True Machinery Investor Overview
True Machinery — Investor Overview
1. The Problem
- Heavy equipment resale is stuck in 2008.
- MachineryTrader.com dominates but is overpriced and outdated.
- No AI tools, no CRM, no mobile app. Just static classifieds.
- $250/month per listing, plus upsells to $1,365 just for exposure.
2. The Solution
- AI-powered machine valuation tool (Kelley Blue Book for machines).
- Dynamic listings, mobile-first design, advanced filtering.
- Duda-powered dealer websites.
- SEO-scalable auto-generated pages for every valuation.
3. Market Opportunity
- $30B+ used heavy machinery market.
- 337,000+ listings on Machinery Trader ($84M+/mo revenue).
- 100K+ equipment dealers, 1M+ private sellers globally.
- SaaS marketplaces achieving 10x+ multiples on ARR.
4. Business Model
| Product |
Price |
Model |
| Basic Listing |
$100/mo |
Paid |
| Featured Listing |
$250/mo |
Upsell |
| Dealer Listing |
$50/mo |
Subscription |
| Dealer Websites |
$450/mo |
SaaS |
| AI Valuation Tool |
$15/mo |
Subscription |
| Rental Listings |
$100/mo |
Paid |
| Homepage Ads |
Varies |
CPM/Upsell |
5. Roadmap
- Q2 2025:
MVP launch — Duda front-end, Airtable backend, AI live.
- Q3 2025:
Dealer website builder, SEO & Ads push.
- Q4 2025:
Seller dashboard, AI tools, CRM basics.
- Q1 2026:
Mobile app (PWA), messaging, image uploads.
- Q2 2026:
CRM toolkit, rental marketplace, listing syndication.
6. Competitive Advantage
| Feature |
Machinery Trader |
True Machinery |
| AI Price Estimates |
No |
Yes |
| Dealer Websites |
Yes |
Yes |
| Mobile App |
Yes |
Yes |
| Modern UX |
No |
Yes |
| Free National Exposure |
No |
Yes |
| CRM + SEO Tools |
No |
Yes |
7. How 3 Listings Per City Builds a $100M Exit
With 19 categories, 50 states, and 5 cities per state, we only need:
| Metric |
Target |
| Total Listings |
16,700 |
| Per Category (U.S.) |
~879 |
| Per Category per State |
~18 |
| Per Category per City
|
~3.5
|
8. Investor Return Scenarios
| Exit |
ARR |
Listings |
10% Equity |
$500K ROI |
| $25M |
$5M |
4,170 |
$2.5M |
5× |
| $50M |
$10M |
8,340 |
$5M |
10× |
| $100M |
$20M |
16,700 |
$10M |
20× |
| $250M |
$31.25M |
26,250 |
$25M |
50× |
| $500M |
$50M |
41,700 |
$50M |
100× |
