BATTERY WORLD CHARGED UP
Written on the 10 February 2012
A ROCKLEA battery franchise group today forecast $100 million in revenue for the 2012 financial year.
It’s little wonder then that 27 of its franchises each make more than $1 million in revenue each year.
Growing consumer demand has forced Battery World, which has 77 stores across Australia, to find manufacturers that specialise in tailor-made power storage products to keep up with technology developments.
“Mobile phones and other portable devices are changing every day and more people need us to replace their power sources. Most retailers are six months behind due to the rapid changes in technology,” says general manager John Pascoe.
“We have seen a 17 to 20 per cent increase in rechargeable battery sales. People buy them not only to save money but also the environment because they can be reused up to 1000 times.”
The group’s product range is manufactured in Australia, China, Taiwan and Germany. It stocks Century, Yuasa, Duracell, Sanyo, Varta and GP batteries.
Pascoe says Battery World stores in resource-rich towns have forged strong relationships with exploration companies in anticipation of the next mining boom.
“Our stores in Gladstone, Mackay and parts of Western Australia have received interest from mining companies, which are already going straight to our stores,” he says.
Although the group prefers to focus on enhancing the bricks and mortar experience, Pascoe believes it can lure more customers by launching an online store before Christmas.
“We will not sell on eBay but do it on our own website to be launched in the last quarter of 2012. We will not mail products; there will only be in-store pick up available,” he says.
“Some batteries weigh from 15 to 100 kilos and are unsafe to transport via the postal service.”
Pascoe advises prospective franchisees should first develop an interest in the brand.
“We want people who are passionate about driving sales, helping people, solving problems or personal emergencies,” he says.
“It is a business to look after and enjoy. I work Mondays to Saturdays and usually finish at 7.30pm, devoting only Sunday afternoons with my family while also undertaking Master of Business Administration studies. I am passionate about running a wholesome business."