IRELAND’S UNSUNG HEROES

Liam Casey

Notoriety changes everything, evidenced when Liam Casey, who once retained a relatively high level of anonymity, suddenly burst on to everyone’s radar. Niamh Mac Sweeney talks to the international entrepreneur about his ability to create a quality driven enterprise and finds out what it takes to make it big in China

Irish Entrepreneurs deserve to be valued and it should never be underestimated how important they are to us all. On the one hand they play an instrumental role fuelling the economy, while in a more subtle, but no less important way, they boost and drive entrepreneurial morale in general. It is extremely important to commend and recognise our entrepreneurs, not only for the contribution they are making towards Ireland’s economy, but the underlying and significant role they embrace, acting as a showcase of our islands knowledge, talents and strong business skills on a worldwide stage.

Liam Casey is a prime example of a determined and smart businessman who has, in earnest, demonstrated strong business acumen in international arenas. His company PCH International has emerged as a resounding success story in Irish business and is further proof that we are a nation that can compete in competitive global markets.

A shining example of what can be achieved on an international scale, not only is his company a significant driving force for Irish economic growth and employment; it is also responsible for forging strong commercial links between China and Ireland. Aside from these remarkable achievements and the phenomenal success of PCH International in general, it is people like Casey who are inspiring others to take the entrepreneurial route, instilling in people the belief that they too can achieve their goals and ambitions and strive for similar successes.

SEIZING OPPORTUNITIES

In the mid 90’s we all relished in the fact that there was money to be made in our own backyards, sometimes forgetting that there were other markets waiting to be exploited. And while people here waited, with batted breath, for the great economic powerhouse, that is China; to fully open up, Casey was already establishing a credible business offering and was busy garnering support and respect for his plans. Casey went directly to the centre of the roaring dragon – he didn’t wait for it to come to him! Nerves of steel and the ability to visualise and seize opportunities went with him on his entrepreneurial journey into China and beyond.

It all began 11 years ago when Casey, who hails from Donoughmore in Cork, went to Taiwan for a trade show exhibition. He reveals this was a major turning point in his life and so inspired was he by the country and the potential opportunities, that he felt compelled to do something about it. “My first trip to Asia was amazing. I didn’t see barriers; all I saw were opportunities and I knew immediately I wanted to run a business there,” he recalls. He immediately quit the textile industry and decided the time was right for him to sell in global markets rather than on Grafton Street, in Dublin.

PCH International was founded in Cork in 1996 and although the head office remains in Ireland, the company’s main operations are based at state of the art facilities in Shenzhen, China. The hugely successful firm employs 800 people in Ireland, China, Taiwan, Japan, Singapore, Brazil, South Africa, the USA and UK. In 2006 PCH had sales of $117 million and contributed more than €6 million to the Irish economy.

EFFECTIVE SOLUTIONS

PCH is a supply chain management company responsible for designing, manufacturing and distributing high tech, electronic and medical devices. “We source components and products, taking them from a concept right to the consumer in all the stages from manufacturing, to packaging and logistics,” Casey says. He has created a pioneering enterprise and although the business started small it quickly went on to become a world class supply chain management company. The company sets a high benchmark and speed of delivery of goods is the main ethos behind the brand. If you need a piece of equipment, Casey will be able to source the components, assemble it and get it to you in the fastest time possible. He proudly reveals, “the time from when the order arrives in, through to delivery to the consumer, can take a matter of days.”

Casey has taken very complex supply chain problems and provided simple yet effective solutions. Being able to scale problems down and come up with simple solutions is the company’s strongest feature. “Communication is crucial in any supply chain, but when a product is designed, for example, in the US, with components coming from Japan, then manufactured in China and then sold throughout the world, it is essential that all operations are working together. It is crucial that the supply link works and that all the chains connect to one and other so that a design is fully realised,” he explains.

TIME ZONE

Although it may sound daunting working within large international markets, one defining advantage for the company is the fact that all PCH facilities around the world use time zones effectively so that the company can literally work around the clock. Again Casey doesn’t see the time difference issue as a barrier rather he sees the opportunities that this affords him. “We work on projects in China in the morning, the data is transferred to our Cork office for their morning and in turn they transfer to clients in the US by morning, their time. The business is constantly working and producing,” he says.

So does Casey find it difficult to manage a large international business? “Not at all, he says. “The people I have working in the company are top class – they make my job easy,” he smiles. Does he feel the need to apply strong leadership skills to ensure that all facilities are working in conjunction with each other? Not really he says. Nor does he pertain to have any particular leadership style or tips to share. “Its not that difficult - it runs itself,” he says.

Casey attributes the success of PCH to the exceptional people he has working for him. But another key factor has to be the fact that his company is such a huge part of him and so naturally consumes a lot of his time and energies. But Casey is not easily dissuade or afraid to take some risks. He thrives on challenges and is not afraid to take chances. “I don’t really see something as being a risk; I see it as a challenge. If there is a problem I go about finding the solution as a way of overcoming an issue,” he reveals. Nor is he put off by the endless travelling that is involved in overseeing all operations and he admits to having to change his passport a few times every year due to the constant travel required.

FORGING GLOBAL LINKS

PCH might sound like an instant success story, but initially convincing people of the potential was not always easy. “When I explained to people what I wanted to do, they thought it was a great idea, when I mentioned it was China, there attitudes changed very quickly,” Casey says. Although he might not admit it, there were risks involved.

But Casey was so captivated by the dynamics of China and the incessant opportunities the country had to offer that he could not be deterred from pursing his goal.

According to the entrepreneur, “I’ve always found doing business in China very easy. Its important to work on building up trust and respect, but once you have that you are in business.” “China is the most entrepreneurial country in the world. Its really easy to do business here and there is a tremendous can do attitude,” he adds.

Casey loves being based in China and he enthuses when talking about the endless opportunities the country has to offer, which Irish businesses would find very beneficial and worth tapping into. “Shenzhen is so vibrant and dynamic; it’s a great place to live and do business and the pace of growth in China is phenomenal,” he says. “In Ireland we are very competitive and I believe that we have the ability to compete in global markets.”

SELLING HIS VISION

No one can deny or question Casey’s dedication and determination. He has created and grown a strong and profitable international business and the highly charged entrepreneur has successfully sold his concepts and solutions to a number of impressive, large multinationals around the world, which is by no means an easy feat. “Selling to multinationals is like selling to anyone, if you have the right solution and if you are confident you can deliver to the consumer on time; then it sells itself,” Casey contends. “Its about getting the job done, seeing opportunities and taking action to ensure something really great can materialise.”

A likable character who’s quiet, unassuming, and easy going attitude has stood to him during the many highs and lows in business. His ability to get the job done has not gone unnoticed and prospects for the future of his company are endless. In the initial years of business, Casey was somewhat autonomous in his professional endeavours but all that has changed and the prospects for the company bode well for the future.

Published in the December/January 2007 Issue of Irish Entrepreneur