It's logical to think that an innovative service like the Leather Doctor was bound to sail into uncharted waters. It was discovered during a planning meeting that the Franchisee training program needed expansion to cover all the skill sets required to service customers completely. Leather Doctor franchisees often have to adapt and provide new solutions. As a result, we often have to evolve or create new repair processes which are not covered in the initial training programme.
The Leather Doctor Blog
The Leather Doctor Road to Success - Keeping up with the times
The Leather Doctor Road to Success - Planning and Strategy
Planning involves quarterly meetings with the CEO and all Senior Managers. External consultants representing Business Structure, Market Research, Digital Strategy and Creative Design are also engaged. All are skilled in their respective fields and their contributions have been fundamental in the planning and evolution into digital mediums. All of which contributes to the innovation, but then we needed to keep up with the evolution of media.
The Leather Doctor Road to Success - System 1
The scale of work generated via national furniture retailers now warranted some dedicated software. With this in mind, we developed “System 1” (custom job tracking software) and licensed this to the Leather Doctor franchisees. System 1 provides a valuable aid to the franchisee, allowing them to manage large volumes of work. Soon to follow were the sister companies MSI and CareCover both of which rely on the Leather Doctor Franchise system to service their repair needs.
The Leather Doctor Road to Success - The Team
My brother Dean and father Geoff were both franchisees on the Gold Coast. Geoff could see the potential and scalability of the Leather Doctor. In the 2000 they collaborated and began buying the rights from Darryl. In 2010 the Leather Doctor Franchise System was unified as The Leather Doctor Australia. Over time all 5 Reid brothers came on board. With a proven success in previous franchises I was asked to be General Manager which also covers sales and marketing.
The Leather Doctor Road to Success - The Beginning
Who’d of thought that repairing a scratch on a leather chair would turn into a multi million-dollar business. But that's what happened in 1989 when Darryl Binch offered repairs to leather, vinyl and plastic surfaces. The rest as they say “ is history”. However, in the beginning, there were no national clients, no guaranteed work and no operational or marketing systems. In those days most of the jobs came from word of mouth, home shows and brochures in letterboxes.