We have a problem, we look for a solution, we find a brand/product/service/vendor, everything sounds great, they say "trust us", we believe… we believe… we believe…
The Carpet Chemist - Wine stains? Bleach Spots? Water damage? The Carpet Chemist restores carpets to new, and the franchise offers opportunities at a start-up cost south of $100K.
From day 1, franchisees own and operate a growth business with low start-up costs, low labor requirements, big territories, a killer brand, amazing unit economics, and market differentiating plus factors that create lead gen for more traditional carpet cleaning and water remediation services.
Franchisees Kicking Ass: The Franchisee Is King
How to Succeed as a Multi-Unit Franchisee: Tracy Bouwens, Scooter’s Coffee
This Kansas City-based operator has 50 locations of the drive-thru coffee brand. Here’s her advice on the first thing you need in order to grow a successful franchise portfolio.
Multi-unit franchise owner Tracy Bouwens has a tip for franchisees with the goal of successfully expanding their portfolio.
Start with a strong franchisor.
There’s more to it, of course. Bouwens, who owns 50 franchise locations of Scooter’s Coffee with her husband Shawn Bouwens in the Kansas City area says successfully operating multiple units requires three more factors: a strong team, good leadership, and finally, good old-fashioned grit and determination.
But who you partner with is critical. In Tracy’s case, she thinks Scooter’s corporate team is a key component to her success over the past 17 years. “The support they provide for myself and other franchisees in the Scooter system is top-notch,” she said.
It makes all the difference on days when the going gets a little rough, Bouwens says: “I feel like without that support and without that partnership — because it doesn't feel like a franchise or franchisee relationship; it feels like a partnership in a business relationship — we can work together and partner on solutions and continue to advance the brand together.”
Are you using the greatest underutilized search engine -- YouTube? YouTube Search (There has got to be a better term like YouTubeoodled) “Using a Franchise Broker”, and see what you get. A little Charles? Duh.
The Bottom Thoughts
What makes people buy checklist (write these in):
PRODUCT:
What is special/unique about your product _______________________
How is your product better than your competition ________________________
What are you famous for __________________________
LEADERSHIP
Is your vision clear on your website ______________
Do you have your leadership team on your website _______________
When a prospect inquires, does your leadership team connect with them on LinkedIn __________
What other brands have your leaders come from _______________
Are you leveraging their networks to communicate your why you/why now _________
ROI
Can a candidate clearly find the costs to get in and what they can make on your site ________
If they search around the web, are those number accurate on other sites ____________
Do you have a comparison chart to competition ________________
Do you have content that answers any points of differentiation to the competition’s costs/ROI ______
GROWTH
Do you have a growth vision (territories available counts) on your website _________
If a candidate inquires about a closed territory, how do you handle them __________
Are you marketing in concentric circles around your highest validators and best units in markets where there is still growth potential ____________
Are you celebrating (PR) signings, openings, expansions, and resales__________
VALIDATION
Do you have franchisee videos on your website _________
Last time you hosted a fireside chat with a franchisee on a webinar ________
Do you have a franchisee referral program ___________
Have you asked your franchisees why they would and would not buy the brand _________
Do you answer your landmines with counter content online ________
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Nick Powills, CFE, founded No Limit Agency in 2008 and serves as Chief Brand Strategist for the Chicago-based firm. No Limit is a full-service communications agency that establishes and elevates brands by bridging Public Relations, Social Media, Marketing, Advertising, Digital, and a lot of creativity, to best strategize well-rounded and successful campaigns for 50+ global franchise brands. By presenting visionary ideas and building real relationships, No Limit is able to create effective media branding strategies to help companies grow. Nick currently leads a staff of writers, media strategists, designers, social media experts and digital producers in an office think-tank where brands are humanized for strong, compelling media stories. Prior to starting No Limit at the age of 27, Nick spent four years working at a franchise PR agency where he mastered the art of building rapport with media outlets and creating newsworthy pitches for earned media placements. He holds a Bachelor of Journalism from Drake University in Iowa.
