Learning from the Past while Looking Ahead

By BRIAN DIGGELMANN As we enter the new year, many people, including franchisees and franchisors, have made resolutions for 2013, while others look back on the last year to learn from their mistakes. 2012 was a good year for franchising, and as consumer confidence slowly returned, many franchisees were able to make the next steps they’d been planning for years. Brian Casey is a franchisee of gym concept Workout Anytime. After opening his first location in West Nashville, TN, in 2011, he was able to open his second location in April of 2012 and plans a third for 2013. “It’s been pretty steady,” Casey says. “Our model works especially well with the grander economy. Right now everyone is looking to save money, and we found a good franchise fit for that.” With almost two years in the books, Casey, a former residential real estate agent, says the biggest change he’d make if he could start over would be in his advertising strategy. “When I got into franchising, I was approached by every advertising medium in the business and I’ve done pretty much everything,” Casey says. “I wouldn’t do radio ads again and don’t do print anymore. We’re shifting almost exclusively to in-person or online ad mediums.” For Jane McElhaney, the big move was adding two new employees to her small staff—one of which was her husband. Having her husband join the company meant expanding the operation and working together to grow the business side-by-side.  McElhaney owns an Our Town America franchise in Charlotte, NC, a concept that creates welcome packages to help recently relocated families get connected with the businesses in their new community. “In the beginning of the year we were a little uncertain,” she says. “That’s when we decided my husband would come on board. He has over 30 years of experience in sales management, so having him come on board was a blessing to us even as it was a little scary.” The gamble to work together paid off, however, and McElhaney has since hired a Graphic Customer Care Specialist who does graphic design to further expand her product offering and provide sponsor services support. “Because of the addition of a new support person, we’re going to be focused more on making sure that we’re taking care of our existing sponsors while adding to our sales force.” McElhaney also credits the Our Town America corporate office for helping bring about new strategies for 2013. “Even though Our Town America is a 41-year-old company, they’re very entrepreneurial and constantly adding new technology,” she says. One such piece is a website showcasing local sponsors and providing valuable information about the Charlotte area. “In 2013 we are embracing technological advances to further enhance the effectiveness of our program for our sponsors.” Although the antics of politicians in Washington may have you nervous, it’s important to remember that small business owners across the nation are continuing to press forward, learning from mistakes and working to make the next year even brighter than the last.