GF_Australasia_2021

INTERVI EW “We need to spread positive awareness about franchising and help people to understand the key benefits of franchising” 40 GLOBAL FRANCHISE | AUSTRALASIA SPECIAL MARK BHARDWAJ Head of partnership growth, Australia & New Zealand, IWG HB: When did IWG start franchising in Australia and New Zealand? Why did you focus on these countries? MB: IWG entered Australia and New Zealand in 2019, as part of our global strategy into franchising. Our goal was to grow the flexible workspace footprint in suburban, regional and rural areas. HB: What franchising strategy are you using to grow in Australia and New Zealand? MB: Our focus is on the commercial property market, which includes listed and non-listed property funds, private equity, property owners, developers and investors. In addition, we are also targeting the franchise audience – specifically people who understand the flexible workspace industry and its future given the current environment. Our goal is to partner with investors who are open to a multi-site strategy to grow their franchising footprint within a territory, through the various brands in the IWG portfolio, which includes HQ, Regus, and Spaces & Signature. HB: Why is now a good time to franchise with IWG? MB: More people are working from home or close to home. We believe most companies are embracing flexible coworking and providing their employees with flexible work options, hence why our focus is on the suburban, regional and rural areas of Australasia. Franchising is a popular business model in both countries. HB: What are the challenges of franchising your business in Australasia? MB: As an industry, we need to spread positive awareness about franchising and help people to understand the key benefits of franchising. HB: What are your franchise growth goals for Australasia? MB: We believe we can achieve 100-plus locations in the Australian market and an additional 20-plus sites in the New Zealand market. HB: How has your brand found the Australasian market so far? MB: We signed our first franchise deal in July 2020 in Australia and are in advanced discussions with a number of potential investors for both Australia and New Zealand. HB: Any other exciting franchising news? MB: IWG is about to launch a brand new product offering that is retail- focused, designed for mixed-use locations in suburban and rural markets – it’s an exceptional retail concept that will add value to new franchise partners. BRET STREMSKI Director, Lollipop’s HB:What franchising strategy is your brand utilizing to grow in Australia and New Zealand? BS: We’re currently using an expert franchise marketing agency to promote and market our franchise opportunities in both Australia and New Zealand. Their lead generation campaign provides Lollipop’s with key visibility on multiple franchise platforms and key industry publications. HB:What excites you about franchising in these regions? BS: Australia is known for hundreds of successful franchise brands, including Boost Juice and F45 Training. Many Australian franchise brands venture into other countries, especially New Zealand, as it’s an easier transition in terms of language, time zones, and suppliers. HB:What has led to Lollipop’s plans to grow in New Zealand? BS: We have decided to relaunch our Lolliop’s brand in New Zealand based on the successful Australian business model that we have defined over the past few years. HB:What are your franchise growth goals for NewZealand? BS: We’re hoping to grant five-to-10 franchises across the country in all major cities, such as Auckland, Wellington, Queenstown and Christchurch. HB: Howhas franchising in Australia been for your brand? BS: We havemore than 25 sites in Australia with several new locations under development. HB:What words of wisdomdo you have for international franchisors eyeing up the Australasiamarket? BS: Ensure your business model is focused on early franchisee profitability. “Ensure your business model is focused on early franchisee profitability”