My local newspaper, the Vancouver Sun, recently published a very interesting story about how two local franchise companies — one huge, one tiny — joined forces to create what they hope to be the next dominant player in the fragmented residential painting industry.
With more than 20 years of house painting experience under his belt and wanting a new challenge in life, Jim Bodden decided to try his hand at franchising. He renamed his existing painting business One Day Painting (to convey that each job is completed in just one day) and hired a franchise consultant to create a complete franchise system. After 18 months, Bodden was advertising in franchising magazines and at trade shows in search of franchisees. Although he was getting 10 to 15 leads a month, he failed to close any deals as prospects were just kicking tires. In the meantime, his franchise marketing expenses were adding up, with nothing to show for it.
When Brian Scudamore, founder of 1-800-Got-Junk, needed his home painted in July 2010, his former public relations manager Tyler Wright recommended Bodden (who had hired Wright as a social media consultant a few months earlier). When the two met, Scudamore was impressed with the professional appearance of Bodden’s painters and the company’s strong branding. Scudamore saw an opportunity to enter a fragmented industry 10 times the size of the junk business (residential and commercial painting is worth $50 billion a year in North America).
After some negotiation, Scudamore became majority shareholder of the newly renamed company, 1-888-Wow-1Day!, and advanced the capital needed for expansion. Scudamore also brought in a seasoned management team, made wholesale changes to the franchise agreement, and gave top priority to the company’s marketing collateral, website and online booking engine, call centre, and public relations machine.
Bodden became director of operations and retained rights to British Columbia’s Lower Mainland area (Vancouver and the surrounding cities).
1-888-Wow-1Day!’s marketing pitch has been further refined to emphasize spotless cleanups, professional, uniformed painters, and the company’s signature “done in a day” guarantee — without customers having to pay a premium for speedy, high quality service. They’ve also added commercial painting, power washing, a property management program, and real estate services to their list of offerings, on top of their residential painting services.
All of these improvements are starting to pay off. 1-888-Wow-1Day! now has franchisees in Vancouver, Fraser Valley (Canada), San Jose, Seattle, Calgary and Austin, Texas.