Fullflow : Broad horizons
Published : July 2008
Alan Smith, managing director of rainwater drainage specialist Fullflow Group talked to Becky Done about an emphasis on service and quality which is propelling the company to global heights
Fullflow is shortly to celebrate its quarter century in business, during which time it has installed thousands of syphonic rainwater drainage systems around the world. Established in the 1980s, the company operates from its UK base in Sheffield but now also has bases in France and Spain, alongside partnering arrangements elsewhere across the globe – including the Middle East, Australia and India.
This portfolio puts the company in a strong position to build on promising growth trends during the forthcoming year, having increased turnover last financial year by an impressive 27 per cent to £14.7 million.
Alan Smith has been managing director of Fullflow for four years, and puts much of the company’s success down to its emphasis on quality: “I think it’s our unwavering commitment to quality which makes us stand out from the competition,” he said. “Our market, like most others, is very competitive but at no stage have we ever been tempted to try to cut corners. We want to give our customers the best possible experience and we think in the long run that’s an approach which will produce success.”
And quality in the construction industry is, of course, key. Fullflow drains rainwater from a vast range of large buildings, including airports, stadia, warehouses, schools, hospitals, shopping centres and retail outlets. Negative pressure induced in the pipework sucks rainwater off the roof, and unlike the more traditional gravity system, Fullflow’s syphonic system of pipes flow full in storm conditions – so are therefore more efficient. The rainwater is also taken to far fewer downpipe locations, producing a significant saving on expensive underground drainage.
The company has held ISO 9001 quality accreditation for a number of years, as has a smaller arm of its operations, Plasflow. Part of Fullflow, it manufactures specialist fabrications and fittings, accounting for around 10 per cent of total turnover. As well as supplying these components to Fullflow, Plasflow also provides a similar service to contractors in the water, gas and – more recently – nuclear industries. It is especially in this last sector that quality levels are of paramount importance, and Plasflow’s premises have been subjected to, and have passed, extremely rigorous inspection over the past two years.
Achieving a high level of quality and success with every Fullflow installation is heavily reliant on design, which is individual each time. “Every project is different,” explained Smith, “and we have to come up with a unique design solution to suit all the parameters of that particular building. I always think of the design department as being the heart of the company.”
As such, there is a strong emphasis on communication between the design department and the site where the system is being installed, to enable modifications to be dealt with as and when they arise. “It’s only in very few cases that the system we design to start with ends up being the system that we install, because things always change on site,” said Smith. “Even relatively minor amendments can affect the operation of our system, so there has to be constant feedback into the design department. The close level of service that we provide from both our design department and our project management department means that, on the whole, we’re able to resolve any issues quickly. We have to have a flexible approach.”
The design process is computerised using an AutoCAD system; meanwhile, the company is also working towards developing a system that will automate much of the remaining manually-generated material.
“We’re working with a third party to develop second-generation software which is not only going to improve our design efficiencies, but which will also enable us to mechanise parts of our operation which are done mainly by hand – for example, materials schedules and delivery notes,” explained Smith.
Alongside its clear commitment to quality, Fullflow is also dedicated to tackling both environmental and health and safety concerns. In April it received accreditation to ISO 14001:2004 – proof that in every area of its business it endeavours to reduce its carbon footprint in any way that it can, for example, via rigorous waste recycling programmes. In addition, the company currently holds a Royal Society for the Prevention of Accidents silver award – demonstrating its firm commitment to health and safety. “We are very mindful of our obligations, both to our own staff and to those who are working around us. We’ve
developed a set of procedures which are relevant to all the operations we carry out and I’m pleased to say that our record in this area is very good,” confirmed Smith.
The awards have brought great benefit to Fullflow, not only in terms of industry recognition, but also through motivating the company’s 180 employees. “I have been very encouraged since I arrived here at the ambition of all the employees,” Smith said. “They all want us to be doing well, and they believe they are working for a company which, for its relatively small size, is extremely professional in everything it does. My team is very professional, very energetic and on the whole, fairly young. I am constantly amazed by the commitment they demonstrate and the quality of the work they do.” An engaging management style is encouraged – Fullflow has its own intranet and suggestion scheme – and a collaborative approach to decision-making is favoured. “We try to be as inclusive as possible,” explained Smith.
Utilising the positive culture and enthusiasm of these employees will surely be a key aspect of Fullflow’s expansion plans as it keeps its eye firmly on overseas markets. “Global international expansion is very much part of our plan for the future,” Smith confirmed. The company intends to achieve this mainly by working in conjunction with local partners, limiting its involvement to supply of specialist components, design and training. Successful partnerships are already established in India and the Middle East, and deals are confirmed with Italy and Australia.
Smith is keen to harness the potential of emerging markets: “I see considerable potential in India because they are coming on at a huge pace in every respect. I see absolutely no reason why we shouldn’t enjoy considerable success there.” Such success is made possible by Fullflow’s highly adaptable business model: “The principles of our system are relevant everywhere in the world.”
Acquisitions are also a natural consideration for a company boasting Fullflow’s experience and ambition.
“It’s unlikely that we would acquire anybody working in the same field as us, as we already have a pretty healthy market share in the UK – around 35 per cent. However, we do have a very strong skill set, which I think could be transferred to other similar areas of work, for example, air conditioning, sprinkler systems or storm water management,” suggested Smith.
Smith is confident that Fullflow’s recent partnerships will enable it to firm up its foothold in the global marketplace over the next year: “We’re looking to our partnering arrangements for strong revenue and profit streams next year, and hope to see significant growth trends thereafter. That’s where the future development of the company lies. I’d also anticipate that it will be mainly in our design department that we’ll be recruiting in the coming years,” he added, “so to all young aspiring designers – give us a call!” END