CASE STUDY: MOLLY MAID UK Limited

Client MOLLY MAID
Sector Domestic Cleaning Services
Job function Franchise Planning
Task Identify new territories for franchise development

THE CLIENT...
MOLLY MAID is a management franchise providing high quality reliable domestic cleaning operated by Franchise Owners who manage teams of maids within an exclusive area. Founded in 1979 in Canada the organisation came to the UK in 1984 and using the franchise model as a means of developing distribution has grown to 71 Franchise Owners across the country.

THE PROBLEM...
The success of MOLLY MAID to date, combined with a market with almost infinite possibilities for growth means they have ambitious growth targets for the future. In order to achieve these targets they needed to identify where their core base of target customer households are and to pin point where they lived and to divide the country up into exclusive areas with a minimum of 12,000 target customer households in each area available to be awarded to new Franchise Owners.

THE SOLUTION...
The business function is Franchise Development which has the responsibility of bringing new people into the franchise network and expanding into new areas where MOLLY MAID don’t currently have representation in the UK. GeoAnalyser is used in territory management and as a department MOLLY MAID processes upwards of 1200 enquiries a year from people who are interested to know more about the Business Opportunity.

The first stage in the screening process is to establish where prospective MOLLY MAID Franchise Owners are thinking of setting up their business is in an available area, using GeoAnalyser to assist in this process. The second stage is to establish if the area has sufficient numbers of target customer households upon which to build a MOLLY MAID business. Target customers are profiled using a lifestyle classification system called Personicx and combined with the mapping insight

THE BENEFITS...

• Eliminated guesswork involved in Franchise location
• Improved targeting of prospective customers
• Improved efficiency in travel time between cleans
• Enables Franchisors to identify trends, anomalies and opportunities

"GeoAnalyser provides us with indispensable information that our Franchise Owners need to grow their businesses. On the one hand we need to ensure that the MOLLY MAID service is available to those people who are looking for a reliable professional and value conscious service to do their cleaning and on the other hand that the area has sufficient numbers of these people upon to which to build the business and make it a success. GeoAnalyser removes the guesswork and provides the decision support we need at a click of a button."

“Overall MOLLY MAID experienced a 1.2% sales growth last year, maintaining it’s position, as the most recognized brand in the domestic cleaning sector. Now more then ever our service is regarded as an indispensible and affordable necessity.”