Goddard School Franchise

CUSTOMER EXPERIENCE MAPPING/COMPETITIVE INTELLIGENCE

How can we effectively expand our franchises?

RESEARCH OBJECTIVES

  • Develop greater insights into the franchise sales process
  • Identify strategies for supporting franchisee selection and franchise start-up

KEY INSIGHTS

The competitor analysis helped identify common sales approaches and how Goddard could differentiate itself in the market. From non-childcare franchises, we identified several sales objections that Goddard could anticipate and effectively counter. We also developed insights as to why franchises fail.

HOW GODDARD USED THE INSIGHTS

Goddard incorporated the findings into its franchise sales process and its brand – a strong asset that Goddard made stronger. It also developed several strategies to strengthen franchisee selection, and to support new franchise operations.

WHAT WE DID

We conducted two rounds of mystery shopping with franchise development executives, one with childcare franchise competitors, and one with non-childcare companies in industries like home care, hair styling, and fast food. In each round, we interviewed six companies, for a total of twelve mystery shopping events. In preparation, we also visited and analyzed each company’s website link for prospective franchisees.

“Franchising is a dynamic and rewarding business, where we can learn from our competition as well as from our own franchise partners about ways to constantly improve.”

Goddard management team