Deep research · 3 October 2026 · Internal

🤠 Vermeer Rodeo Mode

Vermeer wants a competition mode in the drilling simulator ForgeFX already built for them. The client is keen, but our proposal is overdue, unfinished, and has no agreed price.

7Vermeer deals won since 2018
1Client call so far (24 Aug)
2 OctMissed proposal hand-off
UnknownVermeer 2027 budget approval

The short version

The good one. Vermeer is one of our biggest repeat clients and already owns the simulator. Ben Hedrick, their drilling trainer, asked for this himself and marketing wants it for trade show booths. Nothing public shows Vermeer cutting back; they're building a new plant in Iowa.

The bad one. The proposal was due to Mary by 2 October and nothing shows it went. The deck still has template text and empty pages. Three different price sets exist and none is agreed. Salesforce shows a close date and due date already in the past, and no amount.

What they want

  • Every operator drills the same course in the simulator.
  • Score is time plus penalties: too close to buried pipes, wrong depth, off the line, bad machine use, skipping safety devices.
  • Head-to-head on two stations at shows, or one at a time in dealer trailers.
  • Works with no internet. Report card shows why one operator won.

What we proposed

  • Solo: one station, local leaderboard.
  • Head-to-Head: two stations racing live plus a crowd screen. We recommend this.
  • Global: online platform so dealers compete. Budget figure only.
  • Prices: the deck says "Pending". Greg's Slack figures and the July draft workbook disagree with each other.

Who's who

  • Vermeer: Ben Hedrick, the only contact on the deal.
  • ForgeFX: Sara Golling owns the deal. Greg Meyers ran the call and set prices. Mary Pierce sends the proposal. Adam owns the next step.
  • Other Vermeer contacts on file: Dan Vroom (crew training), Jon Kuyers (intelligent worksite).

Threats

  • CM Labs sells a ready-made drilling simulator pack for any brand. It's the cheaper option if price becomes the fight.
  • The budget competes with a new learning system Ben's team also wants.
  • Real rodeos use real drills, so a simulator rodeo is a nice-to-have for Vermeer.
  • The 2020 simulator may need hardware updates too.

Dates to aim at

EventWhereWhenFit
HDD Rodeo (Vermeer sponsors)Perry, Georgia2–4 Dec 2026Too soon to ship
World of ConcreteLas Vegas19–21 Jan 2027Tight
The Utility Expo (Vermeer is a main sponsor)Louisville5–7 Oct 2027Best target

Internal findings

SourceDateFindingConfidence
Salesforce opportunity1 Oct 2026Stage Proposal Due, 20%. Amount blank. Close date 7 Sep and due date 30 Aug, both past. Next step: hand proposal to Mary by 2 Oct.High
Salesforce account2018–20257 won deals, including the original simulator (2019) and Gen 4 controls (2024). Four other Vermeer deals also at Proposal Due.High
Fireflies: client call24 Aug 2026Ben's asks: offline, scoring beyond speed, safety-device penalties, solo and head-to-head. Budget depends on 2027 approval.High
Fireflies: proposal team8–28 Sep 2026Adam to refine scoring and executive overview. Pricing to be finished with Rachel and River.High
Slack #vermeer_proposals25 Aug 2026Greg posted three package prices.Medium
SharePoint proposal deck3 Oct 202619 pages. All prices "Pending". Pages 4–10 template text, page 15 placeholders, pages 16–19 empty.High
SharePoint draft workbook9 Jul 2026Marked draft and not approved. Prices differ from Greg's.Low
Outlook (Adam)since Jun 2026No email with Vermeer. Client mail likely sits with Greg or Mary; not searched.—

External findings

SourceDateFindingConfidence
Business RecordFeb 2026New 300,000 sq ft plant, 300+ jobs, running by summer 2027. CEO cites demand across all markets.High
Wikipedia—Private, family-owned. CEO Jason Andringa. Revenue estimated near $1.3B (third-party).Medium
ForgeFX2020We built the simulator. VR and flat screen, real drill controls, launched at CONEXPO 2020.High
Vermeer HDD Circuit—One-week training course in Pella using the simulator. Dealers carry it in trailers.High
Trenchless Technology27 May 2025HDD Rodeo revived in 2024. Vermeer sponsors it alongside Ditch Witch and others.High
Cat Simulators2025–2026Caterpillar's operator challenge on simulators, final at CONEXPO 2026. Closest model for this idea.High
Trenchless Technology (CM Labs)29 Sep 2025CM Labs drilling simulator pack works with any brand, drew crowds at Utility Expo.High
farmdoc daily27 Feb 2026Farm equipment sales down sharply in 2025. Hits Vermeer's farm side, not the drilling side.High

Still unknown

Whether Vermeer approved the 2027 budget. Whether the proposal reached Ben through Greg or Mary. Which price set is real. Whether the simulator can measure drifting off the line today. Penalty weights and safety distances: none approved, and we didn't guess any.