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Customer story

Elmwood Agency

How Elmwood Agency built a system to sustain 600% growth

Elmwood Agency has grown fast since 2019, with 600% growth in team members and around $5 million in annual growth. Lisa Laluk, Director of Operations, and Gina Graves, Service Department Manager, needed to move away from repetitive person-to-person training.

$5M

Annual growth

600%

Team growth

2

Years

The challenge

Elmwood was spending a lot of time on repetitive training, covering things that should have been documented but were either not written down or scattered across multiple places. The team needed to stop retraining person-to-person and centralize in order to scale.

We were spending a lot of time doing repetitive training or things that should have been documented or were documented in multiple places. We knew we had to get centralized in order to scale.

Lisa Laluk

Director of Operations

Before Whale

Repetitive person-to-person training ate up time

Key processes were never written down

What was documented lived in multiple places

No central system to support fast growth

After Whale

50 to 60 processes documented in a single month

Training people complete on their own, no retraining

Tagging and notifications keep everyone on task

A central system that grows with the team

The solution

How Whale solved it

Working with Whale certified partner Jason Henderberg, the team documented 50 to 60 processes in just one month, using videos and screenshots to capture everything thoroughly and in order.

We've had massive growth in such a short amount of time, so Whale is a critical tool for us. It makes sure we're implementing processes to make things run as smoothly as possible and we can grow from there.

Lisa Laluk

Director of Operations

Key features used

The parts of Whale doing the heavy lifting.

Training flows

Structured onboarding modules mean new hires complete training on their own before any personalized follow-up.

Alice AI

Every process lives in one place, so documentation is easy to update as the business grows.

Notifications and tagging

Team members are assigned tasks and notified in real time, so managers spend less time chasing and more time on growth.

The results

50+ processes documented

The team captured its core processes in a month, replacing tribal knowledge with a written system.

Repetitive training gone

New hires train themselves from the documentation, so the team stops covering the same ground person-to-person.

A system built to scale

With processes centralized and assigned, Elmwood keeps growing on a stable base.

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With the help of Whale-certified partner Jason Henderberg, the team began documenting their processes. The team utilized videos and screenshots to ensure everything documented very well and in an organized manner.

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