Home from Home Dog Boarding. Franchise Prospectus

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1 Home from Home Dog Boarding Franchise Prospectus

2 Prospectus Contents Introduction and Welcome to Wagging Tails! What is Wagging Tails and what do we do? The People that make Wagging Tails tick. Why Franchise with Wagging Tails? Our Owners and what they say. The Franchise Opportunity. Are you ready? The help and support you can expect as a Wagging Tails Franchisee. Franchisee Financial Illustrations and notes.

3 Welcome to Wagging Tails! Hi and Welcome! We have put together this prospectus to provide you with an understanding of our business so that you can get a feel for what a Wagging Tails Franchise is all about. It will not answer all of your questions but will help you decide if you wish to pursue matters further. We would be keen to meet with you and discuss in detail what we do and how we make a success of providing dog holidays. Most importantly we would like to help you decide if this is the business opportunity for you! We look forward to hearing from you. Kind regards, Lisa & Jim Suswain Founders of Wagging Tails

4 What is Wagging Tails & what do we do? The Dogs answer to kennels Wagging Tails offers a stress free alternative to kennels or imposing on friends and family when owners go away. We match owner s dogs to one of our highly experienced past dog owners who open their homes to just one family s dogs for a holiday! All of our carers have secure, dog friendly homes and gardens, are licensed in accordance with the Animal Boarding Establishments Act 1963, have been fully vetted to meet our extremely high standards and are at home all day to give dogs the love and attention they deserve!

5 The people behind Wagging Tails We enjoy great team work within our company. Our carers and franchisees enjoy what they do and we provide help & support for each team member. The business has grown consistently over the past four years with much of this success due to the high standards we require from our carers. About Lisa I have grown up around dogs with my parents breeding and showing Cocker Spaniels and my Grandparents breeding Toy Poodles. As a child I enjoyed horse riding, walking the dogs, not to mention the menagerie of animals such as rabbits and birds that were part of my family growing up. Knowing how my parents disliked putting our dogs in kennels I was always on hand to look after them and give them the love and attention they were used to when my parents were away. I soon found myself in demand from friends and neighbours wanting their dogs to benefit from my care. I looked around to see if the service I offered was widely available but found that there were always too many compromises such as not being able to meet the carers, extra charges for bank holidays, carers who went out to work during the day and even agency fees. At this stage my husband and I founded Wagging Tails. From the start we felt the dogs gained more if we boarded just one family s dogs with us at one time. As a result we were able to give our guests the exercise, stimulation and attention they deserved. In December 2008 we collected our Golden Retriever puppy and in 2010 we welcomed 6 year old Cocker Spaniel Bailey into our family from my parents. Since then we have enjoyed boarding dogs that enjoy the company of a water loving Goldie and a nosy old Cocker Spaniel! My work now is mainly running the franchise side of the company, recruiting like minded dog loving franchisees, training them in the business and helping them on the road to a successful business. I am always on hand for my franchisees to guide them

6 and support them when they need me, which I have told me they find an extra reassurance. Qualifications I am trained in Canine First Aid and have successfully completed the Animal Aiders Dog First Aid Training Course. I hold a Diploma from The Academy of Dog Training and Behaviour having undertaken and passed their Understanding What Makes Dogs Tick course. I have attended the "Who's Top Dog in Your Family?" seminar presented by Barry Eaton COAPE, OCN focussing on dog dominance and pack leader myths. I hold a license from New Forest Council to board dogs at our home in the New Forest. I am also fully insured with Third Party Liability Insurance from Pet Business Insurance. About Jim Having not grown up with dogs it was a quick learning curve when Lisa and I first met. I was soon hand feeding day old puppies, training and helping groom the older dogs and enjoying walks in the countryside. The opening of Wagging Tails to me was a natural progression of our love for dogs and their welfare.

7 About Izzie Izzie in the past played a vital part in interviewing potential carers and assessing their home and sniffing out their gardens; nowadays she welcomes franchisees who come for interviews and training and greats them with her toy cow! In addition she is always on hand around the office keeping an eye on all the work going on! About Bailey Bailey is far less energetic than the younger Izzie and spends most of his day happily curled up asleep under Lisa s desk snoring!

8 Why Franchise Wagging Tails? We have a great business that continues to grow year on year, we plan to expand our business by both growing the area in which we operate, and through franchising key areas that are close to us geographically (initially). We have developed a sound business format with systems and operating procedures that allow us to remotely manage our service, whilst maintaining both our company ethos and quality of care. Belief in what and how we operate our business in an ethical way is key to our development, which is why we feel a franchise model for our growth fits well. Our franchisees will be investing into and enjoying the benefits of our experience, brand awareness and commercial practice, whilst not making some of the mistakes we made in the early days. We are looking for like minded franchisees who are self motivated and customer focussed individuals. All our franchisees must dog owners themselves who can empathise with our owner s desires for a loving alternative to traditional kennels for their pet. In addition we are members of the British Franchise Association and as such all of our procedures, paperwork and agreements conform to their high standards.

9 Our customers: what they have to say... It is so important that you understand the impact of great service; we work very hard to ensure that each dog board is completed to the owner s requirements; the benefit of this is that they call us again and again and refer our services to their friends and families. Please read below to see what just a couple of our owners have said about our service. "Lisa, thank you so much for your help in placing Todd with one of your carers. I was overjoyed to find someone so caring and passionate about dogs and I have no concerns regarding placing Todd with Gillian in the future. I would not hesitate recommending your services and using you again. Michelle Richmond Veterinary Nurse and former Director of Cedar Vets; now working at Anderson and Sturgess Veterinary Specialists. Hi Lisa, Just a quick text to compliment your pet caring service, most importantly the people who care for our loved companions. I have nothing but praise to say about Janice. Brody was in superb condition, looked really happy and was given attention only someone who loves dogs could give. I would like to say thank you to Janice and yourself for making Brody and I very happy chappys. Love to all, Chris Campbell and Brody xx

10 The Franchise Opportunity This franchise opportunity has been carefully over time put together to ensure that the professional reputation of the company can expand over the coming years. We are keen to expand into areas which we know have the potential to provide our franchise network a very rewarding, exciting and sound business venture. Great care, resource and attention to detail has been undertaken to ensure that the very best in terms of systems and support is ready for each and every franchisee that joins our expanding network. We also know that listening to our carers, franchisees and owners every day is important to our collective development and future success. Each franchise area will be carefully selected and developed, with a focused and clearly defined goal, this being foremost the success of the franchisee.

11 Are you ready? Starting your own business can be a daunting prospect, the change from employment to self employment and the responsibilities of taking on staff can seem a little overwhelming. On the next page we talk about the support that you can expect from us, but before you read on think about you and if you are ready to take the next steps. Support at home or from friends and advisors will be important to you, if you feel that you wish to take matters forward we would encourage that they are involved in the recruitment process. Running your own business requires self discipline and motivation. We are keen to hear from individuals with the same passion for dogs as we have, the same desire to offer the best home dog boarding service available to owners and the attention to detail and customer service that set Wagging Tails above the rest.

12 The help and support you can expect It is important that your business emulates our objectives, branding and style. We know how to make things work and will pass our experiences onto you through the following methods and practical solutions. Comprehensive business start up support Comprehensive initial and ongoing training Fully integrated systems and communications package In field support and business development Marketing and branding guidelines and updates Administration and accounts back up Access to qualified staff Lead generation

13 Franchisee Financial Information The Key Elements of the Wagging Tails Franchise Relationship These are: Your Franchise Agreement Your Territory The Financial Linkages You re Franchise Agreement This contains details of both our and your obligations It also grants you the rights to use: The trademarked name Wagging Tails The Wagging Tails logo Our systems and method of operating the business Our know-how and intellectual property Our Training and Technical advice You re Territory We will grant you a specific territory within the area that you live. You will also have the opportunity to appoint and train your own team of dedicated carers to meet the demand from your territory. You may be given an opportunity to service customers from outside of your territory subject to our written agreement. The Financial Linkages In principal these are the Financial Linkages: An Initial Fee A Training Fee A Launch Fee An on-going Management Service Fee

14 An Initial Fee The fee covers the cost of: The rights to use the name The provision of a comprehensive Operations Manual Training Fee This relates to your comprehensive training. The Launch Fee (Marketing Launch) This relates to the cost of devising and implementing a tailor-made marketing pack to launch your business within your area. On-going Management Service Fee This relates to the continuing use of the name, the On-going Management Support, Website and day-today advice. Key factors when considering the financial information The trading performance of different territories will never be the same. Furthermore, the sales and profit achievement of a Wagging Tails franchisee will not only relate to its individual territory and customer demand but also very much to the performance of the Franchisee. The financial illustrations provided here give you an idea of the profitability that can be achieved by Wagging Tails and have been based on our pilot franchise. It is stressed that they have been produced for guidance purposes only. The figures given do not constitute either a forecast or a guarantee or form part of any contractual offer. Once your territory has been confirmed, it is recommended and advised that you and an Accountant prepare detailed Sales and Profit & Loss projections which may be lower or higher than the illustrations provided. Detailed Financial Illustrations will be presented to you at any follow-up meeting.

15 The Financials Initial set up costs License to trade 7,500 Training Fee 1,200 Launch Fee 1,700 Total 10,400 Banking and Financial assistance to prospective Wagging Tails franchisees is available through the Lloyds Banking Group Franchise Unit, subject to status. Turnover (Projected) Through our time running the business we know what it takes to make things happen and how to expand in the early stages. We will support you through the early days and provide you with the knowledge and training required to both build your own network of carers and clients. Turnover is closely related to the effort any franchisee puts into the business, however for a guide and to provide an indication of what can be achieved in the early years a Wagging Tails franchisee should expect to generate annual sales in excess of 53,000. We believe that this is achievable within 18 months of starting the business. What next? We have built a great team of people that have a real desire and passion for our business. We wish to hear from like minded people who feel that they can join this team providing what we believe to be the very best in terms of dog care available in the UK. We like to talk about our business and would love to tell you more about our franchise and how it has made a difference to our lives! Please complete our application for more details and to be considered for an interview. We look forward to hearing from you. Lisa, Jim, Izzie & Bailey

16 Wagging Tails where Happy Dogs Holiday! Head Office: 2 Coote Cottages High Street Damerham Fordingbridge Hampshire SP6 3ES T: M: E:

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