WATER WORKS
Providing an essential service.
“From the first month I made some changes. I had a marketing background and I love being on the computer, doing social media marketing,” explains Steve.
The first significant change he made was to digitise all the processes and to enrich the customer database. He even created an app for tracking jobs.
“Everything I do with my customers is digital. That’s really important – it’s always mentioned in our reviews from customers, that we have fantastic communications, staff are really knowledgeable, there’s confirmation of the job, and follow up.
“What’s built the business is the communications with customers,” he says.
Steve extends this with a personal approach. Instead of quoting for work over the phone he offers a free inspection service.
To gain new customers he will take tank water samples and offer advice on how to maintain the equipment and fix problems.
“We’ve broken records every month. When I took over it was a $100,000 turnover. We took more than $500,000 last year. Profits have increased, I’ve taken on two more staff, and we’ve completed a lot more jobs.”
Future growth plans are based on expanding staff roles so they take on more sales activity and start to add their own offsider. The structure of the territory-based business allows Steve to create different areas within his territory, and to reach into further-afield regions if there is the team and system to support it.
“It’s a fairly easy business with systems in place, with the right staff who are well trained. It’s motivating to have staff. I want to keep them employed so I’m always bringing the work in because it’s not just me, it’s about their families as well.”
The business is about to celebrate the launch of its 20th franchisee into the network, with plans for another 20 territories to be signed over the next two to three years. It has 64 designated regions around Australia, each territory based on the number of properties with rainwater tanks. There are 20 franchisees in the network and another 20 targeted by 2023.
This 17-year-old mobile business delivers water tank cleaning and filtration services. Tanks need sanitising every two to three years, depending on the environment – a rainforest location is likely to require an annual clean. Birds, animals, mixed water and ash are just some of the elements that can dirty the contents of a rainwater tank.
A secondary service, water filtration, allows franchisees to upsell to existing clients and provide a more frequent service.
Volume business means good supplier prices
Bulk ordering is reducing freight costs
Water cleaning is labour intensive but only a 5 per cent cost Filtration has higher operating costs but more frequent servicing opportunities
Business is growing: some operators are employing staff and operating secondary vehicles
While sanitising a rainwater tank is like cleaning a pool, filtration does require some gear. Franchisees need to be able to turn a spanner and a screwdriver, says franchise development manager Matthew Brown.
“Our goal is for franchisees to be successful. We provide all technical support. We train franchisees, we don’t expect them to be expert in water technology,” he says.