Editorial

Providing Business Solutions Across the Country and Around the World

How does Brian Spindel, the co-founder and executive vice president of PostNet International, explain his company’s success? “I think what we’ve done is to embrace technology and embrace change,” says Spindel, who has put 22 years into this business. “Being flexible and making adjustments to our business model has really allowed us to grow our business and to take advantage of a whole new customer base.”

PostNet started as a packaging/shipping and printing store catering to consumers and they began Franchising in 1993. Spindel, along with co-founder Steven Greenbaum, who is president and CEO, saw an opportunity to serve a wider audience and over the past 3-4 years they re-engineered the stores to serve to small and medium-sized business needs.

“We’ve redesigned our stores to be professional high tech centers, not only in what we offer business customers but also in the look and feel of our stores,” says Spindel. “We want to give entrepreneurs a unique experience by providing convenient, high level business solutions. If a client wants help with direct mail strategies or letterhead design, we can provide this for them. If they need digital services or want to rent computer time, we can do that, too.”

But they don’t neglect the walk-in customer who needs a document notarized or wants to ship a birthday package. “Customer service is very important to our business,” says Spindel, “and we want everyone to have a great experience at PostNet.” And unlike some similar businesses, PostNet customers can have their choice of shipping carriers, as PostNet is not partnered with a carrier like Fed Ex Kinkos or The UPS Store. “This allows our clients to choose whichever shipping method makes the best economic and business sense for them.”

With about 600 stores in 40 states and 300 international Franchise locations, PostNet has had stable growth over the years. “We plan to continue adding 70 to 100 units a year,” says Spindel. “The majority of our stores are in the Sunbelt so we see significant growth opportunities in the Midwest and Northeastern states.” Spindel says their stores are generally located in quality shopping centers and that the very efficient footprint (1,200 – 1,400 sq ft) allows for lots of services in a reasonable space.

“This is not an employee intensive business,” adds Spindel. “Our franchisees are hands-on and need only another 1-2 employees when they open.” An additional benefit is the hours worked by a franchisee. The stores are open from 5 ½ to 6 days a week and during normal business hours. “This is a clean business,” says Spindel, “with little inventory needed. Our franchisees work with business professionals and consumers – all for whom the local PostNet store is a helpful resource.”

Prior experience in the business is not a requirement of a potential franchisee, although Spindel says they can claim both former executives and drivers of major transportation companies among their franchisees. What is important is that the person be motivated to succeed, have a winning, customer-focused personality, and that they embrace technology. Flexibility is also important, Spindel adds, because the business will continue to evolve as customers’ needs change. “We’re looking for someone who is prepared to become an anchor in the community with respect to the residential/consumer population. But that person also has to be comfortable going to business networking groups and chamber of commerce events. Our ideal franchisee will be meeting other business people and helping those people achieve more in their business by providing these support services.”

PostNet also offers Area Development opportunities for those with higher level goals. This is an excellent opportunity to help others get into business, suggests Spindel, while you develop an entire territory by adding 20, 30 or 40 stores.

Because of the number of services provided by the franchisee, training is done at many levels. First, there is a two-week classroom training program at the PostNet headquarters in Denver. Next, a franchisee will have in-house support the first week of operation. About 45 to 60 days after opening, PostNet provides follow-up and advanced training on site. As Spindel says, “Learning is a process, not an event.” They also offer web tools, regional meetings and national conventions to enhance franchisee learning and the exchange of ideas.

One of the unique strategies PostNet provides to franchisees is the Managed Marketing Program. For a fee of $7500, PostNet manages the new franchisee’s marketing for the first year. This has many advantages for the franchisee. “First of all,” says Spindel, “this allows the franchisee to focus on the many other aspects of learning and running their new business. A new franchisee can’t do everything right away and it is often advertising that gets neglected. Secondly, it avoids the scattershot method so many new franchisees employ, where they try a little of this type of advertising and a little of that, without any follow-through or consistency.

“The Managed Marketing Program has been very successful,” says Spindel, “because our marketing department can provide the type of advertising we know works and we do it professionally and with the repetition and consistency that attracts customers. An additional advantage is that it helps the franchisee establish good advertising habits for the future.”

Spindel credits the culture of PostNet for the company’s success. “We are very big on encouraging participation and involvement amount our franchisees, and when you have 600 experienced franchisees to go to for suggestions, you get a lot of help and information. We also encourage the use of message boards and chat rooms so that ideas can be exchanged and relationships built among the franchisees. Every department at PostNet is focused on what would be best for the company. This is what helps us to be a better organization.”