The Accidental Entrepreneur : Journey To Destination

149 Pages·2017·0.67 MB·English

by  S.Sivakumar

Notion Press Old No. 38, New No. 6
McNichols Road, Chetpet Chennai - 600 031
First Published by Notion Press 2017
Copyright © S. Sivakumar 2017
All Rights Reserved.
ISBN 978-1-946869-58-6
This book has been published with all reasonable efforts taken to make the
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used, reproduced in any manner whatsoever without written permission from the
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The Author of this book is solely responsible and liable for its content including
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Dedication
I dedicate this book to my beloved wife, Sumathi, who stood by me, believed
and had faith in me. She is my pillar of strength, and my driving force.
Contents
Foreword
Preface
Acknowledgements
PART 1
My Birth, Childhood and Youth
Seven-Year Stint as a Medical Representative
Marriage and a New Life
The Decision to Become Entrepreneurs
Meeting with the Agent for Machinery
First Overseas Trip
PART 2
Birth of a New Company
Srini's Visit to Drupa
Investment and Retraction
When Borrowing Became the Way of Life
The First Mistake
The Big Disappointment
The First Major Order
Association with an Advertising Agency
PART 3
The Birth of SJS Enterprises
Focus on Customer, Not on Profit
The Real Breakthrough
Sourcing Raw Material
Yet Another Blunder
Visit to Indian Exihibitions – Bombay and Delhi
PART 4
Expansion, a New Place, and Meeting Natarajan
Support from Chechi
The Gas Lighter Order
Shifting Locations Again and Facing Tough Times
First Import Shipment of Polycarbonate
The Solidaire Experience
Microland and HMT Watches
A Different Experience
Incentives and People
PART 5
Overseas Tour
Role-Play of My Wife, Sumathi
Our Experiences with the Visa Meetings
The Half-Globe Tour
The Business Was Truly Growing
Building the New Plant
The Asia-Pacific tour
The Great Japan Experience
The Memorable Visit to Matsushita
The Japanese Sentiment
PART 6
Introducing New Technology in India
The HP Global Association
Motorola’s Best Supplier Award
Introduction to the Internet World
Presentation at HP facility in Singapore
First Export and the Customer Response
PART 7
Recruitment and Attrition
A New Addition to Sales and Marketing
Computerization of the Process
ISO Certification
The Visteon Association
PART 8
Entering the Automobile Applique Market
Participation in International Exhibitions
Additional Sales and Marketing in Delhi
Our Interface with a New Technology Tool
Participation in Domotechnica, Germany
Building a State-Of-The-Art Facility
Entry into the Two-Wheeler Graphics Industry
Round the World Trip
PART 9
Introduction of Serigraph Inc.
Our First Visit to Wisconsin and Brazil
Partnership Firm Turns into Private Limited
The Only Bad Debt in the Entire Tenure of Thirty Years
Association with TVS Motors
The Story of Middle Management
Induction of the New Middle Management Team
The Weak Link
The Homegrown Middle Management
The Joint Venture with Serigraph
Advantages of a New Partner
Growth in Decals Business and Exports
Life with Serigraph
PART 10
India Doing Better
Vishnu Joins SJS, and a Silver Jubilee
SJS's Growth over Two Years
Certifications and Credits
Attempt at CEO Culture
PART 11
The Sale Process Begins
Everstone Capital Steps In
All Good Things Come to an End
Epilogue
General Points to Share
What next?
Foreword I have known Sivakumar (‘Siva’ or ‘Kumar’
as he is also known) for more than a decade. The first
thing I recall when I think of Siva is his
extraordinary response when I asked, “What defines
the success of your company?” He said, “Sudarshan,
we are sole suppliers for quite a few products to quite a
few customers—but we never let them remember it.”
That’s quintessential Siva for you—a person who can
demystify an important, complex management concept
with simple wisdom. This book, I am sure would
contain equally simple but worthy suggestions for
entrepreneurs.
I have had long discussions with him and his erstwhile partners about the
evolution of their company, and have learnt a lot along the way. While the
journey and success of an entrepreneur’s journey does not imply the mere
fulfillment of a formula, there are four critical pillars that, I feel, underpin
success.
Choose the right partners. The three founders of SJS bring unique but
necessary competencies to the table: Srini, with his ability to strategize and
create a vision; Joseph, with a flair for products and machines; and Siva, with the
ability to handle operational matters. Between them, they cover a large swathe of
competencies for an organization such as SJS. More importantly, while they
have the usual arguments and disagreements, they always place the company’s
interests above their own.
Get the family’s support. Siva has mentioned quite a few instances in this
book to explain the support extended by Sumathi, his wife. Beyond extending
her unstinting support, Sumathi was also actively involved in the business in its
early years. I sometimes believe that the company should have been named
‘SSJS’ for the succor provided by Sumathi.
Break the mold and persevere. Given that he comes from a typical middle-
class family, which belongs to a community that is traditionally job-oriented,
and during an economic era when entrepreneurship was not encouraged, Siva’s
venture would have represented a seismic shift. The early years of any venture in
those days was fraught with risk, and his partners and he did well not to give in
during the early periods of disappointment.
Maintain fundamental integrity. Integrity should extend beyond business, to
all stakeholders, including customers, employees, partners and should, finally, be
to one’s self. Such a principled conduct of business has a huge advantage—it
attracts similar people and the business of running the business is thereby made
easier and enjoyable.
Now that Siva has embarked on his second innings, I wish him the same level
and type of fulfillment that he secured from his venture. A note for the readers of
this book: One could look for a lot of learning for entrepreneurship, but, as
importantly, a lot of life lessons as well.
P.N. Sudarshan
Partner / Financial Advisory Services
Deloitte Touche Tohmatsu India LLP
An entrepreneur tends to bite off a little more than he can chew hoping he will quickly learn how to chew
it – Roy Ash
Preface
The aim of writing this book is to motivate those readers who are like the
proverbial cat on the wall—who want to become entrepreneurs but are waiting
for the right moment or support. If you decide, or have the inclination to become
an entrepreneur, follow your gut. Do not wait for the D-day to happen so that
you can decide. The most pleasurable part of becoming an entrepreneur is that
you can make a difference to a few people’s lives. Money will be a by-product
that will follow once you follow your heart and move along with passion.
Success is a word that is liked by everyone but is interpreted by everyone
differently—and is oftentimes measured by the wealth that one creates. I
disagree with the latter part. Success should be measured as a satisfaction index
within ourselves. It is not an external phenomenon; it is purely internal.
When you meet some successful entrepreneurs and ask them about what
drives them, their answers may vary: I have created wealth.
I am a now part of big family that comprises a few hundred people.
I contribute to the welfare of the society.
I am the leader.
It all depends on what an entrepreneur perceives of himself rather than what
others perceive of him.
Enjoy reading this book. I will be happy if it benefits the readers—that is the
sole purpose of my writing it.
Good luck and happy reading.
– S. Sivakumar “Success is about creating benefit for all and enjoying the
process. If you focus on this and adopt this definition, then success is yours.”
– Kelly Kim