Inside Franchise Business caught up with Blue Wheelers’ Martin Rose.

1. What makes your brand different from others in the market?

Our all-weather mobile salon is one of our key points of differentiation. Shaped like a big blue dog, it advertises your business everywhere you go, giving you an exceptional marketing advantage. We are the only mobile dog-grooming service with its own training school for franchisees.

2. Are there advantages in being a mobile business?

From a franchisee’s perspective, outgoings are lower on such items as rent, plus there is more ability to manage their day. Most of our groomers are booked out often weeks in advance and know what their week will look like on their Blue Wheelers business software Mate system. Our groomers are trained to keep their customers close to home and to build ongoing relationships with rebookings.

3. How important is customer loyalty?

Customer loyalty is the key to any successful business system. We train our franchisees on how to attain a further booking at the end of each service. It is a well-researched fact that most dog owners do not like to change their groomer.

4. What are some benefits of the franchise?

Our low start-up costs are one of the initial benefits. It is possible to start with either Blue Wheelers or Dash DogWash with as little as $10,000. Our training, business system and support team provide you with the keys to success. Our Blue Dog mobile salon or Dash DogWash yellow kennel also advertise your business as you go about your day.

Another benefit is that we charge a flat management fee. We do not take more as you earn more, and we keep all your outgoings low because of buying strength with 180-plus franchisees on the ground. While you can start a dog-grooming business on your own, you will invariably take years to reach the level of business our new team members attain in months.

5. Do franchisees have access to the franchisor’s buying power?

Our team has exclusive access to a complete range of goods and shampoo/grooming products made just for Blue Wheelers. These special formulations are the best products in the market – we know, because we have tested countless alternative products over the past 11 years. We have bulk-buy opportunities for marketing and promotional items, and partnerships with insurance and vehicle companies. Our new-for-old (regardless of age) insurance policy on our Big Blue Dog mobile salon is a real benefit.

6. What costs can a franchisee expect?

Initial set-up costs for a complete Dash business start from $9999, with a low-interest lease-to-own finance package. For Blue Wheelers, the same package starts from $24,999. Flat management fees are $175 a week, combined with lead costs through our call centre of about $2.10, mean our team has low ongoing costs. The flat-fee structure means the harder you work, the more you earn for yourself and your family.

7. What are some challenges of the business?

The main challenge is taking all the lessons you are taught at Blue Wheelers training school and putting them into practice without changing them. Some franchisees can take a perfectly round wheel and try to make it square. We know our system works well through all the years of experience we have poured into it. As with any new skill, it can be a challenge in the early days as you build your confidence as a skilled groomer.

8. Do franchisees have territories?

Yes, we provide a marketing territory that is your area to build. Support areas are available if necessary. We certainly don’t want you travelling very far as this is a waste of your time and money.

9. Is multi-unit ownership encouraged?

Although most franchisees choose to work in their one territory, we do encourage multi-unit franchising. Many franchisees have taken on extra territories with the help of self-employed representatives.

10. Do you agree with IbisWorld* that growing competition makes differentiation a struggle?

I would strongly disagree – it is not about the quantity of competitors in the market, it is all about the quality of the work, and we are all about “doesn’t your best friend deserve the best?”.

11. How significant is the humanisation of pets as a part of the family?

It is essential. Dogs are members of our family, and Blue Wheelers often refer to their customers as their “fur babies”. Many of our team members say that if they could take all the dogs home at the end of the day, they would. Mobile dog-grooming has proven to be recession proof as people will always spend money on their beloved pets. They might not buy a new car or take that trip, but their “children” always come first. We are focussed on educating customers about the necessity of keeping their dogs well-groomed on a regular basis. No different to children, dogs need to be bathed, brushed and have their hair cut – and believe me, dogs are often far more grateful than the two-legged family members.

*IBISWorld report: Pets and Pet Supplies Retailers in Australia (January 2017)