Floor Coverings International

Daley: “Our ideal model is someone who has the leadership experience in business and is able to lead others. Typically, they’re folks with extensive backgrounds as business leaders in other industries. Very few come from within the flooring industry, which is an advantage to us, in that they learn the business our way, which of course, we feel is the right way. As far as capitalization, certainly there is a minimum capitalization required to start this business successfully and cash flow it through the first short period to where it breaks even. But unlike many franchises, the capitalization needed is not that high because our business model has extremely low overhead. We have a small commercial office space for our businesses – not retail, but storefront. The commercial office space allows us to operate at the customer’s job site - their home or their business - with the mobile flooring showrooms. The mobile flooring showroom is equipped with over 3,400 product options, so we can operate completely autonomously, without ever being tied to an franchisees. These are professional designers who really help the homeowner find a fabulous look for whatever room(s) they’re shopping for.” BVM: So, your franchisees don’t sit and answer the phone; they’re more proactive? Daley: “It depends on where the business is in their cycle. As a new franchisee, they have to get very assertive in marketing to reach customers who aren’t familiar with who they are and what they do. But once our businesses are established, the significant majority of our customers are repeat and referral clients. Yes, we continue to do brand marketing in the marketplace, but once a business has been up and running for just a couple of years, the overwhelming majority of our businesses rely on that repeat and referral customer. By having customers that love their experience, they tell their friends.” BVM: What attributes do you look for in a potential franchisee?