Entrepreneur Magazine recently published an article about Ultra Food Innovations, whose strategy of differentiation and stellar customer service saw them go up against some of the country’s biggest dairy producers, and win.
It’s a remarkable story, that begins with how Alex, a plumber by training, taught himself everything there was to know about, not only producing various dairy products but also about how to manufacture the expensive processing equipment required to run a business of this nature.
As business coaches, we regularly work with husband and wife team, Alex and Andrea Vowles at Ultra Food Innovations, on various aspects of their growing business, from strategy and execution to cash and people. Developing a truly differentiated strategy of this nature required the team to develop a deep understanding of the needs of their core customer, and in turn, to provide a service to those customers that is hard to beat.
“With coaching, we were really forced to look at our business, put it down on paper and be strategic with where we were going. When I look at what we said we would do in the first year, we have tripled that since then.” – Andrea Vowles
They determined, from evaluating their competitors and the needs of target clients, that they would hone in on 2 areas of differentiation:
- Niche servicing of wholesalers and distributors that sell to hotels and restaurants.
- Next-day delivery – a solution that was important to their target clients, as managing stock was key to their performance.
Read more about Alex and Andrea’s story here.
If your business has been operating for at least 3 years and employs 15 people or more – congratulations on this rare achievement! To take your business to the next level will certainly require even more of you. So if you’re unsure about what your established business needs to do to continue its growth into the future, sign up for a FREE 1-on-1 business assessment with one of our internationally certified business coaches. They’ll spend time understanding your business to provide objective insights on how you can scale up your business successfully.
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