Entrepreneur uses science skills to test on-line business

Unlimited Magazine. Story Jenny Keown. With an ageing population in many of our main tourism markets, travellers in the older age groups will become even more significant in the future.

Baby boomers showed the fastest rate of growth over the past five years. There was a 17 per cent leap in visitors aged 60-69 years in 2010, according to the Economic Development Ministry.

Meanwhile, international trends in Australia, Britain and the United States show that of all women travelling, about 60 per cent are choosing to do so by themselves, equating to an estimated 13 million paid visitor nights each year.

Performance poet, scientist and entrepreneur Julia Charity cottoned on to both these markets and launched a travel website, Look After Me, in July last year.

The site that connects travellers with like-minded hosts around the country who provide old-fashioned Kiwi hospitality and personal security.

"Travelling can be stressful, looking at where you are going to stay, and who is going to be there. Someone who turns down the pillow at night or keeps the security light on can be hugely helpful," Charity said.

Look After Me also encourages travellers to stay with hosts who share their interests such as gardening, recipes, wine or literature. All hosts are vetted and properties checked for quality, and the website allows users to post and view others' feedback.

Charity has a PhD in plant biology and technology and says she uses her science skills to test and measure aspects of the business. Her aim is to get a 1 per cent share of the travellers' market by 2015. (There were 79 million international and domestic visitor nights in 2010.)

Why did you become an entrepreneur?

This sounds implausible but my personal dream is to make a significant contribution to New Zealand literature. This will take all of my next 50 years. Trouble is, I want to be a "kept" writer. I see an investment of 5 to 10 years in a business I believe to be good for New Zealand as a means to that end.

What have been the biggest obstacles in running your company?

Taking a new idea into a conservative market at the low point in a global recession. But on the plus side, every host is hard-won and committed to offer their hospitality to the world.

Name one thing you have learnt from while in business and from whom?

Don't throw money at something and expect it to stick. I learnt that from folks who promised me a rocket ship I could fly and delivered a soft toy I could play with.

What are your business and personal goals?

A business goal is to solidify the presence of Look After Me to attain a 1 per cent market share of the traveller market by 2015. My personal goals are wrapped up in my philosophy: "Work hard, have fun, live graciously, love well, write beautifully, be the best mum I can be but most of all . . . make the world just that little bit better."

Do you have any tips for budding entrepreneurs?

Don't underestimate the switch from paid employment to entrepreneurship. The first six months will take every ounce of mental energy, self-belief, courage, commitment, integrity and ingenuity you can muster, create or borrow. But if you think you can do - jump with both feet forward, prepare to hit the ground running. Then run like hell, seize and test every opportunity on the way but be sure to know how long your runway is; the moment of liftoff is truly breath- taking.