Comfizz
Lorraine and Nozar Alikhanizadeh of family owned business Comfizz had reached a crossroads in the Spring of 2010 when they signed up for the SCY Business Mentor Service. The company was recovering from a financial setback and was looking at a challenging future.
SCY helped Comfizz to:
- Analyse and understand their strengths and USPs
- Develop a clearly defined vision and business strategy
- Effectively build and protect the business
- Innovate and expand their product range
The outcome:
- 80% increase in turnover in 12 months
- Anticipated 30% year on year growth in turnover over three years
Comfizz was first established in 1998 as a fashion garment producer and by 2002 were specialising in high performance sportswear. In 2004, Lorraine and Nozar were able to use their professional skills to help Lorraine’s father rebuild his self confidence after undergoing surgery to create an artificial stoma. In creating a range of special support wear, they quickly realised that there was a huge demand for such products and were soon focussing on new product development in this niche market.
However, Lorraine and Nozar did not secure Intellectual Property Rights (IPR) on the product range they created and as a result faced a threat from the market place.
Lorraine remembers this time. “We had seen the benefits our products gave to people using them and we had also seen the potential in the market. We were not ready to give up but did need some guidance and encouragement.”
They were to find this guidance with SCY Business Mentor Dr Norman Slater. Norman helped Comfizz to analyse and understand their strengths and create vision for the business. Together they reviewed a range of options and developed strategies to achieve clearly identified goals. With a defined corporate strategy and marketing plan, Lorraine and Nozar are now able to effectively build and protect the business.
Norman’s advice and expertise has resulted in very real benefits for the company including:
- Increased confidence in the products and their own abilities
Lorraine explains: “To have someone of Norman’s experience affirming the positives of your business, believing in you, and encouraging you is priceless in my mind.” - Continued strong sales of the original products
The product range is now registered on the Drugs Tariff in the name of Comfizz, critically allowing access to NHS sales. Norman also linked Lorraine and Nozar with an intellectual property expert for advice and guidance on how to protect their intellectual rights. - Business development
Norman’s advice has helped Comfizz to rebuild their sales structure and explore new distribution channels. The company now employ their own sales representative, targeting the export market and selling directly to the customer through the Comfizz website. - Developing a robust supply chain
Comfizz has increased supply chain efficiency and agility by extending their core manufacturing supply base, minimising continuity issues due to supply and demand disruptions. - Business process review
With new strategies in place to manage human resources, administration and suppliers, Comfizz has been able to work more effectively with manufacturers, distributors and clients, leading to increased profitability. - Playing to their strengths
Norman helped Lorraine and Nozar to recognise that their genuine personal commitment to improving the lives of ostomates is a major USP. Development of a web-based forum providing support for the ostomate community highlights their central involvement and empathy with the customer base. - New product development
New ranges have been developed and Norman has directed Comfizz to key partners offering specialist support in fully developing and testing further product innovations.
Financial Success
The success of these changes for the company has been dramatic. Turnover increased by 80% 2010 – 2011 and is expected to grow 30% year on year over three years.
Industry Recognition
A record-breaking 12 months concluded with Comfizz picking up a top accolade at the British Healthcare Trades Association (BHTA) annual awards in recognition of outstanding product design, customer service and team performance.
Lorraine explains how their relationship with Norman has helped. “He’s such a positive influence. He’s been able to clear the path so that we can see where we are going – essential in any business. I do believe our mentor has been key to our success and will continue to be invaluable as we navigate the next 18 months.”
Norman is full of praise for Lorraine and Nozar. “It’s brilliant working with them. Comfizz have come such a long way in a relatively short time-frame and are moving forward in a controlled and structured manner. They are a force to be reckoned with.”
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