Posted:13-January-2021
Interview with Tim and Jacqui Rix of Riverford Organics, Buckinghamshire
Franchisees: Tim and Jacqui Rix
Territory: Buckinghamshire
Franchise: Riverford home delivery
Why did you go down the franchise route? And why did you choose the Riverford Organics franchise?
We chose to go down the franchise route as we wanted to own and run our business; buying a franchise seemed a sensible way to do this. It also meant that we had the support and back up, which made it less daunting.
What did you do before taking up a franchise?
Before Riverford Organics, Tim was Sales & Marketing Director of TNT Post and I was a partner at an interior design company and worked for an Architects practise.
How did you raise the finance?
In order to raise finance we used a combination of savings and a bank loan.
What training and support did you receive initially and ongoing?
For training and support we spent a week at the Riverford farm and had a complete induction. Initially we felt that it focused on sales and marketing and perhaps not enough on actually running a business day to day. However, we then spent time with other Riverford franchisees and it was here that we learnt about day to day activities the most.
We do feel that we have the back up of head office and if we have a problem or query, they are quick to respond!
What is a typical day for you as a Riverford Organics franchisee?
If Tim is driving it is an early start at 5.15am! If he is not driving the start is usually 7am for both of us. We check everything has processed properly overnight (on the in house system) and that there are no late order amendments to be made. We try to accommodate our customers as much as possible as we feel this sets us apart from other online retailers and adds a personal touch.
The remainder of the day is responding to calls/emails as quickly as possible. In addition we have certain tasks that need completing everyday – sorting out delivery rounds for the next day (we use ipads – so no paperwork printing!), accounts, updating delivery rounds from the previous day, inputting payments etc. We try to plan ahead, shows, marketing activity, newsletters etc usually some part of each day is spent on this.
Around 3pm the drivers are back, Tim collects the ipads, and checks the vans and hub are ready for the next day. Later he returns to the hub to leave the loaded ipads with the delivery round details for next day. (luckily our hub is very close to home!!).
Early evening is a good time to catch customers in, so most new customer calls are done then. We try to close the office by 6.30pm – but often we are still sorting things out much later!! We check emails all evening in case a customer is having a problem placing an order online, and we respond if it is necessary.
Our days are flexible, and although the hours are long, we have learnt to take time out of the day and will go out to walk the dogs, have lunch – you can become a slave to your business if you don’t do this!
What challenges have you faced?
After the initial shock of being in business, initially we had to get to grips with the new customer management system (which had just been launched). However, the biggest challenge was getting the day to day systems right, managing the accounting and dealing with the HMRC! Oh and ensuring we have enough trained drivers…
Has becoming a franchisee changed your life, if so how?
It has certainly changed our lives! We work together – which is not always ideal at times! However, we are at home far more than we used to be and we have had to work hard to get the life/ work balance right! Overall it has been an interesting challenge, and after nearly 4 years we finally feel like we are running our Riverford business and not the other way round!
What marketing/promotional tools do you use to grow your franchise?
In order to market or promote Riverford we attend shows, small local markets, door to door and most importantly we ensure good customer service so our customers recommend us and also spend more with us!
What differentiates Riverford Organics from the competition?
Great customer care, knowing our customers and always going the extra mile – literally!
In your opinion, what makes a successful franchisee?
In order to be a successful franchise you have to be someone who is prepared to work hard, think on their feet, is good at dealing with the public both on the phone and face to face, and is prepared to take on any task!
What advice would you give to someone thinking of buying their first franchise?
Work out what your strengths are and use them! Let the organised person run the office, plan for any eventuality and keep your sense of humour! It is, after all, only vegetables!!
What are your plans for the future?
For the future, we are planning for continued growth and more emphasis on the marketing, now that Tim is driving less.
Would you do it again?
Yes definitely!
