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About Speaker Peter Alexander
At age 24, having worked for four years in the retail industry, Peter decided it was time to be his own boss. Identifying a gap in the market when his female friends were unable to find comfortable women's pyjamas that weren't flannelette nighties or lacy lingerie styles, Peter decided to establish his own business.
With the support of his parents, Peter began making women's pyjamas for the wholesale market, working from his mother's living room table. During this time, many people tried to discourage Peter because he had no formal training and no business experience.
However when a department store cancelled an order for 2000 pairs of pyjamas, Peter's biggest set back became his biggest opportunity. In desperation, Peter put a mail order advertisement in Cleo magazine. The response was overwhelming and Peter was flooded with 6000 orders from one advertisement.
Since then, he hasn't looked back. Believing in the importance of setting high goals, Peter says people with high goals have far more chance of achieving them, than people with lower goals or no goals at all. For Peter, the most satisfying thing about running his own business was being able to take both the blame and credit for his work.
He says "When you work for someone else you often get blamed for something that's not your fault, and when you deserve credit, you don't' get it. When you work for yourself, you only have yourself to blame if you mess up and you can also take the credit."
A few years ago, having felt he had taken the business as far as he could, Peter sold Peter Alexander Sleepwear. At the time of sale, the business was making $6 million per year and growing by 40% each year. Peter still manages the company and employs eight full time staff and twenty casual staff.
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