Author: jamesmacpherson

Segmentation… it’s simple right?

Segmentation… it’s simple right?

It’s one of those words the marketing team use… segmentation, sounds like marketing waffle? It is essential in understanding your business and your customers but all too often, segmentation is poorly understood and used...

Rental and Sales Incentives…

Well this is sure to cause some controversy, conversation and indignation. How should you structure your sales incentive for your rental business? I’m not going to sit here and tell you the answer, because...

Metrics in Hire & Rental

It’s time to talk about TU and FU… Long the staples of performance metrics in Hire & Rental, Financial Utilisation (FU) and Time Utilisation (TU) are widely used to justify business decisions. But do...

AI and Construction

Nothing is worse than having an itch you couldn’t scratch… an entire generation (or three) don’t know what I’ve just said, along with ten million other cinematic philistines who are unfamiliar with Leon, Deckard,...