Landscape and Irrigation is read by decision makers throughout the landscape and irrigation markets — including contractors, landscape architects, professional grounds managers, and irrigation and water mgmt companies and reaches the entire spetrum.
Issue link: http://read.dmtmag.com/i/351389
www.landscapeirrigation.com August 2014 Landscape and Irrigation 39 Converting an existing business to a franchise A candidate for converting an existing business to a franchise goes through the same recruiting process as outlined above. If awarded a franchise, the business is then awarded a franchise ter- ritory and converts its business name to the franchisor's name. Franchisors will have already predetermined the size of territory that is required for a sustainable customer base. The new franchisee keeps its existing customers and, in many cases, maintains its existing corporation — the corporation is now simply doing business under the new trademark of the franchi- sor via the franchise agreement. The franchisee then notifies its customers of its name change. If you already own and operate a company, costs are typically much less to "convert" your business to a franchise than to start from scratch, because the business already has the basic equipment and employees needed to operate. However, because franchising involves implementation of a consistent set of operating, performance and graphic standards, the franchisee will be asked to make some changes, but special financing and discounts exclusively for conversions are often available to help smooth the transition as much as possible. Tools to ensure success Franchisors provide their franchisees with a valuable set of tools to help franchisees in following a proven approach for build- ing and maintaining a sustainable, large-scale business while also ensuring a positive and professional experience for commercial customers. These tools are designed to reduce the cost and effort spent on critical but often time-consuming administrative tasks so that owners can focus on the complexity of servicing their customers, many of whom have multiple sites in several states. These tools can include: • A standard operating manual for all policies and procedures related to running a successful business. • Ready-to-use templates for budget- ing and planning, bidding and estimating, customer service and contracting, routing and scheduling, and quality control and project management. • Guidelines for employee man- agement and development, including a standard set of employee job descrip- tions, and an employee training manual that includes both video and classroom materials. • Access to an online survey dedicated to a specific business for customers to pro- vide feedback about their satisfaction. • A set of marketing materials, includ- ing stationary, envelopes and brochures, with the franchisor's logo and a consistent look and graphic design, but personalized to each franchise. Ongoing support A franchise's growth is accelerated most quickly by a strong and accessible support network. Many franchisers provide the tools for branding but don't always follow through with a team of support advisors, industry peers, and business mentors. At U.S. Lawns, the company for which I am director of brand develop- ment, owning a franchise means joining a network of 260-plus businesses that follow the same systems, best practices and pro- cesses, receive the same training, and strive for the U.S. Lawns standards of excellence. Being part of the U.S. Lawns network has other advantages, such as a dedicated advisor who's assigned to a franchisee on day one to help set business goals and then offer growth strategies for the long term. For franchisees, assistance is never more than a phone call away. Franchisors also hosts group meetings, conference calls, regional meetings, and an annual conference for its franchisees to share best practices, conduct operational and sales training, and promote camaraderie amongst franchisees. Act today Through franchising, you can launch or expand your business with a time-tested roadmap for success, accelerate your growth and earn revenue faster, and access a network of experts whose job is to help you prosper. It's a proven way to increase your name recognition and revenue. Brandon Moxam is director of brand development at U.S. Lawns. Moxam brings potential new franchisees to the U.S. Lawns home office. He also looks for new partnerships he can forge to improve the lives of franchisees and add to the franchisee team of U.S. Lawns' nationwide network. Moxam can be reached at bmoxam@uslawns.com. Visit the U.S. Lawns website at www.uslawns.com. LI