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August 2013

Made in Australia - Accounting Solutions Australia:

A franchise with the right numbers

Franchisee X Factor!

- Get the franchisees that will make your franchise a success

The Advertising Buzz - Free vs. Paid

Advertising and how to get your advertising buzzing

In the spotlight...

Vulcano Gelato, Beds for Backs and My Cube

Have you told your colleagues about Franchise Magazine?

ranchise magazine | contents

what’s in the mag >> Regular Features 04 A Quick Word With Nick James

16 The International Stage

Franchising news from around the globe


20 Made in Australia

Accounting Solutions Australia

Features and Articles 32 Franchisee X Factor Get the franchisees with talent

42 The Advertising Buzz

Free advertising vs. Paid advertising

Business Corner 52 Last Words Your say on franchising

54 What’s On?

Franchising Events Calendar

56 About Franchise Magazine Contact information and more

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Franchises in the Spotlight 36 Vulcano Gelato Gelato so good it’s hot!

40 Beds for Backs

A franchise for better health

48 My Cube

A retail first if its kind in Australia

Hot off the Press 06 Stufflers Cuddles up with Townsville

08 Ready Steady Go Kids Ready Steady Go India!

12 Muffin Break Election Bean Poll

14 Mortgage Choice

Bids big for charity partner | FRANCHISE MAGAZINE

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ranchise magazine | a quick word

a quick word with Nick James >> Welcome to another edition of Franchise Magazine! Do you or your franchisees have the X Factor? We’re not talking about if they can sing or dance, we’re talking Franchisee X Factor, the kind that makes your business a success! Finding franchisees with the X Factor can be hard, and that’s why this month we show you how to get them. Some franchises that have franchisees with the X Factor that we’ve put in the spotlight this month include Beds for Backs, Vulcano Gelato and My Cube and in our Made in Australia feature, we caught up with Accounting Solutions Australia franchisor Jacob Thomas a franchisee with X Factor turn franchisor with X Factor! Also this month, Kylie puts free and paid advertising in the ring to show you their strengths and weaknesses and how to get the biggest bang out of your advertising campaign.

Enjoy this edition of Franchise Magazine and until next edition, Keep safe and cheers for now!

Nick and the team at Franchise Central.

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ranchise magazine | hot off the press

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Stufflers cuddles up with Townsville Make-your-own-bear

franchise Stufflers has opened its first franchise in Townsville. Local mum Christie-Lyn Mains has teamed up with the Australian-founded company to ride the extraordinary wave of bear-building popularity. Kids (and adults!) everywhere are discovering the magic of making their own bear using Stufflers unique mobile stuffing machine. Teddy bears will never be the same again. “When I heard about Stufflers I knew it was the perfect business for me.” said Christie-Lyn.

to complete her 3-day business training program complete with a hands-on marketing system in Brisbane. The business is based around birthday parties but it also has amazing packages for vacation care, shopping centres, primary schools and child care. The founder of Stufflers, John Newton, has worked in the children’s entertainment industry for over 13 years. Mr Newton can attest from his professional experience that parents are looking for newer and more exciting activities to entertain their kids. With the bear building industry worth an estimated $600m a year in America, Mr Newton chose Australia as the launch country for his mobile concept.

“I wanted a business that I could grow with, something that had never been done before and that I could operate from home around my kids. Stufflers is the perfect opportunity for me and I know it will do extremely well here in Perth - there “Parents are looking for more” Mr Newton says, “we need to be thinking out of the box to give them is no other mobile business like it” she added. more choices when it comes to birthday parties. Convinced this is a business for the long haul, Greater choices and experiences that their kids will Christie-Lyn purchased the franchise and is about remember for life”. | FRANCHISE MAGAZINE

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ranchise magazine | hot off the press

Ready Steady Go INDIA! Ready Steady Go Kids, Australia’s most popular

multi-sport program for preschoolers, has well and truly cemented its place on the world stage, adding India to its list of international locations. The Australian-based company already has successful franchises across Australia, in Singapore, the UK and Indonesia, proving that their winning formula is easily translatable across cultures.

Classes cover the fundamentals of 10 different sports while developing age-appropriate motor skills. Kids also learn about the concept of sportsmanship by taking turns, playing by the rules and cooperating with their peers.

Each session is specifically designed to not only get kids’ bodies active, but also their minds. Music, equipment and even some parental involvement contribute to lessons that make it hard for anyone Nighat Jan, and husband Faisal Shariff, are the new (including instructors and parents) to keep the master franchisees of Ready Steady Go Kids in India, smiles off their faces. and are full of praise for the program and the many “Children are motivated mainly by enjoyment and benefits it offers to young children. Mrs Jan and Mr social interaction and the interest of trying a new Shariff are well versed in the realm of health and sport, a new challenge,” Mrs Jan adds. “And since fitness. Mrs Jan is an occupational therapist, while it is a goal-oriented and age appropriate program it Mr Shariff has worked in the Indian sports industry enhances physical, intellectual and socio-emotional for 16 years as a sports journalist and advocate. aspect of the child’s personality.” “Ready Steady Go Kids covers all aspects of development that need to be addressed at this early stage of children’s lives,” Mrs Jan said. “It provides tremendous benefits for all children, including those with special needs. Ready Steady Go Kids helps control obesity, promotes an active lifestyle and also improves self-esteem, social skills and motivation.”

The outcomes and benefits are numerous, including (but not limited to): confidence, coordination, cooperation, social skills, encourages active lifestyle, independence, and sportsmanship. Like many franchisees around the globe, Mrs Jan has recognised the advantages and importance of the Ready Steady Go Kids program in the upbringing and formulation of a child’s life.

Mrs Jan and Mr Shariff have ambitious plans for the program in India. Their initial aim is to collectively train at least 4,000 children in the first year of operations. Their longer term goals include working towards making Ready Steady Go Kids the flagship sports program for preschool children across India.

Stuart Derbyshire, Director of Ready Steady Go Kids, is extremely pleased with how well, and how quickly, the company’s foray into the international market has progressed to date.

“We’re the largest multi-sport and exercise program in Australia and have always wanted to eventually “Childhood obesity is a huge problem here,” Mrs fulfill similar roles around the globe,” Mr Derbyshire Jan explained. “Many of my occupational therapy said. “Adding India to our list of locations is certainly clients have encouraged me to develop a program another step in the right direction.” to increase activity levels in children. I believe Ready Steady Go Kids is the answer for children throughout India.” Designed for youngsters aged from two-and-a-half to six years, Ready Steady Go Kids aims to create positive attitudes to exercise that children will carry for life. 8 | August 2013


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ranchise magazine | hot off the press

Mortgage Choice bids big for charity partner

Total of over $270,000 raised for Ronald McDonald House Charities Mortgage

Choice is delighted to announce it has raised since October 2011 over $270,000 in support of charity partner, Ronald McDonald House Charities (RMHC). Most recently, the company’s mortgage broking and financial planning franchise networks, staff and lender panel members amiably outbid each other in support of RMHC during an unforgettable charity auction at the recent Mortgage Choice 2013 National Conference held in Alice Springs. This fundraising event alone resulted in the company raising close to $56,000 in addition to the $217,000 already raised through a series of fundraising initiatives including state based events, franchisee and staff initiated sponsorships activities, salary sacrificing and donations per loan settled.

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Mortgage Choice CEO Michael Russell said, “I am constantly overwhelmed by the community spirit and generosity of our franchisees and their teams, company staff and our business partners.” “The donation raised at this year’s National Conference is staggering and wouldn’t have been achieved if it weren’t for the additional contribution


of those within our network who have donated more than funds, by offering auction items as well as their time to the cause. “Through Ronald McDonald House Charities, we are really fortunate to have a role in helping Australian families during their toughest times. I’m pleased to say our total donation to date of over $270,000 equates to nearly 2,045 nights of accommodation at a Ronald McDonald House for Australian families with a seriously ill child.” Mortgage Choice continues to make regular contributions to RMHC by donating from commissions received for every home loan settled. Staff and franchisees also show their support by making voluntary contributions from each pay packet or loan settled and by volunteering time at RMHC events. | FRANCHISE MAGAZINE

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ranchise magazine | hot off the press



the Federal Election looming, the big question people are debating during their coffee breaks is who will be Australia’s next political TOPBEAN or HASBEAN? Muffin Break customers nationwide are being offered the chance to cast their vote in Muffin Break’s Unofficial Election Bean Poll to determine the COULDABEAN, MAYBEAN, MIGHTABEAN, WANNABEAN, HASBEAN, NOT TO BEAN AND TOP BEAN.

Each customer will be offered a coffee bean with their purchase and encouraged to place it in their preferred party’s cylinder. Serge Infanti, Managing Director of Muffin Break says, “The Unofficial Election Bean Poll in Australia has been a remarkable barometer and forecaster of election outcomes and in 2007, the Muffin Break Unofficial Bean Poll accurately predicted the result. We may not be as scientific or complicated as other polls, but we think we can get the biggest and most accurate community response and we certainly have fun doing it.”

Every Muffin Break store across Australia will be encouraging customers to cast their bean vote in Muffin Break stores is encouraging their local a display unit with cylinders for the Labor Party, candidates to drop in for a coffee and see how their Coalition (Liberal/Nationals), Greens or ‘Other’. electorate is voting.

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“There is no better time to discuss the big issues than while relaxing with a cup of coffee. Candidates might like to take the time to get to know their electorate, and see how they are faring. We will be keeping an eye on results in marginal electorates and encouraging candidates to do some campaigning at their local store,� Mr Infanti added. The Muffin Break team will be tallying the votes at the end of each week, with trends and results posted on their website. | FRANCHISE MAGAZINE

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ranchise magazine | the international stage

international stage franchising news from around the globe >> Eagle Boys Fly to PNG Australian Pizza Franchise, Eagle Boys has landed in Papua New Guinea with their first store located in the Port Moresby suburb of Central Waigani with a second store planned to open by the end of this month outside CPL Group’s Stop and Shop supermarket in the city centre at the end of August. Over the next two years Eagle Boys in conjunction with CPL Group plan to open a total of 13 stores across Papua New Guinea.

KFC set to double in Russia after latest milestone After the opening of Russia’s 250th outlet recently, the fast food chicken outlet has announced its plans to nearly double the number of Russian outlets to 450 by 2015.

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Flat Packed Electricity Flat packed furniture giants, Ikea will purchase a wind farm to power its stores in Belfast and Dublin, Ireland as part of Ikeas latest steps towards their plans of becoming 100% clean energy-fuelled by 2020. The four large turbines located in Carrickeeny, northwest Leitrim, will generate 25GWh of electricity each year, equivilent to what’s needed to power 5,500 houses a year. | FRANCHISE MAGAZINE

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ranchise magazine | made in australia: accounting solutions australia

made in australia Accounting Solutions Australia >> With over 40 years of extensive national and international

experience in the Accounting & Taxation, Finance and Business arenas, we catch up with Accounting Solutions Australia Franchisor, Jacob Thomas in this month’s Made In Australia feature. Not only has he held several senior positions in professional Accounting & Taxation as well as Auditing Financial Controller and Business Analyst roles for large corporate organisations over the years, but by owning a Bank of Queensland franchise in the past, Jacob talks about how being a franchisee has been invaluable in his experience as a Franchisor in knowing how to build lasting and fruitful relationships with Accounting Solutions Australia franchisees. Accounting Solutions Australia is a professional service based franchise business providing a full range of Accounting, Taxation, Financial Services and other related Advisory/ Consulting Services.

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>> Accounting Solutions Australia | FRANCHISE MAGAZINE

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ranchise magazine | made in australia: accounting solutions australia

getting to know you If you had to describe your personality in a few words, what would it be? Friendly, down to earth, highly professional with a good sense of humour!

What were you doing before becoming a franchisor? Since 1999, I developed and currently operate the Accounting Solutions Australia business that we subsequently franchised. I currently also own and run several other enterprises including Auzwide Finance Pty ltd. Over the last 40 years or so, I am happy to say that I have amassed extensive national and international experience in the Accounting & Taxation, Finance and Business arenas. I have held several senior positions in professional Accounting & Taxation as well as Auditing Financial Controller and Business Analyst roles for large corporate organisations.

What inspired your business idea? Accounting Solutions Australia has grown exponentially – franchising simply presented itself as the best mode of expanding my current business.

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How did you know that franchising was right for your business and what ultimately influenced your decision? I have owned a BOQ (Bank of Queensland) franchise in the past so I understand the concept of franchises being profit driven. I also did a great deal of research – the end result was that franchising simply was the way to go as opposed to expanding vertically.

What previous experience (if any) did you have in the franchise or business industry before franchising? As mentioned earlier I owned a BOQ franchise therefore, I can comfortably say that I have worked both sides of the fence as both franchisee and now, as franchisor. I believe that in itself is a huge advantage as franchisor when building relationships with franchisees. I also happen to have years of national and international experience in this field – I have worked in various sectors of the finance industry in Australia, UK, Malaysia and other Asian countries.


the business Who is the target market for your franchise?

How many units of your franchise are there in Australia?

Operated under the Franchise, Accounting Solutions Australia is a professional service based business providing a full range of Accounting, Taxation, Financial Services and other related Advisory/ Consulting Services.

At the moment there are three.

Ideal Accounting Solutions Australia franchisees can be qualified or partially qualified Accountants with or without a current Tax Agent Registration. If they do not hold a current Tax Agent Registration, they will be required to enter into a business arrangement with the Franchisor in order to comply with the requirements of the Tax Practitioners Board and thus, effectively operate the business. | FRANCHISE MAGAZINE

Have you gone international yet? If so, where are you based? If not, do you intend to expand internationally? No, at this point we do not have any immediate plans to expand internationally.

Is there room for more franchisees in your current market? If so, what areas? Absolutely! We are a new franchise and have plans for expansion throughout Australia.

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ranchise magazine | made in australia: accounting solutions australia

franchising your business What materials and knowledge did you have before beginning to franchise? Initially, I had very minimal knowledge about the whole franchising process but I learned a lot through working with the team at Franchise Central.

Who supported you throughout your journey of franchising your business? Franchise Central has been very supportive throughout our journey.

How long did it take to develop and set up your business and how did you begin promotion? It took about three years to develop the Accounting Solutions Australia business. We have used various methods of promotion over the years however, we initially started basic promotion such as mail drops, online advertising, Yellow Pages, newspaper advertising and of course, word of mouth.

How did you go about seeking advice on starting to franchise your business? Talk us through how you got started and what franchise consulting firm you ultimately chose to develop your franchise system. We Googled! We spoke with a few consulting firms, narrowed it down and found that Franchise Central was the most professional. As the old adage goes, ‘we clicked’ – Franchise Central was a great fit from the very beginning.

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Why did you choose this franchise consulting firm to develop your franchise system? Tell us about your experience with your consultants – how knowledgeable, helpful, forthcoming, etc. were they and would you recommend them to another business owner looking to franchise their business? Mary James and Nick James of Franchise Central presented as the most professional. They are also very personable and down to earth and I can relate to that. We do business on the same premise – being professional is one thing but it is just as important to make clients feel comfortable when they are investing with you – trust is paramount. The fact that Nick also had a qualified background in Accounting & Tax and the Financial Services industry meant that from the very first consultation he understood our field very well. During the developmental stage of our franchise system and documentation we worked predominantly with Mary. Although Mary made it all seem quite simple, the process was quite extensive. She proved innovative in her approach to producing systems of a high standard as well as being readily available to answer any questions we had. We look forward to an ongoing relationship with Franchise Central in the expansion of the Accounting Solutions Australia franchise network. Indeed, we would highly recommend using Franchise Central to anyone thinking of franchising their business!


What was the very first task you had to do as franchisor? One has to be in the know and to do this; you have to do your research. Where applicable, it is also imperative to engage the right professionals to see you though to achieving your goals. I had to get my head around what needed to be done to expand my business in the most viable way. I also wanted to share my success with like minded people so I chose franchising. The first thing was to do my research and then engaged Franchise Central. Once stage 1 of the development of the system and documentation stage was complete, we embarked on stage 2 of marketing & franchisee recruitment.

How overwhelmed were you initially when setting up your franchise? Very overwhelmed! There was so much that had to be done and so much that had to be learned. However, I was very keen to make things happen. I believe that with anything, let alone business, you have to be driven, focussed and willing to give 100%. At the same time, you have to be fuelled by the desire to succeed and be passionate about what you do. You also have to be able to be creative and think outside the box. When you surround yourself with like minded professionals and a carefully selected team, things happen and they happen fast.

Tell us about some of the expectations you began with. Have they been met? I always proceed with a positive approach to succeed. I must say I do have high expectations when it comes to seeking advice and/or working with professionals to achieve my goals. Franchise Central exceeded my expectations. I look forward to an ongoing and mutually rewarding relationship as we expand Accounting Solutions Australia. | FRANCHISE MAGAZINE

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ranchise magazine | made in australia: accounting solutions australia

running of the business What are the short and long term goals you seek to achieve for your franchise?

What are some of the lessons you have learned?

Our short term goal is to establish five franchises within five years. Our long term goal over the next ten years is to establish franchises in all states of Australia.

It is important to iron out the pros and cons of a business as well as ensure it is properly documented so that it can essentially be replicated through franchising. We have done this effectively in the Accounting Solutions Australia business – it’s a proven system!

Can you tell us about one of the most significant moments which have contributed to the success of your franchise? There is no moment as such. Rather, it is a process. Essentially, I have found that choosing the right people at all stages is key to success.

What has been the most challenging aspect of being a franchisor? How did you overcome this? I am of the belief that we never stop learning. All learning processes have challenges along the way – the same applies in our industry as well as in franchising. We have had to ensure we are compliant with various government and code requirements. Overall it has been smooth sailing so far because we make it our business to stay abreast of changing times.

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Indeed, Accounting Solutions Australia has done the hard work for our franchisees. With access to over 35 banks and financial institutions and strategically placed alliance partners in the lending and financial planning services sectors, our franchisees avail themselves great flexibility to capitalise on the range of services they can provide as well as in relation to building their income revenue stream.

What would you say are the benefits of having franchised your business? Growing the business exponentially as well as meeting and working with wonderful like minded people.

What do you perceive to be the pitfalls of franchising? As we see it, the only downside is when the franchisee does not perform. Choosing the right candidates to enter the group as a franchisee is crucial.


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ranchise magazine | made in australia: accounting solutions australia

franchisees for your business Describe what your ideal franchisee would be like? Their personality traits, experience and attributes etc.

What are three major aspects a franchisee should consider before signing up with a franchisor?

The Accounting Solutions Australia franchise model is designed for Accountants who envisage working in the industry in business on a fulltime basis in an approved commercial office environment either immediately, or via a phasing in period of part-time to full-time over a maximum period of 18 months. During the phasing in period, they can quite effectively explore the home-based and/or mobile services alternative.

First and foremost, they need to be of the mindset that they are buying into business ownership and must be prepared to self-evaluate with brutal honesty as to how determined and proactive they will be to succeed. Do they fit the franchisor’s culture of the ideal franchisee?

Whether they are seeking to develop a new practice or re-energise an existing practice, Accounting Solutions Australia franchisees can rest assured that we will provide them with substantial initial and ongoing training and support systems to facilitate the development of a contemporary and continuously evolving business whilst at the same time, they reap the rewards of personal and professional growth. Essentially, the ideal Accounting Solutions Australia franchisee candidate should be dedicated and success driven. Outstanding communication and personal/ professional presentation skills as well as strong organisational and leadership qualities are paramount. They should also have a strong passion for the financial industry, keen business acumen as well as have the ability and desire to build their own lucrative business with a shared vision. Both full-time and part-time accountants will be considered however, franchisees must be committed to and have a business plan to operate full-time from an approved commercial office based environment within 18 months of commencing their franchise.

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Secondly, we encourage all franchise applicants to do their due diligence. It is crucial that all intending franchisees get independent legal and financial advice before entering any franchise arrangement. Thirdly, all intending franchisees need to be prepared to work within the franchisor’s proven system with a shared vision.

What initial training and ongoing support do you provide your franchisees? We recognise that two of the most fundamental elements required for the success of a franchise are training and support. We provide full training in the skills required to run the Accounting Solutions Australia franchised business. We are dedicated to ensuring our franchisees are fully prepared with thorough initial and ongoing training. All operating procedures are also clearly stated and identified in our Franchise Operations Manuals. In our line of business it is also imperative that we also keep abreast of changing times and requirements. The Accounting Solutions Australia friendly and capable training and development team assist franchisees with their on-going training and development needs. We also conduct regular franchisee meetings and at least one annual conference. All in all, the system is designed for franchisees to operate their own Accountancy practice with Accounting Solutions Australia providing reasonable assistance to help them to initially establish and then further develop their business throughout the term of the franchise. FRANCHISE MAGAZINE | | FRANCHISE MAGAZINE

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ranchise magazine | feature article: franchisee X factor

franchisee By Nick James Franchise Central

x- factor

picking franchisees with tallent >> The ability to pick and choose people who have the attitude and energy to make the business work is one of the biggest strengths of the franchising concept. Having the cash to buy the franchise is about the last issue that should be considered. Franchisors must be assured prospective franchisees have the attributes necessary to make a success of the venture they can’t afford to have a franchisee fail. Franchisees should expect the franchisor to want to meet with them and their partner, and to make enquires about their business experience, financial position and other issues.

Experience It’s not necessary for a franchisee to know a lot about the industry the franchise is in. The Operations Manual and systems should be largely self contained and training will be part of the package. In some cases, franchisors actually prefer fresh, non industry people, who come to the work without preconceptions, so they can be trained exactly to the Franchisor’s standards.

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What is important in a franchisee is a certain amount of life experience”. Managerial skills or time spent in a business environment are also a distinct asset. Most important of all is that the franchisee is motivated and organised, and has the willingness and drive to make a success of the franchise.





Other skills People skills. Franchisees must be able to manage, motivate and delegate to their staff. They need to be able to handle suppliers, and they need to put on a good face consistently with their customers. In other words they need to be someone who gets on reasonably well with other people and who can work as the head of a team. Some very highly skilled people fail on this count because they are more used to working alone, and dealing with inanimate objects than with people.

A willingness to work. Being a boss doesn’t mean the franchisee won’t have to work, and work hard. Franchisees that do best

are those who, in the early stages at least, are prepared to start at the bottom and learn about all the tasks involved in the operation by doing them. Later on, they may be able to delegate to staff, but the better they know the detail of how the business operates by working in the front line, the more everyone will profit from that knowledge.

Good health. Once the business is up and running, it may be possible to work a normal week, but franchisees must be prepared to work quite long hours to start with. They need to be in sufficiently good health to handle this initial pressure. | FRANCHISE MAGAZINE

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ranchise magazine | feature article: franchisee X factor

Financial resources. If the business takes longer than anticipated to get off the ground or something unexpected happens franchisees need to have some uncommitted savings or assets to call on.

A supportive partner/ family. Starting a franchise business makes a lot of demands on time and emotional energy. A franchisee’s partner and family need to understand this, and to be able to cope and provide support until the business is running smoothly.

Understanding what’s different about owning a franchise Not having total freedom to do things their own way and being so reliant on the franchisor comes as a surprise and a disappointment to many franchisees. They need to remember that the franchisor is the one who has put all the hard development and trialing work in: they are buying a business that is ready to go. They should also remember that they do own the business and their rewards are related directly to input. Revenue and profits can vary between franchises in the same network, demonstrating that there is scope for individual franchisees to develop and practise managerial skills.

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Remember the success of a franchise is not determined by how many franchises it sells, rather it is the quality of the franchisees who make up the franchise network that are dedicated to the success of the business. Just because someone has the money to invest, doesn’t mean they are suitable to your franchise. It only takes one bad franchisee to tarnish success. | FRANCHISE MAGAZINE

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ranchise magazine | spotlight: vulcano gelato





. . s n o With franchises no i t a c w erupting in all lo Gelato has ever been this hot! Funky, n Fun, Easy And People Oriented

Vulcano Gelato is all about lifestyle – funky, colourful, fun, easy and people oriented. Combine this with a delectable product range that is made fresh daily and universally appreciated by young and old alike and you have the mouth watering recipe for a tantalising franchise opportunity. Vulcano Gelato is expanding due to the popularity of fast food franchises in Australia. Modern times have brought a demand for healthy fast food alternatives and combined with Australians love of ice cream, Vulcano Gelato’s fast food franchises are driven towards success. Vulcano Gelato offers a truly unique and authentic Italian gelato that is made fresh daily using a secret recipe established in 1960, pre-packaged and imported exclusively for Vulcano Gelato from Vulcano Sicily, Italy. Of course, a multitude of other additions from chocolate to pistachios also allows for over 45 mouthwatering flavour selections – the pinnacle being the 36 | August 2013

secret recipe to the iconic and signature ‘Vulcano’ flavour which guarantees an unsurpassable ‘eruption of flavour’ that dances on the tongue with a wicked tempo. Other titillating treat sensations made fresh daily to specific secret recipes including a delectable selection of granita, brioche con gelato, coffee & cocoa concoctions, creamy dreamy considerations (like their devilish panna), take home packs, gelato cakes and mini choc tops. Vulcano’s franchise opportunities are ideal for the easy going entrepreneur seeking a high profit cash basis business minus the headaches (ok, we’re not responsible for any ‘brain freezes’ due to over indulgence), the Vulcano Gelato franchise opportunity is presented to you with ‘amore’ blending the authentic taste of traditional Italy and modern business systems. Joining Vulcano Gelato’s fast food franchise network FRANCHISE MAGAZINE |

equates to signing on with a proven system of doing business and brings peace of mind. Franchisees are expected to incorporate and sustain the gelato franchises’ franchise system and use their initial and ongoing training to yield franchise success. With two Rye and Moonee Ponds franchises already established, Vulcano Gelato has brought together the finest ingredients – people, professionalism, market research, products, customer service, store design, proven state-of-the-art systems, documentation and corporate branding – and packaged them up as a cool and fresh franchise opportunity set for national and international expansion.

Seriously, gelato has never been this hot – now is the time to stop drooling and get your fix! | FRANCHISE MAGAZINE

Stop drooling and get your fix!

CLICK HERE to find out how you can sink your teeth into business success!

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ranchise magazine | spotlight: beds for backs

We all know that we spend roughly one third of

‘intelligent bed selection’ – the Beds for Backs our lives sleeping. We also know that sleep has range of mattresses and bed bases are designed been scientifically proven to be integral to good to provide improved health and also to suit the physical health, restoration of ailments and diverse bedding needs of discerning customers. injury and mental health. Illnesses that directly Beds for Backs Franchisees and customers also impact people’s ability to sleep such as insomnia, benefit from the GST exempt and the medical or are detrimental to it, are amongst the most rebate advantage. The Australian Tax Office (ATO) debilitating that a human can experience; the has deemed a range of Beds for Backs products absence of sleep brings into sharp relief its deep to have fulfilled the stringent criteria required to importance within the human condition. be classified as an “essential medical aid” – under Several years ago, former civil engineer and the GST Act, this grants these Beds for Backs Managing Director of Beds for Backs, Mario products exemption from GST charges. Further Piraino, embarked on a quest to build humanity to this, these Beds for Backs products also qualify a bridge to a better life by designing and for a government initiative where if a customer constructing a range of health beds that did spends more than the minimum required amount justice to the physical realties and importance in any financial year on out of pocket medical of sleep. In January 1997, Mario opened the very expenses, they are entitled to a 20 percent first Beds for Backs store and has since grown rebate. Effectively, this means franchisees are to become a premier bedding retailer, offering able to offer customers a 30 percent discount on uniquely tailored made to order bed solutions for bedding products, without affecting their bottom sleep health. line. The 30 percent that Beds for Backs offer 365 Developed in consultation with leading days a year is not 30 percent from our margin; it Australian health professionals and universities, is from the government’s margin! Beds for Backs is not only revolutionising Bedding retailers continue to sleep easy despite the Australian bedding industry, but taking the current economic climate. People are in fact Australian technology to the world! It’s all about choosing to invest more money on a bed that

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not only offers a good night’s sleep but will stand the test of time. While other bricks-and-mortar retailers may be struggling as consumers choose to shop online, mattresses and beds are still predominantly purchased in-store, particularly as people like to test them out for comfort and other specific requirements. Join us in the ‘science of sleep’ and enjoy the benefits of: • High Margin/Good Profit Rationale • Winning Sales Formula – Exceptional Conversion Rates • Unique & Patented Bedding Technology • Proven Health Products • Turn-Key Operation Set-Up & Ongoing Support • Extraordinary Customer Satisfaction Levels • Comprehensive Training – No Experience Needed • Advertising & Promotions • Local Marketing Assistance • And Much More!

CLICK HERE to visit Beds for Backs online at | FRANCHISE MAGAZINE

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ranchise magazine | feature article: get the advertising buzz

forget the free coffee when you want the



By Kylie Pekolj Editor, Franchise Magazine

but why pay for something when you can get it for free? Here’s why! >> Ever

noticed how free coffees taste more like hot water with a splash of milk rather than a latte, even when it appears to be made by a barista who looks like they know what they’re doing behind a big shiny espresso machine? Free advertising is exactly this ‘hot dirty dishwater’ equivalent compared to the advertising latte you paid for with the effective caffeine hit that got you and everyone else buzzing and going back for more time and time again. To put it simply when it comes to effective advertising..

If you want something that looks (or tastes) good and gets results (or a proper caffeine hit!)

then you are just going to have to pay for it! 42 | August 2013


That is not to say that all free advertising is bad, it can very well supplement good paid advertising however, it is hardly effective when it is all you rely on.

Keeping the above in mind, before you lay down your advertising dollars to the next newspaper or magazine you come across, write down exactly what it is you want your advertising to achieve.

Take advantage of the freebies - but don’t rely on them >>

This includes all the social media 1. Your audience: Are you outlets, some directories, listings looking for new customers, and review sites. We all know the age old saying, giving casual customers ‘don’t put all your eggs in one a reason to become loyal What it’s good for: basket’, and much the same customers or are you looking Social media gives your business can be said about advertising. A for potential franchisees to a voice on the internet, to interact successful advertising campaign with customers and clients grow your business further? will have variety because what advertising method works for 2. Your budget and expected and gives a place for potential customers and clients to suss you one potential customer, client return: How much are you out a little more when comparing or future franchisee that you willing to spend on this you with simillar businesses. are trying to target will not audience to make money Often seeing the way you interact necessarially work for the next from them? What are you with your customer base can help and a different approach is hoping to achieve from your sway a potential customer to needed to reach them. advertising? choose you over a competitor. An effective diverse advertising 3. Your message: This will campaign will generally follow vary greatly depending on Where it falls short: these three key points; your audience but whoever Advertising on social media only your target audience is, your reaches those who are already 1. Take advantage of the message needs to give them following you, it is not suitable freebies - but don’t rely on a reason to take the action for finding new clients and them you are trying to promt them customers who may not know about your business yet. to do.

Make a plan >>

2. Use paid advertising to target the right audience With these three things written Secondly, people may like you on down, the next step is to consider 3. Make sure you’re seen the first three points and to figure where people will expect which advertising mediums to to see you and/or your target for getting your message competitors. out there with greatest success. | FRANCHISE MAGAZINE

their select social media accounts but have notifications for your business turned off effectively making them unreachable through advertising in this form. August 2013| 43

ranchise magazine | feature article: get the advertising buzz

Use paid advertising to target the right audience >> Advertising is only effective if the right people see it.

Beware of: Avoid getting sucked into the popularity game! Likes and followers are not the same as customers or clients. It is common for businesses to host competitions to get new followers or likes on social media platforms but the quality of these new leads can be sketchy and rarely translate to new customers or clients. Some people simply like freebies and are hanging around your social media page for no other reason. If you want quality social media leads who will turn in to potential customers or clients, either refrain from this method of social media marketing or get smart about it, for example: “Like us for your exclusive Facebook 10% off voucher towards your next purchase with us” “Instagram/Tweet yourself with (our select product) with #OurBusinessName hashtag for a chance to win”

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This weeds out the freebie collectors from those who are genuine current or future customers and clients. Additionally, take a look at how we use social media here at Franchise Magazine, and by all means while you’re there follow and like us! Franchise Magazine on Facebook

Franchise Magazine on Google Plus

Franchise Magazine on Pinterest

Franchise Magazine on Twitter

What it’s good for: Targeting a specific audience. Targeting new potential customers, clients and potential franchisees. Standing out from the crowd with something unique.

Where it falls short: Audiences have become immune to some forms of advertising over time. However this applies to both free and paid advertising. I myself, when in my car am a radio flicker, when an ad comes on I start looking for another song to listen to and when it comes to flicking through a magazine, you bet I flick past many ads without looking and I scroll past many online ads that come up in my Facebook feed without ever stopping to look. However this is not a fault of the medium used, the fault lays with the advertisment not being able to grab my attention.


It is really important to not only select the right advertising medium for your target audience but to create your advertisment in a style that also suits your target audience! That said, I still caught a glimpse of the brand’s logo and if in the future I require services or products from that kind of business, good chance they’ll be one of the first I seek out as I recognise their logo - that’s called growing your brand identity!

Beware of: Make sure the nature of the publication, whether it be magazine, newspaper, radio or online suits not only your business but the audience you are targeting.

Make sure you’re seen So why is paid better where people will than free? >> expect to see you >> As you can see, not one form

of advertising is perfect and to create a successful advertising campaign you need a variety however there is one key difference between free and paid Take the time to research what advertising. kind of publications your target Free Advertising: Reaches those audience reads, listens to or who seek you out specifically, watches and make sure you have they are generally already a presence there. customers and know about your Additionally when it comes to business. They won’t know to online advertising, people expect seek out your business unless a business to have a website and they have encountered your at minimum a Facebook page. business before or seen some If you don’t have those, you are form of paid advertising. People won’t go out of their way to find you or your advertising; you need to be where they would expect to find you.

potentially missing out on a lot of Paid Advertising: Reaches those business. who may not already know about your business. Past casual customers who are not yet loyal customers and those interested in your business.

For franchise businesses, you will most likely have two kinds of audience that you want to reach, customers or clients and those who will potentially invest in your franchise as a franchisee. These two audiences won’t necessarially read, watch or listen to the same things. Make sure to do your research and figure out which publications are best for both kinds of audience you want to target. | FRANCHISE MAGAZINE

In essence, free advertising only targets those who are already loyal, paid advertising will reach those in your chosen target market regardless if they’ve heard about you before or not.

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ranchise magazine | spotlight: my cube

The FIRST retail busines

My Cube delivers the very essence of the ‘mini shopping centre within a store’ like no other Australian retail operation has before... At My Cube, retail is king! With multiple entrepreneurial spirits in one small store, we are proud to say that there is no other Australian business that presents more entrepreneurial efforts per square metre than My Cube. My Cube is a dynamic and pioneering retail leasing franchise. The evolutionary concept of the My Cube franchised business is simple. A retail store inside a premium shopping centre which contains a multitude of ‘cubes’ displaying a vast range of innovative, fun products. All these cubes are mini shop fronts for entrepreneurs who rent the cube spaces under contract as a platform to start their first retail business within a premium retail real estate. We affectionately title these entrepreneurs as ‘Cubiz’! One of the greatest strengths that My Cube possess over other retail stores is that their merchandising is far more diverse and the responsibility of building the business is shared between all of the Cubiz. Generally, in a standard retail store, only one owner operates the store.


For more information about My Cube 48 | August 2013


ss of its kind in Australia

At My Cube, we can have up to 60 owners helping to operate one store together. As opposed to a standard retail store, we don’t just try to find out how we can earn the most amount of we focus on bringing more business to the store My Cube is a retail revolution, and the business has been able to prove that “recession-proof” does exist. My Cube Franchisor director Mr Stanley Hsu says, “As far as we are concerned, and despite the current retail trend showing so much negative growth, sales are booming here at My Cube!”


Established in early 2010 at Brisbane’s Sunnybank Plaza, My Cube had brought home the QUEST Business Achiever Award within the same year from Southern Star region category ‘s New Business of the Year. “We’re very excited and proud that in such a short period of time, we have achieved phenomenal and consistent success not only through our business, but also by helping to create so many successful entrepreneurs in the course of only a year. In conjunction with Franchise Central, we look forward to sharing our success with like-minded entrepreneurs across Australia,” Mr Stanley Hsu says.

e franchise opportunities CLICK HERE | FRANCHISE MAGAZINE

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ranchise magazine | last words

lastyourwords say in franchising >> From the very first meeting with Mary and Nick, we knew we were in the right hands. The team at Franchise Central are highly professional, results driven and a joy to work with. They made it their business to create a synergistic relationship from the very start – the best part is that they actually believe in our business and continue to perform beyond the call of duty to far exceed our expectations. Initially they worked closely with us to provide an excellent franchise system documentation package. We look forward to a long and mutually fruitful association with the team at Franchise Central in expanding the Vulcano Gelato franchise network nationally and internationally. If you are looking to franchise your business or require assistance in expanding your franchise network, we highly recommend Franchise Central without hesitation.

- Gino and Josephine, Vulcano Gelato

I’ve always found Mary and Nick from Franchise Central extremely professional and trustworthy. They have been fabulous and instrumental for the success of several of my clients. Having worked closely with the team at Franchise Central since 2000 – I can honestly say that they are innovative, provide exceptional service, have a genuine interest in the success of both Franchisors and Franchisees and can tailor a franchise to your needs and experience as well as ensure you are involved in the right coaching and mentoring principles. Whether you are looking to franchise your business and/ or recruit Franchisees, I highly recommend Franchise Central.

- Jim Genes, Subject To Finance 50 | August 2013


Franchising your business with Franchise Central... Nick and Mary have a sound knowledge of the industry. They are very professional and caring, with an attitude of excellence to service and detail. They are fun to work with and took the head ache out of franchising. We would highly recommend their services to prospective business owners, considering franchising their business. In my opinion, you won’t find anybody as good as Franchise Central – I say Franchise Central because in my opinion there aren’t many good sales and marketing people out there. Franchise Central offers everything that a Franchisor is looking for.

- Jan & Ross Sutherland, Dial a Concierge

- Stephen Raff, ACE Body Corporate Management

we’re asking... have you reinvented your career via franchising? Tell us about it!

email us at: or join the discussion on our Facebook and Twitter pages | FRANCHISE MAGAZINE

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ranchise magazine | what’s on

what’s on? franchising events calendar >> August 2013

AUSTRALIA Franchising and Business Opportunities Expo 30 August - 1 September 2013 Melbourne Convention and Exhibition Centre Melbourne, Australia INDIA FRO 2013 - 66th National Franchise & Retail Show 17 - 18 August 2013 Sayaji Hotel Indore, India

September 2013

UNITED KINGDOM Franchise Opportunities Live 6 - 7 September 2013 TBA London, UK

October 2013 SINGAPORE Franchising & Licensing Asia 3 - 5 October 2013 Marina Bay Sands Singapore, Singapore UNITED KINGDOM The National Franchise Exhibition 4 - 5 October 2013 The National Exhibition Centre Birmingham, UK SPAIN SIF & CO Expo 2013 17 - 19 October 2013 Feria Valencia Valencia, Spain

TURKEY Be My Dealer 11th Franchising & Brand Dealership Exhibition 12 - 15 September 2013 CNR International Fair and Convention Center Istanbul, Tur key

UNITED STATES West Coast Franchise Expo 24 - 26 October 2013 Anaheim Convention Center Anaheim, USA

UNITED ARAB EMIRATES Franchise UAE Expo 2013 25 - 26 September 2013 Al Bustan Rotana Dubai, UAE

UNITED STATES Franchise Expo South 6 - 8 February 2014 Reliant Center Houston, USA

AUSTRALIA Reinvent Your Career Expo 21 - 22 September 2013 Royal Hall of Industries, Moore Park Sydney, Australia 54 | August 2013

February 2014

UNITED KINGDOM The National Franchise Exhibition 14 - 15 February 2014 TBA Birmingham, UK UNITED STATES IFA Annual Convention 22 - 25 February 2014 TBA New Orleans, USA FRANCHISE MAGAZINE |

March 2014 GREECE KEM International Franchise Exhibition 8 - 11 March 2014 TBA Athens, Greece

Get your franchising event listed in

UNITED KINGDOM The British & International Franchise Exhibition 15 - 16 March 2014 TBA London, UK BELGIUM Franchising & Partnership 2014 19 - 20 March 2014 TBA Brussels, Belgium

CLICK HERE! April 2014

SPAIN Expofranquicia 2014 24 - 26 April 2014 IFEMA, Feria de Madrid Madrid, Spain

AUSTRALIA Reinvent Your Career Expo 22 - 23 March 2014 Brisbane Convention and Exhibition Centre Brisbane, Australia FRANCE Franchise Expo Paris 23 - 26 March 2014 Porte de Versailles Paris, France | FRANCHISE MAGAZINE

May 2014

ITALY Franchising Nord 2014 24 - 25 May 2014 Piacenza Expo Piacenza, Italy

June 2014

UNITED STATES International Franchise Expo 19 - 21 June 2014 Javits Center New York City, USA

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ranchise magazine | about us

about franchise magazine online >> Franchise Magazine is published as a service to subscribers. We adhere to a strict privacy policy concerning all subscriber names on our database and will not disclose to any third party without written permission from subscribers. If you have any queries about our privacy policy or this magazine, please contact our editor. In the meantime, thank you and we trust you enjoyed this issue of FRANCHISE MAGAZINE!




Kylie Pekolj

Regular Contributors Mary James Nickolas James Kylie Pekolj Kerryn Marlow Graham Van Arkadie

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Editorial, Media Releases & Article Submission


Information published here has been compiled with due care and attention, but it does not claim to be exhaustive. Franchise Magazine cannot be held responsible for the content of external sites reached via a hyperlink from this site. We accept submissions from outside contributors, and while great care is taken, the author of the submitted article is responsible for what they write, and Franchise Magazine staff will not be liable for any loss or inaccurate information or any other omission or error by outside contributors. Letters to the editor should be sent electronically with the writer’s name, address, and daytime phone number to The magazine reserves the right to edit submissions, which may be published or otherwise used in any medium. All submissions become the property of Franchise Magazine Online. This web magazine is provided for information only. It is not intended to replace a consultation with an appropriately qualified business professional. Franchise Magazine cannot accept responsibility for any loss, damage or injury that arises from the use of this web magazine. 56 | August 2013


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Have you told your colleagues about Franchise Magazine? | FRANCHISE MAGAZINE

August 2013 | 57

in the next issue >> • in the spotlight: businesses new to franchising.. • franchise opportunities, events and more..


Franchise Magazine (August 2013)  

Franchisee X Factor, Get the advertising buzz - free vs paid advertising, In the Spotlight: My Cube, Beds for Backs and more..