TV firms looks at the bigger picture

Anyone who has set up a business has lessons to pass on, whether through success or mistakes. Each month, Connexion talks to business people about what they have learnt in France.

We spoke to Ronald Molenaar, a Dutchman, who took over the English TV & Radio business with his American wife, Pattie, in the Gers. The company, which installs satellite TV systems, has a team of engineers across France.

What is your business and how long have you been trading?

We are English TV & Radio. We moved to France one and a half years ago and bought the business; it was six years old. The network of installers has been with the company pretty much since the beginning.

Did you do the same trade either in or outside France before?

I was an electrical engineer in utilities/energy markets worldwide, and my wife was a sales/marketing director in technology and pharmaceuticals both in America and Europe. We have more than 17 years’ experience. The important thing in taking on this business was to raise our three young children in southern France, have a steady income and buy a business that could sustain and allow us to enjoy our new life here.

What qualifications do you need for the job?

You need to be an engineer first and foremost, to understand the technology and apply it in most efficient way. You also need to have good marketing skills to understand how to position and promote correctly. A good fit for my wife and me.

Why did you think it would work?

We reviewed the past performance of the company, suppliers, installer base and did market research on potential now and into the future. Also, we considered if it would be a good platform for newer technologies. All of it looked positive.

What type of business are you and do you employ anybody?

We are a VAT-registered company. We have seven English installers contracted in the most popular areas of France. We also use French installers in outlying locations.

Is it your main income?

Yes.

Would you be brave enough to tell us your income?

I guess I am not brave enough.

What has surprised you?

We have been surprised at how relatively easy it was to purchase and operate if you employ the right people, i.e. our French accountant. Also, I have been surprised that people think you must have a monthly cost for English TV service in France. It is much simpler than that. Once installed by us, you receive 150-400 channels, HD viewing, and even recording/playback options for free.

How do you market yourselves?

Through a number of publications targeted at the British population in France, such as The Connexion. Word of mouth has proved valuable.

Who is your market?

All English-speaking people in France that want to watch English TV. Surprisingly, we find ourselves installing French TV systems more often now, as well.

What was your biggest mistake and your biggest success?

When we first bought the company, we decided to not change anything and watch and learn what worked best. We should have applied our business experience to implement more efficient processes sooner.

Our biggest success is the changes we implemented. This gave us a very healthy company during a turbulent economic time. Further, our clients have been very happy with our service. Good news spreads quickly.

Did you do a business plan?

We did for the purchase consideration. Since then, we have redefined it and probably will do so annually.