Case Study - Anatol Poyer-Sleeman and Michelle Clark

In a move that underlines confidence in a strong and profitable future despite the current financial climate, Anatol Poyer-Sleeman and his partner Michelle Clark, who operate across five franchise territories, have signed up for a further five year term with leading automotive paintwork repair specialist ChipsAway.

"If our ChipsAway business was not delivering the lifestyle benefits we expect, we certainly wouldn't be committing to another five years at this point," Anatol states. "We have enjoyed five extremely successful years and have grown our business substantially over that period. Whilst we have recognised the downturn and adapted our marketing strategy accordingly, the phones have not stopped ringing since the beginning of the year. We are booked solidly for three to four weeks ahead on all territories and frankly we're struggling to keep up with new enquiries."

Anatol and Michelle have a diverse customer base that includes private motorists, dealerships and business fleets. Whilst the credit crunch has reduced the business they do with premium and prestige dealerships such as Porsche and Mercedes, they have found that their services are very much in demand from other areas.

"People still want new or used cars, but it's the small and economical marques that are selling well, like Smart cars for instance. It's a different target market, but it still makes the same money for us," Anatol explains. "Similarly, with business fleets, companies are keeping vehicles for longer rather than committing to the purchase of new cars. Accordingly, they have to invest in keeping vehicles in good condition to maintain their value and extend their life – that means more business for ChipsAway!"

The couple have also recently undergone training by the British Vehicle Rental and Leasing Association to achieve accreditation as certified inspectors of fair wear and tear on rented or leased vehicles. This scheme protects customers from being charged unnecessarily on return of rented or leased vehicles and generates a revenue stream for ChipsAway where minor paintwork damage has been identified and is in need of repair.

"After your home, your car is likely to be the next most significant investment you will make," Anatol points out. "We are strongly promoting the fact that damage to a car immediately wipes around £1000 off its value and a claim on insurance has a potential impact on no claims status and subsequent premium. As we can repair most minor paintwork damage for less than a typical insurance excess, it makes real financial sense in the long term to get a repair done by ChipsAway. Potential customers understand this message and have responded well, particularly as times are tough and the name of the game is saving money and thinking smart!"

Before long, Michelle and Anatol decided to extend their territory and take on a second vehicle. ChipsAway vehicles are specially customized into fully equipped mobile workshops, which enable franchisees to travel to customers' premises – whether workplace or at home – to undertake the repairs, maximizing convenience for the customer.

"By early 2006, we decided we were so busy that the only solution was to expand again and take on a third vehicle as well as an employee," he recalls. "Luckily for us, we were later able to take on the two territories of our very successful neighbouring franchisee, substantially extending our area," Anatol recalls.

"To be able to acquire territories adjacent to our own was great for us, and for the outgoing franchisee our offer was the perfect solution. He made an excellent return on his investment, whilst we were happy to invest in well run, profitable territories to add to our own."

Today, Anatol and Michelle have five territories, which they serve with three mobile units and a static ChipsAway CarCare Centre. The couple are positive about the future and applaud the continued support they have received from their franchisor.

"ChipsAway are planning a national TV campaign to support the franchise network and they have appointed a National Account Sales Manager, which is excellent news," Anatol concludes. "Several large new customer accounts have been secured and we have benefited from leads already - no other SMART (Small to Medium Area Repair Technology) repairer has the national network to make a National Accounts system work, so that is a significant advantage for us. We continue to enjoy a great lifestyle, thanks to our ChipsAway franchise. It has given us control over our own destiny and has equipped us to cope whether the market is buoyant or tough. We may not be taking the three skiing trips and summer holiday in the Caribbean as we did last year, but life is good and we still get a tremendous buzz from our business!"