Redundancy Advice

FORCES TO FRANCHISEE

Posted 23 Jan 2012

Twenty-three years as a combat medic on active service in some of the world’s worst trouble spots has made Jason Dowle certain of one thing - whatever happens in business, he’ll cope with it.

“My background in the military is certainly standing me in good stead,” says 43-year-old Jason, a former regimental sergeant major in the Royal Army Medical Corps. “However hard a day you have in civilian life, it will never be as bad as a bad day on active service in the army. All those years in the military have taught me to crack on regardless and get the job done - and that’s what I’m doing now.”

Delighted

Since last July Jason has been cracking on to make a success of his Mac Tools franchise in his home territory of Weston-super-Mare and north Somerset - and is delighted with the results.

“The response has been terrific,” he says. “I have had a really good reception from people in the local motor trade and am really busy. It’s been the most encouraging start. This new career has been very different to what I’ve been used to and a completely new challenge. But I’m really enjoying running my own business because the army teaches you how to think for yourself and deal with problems as and when they occur.

“And, of course, Mac Tools has helped me with everything from selling techniques, business planning and cash flow to advertising and sponsorships. I was determined to make a go of the franchise from day one and at the moment that means 10 or 11-hour days to build up the business and give customers the best possible service.”

Jason makes sure his distinctive seven-ton mobile showroom is always first on the forecourt when a new workshop opens, and regularly visits car dealerships, garages, auto electricians, tyre and exhaust depots, haulage contractors, bus companies and agricultural engineers. The aircraft industry around Bristol Airport is also on his patch.

“It’s vital to get to know the customers, talk over their work problems and give advice,” says Jason. “They know we visit regularly and they can depend on us.”
But if a mechanic has a set of tools, why would he want more? “Manufacturers are constantly changing and upgrading components, which need new pieces of equipment,” Jason explains. “A mechanic might have several thousand pounds worth of tools in his box, but if we can come up with some new piece of kit that is more efficient and cuts down time it’s common sense to buy it.”

A keen motorcycle racing enthusiast, Jason was drawn to an automotive franchise when he came to the end of his army service. “I took my time before choosing what to do next,” he says. “From a medical point of view, there is no equivalent to a combat medic in civilian life. You could become a paramedic but, to be honest, it’s not going to be as exciting as soldiering, so I decided to do something completely different.”

Jason adds: “I looked at similar franchises, but decided to go with Mac Tools because they offered the best range and quality and can give customers lots of options. I was also used to dealing with people from all walks of life and backgrounds, which helped a lot.

“I do miss army life, but there are lots of compensations. I didn’t see my wife and son for long periods, but now we are a proper family again and are putting down roots and getting involved in the local community.”

Mentoring

From day one Jason got a comprehensive database of potential customers, but he says the real key to success was Mac Tools’ ongoing training and mentoring, which allowed him to move into the world of selling tools and equipment with minimal hassle.

Today, Mac Tools is part of StanleyBlack & Decker, a $4 billion global organisation employing over 15,000 people and owner of the world famous Stanley tool brand. Mac Tools has a product line of more than 42,000 items and uses a direct sales approach with a mobile sales force of franchised distributors.

The total franchise pack costs £50,000, but as Mac Tools points out, the bulk of the cost is starter stock that the franchisee will sell on at a profit. It’s reckoned that just one van, operated from home, can earn a franchisee profits of between £50,000-£75,000.

Recently Mac Tools in the UK has undergone a major relaunch designed to further improve service and product range, including new uniforms and a colour makeover for its fleet of vans.

Says marketing director David Osborne: “We are really excited by the new look for Mac Tools. We have enhanced our training and support programmes and taken the best parts of our heritage and used them to build an exciting future. We are really enthusiastic about where we are heading.”

New franchisees are flown to the USA for a 10-day course in product, sales and business training at the Mac Tools ‘tool school’ in Columbus, Ohio, claimed to be the industry’s leading training programme.

Mac Tools stresses that a mechanical background is not essential to become a franchisee: “There are no specific job requirements other than your own personal drive and determination to become your own boss. What we want is someone with the desire and initiative to be successful and to build lasting customer relationships.”

“I’m really pleased with how the business is going and want to continue building on its success,” Jason says. “My initial lack of experience didn’t matter - Mac Tools helped me every step of the way.”

Mac Tools provides comprehensive marketing support, including promotions, flyers, catalogues and regular regional meetings to introduce new products. Franchisees also get access to exclusive sponsorship and brand recognition deals, as well as help with producing documents such as business plans.

Fortunes

It was in 1938 that seven Ohio mechanics got together and pooled their resources to start the Mechanics’ Tool and Forge Company with capital of $5,000 in a small factory with second-hand machinery. The Second World War transformed the company’s fortunes. It became a major tool and accessories manufacturer and changed its name to Mac Tools in 1963.

Now the UK arm produces everything from wrenches, ratchets and screwdrivers to power tools and electronic testing and diagnostic equipment. There are now over 110 Mac Tools UK franchisees.

Mac Tools is highly optimistic about the future. Continual developments in the automotive industry mean that mechanics constantly need new specialist tools to cope with the changes quickly and efficiently, says the company.

Selling tools and equipment is a competitive world, but the market isn’t overcrowded. Of course, there are big retailers and online suppliers, but they don’t provide the service a van supplier can offer. Nowadays, when manufacturers are trying to stay one step ahead the everyday mechanic can only keep up with the help of specialists like Mac Tools, who are always on-hand when needed.

Franchisees say a Mac Tools franchise combines the best of both worlds - the freedom of running your own business and knowing that they can count on the support of a company that’s been on top of its game for over 70 years.

“This has been a big lifestyle change for me, but I have to say I’m enjoying every minute of it,” Jason Dowle says. “There are absolutely no negatives, only pluses. I was a bit apprehensive about leaving the military after so long, but I couldn’t be happier with how things have turned out in Civvy Street.”

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