While tech startups chase viral growth, CablePrice New Zealand Ltd is quietly building a $15M revenue machine by mastering the unsexy, high-stakes world of heavy equipment parts. This isn't a flashy SaaS company—it's a 175-person industrial powerhouse that understands how to dominate niche search queries and turn them into serious revenue.

"They don't need millions of visitors—just the right 2,600 people searching for Hitachi excavator parts in New Zealand."

• Revenue-per-employee: ~$85K—efficient for heavy industry
• 45% direct traffic indicates strong brand recall and repeat business
• Top keywords show deep penetration in Japanese construction equipment market
• Limited digital footprint but high conversion intent on every visit

What's fascinating is what they're NOT doing. No massive content marketing blitz. No aggressive paid search strategy (evidenced by the modest 2,588 monthly visits). No fancy tech stack beyond standard tools like jQuery, Bootstrap, and Google Analytics. This is a company that has chosen depth over breadth, focusing on serving a specific vertical so well that they become the default choice. Their tech stack is utilitarian, not trendy—PWA, Tailwind CSS, and core-js tell you they're focused on function over flash.