Mum of twins has strength in depth as security firm boss

Feb 27 2008 by Aled Blake, Western Mail

HAVING to juggle the needs of a young family with a fast-growing business is a task that puts many women off becoming entrepreneurs.

But Rachel Fleri is well on her way to managing to do both – with no little success.

A former Porthcawl Comprehensive School science teacher, Ms Fleri is managing director of Cardiff-based Specialist Security.

Established in May 2001, with help from experienced security specialist Dario De Abreu, the company is on target to turn over £1.2m in the year to July 2008.

It has a projected turnover of £1.5m next year.

Despite a challenging first couple of years trading, Specialist Security has grown into a leading homegrown security company – employing 66 full-time guards and a full-time quality manager.

Ms Fleri attributes the success of her company to the “brains and brawn” partnership with Mr De Abreu.

As head of security Mr De Abreu has a direct role leading Specialist Security’s team of guards.

In an industry notorious for high staff turnover, Specialist Security has maintained a loyal core of experienced guards.

Problems which beset the industry, such as unreliable staff and absenteeism, rarely affect Specialist Security’s service to their customers.

When staff absenteeism is unavoidable, Specialist Security ensures its back-up staff is moved in immediately – a role Mr De Abreu will often carry out himself.

This is a key reason why organisations including Cowlin Construction, Leadbitter Construction, Porsche, Vale of Glamorgan County Council and Monnow Construction hire the firm.

The success the company has enjoyed so far has not been hampered by Ms Fleri’s plans for a family. Looking after two-and-a-half-year-old twins is a full-time job in itself. Ensuring the success of Specialist Security continues adds to the difficult balancing act between being a mother and being an entrepreneur.

Ms Fleri said, “A woman managing director working in the security industry is rare and I have found myself in some threatening situations.

“Standing up for yourself, sometimes literally eye to eye with some difficult characters, has been necessary. People quickly accept that there is a woman running the company. Guards that can deal with it benefit from having an understanding and respectful employer; guards that can’t are shown the door.

“We have made huge strides developing the company. We are attracting new customers and maintaining our existing ones.

“Both Dario and I work very hard in the business. Our customers can contact either of us 24 hours a day, seven days a week. We give all our customers peace of mind. They know their business is in good hands.”

Specialist Security is responsible for securing multi-million- pound developments for their clients. Among the sites the company is currently charged with the security of are Llwynypia Hospital, Maesteg Comprehensive, Cardiff Athletic Stadium and the new city-centre, 22-storey Meridian Gate hotel.

Specialist Security provides static guards, mobile patrols, alarm response and CCTV and alarm systems.

Ms Fleri said she is looking to broaden her client base to diversify from the construction sector.

She said, “We need to focus on getting more on an even balance between construction and non- construction clients.

“I always like to increase our client base. The biggest thing that makes me sweat is getting more business. It’s not like you are always looking for your next contract, our challenge is how we market ourselves to those new businesses.”

Specialist Security receives mentoring from business support champions Business in Focus.

For more information on Specialist Security visit its website www.specialistsecurity.com or contact 029 2039 0653

The challenges

1 Specialist Security Company’s biggest challenge at present is growing and diversifying its client base.

2 For managing director Rachel Fleri, a mother of two-and-a-half year old twins, juggling a business and a young family is difficult.

3 Dealing with competitors who undercut in price but offer a poorer service and take existing clients who might be lured by cheaper prices.

4 How can the company market itself to potential new clients in an effort to diversify its customer base.

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