Len Ferguson Joins Diggermate

diggermate fifty percent stakeholder announcement

Len Ferguson Joins Diggermate

No Excavato Hire Experience? No Worries. You still can own a Diggermate Location

Dear all,

I’m excited to be writing this today to let you all know that after 12 months of hard work, Len Ferguson and I have inked a deal for him to acquire a 50% shareholding in Diggermate Franchising. It’s an incredibly exciting moment for us as a company, and for our Diggermate franchisees across Australia.

A little over twelve months ago, I was introduced to Len who had just sold his Business Brokerage Group, and had some time to help with franchise sales. This turned into a monumental 12 monthswe not only achieved sales results, but also restructured and developed a new range of strategies to enhance our franchise model. Our strategic growth plan allowed us to redevelop our franchise territory policy, ERP platform, tiered marketing platform, and franchisee self-support structure. Additionally, a revamped franchise offer and sales process has seen 10 new franchisees locations in the past 12 months

When I started franchising Diggermate, I did so simply with a goal to generate a recognisable brand, build a convenient business system, and a marketing strategy that would drive leads to franchisees. With this as a focus, we have launched over 20 franchises in six (6) states around Australia. While this focus has never changed, many other things with Diggermate have, and the growth trajectory over the last couple of years means that some experienced support needed to be acquired to ensure the smooth growth of the business. 

This is just the beginning, because with Len’s experience now on the team, I can focus on developing stronger marketing strategies and systems, while Len can focus on growth and expansion plans throughout Australia, mainly for the franchise group and current franchise owners.

Our goal will remain pretty much the same: franchisees receiving the benefit of the enhanced team. We now plan to grow a company that is data driven, and marketing and lead generation focused. Diggermate can still be operated as a side hustle or a full-time business, with a ‘No Worries Attitude’; customers, business owners, and partners will continue to develop a collaborative and community culture, one that is motivating and enjoyable, and something you definitely want to be a part of.


Mick Watkins 
Founder, Diggermate

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Len Ferguson

Len Ferguson is a seasoned entrepreneur, having dabbled in sectors such as retail, transport, real estate, and IT services, among others. He co-founded The Finn Group in 2004, which managed 60+ franchisees across Australia during its peak. He is recognised as an expert in franchising, having been involved in the successful recruitment of over 1,000+ franchisees in Australia alone. At present, Len is looking forward to bringing his broad set of business skills as co-owner of Diggermate Franchising. 

“I’ve always lived by the mantra that ‘If it is meant to be, then it is up to me.’ Looking in the mirror has served me well because what I have found [is] if there is a problem, then there usually is a solution; you just need to uncover it. I will be taking this attitude with me into Diggermate as I don’t know any other way.” -Len Ferguson, on what it takes to be a successful entrepreneur and franchisee in 2020

Mick Watkins

Mick Watkins Diggermate Mini Excavator Hire FounderDiggermate was born out of founder Mick Watkins’ hunt for a business that would survive and flourish all year round, despite the changing seasons. From two (2) excavators operating out of his driveway, Diggermate has now grown to a national franchise network with multiple established sites across Australia. The Diggermate family is rapidly expanding with focus on providing sites in exclusive locations, where excavation work and hire is found to be more prominent. 

“The key to Diggermate’s success? To just do what we do, and do it well.” -Mick Watkins, on what keeps Diggermate functioning (‘no worries’ attitude)

About Diggermate

diggermate-logoDiggermate is your one-stop-shop for excavation equipment hire, providing sensational service and knowledge to all their projects. To become mates with Diggermate, the ideal candidate is motivated to build the business, and show a sense of commitment to the Diggermate brand.

Diggermate has gained a fantastic reputation for their “can-do” attitude and approach to projects, ensuring customers that no matter the job, Diggermate can help you out! Our efficiency and expertise is what makes us stand apart from other businesses—we’re here to do a job, and do it well!

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