(Ambrosio’s note: This is the second and final part of my exclusive interview with Scott Novis, Founder and President of GameTruck. To read the first part, please click here.)
Franchise Chatter (FC): Who do you consider to be your competitors in this space and what are some of your advantages over them?
Scott Novis (SN): We’ve had a lot of companies jump on the bandwagon, and claim they do exactly what we do, but I still believe our biggest competitor is the pizza arcade. We also need to do a better job of appealing to girls. Video games have always struggled with this, but there have never been more games that appeal to all ages and genders than now.
FC: Can you describe the ideal franchisee for a GameTruck business?
SN: There really is no “certain type” of ideal franchisee. One must have the desire and drive to promote and execute parties and events. We are still very new and we aren’t a household name just yet. We are national however, occupying over 25 states. We also operate in Lagos, Nigeria.
So our franchisees must be committed to explore opportunities that will help them gain exposure as quickly and consistently as possible. Word of mouth will propel this excitement, so the franchisee must be driven.
Comfort with B2B is a good attribute to promote large format events. You don’t have to be a “gamer,” but you will need to hire a GameCoach that possesses those skills. Most of all, the ideal candidate needs to be ready to have some fun! GameTruck is a really fun business model.
FC: What specific steps do your most successful franchisees take in order to build and grow their respective GameTruck businesses?
SN: Our top franchisees do three things. First, they work in and on their businesses every day. GameTruck is really amazing in how quickly people have come in and ramped up. It can lull you to sleep in a way. The best owners are relentless in their focus on their business.
Secondly, they are just as passionate about their company’s reputation as their own. They really focus on building word of mouth, throwing a great party and making sure people have a great experience to talk about afterwards.
Finally, they promote their business. They make sure everyone knows who they are and what they do. There’s a saying that all marketing is local. Making sure everyone knows who you are and what you do is one of the keys we have seen to success.
FC: Can you tell us a bit about the initial investment and continuing expenses to operate a GameTruck business? What is the profit potential?
SN: Profit potential is established by many factors including debt and operating expenses. GameTruck will help you organize the operations of your business to be as effective as possible.
GameTruck LLC offers franchise licenses with a term of 10 years. License renewal is available upon completion of the 10 year term. GameTruck charges a one-time licensing fee of $7,500. In addition, a franchisee selects the Primary Area of Responsibility (PAR) with a minimum size of 150K people. GameTruck has a formula to calculate the cost of that exclusive territory. You can design a territory as large as you see fit.
Normal operating costs combined with a monthly royalty fee will comprise your expenses. No brick and mortar leases!
FC: What are your goals for GameTruck in the next few years and how do you plan to grow the brand?
SN: We are very excited about our growth potential. Now that we have sold over 100 territories and have a national fleet on the road, we are seeing tremendous interest in using our network to help promote new video games and other services. Couple that with our work in schools and we are building a powerful distribution network for new products, concepts and experiences that companies are already finding value in. As our equipment, process and systems continue to improve, we are excited about our potential to help people start their own great GameTruck businesses.
FC: Is there anything else you wish to share about GameTruck?
SN: We are very excited about the recent awarding of our patent. Many people can talk about innovation, but when you are recognized by the U.S. Patent Office, that’s pretty special and it talks volumes about not only our hard work and innovation but also our integrity. We didn’t just slap something together, we are in this for the long haul. And this award is the first of what we hope will be many more to come.
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