This Franchise’s Publicist Liked the Firm So A lot, She Turned a Franchisee

After years representing franchises, Ellie Lamonaca fell onerous and quick for Conserva Irrigation.

March
14, 2019

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March 2019
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Ellie Lamonaca first entered the franchise world as a publicist, whose job was to assist a franchise get media consideration. However six years into her profession, a brand new consumer captured her consideration in a really completely different method. It was Conserva Irrigation, a sprinkler-system inspection and companies firm that helps householders and business properties lower down on water waste and payments. As a resident of South Florida, Lamonaca instantly understood the worth of its enterprise mannequin — and noticed alternative. She texted her husband, Juan, and recommended they grow to be Conserva franchisees, and in April 2017, the newlyweds opened their first territory, in Fort Lauderdale. They’ve since grown into two territories and are eyeing a 3rd, and so they’ve discovered the worth of investing in a robust group, taking the time to grasp an business, and placing within the onerous work.

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Ellie, you spent years doing PR for franchises. What about Conserva Irrigation made you wish to change careers? 

Ellie: Once we’d get a brand new consumer at [PR agency] Fish Consulting, we’d go to their headquarters for an enormous, immersive onboarding assembly. I’d carried out this a thousand occasions with manufacturers. Midway by means of our Conserva orientation, I began texting my husband as a result of I used to be intrigued by the idea and knew we might do that.

Juan: Ellie had by no means beforehand pitched me on an idea. However we talked for hours after her assembly with Conserva. I work in development, and we personal our personal firm, and I’ve at all times recognized irrigation to be the underside of the totem pole; it’s the place contractors lower corners to remain on finances. So as soon as I understood the idea — to not point out the professionalism, the branding, the coaching — I used to be in. 

Picture Credit score: Jon Norris

Did you are feeling hyper-prepared to take this on, or was there nonetheless a studying curve? 

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Ellie: I felt like I had a little bit of a leg up — I had spent nearly a yr pitching the corporate to the media — however it doesn’t matter what, once you grow to be a franchisee, chances are high you’re not an knowledgeable within the business, so after all there was a studying curve. 

Juan: Once we first opened, Ellie saved her day job, I saved my day job, and we have been operating our Conserva firm at night time and on the weekends. We shortly realized that as a way to scale and meet the wants of our neighborhood, we needed to rent a technician. Now we’ve got three on our group.

Has hiring been a problem? 

Ellie: It was one in all our largest classes. Within the service business, your staff should not simply part of your small business; they’re your small business. We couldn’t have a group that wished to clock in and gather their paychecks. We wanted individuals who have been invested within the success of this enterprise. As soon as we discovered them, we needed to contain them and incentivize them. We shortly carried out bonus alternatives to maintain our group motivated. Different Conserva franchisees gave us nice recommendation: When you recruit one good individual, deal with them nicely and so they’ll recruit their friends and folks they’ve labored with up to now—and that’s occurred! We take a number of pleasure in that. 

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You’re each millennials. How has being younger enterprise house owners influenced the best way you use your franchise? 

Juan: We fall into the stereotype of the hardworking millennials. We work day and night time; we’re not 9-to-5. If a buyer calls us at midnight, we decide up. And we’re hiring a number of friends who additionally relate to that work ethic. Plus, we’re on the market with our staff — we don’t sit in our workplace. I let our guys deal with the conditions, however I’m on the market with them within the discipline, and I believe that earns us some respect. They’re not laborers — all of us work as a group. 

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