Chris O'Keefe
Welcome to our first edition of “A Coffee With …” where we sit down with one of our clients and ask for their insights on business and life.
For our first edition, Craig Anderson caught up with Chris O’Keefe from O’Keefes Paints over a coffee and chatted about his journey in business here in Albany.
Tell us a little about who you are and what you do
I own and operate O’Keefe’s Paints here in Albany and also have my own Quantity Surveyor business. In my spare time I am an avid sailor and bike rider.
What inspired you to take on your business?
It was really a lifestyle choice, having lived in Perth for a number of years. After graduating from Uni as a Quantity Surveyor at 21, I worked for 16 years in the industry and become an Associate in the company I worked for. I hadn’t had any real desire to do much in business until my father decided to sell the family business and asked me if I wanted to take it on. My wife and I thought it would be a great opportunity to move back to Albany and bring up our young family (including a 5 day old baby!) so in 1993 we made the move.
O’Keefe’s Paints was started by my grandfather back in 1946 after he returned from the war. This has been our family business for over 70 years now.
What significant changes have you made or seen in your business over the years?
By far the biggest change would be the introduction of computers in all areas of the business – bookkeeping, point of sale, stock control and paint mixing. Having taken on the family business with no ‘business experience’ and being a bit of a numbers man, technology has certainly helped in this area.
Another big change is competition in the Albany market. Until 1993 we were the only paint shop in Albany. Since then a number of other outlets have opened up (some have come and gone).
Some other factors that have become bigger issues for us include:
dealing with time zone differences when ordering stock from suppliers who have moved distribution through to warehousing on the east coast.
changing to compete with our trade customers who now have easier access to order paint direct from the suppliers on overnight delivery.
How do you deal with the challenges that are thrown up from time to time?
I have a 3-day rule:
day one - deal with the anger and frustration;
day two - ask myself ‘what can I do to fix the issue’; and
day three - formulate a plan to solve the problem.
How do you find people to bring into your business that truly care about the business the way you do?
I believe being successful in small business is about having good people! I have been extremely lucky to have had only four main employees over the 24 years that I have owned O’Keefe’s Paints. I inherited a couple of guys from my dad’s time and one of them taught me many valuable “old-school” concepts including how to treat your customers.
If you could offer one piece of advice to a young person wishing to pursue a career in your industry, what would it be?
Don’t do it – it is a tough environment for small business right now. In saying that, there are still opportunities for good, young people.
Don’t go in under-capitalised. Be street smart and a good entrepreneur. Obtain good advice from a mentor or a business coach and your accountant.
Grow slowly, seize opportunities and have a passion!
Also, in our game it is vitally important to follow-up on what you promise to deliver.
If you had the chance to start your career over again, what would you do differently?
Not a lot really, I have enjoyed the journey. I’ve been lucky to have two businesses which are quite different but complimentary. Conversely, running two businesses can also be a challenge and each can suffer at times. Having good, reliable staff has allowed me to pursue both careers.
Describe a typical day in your role
There is no such thing really. We supply to both the trade (professional painters) and retail to the general public. We are never too sure how busy any day will be as fluctuations within the building industry and the seasons affect sales. Older customers are very loyal. They didn’t have a lot of choice back in the early days and they have stayed with us. We like to think this is because of our relationships, whereas the younger generation tend to shop around more.
What challenges or opportunities does being located in the Great Southern create?
We have a strong customer base in outlying areas and in the farming community. I see our longevity in the industry, our knowledge base and customer service as key strengths in the business and this keeps customers coming back.
The distance from Perth is often challenging when dealing with suppliers – they are very ‘Perthcentric’! They tend to look after their Perth market first and then us in the country, resulting in product shortages.
The growth of online shopping presents challenges for us. If we don’t have a product in stock customers often aren’t happy to wait for us to order it in and will pursue other options, particularly online.
Country people are good to deal with and we get to know them personally. To be successful in the retail environment you need to make ‘contact’ with your customer as soon as they enter the store. If they don’t think they are important to you they will leave.
What does a Quantity Surveyor do?
We cost out building plans. If you are a builder or developer and want to build a house or office, for example, we will physically measure all parts of the plan and cost it out from the foundations up. We also handle contract administration, including monthly progress claims and site visits to verify work completed. This could also entail dealing with contract variations and negotiating these with the builder. A quantity surveyor also prepares depreciation schedules which are commonly used for capital works and depreciation claims for rental properties.
What makes you happy?
When I was younger it was simply just being one of the boys, having a good time and going sailing. I have always associated my happiness with ‘being around water’. I enjoy the physical and social benefits of sailing and going for a long bike ride.
How do you spend your spare time?
Sailing – I had an ambition to go to the Olympics and sailed in the 470’s Olympic trials in 1976 and 1980. We managed a top 5 and a top 10 finish in those 2 trials but unfortunately this wasn’t quite enough to get a place on the team. I have sailed and won a few state events in both the 505 fleets and Sharpies. I then went onto sail Flying 15’s in the national titles where I came in 2nd in 2005 (I think) and 3rd in the world’s in Ireland. I managed a 5th in the J24 world’s. More recently I have sailed ‘Vipers’ in the US on 4 or 5 occasions and one year managed 4th in the ‘North American’ titles. This has taken me places like Boston, Miami and Long Beach, California. In fact, I have just got back from Bermuda and will be sailing Lake Garda, Italy later this year. I have my own cruising yacht for relaxing days on the water, it’s not always about racing.
Cycling – I get on the bike a few times a week. It is a great way to keep fit and healthy. Riding in a group provides great social interaction.
Visit O'Keefe's Paints
58 Serpentine Rd, Albany WA 6330
Phone (08) 9841 4044
Facebook https://www.facebook.com/okpaints/
