November/December 2019 $5.95
Shannon Wilburn Gives Back
Overcoming Obstacles to Leveraging Social Media
Are You Ready to be a Franchisor? Marketing Tips
Why Marketing to Women is Critical for Your Business
Legal Tools
Business Trends
Looking Forward
Coming in January: the “She is Fierce” Issue Reserve your space today.
Reach out at info@thefranchisewoman.com
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 Miami, FL MACC / Miami Airport Convention Center Nov 09 - 10, 2019 www.franexpousa.com
The Franchise Show Phoenix, AZ Phoenix Convention Center South Building Jan 24 - 25, 2020 www.franchiseshowinfo.com/phoenix/visitor/
The Franchise Show Dallas, TX Dallas Market Hall, Main Hall Nov 08 - 09, 2019 www.franchiseshowinfo.com/ dallas/visitor/
IFA’s 60th Annual Convention Orlando, FL Orlando World Center Marriott Feb 08 - 11, 2020 https://www.franchise.org/events/ convention
Franchise Expo West Long Beach, CA Long Beach Conv & Entertainment Center Dec 05 - 07, 2019 www.franchiseexpowest.com
The Great American Franchise Expo Dallas, TX Irving Convention Center Feb 15 - 16, 2020 www.franexpousa.com/attenddallas
The Franchise Show New York/ New Jersey Meadowlands Expo Center Feb 15 - 16, 2020 www.franchiseshowinfo.com/ newyork/visitor/ Franchise Expo South Miami Beach, FL The Miami Beach Convention Center Feb 20 - 22, 2020 www.franchiseexposouth.com The Great American Franchise Expo Houston, TX Stafford Center Feb 22 - 23, 2020 www.franexpousa.com/attend-houston
November/December 2019
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IN THIS ISSUE
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29
Departments 3 On the Calendar. 6 Letter from the Editor. 10 TFW Woman of Month: Shannon
Wilburn’s Creative Business Model Gives Back to Communities Across the Country.
15 16
I am Woman.
Social Media Tips: Overcoming Roadblocks to Leveraging Social Media.
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The Token Man: Why Marketing to Women is Critical for Your Business.
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The Franchise Woman
24
Legal Tools: What Does it Take to Be a Franchisor?
28 Marketing Tips: The Pitch.
The Timids vs. The Bulldozers -There is Another Option.
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Business Trends: Nine Tips for Working with Your Spouse.
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Funding 101: Funding Sources for Women at your Fingertips.
42 45
Featured Franchises. Briefs: Women on the Move.
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42 31
Features 18
Failure is Not an Option for Juliet Boydstun of the COOP.
30 When Passion and Purpose Collide. 32 Why Franchising Makes Sense for So
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Are you Fearless or Fearfull? A successful franchise system behind you may take the fear out of business ownership.
Many Women.
November/December 2019
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Letter from the Editor W
elcome to the first issue of The Franchise Woman. I am so excited to launch this magazine with a focus on women in the franchising industry. We empower women as they navigate their businesses by providing relevant news, tools, advice and inspiration. In order to create content that will help you in your business, we have enlisted some of the top writers and experts in the industry. These women (and a token man or two) will share their knowledge, education and experience on everything from investing in a franchise to becoming a franchisor, as well as marketing tips, legal tools and business trends. We are also showcasing women in franchising who are the epitome of who we think The Franchise Woman should be. She is fun, fierce and fabulous. She is smart, driven and successful. She is engaged, gives back and pays forward. These are qualities that we find in most women in business, and they are qualities we want to celebrate. We want you to be inspired by these women whether they are just starting out on their franchise journey, or they have been leading successful companies for years. They all have a story we can learn from. In this issue, we have some amazing contributors. Faizun Kamal talks about the freedom of franchising and why she would never go back to corporate America. Susan Scotts explains why women do so well as franchise owners and the confidence it takes to grow in your business. The Token Man (Bob Griffin) lets us in on the not-so-secret news that women in franchising are on the rise, and leaving them out of your marketing plan is a HUGE mistake! Nancy Friedman gives us some great tips on working with your spouse. Our first cover story features Shannon Wilburn. She has a business model that incorporates giving back to the community as a fundamental value in her franchise. Not only is she helping others, she is leading by example as someone who understands that your business can be about more than just yourself. We hope you enjoy our premier issue. Please feel free to reach out to us if you have a great story! We want to meet you! Fiercely,
Elizabeth Denham
Publisher/Editor elizabeth.denham@thefranchisewoman.com
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The Franchise Woman
November/December 2019 $5.95
Shannon Wilburn Gives Back
Overcoming Obstacles to Leveraging Social Media
Are You Ready to be a Franchisor? Marketing Tips
Why Marketing to Women is Critical for Your Business
Legal Tools
Business Trends
If you are considering investing in a franchise, now is a great time for women in the industry. Female business ownership is on the rise, and there are a lot of options to choose from. The future is female!
Leverage the Power of Women
to grow your brand
Let us help you grow your brand! Find out how we can target your next franchise owner.
Publisher/ Editor in Chief: Elizabeth Denham elizabeth.denham@thefranchisewoman.com Designer: Annie Malloy annie.malloy@thefranchisewoman.com Contributors: Angel CotĂŠ, Nancy Friedman, Bob Griffin, Faizun Kamal, Julie Lusthaus, Susan Scotts Marketing: Juanita Azul info@thefranchisewoman.com Contact Us: 7060 Ponce de Leon Drive
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
Spanish Fort, Alabama 36527 www.thefranchisewoman.com Entire contents copyright Š2019
November/December 2019
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The Franchise Woman
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 November/December 2019
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The Franchise Woman Gives Back
The Franchise Woman
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The Franchise Woman
of the Month Shannon Wilburn’s Creative Business Model Gives Back to Communities Across the Country by Elizabeth Denham
W
hen Shannon Wilburn started her consignment business, Just Between Friends, in 1997 from her house, she never dreamed it would grow to 160 franchise owners, much less that last year, those owners would present a combined $7.6 million of in-kind donations to more than 400 charities.
“That’s what I love about the business,” Wilburn said. “When we decided to put the focus on giving back, people embraced it because it makes you feel good - and that is appealing.” Wilburn won the 2019 International Franchise Association Gold Award for Innovation and Impact for Franchising and Giving Back. This award recognizes an IFA member whose charitable or community support program focuses on using creative, innovative ways to maximize the benefits and impact on their community with limited resources. “We have eyes not only for profitability, but also for helping others,” she said. “Five years ago, we began placing a stronger focus on the charitable aspect of our business. Before then, we had not measured what we were giving back, and I realized we needed to do that in order to prioritize it.” When the focus on giving back was prioritized, Just Between Friends began giving a community impact award within the company. That award is at the same level of importance as the Franchisee of the Year Award. The winner received $750 for their charitable partner and $750 for their business.
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Just Between Friends, co-founded by Daven Tackett, provides local sales events where shoppers can save money on children’s clothes, toys, shoes and equipment and maternity items while consignors can make money on items they sell. As the business grew from Wilburn’s home to a local church gym to space at the local fairgrounds, the need to have something to do with unsold items became apparent. There were consignors who did not want to come back to pick up their items. A woman from Tulsa Emergency Infant Services who had shopped at an event asked what was done with unsold items. “Our problem was solved,” Wilburn said. “She was interested in becoming our charitable partner, and this concept became part of the concept of our franchise. Now, before franchisees open the doors, they must be aligned with a charitable partner of their choice. And after 21 years, we still have a relationship with Tulsa Emergency Infant Services.” Both franchisees and consignors have embraced the idea of giving back through Just Between Friends.
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The Franchise Woman
“There is an intrinsic joy of knowing you are donating when you are a consignor,” Wilburn noted. “Consignment in and of itself is about giving back because you are helping people who might not otherwise be able to purchase these items. But also, you are giving these items a second story, and it’s even better because it’s often a story for someone in need. Consignors ask themselves, ‘if these items don’t sell, do I want to bless someone else?’” Just Between Friends embraces the idea that they want to allow people to shop with dignity. The last
day of a sales event is half-price day. These prices are discounted 50 percent off of already discounted prices. Wilburn tells a story of a teen mom who came to shop. “The last time I worked a cash register was March of 2011 right before we reorganized the company due to rapid growth. A young woman who looked to be about 18 years-old and eight months pregnant came to the register with four bags of necessities – bottles, burp cloths, onesies. Her total amount was $10.00. She told me she didn’t know tax was charged and be-
“This secondary market, the one of giving back, has become the core of who we are as a company.”
November/December 2019 13
gan looking for something to put back. She was there with her last $10.00 trying to buy things to care for her baby. Of course, I told her to just take all of the items,” Wilburn said. “That experience helps me to remember what a difference this business can make for people. Families in
our communities have a need to take care of themselves and provide for their families. For that young woman to be able to shop and to not have to take a handout gave her dignity. This secondary market, the one of giving back, has become the core of who we are as a company.”
Shannon Wilburn is the CEO and Co-founder of Just Between Friends. Learn more at www.jbfsale.com/home.jsp . 14
The Franchise Woman
I am Woman by Nancy Friedman
I
am strong, but not overpowering. I have my likes and dislikes but do not flaunt them. I find that strong women like other strong women as though it’s a secret or private club. When I don’t agree with someone, my normal response is “well, maybe you’re right.”
I am confident, but not conceited. I still like other women letting me know my slip is showing or the tag in the back of my sweater is out. I am happy. I have much to be happy and thankful for. I never forget who “brought me to the dance,” remembering you can go down as fast as you came up. I laugh easily, but not at everything. I laugh to please me; not others. I do smile easily, though, and often. I am more sharp than smart. I find “I GET IT” quickly. Not sure what my IQ is. Not terribly interested in finding out. Sharp has been my friend. I like other strong women. They like me. We speak our minds without hurting feelings. We don’t need nonsense conversation. We don’t gossip. I don’t get angry often or stay angry long. It’s a waste of my time. I forgive and forget easily. Negativity bothers me a lot. I avoid it. I vote with my wallet, not with nasty words. Don’t like a restaurant? I don’t go. No need to vent online. Others may like it. I value my close friends. I am loyal. While I may not have terribly many close friends, the ones I have are loyal to me. Good friends survive the test of time. I can swear like a sailor with the best of them, just never in public. It’s not necessary.
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The Franchise Woman Social Media Tips
Overcoming Roadblocks to Leveraging Social Media O
by Angela CotĂŠ
ne of the coolest advantages of franchising is the opportunity for franchise partners to grow their businesses by connecting with their local communities. After all, if connecting to the local community wasn’t valuable to a franchisor, why would they bother offering franchises? They would probably make more money simply expanding at a corporate level, and recouping all of the revenue for the company itself. Connecting with the local community is how we grew my family business to almost 500 franchise locations across Canada. We encouraged an organic approach over traditional paid advertising because, let’s face it, our franchisees had enough business expenses to worry about. In this day and age, we have an amazing marketing opportunity on platforms like Facebook and Instagram that are an effective way to reach our local audience at little or no cost.
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I recently had the opportunity to present at a small business conference for independent business owners and franchisees on how to use social media to advance their brands. I will share three of the messages that I have found help most people overcome their roadblocks to leveraging social media. 1. Something is better than nothing. Unfortunately, I see all too often: analysis leads to paralysis. People get stumped overthinking what they are trying to post. Think about some simple tips you could share with your audience. Next, choose a method that works for you so that you will actually do it, whether that is a quick video, a short blog or a graphic with your tip. And don’t get paralyzed worrying that you have to be the only one delivering that particular message. Your prospective customers want to hear what YOU think about a particular topic and will appreciate the tips. 2. People LOVE real. There is something very endearing when folks are candid and natural. When people see someone else letting go of being perfect, it gives them permission to do the same. This authenticity draws people in. Don’t worry if you say “um” a few times in a video or use the wrong hashtag. 3. Quantity leads to quality. Think about anything you’ve ever learned, from math equations to a musical instrument or public speaking. It may seem scary at first, but remember that the more we practice something, the better we get at it. With social media marketing, the only real way to practice is by doing. So, for example, the more quick-tip videos we create, the more we learn what people like and the best way to market what we have to offer. Hopefully at least one of these messages sparks something in you to help you overcome whatever roadblocks you are having that are stopping you from leveraging your voice to attract your perfect customers. And, if you remember nothing else, remember this: the best marketing is the marketing you actually do, because guess what? I can guarantee that NO ONE sees the marketing you don’t do.
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 helped grow 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.
If you have any questions, feel free to reach out to me at angela@angelacote.com – Angela will get you over your roadblocks so you can share your voice to positively impact your audience in a way that only you can.
November/December 2019 17
The Franchise Woman is Driven
Failure is Not an Option for Juliet Boydstun of the COOP I
by Elizabeth Denham
f you ask Juliet Boydstun what she thinks is the key to success, she will tell you it’s not having a great idea, it’s having great execution – and believing that failure is not an option. “Having the idea is not the hard part. It is having the idea and doing it. It’s showing up for 11 years,” Boydstun said. “You have to have faith in yourself. We had moments of panic, but we kept pushing.” Boydstun and her partner, Lucinda Lent started the COOP 11 years ago in Los Angeles as a special event space for children’s parties and have attracted celebrities such as Julie Bowen, Isla Fisher and Liv Tyler. The space is a fun, cool play and party space for kids, and adults are not forgotten. There is a lovely outdoor garden, free WiFi, cappuccino bar, fabulous magazines and stress-free parties where adults can relax and let the staff do the work. Kids’ parties are filled with fun, themed decorations and activities. Play times throughout the week offer an enormous ball pit, a two-story curly slide, a rope climbing tunnel and a fantastic bouncer equipped with a basketball net. Kids can pow wow in the COOP teepee or dance the day away on the electronic dance and gaming floor. When Boydstun and Lent started the COOP, they always believed in the concept. But execution wasn’t easy. “We went to get a loan, and every banker was male. At the time, there was no one doing what we were doing, and the bankers didn’t get the concept,” Boydstun laughed. “We wound up getting an SBA loan specifically for women, and here we are 11 years later with at least 20 direct competitors.”
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The Franchise Woman
From the beginning, Boydstun and Lent decided that failure was not an option. Whatever it took, they were going to make the COOP successful. They knew they had to keep events booked, and they had back-up plans in case they didn’t have a full schedule. “We never had to use a “Plan B,” but we were ready to call in bloggers to see the space and write about it. We would have opened free play days with cupcakes – anything to get people in the space. We worked hard and kept pushing, and we have paid our bills and made it work.” From the beginning, the women believed the COOP was bigger than just the two of them. And the Shark Tank investors agreed. “We went on Shark Tank to franchise, but they tried to talk us out of it,” Boydstun said. “They thought our numbers were so high and we were doing so well, that we should go out and get a loan and keep all of the locations.” As creatives, Boydstun and Lent knew they needed some help from someone who was more business-minded in order to grow. They also knew that with a hands-on business model like the COOP, it was not possible for them to run multiple locations. When Barbara Corcoran from Shark Tank became their investor, it took her a year or two to come around to the idea of franchising, but in 2012, she advised them that it was time. “Lucinda and I are creative people. Shark Tank was a way for us to get some business advice and support. And it is a phenomenal resource for the entrepreneur. Every time our episode airs, our analytics go up dramatically, and we get more emails from people looking for a franchise,” Boydstun added. “Seven years later, we are still benefitting from that experience.” Boydstun recognizes that a hands-on business model like the COOP’s makes it harder to find just the right fit in a franchisee. It’s not something you can buy and watch it run itself. “We have built a great platform, but you do need to engage with the customers,” Boydstun explained. “One of the key things we try to do is manage people’s expectations about what owning a franchise is all about. That it is
November/December 2019 19
“When Boydstun and Lent started the COOP, they always believed it would grow. And the Shark Tank investors agreed.” YOUR business, and you have to work it. Being an entrepreneur isn’t just about getting a paycheck, if that is the attitude, get a regular job. Owning a franchise is still very entrepreneurial. It’s on you to work it and grow it.” Boydstun thrives on being involved in business ownership and the constant evolution of her business − and her enthusiasm is contagious. “There is nothing greater than having your own business – the sense of pride you have is amazing. And for my boys to watch their mom do something like this is amazing, and my little girl, too! They have an experience that I think is pretty cool – they watch me work hard, and get results. They can see first-hand that anything is possible. I can’t imagine my life any other way! I am still excited. I still love it. I have never loved a job this long.”
Juliet Boydstun is co-owner of the COOP. Learn more at www.thecoop-la.com/party. 20
The Franchise Woman
Who is the Franchise Woman? Fierce Smart
Fun
Fabulous
Driven
Successful
Engages Gives back Pays it forward
The Franchise Woman magazine empowers women as they navigate the franchise industry by providing relevant news, tools, advice and inspiration. We are the number one resource for women seeking franchise ownership. Our expert advice enables readers to improve and grow existing businesses, find creative solutions to common problems, and take advantage of new franchise opportunities. We feature women in the business who best exemplify our ideals and can inspire our readers. By women, for women and about women, we are The Franchise Woman. Join us today. Reach us at info@thefranchisewoman.com for information abut how we can help you market your brand. November/December 2019 21
Why Marketing to Women is Critical for Your Business by Bob Griffin, Entrepreneur
F
or many years, the franchising world has been centered around men. But that is changing and changing quickly. Smart franchisors are now marketing and selling to women. And that is a very good thing!
Women are buying into franchises at a rapid pace. In fact, 30% of new licenses are awarded to female investors. That number is growing, too. Are franchisors ready to make changes that reflect a female franchise base? Do they understand how being on the frontline in business creates new challenges? If not, they are missing out. As a male looking at a changing landscape, I see many parts of a franchise industry where female owners bring a new level of focus that male-run franchises haven’t. Interviewing female leaders in franchising has been eye-opening for me and reinforced the knowledge that there are always more things to learn and apply in business. Research has shown that women outpace men in several categories that are conducive to business ownership. Here are a few of the categories in which women top men in leadership:
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• Taking initiative • Self-development • Integrity and honesty • Driving results • Developing others • Inspiring and motivating others • Building relationships
The Franchise Woman
Franchisors should know when to take the lead toward expanding their markets. And if they don’t know that women are outpacing men in buying new franchise licenses, they are leaving a whole segment of the market untapped. Want some proof? Take a look:
• Between 2011 and 2017, female franchise ownership jumped 83 percent while male ownership only grew by 13 percent. • 40 percent of businesses are now owned by women and together, they generate $3.1 trillion in revenue. • Women-owned businesses are growing two-and-a-half times faster than the national average. Men need to ditch the idea of “we’ve always done it that way” or “they have to fit into our business model,” and begin to think, “how can we reach and market to this powerful and driven demographic?“ Women are a powerful force in franchising.
“Research has shown that women outpace men in several categories that are conducive to business ownership.” So, how can franchises be more accepting of women and a new way of looking at the franchise model? First, recognize that there are actually many different ways that a female view of a franchise makes it more valuable. Women are great at creative problem solving, multi-tasking and communicating. Those are qualities every business needs. Second, reach out to women in your marketing, promotion and sales funnel – even if you are in a male-dominated industry – there are women out there with every kind of skill. Don’t miss out on the opportunity to capture their business. Third, understand that with trillions of dollars of revenue, women have power in the market. If you don’t take advantage of that, someone else will. The toughest challenge is re-training the old guard that does not value women in business. Breaking through the stereotype that women are weaker, less smart, less capable is key. If you do not see these men who stereotype women, invite me to your office and I’ll point out the knuckleheads that are keeping your franchise from growing. It doesn’t take long. The best thing you can do in your franchise is to analyze how many women comprise your franchisee list and try to improve that number. You also need to analyze how much of your marketing efforts are spent focusing on attracting women, and chances are, you need to increase that number as well. Franchisors who have not focused on women need to get up to speed quickly. The current 30% of franchises that are female-owned will become 40% and 50% before you know it. Where is your brand on female franchisees?
Bob Griffin is the founder of Business Bulldog, a think tank for small business and franchise owners, and RestoreJobs, a job board for home improvement and restoration business owners and the “Let’s Break Franchising!” Podcast. He has worked with franchisees for over 25 years and is an advocate for franchisee rights. Business Bulldog, the core of his businesses, works with franchisees to lower costs, improve sales, and make being an owner enjoyable. Learn more at www.businessbulldog.com.
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The Franchise Woman Legal Tools
What Does it Take to Be a Franchisor? Julie Lusthaus, Franchise and Business Law Attorney Two important questions to consider when deciding whether to take the leap into franchising your business: 1. Should you franchise your business? 2. Are you ready to franchise your business? How to Determine if Franchising is Right for You
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ou have a great business. Things are running smoothly, and you are making money. Is the next logical step to franchise? Maybe, maybe not. Having a successful business does not necessarily translate into having a successful franchise system. For every McDonalds, Hertz and Choice Hotel, there are countless businesses that could not and should not franchise. Some business concepts are more franchisable than others. Here are six factors you should consider when analyzing whether you should franchise your business. 1. Differentiation. Is your product, service or business model unique? Do you have a recognizable and memorable brand? Can you clearly identify what makes your business stand out from the crowd and sets you apart from your competitors? 2. Credibility. Do you have a solid foundation of success? Have you been around long enough to have a proven track record, a strong reputation and well-defined management and operations processes? If your trademarks, logos, services and systems of operation are not viewed by others as valuable, no one will be willing to pay for them. 3. Replicability. Is your business model easy to replicate? Will it work in other markets? If your products or services are dependent on your locale, this is a red flag and the business is probably not a candidate for franchising. If your business is dependent on your personal brand or effort, it may not be appropriate for franchising. 4. Teachability. You will have to have a training program in place for your future franchisees. Are your systems well defined enough that they are easy to learn? Do you have processes in place? Are your concepts broad enough that most people can learn them? If your business is highly technical or requires very specific skills, it may not be a great fit for franchising. 5. Marketability. This element requires research and understanding of the market and its relationship to the viability of your business. What is the market for your business as a franchise? Is there room for growth, or is there saturation? Who are your competitors and can you compete with them? What are the prospects for growth? Determining the potential for growth for franchisees is also key. This may be one of the most important elements in helping you determine if franchising is right for you, so invest some time in this research. 6. Profitability. Profitability is critical for your success as a franchisor and for attracting franchisees. Potential buyers must be able to earn an attractive profit after paying royalties and other fees. Low profit margins will not make for successful franchisees.
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The Franchise Woman
Franchising is a Good Idea for Me. Am I ready? Once you determine that you have a “franchisable” concept, you will want to ensure that you are ready for the next step. Are you prepared to invest the time and money it takes to enter the realm of franchising? Operating a franchise is a business in and of itself.You will either need to have someone help you run your existing business or be prepared to invest enough time and money into both your existing business and your franchise system. Here are some things to consider when determining if now is the right time to become a franchisor. 1. Shifting your business focus. This will be a big change in your business. Are you ready for something completely new? As a franchisor, your business now will be selling franchises and servicing franchisees.You will need to rely on the entrepreneurial spirit that helped you make your first business successful. 2. Financing. Can you get funding? Business plans, legal documents, operation manuals, marketing materials and other expenses are a major part of start-upcosts.You will also need support staff to sell franchises and to train and support franchisees. If you do not have these costs covered, you will need to secure financing. 3. Time. As with any new venture, dedicated time to launch and grow your business is critical. Are you able to work more hours to launch your franchise system? Starting any new business takes time. Not only is time required to launch a franchise system, but once it’s up and running, onboarding franchisees requires a commitment of time in connection with training and site selection. 4. Supporting franchisees. Do you have a desire to mentor other business owners – your franchisees? Do you have the leadership and business skills to help them be successful? A big reason people buy franchises is because they know they will have support and experience to help them be successful. Are you ready to make their success your priority? If you have looked at your business and yourself and have determined not only that your business is a good fit for franchising but also, that you are ready to take on the challenge, now is the time!
Julie Lusthaus represents franchisors, franchisees and independent business owners. To learn more, visit her website at www.lusthausfranchiselaw.com. November/December 2019 25
The Right Franchise for You: Escape the 9 to 5, Generate Wealth, & Live Life on Your Terms Find the franchise that is right for you! Climbing the corporate ladder is always hard, but it is especially tricky for women. Many are opting out of Corporate America and choosing to go a different route! Owning a franchise is a great option if you want to work and earn income but cannot put in the hours that traditional corporate jobs demand. Business ownership gives you the flexibility to grow at your own pace while working hours that fit with your personal responsibilities. Let Faizun Kamal, renowned franchise coach and former corporate executive, guide you through her proven process of researching and buying your future franchise. This will exponentially increase your probability of success! If you’re serious about finding a better career path, then by the end of The Right Franchise for You, you will:
• Learn the proven process to find the best franchise for you. • Uncover the pitfalls to avoid making a costly mistake. • Determine the best way to fund your franchise. • Discover the ONE key to making your franchise search a successful one.
Don’t wait! Get started on a path to a fulfilling a lucrative career as a franchise owner. Create your life of profit, purpose, and passion! The Right Franchise for You was released on Amazon on June 27, 2019 and became a bestseller in the first week! So, grab a copy for yourself! This is the only book you need to help you find the franchise that is right for YOU! If you already know a franchise is the next move for you, you can contact Faizun directly at: Faizun@thefranchiseconsultingcompany.com.
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The Franchise Woman
November/December 2019 27
The Franchise Woman Marketing Tips
The Pitch: The Timids vs. The Bulldozers There is Another Option by Elizabeth Denham
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hen women invest in a franchise, they usually opt for businesses that align with their passions and backgrounds. We all want to love what we are doing, but even more, we want to feel like we know what we are doing. And while we may know the core purpose of a business and how to manage it, we may not feel natural selling and marketing it.
“Are you the person who feels bad asking people for something? Or are you the person who bulldozes and never gives the possibility of “no” a second thought?” Are you the person who feels bad asking people for something? Or are you the person who bulldozes and never gives the possibility of “no” a second thought?
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Both of these styles can work and be successful. But both can also be a turnoff or slow the sales process while potential customers are either thinking about it because there is no sense of urgency, or they are backing off to make sure they are not being pushed. There is, however, a third option – one that takes the intimidation factor out of the “Timids” and takes the edge off of the “Bulldozers.” You can be “The Problem Solver.” The “Problem Solver” is first and foremost a good listener. You have to listen to what people are asking for, to what challenges they are facing and to what they think can help them reach a solution. Once you have listened and really heard what this person is saying, then you have to walk down the path with the potential customer. After all, they dictate the path, not you. STEP 1. Start with small talk. If you reached out to them, tell them how you found them and ask a bit about who they are and what they do. If they reached out to you, ask how they found you and why they felt you could help. This will generally give you a sense of how to steer the conversation.
Four simple steps to having a great pitch call with a new lead as “The Problem Solver” STEP 2. This step can be swapped with step three if it is the natural flow of conversation. Tell them about yourself. Do not “sell” to them or talk specifics, just tell your story. Who you are, why you do what you do and what matters to you.You become more relatable when you are sharing your passion. STEP 3. This step can be swapped with step two depending on the conversation. Ask them to tell you about themselves. What is their story? Who are they? What is important to them? And then ask what it is they are looking for and what problems, challenges and goals they have that need addressing. Listen intently as this is going to drive your response. STEP 4. Let them know that you heard what they said and understood their needs by repeating it back to them. “I understand you are facing these challenges, or striving for these goals or have these needs…” From this point, you let them know that you can help them solve these problems and how. “I think we are a great fit for you and here’s why…and here’s what we
can do to help you meet those needs…” And then, “Here are some next steps for us to move forward together…” If you have done your research, you will have a framework of what it is they are looking for and how your business could fit into that dynamic as a starting point. Once you hear specific needs, you can offer specific solutions. And here is the clincher – if you are not a good fit or cannot solve their problems, tell them. They will remember that you did not waste their time or money and they might just pass your name along to someone who may be a better fit. Building relationships is more important that making the sale right off the bat. If someone thinks all you are about is the mighty dollar (and there is nothing wrong with making money) they will be less engaged and less trusting. Take the time to get to know people, offer advice and care about what they are doing in their business. This is the foundation for building trust and developing long-term relationships in your business and in your life.
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The Franchise Woman is Fabulous
When Passion and Purpose Collide by Elizabeth Denham
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hat is the truly fabulous thing that happens in life when your passion and purpose collide? Fulfillment! This is what Brandi Ackerman has experienced as a Smoothie King franchisee.
“Everybody is put on this Earth to do something. I feel like my purpose is to inspire and encourage people,” Ackerman said. “Smoothie King is a great fit for me because its vision and purpose are the same as mine.” Ackerman believes that as a business owner, you should reflect the brand in your lifestyle and really believe in what you do.
Smoothie King Mission Statement
It is our Vision at Smoothie King to become THE healthy alternative to unhealthy food choices by providing a consistent, outstanding guest experience, great tasting nutritional smoothies and the highest-quality nutritional products in a healthy, energetic environment. “I live it and breathe it. My mission is to help people to live a healthy and active lifestyle. I want everyone to live their best lives for themselves,” she said. “I try to help people have a healthy attitude towards food. When I am at the gym, I try to encourage the person next to me. I want my team at work to have the same ideals, so I try to hire staff who align with that same feeling. We want bright, fun, chipper people with an eye towards health and fitness. When you think of Smoothie King, we want you to think of those qualities.”
“Everybody is put on this Earth to do something. I feel like my purpose is to inspire and encourage people.” Ackerman’s healthy and active lifestyle even bleeds over into work parties. Each year for the Smoothie King Christmas party, she takes her team to work out at Orange Theory Fitness. “The kids we hire love it,” she said. “And we spend some time together working out, having fun, and building the brand within our team.” Ackerman wasn’t always so devoted to health and fitness. When she was in high school, she was overweight and did not feel cute at all. She tried college, but found more
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purpose in the military. She visited 11 countries in four years, and during her time, she became the aerobics instructor on her ship. After the military, she was regional supervisor for a chain of weight loss centers in Florida, Alabama and Mississippi. She became passionate about taking care of herself and that inspired her to encourage others. After her child was born, she stayed home with him for a while and then did some catering work with local Smoothie King owner, Shannah Stamm. It wasn’t long before they decided to team up. Together, they now run three stores on the Gulf Coast of Alabama in the cities of Daphne and Fairhope. And she has never looked back. “We have guests of all ages, demographics, backgrounds and cultures,” Ackerman said. “And they all have one thing in common − they want to feel better, look better and live better. So that’s what we speak to.” That even means helping cancer patients stay healthier during treatment. In 2018, Smoothie King partnered with the American Cancer Society to create a high calorie, nutrient-rich, dairy-free smoothie that tasted great for anyone, especially patients who are challenged meeting their daily caloric and nutritional needs. Brandi’s store (a test store) received potential recipes and had their guests taste test them. Guests provided feedback that helps Smoothie King scientist with the final product. Brandi and her team went above and beyond with the testing for the American Cancer society smoothie, now called the “Daily Warrior.” They even took samples to the local Cancer Centers to have patients sample and give their feedback “We want to be an integral part of people’s health and fitness journeys,” she said. “And I feel like when you blend a smoothie for someone, you are helping them meet their needs − whatever they are. We make it easier for people to achieve their goals with smoothies that taste good.” Smoothie King’s new tagline is #RuletheDay, and The Franchise Woman thinks that suits Brandi Ackeman just fine.
Ackerman’s Entrepreneurial Spirit Brandi Ackerman demonstrated her entrepreneurial spirit early on.When she was staying home with her young child, she did a lot of couponing. She designed an organizational system for the coupons, got a patent, had a mold made and imported them from China. She marketed to trade shows and women’s shows and built a brand to “Live Large on Less.” She still sells her system online at www.mycouponkeeper.com/.
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Why Franchising Makes Sense for So Many Women by Faizun Kamal
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limbing the corporate ladder is always hard, but it’s especially tricky for women. Often, they are considered unambitious compared to male peers because, though they work, they’re still the primary care-takers of their families. Some may have to leave the office at 5pm to pick up children from daycare, others can’t attend 7pm meetings because they don’t have childcare. Many can’t break away from home for overnight work trips because of elder care. And for women who took time off to raise their kids, it becomes challenging to get back in the workforce. For women at various stages of their lives – as young mothers, parents of teenagers and children of aging parents − these realities chop away at a woman’s opportunity for success. That is why many ambitious women are opting out of corporate America and choosing to go the franchise route. The very same women who sacrificed years of their personal lives to invest in their professional identities are now saying “no more.” They have discovered that there is a much more satisfying way to create a robust career without having to give up on a family life. Investing in a franchise becomes a very effective and, ultimately, very fulfilling way to brave the workforce—but this time, on their own terms. Owning a franchise is a great option for women who want to work and earn income but can’t put in the hours that traditional jobs demand. Business ownership gives women the flexibility to grow at their own pace, while working hours that gel with their personal responsibilities. About a year ago, Peggy attended my franchise workshop. When I met her, she had been a stay-at-home mom to two preteens. When she and her husband moved to the United States from Latin America, they made the decision for her to take care of the children. Her husband traveled constantly for his work and was almost never around, making it even more imperative for her to take on the role of primary caretaker.
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Before their move to the U.S., Peggy was the Director of Human Resources at one of the top accounting firms in the world. She had led large teams of people, managed strategic initiatives and drove growth for her company. When she began working with me, she had gotten deeply frustrated by the lack of corporate opportunities that fit her schedule. She was a highly qualified, mid-career professional who could not find a job that paid her what she was worth while allowing her to take care of her personal responsibilities. She had started wondering if franchise business ownership was the best option for her and her family. Over the course of the next couple of months, I worked with her to evaluate various franchise brands. She dug deep and did her due diligence to understand the business models of various brands.
“Owning a franchise is a great option for women who want to work and earn income but can’t put in the hours that traditional jobs demand.” Based on her background in human resources and operations, Peggy gravitated towards a franchise that provides staffing services to mid- and large-sized companies. It was a perfect fit with her skills, and she knew she would be able to hit the ground running and make the business profitable using the franchise’s proven playbook. Unlike Peggy who wanted to run her business as a full-time owner-operator, many female franchisees opt for semi-absentee franchises. These franchise busi-
ness models allow for managers to run the day-to-day operations, while the franchisee spends about 10 to 20 hours per week working on the business versus in the business. They stay engaged in doing local marketing, keeping track of key performance indicators, and hiring and firing, among other responsibilities. Franchising offers a range of ownership models in a staggering array of industries from food to fitness, retail to senior care. So if you are a professional woman who is tired of struggling through a corporate career and wants a job that offers a lucrative income and a great work-life balance, there may be a franchise out there for you.
Faizun Kamal is a nationally-renowned public speaker, best-selling author and sought-after career strategist. As CEO of The Franchise Pros, Faizun coaches people nationwide on making the transition from employee to entrepreneur. Want to find out about franchises that may be the “perfect fit” for you? Email: faizun@thefranchiseconsultingcompany.com.
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The Franchise Woman Business Trends
9 Tips for Working with Your Spouse by Nancy Friedman, Founder/President, Telephone Doctor Customer Service
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omen now own almost 30 percent of all franchise businesses and 40 percent of businesses overall. That does not include the 17 percent of businesses that are owned by husband-and-wife teams. That 17 percent is a special group. Not everyone can work with a spouse, and not everyone should! Having a LOT of experience working with my husband, my tips will help keep your business going and your marriage blissful. Since we’ve been married, I’ve launched four businesses with my husband. Three were his, and I helped him. One was mine, and he helped me. People always ask me, “Nancy, you’re with Dick 24/7/365. How on earth do you do that? How does that work?” Without missing a beat, Dick and I have the same answer. “We didn’t know it wasn’t supposed to work.” We did, as you might imagine, work through some of the tough times, and there were a few. Not many, but yes, a few. Here are a some tips that made all four of our start-ups successful.
9 Successful Tips for Working with your Spouse 1. “Honey,” “sweetheart,” “darling,” “love of my life,” are for use in the kitchen – not your business. Sticking with our first names showed our customers we’re a family-friendly business. We certainly do have our pet names we use at home, but not in the business world. 2. Leave your ego at the door. If you went into business together, that’s what’s important. Does it matter who did what? Sometimes it was his idea; sometimes mine. We celebrate the idea, not the person. The key word in working with your spouse is “WE.” Using it often helps maintain the idea. Even when it only came from one of us, Dick and I used the word “WE.” We took the applause together. Still do.
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Divorce, no. Murder, can I think about it?
3. Don’t ever, ever lose your sense of humor. Ever. There is humor in most everything. If you’re having trouble finding it, think of San Juan, Puerto Rico, the Bahamas, 9/11 or your friend with cancer. In the long run, it usually can be worse. Complainers and blamers don’t make great partners. 4. Quality time is mandatory. Leave time for each other. It’s especially important to make the time when you’re extra busy. Even a short dinner at a fast food restaurant can work. But a nice dinner with a glass of wine is even better. 5. Something bothering you? Do not emotionally leak on your spouse. Flat tire? Gained weight? Argue with kids? Whatever. If it didn’t involve the spouse, don’t take it out on the spouse. Sadly, it’s easy to do, mostly because of our unconditional love for each other. Sort of “we know we can, they’ll forgive me.” Sure we will; however, we don’t like it. 7. Bringing KIDS into the fold? I can tell you what worked for us. When our son said he wanted to come into the business after graduating college we said, “Sure that’s super. However, we need you to work somewhere else for a year to see how things are outside the family business.” While he wasn’t thrilled with the option, he went and got a ‘real’ job at a big company, and one year later came back and asked that we hire him. We did and he’s been around forever. But there were some ground rules. I wasn’t MOM and Dick wasn’t DAD in our 9-5 working environment. We were Nancy & Dick. Then after 5, we were MOM and DAD again. Could he deal with that? “Let’s find out,” he said. Again, it worked for us. No respect was lost by calling us by our first names. In fact, it made us closer. 6. Working 24/7/365 is NOT for everyone. I wouldn’t push it on others. Even the best of us can have issues when working together. It’s HOW we handle the issues that makes the success.
Nancy Friedman Nancy Friedman, founder & president of Telephone Doctor Customer Service Training, is a sought-after speaker for franchise and corporate conferences on her expertise 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 on her specialty, Nancy can be reached at www.nancyfriedman.com, or email her at nancy@telephonedoctor.com or a call: (314) 291-1012 CST.
8. Never, never, never go to bed angry with each other. NEVER! No more needs to be said on this. 9. Reread Number 8.
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Are you FearLESS or FearFULL? A successful FRANCHISE system behind you may take the fear out of business ownership. by Susan Scotts
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o you truly see yourself as a fun, fabulous, fearless and fierce female on the inside, but you find yourself coming across to others as fearful and meek? Do you find yourself trying to be liked because you’re feeling less than your male counterparts? Or less valued by your male counterparts? If you chose the latter options, you are not alone. How do you push through the fearFULL feelings and embrace being FEARLESS? First, let’s look at women in corporate America. Currently, and for centuries throughout history, biases against women (either by their male counterparts or their own thoughts) have allowed for only 4.9% of Fortune 500 CEOs and 2% of S&P 500 CEOS to be women, and those numbers are in a decline. This tendency, whether conscious or unconscious, has played a significant role in hiring and promotion decisions. But the strength of women’s attributes do not align with these lower numbers. In fact, you might be interested to know that others around you view you as a strong and successful individual. In a recent article titled, “Research: Women Score Higher Than Men in Most Leadership Skills,” the Harvard Business Review (HBR) shared their findings from their analysis of 360-degree reviews that women in leadership positions were perceived as being every bit as effective as men. “In fact, while the differences were not huge, women scored at a statistically significantly higher level than men on the vast majority of leadership competencies we measured.”
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Female Franchise Ownership by the Numbers Franchise Women Female-Owned Franchises
2017 2007
27% 20%
Women in a Franchise Partnership with Men
2017
17%
Women in Franchise by Industry Women are dominating in these business sectors Education Slimming Salons Accessory and Arts Beauty Salons and Nail Bars
Yet when women were asked to do a self-assessment, they were not as generous in their ratings. When confidence ratings for men and women were compared, there was a big variation in self-belief. In the HBR research article, “A man and woman with identical credentials, who both lack experience for a higher-level position, come to different conclusions about being prepared for the promotion.” The man says “I’m close enough” while the woman is less willing to step up. So what is the missing link? How do we become more able to embrace our strengths as business owners? One step that helped me learn to be more confident and assertive was learning to keep a positive internal dialogue in my head. When someone once said to me that “confidence is sexy,” I didn’t realize how profound that statement really was. I liked the idea and put a little Post-It with those words on my computer screen. As I read them every day, I consciously began selecting strong words and using more inflection to make this shift. The difference in my business was staggering. I went from, “well I think I can help you” to “I’m confident that I can help you” with complete certainty in my voice. Now, my clients can’t wait to hear the possibilities I have for them! The difference between fear and faith can be as simple as keeping a positive focus. Age also may play a part. Women tend to be less confident at a younger age. It is important to encourage our younger females to be confident and fearless from an early age. Frankly, I was not so confident in my early years. While I aspired to be a leader, I didn’t feel I had enough knowledge or confidence to get there. I was full of fear that I would fail. With age and experience, that feeling of needing to be liked became less important to me. And, thankfully, I always had determination and persistence. The tenacity I had led me to a Senior Vice President level, but I knew that while working in corporate America, I’d never have the freedom, control or flexibility I truly desired. After all, being Senior VP would never mean owning the company that I helped to become successful. I wanted to create that same success for myself and build wealth and equity for my future instead of someone else’s. I knew I lacked at least part of the skillset to start from scratch by myself, but a thought occurred to me as I aspired to have my own business. “Why not promote yourself by becoming a franchise owner? A franchise business may help you better translate your fearless traits
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more readily for several reasons. First, a franchise, simply translated, means a proven system of business with the tools, technology, training, marketing and support behind you. Second, many franchises cost less than the price of a new car – there are many that are more affordable than you might think! It is also important to note that even if you do not have to have knowledge or experience in an industry, the franchise is going to train you and support you. It could be time to learn something new! There has also never been a better time to explore franchising, as there are diverse funding options that can allow you to leverage the government’s
“Women scored at a statistically significantly higher level than men on the vast majority of leadership competencies we measured.”
Women in Business Firms owned by women - 11.6 million Sales generated by women-owned businesses - 1.7 trillion People employed by women-owned businesses - 9 million Women-owned businesses with $1 million in revenue - 487,200
money to fund the business, provide a salary as you ramp up the business and provide working capital as well. I’m happy to report that the number of women in business is on the rise: women own more than 25% of franchises and that number is growing! From 2007 to 2018, women-owned businesses grew 58 percent. According to an American Express report, women-owned businesses are growing 2.5 times faster than the national average. Forty percent of businesses are now owned by women and together generate $3.1 trillion (that’s with a “t!”) in revenue! There are 9 million people employed by women-owned businesses today. Whether you have always wanted to be the boss, own a business, become an entrepreneur or just take control of your own future, if you’re fierce, fun, fabulous, smart, driven, successful, engaging, like to give back or pay it forward (or all of these things!), empower yourself by looking into franchise ownership. If not you, who? If not now, when?
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Susan Scotts is a multiple-award winning career transition coach with The Entrepreneur’s Source ® and possesses over 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.
PUSHPA KUNWAR The Patch Boys Las Vegas, NV
TAMARA HOLMES The Patch Boys Central VA
LEA RUBINSTEIN The Patch Boys Ocean County, NJ
LISA KALEZIC The Patch Boys Raleigh, NC
Don’t Let Our Name FOOL YOU The Patch Boys is a Great Business for Women • Niche Concept
• Flexible Schedule
• Low Cost of Entry
• Low Overhead
• Quick Startup Time
• High Margins
• Home-Based Business
• Ideal Work-Life Balance
Holes in your ceiling? We can help!
www.holeshappen.com
844-99-PATCH
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The Franchise Woman Funding 101
Funding Resources for Women at Your Fingertips by Elizabeth Denham
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re you ready to be a business owner? Do you crave the freedom and excitement of being in charge of your own future? Have you found just the right franchise opportunity that aligns with your passion, lifestyle and goals? The next question is the toughest one. Do you have the funding to launch your dream into a reality? “Funding.” The dreaded word. While passion, drive and work ethic will help you succeed, one of the biggest obstacles to overcome when investing in a franchise is funding. If you do not have cash on hand, then you are going to need to find a funding source. While you may consult with brokers during your search for a franchise, you will need to know what funding options are
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available and what you may qualify for before you take the leap. A good place to start your research is the Small Business Administration (SBA). The SBA has resources specifically allocated to helping female entrepreneurs start new businesses and succeed in the market. The Office of Women’s Business Ownership (OWBO), through programs run by the district SBA offices, can direct you to programs for training, counseling, federal contracts, and access to credit and capital. They also operate Women’s Business Centers (WBCs) across the country to help women achieve their goals, level the playing field and provide mentorship.You can find a center near you here.
Here are some resources to review when researching your funding options: • 8(a) Business Development Program
• Local Assistance Resources • Lender Match Tool • SBA Loan Programs • National Women’s Business Council • DreamBuilder • Association for Enterprise Opportunity (AEO) • Association of Women’s Business Centers (AWBC) • National Association of Women in Construction • National Association of Women in Real Estate Businesses (NAWRB) • National Association of Women’s Business Owners (NAWBO) • U.S. Women’s Chamber of Commerce (USWCC) • Women’s Business Enterprise National Council (WBENC) • Women Impacting Public Policy (WIPP) • Women’s Presidents’ Organization (WPO)
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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 easy-to-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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Just Between Friends® Consignment sales are a popular way for families to bring in extra money while helping others find a bargain. Just Between Friends created a franchise opportunity around that premise. Perfect for anyone looking for supplemental income, Just Between Friends franchisees market to consignors with items for sale and run at least two large consignment events a year. This affordable opportunity can be run as a part-time business or scaled to multiple territories for higher revenue potential. For more information, visit www.jbfsale. com/home.jsp.
JOBSITEIMAGE
Jobsite Image
TM
What’s in your walls? Jobsite Image customers know! An innovative service, Jobsite Image photographs what’s behind the walls of newly-constructed and renovated homes and catalogs the images with a unique system that includes a web-based page and login for each client. Every pipe, duct and MEP element can be accessed with one click. Customers love the service since it can save them money and aggravation down the road. For investors, Jobsite Image offers an easy-to-run, homebased business with low startup costs and very little overhead or competition. For more information, contact 877-my-jobsite or visit www.jobsiteimage.com.
The COOP Who wouldn’t want to work in a business where your business is to play? The COOP is the coolest play and party space for kids and adults. Are you someone who loves to get creative and plan fantastic parties? The COOP experts plan baby showers (Pampers and Champers), mommy group parties, school events, fundraisers, holiday parties, cocktail parties and more. With its proven business model, national television exposure and Shark Tank investors, The COOP offers national and regional exposure at an affordable price. For more information, visit www.thecoop-la.com/franchise-info.
November/December 2019
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Women on the Move The Franchise Woman would like not only to inspire women to achieve their dreams of successful business ownership, but also recognize women who are owning it, killing it and making big moves in the industry.
Claudia Greninger
Medifast, Inc. named Claudia Greninger Executive Vice President, Human Resources.
Tara Comonte
Tara Comonte was promoted to President and CFO at Shake Shack.
Tammy Senter
Tammy Senter recently became Venture X’s National Sales Manager.
November/December 2019 45
Catherine Monson
The Dallas Business Journal named Catherine Monson, CEO of FASTSIGNSÂŽ International, Inc. as a 2019 Most Admired CEO.
Amanda Powell coolgreens promoted Amanda Powell to Vice-President of Operations.
Carrie Walsh
The SubwayÂŽ brand named Carrie Walsh Chief Marketing Officer, North America.
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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
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