August - September 2012
Made in Australia
- Vulcano Gelato:
The godfathers of
gelato armed with a
secret family recipe
- The secrets of a good
business have a
- First impressions
count! Avoid ‘brand
In the spotlight...
King of Knives,
Have you told your colleagues about Franchise Magazine?
ranchise magazine | contents
in the mag
Regular Features Franchises in the Spotlight
04 A Quick Word 34 King of Knives
With Nick James A sharp franchise opportunity
16 The International Stage 42 InkSpot
Franchising news from around the globe International franchise opportunities
24 Made in Australia 46 Lightsounds
Vulcano Gelato Bright franchise opportunities
Features and Articles 52 Sleepy’s
A frachise to snuggle up with
20 International Franchise Expos
Vietnam International Shop + Franchise Show 2012 Hot off the Press
38 Media DIY: The secrets of a good press release 06 Jamaica Blue
Kylie Pekolj Launches in Singapore
48 Does your business have a “dirty van”? 08 Muzz Buzz
Kerryn Marlow Buzzing in New Zealand
12 The M-Commerce Revolution
Business Corner Shoppers go mobile
54 Last Words 14 sKids
Your say on franchising Expansion plans for Australia
56 What’s On?
Franchising Events Calendar
58 About Franchise Magazine
Contact information and more
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ranchise magazine | a quick word
a quickNick James >>
Welcome to another edition of
Summer is just around the corner! We can hardly
wait and with Vulcano Gelato on the cover and in
our Made in Australia feature this edition, all of
us down at Franchise Magazine are drooling in
anticipation! We all think it’s the best gelato any of
us have ever had before, the only thing that makes
it even better of course is summer!
Have you ever thought to yourself that you would
like your franchise featured in our news section of
our magazine but never knew how to go about it?
Our editor Kylie has put together an easy DIY and
her top tips for writing successful press releases,
you’ll be getting news published about your
franchise in no time!
And with that extra media attention, it’s time to
scrub up as Kerryn Marlow warns us about the
dangers of having a ‘dirty van’ that is, bad first
Also in this edition of Franchise Magazine, In the
spotlight we take a closer look at King of Knives,
InkSpot, Lightsounds and Sleepy’s!
Enjoy this edition of Franchise Magazine and
until next edition,
Keep safe and cheers for now!
Nick and the team at Franchise Central.
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ranchise magazine | hot off the press
FOODCO GROUP AND UNIVERSAL
F&B ANNOUNCE JAMAICA BLUE
LAUNCH IN SINGAPORE
Leading retail food franchise companies and regional licence partners, Foodco Group Pty Ltd and
Universal F&B Pte Ltd, today officially opened the first Jamaica Blue café in Singapore.
Renowned for its award-winning premium coffee blends and seasonal fresh food menu offering, Jamaica
Blue was established by Foodco in 1992 and this year is celebrating its 20th anniversary of operation in
Australia (73 cafés). Also operating in New Zealand (5 cafés), China (17 cafés) and the United Arab Emirates
(3 cafés), Singapore’s first Jamaica Blue café is located at One Raffles Place in the heart of Singapore’s
financial business district.
A second Singaporean Jamaica Blue café is scheduled to open in mid-September at Star Vista, the nation’s
prime shopping and entertainment venue located in the Western Central region of Singapore.
In keeping with the recently reinvigorated Jamaica Blue brand concept, both contemporary-design
Jamaica Blue cafés will serve as an oasis for Singaporean coffee-lovers who are looking to escape the
grind of daily life by sitting-back, and savouring each sip of a premium-tasting coffee.
Jamaica Blue boasts a CSR Golden Bean award-winning Signature Blend – made from 100% Arabica beans
sourced from the world’s best coffee growing regions; in addition to the Wallenford Estate Jamaica Blue
Mountain coffee, the most sort after coffee in the world.
The Jamaica Blue Singaporean Breakfast, Lunch and Dinner menu offering will largely reflect the freshly-
prepared on-site model that has met with acclaim in Jamaica Blue’s current markets. However, due
to humid local weather conditions, Jamaica Blue Singapore will feature an extended cold beverages
range with market-tailored fruit flavours such as Lychee Iced Tea, Chocolate Banana Cream Frappe and
Familiar with the Foodco network as a former franchisee of Foodco’s Muffin Break brand, Universal F&B
Director, Hermanto Karjadi, said Singapore is ripe for the launch of Jamaica Blue.
“The coffee drinking culture in Singapore has developed significantly during the past few years. Today’s
Singaporeans are more appreciative of quality coffee than ever before and this appreciation, combined
with Jamaica Blue’s unique and prize-winning products is sure to see great success in Singapore,” said Mr
Foodco Group Managing Director Serge Infanti said: “Foodco and Mr Karjadi have enjoyed an excellent
working relationship for more than a decade.
“We’ve been carefully planning Jamaica Blue’s entrance into the Singaporean market for quite some
time and I have every confidence that Mr Karjadi and his Universal F&B team will continue to espouse in
Singapore the excellent reputation that Jamaica Blue currently enjoys in other markets across the globe,”
added Mr Infanti.
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ranchise magazine | hot off the press
New Zealand buzzing with the
launch of drive through coffee
Auckland is buzzing with the opening of not only it’s first
Muzz Buzz drive thru coffee store in New Zealand but
with the opening of it’s second as well.
The first Auckland store, located 847 New North Road,
Mt Albert is the first international store for the Muzz Buzz
franchising business. With the opening of the second store
in Cavendish Road, Manukau, Muzz Buzz will have 50 stores
in operation across Australasia, and another 10 stores
under construction or awaiting development approval.
Executive Chairman Warren Reynolds said, “We’re very
excited to be launching the Muzz Buzz brand in New
Zealand and we really hope the people of Auckland will
embrace our exciting concept and try our great food and
The decision for Muzz Buzz to expand to New Zealand was
a logical step, given that Australian’s and New Zealanders’
have similar spending habits in relation to coffee and a
willingness to embrace the convenience of drive thru as a
retail concept. According to the BIS Shrapnel’s Coffee &
Beverages in Australia report, Australian consumers spent
in excess of $10.7 billion a year on coffee, which represents
an average of $594 for every Australian aged 14 and over.
Despite global economic uncertainty and falling equity
markets, spending on coffee and convenience food products
has continued to grow in both Australia and New Zealand
and across most of Asia in the past 5 years, and these
trends appear likely to continue for the foreseeable future.
Drive thru coffee franchising has proven to be sustainably
profitable during the worst economic conditions in the past
50 years, and provides tremendous returns for motivated
franchisees seeking to secure their financial freedom.
Mr. Reynolds added, “Muzz Buzz is now in a strong growth
and expansion phase. With 50 stores we’ve reached
critical mass in Australiasia. Muzz Buzz now dominates
the Australasian drive-thru coffee market and it’s time to
expand and develop new markets in the Asia-Pacific region.
Our goal is to make Muzz Buzz a global lifestyle franchise
brand over the next decade. We have a proven business
model, a proven brand and a successful growth strategy.”
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ranchise magazine | hot off the press
AUSTRALIAN RETAILERS MUST PREPARE
FOR THE M-COMMERCE REVOLUTION
As more and more Australians take to their smart the majority of people research products on their
phones to compare prices and track down the best phones before making their purchases on their
bargains, business owners need to be prepared main computer,” he said.
if they are going to maximise the opportunities
“Even if customers don’t currently buy from their
provided by mobile phone shopping, according
phone - you need to have a mobile site that makes
to e-commerce expert Adrian Mullan.
it easy for them to get to the information,” Mullan
Mullan established E-commerce Websites in 2001 said.
with the aim of helping businesses of all sizes
“This means establishing a mobile version of your
transition into the online shopping arena. He has
website, which may have similar content but
since assisted thousands of businesses - including
presents it in a simpler fashion,” he said.
some of Australia’s biggest retailers - make the
most of the opportunities provided by e-commerce. “A good example is the importance of having an
easy-to-use ‘store locator’ so customers can find
It is estimated that about 94 per cent the closest store while out and about,” Mullan said.
of Australians have mobiles phones,
He said the explosion of price comparison apps was
with a 2011 study showing Australians also making it easier for people to use their phones
spent $155 million online via their to browse ‘in-store’ but ‘buy online’ at greatly
mobile phones. reduced prices.
That figure is expected to grow sharply over the “Another growing trend was the increasing number
next few years as smart phone usage increases. of people “couch shopping” where they can see a
product on television and buy instantly online using
Mullan said retailers needed to take steps now their smartphones/or tablets,” Mullan said.
to capture this burgeoning market as almost 70
percent of Australians were expected to use mobile Retailers need to be aware of the changing trends
devices for purchases and payments in the near in consumer behaviour in order to put the systems
future. in place to capture sales from their target markets,
“While figures show a smaller percentage of people
actually buying on their phones at the moment,
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ranchise magazine | hot off the press
Expansion plans to skid
Safe Kids in Daily Supervision (sKids), an award- benefits by having our programs operating. sKids
winning Out of School Hours Care (OSHC) franchisees also enjoy ownership of a financially
franchise business has announced their plans and emotionally rewarding business that provides
to expand, with the aim of having 15 franchises them with flexible lifestyle options, supported by a
operating in primary school based sites across highly skilled and trained franchise team.”
Australia by the end of 2013.
sKids offers a structured and well-balanced OSHC
Established in New Zealand in 1996, sKids is now program that offers a variety of planned activities
offering services to almost 100 sites in New Zealand, such as arts & crafts, music & drama, sport,
with five Australian franchisees. technology and other fun activities that kids love.
sKids also offers Vacation Care programs during
Vicki Prout, Managing Director of sKids Australia,
school holidays that are designed to amuse,
said the company would work with government
challenge and entertain children.
and non-government schools to position sKids as a
structured fun and caring learning-based program Franchises are planned for Adelaide, the company’s
that provides a safe and secure environment for the stronghold in Australia, with Master Franchise
care of school-aged children. opportunities available in Queensland, Victoria,
Western Australia and New South Wales. Franchise
Ms Prout said “Our point of difference is that we
opportunities are also available nationally. sKids
operate independently on-site at schools, supplying
operates within the National Quality Framework
our own equipment, managing payments directly
and works closely with local communities.
with parents and enabling schools to have many
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ranchise magazine | the international stage
international stage >>
franchising news from around the globe
Hooters have announced plans to
Papa Azerbaijan Red Mango become more ‘girlfriend friendly’ after
Papa John’s has opened it’s first Azerbaijan
store serving their well known pizza’s to more
recently research found women to find their
than 2 million Baku residents.
celebrated the menu old, overpriced and decor dated.
“For more than 28 years Papa John’s has
grown steadily by delivering on its ‘Better opening of it’s
The pie fight continues
Ingredients. Better Pizza. brand promise,”
said Tom Sterrett, Papa John’s senior vice 200th location
president, International. “Azerbaijanis can
expect to enjoy the same great taste and as America’s #1 in NZ
high-quality ingredients with every pizza that
so many loyal customers around the world frozen yogurt One New Zealander is still refusing to let their
experience every day.” beloved Kiwi fast food, Georgie Pie go to rest
Papa John’s plan to and smoothies without a fight.
in the Azerbaijan chain since 29 year old, Whakatane man Grant Duffield
travels New Zealand on his days off collecting
market with the
opening of several opening it’s signatures to bring back Georgie Pie.
“It’s just that I’m passionate about this. I feel that
stores over the next
few years. first store in Georgie Pie should still be here today,” he said.
2009 Mr Duffield has collected more than 6,800
signatures supporting the return of Georgie Pie.
Georgie Pie met it’s fate when McDonald’s bought
the fast food chain in 1996 and progressively
closed each of the stores, closing the last Georgie
Pie in 1998.
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ranchise magazine | expo: vietnam international shop + franchise 2012
Growth potential of the
Vietnam retail and
franchise industry Expo Information
Vietnam has a population of almost 90 million and contrary to popular belief; has strong purchasing
power and an appetite for foreign brands. Last year, Vietnam’s retail market experienced a 22.6% Show Title: Vietnam International Shop + Buyer Delegation Program:
jump, according to the Statistical Office of Vietnam, emphasizing the immense potential of its market. Buyer groups of at least 10 members from
Franchise Show 2012 (VIETSF 2012)
Experts forecast Vietnam’s economic growth to be over 4.5% despite the global economic crisis. This international trade associations or government
positive outlook is shared by global consulting firm, A.T. Kearney who forecast retail market sales to Dates: November 1, 2012 – November 3, 2012 organizations can attend VIETSF as part of an
hit $113 billion by 2012. Not to be outdone, Vietnam’s franchise sector, according to International official delegation group.
Franchise Association, has grown 30 percent annually in recent years and is set to outpace that in Venue: Saigon Exhibition & Convention Center
the next five years with popular F&B franchises, Subway and Gloria Jeans Coffee jumping on the (SECC), Ho Chi Minh City, Vietnam Main Benefits for Delegation Groups
bandwagon. 1. Hotel accommodations for 2 nights
VIETSF 2011 was a huge success involving 123 Coex, the organizers of VIETSF, is Korea’s leading Exhibit Items: at a designated partner hotel for the
exhibitors from 6 countries. A resounding 78% of convention and exhibition center that offers a • Franchise representative and members.
exhibitors were enthusiastic about participating unique service – the 1:1 Business Matching Program. Food & Beverage, Beauty & Health, Fashion, 2. Economy-class round trip flight ticket for
in this year’s event again. The U.S. Commercial This is a pre-arranged meeting between buyers and Retail & Wholesale, Consulting Service, the delegation representative.
Service’s 2011 report on Vietnam highly exhibitors customized according to their respective Education & Training, Other Specialised Retail 3. 1:1 Biz Matching Meeting arranged with
recommends businesses interested in entering the needs. Last year, a total of 1,980 meetings were exhibitors your members are interested in.
Vietnamese market to participate in the Vietnam arranged, allowing overseas businesses to connect 4. Technical tour program for the delegates
Shop Design & Renovation, Shop Equipment,
International Shop + Franchise Show. with their local counterparts easily. upon request.
Shop Interior, Retail Technology, Professional
The previous show results demonstrated that Services, Items for Shops
VIETSF 2012 will be held from November
Vietnam Show has progressed noticeably over years
1st – 3rd at the Saigon Exhibition and Concurrent Events: Australian Representative:
and that it has gained trust and reliability as the Australia Representative
Convention Center, HCMC, Vietnam. Sign • Consulting program with business experts
main franchise show in Vietnam. This show is not Linda L. Gurney
only an exhibition but one-stop solution destination for 1:1 Biz-Matching Program and meet • Seminars on successful business cases of T. 61-448800968
where it provides all information and connection companies you wish to meet based on entering the Vietnamese market E. firstname.lastname@example.org
you need to successfully enter into Vietnam your needs! H. www.vietnamshow.info
market. At VIETSF, you can meet associations, • 1:1 Biz Matching Program
trade promotion agencies and other experts from * One-on-one business meeting program will
various industries and countries. Through these arrange meetings with specific buyers and
connections you can build a strong global network suppliers you wish to meet based on each
and share the most recent industry related news company’s specific needs. Please note that
allowing you to easily access local market trends. sign-up form is available on our website. Biz-
In addition, throughout the exhibition, you can matching application is due by October 5, 2012.
attend various seminars that work as great source
Results from 1:1 Biz-matching Program
to successfully settle business in Vietnam. Last
year, helpful seminars such as “Understanding of • 1,980 Meetings
Vietnam laws - Focusing on Investment”, “Tax & • USD 52,000,000 Contracts Discussed
Regulatory Environment of inbound franchise in • USD 30,500,000 Contracts Expected to be
Vietnam” and many more were provided. VIETSF signed within 1 Year
is a great tool for all companies targeting Vietnam
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ranchise magazine | made in australia:
made ingelato >>
V ulcano Gelato may have strong roots connecting it
back to Vulcano, Sicily where its delicious secret recipe
for gelato was born and passed down from generation to
generation within the family business, however by the
time this prized recipe reached the hands of the third
generation, Gino had already set his sights on Australia
where he was to meet his future Australian born wife,
Josie. Here with recipe in hand and their combined
dream to open a gelato store that was uniquely their
own, Vulcano Gelato was born with instant booming
Whilst Italy has been enjoying gelato made from this secret
recipe for generations, up until now, Australia has never seen
gelato as hot as this. Upon opening the doors for the first time
during the Australian summer, Gino and Josie knew they were
on to a real winner and the length of the queue spoke for itself a
true sign of the continued success that was to follow for Vulcano
Gelato. The Australian summer and the secret gelato recipe that
came all the way from Vulcano Sicily was a match made in heaven..
so knowing this, I’m sure now you’d appreciate why this recipe is
such a closely guarded secret!
We at Franchise Magazine caught up with Gino and Josie to find
out more about this delicious franchise and let us just tell you this,
the gelato is to die for!..
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ranchise magazine | made in australia:
Getting To Know You Getting Down to Business
If you had to describe your personality in a few words, What materials and knowledge did you have before beginning to franchise?
what would it be? J: Before we opened this business in Australia, we knew we would franchise it out. We did months
J: A dynamic, enthusiastic, assertive and motivated individual of research on other successful franchises in and outside of Australia and searched for the best
with a strong sense of integrity. Entrepreneurially spirited, franchise consultants we could find. I also spent three European summers in Vulcano learning the
with a desire for a continually challenging and demanding craft of making artisan gelato from a master that has over 50 years experience, and during this time
environment. Gino mentored with his father that has been running the family business for over 25 years learning
the logistics of running a business of this nature.
G: A young vibrant business man, who constantly thinks out
of the box, honest and hard working. How long did it take to develop and set up your business and how did you begin promotion?
What inspired your business idea? J: To actually set up, it took about 6 months as we needed to organise many items that would come
directly out of Italy, we did not have time to promote as we opened our doors on the 15th of December
J: A trip to Italy with my then boyfriend (now husband) to 2008 and the summer boom just happened!.. From here on there was no looking back, Vulcano
the Island of Vulcano where his family have had a business Gelato was on everyone’s lips and we knew we were on our way to a successful franchise opportunity.
since 1960, after tasting the gelato for the first time, I knew
instantly we had something very special. It was a great way How did you go about seeking advice on starting to franchise your business? Talk us
for us to be together and have a successful life here in through how you got started.
Australia. J: After researching via the internet and then several references we decided to use the expertise of
G: Meeting my wife in Australia inspired me to move to Australia for good. I have Franchise Central to coordinate the process of setting up our business for franchising. They made
been lucky enough to grow up in a family business in which our famous gelato and granita was born. everything very simple to understand and guided us through each step of the documentation process
and are continually advising on set up procedures as needed.
How did you know that franchising was right for your business and what ultimately
influenced your decision? What was the very first task you had to do as franchisor?
J: We knew it was right for franchising straight from the beginning, that’s why we tried to keep it as J: Write up an operational manual, it was a great exercise for both of us to put all our knowledge down
simple as possible, in Italy the bar offers patisserie, alcohol, hot and cold foods and many more items, on paper and work out a detailed training program that is easy to learn and understand to ensure
we only brought over the gelato, granita and coffee knowing it would take off and after a season of franchisees know exactly what they need to do well before they open up their first Vulcano Gelato
trading we started the paperwork to begin franchising. store.
With our long queues and our customers constantly asking “when is another shop opening in the city” How overwhelmed were you initially when setting up your franchise?
it confirmed what we already had in mind and we are certain that Vulcano Gelato will be a successful
J: The documentation was a little overwhelming and we were glad we had Franchise Central to hold
our hands through the whole process.
What previous experience if any did you have in the franchise or business industry before
Tell us about some of the expectations you began with.
Have they been met?
J: Although we have never had to do with franchising before, over the past year we have familiarised
J: Our main expectation was to build a strong franchise system
ourselves vastly on how the franchising system works, but we also have qualified franchise
that will protect both of us as the franchisors and we also
consultants on board who have over 20 years experience. Franchise Central are looking after
wanted the franchisees to feel secure about their investment.
our franchise documentation and they have been great mentors in guiding our business in to
The documentation is very thorough and clear for both parties
involved. We are proud and excited about what we are offering
My husband Gino has over 10 years product knowledge from working in his family business that to future Vulcano Gelato franchisees.
is situated on the high tourism island of Vulcano, his attention to detail is vital to the running of
this business, he has grown up in this industry and brings to the table the secret recipe that has Did you have a mentor?
been passed down through three generations. J: Our mentors have been our parents who have been a big
My business management background mainly stemming from the fashion industry for 10 years part on helping us set up our business, we have both grown
and ANZ business technologies for 6 years, these skills are extremely important to the logistics up around very successful family businesses and believe the
of running the business. skills we have learnt have allowed us to make this dream into a
reality. Our franchise mentors have been both Mary and Nick from
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ranchise magazine | made in australia:
Who is the target market for your franchise?
J: Vulcano Gelato is universally appreciated by
young and old alike.
How many units of your franchise are there in
J: We franchised the Rye shop in 2011 and are
currently in the process of arranging the store setup
of the latest franchise in Moonee Ponds.
Have you gone international yet? If so, where
are you based? If not, do you intend to expand
J: Not yet, but there has been interest in China and
Malaysia, last year we were invited to China and had
several meetings in regards to the Vulcano Gelato
franchise, we have also been showcased in various
print media both nationally and internationally.
Is there room for more franchisees in your
current market? If so, what areas?
J: Definitely, we believe that Vulcano Gelato is
suited to all age groups and therefore will be suited
in many areas... and it’s not a seasonal business,
people eat ice cream all year round and don’t
forget our coffees, granitas and other products are
too! For example, every major city in Australia can
have at least 5 stores comfortably and busy suburbs
should also be seriously looked at. Furthermore,
we recently purchased our factory premise in
Ardeer (VIC) where our spectacular gelato
is ‘made fresh daily’ and delivered to
our franchised stores thereby not only
eliminating much of the setup costs of
entering the franchise but also the work
load of our franchisees.
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ranchise magazine | made in australia:
Running of The Business Franchising a Business
Who supported you throughout your journey of franchising your business? What would you say are the benefits of having franchised your business?
J: Our main support came from each other; we are both very passionate to see our dreams come true. J: Sharing this amazing opportunity national and internationally will potentially be very profitable for all
parties involved. Personally it has helped us both grow and learn a new area of business.
What are the short and long term goals you seek to achieve for your franchise?
J: Our aim is to have at least 15 stores in the next two years and over 40 stores in the next five years. What do you perceive to be the pitfalls of franchising?
J: Waiting for it to take off, knowing you have a gold mine and trying to convince others to believe in
Can you tell us about one of the most significant moments which have contributed to the your dream
success of your franchise?
J: Over the holiday season in Rye we have non stop queues selling up to 1,600 gelatos a day. Keep
in mind that there are several ‘competitors’ in the same street which did not affect us at all. We knew Franchisees For Your Business
our gelato was fabulous but more importantly our customers did too! It was not uncommon to see the Describe what your ideal franchisee would be like? Their personality traits, experience and
same families come in every day if not twice or more. attributes etc.
What has been the most challenging aspect of being a franchisor? How did you overcome J: We are looking for passionate, honest, hard working, organised franchisees that will present Vulcano
this? Gelato in the best manner possible.
J: So far we have not had any major challenge. What initial training and ongoing support do you provide your franchisees?
What are some of the lessons you have learned? J: Our training program is a six week process, four weeks behind the scenes and two weeks on site
when a new franchisee opens the doors to their own Vulcano Gelato store. We train our franchisees
J: The main lesson we have learnt is to make sure all documentation is clear and honest and fool
in every aspect of the business including but not limited to business procedures and responsibilities,
proof training programs.
food and beverage preparation, customer service and all marketing initiatives. We then follow up with
training updates to make sure all franchisees continue to meet Vulcano Gelato standards, no matter
where they are situated.
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ranchise magazine | spotlight: king of knives
A cut Above the rest
Established in 1986, the King of Knives concept was created
to provide consumers with a highly specialised store that
retailed every conceivable cutting and sharpening instrument
for the domestic, trade and professional markets. The first
store opened in Westfield Chatswood in November 1987 and
since this time the group has grown to be the largest Australian
retailer of its kind with over 50 stores throughout Australia and
The product range has expanded over the years and the stores
carry a core range of cutting and sharpening tools as well as a
variety of quality kitchenware, trade uniforms, outdoor tools
The simple vision of King of Knives is “to offer proven and
innovative products together with outstanding service to meet
the needs of our customers” We offer a shopping experience
that endeavours to inspire all customers to pursue their trade,
hobby or passion with the absolute confidence that comes
from using the right tool for the job.
CLICK HERE to REgIstER youR IntEREst In a KING of KNIVES fRanCHIsE oppoRtunIty
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ranchise magazine | feature article: media diy
media DIY: >>
the secrets of a good press release
Getting media attention isn’t exactly rocket sience, yet so many small
businesses seem to think this is the case and leave the press release
Press Release Try; and key people featured in the
Jelly Bean Co. Opens 10 new press release. This is especially
important for small businesses
game to the big businesses. As a small business owner you might want
to scrimp on the PR agent to save money to put into advertising and Basics.. stores.
who may not be as well known to
other areas of the business instead but good PR is something you Laying out your press Your News the media.
should not ignore if you want to get your business noticed! This section of the press release
release is where you go into further detail
As editor of Franchise Magazine for close to five years, Kylie Pekolj has There are four main elements about the news you want to get Sometimes the people you
By Kylie Pekolj seen more than her fair share of good bad and downright woeful press to the written section of a press send your press release to will
out to the media.
Editor, Franchise Magazine releases, here’s her top tips for successful press release DIY.. want to contact you for further
release, in order these are;
The opening paragraph should information about your news or
• The Heading be an extended version of they may want to organise an
Before you begin.. • Your News the heading with all the key interview to run a larger story.
Newspapers, magazines, radio It does not matter how exciting and information of your news. Make sure you include the name
• Background/ Extra
and television stations get emailed news worthy you think what you of your contact person with your
Information The following paragraphs are
mountains of media releases on have to say is, if your press release contact information in your press
a daily basis and the majority of does not follow these basics, there • Contact Information used to go into further detail
release and not just a business
these press releases that these is a high chance it will fail to grab from your opening paragraph.
The Heading Use the second paragraph for
name and number.
places receive get no more than 5 the attention of those who will
seconds of attention before moving ultimately help you get your news Arguably the most important the second most important It is also a good idea to include a
onto the next one. It is only the published and end up in the not element of a press release. The information following what was web address and any social media
media releases that stand out from read pile. heading of your press release said in the opening paragraph, links for your business such as a
this pile that get read and ideally should portray what your press the third paragraph the third Facebook or Twitter page.
followed up on. release is about in as few words most important information and
as possible. You do not need to so on. The Fifth Element
be creative, just make sure your
reader knows what your press Once you have completed your In addition to the above four vital
release is about to entice them to news section, it is common elements of the press release. The
keep reading. It is the make or practice to end your news section fifth, whilst not vital in making
break element of the press with the word ‘end’ in capital a complete press release should
release, if the heading letters like this; always be considered.
does not capture END Including a few images with your
the interest of the press release will not only add
reader this will be This is to signify the end of the
extra information to your news
as far as they read press release and to separate it
but it will also help it stand out
before moving on from the following two elements.
and be remembered against the
to the next one. other press releases it may be
competing against for attention.
For example: Information
Rather than; After your news include a section
Jelly Bean Co. Jumps to new with extra information including
heights! things like quick background
information about your business
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ranchise magazine | feature article: media diy
Prior you put pen shop has changed its menu to and send your press release to
Email Etiquette.. Attachments and Formats: but if the media outlet you are
include a large variety of celiac the stations that match your sending your press release to
I see press releases sent as word
friendly options, has changed businesses. Know the difference is particularly important to you
to paper.. to using only local products to Television Stations: Local, between To: and BCC:
documents (both .doc and docx
formats), as .pdf files and as just
and your business, it is always a
A Matter of Subject support local economy etc. regional, metropolitan and good idea to take the extra time
national networks. Nothing screams ‘unprofessional’ text in the email. to address your email to them
There is a fine line between Know Your Audience like a list of emails in the To: All formats are fine but even if personally, just make sure you do
news worthy and spam. If you Websites and Online line of an email, highlighting to you put your press release into not send your personalised email
are constantly sending out press If your business is a fashion Publications: Any website or everyone who received the email the main body of your email you out to everyone. Editors like most
releases with the only intention boutique there is no use in online publication that publishes who else it was sent to. should always have it attached as people don’t like it when you get
to spruik your business without sending a press release to a news that is in theme with wither a word document or pdf their name wrong!
any actual news to announce, you tattoo magazine unless your your business or press release. Avoid this rookie mistake by
clothing designs incorporate as well. Having your press release
will quickly find yourself being Same rules apply for websites placing your own email address
blocked by multiple spam filters. tattoo designs linking the two
and online publications as print in the To: line and all of your
in the body of your email means
it is already open and ready to A Final Note..
magazines. recipients into the BCC: line,
Remember, the purpose of a meaning blind carbon copy. This
be read, however having it as If you haven’t already, add
press release is to get your news Before you even start writing an attached document means
out to the appropriate media your press release gather contact
information for all media outlets.
Rules of will prevent your recipients from
seeing who else you sent the
the reader can save it onto their
computer for later reference.
outlets, it is not another form of
advertising so don’t abuse it! These may include but are not
Engagement.. email to.
Best practice is to do both
This keeps your email looking together. This helps to grab the
Keep in mind that the more press The Golden Rule neater but also highlights your readers attention and give them
to your media contacts list.
releases an editor receives daily, Newspapers: Including local,
There is only one major rule when email address as it now sits in an easy way to save it onto their I look forwards to reading
the less tolerable they are of the state, national or international.
trying to engage with your press both the To: and From: lines of computer. It also is a little extra about your franchising news!
first deadly press release sin. Magazines: For a franchised releases recipients; the email. insurance against corrupted
That is, advertising in disguise of business include business and
attachments, file formats that
a press release. franchising focused magazines, Grab attention with the your recipients may not be able
Do: (but not limited to..)
personal growth, and investment
Make sure subject line: to open or forgetting to attach
Announce your businesses
You should also send your
your readers your press release before you
Always start your subject line press send. You’d be surprised
success and achievements.
press releases to magazines know what with ‘Media Release:’ or ‘Press how often that happens!
Release:’ followed by your
Announce events your business that focus on topics that cover
may be involved with or your core business. If your you are talking businesses name and a brief Don’t forget to also attach any
description about what your images to your email!
organising well in advance of business is focused on childrens about within press release is about.
them happening and followed up development, send your press You should also avoid being
with another after the event. release to parenting and family the first three tempted to send your press
Announce your businesses
magazines. If your business is lines of text release and images togehter
Press Release: Jelly Bean Co. New in a .zip file or any other file
a restaurant, send your press
involvement with the community Store Grand Opening compression format, your
release to food magazines etc.
sporting clubs, schools,
organisations or charities. Sometimes your press release If after these three lines the Firstly this makes your email recipients will not go searching
may not be focused on your core reader still doesn’t know what stand out in your recipients’ for the correct program to unzip
Don’t: business and in such cases you news you are trying announce inbox that it is a press release your compressed files if they do
Use the press release to advertise should seek out magazines that good chance they have lost and secondly it lets them know not have the right programs to
your new product or promotion. cover the topics covered in your interest and moved on to reading what your press release is about do so.
the next press release. before opening it. It also makes
the press release easier to find in
Radio Stations: Local, regional their inbox if they go back to find You may not always have time
There is a news worthy element
and metropolitan stations. Think it again later. to personalise every single
behind your promotion or
about the stations core audience Press Release you send out
product! For example your pizza
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ranchise magazine | spotlight: inkspot
Making a splash for international franchise opportunities
Regardless of language or nationality, expensive ink cartridges
that empty and need replacing far too quickly and environmental
concerns is something that is globaly understood, this is why Inkspot
are seeking both potential franchisees wishing migrate to Australia
and potential franchisees wishing to start an Inspot franchise in
their own home country.
Inkspot franchisees are specially trained to refill customers empty ink
cartridge so they perform as new. The average cartridge takes only 5-15
minutes to refill using our specialised cartridge refill and testing equipment,
saving customers significantly compared to buying new cartridges, all whilst
helping our planet by reducing landfill.
Not only refilling empty ink cartridges, Inkspot is a leading retailer of all
genuine ink and toner cartridges. Each store carries a wide range of very
competitively priced genuine cartridges. Inkspot stores also carry a large
range of Inkspot branded, compatible and remanufactured ink and toner
cartridges to still save customers money when refilling an old cartridge just
is not an option.
All cartridges are fully tested to give you excellent quality print and cartridge
life, whilst saving you up to 50% compared to OEM brands.
CLICK HERE to register
your interest in an Inkspot
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ranchise magazine | spotlight: lightsounds
Australia’s largest retailer of Professional Lighting,
Audio and DJ Equipment
Lightsounds is Australia’s largest retailer of professional lighting, audio and DJ equipment Lightsounds has a limited number of franchising and dealership opportunities on offer in
with nearly twenty stores, stockists and franchise outlets across Australia. Lightsounds selected areas. The franchise opportunity is for those with a passion for audio and lighting,
opened its first retail store in 1995, after the business being in the industry since 1983. The good business sense are self motivated and enjoy dealing with people. Dealerships allow
success of that one store paved the way for Lightsounds to grow, open new stores and the business owner to take part in the Lightsounds experience without the commitment a
become the success story it is now. franchise requires and is well suited to those who already have their own store.
Like most people you’ve probably dreamt of being your own boss and running a successful All new franchisees receive comprehensive training at our state of the art training academy.
business. At Lightsounds, we take pride in offering you the chance to achieve this dream, Initial and ongoing training not only covers practical but also builds your skills in marketing,
by providing you with a proven business system that is affordable, well structured and easy accounting and all aspects of running a successful business. No previous business experience
to operate. is required.
Unlike many other business opportunities, Lightsounds is able to offer multiple income Lightsounds provides a unique opportunity to be aligned with most market leading brands.
streams other than just the retail sale of equipment. A Lightsounds business can also offer Franchisees also gain benefit from lower pricing through group purchasing power.
to clients rentals, service, DJ practice booths, jukebox hire, deliveries, installations, second
So if you want an exciting career in an industry founded on fun, providing audio, lighting
hand goods sales, trade ins and more. All of this means that the business owner is able to
and karaoke to DJ’s, nightclubs, promoters, event managers and people into music, then
make money through numerous means without being dependent only on the retail market.
you should consider being a part of the Lightsounds team.
Make a life for yourself ...not just a living
CLICK HERE to register your interest in a Lightsounds
46 | May - June 2012 FRANCHISE MAGAZINE | www.FranchiseMagazineOnline.com.au www.FranchiseMagazineOnline.com.au | FRANCHISE MAGAZINE May - June 2012 | 47
ranchise magazine | feature article: brand disconnect
does your business have a
“dirty van”? >>
Kerryn Marlow has known the importance of first The food is expensive but on the
impressions when it comes to business ever since her gourmet side.
very first day of work experience, however many seem
to overlook such a simple yet extremely important thing. But I noticed a couple of big brand
By Kerryn Marlow Often it is these little things that can speak louder than disconnects:
Media M Group the best of marketing campaigns, Kerryn explains how..
I walked past the shop late one
Way way back in my teens, I did logo, no spelling errors, and my night, and saw cakes sitting in
work experience for a Melbourne quick friendly service mantra meant the refrigerated display. Call
home cleaning company. not being grumpy if a client called me fussy, but for an expensive
at 6.01pm wanting something lunch shop with “fresh” food
If memory serves, I think they were urgently. having cakes mouldering away in
called KKK Cleaning… glad they the front window all night then
were not in the USA! Cleaning copping the morning sun blast…
There’s nothing worse fridge or no fridge, I ain’t buying
didn’t end up being my vocation,
but the guy who ran it taught me than visiting a happy, your stale overpriced cakes or
something that I still think about to welcoming website, then food, thanks!
this day. being greeted by Miss
They also have a dirty old 80’s
Grumbles when you call. Mitsubishi car. How do I know
Every morning without fail, the
KKK guys would give their white It’s disappointing. this? Well, they covered this
vans a thorough cleaning. While I Dirty van! car in astro turf, with a big sign
was watching, the boss said “Our advertising their shop, and
vans do not leave here unless they I see the dirty van equivalent parked it on the street. The piece
are gleaming. We are a cleaning everywhere, even here in my de resistance: a flapping parking
company and it is not a good look ifsuburb of South Melbourne. Some fine sticker slapped on the
customers see dirty vehicles.” businesses look great on the windscreen. It looked ridiculous
outside, but after you enter the and totally out of whack with
And off we zoomed 30 minutes premises, their service is not what their nice fresh livery.
later, windscreens a-gleaming, they led you to believe it was.
to clean a posh house in Toorak. But you’re talking about it, I hear
That lesson really stuck with me, In marketing parlance it’s called a you say. I agree it got noticed
and when I finally started my own brand disconnect. (especially by the parking
business many years later, I made a inspector)…. but is that a not a
point of not having the equivalent A new lunch bar recently opened brand disconnect? I could think
of a “dirty van”. of better ways to promote a fresh
up here in a good section of the
food business than an illegally-
main street. It looked lovely and
That meant my business should clean, with nice green and white parked dirty old jalopy covered
have a professional website, nice livery indicating modern and fresh. in plastic grass. They DO have a
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ranchise magazine | feature article: brand disconnect
A cake shop that I bought a Or of course Energy Watch with not just franchises, there are also
yummy vanilla slice from once. the awful public humiliation of lots of great local businesses in
…their nice white paper bags their CEO Ben Polis. He built a fun, every suburb who connect well
had their lovely logo stamped “whacky” brand . Then posted with customers, and are usually
in bright pink ink…which by the racist comments on Facebook. rewarded for it.
time I got back to the office had Lots has been written about
leached through the bag and into this case, but it clearly brings Have a look at your business.
my vanilla slice and hands! Grrr! to light that your brand must What do people think of or feel
fit what you actually do in your about your business? Do staff
Some other examples of a brand business, or people will hit the connect with your brand, and
disconnect which I am sure you social media sites like Facebook, translate that to your customers
have seen…. expensive clothing Twitter, or UrbanSpoon, and tell so they feel connected?
stores where the sales people everyone about it….and guess
stand out the front smoking, and what appears in a Google search Does your van gleam proudly
they reek when they come in to for your brand? every morning or does it need a
help you. Dirty smoker hands clean?
over fine fabrics. Disconnect. On the flipside, there are fabulous
businesses who have built a Kerryn Marlow is the owner of
And we’ve all been to fancy terrific brand, and if you visit their www.mediamgroup.com.au and
restaurants with great service, website or store or business, the www.smsexpress.com.au. Although
sublime food… and then you great story continues, and you she believes her websites and
visit the bathroom and have to are connected with the brand. stationery look nice, there’s no plan to
almost pay a ferryman to paddle astro turf her car in company colours.
you over dubious water puddles Boost Juice or Body Shop or
and tweezer off paper bits from McDonalds come to mind as
your heels, only to get you to “brand connected” companies
the other side to reach an empty who train their staff well. And it’s
Nandos has a cheeky, fun brand,
and decent food. But we call our
local Nandos Grumpy Chicken.
If you’re unlucky enough to be
served by one of the owners, she
grunts at you. We’d prefer to go
to another chicken shop where
the owner is fabulous…but they
always sell out early.
What about companies like
Brumbys, who had a great
family-friendly image, and their
CEO blows it all by a silly email
basically telling customers they
were about to be ripped off and
lied to? 15 years of a great brand
wiped out in 10 minutes. Huge
50 | May - June 2012 FRANCHISE MAGAZINE | www.FranchiseMagazineOnline.com.au www.FranchiseMagazineOnline.com.au | FRANCHISE MAGAZINE May - June 2012 | 51
ranchise magazine | spotlight: sleepy’s
This franchise will help you get
out of the right side of the bed
And here is just a few ways is which we do it..
• Sleepy’s the Mattress Experts started 2001. Since this time Sleepy’s has grown to 40
• Sleepy’s has become a major force in mattress retailing in Australia with an annual
turnover of $30+ million.
• The senior management of Directors at Sleepy’s have over 40 years of experience in
the bedding industry. They really know and understand what it takes to run a successful
bedding business. The Sleepy’s model is very simple and was planned especially this
• Sleepy’s management are strongly committed to the Franchising principle with the
vision to provide maximum support and benefits to their franchisees; that remain at all
times the key element of the business.
• Sleepy’s offers the opportunity for you to work for yourself, driving your own business
and realising the rewards.
• You will be part of a secure, stable and growing group, enjoying the support of an
experienced team that has the determination to succeed.
CLICK HERE to find out
more about a Sleepy’s
52 | August - September 2012 FRANCHISE MAGAZINE | www.FranchiseMagazineOnline.com.au www.FranchiseMagazineOnline.com.au | FRANCHISE MAGAZINE August - September 2012 | 53
ranchise magazine | last words
lastyour say in franchising >> Franchising your
From the very first meeting with Mary and Nick, we knew we were in
the right hands.
The team at Franchise Central are highly professional, results
driven and a joy to work with. They made it their business to create
a synergistic relationship from the very start – the best part is that
they actually believe in our business and continue to perform beyond
the call of duty to far exceed our expectations.
Initially they worked closely with us to provide an excellent franchise
system documentation package. We look forward to a long and
mutually fruitful association with the team at Franchise Central in
expanding the Vulcano Gelato franchise network nationally and
If you are looking to franchise your business or require assistance in
expanding your franchise network, we highly recommend Franchise
Central without hesitation. In my opinion, you won’t find anybody as
good as Franchise Central – I say Franchise
- Gino and Josephine,
Central because in my opinion there aren’t
Vulcano Gelato many good sales and marketing people out
there. Franchise Central offers everything
that a Franchisor is looking for.
Nick and Mary have a sound knowledge of
the industry. They are very professional and - Stephen Raff,
caring, with an attitude of excellence to ACE Body Corporate Management
service and detail. They are fun to work with
we’reyou reinvented your career via franchising?
and took the head ache out of franchising.
We would highly recommend their services
to prospective business owners, considering
franchising their business.
- Jan & Ross Sutherland,
Dial a Concierge
Tell us about it!
email us at: editor@FranchiseMagazineOnline.com.au
or join the discussion on our Facebook and Twitter pages
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ranchise magazine | what’s on
what’s on? calendar >>
October 2012 GERMANY AUSTRALIA June 2013
UNITED KINGDOM START Franchising and Business Opportunities Expo UNITED STATES
The National Franchise Exhibition 16 - 17 November 2012 15 - 17 March 2013 International Franchise Expo
5 - 6 October 2012 Messe Essen Sydney Convention & Exhibition Centre 20 - 22 June 2013
National Exhibition Centre Essen, Germany Sydney, Australia The Javits Center
Birmingham, UK BELGIUM New York, USA
UNITED STATES Franchising & Partnership 2013
UKRAINE August 2013
The West Coast Franchise Expo International Franchising Forum FHI 2012 20 - 21 March 2013
12 - 14 October 2012 6 - 7 December 2012 Flanders Expo
Franchising and Business Opportunities Expo
Anaheim Convention Center Venue TBA Ghent, Belgium
16 - 18 August 2013
Anaheim, USA Kyiv, Ukraine FRANCE Melbourne Convention and Exhibition Centre
CANADA Franchise Expo Paris Melbourne, Australia
January 2013 24 - 27 March 2013
The Franchise Show
20 - 21 October 2012
Porte de Versailles - Pavilion 3 September 2013
Franchise Expo South AUSTRALIA
Toronto Congress Center Paris, France
11 - 13 January 2013 Franchising and Business Opportunities Expo
Toronto, Canada Miami Beach Convention Center May 2013 14 - 15 September 2013
Miami Beach, USA Brisbane Convention and Exhibition Centre
November 2012 SPAIN
SINGAPORE Expofranquicia 2013 Brisbane, Australia
February 2013 9 - 11 May 2013
Franchising & Licensing Asia (FLAsia) 2012
1 - 3 November 2012
Feria de Madrid October 2013
IFA Annual Convention UNITED KINGDOM
Marina Bay Sands Madrid, Spain
17 - 20 February 2013 The National Franchise Exhibition
Marina Bay, Singapore MGM Grand Hotel EGYPT 5 - 6 October 2013
Las Vegas, USA The 11th Middle East and North Africa International National Exhibition Centre
Franchise & License Exhibition Birmingham, UK
15 - 18 May 2013
The National Franchise Exhibition UNITED STATES
Cairo International Fair Ground
22 - 23 February 2013 West Coast Franchise Expo
National Exhibition Centre 12 - 14 October 2013
VIETNAM Birmingham, UK ITALY Anaheim Convention Centre
Vietnam Shop + Franchise Franchising Nord 2013 Anaheim, USA
1 - 3 November 2012
March 2013 25 - 26 May 2013
GREECE Piacenza Expo
Saigon Exhibition & Convention Center 15th International KEM Franchise Exhibition Piacenza, Italy
Ho Chi Minh City, Vietnam 8 - 11 March 2013
www.vietnamshow.info Helexpo Exhibition Centre
Top Franchise Méditerranée show
The British & International Franchise Exhibition
12 - 13 November 2012
15 - 16 March 2013 Contact us at
Palais de la Bourse
Olympia Conference & Exhibition Centre email@example.com
by clicking here to find out how to get your
event listed in our magazine!
event? Or download our media kit from
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in the next issue >>
• in the spotlight: energy leaks, my botique,
pole princess and more..
• franchise opportunities, events and more..