Jimmy Crangle Franchise marketing Consultant pays attention to detail and inspires others to succeed. He is always well prepared with a good understanding of business strategies and the current situation. He is fresh, always coming to the table with new ideas or offering a different approach. As an author, he has also written many books,

1. Jimmy Crangle
Independent Marketing Consultant, Author

2. The Problem:
 The business runs
you.
The GOAL:
 Work on your
business -- not in
it

3.  The vision
 The goal
 The management
 The technicians

4.  Exhilaration
 Terror
 Exhaustion
 Despair

5.  Finds and keeps customers
 Follows rules and standards
1. Use the people with the lowest level of
skills necessary to operate the system
2. Must stand out as a place of impeccable
order
3. Documents all work in the system
4. Uniform color, dress, and facility code

6. Trade Name franchise
 Owner capitalizes on the name.
Business Format franchise
 Owner capitalizes on the name and
PROCESSES.

7. The Franchising Model

8. 1. Provides consistent value to all
stakeholders beyond expectations.
2. Systematized for people with the lowest
possible level of skill.
3. Stands out as having impeccable order.
4. Model is documented in an operations
manual.
5. Provides predictable value to the
customer.
6. Standardizes the appearance of the
employees & facilities.

9.  How can my business work without Me?
 How can my employees work without my
constant supervision?
 How can I be free from my business?
 How can I do work I love to do rather than
what I have to do?

10. Part II: How to fix what’s wrong!

11.  Innovation – Implementing creative new ideas
that help your business.
 Quantification – Keeping track of the
numbers.
 Orchestration – Creating order and
predictability for you and your customer.

12. Can be:
 a better product
 a better package
 a better production system
 a better business system
 a better marketing system
 a better financing system

13.  Gather data to determine the precise value of
the innovation
 Measure what you do so you know what
works
 Make only one change at a time

14.  The elimination of discretion or choice from the
operation level of your business
 Orchestration is integrity
 Orchestration is consistency
 Orchestration does not remove initiative of your
people
 let them introduce innovation
 try it
 quantify it
 measure results
 decide what to do

15. 7 Steps
1. Your Primary Aim
2. Your Strategic Objective
3. Your Organizational Strategy
4. Your Management Strategy
5. Your People Strategy
6. Your Marketing Strategy
7. Your Systems Strategy

16.  What do I wish my life to look like?
 How do I wish my life to be on a day-to-
day basis?
 How would I like to be with other people in
my life-my family, my friends, my business
associates, my customers, my employees,
my community?

17.  How would I like people to think of me?
 What would I like to be doing 2, 5, 10 years
from now? When my life comes to a close?
 How much money will I need to do the things
I wish to do? When will I need it?

18. A list of standards
1. Money Standard
2. An Opportunity Worth Pursuing?
3. When will prototype be ready?
- Where is the business going to be - local,
regional, national, international?
- How are you going to do business – Retail,
Wholesale, both?
- What are your standards regarding:
reporting, cleanliness, clothing, etc.?

19.  Determine what has to be done…then decide
who is going to do it.
 You fill the roll until you can “franchise” that
role for someone else to do just like you did
it.

20. Getting everyone in the same role to perform
the same task at the same level time after
time.
 Increases predictability for you.
 Increases predictability for your customer.
 Allows measurability.

21.  Explain WHY.
 Teach your employees.
 Create a “Game” with:
- Clearly defined structure (rules)
- Structure through which employees can test
themselves.

22.  WHAT DOES YOUR CUSTOMER
WANT?
 Don’t presume that you know what the
customer wants.
Learn your customer demographics
Psychographics

23.  Develop a Selling System that focuses on
customer needs and is the same every time.
 Develop information systems that collect data
to allow measurements against benchmarks.

24.  Your business is a tool.
 Use your business to create the life you
want.

25. Systems are not bad.
 They create value for the customer.
 They provide structure for your employees.
 They let the business be the product rather
than you.
 By do those things, the business is more
valuable to you and most of all to a buyer!

26.  Does every business do this?
 No!
 Do all successful businesses do this?
 No!
 Should all businesses do this?
 Yes!

27.  Does it matter if the business is a start-up or
a mature one or somewhere in between?
 No!
 Is this like a business plan?
 Yes

28.  99% of small businesses suffer from some of
the ailments in this book.
 YOU ARE FOREWARNED!
 If you come across one that is suffering, you
probably can’t change everything at
once…therefore, multiple engagements!