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February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
DRIVING GROWTH in CHALLENGING TIMES
On-Boarding New Franchisees
- Bob Fish, CEO, Biggby Coffee
February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
DRIVING GROWTH in CHALLENGING TIMES
On Boarding Issue
Most franchisors do a very good job of training people on the operational aspects of what it takes to run their business, however, few train franchisees on the basic business building skills that it takes to effectively ramp-up and operate a successful franchise.
February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
DRIVING GROWTH in CHALLENGING TIMES
Solution
“the attributes that contribute to successful business building skills”
• Define • Teach the attributes • Measure the attributes • Coach • Develop metrics • Teach the metrics
February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
DRIVING GROWTH in CHALLENGING TIMES
Define
• Basic building skills are typically a combination of ‘Small Business’ and ‘Entrepreneurial” skills.
• We developed our list of ‘musts’ at the cusp of franchising to help us identify partner candidates.
• These became the ‘Core Values’ of our organization.
February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
DRIVING GROWTH in CHALLENGING TIMES
S Simplicity through systems T Top line driven… revenue solves all problems E Energy, excitement, enthusiasm! A Always have faith, confidence and courage M Maintain long term sustainability through
profitability E Engaging the community… giving is getting D Dedication, dependability and desire
STEAMED 7 CORE VALUES
February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
DRIVING GROWTH in CHALLENGING TIMES
Teach
• Teach as early as Discovery Day – Core Values must align
• Repeat, repeat, repeat…. – Repetition is essential
• Embed into coaching language – Walk the talk
February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
DRIVING GROWTH in CHALLENGING TIMES
Measure
• First measurement is during the interview process (Franchise Sales)
• Second is during training at Home Office (Ops-Training)
• Third is during opening week on site (Ops-Training)
• Fourth is ongoing for the life of the operator (Ops)
February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
DRIVING GROWTH in CHALLENGING TIMES
Coach
• Rarely does a Franchisee have all 7 of our Core Values.
• Once weakness and strengths are identified we begin coaching to both.
• Coaching is done ‘one on one’ during monthly site visits and by integrating it in all training language and meeting language.
February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
DRIVING GROWTH in CHALLENGING TIMES
Metrics
• Roll up the data • Same Store Sales Growth by operators that
have all 7 Core Values are 3%age points better than those that have only 4 or 5 Core Values
• And those that have 3 or less Core Values are 3%age points below those at 4 or 5.
February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
DRIVING GROWTH in CHALLENGING TIMES
Metrics
• Classifying high performance
– Highest System Sales are T,M,S,D – Highest Growth are M,T,D,S – Highest ABC are S,T,M,D
• These classifications become the basis for Goal Setting.
February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
DRIVING GROWTH in CHALLENGING TIMES
Teach the Metric
• These ‘4 letter’ classifications become the
basis for personal goal setting. • Aid in developing the individual franchisee
skill set with both internal and external recommendations.
February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
DRIVING GROWTH in CHALLENGING TIMES
THANK YOU! QUESTIONS?
February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
DRIVING GROWTH in CHALLENGING TIMES
On-Boarding New Franchisees
-Rosemarie Hartnett, CFE, President, Abrakadoodle
February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
DRIVING GROWTH in CHALLENGING TIMES
On-Boarding New Franchisees
Pre-Training Program: Be Clear On Expectations & Culture
• Commit to measurable growth from the beginning • Commit to participating in HQ programs that help
develop owners as business professionals • Commit to a franchise culture built on collaboration
& accountability with HQ & among peers • Embrace a franchise culture that inspires fun and
inspiration!
February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
DRIVING GROWTH in CHALLENGING TIMES
On-Boarding New Franchisees
Pre-Training Program: Pre-Training Exercises
• Conduct research on our “Why?” • Begin development of a Marketing Plan for active use during
training
February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
DRIVING GROWTH in CHALLENGING TIMES
On-Boarding New Franchisees On-Going Training – the Coaching Model: Franchise Owner Growth Groups (FOGG)
• Franchise Owner Led • Learns to Facilitate & Manage the Group • Learns to Help Promote Sharing • Learns to Keep the Group Focused on Agenda Topic
• Grouped By Level of Business Development • Commitment to the Goal of Measureable Growth • Embraces Peer-to-Peer Accountability
Abrakadoodle System-Wide Updates • Abrakadoodle Network News • System-Wide Revenue Sharing
February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
DRIVING GROWTH in CHALLENGING TIMES
On-Boarding New Franchisees
On-Going Training - the Coaching Model: Targeted System-Wide Webinars
• Offer Series Format • Strategically Placed Topics that Support Focus
• Recruit Outside System Experts • Recruit Franchise Owner Experts • Promote System-Wide Participation
• Highway to Sell • Media Stars
• Coordinate Accountability Through Action Items Taken to the FOGG
February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
DRIVING GROWTH in CHALLENGING TIMES
On-Boarding New Franchisees On-Going Training – the Coaching Model: Annual Business Reviews That Continue to Move Operational Support to Self-Evaluation & Growth
• Program Overview – Part I - Questions! • Program Summary
• Franchise Requirements – Part II – Questions! • Staff • Instructional Delivery • Customer Service • Business Management
• Revenue Summary – Part III – Questions! • Pricing • Program Revenue • P & L & Benchmarking Review
February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
DRIVING GROWTH in CHALLENGING TIMES
On-Boarding New Franchisees
• On-Going Training – the Coaching Model: An Effective Coach
• Listens! • Asks questions • Acts as a facilitator • Keeps in touch with franchisee’s motivation • Recognizes different styles of communication • Cultivates professional relationships built on trust & respect • Helps keep communications focused on priorities that reflect the
different stages of business growth
February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
DRIVING GROWTH in CHALLENGING TIMES
THANK YOU! QUESTIONS?
February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
DRIVING GROWTH in CHALLENGING TIMES
On-Boarding New Franchisees
-Justin Brogan, Director of Operations, Two Men and a Truck
February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
DRIVING GROWTH in CHALLENGING TIMES
Develop an Action Plan for Ramp up, before franchisees even attending training; and get “informed consent” on the path
forward.
Concerns / considerations:
• Importance of discovery process / discovery day in level-setting
and forming franchisee expectations.
• Set training dates vs. flexible opening dates
• Purpose of training – mechanics vs. philosophy
• Onboarding process: playbook-driven vs. scripted
February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
DRIVING GROWTH in CHALLENGING TIMES
Develop an Action Plan for Ramp up, before franchisees even attending training; and get “informed consent” on the path
forward. Suggested approach:
• Use the discovery process to sell reality and set expectations early
• Set training dates vs. flexible opening dates – harness the
franchisee’s ambition and energy and put it to best use
• Purpose of training – help the franchisee find blind spots early, so
they know where to hone in during training.
• Onboarding process – defining / illustrating the path
February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
DRIVING GROWTH in CHALLENGING TIMES
Why the need for consent?
Concerns / considerations
• Unique demographics
• Unique competitive landscape
• Unique regulations
• Unique marketing area
• Unique franchisee
February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
DRIVING GROWTH in CHALLENGING TIMES
Why the need for consent?
Suggested approach
• Reviewing business plans and asking questions to ID areas of
need / support
• Discussing those blind spots during Discovery Day, talking about
the support / guidance your SME’s can lend
• Discussing ‘zors ability to take unique inputs (‘zee, marketing
area) and help create relatively consistent / uniform outputs
(ROI, customer satisfaction, etc.)
February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
DRIVING GROWTH in CHALLENGING TIMES
Correlate a “Vision” Plan to a Business and Tactical Marketing Plan in easy to understand language.
• Power in visioning
• Helps attract those who feel the vision, helps maintain alignment
• Helps people ‘feel’ the success that will come
• Can help them make personally painful decisions for the betterment
of the brand
• ‘Zor vs. ‘zee visions
February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
DRIVING GROWTH in CHALLENGING TIMES
THANK YOU! GENERAL QUESTIONS
February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
DRIVING GROWTH in CHALLENGING TIMES
Give Us Your Feedback! • Log on to the IFA App. • Find our session under the appropriate day on the Schedule Tab. • Click on the green button that says “Tap
here to take a survey for this event.” • Follow along with the instructions. It will take just a minute or two but will help us for future programming! Thank you!!
