June 2008

To franchise or not to franchise...

Partners Pennye Jones-Napier and Julie Paez relax with their woof-pack.

by Elizabeth Brinkama

The Big Bad Woof, a staple of the Old Takoma, DC neighborhood and must-stop shopping for pet owners everywhere since 2005, is set to begin expansion of its business by year’s end through franchising. Julie Paez, along with co-owner Pennye Jones-Napier, stopped playing with chew toys long enough to answer a few questions….

Why franchise, as opposed to expanding while maintaining complete ownership?

Our vision is to promote a green, sustainable, eco-friendly business that focuses on the well being of all animals. Opening a store is an expensive proposition. Franchising allows us to reach for the vision without bearing the full costs of each new store. Franchising opens the door for individuals to become their own business owners under the guidance of our successful model. This is a very symbiotic relationship – the success of one is the success of the other.

photos by Jessica Hardy

How will the franchisee benefit from your model?

They get the full benefit of our knowledge and, more importantly, the full benefit of all the mistakes and missteps we have made along the way, some of which have been very costly. They do not have to reinvent the wheel. The franchisee gets the full support of a dedicated team to help them as they grow their business, the benefit of co-operative buying power, advertising power and access to a network of pet professionals.

Along with cost, what are some of the advantages to franchising? How do you keep control of your brand and maintain standards as you expand, without diluting your business imperative?

We have the opportunity to reach into new markets and introduce our Core Philosophies to communities who want to live more fulfilling lives with their families, including their companion animals. Every product in our stores is vetted and approved to fit our mission before they go on the shelves, and the stores’ interiors and flavor will match our flagship store in Old Takoma, DC. We depend on our franchisees to embrace these philosophies and to have pride in bringing our vision to their own communities.

How do you convey to potential customers, particularly those like Takoma residents where “shop local” matters, that a franchise business is not equal to a chain business?

We do not see this as an issue. Each new The Big Bad Woof store will be locally owned and operated. One of our requirements will be on-site ownership and management. Each store will carry products that are locally made. Our goal is to provide the same shopping experience, great product knowledge and the high level of customer service that is present in our Takoma, DC store.

So what will you do with any remaining George W. Bush chew toys if – ahem - once the election season ends?

We’re thinking about tying them on the rear bumpers of automobiles and dragging him, or rather them, through the streets of Takoma.

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