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September 2011
Improvement is Booming
Food & Retail Franchises Strategies for Still Doing Well - PwC Better Franchise Franchise Sector Indicator Relationships maxiom
What’s in this month’s Magazine?
Regular Features Page 2:
Welcome
Page 8:
Franchise Focus
Page 38:
Modern Franchise
Special Features
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Page 4:
What Kind of Franchise are You Creating?
Page 12:
PwC Franchise Sector Report
Page 16:
Buying a Franchise
Page 28:
The Power of Zero
Page 32:
How to Build a Franchise Empire
Page 40:
Is Your Business the Next Franchise Success Story?
Page 42:
Competing for a Franchise Territory
Page 44:
Employment Branding
Page 50:
It’s all About the Client
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8 Profiles Page 8:
Metrica
Page 38:
Michael Polo Homes
Page 62:
The Fortune Institute
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Articles Page 20:
10 Principles of a Good Franchisee
Page 22:
Measuring Franchise Brand Reputation
Page 23:
FCA Anger at Small Business Commissioner Bill
Page 24:
Buying a Franchise that is Refreshing its’ Brand
Page 34:
Franchising is Like Marriage
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Realistic Profit Expectations When Buying a Franchise
Page 54:
Positive Employee Relations Start With Focusing on the Customer
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The Modern Franchise with Mark Matthews Welcome to the September Issue of Modern Franchise Magazine. The Franchise Industry has outperformed most in Australia over the past 2 years. The sector is maintaining this positive outlook with franchisors targeting revenue growth of 12% for 2012. We take a look into the “PwC Sector Indicator” and discover why there is so much untapped growth left in franchising.
Staff Management
Features
We investigate how “positive employee relations starts with focusing on the customer”.
In “franchise focus” we talk to Metrica about their business and how it stands to transform recruitment industry.
We also look into employee Franchise culture has been a topic of much debate recently, so branding - “how to hire employees we look at what it takes to build a that fit your company brand”. great franchise. Looking for a franchise Sales & Marketing We look at the best practices Sales, marketing and customer when “buying a franchise”, the “10 service are vital to the success of principles that make a good any franchise. The key is to “focus franchisee” and why “franchising on the customer” and see your is like marriage”. business, and in particular what you're offering, from your client's We also ask “should you buy a point of view. franchise that is in the process of upgrading its branding and logo?” We also look into what it takes to build a “franchise empire” and We look at what to do if you are ‘measuring your brand reputation “competing for a franchise” with as a franchisor”. other franchise buyers and making sure you have “realistic The FCA is livid with the profit expectations.” passing of the SA Small Business Commissioner Bill The debate over the Bill still rages but the news isn’t all bad for the franchise industry as the Small Business Commissioner will also take responsibility for retail and commercial leases and bonds. 2 | Modern Franchise Magazine
“Building a business not just homes” is the focus of Michael Polo Homes. We talk to them about what gives them a competitive advantage in a challenging market in “Modern Franchise”. There is also information about some of our recommended providers...and more than a few ads, which are absolutely great! Be sure to look out for the upcoming events listed at the back of the mag. And if you hadn’t noticed, on the next page there’s some information about our other B2B digital publications. Enjoy the magazine. All feedback is appreciated. Please visit our website: www.modernfranchisemagazine.c om/feedback to have your say.
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Modern Franchise Magazine | 3
WHICH KIND OF FRANCHISE COMPANY ARE YOU CULTIVATING - "ONE FOR ALL" OR "US VS THEM"? The ancient saying goes something like this, "Do not deprive the body of its members." By John P. Hayes Ph.D. All for one . . . one for all?
Amazingly, the franchisor continued, "You have been Good advice for franchisors and warned." franchisees, particularly in troubled economic times. Many Where's the common sense? franchisors and franchisees continue to approach today's What was that franchisor challenges as they did in the thinking? Or perhaps: Not good ole' days (meaning just thinking! months ago, and not centuries ago). Does it ever make sense to "strike fear" in franchisees? Or, Out of habit, they seem to think for that matter, franchisors? that for one to win someone (or many) must lose. That kind of Aggressiveness like this occurs thinking shouldn't ever exist in only because someone has franchising, but of course it does confused the priorities of by human nature. common sense in franchising and business. More so, these Does it make sense to things occur when weak and threaten? misguided people are in charge of franchised businesses. As an example, one franchisor recently threatened its What's it take to be franchisees by telling them via victorious? the company's blog that they were commencing with audits A franchisor fails without and "that should strike fear into franchisees. Franchisees can't any franchisee that is failing to even launch their businesses (pay royalties)." without a franchisor. The body needs its members.
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And one does not have to sacrifice the other for all to be victorious. But of course, there are two necessary "ships" that must come into play for common sense and priorities to prevail. How good's the leadership in your company? First: Leadership. Whether it's a franchisor or a franchisee company, the person in charge must create the vision and then follow through with a plan of action that breathes reality into the vision. Leaders deliver consistently At their core, however, leaders must be people of integrity. They don't do what they promise, they do more than they promise. They fulfill the vision in a manner that's consistent with moral principles. When real leaders speak you know they can be trusted.
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But leaders also must have authority. The authority to create the vision and implement the plan of action. The authority to make decisions, good or bad, and the authority to mobilize the team. Authority inspires confidence in leadership -otherwise, people know that those in charge are merely minions.
How good are your relationships? Second: Relationship. Leaders understand that it's always going to be us vs. them unless the leaders build relationships with "them."
As a former CEO, until I built relationships with franchisees and employees I really didn't understand their motivations. Fortunately, I spent much of my time building relationships, even with the least productive franchisees and the most challenging employees.
Franchise leaders build relationships
The relationships were valued partly because franchisees and employees learned by The best franchisees, experience that they could count regardless of what any other Minions can't provide franchisee in the network says or on me to be truthful and leadership, though they want you does, makes it a point to build a transparent, even when the news wasn't welcomed. to believe they can. They'll tell relationship with the franchisor you they are in charge. But when leadership because, when push Once we built our relationships, minions head up a company, comes to shove, relationship our priorities and beliefs often whether it's a franchisor or a counts (providing, of course, changed. franchisee company, they do there's integrity among the what they're told and often only leaders). Because of the importance of knowwhat they're told. our relationships, we made Franchisee leaders also build progress without feeling the They don't really know the plan relationships with their need to threaten each other. for the company (because employees and customers. management or ownership Because they lack authority and hasn't told them). Similarly, franchisor leaders know that it's critically important often integrity, minions can't Therefore, they can't lead the to build relationships throughout build successful relationships. company. the franchise network as well as Therefore, they resort to threats! with employees. Are minions running your company?
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Modern Franchise Magazine | 5
You Better Pay Up! Royalty payments are a particularly challenging issue in difficult times like now. Some franchisors - to wit, the one that sent the threatening blog to its franchisees - take the position that franchisees just want to cheat them. Some franchisees take the position that their franchisor just wants to take their last dime even if it means forcing them into bankruptcy.
Imagine a prospect's reaction after reading that incredulous blog from the franchisor that was obviously desperate for revenue. Who'd want to join that company?
John P. Hayes, Ph.D., author and speaker, has written the Franchise Pre-Investment Checklist to help you thoroughly research franchise opportunities.
A 30-year franchise veteran who has owned franchises and was the CEO of a major franchise company, John is Even in difficult times, when perfectly suited to help you with push comes to shove, leaders in your franchise decisions. He franchising can push or shove offers a variety of free reports, together. teleconferences and seminars In both cases, franchisor and to help you decide if you should franchisees are missing the real Of course, this can only occur in Buy a Franchise and if so, issues. franchise companies where which franchise to buy. common sense and priorities How long can us vs. them prevail. In companies with Subscribe to his free newsletter last? leaders that cultivate at FranchiseMastermind.com. relationships. Article Source: EzineArticles.com In leader-inspired companies, with cultivated relationships, In companies where the body is franchisors and franchisees do not deprived of its members. not threaten each other. Are you pushing and shoving?
Threats merely hasten the deterioration of the franchise company.
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Modern Franchise Magazine | 7
franchise focus WHAT THE FUTURE OF HR & RECRUITMENT WILL LOOK LIKE. Metrica is an integrated HR, Recruitment and Training business that has just released a world first recruitment platform that enables organisations to recruit as many staff as they like for one low monthly fee. 1. What is inspiring about your business idea? It gives any business the opportunity to utilise full service recruitment firm for a fraction of the cost. We do everything traditional recruitment firms do without the customer paving to pay a huge percentage of the employees wages as an up front fee or an hourly rate for services that some recruitment firms are now marketing as a cheaper offering. An example would be most traditional recruitment agencies would charge anywhere from 1225% of the employees wages up front, so on an average wage of $80,000 the fee could be anywhere from $9,600 to $20,000 or even more, hourly rate recruiters vary from around $2,000 -$4,000 per employee, whereas with Metrica customers can employ as many staff as they want for as little as $135.00 per month and they get a “lifetime” guarantee that as long as they remain a member we will 8 | Modern Franchise Magazine
replace the employee without additional cost regardless of when or why they leave.
best way to provide superior service and deliver on customers expectations.
2. What made you choose the 3. What previous experience franchise sector? do your recruiters have before coming to Metrica? Well. We re not a franchise ourselves but do offer our All our consultants have many services to the franchise industry years experience in the field they which can quickly benefit from recruit for, so our accounting & our high standards and lower finance recruiters have costs. experience either as an accountant, in banking or The recruitment industry has finance. Likewise our sales & become over serviced and many marketing recruiters are would say under performing. For experienced sales or marketing many companies using a professionals. We even have recruitment consultant has lost chef that recruits for the its’ value. restaurant & hospitality market. Ideally they would have some The industry has been exposure to the recruitment screaming out for a revolution process as well, though we and Metrica has now delivered provide industry leading training what employers want at a price in all aspects of recruitment as every organisation can afford. well as employing experienced recruiters and HR specialists. Being able to react to customer demand quickly especially with such rapid growth meant that we had to carefully look at our business model to determine the
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6. What process and support In fact, our customers actually expect much, much more of us. do your clients receive? They want us to manage a key element of their business For Employers: Clients are assigned a mentor to assist better than they can to it them in all aspects of their HR & themselves! In other words, the Recruitment. This is ongoing for customer wants us to be a as long as they are a part of the manager - of a part of their Metrica “family”. business. This is in addition to the full service recruitment services we offer. There are four standard packages depending on customer’s requirements or we can tailor something to suit even the most complex and intensive recruitment program that greatly reduces the overall cost of managing the recruitment process.
7. Who is the target market for your franchise? Any organisation that needs to employ people on a permanent basis, whether that be full-time, part-time or contract. 8. How many consultants do you currently employ?
We have 25 recruiters plus Helping people achieve their additional support staff and HR career goals is very rewarding at specialists and we are always a personal level and at a on the lookout for more great business level managing the people. recruitment solution for business customers so that they don’t We expect that this number will have to think about it brings a grow to over 200 recruiters and great deal of satisfaction. up to 1000 support staff over the next 2 years as we expand into At Metrica we understand that more sectors and the national savvy business people don’t just markets we don’t yet service. want to deal with a trusted advisor or consultant.
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9. Do you have any plans for overseas expansion? Yes, we are negotiating with a leading UK recruitment firm to launch our model throughout Europe. Our intention is to go global! 12. What would you say to someone wanting to join Metrica? To an employer, I’d say try us! All our contracts are month to month so we have a strong incentive to provide excellent service and highly professional standards. You really have nothing to lose. For experienced recruiters or anyone considering a career in recruitment, I’d say if you have a passion to help others achieve their career and business aims, be well remunerated for what you do, are not afraid to work hard and learn new skills, then Metrica could well be for you. For more information about Metrica you can visit their website at www.metrica.com.au
Modern Franchise Magazine |9 maxiom
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Modern Franchise Magazine | 11
THE PwC FRANCHISE SECTOR INDICATOR HIGHLIGHTS THE NEED FOR BETTER TRAINING The PwC sector report is further proof of the strength of the franchise business model with strong growth reported across the sector despite the current challenges facing many businesses. By Geoff Hodges The franchise sector has outperformed most in Australia over the past 2 years. The industry is maintaining this positive outlook with franchisors targeting revenue growth of 12% for 2012.
There are six areas that we have identified that are worthy of investigation.
shortcoming exposed by the sector report that requires new training strategies to be implemented.
Mulit Unit Operators
The report highlights that “Multisite operators represent a According to the report, “on tremendous opportunity average, only 11 per cent of In fact, when you look at the for franchisors to solve the units are owned by multi-unit challenges facing the sector difficulties of finding suitable owners and that most including franchisee finance, a franchisees and, potentially, franchisors believe they lack of multi unit franchise have another 15 per cent of their issues associated with new development, talent retention franchisees obtaining funding”. network who could become and inwardly focused multi-unit owners. Whilst management, the franchise there are many franchisors who PwC reflects that “in our sector still has enormous experience, the majority of continue to question whether potential for growth well above Australian franchisees fall into multi-unit ownership will just it’s already impressive figures. create more problems for them, the ‘buy yourself a job’ category”, and have expectations of returns it seems to us that many of the When you add all factors into the perceived issues can be above salaried employment, equation there could even be overcome if franchisors adopt a proportionate with the financial reasonable grounds for an specific strategy and approach risk of their investment and is a arguement that the sector has “key reason for the low to multi-unit ownership.” underperfomed! penetration of multi-site operators in Australia compared Given that in the US and UK, This is further evidence that the multi-unit franchisees account for to the United States”. franchise model results in better over 50% of all franchise units than average financial returns and this number is still growing The report adds that “in line with and still has much to offer, with a strongly, a multi-unit growth addressing the key challenges bright future for those willing to of talent and capital, strategy still has enormous invest despite all the doom and potential in Australia. It also an opportunity may exist for gloom reported in the media.. targeting and positioning requires new and improved franchise opportunities to more managment skills which are a
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professional and skilled franchisees, who perceive franchising as a means of diversifying a business or investment portfolio”. The US examples of multi-unit franchisees who are listed on the stock exchange, are an illustration of a professional brand of business builders within franchise networks. Australian franchisor concerns about power and control need to shift to the potential benefits of growth and returns where the strategy is justified Implementation of “New Media” Strategies The PwC report found that “although 34 per cent of franchisors are utilising online retailing, they are using it to build brand awareness and increase coverage and not as a tool to compete with their franchisees”. It is encouraging that a high proportion of online sales are directly benefiting franchise, with 73% of systems report full revenue going to the franchisee. Franchisors are increasing their online presence to assist with brand building and coverage.
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Use of social media is continuing to increase with franchisors finding it to be a powerful tool to improve and strengthen customer awareness and loyalty.
digital magazines were the most effective methods of attracting new clients and provided the highest ROI. The combined use of these powerful media, provided an average ROI many times that of other methods.
The use of New Media solutions have enormous potential - a Improve Recruitment topic that will be a major theme Strategies at the Franchise Council national conference next month. PwC found that franchisors are “trying new approaches, with 70 While 85 per cent of franchise per cent of respondents groups are now using or indicating that they had made planning to use social media for changes to their Recruitment marketing, customer processes since 2010”. engagement and customer feedback, other New Media There are still many challenges strategies are often being in finding suitable franchisees overlooked, particularly from a recruitment and marketing The volume of enquiries from perspective. potential franchisees has decreased over the past 2 years Facebook is the most popular by 10 per month and 31 per cent social media channel, but also report a decline in the Twitter, YouTube and corporate quality of franchisee enquiries. blogs are also widely used. In the US, a recent study The sector has reported determined that 45% of diminishing effectiveness across communication with customers the board of marketing and in the retail sector is now promotional initiatives used to undertaken using social media. attract franchisees. And that figure is growing. The report found “This may be What the US study also found due to a range of factors was that New Media solutions impacting underlying demand including email marketing and Modern Franchise Magazine | 13
the clutter associated with some online channels and the proliferation and diversity of marketing mediums, or it is perhaps an indication of broader concern by prospective franchisees about the economy and investing in a business.” In reality, online channels seem to be greatly under utlitsed and those franchises that had a greater concentration of online efforts had better results as attested to by the franchisor examples in the report. The lack of engagement with recruitment firms also stands out considering many deal with people looking to change careers and business opportunities on a day to day basis. Get Accredited The report expresses concerns that only 38 per cent of all franchisors (including just 33 per cent of the larger retail franchises) have their systems accredited with banks a staggering 75 per cent of smaller systems are not accredited.
PwC believes that this may be an indication of the "difficult and time consuming accreditation process adopted by the banks”.
The report also expressed some concerns over the limited use of an integrated multi-channel This presents a huge opportunity distribution approach involving franchise and company-owned for a financier to ‘get it right’. It also presents a huge opportunity units, electronic channels and upstream diversification into the and a strong competitive advantage to any franchisor that supply chain. is able to have their system PwC ponder that “anecdotally, accredited. it would appear profit maximisation occurs this way Stronger Emphasis on rather than taking a singleBusiness Training & channel approach”. Management The report found that “Little training in the way of business management and leadership training currently occurs. The majority of training focuses on day-today operational issues.”
They list prominent franchisors such as McDonald’s, Aussie Farmers Direct, AGL, Telstra, ANZ and Aussie Home Loans, all of whom utilise franchising as part of an integrated multi-channel strategy.
This indicates a significant opportunity for franchisors to improve the performance of franchisees with further training and support in these key areas
PwC think “franchise businesses need to think of themselves as being in business rather than in franchising”.
Business Management Leadership Training Financial Management People Management Communication Time Management
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Multi-Channel Distribution
So all in all, and despite all the challenges, it seems as though while the franchise industry is doing very nicely thank you, it can still do a whole lot better. Which only means one thing…now could be the very best time to invest in and participate in franchising.
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Modern Franchise Magazine | 15
BUYING A FRANCHISE GETTING IT RIGHT Buying into a franchise concept can be an attractive way for some people to become business owners. Ideally, a franchise company has a proven business model, saving new business owners the time, energy and money they would have to expend building concepts on their own. By Steven James The history of franchsing dates back to feudal times where lords of the manor would grant rights to hold markets or draw water in return for fees.
The outstanding growth potential of the Franchise business model and its benefits to the buyer and seller were truly realized in the United States by the 1960's and it is around this time the The first recognizable name International Community also associated with business format embraced the true potential of franchising is Albert Singer. business format franchising. By the 1970’s franchsing began to In the early 1850's he was take hold in Australia and has looking for an efficient method of grown to one of the largest marketing his sewing machines industries in the country. across the United States, so he began to grant others the right to For people buying a franchise, a sell them. difficult part is to know which franchise is worth investing in. Moving forward into the late 1800's and early 1900's, The advantage of buying a franchising took on many other franchise is that a majority of forms. In the late 19th century, franchisors provide you with a national brands came into being turn-key operation. But you need and reworked the American to put some planning into action economic landscape. before making this important decision. In a gowing economy fueled by new technologies, there was an Work to a Budget. You need to overwhelming need for all types have a budget. This will help you of products and services, and to estimate how much money franchising was the ideal you can actually spend to business model for the rapid purchase your franchise and expansion, particularly in the what level of returns you will hotel/motel and fast food need to make. industries.
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You need to be fully aware of what you are putting your money into, how much you are going to make and if all the effort and expense is justified. Choose Wisely. The success rate of franchises are lot higher than a stand alone business. But some franchise opportunities unfortunately fall flat on their faces after they have over saturated the market with their products or service. Understand the core business. Merely buying a franchise of an ongoing profitable business will not guarantee you success. Understanding the underlying business is very important and necessary. What To Look Out For Half the franchisees aren't making the kind of money you want to make. While many franchisors won’t give earning information to prospective franchise buyers, your investigations with existing franchises should include profit
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expectations. Unless the vast majority of existing franchisees are making what you would need to meet financial objectives, walk away.
Underlying Products or Services. When you decide to buy a franchisee, it is necessary that you take note of the ones that are really in demand and are not seasonal or a fad. This Franchisors blaming the will ensure your year round franchisees. Don't let a demand and sales because it is franchise company explain away already proven in the market. the performance of the middle and bottom franchisees by Compliance is more saying the franchisees don't important than results. Does understand or follow the system. the franchisor run a collaborative So what if the existing environment in which its franchisees are lousy? If the employees listen to franchisee franchise company can't recruit concerns, or is it a bureaucratic correctly, what makes you think nightmare demonstrating low its operating system is any concern for franchisee results good? and relationships? The franchise company doesn't get to answer The model is in a perpetual this question. You need to seek state of flux. If the franchise out a number of franchisees and company is constantly tinkering hear what they have to say about with the concept, you need to be the relationship. asking why. The model simply may not work. Keeping it in the family. Sometimes franchise If they are undergoing a brand companies can be too cosy, and refresh, ask yourself why? Is it turn into benevolent just part of the continuing market dictatorships where there is high leadership of the brand or is it concern for relationships and because the brand isn’t a low concern for results. Look out market leader any more? for franchisors laced with a lot of family.
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Too often, franchisors choose owners relatives for positions, ignoring the best people for the jobs. A good franchise company needs highly skilled and seasoned management. Here is what can make a franchise company stand out from the crowd: The executives have integrity. Do the franchisees say they trust the people running the company? I would look for franchise companies with a sense of purpose and inspiration. When push comes to shove, what motivates these people? Whatever company you're looking to buy into, do Internet searches on the names of the owners. Do you find links to their charitable work - or on ACCC, ASIC, disgruntled franchisee or franchise warning websites? The business model is unique and timeless. If a franchise company is making money today, pay attention but don't become enamoured. Will it make money seven years from now? Modern Franchise Magazine | 17
Unless you're open five to 10 years, you're not going to make a decent return on your investment.
Training - Value Addition. Most franchisors will offer initial training for franchisees. The best franchises offer structured ongoing training in all areas of How many concepts can you the business including business think of where they were going to & financial management, be the next big thing only to fall marketing and HR/recruitment. over a short time afterwards. They also offer training and The idea worked for a time but development for your staff. wasn't sustainable. This is the biggest benefit of The company respects its buying a franchisee. franchisees. McDonald's is Opportunity to grow your tops when it comes to collaboration with franchisees. business. Some franchisors do not like the idea of allowing Most multimillion-dollar franchisees to grow within their McDonald's ideas, including the network by owning more than filet of fish burger, came from one franchise, in other words by franchisees. becoming multi-unit franchisees. Much of the company's success has come from recruiting gifted franchisees who know what they're talking about.
They think this will affect their level of control and power over franchisees and do not have the management skills, training or support team to enable multi-unit McDonald's has a reputation for operators to thrive. respecting and listening to them, too. Before buying a franchise decide what your medium to long term aspirations are likely to be. If you are successful in operating your franchise and you
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think you might want to grow by acquiring more franchises, then look for a franchise that has this opportunity and that supports multi-unit franchisees. Also make sure that the franchise company is the best fit for you. Just because it's a good business doesn't mean it's a good business for you. Not everybody is wired to be an accountant or a marketer. Not everybody's wired to run and manage every business. Pay careful attention to what a typical franchisee does in the business every day. Make sure you have the skills it takes to win, and that you find the work to be meaningful and enjoyable Unfortunately there are a lot of “Yes� people in the franchise busisness who are anxious to sell you a franchise, to lease you a location and to sell you equipment. They are all compensated by you buying a franchise and not by you being a successful franchisee.
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Modern Franchise Magazine | 19
10 PRINCIPLES OF A GOOD FRANCHISEE The following represent the principles of a good franchisee. Follow these and you are sure to have success. By Mark Matthews Since the launch of Modern 2. Focus on your own business. Franchise Magazine we have Avoid getting involved in idle received many inquiries from rumours and destructive readers about a variety of chatter. subjects. One of the most common is “what are the 3. Set goals for yourself attributes of a good franchisee?” that motivate you to improved performance and greater Accordingly, we have complied results. the a list of what we think are the the top 10 attributes and 4. Enjoy your time in your principles of a good franchisee. business and make friends for life with your customers. Becoming a good franchisee is more than just servicing your 5. Participate in your franchise’s customers, making a profit and advisory council or forums, contributing to your franchisor’s meetings and co-operate bottom line. with other franchisees to the combined goodwill and It is about being focused on your benefit of your entire business and making a positive franchise network. contribution to the franchise network and community as a 6. Communicate your concerns whole. After all this is what through the correct channels, drives your business success work with your field consultant and enjoyment of life as a or appointed business coach. franchisee. 7. Your franchisor has a pool of So here are our top 10: expertise at your disposal, use this expertise to achieve 1. Support your brand with great results. passion and maintain the highest standards at all 8. Learn, learn and learn. times. Constantly improve your business knowledge and expertise and that of your staff.
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9. Be original in your attempts at growing your franchise business and regularly discuss your results with your franchisor and other franchisees. 10.Become a responsible and respected member of the community. Get involved in your community; with children, schools, the aged, sporting associations/clubs, commerce and community safety. Whether you are an existing franchisee or thinking of buying a franchise, taking note of these principles will go along way to improving both the results and enjoyment of your business. There are probably many other attributes and principles that make up great franchisees. If you think we should include any others then drop us a line at www.modernfranchisemagazine. com/feedback
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Modern Franchise Magazine | 21
MEASURING YOUR BRAND REPUTATION AS A FRANCHISOR Comparison to or becoming the industry benchmark is how most franchises measure their brand reputation. So how does your franchise stack up? By Richard Wozniak It goes without saying that a franchisor's brand is critical to their success.
If I asked you what the first thing that comes to your mind is when I say the word hamburger and you say McDonald's, then A strong brand name means a obviously McDonald's is ever solid stream of new franchise present in your mind, and it buyers, and a strong customer proves that it is a significant base coming into the franchised player in the marketplace when it outlets. That means promising comes to the selling of sales all the way around. hamburgers.
mention the category that they operate in, the industry, or the goods or services they sell.
Franchising companies guard their brands diligently, vigorously pursuing anyone who infringes on their trademark, logo, uniform design, or brand name. It's serious business.
After all, for any business, regardless of the number of outlets, it is your brand experience that is your reputation.
So how does a franchisor create and develop a successful brand that stands out amongst the competition? Just guarding the brand through legal means is not enough to become the premier brand in a customers mind when they think of your industry. How does one go about measuring the value and strength of their brand?
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If I said donuts, and you said; Donut King, then that would equally be a strong brand name, or you might say KFC for chicken or maybe Red Rooster. Are you starting to see my point?
For franchises that don’t have thousands of outlets nationally or globally, then you may have to create your reputation through an extraordinary brand experience.
If you want to test your franchise brand name strength, then Consider if you will the simply ask your customers what incredible cost and the number comes to their minds first when of franchised outlets that it takes you mention the item that you to develop a brand name which sell. If they answer with the name is that strong. of your company, you are a winner, if not you still have more Measuring the brand reputation work to do. of a franchisor also matters on a regional basis. For instance in one part of the country the brand name may be very strong, and it is the first word that comes to people's mouth when you
FRANCHISE COUNCIL VENTS ITS ANGER AT SA SMALL BUSINESS COMMISSIONER BILL The Franchise Council is pushing for an Upper House inquiry after the South Australian Parliament passed the much-debated Small Business Commissioner Bill through its’ Lower House. In a statement released on its’ website The Franchise Council of Australia has angrily responded to the passing of the South Australian Small Business Commissioner Bill through the Lower House.
The Council of Small Business of Australia (COSBOA) has attacked the Liberal party for failing to support the bill, saying “the South Australian Liberal Party has walked away from Small Business people and their families” and the lack of support It strongly believes the Bill should In a statement released has made SMEs "second class yesterday, Mr Koutsantonis says citizens". be the subject of an Upper “legislation has already received House inquiry. widespread backing from In his statement Mr Koutsantonis industry groups including The FCA has maintained its’ added “The establishment of a national praise with the Council Small Business Commissioner arguement that the current legislation essentially acts as a of Small Business Australia will build positive relationships (COSBOA).” back-door franchising bill that between all parties, allowing the will create a state-based smaller businesses to have a “We have also received widepractice for the industry. The non-litigation approach which spread support from local FCA has continuously argued will be timely, low cost and industry, with key representative improve fairness.” that the National Code is groups providing excellent sufficient. feedback during the consultation In a move that might please the process,” Mr Koutsantonis said. franchise industry the Small FCA Executive Director Steve Wright said the Small Business Business Commissioner will “Business SA, the South Commissioner Bill should now also take responsibility for retail Australian Farmer’s Federation, and commercial leases and be subject to a thorough committee review in the Upper the Business Development bonds. Council, Motor Traders House now that it has passed Association the Regional the Lower House. Mr Wright The Government will be Communities Consultative said. "what's more, there is no appointing the new Committee as well as various explanation of how this set of Commissioner at the earliest industry associations, rules will be administered in opportunity following the franchisees and other business passage of the legislation relation to the existing national policing authority of the ACCC”. groups provided input. through Parliament.
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Conversely, South Australia’s small business minister Tom Koutsantonis,says the legislation makes things less confusing by combining the small business commissioner and separate franchising code legislation.
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SHOULD YOU BUY A FRANCHISE THAT IS IN THE PROCESS OF UPGRADING ITS BRANDING AND LOGO? Refreshing the brand is something that helps keep franchises at the top of their industry, maintain their market leadership and reputation as well as improving the value of the business for the franchisor and franchisees alike. By Aiden Williams To maintain market leadership companies need to refresh their brand from time to time. This is something all organisations must to in order to survive and prosper. A strong brands - helps drive new franchise sales (and the resale value of existing franchises), it’s what brings customers into those franchised outlets and gives the franchise its’ competitive advantage. However, getting the refresh right is imperative to maintaining the value of the business for all stakeholders. There have been some absolute disasters with franchises that have lost their identity in refreshing the brand, and in doing so diminish the value of their brand in the minds of their greatest and most profitable customers. It's very easy to do. Now, let's say you are considering buying a franchise, and you recognize a very strong 24 | Modern Franchise Magazine
brand, which you probably see every day in the marketplace. Perhaps that's what attracted you to consider purchasing a franchised outlet from that company in the first place. Well, what would you say if they were getting ready to change their brand, their logo, their marketing, the products or services they offer or they decided to target different types of customers? In some regards you might think this is good, because you won't have to buy all the new signage, fitout, uniforms and stationery because you will come in with the new branded business. Yes, that's true, and that would be a wonderful thing if they were going to change, as you wouldn't have to go through the additional cost that all the current franchisees are going to have to bare. Generally in the franchise agreement there are stipulations that the franchisor may change
the logo and brand at any time, and the franchisees are obligated to pay the cost for their local outlet to make sure it matches. But what happens if the new brand and logo is not accepted by the customers, what if it turns off their top clients? In that case you will be buying a franchise from a franchisor who has severely diminished their brand name. Also look into why the franchisor is undertaking the refresh. Are sales or profits dwindling? Is the refresh good value and what is the ROI? What has been the experience of franchisees that have already undertaken the refresh? Most brand refreshes are timely and add even more value to the business, but this is not the case in every franchise. Do your homework before investing or you will be paying the price for it later.
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New National OHS Laws coming into effect soon WILL require you to make significant changes to your OHS practices, manuals & training. The good news is that you will only need to learn about one set of rules. The bad news is that the rules are complex, and will require changes in your OHS policies and Safety Management systems, so it’s important to get it right from the start. There is now just over 8 months to fully review your OHS safety systems, documentation, training and education to be compliant on January 1, 2012 At Building Up we make it our business to ensure your risks are minimised and your potential maximised. We hold the solutions to your OHS problems, so you can rest assured that your business is able to tick all the boxes.
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WE CALL IT PART-TIME .......OUR CLIENTS CALL IT PERFECT! Looking to hire an additional staff member, or need to outsource a particular job or project? Having a committed, responsible & educated professional join your workforce part-time, to complete or manage a project, or on flexible work arrangements offers the ideal solution for many organisations looking to employ additional staff but without the added cost or risk of a full-time employee. Casual Careers are the experts in recruiting educated professionals looking for a more flexible work environment or for outsourced projects. Employers Ever wish you had an experienced, intelligent, capable person in your office without spending valuable funds hiring another full-time employee or using an uncommitted temp? Having a committed, inspired and educated professional join your workforce part-time offers the ideal solution for many organisations looking to employ additional staff but without the added cost of a fulltime employee. With more and more companies looking for high calibre staff and more job seekers looking for a better balance between work and lifestyle, Casual Careers offers the perfect solution to meet your needs. We have the highest calibre of professionals - high achievers all who are seeking a more flexible or part-time work environment. We can provide you with a
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professional, experienced, parttime employee that meets your needs . You can even leave the Human Resource issues to us Ÿ We search all our proprietary databases to find just the right person to fit your needs Ÿ We handle all Payroll (inlcuding Payroll Tax, Superannuation & Workcover) Ÿ We bill you weekly only for actual hours worked Ÿ You have to option to employ directly for a fraction of traditional recruitment fees at any time Ÿ Perfect for long-term or short-term staffing needs and special projects
Looking For Work? Ever wish you had a job that met your work/life balance requirements? Looking for something flexible that still fits in with your lifestyle? Casual Careers has the perfect answer whether you are looking for work or looking for a new member to join your team.
Casual Careers Casual Careers Pty Ltd Level 2, 710 Collins Street Docklands Vic 3008 Ph: (03) 9097 1606 Fax: (03) 9097 1607 info@casualcareers.com.au www.casualcareers.com.au
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We call it part-time...
Looking for Staff
Looking for Work
Have a Question
...Our clients call it perfect!
Contact a Consultant
welcome Casual Careers specializes in placing educated professionals into long-term, part-time careers. Having a committed, responsible & educated professional join your workforce part-time offers the ideal solution for many organisations looking to employ additional staff but without the added cost of a full-time employee. With more and more organisations looking for high calibre staff and more job seekers looking for a better balance between work and lifestyle, Casual Careers offers the perfect solution to meet your needs. Casual Careers offers both the employer and job seekers the ideal solution between staffing needs and work/life balance. We even look after the Human Resources issues to help make it even easier for you.
Educated
Professional
Flexible
Experienced
Solutions for Employers
Solutions for Employees
Why we’re Different
Ever w ish you had an experienced, intelligent, capable person in your office w ithout spending valuable funds hiring another full-time employee or using an uncommitted temp?
Ever w ish you had a job that met your w ork/life balance requirements? Looking for something flexible that still fits in w ith your lifestyle ? CasualCareers has the perfect solution.
Whether you are an employer or w hether you are looking for w ork Casual Careers is all about solutions that suit YOU.....thats w hy our clients call it “PERFECT!”
www.casualcareers.com.au maxiom
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THE POWER OF ZERO - THE ZERO EFFECT ON TEAM DYNAMICS In an industry that is often maligned, there are more and more high quality, healthy and nutritious alternatives for us to choose. By Vernon RC Boxall The integer zero has always been subjected to many interpretations, it caused consternation with the arrival of the millennium, and the dreaded Y2K bug, this Y2K or millennium bug, was tipped to destroy data across the universe, varying reasons were given, Binary code, COBOL, computerprogramming language, and acres of technical analysis filled prophetic publications.
together in pursuit of a common goal, success...Winning becomes the driving force and primary goal of the team and the Holy Grail all teams aspire to.
Coaching Coaching and leading a team of highly motivated and unique people is a specialized task and a very complex field. Egos and personalities are systematically and carefully broken down and re-moulded to form a complex We as consumers and ordinary unit that support, understand, folk incited to a state of panic, and feed off their common goals The Pentagon, White House and and personal strength's. The even the good old F.B.I. were on effective functioning as a team is full alert. the desired result.
The Winning Formula The winning formula is a closely guarded secret, then when success is ultimately realised, hosts of publications, interviews, and articles abound, expunging the formula to success. Very few publications have the formula for zero success, or the formula to turn losses into a winning result or even coping with what we will term 'The Zero Effect".
Coping with zero Coping with a zero scoreboard is not one of the mantras or philosophies taught at the team training or strategy session, All due to the integer, we Aged Philosophy winning is the alpha and omega, commonly know as zero. All coaches and mentors bring a all success factors are carefully philosophy of winning to their recorded and carefully planned As sportsman or team players, a team; they instill a culture of right down to the finest detail. disciplined way of life, is excellence including a no holds personal, and a matter of approach of expectation. The effect of looking up at the choice, the higher the scoreboard and witnessing the representation the greater the Many publications can attest to dreaded zero visible next to your commitment and discipline. the "Winning Formula" and team's name, has a devastating business and commercial effect on team dynamics, Today we focus on team institutions adopt these leadership, is suddenly pursuits. Team dynamics are philosophies as their mantra to questioned, personalities complex, comprising humans success and profitability. Is this become abrasive, blame with varying personae, opposing philosophy not an aged apportioning among friends and culture and backgrounds come philosophy? team members is common. 28 | Modern Franchise Magazine
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The plan did not include this psychological blow to the team, the entire team ego and its plans go awry. Captaining a team that are facing the reality of zero changes in an instant, it is tough, demanding and nigh impossible. Spectators and viewers alike adore and revere winners, losers or zero protagonists, are quickly forgotten, jeered, and ultimately reviled. Heads begin to droop, hesitation becomes the norm, known and skilled ball players prematurely get rid of the ball lest a mistake occurs, failure cannot then be apportioned to them. Winning culture is the last thing on their minds and is visible in their deeds. That losing, is diametrically opposed to winning is no coincidence, humanity created this dynamic. Panic sets in, laissez-faire changes universally implemented at a whim, hunches, and populist feelings
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influence decisions, what was once a proud and well-drilled unit evolves dramatically into a pathetically exposed team, from senior management down to and including the humble and proud janitor. Hope Hope is the only emotion left to all concerned, and even hope dissipates into a vapour of broken dreams. The ravages of the zero effect take control.
Understanding Understanding why the dreaded zero has this effect on team members is not easy or selfexplanatory. Psychology plays an important role and human frailty is the underlying reason. True leaders and captains are those that cope with the added pressure as well as their own emotions and contributions.
Hope, then gets expressed as What are the qualities required shame; whitewash prevention is of good leadership? cunningly scrambled as the Leaders must posses operative strategy. Visions of faith primarily in their own gross failure become real. ability and secondly in their team ability. Tentative decisions which are more easily made in the heat of Role change, their role the battle come to the fore; such evolves into the role of decisions are often primarily, mentor connected to the sole emotion of Courage, bravery, and losing or the zero effect. Very determination are a prelittle hope exists in a team facing requisite. off the dreaded zero. Dexterity, skills in human emotion, demand visibility.
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Good examples is what is required, and the leader then has to lead by example. Positive thought remains priority Incremental achievable mini goals need clear expression. Encouragement of subordinates and team members is mandatory. The list can possibly be extended into a sizeable volume of reasons, however, the gist remains, the leader has to adapt and get their team to voluntarily follow the process of catching up to the opposition. Process Processes that follow, are the processes that find the material of future champions, with an incremental improvement faith and belief returns and positive energies engulf the team.
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How can, this turnaround process be implemented? Small, achievable goals are set. Dialogue is essential. A required emphasis on effort. Praise for the most insignificant team member is compulsory. The Diasporas of team members re-aligned to team dynamics. Celebrate each yard you gain, populate the yard you gained and move on to annex the next yard. Do not over analyze. Incorporate any possible resistance from the opposition into your planning. Turnaround strategy is not for the faint hearted, boldness often overlooked, is the only answer to aspired success.
Summary The effect of an effort, which achieves a reward with a zero on the scoreboard, is devastating, planners and leaders need to take cognizance of this in their strategy. Failure itself, is not a shame, failure to react when necessary is the shameful deed and reaction. Perhaps, this strategy dictum is known as, "Catch Up". My passion for business and art is unmatched, having spent most of my life rescuing businesses that were bound for imminent failure, I hopefully will convey to you the pitfalls and warning signs that could prevent any possible failure. Franchise South Africa Website http://sites.google.com/site/franchisecha tsouthafrica/ My Blog http://vernonboxallsworld.blogspot.com/
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WOULD YOU LIKE TO PROMOTE YOUR BUSINESS TO PRE-QUALIFIED CUSTOMERS REGIONALLY, NATIONALLY OR INTERNATIONALLY? No matter what your business we can help you consistently gain more customers and build your business and your brand FAST!
Run with the big dogs...and WIN!!! Consistently Win New Customers Be Seen as THE Experts in Your Industry Strengthen Your Client Relationships Expand Your Database by Thousands or More... Develop Profitable Alliances Look More Professional Build Your Brand Optimise your ROI
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HOW TO FORM A FRANCHISE EMPIRE Building A Franchise Empire - Through Local Efforts and The Grassroots Way By Puneet Dutt Stay Consistent
Be Supportive
With your local and national marketing efforts. - It's easy to get caught up in the next big thing.
Give your franchisees an easy means to advertise within their local community. Often times when mass marketing messages are developed from head office, something gets lost in translation. Each location has something different about it. In turn, ensure that some messages are also coming from the individual location itself.
Don't compare your brand against what your competitors are doing. Create a persona for your franchise, and then stick to it. This means thinking of your franchise as a living, breathing person. You may even give it a personality, and a name. Then, test this out with your peers and make sure it translates. There is nothing worse than causing confusion. Ensure that your logo and whatever tag line you use is in keeping with the look and feel of the franchise brand as well. This means chipping away at the finer details of colour schemes and fonts. However, don't forget to be creative and have some imagination. But do keep in mind that once you've developed all of this, you have to make an effort to stay within those lines.
Embedding the location-based messages within the community means that it stands a chance to become indispensable. A marketing brochure or training seminar may help some franchisees figure out how to strategically get into the communities. One way to do this, is to offer an incentive. For those franchisees that will advertise locally and engage the community, offer financial support of some kind. Create print ad templates for them that they can use to advertise in local newspapers. Give them promo items, banners, etc. Therefore, with your support the franchisee can stay true to the
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parent brand. That means acting as if your franchise is the parent, and each location is a child. To ensure success, parents need to equip their children with the skills needed to succeed. Equally, your franchise must do the same for each individual franchisee and be truly invested in their success within their respective communities. Giveaways and Strategic Participation There's nothing like a free giveaway that gets people excited, and when they're excited they tell everyone they know. To get notoriety within the community get introduced to the influencers. Those are people that everyone may listen to. Most likely they're local celebrities reporters, editors, radio DJ's, essentially anyone who gets paid to have a voice. This may mean sending some of your franchise products to your local radio station. Most likely, if you do this on a weekly or monthly basis, the influencers will get excited about what to expect next.
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They'll look forward to it on a personal level, and tell everyone they know. Word-of-mouth is the best advertising that money can't buy. Because they've tried it, they'll be more likely mention your franchise in print or on the air. If they're impressed and love it, they'll Tweet, Share, Stumble, Tumble, and blog about it. Or try being a giver. The local charities and organizations within your community could always use a hand, and your franchise could always use the word-of-mouth.
Listen
Incentives For Your Staff
There's a reason why the soapbox was invented. People will always have an opinion and they'll want to voice it. Arrange it so that your franchisees have a voice too.
Have you ever walked through the halls of creative spaces like universities? They're plastered with posters that invite you to share and participate for rewards and incentives.
Provide them with a space, whether it's physical or virtual where they can share their opinions, concerns and thoughts.
If you do the same within a designated space just for employees, it will also create buzz and motivation. Make the franchisees and employees a part of a national campaign.
If it's a virtual space, create a back end website, just for franchisees to have access to. Or open up a private group on Try supporting local sports teams, museums or even create Facebook. an event of your own to raise Additionally, feature an annual money for a charity of your choice. The charity carwash has in-person event as well. If different franchisees connect been around for good reason. and discuss their efforts, they'll be stronger together and for the Support police precincts, local artists, fire stations - basically do entire franchise brand. anything and everything to get Make sure that you bring a pen the word out to the community that this franchise "cares" for the and pad. Listen to their concerns, whether they centre on community. marketing, advertising or operations. At the end of the day, if customers see you care, and Perhaps, this might even solve a they like you, they'll be more few bumps or create a new likely to return the favor. They'll campaign. buy from you.
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Getting them involved means equipping them with the items needed to succeed. These are things within a company that increase retention and loyalty. Think of your franchisees as the face of the brand. Therefore, to represent the franchise they must have the proper training in order to portray the brand in the best possible light. The fastest way to build a franchise empire is through consistency. These 5 points can help you maximize your business, grow your franchise brand & generate business through local efforts. These will help you create a unique persona, provide excellent customer service and create loyal lifer's for your franchise. Modern Franchise Magazine | 33
FRANCHISING IS LIKE MARRIAGE Joining a franchise is like getting married. From the courting to the engagement, and the pre-nup to the consummation! It sometimes amazes us why franchise participants would want to start the courting process by using hard core negotiation tactics or belligerence. By Stuart Marshall As a franchise consultant that is employed by people looking to buy a franchise for advice and guidance though the process, it is amazing how belligerent some of these franchise buyers can be, and it really makes no sense. If you are looking at buying a franchise then you will be in business with that franchisor for the term or duration of the franchise agreement, generally 5, 10 or more years.
Though unlike a traditional arranged marriage the two parties have to be in agreement for it to proceed. If one party is demanding special treatment or is belligerent towards the other, then it will either be called off before the ceremony or end in a messy and expensive divorce.
Would you want to continually pick a fight with your future spouse, how would that help your future marriage relationship? It doesn't make much sense does it? Perhaps Therefore, it makes really no this is why sometimes I just sense for a franchise buyer to shake my head when franchise show any belligerence or hard- buyers give us a hard time, and core negotiation tactics with the become overly aggressive. franchisor during the franchise sales process. Indeed, as a former franchisor myself, I can remember one The number of times that potential franchise buyer who potential franchise buyers think told me straight up; "you have to that using hard-core negotiation convince me why I should buy tactics will help their cause is your franchise." Well, that isn't unfortunately rising. true, I don't have to convince anyone of anything, in fact, we Franchising has become the always had plenty of franchise vibrant and successful industry buyers, and we chose from the that it is today based upon the best-of-breed, and the cream of premise of goodwill and fair the crop. practice. Franchising is like a marriage, if somewhat arranged. We weren't obliged to sell anyone anything.
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This combative style of buyers often shows a sign of future problems. If you are going to do business with someone for the next 5 or 10 years, and work closely with them, and they are aggravating you, and challenging you in such a way from day-one, perhaps it might be wise to just walk away. We always had great franchisees with stellar personalities and high integrity and yes we did have a few rogue franchisees in the early days, but over time we learned how to manage them out of the business and to look for signs to prevent this. When I saw those signs in various individuals including employees, suppliers and franchise buyers, I ended the recruitment process promptly. There is very little if anything to negotiate with when selling a franchise anyway and if a franchise buyer wants to change the terms of the franchise agreement or negotiate on the set-up then they should look at a different business model to get involved in.
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WHEN LOOKING AT WHICH FRANCHISE TO BUY, DO YOU HAVE A REALISTIC PROFIT PERCEPTION? By Chris Harper There are many franchisors that do not give "earnings claims" when selling franchises. In other words, one of the questions that most franchisees ask is; "how much money can I make if I buy this franchise?" And many franchisors simply won't say - all they will say is that; if you buy this franchise you are putting your capital and money at risk . That goes without saying because anytime you start a new business, it is a risky venture.
Often franchise buyers would come to me thinking they were going to make millions of dollars, and I had to set the record straight.
Most small businesses go out of business in the first five years, and although franchisees generally have a much better percentage of success, that doesn't mean it can't happen to you if you buy a franchise, you very well could lose all your money, go out of business, and perhaps even file personal bankruptcy.
The reason the salespeople don't want to say anything is perhaps they figure that will ruin the sale. I can remember corporate executives telling me that they were going to make a ton of money, often giving me a figure which was many times higher than what they were making in the corporate world.
Some franchisors and many salespeople which are working on commission, just don't say anything, and they allow the franchise buyer to believe that they are going to make loads of money rather than telling them that their estimates of profit potential are very unreasonable.
That was just impossible from what I knew about our franchise As a General Manager of a business, especially in the first franchisor I undertook the franchise sales process myself, couple years of business while at least in the early days. It was they were still building their reputation in their local region or important for me to meet each new franchisee, and I didn't trust territory. It might take them three anyone else to do the sales.
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or more years to build the kind of profits that they were expecting from day one. In fact, there have been many surveys conducted over the years and franchisee profit expectations not being fulfilled features highly in areas of franchisee dissatisfaction. It is very easy for someone to get the wrong perception of the amount of profit they might make if they buy a franchised outlet. This can happen in a number of ways, perhaps they meet a franchisee, who looks like they're making money hand over fist, but maybe they are not turning a profit at all. Maybe the franchise buyer just happened to stop in on one of their busiest days of the week, and during there'd busiest time period. While it is certainly reasonable enough for a franchisor not to give earnings claims, it is reasonable to expect that unreasonable expectations of franchisees are extinguished prior to them purchasing the franchise.
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modern franchise A HOME BUILDING FRANCHISE WITH 2 YEARS OF WORK READY & WAITING FOR THE RIGHT FRANCHISEES. Starting a home building franchise from scratch has provided some interesting challenges as Mike James from Micheal Polo Homes explains. 1. What inspired your business idea? MPH is part of a strong and exciting industry. Having constant contact with people from all walks of life, creating thier dream home and realising their personal vision, combined with an environment of working so closely with clients that they become your friends, it is hard not to be inspired.
we needed to find the right strategy to tackle the increased work load that we had created. In the back of our minds however, we felt that franchising was a viable option as the industry we operate in is a very fragmented except for the largest players. The top 100 builders now hold around 40% market share. But there are around 50,000 other buidlers fighting for about 30% of the total market, with owner builders comprising most of the rest.
2. How did you know franchising was right for you The disadvantage of these and what ultimately smaller business structuctures influenced your decision? purchasing power, state of the In addressing our future growth art marketing and innovation is plans we engaged the services restricted, so we decided that of a leading franchise consultant. we needed to become a top 100 builder ourselves. We were open to
The franchising system we have created with the assistance of our franchise consultant provides the advantage of buying power, innovation as a group to be at the fore front of market trends, professional marketing campaigns, long established industry experience, all whilst maintaining the personal level of service to our clients as they will be dealing directly with an owner of the business. 3. What previous experience did you have in the business before franchising?
Having come from a long line of builders in the UK and Europe, on both sides of the family, building & design have been in our blood. This extensive recomendation for the most In this assessment of the industry and technical applicable path for our company. industry franchising was the right knowledge and our broad decision for MPH. business experience, enables Having worked with Maxiom’s us to direct the MPH business marketing people to grow our well into the future. business as quickly as we have, 38 | Modern Franchise Magazine
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7. Tell us about some of the expectations that you had. Have they been met? So far everything has been in line with our expectations. These are exciting times. 8. Who is the target market for your franchise?
Michael Polo Homes lives by its’ service promise designer homes “built on time and on budget; everytime� .
4. How long did it take to develop and set up your business? Whilst we have had over 30 years building & business experience, franchsing took us some time to learn and we spent over 2 years setting up the franchise system. Developing our business is constant and always will be, everyday we are developing more and more.
6. What challenges did you face in setting up your franchise?
The biggest challenge in setting up a customised franchise system is the amount of variables to work through. This challenge can be overcome as long as you maintain the intergrity of your company values at every decision point, and make a decision that best provides the oppotunity for both 5. What was the driving force the franchisee and the franchisor to make healthy profits so the behind your decision to business system is sustainable franchise? in the future. Sales growth left us no option Working with our franchise other than to expand. Our decision to franchise was based consultant was fantastic, on wanting to maintain product combining our concepts and visions with their franchise quality, engage people with a true passion for their work, have industry experience, resulted in a franchise system that we are strong technical knowledge and personalised service to the 100% comfortable with and client. All of this can be achieved believe in. through the franchise structure. 24 | Modern Franchise Magazine maxiom
We are looking for people to join our team who are passionate about servicing clients, who ideally have a building background or who have been involved in some area of the industry, and who have a keen eye for detail. More important is a can do attitude and someone who enjoys being creative. 9. How many units of your franchise do you plan to establish in Australia? Over the next 3 years we plan to establish 18 franchises and 40 within 5 years. 10. Do you have any plans for overseas expansion? At this stage we have no plans for overseas expansion, though we have already had enquiries. However, at this stage we intend to make sure that our franchise system is succesful in Australia and that we meet all our targets for growth and customer satisfaction before we look at other markets.
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IS YOUR BUSINESS THE NEXT FRANCHISE SUCCESS STORY? Delivering value to your customers with brilliant systems enables companies to leverage their staff to produce extraordinary results. By Andrew Brown A few years back, I read Michael E. Gerber's book, The E-Myth Revisited. Perhaps you have already devoured and incorporated the concepts he's articulated. If not, let me share and reflect on a few of the ideas he postulates. One of the admonitions he makes is to "work on your business not in it" and that line has been quoted far and wide. Gerber suggests putting a model he calls the Franchise Prototype to work for you. (This is the model that allowed McDonald's to grow into the giant it is today.) Gerber says 'Imagine that your business is the prototype for 5,000 more just like it, exactly like it." How would you set it up so that it could be replicated almost effortlessly?
Now, he doesn't mean that we should hire unskilled people. If special skill are required for a particular job by all means, hire them. Typically, however, organizations recruit people with the highest level of skill. You know, hire the best...the brightest. You might pride yourself on that. But is that really necessary? Or is it compensation because we aren't organized to deliver optimal results? Suppose your business was set up so meticulously, so systematically, that good people could be leveraged to produce extraordinary results. How can you deliver value to your customers with brilliant systems rather than people?
I recognize that things are moving a warp-speed these days, and yet, there is opportunity in what Gerber has He offers 6 rules to follow to win to say. It's an intriguing concept, especially in this economy the game, but I was most fascinated by one of them: The where most of us are trying to figure out how to do more with model will be operated by people with the lowest possible less. level of skill. It seems almost Many businesses simply don’t heretical to say something like that in this information age we're establish mechanisms to share success stories and in. 40 | Modern Franchise Magazine
information across geographies or departments. They fail to maximize their learning opportunities to leverage the mistakes and wins of the day for increased potential gain in the future. How good is your business at: Documenting processes and enhancements? Sharing great ideas throughout your team (even/especially if it's a virtual one)? Communicating your vision and goals to everyone on the team (including key vendors)? Engaging the hearts of your team members and employees by harvesting their ideas for improvements? Suppose you invested the time and energy to make an upgrade of just 5% in any of those areas? What might be possible? How would that position your organisation to capitalize on it’s knowledge.
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Modern Franchise Magazine | 41 maxiom
COMPETING WITH OTHER FRANCHISE BUYERS FOR A FRANCHISE TERRITORY Sometimes when purchasing a franchise, you might be competing with one or more potential buyers for the same location or territory. By Joel Russell It is important that you know where you stand in the franchise selection process, so that you can make an informed and timely descision about your franchise pruchase. Understanding that competing for a franchise territory is common and that all franchisors have selection criteria that you will be required to meet is important so that you don’t feel pressured or rushed into making a decision that you might later regret.
Many franchise selection processes require that potential franchisees undertake personality mapping to learn if they are suited to franchising. Some people are too entrepreneurial, others just not suited for a variety of reasons. Franchises need implementers that can follow the franchise system. This simply does not suit everyone.
Understanding the process and making sure you do your own due diligence on the franchisor, Ask you potential franchisor as they will do on you, will go a where you stand in relation to the long way to ensuring that you particular territory you are don’t end up in a business that interested and whether you meet isn’t right for you. their selection criteria. There may well be somebody Don’t take any rejection else in front of you in the line, but personally, as these are you have to accept that. There is business decisions, made on a lot of competition for good pre-determined criteria, franchise territories. Sometimes developed over time that franchisors will offer you a produces the best “fit” for the different territory or location. franchise and is not any Treat it with the same respect reflection on your personal ability you would give to any business to run a business. decision. If you meet the franchise criteria and the franchisor and numbers stack up then you can make your decision. 42 | Modern Franchise Magazine
Don't let your emotions get caught up and used by the franchise salesperson because generally they will take advantage of the situation, and use this scenario to get you to sign on the dotted line, without negotiating specific terms of the franchise agreement, or asking them more detailed questions. It's important to ask lots of questions, it's important to do your due diligence, and that would include meeting current franchisees, and going and visiting them. That's something you should definitely do, but if you are in a hurry to purchase because you don't want to miss out on a certain territory, you are liable to be rushed into making a mistake. This can be bad for your future, especially considering most of these franchise agreements have 5 or 10 year terms, plus renewals and once you're locked in, getting out can be difficult and costly, not to mention a legal nightmare.
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Modern Franchise IntelBuildMagazine Magazine| |43 3
EMPLOYEE BRANDING - HOW TO HIRE EMPLOYEES THAT FIT YOUR COMPANY BRAND By Kristin McNicol
A lot of work goes into branding, and a lot of work goes into hiring the right people to represent that brand and sell it. Recruiting the right employees that fit your franchise brand is a sensitive area for most franchises. You want to hire people who fit your company brand, but you don't want to be discriminatory while you're doing it. And sometimes you need to do it fast! Making decisions based on age, gender, race, or sexual preference could result in lawsuits and heavy fines levied against you, so creating a brand definition for your employees is a very important part of the process. It's okay to require a certain education and experience level or to seek out certain character strengths or skills. Create clear and concise job descriptions before you begin any hiring or recruiting. Once your job descriptions are complete, sign up for or go out and buy some top quality web
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based recruiting software to keep track of candidates who apply. The best recruitment tracking software can be customized with fields that fit your particular needs. Make sure you have categories to check off those education levels and character traits so you can search them later on. If your franchise is successful, this will not be the last recruiting drive that you do, so keep accurate records for later on. They could come in handy when you're ready to expand your current location or open another branch somewhere. Another good tip in finding the right "brand" of employee is to create a questionnaire about your product or service. Obviously you want your employees to be familiar with what you have to offer so they can answer the questions of your customers and clients.
Training while vital to creating a great brand, is still an expense. The more your candidates know before you hire them, the less that expense will be. Use the questionnaire as part of the recruiting process and track the answers in your recruitment tracking system. You can even categorize the questions to reflect strengths and weaknesses in certain areas. Keep in mind when hiring for any position that sometimes jobseekers will do what they have to do to get a job including embellishing their resumes. Make sure you check all references and verify dates of employment and titles. You'd be surprised how many "managers" were actually retail assistants or storeroom clerks who promoted themselves on their resumes to try to get a higher-paying position.
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Don't make the mistake of feeling bad and hiring them anyhow. Those who lie to you once will do so again.
A lot of work goes into branding, and a lot of work goes into hiring the right people to represent that brand and sell it.
There are many good software packages available for keeping track of applicants and employees.
Once you’ve selected your new employee(s) don’t forget to induct them into your business.
There are also many great alternatives to doing it yourself that don’t cost the earth. One company now offers organisations the abilitiy to recruit as many staff as they want for as little as $150.00 per month.
This could well be the most important part of any employee branding exercise. It not only introduces them to your business culture, but also reinforces the employment brand you introduced them to during the recruitment process.
It is also the first real opportunity to demonstrate to your new That will save you a lot of time employee your internal and hassles. And as long as you marketing program and inspire are a member they will them to achieve great things not guarantee to replace any staff just for themselves but for you that don’t work out free of and most importantly your charge. customers.
Do it right from the outset, beginning with a solid job description and targeted hiring, and you will see your brand take off and be recognized for the quality and hard work you put into it. Do it wrong and you'll be mired in staff problems, customer complaints, even lawsuits and losses, occurrences that will surely lead to an early downfall for your new venture. That doesn't have to happen to you. Plan carefully, execute that plan only when you're completely ready, and if need be seek advice, and you'll be fine.
That must save you a fortune. It Don't skimp on effort when you is also a great incentive for them set up a recruitment drive for to get it right the first time new employees. around! It is even more important to wisely spend you hard earned income on great training from day 1.
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Modern Franchise Magazine | 45
TRAINING YOUR STAFF WITH CLARIFY TRAINING Wouldn’t it be great if all your staff had the same passion and vision for your business and you? Clarify Training can help you create a dynamic culture where your staff thrive enabling you to reach your business goals faster. Our organisation has a deep commitment to you and your people and offers a unique service based on the values of Accountability, Respect and High Performance. Our professional services are tailored to be tightly aligned to the commercial aims of your business: In line with your organization’s strategy, we will formulate, lead and implement a learning framework that is linked to business performance, maximise individual capability and builds leadership competence. Coach business leaders in your organization so as to ensure the optimal delivery of all tactical people programs and to ensure business results are achieved.
As accomplished practitioners your business to ensure business they can help your people display results are achieved. effective influencing skills, the Attract & Recruit the Best ability to inspire and engage others Talent and the capability to lead and Provide an Environment empower change in a for Your Talent to Thrive performance driven setting. Optimise Individual Capacity With extensive experience in Build Influencing Skills and helping organizations analyze their Leadership Capacity needs and design strategic Ensure Business Results learning and development Are Achieved solutions, our highly qualified See the Results in Your consultants will work closely with Bottom Line you to determine your company’s individual requirements. We can design tailored solutions for individual employees, project teams, departments and entire companies.
We will help you implement a suite We can also help you develop a of HR practices and policies to learning culture, while fitting in with reflect contemporary, consistent the overall strategic goals of your best practice. organization. Our consultants are individuals Our programs are strategically who have carved their careers within leading, complex business aligned to the commercial aims of environments.
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If you want to optimise your business, give Clarify Training a call.
CLARIFY T R A I N I N G
CT
Clarify Training Pty Ltd Level 2, 1 Riverside Drive Melbourne Vic 3000 Ph: (03) 9982 4545 Fax: (03) 9982 4546 info@clarifytraining.com www.clarifytraining.com
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DON’T LET YOUR COMPETITORS OVERTAKE YOU!
Wouldn’t it be great if all your staff had the same passion and vision for your business and you? Clarify Training can help you create a dynamic culture where your staff thrive enabling you to reach your business goals faster. Attract & Recruit the Best Talent Provide an Environment for Your Talent to Thrive Optimise Individual Capacity Build Influencing Skills and Leadership Capacity Ensure Business Results Are Achieved See the Results in Your Bottom Line
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Modern Franchise Magazine | 47
ARE YOU A BUILDER LOOKING TO GET OFF THE TOOLS? When you stop and think about it, as a builder you will use many types of coatings during the construction of even the most basic home. Whether its the interior or exterior paints, renders, texture coatings, timber stains, decking oils, waterproofing membranes, sealants, primers, bonding agents, impact coats, concrete sealers, patterned concrete toppings and many more, you will most likely be dealing with multiple suppliers, different trades, different products and all the while diluting your buying power and costing valuable time scheduling and managing all these different companies and trades on site. How would it be if you could deal with one company that took care of all these coating procedures for you with one phone call! PowerCoat are the only company in Australia, that has the expertise and experience to successfully project manage all your coating requirements. We can even take care of wall system installation, full wet area waterproofing and seamless flooring applications regardless of the product or system specified, with very few exceptions. No matter whether you are a builder of homes, units, high-rise developments or industrial and infrastructure, PowerCoat will tailor a coatings solution to suit your business, preferred products and construction schedule. Franchise opportunities now available Australia wide.
48 Franchise Magazine 10| Modern | Careers Magazine
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BUSINESS HAS NOTHING TO DO WITH YOU - IT'S ALL ABOUT THE CLIENT As a business owner you must quickly establish that business, truly, has nothing to do with you. The key is to see your business, and in particular what you're offering, from your client's point of view. By Andrew Ludlam I often refer to this whole concept as the 'Missing Link' simply because I often see businesses put out marketing messages and collateral which essentially does not speak directly with their audience. There is often something missing: a true understanding of their market and what it wants. You see, now more than ever, as customers we all have so many more choices and options. Or let's put it another: your prospect has so many more options. Therefore if the marketing message you use, doesn't talk to them directly - doesn't address, or recognise their problem in a compelling and persuasive manner - they will go elsewhere. Similarly, every time you run an advert, send out a piece of direct mail or put up a web page; so is your competition.
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Someone, somewhere, is competing for your prospect's time and/or money.
However, whenever I review a client's marketing materials, or review their approach to generating and converting leads, Now this isn't meant to be all it's amazing how many business 'doom and gloom', I simply want owners still adopt the approach you to recognise what you're up of what I call 'ME-ME-ME against, and especially if you marketing'. continue to market your The content of their message is business from your point of essentially all about them, and all view. about how great they are. Let The key is to see your business, me give you a very practical and pertinent example... and in particular what you're offering, from your client's point Recently I was invited to run a of view. seminar for a local business networking organisation. Ultimately, your client carries one question, and only one question around with them when At the end of the presentation, one of the audience members they consider your product or service, "What's in it for me?", or came up to me to introduce himself. "How does this product or service solve my problems..?". After telling me how much he Yes, it's commonsense, but not liked the presentation, I went to ask him about himself, what always commonplace. business he was in etc: Your prospect only cares about one thing: his or herself. It's human nature; it's how we 'work'.
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"Well I've been in sales for over 20 years now, working mainly in the finance sector. In fact, before I decided to start my own business, I was the top salesman in my company.
If you only remember one thing after reading this article, remember this critical business building principle: business is all about the client.
Remember, your potential client comes to you with their own set of prejudices, experiences (both good and bad) and assumptions.
So how does this relate to I was setting records all over the position yourself as an authority place! In fact, to date, nobody in your field? It's fundamental; has ever beaten my targets in fundamental to how you conduct the last 7 years. I think the yourself, and how you conduct company was really sorry to see business with your market. me go". Think about this; 'experts' truly So on and so forth. However understand their market. after he left, I really only had one thought: I wouldn't want you Experts 'get' their clients, and at working for me! Why? His a very deep level; they truly credentials were enviable. appreciate and know their market. So ultimately by knowing However, not once, did he talk that business is all about the about why his background, client, you position yourself as a abilities, skills etc were credible and trustworthy choice important to me! You might be in your field. the very best in your field, but it means nothing... Unless, it You see once you understand this, know this and most means something to your prospect. importantly of all, applythis, then the strategies and tactics You must imbue all of your needed to ensure you better marketing with a sense of truly position yourself as authority in understanding and knowing your your industry, follow suit. client. As Peter Drucker once said, "The aim of marketing is to know and understand the customer so well the product or service fits him and sells itself."
For example, as a 'prospect' these are just some of the concerns and doubts going through my mind, as I'm deciding whether to use your company:
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First, I feel that I'm taking a personal risk: will your product or service actually work? I'm actually giving up some degree of control. I'm sceptical. Okay, you tell me your product or service is perfect for my needs, but then you would say that. Will it really work? Will it really do the job? I'm feeling insecure. Since I'm not great at distinguishing the geniuses from the also-rans, I'm concerned I might make the wrong decision! Potentially I might feel a little threatened, as you may be working on something that I should really be able to do myself, but for whatever reason I'm unable to do so
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The thing is, I'm almost certain these are exactly the kinds of thoughts running through your head, whenever you decide to engage the services of a company. For example, you're house needs rewiring, so you start to source a local electrician. Suddenly you have all kinds of concerns -- and the company that already pre-empts these, or say, addresses these directly in their copy; ethically, substantively... and most of all persuasively, will win your business.
Look over these as objectivelyas possible, and ask yourself, "Do I truly speak directly to the client, about the client and for the client - or - is the message I'm offering all about me?". This is the first and simple step. You might be clearly articulating a difference to the market; however, it must mean something to the market. Many marketing messages I see are feature-led, as opposed to being full with benefit orientated copy that speaks directly with the prospect.
Secondly - when I visit your website, read your emails, or look at your marketing literature; is it clear that you know your sector? In other words, do you So what is the solution, and how offer an education to your can you both, imbue all of your audience, and not just a sales marketing with a sense of truly message? Remember 'experts' understanding and knowing your don't need to sell, at least not client, whilst positioning yourself initially. Include articles, reports, as an expert in your industry, guides - offer your market niche or sector. something of stand-alone value. In other words: educate first, sell Firstly, as a marketing second. consultant I would recommend you gather together all of your Thirdly - and this is essential current marketing materials. understand that your client never actual buys your product or service: they are buying the result of that product or service. As mentioned previously, commonsense but not always commonplace.
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So again, appreciate the fact that they have no real interest in what you do, it's what you can do for them, that is the key. So when crafting your marketing materials talk in terms of 'outcomes'; what the client will be left with, after they have engaged your services or used your product. Notice how both these very simple strategies will start to help you be regarded as the preferred choice. It's by no means all of the answer, but it's a very good starting point; and something your competitors will not be addressing. Whilst they simply talk about themselves, and how great they are; you on the other hand, will demonstrate and purposely articulate, a deep understanding and appreciation for your client - which ultimately is all that matters. Andrew Ludlam is the owner of Maverick Marketing Consultancy, and is recognised as a leading expert on advanced marketing strategy and tactics. As a marketing consultant, trainer and author, he has advised many hundreds of business owners one-to-one, and many more have attended his private training programmes.
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Modern Franchise IntelBuildMagazine Magazine| 53 |3
POSITIVE EMPLOYEE RELATIONS STARTS WITH A FOCUS ON THE CUSTOMER By Elise May
In a world where customer experience can make or break your business, do your employees share the same vision and passion for your business? Marketing doesn’t just mean promoting your company’s products or services to potential customers. In order to create a great brand, be the employer of choice in your industry and regularly and routinely exceed customer expectations, your marketing efforts need to begin internally.
Goals might include broad strategic initiatives, as well as specific tactical marketing programs and campaigns.
customers, and marketing mix components. This frequently consists of employee focus groups or formal written employee and management surveys.
In every case, the establishment of an IM program incorporates three main elements of the 2. The segmentation and marketing concept: profiling of the internal market by demographic, work1. It is customer focused - the related, and attitudinal customer is the hero of the characteristics. Internal marketing (IM) is the organization. process of engaging the support 3. A review of communications and commitment of employees 2. It is integrated throughout the activities and their and other organizational effectiveness, including a organization: everyone is in members for the mission, "mapping" of marketing. objectives and values of the communications channels. company. Instrumental are the links 3. It is accountable: various among customers, customer and employee Ensuring your employees and employees, and metrics are established to franchisee’s employees fully marketing/management. monitor progress towards understand your customer’s goals. needs and the goals of the 4. An assessment of employee business is the first place that performance and appraisal Internal marketing projects great employee relations and a usually encompass one of six systems, including goalsuperior customer experience setting, measurement, phases: (in other words a market leading appraisals, and rewards. brand) begin. 1. An assessment phase that uncovers management and employee attitudes and beliefs towards each other, the company,
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5. The identification with management and employees of realistic internal marketing goals and objectives.
Motivated and inspred employees equate to a better customer experience. Happy customers results in more sales. More sales usually means 6. The development of a increased royalties for the workable internal marketing We all know that poorly trained franchisor and greater plan to achieve internal and disengaged staff reflect profitabiltiy for franchisees. marketing goals. badly on your company and your Everybody wins! These plans usually include brand. communications and Ho w good is your IM program? behavioral-related programs IM programs enable businesses across all organizational to inspire their employees to levels. inspire their customers. Elise is the HR communications at Metrica, Australia’s first full Organizations implement their This is where great customer service HR & Recruitment IM programs using a service begins. It is also where membership provider. For more combination of internal and great employee relations begin. information on IM, HR or external resources. Focus on the customer and Recruitment visit the Metrica everybody wins! website at That might include employee meetings, developing orientation Motivated and inspired www.Metrica.com.au and other employee employees are the clearest communications materials, reflection of your brand. or you can email Elise at; creating communications programs for annual employee Elise@metrica.com.au meetings, creating IM integrated appraisal systems, and focusing on day-to-day employee communications to ensure a professional, consistent internal marketing perspective.
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Many franchises battle with training, motivating and inspiring front line staff. Hiring processes can often be shortcut due to immediate staffing needs.
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NEW BUILDER PARTNER PROGRAM Builder Partner Program We are seeking quality registered builders to build our designer homes in your region. Design & Marketing
By joining Micheal Polo Designer Homes, you can take on the big guys with strong marketing campaigns and access to national buying rates as well as access to a community of like minded local builders and industry professionals.
Micheal Polo Designer Homes offers a sales, marketing, design and estimating service that will ensure enough genuine opportunity to build a good profitable business within your own region.
How does it work?
Intensive initial training program and ongoing professional development
Micheal Polo Designer Homes Your Local Builder gives you an opportunity, at a low cost, to develop your own business, backed by a comprehensive design and marketing structure and professional company culture.
We know and understand what good small builders do best, build good homes.
Local state office assistance for the franchise lifetime
Time is often lost on the small things. Time that could be better spent driving your core business, building homes.
Professional Marketing & Sales
Responding to the building markets need for designer homes at an affordable price, we have developed a unique business structure that enables regional building partners, across Australia access to our unique designer homes and design services, building group buying rates, and our strong marketing and lead generation service. With over 30 current design plans, with new plans coming online regularly, and a strong web presence, you can be sure of strong business growth in your unique region.
National Purchasing Many builders feel that they have agreements and trade to do everything within their own sharing business, often spreading themsleves thinly and working To find out more, simply click the many extra hours, just to get link below and fill in the “become things done. a Micheal Polo Designer Homes Builder enquiry form�. Being part of the Micheal Polo Designer Homes team means having support structures in www.michealpolohomes.com place so that your time is best used doing what you do best and freeing up your time to spend with your family and friends and more time doing the things that you want to be doing. Michael Polo Homes
The opportunity to become part of an innovative market leading home builder has arrived.
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Modern Franchise IntelBuildMagazine Magazine| 57 |3
ACHIEVING THE BEST RESULTS FROM EVENTS! The tactic of marketing to bring qualified sales leads into your business and reduce the cost of sales has never been more important than it is today. With the growth and reach of the Internet, you can communicate with more potential customers and existing customers than ever before. One thing to remember though, is that the internet can be quite impersonal. So what is the most effective way of peronalising your online marketing? Combining it with events gives you the perfect solution that can be tailored to suit your individual business aims and maximise the return on your marketing dollar. Event Marketing is proven to provide the greatest ROI due to the face-to-face interaction that it yields. Now more than ever, companies are finding that the results produced by event marketing far outweigh the return from other marketing platforms, such as print advertising, tv, radio, public relations and even Internet Marketing. Studies have shown that the conversion rate can tripled as a result of face-to-face events and meetings. The profit from your next event or meeting can be considerably higher, if you know what steps to take. Combining Internet Marketing and Events can provide you with an extraodinary ROI compared to all other forms of marketing. Building stronger and lasting relationships, converting prospects, retaining customers, and investing in people are the key reasons for which companies hold eventsand meetings. Our online marketing, meeting and event management specialists are trained to recognize the specific needs of each client and will work along side you to ensure that your meeting includes all vital elements, NWE Events will focus on creating a customized marketing campaign designed to meet your business aims are achieved and that the maximum results are achieved.
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Events with Impact! A lifestyle business that’s full of life and has plenty of style Our meeting and event planners have one of the most exciting and rewarding lifestyles assisting in creating an unforgettable experience for our clients and their attendees. Product Launches Charitable Causes Meetings Conferences Corporate Events Awards Nights Marketing Events
Join one of the world’s fastest growing industries and have fun at the same time If you’d like to help create a memorable, lasting impression on your client’s attendees and you have a professional outlook and a desire to build your own lifestyle business, then this opportunity could be for you. Our franchisees enjoy a comprehensive induction and ongoing training, low establishment costs, great head office support plus a lifestyle and rewards that most people envy. For more information or to receive a franchise kit visit our website:
www.nweevents.com or email: franchise@nweevents.com NWE EVENTS
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Modern Franchise Magazine | 59
WOULD YOU LIKE A CONSTANT FLOW OF NEW CUSTOMERS? No matter what your business or industry we can help you consistently gain more customers and build your business and your brand - FAST!
Run with the big dogs...and WIN!!! Consistently Win New Customers Be Seen as THE Experts in Your Industry Strengthen Your Client Relationships Expand Your Database by Thousands or More... Develop Profitable Alliances Look More Professional Build Your Brand Optimise your ROI
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HOW TO WIN MORE CUSTOMERS Would you like to promote your business to pre-qualified customers regionally, nationally or internationally? Once upon a time advertising to a marketing tool that many more wide audience was limited to only readers are interested in receiving the largest of companies. and will open every time it hits their inbox. The Internet has changed that forever. The playing field, at least After all they have asked us to as far as the Internet goes, is far send it to them! more level and enables almost any business to promote and market All our magazines are FREE to themselves regionally, nationally or subscribers meaning that more internationally at a very small cost. people are likely to subscribe and more people will see and hear SME’s now have the opportunity to your message. take advantage of Internet Marketing and grow their business All magazines are compatible with in a manner to meet their business iPads & Smartphones and are aims. structured in a way to maximise the readership via mobile media. Maxiom is an Australian leader in the field of online publications and Being an online publication has Internet Marketing. With over many other advantages, enabling 120,000 subscribers to our online you to incorporate links to your publications, and growing daily, the web site, video & audio opportunities for our clients to presentations, including YouTube, exploit permission marketing are PowerPoint presentations, RSS enormous. Feeds, blogs, social media links all of which can be accessed from Sponsoring a magazine relevant to any computer, laptop, iPad or your industry is a terrific way to Smartphone. been seen in the market place. With many more companies Advertisers also get the same targeting email marketing it is functionality, meaning readers can sometime easy for your message immediately click through to your to get lost amongst the plethora of site for more information or to take messages received everyday. up your offer. By publishing an informative and appealing online magazine, businesses now have an online
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other Internet marketing tools all included in the packages available. Every publication has its own dedicated account manager and marketing consultant whose sole function is to assist our clients maximise the effectiveness of their Internet marketing. We earn the bulk of our revenue from selling advertising in the publications which means most companies that partner with Maxiom to deliver their online message, earn a very healthy return on their investment. You can find out more about how Maxiom can help your business grow by contacting one of our consultants:
maxiom Maxiom Group Pty Ltd Level 2, 710 Collins Street Docklands Vic 3008 Tel: (03) 9097 1606 Fax: (03) 9097 1607 Email: info@maxiom.com.au www.maxiom.com.au
It offers instant and constant communication with your target market and is supported with email marketing campaigns and
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The Siimon Reynolds Strategic Entrepreneur
THE AUSTRALIAN MARKETING EVENT YOU SIMPLY CAN’T AFFORD TO MISS! This is the business workshop of the year. They have organised a lineup of expert business speakers over the three day event. These are the professionals that Siimon Reynolds uses to create businesses online and in the real world. They have a multitude of disciplines involved and will cover everything from copywriting, pay per click advertising, exit strategy, backend systems, search engine optimization, webdesign, sales technique, social media, remarketing, public relations, franchising, online marketing and raising finance. You name it - they have an expert that specialises in it!
The Next Siimon Reynolds - Strategic Entrepreneur Seminar will held in Melbourne - coming soon! Stay tuned for the dates... AND YOU WON’T BELIEVE THE PRICE!
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“This is the best investment any Australian business can make in their future� FREE BOOK DOWNLOAD & 7 FREE VIDEOS When They Zig, You Zag by Siimon Reynolds
Complimentary gift Thanks for taking the opportunity to grab this fantastic book! Simply go to our website and fill in your details and we will immediately email you a copy of Siimon's book. We will also send you our bonus series of short business building videos that are packed with tips and tricks for success. Over the last 25 years, Siimon has created multimillion dollar businesses from the ground up and is now teaching other entrepreneurial business people his systems for success. He started the Photon Group and grew that company to be worth over $500 million while employing over 5000 people so he can definitely help grow your business. Siimon has a passion for helping entrepreneurs build and grow so definitely read his book and check out his short videos asap.
For more information, to download the book or watch the videos visit our website https://fortuneinstitute.infusionsoft.com/go/zigzag/Maxiom/ 24 | Modern Franchise Magazine maxiom
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