Q: Have you ever experienced an epiphany that changed the direction of your life?
A: Stroller Strides was my “Ah” moment. I came up with the name and the program all during one workout of my own. It hit me that I could create whatever I wanted. It’s been an amazing experience.
Q: What process did you follow to determine your program’s marketability?
A: I didn’t have any intention of growing this to an international company. I planned to just stay in my hometown of San Diego. But we started getting calls and emails from all over the country, asking for classes. It dawned on me that we were on to something. We realized that moms spread the word better than any advertisement could, so we have focused on offering a great program and giving our members incentives to create referrals. We tested the program out in ten different regions the first year to determine the various needs, and fine-tuned it from there.
Q: Were there any setbacks in development that had to be overcome?
A: We’ve had so many … and continue to keep tackling new obstacles. We had some very serious challenges as we transitioned from license to franchise. We have had financial challenges. There were others, as well. We have believed wholeheartedly that there is an answer to everything, however, and that nothing worth having comes easy. We believe so much in what we are doing so we are pretty determined to find solutions.
Q: What was the biggest learning curve in terms of developing your company and program?
A: The biggest learning curve was definitely the transition to franchising. Creating fitness programs was easy for me. I know marketing, PR, etc. However, franchising is a totally different model. We had to rely on a lot of experts in this area to teach us and support us.
Q: How and why did you decide to franchise?
A: I believed that we had a business model that was truly turnkey and a great opportunity for any mom who was looking to have her own business.
Q: How many franchises are there today?
A: There are 228. It changes daily!
Q: What should business owners know before they franchise their concept?
A: Franchising is an amazing model to see your business grow rapidly. It’s exciting to know that your concept can reach so far beyond you. However, it’s a huge undertaking. It’s a completely different business to learn. Now, you are not in the fitness business (or whatever business you operate) but the franchise business. You need to have a plan for how to train and support your franchisees. You need to have a plan for how you will be able to replicate all aspects of your business. There are very strict laws about franchising, so you definitely want to work with consultants and attorneys who specialize in this area. Also check out the IFA (International Franchise Association) for information. My suggestion is to perfect your business model locally, and then start small. Franchise in one territory, preferably in a non-registration state, and then refine it and move on from there. If you are starting to franchise expect to invest at least $60,000 - $100,000 to get started. For us, it’s been a steep and fast learning curve as we grew so fast and were in so many territories. If it’s possible, bring on employees with strong franchise experience so you aren’t guessing about what steps to take.
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