Investment: £20k-£50k
Franchise Focus
An independent eye
How independent consultant, Dugan Aylen, assists with the Granite Transformations franchisee recruitment process and helps investors make the right choice
INVESTMENT LEVEL: FROM £25,000 D
ugan Aylen has specialised in franchisee recruitment for more than 10 years. His Norfolk-based firm helps brands to find the right profile of franchise
owner and expand their networks, at the same time enabling potential investors to go through the decision-making process and arrive at the right business opportunity. Among his major corporate clients is the global home improvements franchise, Granite Transformations, best known for its innovative ‘top that fits on top’ work surface makeovers. Working as an independent consultant alongside the Granite Transformations marketing department and specialist agencies, Dugan is engaged in the brand’s ongoing franchisee recruitment process, employing a range of print, online and direct marketing techniques and culminating in a series of meetings with the franchisor’s chief operating officer, Danny Hanlon. Dugan tracks potential investors through an online database that is linked to the Granite Transformations franchisee recruitment website and maintains a dialogue with prospects through regular emails, telephone
62 |
Businessfranchise.com | February 2014
calls and meetings with relevant parties. “Brands need to have the right exposure to generate enquiries and Granite Transformations has an excellent market presence. So, most prospects have prior knowledge of the brand, often knowing someone who’s had an installation or had a makeover themselves.
“A franchise model like that of Granite Transformations really appeals because it has scope to be built into an operation that matches your own personal goals”
“Many have also seen the product on TV makeover shows, which really adds to the brand’s credibility,” he says. “Most ‘serious’ enquirers come to the final selection process with a few brands in mind but, generally, once they see and touch the Granite Transformations product,
the decision is made. These are high-end materials, with a high-end finish, at a cost much lower than it appears,” he continues. “Potential investors are usually householders themselves with an interest in property maintenance and home improvement, and they realise that if they really like the product, others will too. They also appreciate that it will appeal to a broad spectrum of customers, from those looking to upgrade kitchens and bathrooms in large homes to others seeking an affordable makeover in a semi-detached or terraced property. “Most potential Granite Transformations franchise investors are in the 45-55 years age range, according to Dugan, and are either looking for a change of lifestyle, have been made redundant or planning to take up voluntary redundancy, especially during the recent downturn. Typically, they are used to a decent salary and are eventually looking to earn what they used to make, but they are usually realistic enough to appreciate that it will take a year and a half or till the end of year two to be drawing a decent income,” says Dugan. “Even then,” adds Dugan, “some don’t always look to match their previous income, as long as the work-life balance is good and
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52 |
Page 53 |
Page 54 |
Page 55 |
Page 56 |
Page 57 |
Page 58 |
Page 59 |
Page 60 |
Page 61 |
Page 62 |
Page 63 |
Page 64 |
Page 65 |
Page 66 |
Page 67 |
Page 68 |
Page 69 |
Page 70 |
Page 71 |
Page 72 |
Page 73 |
Page 74 |
Page 75 |
Page 76 |
Page 77 |
Page 78 |
Page 79 |
Page 80 |
Page 81 |
Page 82 |
Page 83 |
Page 84 |
Page 85 |
Page 86 |
Page 87 |
Page 88 |
Page 89 |
Page 90 |
Page 91 |
Page 92 |
Page 93 |
Page 94 |
Page 95 |
Page 96