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Image Credit: LinkSafe

How one founder and director leveraged the pandemic as a growth engine without focusing on revenue

We started with nothing; we found funds where we could through savings and borrowing from friends and family that wholeheartedly believed in our brand. The main driving force that sustained us was a strong belief that we were creating something worthwhile

Steve Moon Founder & Director, LinkSafe



In early 2020, LinkSafe remodelled its cloud-based contractor management system to keep up with client demand for a trusted, easy solution to new vaccine protocols. This quick change in gears resulted in a 33 per cent increase in revenue and almost doubled their client base. 

Since 2012, the team has grown their client base from 10 to 545, with over 30 international businesses utilising the platform daily. LinkSafe founder Steve Moon says that the company worked tirelessly in the early stages of the pandemic to ensure they could capture sensitive medical data on behalf of their clients. However, there were many lessons to learn along the way.

“As LinkSafe developed and grew, there were many things I had to learn. At the beginning of this journey, I could concentrate on doing what I enjoyed: the creative side of product development. 

Steve Moon, Founder & Director, LinkSafe

“As we grew, I had to step out of my comfort zone and work on things like sales, marketing and managing overheads and staff. None of these came naturally to me, but I accepted that they needed to be done and had to do it. I decided early on to employ great people and contractors and implement systems to take on the things I didn’t have the time or skills to do properly,” Steve says.

“While this created additional costs, it was an investment that had to happen to grow the business to what it is today. Without a solid and trusted team by my side and bulletproof systems and processes, LinkSafe could not have succeeded. I have found that you have to be passionate about what you do to develop a new business from scratch. This passion helped me get through the lean times at the start and helped me get support from friends and family. It then helped me sell the vision to staff and clients. 

The inception

The idea for this business was developed over time, according to Steve. “Initially, it came out of discussions with clients about the challenges they were facing with the operations and processes of their business.”

“From the initial idea, I  engaged in more in-depth discussions with clients regarding ideal ways to improve and automate safety and compliance requirements in their business. The needs within the safety and compliance sector expanded rapidly, and we were quick to understand the importance of ensuring we were continually developing and innovating new features and modules to stay relevant and successful in a growth market.”

The early stages

Steve says that the early stages of establishing the business in 2005 stemmed from a combination of communicating with potential clients about their needs and proposing various ideas and possible solutions to meet said demands.

“The first 18 months of the business were predominantly research and development-based, typified by hard work and long hours, but also great excitement for the future as we were developing an innovative software product in the emerging market of safety and compliance.    

“This was followed by creating a mock-up of the software screens to garner client interest and, in some cases, receiving a forward commitment from clients to use the software when it was ready.” 

“The thing I want to highlight for others who wish to start their own business is how important it is to ensure you share your vision and your passion with your staff and your clients, as this will help your business grow and thrive in a dynamic and changing market.”

Because we were stepping into a relatively new and undefined market, we propelled our business forward by reaching out to potential clients with the trust and confidence to adopt new technology to fulfil their demands. In other words, the typical ‘early adopters’ were our first clients. 

Revenue wasn’t the driver.

In the early stages of the business, revenue was not deemed a primary driver for LinkSafe – it was all about investing in the future, Steve says.

“We started with nothing; we found funds where we could through savings and borrowing from friends and family that wholeheartedly believed in our brand. The main driving force that sustained us was a strong belief that we were creating something worthwhile – we were creating a valuable service that businesses would not only want but one they would need to achieve their growing safety and compliance obligations.

“At the end of the day, we’re providing essential software and services that clients of our kind cannot do without. Not engaging in or having poor contractor safety management could result in dire legal and financial ramifications.”

The catalyst

Steve notes that the company worked tirelessly in the early stages of the pandemic to ensure they could capture sensitive medical data on behalf of their clients while providing a way to redact this information once stored.

“We needed to help bolster our client’s online abilities around contractor engagement, enforcement of vaccine protocols and COVID Safe Plans. Although we could not see the complications of a global pandemic, we were lucky because our system was built with the foresight to handle unprecedented circumstances. 

“During 2020, our legal advisory arm LinkSafe Legal, which contractor safety heavyweight Sue Bottrell now leads, was able to provide critical advice, assistance and support in navigating new COVID-19 laws, requirements and differences in health directives issued from state to state.”

Steve continues by saying that the business’s provision of necessary services contributed to increased demand during the pandemic.

“Our products and services were deemed essential by our corporate and Government clients, thus resulting in the strong demand for our business. We proactively remodelled our cloud-based contractor management system to keep up with client demands. 

“We strived to be a trusted, easy solution with setting up and actively managing new vaccine protocols for our clients during the pandemic’s uncertain times. Like many other businesses, we were significantly impacted by restrictions and had to find a new way of doing ‘business as usual. Thanks and credit to our team, we were able to pivot to a working-from-home model quickly. 

“While this model was not ideal, we found that by utilising our strong internal work systems, we could complete work faster than before. Over the pandemic, the uncertainty of a ‘new normal’ faced by businesses highlighted the importance of safety and compliance. This cemented safety and compliance processes as a mandatory requirement until this day.

The secret recipe

Steve believes that the success of any business relies on establishing a name for itself in the market. 

“To ensure the success of our services, we worked closely with clients with a strong vision, industry knowledge and the ability to collaborate with us in strategising a viable solution that we could incorporate into our products. In turn, their constructive feedback greatly informed our current capabilities in developing a functional and valuable service that could be applied to a plethora of clients from various industries. 

“When we started the business, safety and compliance requirements in the general commercial and industrial sectors were just beginning to emerge. Safety and compliance were commonly managed with paper-based or spreadsheet systems, or in many cases, not done at all. 

“One of the initial challenges was to understand the operational issues faced by clients and successfully design a system that reflects those needs into automated processes efficiently – such as providing users with a straightforward and clear workflow and record-keeping features for audit and compliance requirements.” 

“Another challenge we recognised was to make sure we developed a service that was not only useful to clients in specific sectors but also to ensure we prevail as a well-rounded service that is well-informed and flexible to be used in every industry. Over time, we applied an agile approach to developing our service, which allowed us to pivot and respond to emerging needs efficiently.”

While many Australian businesses providing contract management services are relying on offshore tech support and customer service partners, Steve and the LinkSafe team believe these services should be kept in-house. 

“We’ve developed an on-shore, in-house proactive client support network which allows us to service our clients, get to know them intimately and strengthen our relationships by providing them guidance, support and introductions to various networks we’ve formed relationships with. We are more than a software company; we’re a trusted industry partner always a phone call away,” says Steve.

“As LinkSafe developed and grew, there were many things I had to learn. At the beginning of this journey, I could concentrate on doing what I enjoyed: the creative side of product development. As we grew, I had to step out of my comfort zone and work on things like sales, marketing and managing overheads and staff. None of these came naturally to me, but I accepted that they needed to be done and had to do it. 

“I decided early on to employ great people and contractors and implement systems to take on the things I didn’t have the time or skills to do correctly. While this created additional costs, it was an investment that had to happen to grow the business to what it is today. 

“Without a solid and trusted team by my side and bulletproof systems and processes, LinkSafe could not have grown. I have found that you have to be passionate about what you do to develop a new business from scratch. This passion helped me get through the lean times at the start and helped me get support from friends and family. It then helped me sell the vision to staff and clients. 

“The thing I want to highlight for others who wish to start their own business is how important it is to ensure you share your vision and your passion with your staff and your clients, as this will help your business grow and thrive in a dynamic and changing market.

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Yajush Gupta

Yajush Gupta

Yajush is a journalist at Dynamic Business. He previously worked with Reuters as a business correspondent and holds a postgrad degree in print journalism.

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