pHence It specialising in the mobile franchise sector

The pHence It franchise is an Australian owned and operated company specialising in the supply and installation of safety and erosion control fencing to the building and construction industry.

The mobile franchise started as a one person operation in 2005 on the Gold Coast, and has grown to a five team operation employing 14 staff in its first year of trading.

Currently the only company in the world with the ability to commercially print on the fencing fabric, the fencing franchise offers a unique opportunity to their clients to cost effectively advertise or brand their building and development sites on a product that is required by legislation.

With its commitment to R & D to deliver new and improved products and installation methods, the pHence It franchise continues to maximise its opportunity in an industry rapidly expanding in line with community attitudes to the environment and workplace health and safety policies.

The Challenge

The mobile franchise had developed a patented process for an efficient and cost effective method of producing silt fencing in a market where demand had increased exponentially with state governments enforcing the use of anti soil erosion measures in both civil and domestic construction.

The main challenge for the fencing franchise was the need to develop a structure and distribution strategy to service the market and take advantage of first mover advantage. The success of the business was dependent on a mobile team of people, capable of installing the range of products to the necessary standard. The challenge of scaling any small business was ever present, with people, systems and brand in need of strategy and a sense of direction.

Demand: A great product needs an effective distribution strategy

The Solution

DC Strategy (DCS) was engaged as a growth specialist to work with the pHence It management team and founders to structure the business for national growth.

In developing a solution the realities of small business, industry, employment and pace of growth had to be considered.

The specific areas focused on:

· The financial structure and capital base for the business model

· The business systems necessary and the impact of scaling

· The operational structure of the mobile fleet

· A company operated and owner operated mobile business model

· The operational processes and recruitment systems

· The governance structure necessary to drive the growth

The critical component in structuring a business for growth is the understanding of how to address the multitude of issues on an ongoing basis. The decision making of the founders and management team needs to have appropriate timing and understanding.

The Outcomes

The pHence It franchise is now in a position to grow a national and international business. The necessary structure, level of understanding and sense of direction have been developed within the founders and management.

The mobile franchise possesses the combination of structure and people to continue the growth of a national mobile and distribution network.

The building industry continues to recognise and embrace specialist providers to the sector and pHence-It is well positioned to lead the industry in new product and environmentally focused initiatives.

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