Category: Entrepreneurship

I’ve just returned from a two-day special training session sponsored by the Institute of Certified Franchise Executives (ICFE). ICFE held this session right before the International Franchise Association’s (IFA) 52nd Annual Convention so franchise executives could attend both with only one trip away from their businesses. I could not stay for the entire IFA Convention as it conflicted with Valentine’s Day – one of the biggest holidays of the year for Edible Arrangements, but as a Certified Franchise Executive I did not want to miss out on the opportunity to present at one of the ICFE sessions. I was honored to be asked to be a part of the “Managing System Change – Challenges and Opportunities” training session. The session was moderated by Michael Seid, CEO and Managing Partner of MSA Worldwide. Michael has been a huge influence in my life and has helped guide me since the very beginning (I’ll save that story for another blog entry). Other presenters were Kay Ainsley, CFE, Managing Director at MSA Worldwide; John Francis, Strategic Business Advisor at PostNet International Franchise Corporation and Stuart Hershmann, Partner at the law firm of DLA Piper, whose area of expertise is franchise law and who has been Edible Arrangements external franchise attorney, and trusted friend, for many years.

The session focused on the unique challenges of managing change in the context of the franchisor/franchisee relationship and understanding the types of things that drive change: brand innovation, pricing strategies, different classes of franchisee ownership, second generation franchisee ownership, international expansion, mergers and acquisitions, and introducing or eliminating products and services. We also explored case histories with examples of successful and unsuccessful change strategies.

I am particularly interested in the subject of change in business because to me, change is synonymous with growth. A smart company continuously examines its product offerings and operational procedures, and measures what it’s doing against what customers want. If you are not adapting to respond to consumer’s ever-changing appetites, market trends, economic conditions and other factors that directly impact your business, you are not growing. And when you’re not growing, your business is dying. It’s that simple.

ICFE offers a wide range of continuing education programs to franchise executives for professional development. They also offer a certification program that leads to the “Certified Franchise Executive” (CFE) designation. . For more information on becoming a Certified Franchise Executive visit the IFA website.

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What makes for a successful franchisee? That’s certainly not an easy question to answer; in fact, there are many possible answers. But one of them is certainly enthusiasm. In order for your enterprise to work, you must be excited about it. You must be excited about the product you are offering customers. Granted, with a product line as fresh, delicious and visually appealing as that of Edible Arrangements, this part comes easy for many.

Among these enthusiastic franchisees would be Rory and Hillary of New York. They’ve been with us for nearly seven years now, back when we only had a little more than ten percent of the locations we currently do. With stores in Plainview and Port Washington running successfully for years, they will now be adding a third location in Westbury, and I’m sure that the enthusiasm will no doubt be carried right over.

In fact, Hillary—who runs day-to-day operations on the stores while Rory works as territorial manager for a major pharmaceutical company—has already personally expressed her excitement at the new venture. A former sixth grade teacher, Hillary certainly knows what it’s like to manage her time and the needs of many individuals at once. I have great confidence that this new location will be a piece of cake for her—or perhaps more appropriately, a piece of cantaloupe…

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Setting Goals

One of my favorite topics to write about is the incredible franchisees who own Edible Arrangements stores. I get so inspired when I speak to these independent business owners and I feel the privileged to be able to tell their personal stories to you, sharing with you their involvement in the community and what motivates them. These talented people are part of the fabric of communities throughout the country . . . they are your neighbors, friends and members of some of the same organizations as you are.

Throughout the year I will continue to share their stories with you, and include my take on what makes them successful. I will also share some of the business philosophies that I, Edible Arrangements and our franchisees follow, as well as timely business, entrepreneurial and franchise news that may be of interest to you.

To me, one of the most important responsibilities of a business owner is to set both short term and long term goals. Whether you are setting sales goals for the day, week or year, goals for reaching out to current customers, or increasing the number of new customers you want to introduce to your product, articulating goals and the benchmarks you need to reach to attain them, is crucial for your success. Recently we announced that one of Edible Arrangements goals for 2102 is to open 125 new stores in communities throughout the country, and in select international markets. We also announced a goal to expand the Edible To Go product line domestically and internationally. We plan to launch some exciting new bouquets this year (Our R&D team forbids me to say more now!) that will build upon the ‘Wow’ experience our products bring to our customers. Here’s the link to our recent press release announcing these goals so you can read more about them.

Lofty goals –sure! Obtainable goals based on research and data –absolutely! I encourage all of you to set high goals for yourself and your business. Without them, you will have no blueprint to challenge yourself and your business, to grow professionally and personally, or to conquer new areas. Dream big, work hard and never lose confidence in yourself.

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The Immigrant Learning Center’s Immigrant Entrepreneur Hall of Fame

The Immigrant Learning Center in Malden, Massachusetts, just outside of Boston, assists immigrants and refugees by providing free English classes. The center recognizes that a working knowledge of English is the key that unlocks opportunities for immigrants in the United States. I came to this country when I was eleven years old so I know firsthand how vital it is for immigrants to be able to read and speak the national language of their new country. The ILC’s approach is simple: they use an immersion learning program to teach English as a Second Language.

Recently the U.S. Chamber of Commerce and the Immigration Policy Center of the American Immigration Council worked together to explore the issue of job creation by immigrant entrepreneurs. In January they jointly issued a report that makes a number of policy recommendations to make it easier for immigrant entrepreneurs to contribute to the American economy. The report also acknowledges the Immigrant Learning Center’s first installment of the Immigrant Entrepreneur Hall of Fame which was published on their Website on January 25. ILC created the Immigrant Entrepreneur Hall of Fame to demonstrate the breadth of the contributions that immigrants have made to American business, culture and society. I was honored and humbled to have been included in this select group of entrepreneurs that includes Andrew Carnegie, Thomas Alexander Mellon, Alexander Graham Bell, E. I. du Pont, Levi Strauss, William Proctor and James Gamble, Charles Pfizer, John W. Nordstrom, and many others whose names are less well known but their companies are household words: eBay, Google, Kraft Foods, Kohl’s, Comcast, Sun Microsystems, You Tube, Yahoo! and Radio Shack, just to name a few. You can see who else is in the hall of fame and learn more about the Immigrant Learning Center at their website www.ilctr.org.

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EA Award Winners Expand Their Opportunities for Success with Additional Stores

Samir and Madhvi have owned the Edible Arrangements store in Bellevue, WA since June of 2009, so when the store in nearby Kirkland became available, they were eager to expand their enterprise to a second store. I was thrilled to see this energetic couple make the move to multi-unit ownership as they are the type of franchisee that is destined to succeed. At this year’s 6th annual Edible Arrangements convention I was proud to present them with the Highest Sales Award for a store open fewer than 24 months.

Store 225 Owners with Tariq
Store 225 Owners with Tariq

Prior to joining the Edible Arrangements Team Samir worked as a Bank Manager and Madhvi worked as a Portfolio Manager for the same bank in India. After arriving in the US, both worked for several different companies in North Carolina. When they learned about Edible Arrangements through our website, they decided to relocate to the west coast and open their first store. And they’re not stopping with this second store . . . Samir and Madhvi are already working on signing a lease for a third location in Seattle!
Prior to joining the Edible Arrangements Team Samir worked as a Bank Manager and Madhvi worked as a Portfolio Manager for the same bank in India. After arriving in the US, both worked for several different companies in North Carolina. When they learned about Edible Arrangements through our website, they decided to relocate to the west coast and open their first store. And they’re not stopping with this second store . . . Samir and Madhvi are already working on signing a lease for a third location in Seattle!

Samir and Madhvi have owned the Edible Arrangements store in Bellevue, WA since June of 2009, so when the store in nearby Kirkland became available, they were eager to expand their enterprise to a second store. I was thrilled to see this energetic couple make the move to multi-unit ownership as they are the type of franchisee that is destined to succeed. At this year’s 6th annual Edible Arrangements convention I was proud to present them with the Highest Sales Award for a store open fewer than 24 months.

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