Reprinted With Permission Frankly, I was skeptical about being able to “develop” a region with Mile High Karate. Here’s what I learned…

’ve got to tell you that when I first Champion Jeff Smith and Master Frank Brown, heard about the regional development and a bunch of others, and went through how opportunities I was skeptical! all this really works. It seemed to me that three or four I’ve got to tell you … I was blown away. things might be a problem: Not only did the system not “water down” IFirst, because of conditioning I had received the testing process and curriculum for getting in our industry, I had the idea that it takes five to Black Belt and beyond was stronger, much to seven years to develop someone who could tougher, and more robust that I could have imag- be an instructor and run a school. ined — it was much more than what we were doing before converting to Mile High Karate. Master Oliver and Master Smith talked about how they were going to develop the Martial Arts system, and said to myself, “Geez this has never been done before … it’s incredible.” The beauty of his system is it’s ability to bring in a person and make them the owner- operator, while providing a talented Martial Arts staff. I met one such owner, who wasn’t At the Battle of Atlanta: Joe Corley, Bill Wallace, Joe a Black Belt when she opened her school with Jimez, Bernard Kerik, Jeff Smith, Bill Clark, Bill Kipp, Toby Milroy. a 5th Degree Black Belt “Master” Instructor as her paid full time staff instructor, and was Second, I knew from experience that the doing nearly $500,000 in gross. most talented Martial Arts guys — athletes — Not to mention the ability to “plug” into a usually sucked at running a business, or doing huge resource of tested marketing materials sales or marketing. developed by the leader in the Martial Arts Third, I was concerned that the quality of industry, Stephen Oliver! It’ll save me literally the curriculum and the results for our students millions of dollars in testing marketing pieces. might not be what I hoped and expected. I immediately joined the “frontier” group of Fourth, with my own school I was concerned Regional Developers, and I’ve got to tell you, about how our existing students would react to I’m more excited today about the opportunity such a transition. than ever. Oh, and about the “transition” issue Now, I had heard of Stephen Oliver and Mile with my own school: No problems. Our stu- High Karate everywhere. He really seemed like dents are more excited than ever and our gross the “real deal” when it came to business, mar- increased by over $100,000 the first year! keting and sales, but I wasn’t sure of was how The group support and systems have dra- to grow lots of schools, maintain the highest matically simplified our staff training and quality standards, and strengthen my existing development processes, and provided a phe- and already successful school. nomenal career path that did not exist before. We’ll after talking with Master Oliver, he If you are motivated and successful, I invite you invited me to an in-depth exploration of to join up and grow an organization of schools, the Mile High Karate system, including a instructors and students with Mile High Karate. “Discovery Day” for the regional develop- Toby Milroy ment opportunity. My partner and I flew to Regional Developer, Orlando-Daytona, Florida; Denver, where I watched classes and met with 2nd Degree in Hap Ki Do, 2nd Degree in Tang Soo Do, franchise owners, Black Belts and instructors. 1st Degree in Aidido, 3rd Degree in Taekwondo, and now 3rd Degree in Mile High Karate. Then we sat in a room with the former World

 Martial Arts Professional May 2007 For more information about Mile High Karate: www.MileHighFranchise.com mile High karate’s Stephen Oliver

Way of the Mile High Maverick MILE HIGH KARATE’S STEPHEN OLIVER, CREATOR OF THE ACCLAIMED NAPMA SQUARED program, is one of our industry’s foremost business gurus. Beginning last year, he rolled out his Mile High Karate schools as a major international franchise, based on his very successful multi-school operations system, in place since 1983. His Mile High Karate concept has streamlined and systematized single- school operations and catalyzed regional multi-school development.

In this extensive interview, Oliver explains how he systematizes marketing, creates a positive and non-confrontational sales process, improves student retention and handles “back-office” operations, so that school owners who join his organization can focus on what they love the most, service and teaching.

Interview by NAPMA President Rob Colasanti Way of the Mile High

To obtain an audio-CD of a complete and unabridged conversation about Mile High Karate regional development Maverick and franchise opportunities, featuring Stephen Oliver, Rob Colasanti, Jeff Smith, Frank Brown, and Mile High Karate regional developers, call: 1-800-559-9431 or email: [email protected]

Stephen Oliver strategizing with a few of his Mile High Karate Regional Developers. (Pictured: Regional Developers from Florida, New Jersey, Colorado, and Maryland.)

tephen Oliver began town cum laude with a BA in running a $1-million martial arts his martial arts training economics, at which time he put school chain. Clearly, the young as a part of the Jhoon aside his two big ambitions: First, entrepreneur had found his career Rhee Institute (JRI) in to pursue his MBA degree (which niche. Oklahoma and Texas in he later earned in Denver, Colorado In addition to his multi-school S1969, during the notorious blood- in 1992) and move into a position ownership, Oliver promoted a ’n’-guts era of American martial in Corporate America. Second, to NASKA World Tour Tournament arts. (Jhoon Rhee is the “Father be a professional world-champion for ten years, and was the associ- of American Taekwondo.”) Oliver kickboxer. As things turned out, ation’s National Sanction Director later moved to Washington, DC, to he instead relocated to Denver in and a Board Member. He was work his way to an honors degree 1983 to transplant the Jhoon Rhee also a founding member of the at Georgetown University, while system there. Educational Funding Company’s teaching for the JRI and training Oliver founded Mile High (EFC) Board of Directors—the to be a professional kickboxer Karate and, with just $10,000 he pioneering billing company for with World Light Heavyweight borrowed from his parents and martial arts schools—and was Champion Jeff Smith and the a pocketful of credit cards, he honored by them as its #1 Multi- Jhoon Rhee stable of fighters. quickly opened five schools in School Operator and inducted into Oliver graduated from George­ 18 months. By age 25, he was its Hall of Fame.

 Martial Arts Professional May/June 2007 For more information about Mile High Karate: www.MileHighFranchise.com “We’ve systematized the schools by having a very organized system for owners to plug into—systems where staff can take up the various roles very effectively.”

Since the rise of the Information Age STEPHEN OLIVER: I worked my way for the martial arts industry in the 1990s, through college at Georgetown University Oliver has become one of the field’s [in Washington, D.C.] teaching karate for leading business gurus. His status was Jhoon Rhee [the “Father of American further amplified by his contributions to Taekwondo”]. In the late Seventies, Jeff Martial Arts Professional and the National Smith [the PKA World Light Heavyweight Association of Professional Martial Artists Kickboxing Champion] was the organiza- (NAPMA), and from a series of instruction- tion’s director of instruction. Ned Muffley al books and bootcamps that he’s created. was the general manager, Nick Cokinos Today an 8th-degree black belt, [founder of the preeminent billing firm, Stephen Oliver is also the developer of Educational Funding Company (EFC)] the remarkable NAPMA Squared Program was the president and, of course, Jhoon and runs a highly-respected and very Rhee owned the place and was the master exclusive martial arts school-owner instructor. coaching program. In the past year, he While I was at Georgetown, I had this has launched a martial arts franchis- vision that I was gonna be the National ing business. Through it, Oliver’s Mile Franchise Director for the Jhoon Rhee High Karate schools have experienced Institute. So I thought, “I’m gonna come explosive international growth, with out of Georgetown, get my Honor’s locations currently in British Columbia, Degree in economics and be involved Canada and, in the U.S., in Maryland, with helping them develop what had been Pennsylvania, New Jersey, Utah, Florida, articulated as a strategy. But the national and throughout Colorado. franchise roll-out was never really fol- To develop and perfect this system, he lowed through at the time. has spent millions of dollars and thou- When I graduated from Georgetown, sands of man-hours. You’ve likely seen it was about the same time Nick Cokinos coverage of his schools in Black Belt started Educational Funding Company and magazine, Tae Kwon Do Times, in major Jeff Smith shortly thereafter opened his daily newspapers from British Columbia World Championship Jeff Smith Karate to Utah, from Denver to Orlando to Schools. Ned Muffley opened a martial Maryland, and also on television on arts school and I helped him for a few Top Stephen Oliver in NBC, CBS, Fox, ABC and even the Montel months before moving to Denver. A few 1975 teaching in his first Williams Show. years later, Ned ended up working with school in Tulsa,OK. So, martial arts professionals far-and- Nick as General Manager of EFC. MIDDLE Father of wide, buckle your seatbelts as we take you American Tae Kwon Do on an educational journey into the world MAPro: So you were already thinking Jhoon Rhee presenting of the one-and-only “Mile High Maverick,” about franchises back in the early 1980s? Stephen Oliver with his Stephen Oliver. 1st-degree black belt in 1978, Falls Church, VA. Oliver: I was thinking I was going to be MARTIAL ARTS PROFESSIONAL: You’ve involved with Jeff Smith, Nick Cokinos, Bottom Stephen Oliver, Branch Manager/ been running martial arts schools since Ned Muffley, Jhoon Rhee and all the rest Head Instructor, 1975, and the Mile High Karate Schools of the Jhoon Rhee staff doing this. So Jhoon Rhee Institute, in Colorado since 1983. For those that I really thought that, after I graduated Alexandria, Virginia, don’t know your background, how about from Georgetown, my next step was to while attending explaining a little about it. be involved with all those people at that Georgetown University.

For more information about Mile High Karate: www.MileHighFranchise.com MartialMartial ArtsArts ProfessionalProfessional May/JuneMay/June 22007 007  That’s just one of many examples of the tools entirely done for you, that you will use ex­ Is Today’s Martial Arts School A ‘Dead Man Walking’? clusively in your area. As I mentioned, I even have a TV show that works, and have mastered Why would a Kempo, the tricky aspects: where and when to run it, how much to pay. I have a truly unique direct­ mail campaign that goes to carefully targeted homes, a new list every month, that returns Shootfighting, BJJ Instructor $5.00 to $10.00 for every dollar spent. This, too, requires periodic change, and requires Join Mile High Karate? How to Replace Your Current access to the lists. As a Mile High Karate franchise owner, you’ll get all of it. Quite frankly, if you are trying, on your own or with some monthly subscription box you bought, to come up with advertising that works, mailings, newsletters, referral promotions, I’m here to tell you that you are kidding yourself. No wonder you’re still struggling with new student flow worries and rollercoaster results! You are a Martial Arts Instructor not a direct Martial Arts School marketing pro, and I doubt you’ve got the time — the years — it takes to get really good at advertising and marketing. Look, there’s a reason McDonalds, Sylvan Learning Centers, With A Much More Profitable, Much More Valuable, Much More Efficient Business That… Children’s World, Gold’s Gym, Bally’s, Quiznos, Jenny Craig, Midas Muffler, etc., don’t hand their franchisees a 3­ring notebook full of sample ads and say, “Go do this yourself.” The reason is: … Gives You And Your Staff Less Stress… they’d all fail. Since I’ve spent the fortune and years necessary to get good, and assembled a … That Attracts An Ample Quantity Of Really Good New Students With NO Struggle team of copywriters, graphics people, ad experts and advisors to actually, consistently, produce winning results, why would you want to try duplicating all that? Just pay to use it and relax. … That Can Actually Make You Wealthy Further, I have a step­by­step system covering everything from the inbound phone call to Only one MARTIAL ARTS INSTRUCTOR per area will have the opportunity of participating in this busi- the school by the prospective new student to introductory and enrollment process to follow­ up, upgrade systems, and student retention systems that will become yours. And, look, for ness revolution. Please read and consider this IMMEDIATELY, or risk being permanently excluded in my 21 schools (20 franchises,) I create a huge flow of new students each and every month favor of another, competing Martial Arts Instructor in your area. profitably. (I’ll even show you financial information from my corporate location and from several franchise locations). I know how to do this and have standardized it for franchising: Alan Condon with BJJ Great Carlos Machado. Dear Fellow Martial Artist, request, I will send you — FREE — a very complete and detailed “case” no guesswork, no ‘reinvent the wheel’ stuff. You’ll NEVER need another seminar! — because for conversion to my franchised system. Briefly, here, let me make just you’ll finally have a set in stone system that works. My name is Stephen Oliver, and I’ve been a martial arts instructor 4 key points: I attended Discovery Day in Denver in March running a large chain of martial arts schools for 24 years. I currently have Get more information — before it’s too late 2007. All I can say is “WOW”. It was freaking Mile High Karate schools throughout the United States and in Canada and, 1. A franchise is THE most successful business format This is just a small peek at everything I’ve assembled for my franchise owners, incredible. We started off with a tour of several have just established Regional Developers operating Regional Training To get ALL the information, you just need to fill out the short Request Form located Most ‘service business categories’ have 60% to 80% of their success­ of the Mile High schools. The energy and excite- Centers in British Columbia Maryland, New Jersey, Salt Lake City, Denver, ful business owners in franchise organizations. Countless restaurants at www.MileHighFranchise.com and return it by fax to me at 1-800-795-0583 or call and Orlando as well as a national training center in Denver. and fast food, fitness centers, private learning centers, daycares, private 1-800-559-9431. There’s no obligation and everything is confidential. If you’re intrigued, ment was impressive. The schools were packed I’m not writing, to brag about the dollars I generate or numbers of tutoring centers, auto repair, packing and shipping, home care services, don’t wait. There will only be ONE FRANCHISE PER AREA, and the first qualified Martial Arts and all the parents were glued to the action on Instructor from each area will be accepted, all others locked out. students we teach. I’m also, as immodest as it may be to say it, an as­ weight loss, etc., etc. — all these industries are DOMINATED by fran­ the mat. I was impressed with how they handled tute, capable businessperson and entrepreneur. I take a very businesslike chised businesses. The only real value is in being THE ONLY ONE IN YOUR AREA to possess and use a unique approach to things. And I am writing to tell you that the way 98% of all Over 80% of all owners of one franchise invest in another. Why? marketing and martial arts school building system. As a Mile High Karate franchise owner, the floor and the quality of the students. My Martial Arts Instructors attempt running their businesses … SUCKS. Because the value of a franchise business is higher than that of an inde­ that is exactly what you will have: an exclusive area of your own. challenge was I am a one man show and have a One final point: this is NOT about any one thing. NOT about the next new kickboxing, mixed I know that’s a strong word — but if you are running a professional pendent business, both doing the same revenues. personality driven school. While it is was gaining martial arts school and, are working your ass off and not reaping the re­ martial arts, or after­school babysitting program. NOT about a notebook of ads. NOT about a Independent business owners frequently convert to franchisees. Century momentum it was still a struggle day to day. So wards that you deserve after years of training and contribution — then 21 and ReMax, the two biggest names in real estate, had thousands of web site. This is about replacing your present Martial Arts School COMPLETELY, with a much, it’s an accurate description. independent real estate brokers convert to become franchisees. Why? Many much, much better business, with an a­to­z all­encompassing system, with full on­going sup­ my brain was in overdrive as I was talking to the In fact, Martial Arts Instructors are so far behind the times as business­ reasons, but having true and complete business SYSTEMS is a big one. port, even a national public relations and publicity campaign to build brand identity — and, MHK staff and they had all these great systems get your phones to ring. This is about creating a much more stable, valuable business. (And if, people, they might as well be buggy whip manufacturers in an automotive age. Another, the opportunity to benefit from national advertising and brand­ for everything, there wasn’t a thing they missed. And as you very well know, being deeply committed and incredibly ing. Yet another, the ability to own and operate multiple locations without right now, you get up Monday morning uncertain whether you’ll have a good week or bad, and capable as a concerned and engaging Martial Arts Instructor is one going insane. Being part of a well­run franchise organization makes your having your income entirely dependent on you — you don’t have a business; you’ve got a job.) While I was there they were running their thing — creating a stable, smoothly running, successful business that business more profitable and valuable, and makes your life easier and less Return the form at www.MileHighFranchise.com or call 1-800-559-9431. I’ll send you a Black Belt prep cycle. We all had a chance to much more detailed 16­page report explaining everything, as well as a Mile High Karate New Stu­ makes you appropriately wealthy is quite another. A lot of Martial Arts stressful. Being in a solid franchise organization with good systems and watch them work out, it was awesome. They were Instructors are great Martial Arts Instructors. Most are truly terrible dent Orientation Package, and a DVD about our franchise structure. Then you can decide if taking services gives you stability, security, structure, and power in numbers. excellent, focused and really being pushed to operators of their businesses. Few get wealthy. the next steps makes sense. Do it now — before you are permanently locked out in your area. The profession is actually thinning. Most Martial Arts Instructors’ net 2. Business is too complicated to go it alone there limits. After seeing that I was knew that incomes have gone DOWN in recent years, in spite of unprecedented Our profession — and most martial arts schools — are at a HUGE Sincerely, the Mile High Karate franchise was a perfect fit prosperity. DISADVANTAGE by being “little Lone Rangers,” each fending entirely for for me. Now I now some of you will have reserva- I have a radical solution, and it is NOT like anything anybody’s tried himself, each Martial Arts Instructor trying to be twenty different people selling to you before. It is NOT yet another series of seminars, not a (Martial Arts Instructor, manager, ad man, marketing director, publicist), Ij[f^[dEb_l[h tions on style, association, but the big question “wiz­bang” software program, not a “behind­the­times” billing company finance manager, and investor. It’s an impossible task. The solution to Stephen Oliver, MBA is what have they done for you lately and more acting as a consultant. It is NOT a big notebook of ads, not a flakey this stressful attempt at superhuman activity is just NOT another seminar, 8th Degree Black Belt importantly are they a financial success! (and probably illegal) licensing scheme, not a monthly new set of ads book, tape, notebook or coaching program. All those things try to get you As a dedicated martial artist I recognized that or, a done for you web site or student newsletter, and not a hodge­ to do all the things a bit better or faster; they fail to address the truth: podge of sometimes good but inconsistent systems, NOT television no one person can do all these things well. It takes an ORGANIZATION the Mile High system has all the components of commercials — although I do have incredibly effective ads, even a TV to be successful today. Imagine the peace of mind you’ll have with full a great martial arts style. I saw that when they show that actually works! My solution: I’d like you to consider is and complete professional support, from A for advertising, to I for insur­ sparred it was fast paced hard core sparring just much, much bigger, more complete and all encompassing than any ance, to Z for zero gaps in your student service and retention. of these things piece-meal. My solution involves the conversion of like I grew up on in the arts. I am now part of your martial arts school to a franchised clone of mine — with a great 3. You STILL don’t have new student flow systemized and certain. a family that will help me achieve my dreams many things done entirely for you (including advertising and market­ Finally, you can. which is teaching what I love to do, making a ing), with a powerful brand, and with an expert team to support your One of the big “pains”, still, for the martial arts Instructor is a reliable, ® great income and achieving wealth, while creat- growth. With scores of Instructors, 100’s of Black Belts, and a “crack” steady, predictable flow of good new students. Hardly any Martial Arts team of industry experts such as former World Champion Jeff Smith to Instructor has actually conquered this as I have. Here are a few financial Since 1983 ing some bad-ass Black Belts. help you grow your business. facts about my school’s advertising and marketing: www.MileHighFranchise.com Alan Condon, Albany NY At first blush, you’ll probably react negatively to such an idea. Frankly, I could teach you what I do and you still would never do this I have been training in Kempo Karate for over After all, the few attempts at franchising in our industry have been for yourself. It’s time consuming and requires a level of advertising and 1-800-559-9431 30 years, 6th Degree Black Belt, hold an instruc- ill­conceived and disappeared as fast as they came. copywriting skill I’ve perfected by being a very serious student and in­ This advertisement is for general information only and is not intended to be an offer of a franchise. An offering tor level in Shootfighting, 13 years experience in I can’t blame you for extreme skepticism. vesting large sums of money and large amounts of time. As a Mile High can be made only after the delivery of an effective franchise prospectus in compliance with applicable federal Yet, if you might keep an open (albeit critical) mind, briefly, there Karate franchise owner, you will get these to use all of my marketing and state law. NEW YORK: An offering must be filed first with the Department of Law of the State of New York. Brazilian Jiu Jitsu and a Brown Belt under the are FACTS that might very well prove important to you. And, at your and advertising materials as your own, in your area. Such filing does not constitute approval by the Department of Law. great Carlos Machado.

MHK734 LeadGeneration Ad 2p.indd2-3 2-3 7/2/07 10:43:38 AM That’s just one of many examples of the tools entirely done for you, that you will use ex­ Is Today’s Martial Arts School A ‘Dead Man Walking’? clusively in your area. As I mentioned, I even have a TV show that works, and have mastered Why would a Kempo, the tricky aspects: where and when to run it, how much to pay. I have a truly unique direct­ mail campaign that goes to carefully targeted homes, a new list every month, that returns Shootfighting, BJJ Instructor $5.00 to $10.00 for every dollar spent. This, too, requires periodic change, and requires Join Mile High Karate? How to Replace Your Current access to the lists. As a Mile High Karate franchise owner, you’ll get all of it. Quite frankly, if you are trying, on your own or with some monthly subscription box you bought, to come up with advertising that works, mailings, newsletters, referral promotions, I’m here to tell you that you are kidding yourself. No wonder you’re still struggling with new student flow worries and rollercoaster results! You are a Martial Arts Instructor not a direct Martial Arts School marketing pro, and I doubt you’ve got the time — the years — it takes to get really good at advertising and marketing. Look, there’s a reason McDonalds, Sylvan Learning Centers, With A Much More Profitable, Much More Valuable, Much More Efficient Business That… Children’s World, Gold’s Gym, Bally’s, Quiznos, Jenny Craig, Midas Muffler, etc., don’t hand their franchisees a 3­ring notebook full of sample ads and say, “Go do this yourself.” The reason is: … Gives You And Your Staff Less Stress… they’d all fail. Since I’ve spent the fortune and years necessary to get good, and assembled a … That Attracts An Ample Quantity Of Really Good New Students With NO Struggle team of copywriters, graphics people, ad experts and advisors to actually, consistently, produce winning results, why would you want to try duplicating all that? Just pay to use it and relax. … That Can Actually Make You Wealthy Further, I have a step­by­step system covering everything from the inbound phone call to Only one MARTIAL ARTS INSTRUCTOR per area will have the opportunity of participating in this busi- the school by the prospective new student to introductory and enrollment process to follow­ up, upgrade systems, and student retention systems that will become yours. And, look, for ness revolution. Please read and consider this IMMEDIATELY, or risk being permanently excluded in my 21 schools (20 franchises,) I create a huge flow of new students each and every month favor of another, competing Martial Arts Instructor in your area. profitably. (I’ll even show you financial information from my corporate location and from several franchise locations). I know how to do this and have standardized it for franchising: Alan Condon with BJJ Great Carlos Machado. Dear Fellow Martial Artist, request, I will send you — FREE — a very complete and detailed “case” no guesswork, no ‘reinvent the wheel’ stuff. You’ll NEVER need another seminar! — because for conversion to my franchised system. Briefly, here, let me make just you’ll finally have a set in stone system that works. My name is Stephen Oliver, and I’ve been a martial arts instructor 4 key points: I attended Discovery Day in Denver in March running a large chain of martial arts schools for 24 years. I currently have Get more information — before it’s too late 2007. All I can say is “WOW”. It was freaking Mile High Karate schools throughout the United States and in Canada and, 1. A franchise is THE most successful business format This is just a small peek at everything I’ve assembled for my franchise owners, incredible. We started off with a tour of several have just established Regional Developers operating Regional Training To get ALL the information, you just need to fill out the short Request Form located Most ‘service business categories’ have 60% to 80% of their success­ of the Mile High schools. The energy and excite- Centers in British Columbia Maryland, New Jersey, Salt Lake City, Denver, ful business owners in franchise organizations. Countless restaurants at www.MileHighFranchise.com and return it by fax to me at 1-800-795-0583 or call and Orlando as well as a national training center in Denver. and fast food, fitness centers, private learning centers, daycares, private 1-800-559-9431. There’s no obligation and everything is confidential. If you’re intrigued, ment was impressive. The schools were packed I’m not writing, to brag about the dollars I generate or numbers of tutoring centers, auto repair, packing and shipping, home care services, don’t wait. There will only be ONE FRANCHISE PER AREA, and the first qualified Martial Arts and all the parents were glued to the action on Instructor from each area will be accepted, all others locked out. students we teach. I’m also, as immodest as it may be to say it, an as­ weight loss, etc., etc. — all these industries are DOMINATED by fran­ the mat. I was impressed with how they handled tute, capable businessperson and entrepreneur. I take a very businesslike chised businesses. The only real value is in being THE ONLY ONE IN YOUR AREA to possess and use a unique approach to things. And I am writing to tell you that the way 98% of all Over 80% of all owners of one franchise invest in another. Why? marketing and martial arts school building system. As a Mile High Karate franchise owner, the floor and the quality of the students. My Martial Arts Instructors attempt running their businesses … SUCKS. Because the value of a franchise business is higher than that of an inde­ that is exactly what you will have: an exclusive area of your own. challenge was I am a one man show and have a One final point: this is NOT about any one thing. NOT about the next new kickboxing, mixed I know that’s a strong word — but if you are running a professional pendent business, both doing the same revenues. personality driven school. While it is was gaining martial arts school and, are working your ass off and not reaping the re­ martial arts, or after­school babysitting program. NOT about a notebook of ads. NOT about a Independent business owners frequently convert to franchisees. Century momentum it was still a struggle day to day. So wards that you deserve after years of training and contribution — then 21 and ReMax, the two biggest names in real estate, had thousands of web site. This is about replacing your present Martial Arts School COMPLETELY, with a much, it’s an accurate description. independent real estate brokers convert to become franchisees. Why? Many much, much better business, with an a­to­z all­encompassing system, with full on­going sup­ my brain was in overdrive as I was talking to the In fact, Martial Arts Instructors are so far behind the times as business­ reasons, but having true and complete business SYSTEMS is a big one. port, even a national public relations and publicity campaign to build brand identity — and, MHK staff and they had all these great systems get your phones to ring. This is about creating a much more stable, valuable business. (And if, people, they might as well be buggy whip manufacturers in an automotive age. Another, the opportunity to benefit from national advertising and brand­ for everything, there wasn’t a thing they missed. And as you very well know, being deeply committed and incredibly ing. Yet another, the ability to own and operate multiple locations without right now, you get up Monday morning uncertain whether you’ll have a good week or bad, and capable as a concerned and engaging Martial Arts Instructor is one going insane. Being part of a well­run franchise organization makes your having your income entirely dependent on you — you don’t have a business; you’ve got a job.) While I was there they were running their thing — creating a stable, smoothly running, successful business that business more profitable and valuable, and makes your life easier and less Return the form at www.MileHighFranchise.com or call 1-800-559-9431. I’ll send you a Black Belt prep cycle. We all had a chance to much more detailed 16­page report explaining everything, as well as a Mile High Karate New Stu­ makes you appropriately wealthy is quite another. A lot of Martial Arts stressful. Being in a solid franchise organization with good systems and watch them work out, it was awesome. They were Instructors are great Martial Arts Instructors. Most are truly terrible dent Orientation Package, and a DVD about our franchise structure. Then you can decide if taking services gives you stability, security, structure, and power in numbers. excellent, focused and really being pushed to operators of their businesses. Few get wealthy. the next steps makes sense. Do it now — before you are permanently locked out in your area. The profession is actually thinning. Most Martial Arts Instructors’ net 2. Business is too complicated to go it alone there limits. After seeing that I was knew that incomes have gone DOWN in recent years, in spite of unprecedented Our profession — and most martial arts schools — are at a HUGE Sincerely, the Mile High Karate franchise was a perfect fit prosperity. DISADVANTAGE by being “little Lone Rangers,” each fending entirely for for me. Now I now some of you will have reserva- I have a radical solution, and it is NOT like anything anybody’s tried himself, each Martial Arts Instructor trying to be twenty different people selling to you before. It is NOT yet another series of seminars, not a (Martial Arts Instructor, manager, ad man, marketing director, publicist), Ij[f^[dEb_l[h tions on style, association, but the big question “wiz­bang” software program, not a “behind­the­times” billing company finance manager, and investor. It’s an impossible task. The solution to Stephen Oliver, MBA is what have they done for you lately and more acting as a consultant. It is NOT a big notebook of ads, not a flakey this stressful attempt at superhuman activity is just NOT another seminar, 8th Degree Black Belt importantly are they a financial success! (and probably illegal) licensing scheme, not a monthly new set of ads book, tape, notebook or coaching program. All those things try to get you As a dedicated martial artist I recognized that or, a done for you web site or student newsletter, and not a hodge­ to do all the things a bit better or faster; they fail to address the truth: podge of sometimes good but inconsistent systems, NOT television no one person can do all these things well. It takes an ORGANIZATION the Mile High system has all the components of commercials — although I do have incredibly effective ads, even a TV to be successful today. Imagine the peace of mind you’ll have with full a great martial arts style. I saw that when they show that actually works! My solution: I’d like you to consider is and complete professional support, from A for advertising, to I for insur­ sparred it was fast paced hard core sparring just much, much bigger, more complete and all encompassing than any ance, to Z for zero gaps in your student service and retention. of these things piece-meal. My solution involves the conversion of like I grew up on in the arts. I am now part of your martial arts school to a franchised clone of mine — with a great 3. You STILL don’t have new student flow systemized and certain. a family that will help me achieve my dreams many things done entirely for you (including advertising and market­ Finally, you can. which is teaching what I love to do, making a ing), with a powerful brand, and with an expert team to support your One of the big “pains”, still, for the martial arts Instructor is a reliable, ® great income and achieving wealth, while creat- growth. With scores of Instructors, 100’s of Black Belts, and a “crack” steady, predictable flow of good new students. Hardly any Martial Arts team of industry experts such as former World Champion Jeff Smith to Instructor has actually conquered this as I have. Here are a few financial Since 1983 ing some bad-ass Black Belts. help you grow your business. facts about my school’s advertising and marketing: www.MileHighFranchise.com Alan Condon, Albany NY At first blush, you’ll probably react negatively to such an idea. Frankly, I could teach you what I do and you still would never do this I have been training in Kempo Karate for over After all, the few attempts at franchising in our industry have been for yourself. It’s time consuming and requires a level of advertising and 1-800-559-9431 30 years, 6th Degree Black Belt, hold an instruc- ill­conceived and disappeared as fast as they came. copywriting skill I’ve perfected by being a very serious student and in­ This advertisement is for general information only and is not intended to be an offer of a franchise. An offering tor level in Shootfighting, 13 years experience in I can’t blame you for extreme skepticism. vesting large sums of money and large amounts of time. As a Mile High can be made only after the delivery of an effective franchise prospectus in compliance with applicable federal Yet, if you might keep an open (albeit critical) mind, briefly, there Karate franchise owner, you will get these to use all of my marketing and state law. NEW YORK: An offering must be filed first with the Department of Law of the State of New York. Brazilian Jiu Jitsu and a Brown Belt under the are FACTS that might very well prove important to you. And, at your and advertising materials as your own, in your area. Such filing does not constitute approval by the Department of Law. great Carlos Machado.

MHK734 LeadGeneration Ad 2p.indd2-3 2-3 7/2/07 10:43:38 AM Way of the Mile High

To obtain an audio-CD of a complete and unabridged conversation about Mile High Karate regional development Maverick and franchise opportunities, featuring Stephen Oliver, Rob Colasanti, Jeff Smith, Frank Brown, and Mile High Karate regional developers, call: 1-800-559-9431 or email: [email protected]

level. Unfortunately, for a variety have a working relationship with schools. I really wanted to slowly of reasons, we all ended up going Jeff Smith today. He recently pro- put the pieces in place. separate ways. moted me to 8th-degree black belt The legal implications of putting and is Mile High Karate’s Director together a solid franchise, which MAPro: Yes, that’s pretty com- of Instruction and Chief Operating rarely is done properly or legally mon. Officer. in our industry, is really pretty complicated and, frankly, extreme- Oliver: When I moved to Denver MAPro: You’ve shifted gears from ly expensive. So that took a while. in 1983, I refocused my efforts “corporate” locations. How’d that Also, I just didn’t want to roll it out on thinking I was gonna run cor- happen? randomly. I wanted to make sure porate locations for Jhoon Rhee. we had a structure to support it, He had nine schools at that time Oliver: It got to a point where which is now in place. and was probably doing a couple forty-eight people were on the million dollars a year in revenue. payroll. Of course, most of them MAPro: Recently, you’ve started Instead, I opened five schools in were part-time, but, at peak, there expanding internationally. I eighteen months and really grew. I were probably nineteen or twenty believe that you now have train- ended up adding another location full-time people on payroll. ing centers in British Columbia, a few years later. I got to that point where I really Canada as well as in Utah, But I also kept most of those couldn’t see myself enjoying man- Maryland, Florida, New Jersey former connections. I became aging a huge staff of employees. and Colorado. Tell us a little bit EFC’s first external client and was That’s when I started converting about that. on the EFC Board of Directors until the schools to franchises very about five years ago. Jhoon Rhee slowly, about five years ago. The Oliver: We’ve set up several promoted me to 6th-degree black intent from day one really was regional training centers. I’m cur- belt in 1994. And, I continue to always to create a large chain of rently interviewing applicants to be Regional Developers for Mile High Karate in about 55 regions Stephen Oliver teaching several hundred Mile High Karate Black Belts during their annual throughout North America. retreat and testing in Breckenridge, Colorado. Literally, these individuals own a territory to develop anywhere from nine to over seventy loca- tions in partnership with Mile High Karate as an independent “Master Franchise.” One of the big breakthroughs I had a couple of years ago was how to structure a really big regional organization with lots of instructors and black belts, but basically with little or no direct payroll. All of the school owners working with our regional devel- opers are independent franchise owners. The regional develop- ers are independent “Master

 Martial Arts Professional May/June 2007 For more information about Mile High Karate: www.MileHighFranchise.com Mile High Karate franchise is all about a school owner replacing his current business with a much smarter, more lucrative and more valuable business.

Celebrity Author Dan Kennedy discussing Renegade Millionaire strategies with Mile High Karate regional developers, franchisees and select coaching clients in Golden, Colorado.

Franchisees.” Basically, we put while developing his or her own term career prospects. them in business as a regional very substantial business. All of Schools that convert to our franchisor without them having to this would be for about $1 million system benefit from a complete worry about recreating things on less than it would take them to do operations process, from the the legal, accounting, regulatory it on their own. highest quality martial artists to or operations side. training for themselves and their This is a pretty common struc- MAPro: What about individual students, and a comprehensively ture used by companies from schools? How’s that structured? designed sales and marketing pro- Quiznos to ReMax in the U.S., and, cess to keep their schools growing essentially, by everyone signifi- Oliver: They are mostly individu- along with automated systems to cantly successful who franchises ally-owned franchises of Mile High support those processes. internationally. Karate. This year, I would expect This Regional Developer role is probably one-hundred existing MAPro: Obviously, in order to do for an individual who would really martial arts schools from through- what you’re doing, you must be like to take our system and entre- out North America to join our very strong in the area of setting preneurially apply it to a large team. It’s a marvelous opportunity up systems within a marital arts area. He or she would develop for them to really focus on what school. In your opinion, Steve, many schools and instructors they love and improve their long- why is this so important?

For more information about Mile High Karate: www.MileHighFranchise.com Martial Arts Professional May/June 2007  Way of the To obtain an audio-CD of a complete and unabridged conversa- tion about Mile High Karate regional development and franchise Mile High opportunities, featuring Stephen Oliver, Rob Colasanti, Jeff Smith, Frank Brown, and Mile High Karate regional developers, call: Maverick 1-800-559-9431 or email: [email protected]

Oliver: That’s something I had Oliver: Yeah, and then you see a legal department, an accounting to master in the mid-Eighties. others where perhaps the owner department, a finance depart- Every role, every responsibil- isn’t as energetic and capable, but ment and a billing department. So ity, every function that needs to he really has a solid system and a there’s all that kind of stuff that happen has to be organized and solid procedure in place. Without falls under administrative support. scripted and you need to know sounding too callous, people real- Part of the advantage of an exactly what the outcomes and ly should be interchangeable. You organization like Mile High Karate accountabilities are for each should have a function and then is that the individual school own- person. We’ve now moved the find a person with the appropri- ers and staff have much of this systems to the point where most ate skill set for that function, and handled for them. They can focus of the “back-office” operations, there should be lots of them avail- on teaching and service and not including all of the accounting, able to do that. get bogged down in the business payroll, billing and even auto- We’ve systematized the schools stuff that they probably don’t matic student follow-up and by having a very organized system enjoy and aren’t good at anyway. mailings—are automated and/or for owners to plug into—systems outsourced. So, the school own- where staff can take up the vari- MAPro: So, without any of these ers can focus on service and ous roles very effectively. systematic components in place teaching. —marketing, sales, intro lessons, MAPro: What are some specific upgrades, retail sales or what- MAPro: In your experience, would examples of systems that you’ve ever—how could a school really you say that most martial arts helped instructors implement and succeed and prosper beyond the schools simply do not establish what difference have these sys- personality of the instructor? strong systems? tems made in their schools? Oliver: The answer is, they cannot Oliver: Most martial arts schools Oliver: If you’re running a busi- do it consistently. And what you get by on the personality of ness, there are basic functions just left out is that most martial the owner. Some are run by an that every business has. In our arts school owners think that they incredibly likeable, charismatic, case, teaching martial arts—not have a system of martial arts and high-energy, high-talent person doing it, but teaching it—is the a system of teaching. They think who keeps students. But he or she service delivered. Prior to the ser- they just need to become a better may have the administrative and vice delivered, you have a sales salesperson or a better marketer. marketing areas falling apart all function. Prior to the sales func- In most cases, however, they don’t around them. In most cases, the tion, you have advertising, which even really have a good system in business is being run “off the top of some people inappropriately label place for teaching martial arts. the head” of the owners, and if they as “marketing.” But you have an are not personally on-site and fully external promotional activity and MAPro: For school owners read- engaged in day-to-day operations, an internal promotional activity to ing this interview that don’t have not much happens. Therefore, they create prospects. systems, where do they get them? have no ability to take a vacation, To support all that, you have spend time with the kids or even all of the pieces that need to be Oliver: If you were to look very get sick without a big, negative in place to make sure your taxes specifically in the martial arts impact on their business. are paid and that your employ- industry, you’d find a spectrum ees are dealt with. So really, of options. Obviously, the easi- MAPro: Understood. I’ve seen it you have kind of a mini-Human est and probably most lucrative many times. Resources department, you have long-term approach for any school

10 Martial Arts Professional May/June 2007 For more information about Mile High Karate: www.MileHighFranchise.com “Schools that convert to our system benefit from a complete opera- tions process, from the highest quality martial artists to training for themselves and their students, and a comprehensively designed sales and marketing process to keep their schools growing along with automated systems to support those processes.”

owner is to join an organization MAPro: In other words, when they didn’t exist in the Seventies or like Mile High Karate. It has all of join an organization like yours the Eighties and, unfortunately for that in place. At the very least, it systems are basically gonna be me, I’ve spent over $25 million can accelerate their learning curve handed to them on a silver platter? and hundreds of thousands of by ten or fifteen years. They get hours getting to this point. There’s to focus on what they are good at Oliver: That’s exactly right. no reason for anyone today to and love, and get systems from Unfortunately, I had to reinvent have to reinvent the wheel. And marketing through student service the wheel an awful lot to get to honestly, I had quite a head start and retention overlaid for them. this point. These opportunities with Jhoon Rhee, Nick Cokinos,

Stephen Oliver with his Mile High Karate COO & Director of Instruction, former World Champion Jeff Smith.

For more information about Mile High Karate: www.MileHighFranchise.com Martial Arts Professional May/June 2007 11 Way of the Mile High

To obtain an audio-CD of a complete and unabridged conversation about Mile High Karate regional development Maverick and franchise opportunities, featuring Stephen Oliver, Rob Colasanti, Jeff Smith, Frank Brown, and Mile High Karate regional developers, call: 1-800-559-9431 or email: [email protected]

owner go about improving this belt at that age, is he considered a number? junior black belt?

Oliver: They can only impact their Oliver: No, we don’t have that des- gross revenue by focusing on ignation. these factors: enrollments; enroll- ment tuition; retention; upgrades; MAPro: Really? I’m surprised to upgrade tuition; and accelerated hear that. Just out of curiosity, payments. what’s your philosophy on that? Why don’t you have a Junior Black MAPro: Okay, when you enroll a Belt Program? new student, is there one choice such as a trial program or are Oliver: Let’s say I’ve got a twelve there several choices? What hap- year old now and then. Rob, noth- pens on a brand new enrollment? ing against you, but let’s say that you, at your current age, started Oliver: We’re doing all of our martial arts today and, in four enrollments for one year; it costs years, you’re ready for black belt. three-hundred-ninety-seven And in four years, that twelve year dollars to enroll and one-hundred- old is ready for black belt. Now, ninety-seven dollars a month. without any other information, But the important part of the who’s gonna be better? enrollment is that most of the conversation in the enrollment MAPro: Me, of course [laughter]! conference is pre-framing them to think about training to black belt Oliver: Right [laughter]! I’m forty TOP Stephen Oliver in front of his first and beyond. six now and, if I start the martial Mile High Karate school founded in 1983 in So, in essence, if you’re enroll- arts today with no experience— Lakewood, Colorado, now operating as a regional and national training center as well ing your son, I’m gonna be saying, and a seven year old starts martial as school in it’s 24th year. “Now, Mr. Colasanti, here’s what arts today with no experience— the program is. Joey is seven now, I’ve gotta tell you, when I’m forty BOTTOM Stephen Oliver with friend and Mile High Karate 5th-degree black belt, he would be a black belt by the nine and he’s nine, he’s gonna be former NYC Police Commissioner Bernard time he’s ten, maybe eleven. And athletically better than I am. So, I Kerik (photo taken at Yankee Stadium, NY). obviously, when a child gets to think part of it is that people think black belt when he’s ten, he contin- of a junior black belt as being not ues to train to 2nd- and 3rd-degree as good a fighter or maybe not as black belt. So, he’s a 2nd-degree capable as adults. black belt by the time he’s proba- But let’s look at the NASKA bly about thirteen and, by the time Circuit right now. If you don’t Jeff Smith, and my other mentors he’s sixteen or seventeen, he can know the history of it, all of us going back to the early 1970s. be working his way through col- tournament promoters years lege or even high school, for that ago decided that there should MAPro: That was a very good matter, teaching karate.” be separate adult and kid’s divi- answer, Steve. I follow you com- sions because Ernie Reyes, Jr., as pletely. How would a school MAPro: And as a 2nd-degree black a child, was making all the adults

12 Martial Arts Professional May/June 2007 For more information about Mile High Karate: www.MileHighFranchise.com “I had to reinvent the wheel an awful lot to get to this point. These opportunities didn’t exist in the Seventies or Eighties and, unfortunately for me, I’ve spent over $25 million and hundreds of thousands of hours getting to this point.”

look bad. He was competing in the So, at that point, if they’re ready them, by the way, take them to adult forms divisions and defeat- to go, you want to close the sale. 2nd-degree black belt. ing all of them. I guarantee you, The reason that we started mak- on today’s circuit you won’t find MAPro: So, if a client seems ready ing it to 2nd degree had nothing to anyone over thirty who would and willing in the initial enrollment do with getting the sale up front. It had to do with getting rid of black even consider getting on stage conference right after that intro, belt dropouts. So, we really don’t and competing in forms side by he’ll go for it then? have a program where we enroll side with the twelve- to twenty- them in a Black Belt Club. year-old group. Oliver: I wouldn’t go for it at the enrollment conference, but I MAPro: That’s a very interesting MAPro: Let’s move on to would let him do it within a couple approach. upgrades. When do you actually of weeks. speak with students in general Oliver: So, really, everyone who about upgrading their program? MAPro: Why wouldn’t you go for is enrolled to get the black belt is it in the enrollment conference if enrolled to train beyond black belt Oliver: In one sense, in the first they’re ready? Does that just break as well. and second intro. That’s when down the system? we start discussing the process. MAPro: So, for a client that As far as a formal conversion to Oliver: Well, yes, and I guess I enrolls in your program and, say, convert their program, the first have, in part, a predisposition two months later, upgrades to a Master’s Club, how long of an conversation starts in a couple of of dealing with lots of different agreement is he signing? weeks of their training. Our target program directors. Because what is to have about half of the people happens is now, when you build Oliver: It takes him to 2nd-degree that we enrolled renewed before that into the system, more often black belt. From pure beginner to they get their gold belt. That’s in than not you get employees who 1st-degree black belt is typically approximately two months of their are jumping the gun and scaring thirty-six to forty-eight months. initial enrollment. away prospects. From 1st- to 2nd-degree black belt In their first couple of weeks, I is thirty months, more or less. wanna be sitting down having a MAPro: That makes sense, espe- conversation with them about it. cially if they’re getting a higher MAPro: Overall, then, about six But an awful lot of that conversa- commission for those increased years total tion is all about making sure that contract values. What upgrade Oliver: Now, in the sales process, they started off well, that they programs do you offer in Mile there are objections that come have some long-term goals and High Karate? with that length. There are also a vision of what’s going on. We states where you have legal issues want to make sure they’re excited Oliver: Right now, we just have you have to deal with, which we about it. two—two early on. Obviously, are doing in British Columbia, Frankly, you’re gonna get some they can continue to renew to Canada, Maryland and other people who, if you had talked to 2nd-, 3rd and 4th-degree black places, for example. The main them in the initial enrollment con- belt, but we have Master Club thing is to not have them feeling ference, would have done it then. and Leadership, too. And both of like they’re ending the program

For more information about Mile High Karate: www.MileHighFranchise.com Martial Arts Professional May/June 2007 13 Way of the To obtain an audio-CD of a complete and unabridged conversa- tion about Mile High Karate regional development and franchise Mile High opportunities, featuring Stephen Oliver, Rob Colasanti, Jeff Smith, Frank Brown, and Mile High Karate regional developers, call: Maverick 1-800-559-9431 or email: [email protected]

at black belt. We want them to listen well, how to be respectful at a Mile High Karate school or a feel that they are continuing on to the teacher, how to really inter- Mile High Karate franchisee, is this beyond black belt. nalize the material that’s being the kind of thing that you’re train- taught. ing them to be able to present to a MAPro: Leave it up to you to Then, in the next level, they’re parent? come up with something like that! learning how to be an effective, That’s really clever. Now, you said independent self-starter and inde- Oliver: Absolutely. And we have earlier, your target is to charge pendent learner. Here, they’re all the materials, visual and other- three-hundred-ninety-seven learning how to achieve and wise, to support it. In other words, dollars down and one-hundred- focus—how to achieve without we have a visual infomercial for ninety-seven dollars a month for rewards and punishments but the upgrade process that we pres- twelve months. How much are the through the intrinsic values and ent to new white belts. It has tons tuitions for the renewal programs decisions they’ve made. of parent discussions and testimo- in Masters or Leadership? The next two levels are taught nials. It has all the visuals for what in the Leadership Program. the black belt process and testing Oliver: For Master Club, it’s about The third level is where they are all about. two-hundred-fifty-nine dollars a learn how to be an effective team We also have a variety of sys- month, the Leadership is about member. In other words, they tems including teleconferences, three-hundred-fifty-nine dollars learn how to be interdependent. websites and infomercials that all a month. And probably about Here, they learn how to work with enhance this communication to twenty to twenty-five percent of other people, work in a small the parents. The parents can kind those will end up being pre-paids. group, and work effectively with of get it without the instructor or And again, there are legal issues others. program director having to be in some areas, so you’ve gotta be In the fourth level, they now quite as articulate at this as maybe aware of that in structure so that learn leadership skills—things like I would be. it’s legal. group leadership, teaching and Now, all that is in the context of speaking skills, how to function in what you asked me: “What’s the MAPro: Question: Let’s say your their school environment to, say, difference between Leadership Student A was in the Masters be the president of the National and Master Club, and what we Club, and Student B was in the Honor Society or the captain of charge for each?” Leadership Program. What’s the the football team. So this level real difference for the extra one- teaches them how to operate suc- The conversation to the parent is hundred dollars a month that you cessfully in a work environment, the Master Club Program, which cited above? how to rise into management/ takes them to black belt. It teaches leadership roles and how to excel them to be an excellent student. It Oliver: We explain to parents that in school. This prepares them to teaches them to be an independent there are four levels that we have be mentors and then assistant self-starter. So, by the time they get students move through as we martial arts instructors and, ulti- through high school and college, train to black belt. mately, instructors. they’re gonna be good at setting First, they learn how to be a their own goals and be impervious good student. In the early stages, MAPro: That’s some very deep to peer pressure and being able to they’re learning how to deal with stuff. I suspect that you’ve just achieve at a high level without you things like how to focus your body intrigued many of our readers. trying to always catch them to give and mind. They’re learning how What I’m wondering is, if someone them external discipline. to be effective students—how to were to become a program director The Leadership Program takes

14 Martial Arts Professional May/June 2007 For more information about Mile High Karate: www.MileHighFranchise.com “I’m currently interviewing applicants to be Regional Developers for Mile High Karate in about 55 regions throughout North America. Literally, these individuals own a territory to develop anywhere from nine to over seventy locations in partnership with Mile High Karate as an independent ‘Master Franchise.’”

Stephen Oliver teaching several hundred Mile High Karate black belts during their annual retreat and testing in Breckenridge, Colorado.

them to the next two levels, which parents will have against buying gram comes in the two classes teaches them how to be an effec- into a new program. You’ve gotta a week that they’re coming to tive team member, work well in a be very careful about informing already. In our case, they’re com- group, work well with other people, them that they won’t have to drive ing to a class that’s structured and how to be an effective team down here to the school more for one hour. The first forty-five leader, public speaker and teacher. often. That’s because a lot of the minutes is the Master Club and parents are already stressed with Leadership Program together, MAPro: And do they get more getting here twice a week. the last fifteen minutes is just classes each week, Steve? Leadership. So, they are charged MAPro: Excellent point! more for the addition of the Oliver: In part, but I gotta tell you Leadership classes. that the question leads to this Oliver: So, in reality, most of issue: The objection that many the differentiation of the pro- Continued on page 22

For more information about Mile High Karate: www.MileHighFranchise.com Martial Arts Professional May/June 2007 15 Mile High Karate’s director of instruction and former world light-heavy weight kickboxing champion talks about his “Greatest Hits”

y very first that they’d ever done that tournament on a worldwide scale in our during 1966 sport. It was televised as a was an impor- ninety-minute special. Three tant one for of the four U.S., including me, Mme. I was a white belt and won our division titles and I took second place. John that’s what launched the sport Worley took me to the tour- of kickboxing. nament and forced me to In full-contact karate, the compete. most important, to the martial In HoIn semi-contact compe- arts community, was when tition, Howard Jackson [of Los I fought on the Ali/Frazier Angeles] was probably one of boxing card, the “Thrilla in my biggest rivals. We always Manila,” on October 1, 1975. It seemed to fight for the grand was important because it was championship. the first time they ever coupled Probably my most memo- a world champion boxing fight rable bout in the team-fighting with a world champion karate was against Pat Johnson, a fight; and because of the great tournament fighter who rivalry between Muhammad went on to fame as a movie Ali and Joe Frazier, it gave us stunt coordinator in the movie worldwide exposure. business. Anybody who ever My match was an eleven- fought him in point-fighting, round fight for the world including Joe Lewis, knows heavyweight kickboxing title. that he was the top point-fight- I was the light heavyweight er in team fights. champion and I defended my Out of three-hundred bouts, title against Kareem Allah, a he only lost one—and that one black belt from New York City, was to me in Washington, DC. who was one of boxing pro- Every time I see him, he still moter Don King’s fighters and rubs it in that I blemished his one of Ali’s sparring partners. perfect record. It was a little I won an eleven-round, biased because he was captain unanimous decision, even of the Chuck Norris team and I though Don King’s judges was captain of the Jhoon Rhee were officiating, so I definitely Washington DC team. had to win to win that fight. It During 1974, Bill Wallace, was a good fight for because Joe Lewis, Howard Jackson approximately fifty-million and I represented the United people around the world saw States in the first real it on closed-circuit television. full-contact karate world To this day, I believe, it still above from TOP Jeff Smith vs. Wally championships. We were the holds the record for the largest Slocky, 1975; Jeff Smith vs. Bill Wallace, four top fighters in the semi- viewing audience of any pro- 1974; Jeff Smith vs. Pat Johnson, 1973. contact divisions at that time. fessional martial arts fight. That was really the first time

16 Martial Arts Professional May/June 2007 For more information about Mile High Karate: www.MileHighFranchise.com A Message to you from former world champion Jeff Smith about Mile High Karate.

’ve been asked by many of my friends Karate Classic National Event. I’m been continu- and associates why I’d join up with ally amazed at the strength of his organization Stephen Oliver and his Mile High Karate and the depth of his business knowledge and organization rather than grow my “World skill. When we began discussing working togeth- Champion Jeff Smith Schools.” Why is it, er I came to believe several things. Iafter over 37 years operating chains of schools First, no one, absolutely no one can match — first with Jhoon Rhee and then on my own — is Stephen Oliver when it comes to effective it that I’m now jumping on the Mile High Karate marketing, advertising, and sales process devel- bandwagon? opment for a martial arts school. It’s not just my The answer is rather simple, but first let me opinion. The top business minds in our industry share with you a few facts. all look to him for guidance when it comes to Stephen Oliver was a student of mine and how to fill up a school. of the Jhoon Rhee institute beginning in 1969. Second, no one is even close to him when it That’s 38 years ago. I remember meeting him comes to developing a structure and a team to and teaching him personally first when he was a develop a huge organization. He’s blue belt. From the time we met I recognized his created the first true national intelligence and drive. He was (and is) really an and international legal fran- excellent martial artist. He was by far the most chise structure and has all

Making the decision to join Mile High Karate will be the best financial decision you can make.

flexible student and then instructor we had. He of the experts in had vertical kicks and a quest for fighting that place to make only comes with growing up in the “blood and this grow expo- guts” era of Oklahoma and Texas. At my request nentially. he moved from Tulsa to Washington, D.C. to be Third, a Head Instructor then Branch Manager at Jhoon although he’s Rhee Institute while also earning an honor’s put together degree at Georgetown University. a tremendous It’s interesting that in the Martial Arts Industry curriculum he’s mostly known for his knowledge of market- and promoted ing, sales and business when in fact one of the 1,000’s of qual- most impressive elements of his organization ity Black Belts is the depth of martial arts experience and skill. we compliment He’s developed a truly unparalleled system for each other in a very developing high quality Black Belts with excel- powerful way. My role lent leadership skills. being to continue to Over the years he and I have remained close strengthen the Mile and I’ve often attended his Black Belt tests, High Karate instruc- Intramural Tournaments, and the Mile High tor training and

For more information about Mile High Karate: www.MileHighFranchise.com Martial Arts Professional May/June 2007 17 WaySome of the of the absolutely best martial artists in Milethe H worldigh are joining our team to work with Maveryou, yourick black belts, and your students.

curriculum systems to always join me at a recent Mile High have the best quality students Karate Black Belt testing. Now, anywhere. We’re continually he’s been in the NYC rough-and- developing better and better sys- tumble martial arts scene, taught tems to improve quality, enhance in the military, and even trained our own martial arts training, with the Korean demonstration and to continue to improve the team in Seoul. He was literally student graduation rate to Black stunned by the intensity and Belt. quality of the Black Belt testing. Fourth, I sincerely believe He said, “from what I’ve seen, that he’s created the best career Mile High Karate has some of the opportunity for martial arts most aggressive training, most school operators that exists aggressive testing, and most currently in our industry. The aggressive teaching in the arts support available and the poten- that I’ve ever seen … and, I’ve tial to really develop a business seen it all.” with great value and big cash Clearly, making the decision flows in tremendously exciting. that I made, to join Mile High I’m hoping to be instrumental in Karate, will be the best finan- developing many wealthy mar- cial decision you can make to tial artists. develop your career in Martial I know that you as martial Arts. However, something else artist are concerned about you should consider is the value “compromising” your art or of the martial arts training that about teaching “watered down” you’ll receive by becoming a martial arts to your students. I part of our team. I’m bringing can assure you that Mile High 40-plus years of experience in Karate teaches as high a qual- the ring and on the floor teach- ity martial arts curriculum ing to your training, and an ever that you’ll ever see. As I now growing circle of some of the work with the Mile High Karate absolutely best martial artists in instructors I’m confident that it’s the world are joining our team getting even better. We have a to work with you, your Black curriculum that combines the Belts and your students. best of many styles and a robust test- TOP Grand Master Joe Corley ing process all the presenting 9th Degree certification to way through the Grand Master Jeff Smith. advanced levels of CENTER Left to right: Chuck Norris, Black Belt. Senator and former Senate Majority To give one exam- Leader Bob Dole, Eric Norris and Jeff ple, I had a friend of Smith. mine, a former New BOTTOM Left to right: Isias Duenas, York City Police Bill Wallace, Jeff Smith and Joe Lewis. Commissioner, RIGHT: Grand Master Jeff Smith teaches at Breckenridge location.

18 Martial Arts Professional May 2007 For more information about Mile High Karate: www. 1MileHighFranchise.com8 Martial Arts Professional May 2007 For more information about Mile High Karate: www.MileHighFranchise.com Why would a tracy’s black belt, shootfighting, jkd, muay thai nut join the mile high karate team?

Or, how my love of skiing created a much better tinued learning from Master Oliver. business and career opportunity for me. When he was ready to roll out the national franchise program, I couldn’t wait to get in as Y NAME IS DOUG MOONEY, one of the first “Regional Developers.” It was a and I am a ski nut — enough “no brainer” for me, and I had to jump in. to drive my wife crazy, to leave I have studied at least half a dozen martial arts my house at the beginning of a over the years. Concepts from each come out in snowstorm or sleep in my car my day-to-day teaching. What I’ve learned, is that Min the parking lot of local ski areas. for me, the whole reason to have a school for my I am also a martial arts nut. It got started as a living, rather than my old career, is to “add value” gym credit in community college and ended up to people. I made a good living in computers, but with more gym than academic credits. When I what I enjoy is seeing my students succeed. What was 20 and 21 years old, there were times when I saw at Mile High Karate was students succeed- I was in the dojo seven days a week! Kenpo, ing on a higher level than mine! For me, when shootfighting, BJJ, TKD, JKD, MuayThai, and I see something that will be better who remembers what else — I’ve been an avid for me and my students, I DO IT! learner from the beginning. I also figured out I saw enough of the Mile High early on that teaching martial arts is a blast, too. Karate system to know that, far So in 1999, when I opened my school in Dunkirk, from “selling out,” joining the MD, I thought I was in heaven! team would create better stu- We struggled. Broke even, but couldn't make dents with stronger martial arts a good living. Low gross, low net, and I was still basics, while creating a real career holding on to my computer programming job. I for myself in martial arts. was spending lots of time at the school … for all I strongly encourage every the wrong reasons! school owner who cares Then, two things happened: The company I about their students worked for decided to downsize and offered me and their own stan- a healthy severance. My wife and I decided it dard of living, to get was “now or never,” took the money, and ran to Colorado for a “dis- with it. Meanwhile, Joe Galea, president of PPS covery day” at Mile Billing, talked me into going to Colorado to learn High Karate. Seeing how to run my school right from Stephen Oliver. is believing. Maybe Why did I go? I couldn’t resist having an I’ll see you on the excuse to go skiing in Breckenridge, Colorado. slopes! What I saw there was genius in action. Besides Doug Mooney learning from Stephen Oliver himself, we had Maryland Regional the benefit of hearing several of Master Oliver's Director; Owner, Mile Mile High Karate school owners, program direc- High Karate Dunkirk, tors and instructors — every one of them an MD; 3rd Black Belt; expert in their own right on school operations, Tracy’s Kenpo ‘Shodoka,’ Instructor Rank; ISFA sales, marketing, teaching. Shootfighting, Bart Vale; 1st What I didn't see was a crass, cash ‘em all Degree Black Belt Black, out”, “to heck with student quality” approach, Shootfighting; Blue Belt, Brazilian JiuJitsu; 2nd which I was concerned about before arriving. Black in a hybrid Jhoon I was so impressed that while I was there, I con- Rhee/Judo/Kempo

For more information about Mile High Karate: www.MileHighFranchise.com MartialMartial ArtsArts ProfessionalProfessional May/JuneMay/June 22007 007 19 WayI was of extremely the skeptical about the claims Mthatile I H hadigh seen about Mile High Karate and MaverStephen Oliver’sick systems…

s are so many instructors, I never seen anything like it. Mile High Karate had was sruggling for a way to teach all the pieces to the puzzle — how to combine “Real Martial Arts” and to make quality martial arts with a professional living as a substantial living from teaching a martial artist. I immediately had huge improve- martial arts full-time. I’ve been ments in my school. trainingA in Martial Arts for close to 30 years After a year or so, I spoke to Master Oliver — having achieved Black Belts in Kenpo and by phone and told him I wanted to sell my Tae Kwon Do, and “on the cusp” of receiving school and move to Colorado! At the time my Black Belt in Brazilian Jiu-Jitsu as well. My everyone around me thought I was crazy! I mean school was doing OK, but we weren’t “blowing everyone! But, I knew that Mile High Karate was the doors off.” a special organization — and quite honestly, I Before the Mile High Karate franchises were had to be a part of it. expanding throughout North America, I came I moved to Colorado in 2005. and now run the to Colorado, at the urging of a fellow Brazilian Mile High Karate school in Littleton, Colorado. Jiu-Jitsu Instructor and Martial Arts Millionaire, The past years have been absolutely amaz- Lloyd Irvin, to participate in a marketing boot- camp taught by Master Stephen Oliver. At the time, I was aware of Master Oliver through articles that I had seen in several of the major martial arts magazines. I was skeptical about the claims I had read about Mile High Karate and Stephen Oliver’s systems. As you know. there are many in the martial arts who promote themselves well. but, really don’t have much of a clue on how to run quality martial arts schools. After 2½ days of training in the very expensive market- ing seminar I attended, ing. I have learned more than I could have ever I was blown away by dreamed. I often wonder how I ever ran a school Master Oliver’s sys- before. I’ve continued my personal training and tems. The Mile High get to learn and train with some of the top mar- Karate schools were tial artists in the world. incredible, the staff From my extensive observations of our indus- and owners we well try, there is no organization anywhere doing trained, and I was anything like what Mile High Karate is doing. It stunned by how much is an honor and privilege to be part of the Mile I learned. I remember High Karate team. I hope anyone who is serious leaving and thinking, about combining quality student service, real “Oh, my god!” they martial arts training, and making a great living, have all of the pieces. will consider joining me with Mile High Karate. It was a huge “Ah Master Mike Bidwell ha!” moment. I had 5th Degree Black Belt

20 Martial Arts Professional May 2007 ForFor more more information information about about Mile Mile High High Karate: Karate: www.MileHighFranchise.com www.MileHighFranchise.com Steve is an extraordinary businessperson. anyone who has the privilege of working with him will prosper personally and professionally. I did!

An ouside observer’s point of view on Stephen arts chains in the country. His business acumen Olive and Mile High Karate. played a large part in his success, and he was only 23 years old. met Stephen Oliver in Falls Church, Over the years we stayed in contact and contin- Virginia in 1978. We both received out ued to exchange ideas and work together. While I Black Belts from Grand Master Jhoon considered moving to Denver myself after I grad- Rhee, the father of American Tae Kwon uated from VA Tech, I decided to pursue a career Do, and a 10th Degree Black Belt. Later, in the law profession and implement the values Steve I attended Georgetown University. While that martial arts teaches into my law practice. he was in college and I was finishing my senior However, martial arts is a way of life for me and year in high school, we worked together as others, so I decided to open my own school and Branch Manager and Instructor at Jhoon Rhee’s promote the Charlie Lee Nationals/World Series school in Alexandria, Virginia. That was over of Martial Arts, a NASKA World Tour Event. I 25 years ago. Even then, Steve was a shrewd visited Denver on many occasions, competing businessman, and I knew one day he would lead in Steve’s NASKA tournament and learning the the martial arts industry in such a manner that martial arts business. I taught seminars at Mile would allow thousands of martial artists to enjoy High Karate and participated in Black Belt testing. a successful livelihood in a profession that they I often wonder where Steve and I would be if I love. Steve applied serious academic inquiry and pursued a full-time martial arts career in Denver researched the best with him, but it’s clear that Steve was able to cre- way to run a martial ate a martial arts empire arts school in a man- on his own. ner consistent with I am truly amazed other mainstream by both the quantity and successful busi- and quality of students nesses. that Mile High Karate While I was stu- produces. Steve has dent at Virginia always been a person Tech, I traveled the who said what he meant national tournament and meant what he said. circuit and became His vision for growing the the U.S. and World industry is match by no Forms Champion. other person. Steve is an Steve decided to extraordinary businessper- relocate to Denver son, and anyone who has and open a chain the privilege of working of schools. In a with him will prosper per- short period of sonally and professionally. time, Steve had I did! already opened Charlie Lee 5 schools and 7th Degree Black Belt; Former was on his way World Forms Champion; to becoming one Promoter Charlie Lee Classic; NASKA Board Member of the most suc- cessful martial

For more information about Mile High Karate: www.MileHighFranchise. com Martial Arts Professional May/June 2007 For more information about Mile High Karate: www.MileHighFranchise.com Martial Arts Professional May/June 2007 21 Way of the Mile High

To obtain an audio-CD of a complete and unabridged conversation about Mile High Karate regional development Maverick and franchise opportunities, featuring Stephen Oliver, Rob Colasanti, Jeff Smith, Frank Brown, and Mile High Karate regional developers, call: 1-800-559-9431 or email: [email protected]

Stephen Oliver teaching at a private event for his Coaching Clients—school owners growing from $10,000 to $20,000 a month to $35,000, $40,000, $55,000 or more per month.

ARTIAL ARTS those who have the guts to charge MAPro: I certainly wouldn’t. No PROFESSIONAL: Are a higher tuition rate. way! you usually the most expensive school in MAPro: Let’s examine that fur- Oliver: Now, if I make it a Myour area? ther. You and I both know that one-hundred-thousand-dollar pay- many instructors are still way ment, would you take that deal? STEPHEN OLIVER: I believe so. undercharging for their tuition. We’re one of the more expensive Why is that? MAPro: Never. schools in the country. Oliver: I always explain to our staff Oliver: How about a million dol- MAPro: It doesn’t sound like your like this. Take any group of black lars? enrollments are suffering. Even belts that you’ve developed in your so, your prices are higher typically schools and have this conversation: MAPro: I still wouldn’t do it. than your competition? “Let’s say I had a time machine and could take you back to the Oliver: Okay. So now, you see our Oliver: In our own experience, it’s moment that you decided to do sales challenge is getting some- an inverse relationship. It’s almost the martial arts. And I took away body who hasn’t been through like the more we charged, the more all the knowledge, all the people that experience to see what it our traffic went up. People deter- that you’ve worked with, and all looks like having been there—by mine perception of quality based the relationships you’ve built to looking backwards. Because, if on price. In our industry, ninety- let you make a different decision. we could really get them to inter- nine percent of the time, the school That decision is, I’ll give you back nalize what they will accomplish owners have limited expectations all the money you spent in those and achieve, then the sky would of what they can charge. That’s years and take away all of the be the limit on their investment been proven to be inaccurate by above. Would you take the deal?” to achieve that result.

22 Martial Arts Professional May/June 2007 For more information about Mile High Karate: www.MileHighFranchise.com “People determine perception of quality based on price. In our industry, ninety-nine percent of the time, the school owners have limited expec- tations of what they can charge. That’s been proven to be inaccurate by those who have the guts to charge a higher tuition rate. The more we charged, the more our traffic went up.”

MAPro: Good point! How does the range of two-hundred-twenty MAPro: That’s fallout all right. an instructor determine the right dollars a month. Then it’s a mat- amount to charge for lessons? ter of incrementally testing it Oliver: I think there are two ele- What are some of the factors to from there. ments to it. Again, I always hate take into consideration? Obviously, we are way above to be the guy who sounds like a that. However, we do have a lot professor, although it’s kind of like Oliver: First, you have to keep in of pieces in place to su˚pport my predisposition. mind that the socio-economic our pricing structure that few makeup of your community. I’ve schools can replicate on their MAPro: [Laughter] And you kind of seen some instructors trying to own. Most of the limitations are look like one, too. turn a sow’s ear into a silk purse. If in the belief system of the staff you’re in the ghetto, no amount of or the owner, not in the prospec- Oliver: [Laughter] Thank you for getting really good at everything tive students. that. But there are two ends of the you do is going to fix your finan- spectrum and I really think both of cial issues; you just need to move. MAPro: Steve, about a year or two them overstate their case. But assuming that’s not the ago, cash-outs were all the rage. At one end of the spectrum, you case, I tell my coaching clients Have you seen any evidence of have the billing companies who that, if they’re anywhere below fallout from instructors doing too do try to convince you that it’s ille- one-hundred-thirty-nine dol- many cash-outs or doing them gal, immoral and unethical to take lars a month, they should raise incorrectly? cash. In some jurisdictions, it is. their price to that amount for So you do have to be careful that an enrollment, and then the Oliver: Well, there are quite a few you’re complying with, say, New upgrade should be at least a of them in bankruptcy court right Hampshire laws, or with California fifty-percent bump. So that now. So if you consider that fall- laws or wherever. Because the means the upgrade should be in out, sure. last thing you want to do is go to

For more information about Mile High Karate: www.MileHighFranchise.com Martial Arts Professional May/June 2007 23 Way of the Mile High Maverick

jail or have the state or federal government come and shut you down. On the other end of the spec- trum are the guys that say to get Stephen Oliver (front row, far right) was a founding member of EFC’s Board of Directors anybody who can and will pay going back to the early 1980s, pictured here with many other well-known industry figures, cash, to pay cash and squeeze including EFC Chairman Nick Cokinos (front row, center), and Keith Hafner, Tim and Dave every last penny from them. Kovar, Steve LaVallee, David Deaton, Greg Tearney, Joyce Santamaria, and Jim Clapp. Here’s where the problem is with that. I will quote here from [Educational Funding Company A lot of what I’ve seen is with Now, in practice, most schools Chairman] Nick Cokinos, who’s school owners who have never don’t do that. So, in practice, been a mentor of mine for many done cash-outs before. They that’s why it’s important to have years. His analogy was always suddenly get trained in sales that billing cover all your expens- completely accurate. skills and get trained to ask for es so that you’re not gonna go out Nick says, “Say you go to the cash. Next, they make a run of business owing them six years store and buy a suit of clothes. through the school and end up of tuition. That’s also why a lot of You pay them five-hundred dol- with one of two things: Either states now have bonding require- lars for that suit of clothes and people getting real mad at them ments and limitations on contract you leave the store with the suit. or giving them a lot of cash. length or size. There’s no debt owed yet. You They do double or triple or have a suit and they have your even quadruple the amount of MAPro: Okay, so your philo­ money. It’s a clean slate. money—say from ten-thousand sophy on cash-outs is that you “But if a student comes in and to twenty-, thirty- or forty-thou- certainly don’t oppose them, but pays you five-hundred dollars for sand dollars —than they’ve ever you think you should do them lessons or, let’s make it a bigger done before in just a couple intelligently? number, ten-thousand dollars. of months. And they think it’s Now you have their money and going to continue that way. But Oliver: Absolutely. But you should you owe them lessons for a year it doesn’t. Suddenly, their gross also make sure that the bill- or five years or for ten years. Now, goes back down to like seven- or ing check covers all your basic too, you have a debt on the books eight-thousand dollars a month. expenses every month—unless for untaught lessons. You haven’t The problem is, they then owe a you’re really, really good as a earned the money yet.” whole bunch of lessons, but have money manager, which I’ve rarely What Nick also used to say is, already spent the money. seen in martial artists. “You should have a contingent The other problem is that many liability fund so all the money that MAPro: Wow! school owners who are getting you haven’t earned should go in better at sales and asking for cash the bank. And you should only Oliver: So that’s a real devastating never learned effective marketing take it out as you’ve earned it.” cycle. systems. So they got cash from the Now, the fallout in the industry students they have, but have no has been with the guys who take MAPro: So that fifty percent on systems for keeping that volume the ten-thousand dollars that they those cash-outs should be going going. haven’t earned yet and go buy a into a contingent liability fund? Corvette or a Rolex watch, or take MAPro: You’ve become really a trip to Hawaii. Oliver: That would be the ideal. well-known as the preeminent

24 Martial Arts Professional May/June 2007 For more information about Mile High Karate: www.MileHighFranchise.com “There are really only two things that have to be focused on constant- ly. One is high-quality results for your students. The second thing is, you can’t ever take your eyes off the marketing. If you have the best quality student service in the world, but you don’t have new ones com- ing in the front door, then you’re not going to grow.”

marketing guru of the martial referral-generation, community have I seen schools that have a arts industry, plus you’re an involvement and public relations. strong gross on both of them. MBA. What type of marketing is getting the best result these MAPro: I’m glad you brought that MAPro: Why is that? days in the Mile High Karate up cause I’ve been getting a lot of organization? How are you get- questions about referral systems Oliver: I think it’s just a matter of ting your leads? at NAPMA. We know they’re the focus. I’ve seen schools that are least expensive source of new doing one-hundred-thousand dol- Oliver: Obviously, we have mul- business and probably the high- lars to one-hundred-fifty-thousand tiple methods of driving new est quality leads that you can get. dollars or more a month revenue student traffic. Luckily, we’ve What’s the best referral system with just one core program. If systemized the process so that you’ve ever seen? you’re running a school where it’s not hit or miss. We combine you’re doing, say, twelve-thousand systems for internal-lead genera- Oliver: There are lots of them dollars a month and you think tion, for community relations and that we use, and that I’ve seen your solution is to add a differ- activities, for media buys and for used effectively. Possibly the ent program, what you’re doing is publicity, to very effectively cre- most important part of the sys- your making your business more ate consistent new student flow tem is an effective and on-going complicated without having ever across all of our schools. follow-up system to make sure maximized your core program. that leads turn into enrollments MAPro: Can you give us a couple sooner or later. MAPro: So, in your opinion, a sec- of quick examples? Are we talking ond add-on program is almost like lead boxes, door hangers, a refer- MAPro: Some schools out there having a business within a busi- ral contest or what? are offering many different types ness, but it could detract from the of programs. For example, they core business? Oliver: As a practical matter, as a teach a core art, sometimes school’s gross increases everyone another art or two, plus they offer Oliver: Absolutely. It’s a complete- has a tendency to move more grappling classes, fitness kickbox- ly second business. and more towards purchasing ing, after-school martial arts and traffic rather than generating it so on. At what point do extra pro- MAPro: There are exceptions by manual labor. They lean more grams like these begin to hurt a to every rule. In fact, one of my towards advertising and other school more than help it? goals this year is to bring on an direct-response marketing meth- after-school martial arts program ods. For Mile High Karate, we do Oliver: I think pretty much right expert to present the other side lots of media-type stuff including out of the gate. Let’s take after- of that equation, because it does infomercials, search engine-opti- school transported care. I’ve work for some people. mization, direct mail, and we pool seen many schools that are ad budgets to get real strength in making excellent money on the Let’s talk about the key result numbers from our advertising. after-school care program, but areas of the school’s main deci- And there are things you should they aren’t doing very well on sion-makers and employees. What do, no matter where you’re at, their actual karate program. Or, are the top two or three things a and applying a strong system schools that do real well in their school owner should be focused and follow-up process makes a karate program, but never get on at all times? huge difference. Every school the transported after-school care should have solid systems for off the ground. But very rarely Oliver: There are really only two

For more information about Mile High Karate: www.MileHighFranchise.com Martial Arts Professional May/June 2007 25 Way of the To obtain an audio-CD of a complete and unabridged conversa- tion about Mile High Karate regional development and franchise Mile High opportunities, featuring Stephen Oliver, Rob Colasanti, Jeff Smith, Frank Brown, and Mile High Karate regional developers, call: Maverick 1-800-559-9431 or email: [email protected]

things that have to be focused on failure if we’re not building a selling business or more of a ser- constantly. One is high-quality system around a shared under- vice business? results for your students. They’ve standing. That understanding is really got to become excellent an expectation of this being a Oliver: Ultimately, we’re in both. martial artists and have excellent long-term commitment, just like But we’re predominantly in a ser- physical and mental outcomes. going to elementary school or vice and people business. Even if They also have to feel paid atten- high school. you’re providing the best service in tion to and know you care about the world, you still have to ask peo- them as individuals. MAPro: What’s your philosophy ple for the sale. You’ve got to ask Studies have shown the num- when it comes to allowing stu- for the sale and you’ve got to go ber-one reason that people stop dents to break their agreement out and beat the bushes to find as going to any business is perceived with the school? Are you a softie many students as you can. Frankly, apathy. So it’s very important to or do you play hardball? the better program you have, the be constantly layering on praise more of a responsibility you have and support and to recognize Oliver: I would have to say we to constantly be looking for new people. You should use their tend towards softie, keeping in students. But we’re not ever gonna names and greet them. So the mind we do have the third-party be effective in the industry if we school owner’s probably main billing company to hold their feet have people who are great at sales responsibility is to make sure the to the fire a little bit so that it’s not and bad at service. customers feel that they’re really too easy to drop out. getting a great outcome. MAPro: No interview with The second thing is, you can’t MAPro: Do you recommend using Stephen Oliver would be complete ever take your eyes off the market- a billing company or doing your without a few questions on reten- ing. If you have the best quality own collections? tion. When you’re working with student service in the world, but school owners who have a prob- you don’t have new ones coming Oliver: I definitely recommend lem retaining students, what are in the front door, then you’re not using a billing company. There’s some of the common things they going to grow. You’ve constantly ASF, Member Solutions, EFC and usually need to work on? gotta have the marketing hat on. Easy Pay. I do think all of these Any business owner must con- companies provide valuable ser- Oliver: First of all, it comes back to stantly focus on marketing. vice to schools. not having a curriculum system. I would never bring it in-house to Often, they’re trying to throw too MAPro: Do you advocate using try to do it myself because, frankly, much to the student too early contracts? there are companies who will do or not properly organizing their it better and who will do it less curriculum. The root problem is Oliver: I think it’s stupid not to expensively than I can do it myself. in what they’re teaching when today—and for a different rea- Business owners always fail to they’re teaching it. The next thing son than people who object to factor in their own time and effort is working on the level of rapport contracts think they shouldn’t when figuring out the cost of such that you have with people. use contracts. I don’t think you services. Your time is really better should be signing people up spent on student service and on MAPro: What’s a benchmark for for a year and then taking them marketing and sales efforts. good retention? What should oth- down to small claims court any- er schools be aiming for? time they don’t make a payment. MAPro: Do you think that a martial We’re setting ourselves up for arts school owner is in more of a Oliver: Unfortunately, in our

26 Martial Arts Professional May/June 2007 For more information about Mile High Karate: www.MileHighFranchise.com “We’re predominantly in a service and people business. But even if you’re providing the best service in the world, you still have to ask people for the sale. Nevertheless, we’re not ever gonna be effective in the industry if we have people who are great at sales and bad at service.”

The Mile High Karate franchise system has a remarkably robust martial arts system. Shown here are Mile High Karate’s Director of Instruction, 9th-degree black belt and former World Kickboxing Champion Jeff Smith (right) and its industry, I would say we have a long way to Chief Trainer and 5th-degree black belt, Master Frank Brown. To learn more go. Here’s a comparison. I saw a number from about Mile High Karate, see www.MileHighFranchise.com. Georgetown University that shows that 88% of the people who enrolled as freshman graduated four years later with their BA degree. So, in four years, they’ve lost a total of 12% of the enrollees. Most martial arts schools can’t go from January to March and only lose 12%.

MAPro: One of your gifts that I’ve noticed is being able to go into a school that’s grossing, say, twelve-thousand dollars a month. You make some changes and that same school now may start grossing thirty- or forty-thousand a month or more. I’ve heard many such stories and seen many of our NAPMA members make sure gains when they started working with you. What are some of the more common changes you’ve had school owners make that’s allowed them to dou- ble their income like this?

Oliver: I always start with looking at and fixing their new enrollment pricing. That usually means increasing it. Then I look at making sure they have an upgrade system. Often, I have them either layer an additional upgrade system on top of their new enrollment pricing or raise the price on one—or both. Then we look at their sales ratios and fix their introductory enrollment process because, usu- ally, they’re pretty sloppy with that process. Then we look at their marketing systems. I want them to be consistently enrolling twenty or more students a month. And the last thing is long-term retention and long-term student longevity.

MAPro: What were some of the psychological changes that occurred in that individual’s head that allowed him or her to grow? Does a change of this level begin in their minds?

Oliver: I’m not sure it begins upstairs, but it continues upstairs if they’ve made the mental commitment to work with me as a franchisee or

For more information about Mile High Karate: www.MileHighFranchise.com Martial Arts Professional May/June 2007 27 Way of the Mile High

To obtain an audio-CD of a complete and unabridged conversation about Mile High Karate regional development Maverick and franchise opportunities, featuring Stephen Oliver, Rob Colasanti, Jeff Smith, Frank Brown, and Mile High Karate regional developers, call: 1-800-559-9431 or email: [email protected]

One byproduct of the Mile High Karate system is hundreds of active black belts who complete one of the toughest tests in the industry. Here, Stephen Oliver teaches 150 black belts on their 43rd straight hour at 8,500 feet elevation, in Breckenridge, Colorado. Learn more about the Mile High Karate system at www.MileHighFranchise.com.

coaching client. Let’s say a themselves. They really have to Oliver: Let’s start with the school is doing twelve-thousand change their mental paradigm premise of the question. When or fourteen-thousand dollars a of what their value is in order I was in Washington, DC, at month. It’s usually pretty easy to to become a sixty-thousand the Jhoon Rhee Institute in get them to twenty-thousand or or seventy-thousand dollar 1979, our instructors included school per month. Many get twenty-five thousand. But then, John Chung, Charlie Lee, on a plateau of thirty-thousand they often hit a comfort level Jeff Smith, Rodney Baptiste, a month or so until they make where it’s hard to get them to that breakthrough. Mike Coles, others and me. the next step. John Chung was the num- I started out the coaching MAPro: Superb answer, Steve! ber-one forms champion in program by promising a ten- Traditional, old-school instruc- the country, Charlie Lee was to-one return. In other words, tors may look at a progressive coming up right behind him. if they were investing one- modern martial arts academy, Jeff Smith was the World thousand to twelve-hundred such as the Mile High Karate Light Heavyweight Kickboxing dollars with me, they would school, and say that it’s just a Champion, Mike Coles was the at least add ten-thousand to “belt factory.” You’ve been in U.S. Champion and Rodney twelve-thousand dollars to their the martial arts for over thirty Baptiste was U.S. Champion school. It really was amazing years and you’ve trained with who had just knocked out Ray that many hit that improvement some of the best fighters out McCallum. within their second or third there. Now you’re all over We had, I think, five of the month—and kept improving. the country and expanding top ten kickboxers in the world Then they get the limitation into Canada. How would you on our staff and we had some and, all of sudden, it’s too respond to that? of the best forms guys in the much too fast and they Continued on page 30 now have to really reframe

28 Martial Arts Professional May/June 2007 For more information about Mile High Karate: www.MileHighFranchise.com Why would any martial artist or Martial arts school owner want to join me at Mile High Karate?

’VE KNOWN STEPHEN OLIVER FOR OVER ability to have more hands on time for our stu- 17 years and his suggested directions for dents. my career have always been solid. When Lastly, by being part of a successful, secure he launched his franchise program, I was international franchise organization, I am creat- thrilled to become the first Mile High ing a real value for my school and my business. IKarate school owner-operator. Not only have I have no doubt that when it is time for me to I been able to be involved in helping students retire, that I will be able to sell my business for a gain a high quality of results in their training, large profit, which other martial arts school own- but I’ve also seen a career potential in myself ers have found difficult. that would not have been possible outside of the If you are excited at the prospect of turning Mile High Karate organization. It has by far been your school into a serious career, you should the best career move I could have made. consider joining our team. If you are interested Why would any martial artist or Martial Arts in developing 10 to 30, or more locations under school owner want to join me at Mile High Karate? you, inquire about regional development oppor- First of all, the ability to work with several Grand tunities to see if you qualify. Master and Master Instructors, such as Stephen Master Robert Lewis, MBA Oliver, Jeff Smith, Bill Schlapman and Frank 5th Degree Black Belt Brown is invaluable. They make up a part of our “Master-Mind” peer group which enables all of us to continue to reach further and further into our own training. Along with this team of outstand- ing individuals is our incredible team of Regional Developers, School Owners and senior ranked Master instructors that have given me tremen- dous support, motivation and ideas to help me become a very successful school owner and regional director. Secondly, the organization has been set up so that I am not forced to recreate anything. It is all ready to go and easy to implement. We have systems in place to support market- ing, marketing follow-up, billing, sales and even student devel- opment. These are handled for each Mile High Karate school so that I and my fellow school owners can spend more time on our own martial arts development, not to mention our

For more information about Mile High Karate: www.MileHighFranchise.com Martial Arts Professional May/June 2007 29 Way of the Mile High

To obtain an audio-CD of a complete and unabridged conversation about Mile High Karate regional development Maverick and franchise opportunities, featuring Stephen Oliver, Rob Colasanti, Jeff Smith, Frank Brown, and Mile High Karate regional developers, call: 1-800-559-9431 or email: [email protected]

ter black belt instructors in our So, if that’s your view of organization. your school, I would argue that We start with an extremely you’re much better off to get a well-designed curriculum job where you can really make structure. We include exten- a living and do the school as a sive instructor training and hobby. certification. We follow up with The way we structure the cur- extremely focused student riculum and what we do in the progress-check mechanisms. school has less to do with what Then we layer it all over the top my personal enthusiasms are with almost like a SEAL-team and more to do with how to cre- Stephen Oliver clowning with a friend in training, three-day black belt ate the best outcomes for our high school (1978), high kicking in jeans. retreat and testing process. So, students. A second way to look the things that they have to do at it is that, somebody who really to get their black belt are harder wants to focus on customer ser- world. Back then, all around than any I’ve ever seen any- vice, but doesn’t want to have Washington, DC, the other where else. to deal with a lot of administra- school owners referred to the tive headaches, doesn’t want Jhoon Rhee Institute as a “belt MAPro: I think the moral of the to become a marketing expert factory.” story is, you place a very heavy like you said I was. They could That term, I think, most often emphasis on quality control. become one of our franchises. gets applied to financially suc- We give them all that stuff and cessful schools by the guys Oliver: Huge. they don’t have to reinvent the who are pissed off that it’s not wheel. them. Dan Kennedy said on one MAPro: Do you ever find that of our NAPMA Squared calls, some instructors are kind of MAPro: How about a couple of “Most people would rather confused as to what they want action steps for staff training? have a good excuse than good their schools to be? Is it a busi- results.” Unfortunately, the ness or is it a hobby? Oliver: You gotta start by hav- belt-factory thing is just a good ing everything systemized. excuse for martial artists to fail Oliver: I think our industry, Then you’ve got to make sure as school owners. unfortunately, is populated with that you’re hiring the right people like that and, frankly, people for roles. A lot of people MAPro: What are you doing for I was no different in the mid- end up hiring warm meat with a quality control for Mile High 1970s. I ran a school back when pulse beat. They just have peo- Karate? I was in high school so that I ple around them that happen would have fresh meat to work to be happy and loyal and they Oliver: Jeff Smith is now our out with. And many people end up hiring one of them. director of instruction, so we started a martial arts school One of the business gurus have a former world champion because, whether they articu- said, “You should always hire and one of the top teachers and late it or not, it seemed like a slowly and fire quickly.” Most coaches in the world in charge way that they could create a of us do the opposite; we hire of curriculum and training all situation for themselves to do quickly and fire slowly. Many of our instructors. I have an martial arts all the time without of our staff challenges went incredibly strong team of mas- ever having to go get a day job. away when I converted the

30 Martial Arts Professional May/June 2007 For more information about Mile High Karate: www.MileHighFranchise.com MHK731 FranchiseMktg Book MAS 7/2/07 10:26 AM Page 1

How To Replace Your Current Martial Arts School With A Much More Profitable, Much More Valuable, Much More Efficient Business

Why on earth would you want to replace your current school with a Mile High Karate school? See inside ...

® MHK731 FranchiseMktg Book MAS 7/2/07 10:26 AM Page 2

Is Today’s Martial Arts School A ‘Dead Man Walking’? How To Replace Your Current Martial Arts School With A Much More Profitable, Much More Valuable, Much More Efficient Business That… … Gives You And Your Staff Less Stress… … That Attracts An Ample Quantity Of Really Good New Students With NO Struggle FRANCHISING … That Can Actually Make You Wealthy Only one MARTIAL ARTS INSTRUCTOR per area will have the opportunity of participating in this business revolution. Please read and consider this IMMEDIATELY, or risk being permanently excluded in favor of another, competing Martial Arts Instructor in your area.

Dear Colleague, My name is Stephen Oliver, and I’ve been a martial arts instructor in running a large chain of martial arts schools for 23 years. I have 8 Mile High Karate schools in and around Denver and have just establishedschools and regional training centers in British Columbia, Utah, Colorado, Maryland, Florida, New Jersey and new schools in New York and New Mexico as well. I’m not writing, though, just to brag about the dollars I generate or numbers of students we teach. I’m also, as immodest as it may be to say it, an astute, capable businessperson and entrepreneur. I take a very businesslike approach to things. And I am writing to tell you that

the way 98% of all Martial Arts Instructors attempt running Stephen Oliver, MBA their businesses … SUCKS. 8th Degree Black Belt Founder and President I know that’s a strong word — but if you are running a Mile High Karate Schools professional martial arts school and, are working your ass off and Denver, Colorado not reaping the rewards that you deserve after years of training and contribution — then it’s an accurate description. In fact, Martial Arts Instructors are so far behind the times as businesspeople, they might as well be buggy whip manufacturers in an automotive age. And as you very well know, being deeply committed and incredibly capable as a Martial Arts Instructor is one thing — creating a stable, smoothly running, successful business that makes you appropriately wealthy is quite another. A lot of Martial Arts Instructors are great Martial Arts teachers. Most are truly terrible operators of their businesses. Few get wealthy. The profession is actually thinning. Most Martial Arts Instructors’ net incomes have gone DOWN in recent years, in spite of unprecedented prosperity.

2 MILEHIGHKARATE ® MHK731 FranchiseMktg Book MAS 7/2/07 10:26 AM Page 3

I have a radical solution, and it is NOT like anything anybody’s tried selling to you before. It is NOT G N I S I H C N A R F yet another series of seminars, it is NOT a big notebook of ads, not a monthly new set of ads or, a done for you web site or student newsletter, NOT television commercials — although I do have incredibly effective ads, even a TV show that actually works! My solution I’d like you to consider is much, much bigger, more complete and all encompassing than any of these things piece- meal. My solution involves the conversion of your martial arts school to a franchised clone of mine … with a great many things done entirely for you (including advertising and marketing) … with a powerful brand … and with an expert team to support your growth. At first blush, you’ll probably react negatively to such an idea. After all, the few attempts at franchising in our industry have been ill-conceived and disappeared as fast as they came. I can’t blame you for extreme skepticism. Stephen Oliver in franchise and instructor training in Breckenridge, Colorado. Yet, if you might keep an open (albeit critical) mind, briefly, there are FACTS that might very well prove important to you. And, at your request, I will send you — FREE — a very complete and detailed “case” for conversion to my franchised system. Briefly, here, let me make just 4 key points:

1. A franchise is the most successful business format Most ‘service business categories’ have 60% to 80% of their successful business owners in franchise organizations. Count restaurants and fast food, auto repair, packing and shipping, home care services, weight loss, etc., etc. — all these industries are DOMINATED by franchised businesses. Over 80% of all owners of one franchise invest in another. Why? Because the value of a franchise business is higher than that of an independent business, both doing the same revenues. Independent business owners frequently convert to franchisees. Century 21 and ReMax, the two biggest names in real estate, had thousands of independent real estate brokers convert to become franchisees. Why? Many reasons, but having true and complete business SYSTEMS is a big one. Another, the opportunity to benefit from national advertising and branding. Yet another, the ability to own and operate multiple locations without going insane. Being part of a well-run franchise organization makes your business more profitable and valuable, and makes your life easier and less stressful. Being in a solid franchise organization with good systems and services gives you stability, security, structure, and power in numbers. Stephen Oliver is the Martial Arts industry’s leading 2. Business is too complicated to go it alone expert on marketing and business. Our profession — and most martial arts schools — are at a HUGE DISADVANTAGE by being “little Lone Rangers”, each fending entirely for himself, each Martial Arts

MILEHIGHKARATE ® 3 MHK731 FranchiseMktg Book MAS 7/2/07 10:26 AM Page 4

Instructor trying to be twenty different people (Martial Arts Instructor, manager, ad man, marketing director, publicist), finance manager, and investor. It’s an impossible task. The solution to this stressful attempt at superhuman activity is just NOT another seminar, book, tape, notebook or coaching program. All those things try to get you to do all the things a bit better or faster; they fail to address the truth: no one person can do all these things well. It takes an ORGANIZATION to be successful today. Imagine the peace of

FRANCHISING mind you’ll have with full and complete professional support — from A for advertising, B for Bookeeping, M for Training Mile High Karate franchisees and Marketing, and Z for Zero Gaps in Student regional developers. Left: World Champion Service and Development. Jeff Smith, Mile High Karate Director of Instruction; center: Celebrity Author and Marketing & Renegade Millionaire Guru Dan 3. You STILL don’t have new Kennedy; right: Founder/CEO Stephen Oliver. student flow systemized and certain. Finally, you can. One of the big “pains”, still, for the martial arts Instructor is a reliable, steady, predictable flow of good new students. Hardly any Martial Arts Instructor has actually conquered this as I have. Here are a few financial facts about my school’s advertising and marketing: Every week, I use a particular type of newspaper insert that, on average, brings in $5.00 for every $1.00 spent. We have three extremely effective community outreach activities that bring in hundreds of students per school each year. It’s a detailed system, but we’ve got to tune and tweak it constantly to keep it performing at a high level. Additionally, I’ve created a huge number of letters and follow-up systems that creat a 5, or even 10, to one return, but also have to be constantly tuned and tweaked. Frankly, I could teach you what I do and you still would never do this for yourself. It’s time consuming and requires a level of advertising and copywriting skill I’ve perfected by being a very serious student and investing large sums of money and large amounts of time. As a Mile High Karate franchise owner, you will get these to use as your own, in your area. That’s just one of many examples of the tools entirely done for you, that you will use exclusively in your area. As I mentioned, I even have a TV show that works, and have mastered the tricky aspects: where and when to run it, how much to pay. I have a truly unique direct-mail campaign that goes to carefully targeted homes, a new list every month, that returns $5.00 to $10.00 for every dollar spent. This, too, requires periodic change, and requires access to the lists. As a Mile High Karate franchise owner, you’ll get all of it. Quite frankly, if you are trying, on your own or with some “kit” you bought, to come up with advertising that works, mailings, newsletters, referral promotions, I’m here to tell Grand Master Jeff you that you are kidding yourself. No wonder you’re still struggling with new student Smith, 9th Degree Black Belt. Former World flow worries and roller-coaster results! You are a Martial Arts Instructor, not a direct Champion and Mile marketing pro, and I doubt you’ve got the time — the years — it takes to get really High Karate Chief good at advertising and marketing. Look, there’s a reason McDonalds, Quiznos Jenny Operations Officer and Director of Instruction. Craig, Midas Muffler, etc., don’t hand their franchisees a three-ring notebook full of

4 MILEHIGHKARATE ® MHK731 FranchiseMktg Book MAS 7/2/07 10:26 AM Page 5

sample ads and say, “Go do this yourself.” The reason is: they’d all fail. Since I’ve spent the fortune and years necessary to get Why would a Kempo, good, and assembled a team of copywriters, graphics people, ad Shootfighting, BJJ Instructor experts and advisors to actually, consistently produce winning Join Mile High Karate? results, why would you want to try duplicating all that? Just pay to use it and relax. Further, I have a step-by-step system covering everything from the inbound phone call to the school by the prospective new student to Enrollment Conference, New Student Orientation, to highly effective upgrade systems, that will become yours. And, look, for my 4 schools, I create over 200 new students each and every month profitably. (I’ll even show you my financial statements and tax returns). I know how to do this and have standardized it for franchising: no guesswork, no ‘reinvent the wheel’ stuff. You’ll NEVER need another seminar! Because you’ll Alan Condon with BJJ Great Carlos Machado.

finally have a set-in-stone system that works. I attended Discovery Day in Denver in March 2007. All I can say is “WOW”. It was freaking 4. Multi-school operation that won’t drive incredible. We started off with a tour of sev- eral of the Mile High schools.. The energy you insane. and excitement was impressive. The schools If you want just your one school, that’s fine. But if you aspire to were packed and all the parents were glued to the action on the mat. I was impressed real wealth, you’ve probably come to the conclusion that being with how they handled the floor and the the solo operator of one school won’t get the job done. But quality of the students. you’ve heard endless horror stories about managing multiple My challenge was I am a one man show and have a personality driven school. While schools. Maybe you’ve even tried before and crawled away, it is was gaining momentum it was still a bruised and bloodied. I had six schools. I’ve been through it all struggle day to day. So my brain was in over- from employee hassles to partner fights to tax audits — drive as I was talking to the MHK staff and they had all these great systems for every- everything that comes with going from a mom ‘n pop to a real thing, there wasn’t a thing they missed. business, in my case, topping $1,000,000 in the early 1980s While I was there they were running when I was just 25 years old, and now continuing to grow with their Black Belt prep cycle. We all had a chance to watch them work out, it was awe- schools all across North America. If you want multiple schools, some. They were excellent, focused and real- the only sane way to do it is with McDonalds-like standardization, ly being pushed to there limits. After seeing controls, management disciplines and efficiency. And that’s that I was knew that the Mile High Karate franchise was a perfect fit for me. Now I now exactly what I built for myself, and now for my franchise owners. some of you will have reservations on style, association, but the big question is what Incidentally, there is also a Master Area Franchise opportunity for have they done for you lately and more the Martial Arts Instructor who sees himself as or becoming a real importantly are they a financial success! businessperson and administrator, who’d like to soon stop As a dedicated martial artist I recognized that the Mile High system has all the compo- teaching students altogether, and who can see himself helping nents of a great martial arts style. I saw that other Martial Arts Instructors, coaching Martial Arts Instructors, when they sparred it was fast paced hard core and overseeing a number of franchised schools. This will be the sparring just like I grew up on in the arts. I am now part of a family that will help me path for about 50 Martial Arts Instructors in America to seven- achieve my dreams which is teaching what I figure yearly incomes and wealth. love to do, making a great income and achieving wealth, while creating some bad ass Get More Information — Before It’s Too Late Black Belts. Alan Condon, Albany NY This is just a small peek at everything I’ve assembled for my I have been training in Kempo Karate for over 30 years, 6th Degree Black Belt, hold an instruc- franchise owners. tor level in Shootfighting, 13 years experience in Brazilian Jiu Jitsu and a Brown Belt under the great Carlos Machado

MILEHIGHKARATE ® 5 MHK731 FranchiseMktgBookMAS7/2/0710:27AMPage6

FRANCHISING 6 tpe Oliver Stephen Th a machine oneverycorner; four Martial ArtsInstructors running the same ad. C’mon! m your pr waste of yourmoney. Ithinkit’sarip-o there’s tenschools inyourarea allusing the same advertising and marketing. Frankly, that’sa And bythe way, thisidea of buying and getting ads, TVcommercials, mailings, etc. for it—but Martial Arts Instructor from each area will be accepted, Ifall you’re others intrigued,locked out. don’t wait. There will only be ONE FRANCHISE PER AREA, and the returnfirst qualifiedit by fax to me at 1-800-795-0583. There’s no obligationTo get ALLand theeverything information, is confidential. you just need to fill out the short Request Form in with this letter and business, you’vegot ajob.) entirely dependent onyou—don’t havea have agood weekorbad, and having yourincome you get upMonday morning uncertain whether you’ll more stable, valuable business. (And if,right now, build brand identity. Thisisaboutcreating amuch — evenanational media advertising campaign to all-encompassing system,withfullongoing support about anew salestechnique. Thisisabout notebook of ads. NOT aboutawebsite, and NOT about the next new curriculum fad. NOT abouta One final point: thisisNOT aboutany one thing. NOT what youwillhave:anarea of yourown. and martial artsschool building system.As aMileHigh Karate franchise owner, thatisexactly Founder/CEO MileMigh Karate 8th Dregree BlackBelt Stephen Oliver, MBA Sincerely, steps makes sense. Doitnow —before youare permanently locked outinyourarea. as aDVDwhere I’minterviewed allaboutMileHigh Karate. Then youcandecide iftaking the next detailed 16-page report explaining everything, aswell Return the form, and I’llsend youamuch more think, actand investasabusinessperson. (another) single “magic pillpromise,” orunwilling to going further ifyouare pennilessorlooking for can anticipate anappropriate fee. So,don’t bother three-ring notebook and acoupleof seminars. You a significant investment here aboutafranchise, not a Of course, itshould beobvious, weare talking about u e onlyr ch, m esen u ch, m eal valueisinbein E T A R A K H G I H E L I M t M arti u ch betterbusin al ArtsSch ool COMPLETEL g THEONL ess , with anA-to-Z, Y ONEIN ff . And inmany areas, saturation’s already occurred. There’s r Y eplacing , witha ® OUR AREA Above: StephenOliver;Below: JeffSmith. BeltRetreat. Teaching ataMileHighKarate Black to possessand useauniquemarketing BENEFITS 7 ® Franchise ® (3) web site and Complete prospect and (www.FreeKarate.com™ registration www.SuccessfulKids.com™; (4) management contact Sophisticated up on the follows system that automatically e-mails faxes, calls, phone with sales process follow-up; mail cues up direct and (5) exten- includes presence Robust Internet sive Search to bring optimization Engine web to your school; the from prospects Karate® “Building Successful Kids™” Successful “Building Karate® program. d. world; artists in the top martial to the Access a. market and research demographic Complete evaluation; b. negotiations; Lease c. ad and marketing grand-opening Complete placement; d. growth and manual grand-opening Complete plan. follow-up payment and a.billing student Complete you; for done b. for systems follow-up and tracking Automated students; c. birthday mailed and Automatically-created and in Class” cards, Missed You “We cards, guest passes; “Pass-A-Friend” d. I.D. cards; student Automatically-created e. — P&L, Balance services Complete accounting Taxes and Payroll Reconciliation, Checking Sheet, you. for done martial arts schools: martial a. recognition; rank International b. your for weekends Black Belt retreat Annual students; c. your for tournaments intramural Regional regions; in many students MILEHIGHKARATE 8. International trademark recognition. trademark 8. International 5. support: location New 6. including: support systems, business Robust 7. Mile High the in your school for Participation 4. respected world’s most the of one with Affiliation Martial , Tae Kwon Do Times Kwon Tae , , major daily newspapers, and, newspapers, daily , major

questions and scheduling appointments; scheduling and questions (2) that number 1-800-229-2686 toll-free are who prospects for to your location routes closest to you; (1) for call center 24/7 “live answer” answering calls, prospect student answering

e. sales support materials, to extensive Access and package Orientation” Student “New including infomercial; Renewal” Karate® “Mile High f. including: support tools, marketing Extensive ad slicks, advice on placement and planning, planning, and on placement advice ad slicks, effective on all aspects of complete training and arts schools; martial for marketing direct d. outreach” “community to our extensive Access school middle and elementary including programs programs. Arts Professional the including coverage, radio and television local network many and Show Williams Montel affiliates; c. support on all extensive receive will You including: programs your marketing aspects of Black Belt Magazine a. You will be included in our regional, national regional, our a. in included be will You campaigns; advertising international and b. public in our on-going be included will You in articles have included which efforts, relations d.all for programs Training “Bootcamp” Major opera- sales and marketing on operators school year; per times two tions e. top school with the opportunities Networking our in-house access through in MHK and owners top school to the teleconferences and seminars world. in the operators b. training instructors and Black Belt Weekly regions; classes in many c. telesem- Instructor Karate® Mile High Monthly Senior the Smith and Master with Grand inars Karate®; Mile High of Instructors Master video and audio training programs unmatched unmatched programs training audio and video price any available for not and industry in the else. anywhere a. meet- instructors and operators school Weekly regions; in many sessions training and ing and complete operations manuals, as well as manuals, operations complete and 3. support: advertising and Marketing 2. support: on-going of levels Incredible Benefits of a Mile High Karate High Mile a of Benefits 1. training owner school new “bootcamp” Extensive MHK731 FranchiseMktg Book MAS 7/2/07 10:27 AM Page 7 Page AM 10:27 7/2/07 MAS Book FranchiseMktg MHK731 MHK731 FranchiseMktg Book MAS 7/2/07 10:27 AM Page 8

Mile High Karate Confidential Information Request Form

� YES, Master Oliver, I am open-minded and interested in quite literally replacing my present martial arts school with a complete and better business. Please send me your information by First Class Mail. I agree to review it promptly on receipt. � I am HIGHLY interested and do NOT want to risk my area going to another martial arts school. Rush me the information overnight by Federal Express. I agree to review it within 72 hours and let you know of my interest or disinterest.

FRANCHISING � Please send me information about Regional Developer Opportunities and Availabilities.

Owner’s Name: ______School Name: ______Street Address: ______City, State, Zip: ______(or Province & Postal Code) � United States � Canada � Other:______

Business Phone: ______Business Fax: ______Home Phone: ______Cell Phone: ______E-mail______

By sharing the above information I give you permission to contact me about Mile High Karate franchise opportunities or related coaching programs by any of these methods.

Number Of Schools: ______Number of Active Students: ______Years In Operation: ______Annual Gross Revenue: ______

Your Martial Arts Background: Rank:______Style(s):______

Fax to: 1-800-795-0583

® Since 1983 www.MileHighKarate.com

1-800-559-9431 www.milehighfranchise.com Outside North America: 1-303-740-9467 Mile High Karate®, LLC Fax: 1-800-795-0583 U.S. & Canada P.O. Box 260267 Fax: 44-800-471-5096 London, U.K. Lakewood, CO 80226 U.S.A. Fax: 61-294-750-098 Sydney, Australia [email protected]

28 MILEHIGHKARATE ® why would a kempo karate 6th degree black belt, shootfighting, carlos machado brazilian jiu jitsu instructor join the mile high karate team?

The story of my interesting journey to having You can argue that you teach for integrity the martial school I always dreamed of. or that you only need to pay the bills. Well, I love sharing what I know with people. I feel it VEN THOUGH I HAD ACCESS TO THE would be a disservice to not be able to help the best minds in the business, I was hundreds of kids and their families in my com- tired of trying to create my own busi- munity. To do that I needed what the Mile High ness and marketing systems. Through Karate System has to offer. Stephen Oliver’s writings and NAPMA’s I want to provide for my family and to make E Maximum Impact Program I received great advice sure they can have the best life possible. I don’t that helped me develop strategies to get my want to work a full-time job and then teach for a school to another level, but I was really looking few hours in the evening. We all know that the for a turn key system that I could easy replicate martial arts are the greatest vehicle for personal with my staff. The challenge was I was a one man development and success in all aspects of life. show and had a personality-driven school. So why would you want to only share that with a I attended the Mile High Karate Discovery Day small number of students? and Schools tour, and all I can say is “WOW.” As a dedicated martial artist, I recognized that It was incredible. We started off with a tour the Mile High system has all the components of of several Mile High schools. The energy and a great martial arts style. I saw that when they excitement was impressive and the schools were sparred it was fast paced hard core sparring, packed. I was impressed with how the instructors just like I grew up on in the arts. I am now part handled the floor and the quality of the students. of a family that will help me achieve my dreams, I met Stephen Oliver, Jeff Smith and several become wealthy, and teach Mile High Karate Regional Developers, various what I love while creating franchise owners and Black Belts from their top some bad ass Black performing schools. They answered all my ques- Belts. tions and showed me how easily I could convert Alan Condon to a Mile High School. They were very patient Mile High Karate, Albany; and shared more great information with me, Kempo Karate, 6th Degree some of those conversations were priceless. Black Belt; Shootfighting So my brain was in overdrive as I was talking Instructor; Brazilian to the MHK staff. They had a great system for Jiu Jitsu, Brown Belt. everything — there wasn’t a thing they missed. While in Denver the MHK Black Belt board was running their Black Belt prep cycle. We all had a chance to watch them work out — it was awesome. I watched several hundred Black Belts train together that day. They were excel- lent, focused and really being pushed to their limits. After seeing that I knew that the Mile High Karate franchise was a perfect fit for me. Now I know you may have reservations about your style or association, but the big question is: what have they done for yourself lately, and more importantly, are your style and association making you a financial success?

For more information about Mile High Karate: www.MileHighFranchise.com Martial Arts Professional May/June 2007 39 Way of the To obtain an audio-CD of a complete and unabridged conversa- tion about Mile High Karate regional development and franchise Mile High opportunities, featuring Stephen Oliver, Rob Colasanti, Jeff Smith, Frank Brown, and Mile High Karate regional developers, call: Maverick 1-800-559-9431 or email: [email protected]

individual locations to franchises. you’re located. Can you give our want an after-school program?” Now our Mile High Karate Regional readers a few pointers on how to These are tactics. Developers are spending their time make the Internet work for them? training and supporting indepen- MAPro: So I guess most school dent business owners. That makes Oliver: There are two elements to owners, if they’re doing anything, a huge difference. using the Internet. One is thinking they’re probably more focused on of a website as being an alterna- tactics than strategy? MAPro: When it comes to running tive mechanism for responding a school for maximum profitabil- to your advertising. You’ve got Oliver: Exactly. The difference that ity, you’ve obviously got to keep to design the website so that it’s we’re finding with those schools your expenses under control. effective at capturing a prospect’s coming into our Mile High Karate Now, all schools are very differ- contact information and making franchise is that they’re really ent, but when you see fat that an introductory appointment. looking at strategy. They’re asking needs to be trimmed, where do The other side of it is using the important questions first about you usually see it? Internet to drive traffic either to how much income they want to your website or to your phone. make, what type of results they Oliver: Usually, it’s in facilities or Most schools never get around to really want for their students, it’s in head count. I see martial doing anything about this aspect. whether they want to build wealth arts schools typically overpaying for their family—in other words, for rent for too big of a facility. MAPro: Just out of curiosity, how what type of lifestyle they want. Second, they tend to have too old were you when you made your Then they decide that we have a many people on their payroll, first million in martial arts? better approach. while underpaying the good ones. Finally, schools tend to under- Oliver: Twenty four. MA Pro: During the past year spend on new student acquisition. some very high quality and high MAPro: That’s impressive! Over profile Martial Artists and Martial MAPro: What percent profit do the years, I’ve learned that Arts school owners have joined Mile High Karate schools aim for? you’re both the strategist and the your Mile High Karate team. What benchmark do you use for technician. Talk to us about the What’s in it for an otherwise suc- profitability? difference between strategy and cessful school owner to become a tactics and how you use each to Mile High Karate franchise owner Oliver: Ultimately, a school should grow a school. and completely replace their cur- be able to run anywhere from rent business with a Mile High twenty-five to fifty percent in Oliver: Tactics are just what you Karate school? profit. do on a day-by-day, minute-by- minute basis to get things to Oliver: The reason in our indus- MAPro: You’re one of the first happen. Strategy is the long-term try – and, in many industries guys who began using the Internet vision of what you’re looking for. that business owners will join a for marketing yourself and your To a great extent, school owners Franchise organization are many. schools. You’ve also taught the get wrapped up in tactics without For instance. As we both well NAPMA Squared members how to meshing them into their strategy. know few school owners ever use search-engine optimization for For example, they ask questions manage to retire or move and maximum results. Your schools like, “Should I use a mixed martial realize any true wealth from the really dominate Yahoo, MSN, arts program?” “Do I want a fit- sale of their business. As a part AOL, Google and others anywhere ness kickboxing program?” “Do I of a strong franchise organization

40 Martial Arts Professional May/June 2007 For more information about Mile High Karate: www.MileHighFranchise.com “I see martial arts schools typically overpaying for rent for too big of a facility. Second, they tend to have too many people on their payroll, while underpaying the good ones. Finally, schools tend to underspend on new student acquisition.”

several things happen. First, it’s instructors working with Master the scenes the A-Z of how all this much easier to sell your school Jeff Smith and with Master Frank works. They can email me or fill when the time comes — and not Brown and all of our Regional out the information form at our just to an eager student or staff Developers frequently each and web site www.MileHighFranchise. member — but to someone who every month — and, coming com or fax me their resume and really is looking to buy and pay together to train as a team twice a we’ll load them up with lots of for a successful business. Second, year. information. the sale price can often be A LOT more for a business that’s part of MA Pro: If this sounds interesting MAPro: You’re a 24/7 kind of guy, a successful franchise organiza- what should a school owner do Steve, one of the hardest work- tion. Maybe even two or three next? ing people I’ve ever known, but times as much. you still make time for education. Oliver: It’s really important that You’re always learning, always MA Pro: What about for the owner they attend a “Discovery Day.” growing. Give us your thoughts who just wants to teach and run That’s an opportunity to see on continuing education and tell his school, and likely never sell. several schools in operation. To us who some of your mentors in meet me and many of our key and out of the industry have been Oliver: Well that’s really even executive staff, and to see behind along the way. more important. As we’ve dis- cussed Mile High Karate helps really good instructors become even better by helping them get rid of all of the stuff they don’t like and probably aren’t very good at. We take care of their accounting, provide tremendous marketing and sales processes — including a ton of stuff done for them, and a huge team that supports their growth every step of the way.

MA Pro: How does being a part of Mile High Karate help a school owner with staff development and training?

Oliver: We have regular staff train- ing “bootcamps” that will train any Mile High Karate school’s staff for them A-Z. Add to that that we have every system on video — includ- ing the ability of a staff member to download any piece on to their Video I-Pod and review at their lei- One reason that Stephen Oliver designed his “Master Franchise System” was to have time sure. In addition we have all of the with daughter Jaeda and mom Jodi.

For more information about Mile High Karate: www.MileHighFranchise.com Martial Arts Professional May/June 2007 41 Way of the Mile High

To obtain an audio-CD of a complete and unabridged conversation about Mile High Karate regional development Maverick and franchise opportunities, featuring Stephen Oliver, Rob Colasanti, Jeff Smith, Frank Brown, and Mile High Karate regional developers, call: 1-800-559-9431 or email: [email protected]

Oliver: Part of the way that I MAPro: I think the moral of the schools as a franchise rather make time for education is to story is to always be learning, than having employees. consider it part of my work always be growing, always So I’d have to say that suc- hours. A few years ago, I decid- be self-educating and always cess is making life manageable, ed to get an informal Ph.D in be changing with the times. letting the business serve me, Internet marketing. So part of Because the one thing that is not me serve it, and certain­ my workday was devoting three a constant in our universe is ly finances play a part of it. hours a day sitting down and change. Everything is always Certainly, I’ve got some extrava- reading every page of a set of changing and, if we don’t gant toys, but I don’t think five-volume, three-ring-binder change with the times, then anybody’s real objective in life notebooks on the subject. the world just simply changes is to have a Porsche, Rolex or a When I first got involved with around us. big house. Jay Abraham’s stuff, thanks to Tim Kovar, I probably read five- Oliver: That’s right. And if you MAPro: You’re right; that’s a bit thousand pages of his material. don’t put self-education into complex. But I wanna thank you When I first got involved in Dan your schedule and prioritize it, for all the time you’ve given us Kennedy’s system, I printed out what happens is the knowledge today. Without a doubt, you’re anything he had ever written and skills that you used to have one of the sharpest guys in the that I could get my hands on become less and less relevant. industry. and read it all. Frankly, in many cases you nev- But the only way I’m able to er learn the things that really are Rob Colasanti is the president of accomplish that is, I don’t make necessary to make your career NAPMA, a 3rd-degree black belt, the it a fifth priority. I just put it in successful. author of How to Build the Martial the Daytimer (or now in my Arts School of Your Dreams, an Treo) as something that I have MAPro: Finally, Steve, what’s ACMA-certified instructor and a popu- to do on an ongoing basis to your definition of success? lar speaker on the subject of martial improve my career. It’s amazing arts school operations. to me that many martial artists Oliver: It’s complicated. First who discipline themselves to and most important is really to Stephen Oliver is currently inter- develop a high level physically be making a contribution to our viewing applicants for Mile don’t also then discipline them- students and our staff. I want to High Karate Regional Developers selves to learn at that depth always be learning and grow- and individual school owners as about their career. ing. So if I’m not constantly well. To learn more, visit If you’ve decided to run a expanding my knowledge base www.MileHighFranchise.com martial arts school, you can and my capabilities, I feel like make two decisions: Choice I’m not being successful. He also operates the industry’s A would be become one of Second is, I want to man- most exclusive and most success- our franchises, where you can age my business life, not have ful school owner Coaching Program. now have all of the systems it manage me. So I’m very You can learn more about how to and templates handed to you. focused on setting things up grow your school and try the coach- Choice B is to really learn it in such a way that it serves ing program for a free trial at: www. yourself and then create the me and not vice-versa. I’ve got ExtraordinaryMarketing.com. materials and systems on your a five-year-old daughter now own. Unfortunately, many just and that was actually part of Stephen Oliver can be contacted at: decide to fail by default. the reason for structuring the [email protected].

42 Martial Arts Professional May/June 2007 For more information about Mile High Karate: www.MileHighFranchise.com Comments and revelations by Rob Colasanti, NAPMA president

A few outsider observations of Mile High Karate.

recently visited Stephen Oliver’s Mile High Karate Bootcamp and his Mile High Karate has a tremendously Regional Developers Meeting, where I had curriculum that is an the opportunity to visit his schools and sit excellent blend of in on a Mile High Karate student leader- practical martial arts Iship class and a class with hundreds of Mile High techniques, personal Karate Black Belts. This was a very enlightening development material, experience. and fighting styles that Before I tell you about what I saw, I want you offer true benefits for to know that during the last decade at NAPMA, students of all ages. I I’ve worked with many of the top martial arts really liked what I saw. pros in the world. Few have impressed me as Also, I was surprised much as Stephen Oliver. Though I’ve worked at how thoroughly with Stephen for many years now, my brow is and successfully Mile still constantly being raised by his extraordinary High’s powerful busi- level of intelligence, his rapid fire creativity, his ness system had been over-the-top marketing genius, his total under- integrated with high standing of our industry, and his proven ability quality martial arts to help owners — of every style — take their instruction. This is the schools to the next level and way beyond. aspect of Mile High Believe me when I tell you that Stephen Oliver Karate that often goes is brilliant and he will do wonders for your unnoticed, because Rob Colasanti in Denver, school, as long as you apply his system. This Stephen’s business Colorado learning from guy can show you the way and I recommend skills overshadow it. Stephen Oliver about the that you learn all that you possibly can from him. The martial arts por- Mile High Karate Black Belt Now these have been my observations from tion of Mile High Karate processes and Leadership working with Stephen on a long distance busi- appears to be equally Classes. ness level. However, while visiting his schools, as strong as the busi- meeting his regional developers face-to-face, ness portion. Now and observing classes, I learned more about his that I’m coming up on my 4th Degree with the actual belt curriculum and overall teaching meth- legendary Joe Lewis, I’ve pretty much seen it all. ods. This greatly expanded my perspective on Mile High places a major emphasis on quality why Mile High Karate is so successful. — it’s not easy to earn a Black Belt in this organi- I was extremely impressed with Stephen’s zation. In my opinion, that’s the way it should be. system and overall approach to producing If you’re interested in accelerating your career, black belts. In my seminars, I refer to this as systematizing your school, growing a large the “teaching half” of the school. You know … organization with many schools in your region, the half that doesn’t deal with marketing, sell- or creating long-term wealth in the martial arts ing, staffing, accounting and everything else. business, then your absolute best choice would Watching Stephen, Jeff Smith, Frank Brown be joining with the Mile High Karate team. This and a large staff of 3rd, 4th and 5th Degree group has its act together when it comes to both Black Belts working with hundreds of Black Belt the teaching and business halves of the school. I students, I realized how much they’ve put into encourage you to look into what they have to offer. the design of their curriculum and their challeng- Rob Colasanti ing rank requirements. I was blown away. President, NAPMA/MAPro Magazine

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