Woman In Franchising Featuring Nora Farhat, Multi-Unit/Brand Owner

Nora Farhat owns three different franchise brands. She shares why and how she built this strategy and how she does it and is still a mom.

my name is tom scarda welcome to another episode of the franchise academy i'm excited today because i have a special

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guest who is a franchise owner so today you're going to get to hear

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right from kind of the perspective of someone who has time

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someone who has made the decision to choose uncertainty instead of

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unhappiness for her family a female entrepreneur in franchising and

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i am just proud excited and happy to have nora farhat with us nora welcome to the

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franchise academy hi thank you so much for having me i'm such a fan and so excited to be here today oh thank you so

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much um so you're you're based in detroit right yep

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so um so quick background you are the owner of three franchises at the moment three

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separate uh distinct franchise operations one is british swim

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schools also you own pool scouts and then you own

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mathnasium yup that's correct and so how did you get started i mean have you

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been in franchising all your life or did you have a corporate life before this

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i wish i could say i knew enough about franchising years ago because i'm sure i would have started a lot sooner i like

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most people started out my career in a very you know corporate world i was like i could see myself growing in the

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corporate environment i started when you're from detroit you usually start in automotive so i started off in

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automotive and then after years of automotive i ended up getting an opportunity to move to abu dhabi and the

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dubai area to work in healthcare and being that it was exciting and new and i

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just thought what a wonderful opportunity i got a chance to go out there for a few years and i worked for

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eight years so i ended up staying even longer than i thought i would stay

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you know with good opportunities it continued to develop and i remember having a moment where i thought i had just started to have young kids and

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honestly i had a great career i could see you know where it was going and i was comfortable in it i felt like i

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worked really hard but i think also there was a part of me that always wanted to be a business owner

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it was i always say i was just born the way i was when i was little if i knew or if i had an avenue i think nowadays

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people have so many more resources than maybe i did because i remember thinking if somebody would have told me

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how to do it i would have absolutely done it and i think it was always one of those

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things that i didn't want to regret not taking that risk or that jump because

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you know i was i was hesitant but then i thought you know what i'm looking to move back to the us i could either

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go and find another corporate job i already knew which way i could go or

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i think this is probably the only time that i'll just be able to kind of blindly go into business for myself and

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that kind of actually started me off in this journey that has become a multi-brand owner

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yeah oh just kind of it was hey i'm moving back and i said worse comes to worse i go back and i get a job so that

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was kind of the game plan when i took that jump myself so what was the impetus to say

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there had to be a certain time or point where you're like no corporate for me anymore i want to control my own destiny

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with a business what did that look like for you you know that looked like years of hard

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work years of running teams and departments i knew what my skill sets

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were but then i also felt like i was constantly um not going to say trapped but you can only go so far when you're

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working for somebody else and it always felt a bit limiting it always felt like you know what i don't want to work for

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the hospital i want to own the hospital i don't want to just be a vice president that reports to somebody that reports to

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somebody else it always was a desire of i know what i bring to the table and

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honestly maybe even being a little older when i did it i had so much confidence i knew what i brought to the table i

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watched myself grow i know what experience it took now granted i also learned that my skills followed me

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regardless of what industry i was in i think that's something i wish people would teach in school is that you take what you do

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really well and you mold that into your job it's not about a specific industry it's just about taking what you do

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really well and then figuring out how that works and actually that's exactly how i got into franchising is i'm not a

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creative i don't have a passion project you know i wish i did i wish i knew how

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to make something and then i would go out and sell my own product but i didn't have that i knew that i had a strong

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operations background and a hustle and grit and roll up my sleeves kind of

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attitude and that's when i thought you know what i'm going to go out and find brands that i

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absolutely love and brands that i would sign up for or i would register or use their services or products

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and that's kind of how my journey started it was figuring out what

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i already thought was out there that seemed to work really well and then how do i incorporate that so what was the

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first thing that you uh invested in british swim school and in full

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transparency i had young kids that needed swim lessons and it did not matter where i was kind

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of looking i wasn't finding what i was looking for to me swimming is a life skill i thought every child needs to

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know this and when i ran into the british film school program i thought this is an excellent program but that's

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not what would make me sign up for a business then of course there's the due diligence in the background looking at the financials you could scale it you

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could grow it um you know i know a lot of people to get into franchising they quickly are over inundated with how many

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territories do you want well my answer is always the same one because i think all good businesses

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continue you you'll always be willing to invest in a good business so in mind i was like i'm gonna start

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this and i can already see where i could grow it but then i can also see where it's manageable and where i could really

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just kind of roll up my sleeves and work with it so it was british swim school okay and so

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so you did your due diligence and you decided on one territory which is great and that's my advice to my

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clients as i help them through the same um due diligence process

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and then do you have like an elevated speech just to explain to the listeners what british

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swim school is yes so british swim school is a water survival it focuses on water survival we

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teach as early as three months we go all the way to adult swimming whenever kids are over three years old we focus on

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skill not age meaning you can come in you can be 10 years old or 65 years old you're a beginner you're going to start

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there once you master the skills you move up to the next level so it's all skill based it also focuses on what we

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call water survival skills meaning the skills that every child or every person should master teaching you how to flow

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on your back how to be comfortable and confident it is a hundred percent the types of skills that i recognize as a

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parent i would want my kids to master whether or not you want your kids to become a professional swimmer right it

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didn't matter it was and even when i explain it to parents now i'm like these are the levels every parent needs to you

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know make sure their kid knows this is what i call recreational swimming past this point i love the transparency of

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that because i recognize the need is different and everybody is so unique in what they're looking for and i

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thought the model allowed it also british swim school model allows you to go and rent facilities or you could do

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what we've done where we've built out a facility but in the beginning i didn't have that kind of money i wasn't going to put that

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kind of money on you know on something i wasn't sure of and i didn't know so they're like here's

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a model you can go and rent a pool and i was like oh so it offers that alternative and that was really

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attractive to me i think everybody needs to recognize where their lines are there's no right and wrong

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i always said you can go in any business and be successful or not successful it's it's kind of also knowing your

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parameters like how much money do am i willing to spend on this how much you know do i have contingency plans all

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those things do matter yeah well said what was your second franchise

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my second franchise was mathnasium mathnasium is a math learning center it's not a tutoring center which i'm

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very clear to point out but it really helps develop whether you're falling behind in math it customizes a learning

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plan and this is from k usually first grade till 12th grade just to give people a range

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of the kind of program it is and it helps build either fill your gaps or it keeps you advanced in math so it keeps

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progressing you i was actually driving my kids to a magnesium that's about 30

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minutes from my home and my kids were doing phenomenal they the program was really strong and in

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full transparency the reason my kids would go to a math learning center is because i lacked in my own math skills

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so you know i was like yo we're not going to shortchange them i'm going to have these girls are going to know their math so

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we were driving and then i thought this needs to be available in my

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community i know my community and i think this would do so well and that's actually what kind of pushed us to open

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a mathnasium locally in our community it was a program that i had seen i had experience

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and having the advantage of talking to other parents i kind of already understand the market not just for

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myself but also from talking to parents and i thought you know what this is the next great second venture for me it just

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it all aligned it was a service that i loved and a product that i would use so then you could also cross market

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right if if your parents in math nation you could say hey if your kids need to learn how to swim we got this other

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thing over here right can you do that yeah you absolutely can and there's no question if you walked into my british

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film school you're probably walking out with a magnesium flyer or vice versa um you know but they really ultimately

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are two different businesses that have to support themselves you know um at

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that time even when we had signed with mathnasium then the pandemic a few months later you could say great timing

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or you can say horrible timing i at that moment i wasn't sure but it's definitely panned out and each

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business has to support itself they though they're to me it's all the same the reality is i

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run them as two completely even each one of my pool locations it's its own entity

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it has to make money it has to account for its own expenses like everything is seen very individual even though i am

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able to share some of that top-line resources you know like some of that marketing that we're able to cross over a little

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bit on and things like that yeah that's oh man brilliant i have a math joke

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let's hear it my math joke is this i believe in this world there are three types of people

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those who know math and those who don't know math boom boom there's no

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oh okay i was like i gotta think something you know the reality is you know like

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swimming we know the importance of swimming so for me as an industry i'm like this is not going away this is a

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real skill set it matters right i mean

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oh so sorry go ahead and i was gonna say it and the

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expense is not high i mean relatively speaking when you look across franchising people think you need a

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million dollars to start a franchise but in all these concepts that that you're in it's way less like maybe

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a tenth less uh you know so um that's something that people

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and i'm probably that attracted you as well would you say that absolutely absolutely especially

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initially now what british swim school looks like today for me is a built out facility and big pools and you might say

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oh obviously this costs a million dollars but that's not what we started we started a

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rental agreement for a hundred dollars per day so we can rent a facility and try to grow a program that's where it

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started the business built itself right it's kind of that same concept with magnesium it's the businesses build

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themselves in my world that's the way i could quantify it and it makes sense to me

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um and that's just operations that just comes down to learning the market understanding the behavior and then

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building around it i am and you know this as well as i do anybody in business has to be willing to adjust and change

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that's why i am not stuck on long-term goals and if somebody asks me where's this going to be in five years the truth

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is i'm not sure because i allow the businesses to go where they need to go

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um five years from now i might be fully renting out the facility and not using it for swim lessons i don't know right

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or i might maximize and say this is all we do and it's our 24 7. i allow the

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business to kind of also have its its voice in it right so as it develops

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i develop with it i don't believe in not changing or being stuck in you know and one way of doing things and that

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probably lessens the stress because you're not like constantly like driven

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to a goal or whatever so correct i spent years in a corporate

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environment where performance management and key operation matrix and kpis i mean

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i could reiterate those in my sleep i mean and in my world in all honesty you

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don't have a kpi i mean how do you not know where you're going and but it was so driven it almost became like we

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started to work for the system not that the results were speaking it was how do i adjust the behavior to achieve the

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goal and i think that that's so backwards not that we don't have you know key performance indicators not that i don't

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know what success looks like of course we do but i also think that the business has to you know it's kind of like

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marketing when people say what do you spend your money on what don't you and i say honestly i'll spend my money on everything once

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and then i'll decide if it's worth a second round so there's nothing that we would necessarily mix up to get you have

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to allow like i said the business to tell you a little bit about what works how you actually market your families

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and what gets them so then the third franchise was pool scouts yes which is a pool maintenance

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company how did you decide to do that you know again uh just talking to

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parents and families and i think a lot of people probably recognize this with the pandemic a lot of people were

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spending a lot of time at homes people that had in-ground pools and actually we adjusted our business to offer home swim

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lessons and that boomed that year because we were not able to run in our facilities but we could run in

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individual homes one i didn't realize how many people had pools in their homes and then secondly it was the same

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request over and over who do we get to service our pool there's nobody to service the pool the companies that were

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available a lot of them were mom-and-pop shops one guy in a truck and honestly

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there's only so much capacity that they could take and i just thought there must be a better way a better system in place

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to kind of streamline this service and that is you know through buzz brands they have pool scouts and

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i had kind of dipped my feet in it a little bit before i had looked into it but then i thought you know i don't have an operator i don't want to take that on

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but then it made perfect sense the more i understood the market it was constantly a request we even have

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our own pools that we couldn't find companies to maintain ourselves so becoming the expert of need necessity is

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i learned how to do it and my team learned how to do it and then that business just seemed straightforward to

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me it just it made so much sense i recognize the market and the need and what it needs is just the infrastructure

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and the rolling it out which is something i know is you know my strong suit that's what we do yeah it's it's

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just brilliant uh the the whole cross marketing part and um and by the way for the listeners buzz

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brand is a parent company that operates four or five different brands under one

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umbrella which gives you a whole bunch of marketing know-how and and the the founder there

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um is kevin wilson who is a great guy um i've met him through my franchise rounds

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going to conferences and stuff so it's a great team behind all of this and multi-levels multi-tiers of of

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you know experts in their different departments um so that's that's great

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kpi you hadn't said that term before i just want to clarify for some people when i first started business i didn't

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know what a kpi was so i don't understand it's key performance indicators

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um so if whatever business you're in or whatever you're doing typically you want to know there's

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certain things that are happening because that's going to dictate what's going to happen a month from now or a

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year from now so it's kpi key key performance indicators

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um just to clarify so is there um i don't want to put you on the spot but is

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there a but i will anyway so it's it is there um

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something that happened in your business career that was sort of a negative but you learned from it

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my first several years and it continues uh you know i think

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actually the biggest learning curve for me was when i first remember very corporate background um when i first

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bought my first franchise i was like great so where's this information or where's that information and then they

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were looking at me as cluelessly as i was looking at them well we kind of have you know what they had was a great swim

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program but then i'm standing and not that they didn't have the material but i think that we get comfortable in a

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corporate environment because it's years of build policies and practices and i was almost looking for my manual i was

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looking for the you know british swim school 101 guide book and the truth is there is no such thing and now being an

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owner of multiple brands no franchise has ever handed me the book that i've been looking for

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and i was oh wait so you don't have let's say these hr policies no we have

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guides on how to get you there but we're not going to draft it for you and i was like or you know if i was looking for a

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specific type you know i need a logo but it needs to be vertical and it needs to be like this they go well we have guides

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on what we have but that is a special artwork request or you gotta we gotta figure it out

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so this almost it was my own expectations that had to be adjusted and it was almost

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at first i was kind of you know no i need this and i and i need this now

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there was almost like this false expectation that corporate was gonna somehow hand feed me everything

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or they were just gonna come out and hey i need to rent the pool could you guys just come and negotiate this deal for me

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and then there was that moment where i was like wait a second this is my business

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and i cannot tell people i know it seems so simple but it wasn't until i accepted

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that i am 100 responsible for this business until i was able to fully take on 100 of

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the responsibilities for it so i'm going to kind of re re-say that because i feel like this is one lesson

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people don't recognize you are only going you're the only one responsible for when it doesn't work i

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don't get to just point at corporate and say oh where was this guide or you know oh i think the marketing strategy here

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doesn't work well who are you looking at the reality was once i understood that that person was me i was the bottom line

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and that stops with me it changed my entire way of doing business it kind of became where i recognized that the

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franchise the organization though they're teaching you and they're supplying you with great details and great information what you do with it

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it's a hundred percent on me or figuring out how to take that content and how to make it work in my community just

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because you say it works doesn't mean it works for me or when i was setting my pricing though it's great to get some

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feedback some of it comes down to i know my market i know what i'm willing to pay so those kinds of once i took full

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accountability for my own business i think i continue to take accountability i think i i don't ever

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point the finger anywhere you know it's it's kind of the same concept with staffing when they mess up i think what could we do what could we train that's

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better that doesn't create these gaps so i think the business owner the one thing i had to learn was that i'm

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ultimately 100 responsible for everything that happens the good and the bad that's uh that's a great business

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lesson right there you're right people need to understand that and in the world of franchising the way you shared it and

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what i what i say i just uh just to add to that which is a phrase that maybe you

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heard us before if you're the kind of person that joins a gym and thinks that you're going to get in shape just

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because you join the gym don't buy a franchise because you need to show up

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and do the work absolutely your franchise nobody your business for yourself not by yourself

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you have the help but you need to run the business so nora what is the best piece of

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business advice that you've gotten even if you think back to your corporate days um

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what's the best piece of advice you know in the beginning i was working

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hundreds of hours a week in all honesty i was like man corporate was at least 35

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to 40 hours with weekends off you know um but then somebody says to me well you

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work 100 hours for yourself so you don't work for somebody else and i just thought kind of true that is exactly what i'm

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doing i am creating flexibility i can pick up my kids every day after school i can be

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home when i need to be home now i also work a lot and i i adjust but i bought myself flexibility

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i've worked the corporate jobs i've worked where you can't leave and you know i'm barely kissing my kids good

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morning and then i don't see them until i'm saying good night so what i really bought myself was flexibility so though

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you're working more and definitely it comes in phases um the mental stress i

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think is definitely a lot more because you're ultimately responsible i think it comes with beautiful flexibility i think

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it also comes with you know untapped potential to increase your revenue the more you hustle you see a direct result

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to that and i think that's that's priceless to me the one advice i don't like when people

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say business is not personal i think there is nothing more personal

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than my business i mean this is my 24 7. so when says oh it's not personal i said it

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absolutely is every customer experience every employee experience it it's all

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personal it is all something that we drive we've built we we we take on that's why i think for me

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when people say it's not personal i'm like of course it is this is what we're doing

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you know so well said but it it's coming from that nurturing mom perspective you're a mom

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and and um i'm not sure how many children you have but this is your

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extra child or extra three children since you have three franchises but that's your baby right to put it in in

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those terms yes and i have three kids so it lines up quite well okay there you go one doesn't

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each kid so at least you got future workers coming away too and future managers

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um and and it's it's great and you said something that's still key there that

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people don't get um yeah you're working really hard it's your baby so it doesn't really even feel

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like work but you're what you did they always say that time is the most valuable thing in life and you can't buy

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it but in a business you can you just learned how to buy time that's that's like the big takeaway from this podcast

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you buy time if you run your franchise or any business franchised or not if you run it well

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you're buying time and that's absolutely and i love the that it's the

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energy that you bring not even like even when you with your own kids and it's the energy it's that when i'm there

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i'm gonna be fully there and i'm gonna you know bring the right energy even if it's for ten minutes because i gotta run out

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um you know a little advice that maybe some of your parents would really value is i used to have the same thing

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everybody does right a little guilt i'm running off to work i'm running here right especially in that beginning

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stages of trying to build something but then i realized i absolutely love what i do i love

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showing my kids that this is how you build something i love the message it sent i love telling my kids yeah i go to

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work you got to work hard this is how you get things in life i loved what i was teaching them so much more than that

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little tedious of guilt of oh i wasn't there to drop them off or those little things that i think we focus on i think

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we're focusing on the wrong things i i love what me being an entrepreneur

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does for me and then what it brings for my family and i think that's really important

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thank you so much for that and that's so important um the whole the family life

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and getting involved with the right franchise that has that culture built around it the way the brands do that

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that you're involved in i know for a fact um that that they're very family focused

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and family friendly i guess is one another way to say it for nora for those people listening in

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and they're they might be on the kind of on the fence should i buy a franchise should just stick with my job

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do you have any advice for them you know i have absolutely

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the most admiration i know it takes courage to to start a any business forget franchise non-franchise i think

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the very first thing if you feel really strongly that you know where what you bring to

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the table it's not even a question for me now what is a question right there is how do i do this should i keep my job

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should this be a side hustle and if it's a side hustle that's okay that's a great starting point maybe this is a thing you

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can do at night maybe this is something you do in the mornings because you work at night what's beautiful is there is no right

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and wrong answer and in the world of franchising every opportunity is there there is franchises that will literally

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say we've built this and designed this for you not to be physically standing there to run it right so that is a model

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like you're probably going to pay a little bit more to not be the person standing there and running it but that's okay maybe your finances allow you to do

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that and not have to take the risk of leaving a secure position to pursue this that is absolutely okay um or maybe

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you're like you know what i'm ready to roll my sleeves do you have your savings have you figured out kind of your financial situation there is no right

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and wrong answer but it's definitely an individual question for you to ask yourself and be honest with yourself

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there is no business that you're just gonna wake up open tomorrow and then it made a million dollars and were great and that was

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a great advantage you know our first year in business i didn't take any money out of the business

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i had to be financially stable in order to do that after six months of opening i

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was one of the top performers and you know what i did high five my husband i said yay that's great we figured it out

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this is after six months of business but what happened when winter hit we lost half our volume because it turns out the

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business has seasonality i had to experience that so the reality

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is that there is risk even in what you think is working or working really well there's always going to be that growth

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period but i can 100 say i've never regretted going into business for myself

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i've never thought i don't think you regret what you do i think you regret not doing it and i

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really try to live by that yes if you feel that desire you have that

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drive like that is exactly the hustle that's the grit that is

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that's there then you need to figure out how to get yourself there right so ask yourself those personal questions what

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can i afford what do i want to do and then guess somebody and you know this as much as i do tom is

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meet with somebody resources are great and resources are free i always say i don't pay for content you

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pay for somebody to pull it together but content is free i worked with a franchise consultant and that didn't

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cost me anything that was somebody on the phone who sat down said tell me everything about yourself and they

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guided me and they said here's some great ideas and was able to go where i needed to go

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so the resources are definitely there even if you start to just explore

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yeah i've been guiding people through it for 17 years now as a friend as a consultant

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and it's and it's and i used a consultant myself to find my first business and it was a huge success my second

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business i didn't use a consultant and it flopped because i didn't i i thought i knew what i was doing to pick a

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business and i didn't at the time i now i take those skills and help

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people not make the mistakes i made for those reasons but this is great um

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you have so much just so much insight and advice it's just so great

29:53

having you on the show is there anything else that you would add um

29:58

to help anybody out there that is thinking about it or any other story

30:03

to share you know i think when you look at it as a big picture i think it feels intimidating and i think that there's a

30:10

hundred places you can kind of spiral down oh what if this what about that i think the truth is you just have to take

30:17

one step that's all it is it's just one step at a time even the way if somebody would have

30:22

told me five years ago your business would be here i couldn't have foreseen that i knew we

30:28

were hustling but the truth is all i did was get up and did a few steps every

30:33

single day and without realizing that that's what we were building so the reality is even when you're hesitant

30:38

about starting a business you know i i sit around with people all the time everybody i know wants a business and

30:44

they talk about businesses and they think they you know they're always judging other people's businesses which is something i never do now

30:49

they'll walk in they should be doing this better and i'm like oh you don't know what if they're short staffed you know i

30:55

always want to defend it um but the truth is it's just one step and

31:00

i think most people are even the one step seems scary but that's all it is it's just one step in the right

31:06

direction hey tomorrow i'm gonna pick up the phone and i'm gonna find a franchise consultant i'm gonna book a meeting

31:11

that's the next step right just every day and in a few months without realizing it or with realizing it you

31:18

could be opening a business you could be going off to a training and you could be doing something that you absolutely have

31:23

maybe been putting off i love the franchise models in general um just because i think that they're

31:29

proven models and i think that there's so many ways to look at it and there's so many different types of franchises

31:34

out there i mean i've picked a certain ones that kind of speak to me but i know other people that absolutely

31:40

love something so i i love that i love the opportunities that franchising gives you

31:45

and i love the brands that you get to stand behind and when in doubt just think what would i what would i like to see in my community

31:52

what do i think is missing here what is it that you're driving out so far for that you think the great potential in

31:58

your area so one step at a time that is the one rule and i follow that till today um there's

32:05

moments where i'm overwhelmed with so much going on and i just say no what's in front of me right now what's the one

32:11

thing i could do and i think that's just probably the best advice just to kind of keep moving

32:16

forward that is brilliant nora i appreciate your time this has just been awesome

32:23

one of my favorite podcasts this is so great thank you so much and we need to uh talk

32:28

again um in the future and and do more follow-up on this so again thank you so much

32:35

and god bless you and everything that you do 100 thank you thank you so much and thank you to your audience for taking

32:42

the time all right thank you thank you

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