importance of organic growth and local engagement. “We have converted and directed most of our advertising efforts towards organic growth. Generally, people think that Google has the best advertising solution and if you just put a couple of paid ads out there, your business will run on autopilot, and that simply is not the case,” Hulbert states. The fact is that when paid advertising is removed from the equation, many companies don’t have much to stand on regarding their ability to promote their services. HorsePower is seeking to eliminate that possibility for itself, so franchisees are guided to strike a balance between paid ads and communitybased marketing initiatives. Building goodwill and establishing a strong local presence is integral to fostering long-term relationships with customers, and the desire to is also one of the key criteria that prospective franchisees are vetted for at HorsePower. According to Hulbert, for the ideal franchisee, HorsePower wants to see that “you want to be locally involved in your community, and that you want to build a business because you want to make an impact somewhere in your community over the long term.” The company seeks candidates who are not only financially capable but also possess a genuine passion for their communities. Ideal franchisees should demonstrate a strong entrepreneurial drive, a commitment to local engagement, and a long-term vision for their business. HorsePower Brands values traits such as accountability, optimism, and resilience in its franchisees as well.These qualities are essential for overcoming the challenges of business ownership — especially within the first year — and achieving long-term success. The company’s selection process is designed to identify individuals who are eager to invest in their 7 BUSINESS VIEW MAGAZINE VOLUME 11, ISSUE 10 HORSEPOWER BRANDS
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