What is Local Local and what is the Franchise?
Look Local founder Matt Shaw explains...
“It was in 1999 that the idea first hit me, I had been considering
several business ideas as I had wanted to run my own company for
some time. The thought of controlling my own future and making
profits for myself rather than others really appealed to me. Having
been at the forefront of sales for several years I was considering
business possibilities in marketing when I began to think about
advertising options available to local businesses at that time." |
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"If
you wanted to advertise your product or services locally, who
did you turn to? The local newspapers were great to browse
through but they were not something you would ever keep
to hand. An option to place a card in the local Newsagents
window was all well and good but only a limited number
of people stopped to look at it”.
Matt considered the idea of creating a local business directory where local traders could reach their local
community effectively. A magazine dedicated to supporting local
businesses, helping them advertise their products or services locally, and
something that people in local communities would find useful. A business directory
designed solely for the purpose of reaching its intended market.
Matt then set about creating the new medium for local traders to reach their local community. One that
would not be thrown out at the end of each week, as happens with newspapers and one that left a
good impression with the potential customer.
“I knew it was a great idea immediately and looking back although it must have taken an amount
of nerve and energy to get going, just look at what we have achieved to date! In addition to my
own belief, the enthusiasm with which local businesses greeted my idea only served to fuel my
excitement further and what has followed has been quite amazing."
Our original Look Local now produces books in 14 local communities each month and it has become
a truly thriving business.
To answer the first part of the question though, in its simplest form Look Local is a local business
directory through which we offer local businesses the opportunity to reach their local market with
accuracy. We publish every month and we do it very effectively.
For many reasons our customer’s customers prefer Look Local to its competitors and we realise that’s
where our system is a real winner, so we are very happy to stick to our tried and tested formula.
The feed back is continually inspiring and so long as it continues we will remain as a local business
directory serving the local community.
The system really works and although we could operate Look Local differently, adopting a different
approach, the fact is when you have a successful formula you don’t change it?
It never ceases to please or amaze us with the comments we receive, even if people don’t know us
they all know that little yellow book that sits under the telephone!
However, just publishing a local business directory has not been enough to satisfy customer
requirements and we are rapidly expanding to meet customer demand”.
Following that original Look Local success Matt realised the explosive potential of the Look Local
system. Understanding its value to all kinds of businesses he decided to take Look Local to communities
around the country and to answer the second part of the question that is exactly what the Franchise is,
a complete copy of our successful system!
From attracting customers to distributing the Look Local books, the Franchise will replicate the original
Look Local business around the country, in fact the only difference will be the territory in which you
operate.
“We know the massive potential of Look Local and we understand that the single most important
factor for our future success is the way we set up our Franchise operations. We are approached by
many customers who really appreciate Look Local but just want more. They want us to reach other
communities, promoting their products or services with our successful system and we will give
them what they want through Look Local as a National Brand.”
“We have been talking to several large organisations that want the ability to reach local
communities around the country and they see Look Local as the vehicle to do just that. One
established organisation that can reach any targeted market their organisation requires”
Therein lies the importance of our Look Local Franchisees, together we will build a Look Local National
Brand that will meet the needs of this huge potential market.
“We see tremendous opportunities in the larger market where we can produce business centrally
through our National Accounts for our Franchisees that will supplement their own local efforts.
We know the market exists and we aim to capitalise on it. Our Franchises are the key to our
future success and we want to support their growth that will underpin our exciting future plans
for Look Local”
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