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In Focus The Dwyer Group:A LeADer In ServIce InDuSTry FrAnchISInG By JennIFerneumAnn W to say The Dwyer Group knows performed work as a trainee technician in fourearlier this year when Dina Dwyer-Owens wentundercover on CBS’ Emmy award winning real-ity show. Dressed in an elaborate disguise, Dina-ith more than 30 years of experience in franchising and sevenservice industry brands, it’s safe service industry franchising, and knows it well. Dwyer Group brands, Mr. Appliance, Mr. Elec- Headquartered in Waco, Texas, The Dwyer Group tric, Mr. Rooter and The Grounds Guys. “It was has about 1,600 franchisees across the globe and such a rewarding experience,” Dwyer-Owens generates approximately $750 million in system- said, seeing things from a new angle. “I tried jobs wide sales. According to Dina Dwyer-Owens, that I’ve never done before. I walked in the shoes Chairwoman and CEO of The Dwyer Group, of our service professionals and I did some in- “We have built a stable of complimentary brands credibly hard, but overwhelmingly rewarding, that all have similar target customers, and as a Dina Dwyer-owens things. I have a newfound respect for what our result our franchisees enjoy the benefits of refer- service professionals do each and every day.” rals across brands. Another unique aspect of our “This episode ranks among the most power- brands is that they are for the most part demand- ful and moving episodes of ‘Undercover Boss,’” based, and therefore more resistant to economic said Chris Carlson, executive producer of “Un- changes. What I mean by that is that when your air dercover Boss.” conditioner breaks or your pipes are clogged, you will most likely get them fixed. These are generally Women in the trades not discretionary purchases. As a result, we have As a result of the overwhelming response to not seen the degree of fluctuation in our business- the Undercover Boss program from the public es related to the economy that many other busi- about seeing a female technician, The Dwyer ness sectors experience. “ Group launched an initiative called Women in the Trades to promote the idea of increasing the record Growth ranks of female technicians in various service in- The Dwyer Group is on pace for a record year in dustries. “We believe this is a win-win for all in- new franchise sales, expecting to finish 2012 with volved,” stated Dina Dwyer-Owens. “We know approximately 240 new units. According to Robert that there a lot of capable women looking for Tunmire, Executive Vice President at The Dwyer work today. We also know that our primary cus- Group, “I would attribute our success this year tomer is often the female of the household, who to two things. One, the hard work of our develop- is more comfortable allowing another female ment team, and two, the value of our brands. Peo- into her home, especially if she is alone. Our goal ple come to our brands for many reasons: some be- is to have at least one female technician in each cause their business has stalled and they need help of our franchise locations.” breaking through to the next level. Others come seeking a way to compete on something other than VetFran price as they experience shrinking margins. Many In 1991 after the Gulf have come to us looking for ways to diversify their War, Don Dwyer, Sr., businesses, and to create more stable revenue founder of The Dw- streams. And lastly, we had new franchisees come yer Group, developed to us from the corporate world where either they VetFran to create business ownership opportu- were downsized, or they just got tired of working nities for veterans. Since that time, the program for someone else. Regardless of why they come to has been adopted by 436 other franchisors, and us, we take each of them through a decision pro- is now managed by the International Franchise cess that’s designed to help both the candidate and Association. The Dwyer Group VetFran program The Dwyer Group make a quality business deci- offers veterans a 25% discount on their base fran- sion about working together.” chise fee to recognize their service, and to help them get into business ownership. At The Dwyer undercover boss Group, 236 franchises have been opened by veter- The Dwyer Group received national exposure ans and $1.4 million has been given in discounts. 14Opportunity World • November/December 2012 www.OpportunityWorld.com


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