{"id":41903,"date":"2023-10-20T15:17:18","date_gmt":"2023-10-20T15:17:18","guid":{"rendered":"http:\/\/startupsmart.test\/2023\/10\/20\/8-4cabling-startupsmart\/"},"modified":"2023-10-20T15:17:18","modified_gmt":"2023-10-20T15:17:18","slug":"8-4cabling-startupsmart","status":"publish","type":"post","link":"https:\/\/www.startupsmart.com.au\/uncategorized\/8-4cabling-startupsmart\/","title":{"rendered":"8. 4Cabling – StartupSmart"},"content":{"rendered":"
\"Nicole<\/div>\n

\"NicoleFounder: Nicole Kersh<\/p>\n

Revenue: $3.04 million<\/p>\n

Started: 2006<\/p>\n

Head Office: New South Wales<\/p>\n

Employees: 11<\/p>\n

Industry: IT & Technology<\/p>\n

Website: http:\/\/www.4Cabling.com.au <\/span><\/p>\n

 <\/p>\n

The inspiration that would lead to 4Cabling may have hit Nicole Kersh while she was working at her parents\u2019 electrical cabling company, but she denies that she was always destined to run her own company.<\/p>\n

 <\/p>\n

\u201cI\u2019d studied interior architecture at university and I didn\u2019t think I\u2019d get into something like this, it just evolved,\u201d says the 27-year-old.<\/p>\n

 <\/p>\n

The business was spawned from that common entrepreneurial motivator \u2013 frustration. \u201cIt all just felt so hard,\u201d Kersh says. \u201cMy job was to respond to tender documents and obtain product pricing for the tender documents.\u201d<\/p>\n

 <\/p>\n

\u201cGetting pricing from suppliers was always a nightmare \u2013 you would send them a fax, they would scribble on it and fax it back eventually. The timing wasn’t the only issue, the pricing was the other major hurdle.\u201d<\/p>\n

 <\/p>\n

\u201cThe industry has always been controlled by a few large wholesalers. They dictate the pricing throughout the industry. There has never been any real competition.\u201d<\/p>\n

 <\/p>\n

Realising that none of the major cabling suppliers had impressive online offerings, Kersh saw an opportunity to exploit the niche, supplying voice, data, fibre, electrical and server rack equipment to customers. It was, however, a steep learning curve.<\/p>\n

 <\/p>\n

\u201cKnowing the industry is a bit a like learning a language,\u201d she says. \u201cWe\u2019re fluent in it now, but at the start it was so foreign. However, I think that\u2019s been a good thing. We weren\u2019t stuck in a mould or routine, like everyone else.\u201d<\/p>\n

 <\/p>\n

\u201cPeople are used to doing the same thing for 10 years, so they don\u2019t know how to react to something new. But we had it easy in a way because we could go to the tech people in my parents\u2019 company and say, \u2018What do you think of this product?\u2019 and get their feedback. We sent out a lot of products for free and now have quite a few loyal customers.\u201d<\/p>\n

 <\/p>\n

The business is clearly on the up, but that doesn\u2019t stop Kersh still being subjected to outdated attitudes.<\/p>\n

 <\/p>\n

\u201cCustomers still look at me sometimes and say, \u2018I want the boss\u2019,\u201d she says. \u201cI just go and find the oldest male employee. It\u2019s a very male dominated industry and people can\u2019t comprehend I\u2019m the boss.\u201d<\/p>\n

 <\/p>\n

\u201cIf they like the product, the notion of who runs the business doesn\u2019t bother me.\u201d<\/p>\n","protected":false},"excerpt":{"rendered":"

Founder: Nicole Kersh Revenue: $3.04 million Started: 2006 Head Office: New South Wales Employees: 11 Industry: IT & Technology Website:<\/p>\n","protected":false},"author":2,"featured_media":60627,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"_links":{"self":[{"href":"https:\/\/www.startupsmart.com.au\/wp-json\/wp\/v2\/posts\/41903"}],"collection":[{"href":"https:\/\/www.startupsmart.com.au\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.startupsmart.com.au\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.startupsmart.com.au\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.startupsmart.com.au\/wp-json\/wp\/v2\/comments?post=41903"}],"version-history":[{"count":0,"href":"https:\/\/www.startupsmart.com.au\/wp-json\/wp\/v2\/posts\/41903\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.startupsmart.com.au\/wp-json\/wp\/v2\/media\/60627"}],"wp:attachment":[{"href":"https:\/\/www.startupsmart.com.au\/wp-json\/wp\/v2\/media?parent=41903"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.startupsmart.com.au\/wp-json\/wp\/v2\/categories?post=41903"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.startupsmart.com.au\/wp-json\/wp\/v2\/tags?post=41903"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}