As the youngest franchisee in the 82 store network, Fenech has big entrepreneurial ambitions. Even though he bought his second store in Bankstown in November last year, he has eyes on purchasing a third Battery World store in coming months. His goal is to own five stores within two years. 

 

The country’s leading specialist national battery retailer, Battery World is embarking on a new era of rapid expansion. New general manager Rowan Hodge has kicked off a cultural revolution in the 18-year-old market leader centred on driving franchisee profit and expanding the network. This expansion will include opportunities for franchisees from both inside and outside the network. 

The Battery World growth strategy includes targeting new territories across Australia by 2020 with emphasis on New South Wales and Victoria.  

 

Rowan Hodge joined the company in October with a mission to drive franchisee profit as a key means by which to fuel expansion.

 

“Profitable stores attract the new human and financial capital critical to fuel growth, “he says. “We have a strong USP, and record low interest rates; we also have an unbelievable talent pool of existing and prospective franchisees. Add to all of this the affordability of a Battery World franchise, our relative resilience to macroeconomic and technology trends; and you can see why we believe this is our time for rapid growth.” 

 

Daniel Fenech was once the store manager in his first store, Caringbah, in Sydney’s south. The Battery World strategy is actively targeting long-term employees like Fenech, who know and understand the brand, to take the next step and buy a business.  

 

At 26, Fenech says buying a business made better sense than buying a house. “Someone once said to me buy a business and let that business buy you a house,” he says. 

“When I was a manager I just loved the business. When it came up for sale I jumped at the chance. It made such good business sense to own it. Unlike other products batteries are a must-have item. We need them for our everyday lives more than ever before. And the process to buy was really smooth. Everything is pretty much organised for you.  

 

“The Bankstown store was always on my radar, and because it is not too far from Caringbah managing both has been challenging but very achievable. 

 

“I am not afraid of hard work because that is the way to improve your lifestyle.”  

 

The Bankstown store was stagnating and needed a new owner to boost business and match the achievements of other stores in the network which had undergone makeovers. Fenech specifically targeted the store’s signage, layout and product knowledge. All of this was underpinned by an intense focus on service.  

 

He was so busy with painting and remodelling the store his plans for local store marketing were put on hold. But in just five months Fenech has doubled the monthly sales revenue. “There are seven other battery retailers within this complex, and there are another 16 in an 800 metre radius!  

 

“Anyone can sell a battery but delivering exceptional customer service and expert product advice is the number one factor for a successful business. It’s how we’ve differentiated ourselves from our competitors.” 

Battery World network development manager Alex Forbes, also newly recruited to the team, has a pipeline of new target locations.  

 

“Market research tells us many customers would shop in a Battery World store but don’t as we are not close by,” Forbes reveals. “The answer: build more stores. This message aligns with our five-year growth strategy and we are on target to open more than 10 stores per year for the next five years. 

 

“A key ingredient to growth is total transparency with potential franchisees. Once approved, new franchisees are actively engaged, working in partnership with the franchisor to find the perfect site to open their store. This level of engagement is critical to make sure the candidate has a big say in their new business.  

 

“Our new focus on network expansion has brought about a big increase in franchise applications across Australia – from all walks of life. Our newest franchisee of Battery World Campbelltown is an ex-accountant and in June it will be an ex-tiler taking the reigns of a new site and store in Mentone, Melbourne. We love to see this diversity of applicants, but they have a lot in common.  

 

“They research us and see that Battery World is a sound investment that gives them the chance to be their own boss but have the security of a national market leader with 18 years of stable growth behind it. Battery World ticks the boxes for savvy investors seeking a sea change.” 

 

Battery World will also continue to grow the business from within with a range of newly introduced expansion incentives. 

 

“Franchisees like Daniel Fenech are critical to our expansion plans,” Forbes says. “His entrepreneurial attitude is what enables growth – it’s this attitude that gives franchisees the ability to grow sales, coach employees and achieve their dreams.”