Aust r al i an Geogr aphi c

Putti ng a face
to a name
s organisations grow larger, and that includes those in the transport in-
dustry, there is a worry about losing contact with customers. On the other
hand smaller, more flexible organisations who strive for a fit with their
customers are better able to offer closer, more personal service. This suits
Australian Geographic which distributes adventure products through
Riteway Express to their network of retail stores throughout Australia.
-cont'd p4
A
expectations
R i te w a y E x p re ss N e w sle tte r

17
Empl oyee and Sal esperson of the Year
NSCA 5 Star accredi tati on
Ri teway recei ves i nternati onal acknowl edgement
The val ue of bei ng di fferent
expectations 2
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Adr i an West

Br i sbane Cont r act Dr i ver

Empl oyee
of the Year 2004
Shane Kohut

NSW Ar ea Sal es Manager

Sal esper son
of the Year 2004
J oining the New South Wales Sales Teamin J uly
2002, Shane has developed into a highly valued and
respected employee. Under the guidance of his Sales
Manager Mal Paterson, 2004 saw Shane reach many
milestones in his role as an Area Sales Manager.
The award represents the pinnacle of the sales
function and Shane is the first New South Welshman
to be awarded. Based on a strict performance
criteria, the award is aimed at recognising
competence and commitment to the components of
Total Territory Management such as Territory
Growth, New Business, Customer Maintenance and
Work Ethic.
National Sales & Marketing Manager, Peter Fodor
says, "Building a detailed understanding of our
The sun just keeps on shining in Brisbane,
thanks to PUD driver Adrian West who has been
awarded Employee of the Year for 2004.
This is the first time the accolade has gone to a
member of the Brisbane pick-up and delivery fleet
in the awards eight-year history.
Adrian has been a part of the Riteway business
since October 2000, and throughout the 2004
year Adrian demonstrated his diligent approach
to his work by contributing to the success of the
Brisbane depot. Always constructive and positive
about new ideas and challenges, scanning
disciplines were an area where Adrian excelled
combined with his buoyant and can do attitude.
As one colleague described him, "Adrian always
does what is asked and never complains". Further
comments such as, "He is reliable and always
helpful" and "Adrian is always polite and always
helpful" are just some of what Adrians colleagues
and customers have experienced.
The Employee of the Year is given to an
employee who consistently goes beyond what
is normally required to help others in the
company and our customers.
Thank you to everyone who was involved in this
process and submitted a nomination form, taking
the trouble to highlight the outstanding efforts
of people they work with everyday. It is most
important that we continue to recognise the
outstanding contributions made by our people to
this company, day in day out.
Please join me in congratulating Adrian West, 2004
Employee of the Year at Riteway Express.

Presentation to Adrian West by Ian Patterson (L)
and Michael Crocks (R).
Presentation to Shane Kohut by
Peter Fodor (L) and Mal
Paterson (R).
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customers business needs and working with themto
provide for those needs is what makes for a
successful salesperson and relationship." Its a
demanding but also a rewarding job ensuring
customers get what they expectand more."
Shanes efforts are recognised as contributing
considerably to the growth and stability of the New
South Wales operation. His planning and persistence
through, at times, extremely challenging periods,
has seen his territory stabilise and grow to
encouraging levels.
Fromall your colleagues at Riteway Express, well
done Shane on earning the annual Salesperson of
the Year Award 2004. We look forward to your
continued success throughout 2005.

During 2003 Riteway Express undertook the initiative to participate in
the National Safety Council 5 Star system, the systemused by many
organisations to test and then seek continuous improvement to obtain
best practice in Health and Safety. In 2003 the target was to achieve
3Star accreditation and in 2004 4 stars.
Following the success of Riteway Melbourne and its 3 star performance
in 2003, the Riteway Sydney depot was chosen by the NSCA to be
audited in November 2004.
The Sydney management team, OH&S committee and other key
personnel proceeded to work through the key elements in the
following five categories:
1. Policy, Organisation and ProgramManagement. 2. Management of
Health and Safety risks. 3. Control of Specific Work Risks. 4. Working
Environment. 5. Emergency Preparedness and Management.
Since 1997 when Riteway
Express was first accredited
with the ISO9000 Standard,
the Quality Systemhas pro-
vided a blueprint for con-
sistent and reliable service.
The past eight years have
certainly not seen Riteway
Express resting on its
laurels, receiving:
Investor in People
accreditation in 2002
Winning Australian
Business Excellence
Awards PEOPLE in 2003
Upgrading the Quality
Standard to ISO9001:2000
5 star rating Sydney
Depot fromthe National
Safety Council of Australia
5 Star Award for health
and safety.
It has been this consistent focus on best practice across all elements of
the Riteway business that had Riteway Express presenting at the recent
Business Excellence Awards Forumin Singapore.
Key member of the Australian award winning entry, Riteway Express
National Sales & Marketing Manager, Peter Fodor, was invited as a guest
speaker to share the success components of Riteway with the
international audience at the Spring Awards People Excellence and Best
Practice Forum2005.
Held at the famous and prestigious Raffles Convention Centre, The
Singapore Quality Awards and Spring were keen to have Riteway
NSCA 5 St ar accr edi t at i on
L to R: Anthony Lynch, Lovemore Ndlovu, Paul Tipping, Kel Kent
and Ian Patterson.
Following months of hard work, building portfolios of evidence and
carrying out numerous risk assessments, Riteway Sydney was elated to
receive a 5 Star accreditation, a testament to a strong teameffort.
Ian Patterson, National Operations & Quality Manager for Riteway Express
says "There has definitely been a distinct change in culture at Riteway
Sydney. Prior to, during and following the audit, more and more people
increased their knowledge of health and safety and became involved in
many aspects of the safety processes, assisting in ensuring people return
home in the same condition they arrive at work every day".

Ri t ew ay Expr ess r ecei ves
i nt er nat i onal
acknow l edgement
present to the 300 delegates from the Singapore business
community along with other local award winners such as Mr
Heinrich Grafe, General Manager CONRAD Centennial Singapore and
Mr Chua Song Khim, Chief Executive Officer of the National
University Hospital.
Peter Fodor believes the awards process is a valuable tool for a
business to adopt in its search of excellence and for Riteway Express
the real accolade must be given to the employees of the
organisation. "The award is a reflection of the professionalism,
passion and willingness of the staff in an effort to continually
improve themselves and our business in better serving our
customers", said Mr Fodor.
Entry in the Australian Business Excellence Awards involves preparing
a detailed written submission followed by a site visit by an external
assessment team. An expert panel then carries out final judging to
decide the award winners.
Riteway Express was singled out for its strategic planning and in
achieving a superior level of empowering its employees at all levels in
the business and giving thema sense of purpose and involvement.

Above: Peter Fodor presenting in
Singapore.
expectations 4
Australian Geographic distributes daily fromits Pymble Distribution
Centre to 71 retail outlets and stockists across the nation. The
product range is as diverse as it is vast, comprising 1500 lines
including didgeridoos, binoculars, stuffed toys, camping gear and
clothing. Additionally, a new and interesting venture called Socrates
are stores stocking lifestyle and leisure games, puzzles and science
kits for the growing mind.
Managing the logistics is fairly routine except for the busy four
months preceding Christmas, according to Australian Geographic
Distribution Centre Manager, J eremy Lowden. Then it can be bedlam.
That is when a transport companys customer service is put to the
test. The store managers, usually in shopping malls, expect their
deliveries in the morning before 12 noon. If this doesnt happen they
phone J eremy or Australian Geographic Warehouse Operations
Manager, J ames DeBerardis.
Says J eremy, When Ive called Scott Collins, Operations Manager in
the Riteway Melbourne Depot, he has always come back with an
answer, even organising a Saturday delivery when required. J ust as
obliging is Kel Kent in charge of Operations here in the Riteway
Sydney Depot. He follows through in a similar fashion. This
communication on a first-name basis is important to J eremy Lowden.
I see Riteway as being a small-to-average-size company in a big
market, but they are the right size for us because we are an average-
size company in a big market ourselves.
-cont'd fromp1
Aust r al i an
Geogr aphi c pr oduct
r ange, 1 5 0 0 l i nes
Per sonal con
makes a di f f e
bi g i s not necessar i l y bet t er
Empl oyee of t he Mont h
The award is made by management and staff members and
recognisesthenomineesenthusiasmandattitudetotheir job.
November 04
VIC Peter Walker Driver
VIC AdamAldous Dock
December 04
NSW Lisa Wills Customer Service
NSW J anis Mason-J ohnson Customer Service
VIC Michael Powell PM Dock
VIC Wayne McDonnell PM Dock
January 05
NSW Steve Lester Driver
NSW Mark Luckwell Driver
NSW Darren Lamont Supervisor
VIC Paul May Supervisor
VIC Michael Lessio Leading Hand
February 05
HO Tracey Zarkovic Data Prep
NSW Tony Milgate AM Dock
VIC Damien Ashby Area Sales Manager
VIC Steve Hunt Dock
March 05
NSW Robert Bullivant AM Forklift Operator
VIC Kevin Whelan Driver
VIC SamSanyoro Driver
VIC Tony Gatt Driver
Nominations of colleagues are encouraged and should be submitted to your
AreaSupervisor or placed in thenominationboxesat theendof eachmonth.
J anis
Mason-J ohnson,
NSW
Customer
Service
Peter
Walker,
VIC
Driver
J ames DeBerardis agrees and adds that the relationship with Riteway
Express at all levels is solid, particularly personnel in Customer
Service including Richard Buhagiar, Fleet Controller at the Riteway
Express Sydney depot.
Mal Paterson, Riteway Express
NSW Sales Manager is in
regular contact and is always
available to assist providing
sound advice on smoothing
the delivery flow. No one has ever done this before. Ive never met
anyone above a sales rep with any other carrier, says J eremy. But
with Riteway I get to see Mal, WaseemGeorges, Area Sales Manager
and Ive met Peter Fodor, National Sales & Marketing Manager and
Ian Patterson, National Operations Manager who have come in and
introduced themselves wanting to know what we wanted and what
they could provide.
The personal contact also makes a difference to J ames DeBerardis.
I know the people at Riteway, like Wendy, Richard and J anice
(customer service staff). If I was on the phone with another
company I wouldnt know who I was speaking with.
It seems that big is not necessarily better when it comes to dealing
with people in an enduring business relationship.

As you are all aware, the staff at Riteway Express have always
exhibited a charitable attitude to those in need. This has been
displayed on a global scale via TNT and the World Food Program.
The Brisbane depot is certainly no
exception. When an opportunity presented
itself to help the youth of Australia and
have some fun in the process, the Brissy
teamliterally locked onto the cause by
locking up their boss.
Lock Up Your Boss Day is an initiative to
raise funds for the Kids Help Line, by
providing assistance and support to those
children in need of guidance and general
care. As can be seen from the photo,
Riteway Queensland State Manager,
Michael Crooks was a great sport as he was
put in irons by his gaoler and colleague in
operations Ivan Farry, and paraded in front of all at the special
barbecue fund-raiser until a bail of $500 was raised. Well done.

Lock Up Your Boss Day
Scot t Col l i ns and Kel
Kent al w ays come back
w i t h an answ er
nt act
er ence
expectations 6
Val ue addi ng to di fferenti ate your
busi ness i s key to mai ntai ni ng
margi ns and retai ni ng customers,
wri tes Paul Gaynor
Recently a friend, a financial analyst, challenged me
about the value of a road transport business as an
investment. According to this friend, other than one
or two stand-out examples, road transport businesses
are largely commodity businesses with low margins
and high risks. Why would anyone seek to invest in
these type of businesses?
The flawin this thinking is to assume that all road
transport businesses are the same.
A commodity business is one that offers no points of
difference that a customer will pay extra for or will
treat as important to its long-termsuccess. As such, a
commodity business will compete on price alone. Long-
termagreements are unlikely, the threat of competition
looms constantly and margins will be very tight.
A value adding business, on the other hand, has
points of difference that a key customer values above
so-called competitors. A long-term agreement is
possible (usually subject to ongoing performance).
This type of business is likely to have the ability to
influence prices to achieve the desired margins. The
points of difference may also create a strong barrier
to entry by competitors.
So what are some possible key
points of difference? In road
transport, there are two key
components pricing and service.
Pricing can become a point of
difference, rather than simply
a reflection of a commodity
environment, if margins can
be maintained or improved. For example, can your
business:
Produce more efficient operations to reduce the
overall cost of the service required by the customer
and pass on a component, if not all, of the savings
through lower pricing?
Convert part of your pricing schedule froma fixed
to a variable cost to customers (for example, by
exposing part of your pricing to performance)?
Differentiate pricing for high-utilisation operations
(eg return trips) compared to low-utilisation
operations?
The of bei ng
di f f er ent
val ue
Servicing is a key area of opportunity and there are
many facets to this component. For example, can
your business:
Deliver such a high, consistent level of service that
its value cannot be ignored?
Become a solution-provider or strategic partner for
customers rather than just a provider of equipment
on demand?
Introduce equipment that is quite specific to
customer requirements? Trailer manufacturers are
often keen to assist in the thinking and R&D
required and successful outcomes not only deliver
a tailored service but a strong barrier to entry.
And, along with the above, use your geographic
location and/ or owner-managed status as key
value-adds to customers and potential customers
in the region?
Providing these outcomes is not just the domain of
the bigger transport businesses. In fact, it is usually
points of difference like these that provide the basis
for growth fromhumble beginnings. So how does a
business discover the points of difference that may
be available to it?
Of fundamental importance is a proactive relation-
ship with customers one in which:
short, mediumand long-termcustomer issues and
needs are clearly understood and in which the
value-adding transport business leads a process to
explore, determine, implement and review initia-
tives to address these needs
the definition of transport performance is clearly
understood and measurable so that high performance
and swift reaction to sub-standard performance can
be recognised and used as a value-add.
The involvement of all key stakeholders in this process
is vital not only customers but key staff and perhaps
suppliers. The great ideas can come fromanywhere
and by being involved all stakeholders usually feel a
great sense of ownership of the outcomes.
All of this must be part of an ongoing discipline of
plan-act-review in which leadership works on the
business as well as in the business, to:
constantly build on previous thinking
ensure initiatives are not forgotten as soon as
people go back to their normal duties but are
acted on, and
progress reviewed and adjustments made.
And a consequence management culture must exist
in which people are accountable for required
performance and that responses to good and poor
performance exist. Maintaining such an environment
is hard work. As they say, if it is that easy then
everyone would do it. However, the process has
distinct rewards to those that do invest in the time
and effort required.

Reproduced courtesy of ATN www.ful l yl oaded.com.au
Over the past months the
need for a sea change has
caught up with long
standing teammember of
Riteway Express, Wendy
Wood NSW Adminis-
tration Manager.
Over the past 13 years
Wendys camaraderie and
valued contribution within
Riteway Express, will be
greatly missed. Since
joining the New South Wales teaminitially as a part-time pick up
clerk, Wendy was the inaugural winner of the prestigious Employee
of the Year in 1997 and continued to develop her skills gaining
respect fromcolleagues and customers alike as well as advancing her
career to NSWAdministration Manager.
As a key factor in developing and maintaining customer satisfaction
as well as building long-standing relationships with customers
nationally, we wish Wendy well and thank her for her contribution.
Wendy Wood
Movi ng On
The Cust omer Cl assi c
A warm afternoon last October provided the perfect setting for
Riteway Express to host the 2004 Customer Classic Golf Day.
The event was held at the picturesque Castle Hill Country Club in the
north-west of Sydneys Hills district and presented the opportunity
for Riteway to show our appreciation to customers for their many
years of support.
There were the obvious standouts that featured in some of the
days prize holes with longest drive won by AdamGorilla Coleman,
monster putts, nearest the pins, air swings and lost balls, all being
discussed at the 19th hole over some refreshments and prize
presentation. For the record, KimHughes needed no help fromthe
team, achieving an eagle at the challenging par five, 5th hole
(255mdrive, 220mwater carry and a 4mputt...wow).
Taking out the TeamAmbrose
event was aptly named Team
One captained by Riteway
Express General Manager
Peter Mann and propped up
by J eremy Lowden from
Australian Geographic, Kim
Hughes from Palsonic and
Strandbags Peter Walker.
We look forward to doing it
all again soon.
The Riteway Express sales effort is all about targeting the
right type of customer in line with a specific criteria. It is this
approach that has the sales teams across the country continually
researching prospective customers that are in need of a high
quality personalised service.
I n 2005 Riteway Express
launches its new look web site
featuring its online Track and
Trace facilities that allow
customers to manage the
distribution of their products in
a secure environment. As a
result a unique marketing
communication piece labelled
Seeing is Believing, was created to informall existing customers
and informpotential benefactors of Riteway Express web facilities.
Technology today is a given in all industries, the level of information
available to help customers track and trace their valuable products
is becoming ever more important, not only directly for Riteway
customers, but also our customers customers with the ability to
access more comprehensive information and more detail faster and
easier than before.
These improved and convenient features, with more to come, will see
Riteway Express utilising the most advanced technology in the
transport industry.
Player briefing prior to the Classic.
Craig Gardiner tees off.
Pl anni ng f or success i n 2 0 0 5
The Riteway Express mission is "...to be the most customer focused
transport provider". While all elements within our business work
together towards achieving that goal, particular focus is placed on the
sales teams and our customer relationship efforts.
The National Sales Launch was again conducted earlier this year in
each Riteway Express depot around the country providing an excellent
platformfor review and the opportunity to exchange ideas. Essentially
it is a planning initiative to help determine our business objectives
and customer needs on both a national and individual territory level.
Continual training and self-assessment are important ways to monitor
and improve our performance, but the real litmus test is that of the
feedback we receive fromour customers.
Seei ng i s Bel i evi ng
Wendy cutting her cake but not
her ties at a farewell presentation.
Wel comes
NSW Anthony Lynch
NSWState Manager
NSW Darren Smith
Area Sales Manager
NSW Dave Muscat
AM Operations Manager
NSW Paul Doolan
AM Supervisor
NSW J asmin Dayes
Finance & Admin Manager
NSW Bernard Duffy
Process Supervisor
NSW J eff Mohammed
AM Supervisor
VIC Damian Ashby
Area Sales Manager
VIC Henk Van Roon
Area Sales Manager
VIC Ana Brocis-Reti
Receptionist
QLD Peter Whibley
Driver
QLD Mathew Hansley
Driver
QLD Shamus Wharepapa
Driver
Far ew el l s
VIC Marilyn Davids
Area Sales Manager
NSW Debbie Wade
Pick-ups
NSW Wendy Wood
Administration Manager
NSW Michelle Flakus
Process Supervisor
NSW Rick Whein
Leading Hand
VIC Bob Brown
PM Operations Manager
VIC Clinton Newall
Telemarketing
New Appoi nt ment s
HO TNT Lynette Cummings
TeamLeader Revenue Capture
HO TNT Dayle Power
Billing Administrator
HO TNT Sue Overton
Billing Administrator
HO TNT Narelle Rourke
Billing Administrator
HO TNT Pamela Bradford
Billing Administrator
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Mel bour ne Sal es Team
The thi ngs peopl e say. . .
You provided efficient, courteous and
prompt service...getting us out of an
awkward situation.
Michael Walsh
Artcraft Queensland
Employees like J anis (Customer
Service, NSW) are hard to find and her
attitude towards helping customers...
thank you for all your help.
Michael Petreski
ITWFinishing Technologies
Revved up and
r ear i ng t o go
Meet the people who are first point of
contact with our Victorian customers,
Melbourne Depot Sales Team. Heading
up the teamis Sales Manager, Owen
Donohue who on weekends becomes a
speed junkie, putting his motorcycle
through its paces around the Phillip
Island circuit on regular track days.
Riteway Express Area Sales Managers
include Damien Ashby who is a fitness
freak participating in Triathlon and
Ironman events. He goes the extra
distance with early morning or late
evening training sessions.
Effie Tsimis outside of work can be
found in the exclusive shopping haunts
and coffee lounges of Melbournes
inner suburbs. Her very social approach
to life complements a great rapport
with her customer base.
Edi t or s Not e
Expectations is a newsletter for staff
and customers of Riteway Express. Want
to have a say, voice your opinions, or
publicise a happy social event in your
life? Feel free to do so. Contributions
welcomed. Please send to Peter Fodor,
Head Office, Riteway Express, Phone
(02) 9796 5800, Fax (02) 9796 5811 or
P.O. Box 3156, Bankstown Square,
Sydney 2200.
Congr at ul at i ons on year s of ser vi ce
5 Year s
VIC J ohn Piper Driver
VIC Vincent Dimech PM Dock
VIC Peter McAnulty PM Dock
NSW Darren Duggan PM Ticket Office
NSW Mark Luckwell Driver
NSW Colin Bell Driver
NSW Clinton Nash Debrief Office
NSW Shayne McNeilly PM Operations
Head Office Susan Overton Data Entry
WA J ohn Clulow Operations/ Sales Manager
QLD Annie Carter Area Sales Manager
1 0 Year s
VIC Martin Valastro PM Dock
HO Susan Milgate CIT Co-ordinator
QLD J aon Veraart AM Operations
QLD Debra Strong Area Sales Manager
NSW J ason Plummer PM Supervisor
1 5 Year s
VIC Tony Kostovski Driver
VIC Chris Pallikaros Driver
VIC Paul May Driver
HO Nada Cook Data Prep Supervisor
HO Lynette Cummings Data Entry Supervisor
HO PamBradford Data Preparation
NSW Colin Robertson Driver
NSW Steve Lester Driver
2 0 Year s
NSW Clarrie Gibbs Driver
VIC Kevin Stivey PM Dock
VIC Frank Marcato Finance & Admin
Manager
Nada Cook,
HO.
Steve Lester,
NSW.
Kevin Stivey,
VIC.
Henk Van Roon looks after customers
in the eastern suburbs of Melbourne.
Henk has a background in business,
marketing, accounting and finance
and studied at Newport University in
California.
J enny Garbode is the teams newest
member. With a Graduate Certificate in
Human Resource Development, J enny
has a successful track record in sales
and as a Busi ness Development
Manager.
Sal es Admi ni strator, Sherri e
Cruickshank is in her sixth year at
Riteway. Being a busy working mum,
Sherrie finds the day-to-day dealings
with our customers and her colleagues
keeps her sane as she manages the
demands and enjoyment of a young
family.
L to R: Owen Donohue, J ennifer Garbode, Effie Tsimis, Sherrie
Cruickshank, Damien Ashby, Henk Van Roon.