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| Business World Magazine |
November 2012
these businesses are furthered by franchisees
that are not simply complemented by art afi-
cionados, but actual artisans who have been
highly trained to honest-to-goodness know
their craft. Furthermore, each continues to
represent a one-stop-shop for sourcing the
diverse, but quality materials and decorative
delights capable of catering to even the most
discriminating do-it-yourselfer.
FOCUSING ON
FRANCHISEES
While competition from big-box-type stores
does exist, Dahl affirms that FCI franchisees
are posed with advantages that help their
stores glean recognition as a stand-out from
others.
The first of these advantages is found in
FCI’s unwavering emphasis that franchisees
adopt an awareness that they are much more
than mere merchants … they are members of
a community. “I think this is one thing that
really sets us most apart,” says Dahl. “We en-
courage owners to be very involved in their
local community.”
He says while “virtually everybody”
participates in activities associated with re-
spective community Chambers of Com-
merce and civic associations, franchisees also
find special appeal participating in “Creative