Franchise Euphoria

John Cohen is the Vice President of Operations at Molly Maid. John got his start in the franchising industry at 16 years old when he worked at a McDonalds franchised location. He worked his way through the ranks of positions there for five years before he decided to become a Molly Maid franchisee. Five years ago, he joined the Molly Maid corporate team as their Director of Operations and moved into the VP of Operations position in December 2014. He remains an active franchisee in addition to his corporate role.

Key Takeaways:

[0:22] Today’s episode features John Cohen, the VP of Operations for the Molly Maid franchise. In the interview they discuss what makes a good franchisee, what makes a good franchisor, and what it means to be part of a growing system.

[1:44] Josh welcomes John to Franchise Euphoria.

[2:57] John started his career in franchising as a McDonalds employee and was quickly promoted to assistant manager and then store management. The owner of the McDonalds owned six different locations and offered a unique opportunity for John to witness what you can do as a franchise owner.

[4:50] The process of purchasing a franchise looked a lot different back in the ‘90s. John knew he wanted to purchase a franchise and did his franchise research in a local library. While he didn’t find much information in the books, he noticed Molly Maid cars continuously driving by, and his interest was piqued.

[7:23] With some franchise systems, you don’t necessarily have to have a background for your specific industry, but it helps to have some sort of transferrable skillset developed already.

[10:45] Be sure you are working on your business instead of in your business. This is a common mistake franchisees make.

[12:15] As John’s first franchise location developed, he found himself needing to spend less time on the business so he joined the corporate team to help be involved with the business in a different way.

[13:12] John’s Molly Maid location is the second-largest in the system.

[18:10] The Molly Maid operations philosophy is that as a corporate team, you always use the 80/20 rule; you make decisions for 80% of the people because there will always be about 20% you need to help along.

[22:01] With Molly Maid, there have been two overarching factors that have led to struggle as a franchisee: 1) lacking the leadership and people skills to run a franchise and 2) neglecting the proven Molly Maid system to implement your own processes.

[26:05] It’s important to remember that a franchise isn’t a business in a box; you have to set up your business properly and make sure it continues to run properly without going on autopilot.

[27:36] Thanks for listening, and please, reach out to Josh anytime through email at [email protected]. If you enjoyed this interview, please leave us a review on iTunes.

Mentioned in This Episode:

[email protected]

www.franchiseeuphoria.com/franchise5

www.mollymaid.com

www.franchise.mollymaid.com

Rick Cesari has been a pioneer in Brand Response advertising since the early 1990s. He helped create the concept of 'sell while you brand' and has been the force behind the creation of many of today's top consumer brands such as, The Juiceman, Sonicare, The Breadman, The George Foreman Grill, OxiClean, Clarisonic, Rug Doctor, Momentus Golf and many others. Rick has helped take companies like GoPro from start-up to over a billion dollars in sales in just a few short years. He is the author of "Buy Now, Creative Marketing that gets Customers to Respond to You and Your Marketing," and his newest book, “Building Billion Dollar Brands,” is due out in Summer 2018.

Key Takeaways:

[0:22] Today’s episode features Rick Cesari, a brand guru and pioneer in brand-response advertising.

[2:00] Josh welcomes Rick to Franchise Euphoria.

[3:02] Rick has worked with several big-name companies, but they were not as large as they are today when Rick began working with them and using direct to consumer marketing.

[4:18] Rick’s experience with DTC marketing started with his passion for health and nutrition where he conducted a live “infomercial” where there was a live audience listening to their presentation on juice; by the end of the 90-minute presentation, the audience was more than ready to buy.

[6:30] His experience has shown that it is most effective to focus on the benefits of the product to the end user that you are trying to market to.

[8:58] The difference between brand advertising and brand response is that there’s always some type of offer where you’re asking people to respond. You have to put out a promotion that gives them a reason to respond.

[10:30] These concepts can be applied to service-based products as well, not just physical products. You can do this through authentic testimonials of happy customers.

[17:26] There are some marketing basics Rick likes to implement such as starting and ending each ad with a brand logo. Also, advertising giveaways can help drive people towards your products.

[19:23] Tactics for reaching and targeting consumers has changed somewhat over the years. While you can still reach a mass-audience through DTC marketing, there are many mediums that are cheaper and effective to reach directly to consumers.

[21:51] The key to building any brand is finding your unique selling proposition and pushing it toward your audience.

[23:10] Offering a very liberal money-back guarantee to get someone to try your product or service is a great way to grab the attention of your consumers.

[25:18] The priority and lifeblood of any business is sales. Focusing on how you can get sales in the door will build your brand as your business is growing.

[28:30] Most of your company’s branding happens after the sale which is formed based on the customer experience.

[29:20] Rick’s book “Building Billion Dollar Brands” is coming out on August 1, which covers many of the topics discussed in today’s interview.

[30:45] Now, Rick still works on “fun,” hands-on projects with companies to build their brand, but mostly focuses his time on writing and speaking about brand building.

[34:11] Thanks for listening, and please, reach out to Josh anytime through email at [email protected]. If you enjoyed this interview, please leave us a review on iTunes.

Mentioned in This Episode:

[email protected]

www.franchiseeuphoria.com/franchise5

www.rickcesari.com

Chris Igou is the Vice President of US Operations at Handyman Connection. Chris first got his start in the franchising industry when he was 18 and started working for College Pro Painters. It was here he found himself presented with an opportunity to become a franchise owner. He later went away from the franchising industry only to find that he missed it which led him to join Handyman Connection in 2013.

Key Takeaways:

[0:18] Today’s episode is brought to you by Franchise 5! The key to long-term success is through smart, strategic growth. To learn more about this program, head over to FranchiseEuphoria.com/Franchise5.

[1:01] Our episode today features Chris Igou, the Vice President of US Operations and Handyman Connection, a home repair company.

[2:09] Josh welcomes Chris to the show.

[2:58] Chris got his start in franchising when he was 18 years old when he worked for a company called College Pro Painters and encountered the opportunity to be a franchise owner.

[3:58] Handyman Connection is a home repair company that focuses on home maintenance repairs. They pride themselves on being a “once call, one connection” business that can handle repairs for a variety of different trades.

[6:45] Handyman Connection spans coast to coast and has over 60 franchised locations.

[7:30] There wasn’t a lot of competition at the time Handyman Connection got started. However, when the internet became more prominent, competitors were more easily accessed and began to pose a problem.

[9:00] One of their biggest challenges today is finding quality franchisees who are ready to be their own boss and ready to leave their stable day jobs.

[9:55] To secure their quality franchisee candidates, they make sure they provide them with quality information that is neither vague nor overwhelming. Then they’ll host a standard discovery day. The key is to making sure it is a favorable partnership for everybody.

[10:57] On the franchise side, they utilize social media and are partnered with various coaches and brokers that will spread their name to franchisee candidates.

[12:20] Handyman Connection has a franchise development team that vets all interested parties to make sure the basic needs are present and to be sure that they move forward with serious inquiries only.

[14:00] Once a franchisee has signed on, they are then turned over to their various teams: Operations, Launch, Development, and Growth. These teams represent the different stages in a franchised location’s first year of life and the franchisees move linearly through the various teams in their first year of being open.

[15:30] Handyman Connection went through an internal remodel when Chris joined them in 2013. Initially he took on all the roles mentioned above, but with the business demand, he decided to implement this coaching system for their franchisees so that they could move in the right direction and execute the brand properly.

[17:23] Their corporate team is structured around a coaching mentality over the typical audit mentality that comes with corporate franchising teams.

[23:05] The ideal franchisee for HC is not necessarily a “handyman” themselves. They’re looking for good business owners who is good at building their location’s team and finding the right people for specific customer needs.

[25:16] Thanks again for listening, and please, reach out to Josh anytime through email at [email protected]. If you enjoyed this interview, please leave us a review on iTunes.

Mentioned in This Episode:

[email protected]

www.franchiseeuphoria.com/franchise5

www.handymanconnection.com

www.facebook.com/HandymanConnectionCorporate

www.youtube.com/user/HandymanCorporate/featured

https://franchiseopportunity.handymanconnection.com/

Eileen Huntington is the CEO of Huntington Learning Center, the nation’s leading tutoring and test prep franchise, which she co-founded with her husband Ray in 1977. Eileen was a teacher in NYC and NJ where she witnessed students struggling firsthand, and she and her husband were able to translate those lessons from her classroom to pioneer the $4 billion+ tutoring industry. Eileen's most recent honor was being named the 2017 IFA Entrepreneur of the Year.

Key Takeaways:

[0:27] Today’s episode is brought to you by Franchise 5! The key to long-term success is through smart, strategic growth. To learn more about this program, head over to FranchiseEuphoria.com/Franchise5.

[1:00] Our episode today features Eileen Huntington, the CEO and founder of Huntington Learning Center, a franchise system built upon over forty years of dedication to quality children’s education.

[2:08] One of the things you should pay attention to in today’s episode is how much effort and strategizing went into this system before Eileen and her husband decided to franchise.

[2:35] Josh welcomes Eileen to the show.

[3:05] Huntington Learning Center has 300 franchise location in over 41 states.

[5:42] Eileen had the educational experience and her husband, Ray, had the business experience needed in order to get their business started.

[7:50] By 1985, they had opened eighteen centers. This was the point they decided to pursue franchising.

[12:13] When they first expanded to their second and third locations, they realized that in order to grow, they were going to need more people who were trained properly and were likeminded.

[16:42] They decided to franchise when they realized they had a system that could taken to a national scale.

[20:10] The tools Huntington Learning Center uses to reach out to franchisees include various internet platforms, brokers, searching, and portals.

[21:00] Most franchise systems have fifty units or less.

[22:50] Huntington Learning Center has helped over one million kids since its inception. Crafting a business that reaps personal rewards that make you feel fulfilled helps drive success.

[28:11] Thanks again for listening, and please, reach out to Josh anytime through email at [email protected]. If you enjoyed this interview, please leave us a review on iTunes.

Mentioned in This Episode:

[email protected]
www.franchiseeuphoria.com/franchise5
www.HuntingtonHelps.com
www.HuntingtonFranchise.com
Twitter: @TutorHuntington
Facebook.com/HuntingtonHelps
https://www.facebook.com/HuntingtonFranchise/
https://www.youtube.com/user/huntingtonhelp
https://www.youtube.com/user/HuntingtonFranchise
https://www.linkedin.com/company/huntington-learning-center/
Instagram: @huntingtonhelps

Tom Portesy has been president of MFV Expositions for more than 18 years, and added CEO to his title in 2009. With more than 25 years of global sales and executive management experience, Tom oversees the team that produces the three leading franchise events in the U.S., and is active in many International franchise events operated by MFV Expositions or strategic partners. Working closely with the International Franchise Association and many franchise associations around the world, Tom has participated as a panelist and moderator in countless educational seminars and symposia. Previously, Tom owned an advertising and PR firm and was a founder and Group VP of an instant printing franchise. He has been married for over 33 years and has 4 children.

Key Takeaways:

[0:27] Today’s episode is brought to you by Franchise 5! The key to long-term success is through smart, strategic growth. To learn more about this program, head over to FranchiseEuphoria.com/Franchise5.

[0:58] Our episode today features Tom Portesy, president and CEO of MFV Expositions. Tom leads his team in producing the premier franchise events in the U.S.

[4:44] Before he was in expositions, Tom was involved with a printing franchise, a business that sold instant printing and advertising specialties. They quickly learned it was a duplicatable model and within a few years had 150 units in the U.S.

[6:56] MFV is a trade show company based in New Jersey that produces four U.S. shows a year and numerous other shows internationally.

[9:45] Expos are not just about shaking hands and making connections. They also showcase various speakers and host seminars with a variety of topics that cover all aspects of franchising.

[11:25] The biggest misnomer that people think about franchising is that it’s all about food and becoming a millionaire. People would be shocked to know franchising touches every industry.

[13:00] Just because something is considered the “hottest” franchise, it doesn’t necessarily mean that’s what you should want to buy into.

[13:55] Becoming a franchisee is not necessarily for everybody. A franchisee is a certain type of entrepreneur who is ready to work hard but they want the proven system.

[16:00] Franchisees can still have creative liberties, but you have to prove yourself to the franchisor before your ideas will be heard.

[16:50] Not every business makes for a good franchise. A good franchise system offers a good product/service that can be delivered by nearly anyone.

[20:45] A good franchisor will make working capital part of your investment. If they don’t – run.

[22:10] The International Franchise Expo is coming up in New York this summer (May 31 – June 2). If you want to attend as a guest or have a booth, go to www.ifeinfo.com.

[23:39] Additionally, IFE is conducting a contest where you could win up to $25,000 to start your own franchise, plus a free trip for two to attend the expo. To learn more, head over to www.ifeinfo.com/franchiseme.

[24:38] Thanks again for listening, and please, reach out to Josh anytime through email at [email protected]. If you enjoyed this interview, please leave us a review on iTunes.

Mentioned in This Episode:

[email protected]

www.franchiseeuphoria.com/franchise5

www.ifeinfo.com

www.infeinfo.com/franchiseme

https://r1.events-registration.com/IFE2018/)

Ryan McCarty is an author, speaker and the co-founder of Culture of Good, Inc. Building upon the success of his award-winning program at TCC-Verizon, a Verizon retailer with over 800 stores, that inspires employees, ignites positive change in the world and impacts their bottomlines, Ryan and TCC-Verizon CEO Scott Moorehead created Culture of Good to teach for profit companies how to operate with the soul of a non-profit. Ryan helps other organizations engage the hearts of their employees, empowering them to make changes in their communities. His work has been featured in Inc. Magazine, Forbes, People Magazine, Huffington Post and more.

Key Takeaways:

[0:21] Today’s episode is brought to you by Franchise 5! The key to long-term success is through smart, strategic growth. To learn more about this program, head over to FranchiseEuphoria.com/Franchise5.

[0:58] Our episode today features Ryan McCarty, the author, speaker, and co-founder of Culture of Good.

[3:42] Before beginning Culture of Good, McCarty devoted his life to non-profits. He was a pastor for 17 years, built a school in Zambia with his wife, and created many after school programs in the Midwest.

[8:30] Founded in experiences from his upbringing, McCarty’s philosophy has always been “looking for ways to mobilize groups of people to make the world a better place.”

[9:58] There’s a gap between the profit that’s necessary for a business to be successful and the purpose that’s necessary for employees to be productive.

[13:26] To begin shifting this culture, you will have to grab your employees’ attention. Emotionally disruptive moments (i.e. big backpack giveaway across the country) can help to do this.

[14:28] Emotional Operating System: Where employers can operate their business through doing good but engages the passions of their employees and customers all the while aligning with the strategic intent of the company.

[18:15] Implementing this type of system can be tricky on a large scale. McCarty suggests a three-tiered strategy where everyone is collectively doing good across the country, then leveraging social media so that everyone could see the good that was being done together.

[20:45] Find the essence of your business.

[23:15] Do a culture diagnostic that evaluates the essence of your business, your employees, and your customers and find how those align.

[24:45] McCarty conducted an analysis of the efficacy of his efforts with TCC and found that employee turnover was down by 20%.

[29:05] These concepts are so important to franchising because if you improve your quality of employees, your brand and overall success will improve as well.

[34:09] Thanks again for listening, and please, reach out to Josh anytime through email at [email protected]. If you enjoyed this interview, please leave us a review on iTunes.

Mentioned in This Episode:

[email protected]
www.franchiseeuphoria.com/franchise5
www.cultureofgood.com
https://www.instagram.com/cultureofgood/
https://www.linkedin.com/company/15244058/
https://twitter.com/cultureofgood
https://www.facebook.com/cultureofgood
https://www.youtube.com/channel/UC_2KK_LPLf6AqbmzfmflFiQ
http://www.collegementors.org/

Key Takeaways:

[0:21] Today’s episode is brought to you by Franchise 5! The key to long-term success is through smart, strategic growth. To learn more about this program, head over to FranchiseEuphoria.com/Franchise5.

[0:58] Our episode today features a deep dive with Josh on three things that might be holding your franchise back from the type of growth you would like to see.

[1:55] The three biggest things Josh has found that hold franchises back from growing properly are operations, the model, and direction.

[2:14] Many franchisors believe they are operating properly, but upon closer inspection, he finds many systems don’t have a well-thought out operations system that can be easily handed off to their franchisees.

[4:04] As an entrepreneur, you need to determine where your deficiencies are. A good way to do this is by going through the Operations Manual for your business, potentially with other employees or professionals, and trying to put yourself in the role of someone who knows nothing about your system when you read through it to see what isn’t explained thoroughly.

[5:55] The better system you have in terms of Operations, the easier it is to get your franchisees onboarded to your system.

[6:45] Many times, new franchisors are trying to operate as lean as possible, but in this business you have to think multiple steps ahead. Build your franchise team to look like what you want it to look like in a year from now.

[7:50] Regarding the issues with model, it is not only a struggle to determine how your model will fit in other locations, but many franchisors have a hard time determining what their model actually is.

[8:48] One of the best ways to get more interest in your franchise is by putting forward a clean, simplified, easy-to-follow system.

[10:45] A great way to tweak your model is to take a step back and think about what the one thing that helped lead you to the success you had was and find a way to implement that as a service to your franchisees.

[11:15] Once you become a franchisor, there’s a tendency to want to sign up every person who wants to be a franchisee. Do not give in to this.

[12:15] It is so important for new and emerging franchisors to put together a strategy for “direction” or franchise growth.

[13:00] Focus on your 100-mile radius and figure out how you can map out how many locations you can successfully open within that area.

[14:25] Identify the locations, regions, and spots you want to be and then figure out a plan for how you’ll get into those locations. Then, once you find your location, start doing research to determine how you’ll find people that fit the profile of your ideal franchisee.

[16:17] Thanks again for listening, and please, reach out to Josh anytime through email at [email protected]. If you enjoyed this episode, please leave us a review on iTunes.

Mentioned in This Episode:

[email protected]

www.franchiseeuphoria.com/franchise5

Matt Sheppard is the Chief Operating Officer of The Hummus & Pita Co., a fast-casual Mediterranean concept geared toward national expansion. Before stepping into this current position, Sheppard held multiple senior leadership roles at McAlister’s Deli, including Vice President of Operations for Franchise Operations and Senior Director of Company Operations.

Key Takeaways:

[0:27] Today’s episode is brought to you by Franchise 5! The key to long-term success is through smart, strategic growth. To learn more about this program, head over to FranchiseEuphoria.com/Franchise5.

[0:58] Our episode today features Matt Sheppard, the COO of The Hummus and Pita Co. Matt leads the company’s franchising efforts and today he sheds light on the methods they used to expand at a manageable and strategic rate.

[3:15] Matt gives an overview of The Hummus and Pita Co. and gives insight on what makes this concept so unique when compared to other fast casual restaurants out there.

[6:20] Before getting started with The Hummus and Pita Co., Matt moved through the ranks at various franchise systems.

[8:07] Matt views franchisees as an additional partner who is well-qualified to be running a segment of the franchisor’s business. You don’t just want to get numbers, but someone who is like-minded and will run your business well.

[10:45] It is so important to flush out your concept before franchising. Even if people are breaking down your door wanting to join your concept, you are doing them a disservice by not making sure your foundation is well built.

[12:24] When your concept is thriving, people will come to you for the opportunity to get involved as a franchisee, even if you aren’t yet offering franchises.

[12:50] The Hummus and Pita Co. has developed a branding strategy that involves Area Developer Agreements where they sell their franchises 5 locations at a time, which is where they get their target of 100 franchises in a year.

[14:45] With an Area Developer Agreement, you agree to open a certain amount of franchise locations over a definitive timeline, but you don’t necessarily have to have each specific location mapped out when you sign on.

[16:29] For Matt, the biggest surprises in franchising has been overcoming the growth phases. Sometimes you have to realize that when you have a plan in place and then you get franchisees who open the doors, you may have to admit that things need restructured a bit and accommodate for those changes.

[17:59] The ideal franchisee for The Hummus and Pita Co. is someone with an entrepreneurial spirit while also being able to navigate the operational challenges that come with franchising.

[20:08] If you want more information on The Hummus and Pita Co. head over to www.hummusandpita.com.

[20:29] Thanks again for listening, and please, reach out to Josh anytime through email at [email protected]. If you enjoyed this episode, please leave us a review on iTunes.

Mentioned in This Episode:

[email protected]
franchiseeuphoria.com/franchise5
www.hummusandpita.com
www.facebook.com/TheHummusandPitaco
@thehummusandpitaco

Douglas Bertram, CEO and owner of Structural Elements® has been treating orthopedic conditions for over twenty years. He has turned his clinical success and proprietary approach into a franchise concept. Now offering Structural Elements® Orthopedic Wellness Clinics as franchise opportunities, they have four locations and aggressive expansion plans for 2018. In addition to his love of working with the human body, Doug has a love of modern design. Effective treatment, modern clinic design, and a simple business model are what he trusts will be a recipe for success.

Key Takeaways:

[0:27] Today’s episode is brought to you by Franchise 5! The key to long-term success is through smart, strategic growth. To learn more about this program, head over to FranchiseEuphoria.com/Franchise5.

[1:00] Our episode today features Doug Bertram, a CEO and owner of Structural Elements, an emerging franchise concept that offers orthopedic wellness clinics.

[1:50] Today, you’ll learn about how Doug learned about turning his business into a franchise, how he focuses on “systems theory”, and how he found his ideal franchisees.

[2:42] Structural Elements is an orthopedic wellness clinic that looks to prevent early degeneration of bones and joints and focuses on balancing the structures of the body.

[6:25] There is a huge need for change on how orthopedic medicine is practiced in the U.S. While insurance companies will reimburse for treatments, therapists are finding themselves concerned with the reimbursement rates.

[7:15] Structural Elements has developed a simplified process that allows for assessments that take less time and subsequently wellness plans that are faster to execute.

[8:01] In an industry surrounding the human body, developing intellectual property protection can be challenging to do through an education model alone, but the franchise model gives you basic protections against what somebody can say that they’re doing in relation to your process.

[10:00] One of the hallmarks of franchising is taking something that is complicated and simplifying it for reproduction and growth.

[12:50] One way to simplify is to let people do what they do best. For that reason, when looking for franchisees, you don’t look for people specific to your product, but prior business owners and franchisees.

[16:15] Personal relationships are the key to long-term success. Identifying a dozen or so people who could be considered “influencers” for your business and taking them out for coffee to get to know them and help show them how they can be a part of your business is an easy way to lay the foundation for business success.

[18:45] The more complicated your message is, the more effort you have to make to educate people about your business, but it can be done.

[20:12] If you take an existing franchise owner, especially those in an already-saturated business environment such as boutique fitness, you will often find they have experienced the success of those businesses, but now that it is getting overpopulated, they are looking for more niche-focused opportunities to supplement their existing franchises, which is why they make such great franchisees for this industry.

[24:20] The learning curve in the franchise world is so steep that you just can’t do it cheap. If you try to do it all of your own, you are going to waste your time and then ultimately go pay somebody to do it for you anyways. Understanding that there are professionals out there to help you get on your feet whether it is an attorney, designer, marketing associate, etc. is crucial.

[28:00] It is important to look at your franchise as a whole system rather than in individual units. As the franchisor, your role transforms as you experience growth and you have to learn to look at the big picture rather than the more hands-on role you were accustomed to previously.

[32:45] Thanks again for listening, and please, reach out to Josh anytime through email at [email protected]. If you enjoyed this interview, please leave us a review on iTunes.

Mentioned in This Episode:

[email protected]

franchiseeuphoria.com/franchise5

Structuralelements.com

[email protected]

Eddie Yoon is the founder of EDDIEWOULDGROW, a think tank and advisory firm on growth strategy. Prior to that he was a partner at The Cambridge Group where he worked for 18 years, a strategy consulting firm founded in 1975 that specializes in helping CEOs and senior leadership teams within Fortune 1000 corporations drive growth by understanding how to unlock new sources of consumer demand. In the last 5 years, he has helped double numerous businesses-cable media company, food brand, beverage company, pet food brand, consumer robotics, standby generators-from several hundred million to close to a billion dollars.

Key Takeaways:

[3:40] Regardless of if you are a large company or an up and coming one, many people enter into “growth” with the mindset that it’s a competition, but that strategy rarely has long-term success.

[5:19] Why only 1% of companies capture 80% of category growth.

[7:34] For category minded growth, a great exercise is to pose a question for yourself within your industry, for example in a market where there is a steady stream of people purchasing fried chicken, how do you double the amount of consumers purchasing fried chicken?

[8:13] There’s only three ways to grow your category: grow the number of people who consume your category, increase the number of units per person, or increase the price per unit.

[10:05] Ask yourself, what are you famous for? And never forget that’s what you are famous for and that you will never lose that distinction.

[14:47] Morbid or not, never underestimate the laziness of the American consumer. Making people’s lives easier to give you money is always a good thing.

[17:37] In order to grow, you must first identify and target where your category might “spike” and recognize the potential that it could fail if you make a miscalculation on where the demand actually is.

[21:37] Oftentimes, data scientists are unable to connect demand in ways that make logical sense. Typically, the answer does not like within the data, but within the consumer context.

[23:20] For every Super Consumer out there, there are two to three people who would like to be like them but don’t know how.

[26:34] People are not born Super Consumers. They evolve that way based on a series of life-triggering events.

[28:23] Find the origin stories of your Super Consumers, and target your growth based on those demographics.

[32:47] The magic of marketing is found in these outlier consumers. If you hear a reference to a place or for a service from three different, credible sources, you’re gonna go.

Mentioned in this Episode:

www.FranchiseEuphoria.com/Franchise5

[email protected]

eddiewouldgrow.net

Eddie Yoon