FORMER GREENCROSS CREW TACKLE NEW VET VENTURE
19 June 2015, Written by Laura Daquino
A NEW Brisbane veterinary company, spearheaded by a mix of former Greencross executives and employees, will soon be listing on the ASX and contesting a lion's share of the pet-play monopoly.
Despite their heritage, Steenackers makes it clear his company isn't Greencross, with a vastly different three-point strategy to back this claim.
He did, however, once employ a similar approach to manage his arm of Greencross, which delivered strong returns.
"With our strategy, the branding of the local vet will remain unchanged and NVC will only be distinguishable by a little sticker on the front of the door," says Steenackers.
"Many of our vets have been business owners for 50 years, so we find it a bit outrageous to come in and tell them to change their style. It worked for a reason.
"We also have a vet advisory board, which is a clinical board in the business composed of five or six vets.
"This is why we are offering the vet all HR, marketing and financial support so they can really focus on animals and standards of care," he says.
"With HR for example, if a practice wants to hire a new vet, then our HR department will choose the new vet based on the best fit to culture and environment.
Steenackers also says NVC won't be starting with a split focus and will initially be eyeing professional services only and not retail.
This contrasts with Greencross' current makeup of 80 per cent retail and 20 per cent professional services.
"We believe we are coming in at the perfect time when retail is changing the face of the industry - we are showing people there can be another model that focuses on different things."