July 2013
Made in Australia
- Beds for Backs: The bed retailer offering better health
From business to franchise - We explain the process
To bag your lion.. - The latest trends in advertising and marketing that work
In the spotlight...
Pole Princess, Vulcano Gelato, Australian Accounting Solutions
Have you told your colleagues about Franchise Magazine?
ranchise magazine | contents
what’s in the mag >> Regular Features 04 A Quick Word With Nick James
16 The International Stage
Franchising news from around the globe
20 Made in Australia Beds for Backs
Features and Articles 30 From Business to Franchise
Turning your business into a franchise explained
40 To Bag Your Lion..
Trends in advertising and marketing
Business Corner 49 Last Words Your say on franchising
50 What’s On?
Franchising Events Calendar
52 About Franchise Magazine Contact information and more
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Franchises in the Spotlight 34 Vulcano Gelato Gelato never tasted this good!
38 Accounting Solutions Australia One stop financial shop
44 Pole Princess
Putting the fitness industry in a spin
Hot off the Press 06 The Pasta Cup Fresh opportunities
08 Muzz Buzz
Win ‘top bean’ over copy cat
12 Hearis
Winning awards and popularity with franchises
13 Bucking Bull Opens in Innaloo
14 Ready Steady Go Kids
Ready Steady Go Albury and Wodonga!
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ranchise magazine | a quick word
a quick word with Nick James >> Welcome to another edition of Franchise Magazine! Wow, we’re just over the half way mark through the year already! In this edition of the magazine, I explain the process of turning a business into franchise, Ray Beattie talks about the recent trends in marketing and advertising as seen at the recent Cannes Festival and we welcome Beds for Backs and Accounting Solutions Australia to the Franchise Central stable of client thoroughbreds. For our Made In Australia feature, I met with Evan Drakos Franchise Operations Manager of specialist bed retailers, Beds for Backs. Additionally, in this edition we put Accounting Solutions Australia, Vulcano Gelato and Pole Princess into the spotlight!
Enjoy this edition of Franchise Magazine and until next edition, Keep safe and cheers for now!
Nick and the team at Franchise Central.
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ranchise magazine | hot off the press
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Fresh opportunities flow from the Pastacup A little over three years ago, Jaspreet Dhanjal
“Our dream was to be self employed and build struggled to find rewarding employment and to something for our family, Jaspreet says. make ends meet. “Pastacup, which provided training and ongoing Nowadays, Jaspreet, who spends a big part of his support to ensure our success, offered the fresh day making fresh pasta for his customers at his start we were looking for. We couldn’t have had our popular Waterford restaurant, employs nine people own business with out this support. and is highly optimistic about his ability to create a “It’s nice to be part of the community and meet all prosperous future for his family. the local people who come in to enjoy our fresh Jaspreet and his wife Shikha Mahajan, who are pasta. expecting their first child in September, became “My favourite right now is the spirals with Milan franchisees of the Waterford Pastacup store in sauce. Life is good.” April. Finn Franchise Brokers’ Rajiv Rajan says demand Patrons who have warmed to Jaspreet’s sunny for franchise businesses is increasing, with people disposition would be unaware of the obstacles the from many walks of life seeing it as a proven and young family man has faced since he arrived in safe way to achieve business success. Melbourne from Punjab, India in 2007. An information technology professional with a masters degree, the only work Jaspreet could find was washing cars, cleaning, security or courier work. Undeterred by these challenges, he juggled several jobs to save a deposit for a business. His wife Shikha, who was a criminal and commercial lawyer in India, worked in a supermarket to boost their savings. Prior to finding Pastacup, the couple pooled their savings to invest in a business which presented more problems than opportunities. Rather than be embittered by the experience the couple set their sights on fresh opportunities. After considerable research they decided investing in a franchise provided a safer way to build a future in Australia.
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ranchise magazine | hot off the press
Muzz Buzz top bean in NZ trademark case Muzz Buzz Franchising Pty. Ltd. (Muzz Buzz), Australia’s leading
drive-thru coffee franchising business, has won a decisive and total victory in the High Court of New Zealand on Friday 28 June 2013, when Justice Toogood declared an award of injunctive relief in favour of Muzz Buzz against defendants Mr Scott Andrew Christie and Mrs Chrissandra Lee Christie and JB Holdings (2010) Limited, who operate the “Jitta Buzz” drive through coffee business in Auckland. The Court found that in establishing Jitta Buzz, Mr and Mrs Christie deliberately copied elements of the Muzz Buzz brand, building facade and website, and in doing so Muzz Buzz’s copyright, intellectual property and trademarks, and engaged in passing off and misleading and deceptive conduct in breach of the Fair Trading Act 1986. The injunction requires the Defendants to make substantial changes to their trading name and the appearance of their drive through outlets and website. Executive Chairman Warren Reynolds said the decision of the New Zealand High Court was a tremendous victory for Muzz Buzz and a win for intellectual property rights in both Australia and New Zealand. “We have invested millions of dollars building our brand values and creating awareness of our brand in both Australia and New Zealand over many years. This decision protects our exclusive rights in New Zealand to our brand and the huge investment we’ve made in building it. It sends a strong signal to potential franchisees in Australia and New Zealand that we will fight to protect our rights and protect the value we’ve created in the Muzz Buzz brand. It also sends a powerful message that copying other people’s hard work and ideas and using them illegally won’t be tolerated on either side of the Tasman.”
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ranchise magazine | hot off the press
New Aussie built SMMS winning awards and popularity with franchises Queensland-built
Social Media Management Software [SMMS] platform HEARIS picked up the Queensland iAward for Best Consumer IT Product at a gala dinner at Rydges South Bank, Wednesday 12th June.
Newly appointed CEO, Cat Matson, says there has also been significant interest from real estate chains, the automotive retail sector, quick service restaurants and advertising agencies.
The award for best new IT product was judged on HEARIS is the brainchild of Traffika managing five key criteria including uniqueness, marketability, director Matt Forman and was created by 4Impact, features and functionality, quality, and application. and both companies were presented with the Traffika Managing Director, Matt Forman, says the coveted award, and will now take on the category award builds on the market validation that HEARIS winners across Australia. has received. Over 19 years, the iAwards have become the “Before HEARIS, solving the complex problems premier technology awards platform in Australia. of managing social media at enterprise scale, They recognise the achievements of home-grown mitigating potential risk, and monetising a innovators. honouring companies and individuals brand’s social media audience were difficult and at the cutting edge of technology innovation. unattainable for many organisations,” said Mr Launched late last year, HEARIS is an enterprise Forman. SMMS platform that allows organisations to get Chief Storyteller at 4impact Group, Chris Eldridge, maximum client reach and manage social media says the HEARIS platform was developed locally conversations in an efficient and cost-effective way. with a team of 6 developers in just seven months. HEARIS addresses a very real business problem for enterprises trying to understand and grow their “We continue to add functionality, and keep up with social media presence, and also achieve maximum social media platform changes, with fortnightly reach and bang for buck. agile development sprints, regularly delivering new features to our customers without service Perfect for franchise groups and multi-location interruption.” retailers, HEARIS has been adopted by leisurewear giant Lorna Jane, as well as Poolwerx, GJ Gardner Traffika is a Sunshine Coast-based firm that helps Homes, and Goodlife Gyms. medium and large organisations navigate the digital landscape. 4impact is a Brisbane-based company specialising in business solutions for clients, from technology to organisational.
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Bucking Innaloo Just over a month after unveiling a new look
store design at Midland Gate in Perth, Bucking Bull has opened a new store at Westfield Innaloo Shopping Centre. Located in the food court, the store is the 34th location for the brand, 12 of which are located in Western Australia. Featuring more natural elements and a modern design, the store still communicates the brand’s longstanding love affair with the traditional roast meal. “Customers in Perth have come to know and love Bucking Bull as the home of their favourite roasts, so it was important to move the brand in a direction that conveyed our knowledge in this category,” said Aktiv Brands Managing Director and Bucking Bull founder, Stuart Beechen. “The new store design is definitely on-trend but there’s still a sense of nostalgia and tradition and I think that’s something people value that when they visit our stores.” “Being Western Australian born and bred, Bucking Bull already has such a loyal fan base in and around Perth,” Stuart said. Westfield Innaloo Centre Manager Scott Greenwood is excited about finally having a Bucking Bull in the centre. “Bucking Bull is a welcome addition to Westfield Innaloo and is already proving to be a popular breakfast, lunch and dinner choice. Customers are queuing for a mouth-watering home style roast – a perfect way to beat the winter chill,” he said.
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ranchise magazine | hot off the press
Ready Steady..
Go Albury and Wodonga! Mother
and passionate sportswoman, Karina Hickman, is the latest franchisee to join the Ready Steady Go Kids network. Ms Hickman started her new venture with classes in Albury in April and is extremely pleased with how local families have responded to the program.
“The quality and depth of the program really sets Ready Steady Go Kids apart,” Mrs Hickman explained. “We encourage kids to try their best while also challenging them to do a little better than they think they can. And the 1:6 instructor to student ratio allows us to spend time with each child and recognise where individuals might need “We already have a large number of students some extra help.” enrolled in Albury, which is fantastic,” Mrs Hickman said. “We’re looking forward to receiving a great Stuart Derbyshire, Director of Ready Steady Go response from families when we open in Wodonga Kids, is pleased to welcome Mrs Hickman aboard in July, too. Previously there wasn’t a whole lot for his ever-growing team. “Karina’s really young children to do [in the region] so Ready passion for the program and the kids is inspiring,” Steady Go Kids is proving to be a real hit.” Mr Derbyshire said. “She’s a true supporter of our aim to teach children to become Ready Steady Go Kids is a physio-designed, multisport program specifically designed for more healthy and active not just now, but for life.” children aged two-and-a-half to six years. Run at over 120 locations nationally, the program Ready Steady Go Kids Albury classes are held at the Albury PCYC on Tuesday and Saturday mornings. covers the fundamentals of 10 different sports Wodonga classes will commence while developing age appropriate gross and fine motor skills. Kids also learn about the concept of in Term 3 on Wednesday afternoons and Saturday sportsmanship by taking turns, playing by the rules mornings at the new stadium at St Monica’s Primary and cooperating with their team mates. School.
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ranchise magazine | the international stage
international stage franchising news from around the globe >> All American Burger Battle Hits The UK Two well known American burger joints, Five Guys and Shake Shack are set to open in the UK, within 24 hours of one another and only 320 metres apart! Five Guys are set to be first on the London scene with their international debut followed by Shake Shake the day after, only a four minute walk away.
Dunkin’ 500! Dunkin’ Donuts are celebrating their latest milestone after the recent opening of their 500th store with the opening of their new New York City store. The new store features the new Dunkin’ Donuts cafe style that was launched earlier this year. 16 | July 2013
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A Boost to Russia Australian smoothie and juice bars, Boost Juice are set to introduce the concept to Russia who until now have nothing of its kind. The opening of this store will mark the 77th international store for Boost outside of Australia.
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ranchise magazine | made in australia: beds for backs
made in australia beds for backs >> We spend roughly one third of our lives
sleeping and sleep has been scientifically proven to be integral for good physical health, restoration of ailments, injury and mental health. Illnesses that directly impact people’s ability to sleep such as insomnia, or are detrimental to it, are amongst the most debilitating that a human can experience; the absence of sleep brings into sharp relief its deep importance within the human condition. Several years ago, former civil engineer and Managing Director of Beds for Backs, Mario Piraino, embarked on a quest to build humanity a bridge to a better life by designing and constructing a range of health beds that did justice to the physical realties and importance of sleep. In January 1997, Mario opened the very first Beds for Backs store and has since grown to become a premier bedding retailer, offering uniquely tailored made to order bed solutions for sleep health. We caught up with Beds for Backs operations manager, Evan Drakos to find out more about this unique Australian franchise. 20 | July 2013
>> Beds for Backs www.beds4backs.com.au FRANCHISE MAGAZINE | www.FranchiseMagazineOnline.com.au
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ranchise magazine | made in australia: beds for backs
getting to know you If you had to describe your personality in a few words, what would it be? It would be appropriate to describe the Managing Director/ Owner of Beds for Backs here. Very passionate, innovative and a change agent. These traits are reflective of the effectiveness of the products that have been designed by Mario Piraino.
How did you know that franchising was right for your business and what ultimately influenced your decision? Undertaking a SWOT analysis, we found the greatest weakness to be the lack of distribution points. Hence, it was decided that because of our point of difference, which would provide a high level of security business, that the fastest way to grow was through the franchise model.
What inspired your business idea? Mario Piraino endured severe back issues, and through his personal experience and his educated trade, a structural engineer, inspired Mario to design beds that provide pressure relief and high levels of support in the lumbar region, as he saw the bed to be a support structure for the human form. The Physiological aspects of hydrating our lower spine and recovery of the human body during sleep is so crucial, however only effective when the body is in a natural and recumbent alignment. This is the premise of Mario Piraino’s design to ensure the body has the best chance to achieve rest and rejuvenation, it requires every night.
What previous experience (if any) did you have in the franchise or business industry before franchising? My past experience and various National Management roles with a National and International brand, provided a strong platform in the fundamental understanding of franchising.
Nick catching up with Evan Drakos, Franchise Operations Manager of Beds for Backs 22 | July 2013
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getting down to business
What materials and knowledge did you have before beginning to franchise?
What was the very first task you had to do as franchisor?
My primary employment with the brand, 5 years ago, was heading the operations with the undertaking of designing and developing the systems and process that would effect a strong commitment to a franchise brand.
We reflected on the target market, together with the opportunity to design a platform within our brand, to encourage the champion Sales Consultants that are currently employed by our brand to get involved as Franchisees in a traineeship format.
How long did it take to develop and set up your business and how did you begin promotion? During 2010, as we formulated a path to franchise , and more so , for my understanding of the bedding industry at large, we embarked on a soft launch to gain an understanding of what the franchise industry contained and the type of people it was currently attracting. We only undertook a web based marking initiative that produced some results, however our current brand strength had not been achieved at that point. That is we are now an endorsed ATO, retailer of GST bed products.
How did you go about seeking advice on starting to franchise your business? Talk us through how you got started. Again, my previous franchise experience provided us with the platform of understanding the requirements, together with utilizing professional advisors in the industry, such as Franchise consultants, franchise solicitor and accountants. www.FranchiseMagazineOnline.com.au | FRANCHISE MAGAZINE
How overwhelmed were you initially when setting up your franchise? Not sure if overwhelmed, is the right word, we were more encouraged by the franchise model to fill the void of opening more distribution points rapidly.
Tell us about some of the expectations you began with. Have they been met? Our expectations and rollout targets are being met, as we have created a series of systems and process that are world class.
Did you have a mentor? Both the Managing Director and I have formulated a strong relationship and bounce off each other that creates effective management and strong outcomes for the business. Recently we have engaged an independent strategy expert who has designed a succession plan together with a marketing directory for the brand to follow as we rollout various initiatives July 2013| 23
ranchise magazine | made in australia: beds for backs
the business Who is the target market for your franchise? Our target market contains Health Professional who are seeking to improve their business portfolio. Retired athletes, previous business owners and people who have a passion for the Health and Lifestyle industry. Please note as our bed products are mow GST exempt as they are endorsed as Orthopaedic Health Devices all members of the medical industry have an opportunity to enter the retail industry aligned to their profession.
How many units of your franchise are there in Australia? As we have unofficially committed to franchise marketing initiative by engaging a professional franchise recruitment company, we have 1 franchisee with 8 company owned outlets, in 3 states of Australia.
Have you gone international yet? If so, where are you based? If not, do you intend to expand internationally? Mario Piraino is constantly attending the major world expos and fairs. As recent as September 2012, we undertook a placement at the China Expo which encourages us to seek international business. Currently we are in discussions with groups based in England and China.
Is there room for more franchisees in your current market? If so, what areas? Absolutely, Sydney and Brisbane boasts our presence in a company owned capacity, to ensure when we receive enquiries from those 2 included states. All Australian states are currently sought and we are capable in providing support wherever we receive interest in our brand.
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running of the business Who supported you throughout your journey of franchising your business? Support has been internally with the wealth of experience we have in retail together with franchise professional engaged during our developing the systems phase.
What are the short and long term goals you seek to achieve for your franchise? The short term goal is to gain presence in all States. The long term goal is to create a regulatory body/ or set of rules that currently don’t exist in the bedding industry. Currently there are many misrepresented marketing terms used by other brands that misguide people buying a bed product. Upon achieving this result we will become the premier retailer of the bedding industry due to our patented and scientifically supported marketing terms.
Can you tell us about one of the most significant moments which have contributed to the success of your franchise?
What has been the most challenging aspect of being a franchisor? How did you overcome this? The most challenging aspect is determining the most effective way to market our franchise rollout. A group that is as passionate about our product was essential. At this stage we even have them providing marketing initiatives to create breakthrough concepts in our next TV commercial!
What are some of the lessons you have learned? I’m sure there would be many, however the lessons that have been learnt from my previous experience have ensured the initial rollout of our launch is smooth. However the future will hold many lessons as new personalities feature with our brand. People don’t change much but business dynamics follow a path and providing a potential franchisee with resource material to educate themselves with franchising will assist eliminate many issues that may evolve.
The endorsement by the ATO to retail our beds GST free. The effects the franchisee gains from this are substantial in marketing and administrative terms.
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ranchise magazine | made in australia: beds for backs
franchising a business What would you say are the benefits of having franchised your business?
What do you perceive to be the pitfalls of franchising?
The greatest benefit is obviously more distribution points, because everyone should be buying a Beds for Backs bed, not because of the numbers we want to be sold, but our beds are the real deal!
One thing you can never control is a spike in growth of any business. Doesn’t matter how strong your systems are or what succession / crisis management systems you place, people are people. So the Human resource factor is always the pitfall. Bad locations can be fixed, a bed design can be improved but people, we need to be constantly understanding as we also have off days!
franchisees for your business Describe what your ideal franchisee would be like? Their personality traits, experience and attributes etc. The main essence of an ideal franchisee are; • Strong Business Acumen • Strong selling ability with a view to continuously learn updated methods • Disciplined • Maintain a review of their performance • Strong desire to continuously provide consistency in their business
What are three major aspects a franchisee should consider before signing up with a franchisor?
What initial training and ongoing support do you provide your franchisees? • As Management we meet with our staff daily, weekly and bi-monthly as a group and the core of these visits/ meeting are training, training and more training. Our ethos is about training creates the education, versatility and discipline. As we say sticking to the knitting produces money every time. We are parochial on training. Our Initial training is 2 weeks with a further 2 weeks in store upon commencement. • Continued training is the primary function of our service commitment to franchisees.
• Can I take instruction and benefit from it? • Can I dedicate my time wholly to the business? • Can I undertake multi site franchising?
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ranchise magazine | feature article:
from business..
to franchise >>
As a business owner, you may know you business inside By Nick James Franchise Central
out, back to front and every other way to ensure the smooth and successful opperation of that business. However when it comes to turning that business into a franchise, many business owners are not sure how to go about it or completely understand the process of turning their business into a franchise and that’s where we come in to play, with your experience and expertise in your industry and running of your business with our experience and expertise in turning businesses into franchises the process is not as overwhealming as you may think. Let us explain a little how we make it happen! Franchising is a significant marketing method and revenue enhancement strategy in today’s world of business. Franchisors harness the brand equity and proven know-how of their intellectual properties while franchisees provide local expertise and industrial knowledge for more rapid market penetration of the given product, service, image and brand. Under franchise agreements, franchisors license their Intellectual Property Rights (legally protected trademarks, servicemarks and copyrighted frameworks for doing business) in a specific territory, in exchange for an agreed payment of royalties or service management fees from
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the franchisee. Often franchising can generate increased sales with reduced risks and financing, with all parties collaborating to identify the best strategy to overcome the market challenges via each other’s strengths. Franchising represents a cost effective means of expanding a successful business, from a regional base to a national, or indeed international market. If you are attracted by the prospect of developing your own franchise, whether by developing a franchise package based on your own established business or by investing in a Master Franchisor for Australia from an established international franchisor brand, here’s what to expect.
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PHASE 1:
The evaluation analysis and outline franchise development business plan Here your franchise consultant will need to look at whether franchising is a viable mode of expansion for your business by weighing up how much more value is created if you run the business as a franchise as opposed to generating your own growth. To do this the consultant will need to review your business strategy, conducting market and feasibility studies and propose a business plan for franchising.
evaluate the cost of implementing the franchise concept and framework. Once the Franchise Development Programme has been costed the consultant will be able to recommend the fee structure for franchising to cover the costs of providing the franchise package.
The consultant will recommend how to customise your business concept or process to suit the demands of franchising, and
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ranchise magazine | feature article:
Phase 2:
Structure and franchise framework development Once an informed decision has been made to commence the development of the franchise, the consultant will look to advise on the optimal operating structure and model for the franchise arrangement. A strong framework must be constructed to manage and control the business, and the consultant will help in producing a comprehensive range of deliverables to ensure a turnkey franchise programme, including:
• Operating systems and manuals; • Marketing plans for franchisee recruitment processes; • Franchisee performance management and reporting systems; • Legal agreements; • Franchise revenue models and fee structuring; • Franchise and brand valuations.
Phase 3:
Implementation During implementation the franchise consultant will outline the operational details required to guide franchisees and maintain consistency in franchise operations. This includes developing the metrics to monitor performance of franchisees, and ensuring the franchise agreement has captured all the essential details of the business interests. Once the correct franchise governance structure is installed, the consultant should then assist in the process of sourcing, evaluating and recommending franchisees.
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At Franchise Central our range of franchising services is tailored to address various challenges faced by your organisation at the different stages of franchising. We are recognised as one of Australia’s best professional franchise development organisation, drawing on the knowledge and skills of more than 16 years experience. We build valuable relationships by providing services based on quality and integrity, and aim to help you achieve better results within the shortest possible timeframe.
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ranchise magazine | spotlight:
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ranchise magazine | spotlight: vulcano gelato
G E
L A
T
O
. . s n o With franchises no i t a c w erupting in all lo Gelato has ever been this hot! Funky, n Fun, Easy And People Oriented
Vulcano Gelato is all about lifestyle – funky, colourful, fun, easy and people oriented. Combine this with a delectable product range that is made fresh daily and universally appreciated by young and old alike and you have the mouth watering recipe for a tantalising franchise opportunity. Vulcano Gelato is expanding due to the popularity of fast food franchises in Australia. Modern times have brought a demand for healthy fast food alternatives and combined with Australians love of ice cream, Vulcano Gelato’s fast food franchises are driven towards success. Vulcano Gelato offers a truly unique and authentic Italian gelato that is made fresh daily using a secret recipe established in 1960, pre-packaged and imported exclusively for Vulcano Gelato from Vulcano Sicily, Italy. Of course, a multitude of other additions from chocolate to pistachios also allows for over 45 mouthwatering flavour selections – the pinnacle being the 38 | July 2013
secret recipe to the iconic and signature ‘Vulcano’ flavour which guarantees an unsurpassable ‘eruption of flavour’ that dances on the tongue with a wicked tempo. Other titillating treat sensations made fresh daily to specific secret recipes including a delectable selection of granita, brioche con gelato, coffee & cocoa concoctions, creamy dreamy considerations (like their devilish panna), take home packs, gelato cakes and mini choc tops. Vulcano’s franchise opportunities are ideal for the easy going entrepreneur seeking a high profit cash basis business minus the headaches (ok, we’re not responsible for any ‘brain freezes’ due to over indulgence), the Vulcano Gelato franchise opportunity is presented to you with ‘amore’ blending the authentic taste of traditional Italy and modern business systems. Joining Vulcano Gelato’s fast food franchise network FRANCHISE MAGAZINE | www.FranchiseMagazineOnline.com.au
equates to signing on with a proven system of doing business and brings peace of mind. Franchisees are expected to incorporate and sustain the gelato franchises’ franchise system and use their initial and ongoing training to yield franchise success. With two Rye and Moonee Ponds franchises already established, Vulcano Gelato has brought together the finest ingredients – people, professionalism, market research, products, customer service, store design, proven state-of-the-art systems, documentation and corporate branding – and packaged them up as a cool and fresh franchise opportunity set for national and international expansion.
Seriously, gelato has never been this hot – now is the time to stop drooling and get your fix! www.FranchiseMagazineOnline.com.au | FRANCHISE MAGAZINE
Stop drooling and get your fix!
CLICK HERE to find out how you can sink your teeth into business success!
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ranchise magazine | feature article: to bag your lion you need a brave client
to bag your lion you need a brave client >> By Ray Beatty
There are rules and standards when it comes to advertising; a call to action, a flash of the logo and some of these rules should never be broken. However when it comes to grabbing the attention of those you are trying to reach via advertising, the rules are being broken with success as Ray points out after the recent Cannes Lions International Festival of Creativity.. The champagne corks have been popping in St Kilda Road as the victorious news has rolled in from the Cannes Lions International Festival of Creativity. If this were the Olympics they’d be organising the tickertape parade. The hit of the festival was a commercial we first saw last year: Metro Transport’s “Dumb way to die” animated jingle. This jolly ditty sings about decapitation, setting fire to your hair, being eaten by grizzly bears and piranhas, all to tell you lessons - obviously not known to many of our citizens - that it’s pretty dozy to stand near the train track with your ear plugs in. McCann Melbourne not only won the Grand Prix for Best Film but another four prix for PR, Direct, Radio and Integrated. An unprecedented five lions in the bag. This news has been broadcast wide now, but what caught my eye is that of the dozen gold lion and super lion awards, there was hardly
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any display of the “product”, in the sense of a physical pack shot, in any of them. Clemenger BBDO’s Carlton Draught commercial - a very funny cops and robbers chase through the streets of Melbourne - displays the beers in every hand, as the whole cast runs, each holding a full glass of beer reverentially unspilled. But you barely glimpse the logo. Metro Trains does not show off its gleaming trains or stations. Dove has a wonderful commercial of women hiding their faces from candid home video shots, with the killer tag: “When did you stop thinking you’re beautiful?” But no bar of soap on the bathroom sink. Smart Car shows off what a rotten car it is for offroad driving, bogging on muddy tracks and drowning in streams. But how it comes into its own when you need to park in the city.
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The point is that these advertisements worked brilliantly well, but they won because they were the very few that took risks. I’ve been very critical of much of current advertising, finding it so dull and boring. And I ask, is it the clients’ fault?
“Marketing teams are constantly asked to do more with less, that makes them risk averse,” said Adrian Mills. He’s Account Director for Metro at McCanns, so carries the duty of bringing the creatives’ ideas and the client’s budgets onto common ground. www.FranchiseMagazineOnline.com.au | FRANCHISE MAGAZINE
July 2013| 41
ranchise magazine | feature article: to bag your lion you need a brave client
Great ideas don’t have to be expensive. Neither the Metro animation nor the Dove candid shots needed big budgets. But they do need strength and intelligence both from the agency and from the client. “There’s a lot to be said for experienced heads in a room,” said Mills. And he tipped his hat to a former rival, “Someone like Russell Howcroft knows how to work a room.” As you work with a client you develop trust in each other’s teams and the good work starts to flow more easily.
Oh, and she has to learn the intricacies of marketing through Google and Facebook and Twitter and peer to peer and international mail order, as well as conventional TV and print. All with shrinking budgets. Victories like Cannes show that there is no shortage of talent here. And as Mills said, “Success like this creates an appetite to be more adventurous.” I hope he’s right. ray@ebeatty.com Blog: themarketeer-raybeatty.blogspot.com
One problem in recent years has been the shrinking of middle management and the way large companies move their people around so quickly. Where once a marketing manager might have been in power for ten years, these days he is more likely to be moved on after three. With no time to develop experience, trust, and a success list.
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ranchise magazine | spotlight: accounting solutions australia
Putting the
fitness industry into a spin! S
pecialising in bringing fitness classes in the form of dance to all kinds of women, at Pole Princess, you will find the opposite of the big, intimidating gym. The concept of Pole Princess is that of a boutique style health and fitness studio with the emphasis on performance art that provides a fun, friendly, motivating, supportive and caring environment where everyone is treated like a ‘superstar’ in their own right. Pole Princess Franchisor Anastacia Snelleksz explained how Pole Princess is always looking for innovative ways to take fitness to a new level , “With new choreography always in the works, we continue to broaden our range as well as maintain the edge on our competitors. In recent times we introduced classes to include Aerial Hammock and Tissu making Pole Princess Australia’s first ever Aerial Hammock and Tissu dance studio!” Pole Princess is in the business of empowering performance art and celebrating womanhood. As the third business of its kind in
C lick Here to register your interest in a P 44 | July 2013
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Australia, Pole Princess is an established and proven business system that has experienced consistent results since initiation in 2006. More importantly, Pole Princess continues to lead the way in setting the industry benchmark by being the very first pole and exotic dance studio in Australia to incorporate programs recognised by Fitness Australia. With the health and wellness industry predicted to become the largest industry in the world and the next trillion dollar industry, Pole Princess has its sights clearly focussed on the future and is well and truly off to a good start to making its mark in national and international franchise expansion. Pole Princess continues franchise expansion with studios now located in KEW | ST KILDA | MITCHAM | RESERVOIR | CHELTENHAM
Pole Princess franchise opportunity www.FranchiseMagazineOnline.com.au | FRANCHISE MAGAZINE
July 2013 | 45
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ranchise magazine | last words
lastyourwords say in franchising >> From the very first meeting with Mary and Nick, we knew we were in the right hands. The team at Franchise Central are highly professional, results driven and a joy to work with. They made it their business to create a synergistic relationship from the very start – the best part is that they actually believe in our business and continue to perform beyond the call of duty to far exceed our expectations. Initially they worked closely with us to provide an excellent franchise system documentation package. We look forward to a long and mutually fruitful association with the team at Franchise Central in expanding the Vulcano Gelato franchise network nationally and internationally. If you are looking to franchise your business or require assistance in expanding your franchise network, we highly recommend Franchise Central without hesitation.
- Gino and Josephine, Vulcano Gelato
I’ve always found Mary and Nick from Franchise Central extremely professional and trustworthy. They have been fabulous and instrumental for the success of several of my clients. Having worked closely with the team at Franchise Central since 2000 – I can honestly say that they are innovative, provide exceptional service, have a genuine interest in the success of both Franchisors and Franchisees and can tailor a franchise to your needs and experience as well as ensure you are involved in the right coaching and mentoring principles. Whether you are looking to franchise your business and/ or recruit Franchisees, I highly recommend Franchise Central.
- Jim Genes, Subject To Finance 48 | July 2013
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Franchising your business with Franchise Central... Nick and Mary have a sound knowledge of the industry. They are very professional and caring, with an attitude of excellence to service and detail. They are fun to work with and took the head ache out of franchising. We would highly recommend their services to prospective business owners, considering franchising their business. In my opinion, you won’t find anybody as good as Franchise Central – I say Franchise Central because in my opinion there aren’t many good sales and marketing people out there. Franchise Central offers everything that a Franchisor is looking for.
- Jan & Ross Sutherland, Dial a Concierge
- Stephen Raff, ACE Body Corporate Management
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ranchise magazine | what’s on
what’s on? franchising events calendar >> July 2013
MACAU Macao Franchise Expo 2013 12 - 14 July 2013 The Venetian Macao Resort Hotel Taipa, Macau
INDIA FRO 2013 - 67th National Franchise & Retail Show 7 - 8 September 2013 Nimhans Convention Centre Bangalore, India
INDIA FRO 2013 - 64th National Franchise & Retail Show 13 - 14 July 2013 Sun n’ Sand Hotel Pune, India
TURKEY Be My Dealer 11th Franchising & Brand Dealership Exhibition 12 - 15 September 2013 CNR International Fair and Convention Center Istanbul, Tur key
AUSTRALIA Franchising and Business Opportunities Expo 20 - 21 July 2013 Brisbane Convention and Exhibition Centre Brisbane, Australia
UNITED ARAB EMIRATES Franchise UAE Expo 2013 25 - 26 September 2013 Al Bustan Rotana Dubai, UAE
INDIA FRO 2013 - 65th National Franchise & Retail Show 27 - 28 July 2013 Clarks Avadh Hotel Lucknow, India
August 2013
AUSTRALIA Franchising and Business Opportunities Expo 30 August - 1 September 2013 Melbourne Convention and Exhibition Centre Melbourne, Australia INDIA FRO 2013 - 66th National Franchise & Retail Show 17 - 18 August 2013 Sayaji Hotel Indore, India
September 2013
UNITED KINGDOM Franchise Opportunities Live 6 - 7 September 2013 TBA London, UK 50 | June 2013
AUSTRALIA Reinvent Your Career Expo 21 - 22 September 2013 Royal Hall of Industries, Moore Park Sydney, Australia www.reinventyourcareer.com.au
October 2013
SINGAPORE Franchising & Licensing Asia 3 - 5 October 2013 Marina Bay Sands Singapore, Singapore UNITED KINGDOM The National Franchise Exhibition 4 - 5 October 2013 The National Exhibition Centre Birmingham, UK FRANCHISE MAGAZINE | www.FranchiseMagazineOnline.com.au
SPAIN SIF & CO Expo 2013 17 - 19 October 2013 Feria Valencia Valencia, Spain
Get your franchising event listed in
UNITED STATES West Coast Franchise Expo 24 - 26 October 2013 Anaheim Convention Center Anaheim, USA
February 2014
UNITED STATES Franchise Expo South 6 - 8 February 2014 Reliant Center Houston, USA
CLICK HERE!
UNITED KINGDOM The National Franchise Exhibition 14 - 15 February 2014 TBA Birmingham, UK UNITED STATES IFA Annual Convention 22 - 25 February 2014 TBA New Orleans, USA
March 2014
GREECE KEM International Franchise Exhibition 8 - 11 March 2014 TBA Athens, Greece UNITED KINGDOM The British & International Franchise Exhibition 15 - 16 March 2014 TBA London, UK www.FranchiseMagazineOnline.com.au | FRANCHISE MAGAZINE
BELGIUM Franchising & Partnership 2014 19 - 20 March 2014 TBA Brussels, Belgium
AUSTRALIA Reinvent Your Career Expo 22 - 23 March 2014 Brisbane Convention and Exhibition Centre Brisbane, Australia www.reinventyourcareer.com.au FRANCE Franchise Expo Paris 23 - 26 March 2014 Porte de Versailles Paris, France June 2013 | 51
ranchise magazine | about us
about franchise magazine online >> Franchise Magazine is published as a service to subscribers. We adhere to a strict privacy policy concerning all subscriber names on our database and will not disclose to any third party without written permission from subscribers. If you have any queries about our privacy policy or this magazine, please contact our editor. In the meantime, thank you and we trust you enjoyed this issue of FRANCHISE MAGAZINE!
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Information published here has been compiled with due care and attention, but it does not claim to be exhaustive. Franchise Magazine cannot be held responsible for the content of external sites reached via a hyperlink from this site. We accept submissions from outside contributors, and while great care is taken, the author of the submitted article is responsible for what they write, and Franchise Magazine staff will not be liable for any loss or inaccurate information or any other omission or error by outside contributors. Letters to the editor should be sent electronically with the writer’s name, address, and daytime phone number to editor@franchisemagazineonline.com.au. The magazine reserves the right to edit submissions, which may be published or otherwise used in any medium. All submissions become the property of Franchise Magazine Online. This web magazine is provided for information only. It is not intended to replace a consultation with an appropriately qualified business professional. Franchise Magazine cannot accept responsibility for any loss, damage or injury that arises from the use of this web magazine. 52 | July 2013
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in the next issue >> • in the spotlight: businesses new to franchising.. • franchise opportunities, events and more..
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