What do You Want to Do When you Grow Up
By Jeff Levy
It always stuck me as an interesting way to introduce a franchise business opportunity when John Campbell, CEO of the Minnesota based Dry Cleaning Station, tells an audience of ‘would be’ entrepreneurs to “raise your hand if you ever dreamed of being in the dry cleaning business while growing up.” Not one hand goes up. Would yours?
If you never thought of something before, does that mean it can not be a great opportunity for you? As a franchise coach, this question comes up frequently when clients, following their perceptions based on prior experiences, tend to walk right by good business models.
To come back to the dry cleaning story, why has Dry Cleaning Station been one of the fastest growing opportunities in Washington State, with over 15 locations in development within a year of its introduction?
In answer to this question, Mark and Mae Nagai, owners of the Dry Cleaning Station at the Crossroads Mall in Bellevue, believe it is because they cater to cost conscious, environmentally responsible clients. Mark said, “Having drop stores serviced by a central plant, our store can be located in high traffic areas without having to worry about accommodating heavy, expensive equipment.”
From an entrepreneur’s perspective, it is not so much the business, but the opportunity to approach the market differently and carving out a unique niche. Given the financial returns and the lifestyle that a DCS group of stores can provide, one might well ask, “Why didn’t I think of the dry cleaning business as a self-employment option while growing up?”
A coach will tell you that perceptions about particular businesses can become the friction holding you back from exploring possibilities. Next time someone asks you what businesses are you interested in, the best answer just might be, “With more information, I might consider any business, even dry cleaning.”