Interview with Tony Bowman, etyres
Franchisors name: Tony Bowman
Name of franchise: etyres
Tell us about how/when etyres was started and the motivation behind establishing the company.
The business was started in 1992 with the objective of developing a national business in a franchise format. A variety of differing businesses were researched before I decided on tyre retailing.
When and why did you decide to go down the franchise route?
Franchising the business was always the objective because I had previously had a very positive experience with that business format.
What have been etyres biggest achievements/successes to date so far?
There have been so many starting with initially developing a profitable pilot branch and launching our first franchise in 1996 and the fact the Franchise Owners are still operating successfully today. We have also been at the forefront of the industry, we were the first mobile tyre company to be accredited with ISO 9002 and the first online tyre retailer in the UK. We have won numerous awards and have assisted the realisation of the ambitions of our Franchise Owners.
What challenges have you had to overcome?
Developing a new way of buying tyres and then transferring it to a successful internet retailing format.
What marketing/promotional tools do you use to grow your franchise?
We have a comprehensive marketing strategy, which encompasses social media, local advertising and Google marketing. We also have a successful corporate discount scheme for the employees of large companies. Another key factor in retaining a high percentage of repeat customers is our highly competitive prices and outstanding service.
What differentiates etyres from the competition?
Franchise Owners, who are the interface with our Customers, try much harder and provide a better Customer experience, because they are personally invested in the business. Also, we never upsell, which in our industry is unique!
In your opinion, what makes a successful etyres franchisee?
A willingness to work hard, follow our systems and provide a great Customer experience.
What changes have you seen in your industry over recent years? And how have you adapted to them?
There has been an increasing public awareness of mobile tyre fitting as an attractive alternative to visiting a tyre depot. The rise in online retailing has also transformed our business and continues to keep our Franchise Owners constantly busy.
What does the future hold for etyres?
The continued growth of both our franchise network and sales volume, which we will achieve by increasing our Customer base and the continued development of our brand.
What expansion plans have you got nationally and internationally?
We are currently about to commence the development of an international Master Franchisee proposition.
What advice would you give to someone considering franchising their business?
Seek the advice of a franchising consultant who is affiliated to the British Franchise Association.
If you had to do it all again, what would you do differently?
I would still concentrate on Customer Service and making sure that our Franchise Owners are successful. If those two objectives are met the business is certain to succeed.
