Deep Dive
Why did Michael Sutton decide to franchise Grill Hero?
Michael decided to franchise Grill Hero to expand quickly across Canada and the U.S., aiming to become the leading brand in grill cleaning before competitors could enter the market. Franchising allowed him to leverage the capital and entrepreneurial drive of franchisees to grow more efficiently than through corporate expansion alone.
What was the initial investment for a Grill Hero franchise?
The initial investment for a Grill Hero franchise was $67,000, which included a $30,000 franchise fee and $37,000 in startup expenses.
How did Michael Sutton and his partner start Grill Hero?
Michael and his partner started Grill Hero as a summer job while in university. They saw a demand for grill cleaning services in their local area and started by knocking on doors, eventually gaining five customers on the first day.
What marketing strategies did Grill Hero use to grow?
Grill Hero used a combination of door-to-door canvassing and digital marketing, including Google and Facebook ads, to grow their business. They found that using both strategies together led to exponential growth.
What is the expected revenue for a Grill Hero franchise in the first year?
A Grill Hero franchise is expected to generate between $150,000 and $300,000 in revenue in the first year.
How does Grill Hero handle marketing for its franchisees?
Grill Hero handles Facebook and Google ads for its franchisees, managing the campaigns either internally or through partners. They also use email and SMS marketing to drive repeat business and upsell opportunities.
What are Grill Hero's plans for expansion in the next few years?
Grill Hero plans to focus on expanding into Florida and Texas within the next 12 months, then gradually expand across the U.S. They aim to build the brand nationally and become the top name in grill cleaning services.
How does Grill Hero address seasonality in its business?
Grill Hero addresses seasonality by offering additional services like oven cleaning, which can be done year-round. They also plan to expand into regions with less seasonal variation to maintain a steady business flow.
What is the average ticket price for a Grill Hero service?
The average ticket price for a Grill Hero service is around $275, though this can increase with additional services like oven cleaning or parts replacement.
How many jobs can a single technician handle in a day?
A single technician can typically handle two to three jobs per day, with each job taking about two hours.
- Started in 2015 as a student summer job.
- Grew from zero to 300 customers in one summer through door-to-door sales.
- Bootstrapped the business with a $10,000 grant from the university's entrepreneurship program.
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