Curb: Anthony Ganjou
Anthony Ganjou tells us how his company provides brands with green marketing solutions by using natural earth elements
Company name: Curb
Website: http://www.mindthecurb.com/ Founder: Anthony Ganjou
Staff Numbers: 4
Date started: August 2008
Tell us what your business does
Curb is the first and only agency in the world to offer bespoke media solutions using solely natural earth elements. We have created a portfolio of unique eco-advertising services and a crack ‘green-team’ of creatives that provide brands with solutions that impact on their target consumer without impacting on the environment. Where did the idea for your business come from?
We realised there was a total lack of viable green and natural marketing solutions in the market place. We wanted to take advertising back to its most basic form and offer the client a viable choice to integrate nature into their marketing communications. Ultimately our goal is to create unique eco advertisements that are totally sustainable yet highly effective.
How did you know there was a market for it?
In today’s environment companies are increasingly aware of the importance of how consumers view their green credentials. The success of companies like the Body Shop and Innocent are testament to the fact that being green sells and can give provide a competitive edge.
Our niche is simple: we are the only media agency in the world providing green media solutions using natural earth elements. We believe that in the future, eco-advertising will form a vital part of every companies marketing mix.
What were you doing before starting up?
Since leaving university I have been involved in a number of business ventures, including selling teddy bears and calculators on the street for an American corporation. Selling products out of a bag to people on the street gave me a crash course in business basics and more importantly an incredible determination to succeed and stay positive, which is vital if you are starting up in business.
Have you always wanted to run your own business?
Absolutely, I come from a family of entrepreneurs so I guess it is in the blood. Ultimately the best thing about being your own boss is that you are not relying on anyone else to make things happen. You are literally embracing your own destiny which is tremendously liberating, albeit quite scary too!
How have you promoted your business?
We have been very lucky in that both consumers and clients absolutely love what we do and what we are trying to achieve. This has resulted in us getting a lot attention solely through word of mouth. There is no doubt though that smart networking has been key to us managing to get the business of the ground. I would also recommend any start-up business to master Google ad-words. We have generated a significant amount of leads through simple targeting and the right keywords.
What was your first big breakthrough?
Without doubt managing to secure one of the biggest clean advertising campaigns that have ever been conducted globally, which we are implementing across the UK in January. So keep your eyes peeled!
What advice would you give to budding entrepreneurs?
In everything I do I apply the BAIE philosophy, this stands for:
Belief – In yourself, the people you work with and the product/service you are selling.
Ambition – To be the best in your chosen field
Innovation – To think outside the box and challenge the norm
Enthusiasm – In everything you do, it is without doubt contagious and the easiest way to win people round to you business.
Following this philosophy has always stood me in good stead throughout the rollercoaster that is setting up your own business. I also vehemently believe that passion is critical to any entrepreneur. If you are not passionate about your product/service, then how can you expect anyone else to be!