Dean Benson is not your usual suited and booted IT professional. He turns up to our interview in his cycling gear, which is fair game as he’s off on a bike ride immediately after we finish.
“I love getting out into the fresh air,” he says. “It’s a great release. I’ll probably do about 80 to 100 miles today.”
When I ask him about the wisdom of travelling so far in one day, he raises a quizzical eyebrow. Failure to complete this particular challenge – or any challenge for that matter – is clearly not an option.
“I relish every challenge that I take on,” he says. “When I’m faced with a big task I break it down into bite-sized chunks. Somehow, that makes it more achievable.”
This particular bike ride is the first in a series of gruelling physical tests for Dean. He’s preparing to take on the Three Peaks challenge, which will see him cycle a lung-bursting 450 miles in three days, as well as the 280-mile coast to coast ride between Sunderland and Whitehaven in Cumbria.
He’s also moving quickly to keep his tech and e-commerce firm ahead of the competition. Since launching Stockton-based Visualsoft in 1998 with co-founder Richard Bendelow, Dean has built the business to a point where it now works with leading retail brands including Jules B and Breo Watches.
Turnover is approaching £10m and the company employs around 160 staff. Never one for standing still, Dean is eyeing further growth with plans to double revenues and increase headcount to 300 in the next three years.
Those plans, though, could be scuppered by a tech skills shortage.
“I’d take on 100 people tomorrow if I could find the right people with the right skills,” he says. “We’re currently recruiting for another 20 positions but nationally there is a skills shortage in this industry.”
Other challenges have been easier to overcome. The social media boom has allowed Dean to create social networking campaigns for retailers seeking new ways to reach their customers.
The growing popularity of e-retailing – UK shoppers spent £91bn online in 2013, according to IMRG-Capgemini’s eRetail Sales Index – has also opened up opportunities for tech-savvy companies in the e-commerce and m-commerce space. Visualsoft’s sophisticated online platforms help customers build an internet presence, track prospective customers and, ultimately, generate a return on investment by ramping up sales.
“Everyone is buying online,” says Dean. “It’s not just via a PC either. People are making purchases directly from their iPhones.”
While Visualsoft has embraced the m-commerce revolution, it has also adapted to the departure of Richard Bendelow from the business by creating a new management structure. As managing director, Dean is now supported by technical director Matt Burton, business development director Tim Johnson and online marketing director David Duke.
Whatever that brings, Dean is keen to retain the work hard, play hard ethos on which the company’s success has been founded.
“I want my staff to enjoy coming to work in the morning. We promote a healthy lifestyle, we have fruit in the office, we share ideas and we laugh a lot. Our Time to Innovate scheme invites staff to devote 20% of their working week to doing what they want, as long as it adds value to the business.
“It’s a good atmosphere in the office – and so it should be. Work is a serious business but it’s important not to take yourself too seriously.”
Questions & Answers
Who has inspired you most (could be real-life or public figure)?
Nobody springs to mind, to be honest. I’ve always been a great believer that hard work will bring its own rewards.
Biggest achievement (personal or professional)?
Building the business to what it is today.
What car do you drive?
A pick-up truck (I live on a farm).
What’s your favourite restaurant?
Too many to mention. I’m partial to anything Italian.
Favourite tipple?
A pint of beer.
Who or what makes you laugh?
Work, oddly enough! I get a real buzz from a vibrant atmosphere in the office. It’s important not to take yourself too seriously.
What’s your ideal job, other than the one you’ve got?
I’d probably do voluntary work as I get a buzz from helping other people.
What’s your greatest fear?
I honestly don’t fear anything. When I’m faced with a big task I break it down into bite-sized chunks. Somehow, that makes it more achievable.
What’s your business mantra?
Treat people how you would like to be treated yourself.
What’s your biggest extravagance?
Renewable technology. I have a wind turbine outside my house and I’m looking into the feasibility of getting electric cars for my staff.
Biggest motivation?
Going to work to deliver success for myself and success for my staff.
How do you relax and unwind?
By keeping fit and spending time with the family. There’s nothing better than turning off all of your gadgets and looking at the night sky.
