Realising BII's true potential

Eight months after taking the helm of the BII, the chief executive sets out his vision for the future.

In its introductory article back in January, the Morning Advertiser referred to me using Socrates' quote, "the unexamined life is not worth living". It's definitely fair to say that I've been doing some intense examining of my own since my arrival at BII. In fact, I've delved into pretty much every aspect of the industry, its protocols and its processes over the past few months.

It seems I've arrived in time to help steer the organisation through one of the most turbulent times the licensed trade has experienced.

One thing that will help to steer a positive course is the healthy debate currently going on. Everyone has an opinion and while these opinions may differ, I fully support and encourage any discussions that will lead to progress on some of the questions the industry is facing.

As I write, the mediation process is set to continue as it's not yet reached a resolution, but the very fact that it is taking place at all emphasises the importance of discussion. This is a crucial debate with many and varied opinions.

BII's position​

So, what of BII's position in these lively times? I know many people were watching with interest as I stepped into the role of CEO to "see what I would do with the place". Well, I'll start by saying that I don't see BII as a problem that needed fixing. At a very fundamental level our values remain solid and worthy. First and last, BII is about professionalism and social responsibility within the licensed retail industry.

The individual licensee is at the core of all that we do and we continue in our determination to equip licensees with the support, training, information and framework they need to operate successful, professional businesses. I'm very proud of our members. They run superb outlets bringing employment, investment, tourism and social support to their communities.

BII is the professional body for this industry, which means our remit and objectives differ from the other trade bodies. Being the professional body means it is our responsibility to strengthen training and professional standards in the sector. So, we will comment on issues relating to these key areas and will be critical of those individuals or organisations who demonstrate poor standards or insufficient training.

We are always conscious of the issues that concern our members and our role is to make their concerns heard. We've been praised recently for taking a hard line on some key matters, such as the mandatory code and BMA report, and I intend for us to remain a strong voice. We will continue to respond to our influencers and challenge those who are determined to intervene in our industry.

Moving forward, myself and the directors of BII are implementing a diversification strategy that will see us supporting members in more focused and systematic ways with a professional framework, more flexible training and assessment and additional business support.

Professional framework​

My vision for the industry is that newcomers to the trade will see a clear pathway for their career in licensed retail; a professional framework with clearly defined steps that enable progression. It takes an excellent business all-rounder to be successful in this trade and I'd like to see this acknowledged and celebrated.

Those looking in from the outside will see value and worth in licensed retailing and it will become even more widely respected as a key ingredient of the hospitality industry.

We will be working hard to help BII members become more visible to the public. By clarifying our brand values and communicating them effectively, we will enhance the meaning of BII membership to the consumer. BII has the capacity to be a hallmark for quality and social responsibility outside the industry as much as it is within. In order to maintain the credibility of the brand, however, we need to ensure our individual members operate with the same values.

In future it will not be enough to say that BII members sign up to our code of conduct; we are looking into more radical forms of quality assurance such as mystery shopping.

Allied with this is our previously reported work to enhance BII's benchmarking and accrediting of pubco codes of practice. The new-look BIIBAS scheme aims to increase the availability of accredited codes, increase transparency of compliance with the content of codes and increase credibility through annual audits and reaccreditation. It will operate with a restructured benchmarking committee with an independent chair.

Flexible training​

Our new strategy around training is intended to sharpen and extend both the reach and the ambition of what we do. Training and qualifications will support the professional framework, encouraging everyone working in the industry to move up through the levels, developing their own skills and those of their colleagues. We aim to have a solution for every move; be it sideways or up a notch. The facilities will be there to learn new business development skills or add technical know-how and we will support licensees who want to diversify their businesses.

A particular focus will be those coming into the trade. We know all too well that there are people who come into the industry without the training and business skills they need to survive, and whether or not they do often has a lot to do with the luck of the draw. Well, BII will be the first stop for the fresh-faced. We will be bringing in an introductory training unit to ensure newcomers consider their legal and operational responsibilities even before they've signed on the dotted line.

This will give newcomers the chance to come into the industry fully aware of what they are signing up to and with our planned internet-based and e-activity, BII will be here to coach and guide them through every step of the way.

Recognising the importance of encouraging newcomers into the industry and the need for good quality recruitment for the long-term success of the industry, BII will also be offering a package of services for those who wish to enter the industry all aimed at ensuring newcomers have a comprehensive grounding and knowledge to ensure they are as well prepared as possible to determine their future career direction.

This will include a telephone information service, a catalogue of web-based information, signposts to training and qualifications (through BII's awarding body BIIAB), and opportunities for work experience and mentoring.

All of this needs to happen in a more flexible way. The world around us is changing and the younger generations are communicating differently. The internet and advancements in technology are affording us many opportunities for innovation and creativity.

IT and online based-applications, and more modular approaches to training, will form an increasingly large strand of our training offering as we move forward.

As well as targeting newcomers to the industry, we are developing a much-needed skills development programme for those, such as BDMs, who have responsibility for supporting licensees in their business.

This year, BIIAB has arranged funding through Business Link for BIIAB's excellent Profitable Business Portfolio (PBP), which helps licensees immediately improve their business. We will continue to make the most of existing funding streams and identify others that will work for our industry.

I've been so impressed with the BIIAB's PBP that I see huge scope for it in the wider marketplace. It's a great model with fantastic content and I've yet to meet a graduate of the course who reports anything less than huge improvements across their business and a marked increase to their bottom line.

Without a doubt, the PBP furnishes licensees with tools to run leaner, fitter, more responsible and ultimately more successful businesses. The overall benefit of the suite of qualifications is undeniable and the opportunities it presents are endless. Watch this space to see where we take it.

Business support​