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Cartridge World
CARTRIDGE WORLD – the market-leading retailer of refilled and remanufactured printer cartridges
Terry Jeffery - Cartridge World, Cheltenham and Gloucester
Background: Prior to opening his first to two Cartridge World franchises, Terry had held a variety of different roles in IT management. It was his hobby of video and graphics that introduced him to Cartridge World. By using their refilled Cartridges he quickly learned that it was a professional and impressive set up.
What introduced him to Cartridge World: At the point where Terry’s hobby had introduced him to Cartridge World, he was in turn facing an increasingly turbulent time in his then industry – IT – and following a third redundancy Terry began investigating Cartridge World further. Operating his own business was, to Terry, the obvious choice as he increasingly felt that his age was against him within the IT industry – whereas his experience was a clear asset in running a Cartridge World franchise.
Success to date: Terry now operates two Cartridge World stores, in Cheltenham and Gloucester. The second store came ‘out of the blue’ and within six weeks what had been an idea became reality. The Gloucester store was in profit, the bank was happy with the figures and Terry secured a loan on a second store. He says: “I wanted to be twice as well off! And I also knew how I could benefit further from economies of scale, for instance being able to buy in bulk.”
And the successes keep coming. His figures for 2007/8 show a 48% year-on-year increase in profit. But Terry is in no way complacent. He is determined to continue growing the business – and he might allow himself a holiday!
In the five years since he opened his first store Terry has worked with a number of local charities and organisations – in return for their cartridge collections he has donated more than £16,500 to good causes. He has been able to support more than 20 local charities. They include Great Oaks Dean Forrest Hospice, The Pied Piper Appeal, Andy Cole’s Children’s Foundation and BIBIC (British Institute for Brain Injured Children). He feels this has played a big part in making his two businesses very much part of the local community.
Cartridge World Cheltenham and Gloucester have also been awarded with two Gloucestershire Environmental Business Awards – which Terry considered not only a great honour for the business, but a great achievement and motivation for his staff.
Terry says ...
“I wish Cartridge World had been in the UK ten years earlier because I would now be retiring a very rich man. I knew I had made the right choice when I was making an operational profit within just a few months of opening. And when a new customer told me he’d heard about us ‘down the pub’ the belief that Cartridge World had been a wise choice was reinforced.
“The worse the economic climate, the more new customers we seem to get."
“Cartridge World’s technical support and training is outstanding and makes my job much easier – customers never doubt that we can deliver the quality they require. But from their point of view, we really get most respect for our environmental policies and work with local charities.”
Hugh and Alex Pattison-Appleton - Cartridge World, Hereford
Background: Husband and wife team Hugh and Alex Pattison-Appleton made some substantial changes in early 2008. Not only did they opt to work together, but they chose to run their own business.
Hugh had previously spent 15 years ‘running schools’ while Alex had been self-employed at various times, so both brought relevant experience to their new venture – a venture they spent some time and effort researching. In reality it was circumstances that led to Hugh and Alex operating a business together – however it was something they had always believed they could do successfully and when the opportunity arose, they had no reservations in pursuing it.
What introduced them to Cartridge World: Hugh and Alex looked into a number of very varied businesses, both service and manufacturing, though Cartridge World was the only franchise system they investigated. They were looking to take over an established business and in February 2008 they bought Cartridge World Hereford because, in their own words, ‘the figures stacked up.’
With increased talk at the time of a looming recession, Cartridge World seemed the most ‘recession-proof’ which was another influencing factor. Hugh and Alex were encouraged by the access to Cartridge World’s R&D and technical support – after all they were going to be first-time business owners and they knew back-up would be welcome. Hugh and Alex were also impressed that the staff had remained with the business for some time - one since the business had first opened 4 ½ years earlier in 2003.
Success to date: Both Hugh and Alex would admit that getting an established business to operate as they wanted took longer than expected, but they had clearly identified the B2B potential for Cartridge World. In the short time since they bought the business, they have watched this side of the business grow steadily.
Despite operating within a franchise system, Cartridge World gives franchisees the flexibility to develop their own business as they see fit. Developments brought in by Hugh and Alex have been welcomed by the staff who are enthusiastic to watch the business grow further under its new owners.
Hugh and Alex are genuinely enjoying working together – though they do admit they talk far too much about the business. It has lifestyle as well as working benefits. It means that they can manage their lives around their children more easily with one of them always at home.
There are other benefits as well; with both partners working in the business they get twice the tax allowance.
Hugh and Alex say ...
“With both consumers and businesses feeling the credit crunch, Cartridge World can now prove it is recession proof. This is an opportunity to begin conversations with people who wouldn’t necessarily have gone looking for a cost-effective alternative – but virtually every customer who comes through our door is delighted at the money they are saving. And delighted customers tell their friends and spread the word.
“There was one main reason why we bought Cartridge World Hereford – the numbers worked. If you’re looking to operate your own business, that has to be the best advertisement possible.”
Cartridge World in the Credit Crunch
Hugh and Alex have found that who would have previously only used the original manufacturer’s replacement cartridges are now, as a result of the credit crunch, far more receptive to refilling and remanufacturing printer cartridges. They honestly believe that the credit crunch is influencing growth for their franchise.
Customers who have become aware of Cartridge World are thrilled with the money they can save. They are also aware that refilled cartridges often last longer, and the quality is equivalent. People who have been burned by cheaper cartridges causing their printer to play up need reassuring that with Cartridge World this is not the case. Once reassured, they are committed to the brand.
