What is the nature of your business? (Business Profile)
First established as small neighborhood cafe, Gone Fishing has since evolved into a field of dreams on which many have lived their dreams as well as a haven for the like-minded people to exchange ideas and learn more about what it takes to live a full life.

What made you embark on this venture choice?
It was one of the prevailing dreams at the moment when I left the corporate world in pursuit of my passion in personal development and to spend more time with my family. The cafe has provided me the time and opportunity to do both. I get to learn what it takes to be independent, to stand on my own feet, and to make a living through doing things that are meaningful. The cafe was first conceived as the means through which we set forth a journey to fish for ways to live meaningfully in the sea of life. We had envisioned it as an open-house for individuals from all walks of life to meet and interact, for neighbours and strangers to become friends, for friends to become lovers, for like-minded individuals to exchange ideas, for parents of young children to share ideas on raising children and keeping the flames of marriage alive, for children to simply be children and remind adults of what they had forgotten, for mums and dads to bond with their children, for dreamers to find courage and inspiration to pursue their dreams, and for students and teachers of life to pass on their wisdom to others. It is also a window for us to see the world, brought to us by a wide variety of patrons and friends as well as a means through which we reach out and play an active part in the community.

How does your business work?
As a cafe, the primary nature of our business is to provide a casual and unhurried space for people to slow down from the frantic pace of their daily lives, relax with family and friends or simply spend sometime in solitude. Although we do serve great food and beverages, what differentiates us from other F&B establishments is that we have never looked considered Gone Fishing as simply a cafe. We are essentially in the business of creating a uniquely soulful experience and building communities of like-minded people. We encourage our patrons to live out their dreams at the cafe. Over the years, we have hosted numerous dreams, including a debut concert for an aspiring jazz-singer, poetry reading sessions for both established and aspiring poets, art workshops, installation art programmes, photo-exhibitions, comedy nights, and monthly philosophy cafe discussions.

Did you have the capital to start the business or did you have to borrow from someone to get started?
I started Gone Fishing with savings from my previous job. I invested some as start up capital, set aside some to cushion the cashflow while the business is taking shape, and kept some for emergency.

Do your parents have their own businesses too? Have they inspired you in one way or another?
Yes; my father was a used to run a goldsmith business, and my mother was a tailor. I did not get the inspiration to start a business from them. However, following my father around during his business trips while I was young boy had shown me how tough it could be to run one's own business.

What was your childhood dream? When did you decide that you would strike out on your own instead of working for someone else?
In Junior College, while flying with the Singapore Youth Flying Club, I once aspired to be an air-force pilot, and later changed my mind to being an architect. However, I ended up with double degree in Computing and Business instead, after realising that I need not limit my dreams with the few professions that I knew at that age. I started my first career as a management consultant, advising businesses on how to change to be more successful. Over the seven years in consulting, I often felt that there ought to be something more meaningful and fulfilling for me to do, other than solving business problems and helping businesses grow. I also felt that the ultimate form of security is to be able to stand on one's own feet, and not depend on employment. The decision came during a one month vacation, when I got some clarity on what was truly important to me at that point in my life. Firstly, it was to spend more time with my family, especially my two young boys. Secondly, it was to be able to spend my time and energy meaningfully on something that I am deeply passionate about. Starting Gone Fishing was a means to do both.

Why does someone decide to be on their own rather than join an existing company?
The reasons are very personal. Having been an employee, a self-employed, as well an employer, I could say that a key driving force for me to be on my own is a desire for freedom of action, a sense of independence and the urge to make things happen.

Are there at any point in your life that you experienced a significant event (WW2, racial riots of the 1960s, the Economic Crisis of the 80s or 90s, SARS, new competition or shifts in market behaviour and trends) which affected or influenced you and your business that made you change the way you think and do your business?
SARS was an interesting experience. The minute that we knew it was a serious matter, we closed the cafe immediately for we would not risk having any of our patrons contracting the disease out of ignorance. Instead of worrying about the impact on our business, we took the opportunity to have a vacation with our children in Malaysia until school resumed. When we returned after the break, our business actually improved! This really taught us that if we stay flexible and always do what we think is right for all our stakeholders, we can ride out any crisis without fear.

What are some of the challenges in starting a business from scratch?
The first challenge in starting a business from scratch is to decide what our business is really about, given that there is no precedence to follow. The second challenge is to overcome all the doubts arising from the uncertainties of how the business would turn out. Statistics show that most businesses would fail, and that is not very encouraging for a new start-up. As entrepreneurs, we need to debunk the common myths and uncover our personal truths about what makes one's business work. A restaurant owner once advised me against opening Gone Fishing at a remote location with zero human traffic. She said,"It's location, location, location." I said,"It's people, people, people." Her restaurant had closed down shortly after SARS, and we are still around today. Other challenges include figuring out who our customers are, what to offer and how to price our offerings appropriately. For example, we had to revise the price of our coffee at least 4 times before finalising on a price that is acceptable to our customers and makes business sense to us.

What motivates you?
The motivation comes in two fold; one is a personal desire to stand on my own feet, the other is to make a difference in people's lives through my work and daily life.

Tell me about the first few customers and the first few years of business.
Our first customers were a couple, Jay and Alice, who happened to be driving around the neighbourhood and crashed in at our private launch party. They have since moved to the east, but still visit us every now and then. Then, there is Belinda, who patronises Gone Fishing with her family a few times a week. We have since become close friends. We took part in a triathlon together, our children play together, our boys go to the same school, we car pool and take turn to ferry our kids to school. The first year of business, we used to know almost 80% of our patrons for we make it a point to talk to anyone who comes through the door. Now, although the number patrons has grown over the years, many of them were still regulars who have been with us since they found this place.

Please tell me some stories of your best day in business or your proudest achievement to date.
There was once when I came back after giving a talk at a secondary school, and I got to view the cafe from outside. There groups of friends talking, parents with young children, some familiar faces, some new visitors, my helpers running the place competently while socialising with some regulars patrons, some guy seating in the corner reading a book by himself, and my wife and kids having prata for supper. It suddenly struck me that our original vision for Gone Fishing had indeed come true.

Do you recall your worst day in business? Have you ever felt like giving up?
Yes. On one particular Monday, we broke an all-time low record of less than $50 takings for the entire day. However, giving up was not an option. Having said that, it did convince me to close on Mondays as well (previously only on Tuesdays), and explore other means to make use of the premises. Now, we conduct talks, workshops and private functions on Mondays and Tuesdays (when the cafe is closed for normal business)

When was the moment you realised the business would work and support you?
About six months into the business, when we saw a steady build up of a regular client base solely based on word-of-mouth and were able to operate with a positive cashflow.

What are some of the things you have had to overcome to succeed?
I look at 'success' as achieving what one sets out to accomplish, and the biggest obstacle to that is often the fears that keep us from taking the necessary actions. There is a fear of making the wrong decisions, from business concept to location and prices. There is a fear of financial failure. But these fears eventually disappear when one looks at failure as the feedback for re-charting one's course towards success.

What are some qualities that you feel you possess which differentiate you from someone who works for others?
The strong initiative to create something out of nothing, to bring things into being, to make things happen, knowing that if I don't do anything about my business, nobody else would.

To succeed in business, what qualities are essential? What are some of the secrets in making a successful business?
I think it begins with having clarity on what one's business is really about, who one's customers are, and how can one create value for them. We need to constantly ask ourselves, "How can I help?", be flexible and evolve with our customers.

Who or what inspires you?
Jonathan Livingstone Seagull, a character in Richard Bach's book that seeks to master the art of flying while other seagulls are only preoccupied with feeding themselves. It inspired me to dare to be different, and commit to making a life while making a living.

Have you ever thought of expanding the business in some way or in multiple locations? How and where?
Yes, to replicate the concept in different parts of Singapore so that more people are inspired to live a full life. Nevertheless, the approach is to explore collaboration with like-minded cafe owners instead of creating franchised outlets. In my opinion, creating franchises will cause the cafe to lose its unique appeal.

What aspects of expansion would you like to see for your enterprise?
At present, Gone Fishing also serves as a 'home' where workshops and activities for other enterprises that I had started (The Coaching Academy and International Network for Parents as Coaches) are held. I hope that in the future, it can function as a true 'community centre' buzzing with life. This can take place if we extend our offerings to more interest groups.

In your opinion, how would you define entrepreneurship?
I see entrepreneurship as a form of self-expression that involves the creation of economic value through one's own enterprise. By "self-expression", I meant expressing one's innermost values, beliefs and intentions. A business is an extension of oneself, instead of merely a means to make money. As for "economic value", the business will have to benefit others, since they are the ones who contribute the revenue that keeps a business going.

To what extent does one?s educational level help or hinder entrepreneurial-ship?
It can work both ways. In general, the higher one's educational level, the higher the opportunity cost in terms of salary forgone. In this way, educational level does hinder entrepreneurial-ship to a certain extent. However, education gives one a strong foundation for approaching the challenges in business, increases resourcefulness and accelerates learning.

As we try to select the final 41 entrepreneurs, what qualities would you think a person should have to inspire others?
1) A willingness to try something new despite the lack of knowledge or experience, and in doing so, show other aspiring entrepreneurs what is possible if one is being resourceful. 2) Having a clear vision on what the business does to serve its customers or the community and taking actions to realise it. 3) A commitment to do what is right at all cost.

What are some of your own values in doing business and what do you like to pass down to others, particularly the younger generation?
Always be authentic; be true to yourself and others. Maintain a high standard of integrity and do what feels right for all your stakeholders, even if it does not make business sense. And remember, your business is to serve!

What advice would you give young people who want to start their own business?
Dream big, start small. Take action, get help. (Never be afraid to seek help and guidance)

Student Interviewer's Personal Comment
Interviewing Kenny had been an enriching and unforgettable experience. Throughout the interview, he stresses on the importance of living LIVES (versus simply making a living). In the words of the Kenny the Fisher, fishing is not about the fish, but the joy being out there, communing with nature, getting to know oneself better, connecting with fellow fishers, and partaking in the process of growth called LIFE. How true indeed.