Aussie Pooch Mobile 1
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 were at their last appointment—a 'pooch party' of ten dogs at number 22, where five other residents of the street had arranged to have their dogs washed on a fortnightly basis. Prior to their arrival outside the house, there had been ferocious growling and snarling from a fierce-looking Rottweiler. But when the animal caught sight of the brightly-colored trailer, he and two other dogs in the yard bounded forward eagerly to the chain link fence, in a flurry of barking and wagging tails. Throughout residential areas of Brisbane and in a number of other Australian cities, dogs of all shapes and sizes were being washed and groomed by Aussie Pooch Mobile franchisees. By early 2002, the company had grown to over 100 franchisees and claimed to be "Australia's largest mobile dog wash and care company/' A key issue facing its managing director, Christine Taylor, and members of the management team was how to plan and shape future expansion.
washed and groomed the animals at home and then returned them. Once Taylor had learned to drive and bought her own car, she decided to take her service to the customers. So she went mobile, creating a trailer in which the dogs could be washed outside their owners' homes and naming the fledgling
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 were at their last appointment—a 'pooch party' of ten dogs at number 22, where five other residents of the street had arranged to have their dogs washed on a fortnightly basis. Prior to their arrival outside the house, there had been ferocious growling and snarling from a fierce-looking Rottweiler. But when the animal caught sight of the brightly-colored trailer, he and two other dogs in the yard bounded forward eagerly to the chain link fence, in a flurry of barking and wagging tails. Throughout residential areas of Brisbane and in a number of other Australian cities, dogs of all shapes and sizes were being washed and groomed by Aussie Pooch Mobile franchisees. By early 2002, the company had grown to over 100 franchisees and claimed to be "Australia's largest mobile dog wash and care company/' A key issue facing its managing director, Christine Taylor, and members of the management team was how to plan and shape future expansion.
washed and groomed the animals at home and then returned them. Once Taylor had learned to drive and bought her own car, she decided to take her service to the customers. So she went mobile, creating a trailer in which the dogs could be washed outside their owners' homes and naming the fledgling