2013 Education Symposium & Expo - Think Like A Franchise

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  • 1. What you can learn from franchising The world’s most successful business model
  • 2. The association business model Education Industry expertise, accreditation Networking Branding Political influence
  • 3. Evolution of franchising Isaac Singer in the 1850s After WWII Affluent Mobile Television was great for branding McDonald’s, Holiday Inn, 7 Eleven
  • 4. Why businesses franchise Not as expensive as chains Fast Leverage talent
  • 5. Why do people buy a franchise? Brand to attract customers Operating system to keep customers Expertise to grow market share
  • 6. Is franchising successful? 2.3 trillion dollars in gross sale 50% retail sales 50% real estate sales 85% of hotel rooms Anyone who owns a successful pizza parlor…
  • 7. So what? It’s about managing a network We can learn from parallel industries
  • 8. The state of associations Sense of nervousness Uneasy about their role World changes fast, networks slow Associations struggle to be relevant Easy to create a network Easy to offer training, communication Americans are busier than ever
  • 9. Engage in unified thinking Lead with a vision – we’re successful when… Effective communications Recruit/retain the right people
  • 10. A Vision of Quality Trend in franchising and business Products, services, customer experience Why?
  • 11. A brief history of business Making commodities available Industrial revolution…affordable Globalization and transparency are generating quality
  • 12. Franchises focused on a quality experience? Coffee is basically… = 3c Grind, package, ship = 15c Serve in a diner = $1.59 Cool name, logo, location, wi-fi, staff, ambiance, furniture, grande and venti = $3.50 to $5.00 or more
  • 13. How do you sell coffee for more money…it’s the quality of the experience.
  • 14. Why is quality so important? Quality is expected Higher margins Competition Time
  • 15. It’s hard to focus on quality when you manage a network Lot of voices Pulled in a different directions Hard to get them to do things
  • 16. Why it’s difficult to achieve quality… Squeaky wheels w/ complaints and bad ideas – put in memo Make promises we don’t have to make We ask the wrong way – if it’s free they always say “yes” Committees and boards not in the game…they say “yes”
  • 17. Why it’s hard… Work on problems that don’t really matter All things to all people… We want to justify royalty/dues And we end up piling stuff on top of stuff on top of stuff… Until we aren’t doing anything well Nothing we do is quality
  • 18. Peter Drucker: If you want something new, you have to stop doing something old. “We have one third of the staff and we still try to do the same things we always did…”
  • 19. • Ipad • Ipod • Iphone • Laptops • Desktops
  • 20. To help our members be more successful STOP ACCELERATE ADD
  • 21. What can we stop? If you were starting from scratch, what would the business look like? Because we’ve always done it What do members not come to, read, or show interest in? What can others do better? What is too complex to communicate? Resources exceed the benefits Hard to stop
  • 22. What should we accelerate? What are our strengths? What do people like, come to, read? What do our surveys tell us? What activities line up with the trends in industry and world? Where do we get the most bang for our resources?
  • 23. To help our members, what should we add? Be relentless in becoming the industry expert Surveys are a starting point but never anonymous Focus groups of 5 or 6 What do our members complain about? What do their customers complain about?
  • 24. What should we add? What expertise do they need? What can you leverage? What networking do they need? How can technology help us? What segments can we help? What government issues are emerging? What other associations are successful? Why? Bring in someone from outside…
  • 25. Leading with a vision What expertise do they need? What can you leverage? What networking do they need? How can technology help us? What segments can we help? What government issues are emerging? What other associations are successful? Why? Bring in someone from outside…
  • 26. Recap: Lead with a vision Based on what members need to be successful Based on quality Stop. Accelerate. Add. (one thing) Within our resources 1 year. 3 years. Explain not only what we are doing but “why” .
  • 27. Communication Complexity is the enemy of communication
  • 28. Communication 1. How to persuade 2. Forming a coalition 3. A communication plan 4. Overcoming resistance
  • 29. Don’t have a hammer, need persuasion State position clearly Present the supporting facts Draw conclusions Right?
  • 30. Dr. Jay Conger, Director of the Leadership Institute at the University of Southern California Business School: “The reality is that following this process is one sure-fire way to fail at persuasion.”
  • 31. What emotions do you use to persuade? Threats Opportunities Hope Happiness Success Scarcity – the take away
  • 32. Frederick the Great
  • 33. Emotion not logic in your communication If it’s just the facts they’re not going to do it
  • 34. 2. Build support We respond to our peers Cultivate relationships Influencers willing to go public Explain your ideas, your vision Understand it, excited by it Bring in an outside authority
  • 35. 3. Communications Plan Have a plan You, not us – 5:1 Big ideas face to face Webinars second best Include the idea in everything 70% at least 6x Have spotters in the field Use video
  • 36. Quality of communication Consider the newsletter and blogs you sign up for? Don’t over-communicate Newsletter or webinar – then when important Your website is the hub
  • 37. 4. Overcoming resistance to a new idea Jack Welch: 10% are natural change agents 75% can be led 15% won’t budge
  • 38. Anticipate the resistance Use influencers Be flexible Reward early adopters Celebrate early successes Awards and recognition People are followers
  • 39. Sylvan Goodman invents the shopping cart.
  • 40. Ataturk
  • 41. Recruitment and Retention You can never stop adding customers Have a recruitment mindset Targeted numbers What is a recruit worth Know your emotional triggers
  • 42. Recruitment and Retention Go public with member recruitment Focus on renewals Hire an intern or PT Recruit the right people Fewer members for more money
  • 43. The network is engaged in Unified Thinking Buy into the vision Helping members be successful Quality Stop, Accelerate, Add Communicate effectively, emotion Recruiting the right people
  • 44. Sailboats are safe in harbor, but that's not what sailboats are for