What-Franchise-Issue-20.3

JENNI MORGAN Franchisee for ActionCOACH, Wakefield My path to becoming an ActionCOACH franchisee was anything but straightforward. In my third year studying engineering at Imperial College, I took a placement with a petrochemical company, convinced engineering was my future. But after three months, I realised I needed to work with people rather than sit behind a desk. After graduating, I joined Mars Incorporated’s Graduate Scheme, but what started as a structured programme turned into years of jumping between projects, gaining experience across multiple departments. I eventually spent five years leading the marketing team – an unexpected direction, but one where I thrived. So, when a company restructure led to my departure, I left with a wealth of experience that would shape my next steps. I considered a career in education, thinking teaching maths might be the right move. But after a work placement, I realised classroommanagement wasn’t for me. Around the same time, a former colleague approached me about a consulting project. I was hesitant at first, but what started as a short- term project turned into 12–18 months of contract work, restructuring their marketing department. After relocating north with my family, I joined an SME as head of marketing. Over 18 months, I gained valuable insight into the unique challenges SMEs face. Although the company wasn’t the right fit for me, the experience proved invaluable. With 20 years of coaching experience, an MBA, and NLP training, I took time to reflect on my next steps. I had been on a franchise mailing list since my time at Mars, and one day, I happened to open an email about ActionCOACH. It instantly resonated with me and I thought, “This is the opportunity I’ve been looking for!” After meeting Ian and Julie from ActionCOACH, I saw the potential to build and expand my own business. In September 2018, I purchased the Wakefield territory.Within a year, I was offered a resale opportunity in a neighbouring area.With ActionCOACH’s support, my business was growing. When I launched in October 2018, I got up and running faster than most. Some of it was luck, but much of it came down to sheer determination. The luck? A former colleague heard what I was doing and asked, “Can you do this for me?” I said yes and figured out how to deliver using the ActionCOACHmaterials. This gave me a head start before I even had to pay the franchise royalty, which doesn’t kick in for six months. With minimal expenses, I reinvested everything back into marketing. My strategy was simple: start selling immediately and figure out the details as I went. I didn’t let the fear of not knowing everything hold me back – I trusted that I could tap into the ActionCOACH system and find the right materials when needed. I walked miles, knocking on doors, meeting business owners, and inviting them to my launch event. I also attended every networking event I could find. My sales approach wasn’t perfect at first, but every conversation helped me improve and refine my pitch. ActionCOACH supported me every step of the way, and JamesVincent, their Performance Director, even came to speak at my launch event. That event was a turning point: some of the attendees are still my clients today. Within a few months, I was technically profitable – not with a fully-fledged business, but with enough cash flow to sustain growth. By December, I had enough turnover to hire someone part-time. One of the biggest lessons I’ve learned is the importance of hiring the right people, those with the skills, the drive, and the right cultural fit for both ActionCOACH and me. Over the years, we’ve brought in various teammembers, and about three years ago, we hired Alex as our second coach. If all goes to plan, we’ll be adding a third coach this year. In the coming weeks, we’re launching in a new area, focusing on telemarketing and digital marketing to reach new businesses in Bradford and beyond. My long-term vision is to expand to four territories, achieving the scale, turnover, and profitability needed for sustained success. “My long- term vision is to expand to four territories, with the turnover, scale and profitability needed for sustained success” Jenni Morgan helps business owners achieve sustainable growth by combining the proven ActionCOACH method along with her extensive corporate experience, coaching expertise, and hands-on approach to problem- solving. Since launching ActionCOACHWakefield in 2018, Jenni has rapidly expanded her business, team and territory, while guiding Yorkshire businesses to improve their strategies, profitability, and long-term success prospects. 58 WHAT FRANCHISE Issue 20.3