24
I
N THE current economic climate,
“We believe that
says Mr Moody. “Because when a roof leaks,
people are seeing this as an it needs xing.”
opportunity to invest in their
a business which is proactive
And while the housing market may
r
e
own homes,” says Tom Endean, in its marketing and offers a good be stagnant, the world has not stopped
marketing manager of the British
service and value to customers will
turning, maintains Alex Waite, recruitment
Franchise Association. “And so home manager at Dream Doors. “We believe that
f
e
a
t
u
improvement franchises are doing well
continue to do well”
a business which is pro-active in its marketing
as a result. Franchising has always meant a and offers a good service and value to customers
c
i
a
l
strong business opportunity, but that is particularly will continue to do well.
true now because a franchise is a more robust business “The great thing about our concept is that we offer a kitchen
s
p
e
option.” facelift and kitchen door replacement service, which means we can
So many are investing their savings – or redundancy payment replace just doors or doors and work surfaces, which is far less expensive
– in a franchise, says Mr Endean, or talking to their bank. “Banks know there is and means far less upheaval than a complete kitchen refurbishment. It’s no
a lower level of risk than with a start-up. And customers see that too – they mess, no fuss and a name you can trust.”
know that the business is unlikely to disappear overnight, halfway through And employees facing redundancy would do well to look at a home
doing their kitchen, and so home improvement franchises are doing well.” improvement franchise, say insiders. As a management franchise, Dream
Despite gloom over the housing market, agrees Stuart Law, director of Blazes, Doors recruits less than 10 per cent of franchisees with kitchens industry, Mr
the home improvement market is actually booming: this month (February), Waite points out – instead they rely on enthusiasm and management skills
it launches its home based central heating advisor franchise to cater for to build a recession-proof franchise which is set to boom once the housing
a sector which has increased from six to 25 per cent of the franchisor’s market starts moving again.
business over the last two years, as customers recognise the savings of boiler So what are the rewards of working in home improvement? Happy
ef ciency. customers, says Mr Waite, and the opportunity to make the business grow
“Customers are taking the line ‘don’t move, improve’,” says Mr Law, who through enthusiasm and drive, and with a team of full-time kitchen tters.
cites customers who are using the downturn to buy a BMW for him, and And quality of life is far better too, than working long hours in corporate life
three piece suite and new replace for her, and plan to sell the house when – many of Dream Doors’ customers are retired, Mr Waite points out, which
the market picks up. means daytime appointments. Many franchisees now do their school run
And replace purchases are still a priority, says Mr Law, since most before work, and t in frequent holidays too.
customers come from a more mature market with greater nancial stability. Business is good even in tough times, agrees Simon Cook, Dial-a-Hubby’s
A shortage of good installers was a problem a few years back, but the Chichester franchisee. “Recession has made no difference to our domestic
proliferation of newly-trained Corgi installers has now given the franchise a customers,” he says. “Because we’re quick and reliable. And we don’t charge
fresh impetus. a callout fee – if we can’t do the job, we’ll say so. That kind of service means
Recession and the downturn in the housing market makes it far easier that we’re in demand.” At the Flat Roof Company, franchisee Mike Singleton
to nd good electricians and plumbers, con rms Kevin Moody, franchise (see box) agrees: “We’re incredibly busy, and business is good.”
director at the Flat Roof Company, since the slowdown hitting big builders A good home improvement franchise is a sound base even in times of
has meant their skilled workforce is turning to small businesses instead. economic downturn, says Louise O’Connor, business development manager
“Although there are fewer customer enquiries now, the quality is excellent,”
(continued overleaf)
BLAZES “If you get the basics right, then the rest will follow”
LEE DAY
When he rst walked
through the door of his
local Blazes that day in
August 2007, Lee Day
knew it was for him.
The former salesman
ploughed his savings
into Blazes Shef eld, and
started using his sales
experience to increase
turnover by 35 per cent
in the rst year.
And business is
growing despite the troubles on the high street. “People will
invest in their homes, and that’s partly because they know
that that helps to sell the house when the time comes. A
nice kitchen, bathroom and attractive re and replace all
make the difference.”
Yet it was a steep learning curve for Mr Day, who used
the technical and marketing expertise of the Blazes team
to get off to a strong start. “If you run into a problem, you
just have to pick up the phone and ask,” says Mr Day.
“Obviously there are problems with recession, but
they’re not affecting us at all. I now have two colleagues
and we make a strong team, and I’m looking forward to
going on building the business through 2009 and beyond. If
you get the basics right, then the rest will follow.”
February 2009
www.businessfranchise.com
BF023-027_SpecialFture_Feb09.indd 2 7/1/09 13:15:22
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