Category Archives: Business location

Celebrity Franchisees: Opportunity or Challenge?

I read a recent post in Advertising Age which talked about how there is a big trend for celebrities buying into franchises in the USA. At first I was quite taken aback and thought – what on earth? One major thing that jumped up for me:  How to Manage Them as Personalities!

As any franchisor will tell you, one of the big things you have to keep in mind when you recruit franchisees – its that you need to be looking for the personalities who are motivated, enthusiastic and cash liquid….but only semi-entrepreneurial. What I mean by this is you want franchisees who will take on all the responsibility for being a business owner…but be happy to toe the line (accept that the bigger decisions are really the franchisor’s to make).

Now, from what we know about celebrities – once they achieve a certain amount of success they don’t really like being told what to do (I accept that that is a very general comment to make of course, but bear with me). However, while I read further in this post from Advertising Age I couldn’t believe how many US celebrities (particular sporting celebrities) are ‘collecting’ investments in franchises!

I think this is a fantastic boost for the model, because with these kinds of people (who have a lot of money to look after) to find franchises as viable investment routes…that says a lot for the brands they buy, as well as the franchise business model as a whole. Obviously these guys choose models where they would hire teams that would manage the operations, so I guess my worry about managing personalities wouldn’t probably be a big problem in the practical day-to-day sense.

What I have tended to forget is the amount of social influence these celebrities have, especially when they have come from some tough backgrounds and many of them see investing back into their communities as ‘giving back’ and providing employment opportunities. The brands are clever about it too – they will approach celebrities who have a particular pull for a specific demographic that fits in with where they are trying to expand. Nothing wrong with that – as long as everyone wins in the end I say.

In closing I thought you may be interested in this list of franchises and their corresponding investor celebs (perhaps the UK could learn from this tactic?):

Have you come  across any celebrity investors that you could add to that list above? I’d love to hear from you….please pop a comment on this blog post or share it with me on my Facebook Page here.

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Footfall and Location: Retail Currency

For a bricks and mortar business that depends on people coming into the premises to make a profit, there are two main things that a business owner has to focus on: Footfall and Location.

For any franchise business (or any other business for that matter), especially one that involves having a premises (like a shop, restaurant, office, etc) it is really important to get the location right. I know more than enough businesses that have failed purely because they were a road away from where they should be. Plain and simple. So – franchisors – do your homework! The last thing you want is a franchisee to end up in the wrong location.

Good franchisors will have an approval process built in to their models, so that they have to approve a new premises for a new (or existing) franchisee – purely because of getting the location right (but it also might well be a branding issue ). This is not to be tedious – its to make sure that the decision is well-thought out and not merely based on cost-effectiveness. You may end up with a ‘cheap’ rent…but no customers. Beware!

Next element is footfall (tied closely with location). If you are pretty reliant on footfall in order to get interest in your business, you not only have to be pretty strategic about where your premises is based, but you also have to be clever about getting people into the store. This means looking at your ‘Come to my Shop’ strategy. What is this? Its a mix of branding, marketing and PR campaigns to heighten peoples’ awareness for who you are, where you are and what you do.

Enter a free social media tool that is perfect for driving people to your shop…Foursquare. I hear some sighing. But seriously, if you haven’t looked at this tool – then you are seriously missing out. I have spent some time looking at what Foursquare means for a small bricks and mortar business and to be honest…its fantastic to generate interest and to heighten awareness for your business. I think it is superb for: pubs, restaurants, high street shops, leisure venues, sports events, community locations, etc.

For a quick help on the matter have a look at this video from Mari Smith on the Social Media Examiner tv channel. (She also chats about Flipboard and Facebook, but watch anyhow…its short, sweet & to the point – which I like!)

So, my message for you is: if FOOTFALL and LOCATION are two big issues for you as a business, make sure you are paying enough attention to them and you are also looking at innovative ways to get people through your door. What you do with them when they get through your door – I will leave to you to realise the value of retaining customers!

Let me know how you get on.