In the picturesque town of Fishguard, South Wales, Don Godfrey’s petrol station Seafront has been a fixture for over 40 years. What started as a daunting venture, buying an empty, bankrupt site, has turned into a thriving business with the support of modern technology and key partnerships like Greenergy and EdgePetrol.
A Risky Beginning
In 1980, Don took a leap of faith, purchasing a freehold garage for just over £38,000. At the time the neighbouring dealer was still operating, and his newly acquired property was far from the bustling site it is today. “It was empty, completely bankrupt. The previous owner made a few critical errors and went out of business,” Don recalls. Where others saw failure, however, Don saw opportunity.
Although the fuel industry has faced its challenges with cars becoming more fuel-efficient, changes in consumer habits, and unexpected hurdles like the pandemic, Don’s business adapted. When COVID-19 hit, Don’s business, like many others, faced significant uncertainty, but with the help of EdgePetrol’s real-time data, Don was able to make crucial decisions that played a key role in the development of his site.
Navigating Challenges with EdgePetrol
“Using EdgePetrol, we monitor figures daily,” Don explains. “When COVID hit, it became clear we needed to adjust our strategy.” To this day the business continues to thrive, maintaining sales while significantly boosting growth. “We’ve stuck with that strategy ever since, and it’s worked out brilliantly.”
EdgePetrol not only helped Don through uncertain times, but has also streamlined his daily operations. “Before Edge, I was doing everything manually, tracking sales and monitoring stock, which took up so much time. Now, with just a few clicks, I get the data I need to make informed decisions. It’s a massive time saver.”
For a small site, being able to easily access and analyse data is crucial. Whether he’s at home or halfway across the world, Don keeps an eye on his figures, ensuring the business remains on track.
The Power of Partnership
One key to Don’s success has been his long-standing relationship with Greenergy. Since 2018, Don has relied on Greenergy for fuel supply, a decision he credits as being instrumental in maintaining his site’s competitive edge. “I’ve dealt with many fuel companies over the years, but Greenergy is by far the best. They’re efficient, responsive, and just great to work with. Everyone from the tanker drivers to the accounts team makes things easy.”
The combination of Greenergy’s reliable service and EdgePetrol’s data-driven insights has allowed Don to not only weather industry shifts but to grow. In addition to fuel, the site now includes a popular spa shop, a car wash, and even bunkering services, which have all boosted revenue.
Looking Ahead
At 73, Don is still at the helm of the business, working five to six hours a day. Although retirement was an option a decade ago, Don enjoys the day-to-day operations and the flexibility his business provides. “I love being here. The staff are great, and the customers are friendly. I can come and go as I please. If I want a month off, I just take it.”
Despite receiving several attractive offers to sell the business, Don continues to run the site, seeing no reason to stop anytime soon. His success is a testament to adaptability, smart decision-making, and the right partnerships. “I’ve had a bit of luck along the way,” he says with a smile, “but having the right tools and people around you makes all the difference.”
As Don’s business continues to thrive in a challenging market, one thing is clear: with the support of Greenergy and EdgePetrol, he’s not just keeping up, he’s staying ahead.
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