Talking Heads: Sandra Simpson

Role: Managing director

Company: Multi Flora

Staff: 55

What makes your day at work?

Happy customers. Because we are a contract lab, we rely heavily on word of mouth for repeat business, so if we have happy customers our business is going well. It's also like a big family, because we have a lot of highly qualified immigrant workers. I enjoy building relationships with my regular customers, who are in France, England, Australia and the Pacific Islands.

When did you first become a manager?

I started the business in my garage in 1980, and briefly ran it by myself. Then I got a partner in, and we worked under the house at home because tissue culture was still very new at that time. I started off with a degree in botany, and later did a course at Massey and in Australia. I was lucky when I first started to have the support of so many people, especially at HortResearch, and my husband.

What was the most important lesson you learned?

To spread the risks in the business. We had a difficult time during the crash in 1987-88, because 95 per cent of our business was with one company. It was put into receivership, and overnight we went from a staff of 45 to just two. The company owed us a lot of money. Now we watch cashflow carefully.

Because everything is forward ordered, we know exactly what our situation is. The exports have balanced out our sales over the year, because it is a seasonal business, and summer is a lot busier. We produce between two million and three million plants a year, and having 55 people relying on you for their wages makes me very cautious.

What has been your best moment in business?

Getting the business back on its feet relatively quickly after the big hiccup and getting it to the point of more staff than it had before. Within three years we were back on track, after I took the business home and built a garage on the back lawn.

Boy, I worked hard to establish the contacts, but the horticulture community is great. So many people were there to help me, and in 1991 we moved to our present premises, so it all happened fast.

How have you dealt with pitfalls in your career?

By sitting down and thinking the problem through. Once I have decided on the best solution, I'm very determined. I'm happy to accept responsibility if I feel I have done something wrong, but I get determined when something adverse happens that has nothing to do with us.

What annoys you most?

When I need an answer from someone and I ring them and all I get is a voice-mail asking if I know the extension I require, or saying so-and-so is out. I have no idea when they will get back to me. It drives me nuts.

If you were starting over again, what would you be?

Something scientific. When I was at school you went into arts and science in the fifth form. I think I would have gone on and done further university work but when I was young, women did not commonly go on to do PhDs.

What management wisdom is most overrated?

I don't think I should be called the managing director or whatever, especially since I work on the floor with all the staff. My office does not have a title on the door, but I'm happy to take responsibility if someone is unhappy, and will make crunch decisions.

What will be the big business issue of the next decade?

How to get the business community to regain confidence in the economy. People are scared of the new (employment relations) act and the ACC changes. I'm not saying they are bad, but they have people worried. I think we have got to be a bit more positive, accept what's happened, and get on.

How do you relax?

We travel and stay in rented houses in French villages sometimes. We have six acres (2 1/2ha) at Matakana and spend weekends there. I love art and reading.

* Sandra Simpson spoke to Dita De Boni.