AlphaGraphics Leeds Franchisee Case Study – Paul O’Sullivan
When you’re setting up a franchise for the first time, having the backing of world-class training and support makes all the difference, as Leeds AlphaGraphics franchisee Paul O’ Sullivan discovered. “The impossible we do today,” goes the saying “miracles take a little longer,” but Paul O’Sullivan and his team at the Leeds AlphaGraphics franchise would argue they perform little miracles in print every day of the week.
It might be the simultaneous delivery of an annual summary report document to the offices of a car rental company in London, Leeds and St. Louis, Missouri, USA, or the full-colour printing and delivery of 2,000 DVD covers within four hours of taking a telephone order from a local graphics agency.
For Paul the satisfaction is in always being able to say ‘yes’ to a rush job because rapid response is his company’s USP. “One of the reasons I chose to go into partnership with AlphaGraphics was its ‘can do’ philosophy,” he said. “I liked the idea of a well established organisation that had a network of over 200 franchises in the US and 300 worldwide, which I could call on, if needed, to help me deliver fast turnaround promises to clients.
“There have been times when I have linked in with other franchisees to get rush orders out on time – and when others have similarly relied upon me for backup. “It’s a real quality teamwork approach which I firmly believe is responsible for AlphaGraphics’ 98.2 per cent average on hitting deliveries on time. “It’s also why the chain has achieved industry standards recognition for its systems with ISO9001 and for its environmental approach with ISO14001, as well as working toward Investors in People status.
“You only have to come into the business centre to understand the customer service focus. The centre is carpeted and stylish. There’s nothing industrial looking about it. It’s much more of a design agency experience than a trade experience and I feel that fills a real gap in the UK print industry.”
It was while working in print and software sales in both the UK and the US that Paul witnessed a number of AlphaGraphics franchisee millionaires being made and decided to go for a piece of the action for himself and his family. In addition to two other directors - Stephen Dudley who has a strong marketing background and Andy Macdonald, who previously worked in recruitment and sales, the Leeds team of 11 includes Paul’s wife Kim O’Sullivan – office manager and ‘bindary queen’ in charge of finishing; their daughter Alison, 18, who does part-time book-keeping around her A level studies; and sons Robert, 15 and Martin, 11, who keep the place shipshape and wash the company vehicles outside school hours.
For his part, Paul concentrates on customer liaison, relishing the opportunity to help clients develop their own businesses through the use of print. The team controls its own accounting, backed by an AlphaGraphics’ accounting function that translates raw data into balance accounts and forecasts on its behalf. “We are putting in a lot of extra hours to build the business at the moment,” said Paul. “But it’s really nice to have the whole family involved in it together and to appreciate the part each of us is playing in making a successful future for us all.”
The ‘total print solutions’ package provided includes:
• creative design and artwork
• full-colour digital printing
• print finishing
• one-to-one marketing (e.g. for direct mail)
• on-line ordering
• print management services, including production, storage and distribution
• large format printing in full colour for posters and exhibition stands
Hard work it may be, but Paul is 100 per cent confident in his ability to succeed, having benefited from thorough training and comprehensive pre-opening support from AlphaGraphics in the US. He said: “The one thing that really convinced me to go into partnership with AlphaGraphics was the tremendous level of support and training on offer: it really was exceptional…and it was guaranteed. “Once I committed myself to a territory, I spent a great deal of time developing detailed business plans with the senior team from AlphaGraphics. Nothing was left to chance, every angle was covered; we ended up with a realistic and workable plan tailored to our own store and our own circumstances. That gave me a lot of confidence.”
When the planning was completed, PauI went to the US for a three-week ‘demanding but hugely enjoyable’ residential New Franchisee Training course at the AlphaGraphics headquarters. “I came away certain I was prepared for life as a business centre owner and equally certain I was in safe hands,” he said. “It made me realise that I didn’t have to know everything about print and software –all that could be learned. What was really needed though was an ability to listen to customers and to market and sell our products, which is where my experience and expertise lay.”
Once back from the US, the support from AlphaGraphics UK kicked in. Paul spent time working in an existing store to get more hands-on experience, while AlphaGraphics specialists co-ordinated all the major tasks required to get his centre ready to open: shop-fitting, ordering and delivering equipment and so on. “Soon, my new colleagues and I began letting the unsuspecting business community of Leeds know there was a new kid on the block in a major marketing campaign under the direction of more specialists from AlphaGraphics. It was a real success, and we ended up taking orders weeks before we opened our doors.”
AlphaGraphics also sent a dedicated centre opener from the US to spend a fortnight fine tuning the business systems and training staff. Only when she was satisfied that everything was absolutely perfect, did the centre open. “The result of all this was that we hit the ground running,” said Paul. “Sales in the early months were exactly in line with the business plans we’d put together earlier and, most importantly, we all felt that we were totally in control: we really knew what were doing.” Since opening, the Leeds team have continued to receive excellent ongoing support, with no less than 40 separate visits by AlphaGraphics specialists and around the clock backup from the AlphaLink® online helpline & database.
“If we need more, we just pick up the phone and it happens,” said Paul. And, with plans to open two more centres in Yorkshire over the next few years, he knows he will be sitting pretty when things really start to take off.
“Setting up a new business – even a franchise – is a major investment decision, fraught with the dangers of picking the wrong one,” he said. “There’s no question that the AlphaGraphics training and support programme did exactly what they said it would: it prepared us in the best possible way to run our own print store. Now it’s up to us!”
Increased Flexibility – AlphaGraphics Digital Centres
AlphaGraphics are now offering creative solutions to appeal to as many potential franchisees as possible. Leading with the core model of design and print centres catering for SME’s and corporate businesses, the company are offering an alternative solution that requires lower investment in equipment by tapping into the company’s other locations for traditional litho printing. These new Digital Centres will focus on more added value, technology based product offerings to local businesses such as one-to-one marketing, direct mail, fulfilment and display graphics with full e-commerce solutions. According to Managing Director, Jason Simpson; “This approach holds much more appeal for younger, more dynamic individuals who have a sales & marketing background.”
Serious about franchising? So are we.
If you have a strong commercial background and want to take control of your future, then let’s talk. To find out more about our creative solutions call us on 0800 257 424
