‘We’re recovering after losing a key client’
ALPHA FLOORING is riding out the economic storm, and with Matt Tavinor at its helm – and his father, Bob, at his side – the fortunes of the family firm are looking promising.
It has been a difficult couple of years, not least because the Maidenhead-based company lost 40% of its turnover overnight when its biggest client closed its Thames Valley office.
‘When I joined the company as operations manager four years ago, my main role was to find new clients,’ explains Matt.
‘Due to the economic difficulties we decided to diversify from our mainstay of new build, and today have clients in both domestic and commercial sectors, building companies, independent developers, private homes, schools, hotels and leisure centres.’
Alpha Flooring has recently completed projects for clients such as Asquith Day Nurseries (a provider of childcare for the under fives), David Wilson Homes, Barratt North London and Barratt West London.
‘From treading water for a testing few months we are now seeing growth through the tough economic times, despite having lost our core client,’ Matt says, relaying that his BSc (Hons) in Building Engineering and Management, an MSc in Computer Science and nine years in the construction industry have given him valuable experience to bring to Alpha Flooring.
‘We have proven we can be versatile and the fact that our turnover was up 15% last year is testament to our will to succeed.’
Alpha Flooring is a family-run business, started by Bob Tavinor from a home-based office in 1999.
Bob, who has a lifetime’s experience in the flooring industry, had shops for over 20 years before moving to the contract side and still works for the company two days a week.
Matt took over the reins just a few months ago but has worked for the family business since March 2007. He has an excellent team of dedicated fitters who have long- standing relationships with the
company. ‘We have used the same contractors for many years and they are all specialists in their own fields,’ enthuses Matt.
‘Our relationship with them is invaluable as they are our front of house.
‘Committed to developing members of staff through ongoing training, we help our fitters achieve NVQ Level 2 and the Construction Skills Certification Scheme (CSCS). Alpha Flooring is also achieving accreditation to the Contractors Health and Safety Assessment Scheme (CHAS).’
Products and services: September 2008 saw Alpha Flooring grow from its home-based office into premises
offering ground floor storage, warehouse and cutting facilities and an upstairs office. The company supplies and fits carpets, carpet tiles, laminate, wood floors, vinyl flooring (sheet and tiles), safety flooring, specialist flooring, floor preparation and accessories.
‘Our relationship with our customers is very important to us and we take the time to understand their needs and offer them expert advice,’ he says. ‘Services include floor preparation and advice on suitable products, measuring, planning and estimating, risk assessment, method statement and COSHH, in addition to an installation programme that includes management and quality control.’
The company’s main suppliers are Karndean, Polyflor, Cormar, Ryalux, Brockway, Westex and Amtico.
‘When forging relationships with suppliers we choose those that offer a high level of service and product,’ outlines Matt.
‘We are competitive but rate quality over price because we need products that do what they’re supposed to – we guarantee our work, so we do not want to have to spend additional time on projects because the products have failed us. Products need to look after us and our customers.’
Marketing strategy: Much of Alpha Flooring’s business comes through word of mouth and ongoing work from current clients but a move to the Barbour ABI construction database eight months ago has led to increased awareness of potential projects from Alpha Flooring’s perspective and is a great way of publicising
the company.
‘We also feel the benefits of being members of the Contract Flooring Association,’ Matt explains. ‘Not only does it bring an element of status to our company but we have won work thanks to our membership.
‘Employing a search engine optimisation company pushes our ranking within Google and we have settled on www.yell.com as a directory within which to advertise.’
Streamlining the business, with a focus on marketing and thinking outside the box in terms of potential clients is keeping Alpha Flooring very much in the game.
‘Our records indicate we are being asked to quote for more projects and are winning more business than we have since the onset of the economic slide,’ Matt says. ‘Alpha Flooring is most definitely moving in the right direction.’
www.alphaflooring.co.uk
T: 01628 675335
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