Industry category - Midland Steel

Entrepreneur: Tony Woods
Business Activity: Construction Materials

Tony Woods founded Midland Steel Reinforcement Supplies in 1998. Originally it operated out of rented premises located, for logistical reasons, in the midlands. In 2004 a purpose built factory was established at Mountmellick, Co. Laois. The company employs 45 people. The increase in weekly tonnage produced from 50 to 1,250 tonnes per week they state as being their biggest single achievement to date.

The company supplies’ reinforcing bar cut and bent that is fabricated to engineers requirements. They also supply steel coil and mesh to order and are the first company to introduce a steel mesh cut to length service in Ireland. They continue to liaise directly with construction engineers to help design and supply material for specific contracts.  The company has achieved reductions in the lead-time for steel orders from 14 days to 2 days; and counts the biggest steel mills and producers in Europe among their supplier base.

The company has reached a customer base in excess of 300 who are all involved in the construction industry. Initially the company supplied a 26 county market; however, having recently been awarded the UK Cares certificate, they now supply markets in Northern Ireland. The short-term goal is to expand into the UK market.  Customers include John Sisk and Sons, Kildownet Utilities, Glenkerrin Group and P. Elliott & Company and Flemings Coffey’s among others.

Entrepreneurial Questions

What vision prompted you to start up in business?
Accurately fulfilling steel orders received from customers to schedule and on time had always been a problem within the steel industry.  The Company was set up in 1998 after a niche was spotted in the market for a fast track and accurate reinforcement cut and bend facility.
 
Describe your progression from start up to your current status?
We set up in a very basic yard in the Midland’s producing 50 tonnes per week. We have since progressed to a state of the art production facility producing over 1,250 tonnes per week
 
What was the biggest risk you have taken?
Putting my reputation on the line by telling the owner of the Worlds largest mesh and coil plant that I would buy 10,000 tonnes per annum from them over a 5 year period. Mrs. Van Merksteijn, the owner, was obviously smitten by my Tipperary charm as she backed me on my ambitious plan. We surpassed the 10,000 tonne mark after three years and we are now Van Merksteijn’s number one export customer.

Who or what has most contributed to your success?
The memory of a great friend who sadly died in 1999. We had been in the steel business in a small way and my friend and I intended setting up a steel business in partnership. I was driven to succeed because of my friend’s untimely death but I have managed to maintain this success because of the positive attitude of all the staff employed in the business. And the support of my family.
 
What is your biggest business achievement?
Our biggest achievement to date has been in setting up the yard at Mountmellick and achieving the respect and trust of large international steel mills and producers.  Becoming a market leader in our industry in such a short period of time is also viewed by me as a personal source of satisfaction.
 
What is the best piece of business advice you ever received?
I sat in a restaurant in Zurich with a good friend and colleague. We had just been to view a number of steel plants and I was at a serious crossroad as to whether or not I should go ahead with my proposed steel business. Under the watchful eye of an eight foot tall Alpine Cow which had been painted on to the wall of the restaurant I asked my colleague what he thought of my proposed new venture. He replied that the only place where success comes before work is in the dictionary and as this saying exemplified what he believed to be my strongest attribute, namely hard work, he could not see how my new venture would be anything but successful. This ringing endorsement from my friend helped me make up my mind and set me on the road to where I find myself today.
  
Express the biggest challenge you see your industry facing.
Stability in worldwide steel prices and continued steady and managed growth in the construction sector. Both these goals are outside the direct control of Midland Steel. Therefore we, as a company, have to build and consolidate our position within the market. We must ensure that we are well placed to deal with any down turn in the Construction industry. Equally, by building up a relationship with the big European players in the steel industry, we feel we can position our company to deal with any potential increase in steel prices.
 
Name a famous international entrepreneur you most admire and why?         
Lakshmi Narayan Mittal was born in to poverty in India in 1950. Today he is chairman and CEO of the Mittal Steel Company NV, the largest company of its type in the world. Forbes ranks him as the 5th richest man in the world. His company philosophy is to be more than just successful. It is to be admired for the quality, service and management standards that they employ. Nothing less will do. Our goal at Midland Steel is to be equally so regarded.
 
;How do you re-charge your batteries?
Have a great passion for our beloved Gaelic Athletic Association and would be a frequent visitor to Croke Park. The adrenal rush I get from a good game of hurling is the way I recharge my batteries. The speed, strength of character, passion and will to win displayed on the hurling field mirrors my own work ethic.  I am also involved at a local level with St Paul’s GAA Club. Which I get great personal satisfaction from helping our youth.