Colette Bell of Ace Handyman Services: Five Things You Need to Know to Successfully Franchise Your Business

An Interview With Teri Gault

Know your business. Not only how it works today where you are, but where you are taking it and how to make adjustments to keep franchisees successful but still true to the brand. For example, many businesses had to pivot almost overnight with the 2020 pandemic. For our handyman business, craftsmen wore masks and gloves into the homes, and we changed our Standard Operating Procedures so that customers did not have to touch or sign our electronic invoices to limit contact as much as possible.

The world of franchising offers a unique blend of entrepreneurship and established business models. However, navigating the franchise landscape can be daunting, especially for those embarking on this journey for the first time. There are lessons to be learned, pitfalls to avoid, and success stories to be inspired by. As part of this series, we had the pleasure of interviewing Colette Bell.

Colette Bell is the VP of Franchise Development at Ace Handyman Services, a nationwide home repair franchise. She co-founded Handyman Matters with her husband, Andy Bell, in 1998, eventually developing it into a franchise model in 2001. Ace Hardware acquired and rebranded the business as Ace Handyman Services in September 2019. The business now operates in 393 territories across 47 states. Colette holds a B.A. in Communication from Colorado State University.

Thank you so much for joining us in this interview series. Before we dive into our discussion about succession, our readers would love to “get to know you” a bit better. Can you share with us the backstory about what brought you to your specific career path?

In 1997, my husband and I founded a successful handyman business in our basement in Denver, eventually expanding to six locations. Recognizing the strength of our model but lacking the means to grow corporately, we decided to invest in the franchise model. Although I began my career teaching high school and never envisioned a future in franchising or the handyman industry, here I am, 26 years later!

Can you share the most interesting story that happened to you since you started your career?

I love sharing the story of a franchisee who joined Ace Handyman Services after leaving his corporate career. After ten years running the franchise, his daughter, then in college pursuing a marketing degree, took over the operation–transforming it into a generational business! His daughter went on to hire an employee who later became her husband, and together they had a son.

Can you please give us your favorite “Life Lesson Quote”? Do you have a story about how that was relevant in your life?

My favorite life lesson quote came from my speech and debate coach back in high school. He drilled into us the KISS principle, which stands for “Keep It Simple Stupid.” Don’t overcomplicate things. Our business model is simple, and we believe it’s not what we do, it’s how we do it. If we act with kindness, professionalism and talent, customers will use our services over and over.

What do you think makes your company stand out? Can you share a story?

Founding and growing the business ourselves, then continuing to stay involved after the Ace Hardware acquisition is what makes us unique. We are truly a family-based business and Ace has been a fantastic partner that has only enhanced our original culture.

Ok, thank you for that. Let’s now jump to the primary focus of our interview. What inspired you to consider franchising your business, and what unique value does your brand bring to potential franchisees?

Financially, we lacked the means to grow the business on a corporate level, so franchising made perfect sense. Home repair is such a local business, and customers value knowing the owner personally. Franchising has also enabled us to attract talented people who are passionate about home improvement, which has significantly enhanced our systems and processes over the years.

Can you outline the most critical steps you took in preparing your business for franchising? How did you know that you were ready?

I don’t think you ever truly know if you’re ready, but when we expanded our handyman business from Colorado to California and successfully adapted the model while preserving the core business, we realized we were ready to take it nationwide.

What were some unexpected challenges you faced during the franchising process, and how did you overcome them?

Growth was our biggest challenge because finding the right franchisees is crucial. It’s essential to find people who are not only interested in the industry and willing to follow your blueprint but also eager to help improve it and responsibly represent your brand. That’s what separates a good franchise from a great one. Franchising is fundamentally a people business.

How do you maintain consistency and quality across all franchise locations while allowing for local adaptations?

You need to understand the “core business brand” and distinguish it from what can be adapted locally, then maintain a firm line on this distinction. Our detailed customer service process, outlined in our software, ensures that a customer in one state has the same experience with Ace Handyman Services as a customer in another state. For a service-based business, consistency in customer service and the customer experience is so paramount.

Ok super. Here is the main question of our interview. What are your “Five Things You Need to Know to Successfully Franchise Your Business”? If you can, please share a story or an example for each.

1. Know your business. Not only how it works today where you are, but where you are taking it and how to make adjustments to keep franchisees successful but still true to the brand. For example, many businesses had to pivot almost overnight with the 2020 pandemic. For our handyman business, craftsmen wore masks and gloves into the homes, and we changed our Standard Operating Procedures so that customers did not have to touch or sign our electronic invoices to limit contact as much as possible.
2. Be prepared for the financial investment. When you franchise, you are starting a whole new business that will need investment into systems, people and process. Be prepared for that. You will have legal fees to create the Franchise Disclosure Document, marketing fees for things like a new website to educate buyers about your franchise opportunity, and operational salaries to help run the franchise side of the business.
3. Have a federally registered trademark of your brand. It’s a must with franchising. Many newly franchising companies find themselves needing to change their name so they can secure a federal trademark. If that happens to you, you’ll want to know sooner rather than later in the franchising legal paperwork process.
4. Surround yourself with help, support and good professionals. Reach out to people who have franchised and those who specialize in helping others franchise to avoid making the simple mistakes. Then listen to them! Consider joining the International Franchise Association (IFA) so you can attend their conferences and workshops to meet people who are in franchising already.
5. Understand you are embarking on a business model that grows based on other people’s money — and be responsible! You are asking franchisees to invest (pay a franchise fee) and keep investing (run their local business) and it is your job to be a true financial steward with their money and make good decisions and provide the best support you can.

Off-topic, but I’m curious. As someone steering the ship, what thoughts or concerns often keep you awake at night? How do those thoughts influence your daily decision-making process?

Over the past 26 years, we’ve faced many unforeseen challenges, including the 2008 recession and the 2020 pandemic. But with a positive attitude, strong relationships with our franchisees, and clear communication, we’ve managed to navigate these storms together. My belief is that worrying won’t help because you can never predict everything that’s coming. You just have to be ready to react.

You are a person of great influence. If you could start a movement that would bring the most amount of good to the most amount of people, what would that be? You never know what your idea can trigger. :-)

At Ace Handyman Services, we believe in the power of home repair to make a real difference in our communities. Especially for those who might struggle to afford necessary repairs, a helping hand can go a long way. That’s why we actively encourage our franchisees to give back through quarterly volunteering. They partner with a variety of organizations, from senior centers and veteran’s groups to domestic violence shelters and churches. By providing handyman services free of charge, our franchisees can help these organizations maintain their facilities and ensure a safe and comfortable environment for those they serve.

How can our readers further follow you online?

You can visit our website at www.AceHandymanFranchising.com which also has all our company social media links or follow me on LinkedIn at https://www.linkedin.com/in/colettebellacehandyman/

Thank you for the time you spent sharing these fantastic insights. We wish you only continued success in your great work!