Service Brands Seeking a Woman's Touch

When people think about hiring a mover, a glass-repair technician, a plumber or a landscaper, most would be quick to visualize a blue-collar male worker handling the job. What many wouldn't realize is that more and more women are being targeted by service-based franchise businesses to join their ranks. Franchisors have come to understand the unique business growth opportunity females have to “buck the male-dominated trend” in the service industries and become a successful blue-collar franchise business owner.

Although the reality is that there are still many service-based franchise organizations with many more male franchise owners than female owners,  many companies are developing new programs to help females get into the service industries, such as The Dwyer Group, who recently launched the women in the trade’s scholarship program.

Even though many more outlets for helping females get into the service-industries have started to surface from franchise companies, trailblazing females have already taken the leap into service business ownership, either on their own accord or based on a life-changing experience. 1851 connected with some female franchisees from TWO MEN AND A TRUCK*® and Glass Doctor to learn about their experience in the service industry and why they believe women should consider a trade franchise as a viable business opportunity.

Why should females consider joining a trade or service-based franchise business?

“Every person has a unique perspective when it comes to business operations. We all have strengths and weaknesses.  When it comes to the moving business, a primarily male-dominated industry, a woman offers a fresh and unexpected advantage. Not only are there marketing benefits, but women also have an ability to relate to the moving consumer, as most consumers are women.

The “man of the house” might consider a moving plan that involves calling some buddies, ordering some pizzas and getting a case of beer. On the other hand, the wife or female decision-maker is more inclined to see the value of professional movers when it comes to moving every household possession.

A female owner of a moving company better understands that mindset and what main points the customer considers during this process.  I truly believe the extraordinarily high value placed on customer service is what sets TWO MEN AND A TRUCK, an organization founded by woman, and in many cases operated by women, apart in the moving industry.  The women at the helm instill these values and expectations throughout the organization.”

-Brooke Wilson TWO MEN AND A TRUCK® Multi-Unit Franchisee

“I entered the service industry with Glass Doctor at the start of 2001 with my husband, and it was never my plan to do this alone. But after a month or so, my husband was diagnosed with advanced cancer and passed away within nine months. In an instant, I became the first woman franchisee to operate a Glass Doctor without a male partner.

My first thoughts were that perhaps this was strictly a male-only business. I wondered if I wouldn't be welcome, especially since I had no knowledge of the glass business prior to opening our own. That quickly changed as I was provided help and support instantly from the top leaders in the organization, as well as from my fellow Glass Doctor franchisees, many of who were male. Being a female business owner operating a trade business could be intimidating, but my “females in arms” need not let that be a deterrent for getting into a service-based franchise. This franchise organization has been there every step of the way from welcoming me to the system to helping provide training to setting me up with a business plan for success. Had I been in an independent business, and not with Glass Doctor, I would most definitely not be in business today.

Whether one knows an industry or not, a service business is a great career opportunity for women. With Glass Doctor, we are a family that looks out for each other, both men and women, to make sure everyone knows they are not alone in this business.”

- Kathy Cassata, Glass Doctor Franchisee