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THE FIRST LADY OF FRANCHISING


last updated 23/07/2009

in this article:

Estelle Logan of VIP Home Services has become the first woman to chair the Franchise Association of New Zealand

Estelle is one of three women on the seven-person board,  the others being Adrienne Pierce of Smart Franchising and the newly-elected Laurel McCulloch of Link Franchising. Laurel is married to Estelle2007Awardsformer chairman David McCulloch, which presumably makes her the Hillary Clinton of franchising (only rather better at getting elected).

The Association Board has always had a strong female element since its foundation in 1996. While the (60% female) Franchise New Zealand team doesn't find the election of a woman as chairman particularly newsworthy, our readers over the Tasman may - the Franchise Council of Australia is currently having a big push to encourage women into franchising, and has recently indulged in some good old-fashioned positive discrimination by reserving a special seat on the Board for a woman. A special section in the latest FCA newsletter is aimed at women and highlighted - you guessed it - in pink. In New Zealand, however, we tend to accept that, sometimes, the best man for the job is a woman.

Joking aside, the FCA initiative has highlighted an important issue for franchise recruitment, and that is that only 15% of franchise systems are currently tailoring franchisee recruitment strategies towards women. With franchisees still hard to find, franchisors would be wise to review their recruitment messages and material to see how it appeals to - and informs - women.

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