Image Showers came from an established Kilkenny company.
Mr Kelly led a management buy-out, in 2001. It employs around 70 people.
Customers: The company has about 200 customers in the bathroom segment of the building construction industry. It sells in the Republic, Northern Ireland, Scotland, England, Wales and Germany. Its products are aimed at sectors such as housing, hotels, apartments, leisure centres, golf clubs and hospitals.
Products: The company has designed and developed a minimalist frameless range of products for the top sector of the market. Where possible, it supplies products sized to specification.
Achievement: The company has grown sales and staff numbers significantly in the past three years. In July 2003 it achieved the ISO9001 quality award. It was named Kilkenny manufacturer of the year 2004. It has constantly introduced process improvements and efficiency, and grown its sales.
How did the business idea come about? Mr Kelly did not take the usual entrepreneurial route of starting with an idea, an empty building and a modest amount of money. Instead, he became part of an existing business, and built from there.
What were the immediate first steps to make it happen? A few years ago, the company was much smaller, employing 30 people. Although it managed to achieve a reasonable level of sales, the profit margin was poor. A small computer model of the business showed a clear path to developing a larger and more profitable enterprise. Major changes were made to improve productivity, followed by the installation of better control and information systems. This was helped by a move to new premises.
What sales practices work best? The company ensures that all customers meet their salesperson on a regular basis, and that all customer queries are dealt with urgently. After-sales service is a priority. A key step has been the design and development of new products to meet market need.
What key piece of advice would you give to a start-up entrepreneur? "Work hard, know your customers and enjoy it."
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