Beating the economic downturn through innovative progress.

For SMEs struggling to cope with the current economic climate innovation is an underlying principle that will help ensure that the business will continue to develop and remain relevant in the ever changing global market.

The West Midlands Technology Network (WMTN) helps local SMEs in the manufacturing, engineering and emerging sectors to use innovation to develop all areas of their business.

As well as providing business advice WMTN is able to assist SMEs with practical, hands-on support through partnership with Birmingham City University, Coventry University, the University of Staffordshire and the University of Wolverhampton.

Critically for SMEs the services provided by WMTN are free of charge as a result of funding from the European Regional Development Fund.

The cost of employing business advisors or entering into knowledge transfer arrangements with universities is often a major barrier for SMEs and it is important that these services are available to help businesses through difficult times.

WMTN have highlighted five key focuses for businesses wishing to innovate and develop in a slowing market; differentiation, diversification, flexibility, investment and customer service.

A company needs to be able to differentiate themselves from the competition by providing unique or niche products, designs or services. Designer and manufacturer for the leisure sector Q-Leap Ltd recognised a gap in the beach market for removable ashtrays and as a result developed the ‘Poke’n’smoke’ portable ashtray.

Sunbathers have an ashtray issued to them which is filled with sand and part-buried on the beach, used, then easily emptied at the end of the day. Q-Leap needed advice on suitable materials and manufacturing methods to put the product into production and contacted WMTN.

With help from Coventry University’s Design Institute successful design modifications were made and the process of manufacturing has minimised financial and time constraints to get the product onto market.

An alternative to developing a completely new product is through diversification of existing business strengths and products to develop a range of income streams. Vapalight Ltd produced vapour delivery systems using thermal energy emitted from a light bulb. The company recognised that this technology could be used in the health sector as a delivery system for treatments to prevent or suppress infectious diseases.

Because the product can be used with generator-powered lights it is ideal for use in remote parts of the world with limited health care technology. To ensure that the product could develop from concept to prototype Vapalight Ltd enlisted the help of WMTN to provide computer-aided design to develop the technicality of the product.

Even without developing new products innovation can be introduced into production methods to improve efficiency and cost effectiveness. Businesses need to be flexible; there is not a rule book that says that the product you have made for the last ten years has to be made in the same way for the next ten years. Jewellery design company Fei Liu produce innovative, contemporary jewellery inspired by architectural forms.

They ran into difficulty when designing a new range requiring precise manufacturing techniques meaning that the designs were difficult to make as a master pattern. Through WMTN and Birmingham City University Fei Liu were able to use CAD and CAM to achieve precise master models.

It is important to invest in people to develop and retain skills and knowledge, it is also important to invest in technology to deliver the benefits of reduced production costs.

Security and Fire solutions services provider Thompson AVC Ltd recognised that to aid future competitiveness and develop the future of its employees it needed to implement additional internal systems. With help from WMTN and the University of Wolverhampton, Thompson AVC was able to implement a strategic plan for future growth and change and achieved NACOSS and Health and Safety Quality System securing the business for future growth.

The final point of advice is to develop a focus on customer service with a ‘can do’ attitude. A happy customer will always come back and recommend you; an unhappy one can damage your reputation. By addressing these five areas of business, as well as seeking advice and support from organisations such as WMTN SMEs will be equipped with the skills in innovation needed to compete in today’s global market.

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