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Energy, creativity and ideas for social media are musts whether you're practising yoga or law

Two businesswomen from the worlds of law and wellbeing tell Lisa Smyth about how they're using Twitter and Facebook to drive success

Published 04/10/2016

Kim Constable on stage
Kim Constable on stage

Every second of Kim Constable's day is accounted for. As a mum of four children, who she educates herself at their home in east Belfast, it is fair to say that time is of the essence for the successful businesswoman.

Her latest venture is a company that provides yoga workshops and online tutorials, as well as offering menus and dietary advice to help customers reduce stress and improve their health and fitness.

She has just completed a brand overhaul, with her company now called Deyogatox.com, and she has plans to bring it to a global market.

And she discussed the challenges of her business plan at the recent TEDxStormont Women event, held as part of the global movement of TED Talks, which aim to open minds to new ideas.

Kim, who's married to sports agent and former Ulster Rugby player Ryan Constable, is realistic that her ambitions require dedication and time.

"There isn't a moment in the day where I can stop," she said.

"I have to be really disciplined with my time, finding time to work round the kids; that is the hardest part, because I am a wife and a mother and businesswoman.

"I have to be so precise about what I am going to achieve in a day, so for example, on a Monday I only have two hours to work and I have to fit everything I have to do into that time.

"There's no such thing as faffing around on social media, I have to be very disciplined."

To help her build up her business, Kim has assembled a team of assistants around the world.

Deyogatox.com is a relatively young business, being established just over one year ago. Kim employs people living in countries such as India and the Philippines. This helps to minimise her wage bill, but at the same time, she said it has allowed her to find people who are as dedicated as she is in making her business a success. "Everyone working for me is self-employed, they are incentivised to work really hard," she said.

The idea for the business started as a result of Kim's own love for yoga.

"I used to teach pilates and I switched to yoga about six years ago," she explained.

"I loved the idea of detox yoga, it fascinated me.

"I like to live the good life as much as most of us do, and there is the idea that yoga is just about stretching, but not a lot of people know there is much more to it.

"I have always loved drinking, eating and being merry, but I always felt guilty about it.

"When I found out yoga could be used to cleanse the internal organs and help the body to detox, that was really exciting to me."

Kim started to teach private classes, but quickly realised there was an appetite for detox yoga.

Demand has risen steadily and she can now easily fill 60 places at one of her workshops.

She said they have also been important in building the success of the online part of her business.

"I have found the physical workshops can really sell and market the online part of the business, because people really get a feel of what you do and that has accelerated the growth of the business," she explained.

"I would say 30 to 40% of people in our workshops purchase one of our online products."

Kim has a degree in business studies, but marketing is her real passion and she believes that social media plays a crucial role in promoting the business.

"I am currently doing a course on Facebook ads, as they are so powerful, particularly for what I do," she said.

"With yoga, the imagery is very important and I try to do a photoshoot every six weeks and as soon as I start posting the images, people start buying the products.

"People see me in the images and they can tell from how I look that I live what I preach, people can see that.

"Images are what sell, especially on Facebook, but you have to know how to direct the customers from a cheap offer to a more expensive offer.

"Everything that I make I put back in the business. That's been a big thing for me.

"It's important in the first year to build up capital."

She has a number of business plans in place already and hopes to open health and wellness centres in the future.

Ultimately, she would like the brand to be in place around the world.

But the 37-year-old is already planning the day she sells Deyogatox.com.

"You have to start small and build up big, because the cost of failure can be huge," she said. "I do think it's important to have the right exit strategy, however, and when I am starting up a business I am already thinking about how I am going to sell it.

"The next five years is more about making enough capital to really expand the business, mostly online.

"Once I have done that I will open up one health and wellness centre, and over time I am going to grow that, but you have to be careful because these centres are expensive, the overheads are huge, whereas at the moment I am working out of a home office.

"I think a mistake people make is having massive overheads, so they are starting from a negative place."

Belfast Telegraph

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