Girl power

If customers don't get the quality of service they expect, they normally resort to the traditional options open to them. This usually means making a call to complain, or waiting until the company representative calls before emptying both barrels of pent-up frustration into them.

The usual scenario then ensues: the company rep does a bit of diplomatic grovelling, the customer relents (because he has been using the supplier for many years and old habits die hard) and everything is fine until the same thing happens again.

Sound familiar? When Warrick Reynolds, managing director of a shot blasting company of some 20 years in Stoke-on-Trent got fed up with his local plant hire business giving him the run-around - "Yes, the kit you ordered will be on site at 8am tomorrow morning,"and it arrives at 11am instead, or maybe not at all - he went one step further.

Following a chance comment from his 21-year-old daughter, Lisa, who said, "I think we can do better," Warrick decided to take her at her word.

He decided to establish a new plant hire company and appointed his daughter managing director to help set it up. A bold step in an industry not exactly overflowing with young female entrepreneurs.

Yet Reynolds had every confidence in his daughter. Since she already worked in the family business running a subsidiary company, her transition to Kanga was relatively straightforward.

But why the name Kanga? "It's just a nickname," explains Lisa Reynolds with an impish grin, but without elaborating.



Important move

The plant hire company began life on 1 April this year and has barely had time to draw breath since. One of its first, and most important moves was to headhunt a sales director from one of the UK's largest national plant hirers.

"The family used to be customers of mine and over time a personal friendship developed," recalls Russel Moxham. "I was invited to an informal business lunch where Warrick threw a piece of paper across the table at me. It was the company registration document for Kanga Plant Hire."

Moxham didn't hesitate. Since he is a man who has spent 25 years working in the plant industry - predominately for Caterpillar, with many of those years spent in the Middle East - and who clearly can't resist a challenge, he agreed to join the new company as sales director.

From the Reynolds' point of view, it made sound business sense to get Moxham on board. They were well aware of the wealth of experience and knowledge he could offer the new venture.

Understandably, the birth of the new company ruffled a few feathers among some of the long-standing plant suppliers in the region.

"Initially we knew we were never going to be taken seriously, but now we've achieved a satisfactory level of business we must be hurting somebody out there," says Moxham. "We don't really have a problem with the big companies. Although they will resort to bully tactics, and they seem to have lost the drive to provide the same level of service to large companies as they do to small businesses."

Rather than deter the start-up company, this reaction has made the Kanga team all the more determined to make a success of their business.

"Our strength is that what we lack in size, we make up for in commitment," believes Moxham. "We have set out our stall to be truthful and honest. On top of which, we want good, regular business where we have a solid customer base. Our objective is to increase our client list at the rate of one new account holder a week."

Moxham places great emphasis on the company ethos, which is to give customers the level of service they expect. "If this means driving up and down the motorway four or five times a night to ensure that kit is on site for 8am the following day, then so be it. The Kanga team is prepared to do just that, and on more than one occasion that is precisely what we have done," he says.



Major investment

Although the company has been running only since the spring, Kanga has already made its first major investment in equipment.

In June it started its fleet with 15 Caterpillar excavators from Caterpillar dealer Finning (UK). These comprise three 301.5, six 302.5 and five 304.5 mini excavators, plus one 438 backhoe loader.

"After reviewing six manufacturers, we chose Caterpillar machines as it shares our attitude towards quality and service," explains Reynolds.

Caterpillar offered Kanga a complete package through a single point of contact and this helped seal the deal. "With access to more than 500 Caterpillar service engineers we can deliver excellent nationwide service to our customers after only seven months in business," says Moxham.

Another member of the Kanga team is Reynolds' 22-year-old son, Lee, who organises the transport, preparation and deliveries of all the equipment to and from different sites up and down the country.

"This is where Kanga Plant has scored," explains Moxham. "Reynolds has a very high personal standard that everyone is expected to follow. The way that he has operated his business for 20 years has been instilled in both Lisa and Lee and it shows in their level of commitment."

What about the pitfalls of growing too quickly? Reynolds points out: "Kanga Plant aims to adhere rigorously to its structured growth plan that will allow it to remain cash positive while still being able to continuously invest in additional equipment."

Treating customers as they expect to be treated is already paying dividends for Kanga. An example of this is that Kanga has never had its plant hire rates questioned.

So what does the immediate future hold for the new company?

Growth in the near future includes taking on additional office staff along with a fully equipped service van and a qualified fitter. On top of which the company is negotiating the purchase of a 26t plant truck to complement its existing 7.5t vehicle.

"We have got other companies that don't hire plant from us, but for whom we undertake the transport of their kit," says Moxham, before adding: "It is not the company's policy to become a transport specialist."

Bearing in mind the long working hours and the demands of an ever-growing customer base, has it all been worth it?

"The sense of achievement is greater than the level of frustration," concludes Lisa Reynolds.

Bigger and longer established plant hire companies should keep an eye on this new player in the market - otherwise Kanga will bounce in and scoop business up from underneath their noses before they realise what is happening. n