The Whitewall Plastering Lifestyle Empire
Dominating Plastering in the Gold Coast
Founded in 2015 by Jay White, Whitewall Plastering has become a name synonymous with high-end finishes, architectural detail, and quality delivery across South-East Queensland. From residential homes to large-scale commercial projects, the company has earned a reputation for precision workmanship and a culture of reliability.
Where it all started...
By FY25, Whitewall had grown to seven figures, but Jay was feeling the weight of being across everything; sales, quotes, site work, invoices, and leadership. To achieve his bigger vision of multiple millions and strong profit margins, Whitewall needed structure, systems, and people who could step up alongside him.
The problem...
Jay was stuck in the think of it...
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Founder Reliance: Jay was still pulled back to site when things got busy, making it impossible to scale.
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Leadership Gap: There was was an excellent Leading Hand in the team, but Jay needed him to level up into a Project Manager role to unlock capacity.
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Admin Bottlenecks: Quotes and invoices piled up, with cash tied up in accounts receivable.
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Systems Missing – Scheduling and job tracking were inconsistent without software in place.
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Cashflow Stress – Low NP months and delayed invoicing made profitability feel fragile.
The Solution...
Partnering with Alpha Tradie, Whitewall began to build out a scalable operating system with a clear focus on Pipeline, People, Profit, and Scale.
- Created an org chart for current, FY26, and FY30 visions.
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Defined role descriptions for Leading Hand, PM, and Supervisor.
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Structured a profit share incentive for Managers to align growth with reward.
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Focused on higher-value custom projects, letting subcontractors handle volume jobs.
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Rolled out a new financial forecast template, projecting revenue per head and factoring subcontractor costs.
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Adopted a Profit First model, with separate accounts for tax, profit, and drawings.
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Began implementation of Tradify to manage jobs, quotes, and invoices.
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Hired an admin assistant (VA or in-house) to clear invoicing backlog and streamline operations
The Results (So Far)
The early shifts have already created momentum. Jay has moved out of survival mode, with invoicing and job management becoming systemised with admin support. Leading Hands have a pathway into leadership, a move that will free Jay from the site and allow him to focus on strategy, clients, and growth.
Most importantly, Jay’s mindset has shifted. What once felt like constant firefighting has turned into a plan. He’s clear on the next hires, the systems to implement, and the milestones that will turn Whitewall into a multi-million-dollar plastering company.
