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Edwin van der Graaf

        Managing Director

Helping small to medium companies become leaner, more productive, and competitive through expertise acquired from working with big business.

An accomplished, versatile and highly motivated business leader in the FMCG, Retail, Sales and Logistics sectors.


I have diverse experience in small to large format stores, corporate and franchised.


My roles have overseen IT, Marketing, Buying, Store Operations, Logistics and Finance Departments.

A former multi-site Franchisee, I truly understand what it means to own your own business, its highs and lows. I also understand the different challenges facing single and multi-site store leadership.

Achievement and people oriented, I lift team performance and associated customer engagement through an authentic leadership style that creates mutual trust, respect, credibility and accountability.

SME Support Services is an approved Provider for the SME Business Advisory Services Program run by the Department for Innovation and Skills (DIS).


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1499141616_Bunnings Warehouse Logo

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Priceline Pharmacy_Logo_Catalogue

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Areas of Expertise



Many performance problems can be traced back to a failure to clarify, negotiate, or compromise on expectations of the roles and performance of the team members.

Coaching may be applied after an arrangement has been reached to help, strengthen and improve the performance of the team member.

For longer term goals, coaching on vision, values, behaviours, interpersonal and soft skills are far more effective.

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Conducting Performance Reviews

Performance Reviews whilst useful, should not be the only opportunity for employee interaction and feedback. For a staff member to contribute to the success of a business, Performance Reviews must be about Personal and Professional Development.

Awesome employees are hard to find, and we either want more of them, or need to make sure that we hold onto the ones we have.

I am a great believer in Continuous Coaching - having informal and formal chats anytime of the year - and as often as possible.

Once Performance Reviews are aligned to the businesses' vision, it is a great way to keep the team members on track

Conducting Behavioural-based Interviews

From preparing SEEK adverts to scheduling interviews, my service includes it all.

Ensuring that you have the right questions to ask which relate back to your Vision, Values, and Behaviours to get the right candidate that will fit in with the rest of the team.

I have on many occasions co-interviewed, and at times with the complete trust of the owner flown solo for the initial and first interviews.

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Conflict Resolution

The list of why there is conflict in the workplace is endless, however, I will take you through a number of steps to ensure that conflict is brought out into the open respectfully and with care.

I will take you through some of the barriers that you will encounter, and how to resolve them.

Contracts and Handbooks

Utilising a standard format, Employee Contracts and Handbooks can be quickly introduced into your business.

It provides clarity of what the business expects from itself as well as from the employee.

Over time I have developed this to be one document that whilst comprehensive, is easy for employees to refer to, and understand.


Employee Engagement & Incentives

'53% of employees around the world are engaged at work'

That leaves a LOT of employees that are disengaged.  

Employee engagement is the extent to which employees feel passionate about their jobs, are committed to the organisation, and put discretionary effort into their work.

Together we work out what motivates your team and structure incentives accordingly.


Improve Productivity

From observation, interaction, team chats, and asking LOTS of questions, we develop plans to gain the additional percentage gains in the productivity chain.

From an owner and leadership point of view, we will spend a lot of time reviewing the Pareto Principle making sure that time is spent on things that will actually get a result!

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Improve Customer Experience

Customers and visitors alike have an abundance of options, both in a physical sense, and online.

The business that is able to adapt, personalize, and truly understand who is shopping with them and how, will have a greater advantage than those who sit on their hands.

Customer loyalty needs to be earned over time by building trust.


Job Descriptions

The foundation of any High Performance Team is to ensure every member of the team understands their role.

Job Descriptions establish what is expected of each team member.

Using templates developed over many years, I assist you in writing Job Descriptions for use with your team.

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Leading Difficult Conversations

A difficult conversation can be anything you find hard to talk about, like:

  • Not being sure how to say it

  • Feeling uncomfortable

  • Stating someone's poor performance

  • Resolving a complaint or grievance

  • Addressing conflict

  • Communicating a tough business decision that will affect the team member

I assist you and provide tools to be able to have the hard conversations which are crucial to team development.


From gaining an understanding of the differences between Management and Leadership, to coaching in situ, I stand side-by-side with you throughout the entire journey.

Drawing on inspiring leaders, as well as over 30 years experience in leading High Performance Teams, we develop your skills that will ensure team collaboration, trust, and alignment.



Restructures can be difficult and have the ability to disengage team members.  There are a number of ways to minimize disruption to the business and we step through it together.

I can assist whether it is setting your business up so that you can take a step back and enjoy greater leisure time, the business has a particular need that needs to be addressed, or you are handing over the reigns.


With years of experience in restructuring teams,  I know I can provide great insight into how to effect structural change without causing upheaval.

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Team Meetings

Team meetings are crucial to keeping employee engagement levels high.  Employees that are informed on a regular basis are more invested in the business success.

From small to large format meetings, I assist with the development of content, supporting presenters, to hosting entire functions.

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Vision, Values & Behaviours

A vision is a vivid mental image of what you want your business to be at some point in the future, based on your goals and aspirations.


Having a vision will give your business a clear focus and can stop you heading in the wrong direction.

Your values are the things you believe are important in the way you live and work.

Behaviours are the practical application of your values translating them into day-to-day actions.

I can assist you in developing each of these.

These should then form part of your Performance Reviews.

Contact me today to see how I can assist you

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