February - March 2013
Made in Australia - Pole Princess:
From receptionist to franchisee. We catch up with franchisee Stephanie.
Business in 2013 - Your New Years
business resolutions sorted!
Franchising vs. Going Solo
- We explain all the benefits that come with the franchise fee.
In the spotlight... King of Knives, Vulcano Gelato, My Botique and Sleepy’s.
Have you told your colleagues about Franchise Magazine?
ranchise magazine | a quick word
a quick word with Nick James >> Welcome to another edition of Franchise Magazine! We’re back again! I hope everyone enjoyed a well earned break over Christmas and New Years, we sure did! I’m sure you’re well on your way with your new year’s resolution plans by now, being more active, getting fitter, finally letting go of a bad habit.. but what about your business? If you haven’t got your business new years resolutions in order yet, look no further, Kylie has you sorted in this edition. Don’t have a business to make resolutions for? Then how about making 2013 the year you do! If you’ve been weighing up your options between going into business alone or with the support of a franchise behind you, keep reading because this edition I take out some of the guess work to help you get on to which path is more suited to you. In the spotlight this edition we have, Vulcano Gelato, King of Knives, My Botique and Sleepy’s and in our Made in Australia feature we catch up with Pole Princess franchisee Stephanie.
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 | 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
24 Made in Australia Pole Princess
Features and Articles 36 Business in 2013
All your business New Years relolutions right here
44 Franchisee vs. Flying Solo
What you’re missing out on when going into business alone
Business Corner 50 Last Words Your say on franchising
52 What’s On?
Franchising Events Calendar
54 About Franchise Magazine Contact information and more
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Franchises in the Spotlight 20 King of Knives A sharp franchise opportunity
30 Vulcano Gelato
Franchising has never been this sweet!
34 My Botique
Franchising with beauty
40 Sleepy’s
A franchise worth cuddling up to
Hot off the Press 06 Bentleys Chartered Accountants
Report Retail and Hospitality Optimistic in 2013
08 Bedshed
Reinvents instore catalogues
12 Retail Food Group
Report spike in franchise enquiries
14 OzSpy
Opens their first WA store
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ranchise magazine | hot off the press
RETAIL AND HOSPITALITY
OPTIMISTIC IN 2013
DESPITE RISING COSTS A
business survey by Bentleys Chartered Accountants has highlighted optimism that business will improve in the coming year despite key challenges for Queensland’s retail, wholesale and hospitality sectors, including higher than average reports of rising business costs. The Bentleys Business Sentiment Survey involved 200 predominantly Queensland Bentleys clients spanning a number of industries including agribusiness, health, manufacturing, transport, property and retail. It canvassed their thoughts on business in 2012 and projections for 2013. Bentleys Managing Director Ben Cameron said the firm had a strong background working with small and large retailers, including franchises, and the new research was important to provide a snapshot of the current needs and challenges across the sector. “The combined retail, wholesale and hospitality sectors reported the highest levels of increased business costs with almost three quarters (72.7 per cent) experiencing higher costs compared to 57.5 per cent of all respondents,” said Mr Cameron. “A key focus for the Bentleys team in 2013 is working with retailers to strengthen their financial position and improve their bottom line.”
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Despite increased costs, 45.5 per cent of those in retail, wholesale and hospitality reported higher turnovers in 2012, and more than half (59 per cent) predicted business will improve this year. Both these figures were higher than the survey averages of 33.5 per cent and 43 per cent respectively, indicating higher levels of optimism in retail than business generally. The survey also found steady recruitment across retail, wholesale and hospitality, with almost a quarter (22.7 per cent) of respondents hiring new staff in 2012 and 18.2 per cent expecting to do so this year. Increasing debt levels were experienced by 22.7 per cent of the group. “Some of this debt could be attributed to recent and projected property growth, with 18.2 per cent of the retail-based sample group purchasing or renting additional business property in 2012 and 27.3 per cent expecting to do so this year, which is almost double the 15.5 per cent survey-wide,� said Mr Cameron.
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ranchise magazine | hot off the press
In store catalogues reinvented Bedshed is forging ahead with the rollout of its
to understand how it can improve their shopping Australian-first retailing technology, installing experience.” new IT functionality in stores for the benefit of “From a business perspective the data will enable us customers and the business. to market our business to customers via subsequent Bedshed’s new in-store internet touch screen kiosks direct mail activity,” said Mr Culmsee. provide customers with everything from product catalogues to a virtual wish list and the capacity to Mr Culmsee said the technology would be offered develop customised PDF brochures on their desired to the company’s entire franchisee network. “It’s a decision for our network of franchisees throughout products. Queensland, New South Wales, Victoria, South The technology, first installed in Joondalup in Australia and Western Australia,” he said. suburban Perth, was recently introduced into the The technology is part of a broader innovation push company’s first Melbourne store at Moorabbin. by the business, which also introduced Australia’s Bedshed Chief Operating Officer Gavin Culmsee first online Franchise Calculator, enabling wouldsaid early indications showed one in 10 customers be franchisees to financially compare different were using the technology to assist them in their franchised businesses (available at www.bedshed. purchasing decisions. com.au). “We’ve already seen a handful of customers create PDF brochures, emailing them from the in-store kiosk to home for a post-shopping collaborative discussion and decision with their family,” he said. “We expect more and more of our customers to take advantage of this technology as they begin
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Graham Gibson is the franchisee at the helm of the company’s newly designed and relocated store in Moorabbin. The 45-year industry veteran joined Bedshed’s franchisee team nine years ago. “Retailing is in my veins. My father was in the industry and I’ve followed in his footsteps,” he said.
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Mr Gibson said he expects customers to make full use of the new technology. “It’s exciting to be the first to market. No other retailer has pushed the in-store ecommerce boundaries like Bedshed has,” he said. Bedshed at Moorabbin features the company’s newest store layout and design, including a dedicated kids’ zone decked out in wall-to-wall and floor-to-ceiling purple – a place for kids to escape while their parents are shopping. “It highlights our great range of children’s bedroom furniture and accessories, and it’s a bright and fun space complete with a television to keep the little ones entertained while parents browse,” said Mr Gibson. Mr Gibson said Bedshed Moorabbin’s bedroom settings are located in vignettes with interchangeable backdrops, enabling the company to showcase its range and selection of quality accessories.
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ranchise magazine | hot off the press
New year heralds spike
in potential franchisee inquiries
Redundancies and continued job uncertainty has
RFG National Sales and Leasing Coordination spurred a 120 per cent spike in people interested Manager Faith Manning said while inquiries from in owning their own franchise store in 2013, potential franchisees often spiked towards the end according to latest figures from ASX-listed Retail of each year, there was a significant surge towards Food Group (RFG). the end of 2012. Between 1 January and 30 January 2013, RFG received more than double the number of inquiries received at the same time last year from people interested in buying into one of its franchise systems. These include Donut King, Brumby’s Bakeries, Michel’s Patisserie, Esquires Coffee Houses, bb’s cafe, Big Dad’s Pies, Pizza Capers Gourmet Kitchen, Crust Gourmet Pizzas and The Coffee Guy.
“Cutbacks in the private and public sector have caused redundancies and considerable career uncertainty heading into 2013. As a result we’ve seen a spike in people looking to take control of their destiny this year by owning and operating their own small business,” she said.
“Interestingly, these potential franchisees are doing their research. They’re looking for proven franchise The strongest levels of inquiry came from people systems with a track record and the ongoing in New South Wales, with potential franchisees support and training they need to make a smooth particularly interested in the Donut King and transition into franchising. Michel’s Patisserie brands. “RFG has established itself as a leading manager of quality franchise systems, which is also helping us to attract new inquiries. With us, potential franchisees are provided with expert support and hands-on training through our $1million training academy – offering a developed and proven business model for budding franchisees looking to own their own business.” RFG is Australia’s largest multi-food franchise operator which proudly employs 22,000 team members across more than 1,400 stores spaning eight countries. RFG owns the successful Donut King, Brumby’s Bakery, Michel’s Patisserie, bb’s café, Esquires, The Coffee Guy, Pizza Capers Gourmet Kitchen and Crust Gourmet Pizza Bar franchise systems. In addition, it roasts more than 1,000 tonnes of coffee annually through the Evolution Coffee Roasters Group, Caffe Coffee and Barista’s Choice coffee brands.
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ranchise magazine | hot off the press
OzSpy Opens first Western Australian Store Queensland
based surveillance products According to OzSpy Rockingham franchisee franchise OzSpy Security Solutions has now Andrew Goodgame conditions couldn’t be any opened its first Western Australian store in more favourable for him to build a successful Rockingham south of Perth. business. OzSpy founding partner and director Craig Mitchell said the opening of the new franchise is a great first step in the group’s plans to establish a solid presence in the W.A. security and surveillance market.
“OzSpy has been building brand recognition here for many years and now has a significant online client base in W.A. The business model is a proven success in Queensland and Victoria where the local economies are less buoyant than here, and The move to expand into W.A. is not surprising the security market is just going from strength to given the thriving economic climate in the region strength.” and according to Mr Mitchell it was the logical next step for the group. “Needless to say I am very much looking forward to the opportunity that I have here.” “Perth is at the heart of Australia’s booming economy and there’s a reported $210-million-aday spending surge by miners and the construction industry in WA, with both Government and household spending also on the up’ he said.
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ranchise magazine | the international stage
international stage franchising news from around the globe >> Starbucks has opened their first UK location in Liphook, Hampshire and is part of an eight store deal with local entrepreneurs. “The UK is one of the most important markets for Starbucks. There are plenty of opportunities throughout the UK for great coffee, and franchising will help us to build the Starbucks brand in those towns and locations we have not yet had the opportunity to serve. We’re proud to partner with local entrepreneurs, who share our values and commitment to doing what is right for our customers, to build our business and bring jobs to local communities.” said Kris Engskov, managing director of Starbucks UK & Ireland. Other locations Starbucks are planning to open in include Portsmouth, Bournemouth, Farnborough, Trowbrige and Southampton.
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The Coffee Club are celebrating the opening of their 40th New Zealand location at Mt. Roskill, Auckland. In response to the opening, Brad Jacobs, director of The Coffee Club said, “While the maiwwn objective is to foster brand growth and integrity, the highest priority is the continued support and commitment to our franchisees, ensuring we deliver outstanding training and operational support as well as innovative marketing strategies. Our recent wins at the Westpac NZ Franchise Awards confirms we are doing this well.�
Gloria Jeans attempt to make a comeback in the Czech Republic after their recent failed debut. Gloria Jeans were forced to close their first three Czech Republic stores following the collapse of its franchise partner HAM Gastro Czech. Gloria Jeans are now looking for a new franchise partner for their Czech Republic re-launch with an aim of opening five Gloria Jeans outlets per year and a total of 25 outlets. www.FranchiseMagazineOnline.com.au | FRANCHISE MAGAZINE
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ranchise magazine | spotlight: king of knives
Established in 1986, the King of Knives concept
was created to provide consumers with a highly specialised store that retailed every conceivable cutting and sharpening instrument for the domestic, trade and professional markets. The first store opened in Westfield Chatswood in November 1987 and since this time the group has grown to be the largest Australian retailer of its kind with over 50 stores throughout Australia and New Zealand. The product range has expanded over the years and the stores carry a core range of cutting and sharpening tools as well as a variety of quality kitchenware, trade uniforms, outdoor tools and more. The simple vision of King of Knives is “to offer proven and innovative products together with outstanding service to meet the needs of our customers� We offer a shopping experience that endeavours to inspire all customers to pursue their trade, hobby or passion with the absolute confidence that comes from using the right tool for the job.
CLICK HERE to register your interest in 20 | February - March 2013
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A cut above the rest
a
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ranchise magazine | made in australia: pole princess
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made in australia Stephanie Georgiou,
pole princess franchisee >> Ever wondered what it would be like to be a Pole Princess franchisee, running your very own pole dancing studio?
Let us tell you, upon entering a Pole Princess studio you are not faced with the stigma people associate with this kind of dance but rather an empowering celebration of femininity, a place that combines fitness with beauty and grace, whilst having fun and building confidence. Pole Princess is not a gentlemen’s club, in fact, quite the opposite (although there are classes for men as well). Pole Princess is a boutique style, health and fitness studio with a difference, emphasising performance art in a fun, friendly, motivating, supportive and caring environment where everyone is treated like a ‘superstar’ in their own right. No longer being restricted to the so called ‘gentlemen’s club’, pole and exotic dance is the latest fitness choice being embraced from celebrities to the yummy mummy next door, as a new and exciting way to strengthen and elongate the physique, improve self esteem and teach us all how to strut our stuff! Starting out as a receptionist at Pole Princess whilst studying at university, Stephanie Georgiou climbed the corporate ‘pole’ and made the move to becoming a franchisee of her very own Pole Princess. We caught up with Stephanie to find out what it is like to be a part of the Pole Princess.
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ranchise magazine | made in australia: pole princess
Getting to know you... Describe your personality to us. People have described me as bubbly, smart, motivated, fun and goal orientated. I love exercising and use positive thinking to manifest everything I do. Most of all I enjoy inspiring others with my passion for health and fitness.
Why did you decide to become a franchisee? Whilst working as a receptionist at Pole Princess while studying, I realised that becoming a psychologist was going to be a long journey. I’m always one to multi task and from a young age I worked in the family business selling jewellery at Queen Vic Market. Fitness and business always interested me and I thought how awesome it would be to open my own business that combined health and fitness. An opportunity appeared in the form of a Pole Princess franchise and knowing the business well as well as having a passion for the brand, I thought it would be perfect for me. Also being a franchisee allowed me to study part time so I could still pursue my psychology studies.
What made you choose to join the franchise group you are with? I had worked within the company for almost 5 years, hence I knew how it worked and it was a great service that helped a lot of women. Being a part of its growth inspired me to want to be a part of its future.
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As a franchisee... How did you begin the franchise process? As a receptionist I knew Anastacia, the founder of Pole Princess was looking to open a fourth location but didn’t have the time. I offered to either go partners or buy a franchise. Next thing I know I’m signing papers for a franchise. She guided me throughout the process and was very supportive. My father also helped support me in many ways. I appreciate that I did it young as you think less about taking risks. Now I’m 24 and I have my own business and two psychology degrees.
Walk us through a typical day for you in your franchise. Well, if it were two years ago it would have been a lot more frantic and hands on. I began by working my butt off everyday - literally. There were sleepless nights, stressful times and moments of self-doubt but this is exactly what you need to experience before you experience success. Two years later, I now go in to the studio maybe 3 times a week as I can pretty much run the business from home. I get the luxury to design when I will work and I know a lot of my friends are jealous at this flexibility! Yet, I’m only this fortunate as I worked hard for it and I have appreciated every step of the way!
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What would you say was the most confronting aspect of being a franchisee and how did you overcome this? The most confronting issue was being faced with financial difficulty. I was only a student with a part time reception job and so my father helped me a lot. Being quiet at the start was really worrying, as you fear it won’t get busier. However, this is what motivates you to do whatever you can to build things up. More than anything, having Anastacia’s support whilst maintaining a positive attitude were the two key ingredients to making things happen!
Tell us about the positive aspects of being a franchisee. Where do I begin! Firstly, I choose when I want to physically work. I can work from home, or better yet I have the ability to work from my iPhone as all the software and emails are directly accessible, anytime, anywhere! I’m challenged everyday to come up with new ways to make my franchise successful and I love contributing new ideas to the brand in our franchise meetings. I’m extremely appreciative that Anastacia allows us to have a say and make suggestions for the brand and future growth – it really makes you feel part of a strong team. I also get the enjoyment of seeing my staff and clientele grow and all the positive feedback from clients is truly the most rewarding thing.
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ranchise magazine | made in australia: pole princess
Can you give us an example of any obstacles you have faced and how have you and your franchisor dealt with this? Probably an obstacle any business faces is being understaffed. However, with the help of my franchisor, we conduct auditions and you would be surprised how many girls are lining up for the job! In the end, I guess needing more staff only means one thing – incremental growth!
Do you think the fact that your business belongs to a franchise contributes to your success? If so, how? Of course. I selected this franchise because I experienced the success of the system over a number of years. The structure and organization of the business gives you the seeds to success but growing and blossoming those seeds is up to you and that’s what your role as a franchisee is all about!
As franchisee, knowing what you know now, would you make this investment again? Definitely. Only after a year of operating, I expanded to include another pole dancing room to keep up with the high demand of clients. My next goal would be to expand to a bigger location or open up at another location. The best part of the investment is the challenge it brings and the need to expand is proof that the system is successful.
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ranchise magazine | spotlight: vulcano gelato
G E
Vulcano Gelato Erup As Franchisor of Vulcano Gelato, Gino Maniaci’s trademark quote is, “Try it, you’ll love it!” Any wonder he says it so often and with so much passion and gusto. Congratulations to Trish & Tony Gullaci – they tried it, and they loved it – so much so they recently joined the group as the latest Vulcano Gelato Franchisees. The couple opened their stunning new franchised store in mid February 2013 at 24 Puckle Street, Moonee Ponds in Victoria. In no time, locals and visitors have flocked to sink their teeth into the infamous gelato, granita, brioche and other devilish authentic Italian dessert delights. “The word is spreading like wildfire and we haven’t even done the formal official launch yet! I have been working alongside Trish and Tony as part of the initial training and support we give new Franchisees and the buzz about the precinct has been fantastic. You know, if I only had a dollar for every time someone asked me when we are going to open a Vulcano Gelato in Melbourne... well people, here it is! And we are looking forward to bringing a Vulcano Gelato in a suburb near you!” says Franchisor Gino Maniaci. Yes, we all know about (or have personally endured) the famous queues of Vulcano Gelato lovers lining Point Nepean Road outside the iconic first Vulcano Gelato store in Rye. That hasn’t changed. Now Melbournites young and old alike can ‘spread the love’ of the Vulcano Gelato experience closer to home and on a more regular basis. With the famous Puckle Street precinct located within walking distance to Moonee Valley Racing Course and popular Mount Alexander Road – this is where locals and visitors alike choose to shop, dine, explore and be entertained. Franchisees Trish and Tony are well aware that the Puckle Street Precinct is the centre of fun, fashion and lifestyle in the north-west suburbs of Melbourne. With an eclectic mix of retail shops, restaurants and nightlife, Moonee Ponds’ premier shopping precinct has something to offer every visitor.
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pts in Moonee Ponds “Both Trish and I are very excited to bring the authentic taste of Italy in true Vulcano Gelato fashion to Puckle Street. Those that have had the pleasure of tasting our gelato know ... there is nothing quite like it anywhere else (except of course, if you are visiting Vulcano Gelato in Rye). So come on down, we’d love to see you! In the meantime, we welcome you to visit our Facebook Page (don’t forget to ‘LIKE’ us) as well as watch this space for the upcoming official launch – we have fantastic things planned!” says Tony. Vulcano Gelato offers a truly unique and authentic Italian gelato that is made fresh daily at the group’s Melbourne based head quarters and delivered to Vulcano Gelato stores. Using a recipe established in 1960 pre-packaged and imported exclusively for Vulcano Gelato stores from Vulcano Sicily, Italy, the only ingredients sourced locally and added to this phenomenal base include, but are not limited to, fresh fruits and sugars. Of course, a multitude of other additions from chocolate to pistachios also allows for an extensive and versatile flavour selection – the pinnacle being the secret recipe to the iconic and signature ‘Vulcano’ flavour. Like all their gelato, this one guarantees an unsurpassable ‘eruption of flavour’ that dances on the tongue with a wicked tempo. Seriously, gelato has never been this hot! The Vulcano Gelato philosophy is to provide customers with a truly spectacular gelato using only quality products, making it with love, serving it fresh and presenting it with a whole lot of pizzazz to boot! “Try it, you’ll love it!”
and get your fix!
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ranchise magazine | spotlight: my botique
Cosmetic I My Botique ‘Cosmetic Injection Specialist’ is Australia’s Number 1 Cosmetic Clinic brand. Established in 2009 by a highly motivated team of entrepreneurs, My Botique has taken the Clinic Industry by storm. My Botique ‘Cosmetic Injection Specialist’ provides a world class service in cosmetic injections, laser therapy, skin therapy and body treatments. My Botique ‘Cosmetic Injection Specialist’ has already opened three successful clinics employing over 20 highly trained professionals, and you too could indulge in this luxurious and lucrative opportunity! Over 10,000 patients have been treated in the last 18 months and with a growth in sales of over 30%, My Botique ‘Cosmetic Injection Specialist’ is truly “The Future of Aesthetics”.
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Injection Specialist My Botique franchisees benefit from; • • • • • • • •
Low start-up costs Comprehensive business training A profitable clinic system A ready made database and cash flow Digital marketing campaigns State advertising campaigns Access to the MB Academy Initial & Ongoing Training
My Botique seek franchisees that are/ have: • Medical/ Professionals who understands investing in a burgeoning market – AESTHETICS • Passion and energy to be aligned with a No.1 Cosmetic Clinic Brand • Good work ethic • Excellent management and leadership skills • A willingness to learn and undergo My Botique ‘Cosmetic Injection Specialist’ training
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ranchise magazine | feature article: new year’s business resolutions
business in 2013 your new year’s business resolutions review >>
You might have set some New Year’s resolutions for yourself By Kylie Pekolj Editor, Franchise Magazine
and are well on your way with your new hobby, healthier lifestyle or planning your first overseas escape but what about New Year’s resolutions for your business? If you haven’t set any already, here are a few business resolutions to get you started...
>> Your website When was the last time your written content and if you don’t have something on your website businesses website was updated? that calls for regular updates or If you answered anything more contribution, now’s the time to than ‘a few months’ than now is the think about adding something of time to update! With the change that nature in! of calendars recently, all content on your website is now ‘last year’s I want you to stop thinking of your website as your ‘online business content’. listing’ but your businesses ‘shout So how often should you update box’. Static is out, dynamic is in! your website you ask? Here’s a few ideas to make your The simple answer is how often website more dynamic, do you want repeat visitors to come back to your website? If your • A news/media page to keep people up to date of all the good content stays the same, people things your business is doing. won’t return to your website more than 2 or 3 times. Google will also • Regularly updated specials and pick up on this and lose interest and offers only attainable from your your website that used to show up website. on the first page of search results gets pushed back to the fifth page • If your business has a regularly mailed out catalogue, a menu where nobody ever looks. or other printed material for Your website update doesn’t need your customers, you should also to be anything major. A good start consider having them in a digital would be to review and update the format on your website. 36 | February - March 2013
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>> Make Business Directories work for you
>> Get your business social 2012 proved for social media that the trend of getting your business social is not just a fad, it is in fact, here to stay and is an extremely valuable, little to no cost, marketing and advertising medium.
In addition to Facebook you may also want to consider Twitter, Pinterest, Google+, YouTube and LinkedIn.
Have a look at our social media pages to give you some ideas and whilst you’re there if you haven’t If you were one of the few already, like and follow us from businesses who were sitting back the links below! waiting for the fad to blow over, it’s time to change your tune Franchise Magazine about the craze and get onboard. on Facebook If you don’t have one already, set up a Facebook page for your business and make sure to let your friends, family, business associates, franchisee, employees and clients know about it! And once you have you page set up and have the likes starting to roll in, don’t stop there. Update your page regularly with statuses, ask your clients to leave you a review on the page for others to see. As obvious as it sounds, be social!
Franchise Magazine on Google Plus
What business directories you target all depend on your audience and what you are trying to achieve. A potential franchisee looking over a few franchise options may visit your website for information, but most of the time they have ended up at your website because of a listing they found for your franchise on a business directory for franchise opportunities. If finding franchisees is your focus, a good place to start is the Franchise Central website. Here’s a link to see for youself, www.
Franchise Magazine on Pinterest
Franchise Magazine on Twitter
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central.com
'bringing the best together '
And if your focus is customers, look for business directories that are tailored to the industry you are in. There are literally hundereds out there to choose from, aim for the ones that seem to generate the most traffic. February - March 2013| 37
ranchise magazine | feature article: new year’s business resolutions
>> Get an Advertising >> Get Budget and use it! Media Savvy An unfortunate trend that has stuck with everyone post 2008 GFC is businesses fear of parting with money and the subsequent aversion to advertising. It seems the big guys are still advertising whilst the little ones fade off into the background unheard of because they think it’s better for business to be as tight with their money as possible and in this case, they’re wrong!
I’m telling you that
2013 is the year this trend gets bucked! It is time to get seen, be heard, be read about and get your business name out there! You are not going to attract new franchisees, new clients and experience that business growth you are hungry for unless you set aside an advertising budget and use it!
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PR is not just for the big guys, every business needs it! What you don’t need to do however for the small to medium business is outsource it. Get yourself familiar with the Press/Media Release basics and start compiling a list of media contacts to contact on a regular basis. Keep in mind that not every press/media release you write will be suited or well received by all of your media contacts and it is a good idea to separate them into categories. For example, franchising and business growth news, add Franchise Magazine to the top of your list! Here add this into your business email contacts list now,
Kylie Pekolj,
Franchise Magazine Editor editor@franchisemagazineonline.com.au
I love seeing small businesses or any business for that matter take care of their own PR. It’s nice to deal directly with the person who knows the most about their business and their industry rather than a PR agency so don’t get put off by thinking your PR efforts may be less polished than if it were outsourced. FRANCHISE MAGAZINE | www.FranchiseMagazineOnline.com.au
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ranchise magazine | spotlight: sleepy’s
This franchise will help you get out of the right side of the bed every morning! And here is just a few ways is which we do it.. • Sleepy’s the Mattress Experts started 2001. Since this time Sleepy’s has grown to 40 stores, nationally. • Sleepy’s has become a major force in mattress retailing in Australia with an annual turnover of $30+ million. • The senior management of Directors at Sleepy’s have over 40 years of experience in the bedding industry. They really know and understand what it takes to run a successful bedding business. The Sleepy’s model is very simple and was planned especially this way. • Sleepy’s management are strongly committed to the Franchising principle with the vision to provide maximum support and benefits to their franchisees; that remain at all times the key element of the business. • Sleepy’s offers the opportunity for you to work for yourself, driving your own business and realising the rewards. • You will be part of a secure, stable and growing group, enjoying the support of an experienced team that has the determination to succeed.
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CLICK HERE to find out more about a Sleepy’s franchise opportunity! www.FranchiseMagazineOnline.com.au | FRANCHISE MAGAZINE
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ranchise magazine
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ranchise magazine | feature article: franchisee benefits
franchisee vs.
flying solo
what you’re missing out on when going into business alone instead of a franchise >> By Nick James, Franchise Central
Is 2013 the year you plan to become your own boss? And if you’re thinking you’re better off starting from scratch to avoid that franchise fee, let us remind you of what that franchise fee gets you and why it isn’t such a good idea to try avoid it! Starting your own business has always been risky. You need a good idea, the skills to make it happen, the cash to finance it and a whole lot of help to get it right. You need to have the right location, the right premises, and the right equipment. You need to find the right suppliers at the best price, and you need to arrange all the delivery and credit facilities.
would it be if they ensured your business was in the right location, with the right equipment? What would happen if they arranged a major launch promotion for you with advertising that was proven to work for exactly your type of business? Gave you a name that already meant something to your potential customers? And how would it be if they checked up on your progress regularly, and gave Then you’ve got to get your you feedback on how you were customers - let them know you doing and lots of new ideas for exist, who you are, what you do doing even better? and why they should start buying from you. You’ve got to find a way You might expect it to make a of reaching them that works, and difference - and it does. One survey you’ve got to do all this in the face found that 97% of franchisees of your competitors. No wonder so succeed in their first three years, many businesses fail in their first compared with only 53% of small year. businesses in general. That’s the effect of franchising at its best. Of So if you were starting a small course, no franchise is a guaranteed business, imagine how it would be success and a potential franchisee if someone took you aside first and must always be cautious, but there taught you exactly how to run it; is no doubt that buying a franchise how to do the books, operate the significantly reduces the risk of equipment, train the staff, serve failure. the customers and so on. Then how 44 | February - March 2013
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>> Training
When you buy a franchise, a good franchisor will ensure that you are fully trained in every aspect of running your specific business - not only using the equipment but managing people and cashflow, purchasing, promoting the business and lots of other things. In addition to this, you should get a detailed operations manual which is your standard reference work to provide solutions in most situations.
>> Bright Idea
When you buy a franchise, you’re buying a ready-made business format that someone else has researched and developed for you. Your own business may not yet exist, but all the product design, business systems and profitability studies have been carried out already and it’s up to your own efforts to make it successful in your site or territory. It’s like buying someone else’s bright idea.
It’s because of this thorough preparation for running your own business that so many franchises require no previous experience of working in the same sort of industry. In another survey, 85% of franchisors cited ‘no experience necessary’ in a range of businesses from catering to printing, and it’s this that allows so many people to take up a whole new career - often in their middle age.
Because of the guidance you receive from an experienced franchisor, your hard work is always directed to the right areas. That saves your time, effort and money from being wasted on trying things the franchisor has already discovered don’t work. A franchisee once described it to me as “learning from someone else’s mistakes”, and there’s a fair amount of truth in that although it must be emphasised that no franchise is completely without risks. www.FranchiseMagazineOnline.com.au | FRANCHISE MAGAZINE
>> Support
Franchising, properly done, is a ‘partnership’ between franchisee and franchisor: the franchisor makes his or her income from the success of your business, so it’s in their interests to help you make the most of your site or territory. Consequently, you should get a level of support which the independent businessman can only dream of. This starts with the selection process. It’s not in the franchisor’s interests to appoint anyone who they don’t think will succeed, so just by being offered the franchise you should be confident you possess the necessary qualities. Equally important is the continuing support. A franchisor should have people experienced in every aspect of the business you run who can answer any questions you have on a dayto-day basis. In addition to this they have a monitoring role, helping you to maximise your performance in such areas as production costs, sales, promotion, staff recruitment and so on, and providing additional training or advice as required. Many franchisors also carry out some management functions on behalf of their franchisees.
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ranchise magazine | feature article: franchisee benefits
>> Buying Power
This is a major strength of franchised chains. If you owned an independent sports shop, for example, you’d pay the going rate for a brand of tennis rackets. If you sold a lot of them, you might get them a bit cheaper. But if you’re part of a chain of 10 franchised stores, you’ll get a substantial discount. The difference could more than make up the ongoing franchise fee you pay, as well as gaining you an edge over your competitors on price or improving your bottom line profit. Another advantage is that a manufacturer is a lot less likely to let you down on quality or delivery, too - and might even help fund special promotions because of your importance to him.
>> Up and Running Faster
>> Ready-Made Reputation
An independent business starting up has to create a name and a reputation for itself - often a long, slow and expensive process. In comparison, an established name is probably the most visibly part of the franchise operation and, if the franchisor has done the preparatory work properly, it gives the new franchisee a head start. Not only will consumers often know the name and what it stands for, but there will be a batter of back-up material leaflets, clothing, shop-fittings, advertisements, vehicle designs and so on - all reinforcing the business identity.
>> Staying Ahead
When a new business opens, it needs a competitive advantage to succeed. As time goes by, new competitors often erode that advantage, and you have to find new ways of staying ahead. Because a franchisor needs to succeed to keep his profits up and to attract new franchisees, it is his job to carry out constant research and development on new products and better and cheaper ways of doing things. An independent business is just that - on it’s own. However, in an established franchise you have not only the support of your franchisor, but also all the other franchisees who have been through the stage you are now at and understand the problems. This support can be invaluable when the going gets tough - as it certainly will on occasions.
You’ll only open your business once, but your franchisor will have experience of doing it several times. That means that everything should be smoother, quicker and more efficient for you - service and quality should be better, wastage lower, and your business should be known and well-promoted right from the start. In turn, that means reaching profitability faster, which is good news for you and your bank manager.
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>> It Still Means Hard Work
Like any new business, a franchise still requires hard work and commitment to get it off the ground. If you are looking at taking up a franchise, don’t forget that. Choose one that you believe you will enjoy working in, and be prepared to put your all into it. Even then, be aware that franchising cannot guarantee success.
Franchising is a way of doing business, and some franchises undoubtedly do it better than others. If you are looking at buying a franchise, be prepared to ask questions, take you time, take professional advice and be cautious. But remember - your chances of success are far higher in the right franchise than they will be if you go it alone.
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W0RK FOR YOU! CLICK HERE
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ranchise magazine | last words
lastyourwords say in franchising >> Franchising your business with Franchise Central... “The team at Franchise Central have been looking after the franchise side of my business since 2010 and I couldn’t be happier with the guidance and assistance they offer. Creating my business was something that happened naturally for me and when it came time to expand I really was an amateur in the business world. I knew nothing about franchising and the thought of going it alone scared the life out of me. Nick and Mary have always been patient and gone that extra mile to guide me and help grow the Pole Princess brand. I would highly recommend Franchise Central to any business owner who is thinking of expanding their brand because the team at Franchise Central will go above and beyond to help you reach your goal.”
Anastacia Snelleksz | POLE PRINCESS “Buying a franchise was a big step for me as becoming part of the Pole Princess group as a Franchisee was my first endeavour into business ownership! Throughout the whole Franchisee Recruitment Process, Nick James of Franchise Central provided fantastic support and great help – he was thorough, patient and made sure all my questions were answered. Not only did he provide support and help during the recruitment process of buying into my Pole Princess franchised business, but continued to do so after my Pole Princess Cheltenham studio was set up with great ideas on how to promote my new franchised business in the area. I feel very comfortable knowing that the team at Franchise Central is readily available to assist. If you are looking to buy into a franchise, I highly recommend dealing with Franchise Central.”
Jas Ang | POLE PRINCESS (CHELTENHAM) 50 | February - March 2013
FRANCHISE MAGAZINE | www.FranchiseMagazineOnline.com.au
“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
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.
Stephen Raff ACE BODY CORPORATE MANAGEMENT
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ranchise magazine | what’s on
what’s on? franchising events calendar >> March 2013
May 2013
GREECE 15th International KEM Franchise Exhibition 8 - 11 March 2013 Helexpo Exhibition Centre Athens, Greece
SPAIN Expofranquicia 2013 9 - 11 May 2013 Feria de Madrid Madrid, Spain
UNITED KINGDOM The British & International Franchise Exhibition 15 - 16 March 2013 Olympia Conference & Exhibition Centre London, UK
EGYPT The 11th Middle East and North Africa International Franchise & License Exhibition 15 - 18 May 2013 Cairo International Fair Ground Cairo, Egypt
BELGIUM Franchising & Partnership 2013 20 - 21 March 2013 Flanders Expo Ghent, Belgium
AUSTRALIA Reinvent Your Career Expo 23 - 24 March 2013 Brisbane Convention and Exhibition Centre Brisbane, Australia www.reinventyourcareer.com.au
FRANCE Franchise Expo Paris 24 - 27 March 2013 Porte de Versailles - Pavilion 3 Paris, France www.franchiseparis.com
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PORTUGAL ExpoFranchise 2013 24 - 25 May 2013 Centro de Congressos de Lisboa Lisbon, Portugal ITALY Franchising Nord 2013 25 - 26 May 2013 Piacenza Expo Piacenza, Italy
June 2013
AUSTRALIA Reinvent Your Career Expo 1 - 2 June 2013 Melbourne Convention and Exhibition Centre Melbourne, Australia www.reinventyourcareer.com.au BRAZIL ABF Franchising Expo 2013 12 - 15 June 2013 Expo Center Norte Sao Paulo, Brazil
FRANCHISE MAGAZINE | www.FranchiseMagazineOnline.com.au
AUSTRALIA Franchising and Business Opportunities Expo 14 - 16 June 2013 Sydney Convention Exhibition Centre Sydney, Australia UNITED STATES International Franchise Expo 20 - 22 June 2013 The Javits Center New York, USA
July 2013
AUSTRALIA Franchising and Business Opportunities Expo 20 - 21 July 2013 Brisbane Convention and Exhibition Centre Brisbane, Australia
August 2013
AUSTRALIA Franchising and Business Opportunities Expo 30 August - 1 September 2013 Melbourne Convention and Exhibition Centre Melbourne, Australia
September 2013
UNITED KINGDOM Franchise Opportunities Live 6 - 7 September 2013 TBA London, UK
October 2013
UNITED KINGDOM The National Franchise Exhibition 4 - 5 October 2013 The National Exhibition Centre Birmingham, UK UNITED STATES West Coast Franchise Expo 25 - 27 October 2013 Anaheim Convention Center Anaheim, USA
Organising a franchising event? Click here to contact us at
editor@franchisemagazineonline.com.au and find out how to get your event listed in our magazine!
Or download our media kit from
AUSTRALIA Reinvent Your Career Expo 21 - 22 September 2013 Royal Hall of Industries, Moore Park Sydney, Australia www.reinventyourcareer.com.au
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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!
Publisher
FRANCHISE MAGAZINE
Editor
Kylie Pekolj
Regular Contributors Mary James Nickolas James Kylie Pekolj Kerryn Marlow Graham Van Arkadie
Digital Magazine Created by
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Disclaimer
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 editor@franchisemagazineonline.com.au. 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. 54 | February - March 2013
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in the next issue >> • in the spotlight: the gold club, pole princess, inkspot and more.. • franchise opportunities, events and more..
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