1851 franchising usa 3#1

T he mag a z ine for franchisees Franchisingusa VOL 03, ISSUE 1, nov 2014
$5.95 www.franchisingusamagazine.com
Pizza Factory
More Than
A Franchise
the future of
franchising
Main Feature
food franchising
It Pays to Know Your
Franchise Agreement
LATEST NEWS FINANCIAL ADVICE FROM THE BANKS TOP LAWYERS’ ADVICE

OPPORTUNITY
IS KNOCKING!
GET YOUR FOOT IN THE
DOOR BEFORE IT CLOSES!
Join the fastest
growing pizza
chain in
America!*
Our footprint
fits your
space.
Non-traditional
concepts
available.
Visit LittleCaesars.com or call 800-553-5776
*Based on 2013 store growth. ©2014 LCE, Inc. 45494

from the
Publisher
“One of the very nicest things about life is the
way we must regularly stop whatever it is we are
doing and devote our attention to eating.”
Luciano Pavarotti
making the move and Andy Roe tells us
what we can learn from the daily routines
of geniuses.
For those just starting out on their
franchise journey, we have some fantastic
articles for you this issue. Dr John Hayes
looks at the question of Is Franchising for
You? and Sam Hodges tells How a P2P
Loan Can Help Grow Your Franchise.
Our Veterans Supplement this month
is jam packed (yes – food again!) with
helpful advice for Veterans considering
their franchise options including an
inspiring story from Joshua Brasure, a
Marine Corp Veteran who took the leap
into civilian life and now enjoys life as a
GameTruck franchisee.
I hope you enjoy this month’s read. I look
forward to sharing more great stories
with you in our December Christmas
issue. In the meantime…..
Bon Appetit!
Vikki Bradbury
Publisher
Franchising USA
T he mag a z ine for franchisees Franchisingusa
FRANCHISING USA
VOLUME 3, ISSUE 1, nov 2014
president:
Colin Bradbury. colin@cgbpublishing.com
Publisher:
Vikki Bradbury. vikki@cgbpublishing.com
Editorial Department:
editor@cgbpublishing.com
Editorial team:
Rob Swystun
Stephen Kelly
Gina Gill
Advertising Sales:
advertising@cgbpublishing.com
Production:
Samantha Klimecki.
usaproduction@cgbpublishing.com
DESIGN:
Jejak Graphics. jejak@bigpond.com
COVER IMAGE:
pizza factory
Mary Jane Riva
CGB PUBLISHING
676 Wain Rd.
Sidney, BC
V8L 5M5 CANADA
Sales: 778 426 2446
Editorial: 778 426 2446
www.franchisingusamagazine.com
Proud member of the IFA:
SUPPLIER
FORUM
International Franchise Association
1501 K Street, N.W., Suite 350
Washington, D.C. 20005
Phone: (202) 628-8000
Fax: (202) 628-0812
www.franchise.org
Food, Glorious Food!
Where would we be
without it?
In this month’s feature article, Rob
Swystun gives us some great tips on
searching for the perfect food franchise
to satisfy your hunger to own your own
business. With so many choices from
Fast Food and Donuts to Ice-cream and
Juice Bars, and even Vending Machines,
Convenience Stores and Food Gifting, the
opportunities seem endless.
And with people now more conscious
than ever before of good food and healthy
eating even more options are sure to
develop in the future.
One very successful food franchise is
Pizza Factory – our Cover Story this
issue. Read the story of Mary Jane Riva’s
journey from franchisee to franchisor.
If, like Mary Jane, you are considering
a change from franchisee to franchisor,
Kevin Lathrop shares some tips on
The information and contents in this publication are believed by the publisher to be true, correct and accurate but no independent investigation has been undertaken. Accordingly the publisher does not
represent or warrant that the information and contents are true, correct or accurate and recommends that each reader seek appropriate professional advice, guidance and direction before acting or relying
on all information contained herein. Opinions expressed in the articles contained in this publication are not necessarily those of the publisher. The publication is sold subject to the terms and conditions that
it shall not be copied in whole or part, resold, hired out, without the express permission of the publisher.

Contents
10 Cover Story
Pizza Factory
20 It Pays to Know Your Franchise Agreement
Scott Ratchick & Scott Augustine,
Chamberlain Hrdlicka
In Every Issue
06 Franchising News
Announcements from the Industry
26 Feature Article
Food Franchising
35 Veterans Supplement
News and Information for Veterans in Franchising
Franchising USA
24 The Future of Franchising
Christopher Conner, Franchise Marketing Systems
26 Feature Article
Food Franchising
56
november 2014
68
ranchsing usa
On the Cover
12
f ranchising usa
16
Franchisee in Action
16 WOW 1 DAY PAINTING

f ranchising usa
66 22 44
Expert Advice
12 Geniuses. What You Can Learn From
Their Daily Routines
Andy Roe, SurePayroll
14 Creating a Successful Mobile Strategy
for Your Franchise
Adam Heitzman, HigherVisibility
20 It Pays to Know Your Franchise Agreement
Scott M. Ratchick & Scott A. Augustine, Chamberlain Hrdlicka
24 The Future of Franchising
Christopher Conner, Franchise Marketing Systems
30 Is Franchising for You?
Dr. John P. Hayes, Author and Franchise Coach
56 Tips for Franchisees Considering a Move to
the Executive Level
Kevin Lathrop, Unishippers Global Logistics
58 Food Fight and the Franchise System
Harold L. Kestenbaum, HLK P.C Law Firm
64 Dispelling Current Myths in Franchise Funding
Eric Schechterman, Benetrends
66 Fall is the Perfect Time for Your Business Goals to Rise
George Knauf, FranChoice
68 How a P2P Loan Can Help Grow Your Franchise
Sam Hodges, Funding Circle
Focus
22 Dental Fix RX
60 The Interface Financial Group
62 GameTruck
Franchising USA

what’s new!
Smoothie King Franchises, Inc., the
leading smoothie franchise company
with 700 stores worldwide, has
introduced two new Vegan Smoothies,
Powered by Sunwarrior.
The new menu items are blended with 100
percent pure Sunwarrior raw plant-based
protein and other nutritious ingredients
like superfoods acai and kale and
antioxidant-rich mango.
Two Vegan Smoothies Naturally Powered
by Sunwarrior have been added to the
Smoothie King menu for this initial
rollout:
• Mango Kale Smoothie: A flavorful
blend of Sunwarrior Warrior Blend raw
plant-based protein, mango juice blend,
banana, kale, apple juice and almond,
this antioxidant-rich smoothie is vegan
Franchising USA
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Smoothie King Introduces
New Vegan Options
wholesomeness at its finest.
• Dark Chocolate Banana Smoothie:
100 percent cocoa, bananas, acai and
Sunwarrior Warrior Blend raw plant-based
Just Better Care
protein fill the cup to make this
smoothie both delicious and nutritious.
Smoothie King’s New Vegan Smoothies
Powered by Sunwarrior are all under 350
calories (20 oz. serving), have no saturated
fats, aid in healthy digestion, are lactose-free,
gluten-free, and are rich in Vitamin A
and C. They provide up to 11g of muscle-building,
fat-burning plant-based protein
and are rich in antioxidants, minerals,
enzymes and phytonutrients.
To find out more about Vegan
Smoothies or see the full menu of
offerings from Smoothie King, visit
www.SmoothieKing.com
Interim HealthCare Inc., recently
expanded its global footprint by
adding Just Better Care, well-known
Australian franchisor of in-home
non-medical and medical care services
based in Manly, New South Wales.
The September announcement follows the
company’s initial international expansion
in 2013 with UK-based Bluebird Care
Franchises Limited.
Just Better Care was founded in 2006
and has one corporate operation and
approximately 30 independently owned
and franchise operations in major cities
in Australia including Perth, Adelaide,
Melbourne, Brisbane and Sydney.
Interim HealthCare, a leading national
network of home care, hospice and health
staffing franchises founded in 1966 and
known for its continuum of care in the
United States, is unique in combining
the commitment of local ownership with
the support of a national organization
that develops innovative programs and
quality standards that improve the delivery
of service. Franchisees employ nurses,
therapists, aides, companions and other
healthcare professionals who provide 25
million hours of home care service to
190,000 people each year,
The addition of Just Better Care positions
the Interim HealthCare family of brands
globally for success with more than 530
franchise locations in seven countries,
collectively representing nearly $900
million in combined network sales.
Interim HealthCare, Bluebird Care and
now Just Better Care are part of Caring
Brands International.
For more information visit:
www.interimhealthcare.com

Franchising USA
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GODDARD SYSTEMS, INC. REPORTS STRONG
RESULTS IN FIRST HALF OF 2014
Finishing a strong first half of 2014, Goddard Systems, Inc.
(GSI), the franchisor of The Goddard School® preschool
system, awarded 18 new franchise agreements to qualified
franchisees and opened nine schools in seven states.
Additionally, 16 schools are under construction in 10 states.
This momentum is part of GSI’s expansion plan nationwide and
follows a new policy statement by the American Academy of
Pediatrics (AAP), noting the importance of reading and literacy
beginning in infancy. The research shows children who read to
have stronger language skills, literacy development and parent-child
relationships–cornerstones of The Goddard School brand’s
playful learning curriculum.
“Increases in the number of working mothers and the desire
to provide children with early educational opportunities has
increased the demand for early childhood education,” said
Joseph Schumacher, chief executive officer, GSI. “We credit
our continued success to strong franchisees committed to our
curriculum’s research-driven approach, including strong reading
basics and a play-based approach that develop lifelong learners. “
GSI launched 2014 with a targeted franchise development strategy
focused on eight markets including Boston, Houston, Minneapolis,
Seattle, Portland, Philadelphia, Hartford, and New York City
(Manhattan). The company is seeking qualified franchisees with
a minimum net worth of $450,000, including $150,000 in liquid
assets. No education experience is necessary.
For more information visit: www.goddardschool.com
GAME ON: Mobile Gaming Revolution
Launches National Expansion Plans
With two franchises and one company-owned
location already amping up
parties throughout Tampa and Seattle,
Mobile Gaming Revolution recently
announced plans to expand its national
footprint via franchising over the next
several years. Company executives plan
to open three to five new locations by
the end of 2014 and have as many as 20
total locations by the end of 2015.
The self-contained video gaming utopias
come complete with today’s hottest
consoles – including fully networked
XBOX Ones, Playstation4s and multi-player
ready Wii systems – all in a fully
equipped, temperature controlled mobile
video gaming theater. From Mario to
Just Dance 4, games are played on high
definition flat screen TVs, all while
nestling your rump in the comfiest seating
around. Mobile Gaming Revolution also
offers Laser Tag and Bumper Balls to take
any event to the next level.
“From broader audiences to the death
of arcades, the face of gaming has seen
enormous change. In barely more than a
generation, video games have transformed
from a diversion for the few into a favorite
pastime enjoyed by men and women of
all ages, and millions worldwide who
share their game play experiences with
friends and family,” said founder Lee
Bekhor. “We’ve driven the evolution of
games into new territory with a gamer’s
paradise on wheels that is sure to provide
an unforgettable experience for all of our
guests.”
For more information, visit
www.mgrparty.com

what’s new!
Franchising USA
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Step Aside Cupcakes
and Frozen Yogurt!
An evolved version of the nostalgic ice cream sandwich is
about to take center stage as the nation’s new No. 1 favorite
dessert treat. Leading the comeback is CREAM, a San
Francisco-based dessert franchise that specializes in high
quality ice cream sandwiches and other confections.
With six franchises and two company-owned locations currently
open and operating in the San Francisco Bay Area, CREAM
recently announced plans to expand its empire. Company
executives have already inked franchise deals for more than 25
new locations, including the chain’s first southern California store
on the University of Southern California campus, and a locale in
Las Vegas.
The plan is to have 50 franchises operating by the end of 2015
and open 100 new franchise units annually starting in 2016 and
beyond.
CREAM, which is an acronym for “Cookies Rule Everything
Around Me,” offers a menu of 20 ice cream flavors and 20
cookie flavors and as many as 24 toppings that customers can
mix and match, as well as vegan and gluten-free options. While
the ice cream sandwiches are the main draw, CREAM also has
milkshakes, floats, malts, scoops of ice cream and other baked
goods, such as “The Cream Taco,” a taco shell shaped waffle cone.
For more information visit: www.creamnation.com
New Remodeling Software Provides Boost
for DreamMaker Franchise Owners
executive, who together own the
DreamMaker franchise in Ann Arbor,
Michigan. They further developed it as
other franchisees made suggestions.
“The result is like our system on steroids,”
Willwerth said.
Learn more by visiting
www.dreammakerfranchise.com
The DreamMaker Bath & Kitchen
remodeling franchise has just unveiled
new remodeling software to help its
franchise operators serve clients from
the moment they become potential
clients, through the design process,
all the way through installation and
billing.
“This is a major advance for
DreamMaker,” President Doug Dwyer
said. “It will help streamline customer
service, sales and operations in ways that
will save our franchisees a lot of time,
helping them grow their businesses.”
The software keeps track of potential
clients, which makes marketing more
efficient. It also helps sales teams create
price estimates by tapping into a special
pricing database, which allows even
newcomers to the remodeling industry to
forecast the scope of a project’s workload.
Moreover, it helps track ordering,
simplifies scheduling, includes a unique
lead carpenter compensation system and
provides time-tested management reports.
Demand for remodeling has surged since
2012. DreamMaker’s average franchise
revenue increased more than 23 percent
in 2013.
A prototype was developed by Lee
Willwerth, a former software engineer,
and Bob Ender, a former auto industry

Franchising USA
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TOGO’S ANNOUNCES ACQUISITION OF 13
RESTAURANTS FROM COMPANY FOUNDER
Togo’s Eateries, Inc., a “West Coast
Original” since 1971, announced today
it has completed the acquisition of 13
franchised restaurants in the East Bay
and San Jose areas from company
founder Mike Cobler. The acquisition
brings Togo’s company-owned
restaurants to 19 units in California.
“This recent acquisition is part of our
long-term growth strategy and reflects our
company’s commitment to operational
excellence,” said Tony Gioia, chairman
and CEO of Togo’s Holdings, LLC.
“Togo’s newly acquired restaurants will
provide a larger platform for testing
new products and operating systems.
The locations will also offer additional
resources to support training for new
franchisees, management and crew for
future grand openings.”
Togo’s, which has more than 320
restaurants open and under development
throughout the West, has experienced
four consecutive years of same-store sales
increases. Last year, the company launched
a multi-unit franchise development
incentive program to drive expansion
in key growth markets. Both new and
existing franchisees who sign a new
agreement for three or more locations will
receive reduced royalty fees for the first
two years for each new restaurant that is
developed in Washington, Oregon, Idaho,
Utah, Colorado, Nevada and Arizona.
www.togosfranchise.com
Adlib Group Rebranded to
Tag Franchise
Leading Toronto based franchise
marketing agency, the adlib group, has
officially rebranded to tag franchise,
displaying their collective strength
and category expertise under the tag
network of agencies, comprising of
tag, tag enterprise, tag media and tag
photography.
After joining forces with tag in 2012, the
team has become increasingly involved
and part of the agency’s collective culture.
In 2013, President Patti Laine made the
strategic decision to move the team to tag’s
main office.
“We have really flourished over the past
few years carving out a niche for ourselves
in the franchise marketing industry. With
the integration of tag’s expertise an arms
length away, we are seeing the types of
campaigns we produce grow and evolve,”
says Patti Laine, President of tag franchise.
“It is the right time to make a change to
reflect the agency that we truly are today.
Wholly integrated. Franchise focused.”
tag franchise has proven through their
award-winning campaigns and outstanding
client relationships, that they have
experience in transforming franchise
brands and managing results-based
communications. Working with clients
including Mary Brown’s, MR.SUB,
Extreme Pita, Master Mechanic and Just
Falafel through their proprietary elevation
platform, the agency is able to identify and
satisfy the multi-layered needs of franchise
systems as well as ensure the brand
structure is in place, so consistency flows
throughout the operation.
www.tagfranchise.ca

Franchising USA cover story by Gina Gill
Pizza Factor y
Pizza
Factory More Than a
Franchise
Mary Jane Riva has always been a hard
worker. She bought her own donut shop
when she was just twenty years old. While
most people were out picking up hours
at random part-time gigs, she was an
entrepreneur.
in 1985. The company currently has 110
locations that range from 1200 square feet
to 5000 square feet. Territories are located
in Washington, Idaho, Nevada, Arizona
and California. Locations are being built
in Oregon and the company is looking to
extend into Montana and Canada.
The company remains consistent and true
to the brand using the same ingredients
since the beginning, with one hundred
percent real mozzarella and a signature
sauce.
“Our main product is pizza, we also have
pastas and sandwiches, and we sell beer
and wine. We still have the same concept
that we have had forever. We hand toss
our dough and we make everything on the
premises. Our product is a little higher
quality than the other pizzerias that you
see out there,” explained Mary Jane.
There is a constant need for pizza in
American culture. Ninety-three percent of
Americans eat at least one pizza per month
because it is affordable, convenient and
reliable.
Pizza Factory is not a typical restaurant
but the neighborhood’s hometown pizzeria.
After three years, she moved on from the
donut business and worked in an office
with an architectural landscaping firm
and eventually became a franchisee with
Pizza Factory in 1989. Mary Jane bought
the founder out in 2012 and is now the
franchisor for the company.
“I had five stores in the Southern
California area over that time period and
I was on the marketing team. The guys
approached my husband and I in 2012
about buying the company. As silly as we
were, we said, sure why not?” recalled
Mary Jane.
Pizza Factory has been in business for
over thirty years and started franchising

Franchising USA
Actually, Pizza Factory is more than a
pizzeria, it’s a home away from home with
familiar faces where family and friends
gather for an experience. Known for
tossing the dough in the air and creating
a community connection, Pizza Factory
is the local place that has more of a
restaurant friendly feel than regular pizza
joints. Pizza industries are more focused
on deliveries, sometimes being small
spaces with just a counter, while Pizza
Factory offers an inviting place that is a
community staple.
“We focus on being the hometown
pizzeria and we get really involved in
schools and the sports teams. The owners
usually become connected with the
community,” said Mary Jane. “We have
a No Bully program that we take to the
schools - it’s free. We participate in things
to get engaged (with the community). Our
demographic is mostly young families
with kids and we try to stay involved with
the community at that level.”
This is what truly sets Pizza Factory
apart, most of the franchisees are owner-operators
who become a part of their
community and give back in a variety of
“Known for tossing the dough in the air and
creating a community connection, Pizza Factory
is the local place that has more of a restaurant
friendly feel than regular pizza joints.”
ways. The No Bully Program focuses on
schools by educating the public about the
issues at hand and allows victims to be
aware of their resources.
Customers can easily schedule a
fundraising event with owners and
managers without complication. The walls
of the pizzeria are usually covered in
little league jerseys and it’s the place the
winning team comes to celebrate a victory.
Owner-operators are not required but
passion is definitely a necessity. People
who are passionate about their community
and their work and enthusiastic about
giving back and creating a name within
their location are ideal candidates as
franchisees. Owners should be hard
workers who enjoy working with a team.
Franchisees are consistently supported
from the moment they sign on and
throughout the entire operation. There is a
training facility that is available to owners
after they have opened. It is a free option,
which managers can access for extra
training, or franchisees can revisit for a
refresher. For the core products, there is a
yearly conference for the franchisees.
The company is about to introduce
an educational portal through which
franchisees can access information
with just the click of a button. There
are different categories, for example;
marketing, maintenance of equipment and
how-to’s.
It will be a tool that will continue to
educate and more experienced owner
operators while also be answering any
questions that any of the franchisees have.
“They don’t have to seek the information
- we will provide it to them beforehand,”
said Mary Jane.
For a really fresh slice of pizza and a truly
memorable experience, Pizza Factory
is more than a franchise, but rather a
business that is part of the community.
www.pizzafactory.com
cover story by Gina Gill

Andy Roe, General Manager, SurePayroll
Ge n i use s
What You Can Learn from
their Daily Routines
They are just like us.
Artistic geniuses, that
is. They don’t produce
their masterpieces out
of thin air or while they’re
dreaming.
No, even artistic geniuses are quite
disciplined in ways that might surprise
franchise owners looking for inspiration.
While you may lack some of the
eccentricities – and this is likely a good
thing – of some well-known genius types,
when it comes down to productivity, they
Franchising USA
take a very practical approach.
That’s the conclusion of author Mason
Curry’s recent book: Daily Rituals: How
Artists Work, as analyzed by Harvard
Business Review’s Sarah Green. Curry
examined the historic schedules of more
than 150 painters, writers, composers and
other exceptional thinkers.
In four key ways, these geniuses of years
past used techniques to keep their work on
track that we can all relate to:
No distractions
Writing software comes equipped these
days with full screen modes to minimize
the background distractions so an author
can focus on their work. To those who
think this is a new concept, guess again.
As Green points out, William Faulkner
and Mark Twain devised strategies to
prevent anyone from disturbing them in
their offices and Graham Greene rented
a secret room that only his wife knew
about. Even back then, they understood
the concept of avoiding distractions to
encourage focus.
Exercise
Another cottage industry — fitness
tracking software, has at its core the
realization that fresh air and exertion
contributes to greater productivity. Again,
the geniuses of the past were well aware
of this. Green notes that Curry’s book
includes the stories of Charles Dickens
and Tchaikovsky, both who regularly took
long walks to invigorate them. Beethoven
did the same and took a pencil and paper
along in case he was inspired along the
way.
Strict record keeping
It might surprise franchise owners to
know that famous authors and artists were
among those who methodically kept track
of their productivity because they knew
without the discipline, their work might
languish. In business schools, they talk
incessantly about “metrics.” For Ernest
Hemingway, it meant keeping a chart with
daily word counts so he could stay on
course. BF Skinner did the same and also
set a timer.
Sleep
Most research will tell you a full night’s
rest (seven to eight hours) is important
for concentration and overall health. For
most business owners, sleeping from about
10 p.m. until 5 or 6 a.m. is probably not
uncommon. While it may feel like a grind
from time to time, remember you’re in
good company with the likes of Benjamin
Franklin, Beethoven, Maya Angelou and
Victor Hugo. The F. Scott Fitzgerald
sleep schedule of 3:30 a.m.-11 a.m., you
can imagine, would probably be bad for
business.
exper t advice
Andy Roe

“Behind the image of a genius beats the heart
and mind of a time management nerd who
understands that only discipline can harness
human tendencies to procrastinate.”
Franchising USA
What does this all mean for franchise
owners intent on squeezing every last
bit of productivity out of their daily
routines? It tells us that behind the image
of a genius beats the heart and mind of a
time management nerd who understands
that only discipline can harness human
tendencies to procrastinate.
Even if you aren’t a genius, it is possible
to improve your routine and your bottom
line.
Andy Roe is the General Manager of
SurePayroll, Inc., a Paychex Company.
SurePayroll is the trusted provider of
easy online payroll services to small
businesses nationwide.
SurePayroll compiles data from small
businesses nationwide through its Small
Business Scorecard optimism survey,
and exclusively reflects the trends
affecting the nation’s “micro businesses”
— those with1-10 employees. You can
follow Andy on Twitter @AndrewSRoe.
www.surepayroll.com
exper t advice

Franchising USA
exper t advice
Adam Heitzman, Co-Founder and Managing Partner, HigherVisibility
Creating a
Successful Mobile Strategy
fo r You r Franchise
By now it’s no secret that
mobile marketing and a
mobile presence is crucial
for any business, and this
includes franchises. This
means that you need
to make sure you know
how to deal with mobile
customers and are taking
full advantage of the
benefits mobile marketing
can offer.
Unfortunately, this can get a little bit
tricky if you own a franchise. You want
to make sure you have mobile campaigns,
web designs, and marketing for all of your
locations, so you need to be organized and
have a solid strategy in place with your
marketing team. Whether you’re working
at the national level or are managing just
one branch, a mobile marketing plan is
going to take some time to put into place.
How to Create a Mobile
Strategy to Benefit Your
Franchise
Mobile marketing is a great way to offer
real-time information and build strong
relationships with your customers, but a
one-size-fits-all approach isn’t going to
work. Consider some of the following tips
to getting started on the right foot:
1. Create mobile responsive
websites
This is something that goes for all
companies, not just franchises. You
need to make sure you have either a
responsive website or a website created
specifically for the mobile screen. For
those who are unfamiliar, a responsive
design will allow your website to adjust
to the smaller screen by putting large
images or ads on the bottom with
important content on top. It eliminates
the need for scrolling horizontally to
read text, so it’s easy to read and click
through for mobile users. You can learn
more about responsive websites at www.
highervisibility.com/building-a-mobile-friendly-
website-that-will-rank.
In terms of franchise considerations,
you probably know by now whether you
have a single website with a location
finder or websites for each location.
In either case, this will affect your
responsive design. If you have a single
website with a location finder, you will
have additional webpages for mobile
viewers for each location, so you need to
make sure these are all responsive.
2. Create discount offers
and other relevant
content for each location
Taking advantage of mobile means
creating offers and CTAs (calls to
action) that are relevant to users in a
particular location. Because mobile
marketing is all about consumers
shopping or researching on the go,
location is going to be incredibly
important. In other words, your content
strategy should keep the tone of your
national brand while offering specific
content to those locally. This means
creating discount coupons and offers,
loyalty programs, and easy “click here”
buttons that cater to those who are in
your area.
3. Segment your email
marketing or SMS messages
Going along with the last point, you
should be segmenting your email
marketing campaigns and SMS goals
by location. More and more people are
reading their emails on the go, so you
want to make sure that your content is
catering to that fact. For example, you
should drive readers back to a mobile
optimized webpage (which should be
automatic if you’re using a responsive
design). According to Exact Target, 37
percent of business people read their
emails from their mobile devices.
4. Submit your site to
directories and leverage
mobile tools for
searching
When thinking about mobile, you don’t
just want to think about the people who
are reading your website or your email
messages—you want to also think about
those searching for your business. You
need to create a mobile search strategy
so that people who are searching on
their phones can find your website
easily, and believe it or not simply
optimizing for Google isn’t your only
option.
Jeremy LaDuque, co-founder and CEO
of franchise marketing tools company
Elements, explained that there are three
big ways a franchise can improve their
mobile search strategy:
• PPC mobile search. According to
iMedia Connection, mobile ads perform
four to five times better than online ads.

Franchising USA
exper t advice
“Mobile marketing is a great way to offer real-time
information and build strong relationships with
your customers.”
Adam Heitzman
Use ads that make it easy to Call Now
with a quick touch of a button, or have
other CTAs that cater toward actions on
a mobile phone.
• Proximity mobile search. This means
that all of your franchise locations need
to be correct online, but also submitted
to directories such Google Places so
that people can find your location when
they are near. This will also ensure that
your business pops up when someone is
nearby and searches something related.
• Hands-free mobile search. Submit your
blog to Siri in case people are using a
hands-free option on their phones.
Once again, it’s important that your
website is mobile optimized and your
content is ready to go before you begin
with a mobile search strategy. After all, if
people do find your website and click, it
isn’t going to mean much if they can’t read
anything because your site is full of ads or
difficult to navigate.
The Takeaway
Of course, there is a lot more to a mobile
strategy that you can get creative with, but
the above points are particularly important
for franchise businesses (and things often
missed).
There is a great article at www.
convinceandconvert.com/mobile/a-step-by-
step-guide-to-setting-up-a-mobile-marketing-
campaign.
In the end, creating a mobile strategy is
actually more time consuming than it is
expensive. Laying out all of your different
initiatives, who will be in charge, and what
content you’re going to create is going to
take a good amount of time not only to put
in place, but also to manage. While tools
and some campaigns may cost a little bit
of money, the return is much greater.
Adam Heitzman is the Co-Founder and
Managing Partner at HigherVisiblity,
a nationally recognized SEO firm that
offers a full range of Internet marketing
services.
www.highervisiblity.com

WOW 1 DAY PAINTIN G
From Employee
to Franchisee
When the entire culture
of a franchise system
is based on a great
customer service
experience, it’s easy for
someone who holds the
same values to fit right
in and carry on with that
tradition.
WOW 1 DAY PAINTING franchisee Gary
Rosyski is one such person who believes
the customer service experience should
always be exceptional.
Rosyski owns a WOW franchise in San
Jose, CA, along with his business partner,
Bronic Gold, who happens to also be his
former boss at his old job as an operations
manager in Silicon Valley for 1-800-GOT-JUNK?,
where he oversaw two franchises
for five years and then another two for two
years.
franchisee in action by Rob Swystun
San Jose WOW 1 day painting
Owner’s Seamless Transition
Franchising USA
“We’re at the point now where we’ve got a really
smooth system.”
Gary Rosyski

“The customer service experience should
always be exceptional.”
Franchising USA
Being involved with 1-800-GOT-JUNK?
is how he heard about WOW 1 DAY
PAINTING, as the two franchises belong
to the same parent company.
He and Gold purchased their franchise
in May of 2011 and were operational in
January 2012. Prior to that, the two had
talked for a long time about going into
business together and when the WOW
opportunity popped up, they jumped at it.
For Rosyski, his desire to start a franchise
goes back to his days when he lived in
Toronto, where he’s originally from. He
ran a small retail store there and enjoyed
working for himself. When he moved to
San Jose to start with 1-800-GOT-JUNK?
and experienced the company’s corporate
culture, he knew he eventually wanted
to get his own franchise. And, when he
found a willing business partner in Gold,
everything was set and as early as 2008,
Rosyski was looking for a franchise
opportunity that he could succeed with.
The two transitioned easily into WOW 1
DAY PAINTING owners, as they already
knew exactly what territory they wanted
to be in and already had contacts set up
thanks to their time spent with 1-800-
GOT-JUNK?. In fact, their office is located
in the same building that holds two 1-800-
GOT-JUNK? franchises and two You
Move Me franchises, which is also part of
the same family of companies.
“The site selection was easy,” Rosyski said
during a recent interview from his San
Jose office. “We had our territory carved
out based on existing 1-800-GOT-JUNK?
territory. We knew we wanted to be in
Santa Clara County.”
And while the two business partners had a
bit of a head start thanks to their time with
the parent company, the franchise does its

WOW 1 DAY PAINTIN G
best to ensure starting up is easy for all of
its franchisees, Rosyski said, by mapping
everything out and giving new franchisees
a timetable to follow for what they need to
get done.
“It’s a really simple process to follow,” he
explained.
The two flew out to Vancouver for a
week’s worth of training in everything
from paint job estimating to marketing
operations and using the company’s one
web system. When they came home,
they were left with practice material for
estimating. Plus, shortly after they opened,
they also had in-field training.
Being open for over two years now,
Rosyski has the system down and doesn’t
so much need the technical training, but
it’s always available to him, he noted.
At the moment, he’s concentrating on
growing the business, increasing his
marketing efforts and deciding where
to invest money in the business. The
company is helping him and Gold work
more efficiently, plan an effective budget
and forecast their needs for the coming
Franchising USA
“Being open for over two years now, Rosyski
has the system down and doesn’t so much
need the technical training, but it’s always
available to him.”
year. Rosyski currently has bi-weekly calls
with their director of field operations to
make sure they’re hitting goals and staying
on track with the business.
As with all startups, getting their WOW
1 DAY PAINTING franchise going was
a lot of hard work, but things have settled
into a groove now and Rosyski’s work/life
balance is tipping back toward more life
and less work.
“We’re at the point now where we’ve got a
really smooth system,” he said.
Right now the franchise has eight employees
on staff and hiring the right staff is one of
the two big things that Rosyski said is part of
running a successful franchise.
The other big thing is to set a healthy
marketing budget to get those phones
ringing, he noted.
For someone like Rosyski who is dedicated
to giving customers a top-notch experience,
WOW 1 DAY PAINTING was an obvious
choice, as he already fit right in with the
corporate culture of the company.
www.wow1day.com

It Pays to Know Your
Franchise Agreement
Franchising USA
exper t advice
Scott M. Ratchick & Scott A. Augustine, Attorneys, Chamberlain Hrdlicka
When starting a
franchised business, you
are no doubt ready to
invest personal capital
and sweat equity on the
road to success, but you
also likely have faith in
yourself and your new
franchisor, or “business
partner.”
While focusing on the nuts and bolts of
the products or services your business
will offer, also pay close attention to the
franchise agreement to ensure a smoother
“Give careful thought to your longer term business
plan and then negotiate for the maximum
purchase price or profit multiple.”
ride and harmonious relationship with
your franchisor.
Here are five critical legal issues for
franchisees to consider when negotiating
the terms of a new or renewed franchise
agreement. A franchisor’s willingness to
negotiate varies, but be sure to keep a close
eye on these issues.
Defined Terms Related to
Royalties and Other Fees
These terms can be vague or overly broad,
leaving an opening for the franchisor to
charge additional fees in the future – fees
not contemplated when the agreement
was executed. This is particularly relevant
when franchise business models and
sources of revenue mature and change over
time.
Royalties and other fees should be tied
to certain revenue sources, which are, if
possible, narrowly defined. For example,
royalty payments and other fees are often
based on a percentage of overall sales.
Clearly define “net sales” or “gross sales,”
and understand what sources of revenue
are included in – or excluded from –
“sales.”
Pay close attention to the Franchise
Disclosure Document and whether other
franchisees pay different royalties or
other fees. Try to determine whether
your proposed agreement contains
the same terms as other franchisees.
Some franchisors negotiate to attract or
retain certain franchisees, which can
be beneficial for the franchisees who
successfully negotiate, but a problem for
those who don’t and are forced to bear the
burden of the franchisor trying to recoup
what was negotiated away.
Personal Guarantees
Does the franchise agreement require a
personal guarantee from the franchisee’s
principal, and if so, for what debts and
liabilities? Establishing a corporate
structure like a corporation or a limited
liability company to operate a franchise

Franchising USA
exper t advice
Scott M. Ratchick Scott A. Augustine
will not shield you from personal
liability if you sign a personal guarantee.
Importantly, you can remain personally
liable under a guarantee long after you sell
or quit the business.
Your ability to negotiate the application
and scope of a personal guarantee may
differ depending on whether you are a
single-unit or a multi-unit franchisee.
Consider asking the franchisor to limit the
duration of personal guarantees so they
expire after a number of years of ongoing
operation in good standing.
Also, if you are a multi-unit franchisee,
consider asking the franchisor to waive or
release personal guarantees based on the
strength of your company’s balance sheet.
Integration or Merger Clauses
Get everything in writing and be leery
when the franchisor says, “Don’t worry
about...” or “We can deal with that later.”
Most franchise agreements include
provisions stating that only the written
terms of the agreement will be binding,
and that nothing previously discussed or
promised will be enforced unless expressly
contained in the franchise agreement.
To protect yourself in the event of a later
dispute, take notes immediately after
conversations you have with the franchisor
during “Discovery Day,” or in meetings
and phone calls leading up to signing the
franchise agreement, and communicate
your understanding of the agreed upon
terms in writing to the franchisor. Your
written communications and notes of
conversations with the franchisor can have
a significant impact if a dispute arises with
regard to the meaning or application of a
term in the franchise agreement.
Rights of First Refusal and
Other Conditions for Sale or
Assignment
You may be required to offer to sell your
franchise to the franchisor before you
can freely sell it to someone else. This
“Get everything in writing and be leery when the
franchisor says, “Don’t worry about...” or “We can
deal with that later.”
obligation may make your business less
appealing to a third-party buyer and less
valuable. For example, a third-party buyer
may have to wait for the franchisor’s right
of first refusal period to expire, or execute
a new franchise agreement that includes
less favorable terms than your franchise
agreement.
Consider negotiating the unrestricted right
to sell to another existing franchisee, or
to a member of your existing ownership
group, or to a family member. Maintaining
maximum flexibility is key.
Franchisor’s Right to Purchase
Your franchise agreement may allow the
franchisor to purchase your franchise at
a time in the future for some stated price,
or based upon a multiple of your profits
or another formula. Therefore, you may
succeed in building a great business only
to be faced with having to “give it away” to
your franchisor for less than it’s worth.
Give careful thought to your longer term
business plan and then negotiate for
the maximum purchase price or profit
multiple, as well as a long period of
time before the right to purchase can be
exercised.
It is important to pay attention to these
issues on the front end of the franchise
relationship to help ensure success
down the road. There is no need to go it
alone: consult with legal and financial
professionals who have experience with
these issues and franchise relationships.
Scott M. Ratchick and Scott A.
Augustine are attorneys with
Chamberlain, Hrdlicka, White,
Williams & Aughtry. Ratchick is a
commercial trial attorney and represents
franchisees in disputes with franchisors,
landlords and employees. Augustine
is a business attorney and represents
franchisees in franchise agreements,
purchase agreements, finance
agreements and real estate matters.
They may be reached at
(404) 659-1410 or by email at
scott.ratchick@chamberlainlaw.com and
scott.augustine@chamberlainlaw.com.
www.chamberlainlaw.com

Dental Fix RX
Franchising USA
Dental Fix RX is that business opportunity
with a fast growing franchise model and
a different approach to dental equipment
repair and service. While most dentists
have to wait weeks or even months to get
their tools repaired by other specialists,
Dental Fix offers immediate, same day
service by repairing equipment onsite from
their state-of-the-art mobile repair vans.
“Our Dental Fix owners live in or near
their territory so they can get to a dentist
office within 48 minutes instead of 48
hours,” said Scott Mortier, vice president
of business development for Dental
Fix. “Our turnaround time is one of the
main factors that separate us from the
competition and we don’t charge hidden
fees to customers. Our competitors often
charge for estimates, loaner equipment,
and fuel or destination charges while at
Dental Fix, our philosophy focuses on
providing customers the best service
available without additional fees.”
While the competition generates revenue
from dental equipment sales, Dental
Fix’s revenue comes from repair. The
company’s focus is on fixing immediate
problems and creating relationships with
local dentists. When equipment breaks, a
dentist is often placed in a time of urgent
need with patients in their waiting room
and no way to continue work. Dental Fix
services remedy this problem by offering
loaner tools to help the dentist maintain
productivity at the same time their
equipment is being repaired onsite.
With roughly 170,000 dental and dental
specialist jobs in the U.S., the need for
dental repair is constant and continues
to grow. Dental jobs are projected to
Focus by Gina Gill
Dental Fix RX
The Faster Fix
Every so often, a business opportunity is presented
that offers a completely unique concept that puts its
franchisees and customers as the first priority.

Franchising USA
focus by Gina Gill
grow nine percent by 2016 and as the
industry continues to expand, so do the
new technologies that allow dentists to
maintain and improve their work flow.
With Dental Fix’s commitment to
customer service and providing
immediate, onsite service, it’s evident
that the Dental Fix brand is strong. Many
entrepreneurs are taking advantage
of Dental Fix’s unique franchise
opportunities.
Established in 2009, Dental Fix has more
than 150 franchise locations throughout
North America. The unique business
model is designed around the success
of franchisees, as Dental Fix provides a
dedicated account management team to
offer each franchise owner everything they
need to make their business successful.
From marketing and sales support to
year-round repair training, Dental Fix is
focused on making their franchisees a
success.
“We often sell out of franchise territories,”
said Mortier. “Dental Fix guarantees
franchise owners a minimum of 40
customers in their first year of business,
or we’ll refund the entire franchise fee. To
support a franchisee, we handle all of their
marketing. We call, direct mail, email, and
fax dentist monthly in every market of the
country on behalf of our franchise owners
as. We also set up their appointments and
coordinate the related schedules.”
Dental Fix provides an extensive 42-
day training program with three weeks
in a classroom setting at Dental Fix’s
headquarters in Fort Lauderdale, Florida.
“There is only one other organization
that teaches dental repair in a classroom
setting and that is the military,” said
Mortier. “Our director of training, Matt
Lau, has taken his experience of teaching
in the military for nearly 20 years, and
has designed a comprehensive program
that includes classroom and on-the-road
“With Dental Fix’s commitment to customer
service and providing immediate, onsite service,
it’s evident that the Dental Fix brand is strong.”
training with the vans as well.”
Dental Fix’s training facility allows
franchisees to gain experience in the field
before serving customers. The program
allows operators to have an extensive
understanding of their position as well as
the opportunity to obtain the technical
skills necessary to repair equipment,
sharpen tools and rebuild headpieces.
Once a franchisee is operational, they have
an account management team to assist
them with any issues they may encounter
throughout the day. Each account
management team routes calls from dental
offices, contacts dentists to offer services,
supports grand opening procedures, and
collects invoices. Dental Fix also provides
technical support and ongoing training as
well as weekly webinars.
Those considering Dental Fix as a
business opportunity do not have
to possess any previous training or
experience but should be comfortable in a
sales environment.
“We strive to find candidates that have
a solid customer service, sales and
marketing background,” said Mortier. “We
currently have 111 territories in operation,
and 167 franchises sold with 55 of them
launching in the next six months. Dental
Fix franchises are located coast to coast,
in Canada and master development rights
were just sold in Mexico.”
“For the past year and half, we have
averaged one franchise sale a week,”
continued Mortier. “We are growing very
quickly and there is only a limited number
of territories available. In North America,
there are roughly 700 existing territories
and when they are gone, they are gone.
We are excited about our quick expansion,
as we work closer toward our overall target
of dominating the North American dental
service industry.”
www.dentalfixrx.com

Christopher Conner, President, Franchise Marketing Systems
The Future of
Franchising USA
Franchising
exper t advice
The franchise business
today has been positively
affected by the weak
job market combined
with a slowly loosening
funding market. With
fewer opportunities for
high-income jobs, more
people are turning to
franchising as a means to
generate the income they
are accustomed to.
MBA’s deeply experienced in their trade
and talented professionals are buying
franchises at a rapid pace in today’s
market. Financing and funding options
were limited from 2009-2012, but have
been increasingly less difficult to obtain
over the past six quarters. All in all, the
franchise market has experienced growth
of over 4.8 percent per year since 2011
which is exceptional. This of course is
fueled by a rebounding economy and a

Christopher Conner
Franchising USA
market place that was decimated in 2009.
So where does this take us in the franchise
market tomorrow?
Franchising will continue to expand
as we see it. Even in a not-so-small
business friendly political environment,
the need for small business growth has
become apparent. Franchising is one
of the vehicles that effectively support
small business growth in any economy
by leading the way to new-found
entrepreneurs and business owners. This
in turn creates jobs, opportunity and
ultimately positive stimulation for our
overall economy.
According to the Franchise Business
Outlook reports, findings have consistently
shown that the franchise industry has
emerged from the recession stronger
than others, creating jobs at a faster rate
than the economy as a whole. In fact,
the 2014 June Update of the Franchise
Business Outlook shows an industry that
is expanding faster than the rest of the
economy.
Some quick numbers from the report
which are extremely relevant to these
statements include:
• Over 200,000 new jobs were created by
franchising in the U.S. in 2014 alone
• The number of franchised businesses
grew in 2014 by 1.7 percent in the U.S.
outpacing overall economic growth
The food service segment of franchising
has seen the single largest resurgence since
2009. The segment was almost dormant
after the economic collapse and in 2012
emerged as one of the fastest industry
segments to recover. This trend will
continue to follow the overall economy
health and growth or downturns as
restaurants and food service businesses
tend to be sensitive to overall economic
trends.
We see an enormous opportunity in the
technology space for franchise growth.
Recent industry segments which have
exhibited strong growth trends include:
Mobile Technology Repair and Service
concepts, Computer Repair models, SEO
and Internet Marketing Service models
and other technology related businesses.
This growth has been in both retail models
and in work from home type franchise
businesses. Because of the overwhelming
increase in demand for technology and
reliance on IT in both our personal and
business lives, we see this trend continuing
to expand for the foreseeable future.
Our work in the franchise market has
us working closely with a wide array of
service businesses which offer services
ranging from construction, flooring,
restoration, cleaning and other trades.
The lower initial investment and higher
margins in these businesses have been
attractive to, surprisingly, people with little
to no experience in the field. Many times
it is a “white collar” professional who
just wants to get out of an office and do
something with their hands who ends up in
these fields.
Loosening of the financial markets has
supported growth in the franchise markets
allowing for more entrepreneurs to get
started in a business. More programs
have been put in place and implemented
to encourage small business growth
including programs for Veterans, Women
Owned Businesses and Minority Owned
Businesses. Banks and lenders have
been given strong incentives to loan to
small businesses and help capitalize the
exper t advice
“Overall, we are extremely optimistic for growth
in the franchise market segment with continued
potential for growth over the next three to five
years as the economy continues to improve.”
economy’s “come back”. Franchises
are typically looked at as a safer bet for
lending institutions which mean that
franchisees have a better opportunity to
get the money they need to start a new
business.
Overall, we are extremely optimistic for
growth in the franchise market segment
with continued potential for growth over
the next three to five years as the economy
continues to improve along with the push
for small business growth in the U.S. and
around the world.
Christopher Conner has spent the last
decade in the franchise industry working
with several hundred different franchise
systems in management, franchise
sales and franchise development work.
His experience ranges across all fields
of franchise expertise with a focus in
franchise marketing and franchise sales
but includes work in franchise strategic
planning, franchise research and
franchise operations consulting.
Christopher has worked with multiple
International franchise and licensed
organizations throughout the United
States, Middle East, India and Europe.
He has an MBA in Finance and
Marketing from DePaul University in
Chicago and a Bachelor’s Degree from
Miami of Ohio.
www.franchisemarketingsystems.com

food franchising Franchising USA
Feature
Feature
food franchising
When you say the word
‘franchise,’ people likely
picture a restaurant, as
fast food places have
been franchising at a
furious pace since the
1950s. But, it’s not just
fast food restaurants
anymore.
All types of eateries have begun
franchising. In fact, when you look at the
available restaurants for franchising, you
can choose from dozens of different types
of food from the classic burger-and-fries
joints to candy, smoothies, ice cream,
health-food and everything in between.
Among franchises, food reigns supreme.
The International Franchise Association
(IFA) 2012 Franchise Opportunities Guide
shows that about one-third of all franchise
establishments are somehow food related.
This includes fast food, retail food and full
service restaurants. The report goes on to
say that the restaurant industry generates
an estimated $632 billion annually with
typical industry sales of about $1.7 billion
on a daily basis. It employs approximately
12.9 million employees and is expected
to add another 1.4 million positions in the
next decade.
Independent, standalone restaurants are
notoriously difficult to make successful.
During a recession, restaurants,
particularly full service ones are “the first
to feel the pinch and the last to feel the
recovery,” according to Nima Samadi,
senior analyst at market research firm
IBISWorld. So, having the backing of a
successful brand name and franchising
system can be extremely helpful.
Fast Food
The businesses that made franchising
what it is today - these ubiquitous
establishments - are familiar to most
people. They are centered on getting you
your food as quickly as possible with up-front
payment and no wait staff or table
service.
A 2012 Franchise Business Review report
said over 4,000 franchisees from 84
different fast food brands experienced
increasing profitability. The survey also
said sandwich franchises were on the rise
“You can choose from dozens of different types
of food from the classic burger-and-fries joints to
candy, smoothies, ice cream, health-food and
everything in between.”

food franchising
Franchising USA
while pizza franchises saw a drop from
2011 to 2012.
The rise in sandwich shop concepts is
likely due to people’s increasing demand
for healthier alternatives. The fast pace
of most people’s lives has ensured that
fast food franchises remain viable, but
the demand for healthier food means
franchises that offer healthy alternatives
have an advantage in this industry. Even
franchises that have not been traditionally
known for being health conscious have
overhauled their menus to get healthier
alternatives onto them.
Seeing as how these franchises are mostly
about convenience, there are many more
locations open to franchisees than for
full-service restaurant franchisees. Malls,
airports, gas stations, campuses and other
places like these are all open to the fast
food franchisee provided it gets approval
by the franchisor. Many franchises now
have multiple formats for franchisees,
often having an “express” type format for
these types of locations.
Companies that own more than one
fast food franchise often pair them
together now to give customers a choice
of foods or they will pair foods that
are complementary to each other like a
sandwich shop and ice cream shop so
customers can enjoy both places when they
visit.
Full Service
Full service restaurants are the kind where
people come in and sit down to eat and
pay after they’re done. They often have a
hostess and have wait staff and can range
from casual to fine dining.
When it comes to food franchises,
full service restaurants require the
largest investment, both financially and
personally. Even though you have the
backing of a recognized brand, you’ll still
be running a restaurant, which can be
incredibly difficult work.
Aside from the food itself, obviously,
location is perhaps the most important
thing to consider. Even if the food is
amazing a restaurant that is in a poor
location can suffer, particularly if the
demographics in the area cannot generate
enough business to sustain it. Seeing as
how food franchises are the most popular
franchises available, there is a lot of
competition out there so you will have to
choose your location wisely to make sure
you’ll be able to get your fair share of the
available customers.
Coffee
Do Americans like their coffee? Well …
• Greater than 80 percent of Americans
drink coffee.
• 52 percent drink it every morning.
• Coffee drinkers will spend nearly 45
hours each year in line waiting for
coffee to go.
• The average coffee drinker will spend
an estimated $165 per year on it.
These eye-opening numbers come from
National Geographic and show just how
much the bitter, black brew has inundated
our lives. And, we’re going to continue
drinking it more and more, at least
according to the 2012 National Coffee
Drinking Trends study published by the
National Coffee Association of USA. That
report showed among respondents aged
18-24, daily consumption of coffee jumped
to 50 percent from 40 percent in 2011. For
25 to 39 year olds, the increase was to 63
percent in 2012 from 54 percent in the
previous year.
Obviously, coffee is just one beverage a
coffee shop sells. They usually have some
simple food items and a bevy of other
beverage choices for customers. And
one other thing they have in abundance
is competition, because it’s not just
competition from other coffee shops they
face, but competition from every other
place that sells coffee … and almost every
other place sells coffee.
Of course, not every other place sells
specialty coffee, which is really the bread
and butter of most coffee shops. Although
it seems like there can’t possibly be
anywhere left that doesn’t have at least one
coffee shop on every block, the fact that
people keep drinking more and more of it
means they’ll continue to need places to
buy it from.
Pizza
Pizza franchises can either be sit down
full service restaurants, limited service

Feature
restaurants where people place an order
and then collect it to go or take and bake
style restaurants where people order the
pizza in the store and then take it home to
bake themselves.
The name of the game for a lot of pizza
places is setting themselves apart with
untraditional toppings and crusts. While a
lot of people still like classic toppings like
pepperoni, ham, sausage, onions, peppers
or mushrooms, pizza places continue to
introduce unique toppings and various
kinds of crust — stuffed and non-stuffed
— to cater to people’s desire to try new
things. In fact, food industry research
firm Technomic said in a report on the
pizza industry that artisan pizza (think
craft beer, but for pizzas) are growing in
popularity and chicken made in its various
flavors, has overtaken the classic pepperoni
as Americans’ favorite pizza topping.
More pizza franchises are also starting to
add other items aside from just the usual
pizza and breadsticks to their menus.
Salads, pasta dishes and chicken dishes are
starting to pop up where once only pizza
could be found. This can be attributed to
franchises trying to entice more people,
but also the general trend toward healthier
eating that has swept across the entire
food industry. A National Restaurant
Association (NRA) survey from 2011 said
seven out of ten consumers polled said
they are trying to eat healthier when eating
out now compared to a few years ago.
Franchising USA
the temperature starts dropping outside,
people tend not to feel like a cold treat,
although it’s still possible to keep a
franchise open and running all year even
in cold weather climates.
The Rest
Not all food franchises are restaurants.
Bakeries, convenience stores, food gifting
services, juice and smoothie franchises
and vending machine franchises also fall
under the food franchising umbrella.
As with any other type of franchising,
research is the most important thing to
do when deciding what type of franchise
would do well in your area. It’s what your
area doesn’t have that will likely do best,
providing it has the demographics to
sustain a profitable business. Franchisors
will help with research to decide if your
area is a place they can be successful.
Seeing as how food is one of the things
people literally cannot live without, it
seems like a fairly safe bet when deciding
on a franchise. Providing you can find a
niche to fill in your area, a food franchise
can help you satisfy your hunger to own
your own business.
About the author: A former
journalist, Rob Swystun, has been
writing professionally since 2006 and
now concentrates on freelance writing.
He lives in Winnipeg and is currently an
Athabasca University student studying
for a BA in Communications.
Look out for our
next special feature:
Retail Franchising
food franchising
“Younger generations are all about finding
their individual identities and brands that make
consumers feel empowered and celebrated will
gain their loyalty.”
Ice Cream and Frozen Yogurt
These dessert franchises often sell
items like smoothies and milkshakes
besides their main offerings from kiosks
and stores in strip malls to ice cream
truck franchises. Although it may seem
counterintuitive, items like ice cream and
frozen yogurt don’t see a dramatic drop
during tough economic times, according
to IBISWorld. It turns out that people like
these comforting treats when times are
tough.
“Despite low disposable income and
consumer sentiment, consumers indulge
in inexpensive luxuries like frozen yogurt
and other comfort foods during gloomy
times,” the research firm said in a report
on the industry.
In keeping up with the general shift to
more healthy menu items, the ice cream
and frozen yogurt industry has shifted
right along, now offering low fat, fat free
and sugar free varieties.
Another shift has been the move toward
dessert customization. It’s not enough
now to offer just nuts or sprinkles. People
want to be able to choose from a whole
variety of toppings and base flavors. Do-it-
yourself places like Menchies are also
gaining popularity, as they allow people
to have complete control over their dessert
creation. This is especially important for
younger people.
“Younger generations are all about finding
their individual identities and brands that
make consumers feel empowered and
celebrated will gain their loyalty,” says
Kerri Smith of global marketing agency
iProspect.
One thing franchisees who live in colder
climates will have to keep in mind is the
fact that ice cream and frozen yogurt
sales tend to be seasonal in nature. Once

Franchising USA
exper t advice
“Is Franchising For You?”
Can You Come Up with
an Amazing Idea?
Most people can’t come up with a good
business idea, let alone know how to build a
prototype and successfully open the doors to
paying customers.
Most people are going to trip up over
where to locate the business, or how to
negotiate with suppliers, or how to market
and advertise the business, or how to
charge for products or services, or how to
keep customers coming back time after
time, or all of that and more.
In other words, most people who start a
business are going to fail, and they do.
Every year would-be business owners lose
billions of dollars in America alone, all
because they didn’t know what successful
franchisors know.
The Secret is in the System
You’ll notice that I said “successful
franchisors” because not everyone who
becomes a franchisor succeeds. But
successful franchisors, those who invest
the time and the money–especially the
money–to build profitable and satisfying
businesses also develop a series of systems
that they can transfer and teach to other
people: franchisees.
Everything that successful franchisors
know becomes part of a system. And it’s
the system that franchisees rely on to
replicate the franchisor’s success.
How does McDonald’s eliminate the
guesswork about where to open a
new unit? That knowledge is part of
McDonald’s site selection system.
How does a McDonald’s franchisee know
how many hamburger rolls to purchase on
any given day, and how many people will
be needed to operate the business during
an eight-hour shift? The answers are part
of McDonald’s operating system.
In fact, you can’t ask a question that

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Franchising USA
Dr. John P. Hayes
“Every year would-be business owners lose
billions of dollars in America alone, all because
they didn’t know what successful franchisors
know.”
McDonald’s, the franchisor, can’t answer
about how to operate a successful
McDonald’s restaurant.
And now, just imagine, McDonald’s is
willing to share all of its knowledge with
you, or any qualified prospect, to become a
franchisee anywhere in the world. Tell me
that’s not amazing!
You Can Minimize the Risk
What’s more amazing, and this is what I
thought about the first time a franchisor
explained franchising to me, is that I do
not have to come up with a good business
idea, go into debt to develop the idea in the
hopes that it would become a profitable
and satisfying business, and then fail. I
don’t have to take that risk because there
are at least 3,000 different franchise
opportunities in North America alone.
It’s easier to find a business concept
that I like, and then pay the franchisor
to teach me how to operate the business
successfully in a new location. Or, I can
buy an existing franchise business and
bypass the more treacherous start-up
years.
I didn’t come from a business-minded
family, so I knew very little about how
to develop and operate a business. And
yet, I wanted to own a business because
I knew that working for someone else
wasn’t going to fulfill my expectations. I
was never going to make enough money
working for someone else, and I’m not a
9-to-5 type of employee.
But until I learned about franchising, I
didn’t think I could ever own a business.
I’ve since owned several franchises,
I’ve been the CEO of a major franchisor
organization, and I’ve devoted a career
to advising franchisors and franchisees,
writing about franchising, and teaching
people how to take advantage of this
amazing concept.
Franchising is an Equalizer
Through the years I’ve become acquainted
with countless people internationally
who told me they didn’t think they had a
chance to own a business because of their
circumstances. Some of these people had
great ideas for new businesses, but most
of them did not have the money to start
a business, and many of them did not
have a formal education–in fact, several
never graduated from high school. No one
claimed to know how to build a business.
But once these people discovered
franchising most of their doubts and
limitations disappeared over time, and
they built profitable and satisfying
businesses, and in some cases, financial
empires.
It’s important to know, as successful
franchisors and franchisees will tell you,
that while franchising levels the playing
field so that most everyone can succeed
in business, it doesn’t suddenly make
everything all right. It makes everything
possible, at least in terms of developing a
successful business, but it doesn’t remove
all the risks or limitations, and it surely
doesn’t do the work for you.
Many people are fond of saying that
franchising is “turnkey,” and unfortunately
that leads some people to believe that all
they have to do is get the key, turn it, and
voila!, success. But it’s not that amazing!
Franchising isn’t a miraculous solution.
I don’t know any lazy or uninformed
people who have succeeded in franchising.
Conversely, of the successful franchisors
and franchisees I know, none is a genius.
Most are simply hard working, curious,
ambitious people. Some earned college
degrees; others did not. Some had family
money; most did not. Many struggled
before they succeeded, and some failed
and started again, but none gave up.
Other than franchising as a common bond,
successful franchisors and franchisees also
share the ability to be led.
Obviously franchisees need to learn how
to be successful in business–that’s the
purpose of the franchisor’s system–but
franchisors are not infinitely wise; the
best of them recognize that they need
to be taught and guided, too, and they
invest time and money in their continuing
educations. Anyone who isn’t willing to
be led to greater accomplishments isn’t cut
out for franchising, as amazing as it may
be.
Now that you’ve heard all this, you only
have to ask one question:
“Is franchising for you?”
Dr. John P. Hayes is a regular keynote
speaker on the “As to Zs of Franchising”
for the International Franchise Expo,
author of Start Small, Finish Big with
Fred DeLuca, and a franchise industry
expert to media outlets across the
country.
[This article is an excerpt from 12
Amazing Franchise Opportunities for
2015, a new book by Dr. John P. Hayes
to be published by BizComPress in
November.]
To reserve your free copy visit:
www.amazingfranchises.com/
Franchising_USA
exper t advice

Franchising USA
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Veterans in Franchising
Franchising USA
feature
november 2014
PIRTEK
The Perfect Fit
www.franchisingusamagazine.com
Game Over?
Not for this
Marine Corps Vet
Tutor Doctor
To Assist Veterans

You served your country proudly.
Now its time to build a future for you and your family.
Make Your Next Career… A Business Of Your Own!
© ASUKA Inc. 2014
To work independently
To set your own work schedule
To work at something you enjoy
To control your own salary
Take Advantage of Our
Free Expert Help
Today! Veterans make great franchise
owners! Your military training has
taught you many things that transfer
well into the world of franchising.
“BUILDING AMERICA WITH AMERICAN HEROES”
Take Control Of
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© ASUKA Inc. 2014
Free Expert Help
Take Control Of
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Veterans in Franchising Supplement
Franchising USA
Contents
november 2 0 1 4
Our Veterans in Franchising special supplement has become
a regular feature of Franchising USA.
To share your story in the next issue, please contact
Vikki Bradbury, Publisher
Phone: 778 426 2446
Email: vikki@cgbpublishing.com
Franchisee in Action
40 Teen Road to Safety
News & Expert Advice
44 Franchises Offer a World of Opportunities
Tariq Farid, Edible Arrangements
50 Will Crowdfunding Help Make Acquisition of
Franchise Opportunities Easier?
Jim Mingey, Veterans Business Services
54 Veteran News
VetFran: A Growing Network
Cover Story
38 PIRTEK. The Perfect Fit
Profiles
42 Furniture Medic
48 Tutor Doctor
Focus
46 Money Mailer
52 GameTruck

Cover Stor y - Pirtek
One of the marks of a
good leader is that he’s
not only good at what he
does, but makes others
around him better at what
they do.
It’s this type of leadership that earned
Jim Lager, owner of multiple PIRTEK
locations in Dallas, the Multi-Unit
Franchisee Magazine 2014 Most Valuable
Performer Veteran Award.
After buying his first PIRTEK franchise in
2010, Lager turned some heads by having
the highest first and second year sales of
any United States PIRTEK franchise in its
history.
PIRTEK is a business to business
franchise that services, maintains, installs
and replaces hydraulic hoses and fittings.
All PIRTEK franchises consist of a
storefront, and a fleet of vans to perform
on-site service.
Because of his meteoric rise within
PIRTEK, Lager joined the company’s
franchise advisory council and
immediately started contributing valuable
ideas.
Lager then found himself giving
motivational speeches at the owner’s
conference to tell them how he was doing
so well, which prompted vice-president of
franchise development Gwyn O’Kane to
approach Lager about working with some
of the company’s franchises on the west
coast, which were having a difficult time
recovering from the recession.
Happy to help out his fellow franchisees,
Lager headed to the west coast and spent
a week in San Francisco before he and the
company decided that he should develop
Franchising USA
his own program and take it to the various
other PIRTEK west coast franchises to
help them get their sales up.
Some of those stores, like the PIRTEK in
Kent, WA, went from being in the bottom
10 percent to being in the top 30 percent in
the country under Lager’s tutelage.
“I took them from losing cash to making
cash and now they’re actually growing to
be a profitable business,” Lager said during
a recent interview from his own office in
Dallas.
The program he developed was hardly
rocket science, though, the veteran said.
He merely took his experience from his
time at Snap-On Tools and combined it
with obvious sales techniques that focused
on the customer relations experience.
But, sometimes, he pointed out, it’s the
obvious techniques that people can miss
the easiest. He actually went out with sales
managers on customer calls and gave them
direction on how to reach out to customers,
what to say and how to keep track of what
they were doing and he made it all simple
enough that they could easily adopt it.
O’Kane said Lager really deserves the
Veteran’s Award for franchising because
he truly understands the importance of
the franchising system and that it’s not
just about the individual franchisees being
successful, but about everyone within
the system and the system itself being
successful.
Snap On Experience
Lager had perhaps the perfect background
for putting together the program that he
did with PIRTEK. Prior to purchasing his
PIRTEK franchise, he spent time with
Snap On Tools as both a franchisee and an
employee of the company as a field sales
manager, meaning he had 12 different
routes he was responsible for with training
and helping franchisees grow their
businesses.
Lager credits Snap On with giving him
a great opportunity. He exited the army
reserves young and with no money, as
he recalled. But, Snap On gave him a
chance and within nine months of joining
the company as an employee, he was a
franchisee.
He was with Snap On for several years,
running a franchise and then moving
into his field sales manager position.
Eventually, he left and opened his own
independent business, but he sold that
and went back to Snap On as a franchisee
again, this time growing his business up to
five franchises.
And then he found PIRTEK.
“That’s what really changed my life and
it’s an opportunity that I was really able to
grow with and do what I wanted to do with
a franchise,” Lager said.
He currently owns two PIRTEK franchises
and is working on opening his third one
by the end of this year. What Lager likes
about PIRTEK is that you can build a
team around you to help run the business,
meaning it’s not just a one-person show.
Plus, it’s also a lucrative business.
“You can make a really good living with
just one franchise in this business,” he
noted.
Military Service
For Lager, having a team that he can rely
on harkens back to his military days. In
the military, he said, you have to work in
teams and you don’t get to choose your
teammates, but you are expected to make
it work regardless.
“You have to work as a team and your
environment isn’t always ideal, but you
PIRTEK
The Perfect Fit

Franchising USA
still have to make it work at the end of the
day,” he said.
It’s this ability to make the best of any
situation regardless of the team you’re
surrounded by that Lager said he brings
over to his franchising business from his
military days. He joined the U.S. Army
air defense in 1985 and was stationed in
Germany for two years before joining the
Army Reserves in Minnesota. He left the
reserves in 1991 and joined Snap On.
Veteran Savvy
Veterans are a natural fit into a franchising
system, PIRTEK’s O’Kane said.
In the U.S., PIRTEK has about 10 owners
who are veterans that come from the Navy,
Army and Marines.
“We find veterans are excellent because
they make great franchise entrepreneurs
because they’ve got that entrepreneurial
spirit and they’ve got that willingness to
follow a program,” O’Kane said during an
interview from the company’s Rockledge
headquarters.
With their U.S. headquarters stationed
in Rockledge, FL., PIRTEK now has 48
locations and another two set to open
in the U.S. by the end of the year. The
company started in Sydney, NSW in
Australia back in 1980 and is currently
active in 23 countries with about 400
locations worldwide.
PIRTEK is part of the VetFran Directory
program, run by the International
Franchise Association, and the company
offers discounts off of its franchise fee for
veterans, O’Kane said.
As for advice for veterans who are
transitioning out of the military and into
civilian life and are looking at franchising,
Lager said it’s important to do research
and pick the right franchise for themselves
because there are a lot to choose from
and they might not be a good fit for all
of them. But, he added, with so many
franchises to choose from, any veteran
should be able to find one that is a good fit
for them.
www.pirtekusa.com
Article by Rob Swystun.
Jim Lager

Teen Road to Safety
From Employee
to Franchise
Owner
Franchising USA
“I purchased the franchise because of the
business model of using retired law enforcement
officers as instructors and the professionalism of
Often with franchises, an
employee who works for
the business will enjoy it
so much that they want
to get involved as an
owner.
That’s exactly what happened with Dan
Mulrenin, a former instructor with driving
academy Teen Road to Safety, who is the
company’s first franchisee.
Mulrenin, who served with the U.S.
Marine Corps from 1975-79 (honorably
discharged as a sergeant) and then as a Los
Angeles Police officer from 1980-2008
the way we teach.”
(retired as a lieutenant) purchased his Teen
Road to Safety franchise in May 2011.
Prior to purchasing his franchise,
Mulrenin was an instructor at the driving
academy. He respected the fact that
Teen Road to Safety president Andrew
Wunderlich was dedicated to teaching safe
driving.
“I purchased the franchise because of
the business model of using retired law
enforcement officers as instructors and the
professionalism of the way we teach,” the
franchisee said in a recent interview.
Although focusing on teenagers, the
company teaches all people who are old
enough to drive using the same training
Dan Mulrenin

Franchising USA
methods that police officers receive for
their own driver training.
Captain of his own ship
After serving in the military and then on
a police force and finally as an employee
in a business, Mulrenin wanted to know
what it was like to be his own boss, so he
jumped at the chance to go from instructor
to franchisee.
Being involved with the business already
meant that it was extremely easy for him
to transition into being an owner. Mulrenin
said Wunderlich was helpful in showing
him the management side and the on-going
support that TRTS provides continues to
be an important resource for him.
Like most franchisees, Mulrenin found
that getting the business started was a
lot of work, but his work/life balance
is getting better now. He doesn’t do
as much instructing anymore, instead
leaving that to his top notch team while
he concentrates on the marketing of the
business. Learning this side of the business
is something that prospective franchisees
need to be prepared for he says, however
having the support of a great system
behind you really makes the difference.
“It is challenging, fun and you have to
be very dedicated,” Mulrenin said. “The
rewards of being your own boss are very
gratifying.”
However, even more gratifying for
Mulrenin is the fact that Teen Road to
Safety can have such a positive impact
on people’s lives through the company’s
dedication to teaching teens and adults to
drive safely.
www.teenroadtosafety.com

Furni ture Medic
When Ron Pierce
retired from the U.S. Air
Force after 20 years
as a Cardiopulmonary
Technician, he was
interested in maintaining
that sense of fulfillment
and joy in a new vocation.
He found it as a Furniture
Medic franchise owner.
Transitioning from repairing hearts and
lungs to repairing furniture may not seem
like a natural next step, but Pierce says
his new career lets him use his problem-solving
and free-thinking skills to help
other people find new life in objects they
value and cherish.
Franchising USA
“I have always been one to reap what
I sow,” Pierce said. “Being fully
responsible for my results brings a sense
of accomplishment that you can’t get
anywhere else.”
And Pierce knows about rewarding work.
Not only did he work stateside as a medic
in the cardiac cath lab and manager of a
sleep disorders clinic for the Air Force,
he had two deployments as a member of a
critical care trauma team. His deployments
supported Operations Northern Watch and
Iraqi Freedom in 2002 and 2003. Pierce’s
expertise was recognized by Air Force
leadership, and he culminated his career as
the advanced course curriculum developer
for his cardiopulmonary career field.
At a friend’s suggestion, Pierce worked
in moving claims when he first retired
from the military in December 2010.
Seeing first-hand the bumps and bruises
a family’s belongings sustained during
relocation, he understood the enormous
need in the furniture repair industry. Pair
that demand with his lifelong hobby of
building furniture and the fact that he also
loves engine mechanics, and purchasing
a Furniture Medic franchise was a match
made in Heaven.
Or at least, for Pierce, a match made in
Wichita Falls, Texas.
The North Texas town is home to
Sheppard Air Force base and is just across
the state line from Fort Sill in Oklahoma.
Among Pierce’s many clients, he’s happy
to count people serving in the military.
“I’m humbled every day to be able to
interact a lot with Army and Air Force
personnel,” he said. “Giving back to folks
in the military is a really rewarding part of
my business.”
Pierce normally limits his service area
to a 75-mile radius, but has had special
requests to travel 250 miles or more. A few
of his many satisfying projects, include
refinishing all 175 dining room chairs for
a retirement village, thrilling the elderly
residents with their “new” chairs, and
restoring an antique Partners Desk from
the 1800s. At four by eight feet, it was a
very large piece with built-in drawers in
the top slab and three leather inlays that
all required precision detail restoration.
The owner, the president of an oil and
gas company, remembered the piece from
decades earlier and had originally wanted
it in his home. But when he saw the
restored desk, he wanted it in his office for
all to see.
Beyond his profession of bringing new
life to cherished possessions, renovating
cabinetry and rescuing new furniture
from delivery mishaps, Pierce gives back
personally. He supports a therapeutic
horseback riding farm in his community,
teaches Sunday School, and serves on
the Education Policy Team of his state
representative’s office. He also enjoys
golf and camping with his wife and three
teenage sons.
www.furnituremedic.com
Ron Pierce Profile

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Franchising USA
Tariq Farid, Founder and CEO, Edible Arrangements
Now More Than Ever,
Franchises Offer a
World of Opportunities
for Today’s Vets
For years, franchising
has been known as
a fulfilling post-service
career option for military
veterans. The numbers
back it up too.
One out of every seven franchise
businesses in America is owned and
operated by veterans of the U.S. military,
according to a recent study conducted for
the International Franchise Association
Educational Foundation, and based on
U.S. Census data. More than 66,000
veteran-owned franchise businesses in the
U.S. provide jobs for 815,000 Americans,
generating more than $41 billion.
At Edible Arrangements, some 600
veterans are employed in our locally-owned
stores and we have a goal to ensure
that we create at least 1000 jobs within
the next year. We currently have dozens
of franchisees who are veterans and we
plan to boost this number with our Hero’s
Welcome program which offers a reduced
franchise fee for U.S. military veterans.
It is estimated that one million vets will
Tariq Farid

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