TARANAKI sharemilker Gemma Adams is proof that being dyslexic is no barrier to creating and running a business.
She established VizLink, which creates personalised whiteboards, farm maps and signs that can be used as visual communication tools.
She is no stranger to the world of business, she’s been around it her whole life.
Her parents own and operate a successful manufacturing company started by her grandfather after World War II.
“I’ve learned a lot from my parents over the years and watching them definitely helped me decide what my strategies were going to be for this business,” Adams says.
“From the start I wanted to be able to fit the business into four hours a day to fit around our family and the farm though I’m more of a floater on-farm now.”
The original idea of VizLink came out of necessity when she started dairy farming. Having grown up in town and worked in town as a graphic designer she lacked the knowledge her husband Terry had when they started sharemilking 13 years ago.
“I found our communication styles really different. I have dyslexia and have always worked best off visuals. Being raised on a farm Terry just got everything and that reflected in his communication style.”
Off her own back she made herself a farm map, which meant she could work more autonomously on the farm and it helped build good communication between her and Terry. As they progressed in their farming careers and had staff start to work for them it became more apparent they couldn’t rely on verbal communication alone.
“Having information on a whiteboard ensures everyone on-farm knows what’s going on at any one time.”
It wasn’t till four years ago after the couple bought a dairy farm at Pahiatua during a low payout year that she looked into the viability of turning it into a business.
“We bought the farm in Pahiatua as an investment. We still 50:50 sharemilk here in Taranaki and have sharemilkers on our other farm.
“Ultimately, we want to own a farm here but land prices are expensive. This way we can earn some money off our Pahiatua farm along with our income from this farm.
“We decided that we needed some other form of income to keep on top of everything so we started doing some market research on whether farmers would be interested in having their own farm maps and whiteboards created. I just knew there was something there. I had a gut feeling about it.”
With two young children and working full time on the farm it was a hard road setting up a business from scratch. Having lots of contacts and relationships already in the printing world and no shortage of ideas for products that part came fairly easily it was the financial side that proved challenging. Determined not to add to their large debt she opted against a bank loan, meaning cashflow was an immediate and ongoing issue and made for a slow start to the business.
Once a job came in the money was put aside or put into development so they didn’t get any financial benefit for the first few years. Backing herself with her idea she was forced to think of lean ways of operating and forging mutually beneficial relationships with other companies to get the products off the ground.
“I worked out quickly that we needed to get alongside GPS services for the farm maps to make sure we had accurate data. I teamed up with a local company that I subcontract to. They didn’t want to do the end product of the farm map, just collect the data, so it’s the perfect match. We do also work with other contractors at clients’ choosing.”
Each job has taken her down a different path or idea leading to a now diverse product offering. What started as farm maps has grown into farm planners and a wide variety of farm management whiteboards with more ideas popping up every day in both the rural and commercial realms.
“I didn’t realise the scope it has.
“We are working on a lot of grazing plans right now and working on a whiteboard for sharemilkers that has a magnetic sheet for the farm map so they can reuse the board at their next farm. We are also looking into products for the home as well that are both useful but also have a nice look to them.”
The VizLink team is made up of Adams, accounts manager Pauline Corbett and assistant Tessa Tate as well as a crew of graphic designers from around the country who free her up to create new ideas and make sure the business is running smoothly.
“The printing company we use is local and I’ve known them for a long time and it’s a really great partnership. Jobs come through, they go to print and the printing company organises dispatch meaning we can focus on graphics and working with customers. It also means we don’t have to store products, which is another bonus.”
The business has grown through word of mouth but has found great success in using social media as a marketing tool. As someone who isn’t a fan of social media it was a tough pill to swallow but she says she knew it was going to be the cheapest way to market herself and show customers the woman behind the business.
“There’s a real psychological factor behind social media. You get to put your face to the product and it helps people to see you as a genuine person and farmer, not just some faceless company that doesn’t understand farming. It’s been the best thing we’ve done.”
This year she’s noticed return customers and hot leads coming in. There has been increasing interest from Australian clients, which has sparked expansion plans to find subcontractors there as well.
With the business getting busier, finding a balance between work, family and the farms can be tricky. Taking it one day at a time she has found that sticking to her four hours a day rule and not being too hard on herself has gone a long way to finding that balance.
“I’m quite organised so at night time Terry and I line up our diaries and colour-code and number jobs with a priority. I have five jobs to do each day. What I do above that is a bonus.
“I have a morning routine and try to be mindful of looking after myself so I can be in a good frame of mind. During work I’m at work but when the kids are home I try not to answer the phone. It’s important they see me working hard but there are also times you need to disengage and just be a mum.”
Part of what drives her is the passion she has for what she does. Going beyond a simple love of designing and organising, it’s about helping other people communicate more effectively and cultivating positive workplace culture as a result.
“People who can’t communicate well but say their staff aren’t any good really get to me. I know it’s just a whiteboard but it’s a really effective tool that helps with communication, which will filter through to staff, family and the industry, which will make for happier and more confident teams and families.”
