Dream Doors: Work like a Dream

Dream Doors, the UK's number one franchised kitchen door replacement franchise opened a further seven showrooms in 2007 and now has 20 retail outlets trading across the country. With over 30 branches in total, and all of the home-based operations moving into showrooms over the next year, the aim is for at least one outlet in every postcode area throughout the UK.

Dream Doors Norfolk franchisees, Helen and Philip Mahon have just opened their showroom in Norwich. 'We are extremely excited about opening the doors to our shop as the business has rather taken over our home. The showroom will move the business to another level - which is where we want to be.

'Within a few years we then hope to open a second satellite showroom elsewhere within Norfolk to tap into geographical areas that we have only briefly touched on and grow the business further still.'

Initially trading from home, Helen and Philip have come a long way in their first year. 'Never having done anything like this before, in terms of running a business, sales or working in the kitchen industry, we had quite a large learning curve, but it has been an exciting challenge. I have never felt so excited, enthusiastic or inspired by work as I have in the last six months,' Helen adds.

'The training and support has been fantastic and has really reinforced the fact that we made the right decision. The initial training was really helpful and there have been plenty of visits from the franchise support manager to keep us on the right path. We've also had courses on sales, finance and building regulations, which have been very useful.'

Training is critical to all Dream Doors franchisees, both new and experienced, which is why all franchisees have access to quarterly business coaching courses that encompass sales, marketing, finance, human resources, CAD planning and other areas pertinent to the kitchen industry. This is in addition to the unlimited in-territory support provided by experienced regional managers and Head Office that follows the two-week induction training programme.

Gary Highton, Dream Doors Lancashire franchisee, comments: 'The training was really comprehensive with a good mix of theory, conceptual, and hands-on, and delivered by an experienced trainer. Likewise, the franchise support has been really excellent. The support I've received within the last four months alone has paid back the franchise fee. Dream Doors are really proactive and stop me making expensive mistakes.'

The Dream Doors concept involves swapping existing kitchen doors and drawers with made to measure replacements, transforming a kitchen in as little as one day.
This can also lead on to new work-surfaces, sinks and appliances through which a new-look kitchen can be achieved with little stress and upheaval for the customer and for a significantly lower investment.

Franchisees do not need any kitchen experience as Dream Doors will assist in recruiting an installation team and, in a technical industry, with a sales and retail focus, Dream Doors has a lot of knowledge to impart.

'They've been there every step of the way and time has never been an issue,' says Andy Stewart, Dream Doors Dorset. 'It's nice to have a regular input, they'll turn up to see how it's going and it's all on a personal level.' Andy and his wife, Shelley, bought their Dream Doors franchise in 2005 having met the team at a franchise exhibition.

Originally working from home, and with Shelley continuing to work part time, it quickly became apparent that the business would evolve and require a full time commitment. 'We found ourselves moving in a different direction,' says Andy. 'It was a lot busier than we thought and we were picking up more orders.'

Now into their third year in a showroom, they won second place in the Dream Doors Franchisee of the Year Award for 2007 with an annual turnover in excess of £560,000. Shelley adds: 'Our figures show that having a showroom does make a difference and that all our hard work has certainly paid off!'

Many Dream Doors franchisees are husband-and-wife teams and, as Sam and Dave Clemitson of Dream Doors Bournemouth comment: 'Not everyone can work with their partner, but we are fortunate that we work very well together. We have different skills so share the workload. Also we are ultimately working towards a common goal together and are better able to manage our family life.'

Dream Doors is looking for people who are ambitious, driven, resilient and focused to join them in an arena that is both varied and rewarding, as Chris Hann of Dream Doors Lincoln endorses. 'One of the most enjoyable aspects of the business is that you are driven by your customers and not by a boss. This is a dynamic environment to work in and no two days are ever the same.'

Alex Waite, franchise recruitment manager adds: 'Dream Doors franchisees represent our brand across the country and we want to find motivated people who have a passion for our business and a belief in their abilities. We will train and support them as much as we can, but there needs to be the desire and commitment to maximise their opportunity.'
Dream Doors is committed to raising brand awareness across the country and have invested widely in marketing their business. From ITV1 and the Women's Institute to SAGA and celebrity endorsed DVD's, Dream Doors is striving to raise the company profile and attract a wider customer base for it's network of franchisees.

As Russell Galliven, Dream Doors Sutton and Croydon notes: 'What struck us about Dream Doors was the fact that the company are very pro-active in marketing and advertising their kitchen concept and are proud of their nationwide network of franchisees. Dream Doors had invested in the core areas of the business and the infrastructure was in place for us to begin - all we needed was to apply ourselves and work hard at the job in hand.'

A record year in 2007 saw monthly turnover exceed 2006 for every month and some exceptional individual performances from a number of Dream Doors franchisees. Since Polly and Toby Smalley from Dream Doors Guildford set a record monthly turnover of £70,000 in May, this figure was beaten twice in consecutive months.

Andy and Shelley Stewart from Dream Doors Dorset put through an outstanding £75,000 of orders in July then Rachel and Stephen Vorster from Dream Doors Warrington sold a staggering £85,300 of kitchens and facelifts. Rachel and Steven, with help from Rachel's sister, Victoria, then raised the bar even higher with an extraordinary £92,500 in September.

Dream Doors managing director, Troy Tappenden, puts this success down to a number of key factors.

'This last year has demonstrated the strength of the brand and the hard work that all of our franchisees, and the support team from Head Office, have put in to really drive the company forward. It also shows the power of the showroom as these give credibility to the business, reassuring the customer and giving them the chance to touch and feel the product before they buy.'

Troy also adds: 'I'm very proud of what we have achieved this year and by spending heavily on training, business coaching, franchisee support and national advertising we are re-investing revenue toward future growth and development of the Dream Doors brand.'

Investment level: Total start-up costs - £60,000
Website: www.dream-doors.com
Phone: 023 9260 4630
Franchise classification: Home improvements/fittings