FDS (Southern) - Patterson & Rigby Files

With the recent achievement of ISO 9001:2000 accreditation, Keytek is seeking to maintain its position at the forefront of the locksmith industry via franchising. Gary Rigby interviews Managing Director Eddie Wilkinson.

Gary Rigby: What are the origins of your business concept?

Eddie Wilkinson: Our business commenced in 1993 as an emergency locksmith service operating a control centre in Poole, Dorset. Initially business centred on the south coast, but in 1997 a rapid expansion programme enabled us to grow into a highly successful and dynamic national operation supplying both residential and commercial markets.

GR: When and why did you decide to take the franchise route to developing your business?

EW: We decided on the concept of franchising our business in 2003 having identified that this provided us with the most effective means of bringing our service to market. After much development we rolled out our first franchise in 2004. While we have a strong level of nationally sourced work, there is also a strong local demand for Keytek's services, which is most effectively gained by local representation motivated to expand.

GR: What do you understand to be the distinctive features of the Keytek franchise offering?

EW: Among a list of many I would include the following:
Our large and defined exclusive franchise territories;
The Keytek franchise package is all inclusive with no hidden financial requirements;
Keytek's existing national advertising and customer base;
Our unique proven system of delivering our service;
A strong, dedicated Head Office support mechanism including our National Control Centre and Franchise Support Team.

GR: Can you explain what the market potential is for Keytek?

EW: In short, anyone carrying a key or wishing to secure their premises or property are potential customers. The reality is that security is an integral part of life and although technologies and innovations may change the face of the locksmith industry, security in some form will always be required. Keytek prides itself as being at the forefront of these changes and we are fully aware that the collective experiences of a franchise network will enable us to be one step ahead of any competition.

GR: How many franchisees do you currently have and what is the ultimate goal for development in the UK marketplace?

EW: Relatively new to franchising, at present we have seven franchisees operating single or multiple franchise territories. Having built what we feel is a hugely strong franchise support mechanism for our network we are now actively recruiting franchisees throughout 2007 and 2008. Our target is to provide full network coverage to our customers throughout the UK.

GR: Where do you see Keytek relative to its competition?

EW: Keytek operates at the pinnacle of the locksmith industry. Our business is one of the largest sole providers of locksmith services in the country. We have reached this position through developing a customer focused, highly effective delivery of our industry's service.

GR: What is the essence of your franchise package?

EW: Our opportunity offers the right calibre individuals the chance to take Keytek's distinctive turnkey system and apply it in their local market. Our comprehensive franchise package allows a new Keytek franchisee to complete their training on a Friday and receive real business the following Monday. With the correct focus and determination they will go on to build a lucrative long-term business.

GR: What kind of support do you provide to franchisees?

EW: Keytek's Head Office Franchise Support Team continues the support commenced prior to and during training in all aspects of running and building a business, both at Head office and at our franchisees' offices. This includes business planning, marketing action planning, advert design and placement, accounting support as well as assisting in the recruitment of their first employees.

GR: What skills are you looking for in prospective franchisees?

EW: The main criteria we seek in our franchisees are the drive and enthusiasm to plan and build a new business, as well as time management skills to organise efforts effectively in the various disciplines such as local market building.

GR: What are the recent developments at Keytek?

EW: We are continually evolving our business with the constant innovation and progression of our systems and business model. The most recent development is Keytek gaining ISO 9001:2000 accreditation. Keytek has also recently gained the Investors In People standard as well as having our British Franchise Association membership status upgraded to Associate Membership. At Head Office we have continued to expand our Franchise Support Team with several new members of staff who are also aiding us in gaining further national contracts.

GR: Are you targeting any particular areas in the UK in which to appoint Keytek franchisees?

EW: We are always keen to hear from individuals across the whole of Great Britain who are well-informed, interested people wishing to discuss their aspirations and possible business plans with Keytek. We feel it is of ultimate importance to award franchises based purely on the quality of the candidates rather than their particular location in the first instance.

GR: What is your immediate goal-plan in the development of your business this year and next?

EW: In line with the expansion of our franchise network, we have set ourselves targets in the quality and potential of the candidates we choose to award franchise licences to over this period of time.

GR: Where do you see yourselves in the marketplace in the longer term - say five years time?

EW: We certainly see ourselves maintaining our current position leading the locksmith industry in both customer service and satisfaction. Operating with a full franchise network we aim to expand further through the addition of other revenue streams which are currently in development.