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Emerging Brand Recruitment StrategiesLane Fisher, CFE, Partner, FisherZucker, LLC
Chris Dull, President and CEO, Global Franchise Group, LLC.Ashley Morris, CEO, Capriotti’s Sandwich Shop, Inc.
Jonathan Barnett, President and CEO, Oxi Fresh Franchising Co.
Franchise Development Track
Chris Dull, President & CEO
Established Brands Re-Emerging Brand Emerging Brand
Fast Facts- Home-based carpet, upholstery, wood floor,
tile and grout cleaning franchises
- Founded in 2006
- 320+ Units in U.S. & Canada
Jonathan BarnettPresident, CEO, Founder
Ashley MorrisCEO
● Founded in 1976 in DE
● Home Based in NV
● 108 locations in 18 states
● 75 in development
Takeaways• Create your culture• Build the right team • Focus on ULE• Select the right Zees• Variable Expenses are key• Promote from Within• Major in the Majors
What is an emerging brand?
When brands become apparent or prominent, they are emerging
emergingEmerging refers to concepts which are growing &
developing, sometimes at an early stage, or after
achieving some level of maturity.
Royalty self sufficient
A concept with less than 5 years of operating history or franchise experience, with less than 25 existing franchisees.
re-emergeEmerge again; come into sight or
prominence once more.
To rise, as from an inferior state or condition.
Portals
Team/Talent
- Head of Marketing
- Head of Operations
- Head of Cleaning Systems
- Head of Scheduling Center
- Franchise Development- And So On...
Was This Guy
2006 Corporate Structure 2017 Corporate Structure
First Group of Franchisees
Differentiation: Franchise Offer
Differentiation: New Product or Service
Unit Economics
Franchise Leads
Franchise Lead Generation
Cost Per
Lead (CPL)
Cost Per
Qualified
Lead (CPQL)
Percentage
of Qualified
LeadsLead
Source-to-
Award
Converting
Percentage
Website
Conversion
Percentage
Measuring Lead Quality: The Five Pillars
Franchise Lead Generation
Measurable MetricsCPL(Cost Per Lead)• Formula• Total Lead Generation Spend / Total Leads• Range Per Lead- $50-$150• This metric is used to form a baseline on what you spend per lead.
This number varies greatly depending on a number of factors. Lower isn’t always better. See CPQ.
CPQ(Cost Per Qualified• Formula• Total Spend / Total Qualified Leads• Range Per Lead - $150-$300• This metric determines how much you’re paying for quality of leads.
If CPQ is 4x higher or greater than your CPL, you’re generating too many poor quality leads at the top of the funnel. See QLP.
Franchise Lead Generation
Measurable MetricsQualified Lead Percentage• Formula • Total Qualified Leads / Total Leads• Range 40-60%• This helps us determine if we are generating the volume of qualified leads we
seek. We aim to have 40%+ of all leads generated to be qualified.
Lead Source-to-Award Converting Percentage• Formula• Total Deals / Total Leads By Source• Range Varies• This helps you to determine which lead sources are providing you the greatest
number of deals. Many times, your cheaper sources of leads produce far less dealsbut not always
Franchise Lead GenerationMeasurable Metrics
Website-to-Lead Conversion Percentage• Formula
• Total Leads / Total Unique Website Visitors
• Range 3%+
• It’s important to measure how your digital marketing is working. This will
determine how well you’re converting leads that visit your website. If it’s
too low, it’s time to optimize your website for higher conversions.
Franchise Sales
Franchisee Recruitment
1. In Store Marketing (Franchise Offer)- YES
2. Broker Network- Yes
3. In-House Sales Effort- Yes
4. Referral Program- Yes
5. Area Development- Maybe
“You don't know what works until you know what works.”Chris Dull
Onboarding & Validation
Franchisee Relationship
Culture
Threats
Takeaways• Create your culture• Build the right team • Focus on ULE• Select the right Zees• Variable Expenses are key• Promote from Within• Major in the Majors
Thank you!FisherZucker, LLCLane Fisher: [email protected]
Global Franchise Group, LLCChris Dull: [email protected]
Capriotti’s Sandwich Shop, IncAshley Morris: [email protected]
Oxi Fresh Franchising Co. Jonathan Barnett: [email protected]
