When Scottsdale, Ariz. entrepreneur David Sliman launched his upscale direct mail magazine-- the inside coup™ --he knew the multi-billion dollar marketing industry needed a brand with a fresh approach. His instincts for innovation were spot on from the start.
"I got a phone call from a gentleman who lived in the community who said, 'I've been living here for years. Whatever you're doing, keep doing it, because it caught my eye,'" remembers Sliman. "The magazine had been out a week. I knew from that mailing that we were on to something."
Momentum for the inside coup™ is flying. The emerging brand, founded in 2011, recently awarded a seven package regional deal to an Arizona franchise group that covers 420,000 homes in the Phoenix metropolitan area, with expansion plans for three area developments in an adjacent market. With 16 franchises in two states, and a projected portfolio of more than 20 by year-end, the emerging brand expects to double that number in 2018 on the road to reaching every qualified mailbox in the country.
"We truly believe we will be a leading national brand within the next five years," says Nick Howard, vice president of franchise operations.
The inside coup™ is making its mark in the direct mail industry with its product--a uniquely sized 6 ½ x11 glossy magazine. The upscale publication is printed on 60-pound paper for a quality look and filled with engaging content to give readers the feel of a local editorial magazine. Each edition offers multiple options in page size and premium placement, and multi-platform digital exposure through online, social media, and mobile access. The blueprint is a model of success. The inside coup™ boasts the highest retention rate of returning advertisers in the business, says Howard.
"When we acquire a new client, we are consultative in our approach," notes Howard. "We have a superior multiplatform product and our client services are unmatched. These components will remain key to our success."
The brand, which began offering franchise territories in 2015, is focused on growing through area development agreements, with negotiations underway nationwide, including such hot markets as California, Florida, and Texas.
A single franchise package includes three mailing zones of 20,000 households in each zone. Potential investors can acquire the rights to a territory, region, or area, while developing a sales team to manage multiple zones in a geographical area. A state-of-the-art mapping system allows franchise owners to target any small town or big city market.
"We customize mailing areas based on income and home value to reach the most qualified homes for our advertisers' messaging," says Howard.
Once on board, franchisees receive a "conveyor belt of support" that includes a 28-week proprietary training program to jumpstart profits, notes Howard. An in-house corporate design team handles ad design and client approval for unmatched quality and consistency throughout the system. Howard says the brand is seeking enterprising and results-oriented entrepreneurs to expand the inside coup™ name.
"The ideal candidate is driven and outgoing, sales and marketing experience is not necessary, but helpful," says Howard. "We are also looking for people who can build relationships and have extremely good motivational skills."
With a projected $37 billion estimated to be spent on direct mail in 2017 alone, the inside coup™ is the smart investment at the right time for franchisees seeking low overhead and the high margin potential of multiple revenue streams, says Sliman, a top franchisee of a direct mail competitor before launching the inside coup™.
"No weekends. No travel. No brick and mortar. You can run this franchise out of your home," says Sliman. "If you want to work weekends, you can, but it's not required. There is flexibility in this job when you take it on. It is all what you want to make of it."
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