POOLWERX
Andrew Kidd, Poolwerx’s chief operating officer, says one of the company’s secrets of success is that the support provided to its franchise partners is intricately linked to the entire franchise’s performance.
“At Poolwerx our number one performance indicator is franchise partner profitability and every action, every decision, everything we do needs to feed into achieving this goal. All our global support centre team (over 40 team members Australia-wide) are remunerated and evaluated on this KPI as well, so our support is totally aligned with enhancing business development and success at a grass roots level.
“The high satisfaction levels of our franchise partners and almost 100 per cent re-sign rate are also indicators that one of our brand’s key strengths is business development and that does not occur without the right support. We truly imbue the ethos at the core of franchising that you are in business for yourself but not by yourself. We put people first, there is no doubt about that. They are our greatest strength and without the right support they would not flourish, and neither would the franchise. If they grow, we do too. It’s simple really.”
Years franchising
25
No of franchise units
340 franchises and 120 franchise partners
Length of initial training
3 weeks initial training at Deep End Academy in Brisbane.
3-month completion of Certificate III in Swimming Pool and Spa Maintenance. The training is covered by a mix of theory, online and practical training sessions.
Technical training includes:
Franchise partners attend Deep End Academy at the Brisbane-based global support centre. Sessions are classroom based but also infield for operational-based training. Training topics include water chemistry, plumbing, detailed understanding of pump, filter and chlorinator equipment and how they function. Franchise partners also spend time at commercial training facilities to gain onsite technical experience. This extends to the support centre, where there are two full-sized pools and retail store set-up to provide a real-world training environment.
Business training includes:
Poolwerx has created a custom operational platform through the Oracle NetSuite system that assists franchise partners with all aspects of business management.
During training they become familiar with all business administration including: full financial management – pricing, invoicing, point of sale, cash flow planning, supplier ordering; business planning – marketing (local area marketing, social media, digital marketing, SMS marketing), customer database management, retail management, commercial business development and general administration. During the 3 weeks of training franchise partners will develop their first business plan, including cash flow projections and KPIs.
Help with recruitment
Support is provided to new franchise partners based on the level of business they are starting, and the need for team members. Ongoing support from a specialist HR team at global support office provides assistance and advice covering: staff recruitment, employment contracts, employment advertising, input during the selection process, correct application and use of employment rates. Regular audits are conducted to ensure all franchise partners are meeting current employment law standards and regulations.
HR support for workplace rules
A dedicated team of specialists is available to franchise partners to assist with employment and workplace related issues. As part of their training, franchise partners receive an HR guidebook including details of all employment law relevant to their location, comprehensive Workplace Health and Safety guidelines and risk assessment guides for their jobs.
What support at opening?
Poolwerx provides a turnkey operation at all levels of business from mobile to retail. Everything from van and site selection to iPad and mobile phones are provided to ensure the opening process is as simple and effective as possible.
Opening marketing strategy
A local area marketing plan is developed for every business launch, with elements including: launch mailout to 1000 pool owners in the area, PR, email marketing, SMS marketing, advertising and set-up of social media channels. A team of dedicated marketing and digital specialists at global support centre undertakes regular marketing and brand awareness activity through all of these channels to support continued growth of the brand.
Frequency and type of BDM support
Every franchise partner works with a business development manager throughout their Poolwerx business journey. All Poolwerx BDMs have been previous small business owners.
Contact consists of weekly KPI reporting phone calls, monthly face-to-face business meetings and quarterly business planning sessions. Franchise partners can contact their BDM whenever they require support, mentoring or advice.
Is there franchisee benchmarking?
Each business establishes a unique set of KPIs around sales and profitability based on the franchise group average. These are outlined in detailed business plans that are regularly updated. KPIs allow for different business stages and levels, profit margins and gross profit margins.
Franchisee profitability is the number one KPI for the franchise, followed by sales and franchise satisfaction.
What HO support available?
There are 49 support staff specialists available, covering HR, marketing, law, finance, IT, commercial development, operations, retail, supply, field support, business systems, technical and franchise development.
Supplier deals
Franchise partners are provided with industry-best pricing and product options. They benefit from consignment stock arrangements for high-ticket items for all new business openings.
They also enjoy extended credit terms to coincide with their business retail store openings to ensure payment and trade terms are aligned and reduce undue financial pressure in the start-up phase.
The Poowerx Partner in Profit (PIP) program sees our supply partners offer extended warranties to support world-class product and set seasonal specials to drive promotional activities to the client’s pool.
They also engage and participate in our learning and development programs to develop industry-best technicians and retailers to ensure complete consumer confidence in our product and our brand.
Our PIPs also contribute to our franchise excellence program (FEP), providing funding support to our franchise partners who open up new greenfield stores or complete competitor conversion to Poolwerx fitout their stores. It’s a fantastic growth initative that adds to the bottom line.
IT software
All IT hardware and software a franchise partner needs to run their business successfully is provided at start-up. e.g. laptops are loaded with the business management system, iPads are configured for all operations and water testing.
Lead generation/call centre
Dedicated 1800 number and website that transfers and directs all calls/online leads to relevant franchise partner based on territory.
Data base of 2000 pool owners provided at the start of the business.
Central commercial business portal, with all leads directed to the appropriate franchise partner.
How is ongoing training delivered?
After obtaining Certificate III to start their business, franchise partners can expand their business management skills by completing the Certificate IV in Swimming Pool and Spa Maintenance. This usually occurs once the franchise partner is ready to expand their business with more staff or retail stores.
Development season training occurs between April and August, including regular product training from suppliers.
Sales excellence program is available all year round for franchise partners and their staff with a focus on retail development.
Technical excellence program for retail and mobile, covering upskilling staff in technical side of business and large commercial operation.
Winter workshops are held in each state between May and August, covering a range of relevant business topics.
Is there formal franchisee mentoring?
Yes through business development managers and neighbouring franchise partners.
Income guarantee
No income guarantee.
Total investment cost
Our turnkey franchises start at $98,800 + GST + van (mobile starting level).