Taking an industrial design background to manufacturing

Declan O'Duil of Torc Product Development, based in Lurgan, Co Armagh, employs five people. The company won Best Industrial Product for its medical training product Truman Trauma Surgical Training Manikin at the Institute of Designers in Ireland Design Awards last year.

What is special about your business? Torc Product Development is unique in that we take an industrial design background to our manufacturing. This allows us to give each unit we manufacture the attention of a prototype model. We can revise models and production for periodic improvements and bespoke ranges for our customers. Much of our recent work has been human-anatomy based and here we have successfully combined modelling by hand alongside digital 3D printing.

What sets your business apart in your sector? We have a wealth of knowledge and experience in plastic casting processes, with a particular focus on high quality, soft silicone materials. We have almost perfected a method of making very complex rubber shapes and processes for assembling these. This means that we are now in a position to compete on price while retaining exceptional quality. We are also able to take a more versatile approach to projects than other businesses for example we recently started wax casting for a foundry. You'll also find some complex mechanical assemblies and even an engine driven device in the workshop at the moment.

What was the best piece of business advice you have ever received? I can't think of any particular phrase but I learned a lot about how to keep my head under pressure and motivate staff from my former partner Mike Evason. He created a fantastic working environment that I hope I replicate.

What's been the biggest challenge you have had to face? It has to be transforming the company from a busy design workshop into a functioning factory. A mentoring scheme offered by the Department of Employment and Learning Northern Ireland at Belfast Metropolitan College introduced me to a workspace improvement programme called the 5 Ses – Sort, Set in Order, Shine, Standardise, Sustain. I could never have anticipated the effort required to implement the programme or the emotional attachment I had to some of the early projects.

Your major success to date? Winning Best Industrial Product for the Truman Trauma at the Institute of Designers in Ireland Design Awards last year has to be a highlight. It is great to get some professional external appraisal every now and then and it has been very positive for the company. It was fantastic to see such exceptional quality Irish design on display at the awards and I'm looking forward to the Irish Design 2015 initiative, which will have some shows worth visiting.

Whom do you most admire in business and why? I'm a big fan of Jack Brabham, founder of the Brabham F1 racing team. He pushed a mechanical aptitude from fixing motorbikes in his parents' back garden at 15 to winning an F1 championship as a driver in his own team car. He's shown me that practice and determination can take you a long way.

What key piece of advice would you give to someone starting a business? Ask an expert! When we started, a lot of time was spent reinventing existing things or working out what were considered fundamental principles. We have realised that it is necessary to talk to specialists who know what can and can't be done and can flag potential shortcuts and pitfalls.

Based on your experience, are the banks open for business to SMEs? Yes and no. My local branch staff are fantastic. They show an interest in my business and have even been to visit the factory. However, when it came to applying for a loan, although we were approved, the conditions set by the bank's head office were just untenable for us, which meant we had to look elsewhere. What one piece of advice would you give to the Government to help stimulate the economy? Support SMEs; they are best placed to create employment. We need more real, on-the-ground local initiatives. I'm currently involved in a council programme called Craigavon Means Business, which offers useful mentoring, marketing and networking opportunities.

What is the most frustrating part of running a small business? Time management is the hardest part for me. Taking work home in the evenings or working weekends seems to be a part of business for me right now, so I have to try very hard not let it impact on the precious time I have at home with my two infant boys, not to mention getting in the way of completing my kit car project in the garage!

How do you see the short-term future for your business? Things are looking great for us. We are in early negotiations with a potentially big new client at the moment, which is exciting. Our capacity is increasing and we are turning our focus to marketing.

What is your business worth and would you sell it? There is a lot of potential in the company so I couldn't think of selling it just yet.

In conversation with Áine McMahon