Entrepreneur takes shine to her work
The AGE

Friday, 28 April 2006

Putting her best foot forward ... Kate Kay at her corner in Melbourne's Rialto. Photo: Justin McManus

KATE Kay couldn't be further removed from the cliched image of shoeshine.

In fact, this smart 29-year-old has come up with a unique and modern take on an age-old business: Shine Shoe Shine.

"It's not simply a shoe shine, it is a complete shoe renovation" says the self-assured Kate.

"The important thing to me was a contemporary spin on the shoeshine. With all due respect, I didn't want to be like some old guy down the lane".

Located in the main foyer of the prestigious Rialto complex in Collins Street, her site indeed looks sleek and modern, although it features a traditional barber's chair and old-fashioned service.

"It is a very, very personalised service; I'm catering to time-poor professionals who want to look good," she says.

"Looking after your footwear is imperative if you want them to have a long life, which is why I call it a 'renovation'. In addition to that, there's nothing nicer than looking down at your shined pair of shoes.

"My customers are consistently remarking on how good it makes them feel, seeing their shiny shoes. Plus they know looking good is good for business."

Shine Shoe Shine offers far more than the quick walk-in buff: there are in fact three tiers to the business. As well as the sit-down shine, she also offers a drop-off and delivery service and in-house work for the building's many tenants.

A former freelance interpreter who had worked overseas for many years, Kate returned to Australia desperate to start a business but not sure what it would be.

"It was an epiphany," she says matter of factly on how she came up with the idea in the middle of the night last May.

"I had not had my shoes shined for many years so it was really just a bolt out of the blue. I had lived in London and seen the value of shoeshining but I've never seen a shoeshine service like this one before. It all evolved from the epiphany".

She quickly decided upon a location and unlike those who might start modestly, she picked the premier building in the best part of the Melbourne CBD.

"My target market is here so I would be crazy to start somewhere else," she explains.

And while the negotiations took six months to finalise, the Rialto joint venture owners were enthusiastic and created the corner site especially for Shine Shoe Shine. Kay recognises the advantages for both businesses, big and small.

"The Rialto has been hugely supportive as this is in line with the features already established in the building: concierge, dry-cleaning, car wash. It's all about attracting tenants and keeping them happy," she says.

The business was launched only three months ago and while she is already building up a loyal customer base among the blue-chip corporate tenants, she stresses that by far her biggest challenge is "marketing a unique concept".

"Essentially, I'm the face of Shine Shoe Shine, so relationship building is the main thing.

"While I'm not literally knocking on doors, it is about finding the right person to speak to. Obviously, it helps that I have the captains of industry sitting in my chair. They're great supporters of the business".

Through those customers she has been able to organise meetings with various corporate communications representatives from the big firms. There have also been leaflet drops and "a lot of emailing". The building's management group is about to feature her service in its next newsletter to tenants.

So far she has probably only tapped less than 10 per cent of the 3500 workers in the building so there is plenty of scope for growth. At the moment she is open four mornings a week with the rest of her time spent on marketing the business.

While she can expand her hours at the Rialto, she is reluctant to hire any workers until the business is making more money. At the moment she is breaking even but expects to be in the black within 12 months.

Her reluctance to hire is also based on the personal nature of her service and the fact she wants to be the face of Shine Shoe Shine. Despite this, she does envisage expanding to more than one site and is keen to open at the other end of Collins Street.

"My plan is not just for two," she says.

When asked what is to stop someone else stealing the concept and providing competition, her answer is simple: "Branding and relationships".

"Customers want to be loyal; they like to be loyal, and they already are. They're very supportive and that will be the challenge for anyone else who wants to get one up. They can open in another building but it's not Shine Shoe Shine," Kate says.

"Branding is a big side of the business. When I have spare cash coming through that's what I spend it on".

Her logo is large but quite discreet in the Rialto and she is keen to keep it stylish and subtle. However, the apron she wears for working does not carry any identification and she admits that could be one area she could address.

Among her ideas for branding are bags for carrying shoes. Kate noted that at the moment she wanders around the building doing deliveries of renovated shoes in a paper bag advertising a shoe care product.

"I don't want to be advertising them, I want to advertise myself".

Then there are the "sweaty plastic" bags her clients use to carry their footwear which provides another opportunity in the form of branded luxury shoe bags.

Among the other ideas she is considering is "partnering" an exclusive shoe distributor because many of her customers do not have the time to shop for good shoes themselves.

Despite being the mother of two children under four, she doesn't complain about work-life balance and appears highly organised. But, like any start-up, she recognises the main challenge is getting the word out while operating on a shoestring.

"Cash flow is a challenge because with more cash I could do branding and all those things. At the moment it is relationship building which doesn't cost any money but is imperative for business."

CHALLENGES FOR: SHINE SHOE SHINE

• Expanding customer base and cash flow
• Marketing a unique concept
• Improving branding on a budget
• Look at possible partners

Shine Shoe Shine - Rialto Plaza, Ground Floor, 525 Collins Street, Melbourne
Kate Kay 0400 710 788