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Posted:13-January-2021

Exclusive Interview: Wishing I had gone into franchising sooner!

Name: Sharon Leicester
Location: Wirral
Franchise: Trophy Pet Foods


Tell us a bit about yourself and what you were doing prior to buying your Trophy business?

Before starting Trophy in 2014 I worked in a Further Education College in a split job role between Human Resources and as PA to the Clerk to the Governors. I started at the College in 1998 as a Librarian in the Library and Learning Centre as have a Postgraduate Diploma in Information and Library Management but due to promotions and sideways moved went from this to Admissions & Customer Services to Human Resources.

Why did you go down the franchise route? And why did you choose Trophy?

I always dreamed of having my own business but did not have the finances to be able to leave a well-paid job and start one. I had not enjoyed my job at the College for a while and used to pass a sign on the wall every day which said: If you do a job that you love you will never do a day’s work in your life – Confucius; This was certainly not true for me at the time.

After being made redundant in March 2014 I decided to start a franchise as although the business is my own there is plenty of support to help set up and continuing. I love animals so decided a pet franchise would suit me down to the ground – I looked at several including other Mobile Pet Food Franchises and Pet Sitting Services and Trophy Pet Foods stood out for several reasons but especially:

  • The quality of the product
  • The start-up package
  • The support

How did you raise the finance?

I used my redundancy money but also had to take out a business loan by submitting a business plan to the Small Business Manager at my local bank.

What training and support did you receive initially and ongoing?

The initial training comprised of a week at Head Office learning about the Products and the various methods of marketing successfully used by other franchisees. This was followed by a week of in-field training back at home with my Franchise Support Manager. This was putting what was learned at Head Office into practice and included sales techniques, stock storage and rotation, Using Sage accounts software and much more.

There was then a Workshop day about 3 months after starting to reinforce initial training and talk about other marketing ideas to take forward.

Ongoing there is a weekly call from my FSM to ensure all is ok but I know I can call him or Head Office at any time if I have a query. Every year there is an annual conference which includes product updates, new marketing methods especially using Social Media and awards for top franchisees in various categories (I won Best New Franchisee for 2014!). A new initiative is a bi-annual half day training with the FSM which was extremely useful as reinforced things learned at the initial training.

What is a typical day for you as a Trophy franchisee?

Each morning after walking my Border Collie Jake I check my diary and worksheet (I usually prepare my day’s worksheet the evening before) and load the van for the days deliveries. I usually plan my deliveries to cover one area in the morning and another in the afternoon so I can be at home over lunch. During Lunch I check emails, phone messages and Social Media messages and either respond or note to respond that evening. While out during deliveries I will usually find time to give Jake his second walk as he comes with me in the van most days. I try and put aside between 1 and 2 hours a day if possible to canvas or carry out marketing activities (this is easier in the spring and summer with lighter evenings). Sometimes I do early evening deliveries for customers who are out at work during the day.

After tea I update Sage and my customer records with the days sales, respond to any messages and plan my worksheet for the following day.

What challenges have you faced?

The biggest challenge is getting out there to get customers but as I am a fairly outgoing person I have not found this too daunting.

Has becoming a Trophy franchisee changed your life, if so how?

It has given me a real sense of personal achievement plus the knowledge of being part of a franchise that is continually moving onward and upward is really exciting. It has given me more flexibility in being able to take a day off if I want to.

What is the most invaluable piece of advice you could give someone looking to buy their first franchise?

Make a list of what you want and don’t want from a franchise. Explore a few and stay away from those who make you feel you are being sold something. The best franchises want the best people so you should feel as if it is an informal interview. Look at resales (if a lot of resales for a particular franchise be wary!).

In your opinion, what makes a successful franchisee?

Someone who is hard working, self-motivated (but also a team player) prepared to follow the systems and method used by successful franchisees to ensure success. Also a people person as most new business is face to face contact and networking.

What are your plans for the future?

To carry on doing what I’m doing but even betterand grow my business enough so that my husband Dave can either go part-time or take early retirement and come into the business too having a second van. Further into the future I would like to use independent distributors to cover more distant areas of my franchise.

Would you do it again?

Definitely! My only regret is that I didn’t do it 20 years ago!!!

Interested and want to know more about Trophy Pet Foods?

The Trophy Pet Foods basic profile outlines aspects of their franchise opportunity

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