Gordon Patterson:
How long has Ecocleen been franchising?

Robert Legge:
Ecocleen has been in business for 16 years, and I have been in the business for eight years now. I originally started as the Business Development Director in 1998 and made my way to MD in 1999. In my time here I have seen many changes for the better. The growth and success has been phenomenal, both within franchising and in our company-owned operation.

GP:
How have these changes affected the growth and success of the business?

RL:
In 1998 the business was turning over £900,000 per annum in the provision of commercial cleaning services. I started with an 11 per cent share capital buy in to an acquisition deal that I secured with the Executive Group. This gave the business a new injection of capital and momentum. In 2003 I then saw an opportunity to undertake a management buy-out of the complete business. The business has never looked back and the momentum is building all the time. Our group turnover has grown to a current £12.5 million.

GP:
How do you allocate territories to franchisees?

RL:
We offer geographical areas defined by postal codes.

GP:
Do you organise contract business for franchisees?

RL:
We do have contract business that is serviced by our own company operation. Some of our franchisees operate contracts for us, which adds to their own business activity.

GP:
What do you see as the distinctive qualities of the Ecocleen brand and the services it offers?

RL:
We offer a good quality service, which is competitively priced. We don't rely solely on the income from the franchisees although they make a good contribution to the overall profit and success of the group. Therefore, we are not looking to recruit franchisees just to grow our business. However, we need a consistent growth of quality people to operate our franchise. Our franchisees have the security of being part of a strong group business that operates successfully outside franchising. Within the group we have the facility for dealing with all aspects of health and safety, auditing processes and manual provision that possibly smaller cleaning companies are unable to offer their franchisees. Over our many years' experience, we have acquired a wealth of knowledge that is highly valuable to our franchisees. We are also very strong within the retail sector within which the brand has an excellent recognition.

GP:
What type of franchisee do you consider suitable for your business and how do you appoint franchisees?

RL:
We are looking for a 'management type' franchisee. Our franchisees will become managers who employ cleaners to do the day to day job. Ideally we like people with sales and marketing skills.

GP:
How do you feel that the demand for commercial cleaning services has changed over the years?

RL:
The business has always been buoyant and is growing all the time. It is important to offer good quality services, which are keenly priced with an emphasis on reliable service.

GP:
Does your business provide good repeat custom?

RL:
The majority of our contracts are for one year, but we have many contracts that have been going for three to four years. There is a brand we have served as a client for over seven years, which indicates the level of service satisfaction experienced by the client. It is very important for the franchisee to deliver consistent quality service and build a good rapport with clients. Professionalism in all aspect is important to secure continued repeat business.

GP:
What is the relationship between the service delivery and the price achieved?

RL:
They are both vitally important and work hand in hand. We don't aim to be the cheapest in the market - our experience is that customers will pay for a good quality premium service that has added benefits.

GP:
How has your network built up over the years and how are your franchisees distributed within the UK?

RL:
We currently cover some 75 per cent of the UK. Specific areas requiring a franchisee presence include Newcastle, Yorkshire, Kent and parts of Birmingham.

GP:
Obviously the network is relatively mature after 16 years of trading. Do you have any opportunities when franchisees retire?

RL:
We have a number of opportunities in the near future. We are looking particularly for individuals that would be interested in buying businesses in Cambridge, East Anglia and the Norwich area. These are quality businesses with significant turnovers and successful track records. We are looking for people who can continue this success and grow the business to greater heights.

GP:
What innovative ideas have you brought to Ecocleen over the years?

RL:
We developed a consultative group which consists of two elected franchisees and two appointed members from the management of the Ecocleen Group. Within the consultative group we discuss everything important to the success of the business, such as sales and marketing initiatives.

The group has strongly contributed to finetuning our strategy for success over the years. We have been very innovative with regards to IT solutions, and have a portal system which services the franchisees' monthly accounts and reporting needs.

GP:
What do you consider the greatest challenge in franchising?

RL:
Finding the right individuals of the calibre suited to successfully developing a management franchise business. Over the years we have been able to finetune and better understand what makes a good franchisee, and we know our criteria.

Many think that franchising can be a licence to print money. It is not - you get back what you put into a business and it is essential that the franchisee understands this. We have the blueprint for success and train our franchisees in how to replicate our success formula, but they must have the drive and ambition to succeed.

GP:
What are your future goals?

RL:
I would like to see Ecocleen achieve a group turnover of £20 million. I believe that we can do it. I am currently investing in my future and that of our Ecocleen franchisees. I am committed to ongoing growth and development for both our franchised businesses and that of the company owned operation.

GP:
You must have some very good success stories within the Ecocleen franchise network?

RL:
The vast majority of our franchisees are very happy with their businesses and are successful. It is important for potential franchisees to know that we are not solely dependent upon the franchisees' income. We are a successful company, which generates good substantial core income itself. We are committed to continuing to appoint the right calibre of franchisee that can, with our training and support, replicate our success formula and enjoy building a successful and profitable business.