RWC: Roadshow boost for software company

Photo / Thinkstock

Ian Abrahams has no doubts about Rugby World Cup networking.

When the Cup came to Australia in 2003 his company CorProfit Systems was starting to export risk management software on the back of the world's first standard in the field, developed jointly by Australia and New Zealand.

Companies had previously used a variety of strategies, especially insurance, but the groundbreaking new standard - now adopted internationally as IS031000 - established a common language for operational risk management, as distinct from financial risk management.

Supported by a major insurer, CorProfit Systems was among the first in the field to start developing the software: the challenge was to carve a niche in the global market.

Abrahams said the Government's decision to showcase local technology through its RWC business roadshow had given his company the boost it needed.

"By the time of the RWC this became really entrenched in our thinking," he said.

"We became part of the business council promoting networking events associated with the Cup and were given a leg up because of Government policy. It was very proactive and made our job easier."

CorProfit Systems used the RWC to promote its software internationally, co-ordinating with Cup organisers to invite its user group to Australia and ensuring they had something to enjoy while they were there.

The Government provided tickets, and prestige was added by an address to a function by then-Prime Minister John Howard.

"In the IT area a small seed can become a bigger tree," Abrahams said. "You need a reference site to develop. The RWC networking cemented contacts, allowing us to expand and grow. Companies thought there was value in expensing the travel and time involved."

CorProfit sealed deals with the Liberty Group, Sasol and the Sanlam Group, all of South Africa.

Since then CorProfit has boosted other sales and has joined Sasol in a joint venture with an American company planning to use the software in South Africa, the US and Europe.

"It is always a challenge for someone in one part of the world to gain a foothold in another part," Abrahams said.

"I would encourage anyone with anything of value to take advantage of these opportunities.

"It makes good sense for companies to get on the bandwagon."