Specializing...and how it's changing franchising

Specializing ...and how it's changing franchising

by Jessica Melendez

At one point or another, you’ve probably heard this figureof speech: “Jack of all trades, master of none.” But that phrasedoesn’t just apply to people. Businesses used to operate alongthat premise, too. Think of huge department stores that sell absolutelyeverything, or big gyms with all kinds of exercise machinesavailable, even salons that offer hair, nails, and a slew ofother beauty services. Well, good news: Times are changing.

Today you’ll find a market of niche small businesses—hubs that specialize in one expertise. Franchising is no stranger to this business concept; in fact, many brands are shifting to specializing in one product or service with staff who are experts in what they offer. It makes sense as customers get expertise and businesses benefit from lower overhead costs—niche businesses typically require fewer staff members, smaller spaces (less rent!), and fewer supplies. No wonder the movement has evolved so fast.

No where is franchise specialization more prevalent than in service-based industries. Take fitness, for example. For a while now the industry has pigeonholed exercise, offering fitness studios that specialize in one type of fitness: spinning, yoga, boxing, and so on. More recently, rowing gyms, like City Row, have come on the scene. They use rowing as the main calorie-burning exercise. Who would have thought that rower you see in most Cross-Fit Gyms would be the next big thing?

The beauty industry is benefiting, too. When Allie Webb, the founder of Drybar salons, came up with the idea of having a salon that offered only blowouts, she encountered plenty of nay-sayers who thought she would fail. With salons all over the country, Webb made Entrepreneur’s “100 Brilliant Ideas of 2010.” Webb paved the way for other blow-dry salons, and now you can see a variety of franchises that focus on one service—and being the best at it.

The home-service industry is another example of specialty service businesses. Take The Patch Boys, for instance, which focuses on repairing holes and cracks on walls—that’s it. The Dryer Vent Squad focuses solely on dryer-vent cleaning and iTrip focuses exclusively on property management of vacation rentals. These are just a few specialty concepts out there, and if this trend continues to grow, soon we will be surrounded by a bunch of experts in their own crafts.

A trainer and mentor for FranServe, Inc., the world's largest franchise consulting firm, and the CEO of WestStar Franchise Group, Jessica Melendez coaches and educates prospective franchise owners and helps them find businesses that align with their personal and professional ambitions. As a franchisor and president of Dryer Vent Squad, Melendez has first-hand experience in all aspects of franchising, which makes her an excellent resource for prospective franchisees. Contact Melendez at 915-202-8272 or Jessica@weststarfranchisegroup.com