Shop profile - Toombul Road Auto Smash

When Paint and Panel asked MTAQ to recommend a strong female figure in the Queensland repair industry to interview, Jodie Morris’s name was put forward without hesitation. By Sam Street.

Jodie Morris was a chef by trade but a torn ligament cut that career short. In 2005 Morris and her spray painter husband Sean took a huge gamble and sold their house to buy Toombul Auto Smash in Northgate, Queensland. While building the business up, 29-year-old Morris has also managed to have three children.

Morris' estimating skills were initially limited to ingredients for restaurant dishes: “When I first started out I knew what a headlight was and that was about it. As Sean was so busy I started typing out the quotes. Over time, watching the guys pull the cars apart I began to piece it all together.”

Morris started to read the trade and car magazines and researching what was needed for each job. She would ring manufacturers and find out what kind of steels they were dealing with and best practice repair methods. Gradually she gained confidence and now happily estimates any job that comes through the door. “Estimating is constantly challenging,” she said. “It's always changing and evolving, every year there are new models, new metals and new materials.”
 
Steering the business

The couple have managed to steer the business in their preferred direction. Much of their work is corporate and fleet: “It's much easier than doing all insurance work and our customers' vehicles are often new, under two years old, and often prestige models. We still do insurance work but it's only about 30 percent of the repairs we carry out.”
 
With Sean so busy in the workshop it was Jodie who got involved with attending seminars and streamlining the business to maximise profitability. Morris says that she has learnt a lot from the DeBeer quality first program which includes technical and equipment audits, training and networking forums.  Their workshop is also part of the 'Quality first lifetime warranty program'
which entitles members' customers to a lifetime warranty on their paint work.

Toombul Auto Smash uses Alan Shotton's BOSS system. “It is a great tool for managing wastage and staff performance,” Morris said. As well as estimating, Morris also does the accounts for the business: “I had my first baby two months after we bought the business and haven't have time to do an accounting course, so it is all self taught. All three children spent the first eight months in the office with me. The clients and the reps loved the fact their was a creche in the corner of the office.”

Proactive business approach

It's Morris' can do attitude and natural business acumen that has her sought after by MTQA to sit on its business committees. She took a simple, practical approach to finding the corporate clientele that Toombul wanted. “Europcar was already a client when we bought the business. As we're close to the airport it made sense to try a few of the other hire car companies. Now we have a great rapport with the fleet managers.

“When I visit new companies I ask them if their current repairer adheres to the Code of Conduct, and ask them the right questions about their business.

“I kept seeing LCR group vehicles, which run heavy machinery for mine sites, around town so I went and talked to their fleet manager about doing work for them and now they are one of our biggest clients. As we haven't been around for 20 years it's hard to get in with the insurance companies – you have to be able to step outside the box in order to thrive.”

Since they started out in 2005 the couple have achieved a great deal. They have managed to buy the shed this year, which was previously leased, and leased a new one next door to house the office and customer reception area. The entire workforce has grown to 11, including two spray painters and an apprentice spray painter and five panel beaters, along with Fiona who also works in the office. Toombul repairs around 35-40 vehicles a week.

They have invested in new equipment including a Lowbake oven and a Caroliner speed bench. “It was interesting to weigh up the pros and cons of the products, although quite difficult to make the final choice.”

What the future holds

Plans for the next five years include demolishing the current shed and rebuilding, if funds allow, and keeping up to date with the latest best practice in the industry through taking advantage of as many training courses as possible.

Toombul has also joined the fledgling Queensland Car Craft. Morris gave their reasons: “Car Craft in Perth is so well regarded by its members and has such great recognition by the public for carrying out better repairs. We think it will be a great opportunity for our business because we can network and share information with other repairers – we've already learnt so much from networking. On top of that there are the bulk buying discounts which could be on anything from Teltra bills to office paper to consumables.

“Queensland repairers need more recognition in order to get better rates of pay. Otherwise how can we invest in the training needed? We get paid less than builders but the industry evolves much faster than the building trade and you have to keep on top of training in order to carry out the work safely.

“The problem in Queensland is that no one bands together, and it's well known that Queensland repairers often undercut each other just to get the job.”

How has Morris found being a woman in the smash industry? “It can be challenging to be accepted, especially by older people who don't believe you could have the technical knowledge. But it has also been a big bonus for many of our customers who find it reassuring to be in a caring environment when their car has been all bingled up.”