Brian Bonitto, Ja Editor - Overseas Publications

FOUR YEARS ago, his father handed him a modest radiator business. His mission: overhaul the 27-year-old operation to compete with the who's who of the industry.

Today, a sign stands as a reminder of the business' humble beginnings. And, despite financial challenges, Patrick 'Bigsby' Peart is confident he has the expertise to match strides with the best in the field.

"It's not where I want it ... but I've done a lot of work," said the 34-year-old about his Molynes Road-based business. "I have a far way to go," added.

The young entrepreneur said since he took over the reins he has been busy performing a balancing act, trying to make the location customer-friendly, winning new customers and making ends meet.

"It's almost like a 24/7 job," said Peart, the elder of two children for his father. "Even when you are at home you have to be planning."

Peart, who grew up on Molynes Road and graduated from Edith Dalton James High, said that from childhood he knew fixing radiators was what he wanted to do. So he toiled day and night, getting his hands dirty while learning at his father's feet. He subsequently built on the knowledge he acquired and is now 'ready for the world'.

"I don't only do radiators and mufflers ... I also do CV joints repairs ... and I'm a mechanic as well," he said. And he believes this gives him a competitive edge.

Two-for-one

"You get two-for-one when you come to me," he said.

Peart also prides himself on the quality of service he offers, and said this has given him good recommendations from customers.

"You have to tell customers the truth," he said. "No matter how sticky it may seem."

To date, Peart said he has no complaints from clients, and this has earned him occasional work from established dealers. However, the current global climate has made things a little bumpy for him.

"Work has fallen by about 60 per cent but I won't leave business because of a recession," he said.

Peart said he learnt from his parents that economic downturns are nothing new.

"Like them [his parents], I'll have to battle it out and hope things change," he said.

The tough economic climate has impacted his business.

He explained that he has drastically reduced his prices to remain competitive.

"For example, if a job costs $500 you may have to charge $300," said Peart. His staff is down to two from four and now he opens every day.

Still, he is planning to do some promotion.

"You have to spend money to get money," he said. Even though things are "extremely tight" he is hoping to squeeze his budget and do some newspaper and radio advertising.

Arnold 'JJ' Foote, Jr, president of the Advertising Agencies Association of Jamaica, said that was the way to go for any business.

"It's critical that you are visible," said Foote, who was elected to the top post on March 5. "More so now than ever," he said, referring the global economic downturn.

Communication expertise

The advertising guru, however, advised that an experienced communication person would provide the expertise that would help to find the right strategy for each company.

Peart, however, will do it solo. And, as for the sign, Peart said that it should have been removed ages ago.

"I just have not gotten around to taking it down," he chuckled.