Franchising Today - Summer 2016 - 75
ing to us," Cassara says. "They go
through the application process, and
review elements such as their financials, ownership, employees and customer feedback. We then go through
an organizational review within the
contractors we have in their region to
see if they are DKI-worthy."
Extensive screening ensures that
only the best qualify for inclusion.
"We are the hardest organization to
join in our industry," Cassara says.
"In the property restoration sector,
we are seen as the best because of our
Once franchisees pass muster, they
are given access to resources such as
marketing and sales support, and they
have the ability to network with other
contractors in the network. DKI also
holds annual events - such as marketing and business development summits, annual conferences and trade
shows - that allow owners to get to-
DKI is divided into six regions in the
United States, and each region has a team
that works to ensure ongoing training.
gether to look for ways to strengthen
"As an independent, they are competing with larger companies and
don't have access to the kinds of re-
sources we can provide," Cassara
says. "They can take advantage of our
best practices. We survey them on efficiency and profitability, and we use
that data to help them improve."
Throughout most of its history,
DKI's franchisees have been able to
provide the complete array of restoration services to customers. Cassara
says there are also now contractors
who provide a selection of services.
The bar for entry into DKI remains
high for all franchisees, no matter the
scope of their services.
"At one point, all of our contractors
did everything, and most of the franchisees in our network still provide
the full level of service," Cassara says.
"But that has evolved, as in some markets like Arizona and Seattle we have
some that do not. In those markets, if
a company is looking to join us and has
the right qualifications but only has
some of the service pieces, they must
be able to get access to the other parts
of the business. They must have relationships with other DKI members or