GT: When was AllSafe created? Who came up with the concept and why?

MH: AllSafe Energy Efficient Products began its life as the Allied Woolmen Insulation Group in 1997 in response to the ever-increasing demand for energy efficient products. Initially, the group manufactured a small but exclusive product range of woollen and polyester insulation products under its own brand.

In 2003 the Australian Building Code was significantly amended, requiring builders to provide mandatory energy efficiency products and systems in new homes. Since then the Australian Building Code has changed twice more to include all manner of buildings including commercial buildings, units, offices, shopping centres, schools and nursing homes. As a result of these legislated changes and as rising energy costs and global warming became issues of concern for many consumers, builders and developers, the Allied Woolmen Insulation Group began to expand its product range. With the expanding product range the company was renamed in line with its core products and services to AllSafe Energy Efficient Products.

Shortly after the renaming of the business in 2005, DC Strategy, a leading franchising and strategic business consultant were engaged to develop a comprehensive model for success for the AllSafe Energy Efficient Products business. After two and a half years of research, development and planning the AllSafe Franchising model was made available for sale.

Today, AllSafe is a sizeable and growing concern. The group’s product range consists of some of Australia’s leading brands in solar power systems, solar hot water systems, heat pumps, natural lighting, ventilation systems, and a complete range of thermal and acoustic insulation products. We also compliment these products and services with an energy efficiency consultancy service which either informs or advises people on how to reduce their energy consumption.

GT: When did you decide to make it a Franchise and why? What are the benefits?

MH: It wasn’t until we started promoting the Allsafe concept as a ‘one stop energy efficient shop’ that we saw the success of it. We constantly had both homeowner and builder commenting, “It’s about time that someone came up with this idea”. It was then that we saw the potential and we decided to franchise.

The benefits of becoming an Allsafe franchisee include the support of both head office and like-minded other franchisee’s which enables you to feel that you’re not alone. You’ll have instant access to some of Australia’s leading brands at nation prices that are not readily available to the individual business owner.

The franchise royalty was set low to encourage successful trading and healthy relationships between both Franchisor and Franchisee, the royalty includes a marketing fund whereas 1% of turnover is pooled for both local and corporate marketing.

GT: What are your strengths as a franchisor? What can you offer your franchisees that make you stand out from the other franchisors?

MH: Our strengths as a Franchisor are that we have all been in the industry a long time. We have lived and breathed energy efficiency for a number of years so deem this as an extremely valuable asset for someone who wants to enter into the industry.

We offer an opportunity to people who are either already in the energy efficiency industry to compliment their existing business, or for people who want to enter this industry. We offer training in product and internal systems as well as business development skills to enhance the franchisee’s chances for success.

I know this sounds a bit corny but the relationship between franchisor and franchisee is similar to a family, that’s how we all feel: if someone is in need of a hand or advice we collectively avail ourselves. A recent example is of a recent cyclone in Mackay, we have a franchisee situated there and he was inundated with expressions of concern and offers of help if needed, but thankfully things were OK. That’s the kind of relationship we have between franchisees and franchisor.

GT: As a franchisor, what are the most important things you look for in your franchisees?

MH: We look for passion, passion for having a successful business and a passion for doing the right thing for both the customer and the environment.  

Talking to someone who is passionate about something is obvious within minutes; it’s a genuine emotion and a likeable one.

GT: What advice can you give to other green businesses that want to use a franchise model?

MH: My advice is to use a reputable franchise development team, if you have a great idea or business system be sure to optimise it’s potential when converting it to a franchise model. Another thing also is to be unique, stand out as something different that ensures genuine interest.

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