Tyre business creates points of difference

The Henderson Reeves Excellence in Business Small Business Award went to Tyrepower Whangarei's Harena and Shane Fraser. Photo / Dan McGrath

A business culture based on trust, positive thinking, service and a unique fundraising initiative has proven a winning formula for Tyrepower Whangarei.

The company won the Henderson Reeves Excellence in Business Small Business Award at this year's Westpac Northland Business Excellence Awards.

A total of 40 entries in five business categories, seven ancillary categories and an overall supreme winner were submitted.

Tyrepower nudged out finalists Activ8 NZ, EchoNorth Diagnostic Ultrasound and Te Hiku Media in the four to 9 full-time employee category.

Owners Harena and Shane Fraser have taken a relatively mundane industry and established a point of difference by focusing on the customers and elevating service levels to a very high standard, the judges said.

This combined with very good image management, branding and significant community support, including "gold coin donations" for puncture repairs, suggests they have developed a differentiation strategy that really sets them apart.

Mrs Fraser said winning was an absolute honour.

"It has been a goal we have been working towards and this year we finally felt confident enough to enter," she said. "We feel like we have gained so much just from the process of entering, but to actually win the award is something I can't quite explain.

"We feel like our years of hard work and commitment have paid off.

"We were proud to stand alongside some amazing entrants this year and humbled by what each business is doing to improve Northland."

The Frasers have been in business for 13 years and are part of a co-operative with members all shareholders in the company. Shane started the business with his aunt and uncle, with Harena joining 10 years ago.

As a husband and wife-operated business, the couple has an advantage over company-owned stores that have a manager running the shop, Mrs Fraser said.

"We have a genuine care about our community and our customers. Our business culture is based on trust, honesty, positive thinking and service."

One of Tyrepower's points of difference is its gold coin for a puncture repair initiative which has raised over $16,000 for Ronald McDonald House.

Mrs Fraser said the idea originated almost two years ago. They are looking at offering three charities next year so customers can choose which one they would like to donate to.