124
Franchises from £50,000 to £100,000
s
A decade ago, Troy Tappenden started Dream Doors. Armed with a good
n
c
h
i
s
e
f
o
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s
Quality ambition
idea, and lots of determination, he has turned the company from a backroom
f
r
a
operation into a nationally recognised brand…
T
ESTAMENT TO the success of Dream Doors is, encouraging that despite the current negative sentiment
“We’ve
surely, the success of its franchisees. Following around the economy, both in the UK and internationally,
responded to
the notion that it is quality not quantity that businesses such as Dream Doors still recognise that it
makes a good network great, Dream Doors has around is important to consider their growth potential, and are
the dif cult
30 ambitious franchisees throughout the UK, contributing choosing Taunton as a place for business growth. We
economic
to its impressive yearly turnover. Today, Dream Doors sincerely wish them well for their future in the area.”
climate in a
attributes its success to the fact that not only has it Shelley adds: “We managed to get a high level of
supported and trained its franchisees well, it has chosen local media coverage because we’re ful lling expansion
measured way,
them well. plans when other businesses in the retail and home
which is why
At the Dream Doors annual conference held in improvement sectors are contracting. It’s a good feeling
we’re actually
Portsmouth at the end of last year, Shelley and Andy when you’re putting a bit of optimism back into the
Stewart, who together run Dream Doors Dorchester, won community.”
increasing our
rst prize for highest franchisee turnover in the network. And does she anticipate that the new showroom will be
marketing push
Shelley says: “We had a fantastic time at the as successful as their Dorchester outlet?
and expansion
conference and were delighted to be awarded a cheque “Because the property market is very slow, people are
for £2,500 toward a dream holiday for best annual sales opting to improve their homes rather than move so, yes, we
plans, and
performance in 2008.” do expect Dream Doors to do very well in and around the
seeing positive
Spurred on by their impressive achievements, the Taunton area. Of course, we also realise people are looking
results”
Stewarts then decided to open another showroom, this for added value, which is why we have also promoted the
time in Taunton. So bold was the move that they gained fact that we’ll be carrying out kitchen facelifts with a zero
the full support of the mayor of Taunton Deane, councillor VAT offer to new customers. This is encouraging even the
Tim Slattery, and mayoress Gill Slattery, who both attended most cautious buyers to come and see us.”
the launch of the retail outlet. The mayor said: “It is very On the day of the Taunton showroom opening, the
high turnout of potential customers, journalists and
photographers in attendance was clear indication that a
bright outlook in economically dark times, combined with
careful local marketing and realistic offers for customers, are
all key elements that can make opening a new showroom a
resounding success – even in a recession.
Mr Tappenden says: “We’re really proud of the Dream
Doors franchisees we’ve got right now. It shows we’re going
the right way about our recruitment, and that’s contributing
to good growth and nancial results at a time when other
big name brands are struggling or going under.”
He adds: “Andy and Shelley turned over £550,000 in
their last scal year, which is an outstanding performance.
And our other highest performing franchisees were also
very close to breaking the half-a-million pound mark.”
However, despite the growing list of reasons to be
cheerful, Dream Doors’ operations director, Kelly Chambers,
still believes in an attitude of caution for the future. She says:
“A lot of companies that were riding the boom-time wave
didn’t notice the rocks in the distance, and were hurt when
the crash came. Today, the list of names that have gone
under is common knowledge. Seeing big companies such
as MFI going into administration has been a wake up call
for Dream Doors, but it’s made us more committed to the
core business and to our franchisees. We’ve responded to
the dif cult economic climate in a measured way, which
is why we’re actually increasing our marketing push and
expansion plans, and seeing positive results. At Dream
Doors, we view the recession as a positive thing that
gets rid of the poor performers in the industry, and gives
the better performers the opportunity to increase their
market share.”
April 2009
www.businessfranchise.com
BF124-125_DreamDoors_dpsAPR09 x.indd 1 25/2/09 18:09:58
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