Starting a business
BRAND NEW DIRECTIONS
Business is vrooming for these on-the-go entrepreneurs who have put themselves on the road to success
‘I never tire of seeing people enjoy ice cream’
Ill health gave Ally Heasman, 54, the chance to reconsider her career. Fond memories of buying ice cream as a child, and her love of old vehicles led to her buying a vintage ice cream van. Ally lives in Ely, Cambridgeshire, with her partner Andy, 48.
THE IDEA
After five years as a nurse, I became a police officer and worked in safeguarding children. Later, my work revolved around domestic violence with Sussex Council and then as an independent adviser. These jobs were distressing, so when I was forced to stop after an illness in 2014, I had time to think about what I really wanted to do.
I have a sweet tooth, and Andy, who is an engineer, and I share a love of old vehicles. After researching that there wasn’t any local competition, I bought a 1973 Bedford ice cream van. ‘Lottie’ was cheap but in need of an overhaul. On the plus side, she had freezers and a Mr Whippy machine for the classic 99. I wanted French faded florals and feminine fabrics, and I sourced the best ice cream using natural ingredients.
WHAT HAPPENED NEXT
I focused on weddings, emailing everyone from wedding planners and florists, to bridal shops and venues, set up a website and got on social media. Within a few weeks, I was asked to go to a wedding with 100 guests, and a week later, a local match with the England female cricket team. We are now a regular sight at festivals, weddings and christenings, and I’ve even been asked to attend funerals.
Not long after setting up, I got a call from actor James Norton, who was filming the TV show Grantchester nearby, and wanted to treat the cast and crew to an ice cream. Lottie and I have also featured in the BBC’s history programme, Back in Time for the Weekend, in which they recreated the long hot summer of 1976.
BREAKTHROUGH MOMENT
In 2015, I won the Best Special Touch in the regional final of the Wedding Industry Awards, as well as being a runner-up in the British Street Food Awards for the best-looking vehicle. The second award was a public vote, so it was lovely that people appreciated what I had created. I never tire of seeing people smile as they lick an ice cream or see the van driving by, and Lottie even gets her own emails!
STEEPEST LEARNING CURVE
It was important to keep reminding myself that this was a job. After the first year, I could see where I had spent money that could have been saved, such as unnecessary accessories for the van.
WHERE I AM NOW
I’m doing more corporate events, and now that I have an established brand, I’m thinking of adding a bicycle for smaller ev
