Toastique

00:00Introduction

00:01Hey, Toastique team, my name is Ivan and I'm gonna show you in the next five minutes exactly why you're not able to sell franchises through your digital ads.

00:09I saw you tried, I saw you failed, I saw you turned off the ads, which now I'm not able to review.

00:13But that's not the problem. I still remember how they looked.

00:16I wanted to say that a, quick hi for Brianna, Sean and Kyle.

00:20I hope that I'm gonna talk to one of you three and I want to show you exactly the problems that I'm seeing here.

00:25So the first things first, I look at the data, how it's structured.

00:28Data and Pixel Setup

00:28So usually what you should do for franchises is set up a secondary domain and have two different pixels.

00:34Because what you're doing now is you're putting all of the data from coffee buyers and whatever and the franchisers together in one pot.

00:41And you can imagine it's not like water and oil.

00:44It's not going to be able to understand the difference between who is who and when I say it, I mean the pixel and the algorithm.

00:50So anytime you launch the ads, most of the time is going to be spent on hitting people that came in to buy coffee.

00:55And with that, by default, you're not going to succeed.

00:58So you can imagine that your ad ads team, because of this, was never actually able to generate you a lead that's proper.

01:05So that's the first problem that you have.

01:07And the quick solution that I'm going to show you is this.

01:11It's not ideal website. We didn't make it.

01:13But the point is it's a second website.

01:15You can find this registered customer side and see how it looks compared to the franchising side.

01:20And we have two different pixels, two different domains, and everything is set up so we have clear understanding of the data.

01:26Again, the algorithm is not going to be able to understand the difference between a person that just wants their home inspected and a person it's ready to give us 100k for the license.

01:34So that's step number one. Step number two that I wanted to talk about is how you're doing the data cleanliness.

01:38Data Cleanliness & Filtering

01:40I understand that you're trying to do this with the filtering and that you added this quiz instead of probably just a normal form, that was a name, last name.

01:49And so this quiz is probably a massive upgrade compared to where you were.

01:53And I understand what the problem is. You're trying to save your sales team from talking to tire kickers, window shoppers and Everybody else that's really just going to waste their time.

02:00And I completely understand this move. The problem with this is there's no data feedback to meta and there's no actual filtering of this because you're just letting anybody through.

02:08Like I can just go click, click, click through this and I'm done.

02:11I can reach probably your sales team calendar, I'm going to get emails, I'm going to get a lot of stuff from you.

02:15And so this is then not doing its intended purpose and that's filtering people through.

02:21So you need fail causality. So like if they say I don't have money, I'm not ready to move.

02:26You need to consider them, not lead and kick them out and protect your sales team from them.

02:30At the same time, the data being sent back to Meta, and, or Google.

02:34Google is going to be much more valuable because all of a sudden now they understand the difference between a tire kicker and the person that's ready to buy a franchise.

02:41With this, you need to know that your cost per lead is going to explode.

02:44Which is fine if you want the people that are going to buy the franchise.

02:48If you just want window shoppers, you can kid yourself that with a low cost per lead you will be able to scale, but that's not going to be anyone with the money to buy a franchise.

02:57And with that, I just wanted to touch on your messaging on this page and I'm running super fast because I'm trying to do this under five minutes.

03:00Messaging & Strategy

03:05you didn't say a single word about the end franchise or you didn't explain to them how their life is gonna look.

03:12You only are talking about the opening day, which almost every single franchisor makes as a mistake.

03:17And you really don't want to do something like this because the business owner that's able to buy a franchise and stuff like that, they're smart and on top of it, when you're supposed to do a six, seven figure

03:27transaction, all of a sudden your IQ doubles.

03:29So just showing this opening day is not going to make anyone feel more at ease.

03:34If nothing else, they're going to feel less understood because for them the trouble starts after the opening day.

03:39So showing the testimonials of these people telling their stories, who they were before buying a franchise, what motivated them to buy a franchise, what specifics of these franchises made them say, this franchise is for me.

03:51Are all of them people that knew you from experiencing your business and said, this is such a great business, I want to own one, or what was it that tipped people in favor of buying you and not another

04:01franchise. Because you need to keep that in mind.

04:03They're shopping for franchises. If they have money, they can buy yours or somebody else's franchise.

04:07If you're not doing that messaging and if you're not going head to head directly with that, people are going to feel misunderstood or that you're not saying something on purpose.

04:16And in my opinion, if you're supposed to splash like half a million 600k to buy this, I want to see and understand a lot more than just how the sandwiches are made.

04:25And yeah, the sandwiches and everything looks cool, but it's not the end all, be all business model.

04:30There's probably a lot more to it. And then with that, I just wanted to quickly touch base on the ads.

04:35Of course, I know that the old ads went with something like not all businesses or not all franchises are built to scale, but this one is.

04:37Ad Creative Review

04:43And then it just continues talking about the freaking sandwiches.

04:47who taught that? And why does the video start with a, question that doesn't answer at all like this is built to scale, but like, how do you explain that?

04:57Which part of this video do you tell?

05:00How is it scalable? What's the difference between you and another franchise?

05:03Never. There's no, I think there weren't even captions and the whole video was just a complete mess.

05:08So of course with these things put in front of you, of course it didn't work.

05:13Of course that you have an agency or a person, that's just working with you and just running ads and not really looking outside the ads.

05:20That's why you don't know how to set to the pixel, how to do the second domains, how to understand how the algorithm works.

05:26So yeah, if you want to scale this, and I see that you have almost 100 franchises, I would love to get you to like a couple of hundred maybe even a thousand.

05:31Conclusion & Next Steps

05:36We can do this. The main point is there's going to be some groundwork that needs to be done and proper infrastructure to be laid.

05:42Now, of course, if you're interested in something like that, we can just have a quick discussion.

05:45calendar, I'm going to add my calendar link into this video so you can book a call.

05:49And I'm really excited for a chance to meet you guys.

05:52I think you made an amazing business, but that you're just lacking the support from a proper team that can actually help you scale this.

05:59And with that, I hope you're going to have a great rest of the week and that we're going to talk soon.