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Director Interviews: The honest truth

Stuart

A casual interview so we can really get to know Stuart Hibbert 39 from Swindon and Stuart Hibbert Managing Director of icomplete limited, on 25/07/08.

Afternoon Stuart, I promise there are no hard questions

1. What is one thing we may not know about you?

I was once interviewed on live German TV when I was working with ‘Back to the future 2′ the computer game. It was rather interesting considering I don’t speak german!

Another interesting experience was at Earls Court for the launch of the ‘teenage mutant ninja turtle’ game where I danced on stage with a turtle. (He has promised to look for a photo)

2. What have been your major achievements in life?

I was the youngest producer (just before I turned 18) for Activision which was then the world’s largest software company. I went straight from school into programming and sold 500,000 copies of the computer game.

I was also involved with the internet as it was just starting in the UK. I helped launch GQ magazine on-line, who didn’t want to go to the internet so we helped bring the internet to them.

Launched Microsoft Europe website for them

First multivendor transactional website in Europe - Highland trial

Setting up X200 and selling it, now the market leader and most successful company for online council tax in the UK

3. What are your interests outside of work?

Really enjoy travelling - seeing new places, meeting new people. Formula 1 (did you see it at the weekend - no I forgot to record it, but I caught the highlights) Music, I have wide tastes, the 80’s are very good, but then again I would say that and theatre and walking

4. Main dislikes?

Lousy service! Everywhere, not just in restaurants but it often is. Waiting 2 hours for ‘Oh we don’t have the main ingredient for that dish’. I lived in the states and there is such a difference between the US and the UK. Whether it be a server or a bar tender they understand professionalism. There is always a glass of water on the table before you sit down; in the UK you have to wait for ages. The US is really geared up for quick service and professionalism! You just don’t get the same levels of service here in the UK-it’s my pet hate!

5. Most embarrassing/funny moment?

Yes, definitely has to be the turtle incident that I mentioned before!

6. What television show would you like to make a guest appearance on?

I like Eastenders but i’m not sure if I would make a good Eastender. I do quite like police and crime dramas but I would probably end up as an extra being murdered or a corpse - great!

I was on Players and Gentlemen in 1988 as an extra. Our office in Southampton was used by the TV production company; I was just sat at my computer with everything going on around me.

7. Your greatest moment/ amazing experience to date?

Seeing Machu Picchu in Peru.

Flying over to Milford Sands was an amazing experience, the scenery! Also anything travel related especially Jakarta and South America.

The launch party for Afterburner onboard Concorde was an experience; we had half of the plane and spilled champagne at 50,000 thousand feet at mach 2 round the Bay of Biscay.

8. Now you currently live in Swindon, but where are you originally from?

I was born in Bromley in Kent and when I was 3 years old I moved to Sussex- West Wittering on the coast.

9. What is the CD in your car at the moment?

I haven’t got a CD in the car at the moment

Although you do have the Mamma Mia film soundtrack in the kitchen

(which was quickly defended with) I didn’t buy it for me, it was for Claire

10. If you could have dinner with any celebs from past/present who would they be and why?

Henry VIII, so I could ask him what the secret of a successful marriage was!

11. Ideal holiday destination?

Probably my last holiday which was partly beach relaxing on a desert island in Fiji followed by travelling to New Zealand and then Shanghai which was pretty amazing. It started in LA but that’s neither here nor there. I really like to discover new places and things but I have now realised that you need to relax!

12. Finally what would be your desert island luxury?

A satellite internet connection so I could stay in touch

We now know about you but moving onto work and what you do at icomplete.

1. Let’s start it simple, what is icomplete and who is it for?

It is a service aimed at solving business problems, for any small business. People get into business to do what they enjoy, for example a plumber does not want to be continuously doing accounts and appointments, therefore the aim of our service is to enable businesses to get back to what they do best.

2. On an opposite note is icomplete for everyone, and who is it not for?

Potentially everyone. It does require people to work in a different way, and because of this it’s progressive, people who will take it up to give them the edge in the market.

3. It seems to be that web applications and the cloud are the current buzz words in the tecky world, so what are they and how can they benefit us?

It’s the shift from having applications installed on a computer where you have to install and update frequently to running applications remotely. Computing has always shifted from running centrally to running remotely, we are now working centrally. The cloud holds the data and the web application, it is then accessible everywhere, at any computer. We are no longer tied to a physical location to access the information.

4. How did you and the rest of the icomplete team come about with the icomplete idea?

Claire was running the Body Clinic and wanted an online booking application; therefore the original aim was to help her. I then sold X200 and took a year out. I was looking into what I could do next when the concept remerged. I talked to Myles who was big on CRM and we realised that to do bookings you need CRM and it all spun from there really, the small concept being that we want to solve problems keeping people up at night.

5. Who came up with the name?

I originally bought the domain name web applied, thinking that it would be a good idea. We then looked into the product name; and came up with wacomplete. But then Myles came across the domain name icomplete which was for sale. We negotiated over it and purchased it but with no intentions of changing the name. However people kept asking us what does wa stand for? In response to this we finally decided to change it to icomplete.

6. Have you enjoyed developing and working with new software?

Yes we have a team of 10 developers and designers which are located globally, across Europe, America and Australia. Coordinating them is challenging yet exciting. This different way of working couldn’t have been done a couple of years ago. The idea of being on a beach whilst working has come together, it is now possible!

7. What about working with your friend Myles and wife Claire?

Absolute disaster! (Laughs) A lot of people would find it hard working as husband and wife but for us it works really well, it’s no different to working with anybody else. Two of my brothers work with their wives, and my grandfather and grandmother worked together so it seems to be in the blood! As for working with Myles, I have known him for 12-14 years, at the start of the internet he was selling Dynobase, and we became one of their partners, working with the BBC, Compaq and fidelity investments. Myles then joined sales for X200.

8. I bet there have been times when you have wanted to rip you hair out!?

When things don’t quite happen as you want there is often frustration with how long things take, but it is all worthwhile in the end.

9. What have been the most challenging and rewarding times in development?

The biggest challenge was bringing together a team who work remotely and have never met each other to come up with the product we have now. The reward is seeing it all coming together, a web 2.0 application with a lot of components. We do quite a lot, bringing together technical, telephony, call answering and PA services but it is all interesting and rewarding.

10. How do we get the most out of what icomplete has to offer?

Remembering that you’re not alone! icomplete means there is backup to make you look like a larger organisation, with access to information wherever you are. You can start to shed yourself of tasks you don’t enjoy and concentrate on what’s important to you whether it be making money or upgrading your business image.

11. What is your favourite feature of the icomplete application?

The integration of technologies, being able to call up on a phone number and have software to say ‘follow me to my mobile’ or I don’t want to take a call and it being answered by a PA with voice to text in the not so distant future. This is where voicemails will be converted to a message which can then be sent as a text message, which is easier and faster to read. This can be ideal for trade’s people who can dictate quotes and either get the PA to send them out, or send them out by text. They can also be transcribed into the task list.

12. What phone do you carry?

iphone

13. Ok, talking of Apple, what do you think of Apples Mobile Me, serious competition?

Mobile Me is aimed at individuals; it is not a business application aimed at businesses like icomplete is, although the icomplete application will work on the iphone.

14. What can we look forward to from icomplete?

We want to extend the range of applications in the suite, looking at things like accountancy and e-marketing services, such as the ability to construct a newsletter and send out to a subset of users. But solely, we want to listen to customers and find out what issues are keeping them up at night, we want to solve them and make it easier for the small business.

Myles

Interviewng Myles Hantler, Sales Director of icomplete limited on 29/07/08.

1. What is one thing we may not have previously known about you?

Obviously I’m a New Zealander, but one thing you may not know about me is that I ran a honey shop in Downtown Auckland called ‘honey life’ in my 20’s. It was with my girlfriend and it sold all things honey. People brought their own containers so it was a non packing company and used the honey for food as well as health and beauty benefits.

2. What have been your major sales achievements in life?

European Commission, Bank of England and million dollar deals for a phone company in Europe called ‘Snere’

Awards achieved have been salesman of the year twice at eBT. (where I met Stuart) I won two Rolex watches, one of which I gave to an engineer. I was 4% of the sales force but represented 31% of the revenue. eBT helped run dynamic websites and helped develop xml.

3. What are your interests outside of work?

I’m a member of the Royal Academy of Art, Architecture, movies - French, film noir at the moment.

4. Main dislikes?

People being treated unfairly, the Palestinians and Iraqis are being treated unfairly.

5. Describe your three best qualities?

Determination, integrity and the ability to see other people’s views

6. Worst quality?

Paperwork

7. Most embarrassing/funny moment?

In a pool bar in Notting Hill a woman came up and kissed me saying ‘what are you doing in a bar like this’ mistaking me for Paul Merton

8. What television show would you like to make a guest appearance on?

Columbo - I like the 70’s aesthetics

9. Your greatest moment/ amazing experience to date?

Skiing trips -skiing down vertical drops on a double diamond black, with big moguls, where people normally break their legs. (I think what he’s trying to say is he lives life on the edge)

10. If you won the lottery, would you retire?

Probably not, I would just become more of an investor than a worker.

11. Do you still call New Zealand home?

In a way yes, it has become a bit of a nanny state though.

12. What is the CD in your car at the moment?

My CD player has broken but on my mp3 I’ve got Amy Winehouse and lots of techno.

13. Ideal holiday destination?

Quite a few really, Rio or Mexico.

14. Finally what would be your desert island luxury?

An ever-changing book.

We now know about you but moving onto work and what you do at icomplete.

1. Could you sum up what icomplete offers in a sentence?

Everything in one place

2. What are the responsibilities of the Sales Director?

Strategy, getting in revenue, discovery, convincing people, executing deals and motivating

3. What type of customers do icomplete have, which customer segments are you aiming for?

The younger savvier businesses, such as plumbers that are smarter and motivated. We aim at different industries, primarily we have 3 main categories: trades, professional and health and beauty. There is also a home and office category for running estates or for projects. From the beauty category we have the salons and spas which have a high turnover of clients with complicated diaries. Professional includes PR, media, TV and film which are viral and are very interconnected. The trades includes plumbers and electricians which are the most mobile, but stressful jobs, if we can keep these happy then we can keep any customers happy!

4. Can a business be too small or too large to use the icomplete application?

No, you can be a freelancer, student or a household organiser and use the free service for reminders, family and friends and organising homework. Or you could be a small department in a large organisation, or even a larger organisation. But yes the application does lend itself to smaller size businesses around 20-30 employees.

5. What is your favourite icomplete application?

Map my day.

I also like a future development which will be in an upcoming version, which creates a visualisation of the smaller organisation, for example creating a hierarchy across 5 departments, a single company radar view.

6. Can you sum up the biggest changes that you have seen since you started working in software development?

The cost of setting up a company, whether it be a software company or a salon, the costs to run a business now are very heavy duty.

7. What has been the most challenging and rewarding times through the icomplete development?

Most challenging has been the subtleties of branding, and how hard it is to get the flavour of the brand right, all the small bits add up and it is important to get it polished and right!

Most rewarding is being out and about and showing the application to people. Explaining it, and being proud in what we have achieved. People are now recognising how much we have bitten off by trying to produce the holy grail of software - all of what the competition offers put together. So far it looks like we can achieve it!

8. Have you enjoyed working with friends?

It has its moments! I enjoy all start-ups; finding it challenging but then in a few years time looking back on it and seeing how we put our all into it!

9. How is icomplete unique in the combination of applications it offers?

I’ve not found a company offering software with services. The common term in this space is SAAS, software as a service. We have entered software with services and humans such as telecoms and PA services. I don’t like the term unique more unusual!

10. Have you got any trusty sales tactics that you can always fall back on?

Integrity works well with sales. There is a definitive study looking into sales which was done by Harvard and they came up with 2 things.

Firstly empathy, you have to put yourself in the shoes of the customer, in terms of what motivates them for example and then modify your pitch accordingly. You have to look at the benefits that your product promotes.

Secondly there is a requirement to constantly top up your ego. In terms of personality, there needs to be reinforcement of who you are, and how you can beat that other guy.

Empathy can be learnt however the hunger and ego boost has to be there in sales people.

11. Is the application easy to use, and therefore simple to explain to customers?

Getting there, I would say we are three quarters of the way there. With marketing materials its working but we need to road test it. We must listen to people, remembering that it is a journey!

12. What do you think needs to be done so that people can keep up with the advancements in technology?

Well, simplification, 20 years ago people didn’t know how to use computers, only geeks. But this has all changed, what has changed is simplification of interfaces, there is no command language anymore. Google is proof of simplification, they have provided what people desire. In the future I want to be able to talk to a computer like a human, ask it to do my expenses, transactions, invoices, mergers and send them off. Whereas at the moment we have to type and enter all the information, we are slaves to the computers user interface.

Stuart and I have a joke that we would one day like the application to be a holographic interface, with no screen, something that you can touch. I have seen prototypes where the brain and hand movements create a holographic image, and all of this in 10-15 years maybe?

We are in an ever increasing space of knowledge, with greater improvement s of technology. In the past there was a promise from the introduction of technology that if you accept it into the workplace we will have a 3 day working week, with lots of spare time. Technology is obviously not as great as it should be!

13. Is the icomplete idea set in stone or is it open to new ideas and suggestions from customers?

It is definitely open to new ideas; best ideas come from the concept of completeness. The idea is that you can buy a dell computer for example, get the connections, free office and then we supply everything else that they need.

We will add new features as they are demanded and become popular. For example the need for online data backup is something that we can look into being the 14^th feature perhaps. We don’t need to guess what the market wants, customers decide and tell us.

We are continuously looking for completeness. There is also the opportunity for us to strip the icomplete brand and allow another brand to use the applications with a different metaphor. There could be a number of different skins such as a football one, where it issues red or yellow cards if tasks aren’t completed or gardening. We may arrive at a point where we develop a variety of different skins or metaphors.

I would be happy to take the application to young people at a university for example, give them the application allow them to develop a new metaphor and then allow them to sell it, companies like Unilever have done this. We could also link with membership organisations such as FedEx, white label the service and then allow them to use their brand name. People have different styles and prefer brands, and the different skins could provide for these, whether it is the corporate feel of FedEx or the folksy feel of icomplete.

14. Where do you see icomplete in 5 years time?

It doesn’t matter who owns it but I have an image of it being a global household name, and if not global and minimum a household name in Europe. I’ve got sights on China, and agreeing to partnerships with China Mobile for example, where instead of having the icomplete brand we white label the applications and allow them to put their trusted brand on it.

In 5 years time I will be happy if it is a recognised, respected and cherished brand!

Claire

Interviewing Claire Hibbert, Marketing Director of icomplete limited, on 29/07/08.

1. What is the one thing we may not know about you?

I talk in my sleep and I can crimp the corners of Cornish pasties!

2. What have been your major achievements in life?

Setting up my own business, The Body Clinic, and starting from scratch was very challenging but immensely rewarding.

3. What are your interests outside of work?

I play tennis, go to the gym and walk the dog. I enjoy socialising at different places, as well as going to concerts, watching the motor racing, F1 and horse racing

4. Main dislikes?

I don’t like mushy peas, but what i really hate is cruelty to animals

5. Favourite spa treatment?

Hot stones full body massage which is simply divine! Your whole body feels engulfed in liquid heat, stretching out all the aches and pains, it is by far the best way to unwind and relax after a busy day.

6. If you could have dinner with any famous person from past/present who would it be and why?

In the past it would have to be Elizabeth I, Boudicca or Joan of arc - all very strong women. In the present it would have to be Louise Hay, a life style coach - I have read a few of her inspiring and spiritual books I like way she thinks, very positive!

7. Most embarrassing/funny moment?

I split my trousers once while doing a treatment at the Body Clinic

8. What do you like to read?

I suppose I’m into alternative books, I have recently read The Secret and found Memoirs of a Geisha extremely moving. I enjoy historical novels and science fiction.

9. Your greatest moment/ amazing experience to date?

Probably when Stuart and I went travelling around America, Fiji, New Zealand, Hong Kong and Shanghai. Seeing all the different places and cultures.

10. Where are you originally from?

I was born in Penang in Malaysia; my dad was in the forces so we travelled a lot.

11. Ideal holiday destination?

I would like to go to Nepal, to one of the Buddhist retreats to learn the art of meditation and to explore Asia, its just so different and the people are so kind and humble.

12. Finally what would be your desert island luxury?

Swiss army knife - or a luxury yacht to get me off the island when I needed to get back to reality!

We now know about you but moving onto work and what you do at icomplete.

1. If you were telling a small business owner about icomplete, what is the first thing you would say?

Basically we are an online business that has created a service to help solve common problems that small businesses face, it integrates call answering, pa service, business tools and telephony all in one place.

2. Describe the work culture at icomplete?

I like to think it’s laid back, all about sharing information, helping and supporting each other and allowing everyone to contribute ideas and thoughts.

3. What type of responsibilities do you have as marketing director?

Basically it’s to ensure that the PR agency promotes our products and services in an accurate and positive way, providing the right marketing material and branding, working closely with graphic designers to meet these requirements as well as producing an amazing website. It also involves networking, working with case studies and conducting market research. Overall it is ensuring that the right image is portrayed to the market, as well as building up relationships business to business.

4. When running The Body Clinic, what were the day to day problems that you feel have been solved by the icomplete applications?

Calls being answered by the pay as you go virtual receptionist, allowing clients 24/7 access to the online diary, and reducing no shows with the SMS reminders.

5. OK, so the application is great for salons but what other small businesses is it also ideal for?

It is ideal for any small business, for example, a tradesmen, tcan have his calls answered whilst up a ladder, and with the future voice to text application he can send quotes via his mobile so the paperwork gets done while he concentrates on the job in hand.

Professional businesses are also ideal. For example if a company has sales representatives always on the road, it can keep them up to date and in touch with one another as they have access to all the client history and progress at the touch of a button on a PDA or mobile - business anywhere.

6. Which marketing communications are icomplete using?

We have the online marketing which includes the website and the blog, and then we also have the direct marketing such as brochure ware, e-marketing, newsletters and banner advertising. Our PR is managed by Michelle at our PR agency and we have been to exhibitions in the past. I also get involved in networking groups.

7. Have you enjoyed working in such a fast moving technological industry, or found it hard to keep up?

I have enjoyed it; I had a good grounding working for Microprose back in the 90’s, as the game industry is constantly changing. My knowledge went from zero to having to work with it daily. I was surprised how much information I absorbed and applied. I was promoted to manage and run the help desk team within a couple of years of joining the company. Nowadays since working within the beauty industry I have lost the fast learning pace of an office/IT environment, so at first I felt a bit out of date with software, but now I am getting to grips with it again, I love learning new things.

8. Would you say icomplete was customer focused rather than product orientated?

Absolutely it’s all about listening, adapting and solving problems for customers until we get it right.

9. What have been the most challenging times through the start up phase of icomplete?

The most challenging time was at the beginning of the software development. We hadn’t gone down the marketing route yet, and it was all about understanding the technology, at times it felt like Stuart and Myles were talking Chinese. It can be quite frustrating because development takes time, and we wanted to be going ahead with marketing but we had to wait until the product was right!

10. Have you enjoyed working so closely with your husband and friend?

It has been challenging but fun. I didn’t know Myles in a work situation as well because he was Stuart’s business partner, but if anything it has made our relationships stronger. With Stuart there have definitely been times we have had our differences but luckily we work in separate areas, I’m in marketing and Stuart is in development. We were working in the same office at one stage but I was always talking and was apparently a distraction, so I moved to the office next door, that’s helped (laughing)!

11. What is your favourite feature of the icomplete application?

The online diary, it helps clients access the diary 24/7, therefore it is convenient and minimises the number of calls generated to the reception. It helps both sides, saving time for the owner and giving the convenience factor to the customers.

12. Moving onto the press side, have icomplete been featured in anything recently?

Yes, we have been featured in Professional Beauty and Snatch - beauty and nail magazines as well as other articles coming up soon in Salon Focus, Massage world and Swindon Business News.

13. In terms of marketing, what can we look forward to in the future from icomplete?

We have the newsletter and brochure wear coming out soon are we are also looking to enter many different business competitions, so keep an eye out on the blog!

We will be out and about speaking at different events, where you can meet us face to face which we feel is great for spreading the word. Also, you will be hearing about the true case studies and how icomplete has turned their business round.

Chelsea

And not forgetting the smallest employee, Chelsea. The icomplete blogger.

What have been your major achievements in life?

Finding the chew under the pink plant in the garden that I buried months ago and lost! Oh and being as quiet as I can when Claire is on the phone in the office!

What are your interests outside of work?

Obviously walks, singing, chasing my tail and watching the world go by from my office window.

And what can you see from your office window?

Mainly the cat next door, tormenting me on how he doesn’t have to work!

Main dislikes?

Squirrels and hoovers

What is your role in the icomplete team?

I would like to think that I am a truly valued member of the team. I am always the first in the office in the morning, and I feel I guard the office very well, barking at any potential stranger! I always get a cuddle and a stroke off everyone showing that they appreciate my hard work and when I’m on a role (whilst blogging) I am often rewarded with a chew, which I have actually noticed no other employee gets- it definitely pays to work hard!

Where do you get your blogging inspiration from?

The ideas just seem to keep coming! They usually come to me when I’m napping either in my bed or on the stairs.

Most challenging time since you started at icomplete?

Tough one….either…staying awake during meetings or the photo shoot - it’s hard to look good all the time!

Meet the icomplete team

Chelsea

Description: 4 legs, white, furry.

Enjoys: walks and belly rubs

Blogging topics: general

Stuart

Description: icomplete CEO, 2 legs, less furry.

Enjoys: technology and lama trekking

Blogging topics: general

Claire

Description: icomplete marketing director, 2 legs, the beauty queen.

Enjoys: relaxing in spas and tennis

Blogging topics: health and beauty

Vicki

Description: icomplete internet marketing assistant, 2 legs, student

Enjoys: hockey and socialising with friends

Blogging topics: general roaming blogger