| With hundreds of new franchise concepts being | | | | EQUIPRO - If Santa Monica and The Counter just |
| started every year, it is nearly impossible to keep | | | | seem too trendy and hip, this light equipment |
| track of the freshest ideas. Here is an update of | | | | repair franchise from Wisconsin surely won't. |
| two new franchises and how they have fared in | | | | EQUIPRO, a subsidiary of Wacker Corporation |
| their first several months of franchising. | | | | began providing repair service to the light |
| The Counter - No, this isn't just another fast food | | | | construction equipment industry in 2003. At the |
| hamburger joint. Besides serving hamburgers, The | | | | same time that the light equipment market is |
| Counter has as much in common with your local | | | | growing at nearly ten percent per year, many |
| McDonalds or Wendy's as the World Cup has to | | | | large equipment dealers have been cutting back |
| do with your child's weekend soccer game. First | | | | on service support. In response to these trends, |
| opened in Santa Monica in 2003, this trendy | | | | EQUIPRO began to build out its network of |
| update to the classic burger joint serves its | | | | service centers. |
| burgers with any combination of 10 cheeses, 26 | | | | EQUIPRO focuses on providing service for the |
| toppings, and 17 sauces. So, go ahead and order | | | | following manufacturers: ICS, MI-T-M, MK |
| that Danish Bleu Cheese Burger topped with dried | | | | Diamond, Sullair, and Wacker. The franchises are |
| cranberries and a ginger soy glaze you always | | | | also full-service dealers for Honda, Briggs & |
| wanted. | | | | Stratton, Robin/Subaru, Wacker and Kohler |
| Since 2003, The Counter has received the type | | | | engines. |
| of press that most companies can only dream | | | | For each franchise, the company hires a Metro |
| about. After being listed as one of the top 20 | | | | Service Specialist (MSS). The MSS is an employee |
| burgers in the country by GQ, the holy grail of | | | | of EQUIPRO, Inc. hired on behalf of the franchisee |
| endorsers, The Oprah Winfrey Show, named it | | | | to develop service sales and act as a liaison for |
| the "Best Burger in the USA." (An aside on the | | | | EQUIPRO's OEM partners in the local market. The |
| power of the O-nod, sales jumped from $44,000 | | | | responsibilities of the MSS include effectively calling |
| mo to $245,000/mo after the endorsement) | | | | on contractor offices and jobsites, equipment and |
| With all of this success, The Counter did the only | | | | rental dealers, as well as national accounts to |
| logical next step and began selling franchises in | | | | promote solutions for equipment repair and parts. |
| early 2006 with a $40,000 franchise fee and 6% | | | | In addition, EQUIPRO provides professional training |
| royalty. | | | | on business operations and technical details both in |
| So how is it going? The company has already | | | | the classroom and on-site. |
| inked agreements for 60 restaurants in California | | | | Franchising since June 2005, new franchisees can |
| alone. Next up is expansion into Florida, New York, | | | | expect to invest between $145,000 and |
| Arizona and Nevada followed by the rest of the | | | | $350,000. EQUIPRO has opened 12 service |
| country. With long range projections of only 400 | | | | centers and plans on opening 33 units by the end |
| to 600 units, The Counter is well on its way to | | | | of 2006 and 150 in the next seven years. |
| franchising stardom. | | | | |