Name: Oliviu Hirjan
Age: 27
Business: Lovableskin.co.uk
Type of business: Distribution and Retail of Skincare Products under the
brands of Gerovital H3 and Gerovital Plant
Start date: 15 July 2004

When did you first decide to start your own business?
My decision was taken in June 2003, when I was still in Romania – my home country, in direct result of the European Economic Agreement, which enabled me to set up a business in the United Kingdom and in doing so promote and distribute Romanian products.

Tell us about your business
Gerovital H3 and Gerovital Plant are luxury skincare products, yet to be discovered in the UK. The idea of importing and retailing this kind of products came in January 2004. After few telephone conversations with the manufacturer we had the first meeting by the end of February. After that I started a market research and following the encouraging results I decided to go ahead.

Was it your first business idea and where did it come from?
No it was not my first idea. My company was incorporated in November 2003, just one week after I came to the UK. My intention was to promote and distribute Romanian products but originally I was thinking of school uniforms and other textiles. Additionally I also wanted to offer IT design services. The idea of selling skincare products came a bit later, after a conversation with my sister.

Was your decision to start a business inspired by any other companies or individuals?
The decision to set-up a business was entirely mine, however the decision of selling skincare products was, as I have already mentioned, my sister’s.

What makes you think there’s market for your business?
The cosmetic market is ever expanding, as women and men are continuously looking for skincare products which can deliver, not only promise, younger looking skin. Also to compete with large organisations such as Clarins, Estee Lauder, Clinique, ROC and many others is a huge challenge. But my whole life is based on challenges.

Once you’d decided to start a business, what did you do first?
In the first instance I had to obtain a visa from HM British Embassy from Bucharest, Romania. Once granted with a visa a make a huge step forward.

What research did you do?
Initially I researched the current position of Gerovital in the world markets and its availability to British consumers. I found that only The Nutri Centre and some Harley Street Clinics offer Gerovital products so far but not in a comprehensive range.

My research was also focused on skincare habits and the products available on the market. I looked closely at what Gerovital has to offer compared to my competitors and at the ways in which I could promote these differences.

What advice did you seek?
Being new to the country and a non-national I did not know where to look for advice. I started to look on the Internet and I found the websites of DTI, Startups, Business Link and Trading Standards and once I contacted them they helped me a lot. The advice I received from my fellow members from Shell LiveWire was also great.

Talk us through the process of writing your business plan
In order to get the visa I had to write down my troughs about my future business. This was the starting point. Once I came with the idea of skincare products I had to write a proper business plan to reflect exactly what I would like to do and what I am willing to reach. I have a degree in Business Administration so that writing the plan was quite easy as long I had the right information. I did not use any specific software.

How useful has your business plan been and do you think you’ll stick to it as your business begins to grow?
The business plan enabled me to focus my ideas and put them in practice. As my business grows my business plan will also grow.

How much did it cost to start the business?
I have invested in my business about £6,000 so far.

How did you fund this?
The business is entirely funded from my own savings. I am a bit envious that I cannot look for external funds from organisations such as the Princess Trust because my type of visa does not allow me to do so.

When did you stop working?
I stopped being employed by others in October 2004, when I was working for a German Car Dealer in Romania as Marketing Manager. I found the transition hard, as I not only had to start a new business, but also a new life in a new country. This was up to this point the biggest moment of my life, as I am investing all I ever have, including the loss of my parents (they’ve always been the first people I used to seek advice to), friends and above all valuable contacts in Romania.

Are you working from home or from premises?
I am currently working from home, as I cannot afford other premises. I try to separate my working life from my family life, but it is hard, as the space that my wife and I share is very limited. My intention is to find an office, as soon as it is possible.

How many hours are you working at the moment?
Definitely more than 40 hours per week.

How are you managing your day and what steps have you taking to ensure you’re able to get everything done without working around the clock?
I always prioritise, therefore I am doing the most important things first and sometimes leave others that are not a priority for the next day.

What about staff, is it just you?
I do not employ anyone at the moment.

What marketing and advertising have you done so far?
I started with web based marketing and advertising and continued with adverts in local publications. I distributed leaflets, free samples, used the door-to-door catalogue selling technique, used the company’s Newsletter to advertise special offers and also reserved a stand at the Professional Beauty Show in London, March 2005.

Where do you hope to be in 12 months time?
I sincerely hope that I will be able to implement Gerovital, as a brand, on the UK market.

What are the main obstacles to growth?
The main obstacles could be the preconceived ideas about Romanian products and the lack of funds regarding promotions, which could attract a large number of potential customers, such as ads in national magazines, newspapers or even TV.

How do you plan to overcome these?
By drawing in interest from potential investors and beauty magazine editors.

Tell us about your website.
My web site is my shop and obviously my shop window. I designed the website myself. The main idea that drove the design was the need to draw the attention of those interested in trying an alternative to the available skin care products. The web site also needed to provide a complete service, starting from information about a product and ending with a secured payment. The address of my website is www.lovableskin.co.uk.

What are your main ambitions, to make a lot of money or enjoy what you do?
My main ambition is to make a comfortable living for my family (this does not necessarily mean making lot of money), which obviously included the enjoyment of doing what I do: promoting Romanian products on the UK market.

What have you found difficult about starting up and what do you wish you’d done differently?
The whole process was difficult but if I would start again I would do it in the same way.

What skills and personal characteristics do you need to start your own business?
Determination is the most important one. One must not give up easily!

So what advice would you give to anyone thinking of starting a business?
Just as I said: start with a clear idea and follow it through.

Thanks a lot and the very best of luck. Will you come back and tell us how you’re getting on in six months’ time?
Most certainly will.