Sterland Computing - Building a Strong Future with Progress
In the complex world of building supplies, an Australian Progress partner is cementing its position as the dominant provider of integrated retail and management software.
Gosford-based Sterland Computing is the developer of ProStix, a world-class software solution that handles everything from point-of-sale, stock inventory and distribution through to general ledger and sales analysis.
Sterland's Managing Director, Scott Parry-Jones, said the company entered the market with an AS/400-based solution back in 1983, but transitioned to the Progress platform in 1994.
"We wanted to go open systems and chose Progress for its integrity, reliability, scalability and overall good value," he said.
ProStix is a multi-level product with an inventory capable of handling hundreds of thousands of products, each of which might have multiple units of measure and a vast range of prices, to support the building industry's complex requirements.
With over 300 installed sites and around 3,500 users, Sterland already holds the largest slice of its target market with around 18 per cent share. However, Mr Parry-Jones said there is enormous potential for growth as building supply companies move to replace legacy systems with a standards-based, industry-specific solution like ProStix.
"While we are strong in the timber, hardware and plumbing sectors, we see significant opportunities in complementary industry sectors like electrical, tiles, windows and doors, and are also looking at expanding internationally," Mr Parry-Jones said.
Sterland already enjoys a significant presence in New Zealand, with major customers in the plumbing and building sectors, and is conducting feasibility studies for additional offshore expansion to other regions.
"We see considerable opportunities in places like Canada, South Africa, Europe and the UK. We only plan to venture into one new market within the next year or two, but in the long term we intend to have a significant international presence."
Mr Parry-Jones said Sterland also plans to grow through a process of mergers and acquisitions of companies and products and is particularly interested in acquiring other Progress ISVs where value may be added.
"We've refined our management structure and capabilities, bringing in external people to take on strategic senior management roles, as well as identifying and grooming internal people with the potential to make sound departmental managers," he said.
"The introduction of non-executive directors with extensive management experience has also helped us build a company that is perhaps less entrepreneurial in nature, but which runs like clockwork and has a stable, long-term future."
As a Progress partner, Sterland gains enormous value from worldwide events like Exchange and the ISV summits, as well as national events for Australian ISVs.
"These summits provide a fabulous opportunity not only to find out more about Progress's directions, but also to network with other ISVs, discuss opportunities and share experiences.
"When you're the CEO of a start-up software company, you often don't have much of a support group to help you or give you ideas. The local ISV events are a powerful complement to the excellent technical and administrative support we receive from Progress in Australia and help us as partners to maximise our growth potential," he said.
For further information on Sterland Computing visit www.sterland.com.au. | 
