Demonstrating strong year-on-year growth, the franchising approach Hire Intelligence has brought to the UK computer and AV rental market has been critical to the company's success.

With over 20 operational franchisees able to help each other out at a moment's notice and an existing rental fleet of 20,000 items, Hire Intelligence has a national capability that means customers can always obtain what they need and franchisees will never lose a sale due to not having the equipment available.

"Our franchising approach wasn't an accident," reveals UK Managing Director Wolf-Rüdiger Feiler. "We faced stiff competition when we launched in the UK and our competitors' preference was to operate from one or two centralised locations. One of our unique selling propositions is to have stock distributed throughout the country courtesy of franchising. The advantages this brings include same day deliveries, fast onsite support and replacement or additional equipment within hours. We knew our competitors couldn't live with that and we capitalised on it."

Exceptional growth over nine years has seen Hire Intelligence grow from its Australian roots into an international organisation with more than 30 outlets in Australia and New Zealand. Over the last two years, the company has consolidated its position in the UK by concentrating on increasing market share and helping existing franchisees to continue growing their businesses.

Working from home or a small, dedicated office, franchisees provide short or medium-term cost effective rental of IT and AV equipment for specific business events. "Customers increasingly value the flexibility and cost savings they get by renting," Rüdiger observes, "and while they don't necessarily know they're dealing with a franchised operation, the dedication franchisees have to making their business work ensures that clients get a level of customer service that leaves the competition behind.

"What's more, all the equipment is modern, looks good, is well maintained and can be installed, supported and taken away exactly as needed. Anyone who finds that kind of flexibility and cost effectiveness attractive is a potential Hire Intelligence customer, a group which includes many of the FTSE 250 companies, government bodies and SMEs of all sizes right down to one man bands."

New franchisees go through a six-week training course covering every aspect of the business, the technology they'll be using, the business tools provided as well as basic accountancy and marketing skills.

Central to the training and the business is JBS, a bespoke software package which takes a sizeable burden off the franchisee by managing and looking after the entire rental fleet, handling customer and supplier contacts, taking care of the accounts and providing the franchisee with an array of information on business performance. Rüdiger explains: "JBS comprehensively manages the rental fleet for franchisees allowing them to spend more time selling to and servicing customers, which in turn allows them to grow the business faster, which increases their turnover, etc."

The future looks good for Hire Intelligence as the company expands its national presence and wins market share. With key locations waiting to be filled, now really is the best time to get involved with this growing brand.

Competitive advantage

With the arrival of twins in December 2004, Paul Gilmore and his wife decided it was time for Paul to give up his 12-year career in mobile rentals and go into business for himself. He concluded that franchising would give him the best mix of being his own boss with the support of a national brand and Hire Intelligence wasn't dissimilar from his previous job.

"Hire Intelligence has the advantage over competitors of having a network of offices," Paul comments. "We can call on anyone in the network for equipment, which means we won't lose an order, can offer competitive rates, a quality service and technical support."

Paul reports that the training was easy to understand and combined classroom, practical and in-field training in a company-owned business. In August he opened his office near the airport and secondary premises in the city centre to maintain a central presence. "I've had a lot of support from Hire Intelligence," adds Paul. "Everyone I met on the training is at the end of the phone to offer advice."

Paul has already been approached by audio and visual companies, a production company and healthcare organisation to provide equipment for their training sessions and is meeting his short-term targets. "I'm basing my business on the growth of the Hire Intelligence London office as I believe Manchester can be as big as that," Paul reveals. "I believe that a half a million pound turnover is achievable by the end of year three and I'm considering investing in other territories."