January Franchising World 2011

By: John Rotche

The first day of school. A first job interview. Your first International Franchise Association conference. The first time you hit a unit milestone–50, 100, 600 or more. Each of these firsts can be a truly daunting experience in its own right.

But, in each case, what if someone had been there to offer guidance, perhaps point out a few stumbling blocks to make the experience that much smoother and more beneficial?

This question was prompted after giving a speech during last year’s IFA new member orientation session. One look around the room at the collective, fear-tinged expressions triggered something. But it was the ensuing string of genuinely inquisitive e-mails that prompted action.

While we may not have the luxury of erasing childhood scars or mending the bridge with your first boss, we can help new members make the most of the IFA experience. We can also assist our colleagues in continuing to make smart, profitable business decisions.

Introducing “Franship”

IFA’s new mentoring program is designed to provide franchisees and franchisors the opportunity to share best practices along with strategic positioning and advice from some of franchising’s premier leaders.

While the franchising community has always leaned on each other for support, the Franship mentoring program lends structure and formality to the process. The streamlined program has been sectioned into five categories:

1)
       Franchise Administration

2)
       Franchise Operations

3)
       Franchise Sales
 and Marketing

4)
       Franchise Suppliers (Suppliers mentoring Suppliers)

5)
       Franchisee Support (Franchisees mentoring Franchisees)

How It Works

As a new or existing IFA member, should you seek support or guidance in one of the five areas listed above, simply visit the IFA Web site, www.franchise.org, “About IFA,” “Programs and Services.” Within each category are listed three experienced franchise professionals who have agreed to contribute their time and expertise as mentors. E-mail contact information is provided and it’s up to you to make the connection. From there, you and your franchise mentor can establish the parameters and duration of an agreeable working relationship.

Currently, Rob Goggins, CFE, vice president of franchise development for Great Clips, Inc., is mentoring Tom DeLosa, vice president of franchise development for Homewatch International, Inc. After an initial phone conversation about general philosophies, they have established a recurring call every two weeks where they discuss the top five, specific items requested by DeLosa.

“I want to have an active brainstorm … the ability to bounce my ideas off of Rob,” said DeLosa. “I want to know what challenges he has seen or heard. I’m not looking for a free consultant, what I need is a sounding board.”

And traditional consultation Franship is not. But rather, it is an interaction between two hard-working professionals who are willing to invest the time to share amassed knowledge and experience in an attempt to promote professional growth.

“While we’re all busy, the beauty of Franship is that it is not overly structured,” said Melanie Bergeron, CFE, another Franship mentor and chairwoman of the board of directors of Two Men And A Truck International, Inc. “My relationship is primarily e-mail based, but [the mentee] knows I’m available as needed. It’s been fun and enjoyable.”

Cathy Deano and Renee Maloney, Bergeron’s current mentees and owners of Painting With a Twist franchise said, “We know where to go when we need a question answered, and that [Bergeron] will guide us in the direction we need to be headed.”

Why It’s Important

Let’s not forget, franchising as a whole can be very daunting. It’s a concept; it’s an industry; it’s dependent on more relationships than any family–functional or otherwise. Until you “get it” you don’t entirely understand it, and even then, there is always more to learn.

Nancy Bigley, another Franship mentor, provides a perfect example of the never-ending need to learn. Although she has more than 18 years experience successfully leading franchise operations for three great brands, and has served on numerous IFA committees since 1998, she is a current mentee of fellow Franship mentor Bergeron.

“I’m approaching [Franship] from two levels: I’m seeking Melanie’s guidance to talk through what I’m doing with my personal franchise venture and I’m also learning from her approach … picking up tips on how to be a better mentor to others,” said Bigley.

Likewise, fellow Franship mentor, JoAnne Shaw, first woman chair of the IFA, and current CEO of The Coffee Beanery, Ltd. adds, “I personally know that there are times even today after 25 years franchising that I could use a mentor for some situations we may not have previously encountered.”

In franchising, there is always a new challenge. Common examples include:

• How and when to expand your service offerings?

• How to grow your system-wide number of units, i.e. brokers, portals, etc?

• How to establish and foster culture throughout your system?

• Legal-related issues including FDD, filings, franchise agreements, etc.

• Franchise support and corporate infrastructure.

• Finding the right suppliers.

• Financial-related aspects (both on franchisee and franchisor levels).

The need for support at all levels of franchising is evident. The strength and value of an organization such as IFA lies in the collective experiences and wisdom of its members.

It’s the Right Thing to Do

Perhaps the most important thing to remember about the Franship Program (and the sentiment most emulated by its mentors) is that, simply put: it’s the right thing to do. Understatedly, it would be a challenge to find a single IFA member who has not had the benefit of mentoring in some way, shape or form.

“I was fortunate enough to find so many people that were willing to share information and help me navigate my way as a supplier,” said Marty Greenbaum, CFE, Franship mentor and president of Greenbaum Marketing Communications. “Helping new suppliers is just paying it forward as I see it.”

Many Franship mentors have similar thoughts. When Shelly Sun, CFE, CEO and Co-founder of BrightStar Franchising, LLC was first approached to be a Franship mentor, she was concerned that she wouldn’t have the time to dedicate to the program. After sleeping on it, she awoke, thinking, “I want to do this, I need to do this, it’s the right thing to do.”

“Learning and giving back never stop,” said Bigley. “We do get busy, but have to remember you don’t get to where you are alone. We have to be mindful of that–it’s part of paying it back.”

Bergeron adds, “I will never forget how open, accessible and helpful IFA members have always been to our organization. Giving back my time to emerging franchisors isn’t only meaningful time spent it is just the right thing to do.”

The franchise community has always fostered a unique philosophy of giving back, and mentoring is just another way for its members to do so.

“If I can do my part to help the industry move forward with integrity by allowing good people to stay connected, I think it’s the right thing to do,” said Great Clips’ Rob Goggins.

Where It Goes from Here

As it just launched in June 2010, the Franship program is in its infancy. Most mentors are in the midst of helping their first mentees and some have yet to be contacted. It will be exciting to see where the program goes and what those involved will have to say a year from now. With any luck, Franship will become a long-standing IFA institution with far-reaching positive impact.

In the meantime, when a new member goes to an IFA Annual Convention for the first time this February in Las Vegas, they just might find some friendly faces.

One of the greatest gifts anyone can give is the sharing of their time and knowledge. The mentors of Franship are committed to helping fellow IFA members grow both personally as well as professionally within the franchising industry. Franship will strive to bring together the experiences of yesterday with the needs of today. 

John Rotche is president of The BELFOR Franchise Group, holding company to DUCTZ and HOODZ franchises. He can be reached at 734-864-9760 or John.Rotche@belfrangroup.com.