Sunfresh Linen is a family business, founded in 1998 when the George Family bought a small, but run down laundry in Ipswich, Queensland Australia.
The business is currently run by brothers Steven, Lawrence and Daniel George, providing laundry and linen services throughout south east Queensland and northern NSW. Over the years, the business grew and expanded into several locations buts in 2010 it was consolidated into one large site that could accommodate the latest technology and handle future growth. Great consideration was also given to water and environmental planning, in order to produce a best practice facility.
The brothers have ambitious plans to expand further and Steven George talks about how he came to appoint Marketing for CEOs to help develop a feasible strategic plan.
What was your reason for getting in contact with mfCEOs?
We had decided that the time was right for us to look to expand our business and service a wider market. We’ve had a policy of continual growth since our family bought the business almost 20 years ago and we want to develop our brand awareness even further and increase recognition of our company as an industry leader.
I thought we needed some external input to help us strategically and I was recommended to attend one of the mfCEOs workshops, where we met the team and carried out an initial benchmarking of our business. On the surface it appeared a simple exercise, but the results convinced me that to reach our ambitious goals we had some work to do on parts of our business to get us in shape.
What do you think of the 9 Boxes™ methodology?
I think the method and the process of the 9 Boxes is fantastic – a clear structure that really focuses you on the gaps in your business. mfCEOs started working with us on the Position box, which I understand now is key to the process - and that was a real eye opener. It made us realise where our shortcomings were. During that phase they conducted an analysis of our customers’ perception of our business and that was extremely revealing.
As much as you think you know your business, this process uncovers more than you imagine and brings out issues that you don’t get to resolve in your normal day-to-day activities. It forces you to look at the bigger picture.
How long have you been working with mfCEOs?
We’ve been working with the team for about a year. After six months they had become an integral part of our management team, helping us see where we want to head strategically and what we need to put in place to get there. Following on from looking at our position in the market we are now starting to address our sales capability and our marketing communications.
Why would you recommend mfCEOs?
I know it’s a cliché phrase, but it really is value for money. The 9 Boxes relies on facts and not fluff. It’s refreshing working with people and process that are fact based, with metrics that enable you to gauge progress.
We are all more focused and not just reacting to issues as we did in the past and we have the mfCEOs team behind us at every step. Every time we meet, we are left with tasks to undertake in a set timeframe and that keeps the whole process on track.