In late 2023, we proudly launched Purple Giraffe’s new office in Perth, nearly a decade after opening our first office in Adelaide. While expanding into a new state has given us the advantage of experience, I quickly realised that starting a new office feels a lot like starting from scratch. Yes, we’ve learned a great deal over the past 10 years —processes, branding, operations— but I won’t sugar-coat it: launching a new branch is still challenging. The difference this time? We’re moving a little smarter and somewhat more efficiently.
Also thinking of expanding into a new state as a small business? Here are my top 5 tips for you:
1. Understand the Local Market
Each state has its own idiosyncrasies, and when you’re not a local, it takes time to learn them. Hence, employing locally has been a massive game changer for us. Before making the leap, take the time to thoroughly research the local customer preferences, competition, and opportunities. This groundwork can save you time and effort down the road.
2. Build a Strong Local Network
From our experience, networking is essential when establishing your business in South Australia, and in another state is no different. This is especially true in Western Australia, where building relationships is key to gaining visibility. Attend industry events, join local business groups, and connect with potential clients, suppliers, and other stakeholders. A strong network can open doors and create lasting partnerships.
3. Implement your Lessons Learned
One of the biggest advantages of expanding is leveraging the experience you’ve already gained. Use the systems, processes, and insights from your existing business to expedite setup and streamline operations in the new branch. While there’s a significant physical divide, today’s digital tools bridge that gap. Be flexible and open to tweaking your approach to suit the new environment, this adaptability will make all the difference.
4. Create a Solid Operational Foundation
Ensure that key operational functions —marketing, customer service, and finances— are well-established and adapted to the new branch. Having a reliable infrastructure in place allows you to focus on expansion rather than constantly troubleshooting. One major learning for me was the significant cost difference when employing someone to start up your new office versus doing it yourself. Additionally, not paying yourself until you gain some income from clients.
5. Be patient and adaptable
While experience gives you a head start, every market is unique. Despite previous experience, rapid success is not guaranteed. The key is to stay patient (I can’t say I have been great at this), continuously learn (oh yes, that is what I am doing learning A LOT), and adapt based on the realities of your new location. Challenges are part of the journey, but flexibility and persistence will help you navigate them successfully (and give you less grey hairs).
Starting from scratch with a new office comes with its unique set of challenges, but if approached strategically, it also offers incredible opportunities for growth.
So, if you’re looking for a marketing consultant with offices in Adelaide and Perth, Purple Giraffe is your answer. At the very least, I’m always happy to share my experiences and learnings.
