Poolwerx adds 20 franchisees in a year

By Sarah Stowe | 29 Oct 2015 View comments

Pool servicing franchise Poolwerx has added 20 franchisees to its Australian network, which equates to 25 percent domestic growth for the brand in 2014.

CEO of Poolwerx John O’Brien said the use of a new proprietary market segmentation and mapping tool ‘Pool Point’ had opened up opportunities for the franchise in existing and new territories.

“Using this innovation we have identified new territories that did not exist 10 years ago and have identified many more that could be split into multiple territories or where two retail sites could be opened,” he said.

“We made a considerable investment in developing the software that enabled us to process and mine existing data. It’s been regularly refined over the past year but it has already provided a solid return on investment for the business.

“Overall our business has performed against the trend with a double digit growth trajectory. Our predications for the next financial year aim to eclipse that with a 15 percent increase and 12 new franchise partners.”

O’Brien said franchisees had also benefitted from the use of the Pool Point tool which can determine potential in a territory by directly pinpointing the location of pool owners and competitors.

“Our franchise partners have been able to assess the potential for growth in their areas and adjust their goals and business plans accordingly. In some instances, it has also helped us realise that retail stores could be better located to maximise market penetration.

“Pool Point has also proven to be a great business development tool as we can provide potential franchise partners with a very accurate assessment of a territory now.”

The PoolWerx business has expanded overseas this year with acquisitions in the US.