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FDD Talk 2017: What You Need to Know About the Molly Maid Franchise Opportunity (Financial Performance Analysis, Costs and Fees)

by Franchise Chatter on June 21, 2017

in FDD Talk 2017: Service Franchises, Franchise Earnings, Maid Franchise



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Molly Maid Franchise Logo

In this FDD Talk 2017 post, you’ll learn the following:

  • Section I – Background information on the Molly Maid franchise opportunity, including relevant news updates
  • Section II – Estimated initial investment for a Molly Maid franchise, based on Item 7 of the company’s 2017 FDD
  • Section III – Initial franchise fee, royalty fee, marketing fee, and other fees for a Molly Maid franchise, based on Items 5 and 6 of the company’s 2017 FDD
  • Section IV – Presentation and analysis of Molly Maid’s financial performance representations, based on Item 19 of the company’s 2017 FDD, including information on the:
  • 2016 average gross sales, labor costs, insurance, auto expenses, advertising, royalties, cleaning expenses, all other expenses, total expenses, and available to owner, by quartile, for the 100 Molly Maid Operators who submitted their year-end profit and loss statement by February 15, 2017
  • 2016 average gross sales for the 80 Molly Maid Operators in business for at least two full calendar years as of December 31, 2016, and who operated a single franchise
  • 2016 average gross sales for the 136 Molly Maid Operators in business for at least two full calendar years as of December 31, 2016, and who operated more than one franchise
  • 2012, 2013, 2014, 2015, and 2016 average weekly gross sales by year for all established Molly Maid Operators (i.e. those that started operation on or before December 31, 2012)
  • 2012, 2013, 2014, 2015, and 2016 average price per clean for all Molly Maid Operators open during each year
  • percentage of cleans performed in 2016 that were performed for recurring customers versus the percentage of cleans performed for occasional customers

Section I – Background Information

10 Things You Need to Know About the Molly Maid Franchise

Mother’s Day Clean Home Giveaway



1.  In late April, Molly Maid announced that the “Molly Loves Moms – Mother’s Day Clean Home Giveaway” would be held from May 1 through May 14. Customers were asked to like the Molly Maid Facebook page to enter the contest. The company awarded 10 winners a $250 Molly Maid gift card to treat their moms.

Parent Company, The Dwyer Group, Launches New Website

2.  In early April, Molly Maid’s parent company, The Dwyer Group, launched a new umbrella company called Neighborly. After a months-long project to assemble a data warehouse and crunch numbers, The Dwyer Group discovered that only 2 percent of customers used more than one of the 13 franchises it owns. In addition to Molly Maid, The Dwyer Group owns other home service brands such as Mr. Rooter, Mr. Handyman, The Ground Guys, and Window Genie.

3.  When customers sign up on the Neighborly website, they are sent a survey asking them to rate their experience after being serviced by one of The Dwyer Group’s companies. Customers are then directed to check out the company’s other brands. According to the company, over 2,000 people have registered on the Neighborly website just one month after the launch.

Molly Maid and Mr. Handyman Seek Local Partners in Columbus, Ohio

4.  In late 2016, Molly Maid and Mr. Handyman, both owned by The Dwyer Group, announced that both brands were seeking franchisees to develop the Columbus, Ohio area. The expansion into Ohio’s capital is part of the brands’ overall U.S. growth strategy for 2017.



5.  Tom Raymond, Vice President of Franchise Development for Molly Maid and Mr. Handyman, said, “As a top-rated city for business, Columbus’ positive economic environment, combined with the area’s demand for home services, leads to an excellent opportunity for Molly Maid and Mr. Handyman to fill that space.”

6.  According to Forbes, Columbus is a top city for business and careers, and both brands are targeting the city due to the area’s lack of competition and the overall demand for home services.

Company History

7.  Molly Maid was founded in Canada in 1979 by Adrienne and Chris Stringer. The company was named after the character Molly Brown from the 1964 film The Unsinkable Molly Brown.

8.  Entrepreneur David McKinnon brought Molly Maid to the U.S. in 1984 when he opened a location in Ann Arbor, Michigan. McKinnon wanted to provide busy American homeowners with reliable, professional, and affordable home cleaning services. Molly Maid was an immediate success in the Ann Arbor area and McKinnon began opening Molly Maid locations in other states.

9.  Today, there are over 470 Molly Maid locations in the U.S. and over 170 locations internationally.



Entrepreneur’s Franchise 500

10.  Molly Maid has ranked on Entrepreneur’s annual Franchise 500 list every year in the last decade. The company’s highest rank was No. 78 in 2012, while its lowest rank was No. 245 in 2017.

Section II – Estimated Costs

  • Please click here for detailed estimates of Molly Maid franchise costs, based on Item 7 of the company’s 2017 FDD (updated).

Section III – Initial Franchise Fee, Royalty Fee, Marketing Fee, and Other Fees

  • Please click here for detailed information on Molly Maid’s initial franchise fee, royalty fee, marketing fee, and other fees, based on Items 5 and 6 of the company’s 2017 FDD.

Section IV – Financial Performance Representations (Item 19, 2017 FDD) and Analysis



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