The Jim’s Group is one of Australia’s largest franchise networks. Here Franchise Business asks chief marketing officer Joel Kleber 10 key questions about the business.

How long has the business been trading, and how long franchising?

Jim Penman started Jim’s Mowing in 1982 as a one-man lawn business. Jim’s began franchising in 1989.

What does it cost to buy a franchise?

Most divisions, not including a vehicle range, from $20,000 to $40,000.

What are the core areas of your business?

Jim’s Group runs 50+ mobile home and business service divisions, including mowing, cleaning, pool care, electrical, building inspections, test and tag, dog wash and car detailing. More than 5,850 franchisees operate under the Jim’s brand.

Who is a typical customer?

Our core customer is an Australian homeowner who wants a trusted, insured local operator. We also service property managers, landlords and commercial sites.

Our customer app now targets younger homeowners who book and pay on their phone. We also have a big presence on all social accounts which skews to a younger audience.

What makes your brand stand out from the competition?

Founder Jim Penman reads and handles customer complaints himself, every day, more than 40 years after he started the business.

Every job carries an unlimited Jim’s Work Guarantee. have done millions of jobs over the years and the system is always improving based on feedback.

Why is this a good business for a franchisee to buy into?

It’s a flat-fee model, Jim’s does not take a percentage. People actually know our brand in the marketplace and more importantly trust it. We have one of the best training facilities in Australia and Jim gives his personal mobile number to every franchisee at training.

Which element of franchisee support is the most well-received?

Jim on day one of training gives his personal mobile and email to every single franchisee and says multiple times during the week to call him. He speaks with franchisees daily directly. All franchisors know this, so it raises the standard of support.

How many hours a week does a franchisee work?

Typically 40 hours.

What drives your growth strategy?

Unserviced leads, we had 200,000 last year, so plenty of room to grow.

What are your expansion plans for the next five years?

We want to crack 6000 franchisees for the first time and keep expanding in Australia, New Zealand and Canada.

What is one exciting innovation/ development you have planned?

The Jim’s Customer app will have a bunch of features for customers that no other app has.