Fiona Conor - MD, Trust Electric Heating

Leeds Business Podcast

Starts at 00.45

This week’s guest is Fiona Conor, Managing Director of Trust Electrical Heating.

Fiona tells us all about her amazing & varied route to becoming a business owner, the ups and downs of registering a patent, the huge importance of brand, the need for a business coach to vomit on…. and how to stop your ‘leaky bucket’ and increase your lead conversion.

INTRODUCING FIONA CONOR

Fiona Conor, is Managing Director at Trust Electric Heating and boasts three decades of experience in sales and marketing. Her mission is to lead Trust Electric Heating to the forefront of the UK's electric heating industry.

Driven by her passion for product development and sustainable technology, Fiona spearheads Trust Electric Heating's rapid growth, catering to the rising demand for sustainable heating solutions.

Beyond her professional achievements, Fiona brings a personal touch to the electric heating world, shaped by her extensive background in charity work and counselling. With an unwavering commitment to a 'people first' ethos, she guides Trust Electric Heating not merely as a company, but as a trusted partner dedicated to crafting heating solutions designed for humans.

EPISODE HIGHLIGHTS

[00:00:30] Fiona’s (very varied) early career

[00:07:00] The launch of the business

[00:10:00] Pitching for investment

[00:12:00] The importance of branding

[00:16:30] The problems….

[00:21:45] Selling radiators online

[00:23:00] Stepping up the operation

[00:32:00] How to stop your leaky bucket

[00:35:00] Working with Entrepreneurs Circle and the benefits of having a coach

[00:40:00] Why bring a NED into the business?

3 KEY TAKEAWAYS & BUSINESS LEARNINGS

• Things come in your path to take you to where you need to be in the future

• You’ve got to get your brand right

• Everything has to be about analytics

4 BEST MOMENTS

“Scott launched the business on the Dining Room table”

“He grew a beard when he was installing and shaved himself when he was selling”

“Covid gave me the space to think about the business”

“We needed real strong governance on the board”

VALUABLE RESOURCES FOR YOU

Website: www.leedsbusinesspodcast.com

Website: https://www.trustelectricheating.co.uk/

LinkedIn: https://www.linkedin.com/in/fionaconor https://www.linkedin.com/company/trustelectricheating/

Mentioned in the show; www.entreprenuerscircle.com https://www.hotjar.com/

https://www.propaganda.co.uk/ https://www.selectuniforms.co.uk/

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ABOUT YOUR HOST

Phil Fraser went from an accidental kitchen table start up, with no investment, all the way to multi-million pound sale to a PLC 18 years later. He’s travelled the full SME business journey of launch, growth, scale and exit.

As well as hosting the Leeds Business Podcast, Phil now works with ambitious SME-owners as a Business Sounding Board (think somewhere between Business Coach and Business Mentor). In simple terms, he’s ‘a pair of ears and an extra pair eyes’ for SME Owners helping them to be better at what they do. Phil’s mantra is It doesn’t need to be ‘lonely at the top’. He helps Business Owners to be better business owners, by helping with their clarity and focus.

As a Business Sounding Board, he gives SME Owners the time & space to regularly discuss their challenges and opportunities, with no sense of judgement or bias, and in complete confidence. This allows them to explore their options in full, culminating with a list of issues to address/clarify, a clear target in mind, a roadmap to success, and a renewed enthusiasm and confidence for the challenges ahead.

Phil has appeared as a guest on over 60 podcasts, webinars and interviews, from around the whole globe, talking on a variety of business subjects. You can view them all at https://philfraser.co.uk/watch-hear-phil/.

LEEDS BUSINESS PODCAST

Steve Parkin, Nigel Botterill, Leeds, Leeds Business, Business in Leeds, Nous of Fraser, Business Sounding Board, Business Coach, Business Mentor,

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