Networker extraordinaire Lorraine Garvie knows very well the power of connection.
More than a decade ago the experienced business coach tapped into the strengths of the business community, launching a successful networking group.
She then partnered with sales expert Dean Keating, and the pair hoped to develop their businesses through cross referrals. What they spotted was an opportunity to fine tune the model and offer a broader range of services.
So 10 years ago, Dean and Lorraine combined their sales, business and marketing expertise into one, under the banner of District32 – district reflecting the local nature of the networking, 32 for the latitude of the Perth-based business.
Unique networking concept
Since renamed D32 Business Network, the newly-formed organisation offered other business owners a distinct experience.
The pair injected an educational element into their offer, which is based on a 12-month membership.
“We deliver a lot more education on business in our network – and it’s not just about sales. Our expert speakers talk on subjects vary from creating a CRM to how to work with AI,” says Lorraine.
Each of three membership tiers provides fortnightly events, an education spot and knowledge sharing discussion, and one-on-one meetings.
Members have access to mastermind forums, speed networking, weekly 30-minute webinars from fellow members, and cross-tier monthly events with key speakers.
“We provide a platform for business owners to connect. We know that networking in the right room with people with the right mindset will have a bigger impact on business owners’ survival. People join us for better business,” Lorraine explains.
Member retention is crucial, and that relies on keeping the networking offer fresh and innovative.
“We’ve innovated and we’re finding people who are networking are leaving the established brands to join us. We have a great retention rate among members; some people have been with us since day one,” reveals Lorraine.
Ready to grow through franchising
Now D32 Business Network is taking its unique networking offer across the country through franchising.
Each franchise is territory-based, and there are just 20 territories available across the country, excluding Western Australia.
The business has 350 customers in Perth, 50 members who are part of three groups or circles on the Gold Coast, and its first franchisee, on the Sunshine Coast.
“I train all the members, and the circle leaders – existing members who host the meetings – so franchisees are freed up to concentrate on building their businesses,” says Lorraine.
She plans to add another three franchise partners this year, then one a quarter.
Franchisees need to bring a love of sales and people; everything else is provided: training, pricing systems, processes. There is a fully set-up CRM connected to a Stripe account, social media and events platforms.
“We help with email marketing, but franchisees have to do their own community marketing – social media, local ads, guest events.
“We also provide a guide – what’s coming in the next three months and what they are required to do on social media, with the graphics provided.”
Building the B2B business
The first 12 weeks are crucial for franchisees to secure 50 members across three locations.
Dean’s role now is to build relationships and opportunities for the brand and its members. And he assists with introductions for new franchise partners.
New business contacts come from cold calling, direct messaging on social media, and events platforms.
The customer profile is predominantly white collar service providers who get business from referrals (85 per cent). The remaining 15 per cent is a mix of trades and manufacturing.
D32 Business Network offers multiple revenue streams. In addition to three levels of membership, there are event sponsorships and speaking spots.
With everything provided, franchisees can concentrate on leveraging their skills to boost their D32 Business Network.
“The key role franchisees have is to bring business communities together,” says Lorraine.