• Ara Rental Market Monitor

Ara Rental Market Monitor

Editor’s note: This edited article is reprinted by permission from the November issue of the quarterly newsletter Rental Insight, developed and written by Daniel Kaplan, a well-known Morristown, N.J.-based analyst on rental trends in the construction equipment industry. The newsletter is produced in collaboration with Yengst Associates, a marketing consultancy firm specializing in industry data and market research for construction equipment markets. The price per electronic copy in PDF form is $500 per year for four quarterly issues. For more information or to subscribe to Rental Insight, call 203-762-8096, fax 203-762-8330 or e-mail. The major rental companies in the U.S. All trade or have debt that trades publicly. Quarterly they report their earnings.

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Analysts study the results and make comparisons with comments and recommendations that effect bond prices or stock prices. The truth is that these analyses are flawed because the basis on how each rental company reports its metrics varies greatly. What the equipment rental industry needs is consistent methodology including recommended standards and formulas on the metrics. Listed below are areas that all rental companies use to measure and manage their businesses and the metrics analysts evaluate.

• Time utilization. This is a time measurement of equipment by category that is calculated on a monthly basis. Simply said, this is the percent of time equipment is out on rent. Some rental companies use a 22-day month, some prefer a 28-day month and others like utilizing a calendar month. • Dollar utilization. This is the measure of the dollars earned by each individual piece of equipment in each category and is computed daily, weekly and monthly divided by the original equipment cost (OEC) or first cost of the equipment. Speak now world tour live download zip. Some rental companies calculate dollar utilization based solely on the description above.