An Invest NI-funded boot camp for budding entrepreneurs grooms businesses for success

A 987-mile round trip from Edinburgh to Bristol fuelled by a desire to change “the way men think about grooming” might not seem like the easiest way to get a new business venture off the ground.

But for Belfast entrepreneur Jason Shankey it is all in a day’s work when it comes to making the transition from “barber to brand leader”.

Shankey, who trained as a barber in London before launching his “men only grooming” concept in 1997, last year decided it was time to build on his brand.

After 15 years at the cutting edge of the men’s grooming sector and successfully building a franchise business across the UK, Shankey decided to launch a range of “Expert” hair and skin hair products.

Shankey believed it was a logical step for him to help clients look great not only in the salon but also at home.

Today his products are available in high-end department stores the length and breadth of the UK – hence his 987-mile trip in his Jason Shankey-branded Mini last month to meet all the retailers now stocking his male grooming range.

But he might not have been enjoying such early success – his products were launched just last December – if he had not decided to sign up for an entrepreneurs’ programme with a difference in Northern Ireland.

It is one that actually puts potential entrepreneurs through a boot camp to see if they have what it takes to make it and if they really understand their customers and markets.

The Propel programme, which is operated by Invest Northern Ireland, is far from the run-of-the-mill business training programme; instead, it is almost like an X Factor for would-be entrepreneurs in the North.

For some it is also a reality check. Not only do potential entrepreneurs have to prove they have an idea that is “innovative and knowledge-based”, they also have to be able to demonstrate that it can be a “real business”.

Just 30 potential entrepreneurs are selected each year to take part in the initial programme.

After they, their business ideas and ambition are “tested”, 15 are sent home and the remainder get a chance to follow their dream by signing up for phase two and the opportunity to apply for financial support from Invest NI.

The programme concentrates on fine-tuning the idea and the entrepreneur by covering every aspect, from producing investor- ready business plans through to road testing the business.

Previous participants can testify that it is not for the faint-hearted, but its track record speaks for itself.

Last year 18 entrepreneurs completed phase two of the programme and between them they hope to secure more than £4.6 million of private investment in the next year.

Since the programme ended in December its last set of 18 entrepreneurs have created 15 full-time jobs in the North and some are aiming for a turnover of £1 million by the end of this year.

Shankey believes taking part in Propel was really valuable.

His philosophy is that “looking good improves your opportunities in life”. The same attitude could be applied to taking part in a programme such as Propel.

“It has helped me structure and streamline my business, sales and marketing process, which has subsequently helped me prepare the business for worldwide sales,” Shankey said.

His products are on sale in the UK, US and Australia.

But it is not just celebrity groomers who are enjoying a lift from taking part in the Invest NI programme.

The initiative has helped a range of would-be entrepreneurs – from accountants to architects, restaurant managers and a university professor – get started on the road to fulfilling their business ambitions.

Tyrone entrepreneur Nishi Ward is a good example of someone who with 15 years of business experience decided to go it alone. His company, Waste Systems, has developed a pioneering mobile waste recycling plant, which can separate waste and other bulk solids according to density, using air movement.

Since he took part in the Propel programme he has recruited two new staff in the last 12 months and his order book shows a potential £1 million of new business.

Getting on to the Propel programme, he says, helped him focus and see just how to start up and then scale up his business idea.