Case Studies
Issue No. 41 - June/July 2008
Fired up by incentives
by Pamela Brombal
When Martin Radford, MD of fire protection company Complete Fire, wanted to improve his business he asked his clients and staff how to do it.
“I found that when you take the time to ask your clients how you can better help them, your business benefits greatly,” says Martin.
Founded in 1991, Adelaide-based Complete Fire
has grown from a barely surviving company to a thriving business specialising in all aspects of
fire protection and on target to turn over about
$12.5 million this year.
“When I started Complete Fire in 1991, turnover in the first year was just $28,000,” says Martin. “If it wasn’t for my wife having a good job, we would not have been able to do it.”
Complete Fire installs and services fire extinguishers, fire sprinkler systems, fire detection and special hazard systems. Clients range from national construction companies to utilities and retail groups.
Much of the company’s work is sourced from its construction division, which includes the installation of its fire protection and detection systems.
Complete Fire also offers round-the-clock service support to clients as well as a training arm to educate clients on fire safety.
“In our industry, reliability and trust are paramount, particularly when you are partnering major building and construction companies on large scale projects,”
he says.
“When we asked our clients, our ability to provide 24-7 service support was identified as one of our important points of difference.”
The company now employs 80 staff and is about to ramp up its interstate expansion activity aggressively while growing local market share in booming industries.
WA and the NT are key markets for Complete Fire’s growth strategy to take its revenue to more than $20 million by 2010.
Complete Fire will also concentrate on growing its SA presence as construction, mining and defence industries create a demand for its pr...
