With over 30 years of franchise development and support between them, Dug Aylen and Phil Gaffer joined forces to launch a holistic support system for those choosing to franchise, with TREND Transformations, the home renovation franchise.
Phil Gaffer, a board director for the British Franchise Association, has recently joined the TREND team after four years doubling the franchise network at Premier Sport. But network growth is not the only goal at TREND Transformations.
“There is often a disconnect between the person recruiting new franchisees for a brand and the team that supports those franchisees thereafter. TREND Transformations rebranded from Granite Transformations at the beginning of the year so the connection needs to be even stronger as existing franchisees take turns to rebrand and kick up a gear,” says Phil.
Dug Aylen created a sophisticated automated, multi-stage franchisee recruitment system for TREND several years ago and has been introducing prospects to the new TREND Transformations concept for the last 9 months.
“Derek Delaney in Bolton was the first franchisee to upgrade his showroom to TREND Transformations and we now have a rolling programme to rebrand every franchise territory. This means we invite existing franchisees in to a discovery programme as well as any new prospects. It’s not the usual group discovery day that the world of franchising knows well, it’s a bespoke two-day programme for each person,” says Dug.
Double-act, Dug and Phil, work seamlessly, like the joints in TREND’s famous “worktop that fits on top”, recruiting, rebranding and supporting franchisees - Dug in the East of the UK and Phil in the West.
“Many franchisors insist seeking new franchisees benefit existing franchisees but without being truly plugged in to them, could they be missing an opportunity? We want to make sure that our existing franchisees get the option and support to expand to a neighbouring territory before selling it to someone new. We can’t do all the support ourselves but we can bring in the right specialist from the head office team,” adds Dug.
Expanding market share for TREND Transformations is the goal but not at any cost. Credibility and integrity must be at the forefront of developing the brand.
“Our refreshing approach to franchise recruitment mirrors what TREND is doing in the US where 85% of discovery day attendees go on to become a franchisee. We then become the link to bind together the support team with our franchisees. The only thing that takes me over to the East of the country is when my beloved Ipswich Town are playing!” adds Phil.
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