So how exactly have they managed that? By promoting their existence online and employing a three-step system: customer obtains and calls the number found online, makes an appointment; Toolman visits customer and completes job; customer pays for job in return. Perhaps the genius is in its simplicity – plus the fact that ‘the Toolman’ actually turns up on time.
A wide range of services allows Toolman a certain edge: while it doesn’t offer carpentry (yet), it does do A/C maintenance, plumbing, painting, light fittings, electrical faults and more. Much more. “Our more unusual jobs have included assembling trampolines for a children’s birthday party, and repairing the plumbing on a yacht marooned off Dubai,” recalls Mohammed.
Predictably, Toolman’s main client base is expatriates, mostly living in freehold areas where maintenance – and sometimes building quality - is patchy, such as the Meadows, Springs, Downtown Burj Dubai, the Palm and so on. The ‘tool men’ themselves are from all over, “This is Dubai,” says Mohammed. “I need staff who can deal with clients of every nationality.”
Rather like Dubizzle, the ever-popular online ‘souk’, or the city’s mushrooming flea market fad, its disposable furniture paradise IKEA, Dubai’s Referral Institute or even the myriad sociable Friday brunches – Toolman has found a gap in the expat market and is primed and ready to exploit it. But where is he carrying his toolbox to next? “We would love to one day move into Beirut,” says Mohammed. “The real estate market there is developing so fast we’re sure there’ll be space for us. In the short term, though, Abu Dhabi is in our sights.” Eyes peeled, Abu Dhabi: Toolman could well be waving his magic spanner and heading to a wonky table near you soon.
WHAT Toolman, an online resource for all your maintenance needs
WHEN Set up in 2009, 2010 saw Toolman’s services take off among the expat crowd
WHERE Presently serving residential areas in Dubai
WHY Relying on plumbers, painters and the like has always been a painful experience, Toolman, easily accessible and reliable has changed the game in just over a year.
www.toolman.ae
