Aussie Pooch Case 9

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Case 9
Aussie Pooch Mobile
1. How did Christine Taylor succeed in evolving the local dog-washing service she developed as a teenager into an international franchise business?
Christine turned her childhood job into an international franchise by having a few strengths to set her apart from others, one she had a brand and concept that had a few competitors at the time. Also she was able to understand what the customer wanted because of her early exposure to customer service skills. Plus she was able to see that there was a demand for this service by her customers. She was focused and determined, even when pregnant she was thinking of ways to expand, but to expand in the right way, she didn’t want to take on new services that made her into an “all in one concept.” She wanted to be the best at bath services not a “pet shop on wheels.” Finally she had a good foundation of word of mouth which then helped her to expand into advertising and advertorials. She succeeded with franchising by using a Master franchising system and passed that down to her franchisees to run their business their way but under her method.
2. Compare and contrast the tasks involved in recruiting new customers and recruiting new franchisees.
In recruiting new franchisees there were newspaper advertisements, advertorials and word of mouth. She focused on four characteristics for her franchisees: self motivated, outgoing, dog lover and want to work for them. She also recruited patient, well mannered people/ customer service skills, and at least a high school education. From there once the purchasing fees were in place the franchisees had 20 weeks of local newspaper advertisements, yellow pages, 24/7 customer service line provided by the company. APM ran a tight ship when it came to advertising and marketing however, the franchisee to could develop their own strategies on reaching to new customers. For example one franchisee wrote stories and awareness articles in the newspaper to spread the

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