FRANCHISE INFORMATION GUIDE

FRANCHISE INFORMATION GUIDE

INDEX Introduction...3 - Who is Swimart - Our Story Our Mission / Our Vision...5 Franchise Features...6 - Revenue Diversity - Supplier Arrangements Our Business Model...8 Our Industry...9 Becoming a Swimart Franchisee...11 - Enquiry - Applicant - Candidate - Franchisee Training and Support... 13 - Modular Training - Mentoring - Yearly Training - Marketing - Internal Comms Your Franchise... 16 Swimart // Franchise Information Kit // Page 2

WE RE ALL ABOUT THE POOL If you re looking for a career that gives you a great lifestyle and independence and is supported by an ASX listed company, a Swimart franchise could be your opportunity to make a splash in your own business. Swimart Pool & Spa Services is one of the largest and most successful pool franchise networks in Australia and New Zealand. With over 73 stores, 250 mobile service vans and more than 35 years experience our franchisees are amongst the most knowledgeable and trusted people in the pool industry. Created by Waterco Ltd, an international manufacturer and distributor of premium pool equipment and products, the Swimart business system has proven to be one of the most profitable business operations in the pool industry. Many of our stores are amongst the highest turnover and profitable pool business s in Australia and New Zealand. With over 87% consumer brand awareness in our markets the Swimart brand is one of the most recognised pool store brands in Australia. Over the years we have become renowned for our expertise, experience, professionalism and outstanding customer service. We re looking for franchise partners to join us Australia wide. Take the plunge and see why so many successful franchisees are proud to say I am Swimart. 73 250 35 STORES MOBILE SERVICE VANS YEARS EXPERIENCE Swimart // Franchise Information Kit // Page 3

With the Swimart model there is enough freedom to run your own business & to implement your own ideas with the support of the franchisor. With some other models that may not be the case. Ashley Weekes Swimart Jindalee, Brisbane Swimart // Franchise Information Kit // Page 4

OUR VISION For every pool owner to spend more time enjoying their pool or spa and less time maintaining it. OUR MISSION To provide pool and spa owners with trusted knowledge and the right advice, along with quality products and services, to maintain and enjoy a healthy pool and spa. Swimart // Franchise Information Kit // Page 5

REVENUE DIVERSITY The diversity of a Swimart business will not only provide you with a more varied and satisfying career, but also with a strong, sustainable business with several income streams. SWIMART COMMERCIAL SERVICES Pool Management Pool Repairs & Service Pool Cleaning Water Testing / Balancing Equipment Sales and Installation SWIMART STORES Water Testing Sales of; Chemicals, Equipment, Leisure Products, Spare Parts, Cleaners, Gas, Electric and Solar Heating. SWIMART POOL BUILDERS & RENNOVATIONS Referral Commissions Equipment Sales Installation Maintenance SWIMART HOME SERVICE TEAM Pool Cleaning Repairs & Maintenance Equipment Installations Water Testing / Balancing Pool Minding Safety & Health Checks Solar Heating Installation Swimart // Franchise Information Kit // Page 6

SUPPLIER ARRANGEMENTS Locked in supply agreements underpin the strength of your Swimart franchise. As you d expect with the industry leader, every Swimart franchisee benefits from our bulk purchasing power. Swimart // Franchise Information Kit // Page 7

OUR BUSINESS MODEL The average annual turnover of a Swimart business is much higher than that of independently owned pool businesses. High sales and high margins deliver strong cash flow. At Swimart, we believe that the more successful you are, the more money you should make. That s why our franchise and marketing fees are lower than most other franchise groups and the lowest in the pool industry. So why is Swimart s business model and fee structure so much better? We are a franchise model which was born out of the pool industry. We re all about the pool our roots are in the research and development of some of the worlds leading pool & spa products. We aren t a franchise company for franchising sake. We are looking for awesome people who are passionate about success, to join our journey to be the best pool & spa service provider we can be. It s our job to make pool owners lives easier. When you invest in Swimart, you re not only buying a business but also tapping into a wealth of specialist knowledge. Swimart // Franchise Information Kit // Page 8

THE SWIMMING POOL AND SPA EQUIPMENT INDUSTRY The Swimming Pool and Spa Equipment industry is in the growth stage of its life cycle. Over the 10 years through 2022-23, industry value added, which measures the industry s contribution to the overall economy, is expected to increase at an annualised 3.1%, compared with annualised growth in Australian real GDP of 2.5% over the same period. As a result, the industry is expected to outperform the wider economy during this period. Revenue for the Swimming Pool and Spa Equipment Stores industry is expected to grow over the five years through 2017-18. Following the adverse effects of severe drought and stringent water restrictions over the previous five-year period, industry revenue has recovered over the current five years. This recovery has been aided by growth in real household discretionary income and an upturn in dwelling commencements. However, despite these positive trends, annual fluctuations in the availability of water and negative consumer sentiment have placed downward pressure on demand during the period. *Source: Ibis World - Market Research Report 2017 Industry revenue is forecast to grow by an annualised 2.5% in 2017-18, to reach $685.5 million. Swimart // Franchise Information Kit // Page 9

DID YOU KNOW? Australia & New Zealand has the highest rate of pool ownership in the world? There are currently over 1,500,000 pools across Australia and New Zealand and pool numbers are growing year on year. With the number of pools growing & the massive amount of time pressure that we all face, the demand for professional help around the home has increased. That is why the demand for our services is ever increasing it s also why we re growing consistently year on year. ISN T IT TIME YOU TOOK THE PLUNGE AND JOINED OUR TEAM! Swimart // Franchise Information Kit // Page 10

BECOMING A SWIMART FRANCHISEE Each potential franchise partner goes through our diligent 4 stage process. ENQUIRY Information Session // Applicant Questionnaire & NDA // Preliminary Assessment - Invitation to Apply // Application Fee 1 APPLICANT Selection Process Begins - Application Vetting // Applicant conducts Due Diligence and Confirms Finance // Selection Meeting // Discuss Zones CANDIDATE Pre-Franchise Questionnaire // Disclosure Period // Franchise Agreement // Successfully Complete Training FRANCHISEE Welcome to the Swimart team! 2 3 4 Swimart // Franchise Information Kit // Page 11

When we were looking into buying a Swimart franchise, we had one major concern. Would we be out of our depth when customers came in with technical questions? We needn t have worried. With Swimart s training and occasional advice from some of the guys who d been in the business for years we ve never had a problem. Peter & Thelma Tokesi, Swimart Woree, Cairns Swimart // Franchise Information Kit // Page 12

TRAINING AND SUPPORT FOR YOUR FRANCHISE We provide our franchise network with initial and ongoing Head Office and administrative support and training. With our proven systems and processes you will have access to the tools to develop a thriving business. SWIMART TRAINING AND SUPPORT INCLUDES: MODULAR TRAINING PROGRAM Swimart s modular 23 day training is a comprehensive program designed to prepare you for everything that happens in the business. Your training will cover everything from water testing, customer service, merchandising and product knowledge to the mobile service side of the business. MENTORING PROGRAM Our unique Mentoring Program for new franchisees will provide you with the on call support and guidance of an expert and experienced fellow franchisee for the first 6 months of your business or longer if required. YEARLY TRAINING COURSES Each year we run two important training courses designed to bring you up to date on the latest pool equipment and chemicals we sell. MARKETING SUPPORT Swimart advertising and marketing support sets the standard for the industry. Our strategic marketing plan was developed in response to extensive research among pool owners, which revealed that consumers were looking for information and product recommendations from people they believed offered pool expertise. Our national advertising campaign is heavily supported by promotional activity aimed at each store s market area. Swimart // Franchise Information Kit // Page 13

INTERNAL COMMUNICATIONS At Swimart, we also pride ourselves on strong internal communication channels. They include: IN THE SWIM Our regular newsletter REGULAR 1 ON 1 BUSINESS MEETINGS THE ANNUAL SWIMART CONFERENCE THE ESTABLISHMENT OF A NATIONAL ADVISORY COMMITTEE enabling all franchisees to have a say in the way the business is managed. REGULAR FRANCHISE MANAGER SUPPORT designed to help you operate a profitable business. Why not take advantage of our highly recognised brand, successful marketing, advertising and P.R campaigns, unique product and service offer, and strong business operational model, to build your business s sales and profits and secure your business future. Swimart // Franchise Information Kit // Page 14

As a franchisee you reap the benefits of our nationwide TV campaigns. Swimart // Franchise Information Kit // Page 15

COME AND TEST THE WATER Swimart is currently expanding and is looking for franchise partners across Australia and New Zealand EACH FRANCHISE INCLUDES Exclusive franchise zone which offers fantastic growth potential. All franchise territories have been selected to complement Swimart s core offering and is backed by data on the amount of pools in the area. Initial and ongoing training to enhance your skills as well as dedicated Head Office support Usage of Swimart s brand and systems. Leverage the power of a global leader in the pool industry who is constantly researching new technologies to improve the customer experience. Exciting career in the pool and spa industry, where you can be your own boss and lead great lifestyle. PLUS National advertising and marketing campaigns, state of the cloud based technology, industry leading research and development, business mentoring, huge supplier rebates and discounts. Swimart // Franchise Information Kit // Page 16

BECOME PART OF THE SWIMART SUCCESS STORY! For a private and strictly confidential discussion on how a Swimart franchise could benefit you, contact the Australian & New Zealand manager via alex.johnson@swimart.com.au