Doing it Wright

Still in his 20s, Matthew Wright of Wrights Coaches in Norfolk has a fresh outlook on coaching that includes harnessing the power of social media, as he outlined to Andy Izatt

“I think you need to be a strong person to run your own business,” said Matthew (Matt) Wright, the 28-year-old proprietor of Wrights Coaches of Hoveton in Norfolk. “To be sitting in the office at 2200hrs invoicing and sending out quotes when you could be at home watching the TV or out socialising with friends.

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“Someone once said to me, imagine you’re on a treadmill. You’re running, but someone else is controlling the speed. I think that’s about right. You’re in control, but at the same time you’re not because so many external influences are going on around you. Nevertheless, you have to keep up.

“Running this business is relentless and it’s 24/7. Even if I’m not driving, I might have a driver out so then I’m waiting for the phone to ring. Is he stuck in traffic and will he be out of hours? Has he broken down? That’s not happened yet thankfully, but it’s always a possibility. To be honest, I quite enjoy the pressure. What I like about what I’m doing is the feeling that I’m making a difference to people’s lives. I would hate to be stuck in an office doing a ‘nine to five’ job.

“We try to be proactive rather than reactive. Three operators in this area have closed in recent months which means there are 30-40 fewer coaches in Norfolk than there used to be. While it’s a shame to lose traditional names, in commercial terms this is a relatively good time.

“We think the problem is many people don’t see coach travel as attractive. They think it’s only for the older generation, but that perception needs to be challenged. Promoting the use of a coach to go to events and concerts because it’s really cost effective is a starting point. Stag and hen nights are an opportunity and we’ve never had a problem. Airport runs as well.

“Our approach is to make the price reasonable and deliver consistent service so customers think of us next time they want to go out. Maybe it’s just a family meal out in the evening. It’s about changing the mindset. That’s why I bought a 22-seater first when I started operating in September 2017. It was right for that market. It was about getting a foot in the door. Now we have eight vehicles.”

Always an operator

Said Matt: “I come from Worstead which is a village near North Walsham where I now live. This is a nice part of the world to be and I wouldn’t want to leave.

“I think I first became interested in coaches and buses when I was eight. A friend came round with some model buses to play with and I started collecting my own. I still do and I think I’m up to around 450.

“I think I first started formulating Wrights Coaches in my mind when I was 10 or 11. I had a palm tree as a logo and used to make up trips on the computer. When I was at school I did business studies. The GCSE coursework for the whole class revolved around creating a travel company and I got an ‘A’ grade.

“When I was 15 I and two friends had a go-kart and we made a six-seat trailer for it that we used to take people to the village barbeque on, charging £1 a time. The youngest of us would steer while the other two pushed. There was a car battery underneath the rear seats so we could play music. It’s important to remember where you came from so I have a picture of it hanging on the wall of the kitchen that’s adjacent to my office.

“The three of us then bought a little mobility scooter. We used to push people around on that and also started washing cars. With the money we saved, we bought a bigger scooter. I was on work experience with Bluebird Travel of North Walsham by then and was able to get a pair of double-decker seats which we attached to another trailer for it to tow. We had a three-strong fleet, but then I was old enough for a moped and later a car and my perspective and interests changed.

“I remained involved with Bluebird because I was enjoying what I was doing so much. Initially it was unpaid, but then I was employed as an escort on a school run and I also cleaned vehicles at weekends.

“I paid for my own PCV training with NTS (Norfolk Training Services) in Norwich because I didn’t want to be tied to anyone. That was in a 10m Wadham Stringer-bodied Dennis Javelin. I was fuming when I went for my test in December 2008 and it was aborted because the door broke. However, I was back in January and passed.

“Bluebird gave me a little bit of work driving school buses, which was quite daunting aged 18. I was devastated when I was told the company had changed insurance companies and wouldn’t be able to insure me anymore because I was too young.

“I’d secured a place at Loughborough University to study Business and Transport Management, but hated being in halls of residents so left after three months.

“I went 16-seat minibus driving full-time for a local Norfolk taxi company just to tide myself over for a couple of years, but when I was 20 joined Holt-based Sanders Coaches, which had a depot in North Walsham. Initially I was doing schools and service runs, but on my 21st birthday I was given my first private hire. It was to the Ecotech Centre in Swaffham in a 1996 Dennis Javelin Plaxton 57-seater with a school from Norwich.

“I stayed at Sanders for six and a half years and while there studied at UEA (University of East Anglia) part-time for a business management degree. I was determined to get my degree. Never wavering in my determination to start my own business, I was very open with Sanders about my intentions and left at the end of August 2017. When I resigned the 22-seater was already parked on my drive at home and I started this company on 1 September.”

Going alone

“I’d got my Transport Manager’s CPC through Novadata in December 2016,” continued Matt. “My maintenance contract was arranged with a local garage, Drurys Vehicle Services in North Walsham, which has given excellent service.

“My business has always been based at Tilia Business Park in Hoveton. I didn’t want to be in North Walsham where there are other operators. Where we are is closer to Norwich and that has been a benefit. Everywhere I looked was too expensive, but there’s plenty of space for us here and I have a good sized office. It’s ideal. My logo is large on the wall behind the desk I built from scratch so I could be facing the door. I hope anyone coming in goes ‘wow, he clearly loves what he’s doing’ when they see that. It is important people understand my passion.

“Throughout my studies I was advised to set up a limited company for financial security, so that’s what I did. It’s called PTS Group (Norfolk) with PTS standing for Passenger Transport Specialists.

It’s a different name to Wrights Coaches because, ideally, one day I’d like to also run smaller vehicles such as eight-seaters and cars on runs to airports and seaports. I have other ideas as well for the future and being a limited company gives me flexibility.

“I applied for an O-Licence for three vehicles which was granted on 12 September 2017. I’d been chasing because I already had the 22-seater and wanted to use it. Developing this business has been nonstop ever since.

“The 22-seater is a Koch-bodied Mercedes-Benz Sprinter 616CDi that I bought from Davies of Brynamman, a company that specialises in wedding cars. New in 2006, it had only done 150,000km.

My Dad, Dave and I went to view it, loved it and I drove it back the same day.

“I was never going to be satisfied with just a 22-seater so after about a month bought a silver-painted 57-seat Setra S250 Special from JR travel of Ipswich. I love Setras and the seating capacity meant it was suitable for school trips. I think it was new in 1996 and there’s not one rattle on it. It just glides along. It has a four over four manual gearbox and a MAN engine. There’s so much power it’s unbelievable.

“Customers regularly ask whether they’re going out in the nice silver coach like they had last time. It’s perception. It’s clean and rides nicely which is what people want. They’re not fussed that it’s 10 years older than the other coaches I now operate. I don’t think I’ll ever sell the Setra. It can be my spare vehicle.

“I bought a 2006 Volvo B12M Plaxton Paragon in November 2017 because I wanted a coach that would turn heads. New to McEwen’s of Mansfield, it’s a 50-seater with a rear servery and toilet that came from Snowdon’s of Easington just the other side of Middlesbrough. Dad and I went and had a look and, again, I drove it back that day. It’s the only vehicle in my fleet that’s part financed. The rest I own outright. I felt I’d made it when I bought the Volvo. I absolutely loved it.

“I think everyone knew I meant business when I bought that coach. I’d got regular work I could use it on by then – an unwritten contract taking Norwich City supports to away games. I wanted a decent coach that was to executive standard for that. It had to have a toilet and hot drinks facility and be one I could feel comfortable sending distances.

“It was over Christmas 2017 that we introduced our first excursions, albeit initially a very limited programme although it was quickly expanded in 2018. From January we also secured a regular fortnightly community shopping coach job that was either to Great Yarmouth or Norwich. The lady behind that was one of my customers when I was at Sanders, but was really keen to follow me which was nice.

“It’s great when people want to support us. There’s a local theatre group that regularly uses us as well. The organiser lives in the same village as my parents and she said it was really nice seeing what I was doing. It’s lovely to think that people trust you enough to do that.

“Maybe not so much for adults, but for schools trust is really important. They have to know that you’re going to be reliable – you’re going to turn up at the agreed time, you’re going to be friendly and, most importantly, you’re going to be safe.

“I wrote and introduced myself to all the local schools last year. I explained that all my drivers are DBS (Disclosure and Barring Service) checked and supplied pictures of the coaches including interiors – everything they might want to know. All my vehicles are seat-belted. Aylesham High School has been really good giving us work, as have some of the local primary schools. To have built that rapport after 16 months is a good position to be in.

“I bought my 53-seat Berkhof Axial Scania K114 last May from Chris Craske of Craske Coaches, Great Yarmouth when he decided to retire. I remember going on mystery tours in it when I was younger. Like the Volvo, it is 13m and I was impressed by the legroom. I would never want to have people squashed in. An uncomfortable journey means they won’t want to travel with us again.

The Scania was in really good condition and I thought I could probably make having two descent ‘execs’ work. Chris and I came to a deal.

“Buying the coach has proved to be a good decision. It’s not long back from four days in Edinburgh and both it and the Volvo are off to France in June with a group from Cromer Academy.

“I also acquired a Wrightbus-bodied Volvo B6BLE in May. It came from an antiques dealer near Luton Airport who used to use it as a mobile valuation office. I just wanted a cheap service bus that we could convert into a mobile exhibition unit for the business. At the end of September I bought my smallest vehicle, an eight-seat Ford Tourneo, although we’ve not used it much – just on a handful of airport runs and holiday feeders.

“My 19-seat Optare Soroco came from Stanley Travel last October and will probably replace the 22-seater. Like the others, it came from a good operator and runs really well. Having a large boot is an asset and an additional gear compared to the other Sprinter improves the driving. I think I’ve been quite fortunate in what I’ve bought. It’s the same in any business. Hard work is important, but you need a bit of luck as well and I think we’ve had that.

“Most recently I’ve bought a 32-seat Mercedes-Benz Tourino from Spratts Coaches of Wreningham which closed at the end of last year. It has a servery and a toilet and I acquired it because we’d had a lot of enquiries for a vehicle of that size. It fills a gap in what we can offer and hopefully will turn out to be a good buy as well.

“I would love a Volvo double-decker coach so we have something with high capacity, but Rome wasn’t built in a day. You always want more, but it’s about managing the growth of the business.”

Building awareness

“Lettering our vehicles is what I plan on doing next. Broadland Digital in Norwich has done the designs, which are now finalised, but I refuse to take a coach off the road when it’s earning money so that’s why there has been a delay in doing it. The base colour will remain white although the Setra will probably continue to be silver.

“I never feel that we’ve had to go out and push the business, but what I do is heavily use social media and that has paid off. I can’t emphasis enough just how powerful it is and every day I try and write something new. Using pictures is also important. It keeps the Wrights Coaches name fresh in people’s minds. The number of people who share what I post is quite high. I think I’m up to 800 followers on Facebook already and I use Twitter and Instagram as well.

“Keeping the website up to date is vital so what people see is current and relevant. All the vehicles are pictured inside and out, and 80% of our bookings come from there. Other than that, it has been word of mouth recommendation although we have also occasionally used a couple of local magazines to push private hire.

“Be switched on and grasp opportunities. Last year we had a group of about 10 people ask whether we could take them to a Kasabian concert at Thetford Forest one Sunday night. I said I’d lay on a coach if they didn’t mind sharing with others. We ended up taking 85-90 people.

“Numbers booking for this year’s ‘DayBreak’ excursion programme have increased on last year already. There are around 75 planned for 2019 and I do all the organising myself. No one is really doing what we’re offering and we pick up from Wroxham, North Walsham, Cromer, Sheringham, Holt, Fakenham and round the North Norfolk coast.

“In January there was a £1 discount on each excursion booked and there were a ridiculous number of bookings, which was great. The phone didn’t stop ringing. It’s not possible to book online yet, but I know that needs to happen.

“Last year what was on offer was just detailed on A4 bits of paper that were folded and posted out, but this year we’ve created a little presentation folder in conjunction with Broadland Digital. I want people to notice what we’re offering and the right visual presentation is really important to achieve that.

“We’ve had 500 printed and the presentation folders are distributed primarily by post or through our booking agent Broadland Travel Worldchoice in North Walsham. The staff there thanked me for keeping them in business during January, which I thought was nice. They couldn’t believe the number of bookings. I drop in regularly to say hello because it’s important to nurture relationships. Again, it keeps the name of the business fresh in people’s minds.

“Magazines like Group Travel World give me ideas as to where to go, but our customers make lots of suggestions as well. Amongst the ones that are new for this year are wine tasting at Dedham Vale Vineyard and going to Whitstable for the Harbour Day. Call the Midwife at Chatham Dockyard is a day out that’s well supported and Southwold and Sandringham for the flower show are always popular.

“Our mystery tours are already full for the year and it surprises me that people are prepared to part with £25 for a trip that isn’t going to take place until November. That’s trust for you. However, they know they’re not going to go away hungry.

“Our main target market is retired people and I’m told I get on well with the older generation. That’s because I think of whomever I’m dealing with as a grandparent. However, it’s always nice to have a mix of ages onboard and it’s important to include zoos or similar attractions so families have a reason to book. I don’t want anyone to feel left out, which is why we have such a range of trips to choose from. Prices start at £15 for Springfields Outlet Shopping in December and go up to £70 for Harry Potter in November.

“I think my demographic is certainly younger than the competition because of how we use social media. Last year we took North Walsham Youth Football Club to the Women’s’ FA Cup Final at Wembley and even now, when I go to North Walsham High School to pick up the children, I’m remembered for that.

“I think having the excursion programme is really important. Your own work is superior work which you’re in control of and I think you’re more highly thought of by the local community although I don’t have any research to support that.

“I plan to introduce my first holidays later this year. Initially it will be weekends and short breaks on a small scale – perhaps one every couple of months. It’s riskier than excursions and I’m very conscious of that, but I think if we include Sunday nights, they will still attract older customers who would be prepared to give them a try.

“People have a choice who they spend their money with and as a business it’s important to remember that. That’s why I always try and be at the top of my game. If you’re not, it becomes apparent very quickly. We’re quite lucky in that we have around 60 reviews on Facebook that are all five out of five.”

Building a team

“We already help Norse on school contracts. We have a good relationship and I would like to think they know we’ll help out if we can. It’s the same for Greater Anglia on rail replacement.

“I would like to have one or two school contracts of my own and we’re taking on our first subcontracted one from Jubilee Coaches of Rollesby in April that will continue until October 2020. Having work like that would support taking on someone fulltime. At the moment I use freelance drivers and it’s probably one of those I’ll look to employ.

“With three discs, on a good day I can have three coaches out and there are several drivers I regularly rotate. Phil Howes is probably here four days a week. It’s two or three days with Roger Runsby who drives the Scania and was at Craske Coaches while Steve Marsh, who used to work for Konectbus, is here once or twice a fortnight. Graham Bailey who regularly drives for Shearings is here three or four times a month. They’re all nice, cheerful people who I wouldn’t hesitate putting on any job. I make sure they have the tools they need and that includes having access to a pressure washer so it’s easier for them to keep the vehicles clean.

“Obviously I drive as well and love doing so. The issue I have is, should I continue doing that because there are people who want to hire a coach and me, or should I be spending more time in the office as the public face of the business? If it’s not me, it needs to be the right person. What I do need to do is increase the number of licences I have.

“I do really enjoy running Wrights Coaches and couldn’t imagine myself doing anything else. I would like to build it up to say 15-20 vehicles, but always upgrading because I want to make sure what we have is extremely good quality in terms of comfort and ride.

“I guess the business will always revolve around excursions and private hire. As long as we keep looking after people, I think the work will be there. Of course there’s no guarantee, which is why having a couple of school runs is important or having your own holiday programme to get people off to see some winter sun. That’s also where airport runs come in. The number of people who go skiing this time of year is amazing.

“You would be surprised how much work we’ve had where we’ve been more expensive than the competition, but our reputation has carried us through. I think older groups are prepared to pay more because they know the kind of service we consistently deliver. Provide that and people keep coming back. I use a hashtag, ‘travel the Wright way,’ and that has been really good for us.

“As a business we try to be transparent. What you see is what you get and as I’ve said, keeping in touch through social media is vital. It’s up to our customers to make the choice. If they want to get in touch, they know where to find us.”

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