Baxton Case

SLIDE 1

• Baxton was founded by Mark Baxton in 1990.

• Mark left his previous company to start his own and introduce his new product which was designing and manufacturing the hoist.

• The Baxton Lift was a hoist that included a scissor lift and a safety locking mechanism that allowed the hoist to be raised to any level and locked in place, because of the design it required little maintenance.

• Another key part was the turn plates which allowed mechanics to accurately and easily perform wheel alignment jobs and it could be installed in a shop in less than a day.

• Baxton lift was considered a leader in the automotive lift safety

◦ safety was a huge importance

• Considered the Mercedes of hoists

• Baxton also had a patent on the lift

SLIDE 2

• Baxton has had a strong success with a niche position in their current market and now they are looking to expand either in the European Market, so give more efforts in expanding into the North American Market: U.S and Canada

• They weren't sure if the company was ready for the move so they met with Pierre, (WHO IS PIERRE???), who looked into options and alternatives for the company to expand into either

Slide 3

• an average of 49,000 hoists are sold per year in North America

• 60% of the market is taken by their competitors which Jen will talk about later

• Purchases of hoists are from service companies, specialty shops, chains, independent garages, but 30% of hoists purchased come from NEW CAR DEALERS

• 85% of hoist sold,