072 073 o2 DSAP 29/10/07 10:22 Page 1
Franchisee Focus
A breath of
Fresh Air
As one of the UK’s largest mobile phone network operators, O
2
is offering a retail concept with as much
potential as it has brand-power. Adam Browning interviews
“I
had been looking for the right in five weeks based in an existing store in order to
franchise opportunity for a long time let me get to grips with running the business,” he
“The
but kept on coming back to O
2
,” recalls. “The training taught me everything I
explains Downpatrick franchisee Stephen would need to know to start trading under the O
2
business has
Dickinson. “The franchise package they were banner - from technical and financial
offering attracted me for two main reasons. considerations, sales, product training and the taken off
Firstly, the support they offered was excellent and ever-important aspect of customer care.”
secondly O
2
has incredibly strong branding.” This high standard of training paid off when even quicker
Having perfected its franchise concept in Stephen launched his business in September and
Germany, which now has reveals that it got off to a great
than I had
over 300 franchise and start. After just the first week,
partnership outlets, O
2
has Stephen’s store was ranked
expected”
begun to replicate this success the 6th best performing in the
in the UK. Having recently network. Citing the level of O
2
franchisee Stephen
secured its 50th franchisee- support as one of his most
Dickinson
owned store, O
2
is further important considerations,
seeking franchisees to invest Stephen is happy to say that
in and implement its proven O
2
really has delivered:
business systems. “There is a dedicated
As a previous business franchise development
owner, Stephen knew that manager and I can always ring
franchising was a more secure route to success, up for advice. O
2
also has a team to help set up
especially with the added business knowledge the store and an ex-O
2
branch manager worked
that would be gained through O
2
’s training with me to make sure everything went right in the
programme. “It was very detailed and culminated first few weeks.”
Explaining that great customer service is key,
Stephen states that a franchisee should not only
O
2
SUMMARY:
have good business acumen but also great
TYPE OF FRANCHISE: Retail
business skills, to both attract customers and to
motivate staff. “If you’re the right person for this
INDUSTRY SECTOR: Mobile Phone Retailing
franchise then there really is great potential to
build and develop the business as a management
IDEAL FRANCHISEE PROFILE: Individuals that are opportunity. Already, I’m in the final stages of
customer service focused. Business and retail
negotiations with my application for a second
experience is preferable. Experience in mobile
store. The business has taken off even quicker
than I had expected.”
phones is not necessary.
YEAR ESTABLISHED: 2002
FURTHER INFORMATION:
FRANCHISING SINCE: 2005
NUMBER OF FRANCHISEES: 53
Call The Franchise Team on: 0800 902 0202
or email: franchiseopportunities@o2.com
INVESTMENT REQUIREMENT:
Visit: www.o2.co.uk/business/sme/o2franchising
£40,000 (plus fit-out, stocking & working capital)
Head office: 0
2
(UK) Ltd., 260 Bath Road, Slough, Berkshire, SL1 4DX
PRIORITY RECRUITMENT LOCATIONS: Nationwide
Visit this brand’s archived features online at www.thefm.net/39112
72 ©2007 The Franchise Magazine
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