The secrets of franchising success

What makes a successful franchise? We caught up with Anita Brook, Director of nationwide bookkeeping franchise Brilliant at Bookkeeping, to find out

Anita Brook is an undeniably successful businesswoman. An award-winning Chartered Certified Accountant, she owns four thriving businesses, sits on the Members Panel of the Association of Chartered Certified Accountants, mentors young entrepreneurs for the Prince’s Trust and writes advice pieces for a range of publications, including the Financial Mail Women’s Forum, Marie Claire and The Telegraph.

In 2008, Anita set up Accounts Assist, a chartered certified accountancy practice.

Clear ethos
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“I wanted to bring the very best accountancy and taxation services to small and medium-sized businesses, but without the stuffy, impersonal approach so rife in the industry,” recalls Anita.

In the midst of the credit crunch, which shattered many people’s faith in financial services, the practice’s ethos of transparency and great customer service was so successful that it was soon winning awards and the decision was made to franchise the concept and methodology.

Model for success
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Brilliant at Bookkeeping was launched in 2009. “At Brilliant at Bookkeeping, we operate on that same ethos of honesty, transparency and accountability,” says Anita. “We set each franchise holder up with everything they need to ensure every customer gets great service, wherever they are in the country.

“The model is tried and tested - everything from marketing to management has been honed. Every franchise offers a jargon-free service where fees are agreed upfront, so clients and franchise holders alike always know where they stand.”

Good foundations
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For Anita, a drive to succeed and an aptitude for business are more important attributes for a franchisee than qualifications or experience.

“The type of person we look for tends to be literate and numerate, communicates well with others and is able to sell their services and personality to people from all walks of life,” she says. “We provide full training, so it’s not necessary to have any experience or qualifications in accountancy.

“What we’re offering is more than just the right to use the Brilliant at Bookkeeping name; we’re sharing a tried and tested route to success, starting with a week-long intensive training course.

“At the end of their training, franchise holders go away with a computer preloaded with Sage business software, business stationery, template documents and a comprehensive manual that they can refer to for a refresher on anything from managing staff to maintaining standards. It really is designed to cover everything.”

Formula for growth
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Of course, a great model is nothing without any clients to provide the service to.

“I’ve worked with hundreds of start-up businesses, so I know that often the toughest challenge is winning those first few clients,” says Anita. “That’s why the Brilliant at Bookkeeping model includes a marketing package that helps new franchise holders break into their local market and capitalise on the reputation already enjoyed by the brand.

“Our launch campaigns raise local awareness and bring in a set of local leads for franchisees to follow up. And of course, they’re always benefitting from the interest our national campaigns and awards generate.”

Support is the key
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Once training and launch is out of the way, is it every franchise holder for themselves?

“Not at all,” laughs Anita. “What we’ve found is that the key to a successful franchise is not just what you start with, but the support you get along the way.

“Brilliant at Bookkeeping has a finely tuned support system in place, offering everything from a dedicated technical support line, to regular legislative e-bulletins, to annual general meetings.

“Rarely a week goes by where I haven’t spoken with each and every franchise holder personally. We’re all part of a team and that’s the way we like to operate.”

A Brilliant at Bookkeeping franchise costs £14,995 (plus VAT). After that, there is a monthly service fee of 10 per cent of turnover.