TIM White is MD of Pinnacle Platforms, the exclusive GB distributor for Sinoboom aerial work platforms. The business was founded three years ago and is making strong inroads with its offering of all-electric, zero-emission products.
Pinnacle Platforms sold its first Sinoboom products in Scotland earlier this year and the company has its sights set on further growth north of the border, underlined by its decision to exhibit for the first time at ScotPlant 2024.
Tim told Project Plant about the challenges of starting a business during a pandemic, making a strong impression in the access market, and finding his feet in an era when even being involved in a near-catastrophic car crash wasn’t grounds for being allowed home early…
Q) What’s your background in the plant industry?
A) I began my career in tool hire with M&H Plant Hire, here I learnt so many values and virtues. M&H was acquired by Hewden where I was able to progress from branch manager to regional director to national sales director. I then had a two-year sabbatical in the highly competitive telecoms market with Phones4u, as an associate sales director.
The lure of the rental sector meant I would join Lavendon Group Plc as general manager before leaving for the position of MD with Riwal.
I then started my own business and for three years worked as a consultant in the powered access sector, before launching the GB distributorship for Sinoboom, Pinnacle Platforms Ltd in November 2020.
Q) What’s the history of Pinnacle Platforms? Why did you decide to set the business up and what can you tell us about the company’s growth plans?
A) From start-up, to acquiring the exclusive rights to market Sinoboom products across Great Britain, we have considered ourselves reluctant disruptors. Reluctant because we launched this venture in a post-Brexit, live pandemic space. We had to do things differently, be innovative, be digital. It was social media for us, not social distancing.
The product is the star and it always will be; the sense is our customers seem to like what they have experienced, with the best compliment being that every customer has returned to place at least a second order.
Q) How do Sinoboom aerial work platforms stand out in a competitive market?
A) Noticeable first impressions are the electrophoretic paint process providing an automotive finish, protected by bumper strips maintaining the appearance of both paint and decals. Closer inspection reveals the extensive use of world class componentry from internationally renowned manufacturers like Discover and Hoppecke (batteries), Honeywell (sensors), Rexroth (controls) and Zapi (motor controls).
The overall impression is underscored by the quality of hose and electrical routing mounted to robust fabrications with excellent fit and finish. The focus throughout is on minimising downtime and lifetime ownership costs while maximising operator satisfaction and residual values.
Q) What are the biggest changes you’ve seen in access equipment during your career?
A) This has to be the ever-improving industry safety standards and systems driven by comprehensive fault diagnosis, legislation and a drive from customer demand for continual product improvement from all major manufacturers. Ultimately making the industry safer and smarter.
Q) What trends are you noticing at the moment?
A) The market continues to demand low/zero emission, battery electric products for indoor use. Contractors are adopting electric powered products for outdoor applications, including all-terrain scissors and booms with increasing working heights and platform capacities.
Sinoboom are investing heavily in product development to meet this growing demand, at the same time future-proofing residual values impacted by the demise of diesel-powered products.
Q) Are you doing much business in Scotland? Is this an area you see scope for expansion in?
A) The first Sinoboom products were sold in Scotland earlier this year in a substantial fleet deal with national hirer HSS. We are very keen to introduce further product solutions to the Scottish market; as such we are pleased to be a first-time exhibitor at the 2024 ScotPlant event.
Q) Career highlights?
A) Starting two successful businesses are, to date, my career highlights. However, I look back with fondness to the period where I managed sales teams. Nothing gives me greater pride than to see members of these teams, many of whom have stayed in touch, go on to have successful careers in the rental, OEM and distributor sectors.
Q) What’s the best piece of advice you’ve ever received.
A) Look after your people, be clear on roles and responsibilities, be clear on company performance and be clear on incentivisation.
Q) Any funny anecdotes from your career?
A) As a young whippersnapper, new to the industry, I was involved in car accident when I was struck from the side and spun around. I saw an oncoming car heading towards me at speed, it looked as if impact was inevitable. Thankfully this was avoided, but in the split seconds of doubt, my life flashed before me and I thought my number was up.
Still shaken, I returned to my local branch and asked if I could go home to recover. The advice (it must be said it was of the time) was no… What I should do is go and get a cup of tea and put an extra sugar in it.
Q) How do you relax when you’re not working?
A) I am a lifelong Chesterfield FC fan, which in itself is not always that relaxing. To actually relax I love walking my West Highland Terrier and Cocker Spaniel.
