Ravichandra Saligram
Analyst · Bank of America Merrill Lynch
Thank you, Sharon. We are now just over 60 days into operating as a combined company. So we are very early indeed in our integration process. But I'm very pleased to say that our teams are coming together exceptionally well. Our leadership team has developed a very well-defined integration plan, and we also leveraged some external expertise that has consulted on major acquisition integration.
Because of this hard work, we're confident that we have the right plan going forward with the right work streams, key milestones and leadership accountability to ensure flawless execution. While we have a lot of work ahead of us to capitalize on this combination, we couldn't be more excited about how this acquisition has positioned us for growth in this large market filled with untapped opportunity.
As we mentioned in the past, the global used equipment market is huge and upwards of $300 billion. Ritchie Bros. is an industry leader and has traditionally played in the $25 billion annual used equipment option market. But the market opportunity is much, much larger, and this combination unlocks the potential for our organization to expand our market coverage upstream into private sales and retail channels. Our holistic value proposition positions us to capture more share of more sizable market segments by meeting more of the customer needs.
The market for the disposition of used equipment is very fragmented with many small players. Part of the reason for the heavy fragmentation is because each customer is unique and has different needs to suit their situation, the type of asset being sold or the timing of their business cycle. Until now, there is nobody today that has the ability to meet all the unique needs in a one-stop shop manner.
The event-driven auction, which has been Ritchie Bros'. core business for over 50 years, is just one solution, albeit a powerful solution to meet their very needs. Together with IronPlanet and our other selling channels, we're now armed with the portfolio solutions that can be deployed across our customers' spectrum of needs. By delivering choice, we can work with our customers as a trusted adviser to provide them each with a tailored suite of equipment disposition solutions and in the medium and long-term asset management. This is truly a fundamental evolution and transformation in our industry.
Based on customer segmentation study we have conducted, there are 3 major customer personas we have identified, one of which includes strong enthusiasts of auctions or what we call full service auction fans. What is interesting to note is that even among these full service auction fans, private sales and trade-ins accounted for a significant portion of equipment disposals. On average, these auction enthusiasts still only give us approximately 25% of their business or share of wallet. We see this as an opportunity for us to work to gain a higher share of wallet.
We also see large or a similar opportunity with large fleet owners and strategic accounts. As you can see in the pie chart, on a combined basis, RBA and IronPlanet's strategic account share shows we're touching less than 20% of the volume that is represented in this major market opportunity. In fact, the customer overlap between our brands is very low, combined our strategic accounts business already represents over $900 million in GAP.
Just in the U.S. alone, strategic accounts will be a major opportunity for RB in the future. The acquisition accelerates our strategy and positions us to gain share from both our traditional auction customers as well as strategic accounts. Our new platform will provide our traditional auction customers with more choice than ever, as well as customers who may not be transacting through auctions.
Through the acquisition of IronPlanet, we have assembled the broadest coverage in the industry to drive our global opportunities and offer a superior customer experience. Ritchie Bros. is now the only full-service, end-to-end asset management and disposition company. Our new ecosystem is a true multi-channel marketplace platform affording both sellers and buyers a better way to buy and sell equipment.
While we're in the business of facilitating the disposition of assets, at our core we are a relationship business. Our platform powers relationships based on decisions where we can overlay our solutions and work with our customers holistically to understand what they're trying to achieve with their portfolio and then recommend either a listing solution, brokerage solutions from Private Treaty or Marketplace E, or auction solutions or a combination of all three channels. This approach also has the broadest appeal in our strategic accounts business and with OEMs and dealers with the largest REITs. This is our new core.
To drive growth, we're putting the customer first and making it easy to do business with us. As part of our integration efforts, we'll create a multi-channel marketplace ecosystem that will be accessible through single log-on ID functionality in the medium term. The significant of this is that our customers will have one point of entry, and it'll enable frictionless movement of assets across our entire channel marketplace. By assembling this platform, it will enable our sellers to manage their assets across a multi-channel solution and providing our buyers access to the largest selection of used equipment in the world.
This is a very rich planning proposition. To tap into our core seller needs, we do focus the majority of our sales efforts on 3 core solutions. First, the unreserved on-site integrated auctions that provide our customers care, custody and control at our sites, at our live auction sites, offering RBA. Second, weekly online auctions for these sellers looking to manage the disposition of their assets on a more frequent basis and being able to sell from their yard or location without having to move equipment. That is the IronPlanet featured weekly auctions.
Third, our reserved online marketplace that affords sellers with control over price and timing, and with solutions such as "make offer, buy now, reserve price" selling formats for buyers. Here, we plan to [indiscernible] EquipmentOne, which is doing extremely well with IronPlanet's successful Daily Marketplace and the combined offering to be named Marketplace E.
The combination will take place in the Fall of this year. It'll have the best aspects of technology from both offerings. Also, EquipmentOne has specialized in transportation and energy assets, while Daily Marketplace has been focused on construction. Marketplace E is a big idea focused on both sellers and buyers who want control. Right off the bat, we'll have the scale with Marketplace E, with $53 million in GAP on an our annual basis.
In the next 5 years or so, we can envision this brand growing close to $1 billion and is a key to move our efforts upstream. With multiple disposition options, we'll deliver choice for our customers, they'll have ultimate control for their used equipment and the right channel to meet their needs, the right solutions at the right time that delivers the right buyers.
This acquisition was so compelling on so many fronts. But I believe one of the differentiators that will set us apart from any other competition will be our digital and technology capabilities. We are in an era of analytics, data and connectivity, where customers are adopting technology at a faster rate than we've ever seen. Leveraging technology to create a differentiated and tailored value proposition for both of our customers and our team members will allow us to build deeper relationships with our customers and OEMs.
Let me touch a few of the key benefits to our technology platform with the IronPlanet acquisition. First, talent. Talent in the technology team. The IronPlanet team has been building a leading online platform for 17 years. The engineers at IronPlanet have both deep knowledge of our industry and the know-how how to respond quickly and add new capability and leverage technology to capture new business opportunities. The same at Ritchie Bros. Our talent here has been great on the auction side. Between our 2 two technology leadership teams, we have over 150 years of experience in auction and marketplace technology.
Second, collaboration. We've seen early success with technology integration. Our teams have come together to provide solutions for our combined sales teams, and we quickly implemented the initial requirements through unified business operations.
Third, accelerated digital transformation. Ritchie Bros. has been replacing legacy systems, but has been operating at a slower intuitive pace. The IronPlanet acquisition gives us the ability to leapfrog this effort to leveraging IronPlanet solutions.
This pertains to multiple assets of auction operations. For example, we're working on the immediate migration to IP for pricing workflow and tools. Similarly, we're implementing IP's proprietary marketing technology on the Ritchie Bros. website. These and other efforts will allow us to reap early benefits from IronPlanet's technology.
In planning integration, we see 3 major waves of work ahead, which we expect to complete by the end of 2019, and I'm referring here to technology integration. The first wave is focused on combining our sales force, enabling seller outreach and enabling effective company business operations.
Within the first 60 days, we completed the new territory optimization and assignments for the sales team. This entailed a large on-boarding and systems configuration effort. This allowed our teams to have full coverage of the marketplace and to be prepared to meet with their customers and introduce the multi-channel playbook. They've preliminarily defined future waves that focus on the buyer experience and optimizing operations. These 3 waves of integration will solidify our foundation for future growth and deliver on an unmatched customer experience.
Let me now give you an overview of our sales integration. We combined and unified our sales teams to create a unified sales force in order to, first, for our customers have one point of contact and build a relationship. And b, our sales -- second, our salespeople to fully understand the customers' needs and offer the appropriate product solution from our core portfolio. Our salespeople are evolving from transactional sales to solution sales and becoming a trusted adviser to our customers.
As part of the sales force unification, we optimized territories based on market potential and using Rig Dig data and EDA data. We fed this data through leading sales consultants patented territory optimization model, while using judgment in the final analysis based on customer relationships. We believe we have the optimal number of sales team members, including territory managers, strategic account managers, regional sales managers, vice presidents and senior vice presidents to drive growth in the long term. We'll add people as needed on a pay-as-you-go basis.
Globally RBA, as a combined company, will have 403 sales personnel with 10 TM current vacancies, all of them in the U.S. Our optimization effort yielded 53 -- sorry, 43 positions, which were a reduction in force and resulted in synergies, although IronPlanet did lose some TMs during the DOJ review process, as did from Ritchie Bros'. People due to uncertainty, we feel quite good about the composition of the combined sales force in terms of the ratio of RB to IP sales team members.
In the regional field organization, we have significantly more RB legacy sales team members compared to IP, given RB's historic strength with end users. However, in the strategic account groups, we have an equal ratio of RB to IP, reflecting IP's strength in strategic accounts, especially the rental business. Also, we have started the CAT alliance team with most legacy IP team members given their relationships with CAT dealers.
We have a great sales team in place globally and we'll work hard to fill the 10 vacancies in the U.S. and stabilize the sales force to reduce ongoing turnover.
We established 3 guiding principles for our integration. Our guiding principles are: First, focus on the customer; second, perform while we transform; and third, leverage our talent and technology. The customer has been our anchor in both companies. We both share an obsessive passion for serving our customers, and it is the tie that binds both of us. Everything we do in our key integration work frames will be challenged by me with this simple question: What does it do for our customers? The promise is that if we make it easier, simpler and more effective for our customers, we can truly become their one-stop shop, which will ultimately drive strong revenue growth.
We have to perform while we transform. Integration cannot be in a vacuum. While we build for the short-term, we need to continuously improve our near-term performance. We now have great talent with complementary skill sets in the entire company. We are brand marketers, digital marketers. We'll address dealmakers and sales outreach to buyers in the daily marketplace. We have great yard managers on the sites and experienced equipment inspectors from IronPlanet. We have experts in machine learning and business intelligence data scientists. We will work hard to leverage all of our great talent in the company to create meaningful customer insights and analytics, drive innovation and accelerate growth. We'll focus our integration work on the sales force, technology, operations, finance and create a cohesive culture.
We've laid our key integration milestones by quarter and H1 2018 to hold ourselves accountable. These milestones and initiatives have been developed to ensure strong foundation for the combined company to drive us in the long -- to drive growth in the long term. Post-close, we are focused on sales hub, which is the front-facing aspect of our salesforce.com used by our RB TMs to not only look at their business, but transact. Soon this will be rolled out for legacy IP TMs as well. We have created very specific dashboards by TM, by RSM, by VP to delineate their pipeline. How much of their pipeline is coming from acquisition customers versus loyalty? What their top 50 opportunity accounts are in their territory, et cetera. We've also incorporated IP history and the IP pricing tool into this dashboard. This is the most advanced sales dashboard either companies ever had and very focused on driving revenue growth and improving sales productivity.
Another milestone is the first phase of solution-selling training focused on 3 product solutions as well as educating sales people from both sides on each of those products has already been completed. We've also created a buddy system between RB and IP reps to help each other out. Essentially, sales integration has been completed in the U.S., Canada and Europe and our sales teams are off to the races.
Another milestone for illustration is integrating RBFS into IP in the third quarter of 2017. We'll expand the addressable market for RBFS and this is a great way of growing incremental revenues. An example of an important business milestone in the first half of '18 is getting ready to have one mega Orlando auction for the combined company in February 2018 versus individual auctions of RB and IP. A lot of preparation goes into driving this auction. The planning for which needs to be mostly completed in the second half of '17. We hope this milestone chart gives you a favorable view that management has been thoughtful in identifying key priorities and it's highly focused now on execution. We'll provide you quarterly updates on our progress against key milestones.
I'm excited by our early wins. A lot has happened in 60 days. And our unified sales teams are focused on selling our 3 product offerings either in tandem or individually based on how to find customer needs.
Let me illustrate and give you 3 examples. Globally, legacy RB TMs have already generated about $90 million, that's right $90 million in GAP pipeline to IronPlanet, since the sales teams were unified just in the last 30 to 45 days, approximately 40% of these deals have closed, have been -- and have been listed in IronPlanet's daily marketplace for weekly auctions. About half of this growth volume came from new customers, a quarter from existing loyalty RB customers and another quarter from IP loyalty customers, which says to existing customers cross-selling is working.
Another example, a first-time transportation seller consigned a multimillion dollar truck and trailer package for the combined company. The consignor felt good about our multiple channels. Our legacy IP dealer customer who had also done business with RBA in the past, gave us a large multimillion dollar rental package. He felt comfortable about maximizing the value of his portfolio since he could put different assets in each of our 3 product offerings, i.e., that is across RBA, Daily Marketplace and weekly auctions. We're excited that GovPlanet is the only player in heavy equipment that was awarded a GSA contract a few weeks ago. This will enable GovPlanet to contract with any federal agency covered by GSA, for example, the DOD, FEMA, Department of Interior, the Department of Energy. GovPlanet is a great vehicle in the long term and, by the way, a very profitable business.
And finally, we're off to a great start with CAT corporate and CAT dealers. Our relationship at RB has never been better with the CAT family, and we're excited to work with RB. We've completed the Ritchie Bros. data pipe to CAT ahead of schedule, and we've started getting buyer consents at our auctions. We've successfully piloted Telematics and plan to start the rollout site by site. While CAT dealers are currently supply-constrained, we're confident that over time we'll start receiving their rental network volume and the used equipment. CAT continues to have the highest volume of any brand that we sell at the combined company.
Let me conclude with 5 critical priorities for the second half of '17, which will also spill over into '18. We're laser focused on driving revenues and laying the foundation to accelerate growth in 2018. This will come through a strong effort by our sales teams to cross sell the 3 core offerings to existing customers, to acquire new customers and bring them into the platform.
A key focus is to increase strategic account penetration in key verticals. We'll proactively grow our CAT strategic alliance and play a sticky long-term relationship. We're in the process of establishing dealer councils in both North America and Europe and internationally to work on initiatives that create mutual benefit. We're excited about the IP opportunity internationally. We're leveraging IP's platform in Europe with strategic accounts, while utilizing RB's infrastructure relationships. Our initial focus is in Southern Europe, where we are both present. We're also launching IronPlanet into Australia. Australia is our third largest individual country, and we have a very strong brand franchise. IP used to be in this market many years ago. We believe the IP launch will allow us not only to increase our share of wallet with existing customers, but get us a new type of customer.
Finally, we're marching forward with great commitment to realize cost synergies. We're confident of delivering run-rate synergies of $10 million by the end of '17 and $20 million by the end of '18. Synergies will come from reduced headcount, headcount eliminating duplicate management roles and operational and sales synergies. We'll provide more robust detail on synergies over the next few calls. Finally, our overarching priority remains to continue integration efforts, especially technology.
Before turning to questions, let me say that this marriage was a marriage made in heaven. And I'm not saying that just because I come from India and believe in arranged marriages. Although we are suffering from macro headwinds right now, it will become abundantly clear both in the medium-term and long-term that we have a winning combination to add significant shareholder value.
And with that, we'd like to open the call to questions from analysts and institutional investors. [Operator Instructions] Operator, would you please open the line for questions.