Fitting the mould

"Employment opportunity: own your own business, no experience needed, age no barrier, immigrants welcome.'' That's how an advertisement for a VIP home service franchise might read.

Estelle Logan, national franchisor for VIP's Auckland-based "system'', as franchise operations are known, says the key for prospective franchisees is a desire to run their own business.

"Some systems do all your quoting and scheduling and everything for you, so it is like glorified employment. But for the VIP system, we look for the kind of person who wants their own business and has the potential to develop it,'' she says. If they show the right inclination, age is not an issue.

New migrants are another group franchisors welcome, given their English is up to scratch.  Many discover the qualifications they left home with are not recognised here, forcing them to look for work outside their usual field.

Logan says such people can be valuable potential franchisees. "They look at what else they can do and say, `well, I can do this [buy a franchise] for a few years and get  the qualifications I need here in New Zealand'. They then go back to their trained profession.''

Michael O'Driscoll, chief executive of Fastway Couriers, says his business is suitable for migrants to enter as franchisees. "If their English skills are sound, it's a good job for migrants.''

Home service franchises don't typically require previous experience, although Logan says familiarity with business tax requirements can help.

For real estate franchisor Harcourts, however, the bar for entry is much higher. "A track record in our industry is at the most important end of the scale of criteria for Harcourts,'' says chief executive Bryan Thompson. A franchisee applicant must show they can run a successful real estate operation, that they have the money to establish and support the business through the early stages, and can weather tough patches.

During the recruitment process, Harcourts looks for people who fit with the firm's values, Thompson says.

"We take our time to ensure we have the information to make an informed decision and that the applicant has the same.'' The aim is to avoid surprises on either side when the relationship begins.

One surprise Logan is particularly keen to avoid is taking on someone who strays from the system's way of operating. "It's an aptitude and attitude we look for in a franchisee, their willingness to learn, their willingness to be taught, their willingness to listen and put into practice what they're taught.

If they have their own ideas and are wanting to deviate all the time, they really shouldn't be looking to go into a franchise, because franchising is somebody else's ideas and somebody else's system.''