THIS IS LIFE
Balancing act
Having her first child was the catalyst for Nontakarn Dapparungsi quitting
her job and making a bold career move
Concerned about her work-life balance, Nontakarn
Dapparungsi quit her position at a big petrol company in which she was thriving,
and started a new chapter of her life.
Nontakarn Dapparungsi
She set up her own businesses and now manages two branches of child
development centre Gymboree, and is responsible for bringing the bath and
bedding brand Aussino to Bangkok.
The enterprises did not just fall into her lap _ they have been carefully
built with her own efforts. The mother of two says that children are inspiring
and every day is a fresh opportunity.
Tell us about the work you were doing before you started your
businesses.
I worked in strategic planning at a multinational petrol company (Shell).
When I was in my thirties, everything was perfect _ a good boss, good colleagues
and overseas travel gave me a chance to see the world. I enjoyed working, but
after I had my first kid, I struggled to find balance. I then looked for
flexibility _ a way to have my own time where my work wasn't based on the fixed
time of the organisation. Importantly, my new work [needed to] have a result,
because I couldn't afford trial and error.
What was the factor that made you decide to quit your
job?
It was the year 2000, I was concerned with my work-life balance. The issue of
"quality time" mattered a lot to me. I searched on the internet, and there were
many suggestions _ work at home or work three to five hours a day _ but the
concept was not available in Thailand. Then I quit and decided to do something
to improve my "quality time".
Why did you decide to set up the child development
business?
Having my first son made me think about what I should do. I looked for
something that would improve the quality of life for my child, and likewise for
the parents who have children aged up to two years. Parents want to have
activities for their children, and they avoid taking their kids to just hang
around at department stores. I did some research and found Gymboree to be my
solution to a work-life balance. I contacted them and became a franchisee, and
today I run two branches.
The activities are for small kids, but everything feels new for me, and it's
fun. It's like I'm studying for another bachelor's degree outside the
university.
How did you expand into the bedding business?
Families in Thailand have an average of two to three children. What about
bedding for the children? It's also part of my journey. My kids were growing up,
and I had to change them from a baby cot to a bed. Aussino was very successful
in Southeast Asia, but it had no business in Thailand. When I first saw Aussino
in Malaysia, I thought that the owner [may have] studied the Gymboree concept,
because they share a similar philosophy about child development.
Pictures on the bedsheets show cooking, gardening, princesses, trains, ships,
and a variety of occupations such as doctors and firefighters, because children
like to imitate the behaviour of adults or the people they admire. I thought
this was the right answer, and since the brand was not available in Thailand, it
could be a business opportunity.
You like to promote Thai talents...
There are lots of quality products in Thailand. There are new designers every
day, in fashion and textile circles. When I travelled abroad I found many good
quality products, mostly designed in Thailand. I also have visited many events,
but had no chance to work with Thai producers, because their products are
totally for export. Finally I have discussed and worked with some brands whose
furniture products cater for overseas markets, and soon we will try to sell to
the local market. We are now studying product positioning.
Is your education related to the "living" business?
Not at all. I studied science and chemistry, that's why I used to work for
Shell.
I use "rational assumption" _ what is the cause and the result? _ and I also
look for figures and components to make decisions. From my experience at Shell,
though they recruit scientists, everyone must do marketing planning. That's how
I learned for over a decade working there. And now, when I find something I
want, I can figure out if a product has a chance in the market based on
observing consumer behaviour, taste and requirements.
What do you see for the future?
As long as we live at home, there's still renovation and maintenance. Living
should evolve. The DIY trend will develop and everyone will become more
specialised _ carpenters or plumbers, for example. People are likely to be
selective [in who they choose to work on their home].
For us, we have to maintain brand positioning to keep its uniqueness. The
market is getting more sophisticated _ customers look for identity and are more
selective in lifestyle living by choosing products themselves.
Has your work-life ratio become more balanced?
Yes. The children are growing up and have time on their own _ studying,
hanging around with friends. Now I'm going to step into the next chapter. Things
change every 10 years, so I'm looking for a new feature in the field of
health.
What is your style of parenting?
Teach them discipline. If they break the rules, there may be some punishment
[such as] banning them from what they like to do for a certain period. I don't
believe in hitting as punishment.
What is a formula of life and work that you believe in?
Every day is a new opportunity. We live and learn and when we find something
we like, [we should] do it. Importantly, don't let yourself be discouraged. I am
always looking for a "surprise". Both Gymboree and Aussino are surprises, but
they did not come to me _ I had to look for them.
