Case Study - Mike Cooper
Mike Cooper saw the light and opened the doors to his new Cartridge World franchise store in June 2008. Just 18 months later he has been joined by his wife, Jacqui and their first employee as they continue to celebrate record sales.
Mike was no stranger to the concept of running a franchise having run a petrol station franchise previously. In joining Cartridge World, he saw the potential to develop more skills, especially in the areas of marketing and publicity.
The store opened in Bletchley, to the south of Milton Keynes and was the first franchise to open in this area. Sales got off to a flying start, showing around 12% growth month on month and overall grew by 75% between the second and eighth month of trading, notwithstanding one of the toughest ever trading climates.
Mike explains: "Many of our customers do appreciate the green qualities of the refilled and remanufactured ink cartridges and when this is coupled with some of the keenest pricing compared to other retailers, we have a winning combination."
The franchise sells to individual and business customers. Mike realises the potential of growing sales amongst small and medium-sized businesses in his area and to this end has introduced a collection and delivery service to boost the competitive offering. This combined with credit facilities for local businesses is reaping its own reward with more repeat business and an expanding, loyal business customer base.
Being part of a global organization with a UK-based Head Office ensures that prompt technical support is always at hand and this has ensured smooth operating of his business from day one. Mike appreciates the knowledgeable and timely response he receives to any queries that arise day-to-day. He acknowledges the importance of the range of support and training given to new franchisees and thinks that the ongoing marketing and support services provided are second to none.
Looking to the future, Mike is concentrating on continuing the tremendous growth achievement of his first twelve months in business.
Mike is confident: "I know that if we are as keen on price as we have been and we maintain our high levels of customer service, we can achieve more growth. We've made it our business to keep a close eye on our competition and make sure that we focus on our strengths, particularly in the refilled and remanufactured cartridges."
Customers are demanding more environmentally sound products as we all realise the real impact that waste has on our environment. Cartridge World technology in refilling and remanufacturing printer cartridges of all makes and models responds directly to the consumer need.
