About the Company

Machinery Partner focuses on supplying crushing and screening machinery to small and medium-sized contractors across the U.S. These contractors, often overlooked by traditional dealers, benefit from Machinery Partner’s direct-from-manufacturer model. The company prides itself on selling high-value equipment online, with average deal sizes around $200K, demonstrating significant trust from clients. Through innovative strategies like promoting equipment unseen by customers, Machinery Partner is redefining how heavy equipment is bought and sold.

The business boasts remarkable growth, achieving nearly $500K in sales in a recent month. With just six employees, the company is capital-efficient and scalable, setting a strong foundation for future expansion. Key to this success is an approach that simplifies the purchasing process for contractors, emphasizing accessibility and customer support.

Idea Behind Company

Ciaran Gillen developed the concept for Machinery Partner during his 15 years in the heavy equipment industry. Initially working as a dealer and later in manufacturing, he identified inefficiencies in how equipment was sold and serviced. Dealers often prioritized sales over customer relationships, creating a gap in aftercare and support.

Gillen envisioned a digitized approach to selling machinery, inspired by social media interactions within niche industry groups. His belief that end-users could be directly engaged online led to the idea of Machinery Partner. With evidence from successful digital lead generation at his previous job, he realized the potential to bypass traditional dealership models entirely.

This vision extended beyond just selling machines. Gillen sought to create a platform where contractors could receive personalized service and education about their purchases, ensuring they had the tools and knowledge to succeed.

Creating the Company

Building Machinery Partner required creativity and resilience. Lacking technical expertise, Gillen initially relied on gig-economy contractors to develop a basic WordPress site to validate his idea. Early traction came from leveraging Facebook groups and ads to connect with contractors. Rather than focusing solely on the website, Gillen prioritized direct customer outreach, learning about their needs and selling equipment based on these insights.

The company’s first steps were resourceful and lean, with Gillen bootstrapping the business by tapping into personal savings, loans, and even selling his car. This scrappy start-up phase taught valuable lessons in prioritizing customer needs over unnecessary features. The company has since evolved, integrating dashboards and lead-management tools for more sophisticated operations.

Launching the Business

Machinery Partner’s launch was organic, emphasizing continuous iteration rather than a formal debut. Gillen’s approach was grounded in testing assumptions and responding to customer feedback. By focusing on building what the market needed, he avoided the common pitfall of over-engineering early products.

The company’s main customer acquisition channels were Facebook groups and ads, which allowed them to target and engage contractors effectively. With low-cost leads and optimized campaigns, this strategy provided a steady stream of potential buyers. Trust-building through content, such as detailed videos, further reinforced customer confidence and sparked word-of-mouth referrals.

Despite limited resources, Machinery Partner gained traction through persistence and adaptability, positioning itself as a trusted player in the market. The lessons from this phase shaped the company’s growth strategies, emphasizing scalability and efficient use of funds.

Earnings

Machinery Partner generates $400K in monthly revenue and operates profitably despite its small team. By targeting high-margin machines and leveraging low-cost lead-generation methods, the business maintains strong financial health.

Gillen envisions scaling the company significantly, aiming to raise financing to expand the team and amplify marketing efforts. His ultimate goal is to transform Machinery Partner into a market leader in the heavy machinery industry. With its innovative approach and demonstrated success, the company is poised for rapid growth in the coming years.