Rating: +1
Part of our system of training is build around the idea of “critical mass,” and I think the numbers are more a result of us reaching a stage of critical mass in our business versus anything else.
Look, when we first came to the U.S., we had zero brand recognition, versus a 12% brand recognition number among business owners in Australia. We were really able to brand ourselves in Oz because we could buy a three network ad campaign and cover the entire country (with a population of about 20 million).
If we were to do that here, we would be buying L.A. or Orange County to reach the same amount of people, so we had to build the U.S. literally from zero.
If you look at what was essentially a “start-up” in terms of numbers of coaches and clients, I think we’ve done pretty well, especially in the last two and three years. The idea of coaching is not so foreign and is more widely accepted as an alternative to consulting, more white collar executives and professionals are looking at us as an option versus a retail or quick service franchise, and we’ve done a much better job in recruiting well-qualified people to be part of our franchise.
That all takes time. That we were able to do it over a period of six years in a country the size of the U.S, in what some would term as an economy that is more mature than developing – I see as a positive, not a negative.
