Emerging Brand Recruitment StrategiesLane Fisher, CFE, Partner, FisherZucker, LLC

Chris Dull, President and CEO, Global Franchise Group, LLC.Ashley Morris, CEO, Capriotti’s Sandwich Shop, Inc.

Jonathan Barnett, President and CEO, Oxi Fresh Franchising Co.

Franchise Development Track

Chris Dull, President & CEO

Established Brands Re-Emerging Brand Emerging Brand

Fast Facts- Home-based carpet, upholstery, wood floor,

tile and grout cleaning franchises

- Founded in 2006

- 320+ Units in U.S. & Canada

Jonathan BarnettPresident, CEO, Founder

Ashley MorrisCEO

● Founded in 1976 in DE

● Home Based in NV

● 108 locations in 18 states

● 75 in development

What is an emerging brand?

When brands become apparent or prominent, they are emerging

emergingEmerging refers to concepts which are growing &

developing, sometimes at an early stage, or after

achieving some level of maturity.

Royalty self sufficient

A concept with less than 5 years of operating history or franchise experience, with less than 25 existing franchisees.

re-emergeEmerge again; come into sight or

prominence once more.

To rise, as from an inferior state or condition.

Takeaways• Jonathan

• Using portals and broker networks

• Majoring in the Majors

• Chris

• The right digital strategy

• Cultivate your franchisee relationship

• Ashley

• Stores sell stores

• Create your ideal culture and accountability systems

Culture Is King

Team/Talent

- Head of Marketing

- Head of Operations

- Head of Cleaning Systems

- Head of Scheduling Center

- Franchise Development- And So On...

Was This Guy

2006 Corporate Structure 2017 Corporate Structure

First Group of Franchisees

Differentiation: Franchise Offer

Differentiation: New Product or Service

Unit Economics

Franchisee Recruitment

1. In Store Marketing (Franchise Offer)

2. Broker Network

3. In-House Sales Effort

4. Referral Program

5. Area Development

6. Portals

7. Digital

“You don't know what works until you know what works.”Chris Dull

Cost Per

Lead (CPL)

Cost Per

Qualified

Lead (CPQL)

Percentage

of Qualified

LeadsLead

Source-to-

Award

Converting

Percentage

Website

Conversion

Percentage

Measuring Lead Quality: The Five Pillars

Portals

Franchisee Relationship

Onboarding & Validation

Threats

Takeaways• Jonathan

• Using portals and broker networks

• Majoring in the Majors

• Chris

• The right digital strategy

• Cultivate your franchisee relationship

• Ashley

• Stores sell stores

• Create your ideal culture and accountability systems

Thank you!FisherZucker, LLCLane Fisher: lfisher@fisherzucker.com

Global Franchise Group, LLCChris Dull: cdull@gfgmanagement.com

Capriotti’s Sandwich Shop, IncAshley Morris: ashleymorris@capriottis.com

Oxi Fresh Franchising Co. Jonathan Barnett: jb@oxifresh.com