Since Coconut Creatives assisted FitKid with the launch of its franchise package in 2007, this national child fitness brand has been establishing a number of key franchise zones around the UK with a great deal of success and gradual growth.

This month sees a further FOUR new franchisees undertaking training at FitKid’s HQ in Dorset. Training will be undertaken by Coconut Creatives founder, Sarah Cook (formally Sarah Dyer).

Nicky Kay, FitKid’s Franchise Director is delighted with the progress. “We welcome four new franchisees to the team which will cover North Sunderland and Tyne and Wear, Norwich, Islington and Stoke Newington and Wood Green. All are to launch in January 2009. Many individuals are realising that FitKid offers a superb franchise opportunity and suits those who may be returning to work after having children,” says Nicky.

Franchisees can earn £50K through this opportunity by purchasing a 5 year FitKid Franchise at a very low cost of £7.5k. The franchise provides a realistic solution for part time or full time work where franchisees effort equals their own reward, as well as helping to make fitness fun for so many children.

“I think the franchise is popular because it is really affordable. Franchisees also undergo specialist training and gain a nationally recognised child fitness qualification that equips them with the skills to run the business. This franchise is so important to us to help spread the word about childhood obesity and work with as many people as possible to give our children the best start,” adds Nicky.

The pilot franchise, in Poole and Bournemouth is doing really well with over 35 classes a week. New projects have also been secured with Bournemouth School Sports Partnership this academic year.

Sue Young is one of the new franchisees starting training next week and comments, “I’m very excited about bringing FitKid to the North East. I’m looking forward to having fun with the kids while having a positive influence on their health.”

The FitKid Franchise supports government initiatives to improve child fitness and reduce child obesity, currently estimated to be 30% by 2010. FitKid achieves this by making active play a priority and most importantly, enjoyable.

To request a prospectus contact Nicky Kay at FitKid on 08700 85 1000 or email nicky@fitkid.co.uk

The event was hosted at Birmingham’s finest Greek Athens Restaurant on the 3rd October with over 130 guests (majority also in pirate costumes!) from around the country who were invited to join in the pirate-y fun and helped raise £520 for the ‘togetheraware’ charities.

Guests lined up to put their 10 ‘X’s on the pirate map to try and win one of the treasures including magnums of champagne and a 32″ plasma TV! Coconuts Victoria and Sally managed to bag great prizes including a luxury wine hamper and a DVD box set of Pirates of the Caribbean. Sally also deservingly won the Best Dressed Pirate award and took home a magnum of champagne (that we secretly hope she’ll share with the rest of us Coconuts at Christmas!)

For more images of the Coconuts and friends getting pirate-y in Birmingham visit http://www.arcma.co.uk/GreekNight-2008-Pics.htm

Spettro are specialists when it comes to repairing homes and commercial properties when the weather does its worst but take their advice this Autumn and you’ll save yourself some cash this Winter.

Tony Smith, one of the directors at Spettro, has nearly 40 years experience of fixing damage to homes caused by our great British weather. “Take action this weekend and you could save yourself a lot of hassle and money just by checking through the list below,” he explains.

1. Ensure that all gutters and downpipes are cleared, are free of leaves and debris and that there are no blockages in any downpipes or hopper heads where rainwater discharges into.
2. Check that your drains and gulleys are free-flowing and remove any vegetation or blockages to assist with the flow of water.
3. Ensure that flat roofs are in good condition and that any tears, rips or other repairs are undertaken in order to prevent rainwater seaping through into the property.
4. Ensure that any missing or broken roof tiles or slates are replaced and that courses are aligned to prevent rainwater ingressing through into the loft space.
5. Ensure that all pipework is adequately lagged and protected to prevent freezing in exposed areas such as loft spaces or outbuildings.
6. Ensure that all water tanks in the loft are adequately lagged and immersion heaters have sufficiently thick insulation jackets fitted.
7. Ensure that your gas boiler has been serviced by a Corgi Registered heating engineer before winter commences.
8. Ensure that your loft space is insulated to the recommended thickness (which is a minimum of 300mm) whilst ensuring that the fiberglass quilting insulation does not block the airflow to the roof eaves. Check that no insulation is placed directly under the cold water storage tank, as this requires a certain amount of warm air to prevent freezing.
9. Check radiators to ensure they are bled of any air blockages and that they are working at maximum capacity and any thermostatic valves fitted can be turned easily.
10. If you are going away during the winter months, turn your thermostat down and leave your central heating system on so that if we get a bit of snow then your pipes won’t burst!

Remember, if your home or business does get damaged by extreme weather conditions then you can leave it to Spettro to get the repairs done by their trusted tradesmen. Spettro Limited is regulated by the Financial Services Authority which allows them to loss assess and mediate with all the major insurance companies, a service which is free of charge to the insured! Visit www.spettro.net for more information or keep the freephone number handy 0800 389 2251.

However, new Coconut Creatives client, Strip Ltd who offer their clients waxing only treatments, has experienced the exact opposite to this downward trend. That’s because salon owners Danielle and Maria–Louise ensure that Strip Ltd offers its’ clients a very unique wax only experience.

“Our appointment books are always full, even in these harder times there is no substitute for getting a great service in fabulous surrounding, our customers just keep coming back for more treatments.” comments Danielle Featherstone co owner and director of Strip Ltd.

So what is the secret of Strips success?

“Strip’s unique product range is definitely helping us ride out any retail credit crunch, on the contrary we have had our best 4 months with turnover increasing by over 20%,“ comments Maria-Louise Featherstone Co Owner and Director with her sister Danielle.

All franchisees have access to the premium range of waxing products including the new SoBerry Delicious and famous Chocolate-Hazelnut wax that all the celebrities are raving about! The range also includes Rosette, Lavender, Active Gold and Manifico (for men) that leaves skin smooth and smelling delicious. A real treat for clients! Franchisees will also be able to stock fabulous designer lingerie at discounted rates which adds another revenue stream.

Secondly, it offers a unique setting and fabulous interior to ensure clients feel pampered during their visit.

Strip Ltd has recently launched a lucrative franchise opportunity that means that once you have embraced the Strip brand your appointment books will always be full too!

The Franchise costs only £15,000 plus extra expenses involved in turning your salon into a Strip waxing salon and lingerie boutique.

All new franchisees will undergo an extensive training programme supported by a comprehensive operations manual. In order to recreate Strip’s unique customer experience, Franchisees therapists will also undergo a 3 step training programme.

The Franchise has been set up by expert franchise consultant Mike Gratwick from Franchise Your Business. “This is an extremely unique and exciting opportunity that I believe will perform well with the right franchisees,” comments Mike.

If you are interested in beauty and wish to be a part of this waxing revolution then this is the franchise for you. To request a prospectus email franchise@2strip.com or call 07903 502304 or 07932 015 636.

Example of the famous Chocolate-Hazelnut wax. It looks good enough to eat!

For all attendees to this year’s Franchise Marketing Conference, we are delighted to offer the opportunity for a one-to-one consultancy with one of our marketing specialists from Coconut Creatives on any aspect of your franchise marketing strategy.

* Have your current campaign assessed prior to attending the conference
* Receive 30 minutes of one-to-one targeted and personalised marketing advice
* Take your business to the next level by asking the experts your franchise marketing queries
* Find out if your marketing and franchise recruitment plan maximises both efficiency and effectiveness
* Gain real and achievable solutions to your marketing and franchise recruitment challenges

Session times:
09:45, 10:15, 11:35, 12:20, 14:10, 15:15, 16:00

For more information about the conference visit http://www.franchiseinfo.co.uk/fmc/consultancyclinic

During the build of the first Loaf Hairstylists salon, Channel 4’s ‘Risking it All’ series filmed all the development work. At the end of the programme, the presenter praised the company on air and said that it was by far the most successful business of the series!

“As soon as the programme was aired in August 2006, our salon went into overdrive with calls from people all over the area wanting a booking with one of our stylists. We were thrilled and excited for the future,” says Richard Darlow, Managing Director of Loaf Hairstylists.

The Loaf Hairstylists niche is for city centre styling in the suburbs. Research showed that many people wanted a professional and stylish haircut but didn’t want to travel into the city centre and didn’t want to pay such a high price. The Loaf Hairstylists approach to hairdressing is relaxed yet professional, a combination that seems to work well with their quality brand image.

In 2006, a second salon was opened in Broomhill, yet another suburb of Sheffield. This salon also proved to be an immediate success and continues to grow.

Recently Loaf Hairstylists have opened up their business to franchisees with the first one already signed up. Their programme on Channel 4 has recently been rerun which should add to the hype and attention that this brand already has.

Franchisees don’t need any previous hairdressing experience because they will be trained in all aspects of the business. However, applicants need to be confident, have a flair for fashion and have lots of energy.

To request an information pack contact Craig@loafhair.com or call 01142 684494 or click the link below.

Coconut Creatives is now working with Mirage’s beauty salon in Leeds. Mirage is renowned for its professionally tailored treatments in a relaxing and tranquil environment and this successful business is now available as a franchise. This unique franchise opportunity is the ONLY combined hair and beauty business currently available in the UK.

Jaz Rander, founder of Mirage and qualified beauty therapist, explains why the franchise offering has been developed, “The Leeds salon draws clients from up to 70 miles away and they tell us that it is because we combine innovative beauty services with a real care for the individual. We have always strived to do things differently at Mirage and this has built our reputation to a point where our regular clients include national TV celebrities.”

Mirage was one of the first salons in the region to offer threading, Hollywood waxing, sugaring and non-surgical facelifts. The salon is also known for effectively treating skin pigmentation, acne and acne scarring, and other skin problems using their own PRAVI product range. PRAVI has been developed using ayurvedic principles, combining herbs, minerals and oils that contribute towards natural healing of the skin and Mirage franchisees will have exclusive use of these products.

A Mirage franchise would suit anyone looking for a management opportunity and whilst a keen interest in the beauty industry is desirable, it is not necessary as full training will be provided. The franchise, which costs just £106,500*, includes all training, treatment machines, operations manual, legalities, marketing promotion and opening stock.

For more information visit: www.miragebeauty.co.uk and for a franchise pack please call Prashant on 0113 249 0777 or email franchise@miragebeauty.co.uk. Coconut Creatives Marketing and PR Specialist Sally Butters is the account handler for Mirage.

This applies to all advertising, whether you’re running ads in newspapers or magazines. Feel free to use posters everywhere and make sure you ask people where they found out about you.
2. Only use Direct Response Advertising
There are two types of advertising – direct response advertising and brand advertising.

Understanding the distinction between the two will immediately save you a fortune.

Brand advertising is used by companies like Coca Cola and the large car manufacturers to build and increase awareness of their brand. Unless you have huge amounts of money which you are happy to lose, you should avoid brand advertising at all costs. For a small business it is a complete waste of money.

The only type of advertising you ever want to consider is direct response advertising. The only purpose of direct response advertising is to produce a clear response.
3. Testing and Measuring
It is absolutely essential that you test and measure all of your advertising.

If we are going to engage in direct response advertising we obviously need to be able to measure that response, otherwise we are not going to know if the ad is working.

At the very least we need to know how many people responded to the advert. Then you need to compare that figure to the cost of the ad and you can immediately work out how profitable the ad was, or whether you should stop running it.

One of the reasons that Radio and TV Advertising can be so high risk, is that it’s very difficult to test it on a small scale. You should never invest in Radio and TV Advertising unless it’s money you can afford to lose.
4. Use Fun and Exciting Headlines when possible
Be adventurous with your headlines. Test different versions to see what works best. There are no rules – except what works.
5. Remember AIDA
There’s a classic formula used by advertisers and it’s well worth remembering. The formula is AIDA. This stands for

Attention – grab the reader’s attention
Interest – Create an interest in your product or service
Desire – Convert that interest into a strong desire to contact you and find out more
Action – Give them a reason to act now e.g. free consultation or buy one get one free etc

If you follow this formula in every ad that you write or produce, you will greatly increase your chances of success.
6. Benefits, Benefits, Benefits
One of the principles that should drive all of your marketing is communicating the BENEFITS of your business.
7. Don’t Advertise on a Left Hand Page
If you’re doing newspaper or magazine advertising, this one piece of knowledge can turn an unsuccessful ad campaign into a successful one. This has been tested again and again. When you read a publication, your eyes are drawn to the right hand page as you flick through, so statistically, more people will see your ad if it’s on the right hand page.
8. Never pay the full rate for advertising
The person selling you the advertising needs to know very early on that you have absolutely no intention of paying the full rate.

Most advertising rate cards are far too high and you can always negotiate. If you’re a small business remember that large companies who use ad agencies are buying based on the readership or audience levels rather than the rate card - so haggle and negotiate.
9. Don’t Follow the Competition
One of the biggest mistakes people make is advertising in publications or on various forms of media just because their competitors are doing so. Don’t for a minute think that all your competitors are there because their ads are producing great results. They’re more likely to be there because everyone else is and most of them wont have a clue whether their advertising is working.

In fact, this is a well-known sales trick used by the people selling ad space. If they can get one or two of your competitors to advertise, they can call you up and tell you how you’ll lose out if you don’t advertise too. What they fail to mention is that your competitors probably never test their advertising, often haven’t got a clue how to market and are only advertising there because they think you will. This is a highly effective way to sustain the advertising industry. It’s not a great way for you to run your business.
10. Don’t buy into the myth that Advertising is essential for your Business Success
Generally, advertising is one of the least effective ways to grow a business.

Advertising is just one of many marketing options that you have. But you really shouldn’t be dependent on it.

So start to think out of the box and use a few of the other marketing methods below:
· Direct Mail
· Internet
· Email marketing
· PR (Why spend money on advertising when PR gives you coverage for free)
· Strategic Alliances – i.e. make friends with other businesses and sharing clients

This is the most ideal time of year to start planning for the year ahead to take advantage of the peaks of the franchise industry. Below, I will briefly look at the main aspects of creating a campaign that maximises budget, measures return on investment and can create the most benefit. In the next few issues of the Select Your Franchise newsletter, I will go into more detail on each aspect.

Planning, planning and more planning
We can’t state enough how important it is to plan your campaigns in advance. Many magazines will offer an early booking or series discount with good free editorial space to those franchisors that can produce well written case studies or interesting, fresh stories. It is often the same for online advertising with deals of booking so many months and getting some free.

It is a well known fact that advertising is best done over a long period of time whether this is on or off line. It builds your brand in the public domain and exposes your key messages to your target audience who will find it increasingly harder to ignore you when they have seen you for the 10th time!

In the franchise industry we have magazines such as Making Money, What Franchise or Business Franchise which are most effective if used more than once. Yet be realistic about this: whether you have £2k or £10k to spend over the year on magazine advertising, then spread it out across several issues to gain regular exposure and always discuss editorial opportunities.

We feel that it is better to have an increased number of slightly smaller adverts with negotiated free editorial space booked in advance, than fewer larger adverts booked at late notice.

Measure your return on investment
A simple spreadsheet is better than nothing when measuring the return on your investment. You can calculate this in several ways. To calculate the worth of free editorial space achieved over any period, it is best to look at the space that you have achieved and work out how much that same space would have cost you if it were paid for advertising space.

Ongoing market research
Again, this doesn’t have to be made into a complicated procedure. We recommend speaking to 5 existing franchisees, 5 that went to interview stage and 5 that were just spoken to on the phone and received information. Ask them all where they looked for information about franchising, how they found your franchise and most importantly ALL the places that they found your franchise that influenced them. They may have finally enquired through your own website and therefore be labelled a ‘website enquiry’ but what you should be interested in is how they found your website. Did they read an article in a magazine? Did they visit an exhibition and collect some literature? Did they read about you online?

If you can continually refine the combination of marketing and communication channels that are used for your franchise recruitment campaign then you will become more and more successful.

Don’t forget…
· Plan your annual franchise recruitment cycle in advance
· Book any advertising in advance to make the most of early space and series discounts
· Offer good quality case studies which are current and interesting
· Track the return on your investment using a simple spreadsheet or system that you are comfortable with (something is better than nothing)
· Always, always ask prospects how they found out about you

Overall, plan ahead to make sure your business doesn’t get left behind…

In 2005 Surrey recorded 2,216 fires with 678 starting in dwellings and 99 starting in private garages and sheds (1).  Mr Salter in Croydon knows only too well the danger of fires started in garden sheds after an enjoyable BBQ turned into a house-warming!

Mr Salter had a family BBQ last summer, when he finished for the evening he placed the used charcoal in his garden shed. Several hours later the shed was alight and as the flames grew higher they set fire to a nearby tree which, in turn, set fire to the fascia board on the end elevation of the house. Mr Salter explains, “The fire was fanned by the night breeze and spread quickly across the roof before we noticed what was happening.”

The fire was eventually put out by attending fire fighters who used several thousand gallons of water which then caused substantial damage to the rest of the house. Local company Spettro were called in the next morning to assess the damage and spent 3 months returning the property to its original state. “After such a shock, we were so pleased to have someone sort out the insurance claims paperwork and get on with fixing the house straight away!”

Kevin England, one of the Spettro directors, offers a few tips on BBQ safety:

1)    Avoid setting up the BBQ in draughty locations and keep away from flammable materials such as wooden fences and gazebos;
2)    Keep children, pets and guests away from the BBQ – even once the BBQ is over it stays hot for a long time;
3)    Be prepared - have a fire blanket and water close to hand;
4)    Don’t mix raw meats and make sure everything is completely cooked through to avoid food poisoning – fire isn’t the only danger at a BBQ.
5)    Don’t be caught drunk in charge of a BBQ - save your tipple until after the feast!
6)    Don’t put your BBQ away until it is completely cold – dampen embers with water.

For more information and stories about Spettro visit www.spettro.net