The Franchise Woman March/April Issue

March/April 2020 $5.95

Laura Coe of Snapology: Providing Access and Inclusion Through Giving Back

Learn 5 Secrets of a Great Franchise System Vets in Franchising: From the Battlefield to the Boardroom Own Your Business Own Your Life Q & A with IFA Chair Catherine Monson Marketing Tips

Legal Tools

Laura Coe of Snapology

Business Trends

March/April 2020 1

Looking Forward Coming in May: the “She Pays it Forward” Issue Reserve your space today.

Reach out at info@thefranchisewoman.com 2

The Franchise Woman

On the Calendar Franchise conferences and expos are a great way to check out the latest brands, meet people in the industry and research business opportunities. Find one in your area and take the leap!

The Great American Franchise Expo Tampa, FL Tampa Convention Center Mar 14 - 15, 2020 www.franexpousa.com/

The Franchise Show Philadelphia, PA Pennsylvania Convention Center April 4 - 5, 2020 www.franchiseshowinfo.com/philadelphia/visitor/

The Franchise Show Virginia/Washington D.C. Dulles Expo Center May 16 - 17, 2020 www.franchiseshowinfo.com/ dcn-virginia/visitor/

Franchise Expo Nashville Nashville, TN Music City Center Mar 20 - 21, 2020 www.franchiseexponashville.com/

The Great American Franchise Expo Orlando, FL Orange County Convention Center April 18 - 19, 2020 www.franexpousa.com/attend-orlando-franchise-expo-trade-show

The Great American Franchise Expo Atlanta, GA Cobb Galleria May 16 - 17, 2020 www.franexpousa.com/attend-atlanta-franchise-expo-trade-show

The Franchise Show Seattle, WA Greater Tacoma Convention Center April 25 - 26, 2020 www.franchiseshowinfo.com/seattle

The Great American Franchise Expo San Antonio, TX Henry B. Gonzalez Convention Center September 19-20, 2020 www.franexpousa.com/attend-sanantonio-franchise-expo-trade-show

The Franchise Show Chicago, IL Donald E. Stephens Convention Center Mar 28 - 29, 2020 www.franchiseshowinfo.com/ chicago/visitor/

March/April 2020 3

IN THIS ISSUE

29

10

Departments 3 On the Calendar.

6 Letter from the Editor.

9 I am Woman.

14 What is the impact of signing FDD receipt?

32 5 Secrets of a Great Franchise System.

36 From Salesperson to Expert in 5 Seconds.

39 Policy and Pride.

48 How to Grow Your Franchise With Social Media.

22 Own Your Business, Own Your Life. 50 Featured Franchises.

28 Making a Great First Impression Matters. 53 Briefs: IFA Award Winners.

4

The Franchise Woman

43

40 22

Features 10 Snapology Strives to Provide Access 30

How to Finance a Business and Pay

16 The DNA of a Franchisee.

40 20 Vets in Franchising: From the

Original Popcorn House, Popping

and Inclusion Through Giving.

Battlefield to the Boardroom.

26

Four Pillars of Health, How to Perform at Your Best.

Yourself a Salary at the Same Time.

42

Up All Over.

Gratitude Drive Susan Caldwell’s

Desire to Give.

46 Building a Legacy of Giving Back.

March/April 2020 5

Letter from the Editor Greetings from Lower Alabama, where this time of year, we regularly experience 25-degree fluctuations in temperature within 24 hours! But there is one thing that does not dip, and that is the growth of The Franchise Woman magazine. Three issues deep, and we are excited that we are generating great stories and offering widespread exposure for our advertisers.

One exciting new development is that I have been invited to co-host the the Pillars of Franchising podcast on a rotating basis. I did my first hosting gig a few weeks ago and had a great time! If you would like to watch the interview, here it is!

In addition to our regular tips, trends and tools, our March/April issue is all about giving back. When I decided to define The Franchise Women, I came up with three essential elements that would drive the stories I wanted to tell. The Franchise Woman is fun, fierce and fabulous; she is smart, driven and successful; she gives back, pays it forward and engages with her community.

The women in this issue fully embrace community engagement and giving. They use their businesses and their platforms to leave the world better than they found it. They have inspired me to reflect on what kind of legacy I would like to leave, and I hope they inspire you to do the same.

Our cover girl, Laura Coe uses Snapology to focus on kids with special needs and supports kids in foster care. Constance Hill-Johnson, owner of Visiting Angels in Cleveland, has spent the last 18 months opening and reframing the conversation about philanthropy in the Black community. And Susan Caldwell uses her healthy cooking studios, Flour Power, to support underserved children and families and kids with special needs as well.

An article in Forbes magazine notes that studies report women are more likely than men to engage in prosocial behavior, including acts of helping and donating. Statistics show women give almost twice as much wealth away as men (3.5% vs. 1.8%).

The Franchise Woman salutes these women for using their time, talents and treasures to make the world a better place.

If you have a great story, please reach out. We can’t wait to meet you!

Fiercely,

Publisher/Editor

6

The Franchise Woman

Leverage the Power of Women

March/April 2020 $5.95

Laura Coe of Snapology: Providing Access and Inclusion Through Giving Back

to grow your brand

Learn 5 Secrets of a Great Franchise System Vets in Franchising: From the Battlefield to the Boardroom Own Your Business Own Your Life Laura Coe of Snapology

Marketing Tips

Legal Tools

Business Trends March/April 2020

7

Snapology strives to give back by providing access and inclusion to children who are often on the outside.

Giving is at the core of who they are as a company, and it is incorporated into their mission of providing services to children regardless of ability or socioeconomic status.

Publisher/ Editor in Chief Elizabeth Denham elizabeth.denham@thefranchisewoman.com Designer Annie Malloy annie.malloy@thefranchisewoman.com Contributors Angel CotÊ, Nancy Friedman, Stan Friedman, Kristen Horler, Michelle Hummel, Faizun Kamal, Julie Lusthaus, Marietta Snetsinger, Susan Scotts Marketing Juanita Azul info@thefranchisewoman.com Contact Us 7060 Ponce de Leon Drive Spanish Fort, Alabama 36527 www.thefranchisewoman.com Entire contents copyright Š2019

Let us help you grow your brand!

Find out how we can target your next franchise owner.

We strive to create an amazing resource for women in the franchise industry. We appreciate all ideas, feedback and questions.

Please contact us at any time. www.TheFranchiseWoman.com info@thefranchisewoman.com 251-300-1324

We strive to create an amazing resource for women in the franchise industry. We appreciate all ideas, feedback and questions.

Please contact us at any time. www.TheFranchiseWoman.com info@thefranchisewoman.com 251-300-1324 8

The Franchise Woman

I am Woman

by Faizun Kamal Who am I? I am a Bangladeshi American whose ancestors traveled down the famed Silk Route to Asia, became royal advisors to Mughal emperors, founded one of the oldest religious orders in the world, named the city I come from, and set in motion what would eventually become my family history.

I come from a long line of matriarchs. In the 1800s, when women were hidden away behind veils, my great-greatgrandmother was creating waves as a powerful and outspoken aristocrat. My great-grandmother married a prominent politician whose assassination changed the course of her life forever. As a young widow, she went on to raise her large family for the next eight decades. Everyone who knew my grandmother regarded her as a towering personality – she was barely five feet tall. My mother blazed trails in education in Asia and Africa, touching the lives of countless children – including my sister’s and mine. Every day, I try to live up to the legacy of these women. My own daughter knows she has a lot to accomplish as she grows up. In unexpected moments, I sometimes catch glimpses of their spirit in me. Their roots give me wings.

I am a serial entrepreneur. The secret of my success is very simple. Love. And killer customer service.

I am a stoic. I believe the obstacle is the way.

I am a wife, a mother, a sister. My family keeps me buoyant.

I am a best-selling author. Through my words, I am privileged to touch the lives of people who I will never meet.

I believe in miracles. I don’t believe in coincidences.

I am a glorious mess and a complete paradox.

I am woman.

March/April 2020 9

She gives back

Snapology Strives

to Provide

Access and Inclusion Through Giving Driven by a passion for kids and her own experiences, Laura Coe prioritizes giving back to the community through her franchise system.

“For us, giving back is the core of who we are. Our mission is to provide our services to all children

10 The Franchise Woman

regardless of socio-economic status or ability.”

These are words Laura Coe, founder of Snapology and ZorAdvisor, lives by through her business. And her actions reflect her mission.

by Elizabeth Denham

“We know that early exposure to the types of activities we offer and our hands-on projects give kids confidence and a sense that they, too, could become engineers or do well at whatever they set their minds to,” Coe said. “There are many children who can’t afford Legos, and we are the only exposure they get to this type of learning. We strive to provide as many children as possible access to these critical experiences.”

Snapology is a premier partner for STEAM programs (Science, Technology, Engineering, Art & Math) with more than 100 locations across the world.

There are year-round programs in schools, community facilities, homes and in discovery centers (select locations only). The idea is that kids have so much fun in classes and camp activities that they don’t even realize they’re learning STEM / STEAM concepts.

“We do a lot of giving back for underprivileged kids and kids with special needs,” Coe said. “We offer scholarships to children who can’t afford after-school programs, and we provide free monthly programs for kids with extra needs.”

They also get creative when the need arises.

“During the flood in Houston, we waived our royalty fees for locations in that area so our franchisees could help out the community,” Coe added. “We try to do what we can when a need like that presents itself.”

While philanthropy is not mandatory for franchisees, Coe said most of them participate in programs that are near and dear to their hearts.

“For example, because my sister has adopted through foster care, we fill backpacks for foster kids and provide respite nights for caregivers through

“

For us, giving back is the core of who we are. Our mission is to provide our services to all children regardless of socio-economic status or ability.

March/April 2020 11

the Pittsburgh location. We also do events to educate people about foster care. We are very passionate about it.”

She also notes that most locations work closely with autism centers. Because the activities are sensory-friendly, it is an excellent partnership for both Snapology and autism groups.

Coe further realized the value of community programs when she was looking for activities for her son who was not into sports. There just wasn’t much out there. Thus the idea for Snapology was born.

“I was a parent looking for solutions and with my business background,” she said. “I knew I needed to create an answer to that problem.”

After researching, asking teachers to write curriculum, and trying out a few themed classes with Legos and robotics, things took off, and it snowballed from there.

12 The Franchise Woman

“One of the coolest activities that has grown through the franchise is the Bricks and Buddies program. We pair a special needs child with a preteen or teen who plays with them all night,” Coe said. “It’s all free, and it’s all volunteer-based. Everyone loves it and has a great time!”

Snapology has even provided birthday parties for children in homeless shelters.

“We take every opportunity to get involved in our communities,” Coe said.

For more information about Snapology, please visit www.snapology.com

March/April 2020 13

Legal Tools Customer Service Tips

What is the Effect

of Signing

the FDD Receipt?

One of the first steps involved in buying or selling a franchise is the sharing of the Franchise Disclosure Document (FDD). Under federal and state law, the franchisor must give the FDD to a prospective franchisee. The FDD is intended to help ensure that franchisees can make informed decisions about whether to purchase the franchise.

The last page of the FDD is a receipt that the franchisor will ask the franchisee to sign, date and return.

This FDD receipt is important for several reasons, but to be clear, it does not signify agreement to buy or sell the franchise.

The signed receipt is necessary documentation for franchisors because under the Federal Trade Commission Franchise Rule, the FDD must be shared with prospective franchisees at least 14 days before an agreement is signed or any

14 The Franchise Woman

payment of money is made to the franchisor. In essence, the signed receipt starts the 14-day clock running. It also has a practical effect as franchisors often do not engage in serious talks about the franchise until the prospective franchisee has confirmed that he or she has received the FDD by signing the receipt. Of course, the FDD itself should be carefully reviewed and updated regularly by an attorney to ensure it complies with applicable laws and business practices and protects the rights of the franchisor. For the franchisee, signing the FDD receipt is simply acknowledgment that he or she received the FDD. If the franchisee is genuinely considering buying the franchise, then there should not be cause for concern when asked to sign the receipt. As noted above, it does not act as a promise or contract

by Julie Lusthaus

“

This FDD receipt is important for several reasons, but to be clear, it does not signify agreement to buy or sell the franchise.

to buy the franchise. However, importantly, the substance of the FDD should be reviewed by an attorney. This documentation offers crucial information to franchisees and legal representation can help ensure the franchisee fully understands the business and legal issues before entering into an agreement. Buying or selling a franchise is a complex process. If you are a franchisor, before you

offer or sell franchises, you must comply with various federal and state laws and regulations. An experienced franchise attorney can help you avoid mistakes and protect your interests. Franchisees can also benefit significantly from the guidance of a franchise attorney to navigate the purchase process and negotiate and explain the agreement.

Julie Lusthaus represents franchisors, franchisees and independent business owners. To learn more, visit her website at www.lusthausfranchiselaw.com

March/April 2020 15

The DNA of a

Franchisee

by Angela CotĂŠ

10 common traits of successful franchise owners Are you trying to figure out whether franchise ownership makes sense for you? Having spent many years around countless franchise companies, it has become clear to me that regardless of the brand or concept, there are some com-

16 The Franchise Woman

mon traits of successful franchisees. I have seen many situations first-hand where the franchisee struggled and then failed because their DNA was more suited for a structured work environment. And on the other extreme, there were

true entrepreneurs who would have been better off launching their own business so they could call all the shots. Here are my key indicators of a successful franchisee:

Financially Prepared

Entrepreneurial

Patient

Often overlooked is the fact that, even though a franchise may be a proven concept and have a wellknown brand, it still takes time to build a loyal following of customers in a new market. Ensure your budget for not only the upfront investment but also the working capital you will need to get this business to a break-even point and to where you can take a salary..

As a business owner, it is your responsibility to grow your customer base. A franchisor will give you guidance and support on what typically works best, but you are ultimately responsible and may need to be creative about how you grow your business.

Decisions and upgrades typically move much slower in a franchise system because they affect numerous other business operators who have invested their life savings into the brand. A franchisor needs to cover all the bases, including sometimes taking the time to assess franchisee buy-in prior to moving a decision forward.

Systems-Oriented

If you don’t absolutely love the brand, it will make it hard for you to build and grow the business. You need to be excited about waking up every day and putting your primary attention on this business. Ask yourself what it is that excites you about the brand and reflect on whether the passion is likely to be sustainable.

People who gravitate toward following systems and processes are naturally going to thrive more in a franchise than those who prefer to be creative and frequently try something new. Think about your past and consider whether you have been in situations where you had to follow a system and whether you were truly okay with it.

Brand Loyal and Passionate

A Natural Leader Often missed is the importance of having the ability to inspire and lead a frontline team.

Think about what experiences you have had as a leader, whether that was coaching a kid’s sports team, volunteering on a parent advisory committee, managing a department in a corporate role, etc. Were you able to inspire others to buy in to what you were ‘selling’ in these situations?

March/April 2020 17

Collaborative and Team-Focused Just like on a sports team, franchisees often need to accept decisions that are for the greater good of the overall company. Consider your past experience as part of a team. Was it an environment that energized you? What was your role in sports, a sorority or fraternity, extracurricular activities or volunteer positions?

Sales-Driven This is a key trait! Contrary to popular belief, franchising is not turn-key, because turn-key implies the franchisee won’t have to take responsibility for growing their business. In most franchises, the franchisee plays a key part in generating sales and loyal customers for his or her business, which leads right into the next point.

“

Community-Oriented

GRIT!!!

Franchisees who are comfortable connecting with their communities typically do a better job of maximizing the opportunity. Who do you know in your community that you may be able to leverage, such as other business owners, media people, politicians, etc.? Do you get excited about making and leveraging connections and building relationships?

At the end of the day, even in a franchise, a business owner will typically need to work long hours to get their business up and running, and then sometimes unexpected challenges arise that require you to really ‘dig in.’ This ties back to my myth-busting statement “Contrary to popular belief, franchising is not turn-key.”

Having to work hard is commonly overlooked because people think that the proven systems are going to mean everything just flows. Whether a franchise or an independent small business, there will always be challenging times that require a ‘dig-in’ approach. Franchisees who don’t have grit tend to be the lowest performers in a franchise system.

If you are considering becoming a franchisee, now matter HOW appealing it seems on the surface, consider whether you possess the traits to make the business thrive. Keep in mind that this is not about being right or wrong, it’s about ensuring your success, sista!

Franchisees who don’t have grit tend to be the lowest performers in a franchise system.

Angela Coté, Franchise Growth Catalyst, works with franchisors to improve franchisee profitability and performance, and helps startup franchisors with where to focus their time, money and energy to achieve sustainable growth. Having grown up helping build her family business to almost 500 franchise locations, Angela has an extensive understanding of the roadmap to success. For more information, visit www.angelacote.com or reach out to angela@angelacote.com.

18 The Franchise Woman

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Vets in Franchising: From the Battlefield

to the Boardroom

by Faizun Kamal

Did you know that one in seven franchises are owned by vets?

Are you a vet? Did you know that one in seven franchises are owned by vets? The military taught you self-discipline, leadership and teamwork. Are you ready to use those skills to start and grow your own business?

20 The Franchise Woman

Many of the factors that make veterans excel within the military make them ideal franchise candidates. There are two characteristics that may seem contradictory but are, in fact, necessary to excel in a franchise. First, franchising represents a marriage between the

self-start world of entrepreneurship and the rigorous discipline needed to follow a playbook and execute a proven plan. Second, the ideal franchisee is someone who can take direction and work within guidelines provided by the franchisor, but who can also effectively

lead a team and get things done.

Veteran success in franchising is driven by: 1) outstanding leadership and teamwork skills and 2) the ability to implement and execute systems. Does this sound like you?

In 1991, the franchise industry founded The VetFran Program. This is an industry-leading initiative with more than 650 franchises that are member companies. Each company voluntarily offers financial discounts, mentorship and training for aspiring veteran franchisees. VetFran’s most recent survey shows that more than 238,000 veterans and military spouses found opportunities in the franchise industry as either employees or franchise owners.

I got to know her better, I understood that her biggest needs were to: 1) build wealth for herself and her family 2) provide service and value in her community through her business and 3) live a life where she truly was her own boss.

Candace is now a franchisee with one of the leading home services brands in the industry. She chose the franchise because it offered the reliability of a proven model while also allowing her the flexibility to run her business with a manager. Having grown up in a family of business owners, she knew all too well the limitations of starting

a business from scratch and the pitfalls of having to come up with all systems and processes and being responsible for every business function. As a franchise owner, she only needs to focus on a handful of key responsibilities that directly impact her bottom line. She leaves the back-end administrative tasks to the franchisor.

If you are a vet and have thought about starting your own business, a franchise may be the right option for you.

Let me share the story of a client who I will call Candace. When I met Candace, she was 33 years old. She was a Platoon Sergeant in the army. She had been in service for more than a decade and was going to retire in six months.

She wanted to find a franchise business that she could run after retirement. Over the next few months, Candace and I worked to understand her ideal fit. As

Faizun Kamal is a nationally-renowned public speaker and career strategist. As CEO of The Franchise Pros, Faizun coaches people nationwide on making the transition from employee to entrepreneur. She provides guidance to embrace chaos, fear, insecurity and uncertainty as doorways of opportunity to help individuals find their “perfect fit” business based on an assessment of their personal, lifestyle and income goals. She guides clients to move beyond career burnout to build a sustainable career that they love! Email Faizun at faizun@thefranchiseconsultingcompany.com or call 443-604-6276.

March/April 2020 21

Own Your Business

Own Your Life

by Stan Friedman

My name is Stan Friedman, and I am passionate about franchising.

Over my 32-year franchise career, some have known me as a franchisor, others as a supplier and others still, as a franchise podcaster. All who know me, though, know this: I am deeply committed to doing well by doing good. That is the mantra that has led to my many years of engagement with the International Franchise Association (IFA). It is that philosophy, too, that has driven my resolute commitment to the promotion of diversity and inclusion in franchising.

My work in this space has led to many fascinating introductions, opportunities and collaborations with some truly amazing people. Many of these people travel in orbits that would never have touched mine, but for our collective interest in this work. And that’s what led me here, as your Token Man. My mission as your Token Man is to introduce you to some truly amazing women, re-

22 The Franchise Woman

sources and initiatives that perhaps you might have missed too, had this Token Man not shown up with a bundle of information to share. So, what do you say? Let’s go!

If you are at the early stages of exploring franchising, I hope that this will encourage and inspire you to learn more about how you can “own your business and own your life” and help you take charge of your destiny. For those already committed to franchise business ownership, these resources are available for you, too, and can enable and empower you to climb to even greater heights. For those of you that may be industry executives or play supporting roles, these resources can assist you in the administration of day-to-day responsibilities with those you serve.

Barb Smith My first introduction is Barb Smith.

Barb is Senior Vice President

and Director of Key4Women at KeyBank. With more than 1,000 branches in 15 states, Key Bank is one of the nation’s largest. And, while there’s a reasonably good chance that you reside somewhere other than one of those 15 states, worry not. Key4Women resources can be accessed remotely from desktops or smartphones at www. key.com/small-business/services/ key4women/overview.jsp.

KeyBank and Key4Women are deeply committed and engaged with The IFA’s Education Foundation. These groups are committed to helping inform and educate women and members of diverse communities about the power that franchising brings to the economy and the roles that we as individuals may play locally, delivering services to what are oftentimes underserved communities. Barb and other Key executives joined forces with members of the IFA team last fall, piloting a half-day program in

Cleveland that served as a primer on franchising. We had representatives of SCORE, SBA and others there to provide technical assistance to curious attendees, toeing into these waters for the first time.

Also in attendance and participating in the program were Connie Hill-Johnson, a local, veteran franchisee of Visiting Angels and Vanessa Whiting, also a local, multiunit franchisee of Popeye’s Louisiana Kitchen. Their participation on a panel discussion that I proudly facilitated, brought to light the fullness of the franchisee experience.

They shared the hard work, the uncertain beginnings, the winding life paths that can lead to franchising; the 24-hour responsibility that comes with being your own boss and not least of all – the fulfillment and success that can come from being a business owner. Most importantly, they provided validation to the audience that all of this was possible. More about this program and these awe-inspiring women can be found here.

Rebecca Monet

“

Another passionate peer in franchising that I would like to introduce you to is Rebecca Monet. Rebecca is the Founder, CEO and Chief Scientist of a company called Zorakle Profiles. They are the providers of franchise-specific solutions that utilize algorithms that screen seven sciences and almost magically provide insights that can determine franchisee-franchisor compatibility and predict anticipated performance. It’s not rocket science, but it’s pretty darn close. Rebecca is a frequent speaker at industry events and a contributor to several trade publications.

Whether you ever have the occasion to take one of her assessments, Rebecca is a giving and sharing resource and can add value to you both personally and professionally, as you navigate your way through the ecosystem of franchising.

I am deeply committed to doing well by doing good.

Women’s Franchise Committee The last introduction that I’d like to make today is to an amazing group of Powerful Women in Franchiing, the IFA’s Women’s Franchise Committee. Formed in 1996, the Women’s Franchise Committee (WFC) is dedicated to inspiring and encouraging women in franchising by creating a network of business professionals dedicated to strengthening the success of women in franchising. The WFC has created many programs and resources to achieve this goal, ranging from how-to guides and conferences to local networking chapters.

March/April 2020 23

MISSION

VISION

The mission of the Women’s Franchise Committee is to promote women’s participation in franchising by providing international networking opportunities for the exchange of ideas, resources and experiences.

WOMEN’S FRANCHISE NETWORK (WFN) WFNs are local networks designed to develop relationships with women franchising professionals and to address issues, share ideas and offer solutions related to franchising.

The first network was launched in May 2002 in Denver and now includes markets across the United States and Canada. Look for more networks to continue popping up across the country! Click here for a listing of networks and corresponding planning chairs.

The success of the Women’s Franchise Network continues to grow, and IFA and the WFC have taken “lessons learned” into consid-

The Women’s Franchise Committee is committed to providing resources for women seeking career growth opportunities in franchising.

eration to revise and add to their Guidelines for Establishing a Local Network. They even have a comprehensive manual that provides in-depth information on how to set up your own local network, host your first meeting, and keep the energy level high at all your meetings throughout the year. Included, too, are ways for customizing your network to meet the needs of your particular market, including sample budgets, sample agendas, ideas for topics of discussion, sample handouts, and more! If you are interested in starting a network in your area, please contact Jeanine Littrel at Jlittrel@Franchise.org to obtain your own copy of the Guidelines.

Well, I think that’s a wrap for this TOKEN GUY. I hope you find these connections and resources to be useful and helpful guides, as you continue on your trajectory toward sustainable growth and sensible franchising. If I can ever be of service, please feel free to reach out to me. I invite you too, to subscribe to the Franchise Today podcast at Blog TalkRadio, or download it from just about any place that podcasts are found. You will find quite a library of guest interviews with industry leaders and executives, including your very own, Franchise Woman.

Stan Friedman, CFE is a 32-year franchise executive, veteran franchisor and President of FRM Solutions, a “franchise-centric: technology company.” FRM enables franchisors to better manage their relationships with prospective and existing franchisees. He also offers consulting services on a limited basis, to emerging franchisors and suppliers, that are new to the franchising space.

Stan is a member of the IFA Supplier Board, a founding Board Member of the IFA Diversity Institute, serves on The IFA Education Foundation’s Leadership Council and was recently elected to its Board of Trustees. At home in Atlanta, Stan serves on the Board of the Southeast Franchise Forum, leading its Membership Committee. In 2011, the IFA honored Stan with its Ronald E. Harrison Diversity Award, previously awarded only seven times in IFA’s 60-year history.

Stan also hosts Franchise Today, a weekly podcast featuring interviews with C-level franchisors, franchisees and suppliers, all of whom share nuggets with the audience about how they’ve achieved sustainable growth through “sensible” franchising. sfriedman@frmsolutions.com − www.frmsolutions.com stan@sensiblefranchising.com − www.sensiblefranchising.com

24 The Franchise Woman

#1 Ranked S.T.E.A.M. Enrichment Franchise Snapology.com/franchise

March/April 2020 25

Four Pillars of Health:

How to Perform

at Your Best

by Kristen Horler, MS Franchising is not for the faint of heart, but you already know that.

The question is, are you surviving or thriving throughout your workday? Numerous studies show that working long hours, enduring long periods of stress, and not prioritizing nutrition and rest can lead to poor health. Your work could be negatively contributing to your weight, your health, your anxiety, and so much more.

26 The Franchise Woman

If you spend at least eight hours working each day, how are you spending the other 16 hours of your daily life? Are you exercising?

Getting plenty of sleep? Drinking lots of water? Eating nutritious foods? Unless your career is focused on fitness and wellness or you have personal fitness goals you are working towards, you may be missing an opportunity to level up your performance in your workday.

When you’re working on a deadline, what is the first thing that you cut out so you can hit your goal?

We’ve all missed a workout to get our day started a little earlier.

Ordering in fast food because you didn’t have time to make lunch can happen. What may seem like a good idea at the time could actually be contributing to increased fatigue, brain fog, poor digestion, poor sleep and overall decreased performance.

Take a look at the four pillars of health and how they may contribute to your performance at work:

Fitness

Regular exercise helps to reduce stress, improve sleep, and reduce the risk of major diseases, among many other benefits. Find something that you enjoy doing and people you enjoy doing it with. Whether it’s a walk with a friend or a session with a personal trainer, increasing your accountability reduces your chances of flaking out.

Nutrition

“

The pillars of health directly contribute to your performance at work and in other areas of your life.

Eating more whole foods, fewer processed foods, and focusing on eating more fruits and vegetables can help to lower your risk of heart disease and increase your longevity. Improved digestion and energy is often experienced by individuals who eat a plant-based diet.

Sleep

More sleep, not more coffee, can reduce your stress and increase your productivity. Are there benefits to drinking coffee? Timing is essential.

Hydration

If you’re feeling sluggish in the middle of your workday, reach for a glass of water before a cup of coffee.

Drinking water helps to improve brain function as well as digestion and elimination of toxins.

The pillars of health directly contribute to your performance at work and in other areas of your life.

If you’re looking to improve your performance, consider one simple change that you can make in your fitness, nutrition, sleep or hydration this month. It can be as simple as drinking a large glass of water when you wake up each morning.

Consider when your busy season is; my season is August and September, when we hold our annual conference, and March and April when we complete our annual franchise filings. I work to set myself up for success by scheduling an event or goal and having accountability partners that I can count on. What does this look like for me? I get my friends to sign up with me for a half

marathon in October. This means that I need to spend the 12 weeks prior (also known as my conference busy season) committed to weekly training with my friends.

We keep each other accountable to running at 5:30 am, staying well hydrated, getting plenty of rest, and even drinking less wine. How can you set yourself up for success?

Kristen Horler is a recovering overachiever who is learning to let more stuff go that is not aligned with her priorities and goals. As a former pastry chef turned fitness professional, Kristen created Baby Boot Camp shortly after her first child was born in August 2001. After extensive research, she was unable to find an effective workout that didn’t require hiring a personal trainer and a babysitter. Drawing from her experience as a fitness professional and new mom, Kristen developed Baby Boot Camp to balance the fitness needs of new moms. Kristen is passionate about food, fitness, and inspiring wellness. She enjoys cooking, spending time with her family, and traveling. Visit www.babybootcamp.com to learn more.

March/April 2020 27

Customer Service

Making a

Great First Impression

Matters

by Nancy Friedman

How long does it take to make a GREAT first impression?

A. 4 – 10 seconds.

B. 10 – 20 seconds.

C. More than 20 seconds.

I’m betting you know the answer.

Right? Not a long time (it’s “A” just in case there was any doubt).

28 The Franchise Woman

“

Make no mistake, the problem is in the training.

Good first impressions are not just made through phone calls, but through all touch points of communication. You may not think about it, but all forms of communication matter. Whether you are contacting someone by phone, email, voicemail, mail, fax, face-toface or by text, be aware that first contact sets the tone. A negative first impression creates something you must overcome – not the ideal situation for relationship building.

The Question: Why don’t more people try to give a great first impression?

The Answer: In my opinion, they probably haven’t been shown how to give a great first impression, and they’ve never been told why it matters. I often find that business owners do not spend enough time within their franchise systems teaching employees these important skills.

Make no mistake, it all starts with training. Often, all employees are told to do is smile. And while presenting a pleasant and appealing demeanor on the phone or in voicemail matters, the content of the conversation is important as well. Regardless of the form of communication, customers need to know who you are and how you can help them. They need to feel confident that you can help solve their problem and that you are happy to do it.

Either way, you know what’s right.

Make it happen! Call your own company and hear if they’re smiling.

Do they make a GREAT first impression every time?

Nancy Friedman, Founder and Chairman of Telephone Doctor Customer Service Training, is a sought-after speaker for franchise and corporate conferences, sharing tips and advice in customer service, communication and sales. As a former franchisor, she brings the good, bad and ugly for us to review. Author of nine books, Nancy can be reached at www.nancyfriedman.com, or email her at nancy@telephonedoctor.com or call: 314-291-1012 CST.

March/April 2020 29

Funding

How To Finance a

Business and Pay Yourself a Salary

At the Same Time!

by Susan Scotts

Do you think that buying a franchise requires a lot of money up front? You might believe you need to keep your day job (or have your spouse cover the household obligations) in order to survive until the customers start coming in and the business ramps up to positive cash flow. But that is not necessarily true. You may be interested to know that you can actually get started sooner than later with fewer out-of-pocket funds than you think. You don’t have to be a Rockefeller or have saved up hundreds of thousands of dollars before you can begin. You can actually start NOW! It sounds too good to be true: finance and start a business and pay yourself a salary at the same time.

While this is not the optimal way to begin, sometimes it’s

30 The Franchise Woman

the only option. You may have lost your job or transitioned out of the military.

You may be single without additional household funds to help. You may have no funds coming in. You have searched, and for whatever reason, you can’t obtain a job offer. Alternately, even if you are well-established financially with lots of liquidity or retirement or savings, you may want to leverage other people’s money to invest.

Setting financial expectations that are reasonable and attainable is really important.

If it is not the right time for you now, occasionally your family or friends may want to invest in you or even partner with you. It’s important to understand that many franchise businesses cost less than what a new car costs today, so the investment can be a lot more

reasonable than you think.

And, with many funding options out there to leverage, no matter how much liquid cash you have or what your credit score is, there may be an option for you.

Many businesses that fail do so because they are undercapitalized. Start by understanding your current total financial picture. Then, explore franchises that are interesting to you and learn about the financial possibilities that the franchise offers.

You will have an opportunity to explore what previous owners have accomplished financially, and you may begin to see something that you feel could be a good opportunity for you.

In parallel with exploring the franchise options, begin researching funding options that you may qualify for.

“

You don’t have to be a Rockefeller or have saved up hundreds of thousands of dollars before you can begin.

There are opportunities to use your own retirement or thrift savings plan funds to fund the business without going into debt. Alternately, there are Small Business Administration loans that require some liquidity to fund the business as well as other unsecured signature loans that are available with no money down. All three of these options can provide you enough

funding to pay the franchise fee, have some working capital -- and even provide enough to pay you a small salary as you ramp up the business!

will open the doors to owning a franchise. And if you are looking for advice, an alternative career coach can help you step-by-step to become self-sufficient today!

It’s never the perfect time to begin, but NOW is always the best time to gather the facts and data to learn about the possibilities that

Susan Scotts is a multiple award winning career transition coach with The Entrepreneur’s Source® and possesses three decades of experience in helping empower individuals to become entrepreneurs through franchise business ownership. For a complimentary consultation, she can be reached at 561-859-9110 or SScotts@EsourceCoach.com.

March/April 2020 31

5 of a Great

Feature

The

Secrets

Franchise System

Exactly what makes a great franchise system?

And by great, we mean, what is it that will ensure a franchise system maintains relevancy and endures and even prospers, especially during challenging economic times?Â

by Marietta Snetsinger

Here are five secrets that we think can go a long way to creating a great franchise system.

When looking at a system, be sure that:

1

The franchisor is a subject matter expert (SME)

Being an expert in their industry is critical for a franchisor. The franchisee doesn’t want to do the industry research, and that is probably why they invested in a franchise in the first place. The franchisor needs to understand their industry and be aware of

32 The Franchise Woman

the most recent developments.

This includes anticipating future trends or changes in the industry or even foreseeing the products or services that their customers may want. Being able to adopt change and maintain relevance is a critical part of being a franchisor. Think of

Blockbuster. The company failed to innovate and adapt its business model to the current trends, which ultimately resulted in their demise.

It is critical for the franchisor to be at the forefront of innovation and be able to adapt their franchise system accordingly.

2

There is a strong local marketing plan Although the franchisee is the one responsible for implementing the franchise plan in their local market, they may need some guidance and support from the franchisor as they go about it. The franchisor should

have already figured out what it takes to implement the business locally and should guide, lead and teach the franchisee how to do that successfully.Â

March/April 2020 33

3

There is a system to attract, acquire and retain customers A strong client acquisition process system is imperative for the success of any business, especially a franchise system. This means that the franchisor has figured out how to get customers to consume their products or, in a service business, how to onboard new customers. In summary, they know how to attract, acquire and retain customers and have a documented process to prove that it works. A franchise

“4

isn’t a “build it, and they will come” sort of thing. There is a science to it. It starts with the marketing plan, which is what initially gets the attention of the customer. Once they have the customer’s attention, there’s a proven way to attract, acquire and onboard the customer.

From there, the franchisee can implement the customer attraction system in their local market.

There are no secrets to success. It is the result of preparation, hard work, and learning from failure. — Colin Powell The franchisor knows its unique franchise proposition (UFP) Understanding what makes their franchise business opportunity unique and different from others is at the core of a UFP. A strong franchisor can articulate what it is that they do differently and better than other franchise systems. It is often a part of how they conduct

business and may include a competitive edge around a problematic aspect of their business.

For example, a home care concept may have a “secret sauce” around hiring talent. They can easily demonstrate why they are a better option for a franchise investment.

With more than 20 years of experience in the international franchise industry, Marietta Snetsinger is passionate about establishing solid operational systems and leadership within franchise organizations. She played an important role in developing operational support tools and recruitment strategy with brands including M&M Meat Shops and Baskin-Robbins. She is a well-respected franchise expert and speaks at franchise shows across the country. As the founder of Ascend Franchise Solutions, Marietta works closely with small and emerging franchisors, on a daily basis. Reach out to her at marietta@ascendfranchise.com call 519-212-0309 or visit www.ascendfranchise.com.

34 The Franchise Woman

5

There are proven performance management and compliance systems in place A strong franchise system is focused on increasing the profitability and performance of their franchisees and has created a way of tracking and measuring the franchisee’s performance. Think performance and profit improvement vs. policing mentality. A great franchisor focuses on what we all can do to

create and attract more business. The franchisor also has a duty to ALL franchisees to manage the brand reputation. Compliance ensures a consistent customer experience and increases the likelihood of a customer continuing to do business with a brand.

Ultimately, building a great franchise system takes commitment, effort and attention to detail. Managing the expectations of the franchise relationship is pivotal to strong and sustainable success.

Let us help you tell your business story...

Over 100 Books Published • Become a subject matter expert • Increase your credibility • Tell your story

Get your FREE author’s checklist by contacting us at: www.Intellect Publishing.com JohnWoods7@hotmail.com Micro -Publishers since 2009 March/April 2020 35

Business Trends

From Salesperson

to Expert

in 5 Seconds

by John O’Melveny Woods

Writing a book has enhanced my business in ways I could not have foreseen. As a best-selling author, I use my book as a calling card when meeting with potential clients and partners. The book has helped me enhance my online footprint and further established me as the “go-to coach who helps you find your perfect-fit franchise.” Without a doubt, writing a book has had a multiplier effect on my business.

When my intro is given at speaking engagements, they stress, “Nancy is the author of nine books on Customer Service.” So yes, I believe it gives credibility to my area of expertise. I use my books mostly for press, exposure and giveaways – and I will say THAT does get me more bookings.

Faizun Kamal

Keynote Customer Service Speaker and Founder of the Telephone Doctor Customer Service Training

Nationally Renowned Public Speaker and Franchise Coach

36 The Franchise Woman

Nancy Friedman, the Telephone Doctor

What if there were a way for you to leverage your professional knowledge either as a franchisor or franchisee and affordably get in front of prospects? Without, of course, sending the same old presentations everyone else sends. Would you be interested?

A friend of mine was on a plane, flying first class, and was seated next to the CEO of a Fortune 500 company. They started chit-chatting and finally the CEO asked my friend what he did.

“I’m an event coordinator for large businesses,” he replied.

“I’ve written a book about the subject,” he continued.

The CEO turned back to him. “Really?”

My friend took a book out of his briefcase and gave it to the CEO. They continued chatting, and he ended up getting all the CEO’s company business. Why? Because writing a book about your subject of expertise automatically makes you an expert in that field.

My friend went from a salesperson to an expert in a few seconds. And you can, too.

“Oh… great,” and the CEO started reading an article, completely shutting down the conversation.

March/April 2020 37

How to Start First, you’re not writing a manual of what you do. You’re writing a story - a sales story. What do you do that makes you the better choice for your clients? Tell them who you are, why you do what you do and what you have to offer. Include data they will need to make a decision, but provide it in a friendly and persuasive manner. Visualize what your customers need to know about you and your services that sets you apart. Once you have that, the rest will flow.

Second, once you have an idea of your story, make sure you include plenty of success stories. Readers, especially those in a position to make decisions, need to know you are good at what you do. It gives them reasons for choosing between you and someone else. Also include testimonials from others who have used your services and believe in them.

Lastly, write your own book – don’t compare yourself to others.

Because of print on demand, the question of book length is no longer relevant. It can be as little as 50 pages or more than 500 pages. My best advice is to make the book as long (or short) as it needs to be to tell your story compellingly. If in doubt, shorter is better.

You’ve written your book. Now what?

That’s where choosing a publishing company comes in. Everything about your book must be professional. Find a publisher who is experienced and has proven success.

Your publisher should proof your copy, format it and get it pressready. You will need a unique and compelling cover, a website and a social media strategy. Find a pub-

lisher who can provide these things and work with you start to finish.

Before you know it, you will be the subject matter expert!

Books are also a great way to make sales calls. “Can I send you a free copy of my book?” You now have a reason to call after they’ve received it.

Finally, you can make money with your book at seminars. After your speech, or from your booth, you can refer people to your book for further information.

What next?

You can do it! Separate yourself from your competitors. Take the time to create a book that showcases your talents, expertise and services. Make sure when that CEO’s eyes start to glass over, you have a book to hand them. Your credibility goes up exponentially in an instant.

John O’Melveny Woods owns Intellect Publishing, a full-service, micro-publishing company. He has published more than 100 books and specializes in helping professionals become subject matter experts in the five seconds it takes for them to hand their book to a client. He is also available for speaking engagements. For more information, contact John at info@intellectpublishing.com or visit his website at www.intellectpublishing.com.

38 The Franchise Woman

Pride

by Elizabeth Denham

Why is Representation Important?

The Franchise Woman is a magazine geared toward women who are on the rise in terms of business ownership and, in particular, franchise ownership. We pledge to tell stories of women doing amazing things in the industry. This includes ALL women. We recognize that representation is a critical element to having a full and robust publication that offers something for everyone. That is why we will cover the newly formed Pride Council of the IFA, and why we will make sure

that the LGBTQ community is an important part of that conversation.

Why is this important? As Michael Morgan, a former professor emeritus at the University of Massachusetts at Amherst and a researcher on media effects, told the Huffington Post earlier this year, “When you don’t see people like yourself, the message is: You’re invisible. The message is: You don’t count. And the message is: ‘There’s something wrong with me.’ ” He continued:

“Over and over and over, week after week, month after month, year after year, it sends a very clear message, not only to members of those groups, but to members of other groups, as well.”

If you are an LGBTQ community member in franchising and would like to tell your story, please contact me directly at elizabeth.denham@ thefranchisewoman.com

Policy & Pride In the Know The IFA praised the U.S. Department of Labor (DOL) for its release of the Joint Employer Rule under the Fair Labor Standards Act. By instituting a simple, four-part test to determine employer status, the DOL rule can clarify joint employer status, employer liability, and the roles and responsibilities of each party in a business relationship. Learn More The IFA has hailed the National Labor Relation Board’s decision in a years-long joint employer case against Mc-

Donald’s corporation. The decision found that McDonald’s Corporation did not behave as a joint employer with its franchisees. The case began in 2014, and a joint-employer finding could have held McDonald’s liable for the actions of its franchisees and forced the corporation to bargain with franchise workers who formed a union. Learn More The IFA announced on February 11, 2020 that Daniel Halpern, CEO and Co-founder of Jackmont Hospitality, is the 2019 recipient of the

Ronald E. Harrison Award. As CEO of Jackmont Hospitality, Daniel Halpern has seen his group become one of the most successful multi-unit franchisees of TGI Fridays, winning multiple brand awards. Most recently, Jackmont was recognized as both the Best Operator of the Year and Best General Manager of the Year in 2019 by their franchisor. Jackmont is proud of the diversity of both their leadership team and their staff, who together form an exemplary team. Learn More

March/April 2020 39

She is Smart, Driven and Successful

Original Popcorn House

Popping Up All Over

by Elizabeth Denham She opened her storefront 30 feet off the main drag of Atlantic Avenue in Delray Beach, and the business started popping from there. The Original Popcorn House features fabulous flavors of gourmet popcorn, sweet chocolate treats, frosted pralines and the one and only “Popcorn Sundae.”

One of Jerri Witt’s greatest goals is to “wow” her customers. And that is just what she does as the Owner and Franchisor of the Original Popcorn House.

“Being a Midwesterner - I’m from Chicago - I always had access to gourmet popcorn. It is very, very popular out there,” Witt said. “And when we moved to Delray Beach, Florida, we were walking downtown – which is like a typical, small-town ‘Main Street, USA.’ They had everything – boutiques, clothing stores, cupcake shops, macaroon shops – but they didn’t have gourmet popcorn. So I knew what I wanted to do.”

And do it, she did.

40 The Franchise Woman

“Our gourmet popcorn is served fresh each day and features only the finest and freshest ingredients,” Witt noted. “We pop our corn in 100% pure coconut oil.

Our premium Belgian chocolate allows us to create gourmet delectable popcorn flavors such as Dark Chocolate Sea Salt and Peanut Butter Chocolate Drizzle. We also ship anywhere in the U.S.” It took one year to build the concept, and she opened her doors on December 31, 2014, at 3:00 pm. In 2018, she decided to step into franchising. She just opened her third franchise location, and she has more in the pipeline.

“I think the good thing about popcorn is that it is not a saturated market. Gourmet popcorn stores are often missing in areas where they would thrive,” Witt explained. “And Original Popcorn House takes it to

another level. We like to say that it’s popcorn on steroids.”

With 25 to 30 flavors offered at any time and with new flavors being developed monthly, Original Popcorn House is building a following.

“We just opened our third location in Frederick, Maryland, and we served 400 customers in one day.

It was the biggest revenue day for an opening so far,” Witt said. “We even developed an ‘Old Bay’ flavor because it’s such a popular seasoning in Maryland. It was a big hit!”

Customization is something that sets Witt’s business apart. They can customize packaging, branding, flavors, labels, colors of popcorn – if it’s possible to do it, Original Popcorn will make it happen. They provide options for parties, corporate events, holiday gifts, gender reveals, charitable events and more.

Offering their franchisees several options for driving revenue is another unique feature Witt thinks sets them apart. Each franchise can sell gourmet popcorn through the retail location, wholesale, catering, fundraising, special events, corporate accounts, and eCommerce.

“Just about everyone loves popcorn, and with our reasonable price point and strong training program, this is a great option for business ownership.” Witt said. “85 percent of people consume popcorn, and of that percentage, each person consumes an average of 52 cups per year,”

“

85 percent of people consume popcorn, and of that percentage, each person consumes an average of 52 cups per year.

Giving Back Jerri Witt very much believes in giving back to her community. Original Popcorn House donates their tips every month to local charities and donates popcorn to support local community events. It supports nonprofits such as City House of Delray Beach, a rehabilitation shelter for women, and Sandaway Discovery Center, a coastal ecosystems and marine life center. “When you see something that pulls at your heartstrings, you give,” Witt said.

For more information, please visit: www.originalpopcornhouse.com.

March/April 2020 41

She Gives Back

Gratitude Drives

Susan Caldwell’s Desire to Give

by Elizabeth Denham

When you talk to women entrepreneurs about how they started their businesses, there seem to be a few common threads. They are passionate about something.

They are trying to find a solution to a problem. They start something small, and it explodes. When they put their minds to something, they make it happen. The same seems to be true for their philanthropic endeavors. In Tomorrow’s Philanthropist, a Barclay’s Wealth study released in 2009, U.S. women were

42 The Franchise Woman

reported to be giving an average of 3.5% of their wealth to charity, while men give an average of 1.8%.

Susan Caldwell, founder and CEO of Flour Power, is one of these women.

“We are always trying to find ways to give back to the community,” Caldwell said. “Each of our franchise owners has a community service project that they do together as a

group. We develop close relationships with our customers and feel very connected to our kids and our families.”

Flour Power Studios host cooking classes for children, teens, adults and special needs kids. They host birthday parties, team-building events, family cooking nights, etiquette classes and more. There are 15 locations across seven states.

Caldwell is based in Raleigh, North Carolina, and is active in giving back to the community there.

She and her team teach free classes for special needs kids at the Frankie Lemmon School and Development Center. They have also taught classes for the school for the blind and at a local Ronald McDonald House.

“All of our franchise owners must offer at least one free class each month for special needs kids,” she said. “And we just brought on our first veteran owner, so we will be starting some free classes for veterans as well. We recently were approached to work with foster kids, so the wheels are always spinning to figure out what we can do.”

Using Flour Power as a community resource to educate people about how to eat healthily and stay active is a fundamental element of Caldwell’s mission.

“It’s great to be successful, but part of our mission is community service and giving to others,” she said. “We are starting up with some mobile

March/April 2020 43

units later this year. The units will host out typical birthday parties and classes, but they will also allow us to get out into some of the more rural and underserved communities. If we can teach some of these families to make healthier choices on budgets and help them with budget planning, we think that would be a win-win for everybody.”

Caldwell’s desire to give back to her community comes from a very personal place. Her gratitude and appreciation of what others have done for her translate into her passion for helping.

“

“I think my passion for giving comes from having a child with special needs. I have a child with severe autism. A lot of people have done a lot of nice things for me. To me, I feel like I get more out of it when we do something nice for someone else than what they get out of it,” Caldwell said. “I am also adopted, and so I think I have a different outlook on life than most people do. I am grateful for the people who gave me a chance years ago. And I am grateful for people who have helped my son.

And if there is a way we can turn around and help someone else, then I’m all for it.”

For more information about Flour Power, visit the website at: www. flourpowerstudios.com.

It’s great to be successful, but part of our mission is community service and giving to others.

44 The Franchise Woman

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March/April 2020 45

She Gives Back

Constance Hill-Johnson

Building a Legacy

of Giving Back

by Elizabeth Denham

The Spark The word philanthropy comes from the Greek word “philos” meaning “love” and “anthropos,” meaning “man” or “humanity.” This definition, “love of humanity” is what drives Constance Hill-Johnson in her quest to leave the world a better place than she found it.

“My heart has always been bent toward serving, and the last 18 months of my life have been all about giving back,” Hill-Johnson said. “I am at a place in my journey where I am trying to see what’s next. And in that context, my

46 The Franchise Woman

husband and I have discussed what our legacy will be. What will we leave behind?”

Hill-Johnson owns a Visiting Angels franchise in Cleveland and has been in business for more than 15 years. Visiting Angels is a senior home care provider assisting senior citizens with personal hygiene, meal preparation, housekeeping, medication reminders, transportation and errands.

Hill-Johnson’s passion for philanthropy, especially Black philanthropy

and advocacy, led her to bring the national traveling exhibit, Soul of Philanthropy: Reframed and Exhibited, to her hometown of Cleveland.

“I was like a dog with a bone trying to figure out how to get this to Cleveland,” she said. “And I wanted it to be about more than the temporary exhibit. I wanted it to be about changing the conversation around philanthropy and what that means, particularly in the Black community. We began to say, ‘it’s not a moment, it’s a movement.’ ”

The Soul of Philanthropy According to the Soul of Philanthropy website: Groundbreaking in focus and depth, Giving Back: The Soul of Philanthropy Reframed and Exhibited presents stories of generosity among Americans of African Over the last year and a half, Hill-Johnson rallied a group of volunteers in Cleveland not only to bring the exhibit to town but also to raise money and put on events and programming leading up to and following the exhibit. The Soul of Philanthropy exhibit was in Cleveland from September 6 to December 6, 2019.

descent. Centuries-old cultural customs and beliefs about giving, though rarely acknowledged as “philanthropy” in Black communities, have long been an integral and transformational force in lives and communities throughout American society. Photography,

poetry and prose weave vivid stories and reveal the long and unsung legacy of Black philanthropists—from generous donors of wealth to ingenious givers carving a way out of no way.

“We raised more than half a million dollars and put on 15 programs over three months,” Hill-Johnson said. “Some events were free, some were ticketed, and they took place in venues across Cleveland. The point was to foster conversation about why philanthropy looks different in different communities.

It’s not about equal giving. It’s about equal sacrifice.”

Programs ranged from panel discussions to documentary showings.

There were also compelling and informative discussions about what it means when diverse communities come together to give.

As a result of Hill-Johnson’s tireless work, she was named one of the YWCA’s Women of Achievement for 2020. While she is thrilled for the honor, she still believes she has work to do.

bringing the Soul of Philanthropy to Cleveland has sparked something special that will continue going forward.”

The Future Through her efforts over the last year, Hill-Johnson has helped establish The Cleveland Black Equity and Humanity Fund housed at the United Black Fund, one of the largest foundations in Cleveland.

They hope to issue grants to community nonprofits organizations in the second half of 2020. They are still raising money and are planning more programming for this year.

Hill-Johnson also sits on the board of the Cleveland Foundation, the oldest foundation in the country.

“I have also learned that I have more to offer professionally. I plan to start a coaching business. I want to advise other entrepreneurs – help them avoid some of the pitfalls I experienced, Hill-Johnson said. “And the experience of

For more information about Hill-Johnson’s work, please go to: www.visitingangels.com/cleveland/ home or www.conniehilljohnson. com/meet-connie/.

“

It’s not a moment; it’s a movement.

March/April 2020 47

Social Media Tips

How To Grow

Your Franchise

With Social Media

by Michelle Hummel

As a franchisee, you know recommendations from current customers to their friends and colleagues is the fastest way to grow your business. Word-of-mouth advertising has been and will continue to be the backbone of American busi-

ness, but the way customers are talking to each other has changed drastically in the last decade.

According to the most recent statistics from the Pew Research Center, a nonprofit and nonpartisan

Social Media Users By Age

fact tank, an average of 72 percent of Americans regularly use social media to connect with friends, get information and entertain themselves. Think social media is just for the younger crowd and not your customers?

40 percent of Americans age 65+ 69 percent of Americans age 50-64 82 percent of Americans age 30-49 90 percent of Americans age 18-29

When you’re busy running your franchise, finding time to deal with social media can be daunting, especially if you don’t know where to begin.

Choosing The Right Platforms There are many social media platforms, but if you’re limited on time or resources, select at least three to get your message out and connect with customers. Regardless of your franchise specialty, every business needs to have a Facebook page. This platform dominates social media and not just for its ease of use. People use Facebook as a search engine to find information, so it’s key your franchise has its own page separate from the franchisor.

ing basic information, five to seven photos and a listing of your top products packed with keywords.

audience who is tech-savvy and looking for timely information and quality customer service.

Instagram used to be the platform for the under 25 crowd, but according to Sprout Social, now 46 percent of Americans age 18-64 use the platform daily. Instagram can be successful for B2B franchises if you’re experienced on the platform, but B2C franchises definitely need to be there, showcasing amazing photos.

All B2B franchises should have a personal and company LinkedIn page. There are other business platforms, including Alignable, but LinkedIn will give you the bang for your time.

As long as your business has a physical location, Google Business is also a key platform. Make sure your page is fully optimized, includ-

Twitter is its own world with a smaller percentage of users than other social media platforms, but it tends to reach a more affluent

48 The Franchise Woman

Pinterest is an excellent platform for B2C franchises who target women aged 18-49 with an income of $75,000 or more. Like Instagram, Pinterest is a visual platform for inspirational and aspirational content.

Consistency Is Key

The first thing potential customers will do after finding your franchise on social media is scroll through for a minute or two and look at your feed. A lackluster or sparse feed will be a cause for concern, so be

sure you have a wealth of recent posts to build your credibility. Using platform analytics or through trial and error, post daily at the best time to reach your audience.

Social Media Is More Than Selling When you’re watching TV, odds are you fast-forward through commercials. Social media users are the same way, so your posts cannot be all commercials. Be sure your content has a mix of personal stories, inspirational, informational and fun-

ny posts, direct ads and posts that connect with your customers on a personal level. When planning your content, remember this time-tested strategy: Teach me, inspire me, make me laugh, and I’ll remember you when it’s time to buy.

Engagement When a customer comes into your franchise or you’re on a sales call, you wouldn’t ignore their questions or not engage with them on some level. Social media is the same way. Take time to like items from their feed,

“

Your franchisor may handle social media for the brand, but for your franchise location to be successful, you need to harness the power of social media for yourself.

ask open-ended questions, answer their questions promptly, and respond immediately to both positive and negative reviews.

Your franchisor may handle social media for the brand, but for your franchise location to be successful, you need to harness the power of social media for yourself.

Michelle is the CEO and Founder of Web Strategy Plus, a full-service digital marketing agency, where her team of experts specializes in helping franchise owners develop websites, SEO and Social Media Strategies. A published author of three books in her series, “The Social Media Magnet: Everything You Need to Know to Attract Customers with Social Media.” She also holds a valuable Internet Marketing Degree and provides training to help individuals acquire Social Media Management Certification through Web Media University. Contact Michelle at michelle@webstrategyplus.com.

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Featured Franchises

The Patch Boys® The Patch Boys solves a common problem for homeowners: repairing drywall. Whether the electrician left a hole after replacing a light, a leaky pipe ruined the bathroom ceiling, or the kids decided to play catch in the living room, holes happen. While repairing drywall may sound easy, contractors usually won’t take on such small jobs and most homeowners don’t have the time or skill to do the work themselves. The Patch Boys specializes in this in-demand service and has created an easyto-run, home-based franchise opportunity for investors. With more than 100 locations, this fast-growing brand has won many accolades, including ranking on Franchise Business Review’s “2019 Most Innovative Franchises” and Entrepreneur magazine’s “2019 TOP 100 New Franchises to Keep Your Eyes On.” For more information, call 844-99-PATCH or visit www.thepatchboys.com.

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The Original Popcorn House The Original Popcorn House is popping up in cities across the country. They feature over 60 handcrafted, gourmet popcorn flavors, homemade sweet treats, and deliciously crafted, cinnamon frosted, praline nuts. Every family-owned and operated small business franchise can sell gourmet popcorn through retail locations, wholesale, catering, fundraising, special events, corporate accounts and E-commerce. Franchisees benefit from exclusive training at Original Popcorn House’s headquarters in Delray Beach, Florida. You’ll receive a hands-on “popping” experience, plus operations, marketing and business management support. This is a low-cost and unique franchise opportunity. For more information, visit www.originalpopcornhouse.com.

Snapology Snapology understands that children are meant to learn through play. When children are actively engaged in hands-on, interactive learning activities, their creativity flourishes and they show a greater interest in school. If kids are happy, then parents are happy and your business will flourish. There are several elements that make Snapology a great franchise opportunity. First, Snapology programs are fun. They provide the right balance between fun and education to appeal equally to children and their parents.

Second, Snapology offers dozens of revenue streams. Imagine the possibilities with the over 60 different program topics and themes to offer for classes, parties, summer camps, and scouting events. Birthday parties alone are a $10 billion industry. Third, large territories are available. Finally, Snapology is a low cost, home-based, mobile business teaching robotics and STEAM principles through classes, camps, parties and other events. For more information visit www.snapology.com/ franchise.

Flour Power Flour Power Kids Cooking Studios is a fast growing, nationwide, hands-on culinary entertainment and educational franchise.

Founded by mom of two and special needs advocate, Susan Caldwell, the educational program takes children on exciting imaginative culinary adventures in a locally owned whimsical kitchen studio. Each program Flour Power offers consists of proven-themed, hands-on, exciting curriculum designed to stir up a ton of fun while learning life-long skills. From kitchen chemistry to food art to etiquette, we keep the excitement and creative learning sizzling in our studios every day with camps, classes, kids night out, special needs classes, private events, adult classes, birthday parties, field trips, off site enrichment classes, team building events, corporate events, family style events and more. The creative fun never ends in our studios! For more information visit www.teamflourpower.com.

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Catherine Monson

Named IFA Chair sees get into business for themselves − but not by themselves − and benefit from the power of the brand, along with the brand’s marketing, advertising, training, and support. The greatest compliments I have been given are from franchisees thanking me for helping them become millionaires!

The Franchise Woman is excited to congratulate Catherine Monson on being named chair of the International Franchise Association (IFA).

Catherine was gracious enough to answer a few questions about what this role means to her and what she sees for the IFA going forward.

What does being named IFA chair mean to you both personally and professionally?

It is an incredible honor to be elected to the position of IFA Chair.

While getting into franchising was unplanned − I was looking for a job in sales or marketing just a few years after graduating college--once in franchising, I fell in love with it.

Being in franchising, I have had the opportunity to make a positive difference in many people’s lives. I have helped hundreds of franchi-

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Being elected Chair of the IFA is truly an honor, both personally and professionally. I look forward to serving the franchising community and doing my part to protect, promote and enhance franchising.

What are your goals for the IFA under your leadership?

I have had the honor of being a member of the Board of Directors of the IFA since 2007. Throughout that time, I have focused on teaching and promoting franchising best practices, which include improving franchisee profitability, building positive franchisee-franchisor relationships, and franchisee involvement and engagement. I am passionate about these best practices, especially focusing on franchisee profitability. I have also been committed to protecting, promoting and enhancing the franchise business model, especially through positive and strong government relations and advocacy.

My goals for the IFA in 2020 will be to continue the focus on promoting and teaching franchising best practices, continuing with the IFA’s strong Government Relations (GR) outreach and increasing the membership of the IFA. I am committed to increasing franchisee involvement in advocacy/GR, including increasing Franchise Action Network membership and finding more ways to mobilize franchisees in advocacy. I also want to increase CEO/C-Level franchisor engagement in advocacy/GR, resulting in them motivating and engaging their franchisees to do the same.

What advice do you have for women business owners or women seeking to own a business?

I believe there are five common characteristics of all highly successful people and that these characteristics are learned skills, so we can all improve in each of them.

These common characteristics are not based on or limited by gender.

These common characteristics of highly successful people are Positive Mental Attitude, Goal Directed behavior, Self-Motivation, a Sense of Urgency, and Never Stopping Learning. One of my great pleasures is to teach these skills to young people. My advice to women business owners or women seeking to own a business is to continue to increase your skill in each of these five areas.

How would you describe your leadership style, and how do you use that style to motivate people to action?

I have worked to develop a mentoring leadership style, focusing on people on both a business and a personal level. I strive to be thoughtful, considerate and approachable. Because of that, I have upheld an open-door policy, providing all employees the opportunity to visit with thoughts, questions or concerns.

I seek to develop personal relationships with our franchisees in over 725 FASTSIGNS® locations worldwide, as well as the 130 employees that comprise the FASTSIGNS International corporate team. I involved my team in creating the company’s value statement, which includes Being Open and Positive, Acting with Passion, Doing the Right Thing, Doing What You Say, and Making It Great. Because we are in the signage and visual graphics business, a street sign design is used to bring the values statement

to life. In addition, I involve my team in creating the company’s business plan annually.

It has been one of my goals to create an engaging and positive work culture, with integrity from the top down. I believe strongly in the power of positive thinking and goal-directed behavior, encouraging this in my employees, including with visual displays such as our “Inspiration Hall,” at the corporate office with quotes that inspire and motivate employees and visitors to the office. I truly have an attitude of gratitude for my employees, eagerly welcoming new employees aboard and celebrating milestones and anniversaries. In our corporate offices, we celebrate with banners, cards and public appreciation.

FASTSIGNS International, Inc. is a hard-working family of individuals that work to maximize the success of every franchisee.

I have continually worked to enhance my leadership skills and think any leader worth their salt is doing the same.

What are your thoughts on the importance of the representation of women (and other groups) in leadership roles?

Every company and organization has a diverse set of customers and prospects. Having diversity in leadership, including diversity gender, ethnicity and diversity of thought will more likely lead to greater success for the organization. And, soft skills and emotional intelligence come a bit more naturally to women; a study by the global consulting firm Hay Group found that women outperform men in 11 of 12 key emotional intelligence competencies. In addition, people who differ from one another in gender, ethnicity, or other identities bring a diversity of perspectives and views to an organization, which enhances creativity and evaluating challenges and situations more thoroughly. This leads to better decision-making and greater success for the organization.

March/April 2020 53

2019 Franchising The Franchise Woman is proud of all of the winners of the 2019 Franchising Gives Back Awards. Shannon Wilburn, our first cover story, was the Gold Winner of the Impact and Innovation Award.

Congratulations to you all!

Gives Back

Award Winners The Franchise Woman is proud of all of the winners of the 2019 Franchising Gives Back Awards. Shannon Wilburn, our first cover story, was the Gold Winner of the Impact and Innovation Award.

Congratulations to you all!

Spirit of Franchising Award The Rose Group dba Applebee’s Bar and Grill / Gold Winner Captain D’s / Silver Winner

Enduring Impact Award SONIC Drive-In / Gold Winner BMW Management (Franchisees of Sizzler) / Silver Winner

Innovation and Impact Award Just Between Friends / Gold Winner Wayback Burgers / Silver Winner

Support Our Veterans Award

The Newcomer Award

Sport Clips / Gold Winner Wag N’ Wash / Silver Winner

Goldfish Swim Schools / Gold Winner Premium Service Brands / Silver Winner

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Contact Us Let us help you grow your brand! Find out how we can target your next franchise owner.

We strive to create an amazing resource for women in the franchise industry.

Please contact us at any time.

251-300-1324 www.TheFranchiseWoman.com info@thefranchisewoman.com

March/April 2020 55

www.justletmedoit.com franchise@justletmedoit.com 704-960-4554

Just Let Me Do It “We Strive & Thrive To Make It Happen” We are a “one call does it all” service provider for all retail stores and restaurants.

Looking for contractors and handymen to join our team!

• We bring the work to you • We handle the back office

• You schedule & complete jobs

• You get paid

It’s That Simple!

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