“Have belief in what you want. If you’re not setting your own rules, you’re going to be working for somebody else’s. If you don’t want to do that, you need to get out there and do something about it.”
James and Kelly Shotton are the founders of award-winning private jet charter company, Skytime Jets. They founded the business two years ago, just a week before Christmas, when Kelly was eight-months pregnant with their second child. Skytime Jets was developed with a simple belief in building a charter company that differentiated through superior customer service, but also one that truly cared about it’s people.
We spoke to James about taking a leap of faith, the importance of trust in relationships and his hatred of apathy.
The moment that ignited the spark in us was…
Both Kelly and myself had worked in the private charter industry for many years. We’d both seen examples of employees being treating badly, and business decisions that didn’t put the customer first, and so we’d talked for a long-time about setting up a business for ourselves, and doing things differently. The catalyst to actually making that leap was that the company that Kelly and I worked for closed down – that became a pretty defining moment! We were essentially made redundant a week before Christmas, when Kelly was 8 months pregnant with our second child. You are put into a situation where there is no backing out and you just have to get on with it.
We had a very steep learning curve and as you can imagine, it was immensely stressful. Looking back, it was possibly the best thing that could have happened to us. We learnt an awful lot and it gave us the opportunity to move forward, to build a team and a business that we are incredibly proud of.
The thing that’s most surprised us since we made that move is…
The most surprising thing for me was how all-encompassing running a business is. As an employee, you feel as though you’re giving your all and that you are fully immersed in a business, but actually, until you take ownership for paying other people’s mortgages, you don’t fully understand the responsibility, and potentially the stress, that comes with owning a business.
The guys that we employed straight away took a huge leap of faith with us, they came to work for a start-up. There was no guarantee of success and they could have gone elsewhere, but they believed in us, and bought into Skytime Jets. That’s something that bonded us together, and was hugely encouraging for Kelly and I.
The toughest challenge we’ve faced is…
I think the toughest challenge is just the daily one of being a start-up business, a small fish in a really big ocean. Our market is very competitive. There are some big players in the industry, and some newcomers with significant investment behind them. Trying to differentiate in that environment, in addition to being a start-up is just tough! We knew that the way we wanted to stand out was through being the best at a personal customer service, built on strong relationships. We’re quite lucky that our team had all worked together previously for several years, so we all knew each other very well, and that shines through in the way we serve our customers.
Our biggest asset and our biggest differentiator is our people: their knowledge, and their understanding of the sector. Demonstrating the skill of our people is the most important part. If we do that, and we showcase the experience and the passion we have, and then the trips go well – we get repeat business. That’s how we’ve developed our client base.
Our biggest success has been…
Making an impact in a market that is so competitive. To grow a start-up business to where we are now, growing our turnover and profitability year on year and employing a team of experts is something we are very proud of. To build a truly service focused business and a brand that stands up against much larger businesses has been genuinely exciting.
We’re very good at…
Building relationships – that is the essence of what our business is about, and that is where my strength lies. I like talking to people, building relationships, building rapport, building trust based on years of experience and looking to add value to what clients are currently receiving from their suppliers. Kelly is very much the ideas, marketing, making things happen person. She brings that side to the business, she keeps it moving forward on the operational side. So, for me, it’s building relationships, and for Kelly it’s detail, thoroughness, and an eye for marketing. Our skill sets are very complementary to each other.
The type of person we look to recruit into our organisation is…
Anyone who works with us has got to have drive and ambition. We’re not planning global domination and 50 offices across the world – that’s not what it’s about for us. We are not answerable to investors who are simply looking to recoup their investment, we want to build is a brand known for its exceptional customer service and a respected position in the marketplace. In order to do that, we need people to work with us who want to get on and be successful, and who want to make a difference. Personally, I don’t have time for apathy. If you don’t enjoy the job that you’re doing, then take the time to find something that is more appealing and more suitable for you. That’s why it is so important for us to look after all of our team and that’s not just in terms of salary. It’s treating your team like you want them to treat your best client, with honesty, integrity and flexibility. It’s for these reasons that we have such a high retention rate.
The part of the day I most look forward to is…
I love getting into the office each morning and getting an update on new bookings. That’s still a buzz for me. The first thing we do each morning is have a coffee and a team de-brief to see what’s happened overnight. Equally I look forward to returning home after the day, to see my two little boys and any changes in them!
If I could give my 18-year old self one piece of advice it would be…
I would probably tell myself to have more self-belief, because I didn’t really understand how far I could go at 18. Between 18 and 22, I was very laid back about getting anywhere and doing anything. I knew I wanted to be a success, but I didn’t know how to do it. I would just say – trust your instincts, believe in yourself, and try. Don’t wait for things to happen. Push yourself more.
Outside of work I can be found…
I can be found being a dad with my family and kids most of the time. I love watching rugby, lamenting the fact that I’m not a rugby player! We love to cook, eat and drink with friends. And we love travelling – though not as much as you’d think for a couple that organise aircraft charter for a living!
My philosophy on life is…
At the age I am now, my philosophy of life is to really work hard, and try and follow your goals. Have belief in what you want. If you’re not setting your own rules, you’re going to be working to somebody else’s. If you don’t want to do that, you need to get out there and do something about it. Don’t settle with something you are not happy with whether it is work, life, or relationships. In relation to work life, you’ve really got to work with integrity and honesty. Treat people how you want to be treated. Without trust, you have nothing.
If I was asking the questions, I would want to know…
If I asked your PA how would she describe you? That is a good question to ask people because it makes them think about how they are perceived by others. We don’t always think about the impact that our actions have on those around us. That’s certainly something I learned early on, and that we try to consider in our business.
What do you think about what Ignition Law are doing?
There are a lot of similarities in the way that both Ignition Law and Skytime Jets came about. In business, half the game is about knowing your industry specifics; the other half is about being able to have a coffee with someone and feeling like you like them, and that you trust them. I get that from Ignition Law.
Our business is growing, and we’ll definitely need assistance from a law firm that we trust as we grow. I think Ignition Law is really exciting, and I wish David and Alex all the best.
