Case Study – John Peddie

‘A 4000% increase in profit in 18 months’

Business: J Productions Media Ltd

Owner: John Peddie

J Productions Media Ltd is a video production company based in Frimley, Surrey, and was established in 2008. The company chiefly works with SMEs, offering a one-stop service and creating video content for a wide range of marketing, training, and other corporate purposes.

The company is owned by John Peddie who has been working with Ash Taylor since 2016, mainly as a mastermind member.

Why Ash?

John had not worked with a coach before and was recommended to Ash by not one but two business friend. ‘It was the fact that they independently suggested Ash that led me to him,’ he said.

How was the business performing before joining forces with Ash?

John had been running out of money — fast. ‘I knew how to do video, but I had no idea how to run a business,’ he said. ‘I had stumbled into a few contracts which had been keeping me afloat, but then I began losing them for various reasons. In one case the marketing person left and in another budgets were cut.

‘I was soon left without any work, any clients, a family to support, and a rapidly dwindling bank balance.’

At the point when he and Ash first met, John had approximately £1,000 in his business account.

Was this the biggest challenge?

‘Yes, by far. I had no money coming in and no real idea what my marketing should look like or what to say so that the right people would hear me and want to work with me.’

How did Ash help?

John had a few 1-2-1 sessions with Ash which kick-started the change process before be became a mastermind member. ‘I felt instantly comfortable with him,’ said John.

‘Ash came up with a top-to-bottom reboot of the business. He started by finding out what I wanted to achieve, then got me to define who my customer is, and then moved on to the website.

‘Ash basically laid the correct foundations for me to build a stable business that can grow. He helped me understand where I could best spend the little money I had available to get the best ROI and I began implementing immediately.’

John signed up to a call answering service, began using Google Ads, and got himself out from behind his desk and into networking events. Ash also helped him identify issues with his website and since resolving those he’s seen traffic improve and visitors stay longer.

‘Ash has had so many great ideas for J Productions, but his best so far has been holding video days. These are events I host for business owners who can come to the studio and record their videos at a very competitive price. It had never occurred to me to do this and it’s proved so popular — and a brilliant way to improve cash flow.’

What difference has resolving that challenge made?

‘My client base has grown enormously, as well as my confidence and focus as a business owner. I now have a clear understanding of where I want to be and what I need to do to get there.

‘The business is profitable once again, only this time there’s a proper base. I have cleared all the debt accumulated when I had next to nothing coming in.’

John’s monthly gross revenue has risen from less than £1,000 when he first began working with Ash in 2016 to more than £8,000 two years later.  ‘I went from a year-end of £400 in profit to £16,000 – a 4000% increase! My next goal is consistent £10k months, and to take on a full-time video editor.’

In 2016, John had just three clients, so when they pulled the plug he was in immediate trouble. Now he has more than 30 and the number is growing all the time.

What’s it like being a mastermind member?

‘You’re learning all the time,’ said John. ‘They’re an extra pair of eyes, and they’re not afraid to tell you that they don’t understand what you’re trying to say or do.

‘You learn from other people’s experiences, through sharing ideas, and having other owners look at your business from the outside. This gives you a whole new perspective.

‘It’s also wonderful to become part of a strong network of like-minded business people. They understand your struggles and pains and are always the first to celebrate your wins.’

What are Ash’s strongest qualities as a coach?

‘He is never intimidating, and he really does walk the walk. He says what he needs to say, even if you don’t always want to hear it.

‘There are never any platitudes with Ash and he will call you out. If he suspects you’re just having a whinge, he’ll say, “well, what are you going to do about it?”

‘He always goes out of his way to champion me and my business to others. And he always appears to have the next step of my journey laid out long before I get there.’

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