What women want

More women than ever before are making a success of franchising - a trend that looks set to continue. Carol Davis uncovers some of the success stories

 

While women made up just an eighth of new recruits to franchising in 1997, a decade later that had grown to over a third. "Historically, franchising has been a white, male-dominated industry," reports the NatWest/bfa Franchise Survey 2008, "but beneath the headline figures, change is occurring." And while that change is coming slowly, it is being driven by a growth in the personal service sector where women now make up 61 per cent of franchise owners.

Whether as joint franchisees with a spouse or friend, or as go-it-alone entrepreneurs, using franchising to fast-track to business success is something women do phenomenally well, particularly as they bring their own strengths to the business.

Many franchises are typically masculine van-based franchises, says Anne Griffin, operations director at Leaps and Bounds, and Tumble Tots. "More women are becoming involved in the managed franchises - and as more businesses look to franchising as a means of expansion, there are an increasing number of franchises that do appeal to women."Women's ability to be empathetic seems to help them build better relationships with customers and get more out of staff."

Successful female franchisees are self-starters who do very well in a more flexible business environment. "If the nine to five is not for you, take a look at franchising," says successful dietcare franchisee Mouna Al-Rawi.
"Women have an important role to play in business and there are some great opportunities out there, and people waiting for professional women to help them," Mouna says. "By making other people successful, I feel successful."

Yet even women with a strong track record as franchisors find it hard to recruit female franchisees. "As part of my role supporting franchisees, I sometimes visit car dealerships with them, and my experience has been very positive," says Terry Mullen, recruitment director for Revive! "If anything I found that being a woman was an advantage as the staff were more inclined to talk to me."

But recruiting prospective franchisees who are women is difficult, she adds. "Revive! welcomes applications from women. We don't as yet have any women franchisees, but there is no reason a woman can't run a Revive! franchise as well as a man.

"There is no heavy lifting involved, and you don't need to be able to spray or repair cars because we can teach that. We are looking for good communication skills, a talent for building up a rapport with customers, and the ability to manage a team."

And women often make excellent franchisees, agrees Anne. "Women often underestimate their own abilities and are often self-effacing," she says. "However they get the job done with minimal fuss, while often balancing the demands of a family and home."

So what makes a successful franchisee? Commitment and focus, says Anne: "The ones that succeed are very focused and strong."
Women also find that a franchise started while their family is young can grow into a solid asset.

With travel industry and English teaching experience, Smita Ghelani became a Kumon instructor in 2001. "I have three young children, so I wanted to do something that was flexible. I was also keen to have my own business," she says.

As a long-term investment, Kumon is now yielding more as Smita's centre develops: "My overheads are largely the same as
they were a few years ago, but my income from students has significantly increased."

And franchising can be an ideal solution for young women who may have difficulty in furthering their careers because they become sidelined as employers worry they will become pregnant and take time off, believes Anne. The opposite applies in franchising, she says: "We have had franchisees who have had their babies over the weekend and been back at work on the Monday. When it is your own business, you have to have increased levels of commitment."

At New City Contract Cleaning, the dynamic all-female team have an even balance of male and female franchisees, who use existing skills to build their business.

Birmingham Central franchisee Gabby Tiwana's background in nursing and care work is a springboard for business success.

"I'm very aware that any business can have ups and downs," she says. "However caring passionately for the relationshipswith clients and staff should always result in a very healthy business."

And those women who use the support of a good franchisor to build a firm business footing often do very well. When Gill Underhill set up the Wigan branch of Recognition Express with husband Graeme in 2005, she looked for a franchisor that would complement her background in IT and administration, while offering support in new areas like marketing and production.

Gill chose Recognition Express because, as she says: "It was promoted very well and projected a professional corporate image." And an excellent third year proved their impulse was right as she experienced an increased volume of repeat business, new customers, and took on a new territory, too.
So what would Gill say to other women thinking of starting their own business? She replies: "It can be daunting at first, but give it a try if it's what you really want, and stick with it - give it time to build and get yourself established."

And while women have been slow to reach their potential in franchising, all that is changing, says Robin Page, franchise director of Cash Generator, as interest from female prospective franchisees has grown in the last 12 months. "Women bring a fresh element to franchising," says Robin.
"Franchising will always appeal to men and, although it tends to be perceived as a typically male-dominated industry, we are delighted to see an increase of women in franchising," he adds.

The face of franchising is slowly changing as women begin to realise the vast range of benefits that franchising has to offer and hear of the success stories that have positively changed the lives of other women.

LighterLife

Eileen Cannon

After a thriving corporate career and running her own businesses, Eileen Cannon wanted a better work-life balance. So when she went on a neuro linguistic programming course and talked to a lawyer who had just become a Lighterlife counsellor, she was intrigued.

Checking out the Lighterlife website convinced Eileen that it was right for her. She became Lighterlife's Slough franchisee in February. She says: "Women bring so much to business, including empathy with the public and an amazing ability to multi-task. Yet we so often under-sell ourselves, instead of making a go of things."

And despite her decades of business experience, Eileen was simply amazed at the franchisor support. From marketing and PR to IT and central office support, Eileen has drawn on all the resources of an established franchisor.
"Women often have such great communication skills, and I know Lighterlife will help me make the most of mine."

She continues: "After all those years in what was often a male-dominated environment, I'm finally working with people who have made the decision to come along and change their life. I've got so much to offer to help transform people's lives, and I can't wait to make a difference."

Cash Generator

Pearl Purchase

With a long track record in retail and home furnishings, it was a natural step for prospective franchisee Pearl Purchase to look at retail and financial opportunities when she decided to invest in a franchise with her husband Robert.

"In general, I think women suit retail," says Pearl, who has just added a second store to the Swansea franchise she took on in 1999, and where Pearl has been at the helm for six years. "We tend to be more organised, efficient, personable, patient and bring a greater level of understanding to the role."

With her strong track record in retail, Pearl immediately got to grips with Cash Generator. Determined to make it a success, she quickly took over the daily managerial role of the store and its talented team.

With those successes behind her, Pearl is looking forward to new growth with her second outlet. While she is proud of her achievements in Swansea, she now wants more. "It was time to branch out further, take the next step in the business and expand. The opening of the second store is a great challenge, and it has refreshed my working day."

In the male-dominated world of franchising, Pearl is proving that a good franchisee with strong track record and drive to succeed will always make their mark.

Kumon

Caroline Moulsdale

As a mum of three, Caroline Moulsdale knew all about Kumon even before she became a franchisee - her children studied with the after-school education provider, and she was so impressed with the Kumon method she decided to sign up to a franchise herself.

Caroline attended a Kumon franchise information session, and did a proficiency test and interview. Just a month after completing the franchisor's training programme, she opened her franchise in Broxbourne, Hertfordshire in September 2006.

The former research scientist found that business simply took off. She ran a lot of advertising at first and paid for stands in local shopping centres, which the franchisor subsidised. Caroline says: "After enrolling my first few students, it all snowballed from there, mainly by word of mouth."

Within a year Caroline had more than 120 students, and that doubled the following year, giving an annual gross income of around £45,000.

So what is the secret of her success? Reputation and good relationships are key, says Caroline: "I see myself first and foremost as an educator, and then secondly as a business person. From a business perspective, you have to be determined and persevere.

"Setting up a business is not easy, and there are trying times - but I worked through those times with the support of Kumon, and came out on the other side." Caroline believes hard work, determination, good PR and advertising are key to success.

Leaps and Bounds

Susan Donkin

After 25 years as a sharp-suited banker, donning sporting gear to deliver a small children's physical activity programme is a complete lifestyle change for Susan Donkin, Leaps and Bounds Durham franchisee.
"After many years of working with children voluntarily, I knew that was the route I wanted to take when looking for a new role," says the mum-of-two. "I knew I wanted to be here for my children, and around in the school holidays - and I wanted to run my own business, and have all the responsibility for its success on my shoulders."

Susan bought the franchise last May and is about to take on her first employee. "Women bring enthusiasm, common sense and people skills to a franchise, and that is key in a business where forming relationships with children and nursery staff is crucial.

"I love Leaps and Bounds because it makes an immediate difference to children's confidence and ability," she adds. "I've seen the children literally coming on in leaps and bounds, and I get an amazing sense of reward from this."