ISSN 1744-6988 06 EXPERT

9 771744 698037 ADVICE 3 FEATURES OF WEALTHY FRANCHISEES Common traits of the top performers What I CHANGED MY CAREER PATH Meet 29-year-old mum of one Georgina Burman ESSENTIAL LEADERSHIP Franchise SKILLS £3.99 | VOLUME 16 ISSUE 6 what-franchise.com 10 ways to energise your team

POWERBRANDS CLEANING & RESTORATION FRANCHISES 5-page special LITTLE PAIN, POSITIVITY, CAESARS PASSION SEEKS AREA DEVELOPERS What franchisors look for AROUND THE WORLD in would-be franchisees

PAGE PAGE PAGE INSPIRING THE BE YOUR SURVIVING THE 14 NEXT GENERATION 60 OWN BOSS 98 STORM Award winning education 7 steps to finding the British Franchise Association opportunity launches in UK right franchise vows to be industry anchor WHAT FRANCHISE 16_6 master_WHAT FRANCHISE 29/01/2021 08:22 Page 2 WHAT FRANCHISE 16_6 master_WHAT FRANCHISE 29/01/2021 08:22 Page 3 WHAT FRANCHISE 16_6 master_WHAT FRANCHISE 29/01/2021 14:32 Page 4

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Clean & Restore I'm a Franchisee Stand Out From 17 Franchises 52 Under 30 74 The Crowd Our PowerBrands YogaBellies’ Georgina Franchisors look for report showcases some of the Burman explains why she invested a range of qualities in prospective brands profiting in an industry in a proven concept, how she franchisees. Here’s what you need seeing a surge in demand following overcame her biggest challenge and to know to shine during the the coronavirus outbreak her plans for 2021 selection process

COVER STORIES 39 A PEST CONTROL FRANCHISE 87 MOVING BEYOUND EXPECTATIONS WITH A DIFFERENCE Meyers Estate Agents helps property owners sell Peter Higgs of PGH Beegone tells us quickly with more affordable costs 14 INSPIRING THE NEXT about this unique pest control and live GENERATION bee removal business 95 FROM CARE ASSISTANT TO Award winning education opportunity FRANCHISEE launches in UK 40 TECHNICIAN TURNS BOSS AT Buying a Bluebird Care business is an absolute REVIVE! BIRMINGHAM NORTH dream for me, Allen Vanderwyk-Coyne says 34 LITTLE CAESARS It was an opportunity on our Pizza brand seeks area developers doorstep we couldn’t miss out on, around the world Paul Morris says INSIGHT 36 FEATURES OF WEALTHY FRANCHISEES 42 700% PROFIT INCREASE FOR 50 WE HELP FRANCHISES THRIVE Common traits of the top performers OUR BUSINESS Tap into our business planning and funding Action Coach James Burke helped advice, James Thomas at d&t says 60 BE YOUR OWN BOSS transform the fortunes of a female 7 steps to finding the right franchise fashion brand 80 START-UP TO SCALE UP Ambitions to build a multi-unit business? 90 ESSENTIAL 49 A DESIRE TO HELP OTHERS Franchising can help achieve your goal LEADERSHIP SKILLS Home Instead provides the very best of 10 ways to energise your team care and companionship 82 IF IT’S TIME TO SELL It’s time to talk to Franchise Resales and take 98 SURVIVING THE STORM 58 ESSENTIAL SERVICE advantage of a special offer British Franchise Association vows to DELIVERS HOPE be industry anchor OSCAR Pet Foods explains why 96 TOP TIPS FOR TAKING ON STAFF teamwork and staying local promises The essential elements to consider if you want to OPINION continued success become an excellent employer

63 TASTING SWEET SUCCESS 11 TREND SPOTTING FOR Kaspa’s Desserts is a fast growing brand THE YEAR AHEAD with nearly 100 restaurants in the UK Predictions following a turbulent 12 months 66 POSITIVE RESPONSE TO THE 12 DON’T GAMBLE WITH PANDEMIC YOUR FUTURE Cafe2U has risen to the biggest Picking the right franchise can challenge in the company’s history radically reduce the odds of failure 73 YOUR FUTURE COULD START TODAY FRANCHISE Want to start your own business? OPPORTUNITIES Now’s the time, TRIB3 says

29 SYSTEMS, TRAINING, 86 WHEN THE GOING GETS SUPPORT TOUGH 36 Ian Christelow of ActionCOACH UK FASTSIGNS certainly got going at the explains why you should start a franchise start of the COVID-19 pandemic

WHAT-FRANCHISE.COM 5 WHAT FRANCHISE 16_6 master_WHAT FRANCHISE 29/01/2021 08:22 Page 6 FROM 74 THE EDITOR

n 2020 there was a sharp I increase in the number of people researching the business opportunities franchising could provide them, as the certainly appealed to Georgina Burman, who we’ve possibility of redundancy and interviewed for this issue. recession loomed large. She became a YogaBellies franchisee in 2019. Following Because of this, franchisors her time spent in fashion as a garment technologist, currently have a larger pool she decided to change career and now teaches yoga to of candidates to choose from, woman. Despite a hugely testing 2020, she describes the which means that for aspiring move as the best decision of her life. franchisees it’s even more In the article, Georgina talks about the benefits of important to stand out buying a franchise, the challenges of being a franchisee from the crowd. under 30 and the plans she has in 2021. Franchises are not It provides a useful insight into life as a franchisee. merely given, they’re We also hope it encourages you to follow in Georgina’s awarded to investors who fit a franchisor’s profile. Most footsteps and set up your own business backed by franchisors aren’t looking for prior experience in their industry. an established brand. With around 1,000 franchises Instead they seek individuals who are self motivated, resilient, operating in the UK, there are plenty to choose from. disciplined, possess good communication skills and can follow a Just remember, it’s not simply a case of demonstrating proven system, among other things. to a franchisor that you have sufficient funds to buy into So how can you shine during the recruitment process? We’ve the company. They’re also looking for astute long-term outlined how you can appeal to a franchisor on pages 74-77, partners who can play an integral part in the plans they along with highlighting some of the biggest mistakes would-be have for their brand. And competition is particularly franchisees make plus some tips from established owners. keen at the moment. Many cleaning and restoration franchises are reporting a leap in demand for their services because of COVID-19 and the fact people have been forced to spend more time in their homes than usual Jeff James Editor, What Franchise during the past 12 months. If you think you’d be suited to this type of business, turn to [email protected] page 17. The franchises featured service both commercial and @whatfranchise residential customers and are among the most established names NEXT ISSUE in the UK franchise industry. linkedin.com/company /what-franchise According to a recent report, health and well-being is a sector ON SALE: that’s popular among people wanting to be their own boss. It March 25 facebook.com/whatfranchise what-franchise.com

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INSIDER INFO [email protected] Matthew Tudor PRINTED IN ENGLAND Association Global Central American franchising The biggest markets in this ABC certified circulation: emerging region Franchise From the U.S. to Professional globalfranchisemagazine.com Canada and back again How to capitalize on cross-border developments MASTER, REGIONAL AND INTERNATIONAL FRANCHISING 12,580 January- NEWSTRADE SALES Affiliate and Supplier INTRODUCING Matthew Gilley. 01323 471291 HEAD OF CONTENT (FRANCHISING) PROPELLED BRANDS: December 2019 Franchisor of FASTSIGNS Awards 2019 and NerdsToGo [email protected] James Fell Marketforce. Tel: 0203 1483300

5 AREAS OF OPPORTUNITY TO EMERGE FROM THE PANDEMIC

7 WAYS TO PROPERTY STRENGTHEN © Aceville Publications Ltd FRANCHISE FRANCHISING RELATIONSHIPS Your essential guide to hotels, real estate, and flexible workspaces No part of this publication may be copied, broadcast, interpreted, or stored, in any form, for any purpose, without the written permission of the publisher.

PAGE SCOTT PAGE JACKIE PAGE BETTE 21 GREENBERG 56 LOBDELL 88 FETTER Every effort is made to ensure the veracity and integrity of the companies, persons, products and services mentioned in this publication, and details given are believed accurate at the Closing the franchisee Making international Tackling the master performance gap development pain-free franchising model time of going to press. However, no responsibility or liability whatsoever can be accepted for any consequence or repercussion of responding to any information or advice given or inferred. GLOBALFRANCHISEMAGAZINE.COM 7 InFacts and figures the from the world of franchising know

Number QUOTE ME ON THAT crunching “What gives wealthy franchisees their edge are three powerful behaviours that you can 100-150 replicate to achieve the same results.” That’s the amount of franchise locations Engineering Find out more in Scott Greenberg’s feature on pages For Kids estimates it could have operating in the UK by 36-37. the end of 2025. Get the lowdown on pages 14-15.

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8 WHATFRANCHISE | ISSUE 16.6 NEWS IN BRIEF

50TH UK achievement for everyone in the German Doner Kebab family. RESTAURANT “We’ve found ourselves around the huge boom in home FOR GERMAN in very challenging times. Home fitness fitness is staggering. However, we’ve remained franchise “Industry experts indicate DONER KEBAB agile and responsive to a fast that the total addressable The fast-casual brand has changing landscape, reaching launches market of the home fitness opened in Peterborough - our customers in new ways and Send Me A Trainer will open its industry has increased its 50th restaurant in the developing new products.” first UK franchise in Glasgow in by $10 billion annually due to UK. German Doner Kebab Prepared in front of the next few months. COVID-19 driving consumers established 13 outlets in total customers, the company’s It follows rapid expansion away from fitness clubs. in 2020. kebabs are made using premium in the USA, where in 2020 - its “Also, monthly Google search CEO Imran Sayeed says: meats and local vegetables, first year of franchising - the volume for ‘at home fitness’ is “Reaching 50 restaurants in the served in handmade, toasted business awarded franchises up over three times compared UK is a huge moment in our breads and accompanied by in 10 territories and received to pre-pandemic levels. This story and represents a huge signature sauces. multiple requests from potential is causing a huge increase in master franchise partners in demand for Send Me A Trainer other countries. and home fitness solutions Company co-founder Muhssin that offer the convenience of El-Yacoubi says: “The data working out from home.”

NEW FLEXIBLE FORMATS FROM PIZZA BRAND Papa John’s has announced the introduction of new franchise formats suitable for holiday parks, stadiums, leisure attractions and other ‘non-traditional’ venues. Popular start-up Brexit shortages has led to an Justin Gilbert, director of ambition to make something in business development Papa sectors revealed the UK. John’s UK, explains: “We’re adding further flexible Health and well-being is the 20 per cent of UK adults franchise options relevant most popular sector among want to start a business in for a variety of operators. people who want to be their 2021, according to the study. model compared to its high “They will already have own boss this year, according However, 12 per cent say they street stores. They may to The UK’s Start-up Appetite need help to get it off the ground. a complementary business be collection-only or have report by small business Emma Jones, founder of with an existing customer reduced or seasonal opening support network Enterprise Enterprise Nation, says: “This base and be looking to add hours, a pizza slice offer or a Nation and government backed research suggests the start- a quality hot food option flexible menu. funding scheme Start Up Loans. up spirit in the UK is still through an established going strong, but also makes global brand.” It’s followed by manufacturing, Keep up to date with the latest tech and business services, clear there’s an unmet need Papa John’s non- news at what-franchise.com suggesting that the lockdown for providing early stage support traditional franchised outlets generally have a Follow us on Twitter exercise phenomenon has had and education or signposting @whatfranchise an impact, while fears for post- what’s already out there.” slightly different business

WHAT-FRANCHISE.COM 9 WHAT FRANCHISE 16_6 master_WHAT FRANCHISE 29/01/2021 13:54 Page 10

Indulge Yourself in a Premium Bakery

CONTACT US TODAY Andy Hulbert, Franchise Recruitment Manager www.paul-uk.com/franchise Mob: 07766 027562 | Email: [email protected] OPINION

Trend spotting for the year ahead Here are my predictions following a turbulent 12 months

WORDS BY PIP WILKINS

or many of us, closing predictions in terms of trends for need to decide whether they are the chapter on 2020 the months ahead. ‘remote friendly’ in the short term F will feel cathartic. The world has changed in many or if this now represents a new way It was a year that ways and it remains to be seen of working for the long term and will live with us all in our memories which of these changes will stay is actually more about becoming for its challenges and the changes with us, which will transpire to have ‘remote first’. we’ve been forced to make in been temporary and which will, in THE AUTHOR our personal and working lives. turn, lead to further changes. More flexibility across Pip Wilkins is CEO of Separated from family, friends, Below I’ve listed what I think roles and disciplines the British Franchise colleagues, partners and clients - are some of the things to watch As businesses and organisations Association it’s a strange thought that this time out for in 2021: strive to pivot in agile ways, staff last year most of us had no idea and employees are increasingly what was about to hit us. Remote working finding themselves out of their But now we look forward to 2021, to continue comfort zones. which has showed no sign of let-up in With the pandemic on the As a result, they’re now often terms of political upheaval, financial rise again and the UK back in sitting across multiple roles, uncertainty and ongoing battles with lockdown, I believe that it might taking on new responsibilities and the coronavirus pandemic. be some time before much of the learning new skills and systems. As is normal for me, at this time workforce returns to offices. of year I’ve been keeping an eye on This will mean that employers Increasing focus on well-being With isolation and long days at home can come many challenges around keeping positive and healthy, both in body and mind. We understand now that these two work together and are equally important to us as human beings. On an individual level, I think that people are taking more personal responsibility around this. But we are finally seeing a sea change in the way organisations are approaching this too. In all honesty, it’s very difficult to make any calls about the way this year will turn out and these are just a few thoughts. For many, it will be a time of uncertainty in their professional lives and, as such, it may well be that franchising is the next step, as it’s a sector that’s had a failure rate of less than five per cent for more “Staff and employees are than 20 years. If you’re considering investing in increasingly finding themselves a franchise, I can assure you that the industry will welcome you with out of their comfort zones” open arms.

WHAT-FRANCHISE.COM 11 OPINION

Don’t gamble with your future While buying a franchise doesn’t guarantee a favourable outcome, pick the right one and it should radically reduce the odds of failure

WORDS BY SUZIE MCCAFFERTY

t the start of every ongoing support and everything you year, there’s a renewed need with which to replicate their “Franchising A interest in franchising. success in a new location. Despite the challenges That’s the theory, of course, but if is the ultimate of COVID-19 and Brexit, 2021 is you want to own your own business no different. why not just start one and save opportunity to Buying a franchise is not a yourself the upfront fees, ongoing THE AUTHOR guarantee of success, but pick the royalties and restrictions? It’s a be in business for Suzie McCafferty right one and it should dramatically good question and one with multiple is CEO of franchise improve your odds. Why? In a parts to the answer. yourself, but not consultancy nutshell, someone has already built Platinum Wave a viable business, created a strong Impressive statistics by yourself” brand, proven the business model, In 2018, NatWest and the British documented the relevant systems Franchise Association produced These early meetings are about and procedures and then, for a fee their most recent report on the fact finding, but also about building and an ongoing royalty, will provide health of the UK franchise industry. mutual trust. You’re entering into you with comprehensive training, It revealed the sector’s £17.2 billion a business partnership, which is turnover and the fact that 93 per expected to last a minimum of five cent of franchisees reporting years. It’s therefore important profitability, a third operate that you like, respect and trust the multiple units, 18 per cent are under franchisor and vice versa. 30 and 30 per cent are females. Don’t be afraid to ask searching Given that a substantial number questions, either. A franchisor of start-ups close their doors should be able to answer them all, before the end of their unless there are valid reasons, such second year, 93 per cent of as company confidentiality, which franchisee owned units might preclude disclosure of reporting profitability is certain information. an impressive statistic. Talk to franchisees Due diligence Also, while it will be trickier to do Franchising is all about this year, speaking informally to the replication of a existing franchisees about their successful business, experiences is invaluable. But but how do you know be respectful of the franchisor’s which one is right guidelines - they are likely to want for you? to at least know you are semi- Figures vary, but serious before they let you disturb it’s widely accepted their franchisees at work. that there are at Every franchisor and franchisee least 950 franchises will have their own story to tell operating in the UK. about how they’ve coped in the last Choosing the right one 12 months and the changes they’ve takes time, planning, likely had to make. research and honesty from One thing is almost certain everyone involved, including though: they will all feel lucky you, the franchisor and even to have been part of a franchise your partner or family. network rather than left alone to Whichever sector you fend for themselves. There’s a lot of choose, one key part of your strength in numbers and in shared due diligence will be attending experience. Remember, franchising a discovery day, which is likely to is the ultimate opportunity to be in be online for at least a good chunk business for yourself, but not of the year. by yourself.

12 WHAT FRANCHISE | ISSUE 16.6 WHAT FRANCHISE 16_6 master_WHAT FRANCHISE 29/01/2021 08:22 Page 13 INTERVIEW

THE UK IS A MARKET THAT WELCOMES EDUCATION BRANDS

Canadian EdTech company LaunchLife International added a second children’s education franchise to its portfolio when it purchased Engineering for Kids in 2020. CEO Darryl Simsovic gives us the inside track on its latest acquisition

hy did LaunchLife International decide to purchase the Engineering W For Kids business? Education is the main focus of our investing strategy. Education is an important industry. It’s large, recession proof and always growing. But most importantly, a business in education gives the satisfaction of impacting many lives. By owning an education company, you have the opportunity to give back to your community. It’s one of the most rewarding services you can provide. In education, the business model we believe in is through franchising. From a central point of view, franchises are more efficient to handle processes, marketing, curriculum and technologies. Franchisees are closely connected to their own community and therefore more efficient to provide a bespoke service of the highest quality. Engineering For Kids is that type of operation, focusing on education and operated through a network of franchisees pandemic and has so far witnessed meteoric growth. across the globe. Also, the science, technology, engineering Engineering For Kids is a fantastic brand with 85-plus and maths (STEM) space is an important one and it creates locations and a presence in 30 countries. We plan to synergies with other brands we are currently operating, initiate campaigns to attract potential investors to become such as School is Easy, which offers one-to-one tutoring. franchisees in the UK.

Tell us about Engineering For Kids Why’s now a good time to invest in a children’s Engineering For Kids offers fun and interactive activities to education franchise? help kids learn science, technology, engineering and maths. With a growing market demand for franchises focused on The company delivers afterschool programmes, education, proven business models like Engineering For Kids camps, parties and workshops, inspiring kids aged four provide a recipe for success. to 14 to explore engineering concepts in a fun, engaging Our franchisees share an enormous amount of satisfaction environment. Engineering For Kids has become a leader in from inspiring the next generation of engineers and helping STEM education, earning several awards and accreditations. children succeed, all while owning their own business. As the Learning maths and science while building problem effects of the pandemic will soon start to dissipate, investing solving skills through robotics, technology and coding in the education of children will become an important and activities not only opens the possibilities of the in demand rewarding venture. future careers in coding and engineering, but also improves essential communication skills and overall confidence. What type of franchisee are you looking to recruit? Investing in an Engineering For Kids franchise does not What plans do you have for the brand in the UK? necessarily require a background in education or STEM. The UK is one of the main markets where we’re focusing The Engineering For Kids home office provides extensive our growth. training to our franchisees to ensure their curriculum is First, we have Pitman Training, which is a 180-year-old delivered at the same high level at every location. brand that is well recognised and well established. Second, Franchisees will hire qualified teachers, while focusing on the UK is a market that welcomes education brands. We building their Engineering For Kids business. What is shared have witnessed this with the recently launched School is across our network of franchisees is a passion for education and Easy franchise, which launched during the beginning of the enriching children’s lives, along with a strong desire to succeed.

14 WHAT FRANCHISE | ISSUE 16.6 Can you give us an idea of earnings potential? The earnings potential will vary tremendously, based How much does it cost to provide Engineering For Kids on the individual performance of the franchisee. become a franchisee and what programmes in their facilities. There are multiple revenue streams, such as do you get for your investment? With the franchise fee, the afterschool programmes, camps, parties, events and Compared to other franchise operator will receive training, workshops. We can have discussions with prospects to operations, the initial investment exclusivity to a market of assist them to make an informed decision whether or is low at around £30,000-£45,000. up to 100 primary schools not Engineering For Kids is a good investment for them. This business can be and equivalent institutions, operated from home, with marketing support and, How big is the market for this type of business no need for an initial venue. more importantly, access to in the UK? Franchisees typically partner almost 500 hours of unique, All numbers point to a very lucrative market. The size with local schools and engaging and fun curriculum of the childcare sector, which includes children 12 community organisations to in STEM fields. and younger, is estimated to be worth £5 billion. And with the trend of both parents working, the need for afterschool programmes keeps increasing. According to the UK government website, in 2019- “Our franchisees share an 2020 there were more than 24,000 schools in the UK serving an estimated population of nine million enormous amount of satisfaction pupils. STEM programmes provide both education and fun activities, so we’re confident that these types of from inspiring the next initiatives will capture an important part of the market. generation of engineers and Where do you see the brand in five years’ time? The size of the UK market allows for 200 to 300 helping children succeed, all Engineering For Kids franchisees. We anticipate that in the coming five years we will while owning their own business” see an important growth and penetration between 25 to 50 per cent, which implies we may see more than 100 to 150 locations in the UK by the end of 2025.

WHAT-FRANCHISE.COM 15 WHAT FRANCHISE 16_6 master_WHAT FRANCHISE 29/01/2021 08:22 Page 16

MARCEL PORTMANN DWAYNE HOFFMAN Global Development VP of Franchise Development +1 (305) 853-8065 | [email protected] +1 (610) 551-5452 +44(7756) 759326 (UK) [email protected] www.duckdonuts.com CLEANING AND RESTORATION POWERBRANDS WHAT-FRANCHISE.COM 17 WHAT-FRANCHISE.COM

BRANDS POWER FRANCHISES RESTORATION RESTORATION CLEANING AND CLEANING MAKE TIDY PROFITS IN AN INDUSTRY SEEING A SURGE SEEING A SURGE PROFITS IN AN INDUSTRY TIDY MAKE IN DEMAND FOLLOWING THE CORONAVIRUS OUTBREAK THE CORONAVIRUS IN DEMAND FOLLOWING

Chemex managing director Michael managing director Chemex Liz Bosley-Sharpe, managing Liz Bosley-Sharpe, prospective “Enquiries from is general Bryan Richard “Demand for says: Richard the 2020, “In November BROADENING MARKETS BROADENING on cleaning and focus The increased have markets has meant new hygiene some franchises. opened up for have franchisees “Our says: Graham director of Bright & Beautiful, director the challenges says: “Despite of 70 network our year, last Bright & Beautiful franchisees an unprecedented experienced cleaning professional demand for more from services resulting home and a from working people on hygiene. heightened focus seen an increase have franchisees can They 2019. cent over of 25 per within opportunity see the clear the domestic cleaning sector.” Wilkins Chimney of the manager one of the franchise, Sweep Made Taylor by owned brands also owns which Franchising, cleaning franchise vehicle mobile Thomas Cleaning. and Vendo PVC leapt during the sweeping chimney remained pandemic, as families on at home and spent money than rather property their and treats. holidays foreign network Sweep Wilkins Chimney highest takings their recorded began.” since records

“Our cleaners focus more closely closely more focus cleaners “Our environment, In the commercial clients commercial “Many to grow expects ServiceMaster of new a number have “We territories available are There of five group The Neighbourly services in a COVID-safe way. way. services in a COVID-safe such as door on high touch areas homes sparkling handles to keep clean, but also hygienic.” has seen ServiceMaster services demand for increased sectors. in some industry an extra requesting now are so cleaning slot during the day, staff their protect as to further Emma says. and customers,” high also undertaken have “We of sanitisation cleans volumes confirmed COVID following cases, so clients can continue with minimal delay.” trading year. this network its franchisee looking to launch partners franchise franchisees and existing year this their to expand expect who Emma says. cleaning businesses,” Clean Contract ServiceMaster for Clean Services, ServiceMaster Clean Residential, ServiceMaster ServiceMaster Commercial, and domestic cleaning Restore Maids. Merry franchise includes home services brands Bright domestic cleaning franchise franchisees whose & Beautiful, cleaning, eco-friendly provide and ironing. laundry tidying, WORDS BY LINDA WHITNEY LINDA BY WORDS YOUR YOUR

leanliness and hygiene leanliness and hygiene been more never have important than they companies For now. are

C Emma says: “At the beginning of “At Emma says: Meanwhile, people at home Meanwhile, on significant effects all having It’s Emma Chappell, franchise sales Emma Chappell, franchise at the ServiceMaster manager is in a good support centre, franchise as an overview, position to deliver franchises four offers ServiceMaster of cleaning wide range a that deliver services to domestic and commercial including disaster markets, Many and office cleaning. restoration of the more or run two franchisees simultaneously. franchises group’s the pandemic, domestic customers cautious about initially were homes, entering their cleaners we and recovering but things are cleaning in-home continue to offer HOW ARE CLEANING ARE CLEANING HOW AND RESTORATION FRANCHISES PERFORMING? in all sectors, attention to hygiene attention to hygiene in all sectors, can wrong vital. Getting it is staff, or mean losing customers the business. can close which prioritising home cleaning are and projects and restoration use of their making more rooms’. ‘outside as gardens franchises. cleaning and restoration investing So is it time to consider in a business in this sector? Cleaning and restoration franchises look a good long-term long-term look a good franchises Cleaning and restoration bet if you’re considering becoming your own boss this year own your becoming considering if you’re bet ISSUE 16.6 |

TO CLEAN UP CLEAN TO OPPORTUNITY OPPORTUNITY Linda Whitney Linda Whitney writes for about franchising What the Daily Mail, and many Franchise other publications THE AUTHOR

CLEANING AND RESTORATION POWERBRANDS FRANCHISE 18 WHAT POWERBRANDS CLEANING AND RESTORATION POWERBRANDS

3 REASONS WHY WE NEED CLEANING AND RESTORATION FRANCHISES

Food. The Food Standards Agency estimates that 1around 2.4 million cases of food-borne illness occur every year in the UK. Eating out accounts for an estimated 37 per cent of all food-borne norovirus cases, with takeaways at 26 per cent.

Fires. There were 36,283 dwelling fires in the UK in “Many commercial clients are now 2 2018-19, according to Home Office statistics. requesting an extra cleaning slot Floods. Figures from Rainbow International 3 Restoration indicate that around 2.4 million people live in immediate flood risk areas in England. Overall, one during the day, so as to further in six homes in England are at risk of flooding and you’re protect their staff and customers” statistically more likely to get flooded than burgled. been delivering cleaning, hygiene mention that they want to make the Whether you’re going to be visiting and infection control products, most of what they have at home.” clients to deliver the service yourself expertise and advice for decades, However, even people who have or running a team of people who mainly to the hospitality sector, but gardening skills often feel the need provide the service on your behalf, now every business is interested in to bring in a professional to restore, you need good communication skills. hygiene and demand is increasing treat and maintain their lawn and “The Chemex franchise is not from all kinds of sectors, including the demand for Greensleeves’ just about delivering cleaning offices and manufacturing. services is growing as a result. fluids,” Michael Graham says. “Meanwhile, businesses in the “Our franchisees also provide hospitality sector have dramatically WOULD A CLEANING customers with cleaning plans, increased their cleaning regimes OR RESTORATION hygiene control programmes and to protect customers, increasing FRANCHISE SUIT YOU? reviews, procedural training for demand for our products and There are scores of cleaning, staff and dishwasher health checks. services in their traditional markets.” restoration and sanitising franchises They aim to be seen as experts in The move to socialising available, ranging from lower cleaning and hygiene, so they need outdoors has also broadened the cost, van-based businesses where good communications skills.” market for garden services. you deliver the service yourself, “You don’t need pre-existing David Truby, managing director often with the option to expand gardening skills to be a Greensleeves of Greensleeves Lawncare, says: by adding more vans, to higher franchisee - we train you - but “The lockdowns have deepened cost management franchises that you need high customer service people’s appreciation of the typically involve running a team standards,” David Truby says. mental and physical benefits to of technicians from day one. “Two thirds of our new customers be derived from spending time in Either way, there’s a lot more come from personal recommendations their gardens, so more people are to running a successful franchise and our franchisees work hard looking at them as an extra room. in these sectors than simply to maintain high ratings on “Customer numbers are increasing delivering a cleaning service. You Trustpilot because prospective and almost all our new leads will need a variety of skills. customers check ratings online.”

WHAT-FRANCHISE.COM 19 CLEANING AND RESTORATION POWERBRANDS

THE FILTHY TRUTH, ILLUSTRATED Robin “Chop a £10 note into 10,000 Mainstone, pieces, take one piece and chop it into 10,000 more. That’s the Greensleeves same size as the piece of faecal matter that can spread norovirus,” Lawncare says Chemex managing director Michael Graham. Techclean, whose franchisees Maintaining supply specialist IT equipment cleaning services, points out: the ‘outdoor • A computer mouse typically room’ harbours 1,600 germs per square inch, yet 36 per cent have never seen any type of cleaning product. Retired fireman Robin Mainstone is tennis court was in poor condition. now the Greensleeves Lawncare “After repeated visits over • The average keyboard has three franchisee in East Lothian. six months, they finally looked times more bacteria than a public He says: “I’m seeing more magnificent on the estate agent’s toilet seat. customers looking for lawn website. It makes me proud to treatment and restoration. For know I did that.” It’s no wonder that cleaning, sanitisation and restoration services many I carry out scarification, Robin says he loves working are in demand. hollow tine aeration and outdoors, but his business isn’t treatments and I also provide just about practical work: “Many restoration where a lawn is customers ask questions about suffering neglect, disease or soil lawn health and you must be “Now every business pests. No lawn is beyond help.” confident enough to give Robin’s also seeing more them advice. is interested in demand for lawn restoration “Building relationships with before houses are marketed customers enhances your hygiene and demand for sale: “Recently I worked reputation and results in more on a property where the front customer referrals, which is where is increasing from all lawn was covered in moss and the most of my business comes from.” kinds of sectors”

Adrian Steel, Wilkins Chimney Sweep How I swept to business success

Demand for chimney sweeping is new trade and start up in a rising, bringing in more business different industry. for Wilkins Chimney Sweep “The Wilkins model is based franchisees such as Adrian Steel. on repeat bookings from Accounting and finance graduate customers, with excellent Adrian, who had previously worked cash flow and a low debt level, in sales, bought his first Wilkins which really appealed.” franchise in 2012. He now owns Adrian describes the three territories and employs practical training as two sweeps, with three vans on “interesting”, adding: “I had no the road. idea how much physical effort Adrian says: “I wanted to start it takes to sweep a chimney - a business, but to hit the ground but the work is fun. Wilkins also provides training in running, and the Wilkins business “You must be physically fit, administration, its database booking model allowed me to do that. If I’d patient and a problem solver, as not system and accounting software started on my own, this wouldn’t all chimneys are straightforward. and ProSweep, the company’s app- have been possible. By buying into Honesty and the ability to build based customer relationship the franchise, I was able to learn a rapport with customers are vital.” management system.

20 WHAT FRANCHISE | ISSUE 16.6 POWERBRANDS CLEANING AND RESTORATION POWERBRANDS

Mike Bird, Chemex A franchise helped me change career

Former quantity surveyor Mike Bird was keen to take over an established business in which his wife Karen, a health care professional, could also become involved. So in 2012 he bought a Chemex franchise in County Durham when the existing franchisee retired. Mike says: “I wanted the peace of mind of investing in a proven, profitable business with an existing customer base, so new customers would be an additional bonus rather than a necessity. The outgoing franchisee was also very supportive in introducing me to customers. “As a freelance surveyor, I was selling my time. I was attracted to Chemex because it meant selling a product as well as a service, so it was not solely dependent on my availability or health.” It was a big change of sectors, but Mike says: “The support service was invaluable regarding training, product knowledge support and admin back-up. Chemex also supplies a telesales service for each franchise. “The best part is being my own boss and organising my workload to achieve an enjoyable work-life balance. To succeed you must maintain a positive attitude, give great customer service, keep on top of admin and remember that results and rewards are only generated by hard work and commitment.”

Kevin and Anna Riley, ServiceMaster Restore Riding to the rescue in our yellow vans

Kevin and Anna Riley own the franchises means we can cross-sell ServiceMaster Restore franchise for services and it gives us multiple income Southampton and Portsmouth. streams,” Kevin says. Kevin explains: “As the Restore “At first, domestic cleaning dropped franchisee, I’m often the first to arrive off during lockdown, but we got a at a property following a fire or flood, contract from the council to sanitise having been called in by an insurance a building for use as a COVID testing company. I go out to assess the centre and we’re now called in to damage myself. sanitise council homes between “Property owners can be calm or tenants. 2020 was our best year ever.” panicky, but it’s vital to listen to their needs and then prioritise the action that must be taken before I call in a team to start the clean-up and restoration work. “You have to react fast and things can get very busy. One year we had about 40 call-outs in 48 hours. A surge of rain or thunderstorms can result in at least 10 jobs in a day.” Kevin runs the business with Anna, who says: “You never know what will happen, so you must be adaptable and able to think on your feet. Your day can change with just one phone call.” The couple also own a ServiceMaster Clean and a Merry Maids franchise. “Owning several ServiceMaster

WHAT-FRANCHISE.COM 21 BEHIND THE BRAND: PARTNER CONTENT

Playing to my AT A GLANCE RIGHT AT HOME UK strengths Established: 2010 Number of franchised outlets: 67 Location of units: England, Scotland and Wales Investment range: £120,000-£130,000, As a consultant who specialised in finding people including working capital Minimum required capital: £40,000 their perfect business, Christopher Tansley knew the Contact: Kate Dilworth [email protected] benefits of franchising. He explains how in 2013 he 0151 305 0755 found his own calling: to deliver outstanding rated rightathomefranchising.co.uk homecare services with Right at Home to be able to convincingly get across the message of why they should choose Right at Home. hen I was 19, my father before I realised that Right at You’re also focused on bought a specialist Home was actually the perfect recruitment from the beginning. It’s W cleaning franchise. franchise opportunity for me too. just as critical for me to pick the He turned it into a Once I approached the team, right care manager and CareGivers really great business, so with things moved quite quickly because as it is for Right at Home to pick the no other specific career path in I already knew so much about the right franchise owners. As much as mind I joined him. We built two business. However, I know that in it’s a challenge, it’s also incredibly businesses in the end that we sold normal circumstances things move rewarding when you get it right and after getting a very good offer. at a very controlled pace; Right at testimonials for your team start I decided to put my franchising Home will only allow someone to coming through from the clients. knowledge to good use and became join the network if they are 100 Thanks to the amazing a franchise recruitment consultant, per cent the right person to take calibre of franchise owners matching great people to great the territory on. It’s actually quite around the country, word gets franchise opportunities. This was flattering when they say yes. around that Right at Home is a perfect for me because I’m definitely The training was great - it’s a great employer, so we get some a people person. That was when very serious process, but they try fantastic people looking to move I first discovered Right at Home. not to make it too pressurised. I to us from our competitors. You might say I was in an excellent suppose when you consider the There’s no doubt that getting position to recognise a really service we provide, there really the business off the ground was great franchise when I saw one. isn’t any room for mistakes, so they incredibly hard work, but I set won’t let you loose on your business myself high targets and I know a PERFECT OPPORTUNITY until you’re absolutely ready. lot was expected of me because FOR ME of my business background, but I introduced two people who I genuinely smashed my year went on to become Right at Home GETTING THE one target and I’ve continued to franchisees, but it wasn’t long MESSAGE OUT grow at pace each year since. The next stage is promoting your business and I loved that bit, as A WHOLE OTHER LEVEL it played to my strengths. The OF JOB SATISFACTION first few months were all about The biggest reward though has networking locally and getting always been the serious difference the message out about what I you can make to people’s lives. I could offer the community as think it was near the end of my first Right at Home Nottingham. year that I took one of our clients I think it’s important that you’re to a football match and that was the kind of person who’s confident the first time he had been out of enough to be a real ambassador his house in three years. I don’t for the brand - after all, you’re think I’ll ever take those kinds of asking people to buy into you, moments for granted - it’s a whole as someone competent enough other level of job satisfaction. to care for their family member The other great thing is how or even themselves, so you need much you get to evolve personally.

22 WHAT FRANCHISE | ISSUE 16.6 Behind the Brand - Xxxxxxxxxxx Right at Home UK

James Turner Photography

In the beginning, you’re very Alliance, which means not only am I much buying into the training, able to bring the very best practice “You might the proven business model and to my team and our clients, but day-to-day support, which is I can help drive a commitment say I was in an indispensable for anyone planning from our local community to on succeeding in this industry. become more dementia friendly. excellent position But for me now, it’s the power of The ultimate acknowledgment working in numbers, surrounded of quality in our business is to recognise by people who share the same being awarded a CQC rating vision and work together to make of Outstanding and we’ve now a really great the business into an even greater achieved that. I couldn’t possibly franchise when I force for good in the industry. be prouder of our whole team, Right at Home has always been because to operate at this level saw one” committed to understanding takes complete commitment from and raising awareness about everyone. It’s the combination of developed an incredible team dementia and several franchise so many individual efforts that of people who love and excel owners in our network have had ultimately leads to providing that at what they do and I can help an incredible individual impact outstanding care to our clients, shape the industry I work in for on how dementia care is viewed who of course deserve nothing less. the better, as there will always and discussed nationally. There’s no question I made be lots more to do. I’m not sure Inspired by that, I now chair the right choice to do this. I’ve you can ask for much more than the Nottingham Dementia Action built a very successful business, that from a franchise, can you?

WHAT-FRANCHISE.COM 23 WHAT FRANCHISE 16_6 master_WHAT FRANCHISE 29/01/2021 08:22 Page 24

Cafe2U has emerged from 2020 stronger and more resilient than ever. While it would have been easy to batten down the hatches in these difficult times, the popular coffee franchise successfully rolled out its new branding and app, while still attracting new franchise partners.

It has also strived to make sure its franchisees have remained supported and well-equipped throughout the current challenges we face, so it’s no surprise this fantastic company continues to thrive and be an attractive business prospect. BEHIND THE BRAND: PARTNER CONTENT Behind the Brand - FranScape

Keep your AT A GLANCE FRANSCAPE

Established: 2020 (in use since 2018) cutting edge Contact: [email protected] franscape.io

When it comes to technology, franchisors deserve edge automation to the brand that better, Theo Millward, co-founder and CEO of FranScape is often associated with corporate giants. The strategy worked and and managing director of Swimtime, says resulted in no less than six major award nominations. f I hear another person tell me this is one of the key challenges Some key achievements included: I need to innovate to survive a franchisor must overcome. By in the ‘new normal’, pivoting accepting that what you do isn’t I • Allowing clients to book online in post-COVID or any other vomit unique means you can free yourself 60 seconds, 24/7. inducing term for this current economic from the concept that you need some • Taking management service fees black hole, I’m going to scream. Sound expensive bespoke platform cut just at source. familiar? for you like a Savile Row suit. • Full visibility of the entire For most, knowing change is needed is not There are, of course, certain network. news. The challenge is how. The hardest step companies that do, but it’s an to answer that question is to look at your expensive, complex path fraught with Fast forward to 2020 and this franchise brand and accept the cold, hard risks. Chief among those is the speed groundbreaking franchisor truth: it isn’t unique. of innovation in technology; no sooner technology, called FranScape, is now Yes, you read that right. I might as well is something commissioned, it’s out available for brands big and small. have just told you your child is ugly, but sadly of date. It may have security flaws and With clients in the children’s it’s what franchisors need to hear. Trust me, become a never-ending money drain. activity, education and pet care I am one. sectors already signed up, FranScape AWARD WINNING delivers some of the latest capabilities “This groundbreaking AUTOMATION for just £35 per franchisee per month When Swimtime, one of the UK’s (with no fees for onboarding or franchisor technology, largest learn to swim providers, was support), allowing networks to take purchased from the founders in advantage off the shelf right now, called FranScape, is now 2016, the system in place was holding knowing they have a technology it back. partner that will continue to evolve. available for brands big At that time, what was available on So to answer the question of how: the market was not fit for purpose, contact my team. At the very least, we and small” so the leadership team, which had can give you some inspiration about previous experience at blue-chip what is possible, no matter what firms such as IBM, London Life route you chose. SIMILAR PROCESS and Grant To illustrate my point, let’s take a fast Thornton, food brand: built their own by utilising their 1. A hungry customer arrives. decades of experience. 2. They choose something from a menu. This brought the 3. They receive the food. kind of cutting 4. They leave.

It doesn’t matter whether you have golden arches above your door, were founded by a colonel from Kentucky or you sell foot-long sandwiches, the process is basically the same. Look at it another way. We all use either a Mac or PC, while our smartphones are virtually either Apple or Android. Most companies use one of a handful of accounting platforms because successful businesses don’t reinvent the wheel when they don’t have to. When considering technology in franchising,

WHAT-FRANCHISE.COM 25 BEHIND THE BRAND: PARTNER CONTENT

AT A GLANCE Food & PHEBY FOOD CONCEPTS GROUP

To request a franchise prospectus on any brand contact Richard Pakey: Email: [email protected] beverage Mobile/text/whatsapp: 07904 697591 LinkedIn: linkedin.com/in/richard-pakey- vfp-0b46ab147 limelicensinggroup.co.uk/franchise- franchises consultants-in-cambridgeshire Richard is a franchising expert and regional director for the award winning Lime Licensing Group. He’s retained as Pheby Food Concepts’ consultant to deal with available now any franchise enquiries. currently, mainly in the UK, but also with stores in Portugal. Last year Wok&Go sold 1.3 million The future of franchising is finally here, Des Pheby of noodle boxes and has a further 100 Pheby Food Concepts Group says stores and agreements signed to roll-out over the next five years. 2021 should be our best year by far. Wok&Go is a very flexible here’s no getting away offered an entire region, for franchise, with our usual bricks from how hard things example, with the potential to open and mortar store options. They have been of late. Not T multiple locations simultaneously. can be large or small, such as a only did we have to deal Options don’t stop there, concession, with franchise fees with Brexit, but then came one of the either. You might be overseas as low as £20,000, as long as you worse moments in our history - what looking at inward investment are at least 50 per cent liquid. we were told was going to be once- into the UK, which can be hands- The total investment required in-a-lifetime actually happened. on or hands-off. One thing’s for is typically around £150,000. sure: we have a single or cross- brand franchise to suit you. franchiselife.co.uk/listing/ “Investors can capitalise on You might even want to wokgo-franchise franchise your own business. If that’s the case, talk to us. At these opportunities to start 2. Crepe Delicious Urban Café. the very least, we can be your World’s largest crepe franchise a new franchise” final check and advise whether we believe that option will work for you and your business. Yet despite all this upheaval, franchising in general has remained FOUR FRANCHISE uniquely resilient. Sure, there BRANDS YOU CAN have been winners and losers, but BE PART OF NOW: in general food franchises have managed to stay open in most 1. Wok&Go. The UK’s fastest parts of the country and actually growing noodle bar franchise thrive due to the fact they’re able to deliver their products. Uncertainty creates opportunity You can also be a franchisee for and with more and more empty the hugely popular Crepe Delicious units becoming available across Urban Café. Established since the country investors can 2004 and operating in Canada and capitalise on these opportunities North America with no less than 70 to start a new franchise. stores, the international roll-out You might be interested in the has proven to be very successful, nine ways to get into our franchised with multiple countries across the business, whether it’s via a single- globe accepting terms. The first unit franchise or maybe you want stores in the UK will open in 2021. to scale more quickly by way of a Wok&Go was established in And it’s not just sweet and savoury multi-unit franchise or bigger still 2008 and franchised a few crepes either: coffee, sandwiches as an area developer, where you’re years later to some 26 units and gelato are all on offer.

26 WHAT FRANCHISE | ISSUE 16.6 Behind the Brand - Xxxxxxxxxxx Pheby Food Concepts Group

Des Pheby: founder of Pheby Food Concepts Group

The Crepe Delicious Urban Further details are being we can ensure you achieve a very Café franchise investment is released, but again Corner Store healthy return on investment. low for a coffee shop - offered franchises have low franchise Further details can be at turnkey £100,000, with a fees and low total investments. provided on request. requirement of you to be liquid to the tune of 50 per cent. 4. Dough Dough. Authentic WHO ARE WE? WELCOME Neapolitan pizza - our TO PHEBY FOOD franchiselife.co.uk/listing/ latest concept CONCEPTS GROUP crepe-delicious-franchise Founded by Des Pheby in 2008, Pheby Food Concepts Group is a 3. Corner Store. Coffee growing hospitality powerhouse and doughnuts consisting of six successful brands: four dark kitchens and two restaurants, including an international franchise. Known as ‘The Franchise Entrepreneur’ after his popular business podcast, Des has disrupted and reinvented the world of franchising with his modern, forward thinking and an eye for opportunity. With an excellent operational team, Pheby Food Concepts Group is able to move fast Coffee shops are always popular Dough Dough is about to be in the current changing and in franchising and Corner Store launched as one of our newest challenging environment. is no different because we are franchises. Already piloted Privately owned, the company a nation of coffee addicts - and across multiple sites and with offers franchisees the best who doesn’t love a doughnut? further company owned stores options to be able to maximise Already successfully piloted in planned for 2021, they will be their investment. Pheby Food Chester in 2020, why don’t you available as small and large Concepts Group’s aim is come and join us as a franchisee square feet sites. With eat-in, solely to create more food and in this huge growth area. takeaway and delivery options, beverage entrepreneurs.

WHAT-FRANCHISE.COM 27 WHAT FRANCHISE 16_6 master_WHAT FRANCHISE 29/01/2021 08:22 Page 28 BEHIND THE BRAND: PARTNER CONTENT Behind the Brand - ActionCOACH

AT A GLANCE ACTIONCOACH

Established: Systems, 1993 in Australia. 2001 in UK Number of franchised outlets: 200-plus in the UK Location of units: UK-wide training, Investment range: £69,000 Minimum required capital: £20,000 Contact: If you want to be influential in helping business owners transform both their support… lives and businesses and you’re the kind of person who: A. Loves learning and helping people; B. Has enjoyed success in your career, business or a sport; and Ian Christelow, ActionCOACH UK co-founder, explains C. Is willing to invest if you see substantial returns can be made… why you should choose to start a franchise over starting Then find out more by watching the overview video at a new business actioncoach.co.uk/overview

“In their first five years, 75 per cent of franchises succeed, whereas only 20 per cent of non-franchised businesses survive”

HIGHER RATE OF SUCCESS It’s a fact that franchises have a much higher rate of success than start-up businesses. Michael Gerber shares in his seminal work, The E-Myth Revisited, that in their first five years 75 per cent of franchises succeed, whereas only 20 per cent of non-franchised businesses survive. You will also find it easier to secure t ActionCOACH, we see offer a structure for launching, finance for a franchise and it will cost many people have an operating and growing a successful significantly less in time, effort and A ‘entrepreneurial seizure’ business. The franchisor will deliver money to reap the rewards of owning and decide to launch a the entire framework around which your own business. business and work for themselves. the business is built. Many of these entrepreneurs have Franchisors create NUMEROUS BENEFITS the skills and expertise to do the job, comprehensive systems and will Perhaps for many the biggest but lack a critical piece of know-how put you through an initial training reasons to choose a franchise are on how to run a successful business. programme that covers all aspects the credibility of a franchise’s brand, That’s where ActionCOACH can of business, including marketing, its income producing strategic make the difference between operations, selling, technology and alliances, the shared learnings of success and failure. other areas that are specific to their a network of franchisees, the business model. personal development and the PROVEN FRAMEWORK And then there’s the ongoing opportunity to make friends for But, back to franchising in general, support you’ll receive throughout life with like-minded people in the most reputable franchise organisations the ownership of your franchise. franchise’s community.

WHAT-FRANCHISE.COM 29 BEHIND THE BRAND: PARTNER CONTENT

AT A GLANCE PAUL UK

Location of units: UK Bakery brand Investment range: £350,000 Minimum required capital: £500,000-£1 million Contact: Andy Hulbert invites you to [email protected] paul-uk.com/franchise

get on board best practice to ensure our customers feel safe when visiting our stores. PAUL Bakery is looking for partners to take the Our challenge is that we are not present in neighbourhoods outside business outside London and grow it within the UK. London - and we still have plenty of We spoke to CEO Mark Hilton to find out more local neighbourhoods we can open and operate in the capital. We’re looking for franchisees who are HY HAS THE grow the brand outside the capital. interested in developing in regions BRAND DECIDED We have two key models we where they’re based, so that they W TO IMPLEMENT believe will provide prospective are able to fulfil this role of the A FRANCHISE franchisees with investable neighbourhood baker. MODEL AND WHAT propositions. BENEFITS DO YOU FEEL PAUL Express, which we have WHAT ARE YOUR IT WILL BRING? developed in recent openings, GOALS WHEN IT PAUL has been operating in the is focused on grab and go while COMES TO FRANCHISE UK for 20 years and has a strong offering eating in as well as DEVELOPMENT? customer base in London that takeaway. We also have PAUL le We clearly want to develop the trusts us and appreciates the Cafe, which will have more seating brand in the UK outside London quality of our products. and offer great coffee, small treats, and believe there are plenty of Over the last few years we’ve sandwiches, cakes and bread. opportunities to grow. developed what we believe is an We have focused on improving However, at this stage it’s not enticing franchise model, which will our website, our ecommerce about specific store numbers. It’s enable us to grow the brand outside platform and delivery opportunities more important for us to find the London. We will continue to look for while we’ve been operating through right partners who are passionate growth opportunities in London, but this pandemic and, as a result, feel about the brand, who believe in the with the right partner will look to we now have the means to offer brand story and who want to play customers our artisanal bread and a part in the brand’s continuing baked products at home and in our journey. If we can find the right PAUL locations. partners and provide the structure and support to enable them to grow PAUL BAKERY HAS AN and flourish, store numbers ILLUSTRIOUS ARTISANAL will follow. BAKERY HISTORY. HOW The important point is to find WILL THIS EXPERIENCE the right partners. From initial PAIRED WITH ITS STRONG discussions with interested parties BRAND AWARENESS HELP since we first announced that we FUEL ITS FRANCHISE were interested in franchising, EXPANSION EFFORTS? we feel encouraged that there are With our artisanal bakery history some very capable, knowledgeable and the credibility that affords us, businesses that have the people, we’ve developed our positioning as the financial means and the your neighbourhood bakery. This interest in the brand. has stood us in good stead through As our discussions progress, we the pandemic, when customers would hope and expect them to have been able to rely on us and result in bringing franchisees on our products, while we’ve invested board and we then look forward to significantly in PPE and operational helping them grow.

30 WHAT FRANCHISE | ISSUE 16.6 Behind the Brand - PAUL UK

ARE THERE ANY KEY CITIES OR TERRITORIES YOU WISH TO GROW THE BRAND’S PRESENCE IN PARTICULAR? It makes sense for us to grow in regions where there is potential scale for prospective franchisees and obviously larger cities in particular provide that growth opportunity. When we were looking at establishing this franchise In Europe, the brand has franchise investing in the brand for more opportunity, we looked at a partners across the continent. that financial reasons - that they number of cities across the There are obviously still believe, like and value the brand, country - from Edinburgh to numerous countries where the that they believe in the PAUL Manchester, Cambridge to opportunity to franchise still exists, story and want to be part of the Guildford - cities with differing but one of the biggest gaps in this future journey. populations, geographies, opportunity was the UK and this We believe the brand allows different levels of competition and move is intended to address this. them to position their business differing location opportunities. as the neighbourhood bakery We believe the brand would work WHAT KIND OF and so help establish a presence well in all these cities, so eventually FRANCHISEE ARE YOU in the communities in which we see the brand growing LOOKING FOR? they operate. We think they will successfully across the country. Ideally, the franchisee will have become part of the PAUL family From a logistics perspective, experience of the bakery sector and help write the new chapters it would make sense to open in or restaurant sector. It would be for the next 20 years that the concentric circles, radiating out interesting if they have experience brand will operate in the UK. from London. While strategically in operating or franchising other that would make the most sense, brands, though not essential. WHAT MAKES THE PAUL the key to a successful franchisor We would like them to be able to BAKERY INVESTMENT is having the right franchisees, demonstrate that they have a track PACKAGE DIFFERENT so our focus will be on the record in operating retail or multiple FROM OTHER BAKERY prospective franchisee rather location businesses and have FRANCHISE CONCEPTS? than a specific geography. the financial means to invest. There are many fine brands and All these aspects are measurable bakeries out there and no doubt DOES PAUL BAKERY and quantifiable. some of them offer franchise EMPLOY A FRANCHISE Over and above this is that little opportunities. We respect and MODEL ELSEWHERE bit of magic - their passion and admire these brands and hope IN THE WORLD? HOW interest in the brand, the desire to they’re all navigating their way SUCCESSFUL HAS engage with the brand and their as best they can through this THAT PROVEN? drive to build a successful business pandemic, so that the sector PAUL has been operating in France with the brand. If we can find that and industry thrives again once for 130 years and today operates profile, we will find some very good we start to get back to a level in over 50 countries around the franchise partners. of normalcy. world, with company stores in We do think though that PAUL France, the UK and Singapore and WHAT WILL A FRANCHISEE provides a unique opportunity, a franchise stores across the other GET IN RETURN FOR chance to partner with one of the countries and markets. It opened THEIR INVESTMENT? leading global bakeries, a French its first franchise stores in Spain in For any investor, making a financial artisanal bakery that has been 1985, so has a long and successful return on their investment is the operating for over 130 years that history of franchising. main reason to invest and has built a strong and enviable The largest franchise partner we would expect and welcome reputation wherever it operates is Azadea, an outstandingly run any investor in PAUL to have and now provides the chance for business that operates the PAUL this expectation. its prospective franchise partners brand across the Middle East. We But over and above any financial to take the brand outside London also have numerous partners across return, we would also like to believe and grow it within the UK. Asia and North and South America. that prospective franchisees are

WHAT-FRANCHISE.COM 31 BEHIND THE BRAND: PARTNER CONTENT Behind the Brand - Footlights

AT A GLANCE Day in the life FOOTLIGHTS Established: 2005 Number of franchised outlets: 14 Anna Morgan, director of Footlights Sale, gives us an Location of units: predominantly north west and Midlands insight into her Saturday morning routine Investment range: £3,995 (plus VAT) to £13,250 (plus VAT) Minimum required capital: £2,000 Contact: Jo Fisher. [email protected] franchise.footlightstheatre.org

The teachers also get the opportunity to have a break and an essential catch-up with each other on progress in classes, to ensure we’re all on track for the show or end-of-term presentations. Following the break, it’s back to class and at the end we join together to present ‘Star of The Week’ and sign all our students out. COVID-19 guidelines have meant adapting the routine slightly, keeping the groups separate for warm-up and ‘Star of the Week’ to limit the contact during the morning. This has worked well in maintaining a safe environment. In times of lockdown, our classes y Saturday mornings times, I chat with parents and have moved online via Zoom. usually begin around carers, fulfil any merchandise These run live exactly as they do M 8.45am. I arrive 45 minutes requirements, such as sales and on Saturday mornings, with the before the start of our first orders of hoodies or t-shirts, exception of having conversations class to set up and make sure all rooms and wait for the main school to with parents and carers. are ready for the students. It’s important arrive at 9.45am. It gets very to me that our reception area looks busy and the building comes DEBRIEF, SOCIAL MEDIA welcoming and professional to make alive with activity - it’s the most AND ADMIN that good first impression to free trials wonderful experience and you Once the students leave, I have a and existing students. find yourself going from 0-100 in debrief with the teachers, check under an hour. all the rooms and tidy up where “It’s the most wonderful It’s all go from this point. necessary - we’re hiring someone Ideally, we have all main school else’s building after all. Then I’m in experience and you find students (7-18 years) together for the car for 1.20pm. a huge group warm-up until 10am, When I get home, I have a well yourself going from 0-100 when we break off into smaller earned nap or cup of tea. I’ll post in under an hour” groups by age. photos on social media that day, so There are three groups - F1 it has the best impact. (7-8 years), F2 (9-11 years) and On Monday I’ll do all my admin FIRST JOB AND CATCH-UP F3 (12-18 years) - and the groups work, but this could be done on My first job is to get the kettle on, of then rotate between acting, Saturday or Sunday if you prefer. course! Then I check all the rooms. singing and dance. It includes following up free Once the teaching teams arrive trials, record keeping, banking around 9.20am, we have a catch up. I TIME FOR A BREAK and reconciliation and placing brief them on the students, that day’s We have a 15-minute break at any merchandise orders. Then free trials and any additional needs. 11.50am where I sell toast, drinks and that’s it for the week, apart from general tuck items and catch up with marketing and social media, until THE SCHOOL COMES ALIVE what’s been going on in their lives. It Friday when the madness starts Our youngest group arrives at 9.30am gives me the chance to really get to again with preparations for and are signed in. During non-COVID know my students and clients. Saturday school!

32 WHAT FRANCHISE | ISSUE 16.6 WHAT FRANCHISE 16_6 master_WHAT FRANCHISE 29/01/2021 14:51 Page 33 BEHIND THE BRAND: PARTNER CONTENT

AT A GLANCE LITTLE CAESARS Excited to PIZZA Established: 1959 Location of units: restaurants in 27 countries and territories worldwide expand into Investment range: $350,000-$395,000 per store (plus freight and taxes) Minimum required capital: $1,500,000 Contact: Mike Therrian, Director of International Development new markets O +313 471 6259 C +1 (248) 214 8482 [email protected] Little Caesars, the world’s third largest pizza chain, international.littlecaesars.com is seeking area developers around the world long-term vision for developing the brand. rom a single store to operating in 27 countries and Mike Therrian, Little Caesars’ a global chain, Little territories worldwide, with Director of International Caesars Pizza charted a aggressive expansion plans to Development, says: “Pizza is F path to global success, bring the iconic pizza brand beloved throughout the world and starting in 1959 when founders to more countries around the Little Caesars delivers great tasting Mike and Marian Ilitch opened their world. With restaurants on four pizza at a real value that is more first restaurant in Michigan, USA. continents, Little Caesars is known affordable than other options. By 1962 the brand began for its value, convenience and its “We have seen Little Caesars franchising and by 1969 it went quality tasting pizzas and has been become an attractive alternative international. Today, the brand named ‘Best Value in America’ for to other quick service restaurant is the third largest pizza chain in 13 years in a row2. options in every market we the world1 and there’s no denying With a dedicated global team enter and expect that to that Little Caesars is doing supporting its franchisees, continue as we continue our something right. Little Caesars has doubled its international expansion.” international presence in the RESTAURANTS ON last seven years. The franchising STRONG COMMITMENT FOUR CONTINENTS opportunity is tailored for operators TO TECHNOLOGY Little Caesars has become a with multi-unit experience, access AND INNOVATION household name and is currently to highly preferred real estate and a Little Caesars also has a strong commitment to technology and innovation. In 2004, the brand launched its Hot-N-Ready model, which allowed customers to walk in the door and pick up freshly made pizzas and side items without waiting and with no need to order in advance. And then, most recently in 2018, the company revealed a breakthrough device called the Pizza Portal, the first heated, self-service mobile order pick- up station in the quick service restaurant industry. Using the mobile app, customers place their custom orders and then use the Pizza Portal at the store to receive their hot, freshly prepared order in a completely contactless experience. By using a QR code or three-digit code, customers retrieve their order from an individual, warmed compartment in the Pizza Portal.

34 WHAT FRANCHISE | ISSUE 16.6 Behind the Brand - Xxxxxxxxxxx Little Caesars Pizza

TECHNOLOGY ALLOWS FOR CONTACTLESS EXPERIENCE In a time where customers are looking for safe, contactless ways to get their food, the powerful combination of mobile app and Pizza Portal technology are the next evolution of convenience for customers. The Pizza Portal makes purchasing an affordable, great tasting pizza at an unmatched value easier than ever. The technology is currently in the United States, Canada and Mexico - and will be rolling out to new international markets in 2021.

GREAT TASTING PRODUCT - INCREDIBLE VALUE Through all the transformations, Little Caesars’ top priority has steadfastly remained creating a great tasting product at an incredible value. Pizza is made with fresh, quality ingredients, including dough that is made fresh in stores daily, sauce of store layout options to that is fresh-packed and never ensure the concept works in frozen and a signature cheese their market. Plus they offer blend combining mozzarella and a variety of layout options for Muenster cheese. A simple menu areas with small footprints - ensures the ability to provide the possibilities are many! quality products at a low cost, Little Caesars has achieved ready when the customer arrives. its rapid growth around the world because of a great brand INTERNATIONAL and its dedicated franchisees. GROWTH As consumers’ affinity for pizza Most recently, Little Caesars continues to grow in the multi- continued its international billion-dollar pizza industry, Little growth into new markets. In 2019, Caesars is excited to expand into they opened in Spain, India and new markets around the world Barbados and in 2020 continued with new, exceptional franchisees. their expansion into Colombia. There is no doubt that Little Caesars is an exceptionally high SEEKING AREA DEVELOPERS/MULTI-UNIT FRANCHISEES growth company with 60-plus years FINANCIAL/IDEAL INVESTOR: of experience in the $145 billion worldwide pizza industry. • Minimum $1,500,000 net worth under an area development agreement, with Little Caesars is continually additional minimum requirements for liquid/cash assets. Minimums may vary looking for franchise candidates depending upon the number of stores to be developed. with an entrepreneurial spirit in the franchise system and • Demonstrated enthusiasm, drive, passion and a proven record of success in the experience in multi-unit restaurant/retail industry. restaurant/retail management. • Comprehensive understanding of the local culture, real estate and trade area in the The company is committed to territory to be developed. supporting its franchisees with a dedicated team around the globe in • Dedicated, locally-based, full-time support staff for developing the Little Caesars all necessary disciplines, including brand in the territory. supply chain, marketing, training, operations and architecture. • Sufficient liquid assets and capital to support an aggressive store development Approximately 65 per cent of the schedule, while sustaining a strong advertising programme. brand’s international franchises • Multi-unit restaurant/retail management experience as owner and/or operator. have been a part of the system for more than 10 years. 1. Third largest pizza chain in the world - based on net number of stores in 2019. Additionally, Little Caesars 2 ‘Highest Rated Chain - Value for the Money’ based on a nationwide survey of national quick service restaurant customers conducted by Sandelman offers its franchisees a variety & Associates, 2007-2019.

WHAT-FRANCHISE.COM 35 INSIGHT

The three characteristics of wealthy franchisees These powerful qualities can help you replicate the same results as some of the top performers in the industry

WORDS BY SCOTT GREENBERG

hen you meet enough But their success is by design. And ensure every decision is rational and top ranked franchisees they have a lot more going for them driven by data. W across many industries than a decent location, consistent Many I talk to have habits to and brands, you see marketing and hard work. manage their heads. Some meditate. what they have in common. My work Those things aren’t the secret to Others take walks. Some organise has allowed me to do just that. success; they’re the prerequisite. peer groups to talk through business For more than a decade, I was a What gives wealthy franchisees their issues and get other perspectives. THE AUTHOR multi-unit franchisee with Edible edge are three, powerful behaviours They all have their own way to get Scott Greenberg Arrangements. For many years since that you can replicate to achieve the there, but all of them operate not speaks, coaches and I’ve been speaking and coaching in same results. from negativity, nor from positivity, writes about the but from a point of clarity. franchise industry and the franchise industry. Before every is the author of The franchise presentation, I interview Wealthy franchisees Wealthy Franchisee: each brand’s highest performers and keep a clear head They stick to the Game-Changing I’ve identified the common traits A franchise isn’t just a business system Steps to Becoming that enable them to become 1 The most successful - it’s a lifestyle. That means you A Thriving Franchise 2 ‘wealthy franchisees’. franchisees are not creative. Superstar don’t just run the business, you feel To be ‘wealthy’ as a franchisee it. It’s an emotional journey. The In buying a franchise, they’ve means you meet three criteria. ups, downs, payoffs and problems - outsourced the innovation. The most obvious is good income. they mess with your head. Wealthy They’ve paid their That’s relative to your investment, franchisees feel the same emotions franchisor to do the your expectations and where you as their peers, but they’re experts at live. But generally speaking, given keeping their heads clear and their what you’ve put into the business, emotions in check. you’re getting good return on I remember one Edible investment. Arrangements franchisee telling The second criterion is being me he didn’t want us to run in control of your time. Two television commercials. franchisees might earn the same He explained: “There are income, but if one does it working 20 already too many Edible hours per week and the other works Arrangements franchises 80 they’re not equals. in our city. If we advertise, Time is precious. You’re only it’ll make more people want to going to have less of it. Wealthy open locations. There’ll be more franchisees are not slaves to their competition.” business. They travel, they’re home His idea for marketing our for dinner and they have time to brand was to keep it a secret. His run additional businesses - if opinion wasn’t based on data. He they choose. was driven by fear. The third criterion is quality of When you’ve quit your job, life. Your business should enhance taken out loans and invested the way you live, not just by how your money in a business, much you earn, but by how your time you have a lot on the line. is spent and how it makes you feel. The stakes are high. It’s You should enjoy what you easy to succumb to your do with minimal stress and emotions. That leads to bad maximum fulfillment. decisions. Wealthy A well run franchise can allow franchisees its owner to check all three boxes. monitor their I meet these people all the time. thoughts to

36 WHAT FRANCHISE | ISSUE 16.6 research, development and tested and replicated the system in testing. As franchisees, their job a variety of markets. They’ve proven “I’ve never met a is to execute. the concept, which reduces the Many franchise owners try to risk. Deviating from their system franchisee who climbed outsmart the system and suffer subjects you to the very risk you for it. They believe, based on their paid to mitigate. I’ve never met a to the top by going rogue” background or local perspective, franchisee who climbed to the top that they know better than their by going rogue. sense of purpose. They ensure employees feel corporate team. They deviate from When wealthy franchisees forward progress in their own personal growth. company standards. Not only does have new ideas or concerns, they These benefits engage employees more this weaken the brand - franchises collaborate with the corporate office effectively than mere financial compensation. are based on consistency - but it to determine what’s best for the Growth leads to motivation and loyalty. And that increases their exposure to risk. entire network. They understand leads to better customer service. When you buy a franchise, you’re they’re part of something larger Wealthy franchisees are obsessed about the investing in a proven concept than their own location. As the customer experience. They don’t just provide managed by an experienced team brand improves, that not only products, services or solutions. They use the with the most information. They’ve helps their location, but it transaction to emotionally elevate people. They increases its value. understand that what the customer gets matters less than how the customer feels. Making people They use their feel good leads to better reviews, more word-of- business to mouth and more repeat business. 3 improve the lives Wealthy franchisees also serve their of everyone it touches communities. They don’t wait to ‘give back’. They There’s a boomerang effect of give first. They volunteer. They donate products putting value out into the world. and services. They sponsor causes. They’re out Wealthy franchisees are deliberate there in the community making a difference. That about making a positive impact on goodwill feeds their soul and ultimately grows everyone and that comes back to their business. improve their business. Wealthy franchisees aren’t extraordinary First, they don’t just manage people. They’re normal people executing employees. They actively develop extraordinarily well. And you can be among them. team members into leaders. It requires a clear head, devotion to the proven They give them skills. They system and a desire to improve others’ lives. If give them inspiration. you own a franchise, doing these three things They instill in them a might be the best way to improve your own.

WHAT-FRANCHISE.COM 37 WHAT FRANCHISE 16_6 master_WHAT FRANCHISE 29/01/2021 08:22 Page 38 BEHIND THE BRAND: PARTNER CONTENT Behind the Brand - PGH Beegone

AT A GLANCE PGH BEEGONE

Established: Core businesses - 2008. Franchise - 2020 A pest control Investment range: £43,000-£73,000 (depending on franchise model) Minimum required capital: £15,000 Expected revenue after 2 years: £220,000 plus franchise with Contact: Caroline Szeremeta [email protected] 01483 387414 a difference pghbeegonefranchise.co.uk “The highlight Peter Higgs, founder and managing director of of my career PGH Beegone, tells us about this unique pest so far has got control and live bee removal business to be showing HAT SETS PGH as a result of them being killed. We honeybees saved BEEGONE APART? were the only live bee removal service With PGH Beegone, you in the UK at that time. by us to HRH, W The highlight of my career so far get two brands in one: PGH Pest Control & Prevention and has got to be showing honeybees The Queen” Beegone Live Bee Removal. saved by us to HRH, The Queen in No other pest control franchise 2016, closely followed by hitting £1 industry expertise, a dedicated out there at the moment offers million turnover in 2019. Support Centre point of contact, first franchisees the chance to make a class marketing and ongoing training real difference to the environment WHY HAVE THE and development - including direct by actually saving honeybees. Not BUSINESSES BEEN mentoring from myself and free only does this make PGH Beegone a SO SUCCESSFUL? business coaching for their first year. genuinely unique proposition, it also Due to the way we go about problem provides unrivalled earning potential solving - we take a holistic approach HOW WILL YOUR in this niche market. by including proofing work to prevent FRANCHISEES BE the issue from recurring. This provides REWARDED? WHAT’S YOUR our 8,400 customers with a long-term Our franchisees have the potential BACKGROUND? solution and value for money. to earn beyond their wildest At age 18 I enrolled on The Prince’s Customer service is at the dreams due to the inclusion of the Trust Enterprise programme, which heart of everything we do and live bee removal business, which is gave me the business knowledge I we’re consistently highly rated on extremely specialist and therefore needed to form my first company, PGH Trustpilot and Checkatrade. We attracts a far higher price tag. Pest Control & Prevention, in 2008. offer the widest range of services The fact that the two brands Shortly after, I started Beegone in the industry, quick response are included in one also offers Live Bee Removal after realising the times, a 24-hour call centre unprecedented cross-selling and importance of honeybees and the and professional, friendly and upselling opportunities while on site. serious problems occurring in the UK knowledgeable technicians. The pest control and live bee WHAT ARE YOU LOOKING removal industries have shown FOR IN A FRANCHISEE? themselves to be both COVID and We’re looking for people who enjoy recession-proof. working outdoors and problem solving, are passionate about WHAT DOES A wildlife conservation and relish the FRANCHISEE GET FOR thought of making a difference. THEIR INVESTMENT? Customer focus is fundamental, Franchisees will be granted access along with natural sales ability. to their own exclusive territory and Being business-minded, results- given an extensive guide to running focused and having the drive to their business. succeed is also important. We will support them on every Our ideal franchisees are able step of their journey by providing to absorb procedures and systems intensive initial training, access with ease, are disciplined and have to high-tech systems, invaluable a can-do attitude.

WHAT-FRANCHISE.COM 39 BEHIND THE BRAND: PARTNER CONTENT Behind the Brand - Revive! Auto Innovations (UK)

AT A GLANCE REVIVE! AUTO INNOVATIONS (UK) Established: Technician 2004 Number of franchised outlets: 60 Location of units: nationwide Investment range: £32,000 turns boss Minimum required capital: £15,000 Contact: [email protected] at Revive! revivefranchise.com our top technicians, so to have a new owner with such experience and long-serving commitment to the Revive! vision and values Birmingham couldn’t be better. “Paul and Leanne impressed us right from the beginning of this process with their complementary business skills and shared desire to North grow Revive! Birmingham North into a much bigger business. We welcome them to the Revive! network and It was an opportunity on our doorstep we just wish them every success.” couldn’t miss out on, Paul Morris says POWER OF TECHNOLOGY The resale of Birmingham North straddled the outbreak of the hen technician Paul its resale. Paul is managing the pandemic and subsequent lockdown, Morris turned up eight business day-to-day and Leanne, but this didn’t hold up the process. W years ago to repair a with her background in financial “The power of technology enabled customer’s car bumper, services, is managing the finances us to complete the process with little did they both know how life- and marketing. no issues,” Paul says. “Having changing the visit would turn out to Having worked as a Revive! interviews with the directors over be. It was love at first sight. technician, Paul knew how Zoom was great, as it meant we were Now the couple have two sons successful owning a Revive! still able to ‘meet’ the team and go and are planning a wedding in franchise could be. He trained to be through the process smoothly.” summer 2022. They have also an automotive refinisher at college Training too was all ‘virtual’, but gone into business together, and then worked at several body as Paul had already completed the becoming the new owners of Revive! shops before joining Revive! in 2014. full training as a Revive! technician Birmingham North following this was not an issue. AMBITIOUS MOVE “The sessions have always been But he didn’t want to be a at a time to suit all parties and technician for the rest of his life. everyone has been great,” he says. With a growing family to support “Each person we spoke with is and an ambition to be his own boss, so knowledgeable and extremely when the opportunity to buy Revive! helpful - they went out of their way Birmingham North came up Paul to make sure we had the information and Leanne jumped at the chance. required to be a success.” Both grew up within the territory, The couple currently have three so know the area well. vans on the road, with plans to Paul explains: “As I was already add a fourth as soon as they have working as a Revive! technician, I recruited another technician. Their had a good understanding of how aim is to add a van to the fleet the business works. each year for the next two years to “It’s an industry I’ve always been extend their service across their in. Revive! is a renowned brand, so it large territory. was an opportunity on our doorstep Leanne says: “We want to expand we just couldn’t miss out on.” the service to reach every corner of Commenting on the completion of our territory. The business has so the resale, Cathryn Hayes, Revive! much potential for growth, our aim franchise director, says: “Paul had is to get our name and reputation already been identified as one of known across the area.”

40 WHAT FRANCHISE | ISSUE 16.6 WHAT FRANCHISE 16_6 master_WHAT FRANCHISE 29/01/2021 14:51 Page 41 BEHIND THE BRAND: PARTNER CONTENT

AT A GLANCE 700% profit ACTIONCOACH Established: 1993 in Australia. 2001 in UK Number of franchised outlets: 200-plus in the UK increase for our Location of units: UK-wide Investment range: £69,000 Minimum required capital: £20,000 Contact: business If you want to be influential in helping business owners transform both their lives and businesses and you’re the kind of person who: A. Loves learning and helping people; Action Coach James Burke has helped transform B. Has enjoyed success in your career, business or a sport; and the fortunes of a female fashion brand based in the C. Is willing to invest if you see substantial returns can be made… north west Then find out more by watching the overview video at actioncoach.co.uk/overview Left to Right: Helena, Antonella and Louie coach for almost 18 months and it was only when we were at breaking point that we took the plunge. And thank goodness we did!” In their initial meeting with James they instantly clicked, so with little persuasion needed their weekly sessions began in September 2019.

FINDING A DIFFERENT PERSPECTIVE “Over time, we had diversified the business quite drastically,” Helena says. “Almost immediately, James recognised the best course of action was to strip things back to the bare foundations and focus on what the business was about. He was very knowledgeable about the behaviour of customers and showed us how to bring them in as a part of our journey. “We ensured our messaging was consistent throughout all uring the pandemic, sizes. Owners Helena and Louie aspects of our marketing - this when business owners have always prided themselves helped us to connect with our D were forced to consider on their authenticity. But as customers on a deeper level, the best course of their growing social media so we could fully understand action to tackle the challenges, presence sent enquiries through and respond to their needs. a huge number turned to their the roof, the pair were forced “It always felt as if we were local Action Coach for guidance. to have a serious conversation running slightly behind our growth. James Burke at ActionCOACH about getting some help. James explained to us the only way Manchester had been working with Helena says: “We both noticed to go big was to stop thinking small. one particular client for just six something had to give. It got to “To accommodate the influx months when COVID-19 hit the UK. the point where, if we’d tried to of enquiries, we relocated to a Ruby & Daisy is a fashion carry on managing the demand, we larger warehouse space. Making business based in the north west, would have just burnt out. We toyed this move injected our whole providing clothing to women of all with the idea of getting a business team with new enthusiasm

42 WHAT FRANCHISE | ISSUE 16.6 Behind the Brand - Xxxxxxxxxxx ActionCOACH

James Burke coaching clients to success at one of his GrowthCLUBs and determination to go bigger in-store numbers. Thankfully, and better than before. Almost because of James and his ability “Within three months of overnight, our outlook shifted.” to keep us calm and ensure we kept our heads above the water, working with James, DESTINED TO SUCCEED we weathered the storm. “James is a huge advocate for “After working with James for Ruby & Daisy saw record us and this positivity means not almost nine months, our turnover weekly sales” only do we achieve our goals each was just shy of £1.3 million and time, but we completely smash our gross profit increased by 700 to successful entrepreneur saw through them. We’re naturally per cent. It’s a world apart from him crowned as Next Generation competitive and hungry to the position we were in the year Franchisee of the Year at the 2020 succeed, so we’re always looking before and we’re forecasting our British Franchise Association to beat our own targets. turnover to exceed £4 million HSBC British Franchise Awards. “One of the best things about for the next financial year. “When I was 23, I decided getting an Action Coach is being “We’ve always had a clear vision enough was enough,” James says. held accountable for our actions. and belief, wanting to be the “I ensured I was healthy and We would never dream of turning number one easy-wear clothing started looking at how I could up to a coaching session without brand in the UK - we’re determined get myself back in the game. completing our homework, for Ruby & Daisy to become a “I got a job as an estate agent because we know it’s what we household name. We believe, by and quickly progressed to branch need to do to improve - it’s just being ourselves, we can relate manager, before becoming a entirely for our own benefit.” to everyone and continue to grow regional director. But that wasn’t Within three months of working by being a passionate, enthusiastic enough and I was inspired by with James, Ruby & Daisy saw and transparent business.” Simon Sinek, the famous author record weekly sales. Perhaps the and motivational speaker, to most significant growth was when WORKING WITH THE BEST strive for something bigger.” the COVID-19 pandemic sent the James isn’t just recognised by That’s when James created UK into a national lockdown, his clients for his commitment his mission to make a difference causing the doors of their retail to them - his inspiring story to a million people by 2030. By outlet to shut. Helena, Louie and has seen him win awards too. launching ActionCOACH Manchester, the team were ready to respond. He started his career as a he gave himself the platform to “We’d always had online sales, boxer, but his dreams were turn his dream into a reality. but as soon as people couldn’t come crushed prematurely following With the release of his very own into the store, everyone logged on a life-changing injury, resulting book, A Journey to Wealth and World- to place their orders,” Helena says. in him being homeless and Class Mindset, which documents his “Our online figures were up destitute at the age of 16. inspirational rise to success, this by 500 per cent and we were While at his lowest, James was award-winning franchise partner rapidly approaching a point where always looking up and ahead, isn’t showing any signs of slowing those sales were equal to our and his journey from rock bottom his meteoric rise anytime soon.

WHAT-FRANCHISE.COM 43 BEHIND THE BRAND: PARTNER CONTENT

AT A GLANCE WENDY’S Quality will always Established: 1969 Number of franchised outlets: 6,350+ Location of units: 32 countries, including USA, Canada, Asia, Middle East Investment range: £1m+ be our recipe Contact: Steve Lampshire [email protected] wendys.com

Abigail Pringle, President, International and Chief Development Officer for The Wendy’s Company, explains Wendy’s rich heritage in franchising and why the brand is well positioned to enter the United Kingdom

ore than 50 years ago, with Quality is Our Recipe as a American founder core value from day one. He was M Dave Thomas opened known for thinking differently the first Wendy’s and developed groundbreaking restaurant with an unwavering new innovations like the pick-up its square hamburgers (because commitment to serve fresh, high window, which changed the face Wendy’s does not cut corners) quality food, at a fair price, in of the quick service restaurant has more than 6,800 restaurant a comfortable atmosphere. industry. And he didn’t stop there. locations across 30+ countries Dave knew he wanted to run Dave introduced the franchise and territories with plans for the best restaurant in the world, business model to Wendy’s. It was significant international expansion. a dream he set for himself as an his idea to partner with franchisees We had the great pleasure of eight-year-old boy. Restaurants interested in owning Wendy’s speaking with Abigail Pringle, were Dave’s passion. He studied restaurants across entire cities and President, International and menus, observed how food was regions, rather than owning single Chief Development Officer for The served, how it tasted, and he noted units. This enabled Wendy’s to open Wendy’s Company, to talk more whether a restaurant and its staff a record 1,000 restaurants in the about Wendy’s highly anticipated were welcoming and friendly. first 100 months of operations. entry into the United Kingdom. From that young age, Dave was an Today, Wendy’s remains Abigail shared: “No matter expert at understanding what role a committed to honour Dave’s long- where you find us, quality will restaurant can play in a customer’s standing legacy and is proud to be always be our recipe. We look life, and what they expected. among the top tier of quick service forward to bringing our fans He focused on quality and restaurants. The global restaurant in the United Kingdom food innovation from the very beginning, company, famously known for customers love, using fresh, high

Abigail Pringle, President, International and Chief Development “Our vision is to become the Officer for The Wendy’s Company world’s most thriving and beloved restaurant brand - and we are well on our way”

44 WHAT FRANCHISE | ISSUE 16.6 Behind the Brand - TheXxxxxxxxxxx Wendy’s Company

in Reading Wendy’s first Wendy’s restaurant located located restaurant WHAT-FRANCHISE.COM 45 WHAT-FRANCHISE.COM on 15 November on 15 November The first Wendy’s Wendy’s The first the United States the United restaurant opened restaurant 1969 in downtown 1969 in downtown Columbus, Ohio inColumbus, Ohio We are excited to be developing to be developing excited are We is critical. Financial strength building long-term relationships relationships building long-term our share who with partners commitment to our values, passion for and our quality, way. done the right food fast in the UK, restaurants Company and we are seeking world-class, franchise multi-unit experienced operations with strong partners local development experience, record track and a proven expertise within the UK. brands growing for a single not looking for are We are we rather franchisee, master a collection of aiming to create to partners franchisee multi-unit development regional help drive years. to ten five the next over HOW ARE YOU HOW ARE YOU SCOUTING PROSPECTIVE FRANCHISE PARTNERS? diverse a more to attract want We leaders of franchisee profile ENDY’S HAS MORE HAS MORE ENDY’S We have also established also established have We THAN 50 YEARS THAN 50 YEARS OF EXPERIENCE IN FRANCHISING. WHAT DO YOU QUALIFICATIONS FOR IN FRANCHISE LOOK AND WHAT PARTNERS FOR LOOKING YOU ARE THE SPECIFIC TO UK? people capabilities, both in the UK people capabilities, both in the UK how on the bar to raise and globally, and customer brand bring our we UK. in the to fans experience to navigate partnerships strong on a national and this market this importantly, Most local level. excited incredibly are we time, franchisee to establish new to help us quickly partnerships in presence our scale and expand this region. across way the right W to franchisees looking for are We on focused are We with us. grow We have built a new built a new have We The United Kingdom is an exciting exciting is an Kingdom The United offers market The QSR burger A lot has changed in the last few in the last few lot has changed A of course are we decades, and using the lessons learned from in the experience prior our playbook. our to inform market in our and invested infrastructure WHAT MAKES MAKES WHAT MARKET WENDY’S DIFFERENT ENTRY FROM WHEN YOU ENTERED PREVIOUSLY THE UNITED KINGDOM? Our vision is to become the the vision is to become Our and most thriving world’s - and brand restaurant beloved way. on our well are we serving as the Wendy’s, for frontier this across growth to drive foothold the United plan to enter We region. owned with Company Kingdom in the restaurants and operated second in our and half of 2021, first will launch in priority we phase, finest with the country’s areas operators. franchisee multi-unit we potential and growth huge are brands U.S. that other know in the UK. well performing already those brands will challenge We high- differentiated, with a truly experience customer quality can offer. Wendy’s that only FIRST QUESTION: WHY FIRST WHY QUESTION: ENTERING IS WENDY’S THE UNITED KINGDOM? quality ingredients that deliver that deliver ingredients quality time.” every value on taste and BEHIND THE BRAND: PARTNER CONTENT

why our employees are encouraged Dave Thomas, to bring their authentic self to work, American founder creating a fun, diverse and vibrant of Wendy’s environment within our restaurants. Another thing that differentiates Wendy’s is the support we provide our franchisees and the focus we put on ensuring that we maintain strong relationships with all our key stakeholders, including franchisees, employees and suppliers. Many of our franchise partners across the globe are continuing to invest in the brand, despite a challenging environment, because they have faith in the future of Wendy’s. Together, we are stretching our creativity and turning the disruption we are currently facing into opportunity, as we know this environment provides us an amazing chance to do big things! that reflect the communities franchising. That’s why we are in which we operate, and more entering the United Kingdom importantly, our customers. by starting with a Company- DO YOU THINK UK We are working with some of the owned model to lead by example, CONSUMERS WILL best UK lenders, suppliers and legal set the standards, help build FANCY SQUARE partners in the business, and these brand awareness and ensure we HAMBURGERS AND A partners play a vital role in helping are executing against our high FROSTY® DESSERT? to inform how we are approaching brand standards. This will also Absolutely! We have conducted our franchise recruiting plans. allow us to lean into growth and research with thousands of For example, we have formally achieve scale more quickly. consumers in the UK to really engaged with Platinum Wave, an We have an aggressive, yet understand what they think about independent consultancy and disciplined, international strategy Wendy’s and what is driving recruitment firm with 20 years to accelerate growth with our strong appeal for the brand. in the franchise industry and a multi-unit franchisee partners We used these insights to reputable partner of the British across the United Kingdom, as inform and validate our core Franchise Association. We are also there is a vast amount of white menu offerings for this market, building strategic alliances with space to build new restaurants in including our made-to-order other third party organisations, the best trade areas available. square hamburgers, using fresh, associations and affinity groups From day one, our franchisees 100 per cent British Beef, fresh who can counsel us in local will receive support from our salads prepared daily, natural-cut employee recruitment and training. talented team of local and global sea-salt fries, our signature chili operations, development and and baked potato, and of course WHAT ARE THE BENEFITS marketing experts. They will also Wendy’s iconic Frosty® dessert. OF BEING A FRANCHISE benefit from our world-class supply We also added localised items to PARTNER WITH WENDY’S? chain and valued partnerships, our menu that are tailored for UK Our prospective franchisees in including some of the world’s most consumers, while staying true to our the UK will be backed by an iconic, reputable and recognizable brands. brand DNA of using fresh, honest well-established and beloved global ingredients. We are excited to unveil restaurant brand with more than WHAT MAKES WENDY’S these new menu offerings at launch! 50 years of success in the quick DIFFERENT FROM service restaurant industry. OTHER AMERICAN FINALLY, WE ARE EAGER While we are new to the market, HAMBURGER BRANDS? TO KNOW…WHAT IS we certainly are not new to Our commitment to the core values YOUR FAVOURITE established by Dave Thomas serve WENDY’S MENU ITEM? as the foundation for all we do. This might be your hardest Everything is grounded in the question! Wendy’s Way, with a focus on It is tough to pick just one. I delivering great tasting, high am a big fan of the Spicy Chicken quality food at competitive prices, Sandwich, which has been on our fast and friendly service that brings menu for 25 years! I also fully customers back, and a place people appreciate fresh beef. I grew up love to go for fast food done right. on a cattle farm in Maine, and my At the heart of our brand are family dined at the only Wendy’s great people. We understand that in town because my father loved people want to have fun where they the brand. So, Wendy’s has always Wendy’s is famously known for their social media presence on Twitter dine, and where they work. That’s been special to me and my family.

46 WHAT FRANCHISE | ISSUE 16.6 BEHIND THE BRAND: PARTNER CONTENT Behind the Brand - International Franchise Show

AT A GLANCE Prepare your INTERNATIONAL FRANCHISE SHOW

When: October 1-2 rapid response Where: ExCeL, London plan thefranchiseshow.co.uk “It’s been encouraging to Recovery and growth requires a strategy that drives revenue, Joshua Christopher, marketing manager see so many of us at Comexposium, organiser of the International overcome Franchise Show, says the challenges we’ve faced” So now is a good time to formulate a rapid response plan in order to recover and grow, • Purpose driven customer with sales and marketing teams playbook. A customer first focus working strategically to deliver has always been a long established business goals. principle for many businesses Lots of franchises will be prior to COVID-19. However, a repositioning themselves through refocus on the customer journey digital channels in order to reach and an understanding of how new and existing target audiences. to affect the customer buying The difficulty is responding to process is crucial in targeting the adoption of a digital footprint campaigns effectively. with new and creative ideas that • Ecosystems to drive adaptability. makes your brand stand out from Disruptions in supply chains and the crowd. It helps if your franchise offline buying channels have already has a unique selling made adaptability crucial for proposition or a niche market survival, but for long-term to avoid getting lost among the strategies businesses need to competition. think about new partnerships and collaborations in order to CORE ELEMENTS drive success. he turmoil of 2020 has Management consulting company caused a major strain McKinsey suggests the most effective INCREASE AWARENESS on the bottom line of leaders approach rapid recovery with When pivoting their business, T many companies. While a set of five core elements that are franchise owners will need to some businesses may have the urge needed to drive revenue at a scale consider how they increase to hibernate, now isn’t the time to sit that makes a difference and are built awareness, conversion and back and do nothing. around the SHAPE model: customers’ lifetime value It’s been encouraging to see so through a combination of digital many of us overcome the challenges • Start-up mindset. To deliver avenues designed to drive we’ve faced and continue to operate action over research and testing growth and profitability. during these trying times. In the over analysis. A risky motive, It’s no doubt important that franchise industry, many businesses but certainly a rewarding one going digital is crucial for survival, have adapted under lockdown that delivers tangible results in but ultimately nothing beats the restrictions, operating virtually, minimal time. face-to-face trust and engagement on a take-out or click and collect • Human at the core. Changing the you gain at an event. basis or adopting new social company’s operating model to For over 11 years the International distancing measures. work around how people work Franchise Show has helped best will help to drive rapid action. thousands of individuals start SENSE OF HOPE • Accelerate digital, tech and their journey towards owning a The roll-out of the coronavirus analytics. Quickly adopting business with a proven concept. vaccine has given many people a digital offerings will certainly As Britain’s biggest franchise sense of hope that society may soon help in getting your brand exhibition, the 2021 edition has return to normal. noticed and drive sales. never been more important.

WHAT-FRANCHISE.COM 47 WHAT FRANCHISE 16_6 master_WHAT FRANCHISE 29/01/2021 08:22 Page 48 BEHIND THE BRAND: PARTNER CONTENT Behind the Brand - Home Instead

AT A GLANCE HOME INSTEAD

Established: 2005 Number of franchised outlets: 224 A desire to Location of units: UK Investment range: £100,000-£110,000 Minimum required capital: £41,000 Contact: Imogen Clarke. 01925 730273 help others homeinstead.co.uk/franchise

Home Instead provides the very best of care and “The company companionship for our older generation was named the 2020 Gold ast year brought its be through a programme of ongoing challenges in more operational and well-being support. Franchisor of ways than one, L but Home Instead BEING RECOGNISED the Year at the continues to look forward with a This was recognised in 2020 with positive outlook for the future. a number of awards and accolades British Franchise Home Instead welcomed 20 new for both the care it provides and the franchise territories last year, all support given to franchise owners. Association HSBC keen to join the UK’s number one The company was named the franchise company, from as far 2020 Gold Franchisor of the Year at British Franchise north as Dunfermline to the New the British Franchise Association Awards” Forest in the south, with more HSBC British Franchise Awards, joining the network in 2021. the pinnacle in franchising. Home Home Instead offers the most Instead was acknowledged for its the UK, which provides a amazing business opportunity, ethical approach to franchising. wonderful opportunity to make a which is making a difference to It’s also the number one most difference. No previous care sector the lives of its franchise owners recommended home care company experience is necessary, as this is a by giving them the opportunity to in the homecare.co.uk Top 20 management franchise. flourish. But also allowing others Home Care Groups award winners If you have a caring nature and to flourish - their teams, caregivers in the UK. a passion to help others, strong and, of course, their clients. This is praise indeed, as it’s based leadership skills and a willingness directly on the reviews from the most to embrace Home Instead’s proven CARING FOR OTHERS important people - the clients they business model, this could be the Franchise offices provide the very care for. franchise for you. best of care and companionship There are a number of for our older generation. Incredible JOIN THE NUMBER ONE territories available in the caregivers and key workers provide UK FRANCHISE UK, including a few resale a friendly, familiar face, safely caring There is a huge and increasing opportunities for those who prefer for their clients and allowing them to demand for home care across to buy an established business. continue living in their own homes. Home Instead also supports its wider communities by working alongside other businesses, organisations, schools and individuals. Giving back is important, so the company organises different initiatives to provide education on subjects such as dementia and scam awareness, as well as setting up memory cafés and other support groups for older people. It’s also important to Home Instead to provide care and support for their franchise owners. The ‘Home Instead Franchise Journey’ was introduced to support franchisees to be the best they can

WHAT-FRANCHISE.COM 49 BEHIND THE BRAND: PARTNER CONTENT Behind the Brand - d&t

We help AT A GLANCE d&t For more information visit franchises team-dt.com

would you like to take on? What’s gone right and wrong in the thrive past? Now’s the time to fix these processes. It’s also time to re-evaluate and plan rationalisation strategies, Tap into our business planning and funding advice, particularly in relation to suppliers. One of the biggest challenges James Thomas, commercial manager at d&t, says faced by franchisors is having enough time to support their network. Therefore, bringing he recession as a available, along with various other services under one roof can save result of the pandemic measures, to prop up businesses and time and budget. presents an unusual ensure they’re in the best possible For example, a single provider T and unique situation shape to survive the crisis. such as d&t, which offers everything compared with other downturns. Lockdowns have forced many from financial health checks for Unlike previous recessions, operations to close temporarily, franchisees, business planning wages have been supported via the so - apart from delivery orders and broker finance to bookkeeping furlough scheme and grants and - there have been few ways for and accountancy services, can interest free loans have been made people to spend their money. One relieve some of the pressure of our sources in the banking faced by franchisors. “We can offer a level sector recently confirmed levels of We get to know the franchise, consumer saving has never been so can answer some of the many of support not found higher. Potentially, this could mean questions a prospective franchisee that the light at the end of the tunnel may have. elsewhere” could be very bright indeed. We put support documents in As we’ve learned in the past 12 place and reinforce its benefits to months, it’s impossible to predict the prospect by providing access to the future, but it’s just possible all the facts and figures. Knowing that the moment the the accountancy side of the economy can get going franchise inside out means we again safely consumers can offer a level of support not will have the means and found elsewhere. desire to spend big. ADDING VALUE TAKING This recession will result in more ADVANTAGE business casualties, but largely they OF THE UPLIFT will be the ones that were struggling Franchises need to before the crisis. be able to take Our aim is to help franchises advantage of this thrive through careful and detailed uplift. The good business planning and providing news is that as well access to the necessary funding. as cash reserves, At d&t, our friendly, experienced people have had business planning and funding plenty of time to sourcing teams are always happy to rethink their career advise and help navigate the best choices. way forward for individual franchise For some brands, it owners and franchisors. could be the perfect time Our team add value not just to consider expanding and numbers and are trusted to taking on more franchisees. provide the most appropriate If so, plan ahead. How advice dependent on individual many new prospects circumstances.

50 WHAT FRANCHISE | ISSUE 16.6 WHAT FRANCHISE 16_6 master_WHAT FRANCHISE 29/01/2021 12:55 Page 51 INTERVIEW

“I quickly realised my age didn’t matter at all”

Georgina Burman is among a rising number of people under 30 who’ve bought their own franchise. Here the YogaBellies franchisee explains the benefits of investing in a proven concept, how she overcame her biggest challenge and her plans for 2021

“While becoming a franchisee requires more investment initially, you get what you pay for in that you’re joining a brand with an established reputation”

I’M A 29-YEAR-OLD MUM I DECIDED TO BECOME OF ONE AND A CERTIFIED A FRANCHISEE YOGABELLIES TEACHER IN BECAUSE IT PROVIDES WEST NORFOLK. YOU WITH THE I joined YogaBellies in September OPPORTUNITY TO RUN 2019 and since then I’ve been YOUR OWN BUSINESS actively teaching YogaBellies WITH THE HELP AND classes, working around my little SUPPORT OF A LARGER boy, Leo, who’s now aged two. Before joining YogaBellies, COMPANY THAT HAS I worked in the fashion A PROVEN FORMULA industry as a full-time garment FOR SUCCESS. technologist in London and Asia While becoming a franchisee for around six years. I studied requires more investment retail buying at university and initially, you get what you went on to work for various pay for in that you’re joining clothing suppliers and retailers. a brand with an established It wasn’t until I became pregnant reputation that would take that I decided to change my years to build if you were career path. That’s when I found starting out on your own. YogaBellies. I signed onto their When you become a YogaBellies training programme while I was franchisee you get ongoing on maternity leave and never business support, a mentor, went back to my previous role. I training and access to ready- can honestly say it was the best made online systems and tools decision of my life and I wouldn’t - everything you need to run a change it for the world now. successful, ethical business.

52 WHAT FRANCHISE | ISSUE 16.6 YOGABELLIES SUPPORTS The YogaBellies franchise offers initial capital. This was a major AND EMPOWERS WOMEN the whole package. They actively deciding factor for me when AT PIVOTAL TIMES IN support, mentor and guide you on becoming a franchisee. “I quickly realised my age your journey as a franchisee and THEIR LIVES, WHICH help you create the business of I PERSONALLY TEACH I ABSOLUTELY LOVE your dreams. AND FEEL EXTREMELY ALL MY CLASSES. The best part is when you join I have an accountant who manages PASSIONATE ABOUT. didn’t matter at all” you become part of a collective of my books because I’m useless at Well-being is at the centre of what like-minded women. It’s actually all that stuff and want to solely YogaBellies does, not only teaching more like a family encouraging and focus on teaching and earning an yoga to women, but offering a safe, supporting each other in running income. The most I do in this area nurturing place where they can heal your business. is update QuickBooks. and grow their bodies and minds. On a day-to-day basis, I handle Having worked in a job where I FUNDED THE PURCHASE the running of the business, well-being wasn’t high on the list OF THE FRANCHISE WITH including organising advertising of priorities, I knew that it had PERSONAL SAVINGS campaigns, processing bookings, to be in my next adventure. With dealing with enquiries and posting my passion for yoga and holistic AND FINANCE. on my social media. health, YogaBellies instantly felt The good thing about YogaBellies like the right fit for me. You don’t is they can provide finance to have to be an experienced yogini, help you start and grow, which I DIDN’T ACHIEVE HALF OF as it’s more about your passion to is ideal if you want to start your WHAT I INTENDED TO IN support women in your local area. own franchise, but don’t have the 2020, BUT I’M GRATEFUL TO STILL BE HERE, LIKE MOST SMALL BUSINESSES. I launched my business in January last year and managed three months of teaching before being shut down due to the COVID-19 pandemic. However, being part of a franchise like YogaBellies meant that everyone came together to support one another. Head office quickly adapted and came up with an online offering, so that we could continue to teach. Teaching this way put me out of my comfort zone, but I knew I had to do it to protect my business and provide support to my clients during a difficult time. With all the obstacles we’ve faced in 2020, it has been a steep learning curve for many businesses, let alone one that was in its first year of trading.

THE BIGGEST BENEFIT OF JOINING A FRANCHISE IS BECOMING PART OF A COMMUNITY OF FRANCHISEES. Some have been running their businesses for 10 years, while others, like me, have only been franchisees for a short time and are in need of tips and tricks to help them develop. For me, one of the main benefits of becoming a YogaBellies franchisee was that you get a mentor and support from other teachers in the network. We’re like one big happy family and offer only

WHAT-FRANCHISE.COM 53 INTERVIEW

positive support and advice when during their YogaBellies journey it’s needed, which is important as best as I can. “I can honestly say it was especially in times like these where businesses are having to either MY ADVICE TO the best decision of my life close or adapt. SOMEONE CURRENTLY I wouldn’t have made it RESEARCHING and I wouldn’t change it through the last year if it wasn’t FRANCHISES WITH A for the world now” for the support of YogaBellies VIEW TO BECOMING headquarters, our founder, Cheryl MacDonald, and the other A FRANCHISEE WOULD BE TO FIND OUT incredible teachers. AT THE END OF 2020, HOW MUCH SUPPORT I FOCUSED ON A BIG THE GREATEST TEST THE FRANCHISOR PROVIDES AFTER THE JANUARY LAUNCH. FOR ME WAS BELIEVING January is typically a busy time of INITIAL TRAINING. IN MYSELF, BECAUSE year for YogaBellies, as we usually You can’t expect a franchisor to I’M PRETTY YOUNG have an influx of new clients, so run your business for you, but COMPARED TO YOUR I ran an advertising campaign in you don’t want to be left in the the lead-up to it and introduced a AVERAGE YOGA TEACHER. dark once you’ve completed your couple of classes for new mums in IN FACT, I’M THE training. You ideally want the my local community. YOUNGEST TEACHER best possible start to launching AT YOGABELLIES. your new business in order to I’m currently studying to Initially, it did affect my confidence, make it a success. become a fertility yoga teacher but after teaching class after class For example, YogaBellies offers with YogaBellies so I can extend and getting positive feedback ‘business goddess’ training, which my current offering. I’m aiming to from clients, I quickly realised my includes all the need-to-know complete this before baby number age didn’t matter at all, only my basics of setting up and running two arrives in March, so that I can knowledge and expertise did. your own business. They also offer launch the classes when I return I imagine my clients are a little ongoing franchise support, which from maternity leave later on in surprised when they meet me for includes regular business reviews the year. the first time in the studio, but to help achieve your business and I’m also studying to become no one has ever said anything or marketing goals for the next year. an aromatherapist and once my walked out the door. Without the proper support training is complete I’m planning Now I find myself feeling along the way, it’s going to be hard on topping this up with additional confident and assured. After all, I’m for you to keep your business training in prenatal, postnatal a mother just like my clients, going moving in the right direction and and fertility massage therapy, so through the same life challenges, maintaining momentum when that I can offer additional holistic so can relate and support them times are tough. therapies for women in Norfolk.

54 WHAT FRANCHISE | ISSUE 16.6 BEHIND THE BRAND: PARTNER CONTENT Behind the Brand - BabyBallers

AT A GLANCE Getting a kick BABYBALLERS Established: 2016 Number of franchised outlets: 67 out of child Location of units: UK and Belgium Investment range: £9,000-£10,000 Minimum required capital: development £4,500 Contact: 0330 124 4770 babyballers.com BabyBallers franchisees teach kids how to learn through play in a safe, fun and engaging environment “We’ve created

confidence, form friendships, start an the complete educational journey and have lots of fun in the process. It’s all about fun, franchise development and preparing children opportunity that for life at school and beyond. covers every HOW HAS BABYBALLERS DEVELOPED SINCE 2016? detail of running Since 2016, when the first BabyBallers club sold out before it had even a successful opened, followed by the first BabyBallers franchise launching with business” similar results in 2017, the brand has end franchisee portals ensure every gone from strength to strength. franchisee has what they need at “The franchise growth has mainly their fingertips. been through word of mouth and then “We aim to keep things as simple in September 2020 an area developer as possible to launch your first snapped up most of Belgium and club and run the business, from an abyBallers is a fast growing opened 17 clubs, all of which were in easy-to-use booking system and children’s football franchise, profit before anyone had kicked a ball, franchise portal to an online training with over 50 clubs in the UK, which was a very proud moment for programme and access to constant B us,” Richard says. 17 in Belgium and expansion session plans, which give franchisees plans to Australia in 2021. “The BabyBallers journey has the freedom to run their business The company puts its growth down also gained recognition on national successfully.” to the low investment level needed, the television, as well as endorsements BabyBallers also gives franchisees amazing financial success its franchisees from ex-professional footballers access to marketing strategies and are having and the ease and speed with and celebrities alike, which has only ongoing support from its dedicated which you’re able to launch a club. helped the brand develop further. support manager, meaning a franchisee is never alone. WHAT IS BABYBALLERS? THE OPPORTUNITY BabyBallers provides football focused BabyBallers has become a proven, WHAT MAKES A sessions for children aged 16 months to profitable franchise model, which GREAT BABYBALLERS five years old, with all sessions focused boasts over 80 per cent of clubs at FRANCHISEE? on learning through play. capacity. In addition, at the last count Whether someone is looking for a BabyBallers’ founder Richard the company had 990 children on its career change, a part-time job or Elms says: “Imagination runs wild at waiting lists across its UK clubs alone. has plans to scale the business, BabyBallers classes and there is never Chris Elms, BabyBallers’ business BabyBallers can provide this a shortage of fun filled action for our development manager, says: “Since opportunity. However, the company amazing superstars. This is achieved the first BabyBallers session, we’ve has a selective process when through constant training and ongoing created the complete franchise choosing the right franchisees. franchisee support from head office.” opportunity that covers every detail BabyBallers requires franchisees of running a successful business. to be reliable, hard-working, THE AIM “Our product, brand, customer adaptable and willing to learn, as BabyBallers isn’t about just kicking service, online booking systems, well as having the ambition to footballs. Classes help children build digital marketing presence and back- continue to grow the brand.

WHAT-FRANCHISE.COM 55 BEHIND THE BRAND: PARTNER CONTENT

AT A GLANCE JEFF

Established: 2015 Join a Number of franchised outlets: 2000+ Location of units: LATAM, EMEA, APAC Investment range: tech-driven From $250,000 Minimum required capital: From $250,000 Contact: Carlos Vidal, [email protected] ecosystem of franchise.wearejeff.com/enterprise

started looking for something new. Something bigger. The next step, it brands turned out, was based entirely on the lessons and infrastructure honed by almost half a decade of continuous growth. Jeff’s investment opportunities are connecting “It was around a year ago when we decided: why not apply our same the physical and digital worlds philosophy to other industries, in which there is no clear global leader?” says Vidal. “We could use our experience and build our technology layer into the offering. So we created a new vision for the company – to create a new ecosystem of services, with access to different industries under the same platform and proven branding; all of which customers could access through their phone.” Off the back of this brainstorming came three complementary brands, which all contributed to the exponential growth of the Jeff name: Beauty Jeff, Fit Jeff, and Relax Jeff. All took advantage of the convenient business-in-a-box model perfected by Mr Jeff, and are supported by the group’s proprietary business management software, Jeff Suite.

INTRODUCING SMART BEAUTY The first of these, Beauty Jeff, is built on the idea of smart beauty; that t all started with Mr Jeff in quality control, the Mr Jeff team soon is, bringing the digital and physical 2015,” explains Carlos Vidal, pivoted to a franchise model. “We worlds together through the use of “ used franchising as a distribution I vice president of enterprise at one single, full-service app. The Jeff Jeff. “That’s the concept that method to grow our brand and keep a app allows Beauty Jeff customers kick-started everything. It was like the close, direct control on the processes to check available slots, and then Uber of laundry.” and procedures; overall, boosting request a ‘turn’ in the salon. Not When Mr Jeff was first introduced to the customer experience,” says only does this keep the experience the world, it solved a very simple problem: Vidal. “Since then, we have scaled seamless for the customer, but it the fact that 78 per cent of people think worldwide, and now operate in over allows Beauty Jeff franchisees to run that washing and ironing is one of the 40 countries with more than 2,300 a streamlined, efficient operation. worst household chores. The solution? units sold.” “This is a very fragmented industry, A revival of the laundry industry, with a and there’s no clear international groundbreaking app handling the pick-up, THE START OF leader. That’s what we aim to be,” says processing, and subsequent return of a SOMETHING SPECIAL Vidal. “It starts with a philosophy of customer’s laundry. Having established Mr Jeff as a putting a focus on the customer, and Realising early on that simply acting as leading international concept, the not on the stylist. We only include an aggregator didn’t allow for consistent team behind the revolutionary service the most popular services in our

56 WHAT FRANCHISE | ISSUE 16.6 Behind the Brand - XxxxxxxxxxxJeff WHAT-FRANCHISE.COM 57 WHAT-FRANCHISE.COM

Vidal. “But in order to be successful, we to be successful, order “But in Vidal. and at empathy, good need to be really in the franchisee’s putting ourselves if our money make only We shoes. when grow only we do; franchisees do.” they

“It’s easy for fitness concepts to for easy “It’s “We are a 100 per cent franchising per a 100 are “We group that we’re really interested in interested really we’re that group lies.” the opportunity where and it’s in the city, Designed as an oasis 75 typically locations are Jeff Fit one or only and require metres square small kept Classes are employees. two and a and community-focused, lack of machinery keeps investment investment keeps lack of machinery downand maintenance costs franchisees. for to much harder people, but it’s attract a lengthier for stay that they ensure “That Vidal. says period of time,” makes what sense of belonging is so customer people stick around, increases.” retention investors who recognise the benefits recognise who investors platform. of joining a tech-enabled experience in fitness,Specific isn’t laundry or massages, beauty, “plug- Jeff’s because of required, What is needed model. and-play” NO EXPERIENCE NO EXPERIENCE NECESSARY ecosystem, Jeff the entire Across is looking for the group multi-unit knowledgeable service, customer is a passion for a to scale-up and the ability Jeff’s proven business once hold in a franchisee’s model takes market. respective success is completely so our company, says success,” franchisee’s tied to our

“Small group training and training “Small group Relax Jeff, the organisation’s the organisation’s Jeff, Relax salons; huge not about having “It’s “It’s similar to a restaurant; if you if to a restaurant; similar “It’s By only offering the most offering only By “Bringing the digital and physicalthe digital “Bringing the use through of one together worlds app” full-service single, boutique fitness concepts are very very boutique fitness concepts are toward successful, and also moving explains Vidal. “The specialisation,” big-box gyms where people were are out independently working of theappealing to a small proportion population. But the people that don’t the That’s to the gym? go typically With Jeff’s fourth investment Jeff’s investment fourth With much thought Jeff, Fit opportunity, has been put into ensuring that to just attracted aren’t customers become long- classes, but that they of the brand.time fans PUTTING COMMUNITY PUTTING COMMUNITY FIRST relaxation and wellbeing brand, is brand, wellbeing and relaxation digital feedback. by driven similarly available are main massages Four head, leg/ on back/neck, – focusing – but these are and full body foot, the most specialised so that only provided. demanded services are at 20 to 30 also kept Sessions are minimises not only which minutes, customer time, but allows wasted of at the forefront to remain retention business strategy. Vidal. says about efficiency,” it’s across “The common denominator smart investment is our brands our whenconsidered very model. We’re to invest asking entrepreneurs because amounts of money, different dollars. any waste to want don’t we return a higher can offer we way, That on investment.” and the standardisation ofand the standardisation ingredients.” your just depend on your chef, you won’t won’t you chef, your just depend on you depend on be as efficient as if and systems, processes proven and feedback obtained through and feedback the Jeff app. frequently used services at Beauty used services at Beauty frequently the concept is able to remain Jeff, adaptable; each centre’s and timely data with user is aligned offering offering; that way, we are able to are we way, that offering; and optimisespecialise, standardise, money for value offers concept. It our and that, paired the customer, for is a real layer, technology with our market.” the beauty in differentiator BEHIND THE BRAND: PARTNER CONTENT Behind the Brand - OSCAR Pet Foods

AT A GLANCE OSCAR PET FOODS

Established: Essential 1994 Number of franchised outlets: 100-plus Location of units: nationwide Investment range: from £8,995 (plus VAT) Minimum required capital: service £8,995 (plus VAT) Contact: Janet Walmsley. 0800 068 1106 delivers hope oscar.co.uk “OSCAR OSCAR Pet Foods explains why teamwork and staying continued to local promises continued success for 2021 and beyond manage safely

ccording to home important role pets now play in distanced delivery franchise the well-being of many individuals OSCAR Pet Foods, the and families. deliveries, while A challenges of 2020 With self isolation and work- gave the company’s franchisees from-home routines stimulating also providing the confidence to look forward to further desire for much a bright and successful future. needed companionship, an pet owners A winning combination of pet already thriving pet population care being an essential business continues to increase. with valuable and franchising maintaining its nutritional and long-held reputation for being REWARDING CHALLENGE resistant to recession provided For OSCAR, reaching new behavioural a positive start to the COVID-19 customers was a rewarding pandemic for the brand. challenge. Its franchise network advice” demonstrated its passion GROWING PET and drive, looking after every POPULATION customer in their own local area, OSCAR also learnt new ways of Annual figures released by the Pet assisted by reliable back-up keeping in touch with customers Food Manufacturers’ Association and support from head office. and franchisees while staying revealed a dramatic rise in pet COVID-19 definitely reinforced socially distanced. acquisition, highlighting the the business’ teamwork. It remained focused on planning deliveries, as although online purchasing helped speed up ordering, everyone appreciated a little bit of normality. So with its specialised local business model, OSCAR continued to manage safely distanced deliveries, while also providing pet owners with valuable nutritional and behavioural advice.

SUPPORTING LOCAL BUSINESSES Unexpected changes often produce new and better ways of living and customers have experienced the rewarding nature of supporting local businesses - enjoying its benefits (both financially and emotionally) in a personal way. OSCAR is enjoying continued growth. Its willingness to adapt to whatever comes the company’s way means its future is bright.

58 WHAT FRANCHISE | ISSUE 16.6 WHAT FRANCHISE 16_6 master_WHAT FRANCHISE 29/01/2021 08:22 Page 59

Do you dream of running your own business?

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o you’re considering Does the product or service it such as a charge on your home, investing in a franchise, offers have longevity? How does against the loan amount. but how do you choose the competition compare? S the right one out of the These are all questions you Could you work hundreds operating in the UK in a must answer before you make a well with the multitude of sectors? We’ve got it financial commitment. franchisor? covered with these top tips: 4 The franchisor-franchisee What can relationship is crucial to a Do something you afford? franchise’s success, so you must you’ll enjoy doing 3 Franchising is not a get rich be satisfied you can work with quick scheme, so don’t fall into Choose a job you love and the team at head office and the 1 the trap of being underfunded you’ll never have to work a day in franchisor’s support staff on a your life, someone once said. It’s during the start-up stage. While long-term basis. a maxim prospective franchisees 93 per cent of franchisees claimed In the early days, the should take note of. profitability in 2018, according franchisor’s support will be Is there an industry you’ve to the latest British Franchise invaluable. Once you become always wanted to work in? What Association NatWest research, not established, the franchisor will skills or experience could you put many franchises guarantee profits help you achieve your goals, to good use in your own business? from day one. hence the phrase ‘in business With a tried and tested Make sure you get your sums for yourself, but not by yourself’, franchise, you can turn a passion right. As well as a franchise fee, in which is often used to describe into substantial profits, whether many cases you’ll also be required franchising and is one of the you choose a management to pay a management services business model’s biggest benefits. model, a hands-on role, operate fee and contribute to a marketing in the business-to-business or fund. Other costs to take into Do your homework business-to-consumer sectors or account could include equipment, You must satisfy yourself work from home. initial stock, staff and property that all the information costs and working capital. 5 provided by the franchisor about Check out the Because of franchising’s its business is credible. market successful track record in the Take advantage of the vast Is it growing or in decline? UK, banks such as Lloyds, HSBC amounts of information available 2 and NatWest will consider on the internet, attend online Seasonal or all year round? Is your chosen franchisor an funding up to 70 per cent of the discovery days that are currently established market leader or a start-up costs of your franchise, being organised by franchisors disruptor new to the industry? although all require security, and speak to existing franchisees about their experiences of running their businesses. In addition, Companies House “Franchising is not a get rich quick is a good source of financial information, as is the British scheme, so don’t fall into the trap Franchise Association, if the franchise is a member of the body of being undercapitalised during that protects and promotes good franchising practice in the UK. the start-up stage”

60 WHAT FRANCHISE | ISSUE 15.516.6 Ask the experts THE SIZE AND SCALE OF As part of your due THE UK FRANCHISE SECTOR 6 diligence, pay an accountant to take a look • There are around 900 franchises in existence. at the figures provided by Nearly 40 per cent of franchises can be run from home. the franchisor that detail • turnover and earnings • An estimated 48,600 franchise units operate. potential during the lifetime The industry turns over £17.2 billion annually. of the franchise agreement. • Getting a lawyer who’s • 710,000 people are employed in the sector. familiar with franchising 93 per cent of franchisees say they’re profitable. to check out the franchise • agreement you’ll be expected • 60 per cent of franchises turn over more than £250,000. to sign before you become a • Around 33 per cent of franchisees run multiple units. franchisee will also be money well spent. They may not be able Source: 2018 British Franchise Association NatWest franchise survey. to alter the contract, but will be able to explain to you what your Once you’ve completed your obligations are and highlight Go with your gut due diligence on the franchise anything unusual within the Don’t be rushed into making you want to invest in, go agreement. a decision when it comes to 7 with your gut feel about the investing in a franchise. You’ll be spending a large business. And if you feel it’s too sum of money and committing a good to be true, it probably is. significant amount of time to the partnership - at least five years and sometimes longer.

WHAT-FRANCHISE.COM 61 WHAT FRANCHISE 16_6 master_WHAT FRANCHISE 29/01/2021 08:22 Page 62 BEHIND THE BRAND: PARTNER CONTENT Behind the Brand - Kaspa’s Desserts

AT A GLANCE KASPA’S DESSERTS

Established: 2012 Number of franchised outlets: 78 Tasting sweet Location of units: nationwide Investment range: £40,000-£295,000 Minimum required capital: £15,000 Contact: [email protected] success kaspas.co.uk “The gelato and Kaspa’s Desserts is a fast growing brand with nearly dessert market 100 restaurants in the UK has experienced

IS IT THE RIGHT TIME significant growth TO START A FRANCHISE WITH KASPA’S DESSERTS? in the last decade” Definitely. Many successful new • Direct core products production. businesses started during difficult These are the company’s times, when only those with a vision trademarked, family personalised can see the opportunities. recipes for higher and most At present: consistent quality. • Direct distribution of most • Responding promptly to the goods through the Kaspa’s challenges of COVID-19, Kaspa’s Desserts warehouse and shipping Desserts has devised new infrastructure for a punctual and formats and delivery opportunities reliable supply chain. with flexible investment • Full training programmes. requirement levels. • Full design and site searching • This has led to the brand support. winning the Deliveroo Best • Business coaching for maximum Dessert-Only Restaurant Award optimisation of formats, operations in 2019 and 2020. and management. • Kaspa’s Desserts has been voted • Business formats to suit small, among the ‘Top 100 Franchises’ in medium and multi-site investors aspa’s Desserts is a UK the UK. with investments into Ghost market leader within the • This company is a fast growing Kitchens, Mini Kaspa’s and K dessert parlour industry, brand within the gelato and Classic Stores. serving hot and cold dessert market, which has • Business collaborations with desserts with a full range of hot experienced significant growth multinational brands, such as drinks, coffee and cakes, among various in the last decade. Reese’s, Hershey, Thorpe Park other products. • Interest rates are at their lowest and Paramount Movies, amongst The company was founded in 2012. point for years and asset finance others. The first store opened in Croydon and is available to most Kaspa’s quickly became a huge success. This led Desserts franchisees. KASPA’S DESSERTS IS THE to the expansion of Kaspa’s Desserts as • Landlords are keen to take on DELIVEROO 2019 AND a franchise model, stretching to nearly as tenants franchisees from 2020 BEST DESSERT-ONLY 100 restaurants. national brand franchises like RESTAURANT AWARD Global expansion has also started Kaspa’s Desserts. WINNER within Pakistan and the UAE region, • Kaspa’s Desserts achieves one Kaspa’s has adapted to the with more to follow in 2021. of the highest profit margins in current climate and the challenges Kaspa’s Desserts appeals to - and the food industry. through changes in its sales model to caters for - a wide demographic, among concentrate on delivery and takeaway. which are families, students and WHY CHOOSE A KASPA’S Kaspa’s has achieved great success professionals who may be looking for DESSERTS FRANCHISE? in sales while working with the something different each time they The company sees franchisees delivery platforms, which has resulted visit - from a pleasurable and as partners who share Kaspa’s in being awarded the Best Dessert- memorable celebration to a lunch Desserts’ passion for hospitality. Only Restaurant 2019 and 2020 by break or special treat. It strives to achieve mutual Deliveroo, which was voted by the With an appealing retro design, success and improve what it public. Kaspa’s Desserts establishments does with shared benefits. This adaption shows vision and and the Kaspa’s brand are instantly Unlike other restaurant franchises, forward thinking to ensure the brand’s recognisable all over the UK. Kaspa’s Desserts has developed: growth and success for its future.

WHAT-FRANCHISE.COM 63 BEHIND THE BRAND: PARTNER CONTENT

AT A GLANCE LIME LICENSING A fresh GROUP Contact: 01274 662001 approach to limelicensinggroup.co.uk “To date, Lime franchising has sold over 2,500 franchises worth over Lime Licensing Group specialises in assisting entrepreneurs and business owners to £100 million create franchise opportunities in revenue”

that Lime builds into each new business owners to create franchise franchise launch. opportunities. Through the 1990s Knowing what works and what and early-2000s Andy owned doesn’t from practical experience five different franchise brands, gives the company’s clients the which collectively had over 300 ability to avoid all the common franchisees trading. pitfalls and mistakes. In between each one he would To date, Lime has sold over often advise and work with other 2,500 franchises worth over £100 franchising entrepreneurs to help million in revenue, a figure that is them excel as franchisors. Several increasing as every week goes by. of Andy’s clients grew to market leading positions and multi-million pound valuations. PRACTICAL EXPERIENCE “Lime Licensing Group was Designing franchise systems and formed in preference to just trading recruiting franchise partners at Andy Cheetham: managing as ‘Andy the franchise consultant’,” scale requires a high degree of director of Lime Licensing Group he says. “I wanted to create a brand practical experience. that made franchising simple and Richard Pakey joined Lime three one that offered a premium service years ago to head up the company’s based on the successful strategies Cambridgeshire office. He believes large number of that had worked for me and various that one of the key issues that gives businesses have created others over the years.” rise to underperforming franchisors franchise opportunities A The time came when demand and franchisees is the fact that the - at any one time there’s outstripped Lime’s capacity to process of franchising a business something like over a thousand take on additional clients and the can often be more profitable than opportunities out there. Franchises company now works through a the business itself. This encourages are sold by governments, large network of offices around the UK companies into the franchise PLCs, small and medium-sized and as far away as Canada. market, chasing franchise money enterprises and even non-VAT As you might expect, each when they still have work to do on registered micro businesses. office is run under a franchise their core model. There are very few business arrangement. Each Lime regional Richard says: “The mistakes they formats that can’t be franchised, director is a graduate of its unique make are long lasting, expensive but as Andy Cheetham, managing elite training programme, which is and can be catastrophic for the director of Lime Licensing Group, the most comprehensive franchise franchisees who fail. A by-product says: “Not all good businesses training system available in any of engaging with one of Lime’s make good franchises and some developed franchise economy. advisers is that these types of good franchises are ruined by bad As a result, Lime’s executive team mistakes are dealt with prior to the advice at the outset.” can advise any franchise brand franchise even being launched.” on best practice and draw upon A key member of Lime’s PREMIUM SERVICE decades of hard-earned experience. team is Kevin Thomas, who is 12 years ago he formed Lime It’s that direct experience of the regional director for South Licensing Group to specialise franchising in dozens of different Wales. Kevin has worked within in assisting entrepreneurs and markets and at every price point a licensed environment for

64 WHAT FRANCHISE | ISSUE 16.6 Behind the Brand - XxxxxxxxxxxLime Licensing Group WHAT-FRANCHISE.COM 65 WHAT-FRANCHISE.COM By providing practical guidance guidance practical providing By is often a new Franchising many years has been instrumental been instrumental has years many many for finance in securing to In addition entrepreneurs. he helps routes, conventional capital their to secure investors loans start-up via the government This, alongside his role scheme. team, advisory within Lime’s a complete solution to provides are most of the issues franchisors to face. likely NORTH AMERICA UK-based In addition to Lime’s has recently team, the company in Collette Steve welcomed as an experienced who Canada, helping himself is now franchisor world’s clients access the Lime’s in markets franchise largest America. North to its clients, Lime is often seen as to role carrying out a franchisor’s clients, guiding them its franchisor team in own and educating their the process. within an existing department one “No says: Andy business and as That’s know.” don’t they what knows Lime comes in. where There’s no shortage of poor poor of no shortage There’s for director Smith, regional Mike who Lime, “I then came across Lime’s regional director for for director regional Lime’s franchise advice out there, the the out there, advice franchise usually which of recipients the franchise from withdraw arrived. they as as quickly industry simply “There’s says: Manchester, can proposition a franchise way no of a couple on a budget out be rolled this I know of thousand pounds. consultant because I paid a cheap own my to help me franchise ago. years business a few was I way the transformed totally I impressed so was it. I about going about Andy with ended up speaking Lime in the north representing of a number manage and now west all of successful franchisors, very elite Lime’s replicating are whom help.” with my blueprint franchise SECURING FINANCE is a hurdle franchise Financing any to over need to get all franchisees With the extent. lesser or a greater franchise cost of a new average running into tens of thousands of sufficient capital can pounds, raising sale. a franchise break or often make for who Burge, London is Patrick Each Lime consultant will will Each Lime consultant things taking the time to get By Kevin says: “By fully understanding fully “By says: Kevin typically consider around 40 40 around consider typically into that modules that go separate every covering process, eight-week a robust to create aspect involved doesn’t that proposition franchise need to be chopped and changed the line. down clients time, Lime’s right first the industry outperform usually team often The company’s norms. in helping role an active then take partners. the franchise to recruit UNIQUE SET-UP PROCESS UNIQUE SET-UP consultants follow franchise Lime’s process set-up a unique eight-week with intellectual that often begins a with and ends work property launch. designed franchise carefully the issues that genuinely impact the the issues that genuinely means that of a franchisee well-being able to create better team are Lime’s for work that opportunities franchise all parties.” many years and was also a very very also a was and years many and beverage food successful his As a result, owner. franchise as a franchise experience direct affinity brings a unique owner franchisees. with prospective BEHIND THE BRAND: PARTNER CONTENT Behind the Brand - Cafe2U

AT A GLANCE CAFE2U

Established: 2004 Number of franchised outlets: 90-plus Positive Location of units: nationwide Investment range: as low as £15,000 (subject to status) Minimum required capital: £10,000 (subject to status) response to Contact: Teresa Fowler cafe2u.co.uk

the pandemic “I felt humbled Mobile coffee franchise Cafe2U has risen to the by the grit and biggest challenge in the company’s history determination of our franchisees” ith NHS and other stringent COVID safety measures frontline heroes going and precautions that are in place Also, Cafe2U is encouraging W the extra mile every day as part of the service offered by customers to download its to keep the public safe franchisees. These include a socially free app, as it offers users the and secure, Cafe2U decided to do its distanced service with contactless opportunities to conveniently book bit to give something back. payments only (where possible) at a mobile coffee van and pre-order The UK’s number one mobile every stop. drinks, ultimately helping speed up coffee franchise has more than 90 On top of this, Cafe2U baristas the service and minimise vans across the UK and has seen have now started placing pop-up social contact. a number of its drivers changing tables a safe distance from their their routes to make sure frontline vans and adorning them with EXTREMELY PROUD workers get their daily coffee boost. complimentary hand sanitiser and Speaking of the efforts by the copies of the Cafe2U menu to help Cafe2U franchise network, CEO GOING THE EXTRA MILE keep both themselves and their Martyn Ward says: “I’m extremely A number of franchisees have gone patrons two metres apart. proud of our company’s response the extra mile themselves too, with The baristas will continue to to the pandemic and the brilliant more than 15,000 free cups of coffee practice regular hand washing and work of the wider franchise being donated to NHS workers. post-service antibacterial cleaning community to adapt and endure This is all in addition to the after every purchase. in what has historically been our biggest challenge. “Whether it was through our drive to provide focus and clarity for our employees, supporting the well- being of our franchise partners or the unique opportunities to do more for others, I felt humbled by the grit and determination of our franchisees.”

SERVING KEY WORKERS Notable mentions go to Cafe2U Preston North West, Castle Donnington, Belfast East, Lichfield and Stockport North, which have given up their time to serve key workers such as NHS staff, fire service personnel, care home workers, supermarket employees and teaching staff. And just this week Cafe2U Bromsgrove served coffee to the homeless and those sleeping rough as part of Worcestershire’s homeless appeal.

66 WHAT FRANCHISE | ISSUE 16.6 Behind the Brand - Russo’s New York Pizzeria & Italian Kitehcn

ge family events events family ge WHAT-FRANCHISE.COM 67 WHAT-FRANCHISE.COM Russo’s classic pizzeria Russo’s Approximately 20 to Approximately eout - Tak customers cent of Russo’s 45 per making this service takeout, prefer It and profitable. the most popular the same quick convenience offers overhead but reduces as delivery, cost labor - Dine-in kitchens allowand Italian traditional guests to experience fresh, enjoying while atmospheres pizza, pasta, made-to-order and salads Catering - Lar do best. Bringing Italians what are or large to a guest’s recipes Russo’s or corporate whether small event, to bring a the brand allows private, to theirs piece of its family AT A GLANCE AT NEW RUSSO’S & PIZZERIA YORK KITCHEN ITALIAN Established: 1992 outlets: Number of franchised 46 of units: Location Dubai, Abu Dhabi, Sharjah U.S., investment: Total - $750,000 $395,000 capital (international): Minimum required worth) $1m (liquid capital), $2m (net Contact: 1-855-9RUSSOS nypizzeria.com/franchise

• • • emotional famously are Italians cooking, and that about their pizza so makes what is feeling it’s over: world people the by loved meant to be shared a social food, with a sense of over, and exclaimed home than ever, now occasion. More, with an on the rise sales are delivery

Pizza delivery is part - Pizza delivery Delivery of the soon-to-be $200bn online of the soon-to-be Russo’s industry. delivery food to call in customers services allow place their increasingly, or, online order For almost a decade, Anthony Anthony decade, almost a For Founder Anthony Russo Russo Anthony Founder with giant 28” party pizza

style restaurant concept. restaurant style his menu using classicrefined and honed recipes family Italian York-style New in on the perfect his he developed pizza. Meanwhile, kitchen concept to maintain a casual less having while dining experience York New In 1992, Russo’s overheads. in Kitchen opened Pizzeria & Italian proved and Texas, Houston, downtown success. franchising to be a model for THE PIZZA INDUSTRY THE PIZZA INDUSTRY IS TEEMING WITH OPPORTUNITY key all four has captured Russo’s Only segments in the fast-casual revenue important income Four market. to capture together, flow streams revenue: more •

—Anthony Russo —Anthony

he son of first-generation chef immigrants, Italian up Russo, grew Anthony home Jersey in a New

invites you to join the family to you invites T Using the family recipe for hand-tossed hand-tossed for recipe the family Using fresh-crushed dough, sauce made from tomatoes, andvine-ripened California Anthony cheese blends, imported Italian and chef of hisbecame the sole owner Pizza, in the Russo’s restaurant, first he created later, years few A ’80s. early Pizzeria, located in Clear Anthony’s to Houston and a move Texas, Lake, his small family- him to grow allowed where the kitchen was the centre of the centre was the kitchen where Cooking and baking often life. family of home, andtook place in the comfort the came from the ingredients of many Grandpa way just the garden, family Russo used to do back inand Nonna restaurant] first “[My Italy. Avellino, Anthony says feet,” 800 square was a dougha pizza oven, “I had Russo. it. I could That’s tables. and two mixer, sit eight people.” only

Russo’s New York Pizzeria & Italian Kitchen & Italian Kitchen Pizzeria York New Russo’s

Grab a slice of slice a Grab “My first restaurant was restaurant first “My 800 square feet. I had a pizzahad a I feet. 800 square and mixer dough a oven, it. I couldthat’s tables. two people” eight sit only Italian heritage Italian [Left] Anthony in his first kitchen. [Right] Russo family gathering. Russo [Right] in his first kitchen. Anthony [Left] BEHIND THE BRAND: PARTNER CONTENT PARTNER BRAND: THE BEHIND Anthony in his first kitchen Anthony BEHIND THE BRAND: PARTNER CONTENT

OUR FDD NUMBERS SPEAK FOR THEMSELVES 23% average labour costs 21.1% average food costs 19.2% average net income

OUR BEST territorial boundaries with you. INGREDIENT IS YOU For more information about building We have spent years developing internationally, please get in touch with a business strategy and initial our franchise development team. They investment that is one of the would love to provide you with details lowest in the comparable about specific abroad markets and category within the casual dining requirements. restaurant industry. These are estimates only. If you STEPS TO OWNERSHIP have any additional questions please We’re excited to have your passion estimated $82bn in terms of do not hesitate to contact us. for entrepreneurship join the Russo’s gross revenue. By having delivery already built Floorplan of a Russo’s location into Russo’s restaurant concept options, each of its locations are able to remain flexible with the ever-changing requirements the food industry may go through. For example, during the COVID-19 pandemic, dine-in only restaurants reported record lows, while those with delivery options in the QSR industry held the top spots. Inside a Houston, TX Russo’s location Russo’s franchises offer the full- service experience, depending on the day or guest’s needs, but our delivery and takeout concepts maximise all sales potential for every square foot of space your store has available. During the qualifying phase, our family passion of serving quality, team will evaluate your financial, authentic family recipes. With these LABOUR, FOOD, AND character, and experience. Here’s few steps, you’re well on your way to STARTUP COSTS ARE a quick glance at what we’ll be becoming part of the family! WHAT SET US APART looking for: 1. Apply and qualify - Fill out Our conceptual approach is a huge the confidential, non-binding factor in having a lower than average • Candidate suggested to have at application as part of the qualification labour cost, while our fresh, from- least $1m in liquid capital (for process. During this time, our team scratch recipes keep food costs below international locations) will review your financial status and the average as well. • Candidate suggested to have interview you about your previous All of our locations are custom at least $2m in net worth (for experience and expectations of your designed to fit your market, giving international locations) new store. you a competitive advantage over • Good credit standing 2. Location search - Once other pizza concepts in today’s • A sound background in qualified, you’ll visit the team at marketplace. Your total initial business development the corporate office to sign all investment will vary based on the • The ability to work independently documentation and discuss your number of seats, design, and within the Russo’s brand requested location’s demographics, square footage. • A good standing within region, and marketplace. • Square footage ranges 1,500– the community Location specification 3,500 sqft. • Financing information available • 1,500sqft – 3,500sqft • Startup costs range $395,000– upon request • Minimum 15ft store frontage $750,000 (international figures) • Minimum finished 12ft ceiling height • Multi-unit and single-units GROWTH • In-line or end-cap are available OPPORTUNITIES • Excellent street visibility • Build in malls, strip centres, AROUND THE WORLD • Outdoor seating if available lifestyle centres, and more No matter the market you’re looking Demographics • Domestic or international to break into, our team will help you • Average household income locations (request separate grow Russo’s name all over the world. $60,000 and above information for Tell us your first preference during the • Daytime population 35,000 within international breakdown) application phase and we’ll review the three-mile radius

68 WHAT FRANCHISE | ISSUE 16.6 Behind the Brand - Russo’s New York Pizzeria & Italian Kitchen

Sam Farouz

Guillermo Medellin Or visit Or visit WHAT-FRANCHISE.COM 69 WHAT-FRANCHISE.COM 1.855.9RUSSOS Call Russo’s today! today! Call Russo’s for more information more for nypizzeria.com/franchise

- Guillermo Medellin, We want the passion of our new the passion of our want We Sam Farouz, single-unit owner owner single-unit Sam Farouz, “I really like the business concept. It the business concept. like “I really because there returns great generates of multiple sources revenue.” are - since 2006 walk in, the moment customers “From come somewhere they’ve they know getting a true sliceThey’re special. of York.” New locations of four owner multi-unit since 2010 JOIN US AT THE TABLE JOIN US AT of legacy our confidence in have We need cooking and don’t Old Country with a lot of overpriced it up to dress We put our excess. artifice and ‘foodie’ mouth is, in fresh our where money to the approach and a fresh flavour kitchen business. pizzeria and Italian food. passion for to match our family and innovation for With a hunger the traditions, of Italian inspiration recipe thing missing in our only book is you.

colleges 000 to

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• 3. Construction and design - and kitchen layout, development, design including all furnitureinterior you during the assist We’ll and fixtures. journey entire and development - Your Training 4. will be plan training comprehensive During Texas. scheduled in Houston, six to for you will train we this time, of house and back in front weeks eight processes,of house operations, and procedures - Our and opening 5. Pre-opening will be team operations • • • • • with all aspects you to support on-site opening. From store new your of to kitchen set up and training delivery way all the you with be we’ll staff, your opening to the grand operations Support - Our 6. On-going for available teams are and marketing to help support theirall franchisees In an ever-expanding growth. store’s up of communication, keeping world in digitalwith the latest trends to date is essential.and print advertising is at the awareness brand Maintaining We goals. marketing of our forefront to market franchisees our allowing love pace and price point. own at their audiencesyour reaching it’s Whether couponing,via email, social media, or to be surewith each store work we guests and/or as many reaching you’re potential guests as possible Location type • Family is the cornerstone of the is the cornerstone Family to happy We’re experience. Italian endeavours in their support its family success. in their to share and proud HEAR FROM THE FAMILY HEAR FROM BEHIND THE BRAND: PARTNER CONTENT

AT A GLANCE DUCK DONUTS

Established: 2006 (franchising since 2013) A taste of the Number of franchised outlets: 98 (1 corporate-owned) Location of units: U.S., Puerto Rico, UAE, Kingdom of Saudi Arabia (in development), Australia (in development), Canada (in development), Outer Banks Egypt (in development) Total investment: $353,000 - $573,000 Franchise fee: Subject to territory and number of units From the sandy beaches in the Outer Banks of North Contact: Dwayne Hoffman, dhoffman@ Carolina, Duck Donuts is expanding its warm, delicious duckdonuts.com (U.S.), or Marcel Portmann, [email protected] and made-to-order donuts worldwide (international) duckdonuts.com/about-us/

hat started on a whim in By 2011, Duck Donuts had expanded donut combination, starting with a the small beach town of to four Outer Banks locations and the vanilla cake donut and then choosing W Duck, North Carolina, has donut business was so successful that from a variety of coatings, toppings, quickly grown into one DiGilio was continuously approached and drizzles, including traditional of the nation’s fastest-growing donut about franchise opportunities by favourites such as chocolate icing franchise companies. With nearly 100 fans who begged for a Duck Donuts in with sprinkles and more adventurous donut shops operational in the United their community. The first franchise creations such as maple icing with States and internationally, Duck Donuts opened in Williamsburg, Virginia, bacon. The family-friendly stores offer is loved and adored for its warm, in 2013, and there are now 98 open a viewing area where children and delicious, and unique made-to-order franchise locations in 19 states adults alike can watch their donuts donut experience. and more than 145 additional being made from scratch to finish. In 2006, Russ DiGilio, Duck Donuts contracts in 27 states. Internationally, Another aspect guests enjoy is the founder and CEO, was on a mission to Duck Donuts has one operating everchanging introduction of new solve a family vacation problem. “Our location in Dubai, and master limited-time flavours, such as Key family wanted a place to buy warm, franchise agreements in three lime and orange icing, and a chopped delicious, made-to-order donuts, and additional countries. apple topping. With a strong focus when we couldn’t find one, we decided Through the unique experience, on product innovation, in recent to start our own,” said DiGilio. customers can create their own years, the company has also added menu items including vegan donuts, a chocolate cake-based donut, a donut breakfast sandwich, donut sundaes, espresso beverages, and milkshakes. To date, Duck Donuts’ growth has been organic, with much franchise interest stemming from personal experiences at the original locations in the Outer Banks of North Carolina, or along the East Coast. In order to continue the momentum of one of the fastest-growing donut franchises, the company is looking at a more aggressive approach to selling franchise agreements domestically and internationally, with a strong focus in tourist and resort areas, as well as non-traditional locations.

SWEET INTERNATIONAL EXPANSION Despite the overall challenges of 2020, Duck Donuts continued to see positive growth both domestically and internationally. In June, the company opened its first location outside the mainland of the United

70 WHAT FRANCHISE | ISSUE 16.6 Behind the Brand - Duck Donuts WHAT-FRANCHISE.COM 71 WHAT-FRANCHISE.COM “The goal for our loyalty loyalty our for “The goal shifted behaviour As consumer and coffee. Since the official launchand coffee. has the company 2020, in February downloads, 100,000 nearly secured than $1m in sales. more generating customer is to increase programme consumer drive frequency, to grow and continue behaviours Hamm, said Betsy awareness,” brand “In less than a Duck Donuts COO. strong received already have we year, that gives data consumer-driven target insight into our us a better us to best meetaudiences, allowing guests.” loyal the needs of our to theduring the pandemic, it brought industry of the restaurant forefront customer need to keep that brands in mind. Duck Donuts convenience it ways the continues to evaluate to its customers convenience offers needs. to best meet their in order Ahead of the COVID-19 pandemic, Ahead of the COVID-19 As a Duck Donuts Rewards CONSUMER CONSUMER CONVENIENCE in invests Duck Donuts significantly the to provide in order technology its franchisees, for best platforms a seamless and as provide well as experience. customer convenient Duck Donuts launched its first mobile app point-based system-wide Duck Donuts programme, loyalty on to download Available Rewards. the and Google Play, Apple Store the seamlessly work app is designed to point-of- existing with Duck Donuts’s sale technology. ahead in guests can order member, scan the the app and skip the line, or earn Customers to pay. app in-store that spent dollar every for points five as the status rewards unlock sweet donuts including free increase, levels square feet, and have demonstrated demonstrated and have feet, square business model for to be a proven locations such as non-traditional airports, and stadiums. trucks, food keep to Duck Donuts is prepared its achieving towards striving mission of serving an edible ring of world. the happiness around

“Our family wanted a place to buy buy to place a wanted family “Our delicious, made-to-order warm, find couldn’t we when donuts, and own” our start to decided we one, Later this year and into 2021, year this Later As Duck Donuts continues its “Entering new territories such as“Entering new Duck Donuts will begin expanding will begin expanding Duck Donuts of Saudi in the Kingdom its presence and Australia. Arabia is the company global expansion, footprint a flexible offering now true to its core that still remains being able to serve focus, brand customized donuts, in awarm, Flexible atmosphere. family-friendly 400-1,500 from range footprints of interest.” the competitive market in Puerto market the competitive Rico and the tourist hub in Dubai, global off our kicked officially a “Having said DiGilio. expansion,” in an international hub presence for tourism such as Dubai will open tourism such as Dubai for continuewe up opportunities as and develop grow to strategically in international areas the brand one of the world’s fastest-growing fastest-growing world’s one of the and markets and most dynamic tourist destinations. States in Bayamón, Puerto Rico, States in Bayamón, recently, Most to much fanfare. an also celebrated the brand with the international milestone in Dubai, store opening of its first BEHIND THE BRAND: PARTNER CONTENT

pandemic together, I could not have been more proud of our corporate team and group of franchisees who demonstrated what it takes to be resilient, persistent and sprinkle happiness during a time of a global crisis,” said DiGilio. “Working alongside our franchise owners during a difficult time only further strengthened our relationship and trust.”

CORPORATE SUPPORTS THE FLIGHT Duck Donuts Franchising Company has a team of experienced experts ready to assist franchisees during their journey. From the process of market research to site selection, construction, and design to operations, training, and marketing support, the corporate team works closely with each franchise owner to help them succeed. The Fortunately, before coronavirus began to In addition to the safety measure put dedicated team ensures franchisees impact the United States, Duck Donuts in place, the company launched a are prepared to run and grow a already had a few initiatives active, Duck Donuts Decorating Kit, serving such as its online ordering platform and as a unique and fun activity for those profitable Duck Donuts business. mobile app. staying home and giving families the The global donut market is chance to become an official donut expected to reach $63bn by 2025. DUCKS THAT FLOCK topper. Since the start of the pandemic The donut category continues TOGETHER, STAY TOGETHER in the U.S., many locations have to experience growth due to the As the coronavirus began to impact resumed experiencing positive growth, accelerating habit of looking for the United States in March 2020, Duck including same-store sales. comfort foods and changing lifestyle Donuts corporate team quickly prioritized During the second quarter of 2020, in urban cities, and makes a great fit franchisees also continued to live internal communication with franchisees for multi-franchise owners looking to out one of the company’s core values and began sharing critical operations round out their portfolio. of being integrated with their local and marketing next steps. Duck Donuts Duck Donuts is ready to transition franchisees immediately took preventive community. Many franchisees donated from emerging to an established safety measures in an effort to mitigate donuts as a way to thank frontline brand and is looking for franchisees the in-store risk of exposure to the and essential workers in healthcare, to be a part of the company’s growth. coronavirus, such as eliminating seating groceries stores, mail clerks, and more. to promote social distancing, encouraging “As we pushed through the online and mobile orders through Duck Donuts’ website and the Duck Donuts Rewards app, expanding the option for curbside service, amending store hours to allow for employee relief, additional deep cleaning, and disinfecting procedures, and moving the self-serve coffee bar behind the register. “Our doors may have been temporarily closed, but our warm donuts were still available as we aimed to provide a comfort treat to families in the communities we serve,” said DiGilio. “Our corporate team and franchisees remained committed to demonstrating to our guests that we take great pride in delivering on our purpose statement – guaranteeing every customer a clean, courteous, family- friendly, fun and scrumptious experience. It is important we provide this quality of service now more than ever.” As sales quickly began to drop across the industry, Duck Donuts started to think outside the box in order to survive.

72 WHAT FRANCHISE | ISSUE 16.6 BEHIND THE BRAND: PARTNER CONTENT Behind the Brand - TRIB3 International

AT A GLANCE TRIB3 INTERNATIONAL Your future Established: 2016 Number of franchised outlets: 5 (of 12 outlets) Locations of all outlets: could start today Sheffield, Leeds, Bristol, Helsinki, Moscow, Madrid: Cuzco, Basilica and Goya, Guangzhou, Edinburgh (opening Q1 2021), Manchester x 2 (opening Q1 2021) Master franchisee investment level: Ever thought about starting your own business? Here’s £59,000 plus bank funding Contact: why now’s the time, according to TRIB3 franchise team. [email protected] trib3.co.uk/franchise

hile this is no doubt an ECONOMIC LIFT unprecedented period According to the research, one in five in our history for the Britons wants to start a business this “Our CEO and W year, with speculation that a new changes the COVID-19 pandemic has wrought on our way wave of entrepreneurs may help lift founder Kevin of life and the ensuing economic the economy. pressures, if we cast our minds back Interestingly, it seems the current Yates was one of to the 2008-2009 UK recession and economic climate isn’t creating these the period of recovery that followed ambitions, but catalysing them, with the pioneers of there was one area of note that 37 per cent of those who said they the UK boutique boomed in the wake of the downturn: plan to start their own business entrepreneurialism. stating they had always wanted to do fitness market” When faced with challenging so. Only 14 per cent stated they were circumstances in which businesses pivoting due to loss of employment of COVID-19 safety measures on are downsizing workforces and or being placed on furloughed leave. their ability to operate a successful employees are facing increased The study also found that the most fitness facility, it’s important to note popular area of industry for potential pressure, many people will naturally that boutique operators, like TRIB3, business founders was health and take the time to reassess and reset. are able to implement physical well-being, reinforcing the spotlight A recent study by Enterprise Nation distancing efficiently into the that has been placed on this sector found that 2021 is no different. model, as class-based fitness is since the pandemic took hold. already built around capacity Throughout the crisis, the management and zoning. Karl Dietrich, TRIB3’s chief enduring message has been that development officer “Likewise, because TRIB3 offers being physically active is vital. a unique volume boutique model England’s chief medical officer, in which we can, in a standard Chris Whitty, stated very early on class, offer over 48 spots per session in the first lockdown that: “There with a model that is commercially is no situation, there is no age and viable at super achievable occupancy no condition where exercise is levels, a franchisee is able to break not a good thing.” even quickly and deliver strong There are a few different ways results, even with distancing to start your own business, but measures reducing overall capacity. for budding entrepreneurs looking “Plus, you don’t need to be from to de-risk the process or enter the fitness industry to start your into an industry they perhaps TRIB3. The wider support team and haven’t had hands-on experience I have decades of experience in the with, franchising is a tried and sector to support you. In fact, our tested approach. CEO and founder Kevin Yates was one of the pioneers of the UK FITNESS FRANCHISING boutique fitness market. TRIB3’s chief development officer, “All you need is a passion for Karl Dietrich, says: “Fitness bringing people together and franchising allows for efficient and providing exceptional customer fast growth of this vital sector and experience and, now more than allows people who are wishing to ever, the drive to be part of an start their own business to do this industry that is providing with less risk and more support. essential and pivotal services. “While budding business owners If that excites you, get in touch - may be anxious about the impact your future could start today.”

WHAT-FRANCHISE.COM 73 ADVICEINSIGHT

How to shine during the selection process Franchisors require a variety of qualities in prospective franchisees, not just whether they have sufficient funds to invest. Here’s what you need to know to ensure you stand out from the competition

WORDS BY LINDA WHITNEY

hreats of redundancy nevertheless ensure you really do and recession mean want to go into business. T many more people Franchisors want franchisees are applying to who are business partners, become franchisees. As a result, not employees, so if you’re competition among prospective considering investing in franchisees is rife. a franchise because you THE AUTHOR So here’s what you need to know to cannot find a job, think Linda Whitney writes boost your chances of being selected: carefully. Launching about franchising for a business, even as a the Daily Mail, What franchisee, is vastly Franchise and many It’s not just about different from getting other publications the money You’d not always know it from a job. the adverts, but franchisors don’t just check that you have got the Positivity necessary funds and then say yes Franchisors look to your application. They turn down for people with a far more prospective franchisees positive mindset. than they accept. “Some Pam Gordon, a franchise applicants seem recruitment and development defensive from consultant at The Franchising the start and Centre, who helps franchisors ask negative recruit franchisees, says: “Many questions prospective franchisees don’t such as: realise that they face competition ‘Am I going to become a franchisee. Many to earn applicants do not expect that.” enough?’ How do you make yourself Pam says. appealing to franchisors? Pam identifies the most common things franchisors looks for:

Pain By this, Pam means you need a reason to make a change in your life. She says: “It could be dissatisfaction with your present job or lifestyle, feeling bored, stagnant or just ready for a change. Ask yourself: are you really ready for this change now?” Franchisors will be checking your motivation, so think about this before contacting them. Change may be forced upon you if you’ve been made redundant, but

74 WHAT FRANCHISE | ISSUE 15.516.6 Positive questions are things like: If you’ve done similar things forms the basis of any business. ‘What’s the highest level of turnover before, this is the kind of Being a ‘people person’ also I could reach?’ and: ‘How soon is it experience franchisors will look for. makes you more likely to work before your franchisees typically You will usually be able to work well with the franchise head start to expand?’ out what the franchisor is looking office team and other franchisees for - and those are the skills and in the network. Preparation qualities you should mention to Highlight evidence of your Research what the franchisor is the franchisor. communication and people skills looking for. This can be harder than when approaching franchisors. it first appears. Pragmatism Franchise adverts and websites “Many prospective franchisees Purpose and passion typically give a list of qualities they fail the selection process because Franchisors look for people who seek in prospective franchisees. They they don’t understand the level of demonstrate purpose and passion often feature terms such as ‘ambitious’, commitment required, in terms of for the business. ‘hardworking’, ‘people skills’ and time and effort,” Pam says. “If you’re enthusiastic enough ‘business-minded’. But what do these For instance, if a franchise about a franchise to tell friends and actually mean in practice? requires you to work full-time, don’t family about it, it’s a good sign that It can be hard for someone who apply if you can only commit to you’re passionate about it,” Pam has not run a business before to part-time hours. Franchisors need says. “If you’re embarrassed to tell recognise these skills and qualities you to understand what to expect. them, you’re probably not.” in themselves, let alone know how Differing expectations between Franchisors want to see this to prove they have them. franchisors and franchisees because operational skills can This lack of specifics in franchise increase the risk of business failure. be taught, but enthusiasm for a recruitment adverts means many business cannot. prospective franchisees are just Planning guessing that they might be suitable Plan your approach to the franchisor. Ask an expert - an approach that can mean Research the franchise, its If you’re unsure about how to wasted effort for both franchisees market, what franchising is and approach franchisors in a way and franchisors. what you will be expected to do. that makes you more likely to be The way to find out what Have a list of questions for the accepted as a franchisee, consider franchisors really want can be franchisor and then call them. Many speaking to a franchise consultant to look at what their franchisees like to speak to applicants on the who recruits franchisees on behalf actually do. phone initially, so they can see how of franchisors. “Check their website for you come across in conversation. “Franchise consultants who franchisee profiles and ‘day in the include franchisee recruitment life’ stories that explain what the People among their services, like me, can franchisees do,” Pam says. Almost all franchisors require help you identify what you have They may refer to sales calls, franchisees to have ‘people skills’. to offer franchisors, what kind of marketing activities, team meetings This is the ability to communicate franchises might suit you and help and admin, as well as more obvious comfortably with all types of people. you shortlist possibilities,” Pam says. activities such as delivering pet Good communications skills “Call the consultant. Most, like food or providing business services. enable you to form relationships me, offer an hour consultation with customers. This is essential free of charge.” if you want them to buy goods or services from you, which

“Many prospective franchisees fail the selection process because they don’t understand the level of commitment required”

WHAT-FRANCHISE.COM 75 INSIGHT

Barbara Burnett, Just Cuts

Identifying my transferable skills helped me get a franchise

When Barbara Burnett lost her “I needed a business where I did husband out of the blue, she was not have to be on site - ideally, a devastated. She also knew she faced franchise. My knowledge of the charity another huge challenge. sector would not help me, but I had “My daughter has severe learning strong transferable skills in marketing difficulties and various other medical and people management. I needed conditions, so she needs specific a franchise that could be run from a personalised care 24/7,” Barbara says. distance, with an essential USP that “I had been in a full-time senior attracted customers.” management role in the charity sector Barbara researched franchises online, “For me that meant marketing, team and my husband and I had achieved attended conferences and exhibitions management, strategy, analysis and a good balance between us and the and finally found the perfect fit. communications - basically, finger- carer I employed to enable Lauren’s care “Just Cuts fitted all my criteria and on-the-pulse business management. needs. It was impossible to continue they fitted mine - a perfect match,” Then I drew up a CV crafted to suit the working full-time and still give my she says. franchise and listed my transferable, daughter the emotional and physical Barbara now has a Just Cuts salon in relevant skills on page one. care she needed. Stevenage and another in Leeds. “It helps franchisors to see your “I realised that setting up a business She advises: “Before I applied, I listed strengths and the areas in which you was the only feasible way I could care for my soft skills, the kind that franchisors could need their help - and it worked Lauren and still have financial security. usually look for. for me.”

THE 5 BIGGEST MISTAKES WOULD-BE FRANCHISEES MAKE Assuming that just 1 having the funds required will automatically get you accepted as a franchisee. Skimping on research. 2 As well as online research, speak to some franchisees and attend virtual discovery days. Assuming a meeting 3 with a franchisor is like a job interview. It’s a discussion between potential business partners. Underestimating the 4 amount of work involved. When talking to franchisors, 5 focusing solely on the money you could make.

“Franchisors will be checking your motivation, so think about this before contacting them”

76 WHAT FRANCHISE | ISSUE 16.6 WHAT DO FRANCHISORS LOOK FOR? Chris Wootton, managing director of He also recommends reading case domestic cleaning franchise Poppies, says: studies of existing franchisees “Franchisors in the service sector want to before calling the Poppies head ensure that you recognise both good and office: “Our discovery days include bad service and may ask you for examples.” a self-discovery quiz that’s designed to show you if it’s worth pursuing They also look for confident - but not your application.” SHOULD I SEND MY arrogant - communicators who have CV TO FRANCHISORS? the ability to listen, but also hold a David Mathie, UK general manager of balanced conversation. hairdressing franchise Just Cuts, says: Only if you tailor it to the “Our website deliberately doesn’t list franchise. Investing “They will be listening for this from your any qualifications or qualities we seek in a franchise is not like initial phone call,” Chris says. in franchisees, but we do say that they applying for a job. need no hairdressing skills. Most UK franchisors don’t They want people who are willing to take ask prospective franchisees responsibility for business issues and “We want franchisees to work on the to send a CV, so supplying the deal with problems effectively. business, not in it. They employ team same one you’ve previously leaders and stylists to work in the salons.” used to apply for jobs may “They may ask for examples,” Chris says. be of little value, unless it However, he does look for experience of already includes plenty of In the cleaning sector, they will look for managing a team in a customer service evidence of the kind of skills people who can get on with clients and environment: “We want franchisees the franchisor is looking for. cleaners -often different types of people. who appreciate that stylists are creative Sending your usual CV may and who have a positive and uplifting even give the impression “Some kinds of experience are attitude, because that affects their that you’re looking to ‘buy a particularly helpful, such as hotel whole business.” job’, which franchisors don’t housekeeping, where you have managed like because they’re looking staff and dealt with clients while under Unlike most UK-founded franchises, Just for people who want to build time pressure, or in retail management, Cuts, which is headquartered in Australia, their own business. where you have worked with customers, expects prospective franchisees to On the other hand, a CV but also had experience of working within supply a CV and the recruitment process tailored to suit the franchise, budgets and deploying staff to maintain includes personality tests that reveal which highlights the kind profits,” Chris says. applicants’ suitability for the franchise. of skills the franchisor is looking for and gives practical evidence of the results you’ve gained from using them, could make you more attractive to franchisors. Pam Gordon, a franchise recruitment and development Becky Sagar, Poppies consultant at The Franchising Centre, says: “In 20 years of helping franchisors source suitable franchisees, I’ve Look at the skills, not the sector only seen about two CVs effectively tweaked to target “I hate cleaning, but I love my Poppies “I invested in the franchise 13 years ago the franchisor. “If you can do this, it could cleaning franchise,” Becky Sagar, from and I still love it.” really help you stand out.” Exeter, says. She advises prospective franchisees: Becky was working in her father’s hot “Look beyond the label. Research the air ballooning company after graduating skills that the franchise really requires.” when she met the founder of the Poppies franchise. “They knew I wanted to work for myself and suggested I think about becoming a Poppies franchisee,” Becky says. “I thought: ‘Cleaning? Not for me!’.” But when she researched what was required of franchisees, Becky saw it suited her existing skills. Ballooning needs high levels of organisation and attention to detail, careful planning and good communication skills for dealing with pilots and customers. “Then I spent time with some existing franchisees and learnt that the skills are about communicating with customers and your teams of cleaners, organising, problem solving and delivering high service standards,” Becky says.

WHAT-FRANCHISE.COM 77 BEHIND THE BRAND: PARTNER CONTENT Behind the Brand - Swimtime UK

AT A GLANCE SWIMTIME UK

Become part of Established: 1998 Number of franchised outlets: 30 the solution Location of units: UK Investment range: from £20,000 (plus VAT) Minimum required capital: Swimtime is looking for enthusiastic, passionate £30,000 (dependent on individual) Contact: and business driven people to help tackle [email protected] children’s health issues swimtime.org

ne in three children to swim every week across One thing the company’s leave primary school in hundreds of pools. franchisees have said is that the UK unable to swim As well as being proud of its Swimtime is great in a crisis. From O day one of the pandemic lockdown, 25 metres. culture and high standards, the The next generation are facing company is proud of its cutting edge its central support team went into unprecedented challenges, including technology, which has transformed overdrive in supporting franchisees: technology addiction, rising mental the business and the businesses of health issues and general inactivity. Swimtime franchisees. • Swimtime’s unique technology In being a Swimtime franchisee, enabled it to respond quickly you’re part of the solution by tackling WHY CONSIDER A with rolling lockdowns, ensuring children’s health issues, which makes SWIMTIME FRANCHISE? clients were not charged, which it one of the most worthwhile things Swimtime holds its values close to its built trust. Almost all customers you’ll ever do. heart and believes: left credit with franchisees, Established in 1998, Swimtime is which preserved cash flow for the UK’s market leading franchise- • Family is everything. the network. based swim school business, • In being socially responsible. • The company deployed a national teaching tens of thousands of people • In raising the standard. communication strategy to its network, which directly reduced • In engaging with its communities. client contact to a minimum. This “As well as being proud gave the network breathing space The company is looking for from clients who were looking enthusiastic, passionate, business of its culture and high for information by providing it driven, like-minded people to take on centrally online. this scalable franchise. standards, the company is • Swimtime lost less than 0.5 per cent of network customers, a proud of its cutting edge WHAT DOES A fraction of what was lost across technology” FRANCHISEE DO? many other schools. As a Swimtime franchisee, you work • It launched an ecommerce your own business plan, set offering to raise the brand’s your own targets, manage profile when pools were closed. your own profit and loss • During lockdown, Swimtime’s and focus on developing in-house team of experts created your business at your pace, bespoke risk assessments and achieving the balance you delivered over 50 hours of want between home and training. work life. • Business support is always Swimtime’s software available to anyone that provides the tools for the needs it and during lockdown job, with information at your this did not stop. Swimtime fingertips available 24/7 and made sure franchisees knew support and guidance from what grants and funding were the central support team available to help their businesses every step of the way. survive lockdown and the company helped support them WHAT MAKES with insurance claims. SWIMTIME SPECIAL? • This culminated in Swimtime The past year has taught being awarded Team of the Swimtime many things, Year at the UK Business as it has many people. Awards 2020.

78 WHAT FRANCHISE | ISSUE 16.6 WHAT FRANCHISE 16_6 master_WHAT FRANCHISE 29/01/2021 13:21 Page 79

UK FRANCHISE INCENTIVES AVAILABLE NOW [email protected] INSIGHT

Franchise fast-track: go from start-up to scale up If you have ambitions to build a multi-unit business, franchising can help achieve your goal. But a strategic approach is essential for success

WORDS BY PAM GORDON

he story of franchising development agreements with restaurant/food sector - where is a complex one when multi-site openings. a franchise agreement says the T you start to discuss In many cases, the franchises franchisee has to open a number of multi-unit franchising. that attract multi-unit franchisees units within a particular time period. The franchise industry’s are those with management Some franchisors want to ensure fundamental belief is that being a structures in place, so that the the franchisee has access to the hands-on franchisee will develop franchisee doesn’t have to be capital to fund the agreed number of THE AUTHOR and grow a business to greater hands-on from the off. outlets from the start and others will Pam Gordon is levels and to a better standard and These businesses may have plan the growth within the business franchise recruitment quality than an employee. planning, so knowing that when and development been developed to support more The paradox of multi-unit unit one gets to a certain size consultant at The investment-style franchise Franchising Centre franchises is that often they’re models, so the employees within it should be able to fund operated on a day-to-day basis the franchise units also get the the investment in unit by an employee and not the benefit of a strong support structure two and so on. franchisee directly. and training programme from In other networks, However, multi-unit franchises the franchisor. multi-unit do seem to work and benefit In many management franchise franchises the hands-on employees, the models, the franchisee starts directly franchisees (multi-unit owners) within the business, but very much and the franchisor. As a result, in a management role. The model we often see this strategy being allows for the growth of a staffing used by master and global structure around them to build franchisors. themselves out of the day-to-day operation. “For the franchisee, Some franchisees even start as multi-unit owners, as some there is a danger of franchises operate a development agreement model - often becoming overextended in the quick service when it comes to resources and finance” Profile of a multi-unit franchisee A would-be multi-unit franchisee is often an ambitious individual or a group of investors, family or friends coming together to invest and pool their experience and skills to start their own business and see franchising as a quicker route to returns. They may have more funds to invest and more equity to secure finance, so are able to consider larger investment franchises or

80 WHAT FRANCHISE | ISSUE 16.6 are more organic and weren’t part of franchisee can’t be there all the a strategic plan. time, so already a structure of staff They often came about because delegation to managers is in place, 36% of an ambitious individual who allowing the franchisee to be less The number of franchisees who own more than had grown their original business directly involved in the business. one unit, up seven per cent since 2015. substantially and had built a In other sectors, it might take team that allowed them to take more time to build that team Source: 2018 British Franchise Association NatWest on a neighbouring area or buy an structure and get to a point where franchise survey. additional business, either from the business has a manager in place, within the franchise network or allowing the franchisee to think an independent one that was about another location or unit. major banks, view multi-unit franchising in brought under the umbrella of the What can often happen is that a positive light too. franchise brand. neither the new unit or the existing The initial investment may be higher This can only be done with one grow as the set-up wasn’t right than a hands-on franchise, but for them the agreement and support of or the timing wasn’t planned. there are cross-selling opportunities for the franchisor and the franchise So a franchisor ideally will be loans, asset finance, payroll support network and also at a time when looking to work with the franchisee, and business insurance. the franchisee and their team are providing advice about the plans, In addition, many lenders will consider ready. In my experience, it has to and expect the franchisee to present loaning money to multi-unit franchisees be planned and the timing has to their proposal for growth, rather who have a portfolio of investment across be right, as the first unit needs to than just ‘selling’ them another area. different or complementary sectors, such be able to have the franchisee less This approach makes for longer- as gyms and beauty or therapy businesses, hands-on. term stability for both parties to because it reduces their risk. In sectors such as fast food, support the expansion. an outlet might be open Potential pitfalls 24/7, meaning the Multi-unit franchising Multi-unit franchising looks like a great from a franchisor’s way to build a sustainable business that perspective benefits from economies of scale. But, Multi-unit franchisees can be like many things in business, there are easier to manage from a franchisor’s potential pitfalls. point of view. For the franchisee, there is a danger of As an example, rather than having becoming overextended when it comes 200 franchisees, having 100 with to resources and finance or not having two units each means benefiting the right staff in place that allows for the from potential economies successful management of both trading of scale when it comes to and new locations. support, training and On top of this, a multi-unit franchisee communication. may have put all their eggs in one basket The financial and become reliant on one sector and institutions, such as the one franchisor. A strategic risk to the franchisor is if a franchisee ends up owning a significant proportion of the network. During my time in the industry, I’ve witnessed the management service fee that was paid by a franchisee who owned five sites become a significant amount of the franchisor’s income, which started to give them not only power and influence, but became a risk if the business failed or the franchisee sold up. Also, some franchisees in fast food chains have formed collectives and opposed decisions made by the franchisor, leading to conflict in the network. In summary, multi-unit franchising can be a great way to run a business from both a franchisee and franchisor standpoint, as long as it’s strategic, planned and monitored.

WHAT-FRANCHISE.COM 81 BEHIND THE BRAND: PARTNER CONTENT Behind the Brand - Franchise Resales

AT A GLANCE If it’s time FRANCHISE RESALES

Contact: Michael Bohan Tel: 01522 246811 to sell… Email: [email protected] franchiseresales.co.uk

It’s time to talk to Franchise Resales and take But the first question on your mind will be: “How much is my advantage of a special offer business worth?” If your accounts are in order and you’re eager to get started, Franchise guiding everyone from the newest to re you a franchisee Resales is ready to help you. the most seasoned franchisee every looking to capitalise on “Your first port of call is to get step of the way, says it’s easy to get your investment by selling in touch with our listings and A the ball rolling. your business? Then get relationship manager, who will There’s also a particularly good in touch with Franchise Resales and start by doing an appraisal of your reason to act now - the company enjoy the bonus of a special deal. business, which will take into account It could be that the coronavirus is waiving its upfront fees for the all the different aspects, including its pandemic has encouraged your move, duration of the current lockdown. size, sales and the number of people an unexpected alternative business or Franchise Resales director Michael you employ,” Michael says. career opportunity has cropped up or Bohan says: “Another reason to “From this, we will draw up a sales you have decided to retire. consider selling now is the fact that prospectus, which will show your Alternatively, you may simply want so many people have unfortunately franchise in a positive light. Once to take a break, but having loved the been made redundant due to the this is agreed, we can start marketing benefits of running a business backed current health crisis and they’re it on the Franchise Resales website by an established brand you haven’t thinking about what to do next. and other selected third-party ruled out buying another franchise at “It’s a well known fact that, once websites to give your business the some time in the future. over the initial shock, many people maximum exposure.” who have lost their jobs in this way Franchise Resales’ upgraded ACT NOW decide to work for themselves. systems mean you can be confident Whatever the reason, Franchise “Some may have wanted to go self- that your business opportunity Resales, with its great track record of employed for years. Redundancy is can be seen around the clock at the catalyst that encourages them to franchiseresales.co.uk. The FR24 take the plunge. Taking a franchise portal also gives you fast access to “We will draw up a sales gives them the backing of a tried and your account manager. prospectus, which will tested brand.” Franchise Resales is happy to deal with all sales enquiries, show your franchise in a MAXIMUM EXPOSURE irrespective of whether or not you For the franchisee looking to sell, bought your original franchise positive light” there’s a staged procedure to follow. through the company.

82 WHAT FRANCHISE | ISSUE 16.6 SMALL BUSINESS WORKSHOP WITH ANGIE COATES What Franchise’s resident business agony aunt Angie Coates, founder and CEO of Monkey Music, answers your business and entrepreneurial conundrums

I CAN’T DECIDE WHETHER TO the two parts of the business, each • Calculate annual sales. Be realistic. OPEN A RETAIL BUSINESS ONLINE has separate elements that offer no Break annual sales down into units ONLY OR COMBINE IT WITH A economies of effort. For example, the per month or week. BRICKS AND MORTAR STORE. in-store and online customer experiences • Work out your costs. Include all direct WHAT WOULD YOU ADVISE? need to be developed independently. costs (development, etc) and the variable This is a huge question. And even The question is: does the benefits of bricks and mortar outweigh the costs and extra costs of production (materials, packaging more challenging without knowing and labour). Work out what percentage of your product/service or target market. work? Building a good face-to-face customer service and creating a stand-out shopping your fixed costs (overheads such as rent, Irrespective, my instinct is ‘stick to what rates, etc) the product needs to cover. Add experience are harder than many imagine. you know’, minimising new learning these together and divide by the volume to Of course, there are exceptions and if while you get up and running. produce an initial unit break-even figure. While online-only may appear attractive you’re buying a franchise the franchisor because of the potentially lower cost may offer templates, guides, training and • Add on a margin. Put a margin onto the base, it’s a competitive, fast moving and other support that reduce or eliminate cost per unit and you have a sales price. increasingly sophisticated space. As such, many of the unknowns and risks. if your background is in bricks and mortar Whichever route you choose, be • Benchmark your sales price. Use your it may be better to launch in a familiar realistic about how much time everything market research and, if appropriate, environment and while learning about online. takes, what your costs are going to be revisit your costs and/or margin. Although the additional running costs and what revenues you can achieve. • Watch the market. Regularly review of a physical store can be significant (rent, your pricing strategy, as your costs, rates, additional staff, etc) these do bring IS THERE A FORMULA FOR SETTING customers and competitors will change. advantages. For example, your storefront COMPETITIVE PRICE LEVELS FOR provides powerful advertising opportunities, MY PRODUCTS AND SERVICES? At some point you simply have to you may benefit from the current ‘shop Sorry, no, there is no magic formula. A commit. If you’re really unsure, consider local’ movement and returns are likely to product or service is worth whatever a ‘product launch offer £x, normal price be lower and customer loyalty higher. people will pay for it and determining that £y’ strategy to test the water without If your background is digital, you’ll is a combination of art and science. devaluing the product. But remember, already know the challenges of creating an However, it’s worth getting it right, price is only one factor that affects sales. engaging online customer experience and as many businesses fail due how to drive and convert traffic through to poor pricing strategy. Have a question you wish to ask Angie? social marketing and organic/paid search. Here’s how I’d approach it: Time invested learning the ropes Email [email protected] of bricks and mortar is time not spent • Do your market research. What Check out Angie on Instagram: competing online as, although there are your competitors charging? @angiecoatesmusic may be overlap in operations between What do they offer for that?

WHAT-FRANCHISE.COM 83 Ask The EXPERTS Our panel of industry specialists answer your franchise questions WILL A FRANCHISOR TAILOR ITS INITIAL Q TRAINING TO ME OR WILL IT ONLY PROVIDE SET INSTRUCTION THAT COVERS ALL ASPECTS OF THE BUSINESS?

ALAN WILKINSON WRITES: When it comes to the induction When a franchisor recruits training of that new franchisee, a franchisees, it will have a set profile of franchisor has an obligation to ensure the type of skills, experience and they have or obtains through training personality required to be a successful and support all the skills required to franchisee of its brand. The operate the business successfully. recruitment process should identify This will typically include every each element of the franchisee’s core element of the training that every skill set and relevant experience franchisee goes through. before a decision is made to offer that However, there are often cases individual a franchise. where the franchisee already has a In some cases, there will be a perfect good knowledge and understanding match of the required attributes. of a particular topic. In this case, a However, in some cases there is a franchisor may choose to spend ‘close enough’ match and if both less time on this topic and more parties are confident the offer may be time on one the franchisee is less made anyway. confident on.

ALAN WILKINSON is head of franchise development at The Franchising Centre and has been in franchising for over 24 years.

WHAT ARE THE ADVANTAGES OF BUYING A Q BUSINESS-TO-BUSINESS FRANCHISE?

JOHN PRATT WRITES: and ensuring orders are delivered on There may be none if you’re not suited time must also be achieved, as to dealing with businesses. business customers are unlikely to Many people like the regular contact allow too many mistakes to be made with consumers because it makes before they move on. business interesting. For others, The other challenge is that because however, having a large number of orders are likely to be for a larger customers or supplying products or amount than when dealing with services of relatively low value is an consumers, ensuring a positive cash administrative and financial flow by making sure that payment is nightmare. For them, their strength received on time is essential and, of may well lie in efficient management course, a failure of a customer or its rather than their sales skills, so having inability to make payments could have a business-to-business franchise is a very substantial negative impact on likely to be more attractive. a franchisee’s business. Business clients will generally place In a nutshell, there are larger orders, but will expect an undoubtedly positives in having a efficient machine to satisfy those business-to-business franchise, but orders. In other words, regular, timely there are also negatives. and efficient invoicing is essential

JOHN PRATT is senior partner at specialist franchise firm Hamilton Pratt and has advised franchisors for over 25 years.

84 WHAT FRANCHISE | ISSUE 16.6 DOES A FRANCHISEE HAVE TO LIVE WITHIN Q THE TRADING TERRITORY THEIR BUSINESS IS BASED IN?

LOUISE HARRIS WRITES: within the territory - your personal Not all franchises are based on networks may give you a boost at the territories. Some may be split into start of your business and help out business sectors, trading sites or as you grow. other forms of delineation. Check with the franchisor and The nature of the business will trading franchisees, as everything dictate whether a franchisee will be you can do to drive the success of required to live in that territory. If your business is valuable and living in the business is store based, it most territory might be a significant boost. likely won’t matter if the franchisee You should be encouraged if a lives in the locality. If the franchisee franchisor declines your application works in the business operationally, because you’re not living in territory. it may be essential that they are It will know and understand what is located in territory. needed and if you don’t fit the profile What is important to note is that that’s better than being awarded a you may give yourself significant territory only to find that you’re in the competitive advantage by living wrong place.

LOUISE HARRIS is an experienced franchisor, having built and sold an award winning franchise. She is now head of strategic partnerships at easyStorage.

IS THERE AN INDUSTRY AVERAGE OF WHAT Q PERCENTAGE OF REVENUE A FRANCHISOR SPENDS ON RESEARCH AND DEVELOPMENT?

SHELLEY NADLER WRITES: with new product lines and/or the There’s not an industry average for introduction of new or improved spending on research and development services. These products and services in franchising. must be compatible with the existing Generally, companies in health care business and should be thoroughly and technology sectors spend more on market tested before they’re adopted. research and development than retail All changes, whether to system, and consumer businesses. products or services, should be as All franchisors should have research carefully evaluated as the original and development facilities in relation operation that was the basis upon to their products, services or system which the franchise was started, so and the market image projected. that the franchisor can demonstrate Franchisees will expect franchisors to franchisees the likely benefit that to innovate to ensure the network should result from their introduction. remains competitive and takes Technology related research and advantage of the latest technological development may qualify for research developments. This is part of what and development tax relief if certain franchisees buy into, rather than criteria are met. Franchisors should starting a business on their own. discuss this with their accountant or Franchisors should be experimenting financial adviser.

SHELLEY NADLER is a legal director in Bird & Bird’s international franchising team and has many years’ experience of advising on all aspects of franchising.

Got a question about franchising? Email [email protected] or check out the ‘Ask’ section at what-franchise.com

WHAT-FRANCHISE.COM 85 BEHIND THE BRAND: PARTNER CONTENT Behind the Brand - FASTSIGNS

AT A GLANCE When the going FASTSIGNS Established: 1985 Number of franchised outlets: 24 in UK. Over 700 worldwide gets tough... Location of units: Birmingham, Bolton, Brighton, Chelmsford, Crawley, Enfield, Gloucester, Guildford, Hammersmith, Huddersfield, Hull, Islington, Kingston, Leeds, Leicester, FASTSIGNS certainly got going at the start of the Manchester, Maidstone, Milton Keynes, Peterborough, Portsmouth, Southampton, COVID-19 pandemic Sheffield, St Albans, York Investment range: £125,000-plus n the immortal words for release until required, it was Minimum required capital: of Billy Ocean, when the provided to all 700-plus franchisees, £36,000 going gets tough, the accompanied by a strong dose of Contact: I tough get going. When a Catherine’s personal positive mental 01785 253140. [email protected] problem arises, as a franchisee, you attitude and adopting motivational fsfastsigns.co.uk need to know exactly who’s in your speaker Zig Ziglar’s quote as a mantra corner and what support you’ll receive. for the network: “Expect the best, On March 23, 2020 FASTSIGNS prepare for the worst and capitalise franchisees found out exactly the kind on what comes.” “The UK support of support their franchisor was able to To do this virtually overnight, the implement to help them weather the FASTSIGNS resource site was launched team worked oncoming COVID-19 storm. as a hub for emerging information, With the unpredictable which all franchisees could access. with each circumstances, it would have been In addition, Catherine hosted weekly franchisee to understandable for FASTSIGNS, as the international conference calls to keep franchisor, to hang back and get a ‘lay the network abreast of global changes, understand of the land’ as the situation unfolded. share best practice and recognise the However, FASTSIGNS International’s efforts of franchisees. their individual CEO, Catherine Monson, decided to act proactively. UK TASK FORCE situations” In the UK, the dedicated support NEW RESOURCES team focused on in-country individual situations, preparing cash Considering world events prior to information, setting up a ‘local’ flow forecasts, managing resources, March 2020, FASTSIGNS had already weekly conference call, while a assessing staffing costs and advising commissioned a document advising task force of five franchisees was on furlough opportunities, creating franchisees on best practices for launched to spearhead initiatives. individual action plans for centres and weathering a recession. Within two weeks, the task force had enabling them to obtain the financial Although it was not planned recognised the need to pivot support that would become available. and had implemented: For each centre, three scenarios were worked up that focused on the • A set of standard infection control potential ‘good’, ‘better’ and ‘best’ signage. Easily replicable by each outcomes, helping franchisees to be centre, it allowed customers to be aware and informed whatever the compliant with COVID regulations. eventual outcome.

• An ecommerce site that removed SOLID BLUEPRINT barriers to purchase and All of this felt reactive in March 2020. sidestepped FASTSIGNS’ usual However, it created a solid blueprint consultative selling process, for Lockdown 2.0 in November and although this remained available Lockdown 3.0 in January 2021 and if a business required bespoke has meant that despite the challenges COVID signage. of the global pandemic FASTSIGNS franchisees have been able to thrive. • An intensive marketing programme While no one can predict the to raise awareness of FASTSIGNS’ future, for franchisees it’s positive to capabilities available to businesses know that during challenging times navigating the pandemic. they’ve got the backing of a franchisor that’s prepared to stand shoulder to The UK support team worked with shoulder with them, no matter how each franchisee to understand their heavy the storm.

86 WHAT FRANCHISE | ISSUE 16.6 BEHIND THE BRAND: PARTNER CONTENT Behind the Brand - Meyers Estate Agents

AT A GLANCE MEYERS ESTATE AGENTS

Established: Meyers established 2011 Moving beyond Franchise established 2014 Number of franchised outlets: 9 Location of units: currently across south UK and expanding Investment range: £25,000-£30,000 expectations Minimum required capital: £12,500 franchise fee Contact: [email protected] Meyers Estate Agents helps property owners sell meyersestates.com quickly with more affordable costs. Principal

Mark Meyer explains all franchise opportunity. We work hard, but understand that work-life balance is important. he UK’s first 24/7 hybrid So 15 years ago, with the help of my Also, we keep the set-up cost low, agency, Meyers Estate wife Claire, we set up in our garage. as agents mainly work from home, so T Agents is a fast growing The rest is history. We’re now in there are minimal overheads. home-based business nine locations and have exceeded £1 Although we welcome those that has been voted in the top three billion in instructions. with property experience, it’s not per cent of UK estate agencies. necessary as all training is provided The multi award-winning WHAT MAKES and our system is really easy to franchise helps property owners sell MEYERS DIFFERENT? learn. Some of our successful quickly with more affordable costs. We are online, but not online! In other agents have previously worked as We caught up with ex-ski and words, we don’t have the overheads of hairdressers and firefighters. snowboard instructor turned estate high street locations and pass these As agents become more agent Mark Meyer to find out more: savings onto our clients. successful, they take on other self- We take advantage of all the employed staff to enable them to WHY DID YOU online sales tools to advertise grow their territories. SET UP MEYERS? properties, but unlike the faceless I was a traditional estate agent for 25 online agencies we’re based in the WHAT KIND OF years, but knew there was a better community and our knowledge of FRANCHISEES ARE YOU way. The business is more about the local area is second to none. personal relationships and customer LOOKING FOR? This means we can focus on helping care than where the office is based. Property is a people business. We property owners sell fast with more offer the highest levels of service affordable costs. to our customers, so we’re looking for people with personality. ARE YOU RECRUITING Energy, ambition and people NEW FRANCHISEES? skills are important. Yes. Even given the challenges of We know that those with the past 12 months, property prices exceptional local knowledge and are up between 6-10 per cent on the connections will be successful and, previous year and the current stamp of course, they must have the desire duty holiday means the market is to run their own show. particularly buoyant. Whatever wobbles happen in HOW IMPORTANT the economy, property generally IS COMMUNITY remains steady and many people INVOLVEMENT? are looking for that kind of stability Local knowledge, community at the moment. connections and regionally targeted During the pandemic, we have marketing are key. taken on three new franchisees plus a However, we think it’s also self-employed associate and are now important to give back to the expanding further. One new franchisee communities we work in. All our earned her franchise purchase fee franchisees work with a local back within just six weeks. charity of their choice and as an organisation a proportion of our WHAT ARE THE BENEFITS profits go to Mind, the mental health OF BEING A MEYERS charity, to support projects that FRANCHISEE? help people living with depression, Firstly, it’s a family friendly, flexible isolation and loneliness.

WHAT-FRANCHISE.COM 87 WHAT FRANCHISE 16_6 master_WHAT FRANCHISE 29/01/2021 08:22 Page 88 BEHIND THE BRAND: PARTNER CONTENT Behind the Brand - Hitachi Capital Franchise Finance

AT A GLANCE HITACHI CAPITAL FRANCHISE FINANCE For more information call Achieve an 01844 355575 or visit hitachicapital.co.uk/ franchise-finance

unbiased you’re considering. These can be assessed using the four quadrants:

Strengths • What does the brand do well evaluation or what sets it apart from the competition? • How long has the brand traded A SWOT analysis is an effective way to assess a in the UK? • How successful are the franchise opportunity, Paul Hansen, head of sales and franchisees? • What’s the speed of return on marketing at Hitachi Capital Franchise Finance, says your investment?

Weaknesses known strengths, weaknesses, You could consider: opportunities and threats. • The brand’s reputation. A good SWOT analysis is like a • The people involved and their car MOT - it points out things you experience. should take notice of and highlights • Processes and procedures. key areas for immediate action and • Financial strength. consideration. Because it relies on • Quality of training provided. four neutral factors, a SWOT analysis is an effective tool for getting an Opportunities unbiased evaluation of a franchise • Is the sector growing? opportunity. • Are there additional territories available for future expansion? IS IT DIFFICULT TO • Does the demographics of your COMPLETE A SWOT territory match the typical ANALYSIS? clients of the brand? here are literally No. You can carry out a simple SWOT hundreds of franchise analysis on the back of an envelope. Threats brands to chose from. However, the most useful SWOT Think about: T analysis is best conducted as a • The competition. So how do you select the one that’s right for you? considered exercise with input from • The brand’s resilience in the Whenever I look at a new family and friends. Different people current economic environment. opportunity, I like to use a SWOT could have different perspectives • Negative reviews from analysis to help me evaluate it. on things that you consider the customers. Below I will give you some hints and strengths or weaknesses of a brand. • Unhappy franchisees. tips on how to complete a simple Working through each quadrant SWOT analysis to help you evaluate in turn, ask yourself the questions NEXT STEPS the brands you’re considering. appropriate to the brand. When you Franchising and, more importantly, have captured thoughts on all four selecting a brand is a very personal WHAT IS A SWOT ANALYSIS? areas, it’s useful to rank the views. journey. It’s an exciting time and in SWOT is an acronym that stands for Some may be less pertinent; others many instances it’s easy to focus strengths, weaknesses, opportunities may be of vital importance. on the positives and overlook the and threats. Remember, the best SWOT analysis negatives - we all own a pair of rose- A SWOT analysis is a useful tool to relies on complete honesty. Put tinted glasses somewhere at home. assess, evaluate and compare these everything down as you think of it. A SWOT analysis is only valuable aspects of different franchise brands. If it turns out to be less important, it if you use it - merely conducting will become evident when you rank it. the exercise is futile if you don’t WHY WOULD YOU use the output effectively. NEED TO USE A SWOT THE FOUR QUADRANTS Selecting the right brand is ANALYSIS? OF A SWOT ANALYSIS critical to your future success, In almost any situation, your A good SWOT analysis will help so use the tools you have at likelihood of success can be you evaluate the risks and rewards your disposal to make the right improved by getting a handle on associated with the franchise brands decisions for you and your family.

WHAT-FRANCHISE.COM 89 INSIGHT

10 ways to become an inspirational leader These central strategies can energise your team and ensure your business fulfils its potential

WORDS BY RYLL BURGIN-DOYLE

mentor once told me franchise, the CEO of a $100 million business - something that calls that to inspire was group and a founder of a non-profit the leader and the team into A to breathe life into organisation that operated in three massive action over time. someone or something. countries with a base of volunteers, So what’s your big game? Be clear According to the Cambridge in my experience becoming an about that and make it your rallying English dictionary, the definition inspirational leader is crucial to call for the business as a whole or of inspirational is ‘making you feel your success in any business. for the year ahead. The first sale is THE AUTHOR full of hope or encouraged’. And it absolutely takes always to yourself; does it inspire Ryll Burgin-Doyle is Becoming an inspirational something. In fact, it takes fulfilling you? If yes, great and be sure it an author, keynote leader in business is to do just these 10 key strategies. inspires and motivates your team speaker and proven business and brand that. To be someone who can too. It should be something you and strategist touch, move and inspire people to Define your your team are proud to be pursuing. greater heights, bringing to life a rallying call Building on that, it’s vital to have shared team spirit and motivating Think about anyone you captured and articulated clearly people to accomplish goals and 1 what I call your intention, vision have ever been inspired by. They tasks for the common good. usually have some big goal or a and mission. As someone who has been the big game they’re playing that’s co-founder of a larger than themselves and their

“Your team are a gift that makes your life and business results possible”

90 WHAT FRANCHISE | ISSUE 16.6 Most people are familiar with a vision and mission statement. However, your intention is the key. “As a leader, despite beliefs to the It answers the question: beyond money or the basics, why does your contrary, you don’t have to have business exist? It’s your reason for being. It should inspire you, so you everything figured out” can share it and inspire others. As a franchisor, I found most of able to inspire those very people Decide on our franchisees joined us because to take an action you intend. It’s of our intention - they were inspired your strategy what I call the ‘get it factor’ - you Your strategy is your plan by it, wanted to be part of it and it get what it’s like for them and 5 for getting from where you are now gave them purpose beyond profits. set up responses, structures and Your vision is about outlining to where you want to be in a given wow factor processes to address timeframe in the fastest, easiest your five or 10-year goals. Your their experience. mission outlines how you and possible and most profitable way. your team are going to achieve the Most business owners are too Be the positive busy being busy to spend time intention and vision over time. light on the hill Once you’ve captured all of that, on their strategy, yet it’s the key Business leaders often think share it everywhere. 3 to exponential growth. You have they have to have all the answers. Overall, this should be an to set your vision and then work For me that’s not true, but you do inspiring platform to lead from, backwards from that, looking for have to be the person who’s always to share and speak about, to drive the leverage points in your business holding the space and certainty of a your brand, to reference as you to fast track your results. positive future ahead. make key decisions and to share Leverage points can be hidden People need to be led. People with your team and customers. in plain sight in many businesses want to be led. People need hope If you’re a franchisee, what’s the across how you do what you do, and we all love certainty. Certainty larger purpose of the franchise to average transaction values, at this time, depending on the type group that inspires you? Of course, conversion rates, client mix, of business, its size and financial you can and should create or marketing, sales processes, health and strategy, can be hard personalise your own intention, understanding the lifetime value to deliver right now, but people vision and mission for your of a customer and strategic hires can be and need to be certain of business to rally around. and key team members being led you. Certain that you will always, on that journey by you. working with them and others, find Feel your way a way. That in itself is inspiring. Sometimes you have to feel Be vulnerable 2your way through business. Keep your and authentic You have to be able to feel how your perspective 6 While vulnerability is not team is feeling, to feel how your straight a word many people associate clients are feeling and to feel the 4 with leadership, in my view it’s Perspective is critical. Remember market itself. absolutely a part of it. that business is a long game - it’s a Getting what your internal As a leader, despite beliefs marathon not a sprint. Where do we or external audience is feeling to the contrary, you don’t have want to be in 10 years’ time? What and then being able to respond to have everything figured out. do we want this business to look appropriately is critical to being Authentically being open about like? What will it be producing what you don’t have an answer for in financial returns? What about lifestyle or how something has impacted for you as the owner you or the business can actually or the franchisee? And deliver a greater connection with what impact and reach your team. will the business have? At the same time, you must What valuation would we want to be able to communicate your hit by then? What does the future commitment to transform that look like by 2030? area with their help. In fact, being Get clear on that and as you’re vulnerable and authentic can making short-term decisions think mean your team steps up. about that long-term outcome. That long-term perspective is critical to Clarify your making strong decisions as a leader leadership role and inspiring others. 7 Some people see leadership It’s so easy to get caught up in the as ‘doer-ship’ - the more I do, the day-to-day. You have to be able to better leader I am. hold that long-term view, while you You’ll often hear these business handle short-term needs. owners say something like: “By the

WHAT-FRANCHISE.COM 91 INSIGHT

time I spend 20 minutes explaining of leadership was to empower and As leaders, ultimately our results how that could be done, I may as develop great leaders around me. I are our own. If you can own that, well have done it myself.” thought of the business as healthy while it can sometimes feel daunting, That’s a huge mistake because when I could walk in and see people it’s also liberating. Then do all you every time you do that you miss the demonstrating personal leadership. can to make your business work, opportunity to train and develop If you want to be an inspiring inspire your team and produce the that person and build better leader, check your definition of success you’re seeking. systems and processes. leadership and gauge whether Others associate leadership you’ve fallen into the trap of Act like a leader with power - being able to exert ‘doer-ship’ or if you’re leading by Identify three leaders who themselves and their will over others. empowering others. inspire you. These could be In my roles as a franchisor 9 from any walk of life. They could be and a founder of a non-profit Understand that celebrities or a family member. The organisation, I believed the true role the buck stops key is that they have to be a leader 8with you you’re inspired by. To be an inspiring leader, you have Make a note of each person and to take the view that the buck stops the qualities you admire most about with you. them. You’ll likely see a pattern of For example, as a franchisee it characteristics across the three you can be easy to fall into the trap chose, so set about emulating them. of thinking that it’s up to the When facing an opportunity or a franchisor to create everything challenge, ask yourself: what would you need to be successful. a leader do? And then act from While the franchisor has there. It’s an empowering way to key responsibilities, this build leadership muscle. thinking is a pathway to limited results. Ways to become an inspirational 10 leader How do you relate to your team? I once had a general manager who said: “Leading this business is like running an adult day care centre.” When I ask business owners what their biggest challenges are, they usually say cash flow and people. That is, they relate to their people as a problem most of the time. As an inspiring leader, you need to relate to your team as the beating heart of your business. They are the people who make it all happen. Instead of thinking of them as a problem or challenge, alter your perspective. Given people spend most of their waking hours at work, consider they’re giving you their life force, time, talents, thinking and strengths to fulfil your goal. Your team are a gift that makes your life and business results possible. Relate to them like that and you’ll be a long way down the track of being an inspiring leader.

92 WHAT FRANCHISE | ISSUE 16.6 WHAT FRANCHISE 16_6 master_WHAT FRANCHISE 29/01/2021 15:22 Page 93

Build an amazing business from home with Raring2go!

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To learn more about Raring2go! ask us to send you our detailed information pack by post and then, when the time is right let’s have a conversation. FOR MORE INFO [email protected] www.getraring2go.co.uk 01273 447101 BEHIND THE BRAND: PARTNER CONTENT Behind the Brand - What’s On In

AT A GLANCE WHAT’S ON IN

Minimum required capital: franchise costs £798. Interest free Growth market loan available Contact: Dani Smith [email protected] 07860 833822 What’s On In is the website for people wishing to find woifranchise.com out what’s on in their town, city and holiday location

user friendly for the advertisers and account, which means excellent that we could offer any business a cash flow. free sales web page. 82 per cent of UK businesses have no website, so OPTIONAL 50-50 SYSTEM we needed to address this with a What’s On In has an optional free web page for every advertiser.” 50-50 system, whereby you have a commission only sales person THREE FRANCHISE building your postcode area for PACKAGES you, offering complete freedom, What’s On In offers three types and is perfect for someone with of franchise: an existing business or job who wants a ‘hands off franchise’. • Single franchise postcode. This option obviously requires • Master franchise, UK or globally. less commitment from the • Corporate franchise, Europe franchisee. and globally. Potential monthly incomes are £5,000-£20,000, depending on commitment. Franchisees receive FLEXIBLE OPPORTUNITY a fully exclusive postcode area. A typical What’s On In website not The exclusive online franchise f the What’s On In only offers a franchisee an excellent members’ area provides in-depth franchise, managing income from advertisers, but also and comprehensive franchisee director Dani Smith allows them to place affiliates on O support and access to tips, says: “It was simple, their website, which pay franchisees advice and training tools. we know the UK online advertising up to 70 per cent commission. There market is worth £189 million and we are three income streams: saw the market was wide open. LOW COST ENTRY “We also wanted to make our • Income for main businesses. Dani believes What’s On In offers franchise available to anyone and • Income from tradesmen. the perfect low cost entry into that’s why we priced it at £798. The • Income from affiliates. the profitable franchise arena. return on investment is amazing. New franchise opportunities We also offer an interest free A franchisee needs no technical are continually added throughout finance package and payment over knowledge, as all loading of adverts the UK. With its self service three-six months.” is carried out by the What’s On In platform, high visibility, full support team. Bookings are made tracking and low advertising USER FRIENDLY online via the website and payment cost, the What’s On In franchise She goes on to explain: “I needed is made within three minutes offers the ultimate in online to make sure our web platform was direct to the franchisee’s PayPal advertising.

94 WHAT FRANCHISE | ISSUE 16.6 BEHIND THE BRAND: PARTNER CONTENT Behind the Brand - Bluebird Care

AT A GLANCE BLUEBIRD CARE

Established: 2004 Number of franchised outlets: 228 From care Location of units: UK and Ireland Investment range: £100,000-£115,000 Minimum required capital: £34,500 Contact: Victoria Brown, Franchise Development Manager. 07912 771149. assistant to [email protected] bluebirdcarefranchise.co.uk

franchisee ground and provide support on an ongoing basis. Victoria Brown, Bluebird Care’s franchise development manager, says: Buying a Bluebird Care business is an absolute dream “We were delighted to award Allen the for me, Allen Vanderwyk-Coyne says franchise. The operational knowledge he has gained over the last 14 years, coupled with his commitment to 020 was a remarkable leading his own business, Allen the brand and motivation to deliver year for Bluebird spends most of his time networking, outstanding care in his community, Care. Despite the focusing on taking the business will no doubt be the driving force 2 behind Allen’s continued success. significant challenges to its next level and continuing to the pandemic presented, the create a welcoming and transparent “As franchisor, we will continue to company maintained its position culture within his team. provide him with our award winning support in all aspects of the business. at the forefront of the private Though his role has changed over “From finance, business systems home care market. the years, Allen still understands and IT to field-based marketing, It was continuously recognised, how important it is to truly care. As business development and quality through multiple award wins, for someone who started his career as a assurance, we pride ourselves the great work the network delivers. care assistant, he wants to do more on offering continuous learning The brand continued to grow and for his staff and customers to show and development plans for our even saw the first ever carer take on how much they’re appreciated. franchisees, plus initial training their own franchise. Allen plans to celebrate his care to give them the detail, knowledge workers with ‘Years of Service’ and assurance to set up and run BUSINESS LEADER milestones and also has ideas in the the business.” Allen Vanderwyk-Coyne started works for customers, which include working with Bluebird Care distributing small gifts. CONTINUOUSLY in 2006 and has spent years In his franchisee application, Allen cultivating his career. said: “I’m Bluebird Care through RECOGNISED Bluebird Care’s franchise support His passion for excellent quality and through. Starting as the first centre was continuously recognised care has helped him progress from franchise care worker 14 years ago throughout 2020 for its robust care assistant to director, excelling to now buying the business is an support, securing the Gold in every role in between. Now absolute dream for me. Award for Outstanding Franchise “I’ve worked in the care sector Marketing at the Approved for around 27 years. I still love Franchise Association Awards. it as much today as I did when I The brand also won the award first started.” for Team Support Expertise at the Home Care Awards 2020. This NETWORK KNOWLEDGE award reflects the impressive total As a new franchisee, Allen will of 300 years of industry experience benefit from the knowledge of the that Bluebird Care’s franchise existing Bluebird Care network, support centre staff members gaining insight from a mentor have collectively acquired. This franchisee and prescriptive includes accredited qualifications, coaching from an onboarding experience working for the manager over the course of his Care Quality Commission and first two years. franchising expertise. Franchisees also have access This is great news for anyone to a dedicated Regional Business considering a Bluebird Care Development Manager, Marketing franchise, as it demonstrates that Manager and Quality Manager the marketing initiatives available to ensure they have the support to you are tried, trusted and proven needed to get their business off the to deliver.

WHAT-FRANCHISE.COM 95 INSIGHT

Top tips for taking on staff

These are the essential elements to consider if you want to become an excellent employer

WORDS BY ERICA WOLFE-MURRAY

hen you’re taking on company culture. Ask friends about safely and legally within the law. You staff for the first time, their experiences too. will also need to take out employers’ W there are a number of This will help you to determine liability insurance. Finding out aspects to employment the framework and culture of your about all these aspects before you you need to consider carefully own employment style. take on a single employee is vital. before you hire. And when you have hired, there are other areas Research Determine the THE AUTHOR you need to stay on top of as your Erica Wolfe-Murray employment law company culture business grows. is a leading business As an employer, there’s a raft of Running a company with employees coach and expert and employment law you need to be is very different from owning a author of Simple Tips Review your own across. From environmental and company where the founders have Smart Ideas employment history employee health and safety to worked together since launch. Before you take on any team accounting, discrimination and You’ll need to put a management members, go back through your own rights to work, it’s vital to ensure structure in place, even if you’re employment experiences. you’re staying the right side of only taking on a handful of staff. Review who you enjoyed working the law. With few employees, this can for, why they made a good employer Different sectors of the economy be light touch and have an open and what aspects of the roles you not only have to comply with UK- framework, but your team need to enjoyed and didn’t enjoy. Consider wide law, but may also have their understand who they report to, who both the job description - own specific directives. is responsible for what what you were being asked For example, there may management to do - as well as your be training requirements, aspects of the working environment and material storage rules or company and security checks that need who to speak to to be carried out. for guidance. As an employer, you Different owners will be responsible for have varying the company operating skills and abilities. As

96 WHAT FRANCHISE | ISSUE 16.6 you employ more staff and the team about the company. Inaccurate or grows, it’s important to harness the misleading job descriptions can right leaders for the right teams. cause difficulties and expense for 75% If you feel you’re lacking in both parties down the line when of franchisee units employ staff and 30 per cent management or leadership skills, realities fail to match. employ six or more staff. ensure you take part in leadership Look to bring in a diverse working training. There are many good team. Research has proven that Source: 2018 British Franchise Association NatWest courses available online and locally, companies with a range of ages, franchise survey. with countless books having been sexes and backgrounds are more written about it. It’s worth the time successful than those drawn from a and cost to ensure your company limited pool. provide a safe, supportive environment for develops a healthy, welcoming your team. culture for your staff. Behaving as an With COVID-19 changing working Happy companies work well, have employer practice, you may be building a dispersed a lower staff turnover and welcome Now you’re an employer, you workforce or having to provide a safe place input from all employees, who feel need to ensure your company of work where your employees attend in valued and safe. is a good one. person. Whichever it is, you’ll need to Good employers ensure their consider their well-being while they are at Employees are teams know what can be reasonably work, as this is now your responsibility. individuals expected of their working role and Good employers also provide their teams Each person you look to employ will what the rewards for this are. with a career ladder. have their own hopes and dreams Each employee should be given and their own reasons for working. an appropriate contract that sets “Happy companies work But you as the employer have your out the terms of the relationship own requirements for the business. between you. This should cover the well, have a lower staff It’s important to match both of key aspects of their employment. these from the outset. Any terms you might need to vary turnover and welcome When looking to hire, ensure you - such as working hours or place of write a clear job description of what employment - can be covered in an input from all employees, they’re expected to do and the skills accompanying staff handbook. The required to undertake the role. contract needs to be fair to both who feel valued and safe” Be straightforward about working parties to ensure there’s no room conditions and remuneration for aggrievement further down In the early days of employing staff offered, including pay, holiday, the line. this may seem some way off. But if pension, etc. Give an honest picture It’s also important to give you’re looking for ambitious, engaged of your ambitions for the company, employees a framework for employees to help you build your venture, with guidance to the sort of how you will be assessing and they will want to understand that you character the role might suit. rewarding them for their work have growth plans and they could be Your job description needs to be moving forward. part of these plans. reflective of the role and should A six-monthly or This can include encouraging the not inflate or be full of hyperbole annual performance pursuit of further qualifications, appraisal is additional training and upskilling, both common, with in their job function, but also around feedback being given management and leadership. in both directions, Companies don’t stand still. Neither do actions agreed you as an employer or those people you and reviewed. will be employing. Some companies An open dialogue, regular reviews, link appraisals to team meetings and two-way discussion pay reviews, whereas is crucial. Everyone needs to ensure there others believe in is a warm working environment that keeping these allows both the company and all separate. who work there to flourish. But the As an employer, person who can make or break this you also need to is you, now you are an employer.

WHAT-FRANCHISE.COM 97 OPINION

An anchor during the storm The British Franchise Association promises to be the rock for the industry

WORDS BY EMILY PRICE

hat a start it’s been sorts of mental and physical when you look at everything that to the new year. 2021 responses are triggered. needs to be done it can appear as a W promises to be as Physical manifestations of series of insurmountable tasks. challenging to navigate stress are well documented, but as 2020 was and for each of us that the amygdala can also override Help and support means finding ways of keeping our prefrontal cortex, the logical We don’t know what 2021 holds for healthy and remaining positive. part of the brain. any of us, but we can be there to help THE AUTHOR Experts have talked at length and support each other. That is the Emily Price is chief over the last 12 months about the pledge we have made at the British operating officer at Positive steps difficulty we can all face maintaining the British Franchise With a global pandemic, political Franchise Association - to be there Association focus during the types of large-scale upheaval and financial uncertainty, as an anchor during this storm, to be disruption we’re currently witnessing. it’s no surprise the amygdala is the rock for the industry and to offer pulling some spectacularly long hours what support we can for everyone in Self care on the shop floor at the moment. If franchising, not just our members. One of the positives to come out you are experiencing fuzzy brain, To this end, we continue to operate of the coronavirus pandemic is an this may well be the culprit. However, our [email protected] inbox. Email increased awareness around self care there are a number of things that can us there if you need someone to talk and mental health, as we all seek to be done to help with this. to and we’ll reach out. We also provide support each other. Ensuring you step outside during free support to all franchisors on One guilty party - and an unlikely the day is critical. Exercise aids our LinkedIn group The Franchise star - in all of this is the amygdala, sleep and sleep is key for good Collective and to franchisees via our the part of the brain that acts as mental health. Facebook franchisee hub. the emotional centre. It determines It’s also worth turning off devices We know that, for many people in whether what we see and hear is a good while before going to bed. our industry, franchising represents stressful. If the answer is yes, all Reading a book instead or 20 minutes an exciting way to take control of their of meditation is much better for own destinies. It offers the flexibility, centering your mind, relaxing your independence and excitement of “We look forward to body and easing stress before turning being in business for yourself, but in for the night. with the financial security and coming out the other From a work perspective, many of suppport of a parent brand. us are taking on multiple new roles We look forward to facing this side stronger and more and responsibilities as we pivot to year together with everyone in our stay afloat and survive the pandemic. industry and to coming out the other resilient” My personal approach has side stronger and more resilient. been to break down every big goal into smaller achievable steps, as sometimes

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