‘I TURNED MY PASSION INTO POUNDS’
Danielle Wilkinson, 34, from Rotherham, launched her mobile tanning business this year, and now employs 11 people. Here’s how she did it
Mum-of-three Danielle had a tough time ten years ago when she was living as a single parent and struggling financially. “I had moved away to escape a bad relationship,” she says, “but that helped me to develop a passion to do well.”
Determined to turn her life around, Danielle launched her mobile tanning business, I Love A Dan Tan (www.iloveadantan.co.uk). She now employs 11 representatives, all of whom are single mums, and the company is set to make £50k this year.
“Now I’m married to an amazing man and we have six children between us,” says Danielle. “I’m able work to around the family.” Here are her tips for turning your passion into a career...
DO WHAT YOU LOVE
“Choose a business that interests you,” she says. “I have an amazing team of ladies who help me. Our tanning sessions are like a girlie night out and we love it. I enjoy my work so much, it’s actually really fun.”
TIME SOCIAL POSTS
“Use apps like Ripl, Legend or Flipagram to create videos to help advertise,” she says. “Post on social media at peak times – in the morning, or at dinner time. Ad breaks on shows like The X Factor are a great time to post because everyone picks up their phone.”
BE SEASONAL
“Think about what’s coming up and plan ahead,” says Danielle. “We know women like to get dressed up for special occasions like Valentine’s Day, so I advertise and post a lot on social media around those times.”
MAKE IT FUN
“We’ve done fun nights where we’ve taken popcorn, DVDS or champagne to clients’ homes,” says Danielle. “It’s about making it memorable for them.”
TRUST YOUR GUT
“Remember that trusted employees are rare gems,” she says. “Trust your instinct and it will help you pick the best employees for you.”
BE DIFFERENT
“A few of my friends and my mother-in-law are vegan and gluten-free, so we decided to make our products organic, and vegan-friendly. It helps your brand stand out.”
DON’T BE GREEDY
“When deciding what to charge, go with the middle of the road,” she says. “Aim to make a decent profit but don’t overcharge as you want customers to come back.”
ASK FOR HELP
Initially, Danielle contacted Launchpad, a Sheffield City programme that provides free advice and support to people looking to set up a business. “I tend to run before I can walk, which can backfire,” she says. “They really helped me figure out any challenges.”