A pandemic success!

John Burfield’s new business has taken him from Armed Forces to award-winning businessman in the space of just two (very extraordinary) years …

While it’s true that some business ideas are born as light-bulb moments, the majority of entrepreneurs base their plans on specialist knowledge and experience built up over many years. John Burfield, from Axbridge in Somerset, is one such example – an engineer who cut his teeth in the Royal Artillery, straight from school, followed by a second enlistment in the Royal Navy and a subsequent 19 years spent accruing a broad spectrum of skills in buildings and estate management.

It was redundancy that sparked John’s move into business. He’d built a name for himself in energy and compliance, had strong relationships with suppliers and customers, and realised he could continue to do his work alone. He started Sand Lizard Technical Solutions in June 2019, with his initial proposition being an energy efficiency additive that saves money on heating and cooling bills.

‘I felt I was at a stage in my career where I had the necessary skills and experience to become self-employed. I had always wanted to own my own business and I felt the time was right. Things started off well, but it wasn’t easy making introductions on your own. My supplier told me about a new disinfectant that was getting great results so I broadened my reach to include cleaning services and began working with children’s attractions. Less than 12 months later, Covid-19 hit and, overnight, hygiene was on every building owner’s agenda.’

While the pandemic decimated several industries in the UK, the potential market for John’s hygiene services swelled as organisations sought to offer a safe environment for their staff and customers. ‘Providing a disinfection service that combats Covid-19 meant that the pandemic effect on our business was the opposite of most. Our customers found their buildings and surfaces were cleaner than with other products, so they trusted me during a challenging time,’ says John. ‘The competition became more intense, however, with new companies entering the market, some of which were unscrupulous, offering low quality and dangerous disinfection.’

After just two years of trading, John’s innovative business was recognised with its first award: Best in Sustainable Hygiene Solutions in Europe at the Corporate LiveWire Innovation & Excellence Awards 2021, which celebrate the success and achievements of firms and individuals that have taken an innovative approach to demonstrate exceptional business performance. ‘It’s fantastic to be named the best in Europe and have the quality of our treatments recognised,’ John continues. ‘Being up against some tough competition, it was such a thrill to scoop the top spot, and we’ve just heard that we have won the 2022 title too, so that’s two years running!’

Sand Lizard serves a wide range of customers in sectors from agriculture to healthcare. One of its longest-standing relationships is with one of the UK’s largest children’s soft play attractions, Ocean Adventurers. John has been helping them to keep their customers safe since before the pandemic and, in November 2021 they became the first indoor attraction in the UK to install automatic fogging machines in their premises.

‘We are continuously looking for improved solutions. Fogging had previously been done manually, which works for many customers, but the automatic system means that the centre can be treated overnight without any human intervention. The chemicals we use are eco-friendly yet highly effective at killing bugs, bacteria and viruses. The fine mist gets literally everywhere, even to the bottom of the ball pools! It leaves behind a barrier of silver, which means nothing can grow on the surface – extremely important in high-traffic venues.’

Continuing to evolve and grow, John’s current focus for Sand Lizard is water treatment and applying his engineering background to innovative processes. His product will prevent Legionella in buildings’ water systems and, together with an installation partner, Sand Lizard is developing the first computer-controlled dosing pump. 

‘There’s nothing else like the new system we’re installing at a Ministry of Defence estate. The additive is non-corrosive and eco-friendly, and it will look after itself, which is a win-win for the building manager. We are working with other military bases, as well as hospitals, schools and office blocks to keep their users safe.’

It is undeniable that John’s focus and acute specialist knowledge has been fundamental to the business’s early success, not to mention his military work ethic, yet he was quick to recognise that he needed support for the operational side of things and embraced the full scope of guidance and events available from X-Forces Enterprise (XFE). He completed XFE’s Start-Up Skills training, supported by ABF The Soldiers’ Charity, participated in the first ‘Meet the Buyer’ event and regularly joins with Military In Business networking events.

‘My XFE business mentor provided invaluable help and support from day one,’ says John. ‘Having an independent expert around to offer advice has helped me move the business forward. XFE’s events have also proved valuable in terms of enhancing skills, connecting with other entrepreneurs and benefiting from impartial feedback. When getting started, there was a lot to learn quickly in areas I wasn’t familiar with, such as accounting and marketing. XFE’s initial workshop gave me a solid overview of all the aspects I needed to consider and, although I now outsource these functions, it’s important that I have a broad understanding. And, through the XFE HUB, I have been introduced to fellow members who can help me with my business and now use some of them to help me with the day-to-day running of Sand Lizard.’

John is a proud Armed Forces veteran and keeps regular contact with people he’s served with. Although he credits his drive and discipline to his Service career, he admits it wasn’t easy for him when he became a civilian: ‘It was a struggle when I first came out, and my qualifications were not recognised. I had to start at the bottom again, but it was ingrained in me to work hard and get on, and that meant I climbed the ladder faster. There is a can-do attitude among veterans that you can spot a mile away and I’ll always advocate employing from the military community if you want a job done well. I’d love to help others to carve out a successful career for themselves.’

When asked about the challenges he’s faced in running his own business, and his advice for others embarking on this journey, John reflects on the importance of having a clear strategy: ‘We’re operating in a crowded marketplace, with established national competitors who have large sales and marketing budgets. It’s important for us to focus on the quality of our service and product as this really sets us apart from others. I would say my key recommendation to those thinking of starting a business is to have a well thought-out business plan, be prepared for a rollercoaster journey and make sure you have the right people around you.’

Find out more

Click here for further details of John’s business, Sand Lizard
or follow on social:
Facebook: sandlizardtech
LinkedIn: sand-lizard-technical-solutions-ltd

Useful contacts

ABF The Soldiers’ Charity: https://soldierscharity.org
X-Forces Enterprise (XFE): www.x-forces.com
XFE Hub: https://xfehub.com