Franchise Development Track. Emerging Brand Recruitment Strategies

Transcription

1

2 Franchise Development Track Emerging Brand Recruitment Strategies Lane Fisher, CFE, Partner, FisherZucker, LLC Chris Dull, President and CEO, Global Franchise Group, LLC. Ashley Morris, CEO, Capriotti s Sandwich Shop, Inc. Jonathan Barnett, President and CEO, Oxi Fresh Franchising Co.

3 Chris Dull, President & CEO

4

5 Established Brands Re-Emerging Brand Emerging Brand

6 Fast Facts - Home-based carpet, upholstery, wood floor, tile and grout cleaning franchises Jonathan Barnett President, CEO, Founder - Founded in Units in U.S. & Canada

7 Ashley Morris CEO

8 Founded in 1976 in DE Home Based in NV 108 locations in 18 states 75 in development

9 Takeaways Create your culture Build the right team Focus on ULE Select the right Zees Variable Expenses are key Promote from Within Major in the Majors

10 What is an emerging brand? re-emerge emerging Emerge again; come into sight or prominence once more. To rise, as from an inferior state or condition. Emerging refers to concepts which are growing & developing, sometimes at an early stage, or after achieving some level of maturity. Royalty self sufficient A concept with less than 5 years of operating history or franchise experience, with less than 25 existing franchisees. When brands become apparent or prominent, they are emerging

11

12 Portals

13 Team/Talent

14 2006 Corporate Structure 2017 Corporate Structure - Head of Marketing - Head of Operations - Head of Cleaning Systems - Head of Scheduling Center - Franchise Development - And So On... Was This Guy

15 First Group of Franchisees

16 Differentiation: Franchise Offer

17 Differentiation: New Product or Service

18 Unit Economics

19 Franchise Leads

20 Franchise Lead Generation

21 Measuring Lead Quality: The Five Pillars Cost Per Lead (CPL) Cost Per Qualified Lead (CPQL) Website Conversion Percentage Percentage of Qualified Leads Lead Source-to- Award Converting Percentage

22 Measurable Metrics CPL(Cost Per Lead) Franchise Lead Generation Formula Total Lead Generation Spend / Total Leads Range Per Lead- $50-$150 This metric is used to form a baseline on what you spend per lead. This number varies greatly depending on a number of factors. Lower isn t always better. See CPQ. CPQ(Cost Per Qualified Formula Total Spend / Total Qualified Leads Range Per Lead - $150-$300 This metric determines how much you re paying for quality of leads. If CPQ is 4x higher or greater than your CPL, you re generating too many poor quality leads at the top of the funnel. See QLP.

23 Measurable Metrics Qualified Lead Percentage Franchise Lead Generation Formula Total Qualified Leads / Total Leads Range 40-60% This helps us determine if we are generating the volume of qualified leads we seek. We aim to have 40%+ of all leads generated to be qualified. Lead Source-to-Award Converting Percentage Formula Total Deals / Total Leads By Source Range Varies This helps you to determine which lead sources are providing you the greatest number of deals. Many times, your cheaper sources of leads produce far less deals but not always

24 Franchise Lead Generation Measurable Metrics Website-to-Lead Conversion Percentage Formula Total Leads / Total Unique Website Visitors Range 3%+ It s important to measure how your digital marketing is working. This will determine how well you re converting leads that visit your website. If it s too low, it s time to optimize your website for higher conversions.

25 Franchise Sales

26 Franchisee Recruitment You don't know what works until you know what works. Chris Dull 1. In Store Marketing (Franchise Offer)- YES 2. Broker Network- Yes 3. In-House Sales Effort- Yes 4. Referral Program- Yes 5. Area Development- Maybe

27 Onboarding & Validation

28 Franchisee Relationship

29 Culture

30 Threats

31 Takeaways Create your culture Build the right team Focus on ULE Select the right Zees Variable Expenses are key Promote from Within Major in the Majors

32 FisherZucker, LLC Lane Fisher: Thank you! Global Franchise Group, LLC Chris Dull: Capriotti s Sandwich Shop, Inc Ashley Morris: ashleymorris@capriottis.com Oxi Fresh Franchising Co. Jonathan Barnett: jb@oxifresh.com