When Charlie Carter spotted a gap in the battery retail market 19 years ago, he took a bold step and set up his own business.

The battery wholesale business development manager knew his industry and was keen to apply his skills and knowledge to build his own business.

Charlie opened up a Battery Zone store in Pakenham, Victoria, with a business partner, and built up a network of four retail outlets.

In 2019 he bought out his partner, updated Battery Zone’s branding and logos, and set up the business as a franchise model – just as Covid hit. In those challenging times, building a franchise network was no longer a priority.

Battery Zone’s bold expansion plans

Now with two stores franchised, Charlie is ready to ramp up expansion and bring on board four franchisees every year.

He has bold ambitions.

“I aim to make Battery Zone a national brand within five years,” he says. “I want to go head-to-head with the competition, and franchising is the way forward.

“Battery Zone is a premium brand. We don’t aim to be the cheapest, we want to be known as the best.”

Although a local, family-owned business, Battery Zone carries national brands, and offers customers a broad product range.

“I have several battery brand choices, and can offer cheap, medium-priced and premium products, unlike competitors who have more limited stock,” he says. “I have links with most battery manufacturers in Australia because being tied to just one brand isn’t the best for business.”

A premium approach to battery retailing

A Battery Zone store holds more than 100 items of stock. The biggest retail outlet holds stock worth between $80,000 and $100,000.

The main revenue drivers are car and truck batteries, typically selling to anyone from a farmer or householder to a local truck company.

Over the 19 years of trading, Charlie’s family and staff have built up an enviable reputation for excellent service.

“Our service and brand awareness are a real attraction. Great service is about having a good attitude with employees, always welcoming customers, ensuring customers have a broad price range and a comprehensive selection of products on the shelves.

“Customers love us because our knowledge and training are first class. We concentrate on repeat business however we’re still getting a lot of new businesses every day through our social media advertising, and local recommendations.”

Catering for local business

A Battery Zone store is able to cater for neighbouring businesses of all sizes. The newest outlet to open in the western suburbs of Melbourne is servicing all the local truck firms.

It requires a minimum of two people to run a store successfully. Battery Zone stores open 8.30am to 5pm on weekdays, and on Saturdays from 8.30am to 1pm.

“We need franchisees who are willing to put in the hours, who are keen to drive their business. Each site will be brand new so it’s important they have the drive and ambition to build up a business,” says Charlie.

He stresses the importance of prime, high visibility locations like main highways to ensure the best chance of success for each retail outlet.

Battery Zone business easy to manage

The Battery Zone business is ideal for an ex-mechanic or auto electrician who has a family and is wanting to get off the tools, he suggests.

“This is a family-owned business, and it works well. My wife and I are directors, my son works in the original Pakenham store.”

For franchisees, there is little admin to manage. There is the standard bookwork as with any business, but with the advantage that all the software is already set up. Franchisees order stock directly from the suppliers who are all Australian-based.

“We have competitive supplier pricing and there are no franchisor rebates,” emphasises Charlie.

“Battery Zone is a turnkey system and I look after the franchisees to help them fulfil their potential. They can rely on great franchise support.”

Battery Zone’s expansion plans for franchisees

Charlie has the national footprint in his sights but he’s keen to grow organically and sees plenty of opportunities in Victoria for new sites.

“I want to keep my franchises close as we build the initial stages before growing nationally. There are a lot of gaps in metro Melbourne we can fill for starters.

“We are looking for measured growth because we must give franchisees time, and our availability, so they can develop.

“We are very franchisee-focused at Battery Zone,” he says.