EirePreneurZ: An interview with Karen Jackson of Gardini

Here follows the first in a new series of interviews with Irish entrepreneurs - EirePreneurZ. My sincere thanks to Karen Jackson of Gardini for taking the time to answer, in some detail, my questions relating to her experiences in starting up and running her own business. Gardini is a Dublin based company founded to provide Gardens for Balconies, Patios, Yards, Terraces and Roof Tops and planters for House fronts and Windows.

I had envisaged some 'email tennis' with Karen but her answers to my first round of questions were so comprehensive that I'm publishing them as is. Her replies intrigued me in a number of ways and I'll delve into that in a later post but your own thoughts and follow on questions would be much appreciated in the comments section below. What should I have asked Karen that I didn't?


EirePreneurZ: An interview with Karen Jackson of Gardini


What does your company do?

Container Gardens for areas such as balconies, patios, yards, roof gardens – we provide pre planted containers and a selection of garden furniture and gas BBQ’s. Gardens delivered and installed ready to go.


Where did you get the idea?

Trying to create a garden on my balcony – I realised how much hard work there was in it, how little I knew and how time consuming it was. At that time I would have paid someone to do it, but there was no one.


When did you setup the business and what was the genesis?

I set up the business about a year ago, but worked full time till Christmas 2005, I really got going in the new year.


How long was it between when you originally got the idea and when you actually set up the business?

About 6 months from when I got the idea, but realistically 1 year before I was working full time on the business


What's your academic and employment background (generally speaking)?

Under grad degree in History and an MBA, I worked full time for 6 years in web design and then the family business – a fireplace company.


Is there a history of business in the family?

Yes both my parents had their own companies and set them up themselves.


How many hours per week do you work now?

Probably about 60, you feel guilty not working in your spare time, but it does not always feel like work when you know you are doing it for yourself.


Are those hours very flexible or do you stick to a routine?

Very flexible.


Do you find that discipline is a problem when you're your own boss?

Absolutely, it has always been one of my faults, and it still is, I try to write lists and will not allow myself to do other things unless I have ticked off everything on the list, but owing to the irregular hours I work, it is not a major problem.


Does it interfere with family / social life?

No, because I can do a lot of my work from my lap top, so I can be at home and still working.


Is it worth all the sacrifice and headaches?

Yes, the flexibility is great as is the sense of achievement knowing it is your company.


Do you ever think it would be easier just to get a 9 to 5 job?

Quite often, you can just leave a job at 5pm – walk away and not worry about Vat returns, delayed deliveries, keeping constant contact with your clients. Starting up a business by your self means you do everything, and the learning curve is massive as you have to do all Admin, PR, Operations, Accounts etc…


How do you balance your lifestyle - gym, sport, hobbies?

I think because I do most of my work from a lap top it is quite easy for me to do this, I can play golf and still do an hours work before hand and get straight back into it when I am finished and will work till 10pm or there abouts, I always try to do at the very least 8 hours a day and it is quite addictive, I can’t sit in front of the TV without the lap top in my lap. I do all schedules and ordering by email, so can work from anywhere.


Do you always take weekends off or does it depend?

You rarely take weekends off, I will always try to get a few hours in over the weekend, whether it is visiting garden centres or creating new web pages form the sitting room or even on holidays/


Do you find it stressful and if so how do you deal with the stress?

It is stressful and the hardest part is dealing with it all on your own, if you set up the business with no partners, then there is no one to share the stresses with.


 Do you work from home or an office?

Both, but I find as I am often out on surveys during the day, I do not bother to go to the office and work from home until the survey to save travel time, so I am going to set up a full time office from home.


If from home, what are the advantages and disadvantages?

The advantages are that you waste no time travelling and once you wake up, you can start working. The disadvantages are that you feel you should always be working, and as I have a low concentration span, I will start cleaning the windows when I am bored, or drink more tea.


Do you have employees or plans to take employees on? How many?

I have one employee, he helps me with the fitting out of gardens on Saturdays


Could you run the business independently of location?

No, because I need to be near my suppliers, although I could lessen my suppliers to those who deliver only, but I like to get out and talk to them to find out the latest trends etc…


How important is Information Technology? And your website?

Essential, I am hoping to sell everything online, at the moment people are reluctant to buy plants online and want me to call out to see the area, I am hoping that as the business grows, more people will order directly from the web site.


What are your favourite items of technology / gadgets?

Digital cameras – I never leave the house with out it, whether it is to take pictures of balconies I am surveying or if I see a table & chairs I like, or even to get inspiration with regard to colours or use of objects,


Did you find it daunting to begin with? What issues caused most headaches?

Not really, I think because both my parents ran their own businesses it was a natural progression and not as daunting as it would be for someone whose parents had worked for companies.


What part of entrepreneurship do you love and What part do you hate?

I love the fact that there are no boundaries to entrepreneurship, no real definition and any one there is – can always be proven wrong. Entrepreneurship is always changing and will continue to change, it is the most exciting business discipline in that you don’t need certain qualifications to get into it, nor do you need bucket loads of cash, it requires imagination with a sense of business reality.


Do you find yourself dreaming up other business ideas or are you too busy with this?

All the time, every day. There are plenty of opportunities for small business like the one I set up. As the economy & demographic make up of the country change so do new business opportunities arise.


Is this a business for life or do you have an exit strategy?

This is not a business for life for me, though I may be involved for the duration of my life, I would ideally like to get it up and running as a recognised brand with excellent service and move to something else.


How do you find the 'red tape' side of business - legal issues, accounts, etc?

First time round it takes time to understand them and patience, but once know how they work it is very straightforward.


Do you 'outsource' much to partners / contractors?

Not at the moment, but it always an option I would look at and advise anyone in business to keep in mind. Find out where the strong parts of your company and staff are and focus on them, leave other things to other people and their expertise.


Please re-order the reasons for being an entrepreneur listed below to reflect the most important at the top of the list and least important at the bottom -

(a) setting up a successful company and brand, a legacy.
(b) being your own boss / independence
(c) flexibility in working hours / lifestyle
(d) determining your own future / destiny
(e) money / wealth


Tips & Tricks: Please tell us about any other lessons and tricks you've learned from your time as entrepreneur, not covered by the questions above.

Ask questions, don’t try to learn and do it all yourself, if you are unsure about your VAT return – call the revenue, if you are unsure about setting up a company – call the CRO, don’t try to understand it from the jargon on web sites, speak to people first hand and this can save you time and money in the long term by not making mistakes first time round.

Use all the government help there is available in the form of the county boards and grants etc… Remember everyone wants you to succeed (save your competitors).

Create milestones, when you have no boss you have to create one, and one of the best way to keep any entrepreneur in check is with milestones and timeframes. It is too easy to get carried away with what you like to do and do best.


Anecdotes: any funny stories about your dealings with customers, suppliers, etc?

No really – yet.

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Please take time to visit our interviewee's website - Gardini


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