038 039 Molly Maid DSAR 1/3/07 2:15 pm Page 1
Advertorial
‘Many of our franchise owners are growing
at double digit rates, driven through their
commitment and the desire and the
dedication of Molly Maid support office.’
Realise unlimited potential
in a huge growth industry
Molly Maid has restructured its
he businesses of 66 Molly commodity. So too the dual income
Maid franchisees just got more phenomenon was taking hold and
franchise package, giving
Tprofitable, thanks to the changing cultural attitudes made it
another opportunity to its
introduction of a progressively lowered more acceptable to have services
Management Service Fee by the provided at home.
franchise owners to grow their
company. “Most franchisors would Independent market research
businesses. Marketing and
probably shy away from making such a conducted by MORI in February 2005
significant change to their business revealed that Molly Maid is the most
Franchise Development Manager model,” says Pam Bader OBE, Chief well known trademark in the household
Andrew Parsons explains
Executive of Molly Maid and past cleaning industry in the UK. Total
Chair of the British Franchise awareness was 12 per cent - twice that
Association. “For us it represented of the nearest competitor, and the rest
SUMMARY
another opportunity to encourage and were mentioned by less than one per
reward franchise owners to grow their cent. In areas where Molly Maid has
TYPE OF FRANCHISE:
businesses, something which should be representation, the same survey showed
MANAGEMENT the sole focus for a franchisor.” that awareness can rise to over 40 per
cent. “We are aiming for Molly Maid
INDUSTRY SECTOR:
Other innovative new approaches
adopted by Molly Maid are an to be so well known that most people
DOMESTIC CLEANING
increased marketing spend for new refer to it as a generic term for house
IDEAL FRANCHISEE PROFILE:
franchise owners; an exclusive new cleaning,” says Pam. “Think of a cola
People-orientated individuals who enjoy
territory design; and a proprietary company or your favourite tomato
meeting new people, have a capacity for hard
support system called Right Start sauce and odds are that the brand you
think of first is the ‘Molly Maid’ of
work and motivating staff, and a
designed to help new franchise owners
establish their business more quickly. their industry.”
determination to build a service business.
“These developments are what you It’s no surprise that Molly Maid is
YEAR ESTABLISHED:
would expect from an industry leader cleaning up in the exploding domestic
1985
with an exclusive focus on making the service industry. “Many of our
business model as successful as can franchise owners are growing at double
FRANCHISING SINCE:
be,” says Pam. digit rates, growth that is driven
1986 through a partnership involving their
A MARKET LEADING BRAND individual commitment and the desire
NUMBER OF FRANCHISEES:
Established for 20 years in the and the dedication of Molly Maid
66
burgeoning house cleaning industry, support office,” says Pam. “Our
INVESTMENT REQUIREMENT:
which was recently valued at over £2 franchise owners are above all people-
£16,975 (+ minimum £12,000 working capital)
billion, Molly Maid rose to prominence orientated. They understand how to
in the early 1990s as increasing motivate people, they enjoy meeting
PRIORITY RECRUITMENT LOCATIONS: numbers of women went out to work new people and they embrace the
Nationwide
and time was becoming a precious challenges offered by business
38
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