Lucy Burnford
More women are working in typically male environments proving that we want to break the traditional expectations in modern society. Lucy Burnford, who founded Motoriety.co.uk and recently became a new mother, talks business, work ethics and being a working mother.
Could you tell us more about the business?
“Motoriety is the first online platform where motorists can manage all aspects of car ownership, administration and maintenance in one secure online space, for free. Like a 'digital glove box,' Motoriety provides email reminders for all motoring legal and maintenance requirements: MOT, Tax, Servicing, Insurance etc. with tailored special offers.
Uniquely, all work completed on a vehicle by a Motoriety garage is digitally verified back to the owner’s Motoriety account building a valuable digital service: a Motoriety AUTObiography - adding an estimated 26% in value when they sell it.
We automate all the admin, saving motorists time and money and add real value to their cars.”
Why do you feel that there is a niche for this type of business?
“Car ownership is a real hassle and its totally fragmented. For example, a third of UK motorists* have driven without a valid MOT, not intentionally, but there was no effective reminder service or way to keep on top of all the admin. So, we wanted to create a one-stop solution that transformed the way we own and maintain our cars to make motoring fun and rewarding rather than risky and boring. The motoring industry has been terribly slow to adapt to the digital age, so we’re dragging it into the 21st Century.”
Did you feel anxious about setting up a business that is male dominated?
“I wasn’t anxious, but it has certainly been eye opening! When I was researching the industry I attended a lot of motoring conferences and there were virtually no women in attendance so I stuck out like a sore thumb. However, I found that being the only woman in the room was an advantage for me, because my peers remembered me.”
Where did your love of business derive from?
“Probably from childhood. My parents were strict and we had to do chores around the house for extra pocket money. I remember setting up my own car washing business with my younger brother when I was 12 so I think I got a taste for earning my own money really early.
“When I graduated from university a chance encounter presented me with the opportunity to run a project for myself, which resulted in me setting up my own marketing agency, which I ran successfully for over ten years. I knew nothing about marketing or business when I started, so I am completely self-taught.
“I was definitely inspired by my dad who worked for himself. I saw him establish his reputation and work extremely hard, so I think I inherited some of his work ethic.”
Do you ever have an ‘off’ day? What do you do to keep yourself going?
“Yes! We all do. Sometimes you just need to accept it and have a break, then re-energise yourself and deliver twice as much the next day. If I’m not finding I’m being really productive, I usually try and focus on something easier like a bit of admin. I don’t think you should feel guilty about it – we’re only human!”
Did you ever feel that people were expecting you to fail at your business with it not being a ‘traditional’ women’s job?
“I hope no one is expecting me to fail. People tend to encourage and respect entrepreneurship, but they have certainly been intrigued by my decision to start a business in motoring and technology.
“Fortunately, anyone who has owned a car totally understands the concept and gets the need for our offering – plus it will have a really positive impact on both motorists and the motoring industry, which is a really rewarding aspect.”
What advice would you give to women who want a career in a male-dominated environment?
“Don’t hide away from who you are. You can’t change it, so use it to your advantage. I tried to hide the fact that I was pregnant in new business meetings with investors, but I don’t think I needed to worry. The reaction was actually very positive and instead of judging me negatively, as I thought they might, I was admired for my commitment to the business and my ability to balance my personal and business lives so well.”
Congratulations on becoming a new mum! How do you manage to balance work and home life?
“Thank you so much. It is certainly an enormous challenge! Being a mother to a newborn and running your own business is hard work but I’m enjoying it. I am also very lucky to have very supportive friends and family around helping me out.
“I am now working slightly different hours to what I am used. I often have conference calls through the day if I’m working at home, and I sit down and complete the bulk of my work after dinner once he has gone to sleep. Then there are no interruptions and I can focus and get a lot more done.”
Last year you was a panelist on The Apprentice - You're fired! What was this experience like?
“It was a surreal experience because it was the morning after my hen night! We watched the full episode in a screening room and then immediately went into the studio to film. So within minutes I was in the hot seat answering questions about my view of the candidates and their performances. I had to think very spontaneously and with a sore head, so I’m not sure I was top of my game that day, but it was great fun to be involved in the show.”
* Society of Motor Manufacturers and Traders.
For more information visit www.motoriety.co.uk
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