M Magazine_Nov2016_Final

M Magazine_Nov2016_Final

A publication of Molly Maid Volume 16, Number 2

MIKE PELTON’S AWARD-WINNING BEST PRACTICES

DWYER GROUP & MOLLY MAID’S REUNION RECAP

INSIDE

4........ Word from the President 7........ MAP fund Webinars 8........ Capitalizing on Evolving Market Dynamics 10....... Value Your People Like You Value Your Business 15....... President’s Call Details 16....... President’s Update 21....... Operations Update 26....... Marketing Update 32....... Dwyer Group Embraces Neighborly 34....... CRM Initiative 36....... Caught on Camera 38....... Shining Star: Building an Award-Winning Culture

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Dina Dwyer-Owens reflects on the key

At Reunion, Meg Roberts presented a

lesson she learned while appearing on “Undercover Boss” nearly five years ago.

day of brand-specific updates and individual consultations for Molly Maid owners.

Click an image to proceed directly to that story.

46....... 2017 Convention Registration 47....... Available Territories/Referrals 48....... New Faces in New Places 51....... Franchisee Anniversaries 52....... Franchisee Milestones

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Capturing some candid moments of long-time franchise owners catching up, brand-new franchisees at their first Molly Maid event and more. 36

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We profile Shining Star-winning

In her first in- person meeting

franchisee Mike Pelton and learn some best practices for retaining employees and customers.

with franchisees, new Brand Director Megan Conway asks if local and national marketing is enough.

W ord from the President During a year filled with uncertainty and change – fueled by a long and tumultuous election season and integrating into our new ownership’s culture – I’ve learned the most productive way to thrive is to maintain an open mind. With that in mind, I’m asking you to stay informed, stay positive and focus your actions toward our collective and continued success.

WITH FOUR WEEKS REMAINING IN THE YEAR, THE MOLLY MAID RALLY CALL IS TO FINISH THE YEAR STRONG BY KEEPING A LASER FOCUS ON ADDING AND KEEPING A CUSTOMER EACH WEEK.

action when we kick-off the New Year on Jan. 3, 2017! You can begin to organize by calling your franchise consultant and ask for their input on your biggest upside potential in 2017. Ask for their recommendations, discuss your ideas and work together to make a plan for what you will embrace in 2017. Recruit and Retain Employees The latest unemployment rate, at only 4.8 percent, is both a testament to consumers’ relative positive feelings about the economy as well as the on-going challenge of hiring and retaining great HSPs. This dynamic has always created an unbalanced demand for service and too few great people to fulfill the need. As the threat of joint

With four weeks remaining in the year, the Molly Maid rally call is to finish the year strong by keeping a laser focus on adding and keeping a customer each week. This fourth quarter concentration, from our Operations team to their respective owners, stems from and is inspired by the model we teach during new owner training. It’s a back to basics approach to help our team and each of you finish this year as strong as possible. Our 2017 strategies and Convention sessions will revolve around the following concepts: Deliver Operational Excellence It’s time for every owner to reflect on whether the proven tools and programs released over the past few years are being fully used and embraced in your business. Ask yourself questions such as: l Does your sales process or call conversion performance have any room for improvement? l Are you making the most of each employee with proper training and route optimization?

employment looms, the Home Office is focused on drawing your attention to programs that can assist you with your hiring responsibilities, be it through Recruiting.com or new CraigsList creative. We remain committed to identifying more avenues to help you source employees during this challenging hiring time. We recommend you consider employee recruiting as a part of your daily rituals and commit to regularly investing your time to show your people they are appreciated, as well as working to bring in new employees every day. Just as surely as you take your morning vitamin, drink your coffee or put on matching socks – make time to do all you can to staff up.

Use the recruiting.com website and make sure your jobs are updated and refreshed every 28 days so candidates looking for work will see your opportunities. The Marketing team just enhanced the Spanish CraigsList ad to include Spanish text on the images – contact Jen Gregory for help integrating this into your plan. And Robert Dillon recently shared his low-cost and high return Facebook advertising approach to hire seven new people.

l Is your entire team unified around a mission to preserve every customer as if they are your only one? Of course, John Cohen’s holiday prep message is right on target – stay focused and get prepared for this busy season. While I don’t expect you to embrace new programs as we gear up for the holidays, I do want you to prepare to take

See WORD FROM THE PRESIDENT , Page 6

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WORD FROM THE PRESIDENT

President’s Call, the 2017 Marketing planning webinar and have already registered to attend the 2017 Convention . In fact, it’s my personal goal to have all owners engage in every communication we send over the next 90 days (at least!). We are committed to providing all the information you need in order to make smart choices, but we need you to engage in order to be informed. Our team’s vision for the brand and our future is centered on each owner’s individual success. Our request to owners is for your willingness to remain open and consider our competitive challenges, which I’m confident WE ARE COMMITTED TO PROVIDING ALL THE INFORMATION YOU NEED IN ORDER TO MAKE SMART CHOICES, BUT WE NEED YOU TO ENGAGE IN ORDER TO BE INFORMED. I welcome your questions and encourage each of you to reach out to me, your Home Office team, your franchise advisory committee and your national marketing council to discuss your needs and suggestions for our continued, positive we can overcome together. What are we waiting for?

WORD FROM THE PRESIDENT FROM PAGE 5

Meg Roberts and Megan Conway will co-host a series of webinars, divided by region, starting in early January. The regional calls — all scheduled for 3 p.m. ET — are designed to allow questions and discussion in a smaller group setting. If you can not attend your region’s call, please feel free to view the recording, which will be posted on Team Site, Upcoming MAP fund campaign webinars

Improve Our Ability to Market Our Service

The demand in our industry has created an atmosphere with increased competition. We are watching our traditional and emerging competitors closely – and they are aggressively marketing to take our market share. As shared at this year’s Convention, Molly Maid’s era of online dominance is being challenged. The Marketing team will begin a campaign to increase contributions to the MAP fund in January to address the requirements of an evolving clientele. The importance of this effort is about more than our MAP fund balance – it is about our brand’s future. Having additional dollars in the MAP fund will help us reassess our business and reach a customer base who is changing faster than we are. Today’s 20-somethings are looking for service and they want to access us and book online. These folks will be the face of our recurring revenue for decades to come if we attract and secure them now. While I’m the face of our traditional customer, even I will no longer call to order pizza or stand in line at Starbuck’s – it’s more convenient to use an app! I hope you participated in my recent

or attend another call. Region 1: Jan. 9, 2017 Region 4: Jan. 12, 2017

Region 2: Jan. 10, 2017

Region 3: Jan. 11, 2017

Region 5: Jan. 13, 2017 Here’s the Molly Maid Regions map for your reference:

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DWYER GROUP

BY MIKE BIDWELL President & CEO, Dwyer Group

We are in the midst of an evolution in the online demand service economy. How consumers source and buy services is evolving at a greater rate than ever before in our history. Look at what happened to the taxi business over the last three years – down 50% in some markets! We have new competitors which are dabbling in our space, some of which have incredibly deep pockets. They believe that the experience of purchasing home repair and maintenance services is terrible. And for the most part, they’re right by todays evolving standards. They see it as an opportunity to enter the market by providing a better experience. We agree, there is an opportunity to improve the purchase experience. Historically, that’s exactly how we have won in the marketplace, by providing customers a better experience (typically not a less expensive one). But how people prefer to purchase goods and services are changing, rapidly. We must be ready. We already have very good service delivery at Dwyer Group brands– which is the harder part of the equation to build. At Reunion this year, we covered how we will deal with the rapidly evolving

CAPITALIZING ON THE EVOLVING MARKET DYNAMICS

BIDWELL

> > continued on page 8 dynamics. We will have to work together to make it happen. National or big business sophistication with service excellence in local markets will be the real key to our continued success. We are driving to $2 billion in system sales and a household name in service delivery. marketplace we find ourselves in. We have spent the last year getting to the point of being able to enable execution of the vision I laid out at Reunion last year prior. The work we have done will provide us many opportunities improve our capabilities in so many areas. Today, there is no company like the Dwyer Group of companies, and it will get even better and bigger. We have an enormous opportunity to capitalize on these evolving market

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BY DINA DWYER-OWENS Co-Chairwoman, Dwyer Group Board of Directors VALUE YOUR PEOPLE VALUE YOUR BUSINESS like you t Dina Dwyer-

Owens went undercover (for Mr. Rooter, at far left) to see if The Dwyer Group’s Code of Values were reaching the grassroots

... the lesson remains the same.

Four years after ‘Undercover Boss’ ....

Almost five years ago (January 22, 2012, to be exact), America watched as I went undercover across several of our service brands at Dwyer Group. I knew it was going to be a life-changing experience. It was season three of the hit reality show “Undercover Boss” on CBS. Every episode promised a grassroots look at companies and their people with some dramatic outcomes. For me, it was a journey I couldn’t wait to take. I knew I wanted to experience life on the front lines of our service brands. I knew the

of the org- anization.

See CODE OF VALUES , Page 12

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Order Code of Values cards and posters Franchise owners can order any quantity of Code of Values cards from Axiom Advertising for $0.25 each, plus shipping and handling. Posters are also available at varying prices based on size and quantity. To order, contact Micah Smith with Axiom directly at (254) 751-9555 or micahs@ cdpaxiom.com

CODE OF VALUES FROM PAGE 11

cameras were going to catch me making mistakes and learning things the hard way. I knew I would probably shed a tear a two (or three or four). I’m wired that way. But the chance that Studio Lambert and the CBS network gave me was much more than all that. What do employees do when the boss is not around? The single biggest reason I wanted to participate on the show was to see if our Code of Values – the principles by which we lead the company – were reaching the grassroots of our organization. I knew only what we promoted at corporate headquarters and in front of our organization at planned events. But what about the service professionals employed by our franchise owners out in the field? Today, we have more than 2,500 franchise owners across our service brands who employ almost 12,000 people on the front lines. And they are responsible for delivering our brand promise on more than 3 million service calls a year. Do they live and lead with values? Through the power of “Undercover Boss” (wig, heavy makeup, fake fingernails, and all), I would see what those service professionals were doing when their boss was not around. Employees are the face of the business to

Dwyer-Owens undercover with The Grounds Guys.

customers. Not only did these employees know about these values, but many of them also talked about them with me as if I was just another rookie learning the ropes. That was a huge win. They clearly understood this was something special about our organization and our service brands. But they also shared their honest feelings about what could be better or what they didn’t understand about the Code of Values in some cases. These were critical experiences for me that have made a lasting impact. It resulted in stronger communications, new programs, and a heightened awareness about how our values are referenced on a regular basis. It was great to reveal myself to these

and identify yourself as a Molly Maid franchisee.

See CODE OF VALUES , Page 14

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No matter the business, I know there is a valuable person inside headed somewhere important. I hope he knows how crucial he is to his boss, to his company, and to the customer he is about to meet. Soon, a customer will open his or her door and be very thankful that an expert has arrived. If that expert can live and lead with values, that business will do amazingly well!

RELATED LINKS Dwyer-Owens talks about the Code of Values Undercover Boss article by Forbes Photos from the show

CODE OF VALUES FROM PAGE 12

MOLLY MAID PRESIDENT’S CALL Join Meg Roberts as she provides a preview of the 2017 strategies. Friday, Dec. 16, 2016 at 2 p.m. EST CLICK HERE TO REGISTER

individuals at the end of the show and, more importantly, thank them for letting me see the business through their eyes. People on the front lines of any business need to know how much they matter. And after walking in their shoes, I understand that on a whole different level. Never lose site of the impact your people make every single day. The day we finished taping, I saw a service van on the road and thought to myself, “I wonder where he is headed and who’s problem he is going to solve? He is about to make someone’s day so much better.” Four years later, that still happens. I’ll be driving along, and there goes a service van or repair truck.

This article originally appeared in Dina’s blog. To follow her ongoing topics, visit: www.dinadwyerowens.com/follow-along/.

Dwyer Group offers six scholarships each year to women through the Women in the Trades program. Go to the Women in the Trades website to learn more about this program and to download the application.

After registering, you will receive a confirmation email containing information about joining the webinar.

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REUNION RECAP

F ollowing the first two days at the 2016 Dwyer Group Reunion, the Molly Maid owners joined President Meg Roberts for a day of brand-specific updates and customized, individual consultations. “Joining the Dwyer Group has brought new opportunities as well as changes to our system. The introduction of Neighborly, the negotiating power of ProTradeNet and IT’s ability to move us toward CCS Next Gen, to name a few,” Roberts said. “Another change – Molly Maid is the No. 2 brand behind Mr. Rooter – and we don’t like that position!” Roberts then spoke about the many things that remain true to Molly Maid’s core – and used the Reunion rally cry to encourage owners to do what they’ve always done … “Bring It!” “Bring your best attitude, effort, open mind, undivided attention and think openly about how you will accomplish your goals,” she said. “Let’s keep our togetherness – it’s a really big deal for us!” An example of this Bring It! performance was the 2016 Molly Maid Convention, which represented 85-percent attendance from the franchisees. “Everyone who attends Convention knows what you get from three days of non-stop togetherness,” Roberts said. “Your reality stories elevated the significance of our time together, and the team and I are planning for another break-through event in 2017 as

this event is an essential part of our past, present and future.” System Performance This year’s sales goal is to achieve $227 million, which represents 5 percent growth. “For a brand our age – that level of growth is not insignificant,” Roberts said. “The Ops team has been working with each of their owners to add one more cleaning appointment to their weekly schedules.” She added that the pause in selling franchises following the sale last year created a ripple effect on this year’s projected sales and national advertising fund. Compounding the challenges is the lingering obstacle of franchisees’ ability of hiring and retaining enough great people to deliver on the high demand for maid service. “BRING YOUR BEST ATTITUDE, EFFORT, OPEN MIND, UNDIVIDED ATTENTION AND THINK OPENLY ABOUT HOW YOU WILL ACCOMPLISH YOUR GOALS. LET’S KEEP OUR TOGETHERNESS — IT’S A REALLY BIG DEAL FOR US!”

PRESIDENT’S UPDATE FROM REUNION

BY SHELLEY BLASZAK Senior Communications Manager

p Molly Maid President Meg Roberts addressing why “teamwork wins” at the Dwyer Group Reunion.

See PRESIDENT’S UPDATE , Page 18

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Those Ops and Marketing initiatives, and their current number of participants, include: INITIATIVE PARTICIPANTS SOAR 14 Active LMS Script Users +200 GPS Tracking 57 CCS 5.15 Upgrades Completed 239 Profitability Group 24 Recruiting.com Advertisers 146 Listen 360 Survey/Review 164/142 Facebook 155 Qiigo Local Listings 160 Kirkwood Back-marketing 120 “It’s natural to let concerns become distractions if we don’t focus only on what is within our control,” Roberts said. “In business, taxes, PPACA, overtime, and workers’ compensation are examples of things we truly can’t influence.” Roberts said breaking the circular cycle of focusing on concerns toward linear thinking is much more productive. “For our employee shortage, it may feel like we have no control! When you start unrolling this circle, there are some actions owners can take to impact retaining and recruiting great people. At Convention, we instructed owners to survey your employees, and I know a handful of owners did, but bet there’s a lot of opportunity for others to

complete this exercise,” she said. “Owners can also create a better living for your employees by using OTA! This product helps them make more money as their routes become more efficient.” For hiring, she asked owners to truly evaluate their practices. Owners must update their job postings on Recruiting.com every 28 days, utilize the new CraigsList ads and educate yourselves on minimum wage laws in your state. Roberts added that owners who have limited hours for interviewing, should open it up and interview any time you get an applicant in person or online. See PRESIDENT’S UPDATE , Page 20

PRESIDENT’S UPDATE FROM PAGE 17

Roberts projected we would fall short of 5 percent, likely closing the year around $223 million. “You can’t go into any restaurant today without seeing a hiring sign,” she said. “While Regions 1, 3 and 4 are performing at/above the system sales average, an acute employee shortage in Texas has Region 2 slightly under the system’s average. Region 5 is down -1.7% compared to 2015, driven by several businesses closing or for sale. Roberts thanked and acknowledged owners participating in Reunion, Convention and Molly Maid’s proven programs as they represent the “best in class.” “I’m excited to see us welcome some new owners to the system , as they are already achieving great results. We have a new business in Waco, Texas and an invigorated owner who purchased a business in California. They are here with us and I’m confident they are going to be successful,” she said. Celtic Power of 3 “I’m so proud of the Molly Maid Home Office team, co-led along with me by John Cohen and Megan Conway,” Roberts said. “We all have gifts that bring something unique to the table. John’s ownership experience is invaluable and he uses that

filter to vet everything we do. Megan’s extensive marketing experience on our fellow Mr. Handyman brand is so impressive. She has made a great impact right away and works out the details for bringing my vision for this amazing brand to life.” She used the “Celtic Power of 3” analogy to show the leadership team’s alignment on Molly Maid’s success factors: 1. Preserve, evolve and grow. 2. Honor profitability. 3. Reassert competitive advantage. These success factors will be our team’s sole mission in 2017 by communicating, training and encouraging further adoption of our proven programs.

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HELPOWNERS ‘BRINGIT!’

PRESIDENT’S UPDATE FROM PAGE 19

The Home Office and Franchise Advisory Council (FAC) also had to exercise this practice this year. “With our new ownership’s changes to our Franchise Disclosure Document (FDD), we had to avoid getting caught in circular thinking and had to get on the path of back and forth collaboration. I’m grateful for our team, FAC and Dwyer Group’s leadership’s willingness to listen and focus on a long-term partnership,” she said. “For six months, we evolved from having concerns and frustration to understanding and ultimately, to influence a positive outcome.” Bold Step Forward “Using the same model of promoting understanding, education and collaboration with the Molly Maid owners, we will begin a “Bold Step Forward” campaign to increase our MAP fund,” Roberts said. “It’s critically important that our system first recognizes the importance of the real competitive pressures, the risk of inaction and rewards of voting to grow and preserve our brand.” Beginning on Jan. 3, 2017, the Home Office team will start the campaign to educate owners with the compelling facts about our fund, and why we must continue to grow and protect our brands. “If we don’t have the faith to stand up for our brand – we will let down our brand,” Roberts said. “We will become a brand of lost relevance. Instead, we must fight to preserve our spot atop the industry.” She left owners with a final request – to have an open mind, to listen, to stay engaged and to be part of the brand’s future.

BY SHELLEY BLASZAK Senior Communications Manager

to be promoted to franchise consultant (FC) following her three-years serving as sure start coordinator. Then, he announced Michelle Robles’ new role as Operations Project and Training Manager. In addition to leading the Ms. Molly Foundation Board of Directors, Robles uses her 13 years’ tenure and works closely with Cohen to manage the team’s many initiatives. “I’m so proud of this team. We also welcomed another great person, Mara Markowitz, to the franchise consultant role in August, and she brings award-winning restaurant management experience, a master’s degree and a tremendous track record for increasing sales and mentoring others to our team,” he said.

During the Operations presentation, Vice President of Operations John Cohen shared updates on how the team has brought it so far this year, and their plans to “Bring

It!” going forward. Staff Updates The first step to a team’s success is putting the right people in the right seats. Cohen recapped Adam

Swan’s purchase of Molly Maid of South Charlotte/Mathews and the opening created for Julie Jennings Cohen

See OPERATIONS UPDATE , Page 22

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Recruiting Efforts While Chief Operating Officer Mary Kennedy Thompson unveiled the new RAREtoolbox to Reunion attendees during the General Session, Cohen shared updates on Molly Maid’s continued commitment to using Recruiting.com . “Please remember to clone your job postings every 28 days so potential applicants can see your business is looking for people!” Cohen said. “Your FCs will remind you during your discussions, and if you want help – please reach out!” Cohen showed an updated CraigsList job posting that is far more welcoming and is now available on Team Site . Other limitations impairing owners’ recruiting success is narrow interviewing hours and mandating in-person applications. “If hiring is your top concern – widen the net to bring in more applicants. If they don’t have prior cleaning experience, but have a great attitude and want to work – you can teach the skills needed,” he said. “I also recommend being more flexible with interview times – rather than a few hours mid-day, make it work to interview all strong candidates.” Other Dwyer Group brands just getting started with a systemwide recruiting program are using the RAREtoolbox. While some aspects won’t affect Molly Maid owners, the 401k program through

owners are helping me gather information,” he said. “I’m impressed that they want to learn how to use the P&L tool better and truly focus on where they can improve.” The groups use the 2016 P&L comparison tool to compare their numbers to the system’s average. >Page 1 Page 3-2 Page 5-4 Page 7-6 Page 9-8 Page 11-10 Page 13-12 Page 15-14 Page 17-16 Page 19-18 Page 21-20 Page 23-22 Page 25-24 Page 27-26 Page 29-28 Page 31-30 Page 33-32 Page 35-34 Page 37-36 Page 39-38 Page 41-40 Page 43-42 Page 45-44 Page 47-46 Page 49-48 Page 51-50 Page 53-52 Page 55-54 Page 56

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