Episode 45
Dealernomics@2 with Tim Lane, ATH Machinery
The first in a trilogy of podcasts called Dealernomics talking to three turfcare dealers about the economics and evolution of their business over the ages. First up, Tim Lane who started his business, ATH Machinery, 2 years ago, and just months before lockdown.
He will be followed by Steve Halley of Cheshire Turf Machinery (established 25 years) and Tom Black, md of Cyril Johnston, Belfast (70 years)
After holding senior management roles in a multi-branch dealership group, Tim realised a personal ambition by starting his own turf machinery sales and service business in the heart of Hampshire focussing on the golf course and professional users.
That was in August 2019, and he spent the winter equipping his workshop facilities and contacting potential customers ahead of the 2020 season.
Within months, he had to rip up his business plan as the pandemic hit and the Prime Minister ordered a lockdown.
He talks to Chris Biddle about the initial shock and impact of the pandemic on the fledgling business and of putting a Plan B into operation.
Two years on he reflects on progress, talks about issues of finding franchises, adding to his staff, some initial ‘wins’ for the business alongside mistakes made.
He says keeping overheads as low as possible is essential – and that every ambition he has for the business in the future has to be matched by the funding available.
