Rockford marked for Wireless Zone’s cluster growth strategy
From press release
MIDDLETOWN, Conn.—The bleak economy cannot waver the growth of Wireless Zone, a premium retailer of Verizon Wireless service and products.
Wireless Zone’s growth of 39 units in 2007 and 60 in 2008 proves it can withstand the tough economic times. The 350-plus-unit franchise plans to expand by nearly another 100 units by the end of 2009, with plans to develop units within the Rockford market.
More than 45 locations have already opened through August, and 29 more new locations have sold since. While many franchises have failed in expanding their brands because of an unattainable growth strategy and a tightened credit market, the success of Wireless Zone’s growth is a result of their cluster growth strategy, which is designed to create and maintain strong brand awareness among consumers while it continues to expand.
“Many franchise concepts are struggling to not only find franchisees, but to find financing options for taking them from a prospect to an actual franchisee,” said Sean Fitzgerald, national vice president of franchise development. “We have faced tough economic times as a franchise company, but our systems, brand success, and ability to literally connect a community have sustained and grown us consistently during our 20-year history. Now, Rockford will mark a new home for our brand as we strengthen our presence moving westward.”
By using the cluster growth strategy, Wireless Zone has grown from its first store in Connecticut (formerly known as The Car Phone Store, further showcasing the strength of the brand and its ability to grip the future of technology) to occupying the market as the nation’s largest wireless franchise with more than 350 units today. With heavy store concentration in the Northeast, and as a growing brand in the South and Midwest, new stores will benefit from the company’s strong brand identity and awareness among consumers and its proven success in the wireless retail sector.
“Our strategy is simple,” Fitzgerald said. “Build a cluster of stores. This way, whenever we open in a new territory, we have instant brand recognition.”
Experienced entrepreneurs at Wireless Zone will provide guidance and expertise on owning and operating the top Wireless Communications Franchise as rated by Entrepreneur magazine three years in a row.
Wireless Zone will only allow top-tier entrepreneurs to enter the system, Fitzgerald said. An ideal franchisee, he said, is someone who is ingrained in the community, as Wireless Zone is designed for owner/operators; has a proactive marketing spirit to stay well connected to a community’s network; and has a passion for entrepreneurs. The cost to build a Wireless Zone is also far less than typical retail concepts, with build-out costing up to $63,000.
“This is going to be a big year for us,” Fitzgerald said. “We provide an option for entrepreneurs looking to venture into independent ownership and for customers to rely on top-tier service, customer service and products.”
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