Neal Lucas meets... Neal Lucas, Managing Director of the leading executive search and selection company Neal Lucas Recruitment, talks to the individuals behind some of Northern Ireland’s leading companies in this popular Ulster Business series. This month Neal meets Patrick Hurst from Whale. What markets do you operate in and what is your position in those markets? We export globally to 50 countries supplying into three core markets; International leisure marine, RV/caravan and the health care industry. Within the last two years Whale has also become a centre of excellence within the world of 3D printing. How have your markets changed over the years and why did you target these? In 2008 the marine market fell by 80%, the RV market by 40% and health care dropped 20%. This was extremely challenging for the company in its 199th year; fortunately the current management team decided to invest heavily in product development. We launched many new products just as the recession hit. By carefully managing the cash and resources of the business as well as focusing on increasing value to existing international customers we managed to grow significantly despite the extremely challenging market conditions. We grew because we stayed close to the market as a manufacturer and promised next day delivery in the UK and within 48 hours to Europe and the States. Today we offer high value and more innovative products and targeted taking market share as the principal strategy for growth. In the past four years our turnover has doubled. What process do you use for strategy formulation? We produce a five year business plan that is updated every other year. It is both bottom up and strategic. We are always looking at ways to access new markets within existing channels
and our growth through M&A, with big focus on technology. I am the principal author of the plan but I seek direction from our senior management team and directors via taking the team on “away days” every six months. The plan is communicated to the workforce annually and there is a company briefing every two months to ensure everyone is aware of the key factors affecting the business. Anyone in the business can access the plan and our progress is communicated regularly. What are the major inhibitors to your strategy? Lack of affordable and suitable commercial premises to match the growth. For five years we have been trying to get a new factory, but it has been the most challenging project to date. Thankfully, we have recently been successful in our quest; a big thank-you to the Bank of Ireland and Invest NI! What attributes of your own leadership do you feel have been important in delivering on the strategy? I am passionate about being communicative to all employees and to make everyone in the company feel equally part of the business’ success. Openness and treating people with respect – if I go away on a business trip nobody notices; if Mike Cullen, who maintains and looks after the factory goes off for a day, everyone notices! What is your view on new product development and how does this fit into your strategy? Historically we were a manufacturing company
that designed and sold products. We are now an innovative company focused on new technology, which when market led gives us the opportunity to make them. New product development is the core of our business strategy. Is there anything you would like to change about business in Northern Ireland? I would like to see business and government work even harder together to give our young people hope of employment. The press tends to focus on the negatives and these images that are splashed across the world are hugely damaging. All the customers who visit us here always leave impressed and they come back. We just need more to visit!
FACTFILE
Name: Patrick Hurst Title: Managing Director Company: Whale Established: 1810 No. of Employees: 189 Previous Jobs: Wrightbus and RFD. Hobbies: Classic cars, tennis and travelling. Proudest Moment in Career: There are two. The company being recognised by Sunday Times as one of the Top 100 companies to work for in the UK, and receiving an MBE for business work done in the community.
www.neallucasrecruitment.com – Neal can be found on Facebook and followed on Twitter (@NealLucasRec)