This snapshot taken on 14/04/2009, shows web content selected for preservation by The National Archives. External links, forms and search boxes may not work in archived websites.
Sector: Manufacturing
Employees: 24
Location: Birmingham
The big idea:- Making the change from being an importer to a manufacturer and exporter.
What they do
Founded in 1964 to import espresso machines, Fracino started manufacturing them in 1990. But it was when they developed their own machine in 2000 that the company really made an impact in the market.
The challenge
Company founder Frank Maxwell and his family developed a new method of fresh-roasting coffee beans in a glass chamber which was visually appealing and produced a great aroma. They saw that this machine which they named the Roastilino could become a dramatic centrepiece in cafes, emphasising the whole experience of coffee drinking as much as the drink itself. But how could they break into and establish a presence in a highly competitive market?
The solution
The solution, the company realised was that the machine should have a perfect blend of function and form. "Unless we came up with something that was clearly different from our competitors' machines, we would not be able to compete with the mass producers," explains Commercial Director Angela Maxwell.
To this end, they created a team of designers, engineers and marketers, working together as a team at all stages from idea to market form to ensure the quality of the final product. Now a three to four-strong innovation team sees each project through from concept, prototyping and testing, to component supply and assembly. Teaming creates real dedication and focus and means that any modifications can be made quickly without affecting the time-to-market deadlines.
Key customers are also involved in the prototyping phase to make sure the final product meets their needs.
Issues arising
Their well communicated innovation culture helped the company through much of the early stages of their transformation from importer to manufacturer, but Angela admits that the company struggled at first with exports. "Exporting is seriously hard work - you have to put up with many disappointments," she says. "However winning the Millennium Product Award in 2000 proved a milestone. After that, doors began to open."
The outcome
The company is growing steadily and introducing new products to the range every year. Products now include grinders, roasters and espresso machines ranging in size from those suitable for large outlets to smaller delis and even for the domestic connoisseur.
Hailed as one of the UK's fastest growing inner city enterprises, Fracino is the UK brand leader and exports to over 10 countries.
"To stay competitive," Angela says, "the company has adopted and sustained a policy of continuous improvement. We're not just focused on short term success, we intend to keep the company ahead of the competition by generating a stream of exciting products."
What could they do next?
Back to Case Studies home page
