Starts at 00.45 This week’s guest is Fiona Conor, Managing Director of Trust Electrical Heating. Fiona tells us all about her amazing & varied route to becoming a business owner, the ups and downs of registering a patent, the huge importance of brand, the need for a business coach to vomit on…. and how to stop your ‘leaky bucket’ and increase your lead conversion. INTRODUCING FIONA CONOR Fiona Conor, is Managing Director at Trust Electric Heating and boasts three decades of experience in sales and marketing. Her mission is to lead Trust Electric Heating to the forefront of the UK's electric heating industry. Driven by her passion for product development and sustainable technology, Fiona spearheads Trust Electric Heating's rapid growth, catering to the rising demand for sustainable heating solutions. Beyond her professional achievements, Fiona brings a personal touch to the electric heating world, shaped by her extensive background in charity work and counselling. With an unwavering commitment to a 'people first' ethos, she guides Trust Electric Heating not merely as a company, but as a trusted partner dedicated to crafting heating solutions designed for humans. EPISODE HIGHLIGHTS [00:00:30] Fiona’s (very varied) early career [00:07:00] The launch of the business [00:10:00] Pitching for investment [00:12:00] The importance of branding [00:16:30] The problems…. [00:21:45] Selling radiators online [00:23:00] Stepping up the operation [00:32:00] How to stop your leaky bucket [00:35:00] Working with Entrepreneurs Circle and the benefits of having a coach [00:40:00] Why bring a NED into the business? 3 KEY TAKEAWAYS & BUSINESS LEARNINGS • Things come in your path to take you to where you need to be in the future • You’ve got to get your brand right • Everything has to be about analytics 4 BEST MOMENTS “Scott launched the business on the Dining Room table” “He grew a beard when he was installing and shaved himself when he was selling” “Covid gave me the space to think about the business” “We needed real strong governance on the board” VALUABLE RESOURCES FOR YOU Website: www.leedsbusinesspodcast.com Website: https://www.trustelectricheating.co.uk/ LinkedIn: https://www.linkedin.com/in/fionaconor https://www.linkedin.com/company/trustelectricheating/ Mentioned in the show; www.entreprenuerscircle.com https://www.hotjar.com/ https://www.propaganda.co.uk/ https://www.selectuniforms.co.uk/ DON'T FORGET THE LEEDS BUSINESS PODCAST ‘FAIR DEAL’ My half of the agreement; Every week I bring you inspiring Leeds Business people FOR FREE. Your half of the deal has two simple steps; 1) Share this episode with just ONE person who you think will get value from it 2) Post a review of the show or give this episode a ’thumbs up’ SOCIAL MEDIA Follow us on; LinkedIn - https://www.linkedin.com/company/leeds-business-podcast/ Twitter - http://www.twitter.com/leedspod Instagram - https://www.instagram.com/leedsbusinesspodcast/ YOU MAY ALSO LIKE https://leedsbusinesspodcast.com/podcast/nigel-botterill/ https://leedsbusinesspodcast.com/podcast/michael-michaelson/...