0:51:41 > 0:51:44'She may just need to learn the ropes for a while.
0:51:44 > 0:51:47'They will need to resolve this for everyone's sake.
0:51:48 > 0:51:51'A few days later, unexpectedly,
0:51:51 > 0:51:54'there's a glimmer of hope from the buyer at Booths.'
0:51:54 > 0:51:56He's very kindly come back to us
0:51:56 > 0:52:01with a list of the sort of things they'd like us to look at.
0:52:01 > 0:52:05'Booths liked the sausages enough to give Heck a second chance,
0:52:05 > 0:52:08'if they can make some amendments to the packaging.'
0:52:08 > 0:52:11The consistency of the gluten-free message, so we need to get the tab
0:52:11 > 0:52:15on every single pack so it looks uniform. He's quite right.
0:52:15 > 0:52:17"And up weigh the provenance message -
0:52:17 > 0:52:19"you're Yorkshire and proud." We ARE Yorkshire and proud.
0:52:19 > 0:52:21"The current packaging does not convey this."
0:52:22 > 0:52:24I think it's that "what the heck" attitude
0:52:24 > 0:52:27that we need to get across there.
0:52:27 > 0:52:29'Knowing to take nothing for granted,
0:52:29 > 0:52:30'it's down to business.'
0:52:30 > 0:52:32"Meet our team" I think is good.
0:52:32 > 0:52:34We'll look at putting some faces on the front of that.
0:52:34 > 0:52:37Stick one to the shelf-ready packaging, right in the middle.
0:52:37 > 0:52:39What, like that? Yeah, just like that.
0:52:39 > 0:52:40There's a sticker on the pack,
0:52:40 > 0:52:42"Young, fun and having a go."
0:52:43 > 0:52:45Who's Heck, who's not?
0:52:46 > 0:52:49David Cameron, not Heck.
0:52:49 > 0:52:51No? He's definitely not Heck, is he?
0:52:51 > 0:52:52Who would be? Boris Johnson.
0:52:52 > 0:52:54He'd be Heck, wouldn't he?
0:52:54 > 0:52:56Prince Harry's quite Heck. He's very Heck.
0:52:56 > 0:52:59He's Heck - he was naked with a load of...
0:52:59 > 0:53:00That's not Heck!
0:53:00 > 0:53:02It's quite Heck. That's dirty.
0:53:02 > 0:53:05It is. It's quite Heck if you remember the royal family.
0:53:09 > 0:53:14'Three weeks later, Andrew is back to deliver Heck's revised product.'
0:53:14 > 0:53:18We've done quite a lot since we last saw these guys.
0:53:18 > 0:53:21We've done some changes on some new packs -
0:53:21 > 0:53:22"proud and independent",
0:53:22 > 0:53:25that's one of the things that came out through Alex's conversations.
0:53:25 > 0:53:27Yeah, I've got some delicious sausages,
0:53:27 > 0:53:29and I think he'll be very happy with them, hopefully.
0:53:29 > 0:53:33He's expecting them, so you take good care of those and that'd be grand.
0:53:33 > 0:53:35Cheers, thank you very much indeed. Thanks very much.
0:53:35 > 0:53:37In the lap of the gods now.
0:53:42 > 0:53:43'Throughout this process,
0:53:43 > 0:53:45'there has been a sensitive issue playing on my mind -
0:53:45 > 0:53:47'Ellie's role in the family business.
0:53:47 > 0:53:50'But three months after I first arrived,
0:53:50 > 0:53:52'I'm relieved to hear Andrew and Debbie
0:53:52 > 0:53:53'are finally being more realistic.'
0:53:53 > 0:53:58I think she's probably just a little bit too young to join the business.
0:53:59 > 0:54:03Well, certainly in a role of responsibility.
0:54:03 > 0:54:05She needs just a little bit like a year out.
0:54:07 > 0:54:11She's got huge potential, but we're just not getting it out of her.
0:54:11 > 0:54:14I think she just needs time to grow up a bit more, you know.
0:54:16 > 0:54:19'My intention was never to undermine Ellie's involvement
0:54:19 > 0:54:21'in the family business,
0:54:21 > 0:54:22'but now it's being re-evaluated,
0:54:22 > 0:54:27'I want to ensure she's thinking positively about her future.'
0:54:27 > 0:54:31If, let's say, it doesn't start making money, and it closed,
0:54:31 > 0:54:32what would you do?
0:54:33 > 0:54:35I don't know, really. I'd have to go out
0:54:35 > 0:54:37and start looking for jobs straightaway.
0:54:37 > 0:54:39Me and my dad have actually spoken about going out
0:54:39 > 0:54:41and working for another company for a couple of months.
0:54:41 > 0:54:43I think it would be good, darling.
0:54:43 > 0:54:47Also, you should think about what aspect it is of Heck
0:54:47 > 0:54:50that you want to concentrate on further down the line,
0:54:50 > 0:54:53and try and go to a company that's going to give you experience
0:54:53 > 0:54:55in that aspect of working. Yeah.
0:54:55 > 0:54:57I mean, that makes sense.
0:54:57 > 0:54:59If you're going to do merchandise,
0:54:59 > 0:55:02maybe you should go and spend some time in a design company
0:55:02 > 0:55:04and see how things happen.
0:55:04 > 0:55:07You've got to think about what it is that you really want to do
0:55:07 > 0:55:10and not be a passive. Don't be so passive!
0:55:10 > 0:55:12Don't let the world just...
0:55:12 > 0:55:16Don't just be dragged along in the slipstream, darling. Yep.
0:55:16 > 0:55:19Cos I know you're young, but it's good to be young,
0:55:19 > 0:55:22and to have an idea about what you want to do in life,
0:55:22 > 0:55:28rather than just tip out of bed and do it because it's there.
0:55:28 > 0:55:29Yeah. Yes?
0:55:29 > 0:55:31I want to energise you and make you feel
0:55:31 > 0:55:34like the world should be your oyster at this age.
0:55:35 > 0:55:38'I feel more confident now about Ellie,
0:55:38 > 0:55:40'and I'm pleased to hear Jamie's got a proper grip
0:55:40 > 0:55:42'on the company's facts and figures
0:55:42 > 0:55:45'and is playing a key role in the business.'
0:55:45 > 0:55:46He has stepped up to the plate.
0:55:46 > 0:55:49He's been coming up to a lot of retailer meetings with me now
0:55:49 > 0:55:52and I think he's wanting to get more involved in the business.
0:55:54 > 0:55:55He's always been a bit slow on the uptake,
0:55:55 > 0:55:58but he absolutely gets it now.
0:55:58 > 0:56:00MOBILE PHONE RINGS
0:56:01 > 0:56:04OK, got it.
0:56:04 > 0:56:06'But the future for Heck...' Hello?
0:56:06 > 0:56:09'..could all rest on a decision from Booths.'
0:56:16 > 0:56:18Hi. I've just had Booths on the phone...
0:56:18 > 0:56:20Yes? ..and it is good news, so we have got in.
0:56:20 > 0:56:24Fantastic, well done! It's not well done me.
0:56:24 > 0:56:26Actually, it is well done, actually.
0:56:26 > 0:56:28Brilliant, well done, fantastic.
0:56:29 > 0:56:33Hi, Alex. Hi. I'm just here with Debbie.
0:56:33 > 0:56:35We've just had Booths on the phone,
0:56:35 > 0:56:37and they've given us a listing, which is fantastic news.
0:56:37 > 0:56:39Well done. Woo-hoo!
0:56:39 > 0:56:41Woo-hoo!
0:56:41 > 0:56:45That's great news. At last, we have something to celebrate.
0:56:45 > 0:56:46We do indeed.
0:56:46 > 0:56:49We're pulling the cork and raising a glass to you tonight.
0:56:49 > 0:56:50I'm thrilled to hear your good news.
0:56:50 > 0:56:52I send you all lots of love.
0:56:52 > 0:56:54Take care of yourself. Thanks, Alex. Bye. Bye!
0:56:57 > 0:57:01'Four months ago, I took on a family business bursting with potential,
0:57:01 > 0:57:03'but riddled with problems.'
0:57:03 > 0:57:05Sometimes, you can't see the woods through the trees
0:57:05 > 0:57:07and it's a brilliant expression. That's really how it was.
0:57:07 > 0:57:08Now we can see.
0:57:08 > 0:57:10We can see everything that we need to see
0:57:10 > 0:57:12I think a lot better than we did beforehand.
0:57:13 > 0:57:16'But this small business's decision to put themselves
0:57:16 > 0:57:18'at the mercy of the powerful supermarkets
0:57:18 > 0:57:22'appears to be finally paying off and the floodgates are opening.'
0:57:23 > 0:57:25Got an e-mail from ASDA,
0:57:25 > 0:57:26confirming that we've got 280 stores,
0:57:26 > 0:57:29which is absolutely fantastic.
0:57:29 > 0:57:31Yup, another door opening, and she's from Waitrose,
0:57:31 > 0:57:33so that's really good.
0:57:33 > 0:57:36'They're now on the shelves of over a thousand stores
0:57:36 > 0:57:38'and a step closer to realising their dream
0:57:38 > 0:57:41'of being the number one premium brand.
0:57:41 > 0:57:43'I absolutely have faith in the Keebles
0:57:43 > 0:57:46'that they'll be able do whatever they set their minds to.
0:57:46 > 0:57:49'They're pretty ten-foot tall and bulletproof, that lot.'
0:57:49 > 0:57:51Obviously, they take enormous comfort
0:57:51 > 0:57:54from the fact that they're working as a family.
0:57:54 > 0:57:57This process has been invaluable,
0:57:57 > 0:58:01cos it has made us look at roles with the kids.
0:58:01 > 0:58:04I've certainly been tougher, but a lot fairer.
0:58:04 > 0:58:07'And for the very first time, this month,
0:58:07 > 0:58:09'they haven't faced a loss.'
0:58:09 > 0:58:13?1,500 of profit is really small,
0:58:13 > 0:58:15but, bloody hell, we'll have that, thank you very much indeed.
0:58:15 > 0:58:18We ain't going to go back to losing money. That's it.
0:58:18 > 0:58:19It's a turning point -
0:58:19 > 0:58:23?1,500 of profit will be 15 grand in a couple of months' time.
0:58:26 > 0:58:28I think 2014 is going to be a fantastic year.
0:58:29 > 0:58:32MUSIC: "Good Morning Freedom" by Blue Mink
0:59:02 > 0:59:05The baddest teacher is back.
0:59:05 > 0:59:07It's summer term! CHEERING
0:59:07 > 0:59:08And by "bad", we mean...
0:59:08 > 0:59:09Rule!
0:59:09 > 0:59:11One more game, then back to work?
0:59:11 > 0:59:13ALL CHANT: Judas! Judas! I quit!
0:59:13 > 0:59:14.."not good."
0:59:14 > 0:59:15It's a snake!
0:59:15 > 0:59:18You thought that Hitler's first name was Heil? Heil Hitler.
0:59:18 > 0:59:21Your hip-hop moves are about THIS far from a race crime.