Maximus is a business that is unlocking the power of entrepreneurship in rural and regional Australia. 

This one-stop-shop for the industrial and agricultural sectors is an opportunity for individuals to create a successful business in a field outside of the traditional food, fitness, beauty and home services franchise options.

The business model appeals to individuals looking to forge a path for themselves in business ownership, yet needing the support and flexibility that only a sophisticated system like Maximus can provide.

Maximus is an ideal regional trade and retail model

“The challenges of entrepreneurship, such as lack of collaboration, concept incubation and access to tech resources, are addressed by Maximus’ ready-made, proven system,” says Wally Davey, the brand’s franchise marketing director.

This is a tech-forward company, with franchisees supported by the business optimisation tools and platforms in the Maximus Digital Toolbox.

Maximus is a unique business, a new-generation brand operating in a niche sector – fluid transfer and fluid power solutions across the industrial, hydraulic and irrigation sectors.

Typically a Maximus store will cater for customers in the agricultural, industrial, mining and manufacturing industries.

Industrial products history backs up the franchise

“Everything that moves requires consumable products and we have up to 32,000 parts, ” Wally points out.

The franchised store model is an exciting development for the brand which has a strong product distribution history in these industries.

“About five years ago we looked at where the market streams were heading. We found about 80 per cent of product sales were represented by just 20 per cent of our product line.

So we brought our categories together and can now satisfy the market with a tighter offer,” explains Wally.

The first outlet opened as a pilot at Rutherford in New South Wales’ Hunter region.

More than one revenue stream in the Maximus regional trade and retail model

While you might expect a regional business to run a mobile operation to effectively reach its customer base, Wally says mobile services translate to a higher cost for customers.

“Instead customers are coming in to the local centre and securing the same product for less.”

The business operates an ecommerce site as well, giving franchisees a 24/7 passive income. This means extra convenience for customers who can buy online, and have the items delivered from the nearest Maximus store.

One brilliant aspect of the Maximus model is that it can be added as a bolt-on to an existing business.

Trade and retail model can be bolted-on

“This is ideal for an agricultural supplies building, tyre centre or auto parts firm looking for a second revenue stream. In this case they can add additional product mix and the same customer base would be buying the products. 

“They can grow the bolt-on, then potentially separate with family members taking on the business. It can fit within a store, as a separate entity.”

Wally points to the Dural centre in rural Sydney which sits within a Husqvarna mowers and garden tool dealership.

“The customer buying the mower is buying irrigation equipment and hydraulic hoses too.

We say ‘Maximus grows it, Husqvarna mows it’.”

Because franchisees can customise their business to suit the local market it can effectively spread the message to a highly targeted audience.

“We’re actively working through social media channels, at a larger level, and down to local community,” says Wally. 

New South Wales is initial growth target

A Maximus franchise is sized to cater for a town and rural market population of about 25,000. Typical examples are Bathurst, Wagga or Dubbo.

“We are keen to build the New South Wales market first,” says Wally, “so it essentially becomes the core of the network. There will be businesses that exist in further markets that can adapt bolt-ons.”

He believes the business model is resistant to macro economic crises.

“It is not susceptible to technological developments or significant change. There are no new widgets to destroy the business. If we strike a recession, people have to fix their old equipment, so we still have a demand for consumables.

“This is a really good opportunity to own and operate a retail trade-based business, Maximus is ideal for anyone with customer service support skills. While it appeals to anyone with a mechanical bent it is more sales-geared than trade-skills based,” he says.