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Business View Australia - July 2015 117
“I didmy research intothefranchising
industry in Australia and understood
that this is such a growing industry.
I decided to partner with the right
group of franchisees and make sure
that the Geowash brand message is
sent across to the customers in an
appropriate manner.
“We work very closely with our
customers in wanting to understand
what drives them and what attracts
them. We all have pretty busy lives
and we make choices all the time.
The question we want our customers
to ask themselves is, ‘You clean your
house, you clean your surroundings,
why not clean your car?’ So it is a
matter of educating your customers
and working closely with them. What
do they want in a car wash?”
Technology plays a very important
role in Geowash’s operations. The
company uses state of the art
systems that enable franchisees to
track their expenses, their employees
and revenues and their net income
online. Everything is synchronized
with a portable hand-held device
and a smart phone.
Customers can tap into special
offers that are available on the
company website. This benefits both
the franchisees and the customers.
Using this online facility franchisees
can manage their customer records
by viewing their history of visits to
Geowash. They can also see how
many cars are coming into the store
and view them through access
to cameras which track all car
movements inside the store.
Franchisee management plays a
crucial role in Geowash’s success.
Sanam Ali explains the company’s
approach, “In terms of the actual
franchisees that we have selected,
we have partnered with like
minded people. I think in life it
is very important to control your
surroundings, be it your personal life
or your professional life.
“I have managed to select some
really
driven,
motivated
and
enthusiastic people to become part
of my brand. These franchisees are
representing my brand in different
states of Australia. The relationship
works really well when we all have a
common understanding and a goal
that we are working towards.
“I’m personally involved with all
my franchisees from the time they
make an enquiry to the time they
become part of my brand. I make
sure that I communicate with them
and that they understand I actually
FRANCHISING