Companies are spending again, says Phil Goodin

Companies are spending again, says Phil Goodin

Equico's new GM talks about the company's 'aggressive growth strategy'

Phil Goodin has a busy year ahead now that he has been promoted to general manager of New Zealand-owned technology lease provider Equico, after sixteen months with the company as heads of sales and marketing.

He says 2012 will be mainly focused on expanding business in the education market into private schools, getting new partners onboard and strengthening relationships with existing Equico partners.

Goodin, who has a background in business and finance, says the company has “an aggressive growth strategy” for this year, both in the education, government and tertiary sectors. He says the move into the tertiary step is a “logical” one as the company can leverage its knowledge from the education space.

The new GM says Equico will also put a strong focus into the corporate space “now that they are spending again”. “People have put off purchasing for a while but now they are back in spending money,” he says. “We want to get our brand out there.”

Goodin says there are a lot of opportunities for those who sell into the government space and so Equico has to focus on deepening those relationships. The changes are All-of-Government procurement are also influencing the company’s strategy. “We need to get the message out there that we can get involved in that space,” says Goodin. “It’s a big game changer.”

Equico will this year be looking at taking new partners onboard, especially tier 1 partners. “The more the merrier, as long as they are trustworthy,” he says.

“We have been flat out. December to March is a busy time of the year, especially in the education sector,” says Goodin, adding that the commercial segment is also quite busy and people are ready to spend again.

Schools remain a big focus for Equico. The company has been running its Equico Eco e-waste recycling programme for a number of years, offering free e-waste collection to all schools in the country, with the help of partners. “It’s a differentiator,” says the GM.

From his seat at Equico, Goodin says he sees business in New Zealand “picking up”. “In the past few months we have seen a change in behaviour from clients who have been putting off the decision to renew their IT equipment and now feel ready to spend again,” he says.

He is very confident about Equico’s position in the market too: “IT leasing in New Zealand in relatively small in terms of competition amongst lease providers, but is huge in terms of potential customers. Businesses, schools, government agencies…there is so much business out there and only 40 percent of New Zealand business are leasing their technology at the moment - we have a lot of work to do.

Before stepping up as Equico’s general manager, Goodin worked in a sales role at Marac Finance for several years looking after IT lending. It was there that he was approached by Equico to lead up the company’s sales team. “It was a great opportunity and something new and different to get my teeth into – just what I needed at the time,” he recalls.

“I enjoy strategy, so the ability to look at the business and effect change. To mould and position the business in a way that will protect us for the future,” he says, explaining why joining the company was the right move for him. In spite of his business background, Goodin says the IT industry is a good fit for him and his current work. “Its fast paced and ever changing which lends itself to leasing rather than owning, which is a bonus for us.”

“I’d like to say my job involves wining and dining beautiful women, but in reality I am analysing reports and working with the team to implement process changes in order to better accommodate our partners and overseeing the education, tertiary and corporate sales teams,” he says, describing his current position.

Goodin spent a year with Equico before the general manager position opened up. “I put my hand up for it. I had worked hard to prove myself since joining Equico and was delighted when I heard I had been successful in my bid for the role. Now for the hard work I guess… watch this space.”


Where do you live now and where did you grow up and have lived before?

Born and raised in Wellington. Currently living in Howick.

Are you married? Kids?

No, but if you know anyone…? And no kids

What are you currently reading?

This is a call: Life and times of Dave Grohl

Who is your mentor? Or someone you admire professionally?

Richard Branson

What would be the best advice you could give to someone in the same business as you?

Just think "what would Steve Jobs do?”.

When you were little, what did you think you would be when you grew up?

A professional footballer.

Do you have any favourite sports?

Football (soccer), Cricket and League

What's your favourite gadget?

The iPad 2.

And your favourite website?

What's your drink of choice?

Steinlager Pure

What do you think has been the single most important advance in technology?

The internet.

If you weren't in technology, what would you be doing?

I’d be working somewhere in Banking or Finance

How do you keep the work/leisure balance?

I make sure I make time for sport and catching up with friends and family. As well as fitting in a few trips overseas to break up the year.

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