When Ben Heller started out in media sales and marketing he didn’t expect to be a multi-site retail franchisee within just a few years.

A diploma in sales and marketing set up Ben for his first job at the front desk at Western Australia’s tv station, GWN, and combined with this experience it prepared him for his next role at Channel Nine as an advertising executive.

And when Ben got the urge to make something more of his life by running his own business, it was a media buying company that he set up.

“I just saw an opportunity and wanted to keep growing; I was in a comfortable job but I had a ‘have a go’ attitude and thought if I didn’t do it then, I probably wouldn’t do it.”

Now though Ben, along with three partners, is a retail franchisee and runs three Snooze outlets in Western Australia. He had the retailer as a client at Channel Nine and in his own business had helped to grow and develop the brand across the State. Working with the brand gave him plenty of opportunity to observe the firm at close quarters.

So in an unexpected move, Ben decided to branch out into the franchising world.

“I saw that it was a good opportunity. I think the clincher was when I realised a franchise was in my reach, the company was a bit flexible because I wasn’t hugely financial at the time. We came to an agreement on terms.”

BUSINESS GROWTH

Snooze had bought back the five stores in WA owned by one franchisee but as company-owned outlets they were under-performing, says Ben. “They needed to be controlled by a franchise partner,” he says.

Ben purchased the O’Connor store in May 2010 and this was followed fairly closely by the opening of the Osborne Park outlet in December of the same year.

He first went into business with his father Steve; since then his brother Jarred, and Adam Hatch, the Osborne Park store manager, have joined the business as directors.

“We’re very much in a head down, bum up mode, we haven’t reflected yet on where we are. It’s developing as a good life but it’s hard work, it will pay off, but we’re not enjoying the time off yet,” Ben reveals.

“We’re more interested in getting the business to where we want it to be: a successful multi-site operation that operates more efficiently. Our growth has been fantastic now we need things like the warehousing and our personal development to catch up.”

The business has expanded rapidly, and the four directors have invested in a warehouse off-site to service the stores. “We’ve got great shop fronts but it’s about the back end too.”

FRANCHISEE SUPPORT

Snooze has provided guidance and advice when needed but also has “a fantastic network of franchisees with a wealth of knowledge across the country,” says Ben. “We’ve got their mobile numbers, we’ve seen quite a few different stores and operations. I spent a fair bit of time with a franchisee in Melbourne as part of my induction, and we’re still in touch. Now it’s our turn and we have a new franchisee visiting us.”

CHALLENGES

The biggest challenge has not been running the business but in adopting the structure that a retail operation requires. Says Ben, “In the media business I could be working when I wanted, after hours, at night, but in retail there are set hours, times to open and close, and you have to set an example for staff.

“Finding a balance for myself has been important. It wasn’t about increasing the working hours but getting back into a structure.

“I needed to learn from the ground up and the only way to do this is to be hands on.”