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CUSTOMER STORY
THE PROBLEM THE GROWTH OPPORTUNITY
Modular Wall Systems manufactures Nick’s business was born from his own industrial technology innovation and
a range of custom-made building determination. However, to succeed further they required assistance and
products including modular walls, this is where the Growth Services element of the Australian Government’s
fencing, high-tech sound Entrepreneurs’ Programme came in.
absorbing barriers and designer
metal laminates. “We know we have very good products
The business had become successful and very good information but
Disrupting established and the products were gaining sometimes it’s a bit like a jigsaw in a box –
traction across the marketplace but
building methods the growth was largely organic. Nick all the pieces are there but you need some
help from outside to put it together.”
felt he needed some assistance with
a clear direction for the business.
Nick recognised that to move into a He believed by seeking qualified advice it would give Modular Wall Systems
larger international market they first another perspective on its operations and planned expansion into the United
OVERVIEW had to refine their marketing and Kingdom and United States. It was Modular Wall Systems’ accountant that
value proposition in the Australian
Nick Holden is CEO of Modular Wall Systems, and he enjoys CUSTOMER STORY recommended the program to Nick.
solving problems through innovation and determination. marketplace. The value of Growth Services for Modular Wall Systems was to help them
Whilst renovating his house, his proposal to create a brick MODULAR The business proposition was a validate their thinking and to bring new ideas and perspectives to the
wall with a rendered finish was knocked backed by the local WALL very technical sell, but the company opportunities that they were focussed on.
council. It did not comply with their building standards. The didn’t just sell walls; they sold a Growth Services could also bring in financial support in the way of a business
issue for the local council was that the wall did not have a SYSTEMS lifestyle to go with the walls and growth grant, and then ongoing connections in terms of expertise, research
continuous foundation. they needed to create an emotional
connection to the product. and other opportunities.
Rather than accept the outcome, Nick viewed the problem
from another perspective. It was the material (bricks and
necessary foundations) that was causing the issue for
council, but there was no other material in the market that
could provide a solution.
Nick set out to create one. Utilising his engineering know-
how, machines and tooling from the family business, he
created a composite material that gave the appearance of
rendered brick and satisfied council’s building requirements.
Entrepreneurial spirit at its best.
This product became the foundation of Modular Wall Systems.
16 Department of Industry, Innovation and Science – Entrepreneurs’ Programme – Growth Services
