High Visibility Success
Her Business April 2007

Road safety in New Zealand is a huge issue, especially when it comes to our children, so when a mother and daughter team noticed a gaping hole in the market, they decided to do something about it.

When Anna Southon’s eldest daughter started school, she searched the shops for a raincoat that would not only keep her child dry but, more importantly, be visible to cars on the road. All she could find were navy and blue raincoats. This concern for her three children’s safety was the inspiration for Anna – along with her mother, Monica Telfer – to set up Geared NZ, developing high visibility jackets and vests called Roadworks.  For Monica, the thought of retirement without a buzz and a new goal wasn’t appealing. Add to that the opportunity to make her 11 grandchildren safer and that’s all the motivation she needed to help establish the business. Geared NZ was formed in August 2004. The initial concept through to having the jackets ready to market took over a year, but Anna knows they’re now on the right track. “It was a roller coaster ride involving market research, garment design, test marketing, brand development and securing competent manufacturing – but the company has recently finished its first eighteen months of trading and sales have exceeded expectations.” Sales are up 280% on last year and climbing. In fact the company now has staff in Christchurch, Wellington and Auckland to cope with the growing demand from schools. Anna qualified from Otago with a Bachelor of consumer and Applied Sciences, then spent nine years in the dairy industry in a diverse range of roles involving new product development and general business management. With Monica’s background in teaching and child development, their combination of skills has been crucial for the success of the business – but there have been a lot of challenges along the way. “The first major challenge we faced was in manufacturing the jackets. Initially we approached several manufacturers in New Zealand, but we quickly realized if we were to be true to our view that all kiwi kids deserve to be kept safe, then the jackets must be affordable. To achieve this, manufacturing overseas was the only viable option”, says Monica.

Anna admits sourcing from overseas was a huge challenge and a significant risk for a start-up company. “Issues such as establishing trustworthy and competent contacts, importing and shipping requirements, ensuring high quality standards, language and cultural differences, and foreign exchange all presented significant challenges.”

Another challenge is geographical, with Anna in Wellington and Monica in Christchurch. “We make it a point to meet in person at least monthly, which tends to be when any of the major discussions and developments take place,” observes Anna.

“We also take advantage of organizations such as Trade and Enterprise which does so much to support the establishment of small businesses. Also on the marketing side, we’ve secured a minority shareholder who is an active marketing consultant and gets involved in the business on an ongoing basis.”

The Roadworks brand represents quality, innovation and safety. “Having a brand agency involved right from the start has been key in establishing a strong brand,” advises Anna.

Monica adds that the support they’ve received for their idea has been huge. ‘For starters people with experience in the clothing design and manufacturing industry have been incredibly helpful and prepared to share their expertise despite being in a competitive market.”

Geared NZ also developed a close relationship with Land Transport New Zealand as one of the key sponsors for the annual Feet First Walk to School Week (March 5-9) which encourages kids around the country to walk to and from school, providing an opportunity to educate them on how to be safe on the roads.

Prizes of Geared NZ’s Roadworks high visibility jackets were on offer as spot prizes and that schools with the most children who walked on Walk to School Day (Wednesday March 7( during Walk to School Week and also on Walking Wednesdays’ throughout the term win a Sanitarium breakfast.

Anna believes the key to their success has been the enthusiasm shown by their customers. ‘Parents are not only passionate about keeping their own children safe, but they also want to see the safety message shared with the wider community. In many cases they are enthusiastic about championing fundraisers or other selling opportunities at their schools. Schools, particularly those with Walk to School programmes, have also become involved by offering our Roadworks gear for sale at their school as a service to parents.”

Roadworks are available online at www.gearednz.co.nz or through schools, with $5 from every jacket sold going to the school itself.

In terms of business growth, Geared NZ is the perfect example of a small but successful company with sales going really well. “Its been a challenge, but an exciting, worthwhile and rewarding one – and we plan to continue that way until every child is safe and seen on our roads.”

Victoria Barton-Chapple