Diggermate targets 10 franchises in 12 months

Nick Hall

Machine and mini-excavator hire franchise, Diggermate is ramping up expansion throughout the country, following a successful run of growth across the East Coast of Australia.

Mick Watkins is the man who built the specialist earth-moving hire company from a driveway operation to a booming multi-state franchise business, crediting a strong model as the key to sustained expansion.

“Our approach is simple. We aim to help you get your landscaping jobs or earth-moving jobs done at a cost-effective price and we only use the industry’s leading equipment, so you know you’re getting the best equipment to use to perform your task,” Watkins said.

With sites on the Gold Coast, Langwarrin, Murray Bridge and Diamond Valley, the Diggermate founder has now identified a number of growth opportunities within Victoria, New South Wales and Queensland.

Following on from the recently unveiled franchise developments in Gympie, Geelong and Newcastle, Watkins told Inside Franchise Business he plans to have 10 franchises up and running in the next 12 months, with long term plans of having 20 locations over the coming years.

“We would like to have several franchises in each state and be recognised as a national company. If these are achieved, we will have more opportunities to create amazing marketing activities for the brand, which is something we are really passionate about,” Watkins said.

As expansion efforts ramp up, Watkins acknowledged that innovation was critical to remaining relevant, citing Diggermate’s focus on technological as a primary driver for franchisee success.

“Our business system and our marketing strategy are really the backbone of Diggermate. With these two combined, Diggermate is enabled to become a technologically-advanced business,” Watkins said.

“We want to further develop our system and marketing to provide franchisees with a more profitable business with less effort.”