Delivering an innovation culture - How Fastway Couriers is future proofing franchisees - Amazon S3

Delivering an innovation culture - How Fastway Couriers is future proofing franchisees - Amazon S3

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How Fastway Couriers
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Delivering an innovation culture - How Fastway Couriers is future proofing franchisees - Amazon S3
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ii | thefranchisereview
Delivering an innovation culture - How Fastway Couriers is future proofing franchisees - Amazon S3
                                     2	FCA Chair heralds a new and                       38	Innovation future‑proofs
                                        brighter future for franchising                       Fastway Couriers franchisees
                                     	By Bruce Billson, Executive Chair,                     and business
                                       Franchise Council of Australia                     	An interview with Richard Thame,
                                                                                            Managing Director, Aramex Australia
                                     4	FCA appoints Mary Aldred                            and New Zealand
                                        as new CEO
                                     	By Bruce Billson, Executive Chair,                 43	Understanding the challenges
                                       Franchise Council of Australia                         that energy costs present
                                                                                              to franchisees in the current
                                     6	How marketing can                                     market
                                        transform a franchise:                            	Article provided by The Energy
                                        A Hire A Hubby case study
  6                                  	By Caragh Welford, Marketing
                                       Director, Hire A Hubby

                                                                                          47	Creating a mentally healthy
                                                                                              small business
                                     11	Setting your franchisees up                      	Article provided by the Victorian
                                         for local marketing success                        Small Business Commission
                                          By Karin Ingram, Marketing Manager,
                                          Kwik Kopy Australia                             50	The five pillars of digital
                                                                                              business growth
                                     17	Five things franchises need                      	By Tim Levy, CEO, Tim Levy and
                                         to know about social media                         Associates
                                     	By Steven Donald, Chief Strategist,                53	2018 International
                                       Pure Social                                            Franchise Association
                                                                                              Convention wrap-up
                                     20	Partnerships the icing                           	Highlights from the FCA delegation’s
                                         on the muffin for iconic                           journey to the IFA2018
  20                                     Australian brand
                                     	Natalie Brennan, General Manager,                  56 FCA Events
                                       Muffin Break shares their success                  	A calendar of upcoming
                                                                                            member events
                                     25	Keep us out of the media
                                     	By Damien Gooden, CEO, HR Central                  59	What the CFE means to me:
                                                                                              professional growth and
                                     30	What can franchising learn                           opportunities
                                         from Uber?                                       	By Andrew McAllister, SilverChef
                                     	By Maija Kerry, Special Counsel and                  Franchise Relationship Manager
                                       Nick Rimington, Senior Associate,                    – Southern, SilverChef Hospitality
                                       Norton Rose Fulbright Australia                      Equipment Funding

                                     35	Mandatory data breach
                                         notification - are you

                                     	By Cameron Abbott, Partner and
                                       Keely O’Dowd, Senior Associate,
                                       K&L Gates

PUBLISHER                            EDITORIAL CONTENT ENQUIRIES                          DISCLAIMER
The Franchise Council of Australia   Kim Coverdale, Franchise Council of Australia        The views expressed in this journal do not necessarily
ABN 17 002 789 988                   T 1300 669 030                                       reflect the views or policies of the FCA. Publication
PO Box 2195, Malvern East VIC 3145   E                     of advertisements for products or services does not
                                                                                          indicate endorsement by the FCA. The responsibility
T 1300 669 030
                                     ADVERTISING ENQUIRIES                                for accuracy of information is that of the individual
F + 61 (0) 3 9508 0899
                                                                                          contributors, and neither the publisher or editors can
E              Peter White, Franchise Council of Australia
                                                                                          accept responsibility for the accuracy of information that
W               T 1300 669 030                                       is supplied by others. Readers should make their own
                                     E                       inquiries in making any decisions, and, where necessary,
DESIGN AND LAYOUT                                                                         seek professional advice.
PerryCallan                          GENERAL INFORMATION
387 Tooronga Road,                   All material is published at the discretion of the   COPYRIGHT
East Hawthorn VIC 3123               FCA. Editorial contributions, advertising bookings   © 2018 Franchise Council of Australia. All rights reserved.
T 03 9822 9629                       and artwork deadline information is available by     Reproduction in whole or in part without written
W                 contacting the FCA on 1300 669 030.                  permission is strictly prohibited.

                                                                                                                        thefranchisereview | 1
Delivering an innovation culture - How Fastway Couriers is future proofing franchisees - Amazon S3
We all know and love the
                                                          franchise model of enterprise
                                                          for what it can deliver: higher
                                                          rates of success, accelerated
                                                          progress to profitability,
                                                          aligned interests and
                                                          prospects for mutual reward.

       FCA Chair
                                                               These are just some of the benefits
                                                          available to franchise agreement

         heralds a
                                                               But it is not enough for us in the
                                                          franchise community to know how our
                                                          model of entrepreneurship is driving
                                                          small business and family enterprise

         new and
                                                          success stories across Australia,
                                                          building world-class brands, business
                                                          formats and systems, and growing the
                                                          economy and jobs for Australians.

                                                               The relentless current commentary
                                                          about specific aspects of select
                                                          businesses in the franchise sector is
                                                          being bracketed with sensationalists

        future for
                                                          and fuelling ill-informed assertions
                                                          that these specific failures relate to the
                                                          franchise business model itself rather
                                                          than enterprise-specific circumstances.

                                                               This heightens the need for us all in
                                                          the franchise community to be on the
                                                          front foot, sharing the things that we
                                                          know and love about franchising.
                                                               We need to tell our stories, share
                                                          franchise successes, highlight the
                                                          comprehensive regulatory and dispute
                                    By Bruce Billson,     resolution framework, always keep an
                                  Executive Chairman,     eye on our standards and compliance
                                                          performance, lift and acknowledge
                         Franchise Council of Australia
                                                          best practice amongst our membership
                                                          and always recall that successful
                                                          franchisees are the foundation for our
                                                          sector’s sustainable success.
                                                               This also means respecting and
                                                          empathising with the small business
                                                          people, and those who depend upon
                                                          them, for experiences and outcomes
                                                          that have not been what they had
                                                          hoped for and what may not have been
                                                          the best application of the franchise
                                                          model in all its elements.
                                                               What can we learn and how might we
                                                          all improve?
                                                               That’s why the FCA is as keen as any
                                                          party to identify, understand and see
                                                          addressed any specific shortcomings in

2 | thefranchisereview
Delivering an innovation culture - How Fastway Couriers is future proofing franchisees - Amazon S3
Our new initiatives aim to support franchising and drive
                                                economic and entrepreneurial success. The FCA is ‘turning up’,
                                                taking decisive action and getting on the front foot.

individual business conduct that may have       unit or the reliable exercise of sound due       and associated fair dealings and dispute
contributed to the failure of a franchise       diligence, market evaluation or commercial       resolution mechanisms would also be
business beyond the challenges and              judgement.                                       worthwhile and timely, given some of the
rivalries of a highly competitive market.           But what we can do is work even              careless commentary and sniping that is
    We need more entrepreneurs in               harder to ensure that any lack of success        harming credible and well-run franchise
Australia, not less, and a poor experience      does not arise as a result of:                   businesses, their employees, stakeholders
can certainly harm the more business-               • A lack of awareness of, or attention to,   and the Australian economy.
minded people prepared to invest in and         the regulatory framework;                            Such an inquiry would seek to identify
commit to their own enterprise.                     • Poor knowledge about or lack               any deficiencies or gaps in this extensive
    To falsely frame individual business        of access to available support, due to           regulatory framework with the view to
factors and circumstances as the premise        inadequate information about the nature          recommending any necessary regulatory
for proclaiming the entire franchise model      of franchising and its diversity;                change, agency operations, public
of entrepreneurship is ‘broken’, as some            • Insufficient recognition of the need       education and awareness campaigns or
commentators are choosing to do, is             for due diligence; or                            industry-led initiatives, having considered a
recklessly causing sector-wide harm,                • Some skill or know-how deficiency          thorough assessment of the likely impacts.
reputational damage without justification,      that we are in a position to address by way          Meaningful outcomes from such an
and impeding the capacity of franchising        of sector-specific training, professional        inquiry would assist in ensuring that
to continue to lead economic and                development or networking opportunity.           Australia maintains its reputation as a
employment growth.                                  The FCA offers guidance to                   leading economy in which to develop
    With the challenge of business              prospective franchisees about whether            and deploy the franchise model of
ownership and management, cost and              running their own business is right for          entrepreneurship to the benefit of
margin pressures in many segments,              them and what kind of enterprise might           franchisees, franchisors, stakeholders,
dynamism in the market and the need to          best align with their goals, ambitions,          consumers and the broader community.
constantly revitalise and refresh the ‘offer’   skills and lifestyle expectations. This              These are just some of the FCA’s
in the face of competition, new concepts,       ‘eyes open’ introduction is supported by         current leadership agenda items and the
and changing consumer expectations,             a full disclosure ethos in the franchising       bold and forward looking next steps we
good franchising relationships see the          regulatory framework that the FCA seeks          are taking to ensure an even brighter
franchisee and franchisor combine their         to enhance with further information,             future for franchising.
strengths to collaborate for success.           training and support around factors that             Our new initiatives aim to support
    Not all businesses face and can             go beyond base legal compliance, and             franchising and drive economic and
overcome these challenges well to sustain       guidance to available dispute resolution         entrepreneurial success.
an advantage, remain competitive and            avenues.                                             The FCA is ‘turning up’, taking decisive
continue to delight customers without               The FCA leadership agenda does               action and getting on the front foot.
performance improvement or innovation.          include initiatives to help discern between          We, the people who most believe in
    No-one in the franchise community           franchise systems that are exemplars of          franchising, know of its strengths and
wants to see a franchise business fail,         the franchise model of entrepreneurship          benefits, can support more franchise
and there are many factors well outside         and those with work to do to reach this          businesses to be exemplars of this best
the control of regulators, law-makers           standard.                                        model of entrepreneurship, to ensure
and industry associations. At the FCA,              This is useful information for intending     it continues to deliver enormous small
we are cognisant that we are a member-          franchisees, financiers and franchise            business ownership, economic vitality and
based industry association and not a            brands to know where ‘better practice’ can       employment benefits well into the future,
regulator, commercial advisor or ‘umpire’,      be found and what is required to improve         just like franchising has done for decades
or oversight agency with investigative          or extend in this regard. An objective and       as a part of Australian life. n
powers.                                         evidence-based examination into the
    The FCA cannot ensure franchise             utility, awareness and effective application
business success, viability in every business   of the Franchising Code of Conduct

                                                                                                                       thefranchisereview | 3
Delivering an innovation culture - How Fastway Couriers is future proofing franchisees - Amazon S3
FCA appoints
    Mary Aldred
    as new CEO
    By Bruce Billson, Executive Chair,
    Franchise Council of Australia

    The Franchise Council of Australia is
    delighted to announce that Ms Mary
    Aldred has been appointed as CEO,
    commencing on 3 April, 2018.

    Mary was selected from a top-class        collaboration, strong advocacy for the            in relation to commercial and member
field of candidates for her extensive         franchise sector and pursuit of key FCA           engagement outcomes. An early task
experience across government, industry        strategic objectives.                             is to lead a review and refinement of
and the corporate sectors and brings              The FCA is excited to bring her breadth       our strategic plan to sharpen the focus
a very strong focus on membership             of experience, success and leadership to          on key objectives and to make sure
engagement, stakeholder collaboration         the organisation, our membership and the          the organisation is structured in a way
and effective advocacy. She leaves the        broader franchise community.                      that best support the delivery of these
Committee for Gippsland after many                “The role of CEO at the Franchise             objectives and priorities.
successes in her seven years as CEO,          Council of Australia presents a once in               I am confident the franchise community
including attracting strong government,       a generation opportunity to work in the           will quickly gain an appreciation of Mary’s
business and community support through        engine room of the national economy.              capacities and significant ‘value-add’ to
effective and engaging advocacy,              There are transformational challenges and         the FCA and rationale for her selection
building a growing membership base that       opportunities presenting to the industry.         from a strong collection of short-listed
includes several franchise businesses and     Sector confidence, strong advocacy,               candidates. We have good reason to be
establishing strategic partnerships that      a focused and engaged membership                  confident about the future and the ever
position the organisation for long term       elevating industry standards and                  improving ‘value-add’ the FCA contributes
growth.                                       developing the industry’s reputation as an        to the franchise community and our
    Having left school at 15 to work in her   employer of choice will be early areas of         sector’s strengths as the best model of
parent’s small business, Mary brings a real   focus in my new role,” Mary said.                 entrepreneurship. n
life understanding and genuine affinity           “The industry is about people, and
with small businesses. She understands        I want to drive a renewed focus on the
the operational and financial commitment      mums and dad working small businesses               “The role of CEO at the
families make in small business, along        to create jobs, young people in our                   Franchise Council of
with the passion for entrepreneurialism.      industry starting their first job, and building       Australia presents a
This perspective, combined with her           regard and recognition for a sector that
executive experience, resourcefulness and     contributes $146 billion to the Australian
                                                                                                    once in a generation
success in effective member organisation      economy,” she said.                                   opportunity to work in
leadership means that the FCA will benefit        The Board and I have set some                     the engine room of the
from Mary’s strong focus on membership        clear performance expectations and
                                                                                                    national economy”
and partner engagement, stakeholder           accountabilities for Mary, particularly

4 | thefranchisereview
Delivering an innovation culture - How Fastway Couriers is future proofing franchisees - Amazon S3

Choosing a tried and tested franchise
When considering buying a franchise, finding an established and recognised brand is
often the key to securing success. Established leading franchise brands offer investors
a tried and tested business model, supported by years of experience within the marketplace. Larger franchises
create their own momentum by attracting new customers and fresh interest in the brand. With 91 stores, Snooze
is a leading brand in the Australian marketplace, both in terms of size and reputation.
“In my franchising history, I have never seen as many associated people, either direct employees or franchisee
employees, who have wanted to get involved in the business.”
Simon Beaty, Managing Director – Snooze

Strategic marketing and adapting to trends
Any given marketplace can change significantly over
time, meaning brands must evolve to meet these
challenges. Strategic marketing plans allow brands
to plan ahead and maintain optimal performance.
Changing market trends, however, may call for a shift
in planning or reconsideration of marketing tactics. It is
not enough to rely solely on being a recognised brand
– attracting, converting and retaining new customers
is vital to any marketing plan. So, how does a franchise
take all of that brand strength and convert it into sales?
Snooze achieves this by maintaining a high-profile
multi-channel marketing program that supports the
national franchise network. Its multi-million dollar
advertising campaigns include TV commercials, print
ads, social media and ongoing updates to its award-
winning website. This is where the Snooze strategic
marketing plan – which has been proven to work on a
national level – comes into its own.

Category kings and industry leaders                             Ongoing support for continued success
Recognition as an industry leader in franchising is attained    When you take powerful customer brand recognition
and maintained through a combination of important               right across Australia and combine it with training
business systems. Elements such as strong marketing,            programs and support, you can leverage this strength
buying power of a group and specialised services can            for your own franchise. Snooze provides a 4-week
achieve a competitive advantage over other brands.              program, including IT and operational training, to ensure
Capitalising on these brand strengths can prove to be the       franchisees are knowledgeable on product and sales, plus
difference between strugglers and leaders in a category.        you will have access to a Business Development Manager
Snooze continues to be an industry leader, ranked within        and the Snooze Support Centre for ongoing.
the top 5 for mattress and bedroom furniture sales in
                                                                For more information about becoming a Snooze
Australia. The Snooze brand has also been recognised
                                                                Franchise Partner, visit
in the Top Franchise ‘Top 10’ awards since 2010, winning
first place in its franchise category in 2016. It’s that top-
of-mind awareness with franchisers and customers
alike that makes Snooze such an attractive prospect for
anyone looking at franchise opportunities.
Beaty says, “The bedroom is our core competency, and               Interested? Call Bettina Davis on 0423 077 844
from a Snooze store and a Snooze bedding perspective,               or email her at
that’s where our focus is.”

                                                                                                      thefranchisereview | 5
Delivering an innovation culture - How Fastway Couriers is future proofing franchisees - Amazon S3

How marketing
can transform
a franchise
By Caragh Welford,
Marketing Director,
Hire A Hubby

6 | thefranchisereview
Delivering an innovation culture - How Fastway Couriers is future proofing franchisees - Amazon S3
Hire A Hubby was
awarded the Franchise
Council of Australia’s
Excellence in Marketing
award in 2017. Marketing
Director, Caragh
Welford, discusses
their award-winning
marketing program
and how it transformed
Australia’s largest
handyman business.
    At the time I joined Hire A Hubby in
2014, the business was undergoing a
digital and business transformation. It
was an exciting time to join the team with
many new things on the horizon, and I
soon realised that our marketing program
would need to evolve accordingly.
    Hire A Hubby had spent the last
few years developing an end-to-end
franchising solution to drive efficiencies,
collect better data and improve support
for the network’s almost 300 franchisees.
Realising this system had application
industry wide, it would eventually be
launched to market as Franchise Cloud
Solutions in 2017.
    By July 2014, adoption of the system
had hit 90 per cent, which meant we
suddenly had access to much more
comprehensive data about our franchisees
than we had ever had before. We were
now able to pull reports about leads, jobs,
quotes, time spent, financial results and
much more, enabling us to easily identify
trends and patterns across our whole
franchisee network.
    Of course, this data is a gold mine
- especially for a marketer. When
analysing that data, we realised that
most franchisees were working on
much larger or more complex jobs than
simple handyman work. These included
full kitchen and bathroom renovations,
preparation for sale, pergolas, tiling and
painting. Many of our Hubbies were
working closely with strata managers,
property managers and real estate
agencies on repairs and maintenance, or
office fit outs.

                     thefranchisereview | 7
Delivering an innovation culture - How Fastway Couriers is future proofing franchisees - Amazon S3
Hire A Hubby CEO Brendan Green and Marketing
                                                                                               Manager Caragh Welford (centre) accept the
                                                                                               FCA’s Excellence in Marketing Award for 2017

                                                                                               “Hire A Hubby continues
                                                                                               to go from strength to
                                                                                               strength and I have no
                                                                                               doubt that marketing has
                                                                                               played a key role in that. If
                                                                                               you want to change your
                                                                                               business, you need to
                                                                                               change your marketing.”

A brand perception                             The importance of                               house, which saved us tens of thousands
mismatch                                       quality leads                                   of dollars per annum. This allowed us to
                                                                                               fund the new website redevelopment
    At the time, Hire A Hubby still largely       When we first began to assess how we
                                                                                               as well as free up additional funds in the
had a reputation in the market as a basic      would go about repositioning the brand
                                                                                               marketing budget. Because the marketing
handyman service, undertaking more             and the benefits, we already knew there
                                                                                               budget is drawn from the ad levy of
simple jobs such as hanging up pictures,       was significant room for improvement in
                                                                                               franchisees, we didn’t want to increase
fixing cabinets or hanging doors. We           the quality of leads coming our way.
                                                                                               the levy, but knew that we would need
quickly realised there was a gap between          Many of the leads that Hire A Hubby
                                                                                               more money to fund our ambitious
the work franchisees were actually doing       generated came through third party
                                                                                               marketing program. By finding efficiencies
and the perception of the work they could      websites such as comparison websites
                                                                                               throughout the course of the program
do.                                            and search directories. We found that the
                                                                                               and switching gears when needed we
    We realised that these misconceptions      nature of those leads was poorer in quality
                                                                                               were able to achieve more without the
could prevent Hubbies from attracting          as typically quotes were assessed on price
                                                                                               franchisees needing to spend any more
leads for these larger and more complex        rather than quality. It was difficult for our
                                                                                               than they already were.
jobs. We could tell from the data that         franchisees to compete and they would
                                                                                                  The new digital strategy and digital
these jobs led to more repeat business and     end up spending a lot of time quoting
                                                                                               channels launched in November 2015. To
generated higher revenue and margins, so       on jobs which wouldn’t convert. Or if the
                                                                                               complement the new digital strategy we
it was critical that we could help Hubbies     quotes did convert, the margins were
                                                                                               also began to invest in public relations to
attract this work.                             lower.
                                                                                               reposition the Hire A Hubby brand. We
    As part of our analysis, we surveyed          We recognised that if we could
                                                                                               partnered with a PR agency who used the
our franchisees in June 2015 to find out       reposition Hire A Hubby as a higher quality
                                                                                               results of our Hubby survey to develop PR
more about how they work. The findings         handyman and tradespeople service,
                                                                                               angles for media stories throughout the
of the survey further revealed the gap         while simultaneously boosting our digital
                                                                                               remainder of 2015 and into 2016.
between perception and reality, and also       presence, we could reduce our reliance
revealed some interesting insights about       on comparison websites and search               Buy-in proved critical
how the brand is perceived by customers.       directories, and instead rely on our website
                                                                                                   It was extremely important for us to
Many customers were feeding back               and digital channels as the primary lead
                                                                                               get buy-in on the new marketing program.
how much they valued Hire A Hubby              generators - ultimately generating higher
                                                                                               We knew that it could potentially face
for our superior quality workmanship           quality leads directly to us.
                                                                                               some backlash from franchisees due to
and customer service. Many franchisees
                                               An investment in digital                        a lack of understanding around what we
reported the many ways they added extra
                                                                                               were trying to achieve. In particular, we
value through identifying unforeseen                To attract direct leads we needed to
                                                                                               anticipated a reluctance by franchisees for
problems while on the job - such as rotting    completely overhaul our digital strategy
                                                                                               us to spend a large proportion of the 2016
timber, exposed asbestos or white ants.        to ensure that all our digital channels were
                                                                                               ad levy on national marketing efforts and
They were also often engaged to ‘fix the       lead generating.
                                                                                               not just local area marketing efforts.
fixing’ through fixing jobs from other              We decided to develop a new website
                                                                                                   On top of that, our marketing team
tradespeople.                                  and invest further in SEM and SEO. We
                                                                                               was relatively new and could be perceived
    So, it became clear to us that there was   switched to a new digital agency to
                                                                                               as coming in and changing everything or
a significant opportunity to reposition the    manage this - allowing us to develop
                                                                                               trying to fix things that weren’t broken.
Hire A Hubby brand as more than just a         a more integrated and transparent
                                                                                               The website had been redeveloped
basic handyman service. We wanted to           approach.
                                                                                               only two years prior so we knew that
focus on the diversity of jobs that Hire A          We redesigned our eDMs to make
                                                                                               recommending that it be redeveloped
Hubby could complete for customers as          them mobile responsive, with content and
                                                                                               again would be controversial. Digital
well as highlight the quality workmanship      calls to action geared around our new
                                                                                               knowledge was also limited across our
and superior customer service that Hire A      brand positioning. We also repositioned
                                                                                               franchisee network, so it was important
Hubby offers. Ultimately the goal was to       the content for our social media channels
                                                                                               that we could explain why things like
generate higher quality jobs and leads for     in line with our new strategy.
                                                                                               mobile optimisation, SEO or SEM were
our franchisees.                                    We decided to bring Facebook in-

8 | thefranchisereview
Hire A Hubby’s marketing
                                                                                           program delivered higher quality
                                                                                                      leads for franchisees

important to generate leads and support           Hire A Hubby’s presence there. The ban
their businesses.                                 was accepted by franchisees as were
    Ultimately our goal was to take all           able to demonstrate the great results
stakeholders, especially the franchisees,         achieved across our other channels.
on the journey with us - to keep them             Our franchisees were also noticing a
engaged and committed to the marketing            difference in the quality of the leads
program’s success. We set out to                  they were getting, which really
communicate well and often, with the              helped with getting the ban over
purpose of educating all stakeholders             the line.
on why the change in strategy and                     Hire A Hubby continues to go
investment was worth it. We also set out          from strength to strength and I
to regularly update them on progress and          have no doubt that marketing has
results.                                          played a key role in that. If you
                                                  want to change your business,
The results                                       you need to change your
    We were blown away by the results             marketing - it just goes to show
of the marketing program within only 12           that an ambitious marketing
months. We exceeded our KPIs across               program can pay off. n
every channel. We saw big shifts in how
we acquired customers. From 2015 to 2016
we were able to increase acquisition across
every channel by 20 to 30 per cent, except
third party referrals which decreased by
over 60 per cent - a great result in line with
our strategy.
    We also achieved excellent results from
our PR program with nearly 200 pieces of
coverage acquired throughout January to
December 2016 with a total reach of over
23 million people. We found that our PR
results were contributing to website traffic
and therefore jobs acquired directly rather
than through third party websites.
    We hadn’t expected the turnaround
from our reliance on third party sites to
our digital channels to occur so quickly. It
was a welcome surprise to see we were
achieving what we set out to do in less
time than expected.
    What this meant was that we were able
to bring forward the process of completely
phasing out third party referrals. We
banned franchisees from listing on third
party websites, completely removing

By analysing the data, Hire a Hubby found most
franchisees were working on much larger or more
complex jobs than simple handyman work

                                                                                                    thefranchisereview | 9
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  10 | thefranchisereview

Setting your
up for local
By Karin Ingram,
Marketing Manager,
Kwik Kopy Australia

With more than 35 years in the
business, Kwik Kopy Australia recognises
the importance of local area marketing to
each franchisee’s success. These days, Kwik
Kopy franchisees can be found embracing the
world of posters and signage in addition to print,
design and marketing services.
    Investing in a franchise gets a business    marketing plan before they even launch
off to a great start with instant brand         their new site or territory. Local area
recognition, but it’s important to give your    marketing activity can be built into the
franchisees ongoing marketing support           overall strategy as a new owner defines
to help grow their customer base in their       their short and long-term goals.
local areas.
    Marketing is key to creating awareness,     Leverage national campaigns
attracting clients and building loyalty so         As a franchisor, you have a
that your franchisees can run a profitable      responsibility to help your franchisees      KWIK KOPY CASE STUDY
business and feel motivated to achieve          have all the promotional resources needed    Over the past two years, Kwik Kopy has
their goals. Remember, your franchise           to unleash the full potential of their       leveraged our national fund to subsidise
owners will have varying degrees of             business. When national campaigns are        the local components of the national
experience when it comes to promoting a         running, make artwork such as posters        promotions, giving the franchisees a
business. A focus on local area marketing       and point of sale material available for     50 per cent discount on printing and
helps to level the playing field and set each   franchisees to promote the campaign          mailing costs for unaddressed and
franchisee up for success.                      locally. You can also consider subsidising   addressed mailers in their local area.
                                                                                             This has helped us achieve our biggest
                                                some of the local area activity from your
Engage your franchisees                         national budget. Remember, the larger the
                                                                                             participation in marketing activity ever,
                                                                                             resulting in double the number of bulk
from the get-go                                 franchisee engagement then the greater       mailers distributed. Our franchisees
    The first step to maximising your           your marketing reach and brand presence      are seeing the benefits of increased
franchisees’ local area marketing activity      across Australia.                            promotion in their local areas!
is to ensure they have a business and

                                                                                                                  thefranchisereview | 11
Create an annual plan                          Support the all-important                          At the end of the day, your brand is
                                               follow-up                                      only as strong as your entire group of
   Having a marketing plan in place
                                                                                              franchisees. By providing your franchisees
gives the entire franchise organisation a          Follow-up is essential for increasing
                                                                                              with the tools they need to successfully
shared vision and lets your franchisees        conversion rates so make sure your
                                                                                              roll-out local marketing activity, helps
know that you’re serious about their           franchisees have all the support they need.
                                                                                              maintain brand consistency as they build a
success. Circulate a copy of the plan to       Leads should be responded to quickly, so
                                                                                              profitable business in the local community
every franchise owner so that everyone         providing scripts your franchisees can use
                                                                                              and take their success to the next level. n
has all the information they need and          will help increase their chances of success.
knows exactly what is planned at any           Consider investing in a head office person
given time. Send out regular updates in        who can follow up and set appointments
monthly newsletters and other internal         for your franchisees if necessary (and
communications to keep everyone in the         applicable to your business).
loop and motivated throughout the year.
                                               Remember, communication
Use a marketing portal for                     is key
easy access to materials                          Good communication is essential to
   Making your campaign materials              delivering an effective marketing strategy.
accessible via a centralised marketing         Take the time to thoroughly explain each
portal delivers business benefits to the       upcoming campaign and provide physical
franchisor and franchisee alike. It ensures    samples of marketing material to get
that every franchisee has the materials        the buy-in of your franchisees. Provide          KWIK KOPY CASE STUDY
they need with the peace of mind that          feedback on campaign effectiveness and           Our state-of-the-art online print
there will be brand consistency across         results to help your franchisees understand      management solution Zenith Hub,
the entire franchise network. A marketing      what has worked best in reaching their           allows us to load assets for all national
portal also saves each franchisee time         local customer-base (and encourage               promotions. It’s a fantastic tool for storing
with the ability to order online and           future participation in campaigns). Case         all the relevant marketing collateral
download artwork to have printed at            studies from other high-performing               for each campaign in the one place.
their local printer. Flexibility is an added                                                    Posters, banners, email signatures, social
                                               franchisees are also effective in keeping
                                                                                                media assets etc. are all accessible for
bonus, allowing for customisation so           your stakeholders engaged.
                                                                                                franchisees to download and print in-
that your franchisees can target each
                                                                                                house at any time. This ensures brand
customer; from a receptionist in the CBD                                                        consistency as well helping to give our
to a business owner in the suburbs, each                                                        campaigns a wider reach at a local level!
campaign can have a tailored approach.

12 | thefranchisereview
thefranchisereview | 13

          The Boost Juice story is well known and embodies the
          entrepreneurial spirit that has seen it shake up the Australian
          wellbeing industry. It’s with no surprise that this spirit has
          filtered into Boost Juice stores, where the brand has seen
          three of its team members (internally known as Boosties)
          transition to owner operators in the last six months.

          Boost Juice was built on the ethos of having                When the opportunity arose to own her on Boost
          employees and franchisees who are extremely                 store in Green Hills in partnership with the Dormers,
          passionate about the Boost brand and can convey             Johanna knew it was an opportunity she needed
          that passion to their customers. After 18 years of          to jump on.
          growth, Boost has now opened 283 Australian stores
          and in February opened its 208th international store
          in a new market for the brand, Bangladesh.
                                                                      “Boost is a brand whose values really align with my
          Beginning her Boost journey at the age of 16, Johanna       own and one I’ve loved since a young age. The simple
          Brecard quickly took on a team leader position within       philosophy of delivering an amazing product to our
          her first two years. After a short stint living overseas,   customers and have them leave feeling just that little
          Johanna returned to a business manager position             bit better is something that really resonates with me,”
          working for Boost Central Coast franchisees Tony and        said Johanna.
          Cheryl Dormer. The Dormers saw Johanna’s devotion
          and potential and awarded her the area manager role
          for their three stores.

14 | thefranchisereview
Zachary (Zac) Jones has long been passionate                growth within the company and Boost’s eagerness to
about owning his own Boost store. He spent                  approve new and passionate franchise partners who
years tenaciously working towards his goal                  bring fresh ideas to the brand.
through numerous roles at Boost Craigieburn and
                                                            When asked what advice she’d give to other Boosties
Broadmeadows. In December 2017, the Boost
                                                            looking to purchase their own stores, Johanna
Support Centre assisted Zac in transitioning from
                                                            recommended that they set both financial and
Boostie to the new owner of Boost Forest Hill – a
                                                            development goals. When the opportunity arose
store which also debuted Boost’s new store design

Zac’s concept store is quite unique and is another way
Boost Juice continues to be innovative. The Forest
Hill store engages customers with its illuminated
graphics, bright colours and cheeky messaging. In a
first of its kind, the store debuted Boost’s digital menu
boards, on-trend new uniforms and USB hook-up
stations to keep customers entertained whilst waiting
for their smoothies and juices.

Boost’s new store design has been positively received
by their current partner network as well as applicants
coming through their franchise recruitment process.
With numerous stores scheduled to undergo lease
renewals and refurbishments in 2018, Boost’s new
look will soon debut in each Australian state. The
brand’s 284th store is scheduled to open in Mount
Gambier in April.

Boost appeals to new franchise partners by providing
                                                            for her to enter into the partnership, she started
a trusted business model while simultaneously
                                                            to look at the Boost stores she had worked in for
offering outstanding support in digital marketing,
                                                            14 years differently. Johanna was eager to shadow
customer relations, operations, leasing, IT, human
                                                            the Dormers, learn the back-of-house systems and
resources, franchising and product and supply. As
                                                            processes and strengthen her areas that required
part of the franchise application process, Boost
                                                            improvement. She also recommended that Boosties
provides new partners with a comprehensive three
                                                            keep an eye on any new and existing opportunities
week in-store and back-of-house training program
                                                            that become available throughout Australia.
with their Learning & Development team.

                                                            With six Boosties overall having progressed to
Yash Soni also worked as a Boostie for two years
                                                            franchise partners, Boost’s Franchising department
in Sydney. When the opportunity presented itself
                                                            are eager to see this number grow. They are currently
to own a Boost in Darwin, he jumped on a plane to
                                                            in discussions with three additional groups of
become a part of the brand’s story. “It was a huge
                                                            Boosties, who may be interested in the brand’s travel
risk moving from Sydney to Darwin but seeing
                                                            centre and train station opportunities, having seen
what I am achieving at the Casuarina store with the
                                                            12 Caltex and 5 BP stores already in operation.
support of Boost is truly inspiring,” says Yash. He
describes his training as “a motivating experience that
gives you a feel for the brand and what it stands for.
You leave feeling motivated and wanting to excel in
your own store”.

A common theme between Johanna, Zac and Yash                  With the release of its new store designs and
is their aim to perfect their first stores and become         continuous exciting projects, Boost remains
multi-site franchise partners in the future. Their            the food retail brand to watch in 2018.
journeys are a reflection of the opportunity for

                                                                                                         thefranchisereview | 15
Is it your turn to win a MYOB FCA Excellence in
Franchising Award in 2018?

This year, franchising excellence will be recognised and
rewarded in the following categories:

        Australian Established Franchisor of the Year
        Australian Emerging Franchisor of the Year
        International Franchisor of the Year
        Excellence in Marketing
        International Franchising
        Franchise Innovation
        Franchisor Social Responsibility
        Supplier of the Year

Entries open 12 March to 11 May.
To nominate for the Awards, visit:
16 | thefranchisereview
Five things
      need to
      know about
      social media
       By Steven Donald
       Chief Strategist, Pure Social

Social media is unprecedented in its ability to provide franchisors
and franchisees with an all-encompassing platform for brand
promotion, customer engagement and collaboration for business
success. With the ability to measure the success of social media
efforts in real‑time, franchisors and franchisees have never been
better placed to target their marketing endeavours.
   While there are many social media                  Multiple locations,                    establish clear social media guidelines,
channels, Facebook and Instagram                 1                                           both for their own efforts and for those
                                                      one message
offer the most sophisticated in terms of                                                     of franchisees. It can be a challenge for
targeted advertising, publishing tools and         In today’s social world, the effective    franchisees to create content that is in line
overall effectiveness for multiple location,   franchisor is faced with the mammoth          with the brand’s overall messaging and at
collaborative social media marketing.          task of co-ordinating a consistent brand,     the same time relevant for their individual
Whatever social media platforms                both through traditional media channels       location. Most franchisees are not
you choose, there are some common              and in the fast-paced, two-way, digital       experienced marketers and social media
considerations to help maximise your           environment. Bespoke content needs to         proficiency will vary wildly from franchisee
social media marketing success.                be created for each social channel, and       to franchisee.
                                               franchisors need to monitor how that              Franchisors should decide if they will
                                               content is disseminated for each franchise    be in total control of social media or if their
                                               location to ensure brand consistency is       franchisees can participate and to what
                                               maintained. If individual franchisees are     extent. By establishing clear guidelines,
                                               permitted under the franchise agreement       robust and consistent brand material
                                               to manage their own social media, they        and documented procedures on where
                                               face the challenge of trying to grow a        responsibility lies and for what, a level
                                               following for their location while adhering   of consistency and effectiveness can be
                                               to their franchisor’s guidelines              established for the benefit of the entire
                                                   Either way, the franchisor should         franchise group.
                                                                                                                   thefranchisereview | 17
Pay to play
 2                                             3                                             4
        Engage, don’t sell                           (reach and advertising)                        Is it working?
   Social media posts in general should           The most important thing                       ROI on social media has received a
not be “salesy”. Typically, content (posts)   to understand is that Facebook                fairly bad rap over the past few years, but
should fall into four distinct categories:    (and Instagram) are “pay to play”             steadily that is changing.
brand posts; engagement posts;                environments. Organic reach, the                   Vanity metrics such as likes and
informational posts; and finally, sales       amount of people that see a brands            followers, contrary to popular belief,
posts.                                        message, has been declining steadily,         are relevant to the overall social media
   The ratio of these post types              and rapidly, for the past five years. Real    strategy, but they must be genuinely
creates the “tone” or “voice” of the          world organic reach for businesses on         acquired. Paid third party services
social strategy. Establishing a library       Facebook is between 10 per cent and           promising to grow your follower base
and schedule of content that fits these       20 per cent of a page’s follower base. It     should be avoided as they offer very
categories is extremely important.            is quite frankly not worth the effort for     little valuable return on investment and
Typically, the franchisor domain is           most small to medium businesses.              can damage your social media page
solidly within the brand and sales post           A strategy to combat this is that         irreparably. Gaining followers through
categories, however it can extend to          every piece of content published should       reputable paid page building, paid brand
the other post types; this is typically       have a paid “boost” applied to some           awareness campaigns, social media
a measure of the franchisor’s control         degree. This provides the additional          competitions and loyalty programs are
over content. For local engagement            advantage of targeting exactly the            valid and recommended methods of
and follower growth it is advisable for       desired audience for that business            growing a page’s presence.
the franchisee to have a hand in the          geographically and demographically. It is          The ROI of social media depends on
engagement, informational and to some         virtually impossible to do this manually      the goals and objectives of the franchisor
degree sales posts, depending on the          and API (programmatic) automation is          and franchisee. Most importantly
franchise agreement.                          required.                                     everything should be tracked, measured
   It is important to create a “story”            The Facebook (and Instagram)              and reviewed regularly; this allows for
with a natural ebb and flow to the            platforms are massive “Big Data”              adjustments to the overall strategy.
information. Too many sales posts will        machines, with the ability to find            Reporting tools allow for the investigation
put off prospective followers, too many       lookalike audiences of current customers,     at a macro franchisor level and a micro
engagement posts and the effectiveness        remarket to existing customers and scale      franchisee level for complete transparency
of the marketing channel will diminish.       from a local level to a national level with   to examine where and what is working,
The most important thing is striking          everything in between. By using multiple      ultimately allowing for effective overall and
the balance that is comfortable for           ad formats, objectives and to interface       long-term marketing decisions.
franchisor, franchisee and their target       with search advertising and websites,
audience.                                     the possibilities are limited only by the             Most importantly,
   Social media posts create the “invisible   franchisor’s vision.                                  create a unified, positive
salesperson” and establish a trust                                                                  customer experience
network when prospective customers are
                                                                                                 Whether you have two locations or
researching a brand to make a purchase
                                                                                            200, social media can be challenging on
decision or retaining existing customers’
                                                                                            either side of a franchise agreement. The
loyalty. This digital footprint and social
                                                                                            public should see one uniform brand.
proof is the foundation to a successful
                                                                                            By employing good planning, good
social media strategy.
                                                                                            practices and good people all players can
                                                                                            ultimately sing the same tune in harmony.
                                                                                            It is then that franchisors and franchisees
                                                                                            can deliver their customers a seamless
                                                                                            experience. n

                                              While there are many social media channels,
                                              Facebook and Instagram offer the most sophisticated
                                              in terms of targeted advertising, publishing tools and
                                              overall effectiveness for multiple location, collaborative
                                              social media marketing.

18 | thefranchisereview
How do you keep your franchise social
media marketing consistent and relevant,
                                                               A Complete Service for
at both a brand level and a local level                        Franchisor and Franchisee.
while building tangible business results that
benefit both the franchisor and franchisee?                          We Create and Publish Content
                                                                     We manage social media pages, we create and
Facebook and Instagram offers an unparalleled range                  publish social posts for franchisor and franchisee.
of content publishing and advertising solutions at all
stages of the marketing funnel in one, integrated, platform.         We Reply to Your Customers for You
Unfortunately, most social media solutions and agencies              We respond to customer enquiries on social
focus on just advertising, very few provide a total social           channels and manage social conversations.
media management and marketing service.
                                                                     We Create, Manage and Optimise Advertising
We offer a holistic social media management service,                 We create and manage national and local
leveraging our experience working with over a thousand               advertising that unifies the objectives of both.
SME’s, to provide a structured approach to genuine content,
targeted advertising and technology controlled from the              We Target Your National and Local Customers
franchisor level, while also adding the unique and local             We collect and utilise data that is specific to your
franchisee flavour.                                                  franchise business at a national and local level.

Interested to learn more?                                            Provide Reports for Franchisor and Franchisee
                                                                     We provide reporting and advice directly to both
To discuss your unique Franchise requirements                        franchisor and franchisee.
and to talk to a business specialist please call
1300 366 379 or visit

1300 366 379 |

                                                                                                      thefranchisereview | 19
Partnerships are at the core of Muffin Break’s
                          business. Whether it’s generating increased brand
                          exposure, providing franchisees with access to
                          competitively priced products through their suppliers,
                          or offering training and development across the
                          network, this home-grown brand is leading the way
                          in delivering value to franchisees and customers
                          alike through mutually beneficial collaborations. The
                          Franchise Review spoke to Muffin Break’s General
                          Manager, Natalie Brennan, to find out more.

                          the icing
                          on the
                          for iconic

20 | thefranchisereview
Muffin Break’s branding appears alongside
                                                                                                             Katy Perry on Sunrise in July 2017

    Natalie strongly believes that in the
franchise space in which they compete,
partnerships can be represented as a
perfect triangle. It encompasses the
relationships between the franchisor,
franchise partners and their suppliers.
Each of the businesses thrive when they
are committed to supporting each other.
    “Ultimately, we are all in business to
influence our respective markets, and at
the core, to make a profit to support each
other’s business objectives,” Natalie says.

Partnerships with suppliers
    Natalie cites one example of a
partnership which grew from Muffin
Break’s relationship with their long-term
milk supplier.
    Lion Dairy had been watching the
movement to plant-based milks in coffee
and approached Muffin Break with the
opportunity to offer an alternative milk to
Muffin Break customers in each franchise
business across the network. Vitasoy,
encompassed under the Lion Dairy
umbrella, were trialling soy milk specifically
for baristas.
    When Vitasoy presented this
opportunity to Muffin Break, Natalie
recalled “a number of our team members
in the meeting, who were plant-based             Partnerships as a                              remembers was when she visited her local
milk consumers, were outraged at                 marketing strategy                             Borders bookstore, there was a Starbucks
consistently paying one dollar extra for                                                        within the store selling Cheesecake
                                                     Muffin Break also has taken partnership
their daily coffee”.                                                                            Factory cheesecake.
                                                 relationships beyond food. They currently
    A marketing campaign was                                                                        “All three brands were complementary
                                                 have a major partnership with Australia’s
brainstormed, and the result was the                                                            to each other, and didn’t cannibalise each
                                                 leading breakfast program, Sunrise.
“No Charge for Soy” campaign.                                                                   other,” Natalie said.
                                                     This collaboration is a highly effective
    During the initial promotional period,                                                          Muffin Break had an opportunity to
                                                 way to speak directly to the brand’s core
Lion engaged franchisees by reducing                                                            test the idea of complementary brands
                                                 demographic. The deal includes a range
the price of soy milk. In 2015, Muffin                                                          when they were approached by one of
                                                 of weather broadcasts featuring Muffin
Break launched the new initiative across                                                        the leaders in children’s playcentres in
                                                 Break products, on air placements and
their 220 stores and have maintained the                                                        Australia. This ultimately led to a ground-
                                                 announcements, plus exclusive offers for
‘No Charge for Soy’ policy every since.                                                         breaking opportunity to partner with
                                                 Sunrise viewers. The camera also regularly
Coffee sales grew substantially for the                                                         Croc’s Playcentres.
                                                 crosses over to guests waiting in a Muffin
franchise partners. This was the result                                                             Croc’s Playcentres were established
                                                 Break-themed Green Room.
of the significant point of difference, in                                                      in 2008 by Lawrence Cusdin and Brett
                                                     It’s the perfect marriage, reflecting
combination with an ever-expanding base                                                         Aldons. They both have young children
                                                 a collaboration benefitting these iconic
of the consumers of plant-based milks.                                                          and were dismayed at the quality of the
                                                 Australian brands and, just as importantly,
    The initiative has also grown sales of                                                      children’s playcentres they visited – aging
                                                 a partnership with Muffin Break’s franchise
the Vitasoy Barista offer for Lion Dairy                                                        equipment, dirty bathrooms and low-
                                                 partners. As Sunrise goes to air, Muffin
and Muffin Break experienced increased                                                          quality food and dismal coffee. They knew
                                                 Break stores all over the country have
customer satisfaction from both existing                                                        it could be better and built a business that
                                                 already commenced baking in preparation
customers and new customers that                                                                delivers on what they wanted for their
                                                 to serve their mutual audience.
strayed from competitors.                                                                       own children. The concept is achieving
                                                                                                great success in its expansion and will
    The Lion/Vitasoy partnership with            Partnerships with other
                                                                                                soon be the largest operator of children’s
Muffin Break and their franchisees is only       established brands                             playcentres in Australia. The pair decided
one triangle of supplier partnerships. Muffin
                                                    During her time with Muffin Break,          to team up with Muffin Break to bring a
Break maintains many similar relationships
                                                 Natalie has also opened a pilot store in the   premium cafe bakery experience to each
with suppliers that assist their franchisees
                                                 United States of America.                      of their playcentres.
to operate successfully. Over the past few
                                                    It was here where she saw how                   Each new Croc’s Playcentre now
years these have included Nutella, Weight
                                                 well brands partnered together to              includes a Muffin Break bakery café,
Watchers, Steggles Chicken and Lawsons
                                                 open up new markets and increase               delivering two great brands in one
Bread, to name a few.
                                                 brand awareness. The example Natalie           franchise package and reflects Natalie’s

                                                                                                                      thefranchisereview | 21
The partnership between Muffin Break
   and Croc’s Playcentres has delivered
   benefits for both brands

                                                     experience all those years ago in the USA.         The Croc’s Playcentres and
                                                        “Having a branded bakery cafe within        Muffin Break partnership is a perfect
                                                     a children’s playcentre is a huge positive     representation of the hospitality and
                                                     within an industry which has traditionally     entertainment sectors collaborating to
                                                     provided low quality food and service          support and build greater awareness
                                                     standards. We searched for a brand with        of each brand. The triangle here also
                                                     both the personality and fit with our          encompasses an opportunity for Muffin
                                                     current customers’ demographic and             Break’s suppliers to expand their business
                                                     values. Muffin Break was the perfect           to new sites, and for Muffin Break to be
                                                     cultural and quality fit for Crocs,” Mr        exposed and gain new customers in the
                                                     Aldons said.                                   Croc’s Playcentres.
                                                                                                        Muffin Break is focused on
                                                     “Having a branded bakery                       continuously building partnership
                                                     cafe within a children’s                       triangles to further build their operations,
                                                                                                    promote their brand awareness and
                                                     playcentre is a huge                           work collaboratively with businesses that
                                                     positive within an industry                    share similar demographics and values.
                                                     which has traditionally                        The brand recognises that partnerships
                                                                                                    are critical to building and growing
                                                     provided low quality food                      relationships and profits in this challenging

Muffin Break’s                                       and service standards.”                        retail environment.
                                                                                                        Even though the perfect triangle model
‘No Charge for                                           The synergy is just as beneficial for
                                                                                                    is not yet as developed in Australia as in
                                                     Muffin Break.
Soy’ policy helped                                       “We’re excited at the opportunity to
                                                                                                    the USA, Muffin Break are hoping to lead
                                                                                                    the market in forming these relationships
franchisees grow                                     work with a dynamic channel leader like
                                                                                                    and further developing the business - thus
                                                     Croc’s Playcentres. It allows us to be part
coffee sales                                                                                        reaching new customers that may have
                                                     of the growth in leisure centres, creating a
                                                                                                    never experienced the Muffin Break brand
                                                     home away from home for the family and
                                                                                                    previously. n
                                                     the perfect place for mum to entertain
                                                     her kids whilst enjoying some quiet time,”
                                                     added Serge Infanti, Managing Director of
                                                     Muffin Break’s parent company, Foodco.

22 | thefranchisereview
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