Latest News | 29 July 2021
Why Ed’s an entrepreneur driven to succeed
Entrepreneurs are a special breed – and key to any successful economy. Among them is Ed Hollands, founder of DrivenMedia, an innovative company, which sells vacant advertising space on the side of lorries. Here, Ed, who was recently nominated for a Great British Entrepreneur of the Year Award, explains how he had to draw upon all of his entrepreneurial skills to navigate his way through the pandemic – and come out the other side.
Like for most businesses, the lockdowns were tough – after all it's a bit hard to convince someone to advertise with such a drastic drop in traffic!
In the first lockdown we gave all our advertisers 10 weeks extra advertising because the traffic levels were so low.
It was incredibly frustrating, as we had to also delay launches and had a few of our first ever cancellations.
In hindsight, the lockdowns were an all-important chance to reset and review everything we were doing.
We added an impact estimation tool to our weekly tracking reports, streamlined the business process and had a real think about where the business was going and how we would get there.
I have got to say our hauliers and advertisers were absolutely fantastic. – everyone was trying to do their best to keep moving.
Trying to launch a campaign in a lockdown adds another layer of complexity.
Normally, I can get right up close to a campaign. It was tough having to watch from afar or not even get on site.
Our bank has been vital to us over the last 18 months or so. On day one, they asked if we needed a bigger overdraft before the bounce back loan was even announced.
It enabled us to keep paying our hauliers and our critical suppliers in those early weeks.
We've not done anything drastic with operations. However, our marketing has really stepped up a gear as we evolved around the ever-changing conditions.
In terms of how business is now, the answer to that question really depends on what day you ask me!
The business has really picked up over the last few months. We recently launched a one-month campaign for The Athletic, to support the national teams in the Euros football tournament.
It was the complete opposite to what we normally do but I relish a challenge.
I'm sure The Athletic agree we delivered despite the very tight turnaround (delivering a large fleet in about two weeks is not usual!).
My inbox and phone lines have been heating up and it's really good to see and hear that people are looking at something new for their advertising.
When it comes to being a successful entrepreneur, I don’t think there is a magic ingredient.
Entrepreneurs come from all walks of life and have different circumstances.
However, I will say that if you don’t give it a go, you'll never know.
And that's how a lot of business start – with an idea that develops into a business, solving a problem that others are suffering from.
When things are the toughest that's the best time to innovate.
While we saw the sad reality of a lockdown meaning lots of business saw closures, we've seen some fantastic businesses thrive both locally and nationally.
Adversity creates an opportunity to those who seize on it. If you can make it work now, it will fly as things start to open up.
In terms of future plans, we do have some news on this – but we can’t really share more at this moment in time.
However, it's a very exciting time for the business as we look ahead!
On a personal level, I was delighted to recently be shortlisted for the GB Entrepreneur of the Year Awards.
Given how hard I've worked over the last 12 to 18 months, I was pretty ecstatic when I found out.
The hard work and the long hours are starting to bear fruit.
The UK has some many incredible businesses and I feel honoured to be recognised as part of them.
A couple of years ago, I appeared on Dragons’ Den – and it feels like only yesterday that I stepped out of the lift doors to face the Dragons.
I wonder if Peter would still call me an entrepreneur in waiting?
Hopefully, they now know where Derby and the Midlands is!
What looked like 15 minutes was near two hours in front of the Dragons.
There is so much that comes back to me at random moments about this experience.
I'm still in touch with my investor, Jenny Campbell – and have some very exciting news for the future!
The pandemic was nothing we could have planned for, as a business.
It was far more devastating and will probably last longer than we initially predicted.
I'd say to everyone who is still keeping going, you have done well!
Author: Ed Hollands, founder of DrivenMedia
