In short
How Toby Burns built The Silent Disco Company by turning “quiet” into a scalable entertainment product, using choice-driven audio tech, continuous innovation, and a “swipe and deploy” strategy for importing ideas from the US/China. He also argues the UK should tax profit (not turnover), reform education for AI/entrepreneurship, and put business experts in government.
Guest background
Toby Burns is founder/director of The Silent Disco Company (founded in the UK ~2015). He started as a children’s entertainer from age 15, later DJing high-end corporate events (including Google as a client). He discovered silent discos in America after a wrist injury forced him to rethink work.
Key claims
Silent disco increases sociability and keeps people on the dance floor because guests can choose channels and adjust volume; it also reduces neighbor complaints. Innovation is mandatory (“if you don’t innovate, you evaporate”). Scaling relies on a dry-hire model and rapid headphone turnaround.
Notable examples
1,500+ events/year; 10-channel (now 10) systems with colored lights; 25,000 headphones; premium headphones with channel screens and Bluetooth; COVID drive-in cinemas and inflatable screen “screen hire” business.
Written by AI. May contain mistakes. Listen to the episode to check what was said.
Chapters
Tap a time to open that second in VOToby Byrne's Introduction
0:45 to 1:48
Toby Byrne shares his background and the inception of Silent Disco.
“the importance of innovation, and what Toby thinks needs to be done in the UK to allow businesses to grow.”
The Journey to Silent Disco
1:48 to 4:06
Toby discusses his early career as a children's entertainer and how he transitioned to Silent Disco.
“How did people take to this concept when you brought it here?”
Identifying Opportunities
4:06 to 6:15
Toby explains how extravagant events inspired him to explore new business opportunities.
“So I was a very small piece of this event.”
Innovative Business Strategies
6:15 to 7:20
Toby shares his strategy of sourcing ideas from abroad and adapting them for the UK market.
“But I knew when I was doing these events that there was a period of time where the adults were eating and the kids finished eating in five, 10 minutes.”
First Silent Disco Experience
7:20 to 9:20
Toby recalls his first silent disco event and the overwhelming positive response from attendees.
“So do you get better ideas from China or from America?”
The Silent Disco Experience
10:59 to 14:00
Toby discusses the unique aspects of silent disco events and their appeal to audiences.
“And so you can find the sort of people who like the same music as you as well in the silent disco and dance together.”
The Magic of Choice in Silent Discos
14:00 to 16:53
Discover how the variety of music channels enhances the silent disco experience.
“stuff to what you're playing people like choice people love choice I mean we do a 10 channel system now So you would have had three, red, blue, green, three channels of music.”
Building a Brand Identity
16:54 to 19:07
Learn why the founder chose a straightforward name for the business and its impact.
“And I find it much easier when the name says exactly what the business is.”
Innovations in Silent Disco Technology
19:08 to 21:06
Explore the technological advancements that keep the silent disco model competitive.
“So we do like home cinemas where you can have an inflatable screen in your garden, have a movie night.”
Logistics of Managing Large Events
21:07 to 24:58
Understand the logistical challenges of operating 25,000 headphones for events.
“You're asking your friend, am I on blue?”
Show all 30 chapters
Challenges of Building a Great Team
24:59 to 27:35
Discuss the difficulties of recruiting and maintaining a strong team in business.
“But in the summer, we're doing in excess of 200 a week.”
Finding the Right Talent
27:36 to 28:00
Learn what characteristics the founder values in team members for success.
“and the right people made such a huge difference to business.”
The Challenges of Building a Strong Team
28:00 to 30:40
Explore the difficulties of finding and retaining good employees in a creative business environment.
“Went through a few that really, again, he's very good, he's really, really good.”
The Financial Burden of Hiring
30:40 to 33:20
Understand the cost implications of hiring employees and how it affects business operations.
“We try and make it fun and exciting in the office for the staff.”
Taxation and Business Viability
33:20 to 35:50
Discuss the impact of high taxes on businesses and the need for reform in taxation policies.
“There's a combination of things happening that make it harder to run the business.”
Education System and Entrepreneurship
35:50 to 38:10
Examine how the education system prepares children for the modern workforce and the role of AI.
“So I'm also, I'm really passionate about the educational system.”
Empowering Creativity with AI Tools
38:10 to 41:00
Learn how AI can enhance creativity and allow children to express their ideas effectively.
“Same with you, where you may spend 20 grand, 30 grand on a website and it takes three months to build it.”
Keynote Insights on AI and Entrepreneurship
41:00 to 42:00
Discover the key messages from keynotes advocating for the embrace of AI and entrepreneurial spirit in education.
“I've read it to my daughter, and she has used her creativity, her mind of not, and I think books are important.”
Embracing AI and Entrepreneurialism in Education
42:00 to 43:19
Learn why schools should foster curiosity and entrepreneurial thinking.
“No, no, no, that's been a common theme on the podcast.”
The Importance of Experience in Government
43:20 to 44:54
Discover the need for experienced individuals in government roles.
“which would teach them some of these things.”
Creating Our Own Economy Amidst Challenges
44:55 to 46:30
Understand how to control your business environment despite external frustrations.
“So do you think it's a case of being over-promoted then?”
The Impact of Taxes on Business Growth
46:31 to 48:19
Examine how high taxes can drive entrepreneurs abroad and affect the economy.
“So we've got a very small operation there compared to the UK.”
Incentives and Business Growth
48:20 to 49:51
Learn how small incentives can encourage business expansion and growth.
“When you look at the huge scale of public expenditure and you think, you know, if you're running a business and it's making a loss or heading in the wrong direction, you look at how you cut costs.”
The Need for a Business-Friendly Environment
49:52 to 51:44
Explore the importance of making the UK a great place for business to thrive.
“it would be make the UK the best place to start and build a business in the world.”
Lessons from Experience: Hiring for Success
51:45 to 54:12
Discover the importance of hiring the right roles early in your business journey.
“I think there's so much potential, but I just wish we gave the incentives.”
Balancing Business Goals and Lifestyle Choices
54:13 to 56:00
Learn about the different paths entrepreneurs can take in building their businesses.
“Is there anything, how you approach things you think that would have made your economy better or you're going to do now?”
The Value of a Personal Assistant
56:00 to 57:32
Discover how having a personal assistant can enhance business focus and productivity.
“They're scaling huge with other people's money.”
Investing in Property for Stability
57:32 to 59:38
Learn why investing in property is essential for long-term wealth and stability.
“Why did you want to put money into property?”
The Motivation Behind Entrepreneurship
59:38 to 1:02:39
Explore what drives entrepreneurs to wake up each morning and pursue their passions.
“So this is like your insurance in a way.”
Setting Long-Term Business Goals
1:02:39 to 1:05:13
Understand the importance of setting long-term goals and how to plan effectively.
“What can we achieve in 40 hours of work this week in the office?”
Transcript
Automatic transcript. May contain errors.0:00Welcome to All About Business with me, James Reed, the podcast that covers everything about business, management and leadership.
0:16What do you get when you mix a love for music with a bold idea to reinvent the party experience? A business that turned quiet nights into a booming industry. Today's guest is Toby Byrne, the founder and director of The Silent Disco Company. They now run over 1 ,500 events a year, allowing groups of partygoers to listen to different channels of music simultaneously. In this episode, we talk about making your brand ubiquitous amongst competitors, the importance of innovation, and what Toby thinks needs to be done in the UK to allow businesses to grow. Well, today on All About Business, I'm really delighted to welcome Toby Burns.
0:58Toby is the founder and director of the Silent Disco Company. And I've had the pleasure of going to a silent disco more than once, Toby, so I'm looking forward to asking lots of questions about it. And on my way to work today, coming into the studio, I thought I wouldn't listen to a podcast on the tube as I usually do, but I'd curate my own silent disco. So I had a variety of genres blasting in my head, and I walked in with a bounce. So I thought that would get me in the right spirit to talk to you today. And it did. And I'm really looking forward to hearing your story because you started out, I understand, as a children's entertainer, as a teenager, and then you went on holiday to America and you came across this wonderful silent disco concept, which you brought to the UK.
1:41So Toby, can I begin by asking you, what was the first silent disco you organized like? How did people take to this concept when you brought it here? It was actually quite a strange one. I was DJing at the time doing sort of corporate Jewish Arab, real high-end events. So what regular discos? Regular. Right. So had the children's entertaining, probably doing 10 parties or so a week. Right. So quite a lot of parties a week. So you did kids in the afternoon and then adults in the evening. Exactly. In midweek, I was being picked up with a man in a van from school, from college, going straight to do parties.
2:21even during the week. When you were in school, you were working doing this. Yeah, yeah, so 15. So you started at 15. Yeah. Going out, man in a van at 17. So you couldn't drive at 15, so someone had to take you there. So you literally had a man in a van called Pete. So you had a chauffeur. It's a glamorous way of with a bashed up van. Well, someone drove you, yeah. Okay, Pete. But essentially, yeah, chauffeur was driven in this smelly old clapped out van, went and did these jobs, children's entertaining, lots and lots and lots and the story behind it was i really sort of cut back on that because it's a very unsociable job i missed out on birthdays on family events because you're someone else's because people were booking me especially with the kids stuff sometimes six months sometimes a year in advance right you know and then i get an invite for a family wedding two months before can't then turn around to a to a customer go sorry i can't do your kids party now I'll credit you for that because I've had people do that to us.
3:23But there's a reputation. Reputation is important. And in our industry, you're only good as your last job. So I really cut back on that over a period of time because it's very unsociable. And I was doing these sort of much larger productions and, you know, even some weddings or bar and bat mitzvahs, which the spend overall were sometimes exceeding£100 ,000 in an event for a 13-year-old. And I've used an example on another pod, and it was a two-year-old's birthday. Right. And they spent a quarter of a million quid on this two-year-old's birthday. And the two-year-old won't remember it? No. I suppose everyone else will.
4:07500 guests. Were you an entertainer at this? I was an entertainer. So I was a very small piece of this event. small pieces like quarter of a million but you saw the scale 500 people I mean I don't even know 500 people that I could invite to my own wedding this was a two year old but it's in their culture to invite you know lots and lots of people that have huge extended families and I say it's always relative you know if you're earning 25 million if you're worth 25 million you might spend quarter of a million pound on a party if you only earn 25 grand a year you'll spend 250 quid on a party so it's relative but i did see some quite outrageous um events where they spent just but you're mentioning this because you saw an opportunity in that or so i saw is that why yeah i saw an opportunity it's incredible that people spend that much yeah it's sort of interesting as a business opportunity as well so i really i landed in this sort of bar bat mitzvah market Arab corporate where I was DJing quite high profile events.
5:11Right. And not to name drop, but Google ended up being one of my clients. So I still DJ for them three times a year. So you're Google's favorite DJ? One of them. And now they have silent disco and everything. But there was a light bulb moment where I used to play five-a-side football on a Thursday. And I actually, on a Thursday, broke my wrist playing football. I just had a bad fall and I broke my wrist And I remember going to the hospital that night And I've told this story many times And they said we need to put you in a cast And I said well I need to DJ on Sunday So I'll come back on Monday Because I can't DJ in a cast I'll come back on Monday and you can put me in a cast And that's exactly what I did But it was that lightbulb moment of going If I'm not working I'm not earning It's key man driven People are booking me And I really wanted to create a business and a commercially profitable enterprise, you know, that I don't have to be in it all day, every day.
6:15But I knew when I was doing these events that there was a period of time where the adults were eating and the kids finished eating in five, 10 minutes. And then they're causing havoc, you know, because they're bored. And I saw Silent Disco in America and I still go to America because all the new ideas are there first or China. Well, that's what I thought was interesting. It's a good way to go there and look for things and bring them over here. Yeah, and I still do that. And you do that. That's a business strategy of yours. Yeah, I was in China four weeks ago. So you go to America and China to look for new ideas?
6:46Yeah, so I go to each of them every year. Right. I try and go to as many trade shows as possible. And even if I don't find an off-the-shelf idea that I can swipe and deploy in the UK, I might get ideas and go, I like the look of that. If I adapt it like this. So I like that. Your business strategy is swipe and deploy. Swipe and deploy. And I hope your listeners - That's an opportunity for anyone listening, isn't it? I hope your listeners can take a few golden nuggets that they can swipe and deploy into their businesses because knowledge is power. A swipe and deploy strategy. Yeah. I heard that expression before.
7:21I like it. So do you get better ideas from China or from America? Now I think China, because we're going direct to the factories. We have a lot of our stuff manufactured in China anyway. So I try and in that week's trip, which I say is my hardest working week of the year. People go, are you going on a nice holiday to China? And I go, no, it's relentless. As soon as I land, it's nonstop for seven days, car to factory, you know, factory to car. So you have an itinerary that's been put together. Yeah. And it's a hardcore week. I just took one of our team with me for the first time. I normally go on my own.
8:00but we filmed everything for our YouTube channel and stuff like that because we wanted to give a bit of raw behind the scene. And I said, it's going to be tough. You're going to be tired. We're going to get in. You'll probably have five hours sleep a night. And it's not as glamorous as I thought it was going to be. But we tried to have some fun while we were there. But I think most of the tech now we find in China before or if I've seen ideas at trade shows, will go direct to manufacture in China most of the time. So let's go back to that first silent disco. Yes. So describe. Where was it? What was it?
8:42It was. Was it these kids who were sort of restless kids? Yes, so I was saying that the kids are bored, and I thought, right, if we can do a silent disco for the kids or people that had finished eating, we can entertain them while everyone else is having a peaceful dinner without the loud noise. That would be me as well. I'd be up for that. So I still remember it was, I basically ordered the kit. It was going to take about three months to get it on the sea, get it here. And I'd sold it in to the next six months of events before I'd even got it. And I, you know, sold the idea. I had bookings in advance that all the kit was already paid for.
9:18So the kit was in a crate coming across the Atlantic. And I remember, and I still have, I promise you, 10 years on, the same feeling. and I don't go to as many now, but if I do go, I stand there for a minute and only a couple of weeks ago I was at one and I take my headphones off and I still get the same feeling and the same smile watching people in their own little world as if you're on the tube, you're listening, if you're singing, you're the only person on that train in that moment. And that's the feeling it gives people. It gives people choice that they can choose what music they want to listen to on the headphone.
9:54you're not listening to just one DJ of a song that you don't want to hear it gives people choice and it's a piece of entertainment and I still have the same smile on my face watching people honestly they're in their own world just dancing if like me you run a business or manage a team you'll know how important it is to hire great people over the last 65 years readers work with thousands of businesses around the world, helping them to recruit and to grow. This is what inspired us to create Read.ai, your new AI hiring agent. It's here to save you money, to save you time, and to help you get the right match.
10:35Whether you're hiring your first team member or your 50th, Read.ai is here to make it easier. Try it free for 28 days, exclusively available during our beta period go to read.ai and get started read.ai your higher power so it went well these kids sort of yeah i loved it yeah just sort of loved it and it still amazes me now that people say to me i've never seen a silent disco before and we've been doing this 10 years and even i've been yeah i've got to ask where you went now i was at a friend's party and it was great and what i remember and And what I like particularly is you have different lights that show what channel you're listening to when you're dancing.
11:20So it was red, blue, green. And so you can find the sort of people who like the same music as you as well in the silent disco and dance together. And it's fun, you know, like when someone says, you know, turn to blue, turn to green, you know. Because you're constantly. People like choice. And this really does give you a choice. But it is funny when you take them off and you just see people and you think they're mad. You know, it looks very odd. Yeah. And it also doesn't upset the neighbours, which I think is probably why they are there, because they wanted the party going away. Yeah. And I think since COVID, and I talk about this a lot, I think there's been a real shift from nightclubs.
11:55Yeah. You know, so many nightclubs, so many pubs are closing down across the country. It's very sad. And we did an episode on YouTube of nightclubs that we actually work with that are now putting on the silent disco events. Right. And it's given them a new lease of life because your conventional nightclubs are dying. People want to go and see their favorite act at a venue rather than go to a nightclub and see the same DJ that's there every week. So there's been a real shift in terms of people partying at home, not disturbing the neighbors, than going out to bars and clubs. There's been that real shift.
12:33Right, right. So you were sort of doing children's entertainment originally as a DJ. Can I ask what your persona was? Did you have a name? or what I mean because I can remember my stage name it was a long time ago was DJ TJ which was a play on my middle name DJ TJ I was I perceived to be sort of your cool children's entertainer not your clown you know the magic the silliness uh it was more cool it was more disco games uh you know there was an element of magic but you know fire and illusional stuff just to try and be cooler and I think the kids then want to be with you on the dance floor because you're perceived as a cool DJ.
13:19Yeah, when it's a parent, you just want the kids to be having a good time so you can chat to the other parents and sort of relax. See, as a children's entertainer, that was really frustrating when you're trying to perform and the noise in the room is filled with chattering. But now as a parent, I want five minutes peace. Yeah, well, that's why you're being paid. I've seen it on both sides but it is tough when you've got a room of nattering mums it's really quite distracting when I just you know turn up turn up to level 9 or something drown them out I suppose when you when you are DJing in the old days certainly people would come up and ask you to play stuff all the time so I suppose that gave you the insight that people quite like to listen to different stuff to what you're playing people like choice people love choice I mean we do a 10 channel system now So you would have had three, red, blue, green, three channels of music.
14:10We do a 10 channel. So you could actually have 10 different genres of music. Are they all different colors as well? All different colors for people to listen to. And we do a lot of that for corporate exhibitions, trade shows where they might have different breakout rooms and keynotes. So there's lots of use for the headphones. But people love choice. And I think when you give people choice, it's a form of entertainment. But it also means people don't leave early when the DJ's too loud. You can turn your headphone down. Or they're playing a song you don't want, you take your headphone off, you go to the bar until that song's finished.
14:49However, with Silent Disco, it really gives people a choice that you just flick between what you want. All right. But another view might be that it's taking people away from being sort of together, listening to the same thing, you know, on a dance floor, all dancing to the same tune at a wedding or a festival. which people really enjoy, isn't it? I mean, they're all going off into their little world's light, everyone looking at their phone. I mean, isn't this a concern? I think it actually is the opposite. And I know I'm biased, but the facts are there. Go on, explain. And the feedback is there that actually I think it brings people together onto the dance floor.
15:24It brings people on because, you know, at parties, you've got some people sitting at the table eating. They're not really dancers. You know, they like to sit there and have a drink, have a chat. Then you've got the people at the bar that are flicking back and forward. When you've got silent disco, I promise you, even the people that I'm told would never get up at a party and dance. They're not those sorts of people. They like to sit there and watch. They are on the dance floor. They are dancing. So how do you do that? I mean, how does that happen? The music does it. The choice does it. They find something they like.
15:55They find something they like. And I think a comment that always came up in the early days is, well, how am I going to speak to my friends if I've got headphones on? my view in the early days was like well if you were at a club or a party you've got to shout pretty loud over the music to hear each other you know you're shouting in their ear it's not pleasant just to talk to each other this with this you just pop your headphones off have a conversation pop your headphones back on you haven't got a shout over the dj and the music so i actually think it's it's more sociable uh doing it this way so you set this business up you founded this business in the uk 10 years ago 2015 and you decided to call it the silent disco company which is kind of what it is yep i mean can you talk me through that how did you land on that and what i mean i have a view that it's brilliant but i want you to share why what you All of our brands, I'm a big believer in like brands should say what they do on the tin.
16:58And I find it much easier when the name says exactly what the business is. And, you know, there are other companies in the event space. And I think the children's - Other companies in the event space. That really say what they do. And I think maybe it came from the agency as a children's entertainer that I worked for. And they were called, they're still going now, they were called theperfectpartypeople.co.uk. And that really tells you what that agency does. We are the perfect party people. And they used to get your bookings. And they used to deal with all the bookings. I've got my bookings for the week, 10 bookings.
17:42Great. And they're still going strong. They're still going. I think at a peak, there were about 16 entertainers. Now they're down to three or four because a lot of people do it on their own. and they don't want to pay that commission. But actually, they dealt with everything. And it wasn't a lot. You know, 20, 30 quid of booking. So it's worth having an agent. It's worth having an agent. And really, when we made Silent Disco, I wanted it to say what it was, which is we are the Silent Disco company. Not any. We are the Silent Disco company. That was the brand we wanted to be, the go-to experts.
18:17We set ourselves quite premium in the market, and that really comes down to the customer service. Were you the first to do this in the UK at that time? Yeah, with our particular model of headphones. There were a couple in the UK that were doing festivals. Yeah. But they were very cheap, like plasticky China headphones. Yeah. And again, the market that I'd come from, which was that corporate high-end market, we needed something premium than the sort of plasticky stuff. So we really set ourselves premium. And then obviously subsequently lots of other companies do similar stuff now. But we really set ourselves as the silent disco company and all of our subsequent brands over the past 10 years because we have some different brands.
19:03So what are they? Talk me through those. So we have the karaoke hire company, says what it is, the screen hire company. So we do like home cinemas where you can have an inflatable screen in your garden, have a movie night. An inflatable screen. Yeah, so you just plug it in, inflate. You can have a movie night with your family. That was a big lifesaver in COVID for us. Okay, so you've got the silent disco company, the karaoke company, the screen company, any others? And then we've got a couple. We've bought and acquired other silent disco companies. Right, but they're all coming in behind your brand.
19:36They come in. So they've got their own names, not following the same brand, but they all feed into the silent disco company. because what i what why i thought it was brilliant i mean obviously it says what it does but by being the first and taking that you became you know like the hoovers automatically the you know yeah the sort of we were talking this with a with another guest the other day about becoming sort of ubiquitous in that way and you gave yourself the name that made that the case even before you started we've got a great brand the team the team works so hard and we're so hot on that you know And the thing is, you have to keep innovating.
20:13I say this all the time. If you don't innovate, you evaporate. Okay, so you don't innovate, you evaporate. I like that. So that's one of your mantras, which I would agree with. I heard that from another. Who did you hear it from? An entrepreneur called James Sinclair. Right. Who is based in Essex. Yeah. You know, huge amount of businesses. And he always said, and I learned that at 15, 16. If you don't innovate, you evaporate. If you're not innovating, somebody else is. So we might be the silent disco company. Yeah. But if we just carry on not innovating, another company will just leapfrog you.
20:50Yeah. So we're constantly innovating. Even to today, I think that's my entrepreneurial mind. What can we do better? So what sort of innovations have you sort of over the 10 years felt have made the biggest difference? Certainly in equipment. you know it's it's really my team get very frustrated but as soon as we launch a product even if we've had it r &d'd made in china within a few months our competitors will have a near identical and people copy which is a great well it's flattering it's it's very flattering but frustrating for the team that have put so much work in uh and you know there's just slight changes to it but i i alluded to earlier we have a 10 channel system you know to give people more choice some of our equipment incorporates bluetooth now other companies don't do that the lights on the headphones which we've changed the headphone again about two years ago 18 months ago to a new model it's now got a screen on it it now tells you what channel you're on in your ear So like when you've had a silent disco, am I on blue?
22:00Am I on red? You're asking your friend, am I on blue? Now it will tell you channel one, channel two in your ear. So you know what channel you're listening to. So all these little things are just innovating the product to make it better for the end user. So that's a sort of continuous improvement ethos, isn't it? Always, yeah. You've got to make 1 % improvements every day, every week, every month, every year because they add up. And the karaoke, you know, that was an innovation. There's other... So which is busier now for you, the silent disco or the karaoke? Silent disco. Still the main thing.
22:35Yeah, I mean, we're servicing just this week 220 hires this week. Separate events. Separate events. Same again next week. So how many headphones have you got? 25 ,000. 25 ,000 headphones. And you've got to upgrade them every... You've got to clean them as well, haven't you? Clean them, charge them in a day and a half. So where do you do that? What are the logistics of that? A lot of team. So you're a lot of people. A lot of people. Where are they? Where's the operation based? I've seen other companies that charge headphones with a table like this and there's cables everywhere. And we had special racks made that we can charge on one rack.
23:17They're all the cables. So this is one of your innovations. Yeah, so we spend a lot of money on charging racks, but each charging rack can charge 600 headphones at a time in two hours, because we've created the power to be able to do it. So we're innovating. We're even looking at wireless charging at the moment, of whether we can save the time of that staff member plugging in each headphone and go over to wireless charging. That's a huge, not only investment financially, but in time, because we need to retrofit wireless charging to 20 ,000 headphones. that needs an enormous amount of manpower.
23:56But the time saving is huge. I mean, everything comes back on a Tuesday. So our model, the way we've been able to scale - Because most things are on the weekend? Yeah. And our model, how we've been able to scale is through a dry hire model. So it's a do-it-yourself package. So the party you went to, likely they had that delivered to them via a courier on a Thursday or Friday. You've got it for the weekend. and do it. It's super simple to set up. And then on the Monday, it gets collected again. And it will land back with us in Essex on Tuesday. And on Wednesday, Thursday, they all go back out again for the final weekend.
24:34So you've only got a short turnaround. So we have a day and a half to unbox, check them, clean them, charge them, and re-box them in a day and a half. And as I said, we're in a very, very busy time of year. June, July, August are our peak months. We're generally busy all year. We do about 5 ,500 hires a year in total across the brands. But in the summer, we're doing in excess of 200 a week. So we've got to turn around near enough 25 ,000 headphones in a day and a half. So it's a big logistical challenge, but we prepare for it. We get a lot of temps in. We've got five temps in this week just simply charging headphones.
25:20That's all they do. So you need a flexible workforce for this? Yeah, I mean, we have our... Because we've got peaks and troughs and seasonally and in the week and that sort of... Look, we have a really busy summer. We're prepared for that. In the winter months, we do a lot of events. We do, with the screens, we do a lot of drive-in cinemas. We have the big inflatable screens for drive-in cinemas. We do big LED trailers for sporting events. so where you see Wimbledon you see the big screen outside we do them on the trailers as well so we're generally pretty busy all year round but for 10 weeks we are exceptionally busy Is the drive-in cinema something you can set up yourself or do you have to come along?
26:02They're all with teams If you've ever seen a bouncy castle these are four or five times the size of a This sounds really fun with a big sound system as well Well we can utilise sound system or headphones Oh, I had so many. So we do a lot of drive-in cinemas. I mean, COVID was... Yeah, because you're not upsetting the neighbours. COVID, drive-in cinemas were a big lifesaver for us in COVID. That was a really difficult time in the space we were in or are in. But drive-in cinemas was like the only thing you could do. Yeah, yeah. You know, and we gave headphones, but it's like, stay in your car, stay in your bubble, don't open the window, don't look at anyone, don't breathe at anyone, you know.
26:41But driving cinemas were really quite popular in COVID because that's all you could really do in your little weird bubbles at the time. But there we go. The team is really difficult. And I think finding a good team. The team is difficult in terms of pulling together. I think for any business owner, staff and team is the most challenging thing. I say to my senior team all the time, the biggest challenge you will have is the team and the staff. I've always found that to be a challenge. Just when you think you've got the perfect team, one person leaves again traveling, or you have a problem you've got to deal with, or they've been off absent for two weeks, you've got to fill that gap.
27:28So I think team is really difficult. Recruiting is difficult to find. So let's talk about this for a minute because I would agree. I think it's really important to get the right people, and the right people made such a huge difference to business. trajectory yeah when when you say the team what do you look for in terms of the people in your team what are the sort of characteristics or skills you really want no where there's that for our senior team i like them to be a little bit weird because weird is weird weird is good yeah creativity so weird is good because they're creative yeah they may look at things a little bit differently which then you can tone down to fit in with your brand but you want creativity you don't want yes people all the time and i'm talking senior team here and i've i've had my fair share of bad senior team and and it takes time it takes experience difficult in you know difficult employees where um you know you got to give them um responsibility and it's what they do with that responsibility but i think for any business owner it takes a period of time and I use an analogy of like you've got to kiss a few frogs before you find your prince and with staff you really do have to, especially our operations manager who basically runs everything for us you know, he took a long time to find So you went through a few operations managers?
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28:57Went through a few that really, again, he's very good, he's really, really good. That's really important is it operations yeah i mean we've got a small team really and i like to have a smaller team working 100 as a teams than a team where you've got a players and c players because what happens is you know some people aren't pulling their way the a players get annoyed because the c players are working 50 and then the a players want to leave because they like you know competition and working as a team so i think it's a really fine balance with a team creative for our senior team our marketing managers our warehouse managers you know bringing new ideas innovation you know not all the ideas come from me the best ideas come from the team i think with the sales team and the warehouse assistants you know it's a more simplified role but finding people that want to work and want to graft, I've found increasingly more difficult over the past three, four, five years.
30:08The recruitment of those people. The recruitment. So talk me through that. What do you find? I think, one, it's difficult to find good, loyal people. You know, people have a huge turnaround of staff now. And I think since COVID, the whole flexible working element, you know, I'm a firm believer of boots on the ground in the office. That's where creativity comes from. You get the camaraderie. You create the environment that you want to work in. And we are a fun young company. So there's always music playing. We're a musical company. We try and make it fun and exciting in the office for the staff.
30:46But I've interviewed people where, you know, I will come and work for you, but I want to do two days at home. Well, that's not in the job description. We're five days in the office. Yeah, yeah. Well, if you do want me to come and work for you, and I'm like, it sounds like you're doing me a favor than me offering you a job. So you don't offer people a job. But look, we could. I think that might be changing a bit now because. Yeah, yeah, definitely is. Because people can see that there are fewer and fewer opportunities offering that. But it's also. And employers and entrepreneurs want people in more.
31:18But I don't know how you've found in your personal businesses, but the cost of recruiting somebody now, and I don't want to go too political, but the cost to employ someone is huge now. You know, I often say you've got to add 10 % if you're offering 30 grand. You know, really it's costing us 36 grand with all the extra taxes and the AYE and the NI and everything like that. It's, you know, it might be a 30 grand roll, but actually the cost to the business is 36 with all the taxes that they add on to it. Well, yeah, the NI is now 15 % pretty much. So it's tough to employ good people at what the business can afford to do.
32:06And there is, as entrepreneurs, as business owners, a balancing act. And I track my turnover to labor ratio. That's something we're really, one of the KPIs that we track. And as we said, there's peaks and troughs of the business. So there's a real balancing. So you feel that's really under pressure then at the moment, the turnover to labour ratio. It's under pressure because it's our peak period. And what's caused that, in your view? Well, we need more. We're in an over-trading stage at this time of year. So you need more people. Need more people, but they have to be on a temporary basis because when it gets to November, that will naturally drop down because we're at peaks and troughs.
32:50We're still busy, but not to the extent that we are now. But that's a challenge for any business, And it's my job to dilute the year to fill those troughs with other businesses. And as I said, we have our photo booth rental, our karaoke. So we've managed to fill those peaks and troughs slightly throughout the year. So the team are still busy all year round. Do you see a sort of issue around this, though, in terms of costs going up and people maybe less keen to come in? There's a combination of things happening that make it harder to run the business. There's a combination. I mean, we won't go political, but it's making it very, very hard for business owners.
33:36And this is why I've got so many friends and entrepreneurs that have moved out the UK now, because I call them turnover taxes. 50 to 55 % of our turnover goes to Rachel Thieves, I call her. But we won't go political. You may want to cut that out. We'll see. You can say what you like. There's free speech in this podcast. But I hope that's a nugget that people swipe and deploy. No. You know, but 55 % of our turnover goes on different taxes. You know. 55%. Yeah. Business rates. You know, the VAT, the PAYE, we're a rental business. The VAT really hurts us. We're not buying and selling goods. We're buying the goods and renting them out.
34:21So cost of sales in terms of that is really affected and we have really high VAT returns. So what would you like to see happen? Not going political, but if that could be changed in some way, if you had a magic wand, Toby, what would you want to have? My view is that entrepreneurs or a business owner should be in government. Right. And I really do think that a business person, and we won't go across the pond, but I do think that having a business person running the country, an entrepreneur, will be much better for our growth. And I think for small businesses, I'm a big believer in this, tax on profit, not turnover.
35:03let a company who's put all their eggs into one basket they're starting a company they've probably put savings maybe their house on the line at least make them earn a profit before you take it right no because i think the growth of that and i don't mind paying more corporation tax but tax me on profit only 25 you'd pay you think that could go up and other corporation tax i'd pay 40 but tax me on profit and not turnover right you know and i think that's really really important because there's so many taxes you've got there we we said the ni the paye business rates um all of the business that the corporation taxes so many different taxes that it's actually in between for us 50 and 55 and when you actually break it down for a business i guarantee it's around the 50 % that you're actually paying out you know if you're in that top 3 % of earning over 250 grand or whatever and I think a lot of people won't employ people or they won't go above that VAT threshold you know because they're earning more money in their pocket earning 85 grand than earning 100 grand so they're better off staying as a sole trader rather than creating a business that gives jobs to people but if we tax people on profit and not turnover people would take take the risk, employ people and grow a business because they're not taking it all before you've earned any, you know, any decent profit.
36:30So I would pay more. So I'm also, I'm really passionate about the educational system. And we touched on this in the, in the pre-chat chat, I call it. But I think the educational system as it stands is set up to fail children. And as a child that's about to go into full-time education, I think it's set up for the industrial age still. And you're taught to, you know, go get a job. You'll be, go to university, you'll get a job. You'll be in that job 40 years and you'll retire. That doesn't happen anymore. You know, and I'm really a huge fan of AI and I'm sure you may deploy it in your business. I think we all deploy it in everyday life automatically now.
37:19But AI is going to take jobs. And I say, like, even on the doctor front, you could go to uni, train for seven years to be a doctor. But I do think they'll have AI in a ward, monitoring all the monitoring stations. And then you just have one doctor instead of four to check the monitoring to see if, you know, there's any problems with any of them. even doctors yeah and i really do think ai is going to affect it so i'm doing a lot of keynotes or i'm trying to do more it's the reason i'm doing a lot more podcasts for personal brands but also as a lead magnet you know different team you know if someone wanted to come and work for us there's a big picture of content marketing as you know but speaking in colleges i'm like go set up a business because i do think that um young kids that want to start a business and with ai ai is going to enable people to create a business super quickly earn money from it sell the business and then go again with the assistance of ai and i don't know if you follow daniel priestly at all have you heard daniel priestly the entrepreneur he talks about it all the time with education and that even I've used a great bit of AI where I've created apps and websites in the past.
38:41Same with you, where you may spend 20 grand, 30 grand on a website and it takes three months to build it. AI now, I can literally type in what I want, how I want it to look, what features. And I watch this AI program code me in front of my eyes in 15 minutes, a whole website. And these kids and stuff, I do think there has to be some reform in education that the schools teach them how to use AI. It's not going anywhere. We've got to embrace it. We've got to use it to our strengths. It's not all going to be built to destroy the world. There's a lot of good that can happen, and I think it will replace a lot of jobs.
39:20So I do think we should be teaching in business studies, in IT, in the technology classes, the use of ai and how you can create websites create businesses that you can build a business and i think there'll be a much higher turnover of businesses being created and sold and created and sold because this industrial revolution which is what the educational sector is based on um i've got so many friends that have been in jobs like 20 years or 25 years and then they're just made redundant like that there's no loyalty yeah you know if a business has to skim the fat so i think you've got to create your own economy and your own destiny and ai will allow you to do that and my even my three-year-old daughter she's three years old and i've got her maybe silly of me to do so but i think to have that skill like these kids can like navigate a phone What have you done?
40:19We've got a lot. Kids can navigate phones, iPads. A notification will come up on my phone. She's swiped it, cleared it. She's three years old. And we don't give her a phone or watch TV unless it's the weekend. We're quite strict with that. But at the weekend, I might get chat GPT. And I'll say, what do you want your bedtime story to be tonight? And we'll find your story. And it was like, I want, I use this example. I want Spider-Man on a jet ski on holiday. so I put it in to write me a bedtime story about Batman on a jet ski. This is a new use of it. I haven't heard. This is great. Literally, and in five seconds, it's given me a bedtime story about Batman on a jet ski.
41:01I've read it to my daughter, and she has used her creativity, her mind of not, and I think books are important. She's got loads of books. But for her to be able to use her creativity at three years old to create what she wants that's in her mind, and we've got the AI tools to do that. I think that's amazing. It's a bit like going back to what you're doing with the silent disco. You're choosing your own disco tracks. Choosing your own story. Choose your own story. I never read GPT. I'm a very visual learner. I'm not good at reading books like e-books. I'm good at audio books. I'm good at, I'm a visual learner.
41:35I can remember stuff. Actually taking it in, reading it off a paper book, I find really difficult. So I try and give her that skill because I wasn't good at it. but creativity and using AI when she is in school I want her to be taught how to use the different AI tools because you know I do think in 10-15 years look where we've come in the last 10 years and with the emergence of AI I just think you have to embrace it and you have to use it to your strengths so you're you said you're doing keynotes that you're obviously devoting some time to this but what what's is the key message of the keynote that school should be embracing ai or they should be embracing entrepreneurialism or both or both both both look we touch on many things you know i say be curious be different if you're different it's a good thing it's not but you know it's almost looked at if you're disrupting the classroom you're sent to detention but your mind's just working differently and i was one of these and most entrepreneurs are dyslexic or ADHD, a big majority of them.
42:45No, no, no, that's been a common theme on the podcast. You know, Elon Musk, he's very weird. You know, you look at Richard Branson, highly dyslexic. Some of these amazing entrepreneurs have had, you know, troubles in school. And they leave school and they go create a business. So when, you know, you are disrupted in school and then you're put into tension or excluded, I think you've actually got to embrace those kids a little bit more because they are different. and their minds obviously working differently, and put them to use. Don't punish them for it. Yeah, so flag them as future entrepreneurs and give them a different program, which would teach them some of these things.
43:21Exactly. But it doesn't seem that business people are likely to be running the country, does it? Because there don't seem to be many in Parliament. Because they're too busy running their businesses, maybe. I don't know. The one thing I always find hilarious is a government reshuffle. Right. I just find it hilarious, obviously. You've got the health minister, you know the finance minister I want to find out why you find it let's say you're in a position where you've got a cleaner a nanny a gardener a chauffeur that's like me saying right that's like me saying right the gardener you're now the chef the chef is now the nanny you know you're shuffling them all around but they've got no experience in that particular field They're not experts in their field.
44:11No, they're not experts. So when they do a government reshuffle, I find it hilarious that they're literally moving the gardener to the kitchen, the kitchen to the chauffeur, and they've got no experience in that field. And I really do think that the government should have the expert in their field at the head of that department. So someone who really knows about health running the health department, someone who knows about business running the trade department. An ex-lawyer or, you know, the transport minister is now a head of the NHS. That makes zero sense from a business point of view in terms of being an MP, of how they can then run that, you know, to the best of its ability when they've got no experience in their fields.
44:55So do you think it's a case of being over-promoted then? Or just a poor recruitment? The way it works, I just think, is failed. Yeah. So it's a failed system. It's a failed system. the jiv though so it's a failed system yeah but i look i say to my team we are our own economy we can't control what's going on on the outside we can only control what's going on within our business so we have to create our own economy create the own our own environment that we want to work in and be our own bank you know don't rely on the bank be our own bank and decide what we're going to do to grow our business because we can't rely on what happens outside um and although you know across the pond there are many things that are wild and people don't agree with you do have a businessman running a country who's ran multiple businesses very successfully uh and i think he is going to make a positive change for america in a business sense you know So you look at the facts and figures coming out, he's making a difference.
46:01So I do think that we should have entrepreneurs that have retired or chairs now coming into government to really help. And you've got loads in the Lords, but I think you need them at the head of the tree. They should be brought in more from the Lords. Or the Lords is underused, maybe. Yeah. And I think they've got to be brought in. We talk about reforming the Lords, but that might be one useful way of doing it. The departments use those people more. But I think there has to be a shift there because I think lots of people are moving abroad. We opened in Dubai in 2023. So we've got a very small operation there compared to the UK.
46:43But I think when I opened that, I was just, at that point, so frustrated. Really? With all the taxes. I was like, well, I knew quite a few people who had done it. That was the last government that frustrated you, and now this one as well. Yeah. I'm feeling frustrated. We all thought the grass was greener. Many of us may have shared that view. There's not much grass in Dubai. But it's certainly not greener. And obviously, there's talks about October with further taxes. Further tax rises. And I think that's really going to hurt the working people. And I class myself as a working person. and I graft every day.
47:24So does my team. So does my wife. So I think it really does, it will cause an effect. And I just think they've got the strategy wrong in that respect. If you want to have growth, so many people I know have left. So many. My brother-in-law left for Dubai. He's opened his business out there. Right. I know just so many people leaving because it's not attractive right now. No, and that makes the situation worse because there are fewer people to tax. Yeah. So it becomes a bit of a doom loop if we're not careful. Yeah, it's a real problem that I think may be addressed in a couple of years at the next general election and you give someone else a go.
48:06But I really do think it comes down to if you can put some business-like entrepreneurial people at the top that know how to run a business, how to skim the fat, really be profitable. I think that would make... When you look at the huge scale of public expenditure and you think, you know, if you're running a business and it's making a loss or heading in the wrong direction, you look at how you cut costs. And you might take 5 % off or 10%. But I mean, it might be hard, but you can do it. I mean, you put your mind to it and you do it. It seems like in this space, it's just, oh no, we can't do anything.
48:40No. And we'll just have table 10. Yeah, but it's like us going, we're not as profitable this year. So I'm going to raise our prices 30%. Yeah. And our customers, you know, going, hold on. I'm not going to, we're happy with 5%. Yeah. But you know, it's always on the customer and that's always on us as the, as the public to take the hit. Well, actually, no, you need to skim the fat, be more efficient, have someone business like that can be more efficient, a bit like the whole Elon Musk going in and trying to be there efficient. Yeah. That was never going to work. That was like a failed marriage, that.
49:18To Starlink, which is doing quite well, I think, from all accounts. I think that he dropped again. 30 billion or something. But it dropped again, didn't it? Because he's going to open his own political party. Oh, is he? The share price in Tesla dropped right down again. I'm a Starlink customer. I think that's a really good series. I should do that because I live very remote. If you live in a remote place like I do in Wilshire, it's really good. I have looked at that. So maybe I will. I'm a big Tesla fan anyway, being a customer. But Starlink is a great bit of kit. It's an amazing business. Yeah, amazing business.
49:50So I would agree. I would say if I was asked if you could do one thing to improve the situation, it would be make the UK the best place to start and build a business in the world. And you have a fighting chance of attracting people and creating the wealth that we then need to spend on all these other services. Yeah. But if you just keep squeezing the orange that's there, it will run out of juice and you'll just be left with a few bits. And that's no good at all. You need to plant orange groves by bringing in new entrepreneurs. I could move abroad. And a lot of people have said, would you go to Dubai?
50:26We have a business there. And it's not for me. One, that heat. I love the heat, but that's another level of heat. I'd say. But I could. I've been there in the summer. It's very hot. Well, China a few years. That was bloody hot as well. But I was, you know, I say I could move, but I'm a big fan of UK business. I think we have incredible stuff here. We've got an amazing financial hub. You know, I just drove past Canary Wolf. It's buzzing. We've got a great financial hub. We've got an amazing law system as well, believe it or not. You know, we've got a great law system and systems and processes in place.
51:05We've got the core right here of a great, great country for business. But if you just keep taxing people so they don't have money to spend, there will be nothing left. I think that needs to be the goal to make it a great country for business because that's what creates the wealth. And I've got other ideas around philanthropy companies where a certain part of the shareholding is held by foundations that can then be spent on social and community causes. I think a lot more can be done. I mean, Britain is a trading nation. It's always thrived as a business nation. If it's not going to do that, there's not much left for it to do.
51:43Well, we don't do much import-export, really. We're not a huge manufacturing company. I think there's so much potential, but I just wish we gave the incentives. And I use an example from China, because I'm a big fan of China. Okay, some of their ways are a bit strange and people think they're spying on you. But actually, in my opinion, they get a lot of things right. And one of the things that I just find fascinating for businesses is any company that does a trade show or an expo, any goods they export from that trade show, they get a 1 % rebate off their tax bill from the government. So they get a big pat on the back.
52:29Well done. You've done a trade show. You've exported goods. Whatever the value of those goods are that they've exported, it's 1 % off those goods off their tax bill. Just that tiny incentives. You're growing the economy. We'll give you 1%. That could be quite a lot of money when it comes to it. And I think, well done. What if we did that here on exports? We're not a huge exporting country, but those little incentives for businesses to actually want to do it, want to grow, want to export, want to make more money. If they were just to get something back rather than taken, it would make a lot more people do it.
53:09That word incentives, I think, is key to this. I mean, we as business people know that you need to make sure your team is motivated and energized around what we're trying to do, and that's a really important part of it, the incentives, right? We're always looking at how to improve and tweak them, and there's not enough thought around that, I don't think. I would agree with you. So I like your expression, we are our own economy. I once met a man, an amazing man called Geoffrey Langlands, who was a teacher. And he was a teacher in Pakistan, in northern Pakistan. And he had been a soldier in the Indian Army.
53:42And after independence, just stayed there because he didn't have a family in England, became a teacher. And I remember him saying to me, he said, well, Pakistan might be in a lot of trouble, but my bit of Pakistan, namely the school he ran, that's going to be really good. And listening to you talk about, you know, we are our own economy, your business reminded me of that. We have control over a certain amount of things that we can make really good, regardless of what's going on more widely. And I was thinking about that and what you're saying. I was thinking, you know, if you were to go back to the beginning when you started out, is there anything you'd have done differently?
54:17Is there anything, how you approach things you think that would have made your economy better or you're going to do now? What's on your mind, Toby? I think experience really, experience gives you knowledge and the knowledge is ultimately power. I think I didn't listen to a few people early on. And one of the bits of advice I was given, and I listened to one of them, was the first people you should hire is a bookkeeper and a PA. Right. And I got the bookkeeper. That was my first member of staff. Didn't have anybody. But I did have a bookkeeper because I didn't want to chase invoices. It was boring and a waste of my time when I can be bringing in sales.
54:58I hated all the admin-y side, so the bookkeeper did it. The PA I only got about three years ago, really, so seven years into the journey. And I wish, looking back, I did that earlier. And someone told me to do it earlier, another entrepreneur. So why is that? Because they give you time. Right. They give you time back, which now is precious time that I could have had at the beginning, which I now have. Can you deal with this? Can you deal with the electricity's up for renewal? Whatever it might be, she will do it for me. And it gives me all that time back. Insurances. We have so many different insurances.
55:43That's another tax, the insurance premium tax. another crazy tax on all of our insurance to adding it to our list but even insurances I could spend an hour you know doing comparisons and getting all our fleet of vehicles insured she does all of that so it gives me and that's just a very small part of what she does but giving me all that time back means I can focus or a business owner can focus their energy on growing the business or getting sales so I never use the word regret or anything these are all no these are learning these are learning and experience and knowledge but i do wish that i had a pa earlier on because i would have had more time to maybe grow uh quicker or in a different way or just had more time to do other things but i'm very content that you know some some business owners want an absolute monster of a business you know 50 million, 100 million pound exit.
56:45And they've got VCs involved. They're scaling huge with other people's money. And some people want to do that. Some people like a lifestyle business that gives them a really nice lifestyle. They can go on their four holidays a year. And I'm somewhere in between that I've never borrowed any money apart from for properties. Everything has been self-funded through the profits of the business. And I always had a rule from when I started that 50 % of the profits would go into property and 50 % would go back into the company, whether that's new products, R &D, team. You know, they're the biggest investment is your team.
57:28And that was always sort of the rule in my head. Why did you choose that rule? Why did you want to put money into property? So from a really young age, and I touched on it, 15, 16, I always surrounded myself with very successful people. And there's a book by Jim Rowe, which you may have read. And he always said, you will become the average of the five people you surround yourself with. So if you surround yourself with five pro golfers and you're rubbish at golf, after a period of time, you will become better at golf. because you've surrounded yourself. As long as you're playing golf with them rather than in the pub or something.
58:07I mean, I'm not a big golf fan. But you were getting a lot of... This is an interesting insight for a 15-year-old to have. So I surrounded myself with ultra-successful people. Where'd you get that idea from that book? That book I only read a few years back. So what made you think at that early age that... Because you were smirier to something. This is really good advice for people listening. You know, if you see someone with a nice car, you go, how did they get that? What do they do? maybe our entrepreneurial minds, I always think we are wired up a bit different to most people. You know, the minute we wake up, the minute we go to sleep, we're thinking about business.
58:45We are wired up differently. And not everyone can just be an entrepreneur. You're wired up different. So, you know, I would see aspirations, you know, I'd love to have a, you know, by the time I'm 40 to be that secure and not have to worry for my children. I'm 15. I'm not thinking about children yet, but I'm already thinking, planning for the future. And there's a common trend, in my opinion, with every entrepreneur that I've met, uber successful entrepreneur, they all have vast amount of property from my experience. So you saw these older entrepreneurs when you were 15 had accumulated property.
59:25They've all got property. The real wealth is in assets. And I say for a business owner now, if you don't own assets, I think you're screwed with how the government are taxing you. I think if you don't own assets for long-term wealth, you need it for stability and for wealth, essentially. So this is like your insurance in a way. Insurance, yeah. You know, I don't want to be working until I'm 70. Right. Really. I'm sure as an entrepreneur, I'll be dabbling in lots of things till I drop. I suspect you might. I think entrepreneurs are like artists. They never really stop. But, you know, the real hard graft, you want to be able to be in a position if you wanted to, to go on a 30-day cruise, whatever it might, you know, tickle your fancy.
1:00:19and a lot of these entrepreneurs had some had residential some had commercial and i listened to lots of advice i talked to these people i want to know i want to get all this knowledge knowledge is power so when you're 15 you just say will you ask questions will you have a chat with me about what you do or that so you went even now yeah even now if i meet someone really successful yeah i'm asking as many questions as i can you know that's what i'm doing on this podcast you know a week after week we are getting nuggets of information and you're sharing really interesting insights i always ask um two questions at the end of my podcast um the first there's a clue on the wall um the first is and and this is important to me is what is it that gets you up on a monday morning my what really gets me up and i think happiness you know the definition of happiness changes uh throughout a business career and i think at the start is it's money you know money's gonna make me happy and then you soon realize as time goes on money doesn't make you happy it gives you opportunities but it certainly doesn't um buy happiness but i think family and it sounds cliche but family does get you up in the morning you want to support them give them the best life possible but i also tell my wife i could work from home every day i don't like golf i could spend two days on a golf course and go in a couple of days a week but i am up i'm out the door at quarter to seven i walk the dog i'm in the office by half eight and i love being there with the team the team get me up in the morning as well as family or my daughter jumping on me um but i like to go into the office i like the creativity the ideas the problem solving that excites me i don't have to do it i have a team there but i genuinely love going in and i think as long as you love what you do you will get up in the morning and go to bed late because you're living and breathing what you love doing you'll love mondays if you love what you do yeah and i love a monday because it's a new week and i'm like what do i want to achieve this week i almost do a swot analysis on a monday of like what you know what were the threats last week what were the opportunities that we can work on this week a monday for me is is a reset button okay we've got five days not a lot of our you You know, we're in the office eight hours a day.
1:02:53We've got 40 hours. What can we achieve in 40 hours of work this week in the office? I mean, I do stupid long days still, as any entrepreneur does. But what can we achieve as a team? And I think Mondays are a reset button just to look at last week, look at this week, have a plan, make those 1 % improvements. And then the following Monday, you'll be 1 % up on last week. Exactly. I like that, the reset button. and then the last question is from my book Why You 101 Interview Questions You'll Never Fear Again which is an interview book we did 15 years ago now no no that's not correct an interview book we did 10 years ago it has several editions so this question is one of the fateful 15 as it's described and it's where do you see yourself in five years time such a have you had anyone say like on a beach somewhere Well, you can say that.
1:03:49Yeah. I would be very, very bored. I would love to be, you know, these baby steps I think are important. We'd love to be in our new unit, much bigger unit. We're working on some businesses' ideas at the moment, new ones. And I have an idea of turnover of where I want that to be in five years because I think business owners really underestimate what they can do in five years and overestimate what they can do in one. so we tend to do our business planning in five or ten year stints right because i think that's really important that the business owners you know really do overestimate what they can do in a year but underestimate in in that's something you've observed yeah so we go right if we've got something to work for in five years in terms of turnover then we can work that backwards what do we need to do year by year month on month to achieve that so we have some targets in terms of figures that we want to be at in five years um if you grow your turnover at 15 a year you'll double it in five years yeah which is doable isn't it it's doable we want to go a bit further than that we've got bigger ambitions i'm pleased to hear it and if if i use my sort of you know um my view of buying a property once a year by five years time we should have another commercial units there we go.
1:05:12Very good. Well, I wish you every success with that, Toby. Thanks so much for coming in to talk to me today. Thanks for having me. I really enjoyed the conversation. Thank you. Thank you.
1:05:23Thank you, Toby, for joining me on All About Business. I'm your host, James Reed, Chairman and CEO of Reed, a family-run recruitment and philanthropy company. If you'd like to find out more about Reed, Toby Burns, or the Silent Disco Company, all links are in the show notes. See you next time.
From the publisher
Great business ideas don’t have to be original, they just have to work. Some of the most successful startups are built by borrowing proven concepts, improving them, and executing better. That’s exactly how Toby Burns, founder and CEO of The Silent Disco Company, built a scalable business from a simple idea.
In this week’s episode of All About Business, Toby shares how he turned a simple idea into a nationwide brand, built on clever systems, high-volume logistics, and relentless execution that started with a few headphones to now powering thousands of events across the UK.
Toby breaks down what it takes to spot scalable business ideas, dominate a niche market, and build a company that runs without you, and also unpacks how to hire smart, stay lean, and keep innovation at the core of sustainable growth.
Whether it’s starting a company, or looking for startup strategies that actually work, Toby’s journey is packed with practical insights you can borrow and scale.
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