Hardlife Group Business Plan 2025-2028: Growth Strategy
Explore the strategic business plan for Hardlife Group, focusing on excavator attachments, utility structures, and 2028 revenue growth targets.
HARDLIFE GROUP
Business Plan 2025–2030
Hard Equipment. Utility Structures. Long Life.
CONFIDENTIAL | INVESTOR REVIEW
CONTENTS
01
EXECUTIVE SUMMARY
02
WHERE ARE WE NOW?
03
PRODUCTS & SERVICES
04
MARKET & COMPETITORS
05
MARKETING & SALES
06
PEOPLE & ORGANISATION
07
OPERATIONS & TECHNOLOGY
08
WHERE ARE WE GOING?
09
HOW WILL WE GET THERE?
10
FINANCIAL FORECASTS
11
FINANCING REQUIREMENTS
CONFIDENTIAL | HARDLIFE GROUP | BUSINESS PLAN 2025–2030
WHAT WE DO
WHAT WE DO
HARDLIFE ATTACHMENTS
Buckets & Breakers
Grapples & Grabs
Augers & Rippers
EXCAVATION EQUIPMENT
HARDLIFE UTILITY
Storage Tents
Industrial Shelters
Container Covers
UTILITY STRUCTURES
HARDLIFE AUCTIONS
Plant & Machinery
Online Bidding
Recurring Revenue
AUCTION CHANNEL
Supplying trade & commercial customers across the UK
CONFIDENTIAL
THE MARKET OPPORTUNITY
THE MARKET OPPORTUNITY
£2.8BN+
UK Excavator Attachment Market
4.2%
Annual Market Growth Rate
2 DIVISIONS
Attachments + Utility
UK construction output forecast to grow 4% annually through 2028
Agricultural sector driving consistent demand for storage & shelter solutions
Growing B2B trade demand for specialist attachment suppliers
CONSTRUCTION
AGRICULTURE
INDUSTRIAL
£4.3M
38.2%
45
3
8,400+
2025–30
PART ONE
WHERE ARE
WE NOW?
History
Products
Market
Organisation
WHERE ARE WE NOW? — HISTORY
HISTORY & CURRENT POSITION
2015
Business Founded
Bucket & Breaker Warehouse established
2017
First Growth Milestone
Product range expansion
2019
Hardlife Brand Launched
Move from traded warehouse
2021
Utility Division Launched
Container shelters & modular builds
2023
Major Expansion
UK market leader in specialist attachments
2025
Current Position
Two divisions, 500+ equipment items
45
STAFF
£24.5M
REVENUE
2
DIVISIONS
WHERE ARE WE NOW? — PRODUCTS
PRODUCTS & SERVICES
HARDLIFE ATTACHMENTS
EXCAVATOR BUCKETS
HYDRAULIC BREAKERS
GRAPPLES & GRABS
AUGERS & RIPPERS
HARDLIFE UTILITY
STORAGE TENTS
CONTAINER COVERS
INDUSTRIAL SHELTERS
AGRICULTURAL STRUCTURES
CONFIDENTIAL
8
MARKET, CUSTOMERS & COMPETITORS
MARKET, CUSTOMERS & COMPETITORS
£4.2BN
Total Addressable Market
4.5% P.A.
Market Growth Rate
3 KEY SECTORS
Construction · Agriculture · Industrial
OUR CUSTOMERS
Construction & civils contractors
Agricultural & farming businesses
Civil engineering firms
Plant dealers & resellers
1,800+ ACTIVE ACCOUNTS
FUTURE TRENDS
Infrastructure spending driving demand
Fuel efficiency mandates increasing attachment needs
Agricultural modernisation creating specialist demand
Online procurement growth challenging traditional routes
COMPETITIVE LANDSCAPE
DIRECT
Rhinox
Digbits
Masterhitch
INDIRECT
Heavy equipment dealers and regional OEM suppliers
Generalist plant equipment distributors
USP
Speed of supply, own-brand quality, specialist advice
CONFIDENTIAL
WHERE ARE WE NOW? — MARKETING
MARKETING & SELLING
AWARENESS
SEO/PPC · Trade Shows · Partnerships
ENQUIRY
Direct web + cold outreach
CONVERSION
Quote SLA · Spec Sheets · Demo
SALE
Online + telesales + field reps
RETENTION
Account mgmt · Loyalty pricing
PRICING POLICY
Competitive direct-supply
Volume discounts
Trade vs retail tiers
SALES TEAM
[X] Internal sales
[X] Field reps
Combined telesales + digital
DISTRIBUTION
Direct despatch UK-wide
Next-day on key lines
Own logistics + couriers
10
CONFIDENTIAL
WHERE ARE WE NOW? — PEOPLE
PEOPLE & ORGANISATION
MANAGING DIRECTOR
OPERATIONS DIRECTOR
COMMERCIAL DIRECTOR
WAREHOUSE & LOGISTICS
PRODUCTION
SALES & MARKETING
UTILITY DIVISION
45 FTE ACROSS 2 DIVISIONS
RECRUIT
Direct sourcing, job boards, specialist agencies
RETAIN & REWARD
Competitive pay, benefits, performance bonuses
DEVELOP LEADERS
Management training, mentorship, succession planning
TRAIN
Technical skills, systems, H&S compliance, CPD
CONFIDENTIAL
WHERE ARE WE NOW? — OPERATIONS
OPERATIONS & TECHNOLOGY
QUALITY CHECK
DELIVERY & AFTERCARE
DESPATCH
ORDER QUALIFIERS
Competitive pricing
Delivery reliability
Warranty & Aftersales support
ORDER WINNERS
Fast turnaround times
Reliable product quality
Consistent availability
PICKING & PACKING
ORDER RECEIVED
FULLY INTEGRATED
SYSTEM CONNECTING:
E-COMMERCE
hardlifeutility.com / hardlife.uk
INVENTORY MANAGEMENT
CRM / CUSTOMER DATA
LOGISTICS & DESPATCH
FINANCE & REPORTING
12
CONFIDENTIAL
PART TWO
WHERE ARE
WE GOING?
Vision · BHAG · Objectives · Timeline
CONFIDENTIAL
VISION, AIM & OBJECTIVES
OUR VISION
To be the TRUSTED partner for excavator equipment and site solutions by delivering reliability, availability and long-term value.
BHAG
Build a scalable and highly profitable business delivering the strongest quality to value proposition in the market.
5-YEAR GROWTH PLAN
2026
Key milestone 1 – 10% Growth from 2025
2028
Key milestone 2 – 25% Growth from 2026
2030
Key milestone 3 – Stable 30% Growth from 2028
OBJECTIVES
2026 - FOUNDATION
Complete ERP & CRM implementation
Expand sales capability
Improve Customer Acquisition
Outcome: Operational platform for growth
2027 - PERFORMANCE
Increase conversion and margins
Expand customer relationships
Increase customer lifetime value
Outcome: Improved profitability
2028 - GEOGRAPHIC EXPANSION
Expand regional and international market coverage
Develop strategic key accounts and partnerships
Strengthen Brand presence in targeted markets
Outcome: Expanded market footprint and diversified revenue
2029 - SCALE & CONSOLIDATION
Build scalable operational capability across key regions
Streamline systems and KPI driven management
Outcome: Operational maturity and scalable growth platform
2030 - VALUE LEADERSHIP
HARDLIFE Recognised for quality, reliability and customer value
HARDLIFE VALUE FORMULA • QUALITY • AVAILABILITY • EFFICIENCY • CUSTOMER ROI
CONFIDENTIAL | HARDLIFE GROUP
14
PART THREE
HOW WILL
WE GET
THERE?
Change Projects · Resources · Recruitment · Financials
CONFIDENTIAL
HOW WILL WE GET THERE? — PLAN
BUSINESS PLAN ON A PAGE
1
E-COMMERCE PLATFORM UPGRADE
Improve hardlife.uk and hardlifeutility.com
12 MONTHS
£95K
IN PROGRESS
2
PRODUCT RANGE EXPANSION
New attachment categories and utility product lines
18 MONTHS
£150K
PLANNED
3
TEAM AND HEADCOUNT GROWTH
Sales and ops recruitment, 8 new hires planned
24 MONTHS
£120K
IN PROGRESS
4
BRAND AND MARKETING DEVELOPMENT
Trade shows, digital campaigns, PR
12 MONTHS
£80K
PLANNED
KEY NEW RECRUITMENTS
E-Commerce Manager — Sales
Utility Structures BD Lead — Operations
Digital Specialist — Marketing
16
CONFIDENTIAL | INVESTOR REVIEW
HOW WILL WE GET THERE? — FINANCIALS
FINANCIAL REVIEW & FORECASTS
£8.27M
2030 REVENUE TARGET
£36M+
CUMULATIVE 2025–2030
15%
EBITDA TARGET MARGIN
2025
£4.30M
£645K
BASE
2026
£4.73M
£710K
+10%
2027
£5.44M
£816K
+15%
2028
£6.26M
£938K
+15%
2029
£7.19M
£1.08M
+15%
2030
£8.27M
£1.24M
+15%
CONFIDENTIAL | INVESTOR REVIEW
HOW WILL WE GET THERE? — SEGMENTS
REVENUE BY SEGMENT
£1.5M
ATTACHMENTS
Core volume + repeat business
MEDIUM MARGIN
£1.25M
UTILITY
Expansion + project work
HIGHER MARGIN
£1.25M
AUCTIONS
Opportunistic channel
VARIABLE MARGIN
£200K
FRANCHISE
Stable partner network
MEDIUM MARGIN
TOTAL 2026 TARGET REVENUE:
£4.15M
HOW WILL WE GET THERE? — STRATEGY
GROWTH STRATEGY
Key Levers Driving Scalable Growth
01
REVENUE DRIVER
PRODUCT AVAILABILITY
More stock depth = fewer lost sales
02
MARGIN PROTECTION
OPERATIONAL EFFICIENCY
Faster throughput protects 15% EBITDA
03
MARGIN EXPANSION
PRICING OPTIMISATION
Structured margins eliminate cost leakage
04
GROWTH ENGINE
GEOGRAPHIC EXPANSION
UK regions + France, Spain, Italy
05
DEMAND GENERATION
SALES & MARKETING
Proactive pipeline drives predictable revenue
06
ENABLER
PEOPLE & RECRUITMENT
Right team structure enables scalable growth
CONFIDENTIAL
PERFORMANCE — KPIs
FINANCIAL DISCIPLINE & KEY PERFORMANCE METRICS
TBC
REVENUE PER SALES REP
Target set on incentive plan
25%+
CONVERSION RATE
Enquiry to closed sale
£TBC
AVERAGE ORDER VALUE
Track per product category
↓ CAC
ACQUISITION COST
Reduce via inbound marketing
95%
ON-TIME DELIVERY
Customer retention & loyalty
METRICS TO BE TRACKED MONTHLY — OWNERS ASSIGNED PER KPI
CONFIDENTIAL
HOW WILL WE GET THERE? — RISK
KEY RISKS & MITIGATION
01
SUPPLY CHAIN
SUPPLIER DEPENDENCY
Over-reliance on single suppliers
Diversify suppliers + strengthen procurement
02
OPERATIONS
RESOURCE DEPENDENCY
Key-person risk in operations
Structured hiring + cross-training programme
03
MARKET
MARKET SLOWDOWN
Construction sector downturn exposure
Diversify: agriculture, industrial, waste
04
FINANCIAL
CASH FLOW
Inventory pressure on working capital
Improved stock planning + credit control
£7,500,000
Q3 2025
Working Capital
40
Inventory Investment
30
Digital & Marketing
15
Capex / Equipment
15
3 years
35%
1.5:1
4.5x
Trade sale / MBO / Structured secondary growth buyout
FINANCIALS / FORECAST MODEL
FINANCIAL FORECAST MODEL
6-Year Projections | 2025–2030
METRIC
2025
2026
2027
2028
2029
2030
NOTES
REVENUE
£4,300,000
£4,730,000
£5,439,500
£6,255,425
£7,193,739
£8,272,800
Sales team growth + conversion uplift
GROSS MARGIN
33%
33%
35%
35%
38%
40%
Pricing optimisation + product mix
STAFF COST RATIO
14.4%
14.4%
12%
10%
10%
10%
Scaling revenue faster than headcount
OPEX (EXCL. STAFF)
11.9%
11.9%
10%
10%
10%
10%
Process efficiency improvements
EBITDA
£645,000
£709,500
£815,925
£938,314
£1,079,061
£1,240,920
15% operating margin target throughout
INVENTORY RATIO
30%
30%
30%
30%
30%
30%
~30% of revenue working capital discipline
CUMULATIVE REVENUE 2025–2030: £36,191,464
EBITDA TARGET: 15% OPERATING MARGIN
£8.27M 2030 TARGET
+15% YoY FROM 2027
15% EBITDA MARGIN
CONFIDENTIAL | HARDLIFE GROUP | BUSINESS PLAN 2025–2030
05
THANK YOU
Hardlife Group — Business Plan 2025–2030
Hard Equipment. Utility Structures. Long Life.
£8.27M REVENUE TARGET BY 2030
15% EBITDA MARGIN TARGET
4 BUSINESS DIVISIONS — SCALABLE & PROFITABLE
Confidential — For Discussion Purposes Only
HARDLIFE GROUP | BUSINESS PLAN 2025–2030 | CONFIDENTIAL
ATTACHMENTS
ATTACHMENTS
UTILITY
AUCTIONS & FRANCHISE
FINANCIAL FORECASTS — REVENUE BY SEGMENT
REVENUE GROWTH BY SEGMENT
SEGMENT
2026
2027
2028
2029
2030
ATTACHMENTS
UTILITY
AUCTIONS
TOTAL
11
CONFIDENTIAL
MARKET, CUSTOMERS & COMPETITORS
MARKET, CUSTOMERS & COMPETITORS
£4.2BN
Total Addressable Market
4.5% P.A.
Market Growth Rate
3 KEY SECTORS
Construction | Agriculture | Industrial
OUR CUSTOMERS
Construction & civils contractors
Agricultural & farming businesses
Civil engineering firms
Machinery dealers & Owner Operators
1,000+ ACTIVE ACCOUNTS
FUTURE TRENDS
Infrastructure investment driving demand
Rising operational costs increase demand for storage solutions
Agricultural modernisation driving specialist equipment demand
Growth of digital procurement and online purchasing
MARKET POSITIONING
DIRECT COMPETITORS
Specialist Attachments Suppliers
Utility / Storage Solutions Providers
INDIRECT COMPETITORS
Heavy equipment dealers
Generalist plant equipment distributors
MARKET OPPORTUNITY
No dominant integrated supplier
HARDLIFE ADVANTAGE
Early R&D-led innovation now adopted as industry standard
First to introduce Scandinavian design to the UK Market
Premium positioning around durability & performance
USP
One supplier. Multiple Solutions. Built for performance.
CONFIDENTIAL
FINANCIAL DISCIPLINE & KEY PERFORMANCE METRICS
COST CONTROL
10%
STAFF COST RATIO
10%
OPERATING COSTS RATIO EXCL STAFF
Personnel Cost Efficiency
CUSTOMER ACQUISITION COST RATIO
< 2%
CAC
Enquiry to closed sale
WORKING CAPITAL MANAGEMENT
< 30%
INVENTORY TO REVENUE RATIO
Inventory management for working capital optimisation
MARGIN PERFORMANCE
↑ 35%
OPERATING PROFIT MARGIN
Target margin across business divisions
COMMERCIAL PERFORMANCE
95%
ON-TIME DELIVERY
Customer retention & loyalty
PROFITABILITY
15%
EBITDA
Based on revenue year on year growth
METRICS TO BE TRACKED MONTHLY — OWNERS ASSIGNED PER KPI
PAGE 14
CONFIDENTIAL
- business-plan
- construction-industry
- growth-strategy
- heavy-equipment
- market-analysis
- excavator-attachments
- financial-forecast