How our business has grown since we got investment from two Dragons

It started with a portable whiteboard on a roll and now Magic Whiteboard has launched a roll of blackout blind material to help keep light out of children’s bedrooms. Rachel Miller discovers how the company has gone from strength to strength since its successful pitch to the Dragons in 2008

The company may be called Magic Whiteboard, but its success is no trick — it’s down to innovation and sheer graft, not to mention the support of two well-respected Dragons — Theo Paphitis and Deborah Meaden,

“We went on Dragon’s Den in August 2008 because we wanted to show people how our product works,” says Neil Westwood, managing director of Magic Whiteboard. That approach certainly paid off as Deborah Meaden and Theo Paphitis were impressed and invested £100,000 in the business.

The company’s core product is magic whiteboards. “Our product is a replacement for a flipchart. You can tear it off and put it on the wall and you can use it as a whiteboard,” says Neil.

With Theo Paphitis on board, it’s not surprising that the product is sold in Rymans. However, it is also available in many other retail outlets including John Lewis and 137 Staples stores (from April 2010).

Now the company has launched Magic Blackout Blinds based on the same technology. “It’s a sheet on the window that parents can use to stop their kids waking up so early,” says Neil.

Neil and his wife Laura have sold thousands of blackout blinds via their website since last May and now the product is being sold in catalogues such as Jo Jo Maman Bebe and the Great Little Trading Company. Indeed, Jo Jo Maman Bebe sold out in just one day when it featured the blackout blind in its Spring catalogue and The Great Little Trading Company sold out in two days.

Seeing is believing

Both the Magic products have a "wow" factor when they are demonstrated, so exhibitions have been at the heart of the Neil and Laura’s marketing strategy. “It’s a very good way of interacting with our customers. As soon as people see it, there is the wow factor and it’s sold then and there. So demonstrating and exhibitions are very important,” says Neil.

“When we launched the Magic Whiteboard, we started off going to an event called World of Learning aimed at trainers,” he adds. “We believed that if a trainer used the Magic Whiteboard, then every time they did a course they’d be showing it to 20 or 30 people. Now we are targeting the trade at stationery and office product events.”

But Neil also goes to consumer events in order to raise awareness for his products. “Consumers can help to reinforce your marketing message by going into retail outlets and asking for the product.”

Neil is taking the same approach with the blackout blind by attending consumer events such as the NEC Baby Show. “With exhibitions, you have to think about all aspects of marketing including PR and advertising,” he says. “There are months of preparation. It is hard work, especially for small businesses, because you have to do everything yourself and at the event you work solidly.”

Marketing lessons learned

Neil has learned a lot about marketing over the past two years. “We have learned that PR is more effective than advertising,” he says. “We had 50 words in Good Housekeeping’s Tried and Tested section and sold thousands of rolls of black-out blinds as a result. Lots of grandparents read the magazine and they bought it for their grandchildren.”

Neil speaks highly of both Theo Paphitis and Deborah Meaden. “They’ve been really supportive. Deborah is amazing, very helpful and practical. She’s a real mentor and has helped with sales and marketing as well as our online presence.”

The Westwoods did well to get the investment from the two Dragons but it’s quite clear that when Theo and Deborah said “We’re in” back in August 2008, they made a very smart decision.

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