7 START-UPS AND UPSTARTS

Choose a niche busi­ness with a twist when you want to in­vest in some­thing orig­i­nal. Check out these dis­rup­tors and busi­ness new­bies who are forg­ing their own paths to suc­cess.

Inside Franchise Business - - Contents -

Dis­rup­tors and new­bies fran­chise sys­tems forg­ing their own paths to suc­cess.

When it’s time to pur­chase a fran­chise and an es­tab­lished brand just isn’t on the cards, there are a host of fresh op­por­tu­ni­ties to con­sider. Some are brand new, oth­ers tested else­where, while some have been qui­etly build­ing their rep­u­ta­tions as chal­lengers to the sta­tus quo.

Bet­ter Homes and Gar­dens Real Es­tate

Fresh from the US, the Bet­ter Homes and Gar­dens li­cense is be­ing in­tro­duced to Aus­tralia through a master fran­chise agree­ment.

The real es­tate busi­ness will ben­e­fit from the high pro­file mul­ti­me­dia brand­ing of one of Aus­tralia’s best known life­style TV shows and pub­li­ca­tions. The me­dia brand has a to­tal reach of 7.4 mil­lion peo­ple across its print, broad­cast, dig­i­tal and so­cial chan­nels.

While the busi­ness will list prop­er­ties through a wide base of on­line chan­nels, the link with the Pa­cific Mag­a­zines’ pop­u­lar brand gives the real es­tate fran­chise ac­cess to 2.5 mil­lion read­ers of Bet­ter Homes and Gar­dens (BHG) monthly pub­li­ca­tion.

Si­mon Cash­man, project man­ager for Bet­ter Homes and Gar­dens Real Es­tate Aus­tralia, says “Pa­cific Mag­a­zines has a re­ally broad sweep­ing read­er­ship. That’s some­thing quite unattain­able any other way.”

The shopfronts them­selves will be branded ex­pe­ri­ences with the em­pha­sis on en­gage­ment rather than a prop­erty hard sell.

“We want them to be warm and wel­com­ing of­fices, with a kiosk where con­sumers can down­load recipes, watch the shows, come in and en­gage with the brand, not just be chased up by an agent,” says Cash­man. “We have a big op­por­tu­nity to fo­cus on women in real es­tate, and make this a fem­i­nine brand.”

The con­cept is to con­tinue the re­la­tion­ship with clients through the av­er­age seven years be­tween buy­ing and sell­ing a home. This will take the shape of align­ing with brands in the wider BHG com­mu­nity for tasks and jobs that will main­tain and im­prove the home’s value, for in­stance land­scap­ing, re­pairs or re­fur­bish­ment.

HomeVisitWills

New re­search from the NSW gov­ern­ment shows that at least 45 per cent of Aus­tralians don’t have a valid will, with only 35 per cent of the coun­try hav­ing a cur­rent will.

Iden­ti­fy­ing a need for a cost-ef­fec­tive, time-ef­fi­cient and eas­ily ac­ces­si­ble will so­lu­tions, in 1995 Colin Chap­man, HomeVisitWills CEO and founder, set up op­er­a­tions in the UK be­fore bring­ing his mo­bile es­tate plan­ning busi­ness model to West­ern Aus­tralia in 2009.

Now there is a three-year plan to be­come es­tab­lished na­tion­ally.

“Our fo­cus right now is build­ing our pres­ence in Queens­land and es­tab­lish­ing a team of fran­chisees there. We be­lieve in build­ing foun­da­tions that are solid be­fore adding more num­bers to our team, hence the eight-year es­tab­lish­ment in WA,” says Chap­man.

“From in­cep­tion to now we have proved that this ser­vice is of great value to peo­ple who are time poor yet have a real need to get their wills and es­tate plan­ning in place. In eight years we have over 4000 clients and strate­gic part­ner­ships with over 200 fi­nan­cial pro­fes­sion­als.”

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