Circumstances placed me in the role of being a lone parent to an 18 month old daughter. I needed sufficient income to support us both. At the same time I was reluctant to forfeit time spent parenting which motivated me to establish a home-based business.

In setting up a small business I had to first find a product that would be competitive in an already busy marketplace. This happened six months later, in 2003, when I could not find luggage with a tropical print for my daughter to take on holiday to Fiji. With no knowledge of the industry, but an entrepreneurial spirit, I set about designing and producing luggage. I drew upon my creative skills to produce a product that would be recognisable anywhere in the world. The first range, Tropical, was launched in 2004.

How do you promote your personal profile and your business?

Shameless self promotion has been the key to success for Coconut. Every business has a story, an angle that the media find valuable. Publicity angles were built into the business plan from the beginning. Examples of angles that have been used by Coconut in obtaining free press/editorial include: Jacinta Richmond as single mother; the story behind the products’ development; Jacinta Richmond's diverse and creative career background; home-based business; small business; support of charities; award finalist.

Read about PR and media management:  Chapter 20: Public relations - 42 KB

Who is your audience? How do you engage them? 

Coconut has two major customer bases, both of which are entwined. The primary market is the consumer, (largely the middle aged person, and the middle class family). The secondary market is the retailer who stocks travel or specialty items and sells to this consumer. Coconut wholesales to these retailers, concentrating on a boutique market to reflect the ‘limited edition’ branding of the product, while still being affordable. We sell to the general public at retail prices via www.coconutluggage.com

Do you do anything special to look after your clients?

Personal service is the key to looking after Coconut's clients. I personally call and correspond with all clients, whether individuals, retailers or international clients. They enjoy the personal touch. Follow up telephone calls, emails and prompt service are essential to the success of Coconut. I also send customers a personal email after they return from their holiday or send a small note to see how they are enjoying their purchase.

Do you have a rewards program/loyalty card etc?

Coconut has a Customer First program. Coconut clients are the first to know about new product releases, prior to my retailers and prior to the media. They are also given the opportunity to pre-purchase at below retail prices. This often means Coconut clients are the only ones to access, or own, a limited edition Coconut product.

Coconut clients are also first on my email list if I hear of a good deal or receive something they may be interested in that relates to travel. This is anything from a great holiday package, to a great holiday book/read, or a new range for 'holiday hair'.

Coconut clients are also asked for their wish lists giving Coconut the opportunity to gain an insight into how we can help our clients.

How do you grow your business?

Very slowly and with very careful planning.

Do you have any staff?

I do not have any paid staff but would be lost without the support and hard work of my mother (dispatch), my father (providing warehousing space and financial expertise), and my brother in law, (my customs agent).

What media do you engage, if any? Is it effective?

I have personally undertaken the role of publicist. A business needs to be very specific about the media it engages. It needs to reach your target market and show the product/business in its best light. Not all media suits all businesses. In saying that, creative license is a must.

Recognition of the Coconut label is largely due to the insurmountable ‘free’ publicity Coconut has been fortunate enough to receive. Media coverage has included national television, national glossies, local and national newspapers, national online magazines, and Melbourne radio. This has all been free publicity by journalists who have seen the product as highly newsworthy.

Any regrets?

Absolutely not. My business has opened many doors for me, given me a renewed sense of my abilities and strengths and has brought many amazing people and friends into my life.

Single most important piece of advice you’ve received in your business life?

My father always said not to rush into anything. Sleep on it, think about it, and take everything into consideration. Rash decisions are often the wrong decisions.

How do you manage to achieve balance in your life?

The one thing that has had the biggest impact on my work/life balance was listing the things most important to me on a personal level. The things that make my heart sing. I keep this list on hand, and make sure I do at least one of them every day.

Biggest challenge?

To stay focussed on what is important: the "why". To put my daughter’s needs ahead of the business. At the end of my life I want to look back and remember the times with my daughter, not the time spent at my computer.

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