Making the daily commute safer: Behind the business with Hornit

Cycling in urban areas is a safer proposition since Hornit introduced their 140 decibel cycle horn in 2011. Founder Tom de Pelet takes Bdaily behind the business.

What key challenges has your company recently faced?

Cash flow, fast growth and red tape. Juggling rapid growth, investment in marketing and bringing out two new products, as well as wrestling with VAT and accounts leaves less than an optimum amount of time to focus on all the other things that require attention.

The solution is another key challenge. How to find the right business partner or employee(s)?

I would really like to find someone by the end of the year as I will shortly be at the stage when managing everything myself will have a significant impact on growth. It’s a good problem to have though!

What is your biggest achievement over the past 12 months?

Establishing a global distribution network of over 30 distributors in over 30 countries whilst getting the business off the ground. It’s very satisfying when a product you create sells successfully in so many countries around the world. The result is sales in year two are on course to be five times more than in year one.

What is your biggest focus for the coming year?

In October/November 2013 I will be launching the Mini Hornit, It’s kids version of the 140 decibel Hornit cycle horn for adults. It’s a unique sound effects toy with lights, designed for bikes and scooters and there’s a lot of excitement about it already as there is nothing like it on the market.

The challenge will be to break into the global toy market as quickly as I broke into the cycling market. I estimate that the toy market will represent around 90% of sales of the Mini Hornit within 6-12 months (despite all my existing sales channels which are ready to go). A considerable task, but I am confident I can achieve it.

If you had to choose one top piece of advice for someone just starting out in business, or is currently operating within your industry sector, what would it be?

My number one tip would be that if you manufacture a product abroad (particularly in the Far East) make sure you are in the factory in person to oversee the first and if necessary subsequent production runs. Otherwise expect to receive a substandard product. I’ve heard horror stories time and again, even when agents and independent auditors are used and you have signed samples. I learnt this lesson the hard way. Make sure you are in the factory. No excuses!

Can you share with us your view of the current landscape of business, in your region or generally, and where your organisation sits within it?

I grew up thinking there are million ways to make a million pounds from scratch. You just have to do one of them. With a bit of determination it’s possible to make even an extremely niche product into a viable global business very quickly provided you have enough determination to succeed.

At present my company sits within the burgeoning cycling industry. There are a number of very large players and thousands of smaller companies of which mine is one. With the launch of my next product my company will be straddling both the cycling industry and the toy industry. The way I see it is if you have a product that is genuinely useful and/or fun, which you market in the right way, you are in with a chance of being part of something spectacular.