Real Businesses.
Real Coaching.
Real Results.

Over 20 years and 200+ businesses, Zed Morrey has helped owners across Melbourne and Australia triple their revenue, halve their hours, and build businesses that run without them.

14+ Featured Case Studies
3x Turnover Tripled
(Plumbing)
100% Profit Doubled
(Camping Retail)
78% Revenue Growth
in 14 months (Battery)
$3M→$6.5M Sales Growth
(Engineering)
IP

Inner City Plumbing

Sam Haralabidis, Owner Trades — Plumbing innercityplumbing.com.au
Trades

Sam came to Zed with a clear goal: get off the tools and take the business to the next level. He was the bottleneck — hands-on every day, with no clear path to stepping back without things falling apart.

Focus Areas

  • Free the owner from day-to-day trade work
  • Build a team capable of operating without Sam on the tools
  • Scale staffing to support revenue growth
  • Improve systems and leadership structure
"Our goal was for Zed to help take us to the next level and to release me from being hands-on. He helped me hire more staff — we went from 4 to 11 staff over 2–3 years. Our turnover has tripled and so has our profit. Even if it hadn't gone up that much, just being off the tools was worth it. I'm in much better physical shape and I feel more relaxed."
— Sam Haralabidis, Owner, Inner City Plumbing

Sam also highlighted the value of Zed's group client meetings — a regular forum to connect with other business owners, share challenges, and gain perspective. The combination of individual coaching and peer support proved powerful.

"I needed someone like Zed helping me. I needed someone to talk to, and to provide guidance and support. Zed's knowledgeable about business and I needed someone professional. I'm an advocate!"
— Sam Haralabidis

Results

4 → 11 Staff hired over 2–3 years
3x Turnover growth
3x Profit growth
Owner off the tools — better health & less stress
PR

Procon

Wayne Hepburn, Managing Director Construction
Construction

Wayne had worked with business coaches before, but none who tailored their approach the way Zed did. His goal was clear from day one: work on the business, not in it — and he wanted a coach who'd take that seriously rather than apply a one-size-fits-all program.

"I've had business coaches in the past and none of them can compare with Zed Morrey. The coaching model that Zed uses focuses on the individual business and recognises that there is no 'one size fits all cookie cutter' type of solution when it comes to coaching. I liked Zed's approach and temperament from the start. I could talk to him and he understood my business. He listens, he's honest and he provides the independent feedback I need."
— Wayne Hepburn, Managing Director, Procon

The relationship worked because it was built on mutual accountability — Zed brought solutions Wayne could trust were genuinely in his best interests, not just billable hours.

"As much as Zed holds me accountable, he does his homework and I know he thinks about what's in my best interests and for my business by the quality of the solutions he brings to our meetings. Yes, it's challenging, but it didn't take long to see that Zed's not just there for the pay cheque. If Zed saw he couldn't add value, he'd leave. Zed honestly does what's good for your business."
— Wayne Hepburn
"Before Zed, I never had any measurements in the business. Now, just over two years later, we have budgets and targets projected for the following year with a 25% increase in income per year. I was stale and now I am invigorated and motivated because I have a turn-key business where I am not involved in the core day-to-day running because it runs very profitably without me."
— Wayne Hepburn

With the business now running effectively under his management team, Wayne and Zed have gone on to build a partnership beyond the original coaching relationship.

"I have so much confidence in Zed and now, with time on my hands, I am in a position where Zed and I are setting up other businesses together! It's a partnership based on mutual respect with trust earned and proven."
— Wayne Hepburn

Results

+25% Projected income growth per year
+50% Best profit year on record
Turn-key business — runs profitably without the owner
Management team empowered to operate day-to-day
LS

Login Systems

Jason Riley & Dean Wahploe, Owners Managed IT Services login.com.au
Technology

Jason and Dean engaged Zed in September 2011 to create strategic direction and bring structure to a growing IT business. Over the years of coaching, they didn't just grow the business — they built personal wealth alongside it.

Focus Areas

  • Develop strategic direction and short & long-term goals
  • Implement reporting for staff stability and accountability
  • Develop a marketing strategy for a continuous supply of qualified leads
  • Improve systems to create superior margins and profitability
  • Support in leadership, decision making and accountability

A key realisation for Jason and Dean was that hiring the right people — as painful as the process can be — is the number one strategy for long-term sustainable growth. Personnel changes delivered significant results.

Results

Purchased the building they were leasing
Purchased multiple investment properties
Improved managed services margins
Built HR strategy to recruit & retain top talent
TE

TRJ Engineering

David Murphy, Business Owner Steel Fabrication & Engineering Hallam, Melbourne
Engineering

TRJ Engineering had been providing steel fabrication services to Melbourne for over 30 years when David Murphy engaged Zed. He was working six-day weeks, had one client accounting for 35% of revenue, and had no time to think about the future of the business.

Key Objectives Set

  • Increase overall sales
  • Reduce working days from six to five
  • Build effective systems and staff accountability
  • Increase profits and reduce debt
  • Enable real holidays without business anxiety
  • Diversify revenue streams to reduce client concentration risk

Zed identified four critical threats: external industry pressures, dangerous client concentration (one client = 35% of revenue), the need to diversify, and the approaching GFC. The coaching response was systematic: promote an Operations Manager to General Manager, implement KPIs and sales targets, introduce new income streams (street furniture, anti-vandal covers, retail fittings), and execute a strategic acquisition.

The GFC actually accelerated the business's marketing capability — forced to find new clients proactively, TRJ developed strategies that brought long-term, profitable relationships.

"After just 9 months of working with Zed, my sales have increased by 17% and profits have improved by an amazing 30%! I couldn't recommend Zed enough. Give it a go — even on a trial basis. Just listen to him — you can't afford not to."
— David Murphy, TRJ Engineering

Results

$3M → $6.5M Sales growth over 7 years
+17% Sales increase in first 9 months
+30% Profit improvement in 9 months
6 → 5 Days per week — real work-life balance
$2M+ Additional sales from website & sales rep
30+ Employees, 3,200m² factory in Hallam
GL

Get Lost Camping

John Miles, Owner Retail — Outdoor & Camping
Retail

John Miles was running hard but running blind — 70+ hours a week in a retail business with no clear direction, no documented systems, and no idea where the business was actually heading. Twelve months with Zed changed all of that.

Focus Areas

  • Business systems and operations manual
  • Testing and measuring marketing spend
  • Team performance and accountability
  • Profitability improvement
  • Owner time reduction

The result was dramatic across every dimension. An operations manual meant staff training became faster. Testing and measuring eliminated wasted marketing spend. Regular team meetings lifted performance. And perhaps most remarkably — in retail, a sector notorious for owner dependency — John got his weekends back.

"12 months ago I had no idea where I was going or what I wanted to achieve. Now my direction and goals are clear and well within reach. Profitability has DOUBLED — from 8% to 15% — and I've increased sales by 8%. I was working a minimum of 70 hours per week. Now I work 35 to 40 hours and it's dropping every month. It's fantastic."
— John Miles, Owner, Get Lost Camping
"From the team at Get Lost Camping we say thank you for all your help, support, encouragement and mentoring. I highly recommend Business Coaching especially Zed Morrey to any owner or manager who is serious about improving their business and reaching their personal goals."
— John Miles

Results

8% → 15% Profit margin — doubled in 12 months
+8% Overall sales increase
70 → 35hrs Owner hours per week — halved
Operations manual — faster staff training
Weekends free in a retail business
BZ

Battery Zone

Retail — Battery & Electronics batteryzone.com.au
Retail

Battery Zone had tried various forms of marketing without finding what worked. They needed both better marketing systems and more time — time to actually work on the business rather than just in it.

Zed trained the team in the tools to improve the business themselves — a skill-building approach that created lasting capability, not just short-term fixes. The results across stock margins, stock holdings, customer base, and foot traffic were exceptional.

"The most valuable part about working with Zed is that he trained us to use the tools to improve our business. We got excellent results — exceptional figures on stock margins, stock holdings, and our customer base and foot traffic. Since we started working with Zed, across the board, we have grown between 30–35% in 12–14 months. Over the last 6 months, our monthly budget has increased between 62–78%."
— Battery Zone Owner
"We were always passionate about our business but we've become even more passionate because of having renewed focus. I am glad we took Zed on board because I've grown mentally, physically, business-wise, intellectually, emotionally and spiritually. Without a doubt Zed was good for me — 100% both at home and at work!"
— Battery Zone Owner

Results

30–35% Overall growth in 12–14 months
62–78% Monthly budget increase in 6 months
Better stock margin visibility
Renewed team focus & passion
RX

Resolution X

Tim, Owner Lighting & Entertainment resolutionx.com.au
Entertainment

When Zed first connected with Tim in September 2010, the business had stalled. Tim had lost enthusiasm and motivation to grow — he was running in place rather than building forward.

Focus Areas

  • Strategic direction and planning
  • Team selection and training
  • Increasing market share
  • Implement reporting for staff accountability
  • Freeing Tim's time for new business opportunities

The coaching reignited Tim's ambition. With a clear plan and the right team in place, Resolution X didn't just recover — it expanded. The company acquired Lots of Watts, breaking into the Sydney market and transforming from a single-city operation into a multi-market entertainment lighting business.

Results

Strategic direction established
Acquired Lots of Watts
Expanded into Sydney market
Owner's time freed for growth opportunities
VT

Valve Tech Engineering

Chris, Owner Engineering — Oil & Gas, Power Generation
Engineering

Valve Tech are experts in valve re-engineering, modification, testing and supply for the Oil and Gas, Power Generation, Petrochemical, and Refining industries — with over 120 years of combined experience in their team. Chris needed a trusted sounding board to improve productivity, service delivery and team culture.

Focus Areas

  • Productivity improvement
  • Service delivery quality
  • Team culture development
  • Recruitment and leadership
  • Change management
"Zed Morrey can make a difference to your operation. He can help make a positive change and he's a man of his word. When he says he'll do something, he does it and he's prompt and efficient. There are quantifiable measures — for example, motivation of staff, improved culture and delivery of service. The relationship I have with Zed is based on mutual respect."
— Chris, Owner, Valve Tech Engineering

Results

Increased productivity
Better customer service delivery
New team culture established
Increased revenue
Owner time freed for growth
DT

Dimac Tooling

Paul Fowler, Owner CNC Machine Tool Accessories Mulgrave, Victoria · dimactooling.com.au
Manufacturing

Paul came to Zed at a pivotal moment — in the final stages of buying out the business. He needed focus, planning, and a strategic framework for sustainable growth. Zed's direct, no-nonsense style was exactly what he was looking for.

"Zed appeared at the right time, as I was in the final process of buying out the business, and wanted help with focus and planning for sustainable growth and direction. Zed's no-nonsense and straight-talking approach appealed to me. He doesn't sugar coat, he's straight to the point, practical, professional and businesslike."
— Paul Fowler, Owner, Dimac Tooling
"My investment in Zed is keeping me focussed, on target and I feel I am getting results. Goals and targets are able to be ticked off and we're 20% up on growth from last year and part of that can be attributed to the focus Zed brings to me and the business. Zed's good at what he does and honest in his approach."
— Paul Fowler

Paul also valued Zed's group meetings — bringing like-minded business owners together to discuss, brainstorm and problem-solve collaboratively.

Results

+20% Growth on prior year
Clear goals and targets being met
Strategic focus for sustainable growth
Successful business acquisition & transition
GH

Gilpip Homes

Peter Hill, Managing Director Residential Building & Development Mornington Peninsula
Construction

Gilpip Homes — one of the Mornington Peninsula's leading new home builders with over 30 years of residential building experience — engaged Zed to help Peter Hill step back from operational detail and focus on growing the business.

Focus Areas

  • Improve systems and processes
  • Policy and procedure development
  • Team training and accountability
  • Testing and measuring performance
  • Free owner time for development and growth
"I have only one regret — that I didn't start working with Zed 15 years ago! Everything Zed promised, he has fulfilled. The main thing is the consistency — the simplicity of the objectives makes it easy to follow and understand. The recipe is good! Zed helps you take responsibility and control of yourself and that provides the role model for staff to follow suit."
— Peter Hill, Managing Director, Gilpip Homes

Results

More time working on the business
Increased sales
Increased profit
Able to do own developments
More time for recreation — golf & holidays
HE

Heavy Equipment Refinishing

Dale Hocking, Owner Industrial Refinishing herefinishing.com.au
Trades

HER came to Zed while struggling — cash flow issues were a constant pressure and the business couldn't find a way forward. Within 12 months, the picture had completely transformed.

"Before Zed came in we were struggling. We now no longer have the cash-flow issues and the turnaround improvement in the last 12 months has been fantastic. This year has been the highest turnover we've ever had and I'm working less hours!"
— Dale Hocking, Owner, Heavy Equipment Refinishing
"Zed and I clicked right from the start. He opened my eyes to the business and how to track things and do budgeting and planning effectively. Zed's ideas and solution-focused approach keeps us moving forward. As a business owner it's good to have someone with a fresh set of eyes give me ideas and suggestions to help."
— Dale Hocking

Results

Cash flow issues resolved
Highest turnover in business history
Owner working fewer hours
Effective budgeting & planning systems
AM

Andrew Milne Real Estate

Andrew Milne, Principal Real Estate
Professional Services

Running a real estate business solo meant Andrew had no one to bounce ideas off and no external accountability. Zed filled both roles — strategic advisor and thought partner — with a responsive, research-backed approach.

"I'm glad I said yes to taking on Zed Morrey as my business coach because my revenue has increased by about 30% over about 9 months. The 7 Advisory Business system works. It's well thought out. Being in business on your own is lonely because there's no one to bounce ideas with. Zed Morrey fills that need for me."
— Andrew Milne, Principal
"Zed's responsive and we have a good understanding. He's always available and doesn't make off-the-cuff comments. He researches and comes back to me to offer appropriate suggestions and comments."
— Andrew Milne

Results

+30% Revenue increase in 9 months
Strategic sounding board & accountability
Responsive support between sessions
JP

Julie Parker Practice Success

Julie Parker, Owner Professional Services
Professional Services

As a small business owner, Julie was weighing up the investment in coaching against other marketing and growth spend. The specific, targeted strategies Zed provided made the decision pay off far beyond expectations.

"As a small business owner, it is always a risk to spend money on assisting yourself in your personal development, as you know that money can be spent in advertising etc. However, my investment in Zed paid off beautifully. I have always found Zed to be so easy to work with and really hones in on what my business needed. He gave me a couple of fabulous strategies that have made a truly positive impact on my business."
— Julie Parker, Owner

Results

Targeted strategies with measurable impact
Strong ROI on coaching investment
Positive business impact from day one
CC

Carpet Country Traralgon

Gavin Truscott, Owner Retail — Flooring
Retail

Gavin came to coaching already running a busy store — but wanted a sharper handle on the critical non-essentials that make the difference between a business that runs well and one that just runs. Testing and measuring, team training, and clear goal setting became the disciplines that changed how he spent his time.

"Business coaching has given me an awareness that the small things really do matter. Critical non-essentials such as testing and measuring, teamwork, team training and goal setting can dramatically improve the efficiency of your business. My ability to quickly rectify and solve problems means I spend less time working in the business and more time improving our bottom line."
— Gavin Truscott, Owner, Carpet Country Traralgon

For Gavin, the biggest shift was in leadership — realising that building a great team starts with the owner working on himself first.

"To have a great business you need a great team. Business coaching taught me that if I was to be an excellent leader I needed to work harder on myself than on my staff. The team-building methods significantly improved communication amongst our team and it's made us realise that together everyone achieves more. I'm really proud of my team and how they perform — it means I get more leisure time knowing that my team is taking care of business."
— Gavin Truscott
"Having a coach meant that I had somebody on my side who could relate to me — somebody I could bounce ideas off, somebody who had the experience, the expertise and the strategies to help me get the right results I wanted. Coaching gives you the moral and inspirational support, motivation and tools to achieve your personal and business goals. It's opened my eyes to all the things that actually make my life as a business owner easier — and we all want that, don't we!"
— Gavin Truscott

Results

Stronger testing, measuring & goal-setting discipline
Improved team communication & training
Faster problem-solving, less time in the business
More leisure time with a trusted, capable team

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