Franchise
update|Q4
BUSINESS
INTELLIGENCE FOR GROWING FRANCHISORS
4 FROM THE EDITOR’S DESK Keeping up with the changing world of franchising
Lead 6.
10 CEO PROFILE: DZANA HOMAN School of Rock CEO cranks it up
14 CEO PROFILE: JOHN HEWITT Liberty Tax founder aims to be number one by 2020
18 FEATURE: ANATOMY OF A BRAND Putt-Putt: revamping a 60-year-old brand
20 THE FOCUSED CEO The 12 elements of franchisee satisfaction
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22 HUMAN RESOURCES EOS: Witnessing a silver bullet that works!
Market 24.
26 CMO Q&A Corner Bakery’s Diana Hovey loves neighborhoods and giving back
32 CMO ROUNDTABLE “Discuss the role of your brand’s culture in creating, framing, and developing
your brand message or image to customers.”
33 MILLENNIALS Does your brand offer Gen Y diners a “user-centric” experience?
34 CONNECTING WITH CUSTOMERS Three keys for moving beyond platitudes
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Grow 36.
38 FEATURE: 2015 AFDR Annual Franchise Development Report offers strategic insights
42 FEATURE: 16TH ANNUAL LEADERSHIP & DEVELOPMENT CONFERENCE
“Foundations for Growth” theme takes sales professionals back through the basics
46 FEATURE: MYSTERY SHOPPER SURVEY Researching the best (and worst) performers
50 FEATURE: STAR AWARDS Honoring the best performers in franchise development
54 CHALLENGE THE PROS “What changes to your lead generation practices do you plan for 2015?”
55 SALES SMARTS Outsourcing development: Should you “dial out” for sales?
61 MARKET TRENDS Defining small business and protecting the franchise model
62 INTERNATIONAL Opportunities overseas remain – if you’re willing to adapt
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64 IT’S CLOSING TIME Master the psychology of buyers and exceed your sales goals
Franchiseupdate IS S U E IV, 2 0 1 4