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End of the Year
Q & A
with Franchise Leaders - December Part 2
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End of the Year(2005) Q & A with Franchise
Leaders - Dec. Part 2
There are as many ideas and views on franchising as there are franchise
concepts. As we continue our end of the year roundup, we found that people
from all aspects of franchising are eager to share their thoughts on where
franchising has been and where it’s headed. Of course, there is
life beyond business. Read on as we have a little fun blurring the lines
between work and play for these dynamic people.
The Following franchise leaders answered our questions:
Mary Ellen Sheets, Founder and CEO, Two Men and
a Truck.Now the largest local moving franchise system in the U.S.,
Two Men and a Truck was also the first. It all started as an after-school
business for two high school boys with a 1967 pickup truck.
Jeff McGinty, Franchisee, Massage Envy. In
the $6 billion massage therapy industry, only Massage Envy utilizes a
membership concept to provide affordable massage services to a broad base
of massage consumers. McGinty is also a franchise broker with Pinnacle
Franchises.
Juan Carlos Alvarez, COO, Vital Dent.Vital
Dent is an international franchise that has provided complete dental services
to over 1,500,000 patients throughout Southern Europe. The company started
expansion to the U.S. market in late 2004.
Dina Dwyer-Owens, President and CEO, The Dwyer
Group. . The Dwyer Group, Inc. is one of the world's largest franchise
organizations with a diverse array of specialty service franchise businesses
that provide high-quality residential and light commercial services. Dina
is also a Director of the IFA.
Jennifer Campbell, Vice President and co-owner,
Hot Dish Advertising. Hot Dish is an advertising agency with a unique
expertise in the franchising industry, from lead generation to increasing
sales for both franchisees and franchisors. |
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Q: A year ago, you became the first woman in
the 23-year history of the IFA to be named Entrepreneur of the Year. What
do you think women bring to the business arena?
A: Women are more nurturing. Because we are in a service business, I think
that has helped us. |
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Q: Last book you read?
A: "The World is Flat" by Thomas L. Friedman. It was shocking. |
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Q: What has surprised you most about franchising?
A: How much it helps so many people. We started so small, yet we have seen
people become millionaires. The opportunity was more than I ever expected,
not just for me, but for others. |
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Q: What was your childhood ambition?
A: To be a cowgirl. I was in 4H, a real tomboy with horses. |
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Q: Who do you admire most?
A: : Colonel Sanders. He started out with a pot in the back seat of his
car and drove all over starting franchises when there really wasn't such
a thing. |
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Q: Where would you like to go that you haven't
yet been?
A: Russia and India. |
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Q: Favorite franchise restaurant?
A: Mitchell's Fish Market |
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Q: Favorite beverage?
A: Red wine |
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Q: As a broker, you've dealt with hundreds of
franchise opportunities. How did you decide on Massage Envy?
A: My wife and I love spas so that's what we looked for. Plus, Massage Envy
was a volume-based model that could provide the ROI we wanted to generate.
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Q: What makes a successful franchise?
A: You must have a great concept unlike anybody else's. And it's critical
to have a strong system with good support. |
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Q: Favorite movie?
A: Wall Street |
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Q: What don't people understand about franchising?
A: The cost involved. 98% of the people I come in contact with don't have
the capital to qualify for a franchise opportunity. |
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Q: Favorite hotel amenity?
A: We are spa junkies. |
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Q: What trend do you see for franchising in 2006?
A: A lot of franchisees will be people coming out of corporate America.
Franchises present a nice transitional opportunity for downsized corporate
executives who are used to having resources and support behind them. |
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Q:: Favorite sources of business news?
A: CNN, Financial News Network, and the Internet. |
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Q: Your proudest moment?
A: Leaving corporate America after being in a j-o-b for 22 years. That whole
golden handcuffs thing is true. But instead of working for somebody else's
dream, I'm now working for my own. |
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Q: How does doing business in U.S. differ from
Spain?
A: For us, it doesn't. Dentistry is universal. The patients have the same
needs and the treatments are the same. |
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Q: Favorite restaurant in New York City?
A: Ben Benson's Steak House. |
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Q: What was important about the year 2005 for
you?
A: 2005 was a key year for our company. We have a huge organization in Spain
and our business model was proven overseas. But last year we proved that
we can also do very good business here in the U.S. |
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Q: How do you spend your leisure time?
A: What leisure time? |
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Q: What do franchisees need to know most about
franchising?
A: You have to follow all of the rules and procedures. Just because you
know everything about your industry doesn't mean you know how to run a business.
The most important thing is to follow the protocols because they are designed
to make the business work. |
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Q: Favorite movie?
A: "The Godfather" - in Spanish. |
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Q: As a franchisor, what is the best thing about
franchising?
A: Being able to provide quality service to our customers (patients) by
having someone take care of all the little business details on a daily basis.
We do that through our franchisees. |
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Q: Favorite vacation spot?
A: I love to spend my holidays in Spain. |
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Q: You were named Working Mother of the Year
by Working Mother magazine. What do you think women bring to the business
arena?
A: Collaboration. We are willing to collaborate with the other key members
as opposed to just dictating. |
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Q: What law would you like to change?
A: I would really push to have the health care association legislation passed. |
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Q: Name a fun thing in your office:?
A: A red clown nose for when times are a little too serious. |
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Q: What did you find interesting in the franchise industry last
year?
A: At the IFA Convention, it was amazing how many different kinds of little
franchise companies are starting up with brand new niche concepts that I've
never heard about. |
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Q: Favorite franchise restaurant?
A: Panera. I love their bread. |
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Q: What changes do you anticipate for franchising in 2006?
A: More and more of the private equities acquiring franchisors and large
franchisees alike. |
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Q: What's your favorite way to spend Sunday afternoons?
A: With my family. I love going to church and then having that after-church
meal and coming home to just be with each other. |
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Q: What's the one thing you'd like new franchisees to know?
A: A franchise is not magical. It does require hard work and commitment.
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Q: Favorite item on your desk?
A: A rosary from Pope John Paul II. |
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Q: What's the next trend in franchising?
A: Franchisors are looking for more qualified candidates by targeting franchisees, persons who already own a franchise. It seems everyone's realizing it's better to have more qualified franchisees than just signing up warm bodies. |
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Q: What's your philosophy?
A: Work hard, play hard |
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Q: Where are franchisors advertising now?
A: Primarily online for franchise lead generation. |
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Q: Favorite franchise restaurant?
A: El Pollo Loco. |
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Q: What kind of marketing works best?
A: Targeted is by far the best, so less of the blanketing of websites. |
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Q: What's the biggest myth about advertising?
A: People just assume that any ad will be effective even if it isn't thought through on the creative side. But if the creative isn't as good as the buy, then it's done them no good. There usually needs to be a marriage of the two and that doesn't always happen. |
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Q: What was your first job?
A: Marketing director at a shopping center in South Dakota. |
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Q: How are franchises changing directions in terms of marketing?
A: : More and more are targeting the B2B market rather than consumers.
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Q: Favorite source of business news?
A: New York Times |
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