Turning non-technical industries into digital players is the fine art of Fifteen Digital Managing Director Robert Adams, who, for example, is helping the crisping market to make a packet.
Adams first encountered the world of IT at the age of three when his father bought him a computer. Three years later Adams was a dab hand at programming and needless to say he was already on a career path, deepening his knowledge and experience at school, achieving a high level of expertise that was recognised when he came second in the National Computing Awards. Perhaps it was the number-crunching of computer programming that diverted Adams from his destiny into a surprising career choice. "After leaving school I became an accountant," he said. "But I always had a passion for technology and at the age of 21 went self-employed to start up an IT business called Anet with my brother Mark."
Fifteen Digital was incorporated in February 2006 following a link-up with 15 Digital Marketing owned by John Borthwick. "Myself and John met through a mutual client and the digital marketing and IT skills we shared was obvious," added Adams. "We decided to merge the two businesses into one with the Stoke-based company offering marketing and technology solutions."
The following year Fifteen Digital started to offer web development and James Tierney joined the firm as Developers Director. "Three years later we opened up a second office in Darlington to replicate the success we had in the west midlands," explained Adams.
A more significant development in April 2014 saw Fifteen Digital purchase B2B Telecoms business Sitelink Communications, with Ian Walker coming on board as Communications Director. "Acquiring a telecoms business allowed us to broaden our range of services as well as our portfolio of clients," commented Adams. "Moving into full specification business transformation services enabled Fifteen Digital to provide a whole solution, permitting businesses to work towards their goals while we support their development more efficiently."
Last year's revenues reached over £1 million and the company now employs 27 staff with plans to double the headcount by 2019. Target markets include franchisor clients, leisure and entertainment brands, retailers, manufacturing firms, construction companies, training and recruitment agencies, health and beauty services, plus many more, including crisp makers.
"The creation of our Agritech solution has been a great success," explained Adams. "It now supports 20 per cent of the UK's crisping markets. This particular project allowed us to bring technology to an industry that's not normally considered hi-tech. This shows the benefits that technology can bring to any business. One of our biggest opportunities is our specialism of developing provenance and trace solutions. In 2015 we won the Business Enabler Award at the Lloyds Bank National Business Awards. This was for our collaborative partnership with a large crisping potato provider which led us to create the LiveTrace system."
The LiveTrace system provides provenance and traceability over all produce to the full supply chain, ensuring food safety regulations and standards are met. "The system has revolutionised our client's business through efficiency and effectiveness," said Adams. "A challenge we face is encouraging low tech industries to adopt technology in their business areas. We have demonstrated the importance and benefits of applying smart technology to business activities.
"It's now a case of sharing these benefits and encouraging more companies to get on board and transform their business for the better. We have found a niche for supporting companies that aren't technical by helping them to become more technologically advanced. A challenge that Team Fifteen finds inspiring and exciting."
Other challenges include developing and growing the Fifteen Digital team. "Finding new suitable candidates can be problematic, as well as creating training programmes around new technologies for the team to adopt," noted Adams. "The technology market is strong and thriving with new agencies and businesses being established every day. Ensuring that we stand out in a prosperous and growing market is vital."
Two months ago Fifteen Digital kicked off its tenth anniversary celebrations with various activities taking place over the year including a £10,000 fundraiser challenge for local Stoke charity The Donna Louise Children's Hospice. Adams commented: "The past ten years have been exciting for Fifteen Digital, with Team Fifteen doubling in size, regional and national award wins and a growing portfolio of clients and projects."•