Dream Doors Franchise Fee Increase Ooffers Better Value For New Franchisees

Press release date: 18-Jul-2009

In a determined move, and opposing the traditional trends of recessionary times, the UK’s leading kitchen facelift franchise, Dream Doors, has chosen to increase its franchise fee by £4,000. In contrast to businesses that ‘reduce to produce’, the directors at Dream Doors feel the most effective way to see the downturn through is to continue proactive marketing on behalf of their franchisees, giving them even more start-up support.

Says Dream Doors founder, Troy Tappenden: “We’re giving our franchisees much more than ever before - and the new price reflects that. It’s important to remember that you get what you pay for, and to get the best, sometimes you need to pay a little more. Dream Doors are full members of the bfa, we won Brand Builder of the Year and, more recently, two franchise marketing awards. Rather than cut back on the services we offer in terms of advertising, head office support, training and brand development, we have chosen to put a price on the franchise that reflects our status in the industry.”

It has been noted through previous economic downturns that business owners who invest and innovate – who spot opportunity rather than adversity and trade with confidence, not diffidence – are the ones that survive and prosper. Those businesses can then go on to take market share from their competitors when the good times return.

Adds Tappenden: “Reducing your fees might get the phone ringing in the short-term but what happens when the new price becomes the norm? Do you then give it away for free? We’re in business for the long-term, and while times have been challenging for everyone lately, I refuse to lower my expectations for Dream Doors and will continue to support our franchisees fully. I believe it is the training and marketing that has got us to where we are today. If the price has to go up and our recruitment slows down, so be it. But at least the franchisees we do have will get the tools they need to trade successfully.”

Having recently opened their 30th showroom, Dream Doors’ expansion has put some added pressure on head office to ensure all franchisees operate with the same level of customer care that has been the benchmark of the company’s first decade in business.

Says Dream Doors operations director and bfa Regional Chair, Kelly Chambers: “What excites me most about this is knowing how far we’ve come in the last three years. The investment that has been put back into the business has been staggering, often to the detriment of our bottom line. We still don’t make any money from our franchise fee, but we just about cover our costs and can continue to offer the same level of service our franchisees, and customers, have come to expect.”

With over 30 branches in total, and 25 showrooms now open, Dream Doors are the UK’s number 1 franchised kitchen door replacement company and are ‘Express Newspapers Brand Builder of the Year’ in the BFA’s Franchisor of the Year Awards.  Now full members of the BFA, Dream Doors are also winners in the National Training Awards and feature on ITV’s 60 Minute Makeover.

Record Sales challenge the credit crunch
If the press are to have their way, the UK will slip from credit crunch, through recession, to a full on depression.  In times of doom and gloom it is refreshing to hear of businesses that are growing and succeeding where others struggle.  In April 2008, Trevor and Anne Conduit of Dream Doors Kitchen Franchise in Nottingham turned over in excess of £80,000, in September Justin Dunn from Kingston turned over £90,000 and Dream Doors Lincoln shattered the network record with over £135,000 of sales in one month!

No kitchen industry experience necessary
Initially trading from home, Helen & Philip Mahon from Dream Doors Kitchen Franchise in Norfolk, have come a long way in their first year, “Never having done anything like this before, in terms of running a business, sales or working in the kitchen industry, we had quite a large learning curve, but it has been an exciting challenge. I have never felt so excited, enthusiastic or inspired by work as I have in the last 6 months.” Helen adds, “The training and support has been fantastic and has really reinforced the fact that we made the right decision. The initial training was really helpful and there have been plenty of visits from the Franchise Support Manager to keep us on the right path. We’ve also had courses on sales, finance and building regulations, which have been very useful”

Training & Support
Training is critical to all Dream Doors franchise owners, both new and experienced, which is why all franchisees have access to quarterly business coaching courses that encompass sales, marketing, finance, human resources, CAD planning and other areas pertinent to the kitchen industry.  This is in addition to the unlimited in-territory support provided by experienced Regional Managers and Head Office that follows the 2 week induction training programme.  Gary Highton, Dream Doors Kitchen Franchise in Lancashire franchisee comments, “The training was really comprehensive with a good mix of theory, conceptual, and hands-on, and delivered by an experienced trainer.”

The kitchen facelift concept
The Dream Doors Kitchen Franchise concept involves swapping existing kitchen doors and drawers with made to measure replacements, transforming a kitchen in as little as one day.  New cabinets, worktops, appliances or sinks can also be incorporated and it is this total flexibility that makes a Dream Doors facelift compelling when watching the pennies.  In a stagnant property market we are finding people don’t move – but improve and with the Dream Doors concept, customers can save £1000’s.

Franchisees do not need any kitchen experience as Dream Doors will assist in recruiting an installation team and, in a technical industry, with a sales and retail focus, Dream Doors have a lot of knowledge to impart.

The showroom
“They’ve been there every step of the way and time has never been an issue,” says Andy Stewart, Dream Doors Dorset.  “It’s nice to have a regular input, they’ll turn up to see how it’s going and it’s all on a personal level.”  Having opened their showroom at the end of 2005, “We found ourselves moving in a different direction,” says Andy. “It was a lot busier than we thought and we were picking up more orders.”  Now into their third year in a showroom, Andy and his wife, Shelley, won second place in the Dream Doors Franchisee of the Year Award for 2007 with an annual turnover in excess of £560,000.  Shelley adds, “Our figures show that having a showroom does make a difference and that all our hard work has certainly paid off!”

Our franchise owners
Running a business does present challenges and Dream Doors are looking for people who are ambitious, driven, resilient and focused to join them in an arena that is both varied and rewarding, as Chris Hann of Dream Doors Kitchen Franchise in Lincoln endorses, "One of the most enjoyable aspects of the business is that you are driven by your customers and not by a boss. This is a dynamic environment to work in and no two days are ever the same."

Many Dream Doors franchise owners are husband and wife teams and as Sam and Dave Clemitson of Dream Doors Bournemouth comment, “Not everyone can work with their partner, but we are fortunate that we work very well together. We have different skills so share the workload. Also we are ultimately working towards a common goal together and are better able to manage our family life.”

National advertising
Dream Doors are committed to raising brand awareness across the country and have invested widely in marketing their business.  From ITV1 and the Women’s Institute to SAGA, The Mail on Sunday and celebrity endorsed DVD’s, Dream Doors are striving to raise the company profile and attract a wider customer base for it’s network of franchise owners.

Turnover
A record year in 2007 saw monthly turnover exceed 2006 for every month and some exceptional individual performances from a number of Dream Doors franchise owners.  Rachel and Stephen Vorster from Dream Doors Kitchen Franchise in Warrington sold a staggering £92,500 of kitchens and facelifts in September.

Dream Doors Managing Director, Troy Tappenden, puts this success down to a number of key factors. “I’m very proud of what we have achieved this year and by spending heavily on training, business coaching, franchisee support and national advertising we are re-investing revenue toward future growth and development of the Dream Doors brand.”

The Package
The franchise fee is £19,825 + vat and includes a 2 week induction training programme, ongoing field support, quarterly business coaching courses, marketing launch and materials, sample doors, stationery, uniforms and a comprehensive operations manual.  Working capital and funds for showroom opening will also be required with bank finance available dependent on individual circumstances.