Dog First Aid Lifestyle Franchisor
In 2020, Theo Millward and Dani Hickman took the helm at Dog First Aid (DFA), ushering in a fresh perspective and a commitment to ethical franchising. Their initial assessment uncovered opportunities for enhancement, including areas such as network satisfaction, brand vision, and the foundation for the franchise proposition. To chart a new course, the new owners developed a three-step plan: redefining the vision, prioritising ethical franchising, and establishing a strong foundation for scalable growth.
Recognising a challenge, Theo and Dani addressed inconsistent trading territories that had led to a sense of
Pink Spaghetti Lifestyle Franchisor
Pink Spaghetti defies the norm in Lifestyle Franchises by combining big dreams with flexibility, and promoting a healthy work-life balance through home-based work. This small but ambitious franchisor empowers virtual assistant franchisees, helping small businesses thrive by outsourcing tasks.
Despite its size, Pink Spaghetti consistently prioritises excellence and enjoys continuous financial growth. Key programmes like The Pink Programme and The 4k Club contributed to a 19% increase in average territory turnover, reaching £2.2 million network
turnover by the end of the 2022- 2023 financial year.
Significant investments in an enhanced online training academy and expanded intranet sites proved pivotal for franchisee success. These resources equip franchisees with skills, knowledge, and ongoing upskilling opportunities, fostering competitiveness.
Strategic marketing efforts focused on Collaborative Marketing, Personal Branding, and Social Media, along with a Customer Acquisition focus, have propelled Pink Spaghetti’s success. The franchise thrives on a culture of continuous learning
BUSINESSFRANCHISE.COM 71 05/01/2024 09:17:15
and embraces flexibility within a micro-business budget.
division among franchisees. Choosing fairness and transparency over immediate revenues, they made the decision to discontinue this practice. This move laid the foundation for a positive cultural shift.
Over the next 18 months, substantial investments were made in the network. The commitment to ethical franchising was evident in various initiatives, including a comprehensive rebranding, modernisation of course content, and a strategic technological overhaul. Monthly calls with franchisees were introduced to improve communication, while a strong focus on continuous improvement led to new veterinary training programs and transparent
reporting of network performance.
DFA holds aspirations for sustained growth, with exciting plans to showcase at Crufts in 2024.
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