Marketing Strategies for New Brands. Patrick Sanders Max Muscle

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1 Marketing Strategies for New Brands Patrick Sanders Max Muscle

2 Helping Our Franchisees Succeed Best way franchisee profitability! Problem nearly dominate penetration of the core body building market.

3 Helping Our Franchisees Succeed Issue - same store sales percentage of revenue growth slowing. Obstacle - marketing expense related to deeper penetration of existing market becomes uneconomical cost/benefit tradeoff.

4 Helping Our Franchisees Succeed Solution open new markets Issue market identification Targets: 1. Females 80% of family purchasing power. 2. Endurance runners (25 million in US, largest market Runners World), swimmers,biking, triathletes, weekend warriors.

5 Helping Our Franchisees Succeed Problem product positioning and company image does not lend itself to these new markets Solution reimage the brand

6 Helping Our Franchisees Succeed How? Logo what is a Max Muscle? Listen to Arnold!

7 Helping Our Franchisees Succeed

8 Helping Our Franchisees Succeed Store Format

9 Helping Our Franchisees Succeed

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11 Helping Our Franchisees Succeed Need to standardize the image and national brand. Hire national marketing and advertising firm that is entirely female owned. Hot Dish Advertising Development of a national brand campaign for 2005.

12 Helping Our Franchisees Succeed All advertising and marketing collateral for product to follow this concept and theme of this campaign. All advertising and marketing collateral for franchisees at store level advertising the store follows the campaign concept and theme.

13 Helping Our Franchisees Succeed Result customer traffic into the stores has increased. Result number of female shoppers has increased. Result daily revenue has increased. Result profits are up, franchisees are happier!!! Success!!!

14 Creating a Solid Infrastructure Patrick Sanders Max Muscle

15 Creating a Solid Infrastructure The strength of any franchise system lies in it s Unit Economics. At Max Muscle this is the driving force behind all decision making processes. How will this increase franchisee revenue, decrease costs and increase profits.

16 Creating a Solid Infrastructure To help franchisees be successful we have broken our support infrastructure into several groups: Store Development Team Media Support Team Franchisee Education Team Business Support Team

17 Creating a Solid Infrastructure Store Development Team Part 1 Turnkey solution for franchisee they have never done it before! Project Manager for Store Development Construction Manager fabrication partner 1 st Manager web based tool for project management

18 Creating a Solid Infrastructure Store Development Team Part 2 Real estate and site location provided by Max Muscle. Pre-opening support: on site field representative from corporate for 2 days pre and 3 days post soft opening.

19 Creating a Solid Infrastructure Media Support Team Part 1 Grand opening template Franchisee Marketing Plan (FMP) Franchisee Intranet all marketing and advertising materials created for them Sales, Marketing and Advertising Account (SMA)

20 Creating a Solid Infrastructure Media Support Team Part 2 Same store sales were hitting a plateau, why? Reaching the limit of franchisee ability considering their background. We need to do it for them the Marketing and Media Support Team.

21 Creating a Solid Infrastructure Franchisee Education Team Franchisee Association and the BoD everyone has a voice. Weekly conference call Weekly communication Franchisee Education Team works with both franchisee and employees

22 Creating a Solid Infrastructure Business Support Team Franchisee needs to work ON the business, not IN the business In store computer systems report financial results Franchisee Business Plan Business coach compares actual to goals with franchisee monthly