Moran’s Virtual Discovery Days Streamline Path to Business Ownership

To open its corporate headquarters to prospective franchisees during this unique time and streamline the path to business ownership for new entrepreneurs, Moran Family of Brands launched Virtual Discovery Days.

Like all franchisors, Moran hosts Discovery Days to give people the opportunity to learn more about the company and answer questions as they contemplate business ownership. Moran’s Discovery Days also gives the company a chance to connect with potential franchisees and make sure they share similar business values and motivations. Discovery Days generate excitement about the brand and allow the franchisor to showcase the company’s culture and values. Developing a good relationship with its franchisees is one of the hallmarks of Moran’s success.

Following the outbreak of COVID-19, Moran had to develop a new Discovery Days process for its expanding network of new franchisees. They wanted to accommodate people who were unable to travel and ensure the safety of its corporate staff. Nearly 81 percent of employed adults who are teleworking said they use video calling or online conferencing services, according to a survey conducted by Pew Research. In general, most people view these online services as a good substitute for in-person meetings, the survey revealed.

“Virtual Discovery Days allow us to provide our prospective partners with an introduction to our corporate staff and answer questions about our company,” said Pete Baldine, President of Moran Family of Brands. “Our new virtual introduction allows us to meet potential new owners in our system immediately after they are qualified, in a safe and comfortable environment.”

Here’s How It Works

The process starts with a 10-minute video featuring Ben Reist, Moran’s franchise development representative, giving a tour of the corporate office. The video includes introductions to staff members and a behind-the-scenes look at conference rooms and the studio where Moran films its training videos. The video gives franchise candidates an authentic feeling of receiving a tour of the facility while being welcomed by team members along the way. After the introductory video, Moran starts a live webinar presentation via Zoom of marketing collateral and key discussion points with franchise executives.

Moran took steps to provide an interactive and unique experience during Virtual Discovery Days. The company invested in varying video content, including animation, to engage and drive interest. It also bought new products and interactive technology to offer camera angles on live calls to give prospects a birds-eye view to make it feel like they are on site.

Virtual Discovery Days a Home Run

The company is impressed with the positive results they are seeing from new business owners and current staff in response to the new process. Virtual Discovery Days produces prospects who are more engaged and ask better questions. Potential franchisees are drawn to a culture that values the health and safety of franchisees and staff that endures during tough times by offering a meaningful experience virtually.

“We’ve been happy with our new virtual discovery day strategy,” Baldine said. “When the pandemic ends, we may continue to offer a virtual option. It’s a great format and is working well for everyone.”

Discovery Days mark the last step of Moran’s Six-Step Discovery Process that includes gathering information, program review, franchise disclosure document review, comprehensive support review and validation of the brands with other franchisees.

Prepare for Virtual Meet and Greet

Before franchise prospects attend Moran’s Virtual Discovery Days presentation, it’s important to be prepared. In addition to learning about the company, Discovery Days provides Moran with an opportunity to understand candidates’ goals and ambitions. Here are some tips to make the most out of the Discovery Days experience.

Do your paperwork. If you receive any preliminary paperwork to ensure your Discovery Days runs smoothly, make sure to fill it out in advance.

Get your questions ready. Have a written list of questions ready to go. Your Discovery Days experience should get all your questions and concerns answered so you can be confident in the company.