Graeme is the owner and founder of a small support service business working across a wide range of industries. He and his partner Toni, lead a product refurbishment business that creates significant value for their clients and has established itself as a trusted supplier across NSW.

Graeme, Toni, and I have worked together since they joined a group online program during the COVID19 pandemic in 2021. Whilst at first glance, the traditional problems of low profitability and no cash were not evident (Graeme runs a tight ship!), they were focused on achieving an exit plan that would allow them to have the financial freedom to live where they wanted, in the home they wanted and be free to spend time as they wanted.

The problem for Graeme and Toni was that whilst the profits were good, they were working 50+ hours a week and there was no time for themselves. The impact was that slowly but surely, they were growing to “hate” the business and losing energy in the pursuit of their goals.

Using our GamePlan^TM approach, Graeme and Toni developed their foundational points of who their ideal customer was, and how they could win by providing what service and product. This GamePlan^TM included building a strong understanding of their financial numbers (their costs and pricing) and ensuring the resources of the business (the equipment and people) were aligned with the plan and goals for the business.

In understanding their numbers, Graeme and Toni started to then question why customers were buying from them compared to the next best alternatives. They were able to identify LoyaltyHooks^TM that were not simply about the price a customer saw. A significant action taken was to align the “look” of their equipment both inside the premises and in their delivery presentation.

The outcomes of these actions have been to improve the profitability of their products whilst retaining their competitiveness in the market. There sales revenue has grown by almost 200% and profitability more than doubling. Aligning the equipment and team to the overall business strategy has resulted in a step change up in productivity, morale, and performance. For Graeme and Toni, their time has been reduced to “business hours” for Graeme and Toni is transitioning to “part-time” hours after 2 years of work.

The team are now planning their work with oversight from Graeme, rather than him doing it all. Significantly, both Graeme and Toni are now proud of their little business – and have a team that are committed to the success because the culture is right!

The key lessons from this case study are:

• Knowing your numbers and where you are positioned with your customers allows you to get your pricing right!
• Investing for profitability rather than just not spending creates a better business environment and when done well can result in real financial benefits.
• When you believe in the capability of your people AND your ability to lead them great things can happen

The prescriptions we used in this case were:

• Building your HowStrategy^TM including understanding your competitive position and customer LoyaltyHooks^TM to improve profitability.
• If you are trying to take your business to a place you have not been, it makes sense to get advice from those who have experience in doing what you are aiming to achieve.
• AlignedTeam^TM is a critical piece of Growing Profits and Smooth Operations

If you are interested in more details on this case study, send an email to info@graemefiztegarld.com.au

Worksheets and detailed case study notes are available to help you on your way to creating that business you wanted, with the returns you want, without spending your life doing it.