Turbo charged

Store manager turned franchisee Daniel Fenech now has seven Battery World stores. And he’s not stopping there. So how did he do it?

Daniel reveals there is a simple explanation for his success – his staff.

“A lot comes down to staff, you have to trust them to run the business. A lot of multi-unit franchisees fail because they don’t give staff ownership or the responsibility to make key decisions.

“Training is constant. The area manager does a lot of training and there is also a lot from the franchisor.

“What do staff do? It’s their attitude and presentation that matters. You can teach product to anyone; you can’t teach attitude and manners.”

While Daniel praises his staff’s ability to deliver first class customer service, he’s also grateful that it was the original team who were operating the first two stores that got him over the line into the third outlet.

“Once one store was doing well, then there was the opportunity for a second, and the team behind it then said we should do a third store.

“I make sure I have the right team and they share the same common goal. Every Monday we meet to see where staff are at with sales, and they have a good grasp of where the business sits.”

Transparency among the team has been important, and it’s helped shape the strategy for a business built on spotting opportunities.

“The strategy comes as the business grows. Once the third store came along, we knew the vision,” he says.

Now the goal is clear: 10 Battery World outlets in New South Wales by 2025.

The Battery World model encourages growth through multi-unit franchising and is, says Daniel, well set up for it.

“I’m not in any financial debt, this growth is achievable with cash flow. The return on investment is generally 12 to 18 months.”

About one third of the franchise network own two to three stores, he says.

“The franchisor is great to deal with. It is still treated as a mum and dad group, with more personal care if it’s required, we don’t get lost in the system. The general manager will pick up the phone if you call, or call you back.”

Running his own business proved to be just what Daniel was looking for after he left his role as Battery World Caringbah store manager for a short spell in car sales. He came back to the brand to purchase the very same store.

“I had ultimate control, didn’t have to answer to anyone or seek anyone’s approval. It gave me a real sense of autonomy.”

It was the magic mix of his own savings, some funding from his parents and a bank loan that got him on the first step on the ladder to success as a business owner.

Since acquiring the stores, most have experienced significant growth and profit, including Kirrawee and South Nowra, which achieved double-digit growth from 2020–2021 (17.95 percent and 13.85 percent respectively).

Each allocated territory includes a store and a 24-hour roadside assistance van.

“With Covid, we saw a lot more consumers utilise the roadside assistance,” says Daniel. “But people prefer stores – they prefer the choice. And it gets people out of the house.”

Conversely, the business is well positioned to withstand the e-commerce onslaught.

“I don’t think online is as detrimental, you can’t post a battery. That’s bulletproofed us to the likes of Amazon,” he adds.

Daniel also owns and operates a single Opposite Lock 4WD accessories store, located next to a Battery World outlet, but this will remain a standalone business, he says.

As Daniel looks ahead to adding another three Battery World stores to his business, he reiterates the importance of a good team.

“It comes down to staff, you can buy a battery anywhere, so what makes you different? It comes down to staff.”

IT COMES DOWN TO STAFF, YOU CAN BUY A BATTERY ANYWHERE, SO WHAT MAKES YOU DIFFERENT? IT COMES DOWN TO STAFF.