The key is to of­fer cus­tomers what they have been de­mand­ing

AN­TO­NIO MARTÍNEZ, the man­ag­ing direc­tor of Bomaq In­dus­tries SL of Mur­cia, Spain, is a man of many tal­ents. He’s the founder of a rel­a­tively new fork­lift man­u­fac­tur­ing busi­ness that has re­leased a new multi-pur­pose rough ter­rain fork­lift that cov­ers almost

Australasian Timber - - MATERIALS HANDLING -

Q: Tell us a lit­tle about your­self. Paint a pic­ture of your ex­pe­ri­ence, what mo­ti­vates you and who in­spires you.

I think I’ve been an en­gi­neer since the very time I was born. While other friends en­joyed play­ing with the toys and cars, I en­joyed dis­as­sem­bling them, and check­ing what was in­side... The best gift for my birth­day or Christ­mas could be a tool set, a bat­tery, some switches and lights... I fi­nally stud­ied In­dus­trial En­gi­neer­ing, and I can say that my job is my hobby; I re­ally en­joy de­sign­ing ma­chines that can do a use­ful work in the best way pos­si­ble. Great part of my ca­reer took place at Me­cano Con­ti­nen­tal (Mast Ex­plorer man­u­fac­turer), for about 10 years I learned a lot from cus­tomers, and from my old boss (Fran­cisco Sánchez). One of the most im­por­tant things that you don’t learn at the Uni­ver­sity is to lis­ten: lis­ten to your boss, lis­ten to your mates, lis­ten to the cus­tomers & to the mar­ket. If you lis­ten you get a lot of in­for­ma­tion, some is good, some is bad, but it’s up to you to de­cide what you do with it. If you don’t lis­ten and make your own world (prod­ucts, com­pa­nies,...), you are out of the game. Some times En­gi­neers have the prob­lem of dream­ing too much with­out listening to the mar­ket, and at the end, you have to please the mar­ket and find your place in it if you want to suc­cess. I think that’s the key of a small com­pany like mine to­day, to of­fer what the big­gest don’t do.

In­spi­ra­tion is dif­fi­cult to find some­times, and it de­pends on what you re­fer. My per­sonal in­spi­ra­tion and mostly the main thing for what I’ve de­cided to go ahead with this is my fam­ily; I think that with­out them I would have left to Ger­many to find a job, but I want to cre­ate some­thing for their fu­ture, as things are worse ev­ery­day for the youngest.

Q: Bomaq – it’s a new-ish prod­uct. Can you out­line the re­search and de­vel­op­ment phase; how the con­cept came to life?

If you want to find a place, and your re­sources are very lim­ited, you have to bring some­thing new, some­thing never seen be­fore, but tak­ing care of not go­ing too far away of the com­peti­tors, be­cause some­times things that are too dif­fer­ent cre­ate the op­po­site re­ac­tion. From my ex­pe­ri­ence with Mast I worked in af­ter sales, en­gi­neer­ing, de­sign, pro­duc­tion, ... And in 10 years (if you lis­ten) you can take a lot of use­ful in­for­ma­tion. This is the key of the Bomaq prod­uct, to of­fer cus­tomers what they have been de­mand­ing from a Rough Ter­rain fork­lift truck: er­gonomics, de­sign, sim­plic­ity, com­pact size, ma­noeu­vra­bil­ity, easy of use & main­te­nance, ...

I can’t say I have created the best prod­uct in it’s cat­e­gory, but I’ve tried to give an an­swer to 10 years of com­plaints & sug­ges­tions. There are many com­peti­tors, for whom I have a great re­spect, like Ausa, Man­i­tou, Pi­quersa, Agria, JCB, Lik­ftk­ing... Surely you know more than me, but if you do the same than the oth­ers, at the end it will be a price fight, and a small com­pany like mine would be surely lost, as I don’t have the pur­chas­ing ca­pac­ity of any of the ones men­tioned be­fore.

An­other im­por­tant key in the de­sign of the Bomaq is the use of the lat­est tech­nol­ogy in CAD avail­able. I spent more than 3000 EUR in a com­puter 2 years ago (the most pow­er­full cad sta­tion yet), which helps me (1 en­gi­neer), to sim­u­late almost ev­ery­thing of the ma­chine. This way I can do the work of 10 en­gi­neers, and with a bet­ter co­or­di­na­tion, as ev­ery­thing is in only 1 brain, and don’t have to share or adapt my job to the other 9 tech­ni­cians. Tools are very im­por­tant to de­ve­l­ope a job; some­times things get very dif­fi­cult for not hav­ing the ap­propi­ate tool to do the job. I’ve ap­plied this also to the as­sem­bling, cre­at­ing tool­ings and even a TV screen with as­sem­bling steps de­tailed to pre­vent mis­takes. Some­thing so sim­ple as hav­ing 2 screens on your com­puter can make you in­crease your pro­duc­tity up to 50%, and re­duce mis­takes of trans­lat­ing by mind in­for­ma­tion from one ap­pli­ca­tion to an­other; cost: 100 EUR.

Q: Who was part of your team and how did they in­flu­ence the project?

I be­gan alone, with the sup­port of my fam­ily, and now I’ve hired one per­son for as­sem­bling (for­mer Mast pro­duc­tion re­spon­si­ble), and an­other per­son for the pa­pers (in­voices, notes, taxes, con­tracts,...). So right now we are 3 peo­ple work­ing di­rectly at Bomaq. I know we are few, but costs have to be un­der con­trol, and re­sources have to be op­ti­mized to the max­i­mum, while we grow.

I think next move­ment will be to hire a elec­tri­cal as­sem­bler, be­cause I’m still do­ing all the wiring and fuse box of the ma­chines by my­self, and then an en­gi­neer for af­ter sales and spare parts sup­port.

Bomaq’s new rough ter­rain BMP Se­ries 4WD Fork­lift isn’t re­stricted by work choice.

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