Surely There’s a Better Way: Reinventing Security Hiring
Surely we all need security these days? Whether it’s your local Tesco Express or a 100,000 person sell-out music gig, companies need the right people at the forefront keeping the customers safe.
More often than not it’s a placebo – the person walking back and forth at the entrance to the store, hand firmly on their radio ready at a moment’s notice to call for back up. People with the notion of going into a shop to lift things without paying may well be put off when they see the guard’s stare. It’s a sad state of affairs that the world has come to this, but Innovator sister duo Aliona and Aurela have taken the opportunity to create a successful business in this space.
‘If we were to describe how Surely works, think apps like Uber or Airbnb, but fit for the security industry. Fast, on-demand security for anyone and a product that can change the industry as a whole. We live in a world of well-established and trustworthy apps such as Uber or Tinder. Once the reputation has built, consumers will put all their trust into using these apps to get exactly whatever they need. Whether it’s a taxi or car from one place to the next to avoid the dangerous walk, swiping for a match made in heaven, ordering that forgotten tub of butter…we are conditioned to the convenience of our own mobile phones.
Putting this concept into our own model is simple – you are organising an event, you own a store in a dodgy area where thieves are commonplace and you need to get a security guard or team but not sure where to begin? That’s Surely.’
Let’s rewind to Aliona’s own story. Graduating from a business degree and going straight into a masters, she knew her future would involve something related to business – ‘Aurela studied architecture and helps with all things visual, whereas I am more the business brain as that is what I did during my bachelors and masters.’ However, when covid struck Aliona became stuck here in the UK unable to go back to her home country of Albania. Saying that, she was keen to move somewhere where everyone spoke English and after spending time here in the UK knew it was somewhere to put down roots.
When the ratio of firing to hiring was at it’s peak, Aliona was struggling to nail down a job and couldn’t find a natural space for herself in the work market at the time. When it came to deciding what to do, Aliona wasn’t quite ready to go it alone. Even though her Dad was an avid businessman, owning and running businesses consistently throughout his life, she felt too young to take that leap, trying desperately to get a secure job working for another.
However, life works in mysterious ways and the gentle push came from various factors for Aliona who already knew what she wanted to do. She knew an app-like-product that lets you hire security was the thing needed to shake up the industry, but just didn’t know where to start. Naturally, her Dad already worked in the Security industry so she started there. Before too long, the idea for ‘Surely’ had taken hold. With a little bit of knowledge and a lot of encouragement from her friends and family it was time to dive in.
‘I was very nervous but with the encouragement and help from my family, especially my sister Aurela, it was natural for me to move into this industry. Although it wasn’t ever a safe option to start a business so young, I felt I had no choice. Being around my father in the security world, I had seen businesses and people scrambling around last minute trying to secure security for various reasons, and not always finding what they need. It can be absolute chaos too – people not turning up for their shifts, calling in sick, even walking out during the event. It can be almost impossible to get the right person in place, but it’s such an important detail especially in high risk areas like London.
My business is here to fix this. I knew that I had zero competition in this space too – there is nobody else doing this. It’s niche, innovative – it was a no brainer to apply for my Innovator Visa which was the key for me to stay and grow my business here in the UK. At the time I had no idea about any of it – lawyers, visas, the rules…I just knew I wanted to start my business and stay here to make it work. It felt like the perfect moment, I couldn’t let it pass me by.’
As we’ve mentioned previously in these stories, when starting a business it can be daunting but also lonely. That’s why Aliona has leant on and began to really rely on her own sister to help with various aspects of Surely. In fact, when speaking to the both of them over zoom it was obvious that the passion for the business is deeply rooted in both the girls. Aurela explains why they work so well together:
‘It’s strange actually, although we aren’t twins we were both born very close together, meaning we are both Virgos. We get on so well, are very close and I think that’s what makes Surely successful in our eyes. Everyone measures success differently, for us it’s being able to work on the business day in and day out without any real stress. We have very different skill sets but combined it just works. It’s not perfect of course – like any business partners we have our disagreements, but we always work it out in the end. We just wouldn’t have it any other way!’
But what about the work life balance? Always something I am keen to find out more about with our entrepreneurs (easier said than done of course…) Aurela answers this one for me:
‘It can be a bit intense. We live together, spend a lot of time working on the business. But we really trust each other which is very, very important! It can be quite full on for us both – even when we go out for dinner or to an event or concert we can’t help but see a business opportunity, so naturally we spend the rest of the evening concocting for the business. Saying that, we do make time every day when possible where we grab a coffee and have a catch up. It’s so nice and easy when we are together, there’s no pretending or need to entertain one another. We are a package deal so they say!’
Then Aliona gives me her side of things: ‘For me the most important thing is the support of my family. They push me, get me through my moments of doubt. When the business began our roles were very separate and more defined. As time has gone on we’ve started overlapping and sharing the roles.’
Back to business – we talked about the overall concept once again. For Surely it’s all about trying to shift the convention of an old fashioned industry. When you think of security or security guards usually businesses or companies work with security firms on a regular basis. You get your usual guy on his shift patterns, perhaps another swaps in on their off days. Sorted right? But, Aliona spotted a huge gap in the industry whereby the need for security has sadly increased dramatically. Especially in certain areas of the UK, namely big cities like London where they’re starting out initially before expansion plans.
To get a real feel for where the business should be placed to succeed, Aliona spent a long time doing her research. The who, what, why, where, how much…all needed to be known. She was then able to use this key information to provide a service which not only filled any gaping holes or satisfied frustrations, but more importantly to challenge the status quo.
‘We wanted it to be streamlined, organised and to keep people safe. Thanks to the ever evolving world of social media etc. events were getting bigger, more popular but of course this increases the risk of problems and lowers the safety of everyone. For us, it’s key that we change your perception of security – make people realise it is needed, give them more information surrounding it like how much it will cost, etc.
The ultimate goal for us is to become a lifestyle. We have clients who want or need a bodyguard, for instance. Some places legally have to have security for licence purposes. We are excited about the niche aspect of what we are providing, how many people we can help with what we do, how much we can save people if they use us instead of bigger corporations. We will always ensure the process is streamlined for our clients.
Although it’s taken a lot longer than anticipated, we know we are doing everything thoroughly. Already, we have made a few mistakes and have learnt from them very quickly. The idea that ‘oh that won’t happen to me’ is a very naive way of thinking. Because it will and it does. You have to be ready to accept that.’
Whilst working our way through their story, the girls were absolutely laden with great advice. It’s so important to heed this when starting or running your own business and I’m a huge advocate for learning from the mistakes of others. Here are some of the best nuggets that the girls have to impart:
‘Check and check again. Adapt and change. Never lose a moment of focus. Take copious notes, be patient. Making peace with things we do wrong makes things right. Remember, we all have to start somewhere. If you want to start something then don’t think too much, just think ‘enough’. Allowing yourself to overthink things can spiral. If you need to, move onto the next thing.’
Thank you ladies, I love all of that! Mantras for life.
Let’s go back to Surely once again, because the concept is fascinating. The platform being meticulously built by the girls gives clients access to a database of trustworthy security guards or people. Each one has had a thorough background check and must pass certain criteria to be given the opportunity to work. Once you’ve worked with those people both parties are able to rate each other and provide feedback which is then accessible by all. The whole thing is constantly live and active, giving you the opportunity to plan ahead or get hire someone immediately. It’s convenience but also quality.
Breaking it down to basics, Surely is providing three things:
Safety
Security
Choices
That power of giving your clients the choice is a huge USP for Surely. It’s a lot of trust when you hire a security person, whether it’s a bodyguard staying close and personal for long periods of time or if it’s just a one-off for a birthday party. Either way, you get to choose who’s working for you.
‘You can swipe right on your security person’ we joke as once again comparison to dating apps joins the conversation. ‘In fact, I see myself as a dating app connoisseur’ jokes Aliona who has really only spent time scrutinising the structure and set up as research for Surely. ‘We look at dating apps as a place that connects two sides of one transaction. For us is a putting together a client who is looking to be safe and a security operative. For Tinder or Hinge it is to put together a guy and a girl who are looking for love. The strategy behind how dating apps bring people in is super interesting and fun but bottom line is they bring the most important side first (the women of course!) and they make sure “just enough” men reach out. Not too many so that the girls are annoyed but enough for them to feel good and keep interacting. We have kept that same idea, enough applications but not too many that you get overwhelmed.
Simple structures bring marketplaces to life, and dating apps are the ones who do it best.’
Another point mentioned during our chat really resonated with me – Aliona admitted there was another reason for having Surely in the first place which is giving people the opportunity to work and earn money. Those horribly tough times during the pandemic left Aliona at a loss. Whenever she tried applying for jobs, it seemed almost impossible, with very limited opportunities for paid work. The struggle can be really tough for people in the security industry, consistency of work is low and guaranteed work isn’t always an option. But both girls are on a real mission for Surely to change this. Once vetted, the security members will be given plenty of work through the app. Especially once their ratings and feedback have been taken onboard. In fact, it could be a serious lifeline for a lot of people.
Starting in London, Surely will grow globally. Security isn’t just something we do here in Britain, it’s a worldwide service. Aliona plans to capitalise on this, hoping her app and platform will scale and grow dramatically. But to do so it has to be right at it’s core, which is why the duo are taking their time to fix any initial bugs, problems, issues now before scaling any further. They don’t want it to run itself, being a very manually-heavy set up they are needed more than ever to make Surely a success.
One barrier to success was briefly mentioned – when attempting to put Surely in front of the right audience or sell the concept and vision to others in the industry it can be a very hard task indeed. Trying to break tradition or challenge the old-fashioned, stuck in their ways firms is tricky. Especially as young female entrepreneurs. ‘People are sceptical. But then after spending time with us, explaining everything they are soon convinced. We are on our way to changing the world as we know it.’
Thank you for your time both, I have a feeling this is going to be HUGE!
Connect with the girls https://www.linkedin.com/in/surely-security/
