Equipment rental businesses are fundamentally about return on capital - maximizing the rate of return on investment in your assets and inventory. The trick is knowing how to actively optimise equipment and supporting inventory: sell equipment that is not generating enough revenue, buy more of the equipment that is, or move equipment to where it's likely to perform better. To do this, management teams need to routinely analyse TRENDS in equipment performance and utilisation by location, product line, revenue, value, costs, etc. Trending on several dimensions allows managers to see the difference between a blip and a pattern. Our product, TRACS, provides this kind of business intelligence. It’s an operational system that users across the business (sales, operations, maintenance, warehousing, and logistics) use to do their daily jobs. This ensures trend analysis is based on reliable and accurate data. A truly operational system - not just record keeping. TRACS can be integrated with any ERP or finance system giving uncompromised operations support combined with financial rigour. It currently manages hundreds of millions of dollars of rental equipment in over 25 countries on 6 continents.