How we helped turn a 1–3%-margin business profitable with a self-service portal

Aleksey, the founder of the Meccanica Middle East, found me through my YouTube channel. A company based in Dubai.

Their business is niche, but critical: supplying spare parts to small companies that lease heavy farm equipment across the Middle East.

When a crucial harvester breaks down during harvest season, they need a part now. That’s the service.

The Challenge

Their challenges were partially technical, partialy on the business side:

• Millions of SKUs: Every piece of farm equipment, every tractor, every combine, uses tens of thousands of parts. Their database held millions.
• Low Margin Business: This is a volume game. Margins are tiny. We’re talking 1%, 3%, maybe 5% on a deal. High turnover was essential.

The real killer was the inbox. All orders came via email. Clients would send anything. A random part number. A combine model. Sometimes, just a photo of a wrench and a message: “I need this, fast.”

Every morning started with a detective puzzle. The small sales team had to manually decode every single email. They weren’t selling; they were translating hieroglyphics. This inefficiency killed their margin on every single transaction through slow speed of inquiry processing.

The goal was simple: Process orders faster and cheaper to defend that tiny margin.

…