The SelClene Story
(page 2)
From a part time home business to a Million Pound franchise
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I called some agencies. Being unhappy with their charges, I advertised privately and had such a good response that I had to turn away many good applicants. It seemed a shame to waste these willing workers, after interviewing them and taking up their references. These workers were an asset I could market to other householders in my area.
I decided I would advertise their services locally and charged the clients monthly. Then I would pay the cleaners.
Gradually and with only part time effort, the agency grew. Initially named 'The Cleaners', I changed this to 'Select Clean' in 1988 and increased charges. Client numbers increased every year. 75 clients by end 1989, 200 by end 1990, 250 by end 1991. I registered the name 'SelClene' and took out a Trade Mark. I was learning where the real opportunities in business are.
Despite increasing my revenues I still saw the agency merely as a part time kitchen based home business creating a part time income. I felt more people should know about SelClene however so I advertised my agency as a 'Business Opportunity' to be published in a series of monthly manuals.
I was surprised at the response. Working only part time (keeping my full time job going as well) I accumulated 50 clients in the first year. The business worked and there was huge demand from clients (though I later found I was under-charging for the service).
It was gratifying to
find that large numbers of clients were subscribing.
Over the next year (1991-2) I wrote a series of business manuals on
how to run the agency.
* Month One explained the business concept.
* Month Two explained how to attract client enquiries.
* Month Three explained how to convert enquiries into sales.
* Month Four covered worker marketing and
* Month Five explained how to vet workers for honesty, reliability and
competence.
* Subsequent months dealt with administration, budgeting and business
development.
By 1993 my Maida Vale agency had grown to 300 clients. The early franchisees demanded exclusive areas and advice and help in starting up their own SelClene agencies - plus they had some ideas of their own to improve the business.
In 1994/5 areas were made exclusive in return for an 'Exclusive Area Fee'. We had become a fully fledged Franchise. In 1994 we had our first SelClene Franchise Conference.
We introduced
strategies to legally avoid paying unnecessary taxes (premature payment of
VAT, saving on PAYE and NI liability on the cleaners) saving a fortune over
other agencies and making us highly price competitive.
Each improvement increased our profits. Correct pricing increased income from a £50,000 annual
turnover to over £100,000 annual PROFIT and we continue to refine the business
every year!
The kitchen at 112 Portnall Rd, Maida Vale, London W9, where the agency in Maida Vale was started and where cleaners are still interviewed and trained to this day. It doubles as a lodgers' dining area and lounge in the evening.
