Franchising USA- Veterans in Franchising Supplement- September 2013

September 2013

Veterans in Franchising www.franchisingusamagazine.com

Veteran Entrepreneurs in Franchising

5 Tips

for Finding the Right Franchise

Franchising with Both Feet on the Ground Franchising USA

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V e t e r a n s i n F r a n c h i s i n g Suppl e m e n t s e pt e m b e r 2 0 1 3 Our Veterans in Franchising special supplement has become a regular feature of Franchising USA. To share your story in the September issue, please contact Jenn Dean, Business Development Manager Phone: 250-590-7116 Email: jenn@cgbpublishing.com

Contents 56 Franchising with Both Feet on the Ground Martha O’Gorman, Liberty Tax

64 The Missing Piece: What’s Not in your Franchising Toolbox Richard Ashe, Veteran Franchise Centers LLC

60 5 Tips for Military Veterans Looking

for the Right Franchise Tim Courtney, CruiseOne

67 Veteran Entrepreneurs in Franchising Kevin Blanchard, VetFran

63 Finding a Fit with Young Remembrandts Don Eisenhauer, Yound Remembrandts

68 A Green Beret Finds Gold in Signarama Jim Tatem, Signarama

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M a r tha O’G or ma n, Chief M a r keting O f f icer O f L ib er t y Ta x Ser vices

FRANCHISING W I T H B O T H FEE T ON T HE GRO U N D veterans have the skill set needed, the ambition needed, and the fearlessness needed to be their own boss; but, are uncertain on how to start a business from scratch. For many returning heroes, franchising is a practical route because the structure is already established with a freedom to command. The key issue for former soldiers considering franchise ownership is to make an educated decision with both feet planted on solid ground (for a change).

Martha O’Gorman

As a veteran, you have learned to overcome, persevere and succeed.

Given a mission and a plan, you accomplish your goals without deviation.

The success stories and statistics supporting the alignment with veterans and franchise ownership is in abundance everywhere you look. So are the franchises options. Finding your fit in civilian life as a franchise owner is not unlike the battlefield, careful thought and thorough enquiry must precede any action.

Buying a franchise can be confusing because of the diversity of franchise models and the enormous amount of information that is available. The options may be overwhelming and finding a company with a culture that fits you is one strong component of success. Many

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Owning Your Own Business The American dream of business ownership is becoming a popular route taken by transitioning veterans. However, getting to ownership seems to be an elusive and complex dream for many. The benefits should outweigh the challenges, but if they do not, perhaps owning your own business isn’t the route for you.

The advantages to owning a business that can change your life: • Independence from a boss setting your schedule • Freedom from worrying about having a job tomorrow • Flexibility to work the hours you choose • Pride in the work you do because you are helping others • Stimulation from daily challenges, no dull office routine • Leadership, the ability to mentor and motivate others can be extremely fulfilling The challenges to owning a business can be the breaking point for those going it alone:

• Finding the finances to back your business • Legal issues such as contracts, trademarks, rental agreements, etc.

• Hiring and training staff to run your business • Building a brand takes a lot of time and money

The Franchise Model One reason franchise ownership is growing so rapidly is due largely to the fact that a franchise model provides you with a system that has addressed the challenges of owning a business. You are instantly buying into a proven business model, typically with financial assistance, marketing plans and training available.

The very basis of the franchise model addresses another challenge of business ownership – branding. When you enter a business relationship as a franchisee, you are getting permission to operate a business under the trademark of the established business (franchisor).

Essentially a franchisee is running a business using the concept and success of the franchisor’s brand and operating methods.

Even though the franchisor has created and set up the actual business model, the franchisee is still considered an independent business owner. Day-to-day operations of running a business are left up to the franchisee. Handling the local media, promotions, hiring, maintenance of the building, bank accounts and various multitasking are the sole responsibility of the franchisee.

Is A Franchise For You? Franchising, with its variety of options and different models may seem appealing, but that does not mean it is for everyone.

There are financial risks and long-term commitments to take into account. Before going any further, you need to have a heart-to-heart with yourself to make sure you would be happy in a position as a franchisee. You will need to ask yourself – and honestly answer – some tough questions. Such as: r Are you comfortable with all of the daily decisions being left to you? r Are you comfortable with cleaning toilets and firing an employee all in one day? r Do you have confidence in yourself to handle all aspects of a business? r Are you an optimist even when things go south? r If you have a family, are they supportive?

If you answered ‘yes’ to the above questions, then chances are you may be a good match for franchise ownership.

Two questions that may rule you out for owning a franchise would be: r Do you consider yourself extremely

“Throw a rock in the air and you will likely hit a franchise. Shopping centers, strip malls, on neighborhood corners, franchises are everywhere.” independent or fiercely stubborn? r Do you mind answering to a superior?

Because if you answered ‘yes’ to either of these two questions, you may prefer to start your own business from scratch rather than attempting to follow someone else’s proven system.

Do You Have What It Takes?

Franchisees are expected to work independently but not in isolation. While every franchise model implements fixed procedures and regulations, it is a tightrope to run a business while adhering to a franchisor’s stipulations. Managing that balance takes a special individual, one who has drive and motivation countered with a good bit of unpretentiousness. After rising through the ranks in the military, incorporating teamwork to accomplish each mission, a veteran typically has what it takes to be a great franchise owner.

As a former solider, you should be aware that business ownership taxes both your mental and physical fitness. Pushing through daily office frustrations while continuing to follow the concrete path to success is a constant battle. Owning your

own business will drain your energy and raise your stress level; therefore, closely consider your motivation level, your finances, and the reality of what’s expected of you. Even with those considerations, the payoff of self-fulfillment, freedom, and profitability versus being a spoke in the corporate wheel is why veteran’s turn to franchise ownership as a new career path.

Finding Your Franchise Fit Throw a rock in the air and you will likely hit a franchise. Shopping centers, strip malls, on neighborhood corners, franchises are everywhere. Finding your fit may not be as easy as it appears, particularly if your community is saturated with franchise shops. In fact, that favorite sandwich shop you’ve been eyeing could be booked in your area (and even the surrounding territories). And further investigation may expose the need to be on your feet for twelve hours straight, which may not be your idea of franchise ownership.

Research is required. No sugar-coating it, you are going to have to research and then research deeper. And the first thing you

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M a r tha O’G or ma n, Chief M a r keting O f f icer O f L ib er t y Ta x Ser vices

“Franchisees are expected to work independently but not in isolation.” will need to research is yourself. Decide what will make you happy in your “new normal,” what are you looking to get out of ownership. What was the motivating factor that got you to this point?

As mentioned earlier, if being on your feet for twelve hours is not what you had in mind then perhaps a service-provider business will better suit your needs.

Having free time for family is high priority for many veterans that have been away from family long enough. Perhaps a more flexible schedule that a seasonal business can provide is the perfect fit. A seasonal franchise allows you to spend more of your spare time with family and enjoying other interests. Jot down a list of your wants and needs, your budget and any skills you want to utilize; this will help guide you in choosing a franchise that will fit your expectations.

Do not get pigeon-holed into believing you cannot own a business because you have no experience in the industry. Just as in the military, training should be a large and ongoing part of the investment process and as long as you have the passion to succeed, the rest will come.

Questions to Ask Before You Buy Not all franchises are created equal. While it is sometimes hard to spot trouble zones, here are some basic questions to ask: • How long has the franchisor been operating and how many franchises are operational?

• Has the franchise received any accolades from the industry?

• Have the leaders of the franchise been involved in other franchise systems that have failed?

• How many lawsuits are pending (look for a pattern here)?

• Does the franchise or leaders have any prior bankruptcies?

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• Do they have an FDD and are they willing to provide you one?

Warning Signs This is a large investment, so taking your time to make the right decision is crucial.

If a franchisor is rushing you, advising that you do not need an attorney, or even threatening that time is “running out,” you may want to reconsider doing business with this franchisor. Other facts that you should consider before purchasing a particular franchise: • A franchise that has less than two years in business; • A franchisor that supplies vague answers (red flags: “as needed”, “our discretion”, or any ambiguous answer); • A franchisor that holds no registered trademarks to its operating system • A franchisor that is anxious to finance your endeavors rather than helping you run a prosperous business

Talk With Other Franchisees The best advice comes from those who have been through the experience and who are current franchisees. Talking with an existing franchisee will provide more information than any website or marketing presentation. Franchisees can answer most of your questions, from support and training to fresh marketing ideas. Just be cognizant of their own interests. Some franchisees may see you as competition or, alternately, a contributor to the regional ad fund and so their answers may be slightly skewed. That being said, you still want to talk with as many franchisees as possible to get an overall feel for the day-to-day life as an owner of that particular franchise

Discovery Days Possibly the first face-to-face meeting you may have with a prospective franchise will be at an event commonly known as Discovery Days. As excited as you are to

actually shake hands with the people you hope to do business with, they should be just as excited to get to know you. These meet-and-greet seminars are held to give potential franchisees an opportunity to ask questions and learn more about the franchisor in an environment with no obligation to purchase a franchise. Usually held at the corporate headquarters or an exciting destination, Discovery Days allow the franchisor to give an overview of the history of the company, explain the business operations, explore the training, discuss real estate options, and evaluate the financial investment. Typically it is the chance to meet the corporate team as well as existing franchisees.

The recommended time to attend Discovery Days is toward the end of your search. You should invest the time and money only after you have narrowed your choice to a particular franchise which stands out above the others. You want to confirm - in person - everything you have researched and learned regarding this franchise.

And while you are studying the franchisor during Discovery Days, they are also ensuring you would make a good fit to their culture and team. When you go into business with someone, it is crucial that both partners know what makes a business successful. The basis for Discovery Days is to understand the company’s direction, its management’s goals, and whether your interests align with those goals.

Financing and Start Up Costs So that long-lost, millionaire relative passed away and you have inherited it all – no? You won the lottery? Not yet? Then chances are you are going to need a loan to finance your business. And the good news is many veterans don’t have to go far to find financing options. Many franchises offer Veteran packages with reduced franchise fees for qualified individuals.

For example, Liberty Tax Service offers a Veteran’s Package and Minority Incentives to assist those interested in owning a Liberty Tax franchise.

A quick check at www.franchiseregistry. com will provide a list of 600+ preapproved franchises that the Small Business Administration (SBA) offers loans to help get the franchise business started. A few large franchisors, like Liberty Tax Service, have financial assistance for veterans wanting to get into franchising but unable to find the resources. Even if the franchisor does not offer a loan program, they typically will offer a business plan, which lenders may require during the loan application process.

For disabled veterans, the U.S. Small Business Administration offers the Patriot Express Pilot Loan Initiative which makes loans of up to $500,000 that are backed by the SBA’s maximum guarantee.

These loans are a great option to borrow the startup costs needed to purchase a franchise.

franchise from that registry mentioned above early on saves headache and heartache down the road).

Here are a few steps to take to qualify for a loan: • You will need to pull your credit report from each reporting agency and check the accuracy (pull all three from www. annualcreditreport.com).

• Do not make any large purchases or big career moves (no new house or having your spouse quit a job).

• Get your credit score above 650. One way to do that is to pay off your smaller credit cards and debts.

• Save up for a down payment. The majority of lenders expect you to have a down payment to demonstrate that you are committed to the investment.

If you do not qualify for a bank loan and do not have a retirement plan, you may want to consider borrowing from a relative. If this is your only option, it is best to treat family loans as a professional transaction, with a loan agreement documenting the terms of the loan. Present the same paperwork to your family lender in the same manner that you would present to a bank you were borrowing from. Have a professional accountant draw up loan papers and have an attorney review its terms.

Your Decision So you have researched, dreamed, planned and talked it over with your loved ones.

Now it is time to move forward and actually open the doors to your new business. The most wonderful thing about owning a franchise is that you are never alone – you have comrades. You are participating in something larger than yourself and growing your business and personal success with other like-minded business owners.

You have taken many risks for your country – maybe even taken a bullet or two. Why not take a risk on yourself.

Believe in yourself and invest in yourself.

Now is your time to plan your mission for the future, you’ve earned it.

Martha O’Gorman, Chief Marketing Officer of Liberty Tax Services is one of the founders of Liberty Tax Service, the fastest growing company in the tax preparation industry. She has created marketing and sales strategies for both franchise development and consumer programs that have led to Liberty’s rapid growth and development. The company currently operates over 4,500 locations in the United States and Canada.

For more information: www.libertytax.com/own-a-taxfranchise.html

You may want to establish a relationship with a local bank. Having a long-term relationship with a bank may help you get financial assistance in some cases. Find a bank that will be close to your franchise location as well. The bank will still look at important details regarding the franchise, such as the length of time the franchise has been in existence, the number of franchises that are currently open, the number that closed, and the overall stability of the franchise market.

The bank will also take a close look at you to ensure you are a sound investment as well. Your credit score and personal financial history will be examined. The bank may want your small business loan to have an SBA guarantee (picking a

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T im C our tney, Director of Fra nchise Develop ment, Cr uise O ne ®

5 Tips

F o r M i l i ta r y V e t e r a n s Looking for the Right Franchise International Franchise Association, selecting a franchise is a difficult decision.

However, matching your passion with your skill set makes it easier to find the right franchise.

Here are five tips for selecting the right franchise to turn your passion into profits:

1

Determine your passion

Tim Courtney

Franchising is a popular career choice for military veterans who are leaving the armed forces and joining the civilian workforce.

A recent study by the International Franchise Association’s Educational Foundation found that one out of every seven franchise opportunities is owned and operated by military veterans. With more than 4,000 different franchising opportunities in multiple industries and enticing incentives offered through VetFran, a strategic initiative of the

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Being a small business owner should not feel like a job, but rather an exciting journey where you can make money doing what you love in an industry that you are passionate about.

Determine what makes you happy, whether it is traveling, food, crunching numbers, shopping, music or anything else, and see what opportunities exist. Examples of industries with franchising opportunities include accounting and tax services, children’s services, food, handyman services and travel.

2

Take a self-assessment

Analyze what business and business types match your personality and skills. For example, if you are not a morning person and have difficulty functioning in the early hours, then you probably don’t want to own a coffee shop. Other important questions to ask include how are you going to fund your business? What are your strengths and how can you leverage them? How can you work around your weaknesses?

3

Match your passion to your skill set

Your military skills will translate well with operating a franchise. Which of these skills will complement your passion?

You are destined for success if you match your passion with your skill set and open a franchise that has a proven track record in its products and business methods.

Most franchise systems include training opportunities, scalability, as well as preand post- opening support. As the saying goes, “owning a franchise allows you to go into business for yourself, but not by yourself.”

4

Perform due diligence

Once you have selected the industry you want to pursue based on your passions, research the different brands in that industry, weigh the pros and cons of each opportunity and discover if they are offering opportunities in the region you wish to operate. The military taught you to pay attention to detail — use this skill in your research. Obtain a Franchise Disclosure Document (FDD) from each brand to learn all you need to know about the company and concept of interest. Compare each brand’s FDD documents side-by-side and examine items such as initial fees, royalties, restrictions and any financial performance representations of existing units. This will enable you to perform a cost-volume-profit

“You are destined for success if you match your passion with your skill set and open a franchise that has a proven track record in its products and business methods.” analysis and identify if you will be able to meet your financial goals.

5

Interview key executives and franchise owners

The best way to get an insider’s perspective on a company is to speak to people who work there. Try to speak to as many franchise owners and operators in the system as possible about their trials and tribulations. Also try to visit the corporate headquarters and meet the key executives running the day-to-day operations of the brand. Ultimately, you have to be as comfortable with the team as they are with you in order to have a successful franchise relationship.

Your military background has prepared you for this journey. As with any mission, you need to have a plan of attack.

Following these five tips will give you time to discover your passion and realize the endless possibilities of turning passion into profits.

Operation Vet Winners 1 (From L to R): Isaac Ingram, Thomas Lockett, Deana Lee, Shannon Lee and Bill Smith won last year’s inaugural “Operation Vetrepreneur: Become Your Own General” contest, which awarded five military veterans a CruiseOne franchise.

A resident of Boca Raton, Fla. Tim Courtney is Director of Franchise Development at CruiseOne®, the nation’s leading home-based travel agent franchise. As part of World Travel Holdings, one of the nation’s top travel retail networks, CruiseOne offers consumers the lowest possible pricing on cruise and land vacations through its relationships with every major cruise line and many tour operators. In operation since 1992, CruiseOne is a member of VetFran and proudly supports military veterans. It is consistently recognized by leading industry publications as a militaryfriendly franchise.

For more information, visit www.CruiseOneFranchise.com.

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Finding A Fit with

Young Rembrandts

grow his business is something to be admired, but the passion he has for Young Rembrandts and for the students his business impacts, that is what really gets me.”

Don Eisenhauer came to Young Rembrandts with an impressive military and professional work history.

After being downsized in his previous career as a civil engineer, Eisenhauer was able to take the time to consider “what’s next.” Don worked with a franchise broker and examined several options of possible businesses that fit his skill set but appealed to his more adventurous side. Thankfully enough, Young Rembrandts was one of these options and he was a perfect fit from the beginning.

Don purchased the Young Rembrandts territory available in the Metro-Milwaukee area of Wisconsin in late 2011. Since then he has shown stellar growth during his inaugural year in the system. “Don’s positivity is contagious,” says Bette Fetter, Founder and CEO of Young Rembrandts Franchise. “His ability to strategically

Eisenhauer continues to amaze everyone with his aggressive sales and marketing strategies, outstanding networking skills, and extreme passion for Young Rembrandts. In addition to leading other first-year franchisees in revenue and exceeding required benchmarks Don works continuously with the Home Office team to build a successful and profitable business. “I love this business,” said Eisenhauer, “I love what I do and I am so thankful for this opportunity to make an impact in the lives of children.”

Don’s military background: Marine Corps reserve 1982-1988 *Honorable Discharge*

Don’s words on how military experience impacts owning a business: “Discipline is huge, if it wasn’t for that it would be very hard… You have to be selfmotivated and disciplined to get out there every day and push yourself.”

Young Rembrandts Franchise Inc. is actively seeking individuals with military backgrounds as franchisees.

We recognize that those with military experience are familiar with structured environments, possess self-discipline and have a process oriented method of completing tasks- skills that can help you become a successful entrepreneur.

As a special thank you for your service, we are offering U.S. Veterans a 10 percent discount on the franchise fee.

If you’re a U.S. military Veteran, become a part of the top franchise system in child services; join the Young Rembrandts franchise community today. Our franchise training and support, together with our proprietary curriculum, that provides educational and drawing skills for children aged three to 12, will help you thrive as a business owner and make you a satisfied entrepreneur.

Getting started is easy because Young Rembrandts provides you with a turnkey process allowing you to effectively start up and operate a successful, family-friendly and home based business, bringing education to children and jobs to your community.

As part of our affordable franchise package, we offer unbeatable curriculum- part of our franchise formula that has proven successful for over 23 years. In addition to the proprietary curriculum and turn-key operation, Young Rembrandts offers each new franchisee a dedicated mentor and personal business coach enabling you to reach your personal and financial goals.

Don’s advice to unemployed Veterans:

Make Young Rembrandts your next mission.

“Give it [franchising] as much consideration as you do a normal job.”

For more information: www.youngrembrandts.com

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Don Eisenhauer, You ng Remb ra ndts

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Richa rd Ashe, President, Vetera n Fra nchise Center s LLC

THE MISSING PIECE:

W H AT ’ S N O T I N Y O U R FRANCHISING TOOLBOX The beauty of purchasing a franchise is that it comes with a toolbox.

The guesswork usually associated with starting a business is taken care of.

Your toolbox can include trademarks, easy access to an established product, proven marketing method, (method being the key word here), equipment, inventory, and of course the operating manual. The missing ingredient is someone to make it work and what makes business work is marketing and sales.

One of the misperceptions of franchising is the thought that all that one has to do is build it and they will come. In my conversations with potential franchise buyers, I sometimes hear, “I want to own my own business; however, I don’t want to sell. I want a franchise where the customers to come to me.”

Owning a franchise or any business is all about marketing and sales. Even before buying the business you are engaged in marketing and sales. You have to sell the franchisor on the fact that you will be a good steward of its brand, you have to sell the bank on your ability to successfully run the business and repay the loan, and when the doors of your business open, you have market your business to bring in the customers and then sell your customers on buying your products and services verse going to your competitor.

The franchise toolbox provides a leg up over starting a business from scratch,

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however, if you’re not prepared to market and sell, than your franchise is doomed from the start and you’re really not ready to start a business on your own.

Embracing Marketing and Sales I come from a technical background, I studied electronics and my early roles consisted of fixing broken products, not facing customers. The first company I worked for in a customer service role in which my responsibilities included selling, I dreaded the thought. However, I was lucky to have a CEO that helped me understand and get comfortable with marketing and sales. The first thing he told me is you have to be passionate about the products and services you sell...you have to believe. Then he presented me a great analogy that made marketing and sales click. He told me, “Marketing and sales is the same as fishing. In order to be a great fisherman you have to first know what type of fish you want to catch, and then you have to know everything you can about the fish. What attracts them, what time of day are they hungry, what scares them. When you know these things you pick the right lure, location, and time and start fishing.

Selling is execution of actually getting the fish in the boat. Pull too hard, too soon and you’ll scare them and they’ll escape.”

Marketing and sales go hand and hand.

Without marketing you do not have prospects or leads, but yet without a good sales technique your closing rate may be depressing. Marketing and sales should work simultaneously.

Today marketing and selling skills are more important and more relevant than

ever before. For every franchisee chasing success, there are many competitors engaged in the same pursuit. Today, we live in a world where there are so many businesses fighting for the same dollar.

Customers are much more demanding, educated and are much more informed.

The advent of the Internet has put information about anything we can think of at our fingertips. As a result, we know we have choices and we are certainly not afraid to use it.

As a franchisee your marketing activities include identifying customers in your market, advertising the products and services to raise awareness and build the brand. The typical goal of marketing is to generate interest and create leads or prospects. Inc. Magazine offers some excellent tips for marketing success: • Know what you want to achieve before spending a penny • Know your audience demographics and psychographics • Don’t try to be an expert at everything • Not every customer is worth keeping • Getting a new customer is five times more expensive than retaining a current customer • Select a “media mix” for success • Learn from each campaign Today, marketing is more important than ever. Your competition is not only down the block or around the corner; it’s online. Marketing requires a strategic mix of marketing methods tailored to your customers buying behaviors and takes into account a number of key elements,

“Marketing and sales is the same as fishing. In order to be a great fisherman you have to first know what type of fish you want to catch, and then you have to know everything you can about the fish.” including competition, audience, message, and budget.

Small business marketing is both art and science. Done well marketing will bring the right prospect at the right time with the right need to your business. Now once you get them there its time to sell.

Sales are focused on converting prospects to actual paying customers. Sales involves directly interacting with the prospects to build relationships with customers and referral sources and persuade them to purchase and generate repeat business.

According to Forbes Magazine here are three powerful skills you need to succeed in sales: 1. Listening sincerely and without an agenda. The buying process is not about you and your wants and needs, it is about the customer. Too many of us come to the sales table with our own agenda. We are sometimes too busy thinking about quotas, promotions and commissions. It’s not about us; it’s about the wants, needs and expectations of the prospective buyer.

A sales person with an agenda tends to push too hard and often doesn’t listen well. Leave your agenda at home.

Sincerely focus on your customer and how your product can best serve their hopes, dreams and goals. Zig Ziglar said it best, “You can have everything in life that you want if you just give enough other people what they want.”

2. Don’t talk someone into something, allow them to make their own buying decision. Doing what is right for everyone involved is the ethical thing to do. I’m reminded of a phrase from Dale Carnegie’s book, How To Win Friends and Influence People, “A man convinced against his will is of the same opinion still.”

Your role in the sales process is to present your product in a clear, concise and truthful manner—with integrity.

The best customer is the customer who can make an educated decision based on what is best for them. A loyal customer is an educated customer. You are not in the convincing business; you are in the sharing business. Your job is to ethically offer the product, service or idea, explain the benefits and answer questions. Your customer or client will then make a buying decision based on the information they’ve been given. Making the sale is about asking questions, answering questions and building a trustworthy win-win relationship.

3. You can serve your client/customer best by finding out what they want, need and expect from what you are offering.

Sometimes we are so excited to share everything we know about what we’re offering that we forget it‘s about your potential customer’s expectations.

What is important to you may not be important to them.

Selling is not convincing someone to buy something they don’t want, but rather understanding what the customer wants to buy and why. Understanding where your product or service fits in the consumer’s budget and also understanding the customer’s spending pattern and decision cycle.

Understanding How Consumers Spend As the franchisee it’s your job to go out in your community and learn what your target market consumers need or want, why consumers make the purchases that they make, and what factors influence consumer purchases?

Richard Ashe

You also must be aware that consumers have a limited budget and most choose carefully how they spend their money.

According to the U.S. Bureau of Labor Statistics, the average American family divides their budget in the following way: What’s left over is what you are directly and indirectly competing for. Your competition is not only other companies that sell similar products and services, but also businesses that also appeal to the customer’s discretionary dollars. Today consumers are bombarded with an endless selection of products and services, and making a good purchase decision isn’t easy.

It is incredibly important for businesses to understand consumer’s behavior in order to gain and keep customers by studying and understanding the sales cycle. Understanding the process buyers go through is key to effective marketing and sales.

Consumer Buying Behavior Buyers will typically go through various stages to make the decision to purchase.

Of course, depending on the purchase, the following stages will occur in varying degrees.

• Awareness • Research • Options • Decision • Post Purchase

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Richa rd Ashe, President, Vetera n Fra nchise Center s LLC

How Consumers Spend Their Money

The Missing Tool in Franchise Success Is You! As a franchise owner you have to go into your start up either with these skills or be willing to learn and embrace them. The buck (literally) begins and ends with you.

Now you may be thinking, “Well, I’ll just hire a great sales team.” You can hire as many employees as you want, but know that every employee is involved in sales and marketing at varying points

in the consumers buying cycle and they will look for your leadership and follow your example in how they engage with customers. If you do not learn and embrace excellence in marketing and sales, neither will they.

Franchisors offer the toolbox, but it takes sales and marketing to make your business work for you.

Richard Ashe served in the Marine Corps from 1976 to 1983 in the infantry

and then as part of a joint Marine, Navy, and Air Force top-secret intelligence project. After serving in the Marines, he worked as an electronics technician for a communications company. Over the next 30 years, he worked his way through the civilian ranks to the position of vice president of global marketing for an international software company and received his degree in marketing.

During his civilian career, Ashe has worked for and helped companies such as Xerox, Compaq, and HewlettPackard expand or start new businesses.

He also participated in four software startups and started two businesses on his own – a computer training firm, ComputerTutor, and a networkconsulting firm, LANDesign. Ashe is a Certified Franchise Consultant and a member of the Texas Veterans Chamber of Commerce. He serves on the VetFran committee.

For More Information: Phone: 713-849-9642 Email: rich@VeteranFranchiseCenters

.com Web: veteranfranchisecenters.com

MAKE YOUR NEXT CAREER MOVE . . .

A BUSINESS OF YOUR OWN!

Maybe it's time to take control of your future.

One way to accomplish that goal is to own a franchise.

Let us help you – we provide a “Free” franchise matching service for Veterans.

To get started, visit our website: VeteranFranchiseCenters.com

Franchising USA

No Cost – No Obliga�on

Veteran Entrepreneurs in Franchising The severity of the injuries some veterans suffer in Iraq and Afghanistan are immense, but with every tragedy there seems to be an equal opportunity.

The trick is seeing clearly enough to find it. Veterans, and especially the severely wounded, find themselves to be outcasts when faced with transitioning into civilian life. However, these veterans are not alone; entrepreneurs tend to be outcasts too.

I am an ex-marine and served six months in Iraq before an IED explosion took me out of the fight. After barely escaping war and spending 13 months in Walter Reed Army Medical Center, I learned just how much of an outcast I had become. I’m not talking about my physical appearance, although I now wear a prosthetic. My other leg appears to barely be hanging on after 30 reconstructive surgeries. Mostly, I consider myself an outcast because of my tolerance for risk, need for adventure, and drive to execute a mission. Military training and managing the uncertainty of war can help to build great skills to use in a life of entrepreneurship. A recent study sponsored by the Small Business Administration found that, “In the private sector workforce, veterans are at least 45 percent more likely than those with no active-duty military experience to be selfemployed.”

Franchising in particular can provide the perfect balance between structure, competitiveness, and freedom. From a veteran’s perspective this is an ideal

balance and path for transitioning after military service. Our personalities combined with our training prove it.

Franchising provides a mutually supportive relationship between the franchisor (owner of the brand) and the franchisee (owner of the unit). This relationship tends to help reduce the risk associated with launching a business.

Some say, “it’s like being in business for yourself, but not by yourself.”

Furthermore, the military operates on proven systems continuously without deviation. This method of structuring is extremely similar to the franchising method of structuring.

The International Franchise Association (IFA) and franchised businesses have launched Operation Enduring Opportunity, a campaign to hire, and recruit 80,000 veterans and their spouses through 2014. Since the November 2011 launch of Operation Enduring Opportunity, over 66,000 veterans started careers in franchising, including over 4,300 new franchise business owners.

IFA’s video, From Honor to Owner, is a moving new film highlighting the Operation Enduring Opportunity campaign and SSG Shilo Harris (U.S. Army, Ret.), was struck by an IED in Iraq and burned on 35 percent of his body, yet he now is leading the way to rebuilding his life by becoming a WIN Home Inspection franchise owner. Click the link below to listen to Shilo’s story.

IFA’s VetFran program includes over 585 franchisor offering financial incentives, training, and mentoring to veterans

interested in small business ownership and/or a career path in franchising. These financial incentives normally range from 15 to 20 percent off the franchising fee and some companies waive the fee entirely.

Veterans interested in franchising can learn through the VetFran Toolkit.

The VetFran toolkit includes online courses, a financial assessment, funding to help veterans without the equity to access loans, partner links, and access to the VetFran Mentor Network.

Kevin Blanchard served in Marines as a Combat Engineer, deployed to Iraq in 2005. On June 30, 2005, a roadside bomb in northwest Iraq hit him. This resulted in a left leg amputation, and 13 months in Walter Reed hospital. Since then, Blanchard has studied International Business at the George Washington University, and an MBA at Catholic University. Today he works for the International Franchise Association’s VetFran Program. He is a strong supporter Veterans starting their own small business in the franchise industry.

For more information: kblanchard@franchise.org

http://www.youtube.com/watch?v=HJHJUTBGtxE&feature=youtu.be.

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Kevin Bla ncha rd, VetFra n

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Jim Tatem, Sig na ra ma

A G r e e n B e r e t F in d s G ol d in S ignara m a Serving with passion.

That’s what motivated Fayetteville N.C. entrepreneur Robert “Buzz Saw” DeGroff during his 28 years in the elite Special Forces.

Now, he says, he’s doing it again—this time, as a Signarama franchisee.

After retiring in 2010 as a Command Sergeant Major, the Army’s highest noncommissioned officer rank, DeGroff was on the hunt for a franchise opportunity, something that would be a perfect fit for a top leader in the Green Berets.

Franchising USA

“I didn’t want to reinvent the wheel,” says DeGroff. “I wanted something with a system in place. Soldiers know systems and how to execute a plan.”

After speaking with a Signarama sales rep, he noticed something that hadn’t previously caught his attention: There were signs on businesses everywhere.

“Signs have a life cycle, just like computers. They don’t last forever, so they will need replacing,” he observed. More important, he felt that Signarama offered a “tried and true” system.

And that did it. DeGroff bought the existing Signarama store near Fort Bragg, California. Within ten months, he had tripled the monthly sales volume of the location, catapulting his store to one of the franchise’s leading performers in the Southeastern United States.

“I trained my whole military career to run my own business. As a Green beret, above all else, I learned how to lead,” says DeGroff. “Management is a vital part of leadership: managing personnel, resources and time.”

Military Times has ranked Signarama, the world’s largest full-service sign company with nearly 900 locations in more than 50 countries, as one of the best franchises for vets. The company recently launched its VetFran program to give returning veterans greater access to franchise opportunities and support them with training and financial assistance.

“As tens of thousands of service men and women return from deployment in Afghanistan and Southwest Asia, we need more opportunities to ensure that veterans and their families can transition into the civilian economy,” says company president

“Every business needs a sign or two. Signarama offers a system that works. All you have to do is execute..”

“JT” Jim Tatem. “At Signarama, we’re committed to helping our veterans own their own businesses and succeed.

The Signarama program discounts veterans’ franchisee fee, based on their years of service: The fee is discounted 10 percent for those with less than 11 years of service, 25 percent for 11 to 20 years and 50 percent for veterans such as DeGroff, who have served more than 20 years.

According to the company, 55 vets have taken advantage of the program, to date.

Since launching its program, Signarama has partnered with the International Franchise Association’s (IFA) VetFran initiative, the U.S. Chamber of Commerce and the Veterans of Foreign Wars (VFW) to host workshops and job fairs for veterans in Detroit and Washington, DC. The program’s goal is to offer opportunities to purchase franchise businesses and reduce the unemployment rate for vets, which is hovering at 18 percent.

DeGroff opened his store prior to the launch of the VetFran program, but he is actively helping the company to promote the program at various events. DeGroff says he is proud to support Signarama’s effort to help fellow veterans.

For DeGroff, Signarama has been a

win-win for his customers, and he highly

recommends the franchise opportunity to of sign creation and graphic services to local businesses.

DeGroff’s top sellers are banners, vehicle and fleet graphics and wraps, window graphics, building signs, electrical and lighted sign, Americans with Disabilities Act and engraved signs and neon and LED message displays. He also prints T-shirts, business cards and flyers.

As part of the $30 billion-plus worldwide sign market, Signarama has been at the forefront of the sign industry for more than 20 years, providing cost-effective advertising and branding solutions for companies of all sizes. The franchise giant is a part of The United Franchise Group, a global leader consisting of award-winning business-to-business brands and franchise development services.

It has been ranked 53rd on Franchise Direct’s Top 100 Global Franchises. This is the company’s third consecutive year on the list, which is a definitive and exclusive detailing of franchises that are performing best internationally.

vets. “Every business needs a sign or two.

Signarama offers a system that works. All you have to do is execute. And I can say

with great confidence that if you execute

their plan, you will be profitable and make a whole lot of people happy.”

“It gets better every day.” But, he adds,

“Be prepared financially before you go

in. Don’t expect to be profitable from the start. It’s hard work. But it’s worth it.”

Signarama currently has 15 locations in North Carolina and expects further expansion in the area, with plans to open approximately 10 additional franchised units in the state within five years. The company is targeting cities along the coast for growth.

Nationwide, the company plans to open 50 more locations by the end of 2013. By December 2016, the company projects to have more than 1,200 locations.

For more information: www.signarama.com

“I love Signarama corporate,” he says. “I have received 100 percent support from Signarama at every level, but especially from my operations advisor, Nick Mayo, a former Marine. Nick has done everything that I have asked, when I asked.”

DeGroff says coaching and mentoring have been a phone call away. He has received assistance with staff training and sign installations, as well as help with learning a variety of products and applications necessary to create signage.

Signarama uses cutting-edge industry software programs to deliver a full range

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