News, Insights and Stories from the Australian and New Zealand tech ecosystem.

Nicole Kersh launches new startup targeting SME market

A growing demand for cable management products among SMEs and consumers has prompted tech entrepreneur, Nicole Kersh, to launch a new consumer friendly shopping website –

The founder and Managing Director of The 4Cabling Group, which is one of Australia’s fastest growing businesses, began noticing a change in purchasing patterns and customer demographics so decided to meet the rising demand head on.

“In recent years we’ve seen a steady rise in one-time enquiries from small business owners and private customers searching for cable management solutions for their homes and offices,” Nicole said.

Kersh started her first business 4cabling when she was still at university, over the last 6 years she has gone from having one shelf of product to a massive warehouse in Sydney’s inner west and a team of full time staff, with a business turning over millions of dollars a year targeting wholesale clients.

“Traditionally, 4Cabling has focused on servicing the needs of IT contractors and network administrators, and this remains our core business. But the growing demand for cable management purchases drew our attention to the lack of options currently available for Australians searching for these kinds of products, so we decided to dip our toes in the water.”

Cable management products make up about 10 per cent of the company’s total sales volume, linked the growing demand to a rise in occupational health and safety concerns among small businesses.

“There are over 2 million SMEs in Australia, each with their own IT requirements and cable management needs. Employers are understandably keen to protect their employees from the hazards of the workplace and these days most have OH&S as a high priority,” Kersh said.
With ‘slip and trip’ injuries accounting for an estimated one third of workplace injuries, Nicole said uncovered cables were as much a threat to employees as they were to employers, who risked not only losing staff while they recovered from injuries, but attracting hefty workers’ compensation claims.

Nicole said aside from the office, there had been a lot of one-off purchases and enquiries from everyday consumers, particularly mothers with young children looking to eliminate household hazards.

“It amazes me how many enquiries we get from mothers in need of smart and safe cable management products. You’d think with the kind of demand out there, someone would already have set up a website dedicated to home safety. There’s a real market for it,”

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