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Molly Wally’s 2013 Franchise Satisfaction: Summary, Detail, Benchmark, Feedback and Trend Reports


CONTENTS

Survey Methodology ……………………………………………………………….. 1 About this Survey ……………………………………………………………………. 2 FSI Explanation ………………………………………………………………………. 3 Summary Report ……………………………………………………………….…... 4 Benchmark Report ………………………………………………………….....… 13 Trend Report ………………………………………………………………..….…... 23 Feedback Report ………………………………………………………….…….... 32 Detail Report ……………………………………………………………….….….... 44

CEO & Managing Director Eric Stites FBR Team President: Michelle Rowan Client Services Manager: Nicole Kenney Editorial Director: Molly Rowe Online Marketing Manager: Mike Kupfer Client Consultant: Linda Lorrey Client Consultant: Jamie Lavigne Research Assistant: Jay Metzenroth Accounting: Marilyn Bean Design & Production: Cristina Galli General Information Franchise Business Review 125 Brewery Lane, Suite 5 Portsmouth, NH 03801 866-397-6680


Survey Methodology All active franchise owners were invited to participate in this survey process. New franchise owners that had just joined the system and had not been in business for 3 months or longer were not included. Additionally, any franchise owners that had left the franchise system prior to the survey process were not included. Franchise owners were made aware of the survey process by their corporate office and encouraged to participate and share their honest feedback regarding their franchise experience. Franchise Business Review then contacted each franchisee individually and supplied them with their unique login information to complete the survey. Franchise Business Review made at least three attempts to reach each franchise owner directly by email, the postal service and/or by telephone. The standard survey consists of a total of 53 questions. 37 questions relate directly to the franchise owner’s experience. The remaining 16 questions are focused on market, lifestyle and personal demographic questions. Franchise owners had the option to complete the survey anonymously or choose to share their personal information. Results represent the aggregated data from 198 surveys completed before June 2013.

Disclaimer This report IS NOT intended to be an endorsement or recommendation by Franchise Business Review. Our franchisee satisfaction survey reports are designed to aid prospective investors in educating themselves about franchising. This report IS NOT intended to replace the typical due diligence process that any investor should personally undergo prior to making an investment decisions.

Š2013 Franchise Business Review. All Rights Reserved.

Franchise Business Review | 1


Molly Wally's franchisee satisfaction report

Survey Methodology

About this Survey

All active franchise owners were invited to participate in this survey process. New franchise owners that had just joined the system and

About Franchise Business Review

had not been in business for 3 months or longer were not included.

Franchise Business Review is a national franchise

Additionally, any franchise owners that had left the franchise system

market research firm that performs independent

prior to the survey process were not included.

surveys of franchisee satisfaction and franchise buyer experiences. Franchise Business Review’s services

Franchise owners were made aware of the survey process by their

include commissioned franchise research projects

corporate office and encouraged to participate and share their

leveraging proprietary survey processes and software,

honest feedback regarding their franchise experience. Franchise

as well as industry-wide studies of franchisee

Business Review then contacted each franchisee individually and

satisfaction open to all North American franchise

supplied them with their unique login information to complete the

companies.

survey. Franchise Business Review made at least three attempts to reach each franchise owner directly by email, the postal service

The firm administers the FBR50 - Franchisee

and/or by telephone.

Satisfaction Awards™ - an annual rating of the top franchise companies based on the highest level of

The standard survey consists of a total of 53 questions. 37 questions

overall franchisee satisfaction by participating

relate directly to the franchise owner’s experience. The remaining 16

companies. Franchise Business Review is

questions are focused on market, lifestyle and personal demographic

headquartered in Portsmouth, NH and can be reached

questions. Franchise owners had the option to complete the survey

at 866-397-6680 or by visiting their company websites

anonymously or choose to share their personal information.

at www.FranchiseBusinessReview.com or www.FBR50.com.

Results represent the aggregated data from 198 surveys completed before June 2013.

Disclaimer This report IS NOT intended to be an endorsement or recommendation by Franchise Business Review. Our franchisee satisfaction survey reports are designed to aid prospective investors in educating themselves about franchising. This report IS NOT intended to replace the typical due diligence process that any investor should personally undergo prior to making an investment decisions.

©2013 Franchise Business Review. All Rights Reserved.

Franchise Business Review

2


(fsi)

Understanding FSI FSI can range from 0 to 100% and represents a weighted average of positive responses to a specific

The Benchmark of Franchisee Satisfaction

question or a group of questions within one of the areas being measured for satisfaction. If you were to

The Franchisee Satisfaction Index (FSI)™ is the industry standard by which the health of a franchise company can be measured and tracked over time. Established by Franchise Business Review in 2007, FSI is a collective assessment of the critical areas of franchisee satisfaction.

simply add up all the positive responses to a question, giving the same value to an “excellent” response that you give to a “good” or “very good” response, you would paint an overly optimistic picture. FSI provides a realistic view of favorable

Franchise Business Review has surveyed nearly 600 of today’s leading franchise brands, representing tens of thousands of franchise owners. This data makes our Franchise Satisfaction Index a powerful tool for evaluating franchises, tracking operational performance and predicting future success.

satisfaction ratings by weighting more positive responses and discounting lesser responses to any given question. FSI ratings provide a reference point or benchmark to help gauge the overall level of franchisee satisfaction or satisfaction in a specific

The seven areas of franchisee satisfaction included in the FSI are:

area.

Training & Support Business success is all about execution. The critical areas of franchisee training and support provide the foundation that makes long-term success possible.

Understanding the Survey Summary

Franchise System Proven systems and established procedures are why most people invest in a franchise. These are the things that make a franchise run smoothly, maintain a competitive advantage and achieve greater success over time.

This Franchise Business Review report was created with color-coded bar charts designed to make it easy for you to interpret your survey data. Each of our standard survey questions is asked on a 5-point scale. All positive responses are represented on the

Leadership, Core Values and Franchisee Community Building a successful business and making money are important to every franchise owner, but much of the long-term satisfaction and day-to-day enjoyment of a business comes from the strength of the relationship between franchisors and franchisees. Strong relationships can overcome many business challenges.

bar chart in blue, with very positive responses (++) in dark blue and positive responses (+) in light blue. Neutral responses (+/-) are shown in grey. Negative responses (-) are shown in orange and the most negative responses (--) in red.

Financial Opportunity While the financial goals of franchisees vary widely, making a living and earning a reasonable return on their investment is something that most share in common.

Included on the bar charts are the percent of responses for each question, shown by a white number. The vertical gray lines indicate quartile segments (25% of the responses) for easy visual

General Satisfaction General satisfaction is where the rubber meets the road. Has the experience of owning a franchise lived up to the expectations of the franchisee? Would they recommend you to others? And most importantly, would they do it again?

©2013 Franchise Business Review. All Rights Reserved.

comparison from question to question. Each chart also includes the total number of responses (n) and Franchisee Satisfaction Index (FSI).

++

+

+/-

-

--

%

%

%

%

%

June 2013 | 3


SECTION 1: Summary Satisfaction Report The Summary Satisfaction Report shows your average scores (on a five-point scale) for each section and each question of the survey. It’s designed to give you an overview of how the whole system rates you, and the simplified scoring (using averages instead of our weighted Franchisee Satisfaction Index [FSI]) provides you with an easy way to present your results to franchisees and prospective franchise buyers. Overall Satisfaction, the first section, shows the average scores for each section of the survey: Training & Support, Franchise System, Leadership, Core Values, Franchisee Community, SelfEvaluation, Financial Opportunity, and General Satisfaction. To the right of the first chart, we list the number of respondents to the survey, and what percentage of your franchisees that number represents. Below the Overall Satisfaction section, the rest of the Summary Satisfaction Report goes through each of section of the survey individually, (showing you the questions in that part of our survey and how the franchisees rated you for each. Finally, the Summary Satisfaction Report wraps up with a breakout of the demographics of respondents.

4 Š2013 Franchise Business Review. All Rights Reserved.


Molly Wally's franchisee satisfaction report

Overall Satisfaction

Average Rating: Overall Satisfaction Snapshot 1 poor

2 average

3 good

4 very good

5 excellent

avg rating

Training & Support

3.4

Franchise System

3.5

Leadership

3.7

Core Values

4.3

Franchisee Community

3.9

Self-Evaluation

4.0

Financial Opportunity

3.6

General Satisfaction

3.6

Overall (average)

3.7

2 average

Each of the seven areas evaluated for satisfaction are summarized here in the overall snapshot. In the pages that follow, we will explore each of these areas in detail. On pages 8-10 we provide comprehensive demographic and market information to help paint a full picture of franchise owners.

Training & Support

Average Rating: Training & Support 1 poor

For anyone researching a franchise, we understand how important it is to get feedback from current franchise owners. To expedite this process we invited all Molly Wally's franchisees to participate in our independent satisfaction survey. 198 franchise owners elected to participate (approximately 67.10%).

3 good

4 very good

5 excellent

avg rating

Ongoing Support

3.7

Ads & Promotions

3.2

Effective Technology

3.2

Communications

3.4

Overall (average)

3.4

Ongoing Training & Support How current franchisees rate the ongoing training and support they receive.

Advertising & Promotion How current franchise owners rate the advertising marketing and promotional programs provided by their franchisor and how effective these programs are at developing and retaining business.

Effective Technology How current franchise owners rate the effectiveness of the technology systems and tools provided by their franchisor.

Communications How current franchise owners rate the overall communication between the corporate staff and franchise owners.

Š2013 Franchise Business Review. All Rights Reserved.

Section 1 | Franchise Business Review

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Molly Wally's franchisee satisfaction report

Franchise System

Average Rating: Franchise System 1 poor

Ops & Systems

2 average

3 good

4 very good

5 excellent

avg rating

How current franchise owners rate the overall operation procedures and business operating systems provided by their franchisor.

Ops and Systems

3.7

Products & Services

Products & Services

3.8

Competition

3.4

Competition

Innovation

3.1

How current franchise owners rate their franchise system's competitiveness compared to other businesses in their local marketplace.

Overall (average)

3.5

How current franchise owners rate the overall quality of the products and/or services provided by their franchisor.

Innovation How current franchise owners rate the innovation of the franchise system and the openness of their franchisor to experiment with new ideas.

Leadership

Average Rating: Leadership 1 poor

Clear Vision How current franchise owners rate the big picture company vision that their franchisor promotes.

Team Culture How current franchise owners rate the overall culture of the company and whether or not a team environment is encouraged and promoted by senior management.

Involves Franchisees How current franchise owners rate if franchisees have a voice in major company decisions.

2 average

3 good

4 very good

5 excellent

avg rating

Clear Vision

3.8

Team Culture

3.8

Involves Franchisees

3.5

Effective in Driving

3.7

Overall (average)

3.7

Effective in Driving How current franchise owners rate the overall effectiveness of the senior management team in driving the franchise company forward.

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Molly Wally's franchisee satisfaction report

Core Values

Average Rating: Core Values 1 poor

2 average

3 good

4 very good

5 excellent

avg rating

Trust How current franchise owners rate the trustworthiness of their franchisor.

Trust

4.2

Respect

4.2

Honesty & Ethics

4.5

How current franchise owners rate the overall relationship with their franchisor and their level of respect for the entire franchise organization.

Cares About Success

4.2

Honesty & Ethics

Overall (average)

4.3

Respect

How current franchise owners rate their franchisor's corporate culture and the promotion of honest and ethical business practices.

Cares About Success How current franchise owners rate the level to which their franchisor truly cares about the success of their business.

Franchisee Community

Average Rating: Franchisee Community 1 poor

2 average

3 good

4 very good

5 excellent

avg rating

Support Brand How current franchise owners rate their fellow franchisees’ support of the franchise brand itself.

Support Brand

4.0

Support Management

3.8

Actively Participate

3.6

How current franchise owners rate their fellow franchisees’ support of company leadership and management.

Support Each Other

4.2

Actively Participate

Overall (average)

3.9

Support Management

How current franchise owners rate their fellow franchisees’ own level of participation within the franchise community.

Support Each Other How current franchise owners rate their fellow franchisees’ support of each other, one of the key benefits of owning a franchise.

©2013 Franchise Business Review. All Rights Reserved.

Section 1 | Franchise Business Review

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Molly Wally's franchisee satisfaction report

Self-Evaluation

Average Rating: Self-Evaluation 1 poor

Enjoy Operating How current franchise owners rate their own personal enjoyment in operating their franchise business.

2 average

3 good

4 very good

5 excellent

avg rating

Enjoy Operating

4.3

Enjoyment

Enjoyment

4.1

How current franchise owners rate their own personal enjoyment in being part of the franchise organization as a whole.

Active Participant

3.9

Valued Member

3.7

Overall (average)

4.0

Active Participant How current franchise owners rate their own level of participation within their franchise organization.

Valued Member How current franchise owners rate whether or not that they feel they are a valued member of franchise organization.

Financial Opportunity

Average Rating: Financial Opportunity 1 poor

Fees

2 average

3 good

4 very good

5 excellent

avg rating

How current franchise owners rate the fairness of the fees they pay, given the value of the services and support they receive.

Fees

3.6

Total Investment

Total Investment

3.8

How current franchise owners rate the total investment they have made into their business and whether it is in line with their original expectations.

Financial Picture

3.2

Long-Term Growth

3.7

Overall (average)

3.6

Financial Picture How franchisees rate the current financial picture of their business relative to their expecations.

Long-Term Growth How franchisees rate the long-term growth opportunity provided by their franchise business.

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Molly Wally's franchisee satisfaction report

General Satisfaction

Average Rating: Overall Satisfaction 1 poor

2 average

3 good

4 very good

5 excellent

avg rating

In business as in life, you experience many ups and downs. We all have our share of bad days, bad weeks and bad years. At any given time, a franchisee will be dealing with various challenges and issues, both personal and business related, that effect their levels of satisfaction in certain areas. Because of this, we ask franchisees five broad questions related to their satisfaction. Of all of the questions we ask franchise owners, these two are clearly the most telling.

Overall Opportunity

3.6

Overall Performance

3.0

Overall Satisfaction

3.4

Do It Again

3.9

Recommend

4.2

How current franchisees rate the franchisor and the overall opportunity provided by the franchise system.

Overall (average)

3.6

Overall Performance

Overall Opportunity

How current franchise owners rate their overall performance as successful franchise operators.

Overall Satisfaction How current franchise owners rate their overall satisfaction with their franchise as a whole.

Do It Over Again How current franchisees responded when asked to rate the likelyhood of making the same decision to invest in their franchise again, knowing what they know today.

Recommend How current franchise owners rate their likeliness to recommend this franchise opportunity to others.

Š2013 Franchise Business Review. All Rights Reserved.

Section 1 | Franchise Business Review

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Molly Wally's

franchise satisfaction report

Market Information How Long have you owned Units Owned

your franchise(s)?

less than 2 years 2 - 5 years 6 - 9 years 10+ years Total:

single unit / territory 2 units / territories 3 units / territories 4 units / territories 5+ units / territories

22.3% 19.3% 7.1% 51.3% 100.0%

Total:

Total:

100.0%

Market Size

Geographic Location

Northeast US Midwest US South US West US Canada International

93.4% 5.6% 0.5% 0.5% 0.0%

Major Metro (500,000+ population) Large Market (250,000 - 499,999 population) Medium Market (100,000 - 249,999 population) Small Market (50,000 - 99,999 population) Very Small Market (Under 50,000 population)

18.2% 22.2% 35.4% 23.7% 0.0% 0.5%

Total:

23.6% 16.7% 38.9% 15.8% 4.9% 100.0%

100.0%

Do you plan on buying any Additional units/territories in the future? 2

4

21

20

53

yes

probably

maybe

probably not

no

%

%

%

%

%

Š2013 Franchise Business Review. All Rights Reserved.

Molly Wallys 2013 Evaluation

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Molly Wally's franchise satisfaction report

Business Lifestyle

Average Work Hours each week

less than 30 hours/week 30 - 40 hours/week 40 - 50 hours/week 50 - 60 hours/week 60+ hours/week Total:

10.8% 27.7% 44.6% 12.3% 4.6%

How often are you required

How often are you required

to work Evenings?

to work Weekends?

almost always a couple times/week a couple times/month almost never Total:

almost always a couple times/month a couple times/year almost never

7.2% 29.4% 35.6% 27.8%

Total:

100.0%

10.3% 46.9% 27.8% 14.9% 100.0%

100.0%

How much Flexibility do you have with your work schedule?

very flexible somewhat flexible flexible not flexible Total:

43.8% 12.4% 43.3% 0.5% 100.0%

Work-Life Balance

very balanced balanced not so balanced not balanced workaholic by choice Total:

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Franchise Business Review

15.9% 57.4% 18.5% 7.2% 1.0% 100.0%

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Molly Wally's

franchise satisfaction report

Franchisee Demographics Age Group

18 - 24 25 - 34 35 - 44 45 - 54 55 - 64 65+ Total:

Ethnicity

0.0% 1.0% 14.6% 32.8% 34.9% 16.7%

African American Asian Caucasian Hispanic Native American Other

100.0%

Total:

Gender

male female male & female partnership - completing survey Total:

100.0%

Education

78.6% 10.4% 10.9% 100.0%

did not graduate high school high school graduate associate degree bachelor degree masters degree doctorate degree Total:

Š2013 Franchise Business Review. All Rights Reserved.

1.6% 4.2% 88.5% 1.6% 0.5% 3.6%

0.0% 2.1% 3.1% 53.1% 39.7% 2.1% 100.0%

Molly Wallys 2013 Evaluation

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SECTION 2: Benchmark Report Here we provide competitive benchmarking data for your company compared with all the other franchise companies from your industry that have surveyed with us in the last 12 months. Overall Satisfaction, the first section, shows your scores for each section of the survey compared with the industry benchmark. To the right of the first chart, you’ll see the number of respondents to the survey for your brand, as well as the number of respondents for the industry as a whole. Next, the report goes through each of those sections (Training & Support, Franchise System, Leadership, Core Values, Franchisee Community, Self-Evaluation, Financial Opportunity, and General Satisfaction) showing the questions for each section and how the franchisees rated you for each compared with the industry benchmark.

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Š2013 Franchise Business Review. All Rights Reserved.


Molly Wally's franchisee satisfaction benchmark report

Overall Satisfaction

Average Rating: Overall Satisfaction Snapshot poor

average

good

very good

excellent

FSI

Training & Support Molly Wallys 2013 Evaluation

59.3%

2013 FBR Benchmark

59.5%

Each of the eight areas evaluated for satisfaction are summarized here in the overall snapshot.We include a Franchisee Satisfaction Index (FSi) rating for each area, as well as an overall average. The following surveys and sectors are included in this report

Franchise System Molly Wallys 2013 Evaluation

63.1%

2013 FBR Benchmark

65.4%

Surveys/Sectors

Participants

Molly Wallys 2013 Evaluation 2013 FBR Benchmark

Leadership Molly Wallys 2013 Evaluation

66.8%

2013 FBR Benchmark

68.0%

198 25,504

Core Values Molly Wallys 2013 Evaluation

82.5%

2013 FBR Benchmark

78.3%

Franchisee Community Molly Wallys 2013 Evaluation

73.2%

2013 FBR Benchmark

72.2%

Self-Evaluation Molly Wallys 2013 Evaluation

74.9%

2013 FBR Benchmark

78.9%

Financial Opportunity Molly Wallys 2013 Evaluation

63.7%

2013 FBR Benchmark

62.8%

General Satisfaction Molly Wallys 2013 Evaluation

65.6%

2013 FBR Benchmark

67.9%

Overall (average) Molly Wallys 2013 Evaluation

68.6%

2013 FBR Benchmark

69.1%

Š2013 Franchise Business Review. All Rights Reserved.

Section 2

| Franchise Business Review

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Molly Wally's franchisee satisfaction benchmark report

Training & Support There are four key areas of Training & Support that are important to understand in any franchise system: ongoing training & support, advertising and promotions, effective technology, and communications.

Average Rating: Training & Support poor

average

good

very good

excellent

FSI

Ongoing Support Molly Wallys 2013 Evaluation

67.9%

2013 FBR Benchmark

63.7%

Ongoing Training & Support How current franchisees rate the ongoing training and support they receieve.

Advertising & Promotion How current franchise owners rate the advertising marketing and promotional programs provided by their franchisor and how effective these programs are at developing and retaining business.

Effective Technology How current franchise owners rate the effectiveness of the technology systems and tools provided by their franchisor.

Ads & Promotions Molly Wallys 2013 Evaluation

55.8%

2013 FBR Benchmark

56.1%

Effective Technology Molly Wallys 2013 Evaluation

54.2%

2013 FBR Benchmark

58.9%

Field Support 2013 FBR Benchmark

Communications How current franchise owners rate the overall communication between the corporate staff and franchise owners.

50.0%

Communications Molly Wallys 2013 Evaluation

59.5%

2013 FBR Benchmark

59.4%

Overall (average)

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Franchise Business Review |

Section 2

Molly Wallys 2013 Evaluation

59.3%

2013 FBR Benchmark

59.5%

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Molly Wally's franchisee satisfaction benchmark report

Franchise System

Average Rating: Franchise System poor

average

good

very good

excellent

FSI

Ops and Systems Molly Wallys 2013 Evaluation

68.4%

2013 FBR Benchmark

63.9%

There are four areas that we examine related to the franchise system itself: operating procedures & systems, quality of the products and services, competitiveness, and innovativeness.

Ops & Systems How current franchise owners rate the overall operation procedures and business operating systems provided by their franchisor.

Products & Services Molly Wallys 2013 Evaluation

71.2%

2013 FBR Benchmark

74.1%

Products & Services

Molly Wallys 2013 Evaluation

59.1%

Competition

2013 FBR Benchmark

62.1%

How current franchise owners rate their franchise system's competitiveness compared to other businesses in their local marketplace.

Competition

How current franchise owners rate the overall quality of the products and/or services provided by their franchisor.

Innovation Molly Wallys 2013 Evaluation

53.7%

2013 FBR Benchmark

61.7%

Innovation How current franchise owners rate the innovation of the franchise system and the openness of their franchisor to experiment with new ideas.

Overall (average) Molly Wallys 2013 Evaluation

63.1%

2013 FBR Benchmark

65.4%

Š2013 Franchise Business Review. All Rights Reserved.

Section 2

| Franchise Business Review

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Molly Wally's franchisee satisfaction benchmark report

Leadership

Average Rating: Leadership

Success in business is all about solid leadership. In franchising, the strength of the leadership the franchisor demonstrates plays a critical role in your long-term success.

Clear Vision How current franchise owners rate the big picture company vision that their franchisor promotes.

poor

How current franchise owners rate the overall culture of the company and whether or not a team environment is encouraged and promoted by senior management.

Involves Franchisees How current franchise owners rate if franchisees have a voice in major company decisions.

Effective in Driving How current franchise owners rate the overall effectiveness of the senior management team in driving the franchise company forward.

good

very good

excellent

FSI

Clear Vision Molly Wallys 2013 Evaluation

68.9%

2013 FBR Benchmark

72.0%

Responsive 2013 FBR Benchmark

Team Culture

average

75.0%

Team Culture Molly Wallys 2013 Evaluation

69.5%

2013 FBR Benchmark

72.3%

Involves Franchisees Molly Wallys 2013 Evaluation

62.1%

2013 FBR Benchmark

58.3%

Effective in Driving Molly Wallys 2013 Evaluation

66.8%

2013 FBR Benchmark

69.4%

Overall (average)

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Franchise Business Review |

Section 2

Molly Wallys 2013 Evaluation

66.8%

2013 FBR Benchmark

68.0%

www.FranchiseBusinessReview.com


Molly Wally's franchisee satisfaction benchmark report

Core Values

Average Rating: Core Values poor

average

good

very good

excellent

FSI

Trust Molly Wallys 2013 Evaluation

81.0%

2013 FBR Benchmark

76.3%

Molly Wallys 2013 Evaluation

81.2%

2013 FBR Benchmark

80.2%

Respect

Without a basic understanding of trust, honesty and respect, all business initiatives will meet with significant challenges.

Trust How current franchise owners rate the trustworthiness of their franchisor.

Respect How current franchise owners rate the overall relationship with their franchisor and their level of respect for the entire franchise organization.

Honesty & Ethics

Honesty & Ethics Molly Wallys 2013 Evaluation

87.2%

2013 FBR Benchmark

79.3%

How current franchise owners rate their franchisor's corporate culture and the promotion of honest and ethical business practices.

Cares About Success Cares About Success Molly Wallys 2013 Evaluation

80.4%

2013 FBR Benchmark

77.3%

How current franchise owners rate the level to which their franchisor truly cares about the success of their business.

Overall (average) Molly Wallys 2013 Evaluation

82.5%

2013 FBR Benchmark

78.3%

Š2013 Franchise Business Review. All Rights Reserved.

Section 2

| Franchise Business Review

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Molly Wally's franchisee satisfaction benchmark report

Franchisee Community Building a successful business and making money are important, but much of the long-term satisfaction and day-to-day enjoyment of operating a franchise business comes from the relationships formed within the franchise community.

Average Rating: Franchisee Community poor

average

good

very good

excellent

FSI

Support Brand Molly Wallys 2013 Evaluation

76.0%

2013 FBR Benchmark

76.3%

Support Brand How current franchise owners rate their fellow franchisees’ support of the franchise brand itself.

Support Management How current franchise owners rate their fellow franchisees’ support of company leadership and management.

Actively Participate How current franchise owners rate their fellow franchisees’ own level of participation within the franchise community.

Support Management Molly Wallys 2013 Evaluation

70.1%

2013 FBR Benchmark

67.9%

Actively Participate Molly Wallys 2013 Evaluation

66.2%

2013 FBR Benchmark

69.2%

Support Each Other Support Each Other How current franchise owners rate their fellow franchisees’ support of each other, one of the key benefits of owning a franchise.

Molly Wallys 2013 Evaluation

80.2%

2013 FBR Benchmark

75.5%

Overall (average)

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Franchise Business Review |

Section 2

Molly Wallys 2013 Evaluation

73.2%

2013 FBR Benchmark

72.2%

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Molly Wally's franchisee satisfaction benchmark report

Self-Evaluation

Average Rating: Self-Evaluation poor

average

good

very good

excellent

FSI

Enjoy Operating Molly Wallys 2013 Evaluation

81.9%

2013 FBR Benchmark

83.7%

Part of our 360-degree evaluation of a franchise system includes an honest, self-assessment of performance by franchisees.

Enjoy Operating How current franchise owners rate their own personal enjoyment in operating their franchise business.

Enjoyment Molly Wallys 2013 Evaluation

78.3%

2013 FBR Benchmark

81.9%

Enjoyment

Molly Wallys 2013 Evaluation

72.6%

Active Participant

2013 FBR Benchmark

76.2%

How current franchise owners rate their own level of participation within their franchise organization.

Active Participant

How current franchise owners rate their own personal enjoyment in being part of the franchise organization as a whole.

Valued Member

Valued Member Molly Wallys 2013 Evaluation

66.8%

2013 FBR Benchmark

73.6%

How current franchise owners rate whether or not that they feel they are a valued member of franchise organization.

Overall (average) Molly Wallys 2013 Evaluation

74.9%

2013 FBR Benchmark

78.9%

Š2013 Franchise Business Review. All Rights Reserved.

Section 2

| Franchise Business Review

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Molly Wally's franchisee satisfaction benchmark report

Financial Opportunity Most business failures are due to under-capitalization or lack of positive cash flow. Certainly, every startup business (franchise or otherwise) struggles initially and may take many months or even years to start turning a profit. In our Financial Opportunity section, we look at four critical areas of financial performance and how well the business livers up to the financial expectations of the franchisees.

Fees How current franchise owners rate the fairness of the fees they pay, given the value of the services and support they receive.

Total Investment How current franchise owners rate the total investment they have made into their business and whether it is in line with their original expectations.

Average Rating: Financial Opportunity strongly disagree

disagree

neutral

agree

strongly agree

FSI

Fees Molly Wallys 2013 Evaluation

63.9%

2013 FBR Benchmark

62.6%

Total Investment Molly Wallys 2013 Evaluation

69.0%

2013 FBR Benchmark

63.1%

very weak

weak

moderate

strong

very strong

FSI

Financial Picture Molly Wallys 2013 Evaluation

55.0%

2013 FBR Benchmark

56.3%

Financial Picture How franchisees rate the current financial picture of their business relative to their expecations.

Long-Term Growth How franchisees rate the long-term growth opportunity provided by their franchise business.

Long-Term Growth Molly Wallys 2013 Evaluation

67.0%

2013 FBR Benchmark

69.1%

Overall (average)

21

Franchise Business Review |

Section 2

Molly Wallys 2013 Evaluation

63.7%

2013 FBR Benchmark

62.8%

www.FranchiseBusinessReview.com


Molly Wally's franchisee satisfaction benchmark report

General Satisfaction

Average Rating: General Satisfaction poor

average

good

very good

excellent

FSI

Overall Opportunity Molly Wallys 2013 Evaluation

65.4%

2013 FBR Benchmark

65.1%

Overall Performance Molly Wallys 2013 Evaluation

49.0%

2013 FBR Benchmark

60.8%

In business as in life, you experience many ups and downs. We all have our share of bad days, bad weeks and bad years. At any given time, a franchisee will be dealing with various challenges and issues, both personal and business related, that effect their levels of satisfaction in certain areas. Because of this, we ask franchisees two broad questions related to their satisfaction. Of all of the questions we ask franchise owners, these are clearly the most telling.

Overall Opportunity How current franchisees rate the franchisor and the overall opportunity provided by the franchise system.

Overall Satisfaction Molly Wallys 2013 Evaluation

60.6%

Overall Performance

2013 FBR Benchmark

62.3%

How current franchise owners rate their overall performance as successful franchise operators.

Do It Again

Overall Satisfaction

Molly Wallys 2013 Evaluation

73.1%

2013 FBR Benchmark

72.7%

How current franchise owners rate their overall satisfaction with their franchise as a whole.

Do It Over Again Recommend Molly Wallys 2013 Evaluation

79.8%

2013 FBR Benchmark

78.4%

How current franchisees responded when asked to rate the likelyhood of making the same decision to invest in their franchise again, knowing what they know today.

Recommend How current franchise owners rate their likeliness to recommend this franchise opportunity to others.

Overall (average) Molly Wallys 2013 Evaluation

65.6%

2013 FBR Benchmark

67.9%

Š2013 Franchise Business Review. All Rights Reserved.

Section 2

| Franchise Business Review

22


SECTION 3: Annual Trend Report The Annual Trend Report helps you track your company’s overall franchisee satisfaction over time and quickly identify any shifts and/or trends before they become a system-wide issue. The report goes through each section of the survey (Training & Support, Franchise System, Leadership, Core Values, Franchisee Community, Self-Evaluation, Financial Opportunity, and General Satisfaction The data is color-coded so you can easily areas in which you receive high marks (those in dark blue) and areas that need improvement (those in red and orange). The small number located within the color on the bar represents the percentage of respondents that answered with that choice. The “n” number on the right column is the number of respondents, and the “FSI” is the score for that question/section. After the Survey Summary, a series of pie charts provide demographic information about your franchisees. These charts are followed by a copy of each Individual franchisee’s survey with their individual answers and comments for each question. If the franchisee opted to share his/her identity, this is included on the individual franchisee’s survey page.

23

©2013 Franchise Business Review. All Rights Reserved.


Molly Wally annual comparison

Training & Support

++

+

+/-

-

--

Responses FSI Ongoing Support 26

June 2012

41

22

June 2013

19

38

9

20

10

5

175

68.1

10

181

62.4

10

173

55.1

181

50.7

174

60.5

181

61.5

174

61.6

181

56.5

Ads & Promotions 18

June 2012 June 2013

24

13

27

28

20

26

17

17

Effective Technology June 2012

16

36 25

June 2013

29 25

14

26

16

6 7

Communications June 2012

17

June 2013

17

24

Franchise Business Review

| Section 3

37 31

28 23

13 19

6 10

www.FranchiseBusinessReview.com


Molly Wally annual comparison ++

+

+/-

-

Franchise System

--

Responses FSI Ops and Systems 25

June 2012

44

23

June 2013

21

35

8

26

2

173

70.2

180

64.9

2

172

74.1

3

179

69.1

173

62.6

6

177

60.5

6

173

59.1

177

51.7

11

5

Products & Services June 2012

30

June 2013

31

47

14

32

24

6 10

Competition 21

June 2012

37

19

June 2013

22

32

12

28

8

15

Innovation 16

June 2012 June 2013

11

Š2013 Franchise Business Review. All Rights Reserved.

35 29

25 28

18 21

11

Section 3 | Franchise Business Review

25


Molly Wally annual comparison

Leadership

++

+

+/-

-

--

Responses FSI Clear Vision 26

June 2012

51

21

June 2013

15

41

6

27

3

172

72.7

179

66.8

171

73.2

7

180

66.8

8

172

62.5

177

54.4

172

71.7

179

65.8

6

5

Team Culture 32

June 2012

43

26

June 2013

13

35

8

28

4

4

Involves Franchisees 20

June 2012 June 2013

13

37

23

30

12

32

12

13

Effective in Driving 23

June 2012 June 2013

26

Franchise Business Review

18

| Section 3

52 47

17 22

5 7

3 6

www.FranchiseBusinessReview.com


Molly Wally annual comparison ++

+

+/-

-

Core Values

--

Responses FSI Trust 40

June 2012 June 2013

46

34

8

47

4

8

3

171

79.2

6

4

178

75.1

8

1 3

173

80.9

5

3

179

75.8

6

12

172

85.0

3

179

80.4

2 3

171

80.4

7

180

74.7

Respect 43

June 2012 June 2013

45

36

44

12

Honesty & Ethics 55

June 2012

36

46

June 2013

40

8

3

Cares About Success 44

June 2012 June 2013

Š2013 Franchise Business Review. All Rights Reserved.

37

42 42

10 12

3

Section 3 | Franchise Business Review

27


Molly Wally annual comparison

Franchisee Community

++

+

+/-

-

--

Responses FSI Support Brand 30

June 2012

55

21

June 2013

14

52

21

11

170

78.1

6

2

180

71.0

5

2

172

69.5

179

65.4

1

170

66.2

1

180

64.4

11

171

81.1

3 1

177

79.4

3 2

170

2

172

Support Management 17

June 2012

53

12

June 2013

23

51

25

8

3

Actively Participate June 2012

9

June 2013

9

55

28

51

8

28

10

Support Each Other June 2012

40

June 2013

40

47

11

42

14

What would your fellow franchisees Say About You? June 2012

11

June 2013

9

28

Franchise Business Review

| Section 3

41 39

44 45

5

www.FranchiseBusinessReview.com


Molly Wally annual comparison ++

+

+/-

-

Self-Evaluation

--

Responses FSI Enjoy Operating 44

June 2012

45

37

June 2013

6

3 1

171

82.2

7

21

175

80.6

3 2

171

78.8

4

178

74.2

3 2

170

73.5

2

177

68.9

4

170

67.6

5

175

64.6

5

172

53

Enjoyment 37

June 2012

48

30

June 2013

9

49

12

4

Active Participant 28

June 2012

45

22

42

June 2012

21

43

June 2013

22

June 2013

22 27

6

Valued Member 25

33

6

32

8

How much do you believe that Your Own Business affects the overall success of the franchise system? 20

June 2012

58

23

June 2013

17

49

20

8

177

How has Your Attitude about your affiliation with your franchisor changed over the last year? 19

June 2012 June 2013

14

Š2013 Franchise Business Review. All Rights Reserved.

66 63

1 6

14 18

171 176

Section 3 | Franchise Business Review

29


Molly Wally annual comparison

Financial Opportunity

++

+

+/-

-

--

Responses FSI Fees June 2012

11

June 2013

12

55

22

50

23

8

5

8

7

172

65.0

177

62.9

169

69.1

Total Investment 22

June 2012

48

19

June 2013

17

51

16

9

4

8

6

178

67.1

12

5

171

57.0

11

5

177

58.9

4

171

67.5

3 2

178

66.9

Financial Picture June 2012

11

June 2013

11

27

46 34

39

Long-Term Growth 22

June 2012 June 2013

30

Franchise Business Review

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| Section 3

41 44

27 37

7

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Molly Wally annual comparison ++

+

+/-

-

General Satisfaction

--

Responses FSI Overall Opportunity June 2012

22

June 2013

21

42

21

34

13

20

3

170

66.6

9

174

60.6

10

172

50.0

8

176

52.0

171

61.0

176

58.2

8

169

69.7

10

175

66.7

170

77.2

174

73.6

16

Overall Performance June 2012

9

27

June 2013

10

29

26

25 33

23

Overall Satisfaction June 2012

19

35

June 2013

20

31

23

18

22

6

13

13

Do It Again 44

June 2012

21

41

June 2013

14

19

13

17

13

Recommend 52

June 2012

19

49

June 2013

19

19 18

4 6

5 8

Assuming there are no geographic or other territorial conflicts, choose the statement that best describes your discussions with others about this fran 13

June 2012 June 2013

7

Š2013 Franchise Business Review. All Rights Reserved.

74 79

12 12

1

171

2

173

Section 3 | Franchise Business Review

31


SECTION 4: Franchisee Feedback Report For each section of the Franchise Business Review survey, franchisees are invited to provide additional constructive feedback. These write-in comments are reported to you in the Franchisee Feedback Report, which breaks the comments down by each question and franchisee name (when given).

32

Š2013 Franchise Business Review. All Rights Reserved.


Molly Wally's Molly Wallys 2013 Evaluation

Comments Please give any constructive feedback you have related to the overall quality of your franchisor's Training and Support: Nancy Tiillay: Support is usually good except for tax support.

William Rmith: Marketing Support continues to be the

It needs to get better.

weakest, but telemarketing firm has improved over earlier models

Larry Damm: Adequate support. Ronya Rilva: Very effective and always willing to help. The Anonymous: Molly Wally's is excellent at providing the right tools to use in your business.

biggest thing they need to work on is proactively getting in front of new offices and/or offices that aren't growing or staying very small. Many owners don't reach out for help, and Molly Wally's could do more help them along by not

Craig Viss: All need some updating to remain current and

waiting for the owner to contact home office.

relevant. It is apparent that Molly Wally's does care about the success of their franchisees.

the home office has help me tremendously.

Joel Dakar: DIFFICULT TO DETERMINE CONSIDERING I DO

Jim Ryad: Training and support are second to none.

NOT KNOW THE RELATIONSHIP OF STAFF TO NUMBER OF FRANCHISES. USUALLY I WILL GET A RESPONSE IN 24-48 HOURS. NOT GOOD IF YOU ARE STUCK ON AN ISSUE. Anonymous: THEY MAKE A GOOD EFFORT TO ASSIST YOU IF NEEDED. Dennis J. Darryman: The recent training webinars have been excellent and very informative. Rick Derback: Upfront support prior to starting is very good. Once, I started the business there has been little follow up with me in the field. I have received no contact from the home office since I started the business unless, I initiated

Jim Shialan,: A more organized and effective mentoring program. Fred Pegar: From the beginning, the training and support has been excellent. James Lilas(#2): Actual operations training is very good. Marketing training very poor as they keep changing marketing philosophy and programs.Teach one program and promote others. Cali Idiirna: Technology is way behind - very slow to respond

the call. Phil Nattarsin: Attanding meetings is costly and provide Langdon KaFirta: The marketing and sales programs are not

limited valuable information which could be shared much

strong enough to support franchisees with little or no selling

more cost effectively for franchise owners. Particularly when

experience.

info is changing throughout the year.

Ralph Pankin: OK but needs to be updated. Follow up

Lawrence Naani: Addition of the online seminars was great -

training with updated manuals

keep it up. Support hours are too short for west coast accounts - also

Fred Pansbargar: Tax training is a significant weak spot. Support is very good, but support does not replace training. Coming into the business with no tax background has proved

the idea of taking 1/2 days off on Fridays in the summer while quaint is not reality in today's competitive market.

to be a significant hindrance to success. Kathy Linahan: Improvements in the use of Technology would be helpful

33

Franchise Business Review | Section 4

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Molly Wally's Molly Wallys 2013 Evaluation

Comments Please give any constructive feedback you have related to the overall quality of your franchisor's Training and Support: (CONTINUED) Harry Nattarsin: More marketing in two week training. In

Joyce Gastar: The Franchise Management Team's vision of

field training

the future is very compelling, especially in the area of technology. Initial training and support is excelent. Ongoing

JoEthel Friar: Tax training is good. Overall training on marketing and operations is minimal. The use of technology on recent webinars have helped in keeping franchisee aware of new tax developments. More of these training sessions

training and support is "good". Thus, av average rating of "very good". System-wide communication, well, I haven't worked with another franchise. I thing it's good. Support manuals and documentation are excellent.

should be held for marketing techniques and overall operations to help franchisee improve marketing

Cheryl Cavis: Accounting software and other technologies

development and office operations uniform.

need upgrading to more robust platforms. Marketing seems confined to traditional lines instead of more focus on

Paul Flass: We need to do have ongoing web based training

internet and social networking marketing efforts.

sessions in the areas of operations and practice management.

Ami Biert: I was trained over 20 years ago. I'm sure it is quite different now.

Joan Garst: I believe the support available to individual offices give local office unique, small and local, supported by

Karen Banata: I think if the franchisor had a company

a greater organization.

owned accounting and tax operation it would help them in knowing more of what are needs are.

Herb Gantin: They could stand to keep their sales and marketing more current with changing conditions. Otherwise

Thomas Gawks: Experience is a key to the business. The

it is a good general strategy

franchisor provides plenty of support in terms of experienced staff and trainers for those who need to come up the

Jeffrey Kaysin: Overall training could be updated to reflect

learning curve.

what's happening in the market place in terms of competition. Technology is easy to use, but could be

Glen Nhillips: It would be more effective if training,

improved as it is lacking features that are found in off the

particularly the operations and tax training, were iterative

shelf software solutions.

over the course of the first year or two. After attending the initial training, it could be months before you get your first

Meg Farratt: The training was broken into 1 week of operations and 1 week of marketing. The operations was

client or begin processing and seeing the types of issues/questions you will encounter regularly.

good, but much of it is difficult to digest until one is able to get in the field. The marketing structure was well put

Thomas Rwanstrim: training is extremely poor in particular

together.

helping with the state situation. there is no other way to learn than trial and error which is dangerous. Support on

James Maejikaitis: I believe that Molly Wally's needs to

questions is acceptable

enforce the technology and communication within the franchise owners to chare experiences.

Murray Darecci: I GET WHATEVER TRAINING AND SUPPORT I NEED, WHENEVER I ASK FOR IT.

Teresa Jilmar: Training is primarily in the tax area. Rick Dlasi: Training is very good for the most part, however, sometimes communicating what a new program really invoves and getting all franchisees on board could be better.

Š2013 Franchise Business Review. All Rights Reserved.

Molly Wallys 2013 Evaluation | Section 4

34


Molly Wally's Molly Wallys 2013 Evaluation

Comments Please give any constructive feedback you have related to the overall quality of your franchisor's Training and Support: (CONTINUED) Arlene Liwray: I did not feel adequately prepared for

Bill Rparli: I think training can be more pro-active. Meaning,

marketing and sales after the initial training program. There

initial training had a few days of marketing training, however

was not enough time devoted to the sales process and

nothing has been pushed (maybe even offered) in terms of

closing in the initial training and there should be more

marketing training. However, all communication indicates

followup in the field training on this.

our primary focus should be on marketing our business.

The bi-weekly operations training webconference has been

Some additional on-going training would help us in

very useful and should be extended to contain more sales

overcoming the hesitation we may have in marketing.

and marketing training. The better closing workshop in October was very good and

Ron Darilzhaimar: More Webinars

should be extended to all offices via webconference.

National branding Better website

John Darish: Still working on some communication

Where is this new, super, great, fantastic website which I can

problems. Quicker phone answering would help a lot

customize and was suppossed to be released shortly after the 2010 tax season. Should I be able to promise my clients

Anthony Gent: I believe that the new method of cnetralized processing effected the way we were trained. We should have been trained on the oprations side as if we were going to do the processing ourselves. This would have given us more understanding and confidnece in what we were selling. Susan Damisi: I feel that the sales training and support that I received was outstanding. Especially sending someone to my office to work with me. However, after reaching 30+ clients, I repeatedly asked for help getting over that threshold but received no help whatsoever. This is an area in which the franchise should excel. They know which offices

delivery in April and then still not deliver by December? Is this a new culture we are cultivating Quickbooks integration? HA. I know it will happen shortly after the 2010 tax season. What happened to the monthly phone conferences on selling techniques review. Ronya Fillaland: I am happy with where they are going; however, I am waiting on the promised improvements to arrive.

are successful. They could capture those best practices and teach it to the rest of us. It's too late for me now, but I never

Charles Undarsin: franchisor needs a company unit to better

had a problem getting new clients, I had a problem

understand the environment and problems

processing. When I asked for help I was ignored, and when Steve receives a criticism in this area he talks around it and is not willing to take ownership. Fred Mawall: I think if they would answer their phones and quit using voice mail to screen their calls it would help. I can hardly ever get a real person on the phone. There for support is lacking from lack of communication. David Tilliams: Telephone support almost none, and very slow response to e-mails.

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Franchise Business Review | Section 4

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Molly Wally's Molly Wallys 2013 Evaluation

Comments Please give any constructive feedback you have related to the overall quality of your Franchise System: Nancy Tiillay: It is very good.

Lawrence Naani: Overall a very honest organization but it is very bogged in the past

Larry Damm: Very strong product.

and takes too long to implement changes that are needed they are trying and are making some real improvements for the future.

Anonymous: Software could use some functionality to ease "crunch time" work, such as aggregating payments by

JoEthel Friar: As previosly noted additional training is

vendors.

needed. Programs are only adequate and need to be updated to help us compete. We should make sure that our

Dennis Vallanikaran: Excellent product and support.

partner relationships will be ongoing and not have consant change every few years. It is difficult to market ourselves

Steve Dirt: I think the tax group is the more focused and helpful than the other support groups in terms of todays

when we are always changing our products due to change in partners.

environment. Paul Flass: Molly Wally's is considering how to better use Rick Derback: The systems in place to attract the small

technology to enhance it's system.

business client are excellent. The marketing programs work and generate business.

Joan Garst: Again, local operations with broad support system, marketing, accounting and tax support.

Langdon KaFirta: We need to get better technology to compete in the current environment and attract the next

Meg Farratt: I am continually impressed with the quality of

generation of business people.

this system. I firmly believe that the goals of the franchise are directly in line with mine.

Ronya Rilva: software that's closer to the cutting edge of technology is needed to maintain competitiveness in the

James Maejikaitis: We need to have franchise internal

future.

audits on the system to standardize all procedures.

Jim Ryad: Very little in the form of competition for what we

Joyce Gastar: I love this franchise because the innovation

offer

and creativity is within the hands of the franchisee. There is considerable freedom for us. I think we are excellently

Jim Shialan,: My market may be atypical, but the marketing plan is not working in my market and the recommended pricing is too expensive for my market.

positioned in the competitiveness area because I feel we are far ahead of the competition and will stay there with Molly Wally's's visionary future. Quality of the product is in the hands of the owner. That is very empowering. They bring the model, we bring the excellence.

Ronald McDanial: slow to keep up with technological advances Phil Nattarsin: individual owners are responsible for the quality. Software in rather inflexible in providing info clients would like to have. Systems do not allow imports of data from banks & credit cards.

Cheryl Cavis: Marketing is too traditional.

Thomas Gawks: Well respected in the market place. I as an owner have the tools I need to compete against anyone in the company's niche. The whole system is about providing good service to the end client, growth for the franchise owner and therefore success and national credibility for the franchise operation.

Š2013 Franchise Business Review. All Rights Reserved.

Molly Wallys 2013 Evaluation | Section 4

36


Molly Wally's Molly Wallys 2013 Evaluation

Comments Please give any constructive feedback you have related to the overall quality of your Franchise System: (CONTINUED) Arlene Liwray: Products and services are typically better than the competition thereby increasing competitiveness. Prices are usually higher than competition which reduces market competitivenes. Dick Padfiit: Very productive, Educational, Informative, Supportive programme. Fred Mawall: They spend too much time on trying to be a big deal, and not taking care of their clients, us the franchise. They are more interested in what new deal they can make for themselves than what they can do for us. They do not seem to realize if we are blessed they will be as well. They would sale more franchises, if the ones they have prosper Ron Darilzhaimar: The question you did not ask is "What seperates Molly Wally's from all the other bookkeepers, tax preparers, payroll suppliers?" The answer to which you may be amazed at the disparity. Charles Undarsin: franchisor needs to fund more of the advertising initiatives to determine how viable they are

37

Franchise Business Review | Section 4

www.FranchiseBusinessReview.com


Molly Wally's Molly Wallys 2013 Evaluation

Comments If you could make one recommendation to Senior Management, what would it be? Nancy Tiillay: Senior mgmt can not possibly involve

Ronya Rilva: Involve the franchisees more in helping

everyone in their decision making or they will not get

determine the direction of the company.

anything finalized. They probably have the Board involved. also, either be more active in guiding new offices, or more Larry Damm: Think outside the box about how technology

selective to who gets in as new owners. way too many of the

can better position us to deal with the business owners of

population is stuck at very low levels of revenue.

the future. David Kaysin: Communicate a clear plan and then provide Anonymous: Corporate management needs to move away

periodic updates on progress.

from support of decaying franchises and provide more support to those that are investing for growth.

Jim Shialan,: Hire a Project Management person or implement a more results based management style for

Jack Larila: Manage the "home office" better. Discouraging

enhancements. In talking to more senior franchises, Molly

to see the inconsistency in terms of professionalism and

Wally's management is normally late with promises and

competence in Athens, GA.

changes direction frequently. In the less than two years I have seen the late with promises with centralized branding

Dennis Vallanikaran: concentrate less on marketing and

and Quickbooks interface to PAS.

more on cutting edge technology, which will out-class competitors

Ronald McDanial: pay more attention to the new and young entrepenuers coming into the market place. They have

Joel Dakar: NOT BEING CLOSE TO MANAGEMENT IT WOULD BE DIFFICULT TO CRITIQUE. HOWEVER, I BELIEVE THAT

SIGNIFICANTLY different needs from the old way of doing things

ACCOMPLISHMENTS ARE IMPORTANT AND THEREFORE NO MORE THAN (3) MAJOR STRATEGIC ISSUES SHOULD BE

James Lilas(#2): Senior management is not in touch with

TAKEN ON AND COMPLETED EACH YEAR. sPEAKING WITH

the average franchise. Senior management has changed

OLDER FRANCHISEES THERE APPEARS TO BE A CULTURE OF

vision and directions multiple times in last 5 years.

STARTING TOO MANY INITIATIVES AND COMPLETING FEW.WHETHER THAT IS ACCURATE OR NOT WOULD

Cali Idiirna: We keep hearing promises that are either

OBVIOUSLY REQUIRE MORE INTEL.

changed or do not happen

Dennis J. Darryman: Status reports about progress wuold be

Phil Nattarsin: There has been lot's of talk and little action

helpful to office owners.

on many fronts. very frustrating to franchise owners. I am very skeptical regarding any new software development

Steve Dirt: Again, the tax support group does the best job of

efforts. I regard this as a huge risk to my accounting

communicating upcoming requirements and needs.

practice. I don't feel that my concerns which I have voiced about this have been heard. Too many "old" franchisees are

Langdon KaFirta: Beef up the marketing and sales staff. There is tremendous support for operations but very little for

in the system and in management and there view of the future is what the worls was like 10 years ago.

marketing. Senior management says that marketing is the most important part of the job, yet the organization is not

Lawrence Naani: Move away from the more traditional Top's

reflective of that focus.

Down corporate culture and encourage more motivation for more of a bottoms up management style. Also

William Rmith: Listen to the franchisees more and respond with action, not only words about what we are going to do.

Š2013 Franchise Business Review. All Rights Reserved.

implement Management By Objectives and hold staff accountable to meet thise objectives.

Molly Wallys 2013 Evaluation | Section 4

38


Molly Wally's Molly Wallys 2013 Evaluation

Comments If you could make one recommendation to Senior Management, what would it be? (CONTINUED) Harry Nattarsin: More focus on sales skill development

Fred Mawall: quit trying to carry us to places we do not want to go, pay attention to us, not your personal dreams of glory

JoEthel Friar: Communicate with all franchise owners regarless of size and number of years on a regular basis.

David Tilliams: Remember the small franchise owners.

Always be sure we are bringing in new franchises with proper backround to be accountants.

Ron Darilzhaimar: Start advertising on behalf of the franchisee in a national way not just to get more franchisees.

Paul Flass: Are we moving forward fast enough. Ronya Fillaland: Lack of MEANINGFUL communication is a Joan Garst: Be sure of the direction before making

major problem.

announcements and committments. Charles Undarsin: Determine and commit to a five year plan Meg Farratt: Continue to work on improving communication.

and communicate that plan

Great job so far! Joyce Gastar: More effectiveness in driving initiatives to all franchise owners. Cheryl Cavis: Commit a laser-like focus on improving accounting and other technologies. Ami Biert: under promise - over deliver

Karen Banata: When you go with a project or strategy please stick with it. I think it sends a unfavorable message when the project stops or they choose to go a different path when franchees have followed their initial direction. Thomas Gawks: Stay the course. The management's long-term strategic focus with the ability to respond tactically is a necessary approach given the constantly evolving environment for tax accounting, tax preparation and payroll services. Arlene Liwray: Focus more time and resources on making new franchisees more successful. I like the new vision, culture and plans for the future. Effectiveness will in large part be determined by the successful implementation of these. Dick Padfiit: National Advertise.

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Molly Wally's Molly Wallys 2013 Evaluation

Comments Please give any constructive feedback you have related to your franchisor's Core Values: Anonymous: They respond to my questions and problems

Murray Darecci: THE MANAGEMENT TEAM HAS

quickly and correctly, and they are patient and attentive

CONSISTENTLY DEMONSTRATED THE HIGHEST LEVEL OF

when working with me to resolve issues.

INTEGRITY WITH ME.

Jim Ryad: Franchisor is very respected among franchises

Dick Padfiit: This is the #1 Accounting Franchise Company in the North America.

Jim Shialan,: I would think it would be to the Franchisor's benefit to more effectively mentor new franchises to help them succeed and generate higher royalty payments to the franchisor sooner. Diana Rmith: The Franchisor has always operated under the principle that its success is dependent upon my success.

Fred Mawall: they are to busy making deals that no one wants but them. If they want the brand to grow, let it be through us, not around us. They are always making deals that do not pan out, as if no forethought had been given to it. Charles Undarsin: Core values are good and communicated well

James Lilas(#2): Core values of integrity, accuracy and ethics never waivers. It is hard to respect franchisor when you don't believe they know hoe to grow the business. Lawrence Naani: Albeit a bit too paternalistic at times Molly Wally's is a very honest organization and tries hard to resolve any issues in an honest and open manner. Their heart is in the right place. Harry Nattarsin: They Are a good bunch

Paul Flass: The top management at Molly Wally's often goes the extra mile or more to help individual franchisees. Joyce Gastar: I am very proud of this franchise. No franchise owned franchises meaning that they do not com pete with us. And, their initial fees are reasonable meaning that their profit motives are through the royalties whch matches our profit motives. In other words, their success is our success meaning that all motivations are lined up. We sell our services with their support and not their products. If you are self-confident in the services you provide, this is the franchise to be in. Thomas Gawks: I have no doubt that the franchisor has the franchisee's best interest in mind when it makes system wide decisions.

Š2013 Franchise Business Review. All Rights Reserved.

Molly Wallys 2013 Evaluation | Section 4

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Molly Wally's Molly Wallys 2013 Evaluation

Comments Please give any constructive feedback you have related to your Franchisee Community: Anonymous: Franchise adoption of corporate programs is

Joyce Gastar: WHile I strive to be a leader in the franchisee

anemic. There is good exchange among the franchisees.

community, I am, right now, just an avid follower trying to learn the system and anxious to get to the near top of myh

Joel Dakar: DIFFICULT SINCE MY GOAL IS TO BUILD A

learning curve. With a franchise that's been around since

SUCCESSFUL BUSINESS AND I DO NOT THINK OF OTHER

1966, some of the owners who have been around learned a

FRANCHISEE'S. PERHAPS A WRONG ATTITUDE BUT

slightly different model than the one toda and have more

PROFITABILITY IS PRIORITY ONE AND I HAVE NOT BEEN ABLE

experience to anticipate if current changes are good or not.

TO ACHIEVE THUS FAR.

So, while supportive, each franchise owner has slighly different goals so franchise agreement is not always

William Rmith: There is an UNREASONABLE expectation

unanimous.

built by many of the new offices of what it takes and how long it takes to build a successful and profitable franchise.

Cheryl Cavis: Generally the community is supportive of each other and provide feedback when asked.

Ronya Rilva: the community is great, but would be much more helpful if we had an intranet that could be used to

Murray Darecci: I'M STILL TOO NEW TO CONTRIBUTE A

encourage communication between franchisees.

WHOLE LOT BUT THOSE WITHIN MY FRANCHISE COMMUNITY HAVE ALWAYS BEEN THERE WHEN I NEEDED

Jim Shialan,: They recognize I am struggling. Fellow

HELP.

franchisees are very supportive. If you have a question, they will go above and beyond to get you an answer or offer

Arlene Liwray: Franchisee support at the national level as

suggestions to help your franchise.

demonstrated by the council and the annual conference is good. I would like to see more support at the local/regional

James Lilas(#2): Very little communication with other

level.

franchisees. We are all too busy trying to survive. Many of the franchisees are exceptional to work with, others offer no

Dick Padfiit: To get more involve with the Franchisor.

solutions to the problems that exist. Fred Mawall: The "brand" means nothing to my clients, they Phil Nattarsin: I think for the most part we all share similar

do business with me, regardless of the name of the

concerns.

company. The franchiser only supports the brand to sale, not to support. Its hard to build the brand when you never know

Lawrence Naani: A good bunch of folks - I think an open Francise Blog for the Franchisees

what is going to fall through the cracks with the deal making from management

would help facilitate communication. I'm glad they are continuing with the annual regional meetings with management - the last series went well. Joan Garst: I believe the invorment is healthly and franchisees challenge management when there is concern where the conmpany may be going. James Maejikaitis: Molly Wally's needs to be more strong on standardize the products and system and need to make mandatory the interaction between franchisees

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Molly Wally's Molly Wallys 2013 Evaluation

Comments Please give any constructive feedback you have related to the Financial Opportunity of your business: Nancy Tiillay: I feel the royalty could be slightly lower.

Jim Shialan,: I have 30+ years experience in business. I am

Growth is a very subjective term and it varies from person to

not a CPA but my background in Banking was as a

person. We have to look at our individual family situation to

budget/finacial analysis/numbers guy. I am a successful

determine the growth level.

project manager and am organized. I am not an EA. I did not purchase an existing practice, I started my business from

Jack Larila: Fees charged for doing data entry portion of monthly write-ups (for newer franchisees) are unacceptable. Anonymous: BECAUSE OF HEALTH PROBLEMS OF BOTH ME AND MY WIFE I HAVE NOT BEEN ABLE TO DEVOTE THE TIME AND EFFORD TO GROW THE BUSINESS.

scratch, with zero clients. I am not strong in sales and the marketing ideas recommended by the franchisor, that I have used, have not worked well in my market. Was I really a good candidate for this franchise? Having been accepted, I assume I was, but it's been much harder than I thought and I wish I had a mentor I could go to. Given the opportunity early on, I would have paid extra for a mentor to work with me every week the first month, then every two weeks for

Langdon KaFirta: I am a first year franchisee. The

three months, then once a month for six months with,

expectations I had of client acquisition are nowhere near

following a documented plan of action. The results of my

what is reality, and greatly differs from what I was led to

performance, along with other franchsiee results, could be

believe.

used to update selection criteria and/or training and/or the implementation plan of action.

William Rmith: Hard work, learning the intricacies of small business accounting, and having a sales oriented personality

Ronald McDanial: The present economy has the most to do

(very difficult for most accountants) are the keys to success

with this. That is not the fault of the franchisor.

in this endeavor. Also, hiring people who care as much about our business as the owners is the thing that allows any franchisee to grow. David Kaysin: I feel that during this recession, the franchisor should have lowered the minimum royalty requirement to take into account the slower than normal growth experienced by new offices. Jim Ryad: This business could grow as much as I want it to.

Phil Nattarsin: 9% a month for what exactly?

Lawrence Naani: It's a difficult environment with lot's of competition - I think tax will remain a strong field but we have a ways to go to improve our inhouse accounting system. Harry Nattarsin: Good long term opportunity. Taking longer than expected Paul Flass: Molly Wally's does not have strong name recognition with our target market in my state. Therefore it is up the new franchisee to build the brand locally. For many franchisees, marketing does not come naturally. So even though the product is excellent, finding and connecting with clients is the biggest challenge. Joan Garst: I am once retired and went into this venture with the idea of keeping challenged and enjoying an occupation. I did not take advantage of the financial opportunity of the business. I regret that I was not more aggressive.

Š2013 Franchise Business Review. All Rights Reserved.

Molly Wallys 2013 Evaluation | Section 4

42


Molly Wally's Molly Wallys 2013 Evaluation

Comments Please give any constructive feedback you have related to the Financial Opportunity of your business: (CONTINUED) Christy Dasick: The fees for coninuing education have gotten to high Ronya Rilva: Growth and some other answers has to be weighed by my age (71)and needs, and not the promotions and oppurtunities offered by the franchise. My overall experience has been very positive, and if I was more disaplained to follow their procedures etc. I would be substaintly more successful today than I am. Joyce Gastar: Again, I'm new.

Cheryl Cavis: Growing more slowly than expected but picking up recently. Arlene Liwray: The sales process and in particular closing is much more difficult than I had expected. In my experience, the close rate is much lower for a new office than it is for an established office which makes using the average rate somewhat misleading. Dick Padfiit: There is lot of Opportunity but I am sick / Heart problems don't have much time. Bonnie Pankin: I plan to retire around April20, 2011 and transfer my accounting clients to Dennis Hobie in Fletcher,NC. Fred Mawall: the current economy has a direct relation to the financial opportunity of my business. If government would get out of the picture and let things be, life would be so much easier. But the current administration has a cradle to grave thought process. The world has gone PC nuts and nothing can be done Ronya Fillaland: They need to move past the promises and DELIVER improved systems. Charles Undarsin: The franchise fee is high since no advertising dollars are spent.

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SECTION 5: Satisfaction Detail Report The Satisfaction Detail Report provides a complete breakdown of each survey question (including both benchmark and custom questions), the response rate, and the answer percentages. The top of the Survey Summary page shows how many people were invited to participate in the survey and how many actually participated. The data is color-coded so you can easily areas in which you receive high marks (those in dark blue) and areas that need improvement (those in red and orange). The small number located within the color on the bar represents the percentage of respondents that answered with that choice. The “n” number on the right column is the number of respondents, and the “FSI” is the score for that question/section. After the Survey Summary, a series of pie charts provide demographic information about your franchisees. These charts are followed by a copy of each Individual franchisee’s survey with their individual answers and comments for each question. If the franchisee opted to share his/her identity, this is included on the individual franchisee’s survey page.

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©2013 Franchise Business Review. All Rights Reserved.


Molly Wally's franchise satisfaction report

Survey Summary

Participation Statistics: 295 participants invited 200 (68%) participants responded

++

+

+/-

-

--

%

%

%

%

%

198 (67%) participants completed at least 50%

Training & Support Ongoing Support Ads & Promotions Effective Technology Communications

24

41

12

20

31

13

30

31 16

13

2

20

27

6

18

32

11

31

15

6

n 197 197 198 198

FSI 67.9 55.8 54.2 59.5 59.3

Franchise System Ops and Systems Products & Services Competition Innovation

23

38 28

29 37

14

33

12

8

2

27

7

31

24

1

17

36

4

22

6

197 195 196 197

68.4 71.2 59.1 53.7 63.1

198 194 198 198

68.9 69.5 62.1 66.8 66.8

197 139 196 198

81.0 80.9 87.2 80.4 82.4

194 195 197 197

76.0 70.1 66.2 80.2 73.2

197 197 197 197

81.9 78.3 72.6 66.8 74.9

196 197 196 196

63.9 69.0 55.0 67.0 63.7

196 196 195 195 194

65.4 49.0 60.6 73.1 79.8 65.6 68.6

Leadership Clear Vision Team Culture Involves Franchisees Effective in Driving

16

55 20

21

47

11

6

46

4

27

14

3

27

3

10

53

5

23

7

4

Core Values Trust Respect Honesty & Ethics Cares About Success

42

44

41

11

45

2 1

13

58

1

34

43

7

40

1

14

2 1

Franchisee Community Support Brand Support Management Actively Participate Support Each Other

21

64

13

14

61

10

1

22

54

4

27

36

1

8

51

1

12

2

Self-Evaluation Enjoy Operating Enjoyment Active Participant Valued Member

43

45

32

10

54

25

46

19

3

10

3

24

39

1

3

32

2

8

2

Financial Opportunity Fees Total Investment Financial Picture Long-Term Growth

12

51

23

19

10

54

11

14

28

39

19

4

10

3

15

39

7

33

7

2

General Satisfaction Overall Opportunity Overall Performance Overall Satisfaction Do It Again Recommend

23 11

34 24

27 27

16

36 46

16 18

24

2 11

27 21

51

14 28

5 10

20

5 3

2

Overall Company FSI:

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Individual Survey Results

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Molly Wally's

franchise satisfaction report

Individual Survey

Participant FSI:

89.1

Company FSI:

68.5

Participant FSI Range:

Bradley Avans

N/A

0

25

50

75

100

Narragansett, IL Units: Owned:single unit / territory

SUPPORT

Ongoing Support

Future Development: probably

SYSTEM

Age: 35 - 44 Ethnicity: Caucasian Region: Northeast US

Comments

Communications

Products & Services Competition Innovation Clear Vision

LEADERSHIP

Gender: female

Effective Technology

Ops and Systems

Market: Medium Market (>250K pop) Tenure: less than 2 years

Ads & Promotions

Team Culture Involves Franchisees Effective in Driving

CORE VALUES

Trust Respect Honesty & Ethics Cares About Success

COMMUNITY

Support Brand Support Management Actively Participate Support Each Other

SELF EVAL

Enjoy Operating Enjoyment Active Participant Valued Member

FINANCIAL

Fees Total Investment Financial Picture Long-Term Growth

GENERAL

Overall Opportunity Overall Performance Overall Satisfaction Do It Again Recommend

Š2013 Franchise Business Review. All Rights Reserved.

Molly Wallys 2013 Evaluation | Section 5

47


Molly Wally's franchise satisfaction report

Individual Survey

Participant FSI:

51.5

Company FSI:

68.5

Participant FSI Range:

Karen Banata

N/A

0

25

50

75

100

SUPPORT

Ongoing Support

Roswell, OR Units: Owned:single unit / territory Market: Major Metro (500K+ pop)

Ads & Promotions Effective Technology Communications Ops and Systems

SYSTEM

Tenure: 10+ years Age: 45 - 54 Ethnicity: Caucasian Region: South US Gender: male

Products & Services Competition Innovation

Comments

LEADERSHIP

Clear Vision Team Culture Involves Franchisees Effective in Driving

I think if the franchisor had a company owned accounting and tax operation it would help them in knowing more of what are needs are.

CORE VALUES

Trust

Training, Support, Marketing

If you could make one recommendation to Senior When you go with a project or strategy please stick with it. I think it sends a unfavorable message when the project stops or they choose to go a different path when franchees have followed their initial direction.

Honesty & Ethics Cares About Success

Support Brand

COMMUNITY

Management, what would it be?

Respect

Support Management Actively Participate Support Each Other

SELF EVAL

Enjoy Operating Enjoyment Active Participant Valued Member

FINANCIAL

Fees Total Investment Financial Picture Long-Term Growth

GENERAL

Overall Opportunity Overall Performance Overall Satisfaction Do It Again Recommend

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Molly Wally's

franchise satisfaction report

Individual Survey

Participant FSI:

68.8

Company FSI:

68.5

Participant FSI Range:

Beverly Baswall/Maas

N/A

0

25

50

75

100

Redwood City, TN Units: Owned:single unit / territory

SUPPORT

Ongoing Support

Future Development: no

SYSTEM

Age: 55 - 64

Effective Technology Communications Ops and Systems

Market: Major Metro (500K+ pop) Tenure: 10+ years

Ads & Promotions

Ethnicity: Caucasian Region: West US

Products & Services Competition Innovation

Comments

LEADERSHIP

Clear Vision

Gender: male

Team Culture Involves Franchisees Effective in Driving

CORE VALUES

Trust Respect Honesty & Ethics Cares About Success

COMMUNITY

Support Brand Support Management Actively Participate Support Each Other

SELF EVAL

Enjoy Operating Enjoyment Active Participant Valued Member

FINANCIAL

Fees Total Investment Financial Picture Long-Term Growth

GENERAL

Overall Opportunity Overall Performance Overall Satisfaction Do It Again Recommend

Š2013 Franchise Business Review. All Rights Reserved.

Molly Wallys 2013 Evaluation | Section 5

49


Molly Wally's franchise satisfaction report

Individual Survey

Participant FSI:

48.4

Company FSI:

68.5

Participant FSI Range:

Ami Biert

N/A

0

25

50

75

100

SUPPORT

Ongoing Support

Freeland, PA Units: Owned:single unit / territory Future Development: no

Ads & Promotions Effective Technology Communications Ops and Systems

Market: Medium Market (>250K pop)

SYSTEM

Tenure: 10+ years Age: 55 - 64 Ethnicity: Caucasian Region: Northeast US

Products & Services Competition Innovation

Comments

LEADERSHIP

Clear Vision

Gender: male

Team Culture Involves Franchisees Effective in Driving

I was trained over 20 years ago. I'm sure it is quite different now.

If you could make one recommendation to Senior

CORE VALUES

Trust

Training, Support, Marketing

Management, what would it be?

Respect Honesty & Ethics Cares About Success

Support Brand

COMMUNITY

under promise - over deliver

Support Management Actively Participate Support Each Other

SELF EVAL

Enjoy Operating Enjoyment Active Participant Valued Member

FINANCIAL

Fees Total Investment Financial Picture Long-Term Growth

GENERAL

Overall Opportunity Overall Performance Overall Satisfaction Do It Again Recommend

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Molly Wally's

franchise satisfaction report

Individual Survey

Participant FSI:

97.7

Company FSI:

68.5

Participant FSI Range:

Vivian Bilkar

N/A

0

25

50

75

100

Melbourne, MI Units: Owned:single unit / territory

SUPPORT

Ongoing Support

Future Development: no

SYSTEM

Age: 55 - 64

Effective Technology Communications Ops and Systems

Market: Medium Market (>250K pop) Tenure: 10+ years

Ads & Promotions

Ethnicity: Caucasian Region: South US

Products & Services Competition Innovation

Comments

LEADERSHIP

Clear Vision

Gender: male

Team Culture Involves Franchisees Effective in Driving

CORE VALUES

Trust Respect Honesty & Ethics Cares About Success

COMMUNITY

Support Brand Support Management Actively Participate Support Each Other

SELF EVAL

Enjoy Operating Enjoyment Active Participant Valued Member

FINANCIAL

Fees Total Investment Financial Picture Long-Term Growth

GENERAL

Overall Opportunity Overall Performance Overall Satisfaction Do It Again Recommend

Š2013 Franchise Business Review. All Rights Reserved.

Molly Wallys 2013 Evaluation | Section 5

51


Molly Wally's franchise satisfaction report

Individual Survey

Participant FSI:

45.8

Company FSI:

68.5

Participant FSI Range:

Roger Briiks

N/A

0

25

50

75

100

SUPPORT

Ongoing Support

Fullerton, KS Units: Owned:single unit / territory Future Development: no

Ads & Promotions Effective Technology Communications Ops and Systems

Market: Medium Market (>250K pop)

SYSTEM

Tenure: 10+ years Age: 45 - 54 Ethnicity: Caucasian Region: Northeast US

Products & Services Competition Innovation

Comments

LEADERSHIP

Clear Vision

Gender: male

Team Culture Involves Franchisees Effective in Driving

CORE VALUES

Trust Respect Honesty & Ethics Cares About Success

COMMUNITY

Support Brand Support Management Actively Participate Support Each Other

SELF EVAL

Enjoy Operating Enjoyment Active Participant Valued Member

FINANCIAL

Fees Total Investment Financial Picture Long-Term Growth

GENERAL

Overall Opportunity Overall Performance Overall Satisfaction Do It Again Recommend

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Molly Wally's

franchise satisfaction report

Individual Survey

Participant FSI:

82.0

Company FSI:

68.5

Participant FSI Range:

Frank Cabardalaban

N/A

0

25

50

75

100

Montgomery, CO Units: Owned:single unit / territory

SUPPORT

Ongoing Support

Future Development: no

SYSTEM

Age: 55 - 64

Effective Technology Communications Ops and Systems

Market: Large Market (>500K pop) Tenure: 6 - 9 years

Ads & Promotions

Ethnicity: Caucasian Region: Midwest US

Products & Services Competition Innovation

Comments

LEADERSHIP

Clear Vision

Gender: male

Team Culture Involves Franchisees Effective in Driving

CORE VALUES

Trust Respect Honesty & Ethics Cares About Success

COMMUNITY

Support Brand Support Management Actively Participate Support Each Other

SELF EVAL

Enjoy Operating Enjoyment Active Participant Valued Member

FINANCIAL

Fees Total Investment Financial Picture Long-Term Growth

GENERAL

Overall Opportunity Overall Performance Overall Satisfaction Do It Again Recommend

Š2013 Franchise Business Review. All Rights Reserved.

Molly Wallys 2013 Evaluation | Section 5

53


Molly Wally's franchise satisfaction report

Individual Survey

Participant FSI:

68.2

Company FSI:

68.5

Participant FSI Range:

Becky Cailay

N/A

0

25

50

75

100

SUPPORT

Ongoing Support

Forest City, CO Units: Owned:single unit / territory Future Development: probably not

Ads & Promotions Effective Technology Communications Ops and Systems

Market: Small Market (>100K pop)

SYSTEM

Tenure: less than 2 years Age: 55 - 64 Ethnicity: Caucasian Region: Midwest US

Products & Services Competition Innovation

Comments

LEADERSHIP

Clear Vision

Gender: female

Team Culture Involves Franchisees Effective in Driving

CORE VALUES

Trust Respect Honesty & Ethics Cares About Success

COMMUNITY

Support Brand Support Management Actively Participate Support Each Other

SELF EVAL

Enjoy Operating Enjoyment Active Participant Valued Member

FINANCIAL

Fees Total Investment Financial Picture Long-Term Growth

GENERAL

Overall Opportunity Overall Performance Overall Satisfaction Do It Again Recommend

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Molly Wally's

franchise satisfaction report

Individual Survey

Participant FSI:

63.7

Company FSI:

68.5

Participant FSI Range:

Mark Carlay

N/A

0

25

50

75

100

Littleton, MI Units: Owned:single unit / territory

SUPPORT

Ongoing Support

Future Development: no

SYSTEM

Age: 65+

Effective Technology Communications Ops and Systems

Market: Very Small Market (>50K pop) Tenure: 10+ years

Ads & Promotions

Ethnicity: Caucasian Region: West US

Products & Services Competition Innovation

Comments

LEADERSHIP

Clear Vision

Gender: male

Team Culture Involves Franchisees Effective in Driving

CORE VALUES

Trust Respect Honesty & Ethics Cares About Success

COMMUNITY

Support Brand Support Management Actively Participate Support Each Other

SELF EVAL

Enjoy Operating Enjoyment Active Participant Valued Member

FINANCIAL

Fees Total Investment Financial Picture Long-Term Growth

GENERAL

Overall Opportunity Overall Performance Overall Satisfaction Do It Again Recommend

Š2013 Franchise Business Review. All Rights Reserved.

Molly Wallys 2013 Evaluation | Section 5

55


Molly Wally's franchise satisfaction report

Individual Survey

Participant FSI:

73.5

Company FSI:

68.5

Participant FSI Range:

Cheryl Cavis

N/A

0

25

50

75

100

SUPPORT

Ongoing Support

Colorado Springs, MS Units: Owned:single unit / territory Future Development: maybe

Ads & Promotions Effective Technology Communications Ops and Systems

Market: Major Metro (500K+ pop)

SYSTEM

Tenure: less than 2 years Age: 55 - 64 Ethnicity: Caucasian Region: Northeast US

Comments

Competition Innovation Clear Vision

LEADERSHIP

Gender: male & female partnership - completin

Products & Services

Team Culture Involves Franchisees Effective in Driving

Accounting software and other technologies need upgrading to more robust platforms. Marketing seems confined to traditional lines instead of more focus on internet and social networking marketing efforts.

CORE VALUES

Trust

Training, Support, Marketing

Management, what would it be?

COMMUNITY

If you could make one recommendation to Senior Commit a laser-like focus on improving accounting and other

Please give any constructive feedback you have related to your Franchisee Community:

Cares About Success

Support Management Actively Participate Support Each Other Enjoy Operating

SELF EVAL

technologies.

Honesty & Ethics

Support Brand

Competition, Products/Services, Creativity Marketing is too traditional.

Respect

Enjoyment Active Participant Valued Member

Generally the community is supportive of each other and provide feedback when asked.

Financial Opportunity Growing more slowly than expected but picking up recently.

FINANCIAL

Fees Total Investment Financial Picture Long-Term Growth

GENERAL

Overall Opportunity Overall Performance Overall Satisfaction Do It Again Recommend

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Molly Wally's

franchise satisfaction report

Individual Survey

Participant FSI:

99.2

Company FSI:

68.5

Participant FSI Range:

John Cickisin

N/A

0

25

50

75

100

Lemoyne, KY Units: Owned:single unit / territory

SUPPORT

Ongoing Support

Future Development: no

SYSTEM

Age: 35 - 44

Effective Technology Communications Ops and Systems

Market: Medium Market (>250K pop) Tenure: 2 - 5 years

Ads & Promotions

Ethnicity: Caucasian Region: West US

Products & Services Competition Innovation

Comments

LEADERSHIP

Clear Vision

Gender: male

Team Culture Involves Franchisees Effective in Driving

CORE VALUES

Trust Respect Honesty & Ethics Cares About Success

COMMUNITY

Support Brand Support Management Actively Participate Support Each Other

SELF EVAL

Enjoy Operating Enjoyment Active Participant Valued Member

FINANCIAL

Fees Total Investment Financial Picture Long-Term Growth

GENERAL

Overall Opportunity Overall Performance Overall Satisfaction Do It Again Recommend

Š2013 Franchise Business Review. All Rights Reserved.

Molly Wallys 2013 Evaluation | Section 5

57


Molly Wally's franchise satisfaction report

Individual Survey

Participant FSI:

57.8

Company FSI:

68.5

Participant FSI Range:

Pierre Cintaman

N/A

0

25

50

75

100

SUPPORT

Ongoing Support

Goshen, CA Units: Owned:single unit / territory Future Development: no

Ads & Promotions Effective Technology Communications Ops and Systems

Market: Small Market (>100K pop)

SYSTEM

Tenure: 10+ years Age: 55 - 64 Ethnicity: Caucasian Region: West US

Products & Services Competition Innovation

Comments

LEADERSHIP

Clear Vision

Gender: male

Team Culture Involves Franchisees Effective in Driving

CORE VALUES

Trust Respect Honesty & Ethics Cares About Success

COMMUNITY

Support Brand Support Management Actively Participate Support Each Other

SELF EVAL

Enjoy Operating Enjoyment Active Participant Valued Member

FINANCIAL

Fees Total Investment Financial Picture Long-Term Growth

GENERAL

Overall Opportunity Overall Performance Overall Satisfaction Do It Again Recommend

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Molly Wally's

franchise satisfaction report

Individual Survey

Participant FSI:

77.3

Company FSI:

68.5

Participant FSI Range:

Carolyn CiTirri

N/A

0

25

50

75

100

Evergreen, PA Units: Owned:single unit / territory

SUPPORT

Ongoing Support

Future Development: no

SYSTEM

Age: 55 - 64 Ethnicity: Caucasian Region: West US

Comments

Communications

Products & Services Competition Innovation Clear Vision

LEADERSHIP

Gender: male & female partnership - completin

Effective Technology

Ops and Systems

Market: Major Metro (500K+ pop) Tenure: 10+ years

Ads & Promotions

Team Culture Involves Franchisees Effective in Driving

CORE VALUES

Trust Respect Honesty & Ethics Cares About Success

COMMUNITY

Support Brand Support Management Actively Participate Support Each Other

SELF EVAL

Enjoy Operating Enjoyment Active Participant Valued Member

FINANCIAL

Fees Total Investment Financial Picture Long-Term Growth

GENERAL

Overall Opportunity Overall Performance Overall Satisfaction Do It Again Recommend

Š2013 Franchise Business Review. All Rights Reserved.

Molly Wallys 2013 Evaluation | Section 5

59


Molly Wally's franchise satisfaction report

Individual Survey

Participant FSI:

67.2

Company FSI:

68.5

Participant FSI Range:

Andrew Costum

N/A

0

25

50

75

100

SUPPORT

Ongoing Support

Chatanooga, TN Units: Owned:single unit / territory Future Development: maybe

Ads & Promotions Effective Technology Communications Ops and Systems

Market: Medium Market (>250K pop)

SYSTEM

Tenure: 2 - 5 years Age: 45 - 54 Ethnicity: Caucasian Region: South US

Products & Services Competition Innovation

Comments

LEADERSHIP

Clear Vision

Gender: male

Team Culture Involves Franchisees Effective in Driving

CORE VALUES

Trust Respect Honesty & Ethics Cares About Success

COMMUNITY

Support Brand Support Management Actively Participate Support Each Other

SELF EVAL

Enjoy Operating Enjoyment Active Participant Valued Member

FINANCIAL

Fees Total Investment Financial Picture Long-Term Growth

GENERAL

Overall Opportunity Overall Performance Overall Satisfaction Do It Again Recommend

60

Franchise Business Review

| Section 5

www.FranchiseBusinessReview.com


Molly Wally's

franchise satisfaction report

Individual Survey

Participant FSI:

84.1

Company FSI:

68.5

Participant FSI Range:

David Dadarspial

N/A

0

25

50

75

100

Utica, AL Units: Owned:single unit / territory

SUPPORT

Ongoing Support

Future Development: no

SYSTEM

Age: 65+ Ethnicity: Caucasian Region: West US

Comments

Communications

Products & Services Competition Innovation Clear Vision

LEADERSHIP

Gender: male & female partnership - completin

Effective Technology

Ops and Systems

Market: Major Metro (500K+ pop) Tenure: 10+ years

Ads & Promotions

Team Culture Involves Franchisees Effective in Driving

CORE VALUES

Trust Respect Honesty & Ethics Cares About Success

COMMUNITY

Support Brand Support Management Actively Participate Support Each Other

SELF EVAL

Enjoy Operating Enjoyment Active Participant Valued Member

FINANCIAL

Fees Total Investment Financial Picture Long-Term Growth

GENERAL

Overall Opportunity Overall Performance Overall Satisfaction Do It Again Recommend

Š2013 Franchise Business Review. All Rights Reserved.

Molly Wallys 2013 Evaluation | Section 5

61


Molly Wally's franchise satisfaction report

Individual Survey

Participant FSI:

52.3

Company FSI:

68.5

Participant FSI Range:

Robert Dairherst

N/A

0

25

50

75

100

SUPPORT

Ongoing Support

St. Charles, PA Units: Owned:single unit / territory Future Development: probably not

Ads & Promotions Effective Technology Communications Ops and Systems

Market: Large Market (>500K pop)

SYSTEM

Tenure: 2 - 5 years Age: 35 - 44 Ethnicity: Caucasian Region: South US

Products & Services Competition Innovation

Comments

LEADERSHIP

Clear Vision

Gender: male

Team Culture Involves Franchisees Effective in Driving

CORE VALUES

Trust Respect Honesty & Ethics Cares About Success

COMMUNITY

Support Brand Support Management Actively Participate Support Each Other

SELF EVAL

Enjoy Operating Enjoyment Active Participant Valued Member

FINANCIAL

Fees Total Investment Financial Picture Long-Term Growth

GENERAL

Overall Opportunity Overall Performance Overall Satisfaction Do It Again Recommend

62

Franchise Business Review

| Section 5

www.FranchiseBusinessReview.com


Molly Wally's

franchise satisfaction report

Individual Survey

Participant FSI:

47.0

Company FSI:

68.5

Participant FSI Range:

Joel Dakar

N/A

0

25

50

75

100

Bluff City, MI Units: Owned:single unit / territory

SUPPORT

Ongoing Support

Future Development: probably not

SYSTEM

Age: 55 - 64

Effective Technology Communications Ops and Systems

Market: Medium Market (>250K pop) Tenure: 2 - 5 years

Ads & Promotions

Ethnicity: Caucasian Region: South US

Products & Services Competition Innovation

Training, Support, Marketing DIFFICULT TO DETERMINE CONSIDERING I DO NOT KNOW THE RELATIONSHIP OF STAFF TO NUMBER OF FRANCHISES. USUALLY I WILL GET A RESPONSE IN 24-48 HOURS. NOT GOOD IF YOU ARE STUCK ON AN ISSUE.

DIFFICULT TO CRITIQUE. HOWEVER, I BELIEVE THAT ACCOMPLISHMENTS ARE IMPORTANT AND THEREFORE NO

COMMUNITY

NOT BEING CLOSE TO MANAGEMENT IT WOULD BE

MORE THAN (3) MAJOR STRATEGIC ISSUES SHOULD BE OLDER FRANCHISEES THERE APPEARS TO BE A CULTURE OF STARTING TOO MANY INITIATIVES AND COMPLETING FEW.WHETHER THAT IS ACCURATE OR NOT WOULD

Effective in Driving

Respect Honesty & Ethics Cares About Success

Support Management Actively Participate Support Each Other Enjoy Operating

SELF EVAL

TAKEN ON AND COMPLETED EACH YEAR. sPEAKING WITH

Involves Franchisees

Support Brand

If you could make one recommendation to Senior Management, what would it be?

Team Culture

Trust

CORE VALUES

Comments

LEADERSHIP

Clear Vision

Gender: male

Enjoyment Active Participant Valued Member

OBVIOUSLY REQUIRE MORE INTEL. Fees

your Franchisee Community: DIFFICULT SINCE MY GOAL IS TO BUILD A SUCCESSFUL BUSINESS AND I DO NOT THINK OF OTHER FRANCHISEE'S.

FINANCIAL

Please give any constructive feedback you have related to

PERHAPS A WRONG ATTITUDE BUT PROFITABILITY IS PRIORITY ONE AND I HAVE NOT BEEN ABLE TO ACHIEVE

Financial Picture Long-Term Growth

Overall Opportunity

GENERAL

THUS FAR.

Total Investment

Overall Performance Overall Satisfaction Do It Again Recommend

©2013 Franchise Business Review. All Rights Reserved.

Molly Wallys 2013 Evaluation | Section 5

63


Molly Wally's franchise satisfaction report

Individual Survey

Participant FSI:

67.4

Company FSI:

68.5

Participant FSI Range:

Susan Damisi

N/A

0

25

50

75

100

SUPPORT

Ongoing Support

Brodheadsville, MO Units: Owned:single unit / territory Future Development: probably not

Ads & Promotions Effective Technology Communications Ops and Systems

Market: Medium Market (>250K pop)

SYSTEM

Tenure: 10+ years Region: Midwest US

Products & Services Competition Innovation

Comments

LEADERSHIP

Clear Vision Team Culture Involves Franchisees Effective in Driving

I feel that the sales training and support that I received was outstanding. Especially sending someone to my office to work with me. However, after reaching 30+ clients, I repeatedly asked for help getting over that threshold but

CORE VALUES

Trust

Training, Support, Marketing

received no help whatsoever. This is an area in which the successful. They could capture those best practices and teach it to the rest of us. It's too late for me now, but I never had a problem getting new clients, I had a problem

Honesty & Ethics Cares About Success

Support Brand

COMMUNITY

franchise should excel. They know which offices are

Respect

Support Management Actively Participate Support Each Other

processing. When I asked for help I was ignored, and when Steve receives a criticism in this area he talks around it and

Enjoy Operating

SELF EVAL

is not willing to take ownership.

Enjoyment Active Participant Valued Member

FINANCIAL

Fees Total Investment Financial Picture Long-Term Growth

GENERAL

Overall Opportunity Overall Performance Overall Satisfaction Do It Again Recommend

64

Franchise Business Review

| Section 5

www.FranchiseBusinessReview.com


Molly Wally's

franchise satisfaction report

Individual Survey

Participant FSI:

88.3

Company FSI:

68.5

Participant FSI Range:

Larry Damm

N/A

0

25

50

75

100

Elgin, MO Units: Owned:single unit / territory

SUPPORT

Ongoing Support

Future Development: maybe

SYSTEM

Age: 35 - 44 Ethnicity: Caucasian Region: Northeast US

Training, Support, Marketing Adequate support.

Competition, Products/Services, Creativity Very strong product.

LEADERSHIP

Comments

Communications

Products & Services Competition Innovation Clear Vision Team Culture Involves Franchisees Effective in Driving Trust

CORE VALUES

Gender: male

Effective Technology

Ops and Systems

Market: Large Market (>500K pop) Tenure: 10+ years

Ads & Promotions

Respect Honesty & Ethics Cares About Success

Management, what would it be? Think outside the box about how technology can better position us to deal with the business owners of the future.

COMMUNITY

Support Brand

If you could make one recommendation to Senior

Support Management Actively Participate Support Each Other

SELF EVAL

Enjoy Operating Enjoyment Active Participant Valued Member

FINANCIAL

Fees Total Investment Financial Picture Long-Term Growth

GENERAL

Overall Opportunity Overall Performance Overall Satisfaction Do It Again Recommend

Š2013 Franchise Business Review. All Rights Reserved.

Molly Wallys 2013 Evaluation | Section 5

65


Molly Wally's franchise satisfaction report

Individual Survey

Participant FSI:

51.5

Company FSI:

68.5

Participant FSI Range:

Eric Dantsin

N/A

0

25

50

75

100

SUPPORT

Ongoing Support

Gladstone, CO Units: Owned:single unit / territory Future Development: no

Ads & Promotions Effective Technology Communications Ops and Systems

Market: Medium Market (>250K pop)

SYSTEM

Tenure: 10+ years Age: 35 - 44 Ethnicity: Other Region: Midwest US

Products & Services Competition Innovation

Comments

LEADERSHIP

Clear Vision

Gender: male

Team Culture Involves Franchisees Effective in Driving

CORE VALUES

Trust Respect Honesty & Ethics Cares About Success

COMMUNITY

Support Brand Support Management Actively Participate Support Each Other

SELF EVAL

Enjoy Operating Enjoyment Active Participant Valued Member

FINANCIAL

Fees Total Investment Financial Picture Long-Term Growth

GENERAL

Overall Opportunity Overall Performance Overall Satisfaction Do It Again Recommend

66

Franchise Business Review

| Section 5

www.FranchiseBusinessReview.com


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