FiredUp’s growth over the last 20 years has been steady and successful, however along with its progressive expansion, growing layers of complexity have developed.
With three different brands to manage including Adam, fires and fireplaces sold direct to consumer and retailers; Aurora, high-end luxury fireplaces and heating solutions sold exclusively to full-service retailers; and Corby of Windsor, a worldwide distributor products to the hospitality industry.
Add to that a growing team, globally dispersed, and multiple manufacturing, warehouse and office facilities, and it was clear the company had to enforce a tight rein on its strategic growth and execution.
FiredUp benefitted from a strong, positive corporate culture and a capable leadership team. After significant market research, the company set a vision in 2015 to nearly double its revenue over the next five years, reaching £20 million by 2020. While a clever idea met with enthusiasm, the vision lacked a solid plan of action and saw little impact as it trickled down to various departments.
Jonathan Bradley, managing director at FiredUp, was tasked with creating actionable insights to the 20:20 Vision plan. Taking cues from the famed founder of Entrepreneur’s Organization, Verne Harnish, Bradley and his team devised a one-page strategic plan that included the top five objectives necessary to accomplish the vision.
While the strategic plan was initially helpful and offered some direction, it quickly became apparent that it was too simple in its scope. Using the five objectives as a guiding light proved insufficient, as they created too broad a focus and ultimately led to greater confusion than ongoing growth.
Recognizing FiredUp’s unique complexities, Bradley and his team moved beyond the one-page strategic plan toward much more detailed – and overly complex – spreadsheets, which broke down 20:20 Vision by its mission, objectives, strategies and sub strategies. Attempting to capture every element required to successfully execute against the corporate vision, however, proved daunting at best.