Business View Magazine - January 2024

and temporary wall sectors. Leveraging the franchising model, Homefront Brands acquired and transformed these businesses into highly successful franchises. “Top Rail Fence and Temporary Wall Systems both need to have a robust B2B customer segment, not just B2C… we want to have a healthy mix,” Dudan says, referring to the fact that many model owners of the franchise have more of an interest in working with large construction groups and facility executives than just individuals and their properties. This focus on what franchise owners want is essential to HomeFront’s operational structure. The model places the franchisee at the center of everything, acting as the collective nucleus of the company. “Operations, technology, marketing, vendor relationships, data analytics; all of that is built around the franchisee. They’re going to have a great user experience of the platform and brand,” Dudan explains. This principle, when applied practically, has resulted in an incredibly efficient and streamlined onboarding process that can franchisees be fully equipped to launch in 90 days. In fact, HomeFront Brands has an entire team dedicated to nothing but franchisee onboarding, as the company culture steadfastly adheres to the phrase “Starting Well to Go Well” as the central motto for franchisee success. The goal is not just growth but ensuring that new franchisees launch successfully and become thriving businesses in their communities. With both Top Row Fence and Temporary Wall Systems nearing 150 territories each, Homefront Brands maintains a selective approach, emphasizing quality over quantity. Over the first six months of 2022, the company developed a custom learning management tool in Adobe that acts as a key piece of digital infrastructure supporting its vision. 159 BUSINESS VIEW MAGAZINE VOLUME 11, ISSUE 01 HOMEFRONT BRANDS