If you've ever considered starting a business, you may have thought becoming a franchisee for a fast-growing company was the best way to go. It's a popular route many people choose and offers several advantages, such as operations training, marketing assistance and, in some cases, financial assistance and immediate name recognition.
When Jennie Voiles decided to start a business, her first thought was to look for a franchise that fit her lifestyle. Voiles, a former teacher who moved to Lexington from Southern California, wanted a business that would give her the flexibility to spend more time with her children and allow her to become part of the community.
"I wanted to do something that combined my love for kids and family," she said. "I thought I would do something with my educational background."
After looking into a variety of businesses related to education, she hit upon one that was different, but seemed to fit her needs: Grins2Go. A small company with only 10 franchisees - Voiles is number 10 - Grins2Go offers mobile event photography that brings to your door skilled photographers and all the equipment found in a professional studio.
Voiles is not a photographer, but she doesn't have to be to make the business a success. She runs the business side and hires professionals for the creative side. She has one full-time person and two part-timers on her staff.
She opened the business in April 2007 but has struggled with low name recognition because she is the only Grins2Go franchisee in Kentucky. Before opening, she took part in training the company offered. Marketing the business was part of that training, and the company provides marketing materials that she can use. But, it's not free. Voiles pays a general marketing fee and a local marketing fee. She says having materials at her disposal is helpful and less expensive than if she had to create them.
"Being a franchise is easier because I don't have to reinvent the wheel," Voiles said. "They have done much research into what works, and they are supportive in design and press releases, as well as marketing nationwide for certain events that benefit each franchisee.
"I think it has also been easier, when you meet individuals or prospects that may be wary of a new business or unproven business, when you have the franchisor behind you. They seem to lend some credibility to the business."
Voiles also believes franchises provide consistency in products, delivery and expectations.
"If another Grins2Go was to be placed in Cincinnati or Louisville, we would deliver the same quality and service," she said.
She said her local marketing has been somewhat hit or miss, and she's had a challenge in determining the right way to find her target audience. She's tried radio as well as Google and other Internet ads. Voiles said her biggest success has come from the Kids' Directory, a free publication found in places where moms and kids go.
Her experiences with a new company are a bit different than the brother-and-sister team of John and Carol Rasmussen, who own the KFC on Nicholasville Road. Long-time Lexingtonians will recall the restaurant started out as the Starlight Drive-In. It opened in 1954 and started selling Kentucky Fried Chicken one year later. At that time, the restaurant still served its regular menu along with KFC.
"Dad was the first franchisee in Kentucky and the third in the country," John Rasmussen said.
In the mid 1980s, Rasmussen's father decided to sell only KFC. So they tore down the old Starlight and reopened with the familiar KFC design. The restaurant recently underwent another renovation and Rasmussen said that occurs whenever KFC makes significant changes in design.
John and Carol have been there through all types of national economic ups and downs. He joined the company in 1979, and she's been there 42 years. He said he sees a lot of advantages to being a franchisee when it comes to marketing.
"We get a lot of help from the franchise all the way across the board," he said. "It's more cost effective to be a part of it."
The Rasmussens also pay a marketing fee to the company and to local co-ops. They belong to two co-ops; one works specifically with print ads and the other does television. The co-ops also do some radio advertising and coupons.
But John Rasmussen said he and his sister don't advertise their restaurant specifically.
"It's just not feasible to do that," he said. "KFC produces all the ads. They do all the legwork. Overall they strive to meet the needs of all markets."
Marketing continues to be one of the biggest challenges for small business owners. Many don't really know what their customers want and the best way to reach them. It's clear that owning a franchise offers the research and marketing tools to make reaching those customers much easier and less costly.
According to Inc. magazine, "New franchisees are getting even more help from the home office now that the overall climate has become so tough."
Although not everyone is a good fit for franchise ownership, it's still a good option for many.
Mary Hemlepp, APR, is co-owner of the Lexington-based public relations firm Wiser, Hemlepp & Associates. Contact her at mary@wiserhemlepp.com.