Case study – Charlie Collins of Ayrmer Software
Background
Charlie Collins is managing
director of Ayrmer Software, a bespoke software house
with ten staff
based in Devon.
It provides Linux-based IT consultancy
for clients throughout Europe
Situation
Charlie was growing the business and like many managing directors of a start-up, he worked twelve hours a day, seven days a week. His marriage broke down in difficult circumstances and Charlie has custody of two teenage children
Divorce was particularly stressful on top of the demands of the
business and, as his
business coach points out,
‘A
small business revolves around its leader and if that person loses
direction, it has an immediate effect on the business and
turnover.’
Solution
Charlie knew he needed help
to improve the business.
He discussed his needs
with a business coach
informally at an NRG Business Networking lunch. Charlie
liked the concept but
not the price. Two trusted business associates
independently
recommended Jeremy Marchant,
and Charlie felt comfortable with
him. Jeremy had been involved in IT with Marks & Spencer
and fully understood open source software
– Charlie’s core business.
Jeremy spent a day evaluating the business, Charlie’s background and what motivated him. The initial assessment was that Charlie worked too hard and had lost control over his clients as the business had grown. The business lacked mature business processes.
Probing deeper, Jeremy
concluded
that
Charlie set his sights too high.
Whenever he got close to succeeding,
he
set higher targets so he could not achieve them.
Charlie recognised this behaviour pattern from
childhood. As a chronic dyslexic he was written off at school
by an educational psychiatrist. At thirteen, he had a reading age of seven
and was told to give up because he would never pass an ‘O’ level and would
never amount to anything. He determined to prove the Educational
Psychologist wrong and
gained two scholarships, seven O levels and 3 A levels, followed by a
University degree.
In their first three months working together Jeremy spent two days a month with Ayrmer Software. Plans kept changing and Charlie believes this is because ‘If you’re starving you want food straight away – you eat but don’t taste it. After a while you calm down.’ Coaching has reduced to once every three weeks and the benefit to the business has been consistently positive. Overall, Ayrmer Software has invested £10,000 in coaching.
Results
The approach to business is more mature and return on investment is significant. Turnover has doubled and the pipeline exceeds £300,000 with seven enquiries last week (Sept 2007) compared to a previous average of one £50K sales lead a week
in the same period. Turnover in the second quarter of 2006 is higher than the whole of 2005.
The team handles quotes more efficiently i.e. down from an average 2.5 days per quote to an average 2 hours to get a firm order. Furthermore, Ayrmer Software now wins every order where they work with the client to specify deliverables.
Business processes have changed – not dramatically, but enough to enable Charlie to delegate more to his team. Nowadays Charlie works from 8am to 6pm, has regained control of his customers and has more time to spend with his family. He says ‘Coaching provides focus and structure and Jeremy hits the nail on the head every time. He opens your eyes to the seemingly obvious!’ Because he is one step removed, he can prioritise better and retains the outsider’s perspective. Ayrmer Software has renewed vigour because I’m far more coherent than I was a few months ago!’
Charlie had blamed himself for the divorce, a common reaction for anyone in his unusual circumstances. Talking with Jeremy put things in perspective. Working through this was crucial to getting the business back on track to realise its growth potential.
Benefits
People are the greatest asset in a business, and Jeremy helped Ayrmer Software get the maximum out of each team member. The whole business is now more professional, and dynamic, working together with a consistent understanding and focus on ‘delivering intuitive business solutions that work’ . Charlie believes Ayrmer Software won a significant £45,000 contract because their professionalism outshone competitors (due in part to Jeremy’s training). This project involves two charities and dealing with the policymakers from within Central Government.
According to Charlie the benefit of a business coach is that ‘Because he is impartial and understands my psychology, he can address incredibly awkward situations. Previously I would have reacted strongly to a serious customer complaint but Jeremy showed me how to stand back and keep a cool head. He helped us realise ‘The other person is more important’.’
Charlie adds ‘Jeremy is incredibly intelligent and articulate with a natural affinity with people. We see him as an essential part of the team. We would have grown eventually but Jeremy has accelerated the growth without so much pain.’
Team members have commented that what they have learned for business purposes has helped him in their private lives as well.
Charlie concludes ‘Jeremy’s work with us has been fantastic. He has made my business what it is today. What he does goes way beyond formalising processes. He reads an atmosphere in a room and he’s like a horse whisperer to businesses!’
Jeremy Marchant's observations
Jeremy comments: ‘In business, we cannot stop our personal issues showing up in the workplace. When I first met Charlie, his business and personal life were fused. The stress of his personal life was reflected as stress in the business. This was perfectly represented by his trying to run the business from his kitchen. Nothing wrong with that, in itself, but in Charlie’s case it was important to break that link and I’m glad he was able to find affordable new offices for the business.
'Ayrmer Software is technically very good. It is very unlikely the business would have developed as it has just by producing better code, or even by being ‘better’ at sales or planning. Charlie recognised that he already had all the skills he needed, but he had subconsciously placed blocks in the way of success. For example, when he saw that he always set himself targets he couldn’t reach, he was able to choose whether he wanted to carry on doing that or to change.
'Charlie is an excellent client because he is willing to go where I suggest and withholds very little (this is about Charlie helping himself, not Charlie helping me). In return, I do not ask him to go anywhere unless I believe it will benefit Ayrmer Software – I am after all a business coach.
'Many people fear this sort of coaching because they think they will be ‘found out’ in some way and it will all be an unpleasant experience. But it is essential to understand that I don’t judge clients. It is so much easier to work with people if you can let go of your need to judge them. The worst you can say about Charlie is that he made some mistakes, perhaps. We all make mistakes. But when we develop unhelpful beliefs as a result, and these lead to unhelpful behaviour, then we often need an outsider to help us gain insight into the situation so we can work out what to do differently. I suspect that Charlie would say that any discomfort was temporary and outweighed by the benefits!
Rhona Jack, Blue click PR