The man and philosophy behind the amazing success of Total Tools
Alesia Edwards
The success story behind Total Tools, especially its growth, even beyond the imagination of the man who conceived it, is one of determination and the passion to succeed. That determination and passion remained unwavering even when others cast doubt and try to sway his mind from that one thing he felt so strongly about. Ainsworth Mornan saw a need nearly a decade ago, to rent small tools and equipment to people on the North Coast who needed that critical piece of tool for only a few hours or a day, but who had difficulty sourcing or purchasing it. He discussed the idea with some of his friends who encouraged him to get into the business once he believes it would be lucrative. However, there were others, before and even when he started out with only a few pieces of small hand held tools, who told him that it wouldn’t last because there was no market for his business in rural Jamaica. Some told him that it would probably work if he was in the Corporate Area. However, Mornan, having experienced difficulties acquiring some basic pieces of tools during the construction of his house at Three Hills in St. Mary thought about the difficulties other small contractors may encounter during building and immediately he thought about setting up a store that would allow people to rent whatever they needed, for however long they needed it, at an affordable cost.
Mornan told the North Coast Times during an interview that Total Tools was born out of the need to provide basic tools to people who needed certain types of tools or equipment for a relatively short period. The business started in a small shop -10 x10 – to be exact in March 2008. Then, he was only toying with the idea of providing small items like hand drills and chipping hammers. He set up a shop at White River on the St. Ann/ St. Mary border and after Mornan acquired what he thought was enough to supply the need, he opened Total Tools. The tools he had were strategically placed outside the shop and people would stop by to inquire about what was available. Mornan worked overseas at the time and he had someone running the business for him. In fact, he returned to his overseas job as a landscaper the very day he opened Total Tools.His employee then would take note of all the queries regarding tools and equipment from customers and pass those on to Mornan who would visit various project sites and try to get tools they were finished with and ship them to Jamaica. He knew that people, especially in the States could walk into a Hire Shop and get whatever they needed and his goal was to establish the same business here in Jamaica. Mornan explained that customers request for various types of tools came in ‘fast and furious’ and as those request or inquiries came in he would source the items and have them stocked in the store. Soon the business started growing and the demand for more tools had become overwhelming. At the time, construction of a section of the north coast highway was underway and contractors and subcontractors soon turned to Total Tools for a variety of tools and equipment. They wanted equipment like jumping jack, plate contractor, concrete vibrator among others. Contractors too who were in the construction industry also turned to Total Tools. Many wanted tools that were not readily available. Smaller contractors needed ply board, scaffold, chipping hammer, sometimes he didn’t have enough and what he had was out on rental. “The business grew rapidly,” Mornan said. He explained that he had to make numerous trips to St. Marteen and Miami in the US to get new stock. He also had to source parts for each item he had for sale or rental. Soon, he jumped from having one worker to five and the business had clearly outgrown its White River location.
THREE LOCATIONS
Today Total Tools has grown from its 120 sq feet office space at White River to over 12,000 sq feet at its main location at 120 Main Street in Ocho Rios St Ann. It has also expanded into two other locations – one at 34 Slipe Road (Kingston) and at the other 44 West Street in Port Antonio, Portland.
Mornan explained that the business carries a wide range of tools and equipment used in almost every industry including construction, farming, electrical, mechanical, plumbing, home and gardening and road repair among others. He also has parts and accessories for each item available in the store.
MEETING CUSTOMER NEEDS
He said a large part of his business is concentrated on parts and that he spends about 95 per cent of what he earns to replenish his stock. Now that the business has grown, so rapidly, Mornan is now focussed on effectively meeting and servicing the needs of his clients who span across the island. “I don’t want to water it down, I want to ensure now that we give our clients the best service,” he added.
He explained that one of the reasons the business has grown so rapidly and has stood the test of time, so far, is the flexibility it offers to its customers. “We don’t make people walk in with money and walk out with nothing,” Mornan said. He explained that no matter how small the item is, it is available for rental. He said too that the rental prices are quite affordable and that the cost of rental will vary in terms of size and quality. Additionally, the repair centre can address all needs, no matter how challenging. There is a discount card for his valued customers who enjoy loyalty points and can save big on various rentals, repairs or purchases. There are special rates for contractors and sub contractors and customers can rent an item for as little as a few hours up to months or even year. There are, however, certain requirements for persons wanting to rent items. He explained that they must produce a reference, valid telephone number, national ID or drivers licence, TRN, and a security deposit which is refunded once the item is returned in its original condition. If the item is broken and the deposit cannot cover the cost of repair, the customer is asked to provide the additional cost. In the case of Kingston, two utility bills are required along with the other requirements.
FLEXIBILITY PAYS
Mornan explained that the flexibility of his business allows him to service clients who require rental or sales right across the country without having to visit any of the locations. He said once customers complete the necessary paper work via the telephone and the relevant payments are made, the item is sent by courier to the client.
LISTENING TO CUSTOMERS
He said flexibility also allows him to remain open until late and for seven days each week. In fact, the only time the store has ever been closed since it opened nine years ago was last Christmas Day (December 25, 2014). He explained too that he has listened carefully to his customers over the years and he credits them for the growth and success of Total Tools. To this end, the businessman said he spends huge amount of monies to get customer service experts to come in and train his staff in customer service. Describing himself as being very miserable when it comes to his customers, he explained that he cannot afford to have a customer complain about bad service as he is well aware of the effect that one complaint can have on the business. “One customer complaining is too many,” he said.
Currently there are 22 full time staff at the Ocho Rios location and five each at Portland and Kingston. Total Tools he said has a wide range of tools and carries the best brand including Stihl, Echo, Miller, Hitachi, Dewalt, Makita, Honda, Bosch and a range of others. And true to its motto ‘We almost always have it’ there are tools and equipment for every occasion. Weed cutters, planners, Mac hammers, water pumps, light towers, power drills, concrete mixers, concrete vibrators, generators, tool bags, wackers, vacuum, drills, tile cleaners, demolition hammer, ladders, lawn mower, power saws, are only a small portion of what is available at Total Tools. And if whatever a customer is looking for is not available, Mornan is going to source it. However, he explains that if the need is urgent he will direct his customer to where it can be found. He emphasized that it is useless being selfish as a businessman and that one of his policies is to direct customers to one of his competitors who might have an item that he doesn’t. Pricing too is very important and Mornan explained that he ensures his prices are kept below those of his competitors.
A workaholic, Mornan said he put in at least 16 hours each day in the business, as he strives to ensure that it remains a success. He is also working to leave a legacy for his only child. Ainsworth Mornan is no stranger to Ocho Rios. In fact, after he dropped out of Bamboo All Age he was sent to learn a skill and chose shoemaking. He worked for many years as a shoemaker in the Ocho Rios area until he travelled overseas to work as a landscaper and did very well until he got the wonderful vision to establish Total Tools. A few years into establishing the business he returned to Jamaica, after spending 15 years working overseas to focus on the operations of his business.
Mornan said he is committed to continue working hard to ensure that the business remains viable as he strives to always meet the needs of his customers. So far, he said, dependability at Total Tools is a plus and that he often bends backwards and make huge sacrifices for his customers. He explained that the community has played a very vital role in the growth of Total Tools and he ensures that he gives back in whatever ways he can. He said he has contributed to numerous community projects in and around St. Ann, St. Mary and even in Portland, long before he opened that location. Youth clubs, school and community fun days and other community projects have benefitted. He also helps out with the maintenance of the play field at Three Hills where he resides. Total Tools, he said, is a one stop shop for any tool or equipment for anyone, from a layman who just wants to fix a pipe to the big contractor working on a road project or constructing or renovating a large hotel.
