Franchise Ireland magazine - past articles

Irish Franchise industry news
November 2006

Break down those barriers
A spokesman for Domino’s pizza has backed the franchise industry after a survey of 18 to 30 year olds has yielded some mixed results about owning your own business.

The survey was carried out by Make Your Mark and Domino’s. One of the main problems found was that businesses employed ‘off-putting language’, which two thirds of the survey respondents didn’t relate well to. Instead, they wanted language that would inspire or motivate. Phrases such as ‘being my own boss,’ ‘making money for me’ and ‘using my own ideas,’ were touted as examples. Simple, catchy language and less jargon is clearly the key.

Raj Patel of Make Your Mark commented: ‘Demystifying different business models by simplifying language, or by bringing them to life through promotion of role models, is an important way in which businesses can help to fuel an enterprise culture among young people.’
Another finding among the under-30s was that there was a lack of young role models in the media who could demonstrate that self-employment was attainable. A fifth of the polled said that they resorted to TV shows like Dragon’s Den, in which five rich so-called ‘Dragons’ sneer at average Joes trying to make a breakthrough with their latest gadgets.
But perhaps even more alarmingly, from a franchise point of view, the respondents were not enticed by franchising. They asserted that this sector was ‘off-putting’, meaning that the future generations may well prefer to set up their own company rather than join a ready-made business. This makes highlighting the undoubted benefits of franchising even more important than ever for the sector, pointing today’s 18-30s towards joining a ‘ready-made’ business, instead of setting up themselves.

Chris Moore, chief operating officer at Domino’s Pizza, reiterated out the problem: ‘Assumptions and misunderstandings clearly restrict the potential of many thousands of young people who want to put their enterprise into action. Business appears to be denying itself access to a huge pool of potential talent by not removing some simple barriers.’
‘Of course, many people successfully find the inspiration, and information, they need to start a new business, through franchising or by going it alone. But our issue today is how to open up opportunities for an even greater number of people by making the world of enterprise a more accessible place.’

Domino’s on target

The burgeoning state of the franchise industry, however, was highlighted as Domino's Pizza Group agreed new minimum store opening targets with its US-based brand owner.

The company announced the targets, which form part of the development term of its master franchise agreement with Domino's Pizza International. The term, which is renewed until 31 December 2016, allows the group to open new stores in the UK and Ireland. Under the master franchise agreement, it also has the option to renew the development term for subsequent periods of 10 years.



Webbed feats

Diarmuid Kieran of Franchise Direct has provided advice for those going into business with relation to their new website. Internet shopping is on the rise all the time, so those with a good business product to sell via the joys of the web should take heed.

One of the initial factors is a short, snappy company name, which not only would be catchy and memorable, but would also maximise search engine optimisation. He also stressed that it is important that trademarks of other companies are not used, as this could lead to legal issues.
One of the key elements of the site is the web name, or URL. Without it, customers would not be aware of the existence of the company. As a result, Kieran stresses that this URL should be used as much as possible, and in particular in all correspondence.
With regards to the connection, a fast speed internet connection is vital. Kieran suggests that both a dial-up connection and ADSL connection are necessary.

A third party is recommended to design and put together the website. Another factor is that web hosting and web design are areas that another company could help with so that important aspects of the business are dealt with.

For security, Kieran advises an encrypted secure server which would be recommended to offer the best level of protection for both business and customer.