An Ideal move
Published:7 Mar 2011
As Ideal PC’s nears the end of their first quarter in the High Street, Ware Online talks to them about their business and what attracted them to move to their High Street shop.
What is now Ideal PC’s started life in 2004, when Tony Dejenan started repairing PCs out of his spare room. Seven years later and a lot has changed.
As the number of customers grew, the business needed to increase its workforce. The first employee was Tony’s wife, making it a true family business. Since then a number of technical staff have joined the firm enabling them to offer a broader range of services. The spare room was no longer an option and the business moved to a business unit in Standstead Abbots.
Ideal PCs is now a specialist in the repair of laptops, very much a growth area, as well as supplying custom built desktop machines.
Alongside this exspansion in workforce came growth in expertise with the business developing as specialists in laptop repairs, offering custom build machines for sale. Over the years they have built up a loyal customer base, some two thousand strong, mainly through home visits.
So after several successful years in the business unit, why the change of location?
While the business unit was a solid foundation for the business it didn’t fit with Tony’s future plans for the business and so he began to look for suitable new premises and was happy to find a location in Ware in the former shoe shop.
Moving to the High Street has involved a major investment over a three month period, and has also resulted in an increase in overheads. To date this investment seems to be paying off.
One of the draw backs of the business unit was that the business relied entirely on marketing and their website to generate business. The High Street location creates the opportunity for walk-in business, with customers bringing in their machines for repair, though home visits remain a major part of the operation.
The team is still adapting to working in a retail situation, with extended weekday and weekend opening hours to be staffed during the week and weekends opening all having to managed and this has resulted in further growth in staff.
At the end of the first quarter, Tony is happy with the investment, results look promising and they are seeing more new customers. Over all, it seems that Ware High Street is a good place to do business.
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