Enterprise Nation

Lisa Mona Fullwood started life as a fashion model in the 1980’s. She worked for several years at a top agency in Japan and travelled the globe with her work. She then decided it was time to head home and apply her modeling and event experience to start her own business. She set up from home in Shropshire and called the company Ice.

When did you start Ice?

November 2000

What does the company do?

We represent models and organise major events for clients including Citroen, MINI and Vodafone. Some people are surprised sometimes that I ‘m not based in London, but once they realise I can get to meetings easily and can co-ordinate everything from here they realise that it is not a drawback to be based where you want to live.

How do you find your models?

I scout them at fashion events/exhibitions. Models complete a section on my website (join us) and if I think they might have the right look for Ice I invite them in for an interview. I also use scouting websites to invite fashion & promotional models for an interview.

What kind of home office do you need to run a modeling agency?

I run my whole business using my car, 2 laptops, a BlackBerry, web and walk mobile internet connection stick and I divert my business landline to my mobile while I am away from home. I travel to see clients as many are too busy to visit me. I don't have any business visitors to my home and don't interview at home. I hold interviews every 2-3 months in Shrewsbury or London.
In Shrewsbury, I hire space at local Hotels that offer reasonable rates and are very flexible. Sometimes I use their space for 1-2 hours, sometimes a full day. Both hotels have been excellent in supporting my business.

What are your plans for the business in 2009?

I will be spending more time in London, introducing my agency to more and more major advertising and casting agencies.
I am also preparing to offer Ice as a franchise business – if anyone reading this is interested in running a model agency, please get in touch!

I would like to open Ice London in 2009 and I also plan to connect with more worldwide model agencies to gain overseas representation for many of my models. I plan to expand and push the fashion division more, gaining more business for the fashion show  production side of the business.

What is the one thing you most enjoy about running the business from home?

It helps keep my energy levels high and gives me a superb quality of life. I don't have to spend hours commuting to work and I think I maximise my time.

Lisa Mona Fullwood talks to Emma Jones

• Ice