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Laser focus on people drives sustainable growth strategy

“It’s been a pretty amazing journey for our company. We started all the way back in 2009 with one staff member and one laser in Adelaide. We’ve now been franchising for four years and are getting close to 60 clinics nationwide,” said SILK CEO Martin, upon being named the 2020 Australian Emerging Frachisor of the Year at the MYOB FCA Excellence in Franchising Awards.

Martin Perelman, CEO and Founder

It’s a neat summary of the brand’s systematic and sustainable approach to growth, which has put people first in an expansion strategy that shows no signs of slowing down. “We knew that franchising would be paramount for growth, particularly in a specialised market of owner-operators like ours,” said Perelman.

“Our approach was initially to take advantage of greenfield opportunities in the central and west coast, our focus then moved to expansion opportunities to increase our size and scale on the east coast. Our first interstate franchises were very successful as we secured Darwin NT, Hobart TAS, and Perth WA. The success of these early franchises set the pace for further growth.”

SILK’s processes, systems and support have held it in good stead since opening their first franchise in 2016. But this is a brand that places its core focus on people – with the priority always on customers, franchisees and staff.

“We have a strong focus on people and culture, and this has been central to our business from the opening of our very first clinic. Our head office team are extremely driven and supportive of each other and this mentality filters to our clinics.”

“We have very low staff turnover, and it is the people in the business, our franchise partners, managers, and staff that have contributed to our overwhelming success and given us the confidence to roll out more clinics.”

As an emerging franchise system operating in a specialised market, choosing the right franchisees to sustain success has been critical. The selection process is meticulous and focussed on building sustainable franchise businesses and franchise relationships supported by the dedicated head office team.

“Our partnerships are successful because we only work with people who are dedicated to the brand’s success, who are invested, loyal and interested in the industry. We are selective and review the large number of applications to ensure long term, sustainable success.” said Perelman.

“We see our head office as a support centre, and this is the mentality of our HQ staff. Our management team have a strong belief in our brand values, and this is reflected in how we support the clinics. Extensive training, streamlined operations, and access to local area and national marketing support ensures our clinics across the country are equipped to deliver great service and thrive. Our key department heads work with both corporate and franchised clinics ensuring all clinics are supported equally.”

Underpinning the success of its people is a commitment to continuous improvement and providing customers with quality service and treatments.

“We have become an employer of choice in the industry due to the high level of staff training and education. We have developed hands on and digital training platforms that can be accessed 24 hours a day. Staff can constantly upskill, and this ensures a consistency of service across all the clinics.”

Excerpt from an article that appeared in The Franchise Review

About the Award

The Franchise Council of Australia’s (FCA) Excellence in Franchising Awards recognise and reward excellence and provide a platform for companies and individuals to showcase the amazing work they are doing in the franchising sector. The Emerging Franchisor award is for excellence in franchising practice by an emerging franchise system that has been franchising its brand for between two and five years.