feature
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Veterans in Franchising www.franchisingusamagazine.com
Liberty Tax:
Liberty for Veteran Franchisees
Special Veterans in Franchising Section
Financing Options for Veterans
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V eterans in F ranchisin g S upplement J uly 2 0 1 3 Our Veterans in Franchising special supplement has become a regular feature of Franchising USA. To share your story in the August issue, please contact Jenn Dean, Senior Sales Executive Phone: 250-590-7116 Email: jenn@cgbpublishing.com
Contents 38 Liberty for Veteran Franchisees Liberty Tax 40 VetFran: Meeting the Needs of Today’s Veterans Gordon Logan, Sport Clips
46 VetFran Joins SBA Administrator Mills to Announce Veteran Lending Initiative VetFran 48 Serving in the Military Saved My Life Greg Tanner, Aaron’s
42 Financing Your Start-Up Business or Franchise (Part 2) Richard Ashe, Veteran Franchise Centers
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V e t era ns i n Fra nch isi ng
L i b ert y Ta x
Liberty for Veteran Fran It all started several years ago at a hockey game in Buffalo, NY. The anthem, star spangled banner, and the soldiers. “Wouldn’t it be great if we could help these people who have served our
country,” discussed CEO John Hewitt and Chief Marketing Officer Martha
O’Gorman. Touched by the display the
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pair deemed it a fitting tribute to be able to offer these individuals the opportunity to get into business for themselves. Starting operation in 1997, Liberty Tax has grown from zero locations to 4,500 in a short 16 years; making it the third largest and fasting growing tax preparation franchise. Their plan is “to add several hundred more”, says O’Gorman. CEO John Hewitt is the most experienced CEO in the industry with over 40 years experience in the tax business. “We have a lot of different kinds of people
in our organization. They come from all walks of life,” O’Gorman explains. “We have people with backgrounds with CPAs and accounts, people who have been tax preparers with other major companies, and people who look at the opportunity and see the value and potential in it and understand it’s a good business opportunity.” One factor that makes Liberty Tax so appealing is their unconventional marketing. Where most tax preparation business spend millions on television
“If you want to get into a business where you can make money by helping people and changing their lives, this is it.”
nchisees advertising and media that is “generally not effective anymore,” O’Gorman explains how Liberty Tax put their feet on the street to connect with the community. Known for their Lady Liberty wavers, their number one way of generating new customers, Liberty Tax doesn’t wait for customers to come to them, they go to the customers. Delivering coupons and baked goods to neighboring companies and attending community events is their method of a high profile, low cost way of doing business.
Another asset of Liberty Tax is their nimbleness. Referring to their biggest competitor as “the 800lbs gorilla,” O’Gorman says the competition’s size enables them to change as quickly as Liberty can.
decisions as to how many stores to get, where to put the stores and how much advertising money they’re going to need,” says O’Gorman. “Each person is different so we try to customize our packages based upon the needs of the person.”
Working alongside the International Franchise Association with their VetFran program, Liberty Tax offers special incentives to veterans to get them into the system. Designing specific packages and programs to fit their needs, offers include various grand opening advertising, start-up compensation, help with leasing equipment, signage and office space.
Since 1997 U.S. Navy retiree Chief of Boat John Taylor and his wife have owned and operated two Liberty Tax franchise offices in Virginia Beach.
“When in military, part of the drill is following orders and rules, the franchise organization is similar in that we have a prescribed method of doing business,” explains O’Gorman. “Somebody who understands the value of following a system and understands that rules are there for a reason tend to make much better business owners than somebody who is very entrepreneurial in nature and really just wants to do their own thing.” In a franchise where 20 percent of their basis is vets, Liberty Tax offers a deal with their start-up capital. Where the start-up costs for a regular prospect ranges from $56,800 to $69,900 in the US, Liberty Tax helps veterans with the capital needed through leases and promotional programs. “Our goal is to help them [veterans] evaluate their goals, make the right
“If you want to get into a business where you can make money by helping people and changing their lives, this is it,” says Taylor. Becoming a Liberty Tax franchisee is rewarding opportunity. The value of being a seasonal business means you work hard for four months but it offers “a great quality of life,” explains O’Gorman. In the offseason franchisees have the opportunity to spend time with family, pursue other interests, hobbies or businesses. “It’s lucrative to be making a years worth of income in a four month period of time.” A proud sponsor of the IFA Vet Program, Liberty Tax was named a “military friendly franchise” by G.I. Jobs and Vetrepreneur Magazine in 2011. Liberty Tax appeared on the Forbes “Top 20 Franchises for the Buck” list in 2012, and USA Today listed Liberty Tax in their “Top Franchises for Military Veterans” list posted June 2013. For more information: Web:
www.libertytaxfranchise.com
“When in military, part of the drill is following orders and following rules and the franchise organization is similar in that we have a prescribed method of doing business.” Franchising USA
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V e t era ns i n Fra nch isi ng
Gordon Loga n, CEO a nd fou nder, Spor t Clips
VetFran:
M eetin g the needs of today ’ s veterans “Today almost 600 franchisors offer incentives to Veterans to help them get started in a business of their own under the VetFran program.” The 1960s were great in some ways and chaotic in others. We were embroiled in a no-win conflict in Viet Nam, and it was no wonder many young men and women weren’t anxious to go halfway around the world to fight an enemy we couldn’t tell from our friends. Yet many answered the call and went to fight for their country, many if not most drafted and many volunteers. After answering the call of duty, returning soldiers were often not treated well, a
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memory those Veterans carry with them to this day. The past 10+ years we have once again been engaged in conflicts against elusive enemies who have been able to inflict serious damage to our troops with relatively primitive weapons and devices. Yet this time our soldiers are all volunteers, who willingly lay their lives on the line for their country. And thankfully, this time the country is grateful for their and their families’ sacrifices. Those of us who benefit from their devotion to duty have contributed millions to various charities that have been established to help ease their burden, yet there remains much to do. One of the most difficult challenges they face is the transition from the military to civilian careers. The IFA has had a Veterans outreach program for over 20 years, thanks to the efforts of Don Dwyer. Recently, this initiative has been re-vitalized, and much
credit must go to his daughter Dina Dwyer Owens and Mary Kennedy Thompson, who is a Marine Veteran and President of one of the Dwyer Group family of franchises. Today almost 600 franchisors offer incentives to Veterans to help them get started in a business of their own under the VetFran program. And, the IFA Operation Enduring Opportunity has been tremendously successful in helping Veterans to make their career transition….. over 65,000 Veterans have joined franchises in various capacities, including 5,000 or so who are now franchisees. Many of the franchisors who are involved with these efforts are Veterans themselves, and it has been documented that Veterans are more likely to hire Veterans. Yet many are not Veterans, but feel the calling to reach out and give back to those who have given so much for us. Several franchises now have Veterans Affairs Officers (or similar titles) whose primary responsibility is to liaison with Veterans and Veterans organizations like the VFW and Wounded Warriors Family Support. Two of the largest corporate sponsors of the VFW Foundation are a franchisor and its franchises (Sport Clips), and a group of franchisees of Burger King who have
raised hundreds of thousands of dollars to support Veterans causes. There are many other examples of those in the franchise community who are supporting Veterans causes. The needs of our Veterans are shifting: More and more troops are brought home from overseas, and millions are scheduled to be separated from the service in the next few years. The pressing need over the next few years are 1) supporting our Wounded Warriors who are struggling with not only their transition from military to civilian careers but are also having to deal with serious injuries of all types they suffered while serving, and 2) providing opportunities for integrating these brave troops back into civilian careers. Scholarship programs to supplement the
GI Bill are needed to ensure that Veterans are able to enter into career fields with long-term opportunities, which may well include a career in franchising. Both areas need continuing and increased support from the franchise community, which has indicated by its actions that we are ready to answer these needs. If you are (or know of) a Veteran who may be interested in pursuing a career in franchising, go to (or encourage them to go to) the VetFran website (www.VetFran.org)
to learn more about the opportunities and support provided by IFA members who are dedicated to helping our Vets. By taking advantage of the Mentor Program, they can be paired with an experienced VetFran franchisor executive who can help guide them through the process of learning about franchising and making an informed decision about their future. Our Vets have given us so much, it’s our responsibility to do what we can to say “Thank you!� to such an amazing group of men and women.
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V e t era ns i n Fra nch isi ng
Richa rd Ashe, President, Vetera n Fra nchise Center s LLC
F IN A NCING Y O U R S TA RT- U P B U S INE S S O R F R A NCHI S E BEFORE Y OU RUN OFF TO T H E BANK . . . Before going to ask for a loan you should know a couple of things: 1. You need good credit. A credit score of 700 is the magic number to be considered for a loan. Depending on how long and how well you know your banker may help you get away with a 650. 2. If you have some smudges on your credit report the bank will want to see that you’re current on all your debt, that any derogatory marks on your credit report from the past are at least a couple of years old and that you have a reasonable explanation as to what happened. If you have a bankruptcy it must be 4 - 6 years old, no late payments or charge-offs or collections since the date of your filing. 3. The bank is going to want to see an equity injection of 30%. If it takes $100,000 to start your business, you will need to come with $30,000 and request a loan for $70,000.
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4. You will need collateral to secure the loan in most cases. There are some credit based loans under $50,000 that do not require collateral. If you are looking for a larger loan and are a start up business, you generally will need some collateral. Weak collateral can be mitigated by a co-signer willing to guarantee the loan. Existing businesses with positive cash flow may be eligible for a loan without collateral or co-signer. Even when you use an SBA lender and Uncle Sam is guaranteeing the loan, it’s the banks money and they want to know that you have assets for collateral so they can get paid even if your business should crash and burn. The best form of collateral is real estate. You will be required to pledge your assets to secure the loan. Business assets, autos, inventory and whatever is purchased with loan proceeds can also be used to secure the loan. 5. You need a business plan - You’ve reviewed your credit, identified
Richard Ashe
collateral and all is good. Now you need to take your idea and bring it to life by turning it into a plan that you can present to the lender. You will not get any money without a detailed business plan that will demonstrate how you will take the money you get and turn it into more money for your investors.
WHAT YOUR INVESTORS WANT TO KNOW First, you have some decisions to make. Are you starting a business from scratch, buying an existing business or buying a franchise. Once you’ve decided the type of business, you need to decide on a structure. The structure you choose will have both legal ad tax implications. For example a Corporation (C Corp)
is much more complex than a Limited Liability Company, (LLC). LLC’s provide the limited liability features of a corporation but with much fewer tax implications. Unlike shareholders in a corporation, LLCs are not taxed as a separate business entity. Instead, all profits and losses are “passed through” the business to each member of the LLC. Members report profits and losses on their personal federal tax returns, just like the owners of a partnership would. Other business structures include Cooperative, Partnership, S Corporation, Sole Proprietorship. It is important to research and understand which business structure is best for the type of business your planning. Now that you’ve decided type of business and the structure there’s lots of paperwork. You must make sure your business is in compliance with federal, state and city regulations, register your business, get tax id, obtain any necessary licenses and permits and prepare your business plan to take to your investors. Your business plan should include the following sections: 1. Executive Summary: A one-page summary of your business plan. There are no second chances to make a first impression and I think this is the most important part of a business plan. The Executive Summary is your opening pitch and it’s usually the only section investors will read to determine if they should even spend the time to have a conversation with you. The executive summary should focus on what problem in the market your start-up solves, why it represents a real opportunity, and what value it represents for an investor. 2. Product and/or services: What are you selling and what is your “mojo?” How is your product different, better, and be effective in the market? 3. Market analysis: This should be hard data points demonstrating that there is a real market for your product or service, that interest in your industry/product/
service is growing, and that you’re capable of gaining a sufficient market share to become profitable. 4. Strategy: Here you must clearly demonstrate financially how you will reach your milestones. If you can show investors that you know what you’re doing by detailing how you’ll reach key financial metrics that are realistic only then will they open their wallets. 5. Management team: This is your opportunity to sell yourself and any partners. The investors want to know that you have the skill and experience to run the business. 6. Financial projections: Before you can get the money you have to show them the money. This is a spreadsheet with detailed key calculations such as per unit economics, sales metrics, profit and loss, and cash flow. It needs to show time to revenue, expected growth, and where the money will come from to repay your loan.
PURCHASING A FRANCHISE? You still need a business plan: The good news is much of the information needed for the business plan for a franchise business can be found in the Franchise Disclosure Document (FDD). If the
franchise has a successful track record of franchise ownership most of the financial details on earnings, costs, and other factors likely to affect future financial performance needed buy the lender can be found in Item19. You can also leverage the knowledge and experiences of existing franchisees for what’s needed to present to the bank. In some cases franchises are already SBA Approved. The SBA-approved franchises are select business opportunities whose agreements have been accepted by the SBA. When it comes to securing an SBA-backed loan, those applying for an approved-franchise have it easier and quicker. Applicants for SBA-approved franchises benefit from a streamlined review process that expedites their loan application. Because the particular franchise is pre-approved, the loan review is less complex and focuses on specific aspects of your business plan. If the franchise is not SBA Approved, it is not a negative thing. There are reasons franchisors do not appear on the list. If they are not on the list the SBA and commercial lender may need to review the franchise and its financial information more closely, which of course will add more time to process and approve the request.
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V e t era ns i n Fra nch isi ng
Richa rd Ashe, President, Vetera n Fra nchise Center s LLC
EMERGING FUNDING ALTERNATIVES Crowdfunding, which was signed into law by President Obama in April 2012. leverages today’s technology and social media and enables you to take your venture directly to the people to raise capital to start your business. Several companies have sprung to life that offer you the opportunity to create your pitch and broadcast it through various social media channels. Generally, those who contribute to your venture do so because they want to contribute to but do not receive equity in the business. Crowdfunding can also refer to the funding of a company by selling small amounts of equity to many investors. I recommend using Crowdfunding to raise additional operating capital, but not as your initial stake. The funds raised take the form of income and are taxed. Make sure you consult a CPA when you structure your business if you are considering this option.
“When it comes to securing an SBA-backed loan, those applying for an approved-franchise have it easier and quicker. Applicants for SBAapproved franchises benefit from a streamlined review process that expedites their loan application.” this: Banks don’t lend money to help you achieve your dreams, they lend money to help achieve their dreams of making more money from the money they invest. It takes a lot of determination, hard work, research and perseverance to get your business started, finding money is one of the most challenging processes. Even when you’ve done all your homework the bank may still say no. Don’t be discouraged, if you want it and believe in it, and are confident in its success, explore all you options and continue to move forward to the next, and the next until you find the solution that will help you achieve your dream. “A dream doesn’t become reality through magic; it takes sweat, determination and hard work.” General Colin Powell
THE BOTTOM LINE
For lots of free information and resources to get your business launched go to:
Whichever route you decide to go to get financing for your business, remember
http://www.sba.gov/category/navigationstructure/loans-grants
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About Veteran Franchise Centers Veteran Franchise Centers’ sole mission is to provide free help and counseling to veterans, spouses and their direct family members who are seeking franchise ownership. Through our nationwide network of veteran-operated offices and our deep relationship with the franchise community, we can help find out which franchise opportunity is best suited for your goals and lifestyle! As part of our consulting process, we will provide you with free franchise education, veteran financing resources, and expert
assistance. Your Veteran Franchise Centers consultant will provide you with:
• Expert advice that is 100% free.
• Determine the best business fit for your unique goals and skills.
Richard Ashe served in the Marine Corps from 1976 to 1983 in the infantry and then as part of a joint Marine, Navy, and Air Force top secret intelligence project. After serving in the Marines, he worked as an electronics technician for a communications company. Over the next 30 years, he worked his way through the civilian ranks to the position of vice president of global marketing for an international software company and received his degree in marketing.
• Basic financing information, finance options and resources available.
During his civilian career, Ashe has worked for and helped companies
• Understanding the pros and cons of owning a franchise business. • Learning about the business of franchising. • Learning about different levels of franchises available. • “Free tools” to help you in your franchise evaluation process.
such as Xerox, Compaq, and HewlettPackard expand or start new businesses. He also participated in four software startups and started two businesses on his own – a computer training firm, ComputerTutor, and a network consulting firm, LANDesign. Ashe is a Certified Franchise Consultant and a member of the Texas Veterans Chamber of Commerce. He serves on the VetFran committee. For More Information: Phone: Email: Web:
713-849-9642 rich@ VeteranFranchiseCenters.com veteranfranchisecenters.com
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V e t era ns i n Fra nch isi ng
VetFran Joins SBA Administrator Mills to Announce Veteran Lending Initiative The Small Business Administration (SBA) recently announced the Veteran Pledge Initiative. The initiative is a commitment by top SBA national, regional and community lenders to collectively increase their lending activity to veterans by five percent per year for the next five years.
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“The goal of this initiative is to close the lending gap, a problem which is preventing many otherwise worthy veterans from becoming franchisees and leaders in the civilian economy.”
Joe Lindenmayer with past Chairman of the National Association of Development Companies (NADCO) Chairman Scott Davis, President & CEO of Mountain West Small Business Finance and Charlie Cleary of Self-Help Ventures, a leading Certified Development Company (CDC) based in Durham, NC. The nation’s CDCs delivered 10% of their $6 billion in loans to veterans in 2012 and pledged to increase that volume 5% per year for the next five years.
VetFran Committee Chair Joe Lindenmayer of TSS Photography and VetFran Committee member Rich Bradshaw of TD Bank joined the SBA’s Administrator Karen Mills and representatives of the SBA lending community, the U.S. Army, and transitioning service members interested in small business ownership at Ft. Bragg. VetFran was invited to speak on behalf of existing and prospective veteran franchise owners as well as franchisors eager to add veterans to their systems. In his remarks during the announcement, Joe Lindenmayer expressed “Today, VetFran boasts a record 579 franchise companies offering financial incentives, training and mentoring to veterans
interested in franchise ownership and there are no shortage of veterans interested in franchising, with the VetFran Directory receiving over 44,000 hits a month. Where the equation all too often breaks down is access to credit. The goal of this initiative is to close the lending gap, a problem which is preventing many otherwise worthy veterans from becoming franchisees and leaders in the civilian economy.” With the support of SBA’s top 20 national lending partners, and approximately 100 additional regional and community lending partners across the United States, SBA expects to assist an additional 2,000 veterans obtain loans to start or expand small businesses by increasing lending
The initiative complements IFA’s access to credit campaign including Small Business Lending Summits in 2011 and 2012. Rich Bradshaw, the head of SBA lending at TD Bank, said franchises are an especially popular choice for veterans and that most of the franchise loans TD expects to make as part of the initiative will be under $150,000. Veterans have a proven track record in franchising, with one in seven U.S. franchise businesses being veteran-owned. Lindenmayer said “As a franchisor, Chair of the VetFran Committee and most of all as a proud Marine veteran, I commend the SBA, and its lending partners for stepping in to fill this void and provide essential financing”.
by $475 million over the next five years. This equals a five percent increase above historic veteran lending activity by the SBA. “Our service men and women have made incalculable contributions and sacrifices for our country, and supporting them as they pursue their dreams to start or grow their own business is one of SBA’s highest priorities”said SBA Administrator Karen Mills, a consistent VetFran supporter. “Through this partnership with national lending partners and regional and community lenders across the U.S., we stand ready to serve veteran entrepreneurs with loan-guarantees, entrepreneurial training, and resources that are critical tools to help them start businesses, drive the local economy and create jobs for themselves and their communities.” For More Information: Web: www.vetfran.com
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V e t era ns i n Fra nch isi ng
G reg Ta nner, N ational Director – Fra nchising, A a ron’s
Serving in the Military Saved My Life lingerie. But, I was proud to serve in the Army in the military police. I learned—and you might say the hard way—discipline, chain of command, systems, leadership, accountability, honor and integrity.
Greg Tanner
When I graduated from high school, I was full of myself: headstrong, fearless and a maverick. I was ambitious, too, but I didn’t know where to apply my energies. I had no plans. Then Uncle Sam sent me a draft notice. It was the height of the Vietnam War. Our country was coming apart. Good people were questioning our role in Southeast Asia—angry at the military, rebelling against authority, and burning
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I’ve been in franchising for more than 40 years as a franchisor, franchisee and franchise development executive. I have a beautiful wife of 45 years, three grown children, five grandchildren, a spacious house on a golf course, a condo on the beach and a fulfilling job. Everything I have I owe to my military service. The military gave me the skills to succeed. However, when I got out, I remember service men and women coming home to a thankless nation and hostile mobs. There were no respectful crowds cheering and applauding at airports. There were no “Welcome Home” banners across driveways. And, there were no organizations like Buy A Soldier Breakfast to show support for our troops. Today, our country appreciates that the military is made up of patriotic men and women who are doing their jobs to protect our freedom. You don’t have to support war to support our troops. I’m proud to say that the International Franchise Association (IFA) is out front opening doors for veterans in their quest to find employment in the civilian workforce. That’s why with the endorsement of Aaron’s EVP Franchising Todd Evans, I chose to serve on the IFA’s VetFran
Committee. It’s my opportunity to give back to the franchise industry and to thank our brave men and women for their duty and courage. Since I became a member of the committee in 2011, I have met many dedicated people, and we have accomplished a great deal. In November 2011, the franchise community under the leadership of Beth Solomon, then VP Strategic Initiatives & Industry Relations for the IFA, introduced Operation Enduring Opportunity (OEO) with the goal of recruiting and hiring as franchise owners 75,000 military veterans and spouses and 5,000 wounded warriors by 2014. Where else are we going to find individuals who were willing to take a bullet for their last employer? In Atlanta, we assembled a team of franchisors and franchisees and helped launch OEO November 10 from the steps of the Georgia State Capitol. Our media coverage was extraordinary reaching more than 3.3 million readers and viewers throughout North Georgia. On November 21, 2011, I was invited to our nation’s capital to witness President Obama sign the American Jobs Act that offers tax credits to businesses that hire veterans. I was the only franchisor who attended the White House signing, and I had an opportunity to meet Vice President Biden. I knew 2012 would be a busy year after I was named one of the Top 20 People
“When you raise your hand to serve, you also have to do the work. And when it comes to our veterans, I can’t think of a more worthy cause.”
to Watch by Franchise Times Magazine. In February, I participated on the IFA’s Panel of the Pros at its Florida convention. On March 28, I was in New York City aboard the USS Intrepid for The Today Show’s “Hiring Our Heroes” initiative and met with New York Mayor Michael Bloomberg, Dr. Jill Biden of the White House Joining Forces effort, and Medal of Honor recipient and Marine veteran, Dakota Meyer. I was back in Washington, D.C. at the White House April 17, to lobby for Hiring Our Heroes on behalf of the rent-to-own industry. On September 10, I was in Washington again to attend the IFA’s Public Affairs Conference, where our “Lady Liberty” video won the “Franchising Votes” award for best Public Service Announcement. On November 8, we returned to the Georgia State Capitol to update the community on the progress of Operation Enduring Opportunity. Less than a week later on November 14, I represented Aaron’s in Washington as a finalist at the U.S. Chamber of Commerce 2nd Annual Hiring Our Heroes Awards gala. As you can see, I’ve spent a lot of time
in Washington. On December 10, I was invited by the IFA to attend the Ninth Annual Financial Services “Good Scout” Award ceremony.
successful endeavor, it’s more about
This year I intend to be even more committed to help the IFA reach its OEO targets. Along the way, recognition is always welcomed. At the IFA’s annual convention in Las Vegas in February, I was acknowledged for the good work we are doing. In April, I was back in Las Vegas for the Franchise Times Franchise Finance & Growth Conference enlisting support from franchisors and vendors for Operation Enduring Opportunity.
to serve, you also have to do the work.
the “we” getting the job done than the
individual contribution. The point I want to make is that when you raise your hand
And when it comes to our veterans, I can’t think of a more worthy cause.
Of course there is much more work to
be done—more hours, miles and smiles. I’m certain that under the leadership
of my friend and VetFran Committee
Chair, Joe Lindenmayer, President of TSS Photography, and IFA Senior Manager Josh Merin, Research & Strategic
In Atlanta on May 1, I was the first-ever interviewee on the “Sensible Franchising” radio program hosted by franchiseindustry veteran Stan Friedman, CFE and President of FRM Solutions, and aired from the EpiCenter—the home of the Entrepreneurship Hall of Fame. Less than a week later, I was the guest interviewee of Mitch Schlimer, franchise leader and founder of the Entrepreneurship Hall of Fame, on his “Let’s Talk Business” radio program.
Initiatives, we will reach our goal. Putting
There are a few more “I’s” in this article than I am accustomed to say. In any
Web:
www.tannerisms.com
www.aarons.com
veterans and their spouses to work in our industry will strengthen our franchise
community and give hardworking, loyal and inspiring veterans the opportunity to enjoy the lifestyle rewards of small
business ownership and to secure their family’s financial future—to live the
American Dream that they have helped to preserve and to protect.
For More Information:
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