Gift Focus - Jul/Aug 2018 (Issue 108)

Do you want to break into America and make your fortune? Good idea…I did too. Once. So, what happened? Just months after I started my business, I thought why bother with little England when I had the dizzy lights and huge population of the States to conquer. I quickly landed to my senses. Literally. The warnings came thick and fast. An awful flight over to New York, followed by hiding from knife wielding thugs in Port Authority bus terminal, and I was already thinking that this wasn’t how it was meant to be. I saw the British Council in a tall, posh building in central Manhattan. One of the first questions they asked was the size of my then- cards. I had the answer of course, in decimal measurements, which the Americans didn’t use or understand. I bullishly pressed ahead. I can’t tell you exactly when I got the message that I was being naive, but at least I did. It was the early days of the business, and I’d spent every penny I had on the flight, staying with the brother of a good friend of mine, a two-hour bus ride out of New York, and commuted every day. It was the New York Stationery Show, so I had a slight excuse to be there at that time too, walking around showing my cards to anyone who would look also drew a muted response. I really couldn’t see why. After all, the cards were funny and designed well, according to me and English people. Then, a failed partnership with a small business distributing my cards meant I had to look myself in the mirror. I was forced to come to several conclusions. Firstly, they didn’t understand or appreciate my, or the British, sense of humour. Secondly, I’d never get the money back that I’d lost trying. Thirdly, a rather long overdue look at American stats. Yes, they have a population of some 325 million, as opposed to our modest 65 million, but about 90 per cent of their market is taken by two massive companies. That leaves about 32.5 million people between all the other companies operating in that market, do you want to launch your brand and sell in America? Gift entrepreneur David Hicks is the founder of card & gift brands Really Good and Soul. David started with a £200 investment and built a business that’s blossomed into a £4 million company selling to more than 30 countries globally. Here are his tips to help you crack the US giftfocus 135 business advice

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