Case studies

Proven networks, built one right franchisee at a time

Franchising works when the model is sound, the expertise is real, and the people brought into the network are the right ones, not simply the available ones. Three stories from our own client work, drawn from Steve Lee's book, Bought In.

Kitchen Makeovers · Home improvement

Close to fifty franchisees recruited, across years of continuous involvement with one brand

~50
Franchisees recruited over the period
From setup
Involved since the brand's early days
Year on year
Consistent recruitment output

Our relationship with Kitchen Makeovers runs deeper than most. The brand came to us through the business we acquired, and members of our team had been involved from its early days, through the original franchise setup and recruitment and every stage since. The business does exactly what the name suggests, transforming existing kitchens without the cost and disruption of a full replacement, and it has always had a strong model and real market demand. What it needed was a partner who could keep finding and placing the right franchisees, consistently, year after year.

That is what we have delivered. Twelve new franchisees in one year, twelve again the next, holding output steady in a market that had not become any easier. When economic uncertainty in 2023 and 2024 stalled recruitment programmes across the industry, ours kept moving. Across the full span of our involvement we have recruited close to fifty franchisees into the network.

Not every one of those franchisees is still trading. People come and go, and a degree of turnover is simply the nature of franchising. But the network today is stronger, healthier, and better supported than it has ever been, built incrementally and durably rather than rapidly and fragilely, with each new cohort teaching us more about the candidates and the support that make the model work.

The lesson

Consistent recruitment over many years takes more than one good campaign. It takes long-term commitment to a brand, systems, creative thinking about where the right candidates are, and the discipline to hold standards when the market makes it tempting to lower them. A network grown carefully holds.

Red Air Media · Commercial drone surveying

A national network built from nothing, through recruitment nobody else was doing

8
Franchisees in year one
Zero
Franchise infrastructure at the start
Pre-launch
First franchisee signed before launch

Red Air Media came to us with a strong business and no franchise infrastructure at all: commercial drone surveying for construction, infrastructure, and real estate clients, a proven technology in a fast-growing market, and the ambition to build a national network from the ground up. We built everything the model needed, the operations manual, franchise agreement, financial modelling, and territory design, and then turned to the part that made this engagement stand out: how to recruit the right people.

The obvious channels, portals and exhibitions, have their place, and we used them. But commercial drone work demands a specific licence and a methodical, compliance-minded operator. So we asked a sharper question: who in the wider labour market already has those instincts? The answer was former police officers, and officers weighing up a career change from the force. Methodical, procedure-oriented, comfortable with regulation, independent, and carrying exactly the kind of credibility that corporate and public-sector clients respond to.

The response was immediate. Our first franchisee was signed before the brand had even publicly launched, and by the end of the first year we had placed eight, several of them ex-police. Eight franchisees in a brand's first twelve months, built entirely from scratch, is a strong result by any measure, and the network stands today on foundations laid with genuine care.

The lesson

Creativity in recruitment, targeting the right audience rather than just the available one, produces results the standard playbook never will. Eight franchisees in year one of a brand-new franchise came from asking a better question about who the ideal candidate really was.

Puzzle Piece Law · Legal support services

Eight franchisees in twelve months, for a service most would say could not be franchised

8
Franchisees in 12 months
UK-wide
Territories operating
Exceeded
Beyond the founder's expectations

Puzzle Piece Law is one of the most unusual success stories in our history. The business is a paralegal and McKenzie Friend service, supporting people through family law matters, primarily divorce and separation, in a sector where traditional legal costs are out of reach for most of the people who need help. The founder had built a model that was practically effective, ethically grounded, and genuinely valued by its clients.

The challenge was distinctive: how do you find franchisees credible and capable enough to deliver a legal support service, without requiring the full qualifications that make traditional practice so expensive to enter? Once again, the answer lay in adjacent expertise. Former police officers who understood court processes and the language of legal proceedings, and who wanted to keep contributing to justice. People from legal administration, social work, and family support, who brought real understanding of the human side of the situations the business handled.

By the end of the first year we had recruited eight new franchisees, well beyond what the founder had expected. And then she made a remarkable choice. Not because anything had gone wrong, the network was functioning, growing, and generating real income, but because building it had given her the conviction to formalise her own contribution to the law at the highest level. She decided to train for the barrister's licence, and paused the programme to do it. The network she built continues to operate, serving clients across the country, ready to grow again whenever she returns to it.

The lesson

Success in franchising does not always look like the plan. A founder who can pause a thriving network to pursue a bigger ambition has not failed, she has succeeded on her own terms, on the foundation we built together. Build well enough that the business can wait for you.

What connects them

Three businesses. Three challenges. One approach.

What connects these stories is not sector, investment level, or network size. In every case the work began with a genuine model, was supported by real expertise, and was delivered with a commitment to finding the right franchisees rather than simply the available ones.

That is what franchise consultancy at its best looks like. Not a template. Not a formula. A thinking engagement with a specific business and a specific person, over the time it takes to produce results worth producing.

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