First Focus - Comprehensive Analysis Report

Summary

First Focus is an Australian managed service provider (MSP) established in 2003, headquartered in Sydney. The company's core mission is to simplify technology for mid-market businesses, delivering a consistently high-quality IT experience. Specializing in end-to-end IT services for organizations typically employing 50-200 staff, First Focus has grown significantly, primarily through strategic acquisitions, establishing itself as one of Australia's largest MSPs. The company is pivotal in enabling growth-oriented businesses to efficiently manage, secure, and optimize their technology infrastructure, emphasizing a superior "Super-Green Experience™" for its clients.

1. Strategic Focus & Objectives

Core Objectives

First Focus's main business objectives revolve around:

Risk Elimination: Eliminating technical infrastructure and support risks for clients.

Flexibility and Partnership: Offering flexible terms and adopting a partnering approach to remove employee and key-man risks for client organizations.

Client Experience Excellence: Delivering a "Super-Green Experience™" focused on ease, speed with a "Same Day SLA™", consistency in service delivery, and proactive, informed updates to clients.

Specialization Areas

The company's key areas of expertise and unique value propositions include:

IT Strategy & Procurement: Providing guidance on IT strategy, procurement processes, cloud strategy development, and migration services.

Managed Services: Offering comprehensive IT support, service desk operations, unified communications, and connectivity solutions.

Security: Delivering managed security services, cyber risk mitigation strategies, and robust business continuity & disaster recovery solutions.

Acceleration: Specializing in SharePoint & Microsoft 365 modernization, AI readiness & automation, and custom web & app development.

Cloud Services: Implementing private cloud solutions and secure cloud backup services.

First Focus provides vendor-neutral advice, supported by continuous investment in skilled personnel and advanced support tools, ensuring tailored and effective technology solutions.

Target Markets

First Focus primarily targets mid-market businesses, typically those with 50 to 200 staff. The company focuses on growth-oriented organizations that have outpaced their existing managed service providers and require scalable, consistent IT support across multiple locations within Australia and internationally.

2. Financial Overview

Funding History

First Focus is a privately held and funded company. As of June 30, 2024, the company reported an annual revenue of A$65.1 million. Another financial report indicated a revenue of $35 million.

First Focus has extensively leveraged strategic acquisitions as a core component of its growth strategy, with activity significantly increasing since 2021.

2023: Completed six acquisitions, including eStorm, Ordyss, EnactMSP, Flexnet, The Specializt, and Rock IT. These acquisitions allowed for expanded operational scale and enhanced service offerings.

2024: Continued its acquisition trajectory with:

February: Acquired Adelaide-based Enee.

July: Acquired Lettscom.

November: Acquired Melbourne-based Section Group, integrating capabilities in website design and digital marketing.

December: Acquired Brisbane-based Xari Group, bolstering its security and disaster recovery services.

2025 (as of February): Acquired South Australia-based Tie Networks, further expanding its unified communications solutions.

These acquisitions have been instrumental in expanding First Focus's footprint, diversifying its service portfolio, and strengthening its market position across various specialized IT domains.

3. Product Pipeline

First Focus offers a comprehensive suite of managed IT services, which can be categorized as follows:

IT Strategy and Consulting:

Description: Strategic planning, technological roadmapping, and vendor-neutral advice for businesses to align IT with business goals.

Key Features: Cloud strategy and migration planning, IT procurement optimization.

Managed IT Support & Service Desk:

Description: Proactive monitoring, maintenance, and end-user support services to ensure seamless IT operations.

Key Features: "Same Day SLA™" for rapid issue resolution, "Super-Green Experience™" methodology, 24/7 support availability.

Unified Communications & Connectivity:

Description: Solutions for integrated communications, VoIP, and robust network connectivity.

Key Features: Enhanced collaboration tools, reliable network infrastructure, support for remote work.

Managed Security & Cyber Risk Mitigation:

Description: Comprehensive cybersecurity services to protect against threats and manage digital risks.

Key Features: Threat detection, vulnerability management, managed firewalls, compliance support.

Business Continuity & Disaster Recovery:

Description: Planning and implementation of systems to ensure business operations continue during and after disruptive events.

Key Features: Data backup and recovery, failover systems, recovery time objective (RTO) and recovery point objective (RPO) strategies.

SharePoint & Microsoft 365 Modernization:

Description: Services to optimize and leverage Microsoft's productivity and collaboration platforms.

Key Features: Customization, migration, governance, and user adoption strategies for Microsoft 365 environments.

AI Readiness & Automation:

Description: Consulting and implementation services to help businesses integrate artificial intelligence and automation into their operations.

Key Features: AI strategy development, workflow automation, intelligent process automation.

Web & App Development:

Description: Custom development of web applications and digital platforms.

Key Features: UI/UX design, full-stack development, integration with existing systems.

Private Cloud & Cloud Backup Services:

Description: Tailored cloud infrastructure and secure data backup solutions.

Key Features: Scalable cloud environments, data encryption, regular backups and restoration services.

4. Technology & Innovation

Technology Stack

First Focus leverages a robust technology framework that includes:

Core Platforms: Strong expertise in Microsoft technologies, evidenced by its Microsoft partner status, particularly in cloud services and Microsoft 365.

Advanced Support Tools: Significant investment in cutting-edge tools to enhance service delivery efficiency and client support.

Scientific Methodologies: Engagement with artificial intelligence (AI) technologies for client solutions, including AI readiness and automation services.

Proprietary Developments

F-Connect Platform: A proprietary platform designed to provide clients with crucial data directly within their preferred work environments, enhancing accessibility and integration.

Pod-Based Service Delivery: A unique service model that differentiates its approach to client support and engagement.

Super-Green Experience™ and Same Day SLA™: These trademarked methodologies and service level agreements underscore the company's commitment to high-quality, efficient, and consistent client experiences.

5. Leadership & Management

Executive Team

Ross Sardi: CEO

Professional Background: Leads the strategic direction and overall operations of First Focus.

Notable Achievements: Commands a high approval rating (90%), indicating effective leadership and strong internal confidence.

Key Contributions: Drives the company's aggressive growth strategy and commitment to client satisfaction.

Peter Paddon: Founder & Director

Professional Background: Established First Focus in 2003, laying the foundational vision for the company.

Key Contributions: Provides ongoing strategic guidance as a Director, maintaining the company's original core values and long-term vision.

6. Talent and Growth Indicators

Hiring Trends and Workforce

First Focus has experienced substantial growth in its workforce, expanding its employee count to over 300 staff. Other reports place their employee count between 201-500 as of July 2024. The company actively recruits personnel from Australia, New Zealand, and the Philippines, indicating a global talent acquisition strategy. It also provides ongoing structured training to foster professional development and maintain high service standards.

Company Growth Trajectory Indicators

The company's vigorous acquisition strategy, coupled with its increasing employee count and expanding geographical presence, are strong indicators of significant growth. First Focus has offices in major Australian cities including Sydney, Melbourne, Brisbane, Perth, Adelaide, Canberra, Gold Coast, and Newcastle. It also maintains an international presence with offices in Auckland (New Zealand) and Manila (Philippines), along with operations in Ireland and South Africa. This "National Reach, Backed by Offshore Strength" is a critical enabler for providing scalable and consistent service to its growing client base.

7. Social Media Presence and Engagement

Digital Footprint

First Focus maintains an active digital presence across several key social media platforms:

X (formerly Twitter): [https://twitter.com/firstfocusit](https://twitter.com/firstfocusit)

Facebook: [https://www.facebook.com/firstfocusit/](https://www.facebook.com/firstfocusit/)

LinkedIn: [https://www.linkedin.com/company/first-focus-it/](https://www.linkedin.com/company/first-focus-it/)

Brand Messaging and Positioning

The company's brand messaging consistently highlights its expertise in managed IT services, cybersecurity, and cloud solutions. It emphasizes a commitment to delivering a superior client experience, underscored by its "Super-Green Experience™" mantra. First Focus also uses these platforms to promote its industry recognition and to share thought leadership content, particularly in emerging areas like AI strategy.

8. Recognition and Awards

Industry Recognition

First Focus has garnered significant recognition within the Australian IT services industry:

Consistently recognized as "Australia's Highest Rated MSP" and the "Top Managed Service Provider in Australia 8 years running."

Acknowledged by industry publications like Channel Insider as "one of the largest MSPs in Australia."

Holds ISO certifications for Information Security, Environment, and Quality, demonstrating adherence to high international standards.

Notable Achievements and Milestones

In 2024, First Focus became the title sponsor for the Motorsport Australia, Radical Cup Australia series, rebranding it as the First Focus Radical Cup Australia.