Success Story



ashortwalk designs, develops and manufactures an award-winning range of pioneering eco products made from redundant materials that enable true recycling.

After moving to Cornwall in 2003, Dan Dicker developed ashortwalk from a desire ‘to create products from recycled materials, in the UK, a short walk from the sea.’

Focusing on unique, functional products that solve a problem, Dan started creating his first idea, the eco tide clock, from a shed in his garden. The Perranporth-based company has enjoyed sustainable growth ever since, now offering over 115 products.

These products, including the recent addition of an eco plant pot range, are supplied to companies such as John Lewis, Homebase and the RNLI.

At ashortwalk, waste materials are both a challenge and an opportunity, and they support that ‘nothing is truly recycled until it’s reused’.

The company’s determination and clear vision for a more sustainable future has meant venturing into a new market, creating a circular economy solution that will turn a company’s problematic waste stream into a profitable revenue stream.


Oxford Innovation Business Coach Jim Payton worked with Dan Dicker to help ashortwalk:
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    Import new eco products
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    Develop the business model to handle new products
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    Identify potential risks in preparation for scaling up distribution
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    Define Dan’s role throughout the growth journey
Business coaching has also helped to prioritise and increase effectiveness in key areas including:
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    Creating a cashflow forecast
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    Protecting intellectual property
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    Business strategies and handling commercial pressure


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    Team expansion – addition of two full-time staff since 2016
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    More than 30% increase in turnover and growing since 2016
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    10% increase in profits and growing in the same period
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    Exporting to 6 countries including New Zealand, Australia and the U.S.
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    Venturing into different markets including wholesale, direct sales, and creating a circular economy with the commercial sectors
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    In the process of launching a world first product that is made entirely from recycled coffee cups
Dan Dicker Ashortwalk Circle


Oxford Innovation are unique in delivering business coaching in a personal way, which focuses on the individual as well as the business. The biggest advantage however, has been the breadth of the coaching resource that you can tap into. Access to a wider team of experienced, knowledgeable business coaches has been of real value.

Dan Dicker
MD, ashortwalk

Staff Bios Jim Payton


Dan and the team have been a pleasure to work with. The business has a mission to grow the closed loop economy and from a small office in Cornwall they are having a big impact globally designing a diverse range of products all made from recycled materials. The biggest of these is about to launch in 2018 so watch this space.

Jim Payton
Oxford Innovation Business Coach

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