We look at the path followed by Meta Tyrell in setting up the LM4 business recruitment group.
The LM4 group, from left, Analisa Misa, Myka Asiata, Isabella Tyrell, Aliitaeao (TJay) Asiata, Felila Feausi, Meta Tyrell, Steven Misa, Lesa Tyrell, Alana Tyrell, Lua Sao, Sam Nonoa.
It was picking strawberries more than two decades ago that led to Meta Tyrell’s foray into business and the success of a recruitment businesses.
In her early years, she had a career in real estate, but the demanding nature of the industry took a toll on her. She switched to horticulture, initially picking strawberries, and it led to the establishment of a family business.
Tyrell began assembling a team of pickers for horticultural jobs and it grew to be 37-strong, primarily comprising people from Pacific communities.
The idea for a recruitment business emerged after an older member of her picking crew began struggling to complete tasks. Tyrell started to explore opportunities for full-time employment beyond seasonal picking work.
It marked the beginning of her foray into recruitment, focusing on helping Māori and Pacific people secure full-time roles.
She approached businesses to build relationships and eventually helped 34 out of her 37 crew members find full-time jobs. But the project failed and she voluntary bankruptcy and sought husband Lesa’s assistance to establish Alignz Recruitment. His finance and accounting background was a valuable contribution to the business and they navigated a challenging financial period, learning about charge-out rates and profitability.
“There were huge lessons learnt along the way. But ultimately, we wanted to carry on finding pathways into work for people,” Tyrell said. “So, when I talked to my clients all of them came over to Alignz; they valued the relationship we had with them and believed in me.”
She says it’s those people who, when they run into her in the supermarket, are thankful. Many are still working in the same places and have been promoted along the way.
Three years ago, her third child, TJay Asiata, returned to New Zealand and took on the role of chief executive. He set about restructuring Alignz and formed LM4 Group, overseeing subsidiaries Alignz Recruitment, Puatala, which delivers industry skills training, and Oyonnx, which helps build capabilities of SMEs. He also did his Master of Business Administration.
LM4 Group now has offices in Hamilton, Auckland, Tauranga, Christchurch, plans to expand to Wellington and has opened an office in Apia, Samoa.
“It hasn’t been the easiest ride, but we’re so proud of the growth of LM4 Group. And we want other Pasifika and Māori businesses to know they’re capable of doing some innovative projects that are making a meaningful impact on the lives of the people we train, put into jobs, and help grow their businesses,” Asiata says.
Tyrell’s journey was recognised with the 2023 Legacy Award from the Waikato Pacific Business Network.
“I really encourage Pasifika and Māori businesses to take the leap, to give it a go in business,” she says.
LM4 Group, “100 per cent Samoan-owned and operated” has more than 450 contractors, almost 50 full time staff and almost 100 clients at Oyonnx.
