30 Years In Business – blog series: How our business pivoted to survive long-term
All successful businesses will need to adapt, pivot, and change to keep that success going long-term.
At Quickmail, we certainly know a little about pivoting to survive!
When we started 30 years ago, the world was different, the business landscape has changed immensely since then, and certainly the world of mail and online businesses has evolved.
While many businesses were forced to pivot during the Covid pandemic, the concept of pivoting in business is nothing new.
In fact, adapting and pivoting to survive, provides a time for creativity, for being bold and decisive and for thinking outside the box. It’s also a time for businesses to use their skills and facilities to find gaps in the market. And then quickly fill them.
So, if you want to grow, make more profit, or at times even survive in business, you have to pivot to meet changing market requirements.
Here are our lessons learned.
How our business pivoted to survive
When Quickmail started back in 1992, we were very focussed on traditional mail (direct mail, unaddressed mail) from facilities in Osborne Park.
This business model worked very well for several years, as the need for large-scale mailouts and mailing, in general, was at its peak.
Because this was a time before the internet (hard to believe I know!)
So, providing traditional mail services was a great business operation for Quickmail.
Then in 2005, we moved to larger premises in Kenwick, and we strengthened mail capabilities to include large inserting and folding machines, ‘Sitma’ plastic wrap, and digital printing machines.
The new decade saw the internet gain popularity, and capabilities.
And challenges came, that’s for sure.
Mail numbers were decreasing from around 2010.
External factors such as email technology and postage costs meant that the business had to diversify.
Evolving business plans
And so we expanded our offerings in the eCommerce 3PL space.
In hindsight, this has been the best business move as we love offering 3PL services to eCommerce businesses both large and small.
We have worked hard to develop this side of the business to suit our client base and help people grow their businesses.
In fact, in 2015 Quickmail purchased Lasermail which meant an increased customer list, staff, and equipment.
A new era brings generational change and directional change
In 2018 the second generation stepped up. Sophie Stott took over the Management of the business and Jean Paul Tedeschi stepped down from a full-time role to being an advisor to the current Managing Director.
The succession implementation was facilitated by Quickmail’s accountant Mauri Mucciaciaro and FBA Advisor John Broons. Both these advisors assisted with decision making but also with ensuring that communication with family members was as clear and effective as possible.
To say that the Management transition was an easy one would be simplifying the situation however once decisions regarding succession were made by the owners and the new management team, the process has worked well.
Then in 2019, we launched GetQuickmail.com – a fulfilment and distribution service for eCommerce and Online Stores which integrates with external software and provides pick and pack services to companies who need to store, pick and send items to customers.
Our online ordering system has been developed in-house through consultation with our many clients, and we are continually adding to our list of integrations to ensure that all clients can tailor the platform for their needs.
Tips for your business
In our experience, these are the top 6 elements to help a business last long term by adapting and pivoting:
1. Keep a flexible and open-minded approach
Always remain willing to adjust, improve, test, and review to ensure that any changes you do make in your business can be successful.
2. Refocus your target audience and identify the challenge
Ask yourself this question: “What main problem do we actually solve?”. Then consider what your audience needs as the industry or the world changes.
Put another way, it’s not about you! It’s all about what your customers need.
3. Don’t Remain In Denial
You can’t be in denial. Too many businesses refuse to accept that trends might be long term and have staying power. You can’t ignore what’s happening in the market just because it’s inconvenient. At a minimum, you must view potential pivots as diversification opportunities and then continue to learn and monitor as you go.
4. Be innovative
Seek to be a market leader and an early adopter. At Quickmail we didn’t wait around to see if someone else could create the perfect online system for our customers, we did it ourselves with the launch of GetQuickmail.com.
5. Consider short-term and long-term pivots
Maybe you only need to modify your business short-term so that it generates sufficient income now and has future profitability – or do you really require significant and strategic changes?
6. Understand what resources you might need to pivot
What kinds of changes to staffing you would need to successfully roll out the proposed changes?
Do you have the cash on-hand needed to make the necessary changes, and if not, can you obtain it?
For more conversation on running a successful business long-term, you can read our Lessons learned from running a business for 30 plus years blog.
And now?
The future looks bright for Quickmail, thanks to our ability to adapt and pivot.
Currently, Quickmail is one of only 4 accredited Australia Post ‘Bulk Mail Partners’ in Western Australia, this means they have invested in processes to make mail lodgement more efficient and effective and have committed to providing efficient, effective mail campaigns for their customers by following the strict procedures and quality guidelines as required by Australia Post.
We have more space coming on board next month when our warehouse space will more than double, meaning we can help more 3PL customers to succeed in their eCommerce businesses.
We make mailing, printing, warehousing, and distribution make sense
Quickmail have been making mailing, printing, warehousing and distribution make sense for three decades. They help eCommerce businesses to store, pack, and send their goods, as well as offer printing, mailing, and distribution services.
Check out what we have to offer and contact us to find out more.
Get in touch with Sophie today to discuss how Quickmail can assist you: (08) 9493 0477 or sophie@quickmail.com.au
www.quickmail.com.au