4Cabling is Australia’s leading direct-to-consumer manufacturer, wholesaler and retailer of cabling and IT management accessories. Nicole Kersh founded the company in 2006 and recently sold it. She shares her experience (and her passion for sticks) with Business Woman Media Power Pack business…
What prompted you to found 4Cabling?
My parents were electricians and my mum always worked from home. While most people grew up with coffee table books showcasing architecture or travel destinations, in our house it was the National Electrical Contractors Association newsletter. Riveting stuff. The subconscious infiltration of the electrical industry had a lot to do with the founding of 4Cabling.
If we look back 15 years in IT history – the internet was just finding its way into our lives, it was still a foreign luxury. Processes were still very manual and the fax machine was a highly revered appliance. Being of a tech-savvy generation, it made sense to me to automate the way my parents were working and power pack business. It seemed like the rest of the world was moving forward and we were still so far behind.
What were the biggest challenges you faced in building it?
[tweet_quote hashtags=”@nicole_kersh #powerpack” ]Age was definitely a barrier[/tweet_quote]. The industry is predominantly male and middle aged, it’s rife with sexism and change is a dirty word. Trying to convince that demographic on the merits of change wasn’t well received, especially from a 21 year old. I resorted to all sorts of subterfuge, pretending to be a man, hiring older men to represent the company. I had full confidence in the product and neither age nor sexism was going to stop me.What were the highlights?
As someone with a keen thirst for knowledge, being constantly challenged was a massive highlight. 4Cabling opened so many doors for me. I learnt about people, technology, business and life and while they weren’t all positive lessons to learn, I am glad I’ve had that exposure. I achieved far more than I ever set out to achieve, it gave me an opportunity to support a community of people and watch them grow. I feel very blessed to have had that experience.
What prompted you to sell it?
Lets be real here; cables were never my passion. [tweet_quote hashtags=”@nicole_kersh #powerpack” ]While I always knew I would never work ‘for the man’ [/tweet_quote]I never dreamed it would be selling electrical components. The business was on a constant growth trajectory for 10 years, it reached a pivot point where it required a massive investment of time and resources to sustain the next decade of growth. I drew a line in the sand and decided to walk away where I felt my skill set could sustain.[tweet_quote hashtags=”#sellingabusiness” ] I think it’s crucial to know when and where to call it a day.[/tweet_quote]
What is your focus to power pack business?
Selling 4Calbing was a heart-wrenching experience. Not that I ever thought it was easy… but when you have something valuable to other people, manipulation and greed tend to rear their ugly heads.
I took six months to realign my values and think about where to from here. I feel like I’m armed with a collateral of knowledge and experience and I’m ready to get stuck into the next challenge. One of the biggest changes we’re seeing is a push towards web content. While it sounds self-explanatory, people don’t’ understand what producing relevant, engaging content actually is. Hitting the ‘like’ or ‘share’ button is not engaging with content.
Aside from consulting in the digital marketing and ecommerce strategy space, I’m building a content focused agency called ‘The Content Folk’. The Content Folk combine information and character to deliver bespoke content. We aim to create a clear, SEO-friendly, relatable online identity for you. Think about this way – you’ve got all the binary basics; the gumption, the good looks the passion and the purpose. Content can render your site a Moby Dick or a Sardine and trusting someone to deliver a whale can at times seem mythical.
Tell us about those sticks you collect.
I’m a massive fan of nature, for some it’s religion, others it’s music, for me it’s nature. I also walk everywhere; I once walked from the office in Alexandria to Manly. Along the way I collect sticks. I now have a small but growing forest of sticks, which I paint, or wrap in twine. It’s therapeutic.
What 3 things would you say to women who are trying to build a career or power pack business?
- Surround yourself with good people – there are opportunists everywhere, if it feels to good to be true then listen to your instinct.
- Be honest – I regret the fact I had to pretend to be a man to prove the worthiness of my product. People relate to people.
- Persevere – it’s not easy starting anything, especially a business. It’s heart wrenching but what differentiates you from others is the ability to persevere. Remember to stop and punctuate important moments with reflection. It’s ok that it’s not always ok.
