etyres Slough case study
It has been a long and exciting journey for Keith and Jon since they launched etyres Slough back in 1997. The internet revolution, new tech, such as mobile phones and sat navs, even the emerging power of social media, have required a need to keep changing and evolving.
While not having to reinvent the wheel, they have certainly been polishing the hubcaps!
Keith and Jon have executed their business plan over the last two decades with commitment and diligence and have set a shining example to the nationwide network of etyres Franchise Owners.
“Looking back it’s been good for us and I’ve really enjoyed it!” Jon said. “Running your own business keeps you motivated or desperate – or perhaps a bit of both! Whatever it is, it has been working for us.
“What we like about etyres is the fact that although it has grown, it has not turned into a corporate giant and we still feel we can work with Head Office to influence the way forward.
“Mutual respect is just as important as hard work, continued investment, new initiatives and updated systems.
“And a good franchisor-franchisee relationship is not about just towing the Head Office line or doing the bare minimum to get by. I always say franchise owners who have nothing to say must be millionaires, otherwise why aren’t they doing something to make things better! There is always room for improvement and we must work together because we have a common goal.”
With three vans on the road and one on standby, Keith and Jon run a slick operation and work well as a team, making sure all aspects of the business are covered, from staying on top of invoicing to targeting new customers with engaging social media posts.
“We have really enjoyed working together, we bounce ideas off each other and share the positives as well as the problems,” Jon said.
They have embraced the additional avenues to substantially increase revenue such as responding swiftly to same day fleet work for the big players in the industry such as Fleet Tyre Network (FTN) and Actionline, even responding to emergency calls for new tyres from the Metropolitan Police.
Jon and Keith were originally attracted to the franchise partly because they recognised tyres will always play an integral role in all our lives. They are a necessity and this has proved to be a key to their continued success, allowing them to weather not just a recession, but also the current tough economic climate.
“In some ways the business has gone full circle. When we initially started we did a lot of lease work and we had to respond very quickly,” Jon explained. “Then we were there at the start of the internet revolution and as the first online tyre retailer we quickly began attracting customers who wanted the convenience of a mobile service, combined with low prices.
“Now with more competition in the mobile tyre fitting market, we are finding we can push ahead of our competitors because we can offer a quick response to same day requests.
“Time is a precious commodity and consumers want things quickly, they order online in a few minutes and don’t want to wait days for a fitting. They want a fast, response service with the flexibility to meet their needs and that is what we have adapted to be able to give them.
“These days it is not enough to have a good idea or a solid business platform, you have to keep driving forwards, pushing open doors to exciting new opportunities in order to make more money.”
Keith and Jon can vouch for the fact that etyres continues to offer on-going support to its Franchise Owners, long after the initial branch start-up process.
“Regular network meetings, an operations manager who provides that crucial link between Head Office and the branches, a hands-on marketing department, these are all helping us to drive forward,” Jon continued.
“There are always new challenges, using social media to attract more business, extending working hours, responding even faster to same day orders!
“We don’t want to stop developing and improving. We haven’t stood still for 20 years and we are not about to start now!”