Cardiff-based TWL Voice and Data has spent the past two years getting into tip top operational condition. Here, Managing Director Andrew Nicholson discusses the fitness programme and how it has become a key component of his growth strategy.
With strategic foresight Nicholson brought in external help to get TWL's business basics right and he continues to build on the foundations that have been put in place over the past two years. He credits business advisory firm Mustard for helping to get TWL disciplined and fit for growth by installing structure, processes, systems and frameworks that put Nicholson in command of his destiny. "This gave us something we never had before, and it created a solid platform for us to grow," he said.
These processes gave TWL a clear picture of where the company was and how certain elements of the operation were performing. "Having accurate data about the performance of the business was key to us making tough, but beneficial, decisions," added Nicholson. "From sales figures to response times, there was no hiding place. It cleared up any weaknesses and helped us to develop a culture of hard work and honesty. Good people working for each other is what drives a team, not laziness and a lack of accountability. In hindsight, I would have implemented structure sooner."
Nicholson explained that TWL's proposition has been built around providing customer experience excellence in communications systems and maintenance. The company supplies Mitel, Unify, Toshiba and Oak equipment with hosted VoIP, Wi-Fi, mobile, cabling and security also in the kit bag. Nicholson's current priorities are to recruit the right talent with the right attitude and to complete the acquisitions he is targeting. "As well as organic growth we are planning for acquisitions, acquisitions and more acquisitions," he said. "In the short-term we're interested in speaking to any small to medium telecoms firm in south Wales and the south west of England."
Two important acquisitions already in the bag are Danwood Telecoms which was snapped up in 2012 in a deal that increased the customer base by 200 and pushed turnover up by £450k; and the purchase of JVH Communications in 2015 which boosted turnover by 22 per cent to £2.2 million. "These acquisitions were huge for us in terms of leaps in growth," added Nicholson.
The company now has 500 clients, 18 staff and revenues of £2.2 million with a forecast to hit £2.4 million in 2016 via organic growth alone. TWL's clients include professional rugby team Cardiff Blues, Cardiff and Vale College, Port of Milford Haven, Cardiff Metropolitan University and Welsh retailer JoJo Maman Bebe.
"We will be at £5 million turnover with 30 staff by 2018," said Nicholson. "That's not taking acquisitions into account. Growth will also be driven by two divisions in our business - data cabling and security. The security division is fairly new, but data cabling has been part of our offering for a couple of years. The latter is worth £400k per annum to us and we grew it over three years from £50k in its first year. This has been a great area of growth."
Needless to say Nicholson has a firm grasp on the market's dynamics and he is observing with interest how telecoms is converging with security. "In its basic form you're seeing mobile phones having the ability to control home appliances and utilities, and how home automation is impacting on telecoms is something that has great implications for security in general," he stated. "We are targeting the security division as a real opportunity for growth."
TWL was founded in 2000 after the south Wales company Nicholson worked for as an engineer went bust. He couldn't turn his back on customers who came knocking on his door for support and was straight back on the case with five clients on the books at launch. "The experience of being laid off and putting together TWL in such a short space of time made a lasting impression on me," he said. "Anything that has been thrown at me since I have been able to manage with a calm head under pressure."
Other key developments since TWL's foundation include the implementation of a ticketing system and CRM function. "This allows us to keep on top of any issues current clients may be experiencing, as well as helping us to manage installations and upgrades far more effectively, minimising any disruption the business may experience," said Nicholson. "Our excellence in managing installations, training and customer support leads to increased productivity for our customers, increased sales, lower costs, improved reliability, happier staff and improves the customer's brand."
But recruiting quality sales staff who are willing to go the extra mile for customers and put teamwork first is a pressing issue of significance for TWL. "We offer no hiding places, it's bred into our culture," commented Nicholson. "We need people who can work for the team, not themselves. We're in the process of bringing on graduates who are eager to learn. They have no bad habits and we can help them develop a customer-minded approach to all manner of telecoms. We don't want negative people, we want people who are positive and solve issues."•