Business View - February 2015 67
When you get into that space in somebody’s home, no
two homes are alike – so the more experience franchi-
sees can gain either through our training process or
through actually managing is more of a benefit to their
success.”
The company is most represented in the West and
Midwest regions of the U.S., Lane said, though he es-
timated the overall domestic presence hovers some-
where around 30 percent of potential capacity. Four
new franchise openings are scheduled in the first six
months of 2015, and a myriad of tools – mapping soft-
ware, data purchased from Experian, etc. – are used
to identify target markets.
Ideal target areas typically include a density of at least
100,000 houses, and target customers are usually
those aged 45 years or older, who have savings and
would be most likely to see the value in a product’s
lifetime warranty and in a process that involves instal-
lation, not demolition.
“We know what our key demographics are and we’re
in the process of mapping out those areas that have
pockets of our key demographics, where we’re very
confident that a franchise can be successful based on
similar market comparisons,” he said. “We’re doing a
lot less of a shotgun approach, and more of a sniper
approach to our growth. Certainly more strategy be-
hind our growth.”
These days, stage one of the Granite Transformations
franchise cycle involves 1,800 to 2,000 square feet
of building space, while the more evolved units have
moved into 4,000 to 5,000 square feet with a show-
room. Finished product is shipped in crates from the
FRANCHISE
