Cleaning up the Competition

Exactly how does your potential franchise keep your business ahead of everyone else?

Cleaning up the Competition

Laundry Dynamics, launched in 2010, is a franchise concept that’s new to South Africa in many ways. Unlike some of the laundromats we’re familiar with, its stores are clean, bright and with a fresh, open layout. No dodgy drywalls and peeling countertops here. Customers can see exactly how their laundry is being handled.

The stores are also equipped with the latest commercial or industrial laundry equipment, and with irons powered by boiler generated steam – another industry first. They’re conveniently located and easy to get to.

The uniformed staff are friendly, well trained and professional. Everyone wears a name badge so customers always know who they‘re dealing with, and trusting with their laundry. It’s also the only laundry franchise in South Africa to receive Franchise Association of South Africa (FASA) accreditation.

“Our training programme for franchisees and their employees is comprehensive and we cover every aspect of the business before they open their doors,” says Laundry Dynamics franchisor Tracey Fawell.

“Why? The strength of the training on offer is an important component of the company’s success. Training and documentation is provided to educate the franchisee about our systems and procedures, and ensures that everyone is on the same page. The business model has also proved to be successful, which is why it can be replicated.”

Four elements of franchise growth

Laundry Dynamics has achieved excellent growth in its two years of operation. Fawell attributes this success to four essential elements:

1. Knowledge is key

Fawell has been in the industry for more than 14 years and has a wealth of experience in this type of service offering.

2. Support

All franchisees know that they are able to contact her with any queries or matters which they are unsure of, at any time.

3. Regular site visits

These give the franchisees peace of mind that they are not running the business alone, and also ensure that all stores are being operated according to the systems provided.

4. Relationship-building

Franchisees are able to deal directly with the franchisor, offering a level of one-on-one communication which is vital for building a long-term relationship. In turn, that’s what helps the franchise system grow.

The relationship factor

Expanding on the importance of relationships, Fawell says communication between franchisees and franchisors is of utmost importance. “Without communication there is no relationship.

Franchisees also need to have a clear understanding of the franchisor’s business model because they are the ones who need to manage and operate the business every day. They also need peace of mind that what they were sold is what they have received. By the same token, the franchisor also needs to be sure that the franchisee has sold their own skills and qualities honestly.”

Franchisee perspective

One successful Laundry Dynamics franchisee is Calvin Else, who opened his first Laundry Dynamics store in October 2012. In February 2013, he opened his second store in a shopping centre, adding on a dry cleaning plant.

“Calvin’s success has been due to his will to achieve and he follows the systems,” says Fawell. “He asks questions regularly and listens to the advice given. He’s at his stores every day. Also, he has high standards and therefore fits in well with the brand. He expects nothing but the best from his staff, and they respect him by offering their best in return.”

Monique Verduyn
About the Author
Monique Verdyun is a regular contributor to Franchise Zone. Franchise Zone is published by Entrepreneur Media SA. It offers advice and franchising opportunities in South Africa.

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