Alert Force
About the Company
AlertForce, established in 2006, is a compliance training organization specializing in license-based training in Australia. The courses offered are critical for workplace safety, covering areas such as asbestos removal and confined spaces. Initially, the business catered to a niche audience but has since grown to serve a broader clientele, including major corporations. Though its peak revenue reached $5M between 2014-2016, it remains a highly profitable venture contributing significantly to Brendan’s income streams.
The business operates on innovative solutions and market adaptability, offering clients a mix of convenience and compliance. In addition to AlertForce, Brendan owns other ventures, including a wedding venue and property rentals, diversifying his income sources and ensuring financial stability.
Idea Behind Company
Brendan’s entrepreneurial journey began in his teenage years, promoting music bands and later starting businesses such as Japoz Graphics. The idea for AlertForce emerged during his partnership in Metronaps, a workplace napping solution. A key moment came when they discovered legislation requiring truck drivers to undergo fatigue management training. Recognizing the opportunity, Brendan pivoted the business focus, creating online courses under the name AlertForce to meet this demand, marking the start of its growth trajectory.
His approach has consistently revolved around identifying market needs and capitalizing on them innovatively. The shift to compliance training reflected his ability to adapt and leverage regulatory changes for business success.
Creating the Company
The initial challenge was developing the training course and finding a Registered Training Organization to partner with, leading to a 50/50 revenue split. Using basic tools like Articulate software and iStockPhoto, Brendan developed the first online course with minimal resources. This innovation allowed AlertForce to capture 20% of the market in its first year.
The business strategy combined direct marketing, SEO, and targeted customer engagement to build credibility and attract clients. While there were periods of uncertainty and financial constraints, persistence and adaptability enabled AlertForce to establish a strong foothold in the industry.
Launching the Business
Funding was a critical hurdle, which Brendan overcame by securing angel investments. Despite early challenges, including costly legal processes and limited resources, the business eventually took off. Brendan’s partnership with an angel investor and his willingness to reinvest profits into growing the business laid the foundation for AlertForce’s success.
The company’s initial success relied heavily on offering unique solutions to compliance problems and providing exceptional customer service. Over time, a focus on continuous improvement and leveraging customer feedback ensured steady growth and market retention.
Earnings
AlertForce generates around $650,000 per month, accounting for 20-25% of Brendan’s family income. He has diversified his earnings by investing in properties like Seacliff House, a wedding venue, and Bay Lane Penthouse, a holiday rental. These ventures, alongside AlertForce, provide a balanced income stream.
Brendan’s future plans include scaling OHS.com.au, a health and safety training marketplace, through partnerships and strategic SEO. This business, which began as an underperforming investment, now matches AlertForce’s revenue, showcasing Brendan’s knack for turning challenges into opportunities.
