Features

Old Age Stereotypes

An interesting report was released last month by Standard Life highlighting that society’s perceptions of ageing is fundamentally flawed, with people assuming ‘old age’ is when people potter around and settle down with cups of tea or go senile. Yet in reality, many are still very much ambitious, independent, innovative and focused on business growth. We are seeing a rapidly changing evolution of business, savvy entrepreneurs who are simply older. The new buzzword ‘olderpreneur’ still has a pretty patronising ring to it, after all you wouldn’t apply the prefix ‘older’ onto scientist, doctor or any other occupation.

Arguments for it have not been that convincing either, “it’s the same as the term social entrepreneur or political scientist.” Really? Further to its Death of Retirement series, Standard Life recently released a report called which explored the stereotypes of old age and found that society’s views are also very much flawed, following extensive research into the public’s perception in comparison to reality. The research revealed that people over 55 buck the Victor Meldrew stereotype with individuals getting active, travelling the world and embarking on business ventures no less. Statistics from the report highlighted that 7% of 45 to 65 year olds wish to start a business venture further on into their future.

In this issue we take a look at those entrepreneurs who don’t necessarily fit the 18-30 age bracket but are striving in business nevertheless with all their tenacity, independence and resilience fully in tact.

This quiet revolution of all these entrepreneur case studies is testament that the traditional idea of retirement is being turned on its head and the intentions of the 45-to-65 year old group amount to nothing less than an enterprise revolution. They want independence and after years of working for private companies and government bodies it seems this particular age group is seeking control of their own future, by doing something that stimulates and engages beyond the nine-to-five.

Roger Davies
At 61 he started his own business, Fish for Flies. He decided to expand on his passion for fishing and start the business a few years back. The company has its own website and is doing extremely well. He has been one of our best case studies and has recently come back from a gruelling 6 weeks race to the North Pole, truly highlighting the active nature of the baby boomer. He decided to make the move into business as fly fishing was his passion despite never having run a company before. His motto is “Live a Life to Die For “ which is why he is so active in what he does. He describes himself as business entrepreneur, inspirational speaker and honorary eccentric for whom the challenge of the Polar Race is the pinnacle of an ‘interesting’ roller coaster ride of a life. He took part in the race earlier this year – his determination in life is truly inspiring.

The race set off from Resolute Bay in North West Canada on Monday 6 April, and almost 400 miles later, Roger and his team mate arrived at the magnetic North Pole on 29 April. He used the expedition, described as the ‘World’s Toughest Race’, to raise money for his local charity, the Tadworth Children’s Trust, which supports children with multiple disabilities and complex health care needs. Each day involved a long trek on foot without the benefit of dogs or skidoos, with Roger having to pull his sledge the whole 400 miles, setting up camp each night. Along the way, there were three check points where the team could have a rest and medical check up before setting off on the next leg.

“After almost two years of preparation and training, including recovering from a heart attack, I am thrilled to have completed the Polar Race 2009.

Each day was a huge test, with freezing temperatures, harsh terrain and fending off the odd Polar bear, but we made it to the end in good shape despite losing over two stone in weight. We were delayed by two days in leaving the Pole as extreme weather with temperatures of minus 40 and heavy snow prevented aircraft from landing and had we not managed to leave when we did, could well still be there now.

This kind of activity may not be always thought of as normal for someone of my age, but I like to think that by doing this, I have shown the rest of my generation that as I grow older, I have no intention of slowing down and being a typical retiree. I must admit I am looking forward to putting my feet up for a couple of days at least before setting my sights on my next adventure! My ambition was to get to the North Pole which I achieved and I am very grateful. Whether it’s business, or anything else you have to take the plunge. It doesn’t matter what age you are!” Roger Davies, Fish for Flies.

Deborah Wylde
Four years ago, Deborah (59) from Cumbria launched her own company having seen a venture in the US that she absolutely loved. Her company, Pergola Photos, has pioneered a template for a photo booth that allows people to design the outside of the booth to fit any theme or company style. Particularly a big success with corporates and party groups, Deborah has had a very interesting turn in life. She is very passionate about what she does as owner of Pergola Photo LTD. She began her business two years ago at the age of 57 after spotting a business opportunity whilst living in New York. It was there that Deborah met her, now, Chief Technology Officer, Larry, who was working as a consultant for a New York based photo booth company and the two came up with the idea of Pergola Photos. Deborah, who previously worked as an assistant to an executive in a large dot com company in New York, said: “I simply spotted a gap in the market and pounced on it. Business is booming and the booths are a real hit.”

The mother of two from Cumbria recognised the success of the photo booth concept and was determined to capitalise on the gap in the market in the UK. Pergola Photo designs and produces portable photos booths that can be given bespoke makeovers for any occasion from a Toga Party Temple to a South Sea Island Hut, becoming the first company in England to use a photo booth for entertainment.

“We turn an everyday photo booth into a ‘party booth’, offering any occasion, whether it be a wedding or a corporate event into an elegant entertainment veichle with maximum impact. The booth is staffed by two photo concierges who guide the guests through the experience with professional service. If I were to give any advice to budding olderpreneurs out there, I would be to ‘go for it!’. The job satisfaction that comes with running your own business is unparalleled and I cannot see myself stopping anytime soon. This was one of the best decisions I have ever made.” she added.

Liz McPherson
At 59, Liz and her husband started up Riverford Home Delivery seven years ago in Weston Super Mare. Their ethical business delivers organic produce and is now managed by Liz who changed career having worked for 30 years as a nurse. Unusually perhaps they were supported financially into setting up their business by their children. Liz and husband Gilbert used to receive weekly organic food boxes including a newsletter which one week advertised for new franchises to grow the organic food delivery business. They were both looking for a new challenge and very interested in the environment and sustainable farming– particularly Gilbert who had been in charge of the Dairy Herd at Cannington College of Agriculture. After a long debate, they decided to sell their house, buy a franchise in August 2001, with Liz initially just helping out in the office while she continued in nursing (Liz was in her 30th year of nursing where for the last 13 years she had looked after patients with Oesophageal Cancers).

Their first delivery was to 28 customers, and in the early years Liz and Gilbert managed their deliveries around their ‘day’ jobs, operating from a small office just off the kitchen. The business started to grow so they decided to move to be nearer to their delivery area – at the same time, Liz was enjoying being more involved in the customer service side of the business so decided to give up on her permanent nursing role and start freelance nursing for an agency so she could devote more time to it. During 2003, as the business got busier and busier.

Liz found she was more and more involved, and when their computer database crashed which Liz needed to rebuild, she was forced to take stock of her situation. This made her realise that rather than just being a part-time office helper, she was an integral part of the business and it actually depended on her as well as Gilbert. With over 30 years in nursing, it meant she was the one who talked to people about their food orders and sorted out problems for them. Since, she has given up on nursing and now works full time for their business - www.riverford.co.uk.

Camille Ortega McLean
In her early 50’s she launched her own pickle shop, The Pickled Village in Bulwick, Northamptonshire. Up until her mid 40’s she was involved in running a pickle factory in Glasgow which was then bought out aggressively by Baxters. At the same time, her children left home, and she decided she had to change her life. She up sticks, deciding to return to where she had grown up, and hating the thought of doing nothing, took on converting the empty village post office into a village shop and small scale pickle factory. Since then, in a very short time Camille has been massively successful, the Pickled Village (www.pickledvillage.com) is now sold nationwide via her website and the shop is thriving.
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