December News 29/10/07 21:14 Page 4
Franchise News
MARKET
Franchisee support is the focus
INTELLIGENCE:
for Totally Dynamic
Pet Carers
Vehicle wrapping franchise Totally Dynamic has
announced its target for 2008 is to establish two to
The first wave of three new franchisees, adding to its seven-strong
prospective franchisees are network. “This controlled level of growth will
currently being interviewed ensure we can continue to provide the intensive
by Pet Carers, a business support we promise our franchisees,” reflects
originally launched in 2004 Marketing Manager Jennifer Rope.
offering pet boarding, dog “Because of the intense technical and
walking, feeding and other marketing requirements of the business, we
services for dogs, cats and various small pets. The concept has been developed support franchisees at every level from day-to-
over three years by founder Caroline Kelly and her business partner Sue Pitcher day administration to sales and marketing
as an alternative to the traditional concept of kennels by providing dog activities including PR and internet coverage.
boarding in individual homes, in conjunction with dog walking and pet visits. This support-intensive approach enables us to
“According to official figures there are now well over 11 million dog or cat maintain our quality advantage, which is
owners in the UK and the number is increasing every year,” says Caroline. “Pet important because there are other vehicle wrap
Carers is all about providing proper care for our four-legged friends while their companies doing extremely poor jobs out there.
owners are away. It is very much a life-style franchise which can be developed We pride ourselves that all our technicians are
to suit the franchisee’s own aspirations. At first, the dog walking side of the trained to the Avery Denison standard, and hold
business can usually be handled by the franchisee but to develop the dog regular corporate training days.”
boarding side of the business a number of Home Boarders will need to be Originally a large format print specialist,
recruited. The Home Boarders look after dogs in their own homes and, in associated company DDI saw a national
return, they retain 50 per cent of the Pet Carers boarding fee. At a later stage opportunity to expand its vehicle wrapping
it may be necessary to recruit additional staff for dog walking, either on a full- service and launched the Totally Dynamic
time or part-time basis.” franchise in 2006. In addition to offering a value
Pet Carers has put a professional franchise package together with the alternative to traditional advertising media,
assistance of Franchise Development Services Franchise Consultant Ken Totally Dynamic’s wrapping also provides
Young, and Caroline and Sue are inviting animal lovers to discuss becoming protection from stone chips and minor abrasions,
part of the company’s launch wave of franchisees. “The franchise model for and is designed to be easily removable within five
Pet Carers is based on the marketing, administration and operating methods years of application. The company is seeking to
which have already worked very successfully at our Cheltenham operation,” establish a total of 20-25 franchisees across
adds Sue. “Pet Carers is far more than just an enjoyable life-style franchise - it the UK.
is also a very exciting business opportunity!” Read more about this law firm:
www.thefm.net/96603
Read more about this opportunity and register for more information at:
www.thefm.net/25550
FRANCHISEE DIARY, Andrew Rogers, GreenThumb, Wisbech
I’d been looking into the possibilities of franchising for over 10 years to get an idea of what was out there and which franchises developed into successful businesses.
However, I discovered that GreenThumb would be an excellent choice of investment when I moved house and needed someone to do the lawn. I couldn’t find anyone in
the area who could do it to a professional degree and so instantly knew that there was a considerable gap in the market. I have a strong interest in gardens and
gardening and so this seemed like the perfect opportunity.
I looked at other businesses in this sector but for me GreenThumb presented a very good package. They have a strong brand, great support and a national network
which means that GreenThumb franchisees can benefit from customer referrals from anywhere in the country. Before all of this however, was the training course, which
was very well structured and varied - it covered both the management side of running a business but also the technical aspects of lawn
care...it had everything.
We launched in March this year and benefited from GreenThumb’s marketing plan, which got us off to a great start. The business is currently ahead of plans and by
spring 2008 the business will have a second van and its first employee. I’ve enjoyed running this franchise immensely - I can work outdoors and meet plenty of
people who are all happy with the results we give them. Not only that, but GreenThumb is a great business franchise that will quickly develop into a multi-van
management opportunity.
Read more about this opportunity and register for more information at:
www.thefm.net/14548
©2007 The Franchise Magazine 99
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