Marketing
Sri Lankan culture to world markets
In the third part of the Start and Improve Your Business Association
(SIYB - an affiliate of the ILO) series on local entrepreneurs the
focus shifts to Chandana and Thanuja Pathirana, Managing Directors
of Surathura Entertainments (Pvt) Ltd and Hotel Crystal Gate, who
undertake the professional coordination of weddings, cultural shows
and other events for locals and foreigners.
Written
by Gayathri Jayadevan, Business Development Specialist at the ILO-SIYB
Programme, today’s interview is about the service industry
where the Kandy-based couple discuss how to manage the family owned
business successfully whilst safeguarding Sri Lanka’s deep-rooted
traditional culture.
What
prompted you to start the venture?
My father, the late Siri Pathirana, combining his interests and
experience in culture, travel plus marketing and contact with people,
was a pioneer in providing Kandyan cultural programmes for foreigners.
After his sudden death, I inherited the business.
What were your primary concerns?
The political unrest at the time meant reduced number of foreigners
visiting the country and I needed to find other local channels to
promote the business.
How
did this differ from the reality?
The reality was that I realized that there is no such thing as enough
research; I spoke to as many people as I possibly could who have
worked in the company for a long time or acted as suppliers or consultants,
in order to plan the future direction of the business.
Your
main challenges?
We found that many locals as well as foreigners don’t fully
understand the ceremonial customs in marriages and do not have a
focal point in organizing events in general.
Thus
we went beyond the provision of Kandyan dancers and cultural programmes
to coordinating weddings “poruwa ceremony”, homecomings
and events from providing poruwa structure, master of ceremony and
flowers to organizing sound systems, etc. We expanded our staff
capacity to 63 and are now one of the largest events coordinators
in the local and foreign market.
Have
you sought the advice of a mentor?
Further to my mother’s guidance, and my Diploma in Business
Management and Computers, I participated in the EXPAND YOUR BUSINESS
course of the ILO coordinated by the Central Province Industrial
Development Authority. Through the course, I am continuing to receive
one-to-one advice and assistance from EYB consultants, Susantha
Katukurunda and Sujan Nanayakkara.
If
so, did you find this helpful?
When I attended the EYB course, I learned that it was not enough
to grow, it’s very important to have a planned, clear growth
strategy. EYB training helped me to recognize my core competencies
and build on my strengths. This training made a big difference because
I learned to plan my growth strategy and plan for my new services!
What
are some of the main lessons you've learned?
As events’ coordinators, it's imperative for us to understand
the customer's culture and keep in constant contact with them. All
our employees believe in providing personalized customer service,
which includes educating the customers. For example, the pre-wedded
couple and their families get a detailed briefing on the meaning
and values of the marriage customs prior to the wedding, which adds
understanding and value to the customers’ satisfaction. Our
business now solely thrives on word of mouth due to the strong relationships
we have built with our local and foreign customers.
What
advice would you give to others?
Be passionate, positive, prepared and punctual in doing business.
Service-oriented businesses cannot ever afford to make excuses.
Say sorry to any customer!
How has it affected your work/lifestyle balance?
I am fortunate enough to have my wife as my business partner.
We are able to share and collectively decide on business decisions,
as they say, two heads are better than one. Leading a good family
life in the community also helps with customers trusting us to undertake
and coordinate their auspicious occasions.
Your
top business tips:
* Your customers are your best agents in promoting your business,
so never cheat on your customer.
*
Always think ahead and innovate to customers’ need and be
creative in your approaches.
*
Build and maintain good relationship with your employees; they are
the face and energy of your business success.
*
At Pathie’s Dance Lanka, we are proud to sustain and carry
forth our culture to the future generation whilst instilling knowledge
and understanding using latest technology. Travelling through the
Hill country? Then check out the beautiful dancers of Pathie’s
Dance Lanka at the Kandy YMBA everyday at 5:45 pm. Mr and Mrs Pathirana
could be reached at dance2lk@sltnet.lk or www.weddinglanka.com.
The writer could be reached on
gj@siyblanka.com |
