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Jump Into The 21 Jump Street Brand

Entrepreneur spoke to 21 Jump Street founders Justin and Linda Williams about the brand.

GG van Rooyen

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Vital Stats

  • Company: 21 Jump Street
  • Players: Justin and Linda Williams
  • Established: 2015
  • Visit: 21jumpstreet.co.za

How did the brand come about?

Justin: We actually have another company called Play Outdoor, through which we import and distribute large play sets. As we were travelling overseas and looking for products to import, we came across great trampoline equipment.

Knowing that trampoline parks were growing in popularity both locally and internationally, we took the opportunity to start importing this equipment and set up a park.

Related: Make Krispy Kreme Happen

How would you describe 21 Jump Street?

Linda: 21 Jump Street is a trampoline park with a difference. While coming up with the concept, we realised that a lot of parks were located in semi-industrial areas where large amounts of space were available. This meant that they were largely destination operations. People could go there and jump, but not do much else.

We wanted to create a trampoline park that was part of a larger experience. So we decided to create 21 Jump Street at the Mall of the South. By being located at a mall, people could combine a visit to the trampoline park with other activities, and parents could drop off their kids while they went shopping.

What has the reception been like?

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Justin: It has been absolutely fantastic — it has far exceeded our expectations. We’ve been operating for about a year now, and the park is incredibly busy, especially on weekends.

People love the fact that we have created a safe environment where kids can enjoy themselves while their parents are off shopping.

We have trained staff on hand to keep an eye on them, and access is tightly controlled, so there’s no chance of kids sauntering off.

How did the decision come about to franchise the business?

Linda: Thanks to the success of the Mall of the South trampoline park, we realised that this was a business that could be rolled out across the country. Malls from all over South Africa started calling us, wanting to find out if we would be interested in setting up a 21 Jump Street.

We’ve already secured two locations — one in Balito and one in Table Bay Mall. These will both open in 2017, and will be sold to franchisees. Apart from these we will start looking at other areas that could potentially work. 

What sort of locations are you looking for?

Justin: We’ve identified a few locations, like the ones in Balito and Table Bay Mall, but we’re also open to locations suggested by prospective franchisees. For the most part, we’re looking for busy shopping locations with a fairly high LSM.

Related: The Perils Of The Franchise Agreement

What sort of space is needed to set up a 21 Jump Street?

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Linda: You need a fairly large space, though the exact size is up to the franchisee. I wouldn’t go for a space that’s less than 500m2, though you probably want one closer to 1 000m2. You also need to keep the height of the space in mind. It needs to be 5,5m2 at a minimum, and seven metres is ideal.

In terms of operation, what does the set-up need to look like?

Justin: Well, there are the trampolines, and the number will depend on the size of the operation. Then you would also need restrooms and a snack shop, since kids need to be able to buy a snack or go to the bathroom without having to leave the park.

You’d also need to have around 20 employees on a shift basis. We highly recommend a party room where kids’ parties can be hosted in private. This is very popular with customers and is booked months in advance.

What sort of franchisees are you looking for?

Linda: We’re looking for fun and energetic franchisees who enjoy working with people. We don’t have any specific background in mind, though it’s always helpful to have some business experience.

Franchisees also need to be willing to work hard, especially during the first few months. Hours can be long and people need to be prepared for that.

What support will you provide franchisees?

21-Jump-Street-customers

Justin: We’re willing to help with whatever’s needed. We can help with site selection, design and installation. We’ll also offer thorough training before and after opening. We really aim to support franchisees and help them find their feet. We’re also busy with a heavy marketing push that’s aimed at raising brand awareness.

Thanks to Play Outdoor and the fact that we import equipment ourselves, we can ensure that quality is up to scratch. We can also keep an eye on international trends and ensure that the brand is always at the forefront of innovation. We aim to help franchisees keep their businesses innovative and trendy at all times. We’ll make sure that 21 Jump Street evolves as necessary.

Related: Is It A Good Time To Invest In A Franchise Right Now?

Overview

Company 21 Jump Street
Nature of franchise Entertainment
Established 2015

Investment

Total investment R2,5 – 4,5 million
Deposit R100 000
Royalty 7%

Hot spots

National

Contact details

Contact person Justin Williams
Email Justin@21jumpstreet.co.za
Visit www.21jumpstreet.co.za
Call +27 (0)83 677 2844

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Franchisors

Make Your Business A Good Neighbour

Take your business from invisible and struggling to a thriving neighbourhood landmark.

Richard Mukheibir

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Is your business invisible to your customers? You may have fewer customers than you would like because your business does not seem relevant to those in your neighbourhood. This is an even bigger mistake than not being able to reach beyond your direct trading area.

To appeal to people – customers – you should also present your business as a group of people who help other people. This can be helping supply them with goods they need to buy, helping provide them with loans or simply being a reassuring and consistent presence in your neighbourhood.

As our Local Area Marketing Manager, Juan Botha, tells Cash Converters’ franchisees, this is about blending and fitting in like a neighbour. It is about give and take. And all of that adds up to community engagement.

Related: Effective Ways To Bring Customers To Your Door

Here are six of his top tips:

  1. Introduce the family: Cultivate a friendly, welcoming atmosphere in your shop or office. Introduce new staff to regular customers. Make sure that new customers can get to know staff through your in-store welcome boards and name badges.
  2. Find your partners: Identify the gatekeepers in your community and create partnerships with them. Think about approaching sports clubs, schools, church groups, sewing circles and book clubs.
  3. Snatch some selfies: If you have local celebrities as customers, take a selfie and post it on your social media: “Guess who came to say hello today . . .” Build relationships with local heroes and you will be able to call on them to host your in-house fun day or charity drive.
  4. Give back to business: Be involved in local business chambers and groupings as more than a participant. Show you are a good business neighbour by facilitating speed networking, hosting a speaker or sponsoring a sound system or catering for the next meeting.
  5. Adopt a cause: Identify a local charity and rally support for it.
  6. Help the community: Launch or participate in a community project – anything from an area clean-up or helping repaint school classrooms to planting trees or a community vegetable garden.

Building relationships helps you build your business’s reputation. That is because you can make people start to feel a certain way about your business and influence them positively towards you. Then, when they need something that you supply, you will be top of mind.

That neighbourhood warmth creates a sense of ownership. These prospective customers will already know how you can benefit their lives and so are more likely to become your regular customers.

They will be acting on the fact that people remember you for the experience you give them. As top American writer Maya Angelou said, their memories will be shaped by how you make them feel – not how or what you make them think. Relationships may be intangible but they can bring real value to your business.

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Franchisors

Why Your Franchise Should Adopt A Shared Value Business Model

Stay ahead of the curve in an evolving business environment and unlock business growth by addressing social issues.

Diana Albertyn

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Have you heard the term ‘profit with purpose’ in your business ownership circles, but not sure how exactly it could be applied to your franchise? As a franchisor, entrenching this model into your core business strategy could see your current growth potential multiply – along with the communities that play a role in your business’ success.

“By leveraging resources, market access, scale and their capacity for innovation, businesses can advance and accelerate development while generating commercial returns.”– Serial entrepreneur Cindy Langeveld.

Considered the key to profit and progress, the shared value business model enables your franchise to go beyond just ticking the CSR box. Here’s why and how your franchise can start establishing partnerships for business growth:

Indicates your business has a conscience

Not only is a profit-first business approach is no longer viable for long-term business growth, the role of the consumer is becoming more prominent – and they are leaning towards buying from corporations that demonstrate conscientious business practices. Donating blankets to a charity is good, but how are you impacting those involved in the value chain that sustains your business?

Related: 3 Crucial Considerations For New Multi-unit Franchisees

Chicken franchise chain Nando’s, for example, creates shared value for the key players in the success of their brand – the small farmers in Southern Africa who farm their unique African Bird’s Eye Chillies used in the PERi-PERi flavour.

This farming initiative was started ten years ago in Mozambique with just six small farms. Today it includes 1400 farmers and produces in excess of 360 tonnes of chilli across Southern Africa.

Ensures your profit creates progress

nandos-peri-peri-farming-initiativeWhile implementing shared value business models helps consumers see your business in a better light, it’s important for the initiatives that stem from it have a visible, positive and measurable impact on the communities concerned.

“I’ll never forget my first impact assessment. I sat with one of our farmers and a translator who told me about the impact growing chilli crops for Nando’s was having on his life and his community” recalls Sam Hirst, Nando’s PERi-PERi Farming Initiative Manager.

Nando’s has grown and sustained its network of farmers through learning and improving on the process, despite the challenges involved. Empowering the small farmer has required unprecedented effort and working very closely with farmers every day and every step of the way to overcome challenges such as generating working capital to set up the infrastructure the farmers needed, managing unpredictable weather conditions, and high transactional costs.

Related: Why Your Franchise Brand Should Be Culturally Relevant

Creates sustainable partnerships

The purpose of implementing a shared value business model is so make a sustainable difference in both your business’ growth and that of the communities involved in your supply chain. For Nando’s the motivation was the potential impact the chilli farming could have in its communities.

The franchise has consequently invested in providing these farmers with the tools and skills for sustainable farming. Investing in technologies and various new processes has enabled Nando’s to secure prices and contracts directly with the farmers, avoiding potential negative economic impact on the farmers’ financial security.

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Franchisors

3 Employment Best Practices To Apply In Your Franchise

Brand new to franchising? As a first-time franchisee, you may need some guidance on managing your recruitment processes within your business.

Diana Albertyn

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You’ve just hired your first few employees. Congratulations. As an owner-operator who is also new to business ownership, navigating the human resources aspect of your franchise may be daunting, especially when growth is imminent. Your franchisor offers support, but may not want to play a huge role in recruiting and managing your staff.

“Employee management and HR compliance is a tricky topic, especially with the relationship between franchisors and franchisees. Depending on what HR support the franchisor can and cannot provide, the franchisee may be on their own in this all-important area.” – Dean Haller, President and founder of HRSentry

This, however, doesn’t mean you’ll have to blindly search your way through human resources practices, hoping you’ll eventually get it right. Invest a little time into learning the basics, and you’ll make the best decisions until you can afford to hire an HR specialist – and pick up some expertise along the way.

1. Equip newcomers with the tools for success

Consider the type of information, tools and training your new recruits may need to function productively in their new work environment – and ensure they get it. “Studies indicate that most new employees decide whether to stay or leave a company within the first six months, so be sure to be welcoming early on to help them feel part of your team,” advises Haller.

Related: Why Your Franchise Brand Should Be Culturally Relevant

“If you’re thoughtful of your employees’ new experience, they will become more productive and engaged, and thus, more likely to stay.”

Remember the first time you went through the manuals while familiarising yourself with the franchise concept? A new employees’ experience is similar as they have to take in a lot of new information while acquainting themselves with their new workspace, colleagues and systems. Make the on-boarding easier, by reasonably introducing each aspect during orientation and training.

2. Remain stern on performance standards

Once both parties are satisfied with the training and support offered, new staff should be made aware of expectations and receive continuous and constructive feedback on their performance based on these.

Should employees fail to meet their KPIs, it’s important you’re able to identify if your best efforts have failed and whether termination is an option. “Don’t procrastinate. Make sure all performance-related reasons are documented clearly,” says Haller. “Treat the person with dignity and respect –not only because it’s the right thing to do, but because it’s good business practice and can help you avoid any potential legal action against your business in the future.”

You can avoid this situation early on by hiring employees whose CVs not only meet your business’ operational needs, your company culture too.

Related: As Consumers’ Tastes Change Can Your Franchise Keep Up?

3. Acknowledge and reward hard work

During key periods of business growth, it’s easy to overlook good performance. And even when you acknowledge your best employees, sometimes money in the bank isn’t as meaningful as creative tokens of appreciation.

“Get creative,” says Haller. “Provide flexible work schedules, interesting assignments, or a gift certificate to a great restaurant or spa. Be mindful that it’s costly to replace a good employee, so reward your employees with some kind of benefits if you can,” he adds.

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