Jim Penman describes how Jim's Group expanded beyond mowing by testing new divisions. The team initially tried a separate brand (Sunlite) for cleaning but reverted to the Jim’s name after a franchisee suggested Jim’s Cleaning and it proved successful; afterwards the group launched many more divisions (examples: Dogwash ~250 franchisees, Handyman), ultimately growing to over 40 divisions.
And how did. And how. And when did you branch into the other services beyond Jim's Mowing happened? We had a good franchising system that worked for mowing, and we thought the same kind of system would work for other divisions like cleaning. Same structure, the same fee system and so forth. But we thought the Jim's Mowing would be. That's. That's a man. You know, it's a guy with the beard and the hat. That's my gardening hat that I'm wearing. So I thought that. That. That's not really going to work for cleaning. So we decided to use a different name, which was Sunlight S u n L I T E. And we did a little logo with sprays and stuff and tried it, sold a couple of franchises, couldn't find the work, eventually getting the money back. And then somebody came to me and said, what about Jim's Cleaning? And I said, well, no, that's obviously. That's the gardening image. What if it's a woman? You wouldn't want to have a guy with a beard and a hat wear that logo. And he said, I think it'll work. And I said, well, I don't think so. And he said, well, I'll give it a try. I'll go in with you. So we gave it a try and it worked. The actual name somehow went from mowing to cleaning, and people recognized the brand and they liked it. So after that, we started other ones, like Dogwash, which has now got about 250 franchisees. We tried Handyman and a whole lot of other divisions. Eventually more than 40.
Rising mental illness and falling birth rates have the same cause, it is this.....
