New business division proves perfect logic for North Staffs contract hire specialist

A leading commercial vehicle contract hire provider is bucking the industry downturn by creating a new division aimed at offering its expertise to a host of new customers.

Prohire plc, which employs thirty three people at its Fenton Industrial Estate site in Stoke-on-Trent, launched ‘FleetLogic’ this month after identifying a need to offer complete support solutions to clients who own their commercial vehicles.

Backed by Business Link West Midlands (BLWM), the forward-looking company will offer potential customers 365 days, 24/7 cover, including fixed cost repairs and maintenance contracts, accident/fleet/maintenance management, vehicle disposal and tyre management contracts.

It is initially creating two full time jobs to look after the launch and initial marketing drive, with early expectations suggesting turnover could touch £300,000 for this new division by May 2011.

Andrew Morley, Sales Director at Prohire plc, is one of the driving forces behind the latest development.

“We have probably witnessed one of the hardest trading periods our sector has ever seen, yet we have emerged from it in pretty good shape with turnover hitting £17m after new contract wins with Lyreco UK, Eon PLC and Linde Material Handling.”

He continued: “The contract hire service we offer is very popular with customers so in a bid to diversify the business base we decided there was an opportunity to roll-out the same support offer to companies who own their own vehicles.

“We immediately turned to Business Link for support in developing a new brand identity and, through a special business transformation grant; we were able to bring in OWB Creative Communications to develop a new corporate identity and marketing collateral to ensure a fast start for the new division.

“FleetLogic is a fresh and vibrant brand and sits perfectly with our company vision and the existing Prohire reputation – we can’t wait to get out there and start introducing it to the marketplace.”

BLWM also provided the North Staffordshire firm with assistance on e-commerce and database development, not to mention ongoing mentoring to help maximise the opportunities reflected by the new division.

Peter Ainsworth, Staffordshire Business Adviser at Business Link West Midlands, picked up the story:

“We have played an extremely important role during the downturn, providing crucial support to established companies looking to offset difficulties and take advantage of new opportunities.

“Prohire was a successful company looking to expand and we were able to deliver expertise in a number of key areas and the result has been the launch of a new arm of the business and the immediate creation of two new jobs.”

Formed in 1997, Prohire plc specialise in providing bespoke contract hire and fleet management, covering light commercial vans, heavy goods vehicles and specialist vehicles, such as those used for custodial and mobile data destruction purposes.

The company’s tried and tested solution offer to its customers will now be extended to client owned vehicles under the ‘FleetLogic banner’, with additional new services set to be introduced over the course of the first year in business.

Andrew concluded: “This is an exciting time for Prohire and North Staffordshire and we generally believe we have a product that will provide real growth and job opportunities for the business and local people.”

Business Link West Midlands (BLWM) offers support to established businesses looking to increase sales, diversify and tackle specific issues.

Its expert advisers work with clients to review critical business processes, management and leadership skills and provide access to a wide range of sophisticated range of support services and solutions.

Last year, over 74,000 businesses came to Business Link WM for help. To find out more please call 0845 113 1234 or visit: www.businesslinkwm.co.uk