“As a business owner, I don’t have all the answers. My business coach, with their real-world experience and knowledge, has helped me significantly.” – Simon Apter, Profile Products.
Business owners often carry the heavy burden of challenges on their shoulders. It’s lonely at the top and having a strategic partner can make all the difference. This is the story of how Brainiact Business Coaching helped Profile Products find its spark again and achieve remarkable success.
About the business
Profile Products, led by Managing Director Simon Apter, has been a trusted name in the photo frame industry for 46 years. The company had a strong brand, excellent reputation, and loyal customers. But by early 2023, Profile Products had reached a plateau. The business was steady but wasn’t expanding as Simon wanted. He realised that to grow the business in FY24, they needed a fresh approach.
“Our business has been able to survive in the industry for a long time, but we needed to push beyond our limits to actually grow,” says Simon.
Simon knew he needed help from a business coach. He hoped to find the direction, accountability and support to overcome this stagnation.
Simon’s journey with Brainiact started with a special wedding anniversary gift from his wife – a month of coaching. Simon initially considered group coaching options but decided that a more personalised approach would better meet his needs. In March 2023, Simon met with Brainiact Founder Jared Dawson, who introduced him to his dedicated Brainiact business coach. Since then, they’ve had in-depth discussions that led to key actions, gradually building positive momentum for the business.
FY23 was a tough year for Profile Products, but the last four months have shown steady improvement. Simon can feel the business gaining momentum. His business coach has thoroughly enjoyed working with Simon. Together, they’ve been developing a team that supports Simon and rises to the challenge of discussing key business issues. The leader doesn’t always have all the answers!
The business challenges
Despite its long success, Profile Products faced several big challenges. One was getting the management team aligned and working towards the same goals. They needed clear targets and a unified strategy. Another challenge was finding ways to improve overall business performance.
“As a sole business owner, it can be quite lonely and difficult to know if you’re making the right decisions,” explains Simon.
He felt the burden of leading the business alone and saw the need for a structured approach to rejuvenating Profile Products. Without a clear strategy and team alignment, moving a business forward can be tough. Simon realised how important it was to get outside help to overcome these challenges and reach their full potential.
Changing the business’s strategies
Simon’s Brainiact business coach used a hands-on approach and involved Profile Product’s whole management team. One of the first things they did was an off-site strategy day. This session was crucial in getting the team to come together as a united force.
“One of the most impactful sessions was our off-site strategy day,” says Simon. “My business coach helped us pinpoint exactly where we could find opportunities and set realistic, actionable targets.”
His business coach also stressed the importance of focusing on key financial metrics to drive profitability. They set up regular, structured meetings to monitor progress. These meetings became routine, promoting accountability and continuous improvement.
By using these strategies, Brainiact helped Profile Products create a clear growth plan with measurable goals and a unified team effort.
Impressive business growth
Brainiact’s coaching had a significant impact on Profile Products. Over the year, the business saw improvements in EBITDA and overall performance. To them, it wasn’t just about the numbers; it was about the clarity and focus that Simon and his team gained, which helped them make quicker and more effective decisions.
The management team became much more aligned. Regular, structured meetings kept everyone on the same page, ensuring that the entire team worked cohesively towards common goals. This unified effort was a key factor in driving the company’s success.
Simon’s leadership style also evolved. He became more intentional in his approach, which helped him manage the team and business operations better. The tools and strategies provided by Brainiact not only helped Profile Products achieve growth but also lay the foundation for sustained success.
“Yes, Brainiact has helped us grow, but the coaching has also given us the tools to maintain that growth and continue to succeed,” says Simon.
The combination of strategic guidance, practical tools, and a focus on team alignment made all the difference for Profile Products.
A trusted and experienced business partner by your side
Through business coaching, Simon learnt how valuable it is to have an external perspective from someone with real-world experience. He highlighted his business coach’s extensive knowledge, energy, and positive attitude. These played a key role in motivating and inspiring both Simon and his team. Simon also appreciated his coach’s flexibility and understanding of the unique challenges faced by business owners.
“My coach has been like an advisory board in one person,” says Simon. “Their real-world experience, flexibility, and ability to provide actionable insights have been an invaluable help. The improvements in our business over the last 12 months show how effective Brainiact’s coaching is.”
His coach’s practical advice helped Simon make better decisions and tackle complex business issues with confidence.
“I was really impressed by the fact that my coach has actually been there, done that in terms of growing a business,” says Simon. “They’re not just some academic; they have real-world experience. I’ve certainly benefitted from that.”
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We are thrilled to see the hard work at Profile Products paying off. We look forward to seeing their continued collaboration with us.
If you’re looking to overcome business challenges and drive your company towards success, get in touch with Brainiact business coaching today! If you want to help other businesses as a Brainiact business coach yourself, enquire about owning a franchise!
