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August - September 2012

Made in Australia

- Vulcano Gelato: The godfathers of gelato armed with a secret family recipe

Media DIY

- The secrets of a good press release

Does your business have a dirty van?

- First impressions count! Avoid ‘brand disconnect’

In the spotlight... King of Knives, InkSpot, Sleepy’s, Lightsounds

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

24 Made in Australia Vulcano Gelato

Features and Articles 20 International Franchise Expos

Vietnam International Shop + Franchise Show 2012

38 Media DIY: The secrets of a good press release Kylie Pekolj

48 Does your business have a “dirty van”? Kerryn Marlow

Business Corner 54 Last Words Your say on franchising

56 What’s On?

Franchising Events Calendar

58 About Franchise Magazine Contact information and more

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Franchises in the Spotlight 34 King of Knives A sharp franchise opportunity

42 InkSpot

International franchise opportunities

46 Lightsounds

Bright franchise opportunities

52 Sleepy’s

A frachise to snuggle up with

Hot off the Press 06 Jamaica Blue Launches in Singapore

08 Muzz Buzz

Buzzing in New Zealand

12 The M-Commerce Revolution Shoppers go mobile

14 sKids

Expansion plans for Australia

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ranchise magazine | a quick word

a quick word with Nick James >> Welcome to another edition of Franchise Magazine! Summer is just around the corner! We can hardly wait and with Vulcano Gelato on the cover and in our Made in Australia feature this edition, all of us down at Franchise Magazine are drooling in anticipation! We all think it’s the best gelato any of us have ever had before, the only thing that makes it even better of course is summer! Have you ever thought to yourself that you would like your franchise featured in our news section of our magazine but never knew how to go about it? Our editor Kylie has put together an easy DIY and her top tips for writing successful press releases, you’ll be getting news published about your franchise in no time! And with that extra media attention, it’s time to scrub up as Kerryn Marlow warns us about the dangers of having a ‘dirty van’ that is, bad first impressions. Also in this edition of Franchise Magazine, In the spotlight we take a closer look at King of Knives, InkSpot, Lightsounds and Sleepy’s!

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

FOODCO GROUP AND UNIVERSAL F&B ANNOUNCE JAMAICA BLUE LAUNCH IN SINGAPORE Leading retail food franchise companies and regional licence partners, Foodco Group Pty Ltd and Universal F&B Pte Ltd, today officially opened the first Jamaica Blue café in Singapore. Renowned for its award-winning premium coffee blends and seasonal fresh food menu offering, Jamaica Blue was established by Foodco in 1992 and this year is celebrating its 20th anniversary of operation in Australia (73 cafés). Also operating in New Zealand (5 cafés), China (17 cafés) and the United Arab Emirates (3 cafés), Singapore’s first Jamaica Blue café is located at One Raffles Place in the heart of Singapore’s financial business district. A second Singaporean Jamaica Blue café is scheduled to open in mid-September at Star Vista, the nation’s prime shopping and entertainment venue located in the Western Central region of Singapore. In keeping with the recently reinvigorated Jamaica Blue brand concept, both contemporary-design Jamaica Blue cafés will serve as an oasis for Singaporean coffee-lovers who are looking to escape the grind of daily life by sitting-back, and savouring each sip of a premium-tasting coffee. Jamaica Blue boasts a CSR Golden Bean award-winning Signature Blend – made from 100% Arabica beans sourced from the world’s best coffee growing regions; in addition to the Wallenford Estate Jamaica Blue Mountain coffee, the most sort after coffee in the world. The Jamaica Blue Singaporean Breakfast, Lunch and Dinner menu offering will largely reflect the freshlyprepared on-site model that has met with acclaim in Jamaica Blue’s current markets. However, due to humid local weather conditions, Jamaica Blue Singapore will feature an extended cold beverages range with market-tailored fruit flavours such as Lychee Iced Tea, Chocolate Banana Cream Frappe and Passionfruit Smoothies. Familiar with the Foodco network as a former franchisee of Foodco’s Muffin Break brand, Universal F&B Director, Hermanto Karjadi, said Singapore is ripe for the launch of Jamaica Blue. “The coffee drinking culture in Singapore has developed significantly during the past few years. Today’s Singaporeans are more appreciative of quality coffee than ever before and this appreciation, combined with Jamaica Blue’s unique and prize-winning products is sure to see great success in Singapore,” said Mr Karjadi. Foodco Group Managing Director Serge Infanti said: “Foodco and Mr Karjadi have enjoyed an excellent working relationship for more than a decade. “We’ve been carefully planning Jamaica Blue’s entrance into the Singaporean market for quite some time and I have every confidence that Mr Karjadi and his Universal F&B team will continue to espouse in Singapore the excellent reputation that Jamaica Blue currently enjoys in other markets across the globe,” added Mr Infanti.

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ranchise magazine | hot off the press

New Zealand buzzing with the launch of drive through coffee Auckland is buzzing with the opening of not only it’s first Muzz Buzz drive thru coffee store in New Zealand but with the opening of it’s second as well. The first Auckland store, located 847 New North Road, Mt Albert is the first international store for the Muzz Buzz franchising business. With the opening of the second store in Cavendish Road, Manukau, Muzz Buzz will have 50 stores in operation across Australasia, and another 10 stores under construction or awaiting development approval. Executive Chairman Warren Reynolds said, “We’re very excited to be launching the Muzz Buzz brand in New Zealand and we really hope the people of Auckland will embrace our exciting concept and try our great food and beverage products.” The decision for Muzz Buzz to expand to New Zealand was a logical step, given that Australian’s and New Zealanders’ have similar spending habits in relation to coffee and a willingness to embrace the convenience of drive thru as a retail concept. According to the BIS Shrapnel’s Coffee & Beverages in Australia report, Australian consumers spent in excess of $10.7 billion a year on coffee, which represents an average of $594 for every Australian aged 14 and over. Despite global economic uncertainty and falling equity markets, spending on coffee and convenience food products has continued to grow in both Australia and New Zealand and across most of Asia in the past 5 years, and these trends appear likely to continue for the foreseeable future. Drive thru coffee franchising has proven to be sustainably profitable during the worst economic conditions in the past 50 years, and provides tremendous returns for motivated franchisees seeking to secure their financial freedom. Mr. Reynolds added, “Muzz Buzz is now in a strong growth and expansion phase. With 50 stores we’ve reached critical mass in Australiasia. Muzz Buzz now dominates the Australasian drive-thru coffee market and it’s time to expand and develop new markets in the Asia-Pacific region. Our goal is to make Muzz Buzz a global lifestyle franchise brand over the next decade. We have a proven business model, a proven brand and a successful growth strategy.” 8 | August - September 2012

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ranchise magazine | hot off the press

AUSTRALIAN RETAILERS MUST PREPARE FOR THE M-COMMERCE REVOLUTION As more and more Australians take to their smart phones to compare prices and track down the best bargains, business owners need to be prepared if they are going to maximise the opportunities provided by mobile phone shopping, according to e-commerce expert Adrian Mullan.

the majority of people research products on their phones before making their purchases on their main computer,” he said.

“Even if customers don’t currently buy from their phone - you need to have a mobile site that makes it easy for them to get to the information,” Mullan Mullan established E-commerce Websites in 2001 said. with the aim of helping businesses of all sizes “This means establishing a mobile version of your transition into the online shopping arena. He has website, which may have similar content but since assisted thousands of businesses - including presents it in a simpler fashion,” he said. some of Australia’s biggest retailers - make the most of the opportunities provided by e-commerce. “A good example is the importance of having an easy-to-use ‘store locator’ so customers can find It is estimated that about 94 per cent the closest store while out and about,” Mullan said.

of Australians have mobiles phones, with a 2011 study showing Australians spent $155 million online via their mobile phones.

He said the explosion of price comparison apps was also making it easier for people to use their phones to browse ‘in-store’ but ‘buy online’ at greatly reduced prices.

That figure is expected to grow sharply over the “Another growing trend was the increasing number of people “couch shopping” where they can see a next few years as smart phone usage increases. product on television and buy instantly online using Mullan said retailers needed to take steps now their smartphones/or tablets,” Mullan said. to capture this burgeoning market as almost 70 percent of Australians were expected to use mobile Retailers need to be aware of the changing trends devices for purchases and payments in the near in consumer behaviour in order to put the systems in place to capture sales from their target markets, future. Mullan said. “While figures show a smaller percentage of people actually buying on their phones at the moment,

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ranchise magazine | hot off the press

Expansion plans to skid across Australia

Safe Kids in Daily Supervision (sKids), an awardwinning Out of School Hours Care (OSHC) franchise business has announced their plans to expand, with the aim of having 15 franchises operating in primary school based sites across Australia by the end of 2013. Established in New Zealand in 1996, sKids is now offering services to almost 100 sites in New Zealand, with five Australian franchisees.

benefits by having our programs operating. sKids franchisees also enjoy ownership of a financially and emotionally rewarding business that provides them with flexible lifestyle options, supported by a highly skilled and trained franchise team.” sKids offers a structured and well-balanced OSHC program that offers a variety of planned activities such as arts & crafts, music & drama, sport, technology and other fun activities that kids love. sKids also offers Vacation Care programs during school holidays that are designed to amuse, challenge and entertain children.

Vicki Prout, Managing Director of sKids Australia, said the company would work with government and non-government schools to position sKids as a structured fun and caring learning-based program Franchises are planned for Adelaide, the company’s that provides a safe and secure environment for the stronghold in Australia, with Master Franchise care of school-aged children. opportunities available in Queensland, Victoria, Western Australia and New South Wales. Franchise Ms Prout said “Our point of difference is that we opportunities are also available nationally. sKids operate independently on-site at schools, supplying operates within the National Quality Framework our own equipment, managing payments directly and works closely with local communities. with parents and enabling schools to have many

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ranchise magazine | the international stage

international stage franchising news from around the globe >> Papa Azerbaijan Papa John’s has opened it’s first Azerbaijan store serving their well known pizza’s to more than 2 million Baku residents. “For more than 28 years Papa John’s has grown steadily by delivering on its ‘Better Ingredients. Better Pizza. brand promise,” said Tom Sterrett, Papa John’s senior vice president, International. “Azerbaijanis can expect to enjoy the same great taste and high-quality ingredients with every pizza that so many loyal customers around the world experience every day.” Papa John’s plan to continue expansion in the Azerbaijan market with the opening of several stores over the next few years.

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Red Mango recently celebrated the opening of it’s 200th location as America’s #1 frozen yogurt and smoothies chain since opening it’s first store in 2009

FRANCHISE MAGAZINE | www.FranchiseMagazineOnline.com.au


Hooters have announced plans to become more ‘girlfriend friendly’ after research found women to find their menu old, overpriced and decor dated.

The pie fight continues in NZ One New Zealander is still refusing to let their beloved Kiwi fast food, Georgie Pie go to rest without a fight. 29 year old, Whakatane man Grant Duffield travels New Zealand on his days off collecting signatures to bring back Georgie Pie. “It’s just that I’m passionate about this. I feel that Georgie Pie should still be here today,” he said. Mr Duffield has collected more than 6,800 signatures supporting the return of Georgie Pie. Georgie Pie met it’s fate when McDonald’s bought the fast food chain in 1996 and progressively closed each of the stores, closing the last Georgie Pie in 1998.

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“ ” ranchise magazine | expo: vietnam international shop + franchise 2012

Growth potential of the

Vietnam retail and franchise industry

Vietnam has a population of almost 90 million and contrary to popular belief; has strong purchasing power and an appetite for foreign brands. Last year, Vietnam’s retail market experienced a 22.6% jump, according to the Statistical Office of Vietnam, emphasizing the immense potential of its market. Experts forecast Vietnam’s economic growth to be over 4.5% despite the global economic crisis. This positive outlook is shared by global consulting firm, A.T. Kearney who forecast retail market sales to hit $113 billion by 2012. Not to be outdone, Vietnam’s franchise sector, according to International Franchise Association, has grown 30 percent annually in recent years and is set to outpace that in the next five years with popular F&B franchises, Subway and Gloria Jeans Coffee jumping on the bandwagon. VIETSF 2011 was a huge success involving 123 exhibitors from 6 countries. A resounding 78% of exhibitors were enthusiastic about participating in this year’s event again. The U.S. Commercial Service’s 2011 report on Vietnam highly recommends businesses interested in entering the Vietnamese market to participate in the Vietnam International Shop + Franchise Show.

Coex, the organizers of VIETSF, is Korea’s leading convention and exhibition center that offers a unique service – the 1:1 Business Matching Program. This is a pre-arranged meeting between buyers and exhibitors customized according to their respective needs. Last year, a total of 1,980 meetings were arranged, allowing overseas businesses to connect with their local counterparts easily.

The previous show results demonstrated that Vietnam Show has progressed noticeably over years and that it has gained trust and reliability as the main franchise show in Vietnam. This show is not only an exhibition but one-stop solution destination where it provides all information and connection you need to successfully enter into Vietnam market. At VIETSF, you can meet associations, trade promotion agencies and other experts from various industries and countries. Through these connections you can build a strong global network and share the most recent industry related news allowing you to easily access local market trends. In addition, throughout the exhibition, you can attend various seminars that work as great source to successfully settle business in Vietnam. Last year, helpful seminars such as “Understanding of Vietnam laws - Focusing on Investment”, “Tax & Regulatory Environment of inbound franchise in Vietnam” and many more were provided. VIETSF is a great tool for all companies targeting Vietnam market.

VIETSF 2012 will be held from November 1st – 3rd at the Saigon Exhibition and Convention Center, HCMC, Vietnam. Sign for 1:1 Biz-Matching Program and meet companies you wish to meet based on your needs!

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Expo Information Show Title: Vietnam International Shop + Buyer Delegation Program: Franchise Show 2012 (VIETSF 2012)

Dates: November 1, 2012 – November 3, 2012 Venue: Saigon Exhibition & Convention Center (SECC), Ho Chi Minh City, Vietnam

Exhibit Items:

• Franchise Food & Beverage, Beauty & Health, Fashion, Retail & Wholesale, Consulting Service, Education & Training, Other Specialised Retail • Shop Shop Design & Renovation, Shop Equipment, Shop Interior, Retail Technology, Professional Services, Items for Shops

Concurrent Events:

Buyer groups of at least 10 members from international trade associations or government organizations can attend VIETSF as part of an official delegation group. Main Benefits for Delegation Groups 1. Hotel accommodations for 2 nights at a designated partner hotel for the representative and members. 2. Economy-class round trip flight ticket for the delegation representative. 3. 1:1 Biz Matching Meeting arranged with exhibitors your members are interested in. 4. Technical tour program for the delegates upon request.

Australian Representative:

Australia Representative Linda L. Gurney • Seminars on successful business cases of T. 61-448800968 entering the Vietnamese market E. linda@thetradeevent.com H. www.vietnamshow.info • 1:1 Biz Matching Program * One-on-one business meeting program will arrange meetings with specific buyers and suppliers you wish to meet based on each company’s specific needs. Please note that sign-up form is available on our website. Bizmatching application is due by October 5, 2012. • Consulting program with business experts

Results from 1:1 Biz-matching Program • 1,980 Meetings • USD 52,000,000 Contracts Discussed • USD 30,500,000 Contracts Expected to be signed within 1 Year

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ranchise magazine | made in australia:

made in australia vulcano gelato >> V

ulcano Gelato may have strong roots connecting it back to Vulcano, Sicily where its delicious secret recipe for gelato was born and passed down from generation to generation within the family business, however by the time this prized recipe reached the hands of the third generation, Gino had already set his sights on Australia where he was to meet his future Australian born wife, Josie. Here with recipe in hand and their combined dream to open a gelato store that was uniquely their own, Vulcano Gelato was born with instant booming success. Whilst Italy has been enjoying gelato made from this secret recipe for generations, up until now, Australia has never seen gelato as hot as this. Upon opening the doors for the first time during the Australian summer, Gino and Josie knew they were on to a real winner and the length of the queue spoke for itself a true sign of the continued success that was to follow for Vulcano Gelato. The Australian summer and the secret gelato recipe that came all the way from Vulcano Sicily was a match made in heaven.. so knowing this, I’m sure now you’d appreciate why this recipe is such a closely guarded secret! We at Franchise Magazine caught up with Gino and Josie to find out more about this delicious franchise and let us just tell you this, the gelato is to die for!..

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ranchise magazine | made in australia:

Getting To Know You If you had to describe your personality in a few words, what would it be? J: A dynamic, enthusiastic, assertive and motivated individual with a strong sense of integrity. Entrepreneurially spirited, with a desire for a continually challenging and demanding environment. G: A young vibrant business man, who constantly thinks out of the box, honest and hard working. What inspired your business idea? J: A trip to Italy with my then boyfriend (now husband) to the Island of Vulcano where his family have had a business since 1960, after tasting the gelato for the first time, I knew instantly we had something very special. It was a great way for us to be together and have a successful life here in Australia. G: Meeting my wife in Australia inspired me to move to Australia for good. I have been lucky enough to grow up in a family business in which our famous gelato and granita was born. How did you know that franchising was right for your business and what ultimately influenced your decision? J: We knew it was right for franchising straight from the beginning, that’s why we tried to keep it as simple as possible, in Italy the bar offers patisserie, alcohol, hot and cold foods and many more items, we only brought over the gelato, granita and coffee knowing it would take off and after a season of trading we started the paperwork to begin franchising. With our long queues and our customers constantly asking “when is another shop opening in the city� it confirmed what we already had in mind and we are certain that Vulcano Gelato will be a successful franchise. What previous experience if any did you have in the franchise or business industry before franchising? J: Although we have never had to do with franchising before, over the past year we have familiarised ourselves vastly on how the franchising system works, but we also have qualified franchise consultants on board who have over 20 years experience. Franchise Central are looking after our franchise documentation and they have been great mentors in guiding our business in to franchising. My husband Gino has over 10 years product knowledge from working in his family business that is situated on the high tourism island of Vulcano, his attention to detail is vital to the running of this business, he has grown up in this industry and brings to the table the secret recipe that has been passed down through three generations. My business management background mainly stemming from the fashion industry for 10 years and ANZ business technologies for 6 years, these skills are extremely important to the logistics of running the business.

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Getting Down to Business What materials and knowledge did you have before beginning to franchise? J: Before we opened this business in Australia, we knew we would franchise it out. We did months of research on other successful franchises in and outside of Australia and searched for the best franchise consultants we could find. I also spent three European summers in Vulcano learning the craft of making artisan gelato from a master that has over 50 years experience, and during this time Gino mentored with his father that has been running the family business for over 25 years learning the logistics of running a business of this nature. How long did it take to develop and set up your business and how did you begin promotion? J: To actually set up, it took about 6 months as we needed to organise many items that would come directly out of Italy, we did not have time to promote as we opened our doors on the 15th of December 2008 and the summer boom just happened!.. From here on there was no looking back, Vulcano Gelato was on everyone’s lips and we knew we were on our way to a successful franchise opportunity. How did you go about seeking advice on starting to franchise your business? Talk us through how you got started. J: After researching via the internet and then several references we decided to use the expertise of Franchise Central to coordinate the process of setting up our business for franchising. They made everything very simple to understand and guided us through each step of the documentation process and are continually advising on set up procedures as needed. What was the very first task you had to do as franchisor? J: Write up an operational manual, it was a great exercise for both of us to put all our knowledge down on paper and work out a detailed training program that is easy to learn and understand to ensure franchisees know exactly what they need to do well before they open up their first Vulcano Gelato store. How overwhelmed were you initially when setting up your franchise? J: The documentation was a little overwhelming and we were glad we had Franchise Central to hold our hands through the whole process. Tell us about some of the expectations you began with. Have they been met? J: Our main expectation was to build a strong franchise system that will protect both of us as the franchisors and we also wanted the franchisees to feel secure about their investment. The documentation is very thorough and clear for both parties involved. We are proud and excited about what we are offering to future Vulcano Gelato franchisees. Did you have a mentor? J: Our mentors have been our parents who have been a big part on helping us set up our business, we have both grown up around very successful family businesses and believe the skills we have learnt have allowed us to make this dream into a reality. Our franchise mentors have been both Mary and Nick from Franchise Central. www.FranchiseMagazineOnline.com.au | FRANCHISE MAGAZINE

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ranchise magazine | made in australia:

The Business Who is the target market for your franchise? J: Vulcano Gelato is universally appreciated by young and old alike. How many units of your franchise are there in Australia? J: We franchised the Rye shop in 2011 and are currently in the process of arranging the store setup of the latest franchise in Moonee Ponds. Have you gone international yet? If so, where are you based? If not, do you intend to expand internationally? J: Not yet, but there has been interest in China and Malaysia, last year we were invited to China and had several meetings in regards to the Vulcano Gelato franchise, we have also been showcased in various print media both nationally and internationally. Is there room for more franchisees in your current market? If so, what areas? J: Definitely, we believe that Vulcano Gelato is suited to all age groups and therefore will be suited in many areas... and it’s not a seasonal business, people eat ice cream all year round and don’t forget our coffees, granitas and other products are amazing too! For example, every major city in Australia can have at least 5 stores comfortably and busy suburbs should also be seriously looked at. Furthermore, we recently purchased our factory premise in Ardeer (VIC) where our spectacular gelato is ‘made fresh daily’ and delivered to our franchised stores thereby not only eliminating much of the setup costs of entering the franchise but also the work load of our franchisees.

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ranchise magazine | made in australia:

Running of The Business Who supported you throughout your journey of franchising your business? J: Our main support came from each other; we are both very passionate to see our dreams come true. What are the short and long term goals you seek to achieve for your franchise? J: Our aim is to have at least 15 stores in the next two years and over 40 stores in the next five years. Can you tell us about one of the most significant moments which have contributed to the success of your franchise? J: Over the holiday season in Rye we have non stop queues selling up to 1,600 gelatos a day. Keep in mind that there are several ‘competitors’ in the same street which did not affect us at all. We knew our gelato was fabulous but more importantly our customers did too! It was not uncommon to see the same families come in every day if not twice or more. What has been the most challenging aspect of being a franchisor? How did you overcome this? J: So far we have not had any major challenge. What are some of the lessons you have learned? J: The main lesson we have learnt is to make sure all documentation is clear and honest and fool proof training programs.

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Franchising a Business What would you say are the benefits of having franchised your business? J: Sharing this amazing opportunity national and internationally will potentially be very profitable for all parties involved. Personally it has helped us both grow and learn a new area of business. What do you perceive to be the pitfalls of franchising? J: Waiting for it to take off, knowing you have a gold mine and trying to convince others to believe in your dream

Franchisees For Your Business Describe what your ideal franchisee would be like? Their personality traits, experience and attributes etc. J: We are looking for passionate, honest, hard working, organised franchisees that will present Vulcano Gelato in the best manner possible. What initial training and ongoing support do you provide your franchisees? J: Our training program is a six week process, four weeks behind the scenes and two weeks on site when a new franchisee opens the doors to their own Vulcano Gelato store. We train our franchisees in every aspect of the business including but not limited to business procedures and responsibilities, food and beverage preparation, customer service and all marketing initiatives. We then follow up with training updates to make sure all franchisees continue to meet Vulcano Gelato standards, no matter where they are situated.

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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 34 | August - September 2012

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A cut above the rest

a

KING of KNIVES franchise opportunity www.FranchiseMagazineOnline.com.au | FRANCHISE MAGAZINE

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ranchise magazine | feature article: media diy

media DIY: the secrets of a good press release >> Getting media attention isn’t exactly rocket sience, yet so many small

businesses seem to think this is the case and leave the press release game to the big businesses. As a small business owner you might want to scrimp on the PR agent to save money to put into advertising and other areas of the business instead but good PR is something you should not ignore if you want to get your business noticed! By Kylie Pekolj Editor, Franchise Magazine

As editor of Franchise Magazine for close to five years, Kylie Pekolj has seen more than her fair share of good bad and downright woeful press releases, here’s her top tips for successful press release DIY..

Before you begin..

Newspapers, magazines, radio and television stations get emailed mountains of media releases on a daily basis and the majority of these press releases that these places receive get no more than 5 seconds of attention before moving onto the next one. It is only the media releases that stand out from this pile that get read and ideally followed up on.

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It does not matter how exciting and news worthy you think what you have to say is, if your press release does not follow these basics, there is a high chance it will fail to grab the attention of those who will ultimately help you get your news published and end up in the not read pile.

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Press Release Basics.. Laying out your press release

There are four main elements to the written section of a press release, in order these are; • The Heading • Your News • Background/ Extra Information • Contact Information

The Heading Arguably the most important element of a press release. The heading of your press release should portray what your press release is about in as few words as possible. You do not need to be creative, just make sure your reader knows what your press release is about to entice them to keep reading. It is the make or break element of the press release, if the heading does not capture the interest of the reader this will be as far as they read before moving on to the next one.

For example: Rather than; Jelly Bean Co. Jumps to new heights!

Try; and key people featured in the Jelly Bean Co. Opens 10 new press release. This is especially important for small businesses stores. who may not be as well known to the media. Your News This section of the press release Contact Information is where you go into further detail about the news you want to get Sometimes the people you send your press release to will out to the media. want to contact you for further The opening paragraph should information about your news or be an extended version of they may want to organise an the heading with all the key interview to run a larger story. information of your news. Make sure you include the name of your contact person with your The following paragraphs are contact information in your press used to go into further detail release and not just a business from your opening paragraph. name and number. Use the second paragraph for the second most important It is also a good idea to include a information following what was web address and any social media said in the opening paragraph, links for your business such as a the third paragraph the third Facebook or Twitter page. most important information and so on. The Fifth Element Once you have completed your news section, it is common practice to end your news section with the word ‘end’ in capital letters like this;

In addition to the above four vital elements of the press release. The fifth, whilst not vital in making a complete press release should always be considered.

END

Including a few images with your press release will not only add This is to signify the end of the extra information to your news press release and to separate it but it will also help it stand out from the following two elements. and be remembered against the other press releases it may be Background/ Extra competing against for attention.

Information

After your news include a section with extra information including things like quick background information about your business

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ranchise magazine | feature article: media diy

Prior you put pen to paper.. A Matter of Subject

There is a fine line between news worthy and spam. If you are constantly sending out press releases with the only intention to spruik your business without any actual news to announce, you will quickly find yourself being blocked by multiple spam filters. Remember, the purpose of a press release is to get your news out to the appropriate media outlets, it is not another form of advertising so don’t abuse it! Keep in mind that the more press releases an editor receives daily, the less tolerable they are of the first deadly press release sin. That is, advertising in disguise of a press release.

Do: (but not limited to..)

shop has changed its menu to include a large variety of celiac friendly options, has changed to using only local products to support local economy etc.

Know Your Audience

Television Stations: Local, regional, metropolitan and national networks.

If your business is a fashion boutique there is no use in sending a press release to a tattoo magazine unless your clothing designs incorporate tattoo designs linking the two together.

Websites and Online Publications: Any website or online publication that publishes news that is in theme with your business or press release. Same rules apply for websites and online publications as print magazines.

Before you even start writing your press release gather contact information for all media outlets. These may include but are not limited to;

Rules of Engagement.. The Golden Rule

Newspapers: Including local, There is only one major rule when state, national or international. trying to engage with your press Magazines: For a franchised releases recipients; business include business and franchising focused magazines, personal growth, and investment Make sure magazines.

Announce your businesses You should also send your success and achievements. press releases to magazines Announce events your business that focus on topics that cover may be involved with or your core business. If your organising well in advance of business is focused on childrens them happening and followed up development, send your press with another after the event. release to parenting and family magazines. If your business is Announce your businesses a restaurant, send your press involvement with the community release to food magazines etc. sporting clubs, schools, Sometimes your press release organisations or charities. may not be focused on your core Don’t: business and in such cases you Use the press release to advertise should seek out magazines that cover the topics covered in your your new product or promotion. press release.

Unless!..

and send your press release to the stations that match your businesses.

your readers know what you are talking about within the first three lines of text

If after these three lines the reader still doesn’t know what news you are trying announce good chance they have lost interest and moved on to reading the next press release.

Radio Stations: Local, regional There is a news worthy element and metropolitan stations. Think behind your promotion or about the stations core audience product! For example your pizza 40 | May - June 2012

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Email Etiquette..

Attachments and Formats:

I see press releases sent as word documents (both .doc and docx formats), as .pdf files and as just Nothing screams ‘unprofessional’ text in the email. like a list of emails in the To: All formats are fine but even if line of an email, highlighting to you put your press release into everyone who received the email the main body of your email you who else it was sent to. should always have it attached as wither a word document or pdf Avoid this rookie mistake by as well. Having your press release placing your own email address in the body of your email means in the To: line and all of your it is already open and ready to recipients into the BCC: line, be read, however having it as meaning blind carbon copy. This an attached document means will prevent your recipients from the reader can save it onto their seeing who else you sent the computer for later reference. email to. Best practice is to do both This keeps your email looking together. This helps to grab the neater but also highlights your readers attention and give them email address as it now sits in an easy way to save it onto their both the To: and From: lines of computer. It also is a little extra the email. insurance against corrupted attachments, file formats that Grab attention with the your recipients may not be able to open or forgetting to attach subject line: your press release before you Always start your subject line press send. You’d be surprised with ‘Media Release:’ or ‘Press how often that happens! Release:’ followed by your businesses name and a brief Don’t forget to also attach any description about what your images to your email! press release is about. You should also avoid being tempted to send your press For example: release and images togehter Press Release: Jelly Bean Co. New in a .zip file or any other file Store Grand Opening compression format, your Firstly this makes your email recipients will not go searching stand out in your recipients’ for the correct program to unzip inbox that it is a press release your compressed files if they do and secondly it lets them know not have the right programs to what your press release is about do so.

Know the difference between To: and BCC:

but if the media outlet you are sending your press release to is particularly important to you and your business, it is always a good idea to take the extra time to address your email to them personally, just make sure you do not send your personalised email out to everyone. Editors like most people don’t like it when you get their name wrong!

A Final Note..

If you haven’t already, add editor@ franchisemagazineonline. com.au

to your media contacts list. I look forwards to reading about your franchising news!

before opening it. It also makes Personalisation: the press release easier to find in their inbox if they go back to find You may not always have time to personalise every single it again later. Press Release you send out www.FranchiseMagazineOnline.com.au | FRANCHISE MAGAZINE

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ranchise magazine | spotlight: inkspot

Making a splash for interna

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ational franchise opportunities Regardless of language or nationality, expensive ink cartridges that empty and need replacing far too quickly and environmental concerns is something that is globaly understood, this is why Inkspot are seeking both potential franchisees wishing migrate to Australia and potential franchisees wishing to start an Inspot franchise in their own home country. Inkspot franchisees are specially trained to refill customers empty ink cartridge so they perform as new. The average cartridge takes only 5-15 minutes to refill using our specialised cartridge refill and testing equipment, saving customers significantly compared to buying new cartridges, all whilst helping our planet by reducing landfill. Not only refilling empty ink cartridges, Inkspot is a leading retailer of all genuine ink and toner cartridges. Each store carries a wide range of very competitively priced genuine cartridges. Inkspot stores also carry a large range of Inkspot branded, compatible and remanufactured ink and toner cartridges to still save customers money when refilling an old cartridge just is not an option. All cartridges are fully tested to give you excellent quality print and cartridge life, whilst saving you up to 50% compared to OEM brands.

CLICK HERE to register your interest in an Inkspot franchise opportunity

www.FranchiseMagazineOnline.com.au | FRANCHISE MAGAZINE

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ranchise magazine

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ranchise magazine | spotlight: lightsounds

Australia’s larg Au Lightsounds is Australia’s largest retailer of professional lighting, audio and DJ equipment with nearly twenty stores, stockists and franchise outlets across Australia. Lightsounds opened its first retail store in 1995, after the business being in the industry since 1983. The success of that one store paved the way for Lightsounds to grow, open new stores and become the success story it is now. Like most people you’ve probably dreamt of being your own boss and running a successful business. At Lightsounds, we take pride in offering you the chance to achieve this dream, by providing you with a proven business system that is affordable, well structured and easy to operate. Unlike many other business opportunities, Lightsounds is able to offer multiple income streams other than just the retail sale of equipment. A Lightsounds business can also offer to clients rentals, service, DJ practice booths, jukebox hire, deliveries, installations, second hand goods sales, trade ins and more. All of this means that the business owner is able to make money through numerous means without being dependent only on the retail market.

Make a life for yours

CLICK HERE to register yo

Franchise O 46 | May - June 2012

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gest retailer of Professional Lighting, udio and DJ Equipment Lightsounds has a limited number of franchising and dealership opportunities on offer in selected areas. The franchise opportunity is for those with a passion for audio and lighting, good business sense are self motivated and enjoy dealing with people. Dealerships allow the business owner to take part in the Lightsounds experience without the commitment a franchise requires and is well suited to those who already have their own store. All new franchisees receive comprehensive training at our state of the art training academy. Initial and ongoing training not only covers practical but also builds your skills in marketing, accounting and all aspects of running a successful business. No previous business experience is required. Lightsounds provides a unique opportunity to be aligned with most market leading brands. Franchisees also gain benefit from lower pricing through group purchasing power. So if you want an exciting career in an industry founded on fun, providing audio, lighting and karaoke to DJ’s, nightclubs, promoters, event managers and people into music, then you should consider being a part of the Lightsounds team.

self ...not just a living

our interest in a Lightsounds Opportunity www.FranchiseMagazineOnline.com.au | FRANCHISE MAGAZINE

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ranchise magazine | feature article: brand disconnect

brand disconnect does your business have a “dirty van”? >> Kerryn

By Kerryn Marlow Media M Group

Marlow has known the importance of first impressions when it comes to business ever since her very first day of work experience, however many seem to overlook such a simple yet extremely important thing. Often it is these little things that can speak louder than the best of marketing campaigns, Kerryn explains how.. Way way back in my teens, I did logo, no spelling errors, and my work experience for a Melbourne quick friendly service mantra meant home cleaning company. not being grumpy if a client called at 6.01pm wanting something If memory serves, I think they were urgently. called KKK Cleaning… glad they were not in the USA! Cleaning There’s nothing worse didn’t end up being my vocation, than visiting a happy, but the guy who ran it taught me something that I still think about to welcoming website, then this day. being greeted by Miss Every morning without fail, the KKK guys would give their white vans a thorough cleaning. While I was watching, the boss said “Our vans do not leave here unless they are gleaming. We are a cleaning company and it is not a good look if customers see dirty vehicles.”

Grumbles when you call. It’s disappointing. Dirty van!

I see the dirty van equivalent everywhere, even here in my suburb of South Melbourne. Some businesses look great on the outside, but after you enter the And off we zoomed 30 minutes premises, their service is not what later, windscreens a-gleaming, they led you to believe it was. to clean a posh house in Toorak. That lesson really stuck with me, In marketing parlance it’s called a and when I finally started my own brand disconnect. business many years later, I made a point of not having the equivalent A new lunch bar recently opened of a “dirty van”. up here in a good section of the main street. It looked lovely and That meant my business should clean, with nice green and white have a professional website, nice livery indicating modern and fresh. 48 | May - June 2012

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The food is expensive but on the gourmet side. But I noticed a couple of big brand disconnects: I walked past the shop late one night, and saw cakes sitting in the refrigerated display. Call me fussy, but for an expensive lunch shop with “fresh” food having cakes mouldering away in the front window all night then copping the morning sun blast… fridge or no fridge, I ain’t buying your stale overpriced cakes or food, thanks! They also have a dirty old 80’s Mitsubishi car. How do I know this? Well, they covered this car in astro turf, with a big sign advertising their shop, and parked it on the street. The piece de resistance: a flapping parking fine sticker slapped on the windscreen. It looked ridiculous and totally out of whack with their nice fresh livery. But you’re talking about it, I hear you say. I agree it got noticed (especially by the parking inspector)…. but is that a not a brand disconnect? I could think of better ways to promote a fresh food business than an illegallyparked dirty old jalopy covered in plastic grass. They DO have a dirty van! www.FranchiseMagazineOnline.com.au | FRANCHISE MAGAZINE

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ranchise magazine | feature article: brand disconnect A cake shop that I bought a yummy vanilla slice from once. …their nice white paper bags had their lovely logo stamped in bright pink ink…which by the time I got back to the office had leached through the bag and into my vanilla slice and hands! Grrr!

Or of course Energy Watch with the awful public humiliation of their CEO Ben Polis. He built a fun, “whacky” brand . Then posted racist comments on Facebook. Lots has been written about this case, but it clearly brings to light that your brand must fit what you actually do in your business, or people will hit the social media sites like Facebook, Twitter, or UrbanSpoon, and tell everyone about it….and guess what appears in a Google search for your brand?

Some other examples of a brand disconnect which I am sure you have seen…. expensive clothing stores where the sales people stand out the front smoking, and they reek when they come in to help you. Dirty smoker hands over fine fabrics. Disconnect. On the flipside, there are fabulous businesses who have built a And we’ve all been to fancy terrific brand, and if you visit their restaurants with great service, website or store or business, the sublime food… and then you great story continues, and you visit the bathroom and have to are connected with the brand. almost pay a ferryman to paddle you over dubious water puddles Boost Juice or Body Shop or and tweezer off paper bits from McDonalds come to mind as your heels, only to get you to “brand connected” companies the other side to reach an empty who train their staff well. And it’s soap dispenser.

not just franchises, there are also lots of great local businesses in every suburb who connect well with customers, and are usually rewarded for it. Have a look at your business. What do people think of or feel about your business? Do staff connect with your brand, and translate that to your customers so they feel connected? Does your van gleam proudly every morning or does it need a clean? Kerryn Marlow is the owner of www.mediamgroup.com.au and www.smsexpress.com.au. Although she believes her websites and stationery look nice, there’s no plan to astro turf her car in company colours.

Nandos has a cheeky, fun brand, and decent food. But we call our local Nandos Grumpy Chicken. If you’re unlucky enough to be served by one of the owners, she grunts at you. We’d prefer to go to another chicken shop where the owner is fabulous…but they always sell out early. What about companies like Brumbys, who had a great family-friendly image, and their CEO blows it all by a silly email basically telling customers they were about to be ripped off and lied to? 15 years of a great brand wiped out in 10 minutes. Huge disconnect. 50 | May - June 2012

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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

August - September 2012 | 53


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 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.

- Jan & Ross Sutherland, Dial a Concierge

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Franchising your business with Franchise Central...

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

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

email us at: editor@FranchiseMagazineOnline.com.au or join the discussion on our Facebook and Twitter pages

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ranchise magazine | what’s on

what’s on? franchising events calendar >> October 2012

UNITED KINGDOM The National Franchise Exhibition 5 - 6 October 2012 National Exhibition Centre Birmingham, UK UNITED STATES The West Coast Franchise Expo 12 - 14 October 2012 Anaheim Convention Center Anaheim, USA CANADA The Franchise Show 20 - 21 October 2012 Toronto Congress Center Toronto, Canada

November 2012

SINGAPORE Franchising & Licensing Asia (FLAsia) 2012 1 - 3 November 2012 Marina Bay Sands Marina Bay, Singapore

VIETNAM Vietnam Shop + Franchise 1 - 3 November 2012 Saigon Exhibition & Convention Center Ho Chi Minh City, Vietnam www.vietnamshow.info FRANCE Top Franchise Méditerranée show 12 - 13 November 2012 Palais de la Bourse Marseille, France

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GERMANY START 16 - 17 November 2012 Messe Essen Essen, Germany

December 2012

UKRAINE International Franchising Forum FHI 2012 6 - 7 December 2012 Venue TBA Kyiv, Ukraine

January 2013

UNITED STATES Franchise Expo South 11 - 13 January 2013 Miami Beach Convention Center Miami Beach, USA

February 2013

UNITED STATES IFA Annual Convention 17 - 20 February 2013 MGM Grand Hotel Las Vegas, USA UNITED KINGDOM The National Franchise Exhibition 22 - 23 February 2013 National Exhibition Centre Birmingham, UK

March 2013

GREECE 15th International KEM Franchise Exhibition 8 - 11 March 2013 Helexpo Exhibition Centre Athens, Greece UNITED KINGDOM The British & International Franchise Exhibition 15 - 16 March 2013 Olympia Conference & Exhibition Centre London, UK

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June 2013

AUSTRALIA Franchising and Business Opportunities Expo 15 - 17 March 2013 Sydney Convention & Exhibition Centre Sydney, Australia

UNITED STATES International Franchise Expo 20 - 22 June 2013 The Javits Center New York, USA

BELGIUM Franchising & Partnership 2013 20 - 21 March 2013 Flanders Expo Ghent, Belgium

August 2013

AUSTRALIA Franchising and Business Opportunities Expo 16 - 18 August 2013 Melbourne Convention and Exhibition Centre Melbourne, Australia

FRANCE Franchise Expo Paris 24 - 27 March 2013 Porte de Versailles - Pavilion 3 Paris, France

September 2013

AUSTRALIA Franchising and Business Opportunities Expo 14 - 15 September 2013 Brisbane Convention and Exhibition Centre Brisbane, Australia

May 2013

SPAIN Expofranquicia 2013 9 - 11 May 2013 Feria de Madrid Madrid, Spain

October 2013

UNITED KINGDOM The National Franchise Exhibition 5 - 6 October 2013 National Exhibition Centre Birmingham, UK

EGYPT The 11th Middle East and North Africa International Franchise & License Exhibition 15 - 18 May 2013 Cairo International Fair Ground Cairo, Egypt

UNITED STATES West Coast Franchise Expo 12 - 14 October 2013 Anaheim Convention Centre Anaheim, USA

ITALY Franchising Nord 2013 25 - 26 May 2013 Piacenza Expo Piacenza, Italy

Organising a franchising event?

Contact us at editor@franchisemagazineonline.com.au

by clicking here to find out how to get your event listed in our magazine!

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Or download our media kit from www.FranchiseMagazineOnline.com.au August - September 2012 | 57


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

FRANCHISE MAGAZINE ONLINE www.franchisemagazineonline.com.au

Advertising Enquiries

1300 558 278 (within Australia) fmo@franchisemagazineonline.com.au

Editorial, Media Releases & Article Submission editor@franchisemagazineonline.com.au

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. 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. 58 | August - September 2012

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in the next issue >> • in the spotlight: energy leaks, my botique, pole princess and more.. • franchise opportunities, events and more..

www.FranchiseMagazineOnline .com.au

Franchise Magazine (August-September 2012)  

Franchise Opportunities, Media DIY, The importance of business first impressions and more..