Franchise Dictionary Magazine-October-2018 by franchisedictionarymagazine

FranchiseDictionary OCTOBER 2018

FRANCHISEDICTIONARYMAGAZINE.COM

THE ABCâ&#x20AC;&#x2122;S OF FRANCHISING

ENHANCE IV: Vitamin therapy goes from Hollywood to franchising.

Medical franchises

More options for better health

Legal Matters

Why do you have to sign a personal guaranty?

Could a senior-care franchise be right for you?

How this dynamic pair helps others through franchising.

Negotiate your best lease now.

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www.FranExpoUSA.com 4

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con·tents

kən�tents/ noun

1. Your October lineup of stories and features 2. An amazing resource for franchisees

TED & ELIZABETH BACHMEIER Rush Bowls of Dallas, TX

26 DEPARTMENTS

11 12 23 26 28 30 32 60 62 66

Letter from the Editor Buzzword

14 16

What’s trending now.

Update

Franchising’s latest headlines.

Franchisee of the Month

Helping others through franchise ownership.

Legal Advice

Why do franchisees need to sign a personal guaranty?

Franchising 101

Do you have a franchisee mindset?

Entrepreneur

A personal tragedy inspired this innovator to help others.

Interview

Faizun Kamal shares her journey to franchising.

Spotlight

Trending businesses you want to know about.

Last Word

Building a business one step at a time.

October 2018 7

con·tents

FEATURES

34 What Franchisees Have in Common with Superheroes They share special traits, and they heroically come to the rescue.

38 The Business of Care 48 The Most Recession-Resistant Franchises Healthcare consumerism gives us more choices.

Why medical franchising has stood the test of time.

50 Age in Place, Thanks to Senior-Care Franchising 52 In Search of the American Dream 54 It’s all about the Numbers, or is it? 56 Getting the Word Out 58 Breaking Down the FDD: Part 3 Could one be right for you?

Franchising makes business ownership attainable. When buying a franchise, look beyond the dollars.

The importance of marketing before that grand opening. Items 9 and 15: The franchisee’s obligations.

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44 38

www.ReviewMyFDD.com Providing you

PEACE OF MIND when buying into a franchise!

FranchiseDictionary FranchiseDictionary on the cover FranchiseDictionary THE ABC’S OF FRANCHISING

DECEMBER 2018

THE ABC’S OF FRANCHISING OCTOBER 2018

FRANCHISEDICTIONARYMAGAZINE.COM

$5.95

THE ABC’S OF FRANCHISING

ENHANCE IV: Vitamin therapy goes from Hollywood to franchising.

Medical franchises

More options for better health

Legal Matters

Why do you have to sign a personal guaranty?

Could a senior-care franchise be right for you?

How this dynamic pair helps others through franchising.

Negotiate your best lease now.

Enhance IV: Therapeutic infusions have gone mainstream.

Game-Changer Franchises

FranchiseDictionary Publisher/Editorial Director: FranchiseDictionary Jill Abrahamsen FranchiseDictionary editor@franchisedictionarymagazine.com FranchiseDictionary Executive Editor: Mary Lynn Mitcham Strom FranchiseDictionary THE ABC’S OF FRANCHISING

THE ABC’S OF FRANCHISING

Associate Editor: Maria Tattoli THE ABC’S OF FRANCHISING

Know a business that’s a game changer? Nominate it here

http://franchisedictionarymagazine.com/gamechanger/

Web Designer: Audra Defalco Contributors: Jonathan Barber, Janice Charles, Tim Church, Christopher Conner, Julie Kreider, Kyle Heck, Nancy Friedman, Michelle Hummel, Faizun Kamal, Nicole Micklich, Eric Schechterman, Susan Scotts, Paul Segreto, Alesia Visconti, Lisa Welko Director of Sales: Madhavi Patel (888) 315-9549, ext. 507

madhavi@franchisedictionarymagazine.com

Graphics:

graphics@franchisedictionarymagazine.com

franchisedictonarymagazine.com

301 North Harrison Street, Suite 9F, #444 Princeton, NJ 08540 info@franchisedictionarymagazine.com

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let·ter

\�le-tər \ noun

1. A welcome note from our editor 2. A brief overview of what’s in this issue

Medical and senior care are some of the most exciting and high-growth areas in franchising today. With a shift towards healthcare consumerism, the industry offers people more purchasing power and gives them control over their health and wellness. More and more brands are coming on the scene with innovative approaches to wellness. Take Enhance IV, for instance. Providing a service that was once reserved only for professional athletes and celebrities (yes, that’s Adam Sandler on our cover!), IV therapy has gone mainstream. Now more accessible, it offers regular people quick-fix hydration, nutrition, and antioxidants. See more on page 38. This month’s “Entrepreneur” is an innovator on a mission to help others. Dr. J. Murray Hockings, D.C. launched his brand, Help Your Diabetes, in hopes of reversing diabetes without medication. His program has been so successful, he is now franchising the brand with sights set on large-scale change around the world. See his story on page 32. You may have never considered medical franchising as an option, but it’s worth a look. Join these innovators now and you get to be on the ground floor of a high-growth industry—and you have the opportunity to help thousands of people along the way. What could be better than that? All the best,

Jill Abrahamsen Publisher/Editorial Director editor@franchisedictionarymagazine.com

October 2018 11

buzz·word

\ 'bəz-'wərd \ noun

1. A compilation of franchising trends 2. What franchise experts are talking about

Negotiating Leases

You did it! You were awarded a great franchise and are gung-ho looking for a place to collect revenue. Strategically negotiating that lease is as important as the physical address. Site selection is key to a successful and profitable business, but overpaying for the perfect site will bring you nothing but headaches later. Many franchisors include site selection and negotiation of the lease with the franchise package. Unless you are a seasoned lease negotiator and familiar with the current and local trends, hire help as this is NOT the time to be thrifty. Negotiate, negotiate, negotiate! Tenant improvements are a big-ticket item. Those handicapped accessible restrooms, drop ceiling, flooring, upgraded HVAC and double door entry become permanent fixtures in the landlord’s property for eternity. There is no sense in you paying for every dime of this expense. 12

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Did I hear free rent? It is commonplace for a few months of free rent to be included in any lease. Estimate a timeline for hiring a contractor, submitting plans, receiving a building permit, taking possession of equipment, installing said equipment and inspections. Ask for twice that time in free rent. You want to assure you are collecting revenue before you start paying it out. Negotiate additional option(s) in your lease. Then you secure a place to conduct your business. The franchisor and your lender will need that documentation as well. Many commercial leases are triple net leases where you pay taxes, insurance and CAM (common area maintenance) in addition to rent. These numbers add up quickly, so take your time and negotiate your best rent now! Unless you simply need four walls and parking, relocation can be a huge (although sometimes necessary) expense. Unless available property is in extremely short supply, you can always walk away if you cannot come to mutual terms. Take the time to negotiate your best lease now and put more of your revenues to the bottom line later. Julie Kreider is a franchise consultant who is expert in hiring, training, site selection, lease negotiations and marketing. She knows all about the day-to-day requirements of being a franchisee. You can reach her at 540-645-0915 or Julie@TheFranchiseConsultingCompany.

www.bemyfranchise.com.tr

info@bemyfranchise.com.tr

October 2018 13 bemyfranchise

Show Stoppers

he trade show season is in full swing. Our team—and our magazine— made the rounds at some of the September shows. We got to check out new brands and catch up with old friends.

At The Franchise Expo Midwest, in Chicago, IL, we met up with some old friends. 1. Founder John Early and his wife, Janet, work The Shoe Shine Guys’ booth. 2. Probably the most popular booth at the show, The Waffle Experience’s crew were giving out samples of their “Praise the Lard” dish, which was featured on our September cover. 3. Better Way Franchise Group’s Colt Florence debunks some 6 myths about low-cost franchises in one of the many seminars at the Expo. 4. Our very own Director of Sales, Madhavi Patel (far right) poses with the marketing gurus from Web Strategy Plus. 5. September’s “Franchisee of the Month,” Brian Robey (right) poses with Deck Medic VP, Jeffrey Konopack. 6. The folks at Grade Power are enthusiastic about their educational brand. 7. Having fun with the gang at In-Home Personal Services. 8. FASTSIGNS is proud to offer veterans and first responders 50 percent discounts off their franchise fee. 8

At the Great American Franchise Show in Santa Clara, CA, folks stepped away from the nice weather to learn more about franchise opportunities. 9. Steve Stovall from Benetrends Financial takes a break from teaching people how to fund their franchises to strike a pose with our September issue. 10. The coordinators of the show were ready to welcome attendees to the two-day event. 11. The Mahana Poké team were at their tropical booth sharing details about their emerging brand.

buzz•word Show Time UPCOMING SHOWS Visiting trade shows is a great way for investors to meet franchisors face-toface. Below are some you’ll want to check out. The Great American Franchise Expo www.franexpousa.com October 6-7, 2018 Mesa Convention Center Phoenix, AZ

The Franchise Show USFranchiseshows.com October 5-6, 2018 Dallas Market Center Dallas, TX Be My Franchise Expo www.bemyfranchise.com.tr October 11-14, 2018 CNR Expo Center, Istanbul

The Great American Franchise Expo www.franexpousa.com October 20-21, 2018 Denver Mart, Denver, CO The Franchise Show USFranchiseshows.com October 26-27, 2018 Orleans Hotel and Casino Las Vegas, NV

The Great American Franchise Expo www.franexpousa.com November 10-11, 2018 Raleigh Convention Center Raleigh, NC

October 2018 15

buzz•word

5 EASY TIPS TO GET AN A+ ON CUSTOMER SERVICE Customer service is the key to success in any business. Want to raise the customer service bar at your business? Check out these tips. Meet with staff daily. It doesn’t have to be a long meeting, but touch base. What went right? What went wrong today? Plan ahead. Give your staff solutions and answers to potential problems. Be prepared. Hire the right people. Customers don’t care how much you know until they know how much you care. Be friendly. Do not greet anyone on the phone or in person without a “smile.” Train your staff. Have some sort of daily training plan. Don’t kid yourself. Reminders are always necessary. Nancy Friedman is a popular speaker and author of nine books on customer service and sales. Contact her at 314- 291-1012 or nancy@telephonedoctor.com or visit www.nancyfriedman.com 16

3 Major Factors for Search Engine Optimization Success Website Optimization Your website needs to be coded in a way that allows search engines to easily crawl and index your site or you will always struggle to get any lasting SEO results. Failing to do this critical first step is like building a house without a foundation. Make sure your web developer understands the importance of On-Page SEO, or hire an SEO professional to ensure your website code is fully optimized. Content Optimization Does your website have a blog? This is your social media hub and an important part of your SEO strategy. In order to make a sale, prospects need to know, like, and trust you. Blogging can speed up this process to both attract and convert website visitors. When your blog shows up as the answer in a Google search, your prospects get to “know and like” you. At the end of your blog be sure to have a call to action

(CTA) so readers can join your email list. Blogs help you build relationships with new visitors and existing customers. Domain Authority Domain Authority (DA) is a search-engine ranking score developed by Moz that predicts how well a website will rank on search engines. The score ranges from one to 100, with higher scores corresponding to a greater ability to rank. Basically, the more high-quality sites that link to yours and places your content is mentioned online, the higher your Domain Authority. The long-term goal of your SEO plan should be to grow DA to outperform your top competitors. Michelle Hummel is CEO of www.webstrategyplus.com. Her company helps businesses develop a winning search engine optimization strategy to drive more leads.

The World’s #1 System for Reversing Diabetes GET IN ON THE GROUND FLOOR OF THIS EXCITING NEW BRAND • Gigantic Exclusive Territories • Proven Concept • Feel-Good Business • No Competition • Full Support and Training • Recession-Proof Business • Proprietary Products After 27 years of helping thousands reverse Type 2 Diabetes, Dr. J. Murray Hockings, D. C., expanded his mission by moving beyond his private practice to help people on a global scale. He has spent years perfecting his concept and now his fast-growing brand, Help Your Diabetes® (HYD), is being offered as a franchise opportunity.

September 2018 17 To learn more, call 800-321-9054 or info@franchisefoundry.com

buzz•word

WHY SALESPEOPLE ARE MADE FOR FRANCHISING People ask me all the time, “Eric, why does it seem like you place so many outside sales people with franchise opportunities?” The answer is simple. Fact is, most outside sales professionals are self-starters. They are hunters, networkers, and business builders. They understand the concept of, “what you put in, you get out.” Sound familiar? Franchisees operate the very same way. If you follow the model, put in the effort, and build the business, the result is a profitable business. Being an outside sales person is very much like being a franchisee. You are selling specific products or services to clients in that territory. You have to follow your company’s guidelines and rules. In other words, you’re trained to follow a system. This is why so many run to franchising. They either use side businesses to begin exit strategies, or to exit immediately. Why build someone else’s business when you can use the same skills to build your own?

Should you take on a business partner? If you’re thinking of buying a franchise, there may be another question you’re considering: Should you bring a partner into it? Here, we weigh the pros and cons. THE PROS Less work. By sharing the responsibilities, you can have a better life-work balance with a franchising partner. Fewer up-front costs. If you can’t afford to go into a franchise on your own, getting a partner can be a great solution. All the up-front costs can be split 50-50, allowing for some breathing room in your budget. Complementary skills. Are you great with numbers while someone else you know rocks customer service? A franchise can split up your skills so that each partner spends their time doing what they do best.

For more information, contact Eric at eschechterman@frannet.com 18 FranchiseDictionaryMagazine.com

THE CONS Personality clashes. The very same difference in skill sets could also potentially lead to arguments about important matters. Not pulling their weight. Whenever two people work together, there is the possibility of one partner not doing an equal share of the work. Getting only half the credit. Whatever you do, you do as a team. That includes sharing only half the credit for success instead of getting it all yourself. Alesia Visconti has 20-plus years helping others find their career bliss. She is the CEO of FranServe Inc, the world’s largest franchise consulting and expansion organization. You can reach her at 800-206-5454 or avisconti@franserve.com For more information, visit www.franserve.com

Infuse Your Body With Wellness Life-changing IV Vitamin Therapy

GET A PIECE OF THE WELLNESS INDUSTRY High-growth business

Exciting concept

email: info@enhanceiv.com or call 610-228-0400

Low-cost opportunity

enhanceiv.com

buzz•word The Benefits of Having a Coach In Business

We all understand why athletes have coaches: To cheer

them on, to help them develop new skills, to strategize how to effectively win games. But why should athletes be the only ones to benefit? Professionals need coaches too—and for many of the same reasons. In today’s highly competitive business environment, there are times when we all need advice on how to get ahead, stand out, and thrive. Here are a few ways a coach can help you in franchising. A COACH CAN HELP YOU UNDERSTAND YOUR GOALS AND NEEDS. Buying into a new business? Sometimes the hardest part is knowing where to begin. With a strategic approach, your coach can help you establish your goals, needs, and expectations based on what you want your life to look like as a business owner. You’ll discuss your expectations in terms of lifestyle, earnings, day-to-day activities, and most importantly, professional and personal satisfaction. A COACH HELPS YOU MAKE FACT-BASED CHOICES INSTEAD OF EMOTIONAL DECISIONS. Would you rather make sound business decisions based on thorough research or uninformed choices based on how you feel things might work? We thought so. A coach will make sure you’re making business decisions, not emotional ones by going through data with you and helping you to understand what it means as a business owner. Coaches have professional processes to expand your thinking and create realistic possibilities. 20

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A COACH CAN SAVE YOU TIME AND MONEY. With so many options out there, it can be confusing to choose the right opportunity. With access to hundreds of options and industry experience, a coach can help you hone in on critical information and spend less time on passive research that can waste time, energy, and potentially, investment funds. A COACH WILL HOLD YOU ACCOUNTABLE. Being accountable can help you obtain your goals faster than if you are left to your own devices, and while it’s the thing most clients like the least, it’s often the asset they need the most. Support and encouragement from your coach can keep you from getting sidetracked and discouraged. Coach Susan Scotts, of The Entrepreneur’s Source®, can help you determine if a franchise is the best way to achieve your personal income, lifestyle, wealth, and equity goals. Reach Susan at 561-859-9110 or visit www.SScotts.EsourceCoach.com.

contactus@webstrategyplus.com

October 2018 21

FranchiseDictionaryMagazine.com contactus@webstrategyplus.com

up·date

\�əp- dāt\ noun �

1. The latest headlines in the franchise industry 2. Quick news bites to inspire you

Here they Grow

JUST LET ME DO IT COMMERCIAL SERVICES OPENS A SECOND FRANCHISE LOCATION IN JACKSONVILLE. Just Let Me Do it Commercial Services just announced the addition of a Jacksonville, Florida, location to their growing brand. This emerging franchise started offering opportunities this year, and they are well on the way to nationwide growth. Having partnered with The Franchise Consulting Company, the commercial handyman service is gaining notable attention. “Every day, we are getting more calls from prospective franchisees,” says Colleen Pyle, CEO. New franchise partners, Robert and Samantha Mayhugh (above), along with Ashley Perry, saw the value in the franchise right away. “We loved the concept and are excited to grow with the company,” says Robert Mayhugh. “We were busy with jobs the first week of opening. Corporate already has the relationships in place, so we hit the ground running,” he adds. For more information, visit www.justletmedoit.com

October 2018 23

up•date In brief CLASS ACT

Going Pink Class 101, a national college planning franchise, recently announced a new scholarship program for exceptional high school students, with an emphasis on community service. Available for any high school student, criteria will be based on 25 percent academics, 25 percent leadership skills, and 50 percent making a difference in their community. Two winners will be selected. Class 101 helps high school students get into better colleges and qualify for higher amounts of scholarships and financial aid by meeting oneon-one with students once a month for hour-long sessions throughout the year. “The results are phenomenal. On average, Class 101 students receive more than $200,000 in scholarships and aid,” says Tom Pabin, CEO and founder. For more information, visit www.class101.com

THE HARD ROCK CAFE KICKS OFF ITS 19TH ANNUAL PINKTOBER® CAMPAIGN Throughout October, Hard Rock Cafe guests are invited to join the fight against breast cancer at Hard Rock Cafes, Hotels and Casinos worldwide. Proceeds from the PINKTOBER campaign will benefit research and awarenessdriving efforts for Hard Rock Heals Foundation, which works with numerous charity partners worldwide. The 2018 PINKTOBER

collector’s edition pin, a guitar-themed pink breast cancer awareness ribbon ($14.00) will be sold exclusively at Hard Rock properties worldwide, including Cafes, Hotels and Casinos and on-line at rockshop.hardrock. com. A portion of the retail price of each PINKTOBER pin sold will be donated to the Hard Rock Heals Foundation to support breast cancer awareness worldwide.

Seeing the Light HELPING THOSE IN NEED WITH LANTERNS ARCpoint Labs, a leader in nationwide Drug, Alcohol, DNA, and Clinical Testing is helping out the millions affected by lost power and damaging winds from Hurricane Florence. The company’s ongoing program donates lanterns to

those in need of electricity around the world. There are two ways to donate: purchase a lab test or pay $10. Either way, a lantern will be donated. For more information, visit www.arcpointlabs.com/ give-a-lantern/

FORGING EMERGING FRANCHISE BRANDS

Guiding entrepreneurs through every step of the franchise process Have a proven business concept? We want to talk to you! A full-service franchise development company focused exclusively on start-up and emerging franchise brands

franchisefoundry.com 832.797.9851

fran·chi·see \ fran-chī-zē, -chə-\noun

1. An outstanding franchise owner 2. Helping others through franchise ownership

TED & ELIZABETH BACHMEIER Rush Bowls of Dallas, TX

By Jill Abrahamsen

lthough Ted Bachmeier held an executive position in a successful corporate career, he wanted more. He always admired his wife, Elizabeth, for the volunteer work she did. “I justified putting long hours into my corporate job as a way to enable my wife to help others. But at some point, I felt like it was my turn to get out there and make a difference,” he says. Bachmeier explored franchising as a way to have a more flexible schedule. He looked at a lot of concepts, but kept coming back to Rush Bowls. “It’s a great business. I could see it right away. Today, consumers want fast, healthy options, and Rush Bowls delivers that.” “Our customers are always happy to be here, because we serve a quality product in a fun way,” Bachmeier says. Launched in 2004 in Boulder, Colorado, Rush Bowls offers quick meals made of fresh fruit topped with granola and honey and blended with protein, vitamins, and other nutritious ingredients. Menu items include bowls, such as the “Beach Bowl,” a mix of acai, mango, banana, pure guava juice and topped with organic granola and honey. There

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“It was my time to get out

there and make a difference.”

are also smoothies with fun names like the “Jimmy Buffet” and “Poe’s Hangover.” Even pets get to enjoy the fun with the “Bow Wow Bowl.” “I liked Rush Bowls for many reasons. It’s a high-growth industry and an easy business to run, plus the hours make for a nice work-life balance. But what really sold me is the company’s commitment to giving back. Rush Bowls is a big supporter of The Make a Wish Foundation and There With Care (therewithcare.org). Both are great organizations that help sick children. I wanted to be part of that,” he says. “I plan to invest in more locations.” Bachmeier now gets to help others and has more time to support charitable organizations. He and his wife do work with The Birthday Party Project (thebirthdaypartyproject.org), a charity that brings birthday parties to homeless children. “It feels so good to give back,” he says. For more information, visit rushbowls.com

Ted and Elizabeth Bachmeier are enjoying franchise ownership with Rush Bowls (opposite page). The Dallas, Texas, location is always full of happy customers (above). There’s even a menu item for dogs at Rush Bowls, The “Bow Wow Bowl,” above.

October 2018 27

le·gal·ese /lēgə’lēz/noun

1. The formal and technical language of legal documents that is often hard to understand. 2. Straight talk from Jonathan Barber

Why do I have to sign a Personal Guaranty?!

hen you consider buying into a franchise, you receive hundreds of pages of disclosures and contracts. Most likely, there is a personal guaranty somewhere in that huge PDF. It’s important to understand what a personal guaranty is and why most franchisors require that you sign one. A personal guaranty is a promise to pay the debt or fulfill the obligation of another if that person or entity fails to do so. In franchise deals, almost every franchisee signs a franchise agreement as an entity. John Doe creates John Doe, LLC and signs the franchise agreement on behalf of John Doe, LLC instead of in his individual capacity. However, the franchisor requires John Doe to sign a personal guaranty. By signing this, John Doe is saying that he will pay any debts or fulfill any obligations that John Doe, LLC fails to pay or perform. Yes, this grants the franchisor access to John Doe’s personal assets in the event his franchise venture goes south. This concept is scary to most franchisees, but it’s important to think about this from the other side of the deal.

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If a franchisor didn’t require a franchisee to sign a personal guaranty, that franchisee could virtually do whatever he wants and exit the system upon a whim. Imagine that John Doe, above, buys into and opens up a childcare franchise. Let’s say that the franchisor didn’t require him to sign a personal guaranty. Everything’s going great in Year Three of John Doe’s term, but he thinks he could make a ton of money selling craft beer in his community. He decides to start brewing beer in one of his classrooms and opens up a pub on the back patio of the daycare. John Doe quickly gets a notice of default from the franchisor, because that’s a breach of several portions of his franchise agreement. John Doe transfers all of the assets out of his LLC and sends the franchisor a notice of termination, and continues operating his daycare-brewery. Now, the franchisor can get a judgment against John Doe, LLC that it can’t execute because John Doe, LLC has no assets! The franchisor can’t go after John Doe individually because he never signed a personal

“The bottom line:

A personal guaranty is a tool for making sure franchisees have skin in the game.” guaranty. Now, the franchisor is stuck with a damaged brand, a terminated franchisee, a host of administrative and legal fees, and probably the cost involved with getting a new franchisee in that territory. If John Doe had signed a personal guaranty, his feet would be held to the fire. He would then be personally responsible for making sure that he, through John Doe, LLC does not breach the terms of their franchise agreement. It’s amazing how compliant someone can be when his personal assets are at stake. The bottom line: A personal guaranty is a tool for ensuring franchisees have skin in the game. Requiring a personal guaranty to be signed by the individual owner of a franchisee entity and his spouse is the industry

norm. In the 300+ FDDs I’ve reviewed for prospective franchisees, I’ve never not seen a personal guaranty in a franchise deal. While it’s something every prospective franchisee needs to consider in his risk analysis, it should not be a surprise or a deal breaker. And by the way, if anyone wants to start a daycare-brewery franchise, call me! Jonathan Barber exclusively practices franchise law as a partner at Barber Power Law Group, in Charlotte, North Carolina. He has assisted hundreds of clients world-wide with their FDDs and franchise purchases. Barber also represents emerging and established franchisors. Contact Barber at 980-202-5679 or JBarber@barberpowerlaw.com. Visit www.barberpowerlaw.com

October 2018 29

fran·chis·ing \ fran-chī-z-ing \verb

1. The right to sell a company’s goods or services in a particular area 2. Covering the bases with Paul Segreto

Do You Have a Franchisee Mindset?

wning a small business was once the exclusive domain of the risk-takers of the business world. The true entrepreneur had a distinct flair for creativity, innovation, and vision. This individual knew how to operate outside-the-box and how to make things happen. Many times, there was little choice as from an early age he would be responsible for shaping his future and for making it on his own. Formal education was usually limited and often just a far-fetched dream. Corporate life was not even an option. Besides, he couldn’t be told what to do, how to do it, and when to do it. CHANGING WITH THE TIMES Well, times have changed. These days, people change jobs more often than in the past. A new job—or even career—is the norm rather than the exception. An advanced degree isn’t necessarily a fast track to success. Many professionals seek work-life balance. Money is no longer the sole source of gratification. So many people who want to control their own destinies are increasingly 30

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choosing small-business ownership, as opposed to leaving their futures in the hands of Corporate America. WEIGHING THE OPTIONS This is where the road gets tricky: There are many ways to go out on your own. You can start your own venture and assume total risk, or you can limit your risk by investing in a franchise and be in business for yourself but not by yourself. Many potential business owners ask themselves, “Can I achieve my goals and objectives as part of a franchise system?” “Do I have what it takes to be a franchisee?” “Am I willing to follow and adhere to a franchisor’s business system?” These questions are usually easy to answer. Beyond realizing the viability of a franchise brand, as addressed in due diligence of the franchise concept itself, the answers lie in understanding the mindset required to be a franchisee. A franchise is almost definitely not the right choice for a business maverick or renegade. Certainly, there is an important place in business for these unique innovators—without them we wouldn’t know Apple

“Ask yourself this:

Am I willing to adhere to a

franchisor’s business system?”

or Dell Computers. Even McDonald’s, as probably the greatest franchise of all time, which stormed through the country under the leadership and direction of a true maverick, Ray Kroc. But even he would not have been successful without franchisees who were required to strictly follow McDonald’s system without fail. No questions asked and no room for negotiation. Does that sound like you? Then you may have the franchise mindset, after all. Paul Segreto is a recognized entrepreneur,

franchise and small business professional. His expertise includes startups and turnarounds, strategic planning, business and franchise development, branding, social media and digital marketing with primary focus on restaurants and service-driven businesses. Segreto founded Franchise Today podcast in 2009 and Franchising & You podcast in 2018. He is CEO of the Franchise Foundry. Contact Segreto at paul@franchisefoundry.com or visit www.franchisefoundry.com

October 2018 31

en·tre·pre·neur änn-trə-p(r)ə-'nər\noun

1. One who manages and assumes the risks of a business 2. Using franchising to help people on a large scale

By Jill Abrahamsen s the saying goes, out of every bad, comes a good. That is cer-

tainly the case for Dr. J. Murray Hockings, D.C. When he was a teenager, Dr. Hockings experienced a life-changing tragedy. “My aunt died from diabetes. She was only 34 years old. It was tragic. She had young children,” he says. “The worst part is that it could have been prevented. That’s what set me on the path to reversing diabetes.” Dr. Hockings has 27 years of experience in the field of wellness, previously owned five clinics in Southern California, and currently owns four throughout the U.S., with 11 more opening by end of January 2019. Over the course of ten years, Dr. Hockings developed and perfected his program, Help Your Diabetes (HYD), which is designed to help get clients off their medications. “Diabetes medications only manage symptoms, but cannot reverse them,” he says. The program doesn’t specifically treat type 2 diabetes, but through lifestyle changes, it restores proper metabolic function and nutritional balance. “We have seen remarkable results with the improvement or elimination of diabetes, neuropathy, and heart disease,” he says. “There’s an on-call doctor available

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seven days a week, by phone or email.” The program includes lab analysis, weekly meal plans, proprietary nutritional supplements, weekly training videos, a monthly newsletter, along with unlimited support. “At the root of the plan is a lifestyle change. There are three main facets: diet, exercise, and nutritional supplements,” Dr. Hockings says. “It took years of tweaking and testing to develop our private-label proprietary supplements.” Dr. Hockings moved to franchising as a way to help people on a much larger scale. “This is a feel-good business, where you can change lives. It’s a win-win for everyone,” he says. “The best part for investors is that we offer gigantic exclusive territories. When I say gigantic, I mean it. The minimum territory has a population of 500,000. There will be no competing franchises nearby. In the U.S., we are only offering 120 locations. That’s it.” The business is ideally set up in high-traffic areas. Clients can walk in and schedule an appointment, which includes

“Our franchisees get gigantic

exclusive territories. We’re only offering 120 locations in the U.S. That’s it.”

viewing a video presentation that explains the entire program. “The great part about the video is that no sales pitch is needed afterwards. It explains everything,” Dr. Hockings says. After the film, the patient takes the A1C test, (a blood test that reveals a patient’s average glucose level over the past three months) and has an assessment done. Based on the results, a two-, four- or six-month program is recommended. After the visit, the patient has all the tools to follow the program at home, with con-

tinued support from HYD doctors by phone and email. “The success stories are amazing,” Dr. Hockings says. There is no medical background necessary to own this franchise, and only two people are needed to run the business. “What franchisees should possess is a good business sense and a passion for helping others,” Dr. Hockings adds. For more information, contact 800-321-9054 or www.HelpYourDiabetes.com

October 2018 33

What franchisees have in common with

SUPER HEROES by Alesia Visconti

here’s an undeniable resemblance between franchise owners and super-

heroes. They all share special traits and behaviors and they all heroically come to the rescue. With great courage, franchise owners go into business on their own and solve problems for their communities. Food franchises curb hunger, health-and-fitness franchises improve our overall well-being, and senior-care franchises—perhaps the most heroic of all—provide daily assistance, often medical care, and TLC to our elderly family members, reducing tons of stress for those that love them. Franchise owners are business superheroes—and no capes are needed! Don’t believe me? Take a look at what franchise owners and superheroes have in common.

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THEY COMMIT. Superheroes: When a superhero says she will do something, she does it. Nothing stands in her way.

Franchise owners: Every franchise owner commits to making her business a success. Through great training and systems, franchisees and franchisors commit to their businesses, their systems, and their employees. THEY POSSESS COURAGE. Superheroes: They step forward in fearful times. They may feel fear, but it doesn’t stop them from taking risks and putting plans in place.

Franchise owners: Franchise owners may also experience fear. Yet they take risks in order to move forward with their dreams of business ownership. They show courage and become their own bosses. THEY STRIVE TO IMPROVE. Superheroes: Mindful of their actions, superheroes constantly work on honing their skills.

Franchise owners: Franchise owners are also focused on tweaking skills—often ones they have learned in previous careers—making important changes for

their businesses, staffs, customers, and brands. They are mindful of process improvements and implement actions that create success. THEY HAVE AN AWESOME TEAM. Superheroes: It comes down to trust. Superheroes put their trust in their networks to accomplish more. No one—not even a superhero—can save the world alone.

Franchise owners: With the brand’s support, systems, processes—as well as loyal customers and handpicked employees— franchise owners rely on a fantastic team. Working towards common goals, they work for themselves but not by themselves. THEY WANT A BETTER WAY. Superheroes: They want to make the world a better place. Superheroes want to provide a better way and help others on the planet.

Franchise owners: Wanting to do more for their families, their staffs, and their customers, franchise owners use their brands to help others. Sure, they offer needed services or goods, but they also often donate to charities or participate in fundraisers. They seek out ways to make a difference.

Alesia Visconti has 20-plus years helping others find their career bliss. She is the CEO of FranServe Inc, the world’s largest franchise consulting & expansion organization. Her motto in life is “Work hard, play hard, help others, repeat.” She is passionate about helping others achieve their dreams of business ownership through franchising. A die-hard science fiction/fantasy fan, Alesia is a self-proclaimed nerd and loves all things “superhero.” For more information, visit www.franserve.com. To reach Visconti, call 800-206-5454 or email avisconti@franserve.com

October 2018 35

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www.USFranchiseShows.com October 2018 37

COVER STORY

Care the business of

Healthcare consumerism gives more choices to patients and more opportunities to you.

By Jill Abrahamsen

here’s been a huge shift in the way we manage our wellness and care today. It’s no secret that the healthcare system is dysfunctional. Copays are through the roof and folks have to endure miles of red tape to see the specialists they need. People are seeking more options and franchisors are answering the call. Medical franchises are popping up in retail locations, putting patients in the driver’s seat when it comes to getting relief from pain and managing wellness. They are eliminating barriers like referrals and scheduling, giving patients direct access to the care they need when they need it. With baby boomers aging, quality senior-care is in demand. People want to age in their own homes, and now there are more ways for families to make that happen. In-home care is more accessible thanks to franchising, and services run the gamut from assisting with household chores to personal care to skilled nursing. These businesses help families navigate their loved one’s care and adjust their services as needs change. Here, we talk to innovators in the business of care. They use their brands to fill a need and offer helpful and convenient services. None require medical experience to own, just a desire to run a business and a compassionate heart. Does that sound like you?

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October 2018 39

COVER STORY

Enhance IV

Dr. Daniel Lebowitz

ONCE A LUXURY RESERVED ONLY FOR PROFESSIONAL ATHLETES AND celebrities, IV therapy has finally gone mainstream. Now more accessible, it offers regular people quick-fix hydration, nutrition, and antioxidants. Daniel Lebowitz, MD, noticed IV therapy clinics popping up while traveling and wanted to bring the concept to his hometown of Philadelphia. With almost 20 years of experience as a board-certified integrative physician, Dr. Lebowitz knew he could not only help patients with chronic conditions, but also those looking to level up their wellness. He started Enhance IV in 2015. “It’s a hybrid between a med spa and a wellness center,” he explains. Offering a full menu of IV infusions, Enhance IV offers treatments to help patients boost energy and metabolism, reduce stress, detoxify, and improve immune function. Customers schedule appointments, then they can choose from a menu of IV therapies and receive infusion on-site or at home. The menu items are extensive. Want to up your game? The “Enhance Wellness” offers fluids and electrolytes to get you optimized. Fighting a cold? The “Enhance Immunity” contains fluids, electrolytes, high-doses of Vitamin C, B Complex, Zinc, and other IV medications to get you back on your feet quickly. Drank too much last night? The

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“IV therapy is a high-growth

opportunity. It’s on the upswing.”

Some of Enhance IV’s clients include professional athletes and celebrities. Justin Anderson, Amir Johnson, and Robert Covington of the Philadelphia 76ers enjoy re-hydrating (opposite page). Adam Sandler gets a vitamin infusion (above, left). Dr. Daniel Lebowitz is excited to bring this service to people who have chronic conditions and those who want to improve their wellness (above, right).

“Enhance Epic Hangover Cure” includes a mix of IV fluids, electrolytes, three IV medications for nausea, headache, and heartburn, plus a blend of nutrients and antioxidants and a Glutathione push for maximum liver support and cleanse. Prices start at $99 and go up to about $199 per session. There are also quick injections available including, B12 for energy, glutathione for detoxification, or B12 and Lipotropic amino acids for fat-burning. Enhance IV started offering franchise opportunities in 2017. “It took some time to perfect the model, but now that we did, we found franchising to be the best way to scale the business,” Dr Lebowitz says. There is no medical background necessary to own Enhance IV, but every franchisee is required to recruit a medical director, to take on the medical responsibility, and registered nurses to administer the treatments. “We service professional athletes, including the Philadelphia Eagles and the 76ers. It is also great for athletes such as mixed martial arts competitors and boxers, who require weigh-ins and need rapid re-hydration.” he says. “IV therapy is on the upswing. It is very much a growth industry. I am so enthusiastic about the potential and would like to partner with entrepreneurs who share my passion.” For more information, contact 610-228-0400 or visit www.enhanceiv.com

October 2018 41

COVER STORY

ANY LAB TEST NOW®

Clarissa Bradstock

WITH A MISSION TO GIVE PEOPLE MORE CONTROL OVER THEIR HEALTH, Any Lab Test Now® offers direct access to lab testing—meaning you can order tests without a prescription and at a reasonable price. The extensive list of tests includes: drug testing, paternity testing, DNA tests, hormone tests, and more. “Any Lab Test Now® has created an alternative to the traditional way lab testing was done. No appointments are needed, and there’s no more guessing about when the results will arrive,” says Clarissa Bradstock, CEO. Originally called “Any Test,” the business was launched in 1992 by an Atlanta urologist. He got the idea when folks would stop in his office and ask, “Can I get lab work done here?” The name changed to Any Lab Test Now® when the brand started franchising in 2007. Now there are 170 locations in 33 states. “Consumers are becoming more savvy. With today’s high deductibles, there is a big trend toward healthcare consumerism. We are putting the economic purchasing power and decision-making in the hands of healthcare consumers,” Bradstock says. “We are looking for franchisees who have a strong business background and are able to develop relationships. They should go out into the community and network with physicians and any type of employers that do drug testing,” Bradstock says. “This is a great business opportunity in a high-growth industry with low start-up costs.” For more information, visit www.franchise.anylabtestnow.com 42

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THE JOINT Peter Holt CHIROPRACTIC THERE WAS A TIME WHEN PEOPLE THOUGHT OF CHIROPRACTIC CARE AS hokey. Many wouldn’t consider it a valid way to treat pain. But now there’s a trend toward all things natural—including how you get out of pain. Thanks to this shift, chiropractic care is taken seriously and used not just for getting out of pain, but for preventing it from happening in the first place. Originally founded in 1999 by a doctor of chiropractic, The Joint Chiropractic set out to transform the traditional, often misunderstood concept of routine chiropractic care and make it more convenient, friendly, and affordable. “Our plans are designed to make chiropractic care accessible,” says Peter Holt, CEO of The Joint Chiropractic. A regular customer can walk into any franchise location and get an adjustment done without an appointment. The concept is becoming more and more accepted, and the $650 billion pain industry is increasing as well,” he says. “In fact, 40 percent of our patients are millennials.” Holt says The Joint Chiropractic presents an exciting concept in a growth industry. “We are changing how we access healthcare. And we’ve made it incredibly affordable. Patients pay around $79 for a monthly wellness plan, which gives them ongoing care to prevent pain.” About a third of the franchisees are chiropractors, though you don’t have to be one to own the business. The build-out is simple and requires about 1,000 square feet of retail space. “Retail is the core of the concept,” Holt says. “With more than 400 locations, we’re the largest umbrella of chiropractic clinics in the world—and we’re just getting started.” For more information, visit www.thejoint.com

October 2018 43

COVER STORY

OrthoNOW®

Christine Dura

GETTING AN APPOINTMENT TO SEE A SPECIALIST CAN BE CHALLENGING —and with orthopedic care, you don’t want to wait too long. Is your finger broken or just bruised? Is it OK to put weight on your foot? Do you have a strain or a sprain? Primary-care doctors, urgent cares and even ER providers can offer opinions, but they will usually refer patients to orthopedists for treatment which is a waste of time, money and reduces the chance of a full recovery. Fed up with the way the healthcare system worked and seeing a trend toward healthcare consumerism, Dr. Alejandro Badia, a world-renowned orthopedic surgeon, launched OrthoNOW® in 2014. OrthoNOW’s orthopedic specialists are available on site and on-demand to diagnose and orthopedic injuries, chronic pain, and offer rehabilitation or therapy. “The cost of healthcare is skyrocketing,” says Christine Dura, Chief Development Officer OrthoNOW. “People want more control over their healthcare costs. Patients here save significant amounts of money and leave fully treated in under 70 minutes. No referral is needed and most insurances are accepted.” OrthoNOW has been offering franchise opportunities since 2017. “We are looking for franchisees with a business sense and leadership experience,” says Dura. At start-up an OrthoNOW location needs to be staffed by an orthopedic physician’s assistant, an x-ray technician, and someone to work the front desk. “OrthoNOW is the only orthopedic franchise in the nation. This is opportunity to grab the tiger by the tail,” she says. For more information, call 800-951-3141 or visit www.orthonowfranchise.com

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US Cryotherapy is a family affair. Founders from (left to right): Rob Kramer (COO), Linzie Kramer (deceased), Kevin Kramer (CEO), Todd Kramer (Director of Corporate Operations). While receiving a 3-minute treatment in the large (C4) chamber, a customer is moving and stretching while being observed by a technician through the window.

USCryotherapy

The Kramer Family

IN SEARCH OF RELIEF FOR HIS BACK PAIN, LINZIE KRAMER DISCOVERED cryotherapy—or cold shock therapy, as it’s commonly known today—on a trip to Europe. With just one treatment, he experienced amazing results. Cryotherapy is the use of low temperatures for wellness. It can be used to reduce pain, enhance athletic performance, and rejuvenate the body and skin. The term “cryotherapy” comes from the Greek word “cryo” meaning “cold” and therapy meaning “cure.” In 2011, inspired to bring relief to others, Kramer and his three sons started the North American cryotherapy industry launching the first USCryotherapy treatment center in Northern California. “Everything we do is non-invasive and comes with immediate gratification to the user. ‘Cold shock’ stimulates the production of key hormones and proteins to elevate mood, energy, and break the reception of pain,” says Kevin Kramer, who has represented the family as US Cryotherapy’s CEO since 2013. “The underlying benefit is enhanced systemic circulation, which improves immune function, thwarts inflammation, and promotes wellness.” “We’re the only company using refrigerated cooled air instead of liquid nitrogen to treat our customers. It’s a safer and more complete method,” says Kevin. “Nitrogen can cause burns and contains chemical exposure. Our therapies are a greener more effective solution.” Kramer advises franchisees to promote the business early on. “Building relationships and creating partnerships in the community is essential,” says Kramer. “That’s how we get people through the doors; word of mouth. If you are passionate about helping others recover, then this business should be very fulfilling,” he adds. For more information, visit www.uscryotherapy.com

October 2018 45

COVER STORY

A PLACE AT HOME

Jerod Evanich

SOMETIMES BRILLIANT IDEAS COME FROM EVERYDAY CONVERSATIONS. That’s exactly what happened when Jerod Evanich and his childhood friend, Dustin Distefano, discussed life one day over lunch. “We found ourselves talking about the troubles our families were having with our grandparents and great grandparents,” Evanich says. Before long, the friends were looking for solutions for families and talked about launching a business. “We wanted to create a company that could provide services that we would be proud to offer our family and community. In-home care became a clear choice,” he says. In August 2012, the pair launched A Place at Home. “Our mission is to be passionate professionals, who provide compassionate care solutions where and when you need it. We continued to focus on creating services that were centered around seniors and helped them transition through the aging process,” Evanich says. A senior-focused care company, A Place at Home has a model that is centered on using RNs to coordinate clients’ plan of care and certified professionals to administer the care. In-homecare services, including companion, personal, and medication services are available. “We also offer care coordination services that help seniors navigate the medical industry; from accompanying doctors visits, to creating healthcare portfolios, or even coordinating their other healthcare providers and ancillary services. Our Senior Living Alternatives service helps those who can no longer stay at home find the best senior living option,” Evanich says. “We spent more than two years perfecting our model and learning the franchising industry before jumping in.” “Franchisees should get out in their local community to bring awareness to their services. That is the key to success. Hiring and retaining compassionate and reliable employees is crucial. That is the core of the business,” Evanich says. “Franchise partners have the ability to make of it what they put into it. The can create something bigger than themselves and something that will make a positive impact on their community.” For more information, visit www.aplaceathomefranchise.com

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A business to feel good about • Low overhead • Fast startup • Home-based WE GET THE LINT OUT

We help our customers protect their homes. Dryers run hot and lint is highly flammable—a dangerous combination. A devastating event can easily be prevented with one simple call to the experts at Dryer Vent Squad.

• High margins • Recurring revenue

www.dryerventsquad.com

888-DRYER-04 franchise opportunities available

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#GeekItOut October 2018 47

Medical: The Most

Recession-Resistant

Franchises

he funny thing about medical franchising—one of the most prominent franchise segments for the last 20 years—is that its franchise model could pertain to any industry. Great systems, good marketing, good branding, strong technology, and well-thought out training platforms all are inherent in successful medical franchises, just as they are in any other business. Recession-resistant thinking is at the core of what makes medical franchises so appealing. Most of these brands offer services that are needed regardless of what is happening in our bank accounts. Even when times are tough, people need to take their children to urgent care centers, like Your Kids Urgent Care. Or when a senior family member is in need—maybe requiring assisted living at Avendelle Senior Homes or driving services from Wheels for the Wise—you don’t pay attention to the economics, you just pay for services that can help. Many medical and senior-care franchises claim recession-resistance, which makes them great businesses and attractive franchises, but there are some things to keep in mind. MARKETING, MARKETING, MARKETING Even recession-resistant businesses require strategic marketing, and medical franchises are no exception. Marketing is always crucial to sell what you do, even in the high-demand, medical service field. So when you’re evaluating a medical service franchise, look at the franchise marketing system and verify that the franchisor has figured out how to market the model in a way that you can duplicate in your own franchise. Several senior-care franchises, like Ideal Home Care, leverage government-funded programs such as Medicare and Medicaid, which assign patients to in-home, senior-care franchises. If you are in a private-pay, medical service franchise, market and sell as you would in any other business. Some medical franchises require an extreme dedication to marketing and selling, and the franchisor should provide a system that can be used as a blueprint in your market. Before you

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invest in a franchise, make sure you understand your average cost per lead, average leads to conversion, and ultimately, your average marketing expense per converted customer. ARE YOU LICENSED TO WORK? Licensing and regulations can drastically impact not only the profitability of the business, but also your ability to actually open a franchised business at all. When evaluating medical franchises, get help from a qualified attorney who knows the medical field and the associated laws and regulations in your market. These rules can change drastically not only state to state, but also county to county. For example, medical weight-loss businesses, such as Medifast, can be owned by an unlicensed person in some markets and only by a licensed medical professional in others. The

same is true in the medical beauty spa market with brands such as Ultimate Image and Skinworx. The key is to understand what you can and can’t own in your market, prior to engaging with a franchise. Overall, medical franchises can make incredibly strong investments. Some of the best franchises on the market today, such as Modern Acupuncture, show great unit-level profits, have strong systems in place, and prove to duplicate exceptionally well. As with any franchise, you have to verify that the model makes money for you as the owner, as opposed to the franchisor, and that the system is structured for your success. For more information on how to buy a medical franchise, contact Chris Conner at Chris.Conner@FMSFranchise.com

October 2018 49

Senior Care Franchising Could one be right for you?

“Y

By Lisa Welko

ou think about getting old, but when you get there, it’s not what you thought it would be.” That’s what the late comedian Jerry Lewis once said. Now in their 50s, 60s and 70s, the 76-million people born between 1946 and 1964—a.k.a. baby boomers—are currently dealing with the challenges of aging, as well as chronic conditions like diabetes, cancer, heart disease, and Alzheimer’s disease, according to the U.S. Department of Health and Human Services National Center for Health Statistics. Despite these challenges, according to AARP, 86-percent of the 50-plus population in the U.S. want to remain at home as they age. Thankfully, an increasing number of in-home-care service providers are helping to make this happen. They assist seniors with daily activities like cooking, cleaning, and daily errands, as well as medical needs.

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The 2018 Senior Care Industry Analysis reports that home healthcare—including medical, non-medical, or a combination—is the primary franchising opportunity within the senior-care industry. And it doesn’t show any signs of slowing down. Population projections by the U.S. Census Bureau say millennials, those born between 1981 and 1996 are on the cusp of surpassing baby boomers as the nation’s largest living adult generation. According to market research firm IBISWorld, there are more than 60 senior-care franchise brands, and the firm predicts growth to continue to rise through at least 2022. Sold on a senior-care franchise? There are there three categories of inhome senior care to consider: medical, non-medical, and transitional. Here’s what you need to know about each one:

Âť

Non-Medical Franchises Non-medical franchises allow seniors to stay in their homes by offering them a little help around the house with basic chores like cooking, grooming, bathing, and transportation. Care is customized to a clientâ&#x20AC;&#x2122;s needs. Often, caretakers provide much-needed companionship.

Medical Franchises Medical franchises help families deal with the challenges that come with aging and disease by designing individualized care plans and in-home medical services, such as catheter care, injections, IV infusions, tracheotomy care, ventilator patient care, among other services. A nurse, home health aide, or certified nurse assistant, licensed vocational nurse, or doctor provide the services.

Transitional Franchises Franchises have also expanded into the area of transition services, which focus on helping people move, organize their homes, and arrange estate sales when a higher level of care is needed. Other senior-transition services help seniors and their families through the process of making the right choices in regards to choosing a live-in facility when the time arises. Lisa Welko helps aspiring business owners determine which specific franchise opportunities align with their strengths, goals, and values. For more information, visit www.integrityfranchisegroup.com

October 2018 51

In search of

The American Dream Business ownership, for many of us, is the essence of the American dream. Freedom, control, wealth, legacy, and a host of other goals can be attained if only we werenâ&#x20AC;&#x2122;t bound to the security of a reliable corporate job within a system we know and understand. We may tolerate being passed over for a deserved promotion year after year and survive the occasional round of layoffs, but staying put always feels more secure, especially if you have a family to support. Planning life seems simpler under the umbrella of an employer. A familiar structure feels secure compared to the thought of going out all on your own. After all, what if that grand business plan you have turns out to be a total bust? The good news is being in business for yourself does not necessarily mean being in business by yourself. A comfortable structure, a grand business plan, and supportive team are all part of the package with franchising. Franchisees benefit from the trials, errors, and successes of those that have come before, and they create a refined a system that works time after time. A franchise provides this system in the form of a structured business plan with ongoing support and training for the owners. They are also the best team you could ask for because

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every other owner is motivated to learn from one another and share experiences and best practices. You are building this brand together. How do you know when a franchise is a fit? Good newsâ&#x20AC;&#x201D;you have done this before. Before you became an employee, you researched your future employer, studied the job description, and showed them through interviews that your skills are the perfect match for the position. Becoming a franchisee is very similar. You need to research the concept, learn the everyday role of the business owner, and show the franchisor that your skills match what it takes to execute the business plan. If the largest obstacle to becoming a business owner is leaving the security of being an employee, it makes sense to reach that goal as a franchisee. Others have already taken the big risks and done the hard work. They need people like you with the right skills and experience to grow and share in their successes. Kyle Heck has experienced the shock of a sudden layoff followed by the hope of discovering business ownership as a realistic option. He is eager to guide others facing the same challenges. Reach Kyle at 407-798-7629 or Kyle@TheFranchiseConsultingCompany.com

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FRANCHISE OPPORTUNITIES AVAILABLE October 2018

It’s All About the Numbers—Or, is it? By Tim Church

icture this: Barney, the former CFO of Big Energy Corp (BEC) is forced into early retirement. He decides to buy a franchise. He has a nice house and nice cars. Barney is successful. He’s proud of his aptitude with numbers. He enjoys analyzing and forecasting, along with finding strengths and weaknesses in businesses. He’ll be great at researching franchises. There’s no way he’ll buy a business that doesn’t succeed. For Barney, it’s all about the numbers—and he knows numbers.

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Barney narrowed his search down to a service company. The numbers were straightforward and impressive. He just needed to determine when the business would break even and when his previous income would be replaced. Those were the important things: income predictability and timeline. This franchisor had it all figured out.

1 day of sales activity = 12 written estimates = 1.5 customers 1.5 customers X average customer revenue = $X annual revenue at Y% profit margin This was easy math. Barney knew he’d achieve break-even in 46.5 sales days. After 111.52 sales days he’d cover his household expenses. After 427.333 days, his previous income would be replaced. A year has 261 work days. The first goal would be met in 70.5 calendar days. Then, he had a CFO-level idea. Hire two salespeople: 1 work day = 2 sales days = timeline cut in half. The franchise agreement was signed, training completed, and business started. His sales team beat the goals and the average customer revenue was higher than predicted. Barney’s income had been replaced in five months! Then, something happened. He called the corporate office to tell them that he must sell his business as soon as possible. “We were at a barbecue with other retired execs from BEC when someone asked Amy what business we were in. She said we were opening a boutique shop in Hipster Town on Main Street. She was too embarrassed to admit we owned a service business.” It wasn’t about the numbers, after all.

The business was a terrible fit. The franchisor found a buyer for Barney’s business and the chapter was closed. Barney didn’t get the ROI or selling price he forecasted. It was a financial loss. Seven months prior, Barney told the franchisor, “This is my business. Amy will support my decision, as long as I take care of the family and our bills.” No one challenged him. Barney and the franchisor were thrilled to make the deal happen. No one delved into finding out what mattered to the couple beyond the numbers. Of course, the numbers matter: ROI. Investment. Timeline. Break even. Income. EBITDA. But, there are other factors—culture, status, image. If you are myopically focused on the numbers, bring in another set of eyeballs. There’s always more to see. And, that other stuff might matter. Education and collaboration are how you can stack the deck in your favor. Learn more by contacting Tim Church. Email: tim@thefranchiseconsultingcompany.com or call: 727-222-8485.

October 2018 55

Getting the Word Out Not long ago, I was asked to provide a local store marketing (LSM) grand-opening program for an existing franchisee launching a new location. The plan started twelve weeks prior to opening, and the owner thought it was great, but he still decided to open the doors without a grand opening plan. Three months later, the store opened: Menu boards were in place, the lobby furniture was beautiful, and the food was prepped and ready to go. The only thing missing? Customers. The sparkling new store was absolutely dead. All the time and money spent on his new store netted in a disaster of a grand opening. Opening a new business is tough, and pulling it together in time is enough to make your head spin. Like my friend, in the rush to get things off the ground, many business owners overlook LSM. Many think they’ll get to it later after their business opens. That may seem logical, but starting LSM after you open your business is too late. Research proves if you implement a LSM program before you open, you have an exponentially higher chance of sustaining sales—and thus 56

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success—than those who don’t. You open a new business to make money, right? Yet, the vast majority of new business owners don’t know how much they need on a monthly basis to stay in business. You need to know—and developing a Pro Forma financial plan can help. Your financial forecast drives your LSM decisions. The purpose of LSM is to bring in sales. Are you driving volume? Frequency? Transactions? Do you have a mix of all three? Make a donation to a Little League team or community organization, and you’re contributing to your local marketing efforts. After all, the community is your sales base—these are the people who pay for you to operate your business. Business owners who give back and get involved in their communities will have more sales than those who don’t. Janice Charles is a local store marketing expert out of Broomfield, Colorado. She can be reached at janice@thefranchiseconsultingcompany.com or 303-319-5186.

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October 2018 57

SPECIAL SECTION: PART 3

Breaking Down

the FDD

Items 9 & 15: Franchisee’s Obligations

By Nicole Micklich

ast month’s edition opened with the idea that buying into a franchise system means accepting the notion that if you play by the rules, you get the benefits of brand awareness and franchisor support. Those rules are set out in the FDD and the franchise agreement. They become binding obligations of the franchisee when the franchise agreement is signed. Item 9 of the FDD should contain a disclosure of all the “principal obligations of the franchisee under the franchise and other agreements” once the franchise agreement is executed. Item 15 must describe how much direct involvement the franchisee is required to have in the operation of the franchise business.

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ITEM 9: FRANCHISEE’S OBLIGATIONS Item 9 must provide prospective franchisees with detailed directions toward where to find the franchisee’s obligations in the franchise agreement. Franchisors must follow the FTC Rule and create a detailed table that refers to the sections in the franchise agreement that the franchisee should read to understand the franchisee’s specific obligations. The table should lead the franchisee to detailed information about the franchisee’s obligations. The table must list 25 obligations in a form mandated by the FTC Rule. The top of it may look something like this:

If an obligation is contained in an ancillary agreement, the franchisor should direct prospects to the specific provision of the ancillary agreement. An ancillary agreement might be a covenant not to compete, an obligation that should be included in the table. Obligations imposed on the franchisee that are not listed in the FTC Rule must be included, as well, under the heading “Other.” The table should include where to find requirements about transfers and renewals. Even though at the start of a relationship it might be hard to think about the end, prospective franchisees are about to make an enormous investment, they must consider exit options to protect that investment. Prospective franchisees should use the table and review the contract provisions detailing the franchisee’s obligations. If a prospective franchisee does not understand those provisions, it is important to develop that understanding before signing the franchise agreement. To learn more, ask a franchise attorney. ITEM 15: OBLIGATION TO PARTICIPATE IN THE ACTUAL OPERATION OF THE FRANCHISE BUSINESS Item 15 explains the role that the franchisee must have in the business operation. For example, some franchisors allow the franchisee to be an absentee owner, someone who owns the franchise without taking an active role in its management. Most though require the franchisee to have some active role in the franchised business. Item 15 should explain how much involvement the franchisor requires, and whether the franchisor requires the franchisee to provide on-site supervision of the business. Item 15 is especially important for prospective franchisees who intend to continue to work in a current job while starting-up their new franchised business Nicole Micklich is a franchise attorney with Garcia & Milas. Contact her at 203-773-3824 or nmicklich@garciamilas.com

October 2018 59

in·ter·view

\�in-tər- vyü \ � noun

1. A Q&A session with an industry expert 2. Faizun Kamal shares her journey into franchising

As a franchise specialist, Faizun Kamal conducts franchise education workshops and coaches wouldbe entrepreneurs on how to make the transition from employee to business owner. Contact Kamal at 443-604-6276 or Faizun@TheFranchiseConsultingCompany.com

What led you into franchising?

In 2015, after an almost decade-long career as a Fortune 15 executive in Corporate America, I was laid off and became a corporate refugee. At the time, my life was out of whack. I was a real-life stereotype of the “stressed-out corporate executive.” My life was moving at a 100 miles an hour. My lifestyle was unhealthy. I had just had my daughter and barely saw her or my husband. After getting laid off, I hit the reset button. I needed to be more intentional about the next chapter. Through the world of franchises, I found a way to create a life of peace, purpose, and passion. As a franchise coach, I own my own business. I set my hours and only work with people with whom I want to work. I don’t just help my clients find their “perfect fit franchise,” I help them move from career burnout to career love.

Who is your typical client? My typical client is a professional in the midst of a career or life transition. This is someone who may have just gotten laid off or has been in the same career for a very long time and is seeking change—maybe a working mother who has hit the glass ceiling or a burnt-out dad who feels he has lost control over his life and has become a slave to his job. While the specifics of each client are very different, the driving force that leads them to me is one and the same—a desire to create a different life through business ownership. I find that about 60 percent of my clients are professional women who no longer feel the corporate world is a viable option. These clients come to me seeking an alternative career option. They are looking for an opportunity to own what they do, create more wealth, and do work that they enjoy—all through their “perfect fit franchise.”

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What is your favorite part of franchising?

My favorite part of this work is introducing clients to new franchises and having them “feel the fit.” A couple of weeks ago, I placed a client in a residential-cleaning franchise. After a series of consultations, I presented him with three franchises. He had the first call with all three and called me to say that he knew which business it was going to be for him. He spent the next eight weeks doing intensive due diligence to ensure that his instinct was validated by facts and figures. While this client was unusual in that he quickly honed in on his perfect franchise, at some stage in the investigation process every client has that moment of finding “the one.” For me, that’s the satisfying part—placing another amazing professional in a franchise that will make him happy. When clients ask what sorts of franchises are out there, I half-jokingly say, “If you can imagine it, it’s probably already been franchised.” I am continually amazed at the growth and innovation in this industry. New franchises are coming into the market with amazing business models. As a franchise consultant, I am continually learning about the potential of new businesses. I love this part of my work as well.

What is your greatest success story? I once worked with a client who I’ll call Sam. At the time that he started working with me, Sam was a 24-year-old vet. At age 21, he worked in one of the highest positions at the White House, regularly interacting with the president of the United States. When we sat down for our consultation, Sam shared his incredible story with me. He had grown up in a dysfunctional family with one younger brother. His father was in and out of prison, and his mother left them when he was a young teen. Without role models, he stopped attending school and started selling drugs. At about that time, he met a man, a “father figure,” who helped him turn his life around. Under his guidance, he cleaned up his act, enrolled in the army and went on to serve his country. After leaving the service, he felt that entrepreneurship was going to be his path to financial security. When he shared his story with me, he told me about the work that he had done in the construction industry as a teen. That in the midst of all his family upheavals, this work brought him a sense of peace and purpose. I took this small piece of information and showed him a franchise in the home and construction space. Today, he’s the proud owner of a successful construction business, one that is helping him get closer to the goals he shared with me so long ago.

October 2018 61

spot·light

\�spät-�līt \ noun

1. Trending franchise businesses you want to know about 2. A great place to show off your franchise

Snapology® WE GET THE LINT OUT

Deck Medic® Since 1990, Deck Medic has established itself as the number one outdoor wood restoration company in the Chicagoland area. Deck Medic® has its own line of proprietary cleaners, strippers, and 100-percent oil-based stain that can only be purchased by franchise owners. Excellent customer service and the trademark Five-Step Wood Restoration Process sets Deck Medic apart. For more information, visit www.mydeckmedic.com

Looking for a homebased franchise with a low investment and high return? Snapology® provides the tools to operate and manage a thriving business. Based on collaborative principles, Snapology® has a flexible model that allows business to grow while incorporating your goals. Snapology® is a partner for STEAM programs, offering fun, hands-on learning classes in schools, community centers, and homes. For more information, visit www.snapology.com

® 62

Dryer Vent Squad®

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Dryer Vent Squad® provides a valuable, inexpensive service to homeowners that saves time, money—and could potentially save homes and lives. Since approximately 80 percent of all U.S. households have a clothes dryer, there is a huge base of potential customers. Dryer vents need to be cleaned and maintained on a regular basis. Dryer Vent Squad® takes away the worry and lets families reclaim time and money. For more information, visit www.dryerventsquad.com

The Waffle Experience® Midtown Chimney Sweeps®

TAKE YOUR BUSINESS TO G

Shoe Shine Guys®

• Unique In-Demand Bu • Low Investment • Fast Startup

The hearth industry is one of the fastest growing franchise opportunities in the United States. By investing in Midtown Chimney Sweeps®, you are not only purchasing a proven business model and marketing system, you are ensuring that you get and keep customers. The hearth industry is currently worth more than $2 billion, with 52 percent of all U.S. households having at least one fireplace. Midtown Chimney Sweeps® is the first chimney sweeping franchise in the U.S. to meet that demand. For more information, please call 844-SWEEP-NOW or visit the website, www.midtownsweeps.com

Named as a must-try in MSN’s 50 Best Things to Eat Before You Die, The Waffle Experience is on the fast lane for franchising success. With a cultlike following, customers are standing in long lines to try TWE’s decadent dishes, which are made from locally sourced natural and organic ingredients and paired with flavor-infused waffles. A favorite, “Praise the Lard” features house-braised pork belly, a cage-free egg, arugula, roasted tomato, ricotta, cracked pepper agave syrup with a lardon-studded herb waffle. Franchisees enjoy a family-friendly schedule, low investment, and protected territories. For more information, call 916317-6057 or visit www.thewaffleexperience.com

• Mobile Business

If you want to get in on • Hands-On Training the ground floor of a • Recurring Revenue St • Continued Marketing truly unique business,Franchise check out The Opportunities Available John@theshoeshineguys.com (734) 645-2286 Shoe Shine •Guys. A • www.theshoeshineguys.com shoe-shining service on wheels, The Shoe Shine Guys offers the ultimate in convenience for corporate clients. They 2 The ShoeShineGuys.com come on site to business offices, such as law firms and corporations, collect and shine shoes right in their van, and return them all in the same visit. Franchisees create regularly-scheduled service times for predictable, repeat business. For more information, call 734-645-2286, email john@theshoeshineguys. com, or visit the website,

www.theshoeshineguys.com TAKE YOUR BUSINESS

• Unique In-Dema • Low Investment • Fast Startup

• Mobile Business

• Hands-On Traini

• Recurring Reven

• Continued Marke

Franchise Opportunities Available

John@theshoeshineguys.com • (734) 645-2286 • www.theshoeshineguy

October 2018 63

spot·light Enhance IV®

Just Let Me Do It Commerical Services® If starting a business with an existing customer base sounds good to you, consider Just Let Me Do it Commercial Services. With corporate contracts in place, franchisees have jobs waiting for them on day one of opening for business. A handyman service for businesses, franchisees enjoy a turnkey model with low start up costs and high margins. The 20-year-old company has a proven business model and is now offering franchise opportunities. For more information, please call 704-960-4554 or visit the website, www.justletmedoit.com

® 64

Looking for an exciting concept in a growth industry? Enhance IV is now offering franchise opportunities. Once reserved for professional athletes and celebrities, this concept is becoming more accessible and getting attention for its many health benefits. The treatments help patients boost energy and metabolism, reduce stress, detoxify, and improve immune function. IV vitamin therapy is a cutting edge modality that allows you to achieve much higher concentrations of powerful antioxidants and other vital substances in the bloodstream than you could ever achieve orally. The business offers low startup costs and recurring revenue. For more information, contact enhanceiv.com or 610-228-0400

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The Patch Boys® Want to run a homebased business with low overhead and high profit margins? Check out The Patch Boys®. America’s most trusted drywall-repair company, The Patch Boys® takes care of damaged drywall caused by clumsy accidents or water damage. These jobs are usually too small for contractors, and most homeowners don’t have the time or skill to take care of drywall repairs themselves. When you join The Patch Boys® family, you become a part of an entrepreneurial community that works together to advance the brand. For more information, call 844-99-PATCH, or visit www.thepatchboys.com

Pets & Vets November 2018

FranchiseDictionary THE ABCâ&#x20AC;&#x2122;S OF FRANCHISING

franchisedictionarymagazine.com

last word

\ last \ \ wərd \ noun

1. A stellar business concept 2. Putting their best foot forward with a unique brand

Building a business one step at a time The benefits of going with this emerging brand 1. You get in on the ground floor: What could be more exciting—or lucrative—than launching a franchise business that’s completely new to your area? The Shoe Shine Guys is the first mobile shoe-shine and shoe-repair service in the U.S. With no competition and a proven business model, The Shoe Shine Guys is a win-win opportunity. 2. The service is in-demand: The Shoe Shine Guys offers the ultimate in convenience for corporate clients. They come on-site to business offices, such as law firms and corporations, collect and shine shoes right in a van parked outside. Later, they return the shoes all in the same visit. Corporations love partnering with the Shoe Shine Guys since they offer convenience to employees at no extra cost to their business. 3. You work with large territories: No competition means more business for prospective owners. What could be better than that? 4. Low overhead: This is a truly mobile business. There are no expensive build-outs or long-term lease agreements. The costs are low and the profits are high. 5. Direct access to management: Unlike larger, established brands, The Shoe Shine Guys gives franchisees the opportunity to be heard and impact the overall business. For more information, visit www.theshoeshineguys.com or call 734.645.2286 66

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Thinking about buying a franchise? Call us rst. “Just like a realtor can help you nd a home, the experts at The Franchise Consulting Company can help you nd and understand your franchise options.”

WHAT WE DO We help you identify, investigate and get educated about franchise businesses. Like a realtor, our services are free of charge to you as our fees are paid by the seller. MARKET LEADER The Franchise Consulting Company is the market leader for entrepreneurs structuring a comprehensive investigation to analyze the franchise options available to them. EXPERIENCE With over 2000 years of collective experience helping individuals purchase, operate and exit franchise businesses, we invite you to leverage our knowledge of franchising. FREE OF CHARGE If you are thinking about owning a franchise, reach out to us and we will connect you with one of our 100+ local consultants across the USA. Free of charge. SPECIAL OFFER Reference this ad to your consultant and receive a FREE copy of The Franchise MBA - the #1 Bestseller Refe and Amazon’s highest reviewed book on franchising.

800-846-5405 | info@TheFranchiseConsultingCompany.com | www.TheFranchiseConsultingCompany.com

May 2018 67

Franchise Law . Construction Law . Labor Law . Real Estate Law . Litigation . ADR FRANCHISE LAW. CONSTRUCTION LAW. LABOR LAW. REAL ESTATE LAW. LITIGATION. ADR

EXCEEDING FRANCHISEES' EXCEEDING FRANCHISEES’ EXPECTATIONS FOR OVER EXPECTATIONS FOR MORE THIRTY-FIVE YEARS THAN THIRTY-FIVE YEARS

Raymond A. Garcia Experience… Experience... I. Milas Raymond Jane A. Garcia Imagination… Nicole JaneL.I.Micklich Milas Imagination... Commitment… Nicole L. Micklich Commitment... Success… Success... ® 44 Trumbull Street, New Haven, CT 06510, USA 44 Trumbull New Haven, 06510, USA Phone: Street, 203.773.3824 Fax:CT203.782.2312 Phone: 203.773.3824 Fax: 203.782.2312

Franchise Dictionary Magazine-October-2018

Articles inside

Enhance IV

Last Word

Interview

Breaking Down the FDD-Part 3

Getting the word out

It's all about the numbers. Or is it?

In Search of the American Dream

Senior Care Franchising

Medical: The most recession-resistant franchises

The business of care

Enhance IV

What franchisees have in common with super heroes

Entrepreneur

Franchising 101

Legalese

Franchisees of the Month

Here they Grow

The benefits of having a coach in business

Should you take on a business partner?

The right skill set

SEO Success

Customer Service

Negotiating leases

Why do you need to sign a personal guaranty?