Prosell - a uniquely different business to business franchise
Establishing a new franchising business is no mean feat and when Prosell launched its franchise operation in 2006 on the back of 20 years of trading it was not without a well researched strategy.
Peter Fullbrook, the founder of Prosell and CEO of Prosell Pty Ltd and Prosell Franchising Pty Ltd studied business models from the most successful companies including many of their clients.
One of those clients was Dell Computers, a company whose CEO imparted advice that Fullbrook has taken on board.
“Dell Computers is one of our Global clients and I remember meeting Michael Dell in 1988 when he was launching Dell in Europe,” Fullbrook said. “I quizzed him about his business strategy and he told me, ‘It’s simple. IBM dominates the PC market. In order to compete with them Dell has to offer more for less.’ We have applied this philosophy to our franchise business. We had a close look at the market. The main players offer mentoring / coaching for owner operators of small to medium sized businesses and some business planning and training services. We knew we had to clearly offer more and differentiate in tangible ways. Our Franchise strategy has five components: more opportunity, more support, a very different relationship with the franchisee, a very different engagement with clients and greater revenue opportunity”
Prosell has identified these five components as the essence of what enables their franchisees to grow their business quickly however with firm foundations for a business that’s built to last.
“Throughout our research of existing franchise models was found one of the issues facing many franchisees is they suffer from ‘burn out’”, Fulbrook said. “It is no mean feat to become a successful franchisee, it takes hard work but most importantly a guiding hand from the master franchisor to ensure long term success”.
The Prosell model offers its franchisees the ability to secure major corporate business as they have access to a global company and all its resources. With a strong focus on sales and support, franchisees can be assured that they will receive the attention they require. A Prosell expert will provide ongoing coaching and marketing advice as well as the opportunity to develop their skills in the workplace and not merely in a workshop environment.
“The challenge is to take what is explained ‘in the manual’ and translate theory into a functioning business,” Fullbrook said. “Our model is based on making money through the success of our franchisees, not by selling as many franchises as possible, therefore our cost model is different and how we drive franchisee success is different, we are just as accountable for a franchisees success as they are, and there are not many franchisors with that as their charter”.
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