It comes as a shock to whoever he tells this to, but to Alex Jovanovic, weddings have lost their magic. He’s seen a lot of them, having been involved in wedding planning since he was very young as his Father Micky, a photographer, founded a wedding photography company in 1982. While photographing weddings, Micky noticed a demand for wedding cars when his 1951 Bentley Dawn attracted as much attention from his wedding guests as his photography, which led to his expanding into luxury wedding car hire. This company would become Triple R Luxury Car hire, Australia’s largest selection of classic and vintage wedding cars (mainly from the 1950s) and Melbourne’s leading wedding planners.
While Alex has been around the Triple R his whole life, he officially joined the business in 2011 after a career in photography. Alex Works with his parents and aunty and does “a bit of everything: Sales, quoting, marketing, advertising, (running the) website, washing the cars, getting the cars ready and driving”.
While he had extensive experience with weddings, being from a creative background Alex had very little business knowledge. He felt like he should be doing something about it but didn’t know what, and it was a case of right place, right time when he was invited to a business education event by Outcomes Business Group. At the time he’d been working in the business for around 2 years and felt he needed a “business tutor”, and starting one on one coaching with David Guest created a thirst for business knowledge that needed to be quenched.
The biggest challenge Triple R faced before coaching was a lack of knowledge, and therefore thought, around business strategy. They had nothing in the way of planning and goal setting and while they always kept busy working in the business, they had no idea if what they were doing was productive. David gave Alex a “dashboard” which gives him an idea of where the business is going and this has in turn ramped up the marketing efforts. having systemised the business, including creating scripts for emails and sales, he knows exactly what’s happening at all times. He values the accountability that having a business coach gave him to make sure he was on top of things throughout the process of growing his business, which keeps him motivated.
Despite a healthy financial return, Alex believes coaching is worthwhile simply for the knowledge, motivation and confidence boost, saying “a lot of what I learn at the business academy and 90 day planning workshops becomes second nature quickly”. The wedding planning industry is currently going through a great deal of change, moving towards smaller, boutique businesses rather than the large scale one that was successful for Triple R in the past. Alex says being able to work with an expert has been very beneficial in helping Alex and his family navigate through as well as plan around the changing industry conditions.
Alex can’t recommend business coaching enough. He says “It sparks that thirst for knowledge and doing better and will get you to start asking the right questions, it’s definitely worthwhile”.