Aussie Pooch Mobile 1 Essay

6984 Words May 25th, 2011 28 Pages
Aussie Pooch Mobile
CHRISTOPHER LOVELOCK AND LORELLE FRAZER

After creating a mobile service that washes dogs outside their owners' homes, a young entrepreneur has successfully franchised the concept. Her firm now has more than 100 franchises in many parts of Australia, as well as a few in other countries. She and her management team are debating how best to plan future expansion.

Elaine and Paul Beal drew up in their 4 X 4 outside 22 Ferndale Avenue, towing a bright blue trailer with red and white lettering. As Aussie Pooch Mobile franchisees whose territory covered four suburbs of Brisbane, Australia, they were having a busy day. It was only 1:00 p.m. and they had already washed and groomed 16 dogs at 12 different houses. Now they
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Ltd. (APM) was founded in 1991 by Christine Taylor, then aged 22. Taylor had learned customer service early, working in her parents' bait and tackle shop from the age of 8. Growing up in an environment with dogs and horses as pets, she knew she wanted to work with animals and learned dog grooming skills from working in a local salon. At 16, Chris left school and began her own grooming business on a part-time basis, using a bathtub in the family garage. Since she was still too young to drive, her parents would take her to pick up the dogs from their owners. She

© 2003 Christopher H. Lovelock and Lorelle Frazer. 520

EXHIBIT 1 Map of Australia
TIMOR SEA

CORAL SEA INDIAN OCEAN

Alice Springs * A Avers Rock Brisbane Gold Coast • Port Macquarie • Adelaide GREAT AUSTRALIAN BIGHT Newcastle CANBERRA ^Sydney

VICTORIA Melbourne

BassStrait
• i Launceston Miles 300 600

20,000 dogs each month and had an annual turnover of some $3 million. (Financial data are in Australian dollars. Exchange rates at this time were A$1.00 = US$0.57 = €0.58.) APM was a member of the Franchise Council of Australia and complied with the Franchising Code of Conduct. The management team consisted of Chris Taylor as managing director and David McNamara as director responsible for overseeing trailer design and systems support. Each state had its own manager and training

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