From Australia to Beyond Borders - Putting i4T Global on the World Stage

I’ve always aspired scaling our startup, into a globally esteemed ecosystem and making a meaningful impact in the lives of the people around the world.?

Little did I know that the journey would be nothing short of a roller coaster ride, yet the most rewarding experience!?

Let me share with you what I now, (after years of focus and hard work) like to call?“The ultimate blueprint to make your startup a global success”.?

Don’t worry! It’s not as technical as it sounds. It’s simply the story of how we:

• Turned a mere trades-hailing app into a holistic Field Service Management (FSM) Ecosystem.?
• Tripled our team in a single year.
• Expanded operations from Australia to London, Geneva, and New York.
• Made $1,000 a client to a multi-million dollar global company.

As a sequel to my earlier article: How we revolutionised i4Tradies with the quintessence of Design Thinking, Lean Startup & Agile Development , let me take you on the roller coaster ride we went on, as we decided to transform ourselves into a brand, worthy of an international audience.

Learning to walk in your customer’s shoes from the start

Customers today are more than just consumers; they are also co-creators, developing content and ideas - and encountering challenges - right along with you.

In today's digital world, early collaboration with customers is pivotal right from the beginning, to weave their experiences into your efforts to broaden your business reach.

Working closely with customers had already helped us understand their pain points and identify a clear market gap, which urged us to conduct further research, develop our prototype, test it with a handful of suppliers and finally release our initial product version to the market.

At i4T Global , we adopted agile methodologies of customer validation and rapid iteration by working closely with our product engineering teams to reassess our Product-Market Fit. But was that the end of it? Have we achieved what we had set out to do? The answer is clearly a 'No.'

A Commitment to Never Ending Improvement

We intend to constantly disrupt the industry, and the Australian market was only the tip of the iceberg.

With new technological innovations emerging every few years and more businesses entering an already saturated market, we keep exploring and growing from strength to strength. We are becoming more innovative while adapting to market demands that are evolving.

To prepare for our ambitious plan to expand to the global market, we have undergone a major repositioning exercise and redesigned our product offering, and as a result, our product suite is structured to be multi-currency, multilingual, multi-time zone, and culturally localised.

Turning Challenges into Opportunities and Thrive

As we entered 2020, like all businesses, ours too, was severely impacted by the pandemic. We decided to strategically scale back on resources and do the best we could with what we had.

That’s when the idea of the?i4T ERC (Emergency Response Centre)?emerged to meet the growing demand for trades suppliers even during the lockdown. To our delight, it instantly took off.

With a thorough understanding of the local repairs and maintenance industry and having invented a solution that addressed the exact pain points of property occupants in a simple and transparent manner, we navigated through the biggest pandemic of our generation not just barely surviving but thriving with quadrupling our revenue streams.

The pandemic taught us many lessons, but one thing that was clear was that we emerged invincible.?

We discovered that we had the capability, resources, knowledge, and most importantly, the commitment that was required to deal with a crisis and face challenges head-on.

There was no other option for us, but to keep moving forward!

And what better way is there to grow the business than to go Global?

For Opportunities to Knock, you need to Build a Door first!

What doesn't kill you, only makes you stronger!?

The ground was paved, and we were ready for what lay ahead after the pandemic.

As we entered 2021, we were approached by some of the biggest international players in the market. This made us realise that we were missing out on the extremely lucrative opportunity in the blue ocean that this unexplored market presented to us.

While we knew we had to make a quick decision, we also recognised that this was a huge leap!

After all, we were on an ambitious mission that required additional research and careful planning before we took the plunge.

We noticed some global trends that were like those seen in the domestic market, which we had already been serving for some time now.??

• There is a growing demand for time-saving and cost-effective solutions.
• There is no room for miscommunication or distrust.
• Shortage of workforce puts more emphasis on work automation and remote monitoring.
• Companies need to adopt more innovative technologies to remain competitive.

The need to enhance productivity and efficiency of field operations, reduce operational costs, and improve customer experience is driving the global adoption of innovative technology solutions.

With prior industry knowledge and technology expertise, as well as local success, we decided to set the stage for introducing our product offering outside of Australia and filling the gap that appears to exist beyond the borders.

Writing our own page in the Book of Successful Global Start-Ups

We were already on the right track by designing our solution to be agile and scalable from the start, which locked the start-up into a global growth projectile from its inception.

To ensure that our journey was a resounding success, we made sure that we took off in the same direction that some of the most successful global start-ups begin their international ventures.

• Before taking this big step, we leveraged the knowledge gained through service in the local market for six years while establishing our Brand Identity.
• We created value, by combining cross-border resources to attract the best talent, irrespective of where it was. Today, we have a highly inclusive and diverse workforce spread across the globe namely Australia, UK, USA, Sri Lanka, Pakistan, India, and the Philippines.
• We also spent time conducting extensive market research to gain insights into our target audience, competition, and cultural nuances in the regions we plan to enter.?
• We localised our brand by adapting our messaging, packaging, and product offerings to suit the cultural norms and preferences of each market. This includes using local language and currency and considering local regulations and customs.
• We knew we were great at what we did, but that wasn’t enough. We needed more resources to deliver a 360-degree solution, but that also meant more time and effort. Instead of internalising all resources, we decided to invest in Partnerships and Collaborations with complementary solution providers such as Google Cloud Platform, Stripe, Xero, MYOB, QuickBooks, MessageMedia, Urbanise, PropertyMe and ConsoleCloud etc., to acquire the collective strength we required to go global.
• We also prioritised our global expansion roadmap to first look into markets where the incremental benefits outweighed the incremental costs of going global.

The New Global Positioning

We decided to refine our individual product verticals that would cater to each stakeholder in the service delivery value chain, instead of simply positioning it to our new global audience.

Over the past six years, we have progressively evolved from being a mere trades-hailing app into a holistic ecosystem. Our global competitiveness research revealed that we are now perfectly aligned with Field Service Management (FSM), which is a global market with momentous growth potential.

The rationalisation behind this new market alignment was that our existing product suite already provided 90% of the features that an FSM Software Suite should provide.

These features included:

• Creating quote requests and work orders
• Managing and monitoring technicians
• Scheduling and order management
• Vehicle and technician location tracking
• Real-time Job-status updates
• Route optimization and GPS navigation
• Time tracking
• Asset and knowledge repositories
• Integrated invoicing and payment processing
• Customer portals
• Regulatory compliance measures

For enhanced precision, we further categorised our product verticals into individual market segments comprised of our?B2B,?B2C, and?B2B2C?clients, with:

• Authorised Service Agents
• Field Service Suppliers, and?
• Property Occupants?

as key stakeholders. ?

Bringing everything under One-Roof with Brand Unification

Having identified our key platform, market segments, and all key stakeholders involved, it was time to bridge the gap that existed in the market, with our?brand unification.?

We wanted to create a highly integrated ecosystem instead of a siloed solution, to deliver a compelling end-to-end user experience. This is our unique selling proposition!?

We accomplished this by dividing our global product suite into three major product verticals, which are as follows:

• i4T Maintenance
• i4T Business, and?
• i4Tradies?

These three verticals seamlessly connect Authorised Service Agents, Field Service Suppliers, and Property Occupants with a 360-degree approach that addresses the pain points of all three stakeholders and provides an end-to-end service experience.

We classified our Strategic B2B product vertical?i4T Maintenance?into 3, specialising for Strata, Real Estate & FM (Facilities Management) industries. Each product classification is offered with tailored features and functionalities specifically designed to their respective industries.

We further classified our?FSM Supplier specific B2B product vertical i4T Business into 3:

This classification allows Field Service Suppliers to choose a solution based on the size and type of their business operation.

Furthermore, we consolidated all consumer verticals (FindMyTradies website, i4T Consumer Mobile App, and i4T SMS - ERC Leads) into a singular B2C product vertical (i4Tradies - Mobile App | Web App | SMS App).

We also recognised the critical importance of maintaining the highest levels of information security and data protection, particularly as we pursue our global expansion goals. Certifying our information security standards to ISO 27001 and GDPR compliance serves as a testament to our unwavering commitment to ensuring the confidentiality, integrity, and availability of sensitive information across all regions and jurisdictions in which we operate. By adhering to these internationally recognised standards, we are better equipped to identify and mitigate potential security risks, safeguard our clients' data, and enhance our credibility as a trusted partner in the global marketplace.

Incorporating the Ever-Changing Technologies Responsibly

As we look ahead to 2023, technologies such as AI, ML, IoT, Blockchain, AR, and VR are poised to revolutionise many industries, including the FSM sector. With this in mind, we aimed to assist FSM professionals as they navigate these changes.

Historically, the FSM industry has been slow to adopt new technologies, despite its size and importance. However, we have seen a shift in attitudes towards innovation and customer-centricity, with key stakeholders now embracing these values and making it easier for i4T Global to gain traction in the market.

At i4T Global, we attribute our success in incorporating these cutting-edge technologies to our methodical approach to inclusivity and sustainability. To incorporate these evolving technologies into our ecosystem, we took the following steps to make i4T Global a profit-for-purpose organisation.?

1. Defined our Theory of Change (TOC) for impact.
2. Designed our Data Collection Mechanisms to be in accordance with the defined TOC.
3. Implemented Impact Measurement Metrics based on the United Nations 17 SDGs .
4. Keep conducting Periodic Evaluation of Impact to foster continuous improvement.

Here is a video clip of my interview on?KalkineTV ?where we discussed about how to protect and enhance the value of property assets with our i4T Global FSM ecosystem.

What’s Next for i4T Global?

The global Field Service Management (FSM) market size was valued at?USD 3,677.69 million in 2022 and is expected to expand at a CAGR of 8.82% during the forecast period, reaching USD 6,106.33 million by 2028.

As a company, we have spent significant time and resources in preparing ourselves for this global expansion. Our team has worked diligently to understand the various cultural and business practices of our target markets. We have also made significant investments in technology infrastructure to ensure that we can seamlessly operate in different time zones and language settings. In addition, we have established key partnerships with local businesses and experts, who will help us navigate the unique challenges that come with expanding into new territories.?

With these preparations in place, we are confident that we are ready to take the next step in our growth and embark on a successful expansion to make a greater global impact.

Parting Thoughts

Our journey of i4T Global has been nothing short of a roller coaster ride.?

As you embark on your own global journey, I have some additional tips that I believe will be helpful for you to keep in mind:

• Do your research to understand the culture, laws, regulations, and competition in the new market. This will help you make informed decisions on how to adapt your business to the new market and avoid costly mistakes.
• Develop a clear strategy that outlines your goals, target market, and how you plan to achieve success. This will help guide your decision-making process and ensure that all team members are aligned on the direction of the expansion.
• Establish a strong local team. This team should be knowledgeable about the local market, culture, and language, and have strong connections to the local business community.
• Be prepared to adapt your product or service to meet the needs and preferences of the local market. This may involve making changes to your product, marketing, or sales strategies.
• Building relationships with local partners, suppliers, and customers is key to success when expanding globally. Take the time to understand their needs and preferences and work to build strong, long-term relationships.
• Understand the legal and regulatory requirements for doing business in the new market. This may include obtaining permits, licenses, or certifications, and complying with local tax and labour laws.
• Expanding globally takes time and patience. It may take longer than you expect to build a customer base and establish a strong presence in the new market. Be prepared to invest in the long-term success of your business, even if it means taking a slower, more measured approach to growth.

It's essential to understand that embarking on a global opportunity is no easy feat. Challenges are inevitable, and it's crucial to be ready to handle them while maintaining your sanity and being frugal with your finances.?

At i4T Global, we have persevered thus far, and with unwavering dedication and persistence to our purpose, we are confident in our ability to face future obstacles and achieve even greater success.?

We are taking 2023 by the horns; are you ready??