This client is based on the East Coast of Australia, manufacturing and selling complex water filtration systems for large-scale infrastructure projects. They provide project-based solutions for State and Local Governments, as well as major builders and developers.
Background
The client had grown steadily for many years and was starting to win larger projects in the public sector. However, their approach was predominantly reactive, relying on a limited network to generate business. A diverse range of products and customer types created complexity that resulted in a lack of focus for a business of this size. Marketing was basic, the sales process was stagnant, and revenue growth had stalled. While managing medium-sized projects, the business remained margin constrained.
The Opportunity
The client required Specialist support to develop a strategy to scale their business and maximise profitability. The opportunity was to take a deep dive into the business and identify the sweet spot in the market where they could focus their efforts — which required rigorous analysis of “where to play” and the investment needed to “win”.
The Process
A Strategy Specialist was engaged to lead the Discovery Roadmap, a strategic planning process designed to deliver a defined strategy and implementation plan. The Roadmap established the commercial strategy for the client’s primary revenue sectors and defined the investment required, with the aim of doubling business revenue in three years.
After completion, the strategy and plan were communicated across all levels of the organisation until everyone was unified around the vision. Implementation did not begin until full organisational buy-in was achieved.
Implementation of the Roadmap strategy occurred over a three-year period, with subsequent strategies continuing thereafter. As part of implementation, a Marketing Specialist was engaged to reposition the brand and redevelop the website.
As the brand established itself as an industry leader, a CFO Specialist was brought in to renegotiate financial arrangements, improve cashflow and receivables, and enhance financial reporting.
During this period of growth and increasing project size, Strategic Specialists Group also placed a part-time Chief Executive Officer in the business to manage operations at a P&L level, maintain focus on implementing the Roadmap strategy, and deliver sustainable income.
The Outcome
Outcomes from the Roadmap strategy over three years:
- Increased net profit by 350%
- Increased revenue by 210% from FY18 to FY21, achieving the goal to double revenue in three years
- FY22 on track to be the most profitable year despite COVID-19 impacts on major infrastructure projects
Outcomes from the Marketing Specialist:
- Increased brand awareness and reputation as the leader in complex water filtration systems
- Attracted higher-value projects across multiple industries with a win ratio exceeding 75% in the healthcare sector
- Consulted on the majority of hospital system upgrades
- Improved lead flow of higher-value customers, strengthening both top-line sales and net profit
Outcomes from the CFO Specialist:
- Reduced reporting timeframes from six weeks to within 10 days of month end, enabling faster response to insights
- Introduced board-level reporting and regular management review discipline
- Improved financial and reporting rhythms, creating shorter lead times for actionable insights
- Prepared the business for an exit strategy to release equity back to founding shareholders and transition to a new management team
Outcomes from the part-time Chief Executive Officer:
- Established scalable processes and systems to manage ongoing growth
- Introduced accountability and performance measurements, leading to a more focused and committed team
- Improved company culture and morale, fostering belief in future growth potential
- Increased board confidence in shareholder value realisation and clarity that founders were not best placed to advance the business further
- Delivered a significantly improved bottom line and balance sheet
Four years after the initial Discovery Roadmap, Strategic Specialists Group continues to be engaged by this client to build sustainable growth.