Competitive edge… rapidly

ONE-plus-one equals success for Reinhard Gregg and his powder-coated aluminium business.
Named Colorform, but trading under the name of Rapid Aluminium, Mr Gregg’s business not only powder-coats aluminium, but supplies the metal too.
It was a simple equation, but not one that other business owners had considered.
During the early 1990s an economic recession plus a large number of start-up powder-coaters forced Mr Gregg to rethink his business strategy.
While he was successful in powder-coating aluminium for his client base, Mr Gregg required a point of difference to retain that large base and put Rapid Aluminium a notch above its competition.
The answer was right before his eyes: businesses had always supplied the aluminium to powder-coating companies, so why not save businesses the need to source and then transport aluminium?
As a result, Rapid Aluminium purchases aluminium stocks and powder coats them to then sell to clients.
Clients are guaranteed a quicker turnaround time than the traditional method, giving Rapid Aluminium a competitive edge.
However, as a pioneer, Mr Gregg faced the challenge of determining how much stock to store – as too much could be a liability, and too little a disappointment for his customers.
The move to an all-in-one supplier and powder-coater has provided fruitful results for Rapid Aluminium.
Mr Gregg realises that the hard work is a result of his dedicated staff members.
The business has 26 employees, including seven who have served at least 10 years.
In reward for their work, Mr Gregg provides modern facilities, and weekly bonuses based upon production and profit, as well as loyalty bonuses.
Mr Gregg’s promise to his clients is a maximum 48-hour turnaround of their aluminium from the time of ordering.
Winning the small business award is a big feat in a city like Greater Dandenong, but Rapid Aluminium has long served its customers by the motto “small enough to know you, big enough to serve you”.
It moved to Nathan Road in 2001 and two years later, due to growth, expanded its factory to double its size.
The factory now consists of 5300 square metres of purpose built machinery, and stock, and the company has developed its own lifting device to eliminate any hazards caused by forklifts lifting aluminium.