Case Study: Alpha Cool achieves streamlined growth with AroFlo

AroFlo has helped Marty Wittebol grow from a sole trader to managing and leading a 40 strong team

Alpha Cool, an air conditioning, refrigeration and electrical services business based in Northern Queensland, was struggling with paper-based processes, delayed invoicing, and poor visibility across operations. Managing Director Marty Wittebol was working 16-hour days, falling months behind on invoices, and worried about cash flow as the company grew from a one-man band into a larger team.

AroFlo provided Alpha Cool with a cloud-based job management system that automated job tracking, timesheets, invoicing, and access to service history from anywhere. With AroFlo, Alpha Cool reduced invoicing time from 15–20 minutes to 30 seconds, eliminated missed billable hours, improved technician productivity, and gained full business visibility to support its growth to a 42-employee operation.

Alpha Cool

Marty Wittebol

Managing Director