How to Build a Franchise Look-Alike

When a planner and a doer work together, impressive things can happen.

Fawn Rechkemmer, owner of Itty Bitty City, knows from experience. She and her husband opened Itty Bitty City children’s play center about six weeks ago, and one of the most common questions from patrons is “This is a franchise, right?”

Nope. But to Fawn Rechkemmer, it’s a big compliment.

“It means that we look put together, that it’s not just something that somebody tossed together,” she said.

In taking the idea from concept to brick and mortar, Rechkemmer wasn’t looking for the franchise compliment. But she’s not alone around town in getting it. Mike Jalili of Black Sheep Burgers and Shakes, hears similar comments from many of the restaurant’s customers.

How are these small businesses pulling it off? A lot of research and a lot of delegation, they say.

“We didn’t have my brother’s cousin do our logo because he likes to draw,” she said. “We identified experts in the field to do those things for us.”

Fawn and Craig Rechkemmer decided to start Itty Bitty City only about 11 months ago, but a divide-and-conquer-attitude made the thousands of hours of research and planning go by fast.

“We make a good team, but we don’t necessarily work together,” she said. “We divide and conquer and help each other where needed.”

Though Craig continues to manage his Little Grins Dental business, he was able to manage a lot of the finances, help in the planning process and contribute a handmade train table to Itty Bitty City. With two degrees in technical writing and technical communication, Fawn wrote the business plan.

She said hiring other professionals to perform their expertise was key in turning an average small business into a franchise look-alike. The Rechkemmers hired Demi Creative LLC for branding and website design for Itty Bitty City, and she’s found it’s paid off.

“We get a lot of business from people who are driving by and see our sign,” she said. “So we invested a lot in a logo that looks nice and that is eye catching.”

With its whimsical pastel city painted into the words of the logo, Itty Bitty City is represented well. Rechkemmer declined to disclose how much the couple invested in the business.

Dan Spencer, owner of Demi Creative, said making sure the brand is cohesive and coming at it with an open mind is key.

“Lots of business owners drink their own Kool-Aid,” Spencer said. “They have a hard time being self-critical, but you need an outsider’s perspective to get in the weeds and see what your brand is and how to move it forward.”

Spencer understands it can be hard for a business owner to let a creative professional like himself take over. When a business calls on him for help, Spencer suggests they come with a firm understanding of the business’ goals.

“I ask a lot of questions. It’s a long process,” he said. “It’s never one and done.”

Another huge factor for Rechkemmer and Jalili is their own past experiences in opening businesses. Jalili opened Touch and Flame restaurants prior to Black Sheep, and Rechkemmer helped her husband start Little Grins Dental about three years ago. 

Jalili hired a graphic designer for branding and website design, but much of the work for Black Sheep came from his experience opening two other restaurants.

“You have to do your homework,” Jalili said. “A lot of the experience of the past restaurants and the good people who helped put it together contributed to the success.”

Rechkemmer said her experience with Little Grins provided an understanding of the research required to build a business. She knew what she was getting herself into.

“She thought the process through and planned everything well,” Spencer said. “For someone to do that from the ground up, makes it look like a franchise. She did her research and did it the right way.”

In addition to Demi Creative, Rechkemmer contracted with local artist Sherri Davis for mural work throughout the play center and Nicholas Tarr Designs for fabrication of life-size trees inside. OakStar Bank granted the loan for startup, she said.

While they get the franchise question often, neither Rechkemmer nor Jalili are talking about turning their concepts into franchises for sale.

“A franchise is a different animal,” Jalili said. “I really want to make sure we have it down properly before we consider that.”

[[In-content Ad]]