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April - May 2012

Made in Australia

- GJ Gardner Homes Franchise, Sweet, Franchise.. We catch up with this homely franchise

Franchising FAQ

- All the most commonly asked franchising questions answered!

EMERGENCY! Advertising and Marketing Health Check

- How healthy is your business?

In the spotlight... The Arts Emporium, King of Knives, My Botique and Pole Princess

Have you told your colleagues about Franchise Magazine?

ranchise magazine | Contents


in the mag... Regular Features A quick word

–– With Nick James

Made in Australia –– GJ Gardner Homes


Franchises in the Spotlight My Botique

–– Australia’s no.1 cosmetic clinic

The Arts Emporium

–– A creative franchise

King of Knives

–– A sharp franchise opportunity

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Pole Princess –– Franchising gets sexy!


EMERGENCY! Marketing and Advertising Health Check

–– Give your business a marketing and advertising health check and some tips for keeping it healthy

Franchising FAQ

–– Nick with all the answers to some of the most commonly asked franchising questions

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Hot off the Press

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The Franchising & Business Opportunities Expo –– Sydneysiders are ready for business in testing times

King of Knives

–– Growing fast

Amber Tiles

–– Opens its largest showroom in Orange

Reinvent Your Career Expo

–– Franchise Magazine at the Reinvent Your Career Expo in Brisbane

The International Stage –– Franchising news from around the globe

The Business Corner Last Words

–– Your say about franchising


What’s on

–– Franchising events calendar

About Franchise Magazine

–– Contact information and more

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ranchise magazine | A Quick Word

A quick

word with Nick James

Welcome to another edition of Franchise Magazine! This issue is all about YOU! I get asked so many questions from those aspiring to become either a franchisee or franchisor that for this edition I decided to answer the most commonly asked questions. For those who are already franchisors and franchisees, Kylie our editor (and marketing and advertising nurse!) has come to the rescue and put together a marketing and advertising health check for your business with many great tips to boost your business health via marketing and advertising so whether you are a franchisor, a franchisee or aspiring to become either of the two, this issue has something for you! Also in this edition, we caught up with GJ Gardner Homes in our Made in Australia feature and stuck My Botique, Pole Princess, King of Knives and The Arts Emporium under the spotlight to get a better look at them for any of you potential franchisees out there. Enjoy this edition of Franchise Magazine and until the next one... Keep safe and cheers for now, Nick and the team at Franchise Central.

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Are you a subscriber to Franchise Magazine? Subscribe yourself for free to receive Franchise Magazine first each month, directly to your inbox! Keep up to date with the latest franchise news, franchise opportunities, related services and much more!


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ranchise magazine | Hot off the Press


are ready for business in testing times


residents are increasingly interested in franchising and small business opportunities as a strong and profitable source of income as job losses continue to shake confidence in many industries across the country.

The industry generates sales turnover of approximately $128 billion per year and employs around 660,000 people nationally and the 2012 Franchising and Business Opportunities Expo at the Sydney Convention & Exhibition Centre March 23 – 25 is expecting a big turnout from Sydneysiders looking to start their own business. A survey of 2011 Sydney Expo attendees found that 65 percent were interested in purchasing a franchise, 58 percent sought to start a business and 32 percent looked for other investment opportunities. Food and beverage was the most popular business type to invest in (46.2%) followed by business services (28.9%). Respondents clearly viewed franchise ownership as a means to grow their personal wealth, with 49 percent indicating they were shopping for a business ‘to increase personal income’ and ‘securing financial future’ the next most popular answer. Exhibition Director Gaye Murray said the 2012 Franchising and Business Opportunities Expo was a must attend event for anyone considering business ownership. “From expert advice, opportunities to meet face-to-face with franchisors and speak with successful franchisees plus all of the great seminars and our Franchise Advice Centre, the 2012 Franchising & Business Opportunities Expo will assist you in taking the next step in owning your own business,” she said. “On top of that, entry is free for anyone who registers online, so there’s no reason not to check out what the expo has on offer.” FCA Executive Director Steve Wright said franchised businesses were attractive options for many people in the current economic conditions. “With several thousand jobs already slashed by major employers and more cuts on 8 | Franchise Magazine March 2012

the way, thousands of skilled people are understandably considering working for themselves,” he said. “For those people, especially those who have never operated a business before, franchising offers important business systems, recognised branding and marketing expertise that would be unavailable to independent small business owners and it’s often easier for individuals to secure bank finance when seeking to purchase a franchise as opposed to starting up their own small business. Darryn McAuliffe, National Manager Franchise Banking for National Australia Bank said buyers should carefully consider their options when shopping for a business. “Due diligence checks are vital and you should speak with existing franchisees in the business and get a feel for their experience as well as sitting down with the franchisor and discussing your goals and expectations.” “You also need to be sure you are entering franchising for the right reasons and that you fully understand the lifestyle and income implications of your decision.” “Finally you need to ensure you have adequate borrowing capacity including working capital and you should seek financial advice as soon as possible to determine what franchise options are within your price range.” Ms Murray said the event was a unique opportunity to talk face-to-face with leading franchisors and successful franchisees across a broad range of industries and investment levels. “The brand new ‘Franchisee Success Club Seminars’ will provide a forum for people to ask the tough questions direct to franchisees, without input from the franchisor themselves. We believe this will be a very honest representation of the leading franchise brands.” Rounding out the Expo attendees will have the chance to discuss their potential new business opportunities with qualified specialist franchise and small business bankers and lawyers at the Expo’s ‘Franchise Advice Centre’. The Sydney Franchising & Business Opportunities Expo is on at the Sydney Convention & Exhibition Centre, Darling Harbour, Friday March 23 until Sunday March 25. For more information and to register for free entry visit http://www.franchisingexpo. March 2012 Franchise Magazine | 9

ranchise magazine | Hot off the Press

King of Knives included in BRW’s fastest growing franchises list King of Knives are proud to announce that they have been included in to BRW’s

fastest growing franchises by revenue list, making their debut on the list in 24th place. Complementing their franchising success, King of knives has had a good string of retail figures to show for themselves. Last years figures showed profit increases by 3% and have had a spectacular start to 2012 with a 7.3% increase for January and a 12.9% increase for February as compared to last years figures. To celebrate their growing success, King of Knives are offering $20,000 worth of free stock to the first 3 new King of Knives franchises to open in 2012 to help them get started.*

*Conditions Apply 10 | Franchise Magazine March 2012

CLICK HERE TO FIND OUT HOW March 2012 Franchise Magazine | 11

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ranchise magazine | Hot off the Press

ORANGE TURNS AMBER ITS LARGEST Amber Group Australia Pty Ltd continues to expand its franchise business, from the northern beaches to the Sutherland Shire in Sydney and now growing to the Central West of NSW with the opening of its largest-ever Amber showroom in Orange.

David Shearing - the previous owner of Orange Tile Market - has joined Amber to become its newest franchisee. Orange Tile Market has been an iconic tile store for more than 20 years and it has a long and proud history of tile supply in Orange and surrounding regions. The best news is the store will stock Amber’s full range of products, supplementing a large tile range with the addition of outdoor products such as pavers, retaining walls, cladding, artificial grass and a large selection of natural stone tiles and pavers. Amber’s Managing Director, Andrew Drinkwater said a lot of hard work had gone into bringing Amber to Orange.

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WITH THE OPENING OF SHOWROOM “I couldn’t be more excited to finally be able to offer the people of Orange all the products we stock. The fact that it is our largest showroom is a fantastic result,” Andrew said. “The benefits of merging an established business with the Amber franchise system are endless and the people of Orange will be the big winners, with the price, range and advice generally only available to our Sydney customers. “All Amber franchisees reap the rewards of a great support network with management assistance, retail training, IT support and marketing.” Mr Drinkwater said he was actively working to broaden the network of Amber to regional areas and was greatly encouraged by the latest development. Amber has now expanded to 30 Franchises with 23 stores in NSW and ACT and seven stores in Queensland.

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ranchise magazine | Hot off the Press

with franchise R


'bringing the best together '

ecently Franchise Magazine and Franchise Central attended the Brisbane, Reinvent Your Career Expo at the Brisbane Exhibition & Convention Centre. The Reinvent Your Career Expo that was held over two days saw 7,381 people attended making this the largest Reinvent Your Career Expo to date! All of these attendee came with the intention to reinvent their careers and many of which came with the intention to reinvent their careers by becoming their own boss and what better way to do that than with a franchise! The expo presented an abundance of great advice and jobs for those seeking a career change from interactive career workshops, dynamic seminars, free one on one career check-ups from qualified career development practitioners and in excess of 800 jobs on offer! If we didn’t see you at this expo we hope to see you at the next one in Melbourne but in the meantime here’s some of our happy snaps from over the two days at the expo. 16 | Franchise Magazine March -April 2012

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ranchise magazine | Hot off the Press

If you missed us at the Brisbane Reinvent Your Career, make sure to catch us at the next one in Melbourne! June 16 and 17 at the Melbourne Convention & Exhibition Centre

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ranchise magazine | The International Stage No such thing as too much coffee in Canada

Mrs. Fields celebrates 35 years of smiles - USA

With 3,295 locations throughout Canada, many would assume there isn’t much room left for the Canadian franchise, Tim Hortons to expand further. However, in a recent statement the chain’s CEO told investors that there is room in the market for another 700 more Tim Hortons locations throughout the country.

Mrs. Fields is celebrating 35 years of ‘selling smiles’ this year since humble beginings as as a one-woman storefront in Palo Alto, California of which she would be found walking around outside, putting smiles on passersby faces giving away warm cookies which grew a loyal customer base.

“You might think that with our strong market share, there might be limited opportunity for growth in Canada. That is simply not the case,” said Paul House, executive chairman, CEO and president, speaking at the Raymond James Annual Institutional Investors Conference in Orlando, Fla.

“We believe that there is an opportunity for 4,000 locations in Canada.” he continued. Tim Hortons are planing to open 155-170 new locations across Canada and 80-100 full-serve restaurants in the U.S throughout 2012.

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“Our founder Debbi Fields was quoted saying; ‘I am not in the business of selling cookies, but instead in the business of selling smiles,’” said the director of marketing at Mrs. Fields, Cassie Alvey. “Our brand holds onto that iconic phrase today.” Since the opening of the first Mrs. Fields store, Mrs. Fields now has 250 locations across the U.S and 97 international locations across 23 countries and has grown their product range to include brownies, muffins, giant cookie cakes and specialty items for various times of the year.

Hope re-heated for Georgie Pie - New Zealand Hopes for the comeback of New Zealand’s old favourite pie franchise, Georgie Pie have been re-heated yet again.



The new Mc Donald’s New Zealand boss, Patrick Wilson has revealed thar they are actively investigating whether it is feasible for Georgie Pie to make a comeback which had been bought out by McDonalds in 1996 and closed in 1998. Criticism that the company has been sitting on its hands doing nothing was wrong, Mr Wilson said.

“That old chestnut of Georgie Pie is an interesting one. It is a bit ‘damned if you do, damned if you don’t’. We’ve gone out and done quite a bit of work on this, contrary to popular belief.” said Mr Wilson. Georgie Pie achieved many firsts for New Zealand, being the first New Zealand fast food concept to really challenge the international brands, New Zealand’s first drive-thru, first 24hr drivethru and fast food outlet to serve breakfast.

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ranchise magazine | Made in Australia

Made in A well built Australian franchise... The G.J. Gardner story began in 1983 in Queensland Australia when a young builder, Greg Gardner, felt that clients deserved more than he saw the market offering. Greg commenced his own building company, basing his business around uncompromised quality and value, with homes designed to meet individual customer’s needs and built to a committed time frame. Greg’s building company was such a success that G.J. Gardner Homes grew to be Queensland’s largest home builder and in 1995 Greg decided to franchise the business with locally owned offices using the same proven formula to build quality homes right across Australia. By 1997 the G.J. Gardner Homes success story was known to the New Zealand building industry and enterprising New Zealanders seized the opportunity to bring the successful formula here. From fresh beginnings, with Greg’s personal support and using the same principles he founded his business in 1983, G.J. Gardner Homes grew in just 4 years to become New Zealand’s favourite home builders, building more homes than any other housing company. G.J. Gardner Homes has continued to grow and expanded further internationally to South Africa and the USA. Franchise Magazine caught up with business partner of Greg, Darren Wallis to find out more on this highly successful Australian built franchise. 26 | Franchise Magazine March - April 2012


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ranchise magazine | Made in Australia

Made in Getting to know you What inspired your business idea? My business partner was a builder and had started G.J. Gardner Homes in 1983 as a building business on the sunshine coast, Queensland. By 1994 G.J. Gardner Homes was a building company that was operating in South East Queensland with 6 regional offices running under as a corporate builder. In 1995 we decided to Franchise the business to help expand the business at a faster rate and have managers that were owners and had a stake in the business.

How did you know that franchising was right for your business and what ultimately influenced your decision? We were actually contacted by a builder in Northern Queensland looking for a Franchise to help expand his business, at that time we did not have a Franchise model. However he was insistent on using our systems and business experience. We then contacted our current managers to discuss franchising, and they all (bar one) said we want to own our area as a Franchise, so it was at this point we started to seriously look at. In researching it, it opened up to us the opportunity to expand quicker and more efficiently with franchise owners that had a stake in the business instead of managers.

What previous experience if any did you have in the franchise or business industry before franchising? My business partner had been involved in a service industry franchise setup so he had some basic franchise ideas. However we soon found out we were as green as grass and over the past close to 15 years have learnt an amazing amount – with heaps more to learn!

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ranchise magazine | Made in Australia

Made in Getting down to business What materials and knowledge did you have before beginning to franchise? First thing we did was adapt the software we were using so that we could roll out across the franchise group, at the same time we spent many nights writing up our manuals and agreements. We had a lot of marketing material and that was adapted to the local franchise operations. Our knowledge was quite limited in terms of dealing with owners now instead of managers, and with their money on that line they certainly demanded more – however the good thing was for the most part it was good for the long term growth of the business.

How long did it take to develop and set up your business and how did you begin promotion? Once we made the decision to Franchise, we spend every waking hour (from 6 am to midnight many days) changing everything to suit Franchising and from concept to implementation was 3 months, although that was a massive effort.

How did you go about seeking advice on starting to franchise your business? Talk us through how you got started. We pretty much used a lawyer to help with the agreements and everything else my business partners and myself just did ourselves and learnt as we went.

What was the very first task you had to do as franchisor? Sell the concept to our managers! Although they all agreed, we had to do up agreements and negotiate the deal with houses to finish that were already being built. Then we had to setup their in-house systems. 30 | Franchise Magazine March - April 2012

Australia How overwhelmed were you initially when setting up your franchise? Somewhat, although we tended to just go from one task to the next until done rather than get overwhelmed, it was about a year later when the Franchisees started asking hard questions about the strategic direction of the company and how that impacted on them, what they got for their money etc that it dawned on us that we had to really get smarter about how we operated.

Tell us about some of the expectations you began with. Have they been met? We started out just thinking we would franchise in Australia and more particularly in Queensland. However my business partner and myself decided to put some Ads’ in an Auckland (NZ) paper to see if we could get an office going over there. We thought it would be nice to have an office over there to visit and go skiing while over there. We were inundated with leads and decided to setup a Master Franchise. I went home and presented to one of my mates who agreed to take on the Master Franchise in NZ. Within 2 ½ years we were the largest residential builder in NZ and still are.

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ranchise magazine | Made in Australia

Made in The business Who is the target market for your franchise? Smaller builders. In our industry you have to be a licensed builder to operate a franchise.

How many units of your franchise are there in Australia? 54. We are the number 9 residential builder in Australia (based on detached dwellings – HIA 2008/2009 Top 100, and now the largest Franchised builder in the country.

Have you gone international yet? If so, where are you based? If not, do you intend to expand internationally? Yes we have expanded internationally, including New Zealand where we are the largest residential builder in the country, with 27 offices. We have 2 offices in South Africa and have 14 in the USA, 10 in California and 4 in Colorado. The USA is very exciting for us as we have had some success over there already and it is a massive opportunity for growth for us.

Is there room for more franchisees in your current market? If so, what areas? Yes, we have a few Franchises left in pretty much all the states available. However we are looking for the right people. People are the key to your success.

We go great together! 32 | Franchise Magazine March - April 2012

Australia What are the short and long term goals you seek to achieve for your franchise? Our goal is to be the world’s largest residential builder. Sounds large however based on our system of setting up Master Franchisees in each area of operation and then helping each become the largest builder in that area we believe achievable, that is why our focus of grow is in the US.

Can you tell us about one of the most significant moments which have contributed to the success of your franchise? Originally when we setup we dealt direct with the Franchisee, then as we expanded to other states we setup Master Franchises – this was key to be able to expand especially overseas. However we still acted as the Master Franchise for Queensland, it was not until we sold that that we were able to focus on growing the company internationally – this impacted greatly on our growth.

What are some of the lessons you have learned? The key is good people and building a great team. Our team leaders (what we call our master Franchisees) in each state are great leaders, committed to the vision and building great teams of franchisees. Very important – recognise who is the leader in your group and work with them, make them part of the team and decision making process.

Interested in a GJ Gardner Homes Franchise Opportunity? CLICK HERE to visit them online at Franchise Central! March - April 2012 Franchise Magazine | 33

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ranchise magazine | Franchise Spotlight

Cosmetic Injection Specialist My Botique ‘Cosmetic Injection Specialist’ isAustralia’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”.

CLICK HERE TO REGISTER YOUR INTEREST IN 36 | Franchise Magazine March 2012

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 | Article

EMERGENCY! Marketing and Advertising Health Check

By Kylie Pekolj, Editor, Franchise Magazine

I see too often business owners that are

too wrapped up with the everyday running of their business to give much thought about marketing and advertising it and is often thrown into the “too hard, too expensive and I don’t have enough time for it” basket, much like many do with their own health, but just like taking care of your own health by taking a walk in the park, taking care of your businesses marketing and advertising doesn’t have to be hard, many forms of it are free and it doesn’t need to take up much of your time to get good results and will greatly improve the overall health and success of your business. So, how healthy is your marketing and advertising strategies? Time for a check up! Let’s go through the basics to see how the health of your businesses marketing and advertising racks up..

A website

Recently working with a client who had just set up his new business in the trade industry and needed everything from a logo and stationary through to a website, social media presence and a plan of action to get his name and businesses point of difference out there. Before I set to work on the logo and website, in our first meeting we did a quick survey to see what his competitors were doing marketing wise so 40 | Franchise Magazine March - April 2012

we could talk about how to make his business shine over theirs and from this let me say this, I cannot get over the amount of businesses that still do not have their own website! And I found trade businesses to be the worst culprits of all at committing this marketing health sin! I found most of his competitors had nothing more than a Yellow Pages or business directory listing when it came to their online presence and some of his competitors that he mentioned didn’t exist online at all! So by our findings, as a new business, my client was already one up on the majority of his competitors in the online stakes and the amount of business he’s been receiving has been huge for someone who’s just started up! Which is not surprising as I know for myself if I need a plumber, electrician, landscaper or any kind of tradesman or any kind of business for that matter, I am going to go straight to my computer or phone and do an internet search to find one.

Let me spell it out to you in layman’s terms, having your own website for your business is today’s version of having your business listed in the Yellow Pages back in the 90’s. If it is not there, you do not exist to your potential clients.

Marketing Rule #1: Remember, just because you may not need to use a computer as part of your businesses core activity, doesn’t mean you don’t need a website. Think about your potential clients and customers here, generally speaking they don’t work in the same field as yourself and more and more jobs involve the use of a computer if we like it or not and most of us have mobile phones with internet capabilities. Your potential clients and customers are going to search for your business with what’s closest at hand and that means by either computer or phone..

on the internet!

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ranchise magazine | Article Now I still keep a current copy of the Yellow Pages in my office at home, but I don’t go running to the A-K or L-Z when I need to find a business. I guess I just feel obliged to stick them in my bookshelf when they get delivered each year and think “Oh that’s handy a huge book of phone numbers”, but in reality they just sit there until I need something heavy to weigh something down or use them as an emergency door stop on a windy day, whilst my father uses his copy to prop up his computer screens so they sit at a height that he finds more comfortable. So if you think the older generations are still relying on them to find your business, guess again! They’re online too! These days, websites are neither hard to put together nor expensive if you do it yourself or use the right people so get a website for your business! And when I mean get a website for your business, I mean get a proper website for your business! There are plenty of business directories out there and many businesses only use them thinking that is enough, but really they are only good for directing traffic to your website. You will get better results with something that is completely covered in your own business branding and quite frankly most people will click on the link to a proper website over a business directory listing given they come up next to each other in an internet search. So if you haven’t already, get a website! How does your business stack up online?

Website Health Check List ¨

Does your business have a website?


Is it updated on a regular basis?


Does your website stand out over your competitors?


Can you measure web traffic?


Is it search engine optimised (SEO)?


Most importantly, does it have a ‘call to action’ or contact information?

Quick tip: Check out what your competitors are doing! 42 | Franchise Magazine March - April 2012

Social Media

For For aamoment, moment,think thinkofof the the internet internet as as aahuge hugeparty partyfull fullofofyou you and and your your competitors competitors but butyou’re you’reallall standing standing there there patiently patientlynot notsaying saying anything anything whilst whilst your your potential potentialclients clientsstroll stroll on on through throughthe thecrowd. crowd.How How areare you you going going to to get gettheir theirattention attentionand and potential potential business? business?Say Say something! something! And And that’s that’swhat what we we call social call social media. media. Social media is a powerful tool It’s in today’s great having business a website worldand - it’s theall best aboutway constantly to get people and consistently to your website engagingiswith social yourmedia. customers Social and media potential gives customers. you the ability to communicate with your clients and It’s great having a website and the your potential clients and it allows best way to get people to your your clients to recommend you website is social media. Social media to other potential clients easily. gives you the ability to communicate It is the online version of ‘word of with your clients and your potential mouth’ and best of all most forms of clients and it allows your clients to social media are free! Even better, recommend you to other potential many social media outlets can be clients easily. It is the online version linked so what you put on one will of ‘word of mouth’ and best of all show up on the other, increasing most forms of social media are free! your exposure with only putting in Even better is that many social media the effort of updating one social outlets can be linked so what you media channel. put on one will show up on the other, increasing your exposure with only putting in the effort of updating one social media channel.

Marketing Rule #2: Social media is useless if you don’t update it regularly, it is important to communicate with your clients so engage with them! Let them know what’s happening and answer their questions. This will help your business look customer focused and help bring new ones!

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Social Media Health Check List The basics, do you have: ¨

A Facebook page for your business?


A Twitter account for your business?

Adding to the above list, your business might benefit from one or all of the following: ¨ Pinterest - Think of it as a massive collective pin-board made up of lots and lots of smaller user-created pin-boards sharing articles, ideas and images, particularly useful to those in beauty, health, or retail industries. ¨

Youtube - Video sharing.


Google+ - Still a very new social media platform, similar to Facebook.


LinkedIn - A career based social media platform connecting businesses and colleagues.

Of your selected social media websites of which your business has a presence on are these: ¨

Well branded with your businesses image?


Kept up to date with comments, posts, tweets, pins etc to your fans and followers?


Contain contact information and a link to your website?

Quick tip: Most social media sites are free and are easily linked together halving the time spent updating them!

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Here’s an example of how we use social media for Franchise Magazine. Currently Franchise Magazine is on Facebook of which is linked to our Twitter account so all our Facebook updates are automatically tweeted onto our Twitter page tuus, effectively killing two birds with one stone so to speak. We also have a Pinterest page that can be linked with both our Facebook and Twitter pages. Adding to that, we also have a Google+ page and if we had a Youtube account, that would automatically link to Google+. Not to mention, how easy it is to share videos from Youtube on Facebook and Pinterest as well! When it comes to social media, you need to go to where your customers and potential customers are and keep in mind that not all of them may use Facebook. Some may prefer Twitter or are keen Pinterest pinners so by taking advantage of only one social media outlet you’re not reaching everyone, so go full hog and take them all on! And as you can see from our example above many social media outlets are easily linked, halving the work to further your reach! Have a closer look and click on these links to see how we do it..


Email marketing has been around for a while and remains a powerful advertising and marketing tool. It is rare to come across someone who does not have an email address and the only person I can honestly think of who I know who does not have one is my 83 year old grandmother, so if you have an email address for your business and I am sure you do, use it! There is multiple ways in which email can Marketing Rule #3: benefit your business. Just because you have an email • You can use it to set up a newsletter address, doesn’t mean you can for your client base to keep them up flood everyone’s inbox who’s in to date special promotions, news etc. your address book with excessive emails, send too many emails • You can use it to send out press and too often and they will stop media releases, (which takes me to listening! Keep it in moderation! my next point). March - April 2012 Franchise Magazine | 45

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The Press/Media Release

Have you got some news to say about your business? SAY IT! And not only just on your website, but through your social media outlets, to your friends, family , colleagues - embrace the press/media release and spread the word! Collect a database of media and news outlets that are related to your business, including magazines, newspapers, local publications, organisations etc., and send your news to them in the form of a press/media release. With any luck, if they like your news, they may either publish it or get in contact with you for more information so they can write a larger story on your business for their publication. Just make sure you include the appropriate contact information so they can get in contact with you. Worst case scenario? It doesn’t get published, but at least the news got out there, it got read by some and that is still free marketing regardless! For example I get sent countless press releases daily. Some really good ones, many however are completely irrelevant to this publication. If you want to impress an editor, get to know the difference between an advertorial (you usually have to pay for those) and a press/ media release. One particular kind of ‘faux press release’ I get sent often that lacks very little substance worthy of publishing is ones sent out by businesses when they have a new product. These are really just an advertorial in disguise. I am never going to publish any story about how a business increased their product range from 14 flavours to 67 or how they have special products out just for Easter, Christmas, Valentines or Mother’s Day, but if they hadn’t of sent the press/media release to me in the first place, I wouldn’t have known about it at all and that is free advertising! However, if those products had a news worthy element, for example the proceeds were going to charity, then that takes the story out of the advertorial bin and into the press/media release worthy pile. Also, adding to my previous point about using email as a marketing tool, if you have a newsletter you send out to clients, send them the news too. It doesn’t cost you anything to send an email so take advantage of this form of free advertising! 46 | Franchise Magazine March - April 2012

The Press/Media Release Health Check List In your press/media release make sure the following are included; ¨

The date


Contact information


Information on any interview opportunities


Brief background information on your business

Stuck for ideas for press/media releases? Try some of these; ¨

Opened a new location? Now serving a new area? Planning to expand further?


Expanded your range of services or products?


Won an award? Even if it was part of your companies internal awards night


Did something for your community, sporting club or charity?


Held a special event?


Achieved a significant milestone?

Who should receive your press/media release? ¨

Local and commercial news papers, magazines or other media outlets


Business, franchise and industry related publications

Quick tip: Is your business a franchise? If my email is not at the top of your list of contacts for sending out press/media releases to already, add it now..

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Take Advantage of The Free Stuff!

Adding to all that I have already talked about many of which are already free, a few things do not quite fit in to the above categories. Sometimes other free opportunities arise in which you can promote your business. Perhaps a publication has contacted you asking to take part in an upcoming feature or wants to do a story on your business? Surprisingly when many are offered these kind of opportunities, regardless of how little time it may take them to respond, they fail to take hold of the opportunity. I am forever chasing people up about articles that I want to write about their business! Get excited about your business, if someone wants to talk about it and promote it, jump on board! Without your input, that story is not going to get written and you’ve just missed out on a potentially very large marketing opportunity.

The Free Stuff Health Check List ¨

Participate in any free media opportunity that comes your way that promotes your business, your industry or your products.

¨ Take advantage of free business directory listings. If you haven’t already, take advantage of all of the free advertising and marketing options listed above in this article including; ¨

Social Media


Press and Media Releases


Keeping your website up to date


Sending out news letters to your client base


Whilst we all love free stuff, don’t think you can get away with not spending anything when it comes to advertising and marketing your business! The age old rule of “You need to spend money to make money” is very true when it comes to advertising. Load up on all the free forms of it but the quality stuff often still costs money. Don’t forget about it! 48 | Franchise Magazine March - April 2012

Marketing Rule #4: Probably the most important rule when it comes to promoting your business is this;

No news is BAD news! This is not to say that any news is good, but if your business isn’t getting talked about, it isn’t getting promoted and it definitely isn’t attracting any new clients or customers! You need to let them know your business exists and by giving them something to talk about will further your reach!

So how healthy is your marketing and advertising for your business? If you want to see your business in Franchise Magazine don’t forget to email your news to: Aditionally for advertising enquiries:

Marketing Rule #5:

You need to spend money to make money! It is important to note that not all forms of marketing and advertising are free, sometimes you need to spend money to make money to get ahead of your competitors or to target the correct audience. Do not under any circumstances disregard the benefits of paid advertising but keep within your budget! They usually hold a premium over the free kinds offering prime positions or targeted audience.

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ranchise magazine | Franchise Spotlight

Just for a moment... Imagine, a place to let your creativity run wild and share your ideas and visions with like minded creative people. Now back to reality and this place actually exists.. Welcome to The Arts Emporium!

In response to requests from a small group of friends needing help to create art The Arts Emporium concept was born and the first Arts Emporium was established in Newcastle, Australia, in 2005. Since this date, The Arts Emporium has grown into one of the region’s premier teaching studios, with the youngest client being just 4 years old and the oldest, arriving on scooter, at 95 years of age. The Arts Emporium has helped every one of their clients think differently, see differently, be creative and make art in a way that satisfies their eye, head and heart and enhances their lives in innumerable ways. The Arts Emporium believes that everyone should have a creative outlet, a place where they are free to explore their creative side and share their creations with like minded people, this is one of the driving forces behind the expansion of The Arts Emporium as we strive to make available a creative

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outlet to more and more people, from all walks of life, from the beginner through to the seasoned artist. The Arts Emporium now seeks like minded creative people to help expand to new locations and reach more people yet to experience the unique freedom a creative outlet like The Arts Emporium can bring.


to register you r interest in a The Arts Empo rium franchise opportunity

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ranchise magazine | Franchise Spotlight

A cut above the rest

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 54 | Franchise Magazine March 2012


KING of KNIVES franchise opportunity March 2012 Franchise Magazine | 55

ranchise magazine | Article



Working within the franchising industry for as long as By Nick James, Franchise Central

I have, I get asked many questions from franchisees, franchisors and those considering to become either or. Here I have compiled a list of the questions I get asked most frequently and answer them for you.

What is franchising? Franchising is a method of distributing products or services. At least two levels of people are involved in the franchise system; 1. The franchisor, who lends the trademark and, most importantly, the business system to, 2. The franchisee, who pays a royalty and often an initial fee for the right to do business under the Franchisor’s name and system. Technically, a franchise is the contract binding the two parties, but this term is often used to mean the actual business that the Franchisee buys from the Franchisor. Technically, the contract binding the two parties is the franchise, but that term is often used to mean the actual business that the franchisee buys from the franchisor.

How widespread is franchising? In 1988 there were only 184 franchise systems in Australia! Today, Franchising in Australia represents a dynamic small business sector and comprises enterprising entrepreneurs 56 | Franchise Magazine March - April 2012

as franchisors and franchisees employing many hundreds of thousands Australians within their workplaces. Based on the Annual Franchising Australia 2010 Survey (Griffith University, QLD), Franchise Sector Indicator August 2011 (PwC) and other sources, here are some franchising facts at a glance: • In 2010, there were an estimated total of 1025 franchise systems operating in Australia - 91% of which originated in Australia and 28% of which currently operate overseas. At this time, an estimated total 690,000 people are employed in the franchise sector. • Overall, the franchising sector has performed extremely well in 2011 compared to the broader economy and has delivered on the double digit growth objectives it set in 2009. This is a significant achievement in a difficult economic year, and further evidence of the robustness of the franchise business model. • Franchising remains one of the most stable sectors of the Australian economy and enjoys a small business success rate more than two and a half times greater than standalone small business.

What kinds of businesses lend themselves to franchising? Almost any kind of business can lend itself to franchising. As a general rule, if the business can be duplicated successfully somewhere else, it can be franchised. For most the first thing that comes to mind is fast-food restaurants, petrol stations, and mobile services like lawn mowing, dog washing and car bumper repairs, however franchising also lends itself to March - April 2012 Franchise Magazine | 57

ranchise magazine | Article many other varieties of businesses including but not limited to real estate agents, gyms and pole dancing studios, strata management, retail, health and beauty studios, cafes and restaurants and more. The possibilities are near limitless.

What’s the franchise I should get in to, what’s the most successful one? This is a very common question I hear every time at careers and franchising expos and the simple truth is this, you are the one that will make your franchise a success so the franchise you should get in to is the one you are best suited to skills and interest wise, it’s not a question of which franchise system is currently making the most turnover because if you don’t enjoy running that particular franchise, the success of your business will suffer for it. It is said that the most successful business people in this world are those that are doing what they want to do - what they are passionate about. Being your own boss is something that a lot of people are passionate about. Normally that in itself is not enough. Day to day, the franchisee has to want to be serving customers, managing a team, organising suppliers, performing a service or whatever it is that needs to be ‘done’ to run that particular business. To be successful you need to be truly enthusiastic about the franchise that you choose.

What should I consider before buying a franchise? Before considering any franchise, ask yourself the following: • What do you want out of your career or business personally? • What are the limitations placed on your choice by available skills, time and capital? • Where do your interests, background, experience and passions lie? Once the above are answered, for any franchise you are looking at, consider the following: • The type of experience required in the franchised business; • A complete description of the business; • The hours and personnel commitment necessary to run the business; • Who the franchisor is, what his/her track record has been, and the business 58 | Franchise Magazine March - April 2012

experience of officers and directors of the company; • How other franchisees in the same system are doing; • How much it’s going to cost to get into the franchise; • How much you’re going to pay for the continuing right to operate the business; • If there are any products or services you must buy from the franchisor and how and by whom they are supplied; • The terms and conditions under which the franchise relationship can be terminated or renewed; • How many have left the system in the past few years, and; • The financial condition of the company and its system.

What kind of investment is necessary to buy a franchise? Investment requirements differ tremendously. It all depends on the industry and the type of business. Discuss this with the individual companies.

Would I make a successful franchisee? A successful franchisee should be suited to the industry which he or she intends to join, suited to the particular franchise company and suited to the franchise system generally. Important questions to ask yourself include: • Am I suited to the industry physically and by experience, education, learning capacity, temperament and financial ability? • What type of work is most appealing to me? For example, do I enjoy working with food? Mechanical things? People? Property? Books? Computers? Sporting goods? etc. • Am I prepared to work hard and take a financial risk? March - April 2012 Franchise Magazine | 59

ranchise magazine | Article • Do my advisers, family and friends think I am adaptable and trainable? • How do I react to controls? • Am I a loner, resisting authority and restraints, or can I accept guidance and direction happily? • How do I personally feel about the company’s image, products and services? The right answers to these questions help determine your potential success as a franchisee.

Do franchised businesses have a better chance of success? Franchise businesses are generally considered to have a better chance of success over independent small businesses. As mentioned before, Franchising remains one of the most stable sectors of the Australian economy and enjoys a small business success rate more than two and a half times greater than stand-alone small business. The reason is quite simple – the Franchisor has a vested interest in the ongoing success of each of his Franchise Owners, whereas independent business people are just that – totally independent and on their own! The reason for this success is because the business is already proven as successful prior to franchising, the support network that comes with being part of a franchise further promotes success.

How do you explain the success rate for franchised business? The franchising system is designed to provide a pre-tested formula for success, plus ongoing advice and training. The unavoidable business mistakes have been worked out of the system through experience. Most independent businesses fail because of lack of management skills. With a franchised business, your franchisor should be eager to help you overcome problems. Your hard work and the franchisor’s expertise spell a strong partnership. No one can be 100% sure of success. Although the majority of franchise owners are satisfied, successful business people - some do suffer financial loss. Regardless of earnings claims made by the franchisor, recognise that success or failure ultimately depends on you. 60 | Franchise Magazine March - April 2012

What are the main areas for consideration in negotiating the purchase of a franchise? When investigating the purchase of a franchise there are six key areas up for negotiation. They are; • What will the franchisor do that you can’t? • What territorial or other barriers protect your outlet from both the competition and other franchises? • What guarantees, rebates and refunds can you have if things do not go totally as planned? • How much of the marketing budget will be spent in your area? • Terms and conditions, and, • The franchisor’s negotiations - on your behalf - with leasing agents, centre management, financial institutions, suppliers and others.

Got more Questions? Contact Franchise Central - we have experienced franchise advisers who would be happy to assist you further on any of your investigations regarding franchise opportunities, and guide you in making the right choices that should suit your business requirements.

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ranchise magazine | Franchise Spotlight

Lights, Camer U

pon 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. Make no mistake, this 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 carrying the stigma of 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!

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ra, Franchise! In a span of just a few years, Pole Princess Franchisor, Anastacia has seen the Pole Princess franchise experience a phenomenal growth and is currently celebrating the announcement of the next Pole Princess location to open in Cheltenham this month! With the health and wellness industry predicted to become the largest industry in the world and the next trillion dollar industry, Pole Princess has its sights clearly focussed on the future and is set to make its mark with national and international franchise expansion.

C lick Here to register your interest in a Pole Princess franchise

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ranchise magazine | Last Words From the very first meeting with Nick and Mary, 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 68 | Franchise Magazine March 2012

Want to have your own say? CLICK HERE to email us at:



Franchising with



'bringing the best together '

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

March 2012 Franchise Magazine | 69

ranchise magazine | What’s On

What’s on

in the world of franchising...

April 2012

USA International Franchise Expo 1 - 3 April 2012 Washington, USA NETHERLANDS Dutch Franchise Exhibition 13 - 14 April 2012 Hoevelaken, Netherlands SPAIN Expofranquicia 19 - 21 April 2012 Madrid, Spain IRELAND Ulster Bank Irish Franchise Association Expo & Awards 2012 27 - 28 April 2012 Dublin, Ireland

May 2012

UNITED KINGDOM British Franchise Exhibition 2 May 2012 Glasgow, United Kingdom MEXICO Mexico Franchise Fair 2 -4 May 2012 Mexico City, Mexico UAE 3rd Franchise UAE 2012 9 - 10 May 2012 Dubai, UAE

70 | Franchise Magazine March - April 2012

CHINA 2012 China Franchise Expo 11 -13 May 2012 Beijing, China PORTUGAL ExpoFranchise 11 - 13 May 2012 Lisbon, Portugal AUSTRALIA Franchising and Business Opportunities Expo 26 - 27 May 2012 Perth, Australia

June 2012

UNITED KINGDOM The British Franchise Exhibition 8 - 9 June 2012 Manchester, United Kingdom USA The 2012 International Franchise Expo 15 - 17 June 2012 New York, USA

AUSTRALIA Reinvent Your Career Expo 16 - 17 June 2012 Melbourne, Australia

July 2012

October 2012

AUSTRALIA Franchise Expo & Business Opportunities 21 - 22 July 2012 Brisbane, Australia

USA The West Coast Franchise Expo 12 - 14 October 2012 California, United States

August 2012

November 2012

September 2012

December 2012

MALAYSIA Franchise International Malaysia 2012 6 - 8 July 2012 Kuala Lumpur, Malaysia

AUSTRALIA Franchise Expo & Business Opportunities 17 - 19 August 2012 Melbourne, Australia UNITED KINGDOM Franchise Opportunities Live 2012 7 - 8 September 2012 London, United Kingdom

UNITED KINGDOM The National Franchise Exhibition 5 - 6 October 2012 Birmingham, United Kingdom

SINGAPORE Franchising & Licensing Asia 2012 1 - 3 November 2012 Marina Bay Sands, Singapore UKRAINE International Franchising Forum FHI 2012 6 - 7 December 2012 Kyiv, Ukraine

Organising a franchising event? Contact us at AUSTRALIA Reinvent Your Career Expo 8 - 9 September 2012 Sydney, Australia

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

Or download our media kit from March - April 2012 Franchise Magazine | 71

ranchise magazine | About Us

About us




Kylie Pekolj

Regular Contributors Mary James Nickolas James Kylie Pekolj Graham Van Arkadie

Digital Magazine Created by


Advertising Enquiries

1300 558 278 (within Australia)

Editorial, Media Releases & Article Submission

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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!


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.

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In the next issue of Franchise Magazine... Franchises in the Spotlight: Energy Leaks, Security365, Lightsounds, and more!

Franchise Magazine (April-May 2012)  

Advertising and Marketing Health Check, Franchising FAQ, Franchises in the Spotlight and more...

Franchise Magazine (April-May 2012)  

Advertising and Marketing Health Check, Franchising FAQ, Franchises in the Spotlight and more...