Franchising Today - Fall 2016 - 80

MATTRESS DEPOT USA

tress Depot has closely examined the
success it has had at company stores.
"What we have done is put those lessons into the resources we provide to
franchisees so people know what kind of
people they need to sell at their stores,"
Smith says.
Other challenges Mattress Depot has
faced have included making sure franchisees understand its operating processes. That is why the biggest support
that Mattress Depot provides to franchisees is in the initial phases of setting
up operations.
It helps franchisees find the right locations to make sure they are in the right
area to reach the target customers, and
to be sure they have the right kind of
storefront. Mattress Depot also provides process manuals and gives franchi-

80

franchising-today.com

FALL 2016

sees a fair amount of autonomy around
product purchasing.
"We have our main staple of brands
and models they should carry, but they
have a little freedom to choose based
on market demographics and what
sells well in their individual market,"
Smith says. "All of the focus is on business processes and the customer experience. They need to have the right
salespeople and offer the right buying
experience so they are different than
the competition."

OppOrtunity AbOunds
As the company has ventured into franchising, it has homed in on specific areas. It felt its first franchise location
should be in Washington so it could
benefit from existing branding and
advertising initiatives. The company
didn't have a presence in Bellingham
near the Canadian border, and it found
the right partner with an extensive retail sales background.
"This was three years ago when then
retail market had a lot of excellent avail-

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Table of Contents for the Digital Edition of Franchising Today - Fall 2016

Contents
Franchising Today - Fall 2016 - Cover1
Franchising Today - Fall 2016 - Cover2
Franchising Today - Fall 2016 - 1
Franchising Today - Fall 2016 - Contents
Franchising Today - Fall 2016 - 3
Franchising Today - Fall 2016 - 4
Franchising Today - Fall 2016 - 5
Franchising Today - Fall 2016 - 6
Franchising Today - Fall 2016 - 7
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Franchising Today - Fall 2016 - Cover3
Franchising Today - Fall 2016 - Cover4
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