Getting started in the competitive UK rental business, whether in cranes, access or in general plant, is not easy. One of the best ways is to spot a previously unexploited niche and then go for it. This is just what Chris Bird did three years ago when he founded Ladybird Crane Hire in Rubery, on the outskirts of Birmingham. His plan was to specialise in the hire of self-erecting tower cranes.

As with many good ideas it came about almost by chance. It was whilst undertaking the development of a small hotel extension on a difficult sloping site with awkward access, and where the use of the usual telehandler was out of the question, that one of his employees suggested the use of a small tower crane.

The employee had seen them used in Holland and thought it would be perfect solution. After a quick trip to Holland a second-hand Potain HD30 self-erecting crane was purchased and it performed well. It was only when others builders saw it and started asking to hire it from Bird that he realised the potential business opportunity. Chris bought two more cranes and founded Ladybird Crane Hire.

Having proved the point, and with steadily increasing demand, his next major step was to purchase Potain UK’s entire rental fleet of 18 cranes when it was put up for sale. In the space of two years the business grew steadily and more cranes were purchased. The purchase of the first new Potain Igo 50 model at the start of this year increased the Ladybird fleet to 50 units. Bird had seen the IGO 50 at its Bauma launch and instantly spotted its potential, The first unit has, since its arrival, been working on a long-term rental to Hertfordshire-based T&B (Contractors) Ltd for the construction of a new school building near Elstree. It was chosen because it’s the quietest and most compact method of materials handling and as work taking place during the term time, disruption to the school environment had to be minimized. In this application both the noise and the available space precluded the use of telehandlers. “In fact the Igo 50, with up to four tonnes lift capacity and a jib-end capacity of 1.1tonne at 40 metres, has the most useful specification for general building works. So much so, that we have ordered another four units” explains Chris Bird. “Ladybird’s customer base has progressed. In the beginning we served only the larger domestic and commercial property developers and contractors but now small builders are becoming aware of the benefits in convenience, safety, productivity and general materials handling efficiency. It is a very affordable solution, contributing to cleaner and tidier building sites, and reducing waste. Our utilisation levels of around 80 per cent demonstrate the potential of this product.”