How Goddard Systems Is Using Data To Improve Franchise Development
We asked Jim DiRugeris, Vice President of Franchise Development at Goddard Systems, how he analyzes, integrates, and applies key data in his franchise recruiting and development process. Here's what he had to say
When working with current and prospective franchisees, a great deal goes into recruiting and development efforts. A major obstacle for many franchisors is identifying the right franchisees who will help grow the brand. As a franchise, it's crucial to comprehend what makes a franchisee successful and then apply that information to development efforts.
The Goddard School uses a wide variety of tools to analyze key customer data, which we use to assist us in future recruiting efforts. Recently we introduced a Predictive Index Survey to the franchise awarding process. We survey our existing franchisees to get a better look at what characteristics are common among our top-performing franchisees. We then have the ability to pair these findings with prospective franchisee characteristics to see if they match up.
Furthermore, if a prospective franchisee is lacking in a certain area, we are always willing to provide additional support to help fill any gaps. While we do not rely solely on the survey, it does give us additional information to review. This is one of the ways we are able to integrate the information we have found into our development efforts.
Another way we ensure that we are getting to know future franchisees on a personal level is by organizing a "Meet Our Team" day. This in-person event allows prospective franchisees to meet with the extended leadership team and provides an excellent opportunity for questions and answers.
Location is also extremely important in our development efforts. For our team, it is imperative to review and follow current trends, including construction, real estate, licensing, and regulatory trends that may affect a potential location. Goddard has deep knowledge in other areas of interest that are crucial for the success of a new location, and we strive to educate our potential franchisees in the areas of real estate, construction, and state licensing trends.
Additionally, we have a few key areas we are focusing on growing this year. These include Los Angeles, San Diego, Manhattan, Long Island, San Antonio, Boston, Florida, and Illinois. To expand our market presence in cities where young, Millennial families are starting to migrate, we have adapted our suburban model to fit a more metropolitan landscape.
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