7 Stores in 18 Months: The Story Behind Samantha Goldsmith's Success

Think back to when you turned 24: you were probably just a couple years into the working world, earning a modest salary and learning the basic details of corporate culture. Samantha Goldsmith is 24 and she owns seven Red Mango locations--so what’s her secret? “My family makes fun of me by saying I don’t usually do things in small doses,” Goldsmith says. The daughter of an entrepreneur, she knew what her future would look like from a young age. “My father owned his own inventory company for 44 years,” explains Goldsmith. “When I was younger, I used to go to work with him and saw how he managed his business. I always wanted to be a business owner when I got older.” After a four-year stint managing a Bed, Bath and Beyond, the Long Island resident found her calling while visiting a franchise expo in New Jersey. “We saw the Red Mango booth and thought it was a really cool concept,” she says. “Frozen yogurt had already started to take off at that point and we thought it was going to hit big on Long Island.” Goldsmith recognized the brand but hadn’t realized it was a franchise. In addition to the healthier dessert aspect, the look and feel of the Red Mango brand led the aspiring entrepreneur and her father to set up a meeting with the franchisor. “From the second we went into [founder] Dan Kim’s office, I was convinced that it would be a great concept.” Goldsmith says. “I had my Dad behind me telling me that I would be a great business owner and we just started from there.” Goldsmith says she knew she wanted to join a franchise system because of the support structure essential to a strong business. “When you’re a franchisee, you always know that the franchisor is going to support you whether it’s with your build out, when you first start to run your store or through marketing,” she says “This is the first company I’m really getting involved with and I wanted to make sure that I would have the support of a franchise behind me.” Although most people in this situation would start slow and get the first location up and running before even considering expansion, Goldsmith took the unconventional route of opening multiple units right out of the gate. While in the site selection process for her first location, she struggled to decide between Smithtown and Huntington, New York. Her solution was to pursue both. “I felt that if you found a location that you think is going to be profitable and you think you’re going to do well, there’s no reason not to do it. I never wanted just one yogurt shop,” Goldsmith explains “From the beginning, I knew I wanted more than one.” Her bold strategy appears to be working, as she has since opened five additional Red Mango locations across Long Island. Red Mango Founder and Chief Concept Officer Dan Kim is understandably proud. In a release he states, “I am truly amazed with Samantha for what she has done in such a short time of being a franchise owner with Red Mango and not to mention at such a young age, she is an inspiration.” Goldsmith’s success isn’t a fluke. She has a major leg up on understanding her target audience. “The demographic for Red Mango is primarily 16 to 40 year old females,” Goldsmith says “I fit right in the middle of that category where I know what people a little bit older than me and younger than me expect.” She explains that her experiences have helped her understand how to better market to her customer, whether they’re in high school, college or just entering the work force. She also credits social media as being a valuable tool in the process. “Each store has its own Facebook page,” she says. “We do lots of promotions, like 15 percent off with a school ID, which are all advertised on Facebook.” But her stores’ use of Facebook goes beyond simply pushing specials. “When people comment on the Facebook page and ask us things, we respond directly to them,” Goldsmith says. “They feel like they’re actually contributing to the store, whether it’s what flavors we’re putting out or if they have suggestions for the store or team members. They feel like they’re being a part of Red Mango.” If Goldsmith’s story has inspired you to follow in her footsteps, her advice is simple: “Do your research, know what you’re getting into and make sure you’re going to have the support of the franchise.”