Architectural Metalworks Australia
AMA's innovative balustrade reduces the speed of installation by 60 to 70%. It also improves safety for the end user by using a stronger laminated glass and a custom-fixing mechanism.
General Manager, Sam Bevis, invented the modular balustrade, stating that it's 'the only product on the market that solves significant risk, safety and time issues for builders, developers, architects, designers and, ultimately, the end user'.
Conventional balustrading is costly to install and at high-risk of shattering during installation and when insitu. Existing commercial products require maintenance, installation of a costly handrail and they lack the aesthetic appeal of a sleek product.
AMA’s new modular balustrade product is a natural extension to its existing business. This is an innovative product with a distinct competitive advantage. However, it faces several challenges. To meet these challenges, it needs structured feedback on its commercialisation; a deeper understanding of how to take the product to the market; a review of past business activities; and a solid business pathway for the future.
In Stage One of the Business Mentoring for Innovation Program, ECRi Hub and GHD addressed these challenges by identifying opportunities to progress the innovation along a six-stage commercialisation pathway. Critically, AMA was able to access GHD’s technical expertise and deep understanding of target markets. This was significant as most early-stage innovators do not have this opportunity.
‘The major benefit of Stage One of the program,’ explains Sam Bevis, ‘was the specialist knowledge and market insights provided by GHD. This helped us realise where our product was placed in the market.’
In partnership with GHD, the ECRi Hub will continue to support AMA to develop a robust business model for expansion, identify project opportunities, and introduce AMA to a broad range of industry networks.
ECRi Hub support
AMA participated in business analysis and fact-finding workshops, research and market analysis, and market strategy development. It also identified anticipated outcomes and opportunities in the local and international markets. Stage Two of the program will be completed in late 2017 and will provide tailored, one-to-one mentoring focused on entering into prestige residential and commercial property markets.
With the continued assistance of ECRi Hub, AMA anticipates its new modular balustrade will lead to the expansion of its business from a local to a national supplier. This growth will require an additional 10 employees in 2018 creating another 300 indirect jobs in the supply chain.
“By participating in the ECRi Hub Mentoring program, we were challenged to think about the future of our business and not just our product.”
Sam Bevis, General Manager, Architectural Metalworks Australia.