Sleepy’s
bedding franchise plan to establish a presence in all major markets throughout Australia, achieving a balanced geographical spread in both regional and metropolitan areas.
All new stores will be located in areas that are considered to be strategically important to our growth.
Ideally, a Sleepy’s store is situated in a “homebase” type centre with other retailers whose target market is similar to that of Sleepy’s. A average store is approximately 300 square metres.
Our stores trade 7 days, whereby a typical Sleepy’s store will require two part-time staff, in addition to the franchise owner.
No experience is needed. Training is included in your package with comprehensive IT support, product knowledge and sales training.
Sleepy’s is governed by a Board made up of two executive directors and three non executive shareholders. The Managing Director of our company Daryl Sahli, was recently appointed to manage the forward growth plans. The governance structure is sound and the Board is concerned to establish best practice and observe necessary compliance.
Sleepy’s
furniture and homewares franchise manages and maintains trade agreement negotiations and supplier relationships on behalf of its franchisee owners. This incorporates training, development and promotional initiatives.
Marketing and Advertising
Our Customer
A typical Sleepy’s customer is female, aged between 25 and 55. They can be broken down into two segments.
- 25 to 34 years who represent first home buyers.
- 35 to 44 year olds who represent the replacement segment.
Over 70% of our customers are female, who are generally more particular than males, when it comes to choosing a mattress. There is also a latent demand for physiological/medical purchase from all age groups, seeking a particular type of mattress. These are the prime customer segment to which an “expert” is ideal.
Sleepy’s undertakes and co-ordinates the marketing functions. Our National Marketing Manager in consultation with the management team, plans and implements marketing and promotional activity, using the professional services of advertising and public relations agencies.
Our corporate marketing planning encompasses;
NATIONAL
National campaigns are planned on a regular basis and executed by group offi ce. This includes catalogue production and distribution, TV, radio and website, along with in store support merchandising material. These initiatives are aimed at promoting the brand and positioning our stores as a place to purchase mattresses in the mind of the consumer.
LOCAL
All stores undertake local marketing activities. These activities can be tailored to suit franchise owner’s individual needs. They consist of local press, local radio, truck sales, mall sales and community programs such as sponsorship.
A CONSTANT FLOW OF HELP
All group office personnel are available to provide advice and assistance, as and when franchise owners require.
What you can expect from us
Our Role
Our job is to provide the management, marketing and administration expertise and experience that contributes to individual franchise stores ability to run an effi cient and profi table businesses.
We Get You Started
Once you have become a franchisee owner we assist you in planning for the opening and operations of your store.
Store Layout
We will co-ordinate your store planning, layout and design.
Training
We provide business, operational and sales training prior to opening your store. Ongoing training is an important component of any retail business and is available for all franchise owners and their staff. Franchise owners are issued with an operations manual; this will provide guidance for all operational areas of your business. Training is also provided at the annual conference. Franchise owners and their staff are provided with information relevant to the market and their businesses.
Support
Group office co-ordinates the supply of merchandising material and staff uniforms as well as distribution of product information.
What do I get for my Investment?
- A proven selling system that works.
- Stable industry with healthy margins.
- High stock turnovers means strong cash flows.
- Professionally styled, fully stocked showrooms, in positions that encourage shoppers. Many are situated in Homemaker outlets, the ideal environment for your success. We have stores available in major shopping areas throughout Australia. Depending on availability in your desired area, a new or existing store can be purchased.
- Benefit from Sleepy’s national advertising campaign with comprehensive marketing and advertising program. That is on-going cost effective.
- On-going training and IT support – gives you peace of mind, with Internet, Intranet and E.D.I. order system back up.
- Approximately average capital outlay required is only $170,000 depending on the size of your store (including working capital).
- Sales and performance analysis – bench marking.
- Full support from Sleepy’s management team.
- Regular communications on sales progress.
Let’s start talking about opening a Sleepy’s retail franchise store soon.
31-Jul-2008