Sharon Kenny
The journey of franchising - tips and advice from the current franchisor of Beauty On Demand.
Claire French
Her forensic research will help solve sex crimes in the future she is a rising star in the international science arena.
The Colour of Profit
What would you do if you knew your clients didn’t trust you?
her inspiration
Sharon Kenny 
As a Franchisor and Business Consultant, I get numerous people, with existing businesses, asking my opinion about whether they should franchise their brand.
Usually, after half an hour of explaining how incredibly loaded the responsibility is for the franchisor, most decide otherwise. For those of us who choose to rise to the challenge, it’s a tricky, tough and if you are lucky, rewarding ride.
Franchisors often sell their souls along with the franchise. Our commitment to the brand and our franchisees has to be over 100 percent because, not only are we a 24-hour mentor, business leader, and role model, we are also accountable if the franchisee’s business goes pear-shaped because, if that happens, it can adversely affect our brand and our other franchisees’ businesses.
One of the hardest things about being a franchisor is sizing up a potential franchisee and establishing whether that entity actually has what it takes to be a success; and that can be the million-dollar (literally) question.
In my experience, there are three types of franchisees: those that buy franchises thinking they will ‘get rich quick’ riding off someone else’s back and who don’t know what hard work means; those that are entrepreneurs, who see buying into a brand a great idea because they get immediate results and then try to adjust to the business to incorporate their own great ideas; and lastly, those that will work hard, are patient, are respectful of the franchisor’s experience and can follow instructions.
The first type is an absolute no-no, the second will be difficult to keep within the system and the third is the perfect franchisee. So selecting the right franchisee is a bit like walking through a minefield and there is never any guarantee that you have chosen the right franchisee until they have been immersed in the system and the brand for at least 18 months. Only then will the franchisor discover what sort of franchisee they have on their hands.
During the first 18 months of operation, most franchisees will go through four major phases:
Euphoria: the franchisee is absolutely elated they have bought into the brand; they are passionate, excited and are willing to do whatever it takes to learn to operate the business.
Tiredness: the franchisee normally has now been on board for nine months, has learned the basics of the business and may have, by this stage, got a little tired; the adrenaline has worn off and the reality of owning their own business has begun to set in.
Uncertainty: the franchisee has been with the brand for a year now and is waiting for the ‘big buck explosion’. The first financials have been done and, since there is no great big screaming profit, they begin to get a little grumpy. They start questioning the franchisor about making changes because they are not seeing the results already; they lose a little faith and this is the time when 50 percent of franchisees will try and get out.
Acceptance: During this phase, the franchisor has to review stage one again, re-explaining the concept to the franchisee, providing more one-on-one support and re-emphasising the basics. If the franchisor is successful, the franchisee begins to look at his investment as a long-term commitment, realises it takes hard work, and now understands that their own efforts are needed to make a success of the ground-floor footing they have bought. They learn to work within the franchise system instead of fighting it, and recognise that they have to take responsibility to create their own success.
Once the franchisee evolves through these phases and is on an even keel, the franchisor sighs with huge relief because now they have a business ‘partner’ who they know will become a success and who will have grown through the teething phase and come out on top.
Along the way, the franchisor has also has to perform a multitude of tasks; the results of actions taken all add to the huge responsibility of being the role model. Everyday examples of these are: brand measurement and manipulation to retain or advance its position in the market; modifications to marketing and merchandising, services and/or products; technology advancements; industry-related changes; legal requirements, including reviews of any law changes and, all the time, ensuring information flows for manuals, and that procedures are passed on to franchisees, and adherence to those within the franchise group is performed by all.
Overall, a franchisor’s lot is not for the faint hearted; our role is as enormous as any CEO but with the added responsibility of knowing people are buying in heavily influenced by the franchisor themselves. So, on some level, it’s a little more personal than ‘just business’.
Believe me, having to be tough and stand up to a franchisee who is going off the rails, not only for their benefit but also for the whole group brand, is not an easy task. Many sleepless nights are involved but if you have stuck to your guns, ensured everyone else has too, and worked your butt off, including 80-hour weeks in the early days, sometimes it pays off, for everyone.
Sharon Kenny
Sharon Kenny is currently busy as a much-in-demand public speaker and growing her youngest franchise, Beauty On Demand.
her insight
Claire French 
The Crime-fighting Scientist
Claire French is proof that science is not just about lab coats, test tubes and technical jargon. Her groundbreaking forensic research will help solve sex crimes in the future and has firmly established her as a rising star in the international science arena. However, rather than boasting her achievements, she is incredibly down to earth and modest.
Chatting in an Auckland bar over drinks on a Friday night is the last place you would expect to find a nerdy scientist. Auckland University PhD student, Claire dispels that stereotype. Although she is a hard working scientist she finds time for a healthy social life but it is her hard work in science that has put her in the spotlight.
Claire has developed a technique that looks at distinguishing vaginal, buccal (mouth) and skin cells for use in forensic casework. She explains that when a crime is committed, cells are transferred from a suspect, and/or victim, to the crime scene. These cells contain DNA, which, when profiled, can be used to identify the suspect or victim and determine from where a complainants DNA originates. For example, if a bottle is found at a crime scene and examined for DNA, Claire’s new technique can establish whether the DNA left behind is due to the bottle being used as a weapon for a sexual act or if there is a transfer of the victim’s skin cells on the bottle because she handled it or drank from it. It establishes what happened at a crime scene and not just who was there.
The findings from Claire’s research were surprising to her and she was initially cautious about announcing her discovery. “At first I was unsure if what I was seeing was actually real so I kept quiet for quite a long time (a few months). After I’d repeated it numerous times to ensure it was in fact an actual result, I informed my supervisors. They advised me to keep quiet until I’d spoken to an intellectual property manager at the university as they realised the commercial potential of this discovery and felt it was wise to make enquiries about patenting (gaining exclusive rights for the production, sale and profit of the invention). I didn’t even know what a patent was.”
According to the forensic community, Claire’s research has huge implications for forensic science and solving crimes and they are really excited. She has presented her research at international conferences in Hong Kong, Fremantle, Helsinki, the UK and at local conferences throughout New Zealand. She was also one of the youngest recipients of the MacDiarmid Young Scientist of the Year award, which she received last year. She has also received invitations to present her work at forensic labs and police departments all over the world.
Despite her monumental success in science, Claire is very down to earth and hopes that’s how people see her. “I hope people don’t think I’m one of those nerdy scientists who is socially inadequate. I couldn’t believe that the stereotype of a scientist still exists. Yes, we wear lab coats and safety glasses too, but we don’t all look like Albert Einstein. I want people to see that I am normal, approachable and funny and that a career in science can provide you with amazing opportunities. It’s not all about the white lab coat, black-rimmed glasses and grey afro.”
Being a woman in a male dominated science environment and a young scientist in an area that is full of older people has not deterred Claire from striving for success. “People are often surprised at how young I am, but I don’t let that get to me. They are generally very proud and supportive of me and my achievements. Being this young has been a very steep learning curve, but I’ve enjoyed the challenge and everyday is different.” Claire says there are also an increasing number of women becoming involved in science, a positive trend that is being reflected worldwide.
Claire aims to dispel stereotypes and make science accessible to all New Zealanders. She says scientists often give public lectures at universities with a lack of public attendance. “Explaining complex processes in simple terms can be very difficult and being an excellent researcher certainly doesn’t make you a good communicator. There is a real art to it.” As someone who could not tell neutrons from protons I can vouch for the fact that Claire has a knack for explaining science. Meeting Claire in person, it is clear that she is very normal. She has a passion for science but also says lifesaving at Piha beach is a nice distraction from the everyday stresses of her PhD, and keeps her grounded.
Claire’s advice to people considering science research is to go for it and not be afraid of society’s perception of science and scientists. “You’ll come out the other end completely satisfied with the career choice you made.” She says as long as you have determination, motivation, focus and life balance then you can achieve anything.
When Claire completes her PhD thesis next year, she plans to either carry out a postdoctoral research project in an overseas lab or remain in New Zealand and study at Auckland University to become a patent attorney. Regardless of the path Claire chooses to take, her future will be bright. She has established herself as a world- renowned scientist, has advanced techniques to solve crime and is a role model for women everywhere.
By Monique Esplin
her inform
The Colour of Profit
What would you do if you knew your clients didn’t trust you?
Colours that are associated with you speak volumes about who you are. If the colour’s message contradicts who you actually are, say goodbye to your hard-won customers. It’s that simple and that vital.
Hundreds of studies have proven that our natural tendency to link colour with mood is just a small portion of how colour shapes our thoughts and behaviour. We naturally refer to colour to describe moods, like being green with envy, feeling blue and having rose-tinted glasses. So to employ only those particular shades that support your business and its ideals rather than challenge them is a not only a wise decision but a lucrative one too.
The study of colour psychology is not new. Research has clearly shown that colour affects emotions and moods, key factors in determining trust and building relationships. Large companies are known to spend billions on colour research. Fortunately these results are now widely available, enabling the small entrepreneur to focus on sending out the right colour-coded message.
Read and compare the eleven main colours below with what you want your clients to know about you.
Red is an emotionally intense colour linked with excitement, strength, sex, passion, anger, impulsiveness, speed and danger. Used in small doses, it prompts people to be more impulsive and make quicker decisions (a feature in fast food restaurants). This could be a good thing if you want to inspire a sense of excitement and adventure in your target group. However, if over-used, it can drive people away. Refrain from using red in children’s rooms; it seems to increase hyperactivity and make concentration difficult.
Blue refers to trust. Think police officers and blue chip companies, reliability, loyalty, stability, belonging and coolness. Seeing the colour blue causes our body to produce chemicals that are calming. This colour is also known to increase productivity, and weightlifters are able to lift heavier weights in gyms that are painted blue. However, some shades create a cold and depressing mood that can portray an uncaring emotion. Avoid it in relation to food; it seldom occurs in nature and is a proven repellent to consumers. Try a blue plate when dieting to kill the appetite.
Yellow is an attention-getter and is connected with warmth, sunshine, cheer and happiness. It stimulates concentration and the intellect - that’s why legal pads are yellow. People can be more decisive, confident and optimistic when shown yellow. Conversely it can also rouse tempers and make babies cry when used in large amounts. Small doses are best as it’s the most difficult colour to be absorbed by the eye.
Orange often signifies playfulness, warmth, vibrancy. It’s commonly paired with organics and alternative attitudes, so it’s quite a creative colour.
Green is used to represent the concepts of nature: coolness, growth, abundance, durability, reliability, safety, honesty, optimism, harmony, and freshness. It is the traditional colour of peace and Santa used to wear green before Coca Cola dressed him in red to complement their product. Forest green is coupled with terms like conservative, masculine and wealth.
Purple is all about royalty, spirituality, dignity, mystery, wisdom, rich sophistication and respect. Because of purple’s rare occurrence in nature it can also be viewed as artificial.
Pink is considered a friendly colour. Think soft, sweet, nurturing, and security, romance, pigs, sex, roses and motherhood. It’s been suggested that as women mature they sometimes lose their feminine side due to ‘business stiffness’. To bring it back, surround yourself with pink for a year. It also works if you’re feeling a little unloved.
White for most of the world represents purity (wedding dresses) and cleanliness (doctors in white coats). So it’s pure, virginal, clean, youthful and mild. However, it can also be taken as sterile, stark and lacking emotion.
Black is symbolic of power, strength, authority, sophistication, elegance, seduction, mystery and class. In some formats the high contrast can strain the eye. Black is a serious colour that evokes strong emotions; it’s easy to overwhelm people with too much black. Athletes are known to have an edge when competing while wearing black. Used incorrectly it can create a dark and moody feel - a favourite for Gothics.
Brown reflects reliability, stability and friendship, all things natural, earthy (terra firma), organic, wholesome and unprocessed.
Grey is mostly associated with practical, timeless and middle-of-the-road things. Too much grey can lead to ambiguousness by saying nothing at all, but a bit of grey can add a rock-solid feeling to your product.
Gold represents prestige - think expensive and elite - and is worth more than silver or copper, but not diamonds. Silver also represents prestige, but can be cold, scientific yet clean, which is why silver kitchen appliances sell so well. Beware that gold and silver are not easily reproduced, limiting your options later.
Combine up to three colours that convey exactly the message you want to be known for and in proportions that also relate to your business. Any other colour will make your message less believable and you will loose trust. A successful business is one that is congruent. Everything that is said and done or put in front of the public must be compatible, from the logo colours to your uniforms and attitudes.
Colour marketing is used effectively by the best companies in the world. Jaguar is sophisticated in black. IBM is dependable in blue. The Virgin group of companies are in your face, fast and exciting with red.
Your colours are talking about you whether you like it or not. Get started now and take control over exactly what they say. Show your clients that you really are what you say you are.
By Louise Berg
