Investment: £20k-£50k
Franchise Focus
Common assumptions
Geoff Whittle, director and head of development at pest control franchise Prokill, has heard plenty of misconceptions about franchising...
INVESTMENT LEVEL: FROM £25,000-£55,000
into – stick to the plan; the original model has been proven to work perfectly well.
2. Once I open my doors, the business will come to me Wrong! A franchise isn’t a substitute for hard work. Your business rewards application, diligence and sheer hard graft. A franchisor oils the wheels by providing branding, reputation, visibility and credibility, but you must still put your nose to the grindstone. Don’t go into any business expecting an easy ride into the sunset.
Geoff Whittle D
espite our efforts at Prokill, and also those of the British Franchise Association, to encourage prospective franchisees to carry out general
due diligence, I still encounter potential investors who carry out very little research and investigation before considering parting with significant sums of money. These same individuals tend also to make errors of judgement when deciding one way or the other about the suitability of a franchise purchase. Here are some of the common misconceptions I hear about what owning and running a franchise will entail
1. A franchise is a readymade ‘business-in-a-box’ Wrong! I like to use the analogy of franchising being like an Airfix kit: you buy the kit with a clear picture on the front of what you’re expecting it to turn into. The franchisor will provide help and guidance along the way but, ultimately, the choice of how you stick the parts together is largely down to you – it’s part of the pleasure of owning your own business. If you deviate from the instructions, however, your model will not be a replica of what you bought
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3. I can do it myself, and more cheaply Yes, but no! I’ve lost count of the number of times I’ve said: “You get what you pay for”. Prokill was the first, and probably the most expensive, pest control franchise, and we are proud of what we offer in order to justify it. Some potential franchisees seemingly ignore the fact that they get six weeks’ comprehensive, high-quality training, superb corporate branding, exceptional reputation and a raft of accreditations and recognitions that set them head and shoulders above any competition in the UK, in favour of a ‘bargain’ elsewhere. We never persuade people to join us – if they don’t see the logic of this particular argument then perhaps we’re not destined to be partners. The lesson here is to invest based on quality not on price – you’ve got an awfully long time to regret your decision if you make the wrong one.
4. I can get a business where I don’t have to sell
Really? Whilst there’s an element of ‘referred’ and incoming business to many franchises, its incredibly naïve to assume that sales won’t be a major part of your business at some level. Our franchise, Prokill, doesn’t advocate or require a ‘hard sell’ but it does require an outgoing personality from the person who will front the business, sell its service offering, act as an ambassador for it and be proud of presenting it to the marketplace.
5. Choose a business for the right reasons
In selecting a business, you should consider in this order: a) Which is the strongest marketplace – least affected by economy, fashion and disposable income
b) Can I carve a niche within it? c) Can I be profitable within it? d) Is it sustainable indefinitely? e) Is there a contract-based income that can be relied upon to grow year on year? f) Would I enjoy it? There can sometimes be a degree of panic involved, if an individual finds themselves out of work, retired or disenchanted with their current role in life – but they’ll be far more disenchanted subsequently if they don’t take care in making important decisions.
“We insist potential franchisees spend time in the field so they get a true sense of the reality of running a franchise”
At Prokill, we insist potential franchisees that get through the initial vetting process spend time in the field with our franchisees and undertake surveys in their own local area, so they get a true sense of the reality of running a franchise, warts and all, before making a decision. It’s a duty of care that we see as vital before appointing anyone. Nevertheless, whilst we are transparent with all our applicants, I think there has to be more personal responsibility on the part of potential franchisees to really get to grips with what they are embarking upon, for their own good and that of their families / dependents.
Be diligent, enquiring and inquisitive; talk to others in the network, seek professional advice, speak to your accountant / bank manager / family – involve them in your thought processes – exhaust every possibility before making a decision and then forge ahead with a well-reasoned and researched plan so that you don’t have to look back over your shoulder with regret in the future. n
PROKILL
WEBSITE:
www.prokill.co.uk EMAIL:
geoff@prokill.co.uk PHONE: 07738 958 643 CLASSIFICATION: Pest control
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