Robway Case Study
A leading manufacturer of crane safe load and line tension monitoring instrumentation, Robway has experienced rapid growth for over 30 years with its head office located in Thebarton, South Australia.
Robway's worldwide network of distributors provide service and support for their range of innovative and operator friendly equipment with their systems tried and tested in harsh environments.
The increasing need for preventative maintenance, maximum productivity and safety in the crane and associated industries has led to substantial demand for Robway’s overload monitoring systems.
A change in ownership during 2003 has resulted in a greater focus on the Asian and Middle East markets.
Key issue
Renewing the business model
The Robway business has been built on the continued development of software and hardware that supports the global crane industry.
Innovation is one of the key drivers of the business as well as the exploration and development of new markets both in Australia and overseas.
The company also wanted to consolidate and develop new products - critical to the future growth of the business as the industry becomes increasingly demanding in its search for new technologies.
They were also looking to strengthen the sales and marketing of their product range and brand.
Key outcomes
Exploring new markets and remodelling the sales function
Exploring new markets both in Australia and overseas was a priority for the company - completing the Strategic Marketing for CEOs and 90 Day Cycle Planning programs has allowed them to develop the skills needed to negotiate with overseas suppliers and clients.
The courses have also helped the company with the development of a new business model and improved sales process – with Robway now employing a specialised sales team. They have also addressed product range consolidation and have a renewed focus on their motto ‘Robway saves lives.’
Robway is now using ‘channel partners’ and often liaise directly with OEMs taking the focus away from retrofitting and identifying potential revenue streams including India, China and the US.
Senior staff have also completed the intensive five month Investment Attraction workshop helping them to better understand the process of attracting investment for business growth.
Robway also received a Commercial Ready Grant in 2007 allowing them to develop and commercialise the latest safety equipment in the product range.
Assistance with product development, introductions to suppliers as well as regular mentoring has helped the company secure new business deals.
Feedback
“Networking through Innovate SA has put us in touch with other businesses and potential clients.
“I’m definitely an advocate of Innovate SA’s targeted and relevant help.
“Innovate SA has helped us navigate the state and federal grant process and the Business Advisors provide a broad cross section of expertise.”