One such franchise business is Wireless Toyz, a franchising operation that is steadily gaining traction across the nation. Opened in 1995 as a single store that made 95% of its revenue from pagers, Wireless Toyz turned a technological corner not long after, moving into the cellular phone market, and has exploded in recent years, now ranked #169 on the "Franchise 500" list, #98 on the "Fastest-Growing Franchise" list, and #1 on Entrepreneur Magazine’s 2008 list of "Wireless Stores." In 2006 alone, the business added 66 new franchises, an astounding expansion that brought the company to a total of 200 locations, an accomplishment that they are rightfully proud of.
But how is that degree of success practically built; what does a franchise operation of that stature look like at the ground level of daily retail operations? Wireless Toyz’ Senior Vice President, Finance and Growth Richard Simtob has a good deal to say on many topics surrounding franchising, and one of those is what sets a Wireless Toyz store apart: "we were founded on the realization that even knowledgeable consumers of wireless products and service are overwhelmed by rapid changes in technology, confused by too many choices and intimidated by ‘techie experts.’ A successful Wireless Toyz franchisee actually looks forward to every frustrated customer and unique problem that walks in the door. Patience is a plus, but what really characterizes our consistent sales leaders is a passion for solving problems, one customer at a time." That’s it: Wireless Toyz ultimately succeeds because the franchisors, franchisees, and employees genuinely want to address and solve the problems of the consumer.
On a more operational level, there are numerous other factors that play into the continued excellence and growth of this franchise opportunity. Many of them originate with the honest desire that the franchisors have to see their franchisees succeed at creating a one-stop shopping experience that customers look forward to walking into. Beginning with extensive training prior to the store’s launch and continuing throughout the lifespan of the store, Wireless Toyz franchisors stay in constant communication with franchisees, engaging them with monthly meetings, inter-franchise networking, and annual conventions. The goal is to know the franchisees well enough from day one so that they can help each store owner adapt their standard business model in a way that will best complement the franchisee’s natural skills and abilities as a business leader. With a strong combination of marketing services that include ready-to-use TV spots, custom intranet and point-of-sale computer systems for everyday in-store use, and on-going training and support from central staff and cell carrier representatives at their disposal, any franchisee is capable of succeeding and helping further advance this powerful business.
With all those tools in mind, Simtob sums up the relationship between franchisor and franchisee by saying that, "The kind of passionate people who tend to succeed in our franchise system generally want to flex their own entrepreneurial muscle and make operational decisions themselves. Many have asked for additional support going into the relationship because of time constraints and other business endeavors. We work with people on a case-by-case basis to build the kind of relationship they want with us. The key is to look for a good balance between system rules and franchisee independence. Most of our franchisees want substantial, but not overly rigid guidance in the areas of real estate, store layout and design, ongoing operational field support, business analysis, training manuals, marketing and advertising."
What Richard Simtob and the rest of the Wireless Toyz central staff is most concerned about is matching their business for sale with the right kind of business leaders who will take their concept and use it to its utmost for personal success and greater brand recognition. They see the entire interaction in terms of relationships as much as they do business.
In describing how a prospective business owner can find the best franchise, Simtob offers a great deal of wisdom, saying, "Like any business you choose to run, you’ll be nurturing it for a long time, and nothing is worse than a marriage without love." Wireless Toyz franchisors and executives love the business that they’re building, not just the money that comes from it. Likewise, successful franchisees that make the most of their business opportunities also love their businesses. That is the key to daily and long-term success, and the model that has been fine tuned and proven successful by Wireless Toyz.
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