Know-How Exchange : Taglines/Names

So many questions ...

First, do you know what the critical success factors are for your business? Do you have a "formula" that you can prove works, or is it possible that your success is unique to the neighborhood or market where you started the business, or to the individuals who run it?

Are you prepared to fund a limited expansion test in Australia and North America to demonstrate that your formula applies in other areas, with other management, and perhaps even in other cultural environments?

Do you have a marketing plan and materials that have been optimized for efficiency and effectiveness? Will they translate well to other markets/cultures?

If the answers to the above are an emphatic "Yes!" then we can probably help you. If not, then we can help you get to that point ... but it won't be fast and easy.

The tagline question is premature ... though we will be able to help with that too, once we understand the primary target audience, its needs, values, attitudes, behaviors, habits and practices ... and how you've been able to make your business successful so far.

Michael Goodman's thoughts (above) are a great start.

Already, I'm somewhat concerned that you're even considering embarking on a "very aggressive franchising campaign" when according to your website you have only one location in operation.

How can you be sure your "formula" is translatable to another management team, another suburb, another city, let alone another continent? Aren't you very concerned about the immense risk to franchisees as well as to your existing business should the franchise tactic fail?

If you had say ten locations across Australia you could begin to say you have developed the operational experience to be able to lower the risks associated with franchising, and perhaps you will also have solved the problems caused by the tyranny of distance that brings down so many national COCO, COFO and FOFO operations (especially in Australia, where we have significant communications and logistics issues due to a sprawling geography, as well as a fragmented market).

What is behind the Franchising tactic? Why the rush? Is it due to a lack of shareholder capital to expand the operation?

If so, I think you need a different tactic - perhaps one that uses an angel investor to help fund an initial expansion that will provide the learning base for a future franchising operation.

Using franchisee capital to fund your learning is not a great idea - the franchisee expects all that learning and experienced to be in place when they sign up.

Most franchisees buy into a franchised business to reduce their risk - with only one store you don't have the experience to give them any kind of guarantee about your experience or risk management capabilities.

If you want to learn from a highly successful international franchise operation that started in Australia, have a look at Boost Juice. Download their booklet "a Bit about Boost" and compare how they got to where they are now with where you are in the development of your business. See their board composition - it is a stellar line-up - do you have such extensive resources to draw upon?

I'm not trying to diss you or your business. But it's important for you not to rush things and bring undone the good work you have done so far.

Look, Michael's right, the tagline question is premature. But in any case, I'd be thinking along the lines of:

Destress. Detox. De Feet.
Detoxify. Purify. Beautify.
Podiatry Poetry
Foot care is no longer pedestrian

But you may need to think about a separate tagline in different markets because of different customer attitudes.

Good luck.

ChrisB

Treat your feet to a Thai vacation.
A retreat for your feet.
The exotic feet retreat.
Everyone needs a little Thai.
Sole food.
Good for the sole.

Feel free to contact me if you'd like more!

Brent Scarcliff
Scarcliff Salvador Branding and Naming Agency

Build Your Life on a Sound Footing