TRICKY BUSINESS

PROGRAMME 3: RUTH MCKAY

PROGRAMME OUTLINE

00:00 – 03:04

Introduces marketing graduate Ruth McKay. Describes her new business, Unique Solutions, and her ambitions for the future.

03:05 – 06:06

Ruth organises a photo shoot on a shoestring budget. The results are disappointing.

06:07 – 07:59

Ruth consults her business adviser, Graeme Allan. He helps her to spot the fatal flaw in her marketing materials – they do not say what her company does.

08:00 – 12:35

A local limousine company hires Ruth to publicise its services. She ignores basic marketing rules and manages to publicise herself rather than the limousine service. Her clients are unhappy.

12:36 – 15:22

A top Scottish PR manager, Angela Casey, gives Ruth some tough advice. Ruth begins to appreciate that theory is no substitute for practical experience.

15:23 – 17:06

Limited earnings cause a cash-flow crisis. Ruth discusses the situation with her mother who is subsidising her activities. Ruth will have to get a job if things do not improve.

17:07 – 23:04

Ruth secures a market research contract with a hotel and nightclub complex.

23:05 – 23:50

Ruth reflects on her experiences. It has been a steep learning curve, but she remains confident that she has made the right career choice and that her business will succeed.