Expectations met for Recognition Express franchisee

Recognition Express is providing me with the base on which I can build a successful franchise and achieve my personal and business goals, says Stuart Fisher

From branded business gifts and corporate promotional products to personalised name badges, staff awards, signs and branded corporate clothing, Recognition Express’ range is huge and the market it operates in is massive.

The company is renowned for its high level of ongoing franchisee support, advice and programmes in the areas of marketing, sales, product sourcing, technology and business planning. Centrally designed, managed and implemented direct marketing programmes form the backbone of Recognition Express’ marketing system and are augmented by high quality collateral, marketing tools and ongoing training designed to drive business growth, client contact and brand awareness.

Stuart Fisher took the plunge and became a Recognition Express franchise owner in early 2008. A qualified accountant his whole working life, he spent the previous 11 years as finance director for an exhibition and conference venue. He is married to Beverley and has two children, Laura and Leo.

Invest
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Why did he invest in a Recognition Express franchise? Stuart says: “I had always fancied running my own business in some shape or form and, following a failed management buyout, I decided to research purchasing my own business.”

Following his research, Stuart felt that buying a business was far too risky for a man with a wife, mortgage and two children. “I then started looking at franchises and, not knowing much about them, I went to Birmingham for The National Franchising Exhibition,” he says. “I knew I wanted to move away from finance and do something completely different.”

Stuart came across Recognition Express and after having a chat with Nigel Toplis, the company’s managing director, he thought the franchise had a good connection to the business he’d been involved in previously. Stuart says: “After discussing it with my wife, who thought I was having a mid-life crisis, I took a bungee jump out of my comfort zone and purchased a franchise with Recognition Express in December 2007. My first proper trading month was January 2008.

“I started the business from home to save on overheads and it was a major culture shock for all the family. The kids actually see me in the mornings before school. I used to be out of the house at 6.30am and not back home until 7pm. The downside is having your office in your home, so you can’t switch off. I’m forever checking or replying to emails and preparing quotes.”

Helpful
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How helpful has the franchisor been? Stuart says: “The organisation does everything it says it does on the label - it provides comprehensive initial training with refreshers if needed; great support from head office in terms of technical, marketing and sourcing enquiries; and a very helpful network among the other 45-plus franchise owners.

“In addition, there are quarterly meetings with Nigel Toplis, which I have found hugely valuable in helping me to focus my business in the right direction. He is a great sounding board for new ideas and opportunities. Recognition Express is providing me with the base on which I can build a successful franchise and achieve my personal and business goals.”

Stuart’s advice to new franchisees?” Enjoy it and work hard,” he says. “Plan your time carefully, because there are a million different jobs to do - from sales and marketing to accounting, credit control and invoicing. Make sure you get you invoices out on time and keep a watchful eye on your cash flow. Lastly, network as much as possible.”

Nigel adds: “It’s you who makes the key decisions in your business, but you are not on your own. We are always on hand with help and advice, business planning, financial planning, training and marketing, including an appointment generating system that directly assists franchise owners to get in front of customers - and much more.”

The Recognition Express franchise package costs £35,000 (plus VAT), so each prospect requires a minimum of £10,000 personal funding, with the rest to be raised via bank finance. A territory covers around 9,000 businesses and the package includes all the hardware, samples and templates you need to get started, as well as full central office support, initial and ongoing training, a comprehensive marketing launch programme (including an appointment generating system) and access to a network that can fulfil any order.