Words from the Wise – Asher Svirsky
Asher Svirsky, co-founder and chairman of Basilico, unveils his business secrets, his mentors and the highs and lows of his career.
Focus on the customer In my early teens I worked during the summer holidays as a petrol pump attendant in New York and on a street market in London. I learnt very quickly that by focusing on the customer and providing a little extra attention, my sales and tips benefited greatly. I took this lesson into later life, along with the belief that hard work, honesty and long-term vision provide the best attributes for success.
Lead by example In managing people my army experience taught me the value of training, team building and leading by example. On starting my own business I found persistence to be the added ingredient required to becoming an entrepreneur. It's key to be able to evaluate risks and rewards while being able to stubbornly believe in your own ideas despite the challenges that are many and varied. Mistakes will happen and need to be reviewed and overcome.
Surround yourself with a strong team I gain great advantage in visualising my objectives and goals. It is very important to have a sound business and marketing plan and to surround yourself with a group of people who share your vision and can add value to your long-term objectives. In my case it's my business partner in Basilico, Russell Allen, who was able to help me execute the initial idea. We had a great team in our brand designers and architects who enabled us to complete the concept.
Think outside your comfort zone Create and take advantage of opportunities and think outside of your comfort zone. Challenge your perceived limitations and concerns. Focus and concentrate on your product and its core values and be clear in the message of the brand to your team and customers. Be honest and respectful in your business dealings with your colleagues, suppliers and customers. My experiences have allowed me to acquire new skills, create new opportunities and diversify into new sectors and businesses.
HIGHS AND LOWS
At the time, in 1998, Basilico was the first wood-fired pizza delivery company in the world, which also influenced the eat-in pizza market and shaped the delivery high-end segment by offering top restaurant quality products enhanced by exciting shop and menu designs.
One of my worst ideas was initially to open Basilico from 6am serving coffee, pastries and smoothies - regretfully our vision was only shared by very few people, Basilico reverted to opening at 11am. Another poor idea must be the spring onion smoothie!
MENTORS
My biggest mentors are my parents, who instilled in me the values of hard work and integrity, no matter what.
I do not have a specific person I most admire but I have come across some people who have made a lasting impression on me. In the hotel industry it was David Michels, former group chief executive of Hilton, who is a very good motivator and people's person.
Kurt Kuen, chief executive of Park Plaza Hotels, is a great all round modern hotelier - adapting to today's environment.
CV HIGHLIGHTS
1987-91 Hilton International in various management roles as food and beverage and deputy general manger, London
â- 1991-98 Food and beverage manager, Tower Thistle Hotel, London
â- 1998 Co-founder and chairman, Basilico
Basilico sites
1998 Lavender Hill, SW11
1999 Fulham Road, SW6
2001 Hampstead, NW3; East Sheen, SW14
2005 Islington, N1
2010 Crouch End, N8
2011 Three shops in the planning stage
http://www.basilico.co.uk" target="_blank" rel="noreferrer">www.basilico.co.ukMANTRA
Be positive, take risks, never give up and believe in yourself
