1. food and drink
2. food
3. breakfast foods

“My husband
and I wanted to
have something
of our own”
“It’s more
than just
dessert!”
“I have a day
job, and I can
still run a
Sincerely Yogurt
Franchise!”
FRANCHISING
Franchise Information Guide
03
TABLE
OF
CONTENTS
04
John Major’s Intro and Bio
06
The Advantages of Franchising
09
Dissecting the Sincerely Yogurt Brand
11
Mission Statement
12
Social Responsibility
17
What Makes Sincerely Yogurt Unique
18
Sincerely Yogurt Branding
23
Sincerely Yogurt Promotions
25
Location Standards
29
Our Fundraising Efforts
30
Financial Snapshot and Future Projections
34
Audited Financial Statement
35
Our Responsibility
©2012 Sincerely Yogurt, Inc.
Call 1.855.826.5524 to speak with a Franchise Development Representative
04
Sincerely Yogurt
“
I founded Sincerely Yogurt based on the
culmination of many passions. Passion for
health, for giving back, and for educating
the public on healthy living. It is my
promise that Sincerely Yogurt, Inc. will
never compromise the high quality and
strict standards we set in stone from our
very first location.
I invite you to explore the brand with me,
and see why we are a step above the rest
of the market. ”
Sincerely,
John Major
Founder and CEO,
Sincerely Yogurt
Franchise Information Guide
John Major
Biographical Notes
05
A Life Based in Integrity
For John Major, CEO of Sincerely Yogurt frozen yogurt franchises, philanthropy and
business are intertwined. No surprise that John possesses this philosophy, because
he came from a family of highly ethical and innovative leaders including his father an
immigrant from Hungary, who started his own highly successful medical device company
in the 1960’s.
John’s education mirrors his family’s high ethical philosophy. John attended Valley Forge
Military Academy where he was trained in leadership. John graduated in Marketing and
Communications from Duquesne University, and continued into the master’s program in
Business Ethics.
In his sophomore year as an undergraduate, John served his family’s company,
Microsonic, in the role of Operations Manager. Upon graduation, in 2002, he was named
the Director of Domestic Operations. In this capacity he developed the appropriate ISO
production line standards for the company.
With this corporate experience under his belt, John set off to carve his own niche in the
business world. Out of strong philanthropical ideals embedded in his DNA and John’s
passion for healthy living was born the concept of Sincerely Yogurt in 2009 with the
opening of the Cranberry Township location. Sincerely Yogurt was the first self-serve
frozen yogurt company in Pennsylvania, and it is currently the fastest growing yogurt
shop franchise in the state. Says Mr. Major, “With more and more locations expected to
open this year, Sincerely Yogurt is proof that everyone has room for healthy alternatives
in their lives.”
Since its inception, Sincerely Yogurt has grown to accommodate many aspects of
nutrition with an optimistic view of the future. In 2012, Mr. Major has announced another
first with the addition of gluten-free baked goods to the Sincerely Yogurt menu.
Full of passion and always with an eye toward growth and improvement, John is
looking to yet another first in the near future. He is currently working with a natural
vitamin supplement company to develop supplements to be added to Sincerely Yogurt
smoothies, to be available at all Sincerely Yogurt shops. These will be formulated
separately for men, women and children.
Sincerely Yogurt offers free frozen yogurt to all military and service personnel, which
reflects John’s appreciation for, and his pledge to, those who have sacrificed for our
freedom.
John continues the family tradition of philanthropy in the community in other ways as
well. John was awarded a plaque by Children’s Hospital of Pittsburgh for his work with
the institution. John extends his philosophy to Sincerely Yogurt daily operations where
he incorporates his passion for healthy living together with his generosity. Frequently,
local scouts and children’s groups take field trips to the Sincerely Yogurt shops, where
they enjoy free samples of the nutritious yet tasty fare while listening to an educational
talk on healthy nutrition choices.
With a firm foundation in healthy living and community philanthropy, the public
can continue to look to John Major and Sincerely Yogurt for exciting innovative
developments in the future.
©2012 Sincerely Yogurt, Inc.
Call 1.855.826.5524 to speak with a Franchise Development Representative
06
Sincerely Yogurt
THE
ADVANTAGES
OF
FRANCHISING
As a franchisee, you may:
● Immediately improve your competitive edge by joining an already successful
brand
● Avoid the mistakes of the newbies – work with people who already have a
formula that works
● Benefit from free advice and assistance on critical start-up tasks such as
site selection, store design, construction, banking, loans, hiring, buying and
continual training
● Secure products and services based on the buying power of an entire franchise;
Spread the cost of professionally-developed advertising, social media, product
development and customer surveys
● Continually improve your profitability by capitalizing on the franchise’s
expertise on operations, management and financial controls
● Prevent yourself from being left behind when trends are changing rapidly –
which they always are
● Provide yourself with backup when you need it
Franchise Information Guide
07
“I have a day job and I can still run a Sincerely Yogurt franchise!”
-Mike, Owner of Sincerely Yogurt South Park
YOU DON’T HAVE TO GO IN ALONE
©2012 Sincerely Yogurt, Inc.
Call 1.855.826.5524 to speak with a Franchise Development Representative
08
Sincerely Yogurt
“My husband and I wanted to have something of our own.”
-Nicki, Owner of
Sincerely Yogurt Wexford
Franchise Information Guide
09
DISSECTING
THE
SINCERELY
YOGURT BRAND
What is
Sincerely Yogurt?
Sincerely Yogurt is a self-serve frozen yogurt (fro-yo) bar where customers fill
their cups with their favorite fro-yo flavors, and then add the toppings of their
choice. Sincerely Yogurt offers its customers a wide range of topping options
including fresh fruit, granola, nuts, sauces, candies and crushed cookies. With
both the frozen yogurt and the toppings, customers have total control over their
portions. At Sincerely Yogurt, customers call the shots and are able to create
their own ultimate frozen dessert, suited to their individual taste and appetite.
With a variety of fro-yo flavors and an extensive menu of toppings, customers
can enjoy countless flavor combinations.
Skinny and Not-So-Skinny Smoothies are also available at Sincerely Yogurt’s
full-service smoothie bar. Sincerely Yogurt does not use any fillers such as ice
or water in their smoothies, so customers can be sure that Sincerely Yogurt
Smoothies will curb their appetite. A variety of boosters are available
to enhance the already robust nutritional content of the smoothies.
Sincerely Yogurt’s first location opened in 2009 in the rapidly developing
Cranberry Township, located 20 minutes outside of Pittsburgh, Pennsylvania.
Since then, the franchise has been responding to market demands by constantly
expanding its territory.
©2012 Sincerely Yogurt, Inc.
Call 1.855.826.5524 to speak with a Franchise Development Representative
10
Sincerely Yogurt
FEATURES AND
ATTRIBUTES
CONSUMER
BENEFITS
INDUSTRY
INSIGHTS
● Healthy, delicious cold
dessert alternative
● Easily accessible, healthier
snacks for individuals and
families
“These groovy frozen yogurts
are small luxuries at a time
folks can’t afford big luxuries,”
says Howard Waxman,
publisher of the Ice Cream
Reporter newsletter.
“They’re not selling frozen
yogurt. They’re selling the
experience.”
● Endless flavor and topping
combinations
● Self-serve experience;
● Nutritional boosters
● Accessible, comfortable,
community-oriented
storefronts
● Flavors for every palate
always a new experience,
even for repeat customers
● Portion control for both diet
and budget purposes
● Smoothies and fro yo options
that curb appetites on the go
● A meeting place or activity
for almost any group
The industry is red hot, grossing
more than $1.6 billion in
U.S. revenue in 2011 with
swells continuing in 2012
and beyond (IBISWorld).
Ushering the growth is a more
health-conscious society with
everything from government
initiatives to the media
perpetually promoting the
benefits of eating and
living healthier.
COOL
CREAMY
(kool) adjective
(1) imparting a sensation of moderate coldness
or comfortable freedom from heat (2) excellent;
marvellous; admired.
(kree • mee) adjective
(1) soft and smooth (2) beneficial or profitable.
NATURALLY DELICIOUS
(nach • ruh • lee) adjective (1) produced by nature (2)
not synthetic (3) not dyed (4) achieved without effort
or industrial force.
(dih • lish • uhs) adjective (1) highly pleasing to the
senses, especially to taste (2) very pleasing; delightful.
Franchise Information Guide
11
OUR
MISSION
STATEMENT:
At Sincerely Yogurt, we provide a naturally
delicious alternative to frozen desserts that
encourages our communities to live a healthier
lifestyle.
We strive to increase proper eating habits and
to help our customers achieve and maintain
nutritional “balance.” We therefore offer a variety
of healthy products that are not only delicious
but also fun to eat.
This philosophy of dedication applies not only
to our customers, but also to our franchisees and
their success.
©2012 Sincerely Yogurt, Inc.
Call 1.855.826.5524 to speak with a Franchise Development Representative
12
Sincerely Yogurt
SOCIAL
RESPONSIBILITY
Do Well and Do Good At the Same Time
Dishing up a far healthier alternative to our coffeehouse contemporary, we
reach out to neighborhood organizers, schools, local hospitals and non-profits
to explore the many ways we can assist in promoting wellness in the areas we
so proudly serve.
Franchise Information Guide
13
Sincerely Yogurt feels that it is crucial to support groups that promote active
lifestyles. Current sponsorships include local school sports teams, intramural
sports programs, commercial gyms and Children’s Hospital of Pittsburgh. In
addition to seeking out pre-existing corporate wellness programs and school
diet programs to join, Sincerely Yogurt takes an active role in meeting with
school and corporation administrators to find ways to create diet awareness and
promote healthy eating alternatives among their students and employees.
Sincerely Yogurt
contributed to the
YMCA, earning
an Ambassador
Sponsorship Level,
one of the highest
sponsorship levels
available
Sincerely Yogurt assists companies in hosting HEALTH AND WELLNESS FAIRS
to promote healthier lifestyles among their staff members.
Sincerely Yogurt
has a strong
relationship with the
CHILDREN’S HOSPITAL
OF PITTSBURGH
FOUNDATION
and has donated
the grand opening
proceeds of several
franchises to the
foundation
©2012 Sincerely Yogurt, Inc.
Call 1.855.826.5524 to speak with a Franchise Development Representative
14
Sincerely Yogurt
Founding
Philosophy
Over the years, people have become more aware of their eating habits as
obesity rates soar and as more and more health risks and issues are linked to
high-fat foods. Children’s eating habits are being scrutinized in particular as
the U.S government, educational institutions and parent groups create various
initiatives and programs to encourage healthy eating choices and portions
among America’s younger population.
Diet concerns are not isolated to youngsters, of course. There is a heightened
awareness among the general population, including single and married adults,
corporations and higher education institutions, that dietary balance is key
to a long and healthy life. The current struggle for most health-conscious
individuals and families then revolves around being able to enjoy healthy,
flavorful food quickly and at a budget-friendly price.
By providing a variety of yogurt-based products, and options for self-serve
portion-control, Sincerely Yogurt offers great-tasting, health-forward solutions
to on-the-go individuals and families. Customers can enjoy a treat without guilt,
and children will learn that it is possible to enjoy something sweet that is also
good for you. By presenting a unique, fun and naturally delicious experience to
customers, Sincerely Yogurt wins over both health-conscious individuals and
also those customers who simply want to experience the newest trend on the
block.
Sincerely Yogurt
was founded with:
● The goal of providing healthy alternatives to its communities and positively
influencing the eating habits of future generations of Americans
● The belief that everyone has room for healthy food alternatives in their lives
● A commitment to community involvement, which helps increase support for
its health-related messages and strengthen its bond with loyal customers
Franchise Information Guide
Core
Strategy
15
At the root of all Sincerely Yogurt communication
and team member activity, Sincerely Yogurt strives to:
● Create awareness that proper “balance” in one’s eating habits is the best
strategy for preserving a healthy lifestyle
● Continuously improve processes, product offerings, product quality and
customer experience
● Market our National Yogurt Association-certified frozen yogurt flavors and our
nationally-recognized signature flavors Original and Green Tea
● Maintain focus on positively impacting the community through high-quality
healthful yogurt offerings, meaningful personal interactions, community
involvement and strong relationships with customers
● Remember that profit preserves existence, but is not the single driving force
behind Sincerely Yogurt
● Reward individual employee’s contributions inside and outside of the
workplace
Gluuteny and Sincerely Yogurt:
“A healthy recipe
starts with the right
ingredients…”
Mojca Pipus founded Gluuteny Bakery as a result of painstaking research after
the diagnosis of her daughter with autism spectrum disorder. Mom didn’t settle
for that answer and after painstaking research and consultations, she found that
her daughter, lIana, could benefit from completely changing her diet (gluten
and casein free). Because the gluten and casein free goods on the market tasted
nothing like their counterparts, Mojca was determined to develop recipes for
delicious gluten free and casein free baked goods. Her results were so delicious
she founded Gluuteny Bakery in Squirrel Hill, Pittsburgh.
All Gluuteny baked goods are made in house and from scratch every day. This
commitment to fresh wholesome foods is one reason that we at Sincerely
Yogurt can’t think of a better partner in quality and taste than Gluuteny.
The delectable taste of fresh baked goods topped off with the cool, creamy
goodness of quality, frozen yogurt. It is just too good not to share…
Never has being gluten free been so rewarding on the taste buds… or the
neighborhood! Gluuteny is also dedicated to providing allergy friendly options.
Gluuteny and Sincerely Yogurt believe that a company is only as successful as
the communities they serve…and our customers are like family!
We invite you to taste the difference quality ingredients and healthy
mindedness can make. Look for the Gluuteny-Sincerely Yogurt partnership in
your neck of the ‘Burgh!
©2012 Sincerely Yogurt, Inc.
Call 1.855.826.5524 to speak with a Franchise Development Representative
16
Sincerely Yogurt
Customer
Experience
Our brand is rooted in our drive for consistency throughout our stores. We
believe consistency will retain loyal customers and ensure each location’s
success. Our strict standards in employee conduct, facilities management,
product quality and machinery sourcing all contribute to an enjoyable, quality
experience for our customers.
Upon entering Sincerely Yogurt, guests are greeted with cheerful, appetizing
marketing materials and yogurt-related photography. The Sincerely Yogurt
signature décor is light, friendly and inviting, encouraging its patrons to sit
with family and friends and lose track of time. The staff are, in turn, hospitable,
knowledgeable and up-to-date on current community happenings. The staff
and physical location details of each Sincerely Yogurt store evoke feelings of
familiarity and positive life-balance themes each time a guest enters.
The main attraction – the frozen yogurt and toppings line up – never fails in
providing visitors an enjoyable, creative experience that is punctuated with a
tasty treat with powerful health benefits. Customers are given the choice of
more than 20 self-serve frozen yogurt flavors and more than 40 toppings. In
an industry where menus and flavors often mimic each other, the proprietary
yogurt recipes of Sincerely Yogurt’s tart and tangy Original flavor and the
refreshing and crisp Green Tea flavor stand out.
The smoothie bar also offers customers a chance to customize their menu
selection by adding the booster of their choice, which may include additional
protein, amino acids, creatine, calcium, vitamins, and more.
The customer experience continues even after the store visit concludes via
Sincerely Yogurt’s social media efforts and community involvement efforts.
THE SUCCESS OF SINCERELY YOGURT COMES
AS NATURALLY AS THE PRODUCT OFFERED
Healthy indulgence topped with positive community involvement makes for a loyal (and satisfied) following.
Franchise Information Guide
17
WHAT MAKES
SINCERELY
YOGURT
UNIQUE?
SIGNATURE
FLAVORS
PRODUCT
HIGHLIGHTS
These uniquely delicious recipes are Greek in
origin, so they taste like real yogurt and have less
sugar and are higher in protein than many other
flavors.
Unlike many frozen yogurt providers, Sincerely
Yogurt serves authentic non-fat, low-fat and sugarfree frozen yogurts, which are made with all-natural
ingredients and no artificial flavors or colors.
Original is known to revitalize the senses. Its flavor
is creamy and tangy with a sweet aftertaste.
All of our non-signature yogurt flavors are certified
by the National Yogurt Association and are Kosher
Certified (KOAOA).
Green Tea supports immune system health,
improves digestion, fights the signs of normal
aging, promotes healthy function of the brain and
liver, and improves gum health.
©2012 Sincerely Yogurt, Inc.
Our yogurt and smoothies:
● Contain probiotics and live and active cultures
● Strengthen the immune system
● Increase lactose absorption
in lactose-deficient persons,
● Decrease the risk of colon cancer
● Serve as good sources of
calcium and riboflavin (vitamin B2)
● Provide an excellent source of protein
Call 1.855.826.5524 to speak with a Franchise Development Representative
18
Sincerely Yogurt
SINCERELY
YOGURT
BRANDING
A
Franchise Information Guide
19
All Sincerely Yogurt printed marketing, electronic media and store display
materials evoke a sense of fun infused with health-conscious messaging.
Bright colors, simple layouts, crisp food photography and playful headlines all
contribute to Sincerely Yogurt’s personality development.
Samples of point of purchase (POP) materials are provided here.
(With a signed Franchisee Agreement,
a complete POP and advertising guide is available.)
B
C
©2012 Sincerely Yogurt, Inc.
D
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20
Sincerely Yogurt
To stay in close touch with customers,
Sincerely Yogurt also has an online,
on-the-go presence with a corporate
website, facebook profile, twitter and
YouTube accounts, and mobile phone
application. Key messaging focuses on
Sincerely Yogurt’s health benefits as
well as its fun, self-serve, personalized
experience.
F
E
Franchise Information Guide
21
G
H
I
A) Menu Board
B) Flavor Card C) Reward Card D) Business Card
E) YouTube F) SincerelyYogurt.com
G) Uniform H) Smartphone App I) Gift Card
©2012 Sincerely Yogurt, Inc.
Call 1.855.826.5524 to speak with a Franchise Development Representative
22
Sincerely Yogurt
What market analysts are saying:
Adverting Age reports:
“What’s remarkable about Greek yogurt’s rise is that it basically came out of
nowhere, driven almost entirely by changing consumer tastes and without
the corporate hype that normally surrounds growing categories... A longtime
staple in the European diet, Greek yogurt has only recently caught on in the
U.S. as health-conscious consumers gravitate toward products with simple
ingredients.”
Mintel, a global market research firm, says:
“The recent surge in fresh Greek yogurt represents a return to yogurt’s healthy
and natural roots, stripping away added ingredients and reinforcing that yogurt
is both tasty and healthy. Greek Yogurt is believed to be the fastest-growing
food segment in history with two times the growth of energy drinks.” Mintel
adds, “Greek yogurt is succeeding because it’s more of what people already
liked about yogurt – creamier texture, higher protein and fewer carbs...and they
see it as filling, healthy and a convenient meal replacement.”
The TODAY Show resident health and nutrition expert, Joy Bauer MS, RD, CDN,
lists Greek Frozen Yogurt as one of her 2012 Trendiest Health Foods:
“Going Greek is all the rage...with a higher protein content than regular fro yo
and ice cream, the (Greek) frozen treat has a terrific tangy flavor and luxuriously
creamy texture...It’s so healthy, you can eat it for breakfast!”
Consumers want a
fro yo that’s more
than just a treat.
Franchise Information Guide
23
SINCERELY
YOGURT
PROMOTIONS
In addition to our year-round branding materials, you’ll also have the
opportunity to participate in Sincerely Yogurt’s successful In & Out promotions.
These special product offerings come with specially-designed collateral
materials like posters, buttons, table cards, and more, which generate
excitement and keep business fresh.
Example of Sincerely Yogurt’s
smartphone app designed for
the Pumpkin Loaf promotion.
©2012 Sincerely Yogurt, Inc.
Call 1.855.826.5524 to speak with a Franchise Development Representative
24
Sincerely Yogurt
Planning
See below an example of our October ‘12 through March ‘13 promotional plan,
and the marketing materials that go with it.
Franchise Information Guide
25
LOCATION
STANDARDS
Under the Sincerely Yogurt system, each store conforms to a standard of interior
design invoking a social atmosphere ideally suited for people of all ages.
Whether it’s the entire family on a lazy Saturday afternoon or a love-struck
teenage couple on their first date, the relaxing setting puts its patrons at ease
and provides a well-deserved break from the daily grind.
The soft interior palette mixed with brighter pops of color create an energy that
is attractive to the wide array of Sincerely Yogurt patrons seeking a treat that
tastes and feels good to eat. The uncluttered atmosphere allows the product
and experience to be the shining stars of every Sincerely Yogurt visit.
The staff and community-oriented cues such as the “Neighborhood News”
sign and local sponsorship programs further develop each location as a
neighborhood hot spot tailored to the character and values of each host
community.
Though the distinct style of a Sincerely Yogurt store exudes the air of an
effortlessly “cool,” naturally fun, local hot spot, much consideration has
been taken in formulating the guidelines of how to set up a new Sincerely
Yogurt location. Proven, mandatory architectural elements, mixed with
local customization details, ensure the growing Sincerely Yogurt brand will
strengthen with each new opening.
©2012 Sincerely Yogurt, Inc.
Call 1.855.826.5524 to speak with a Franchise Development Representative
26
Sincerely Yogurt
-Sincerely Yogurt
Cranberry Township
Space
Arrangement
While no two rental spaces are alike, the following are general parameters that
have performed well in existing Sincerely Yogurt locations:
● Restrooms, utilities and prep areas are located to the rear of the space
● The point of sale and smoothie prep area is toward the front, usually adjacent
to the dispenser space
● The procession for a customer should be clear – start with a cup, dispense
yogurt, add toppings, proceed to point of sale and seating
● Seating is comprised of round and square tables and counter space that
should take advantage of natural light
● Toppings are served at an island approximately 30 inches wide and 7 to 9
feet long, with a refrigerated portion in the center
With this spatial layout and system signage, guests should experience a flow
that is smooth and enjoyable, with minimal waiting, which is an advantage for
busy adults, on-the-go professionals, shoppers, and families with energetic
children.
Franchise Information Guide
27
Materials
and Finishes
The signature material for a Sincerely Yogurt Store is the large expanse of
1x1inch mosaic glass tile surrounding the dispenser openings. This colorful
blend of aquas, blues and greens sets the tone for the rest of the finishes and
suggests durability and quality. Horizontal surfaces are unified by a clean, white
solid surface material.
Red accents are found in the laminate below the island and in the glass pendant
lighting and trim. Flooring is a combination of luxury vinyl tile products in a
unique curved layout that draws visitors through the space.
Two tones of blue paint applied to walls complement the tile without being
overwhelming. Long wall surfaces are interrupted with tiled pilasters and wall
sconces, providing areas for framed color images of fruits and toppings. The
ceilings are a mix of clean, white acoustical panels and drywall bulkheads.
Ambient lighting is provided by recessed down lights. A modern linear
fluorescent fixture highlights the tile and yogurt dispensers.
-Interior Detail of
Sincerely Yogurt
Cranberry Township
©2012 Sincerely Yogurt, Inc.
Call 1.855.826.5524 to speak with a Franchise Development Representative
28
Sincerely Yogurt
Operator
Responsibilities
The Sincerely Yogurt Franchisee agrees to:
● Support, train and manage location staff
● Purchase all necessary supplies and manage inventory efficiently
● Build strong and continuing relationships with
many community groups – earn their loyalty
● Be a booster within the franchise, helping to promote the franchise
and other franchisees – be a positive force for improvement
● Fully understand and comply with all Agreement
and Operator’s Manual requirements
Crisis Risk
Management Team
Sincerely Yogurt has established a Crisis Risk Management Team, which is
currently being organized by Founder and CEO, John Major
Team members will set up a contact list for immediate responses to
emergencies for all current and future locations, as follows: fire, police, EMT,
local hospitals, utility hotlines and master list of employee contact information.
24-Hour contact will be established to respond appropriately to any
interruptions caused by the “crisis” in question
The Sincerely Yogurt
Corporate Support
System
During the construction phase, a Sincerely Yogurt corporate officer will:
● Assist the new franchisee in meeting the Sincerely Yogurt Opening Checklist,
including helping to secure the proper permits in a timely manner
● Ensure that training requirements are
being met by franchisee and his/her staff
● Quickly answer general questions and
concerns expressed by the new franchisee
● Provide the corporate office with updates on the progress
During the grand opening event and throughout the life of the Franchisee
Agreement, a Sincerely Yogurt corporate representative will:
● Help troubleshoot any operational issues;
● Conduct audits per the Operators Manual
● Brainstorm with franchisee on ways to improve his/her operations
Franchise Information Guide
29
OUR
FUNDRAISING
EFFORTS
Coupon
Booklet
Fundraising
Brochure
©2012 Sincerely Yogurt, Inc.
Call 1.855.826.5524 to speak with a Franchise Development Representative
30
Sincerely Yogurt
FINANCIAL
SNAPSHOT &
FUTURE
PROJECTIONS
Industry Analysis
and Situational
Benefits
● Frozen Yogurt sales are expected to grow 7 percent annually in the U.S.
● Americans consume nearly 23 quarts of ice cream and frozen yogurt annually
● Health trends favor frozen yogurt as 81 percent of those 18 and older view
frozen yogurt as healthier than ice cream
● The market in the United States is finally accepting a frozen yogurt that
actually tastes like yogurt – these tart yogurts are growing exponentially
● All but one of the fastest growing chains in the United States were frozen
yogurt concepts
● Customers appreciate the self-serve option as they can choose the size of
their desserts – and how much they want to pay. For example, they can pour
and top smaller amounts for their young children while their family members
who are true dessert lovers can pour and top as much as they want – no
longer “one size fits all”
● Self-serve toppings offer hundreds of combinations of desserts – something
to excite every customer’s taste buds – so it’s an experience, not just a dessert
● Entry into the industry requires much less funding than restaurants, and start
up is faster as models and training techniques have been perfected
● Yogurt stores require minimal and less expensive staffing
Franchise Information Guide
31
-Sincerely Yogurt
Wexford
Sincerely Yogurt’s
Unique Situation
Sincerely Yogurt has tested operating, training and auditing procedures that
make certain a visit to any of its stores will exceed the expectations of its
customers. To do this, full dedication to the franchise’s success is required by all
franchisees. For their dedication, the franchisees, in turn, have benefited from
the franchise’s investment in them, in terms of branding, product development,
training, promotions, advertising, systems and product acquisition and
distribution.
The franchise is on track to create at least eight new stores in the next 12
months and to establish Master Franchisors where financing and territories are
appropriate, the latter being subject to the franchise’s ability to successfully
support necessary distribution and oversight. The franchise will not pursue any
venture where a clear path to success is not certain. Clearly, though, success
only occurs when the full commitment of the franchisee is demonstrated each
and every day of the year. It will be the franchisee’s investment in time, funds
and oversight – and especially in making the necessary connections in their
communities – that will ensure their success.
Total sales revenue generated by all of the Sincerely Yogurt franchisees is
expected to reach $2.5 million in 2012.While current plans call for eight new
stores to be opened in 2012, that figure will increase each year as staff is added
by the franchise to sell and support all of its new and existing franchisees.
Like almost all franchisors, its income is derived from three sources: franchise
fees on the sale of franchises, royalty fees on franchisee sales and markups on
products that it negotiates on behalf of its franchisees. At this early time in its
history, Sincerely Yogurt levies among the lowest rates of fees and markups
among franchisors. This will not continue indefinitely, but it does offer a strong
incentive for those wise enough to join the franchise early.
©2012 Sincerely Yogurt, Inc.
Call 1.855.826.5524 to speak with a Franchise Development Representative
32
Sincerely Yogurt
Industry Analysis
and Situational
Benefits
Sincerely Yogurt is a well-financed start up with seven existing stores and
another one to begin in early 2013. The franchise began in the fall of 2009
and spent the first year testing and perfecting its operating and marketing
programs. Today, its stores operate without any of the burdens of a start-up
company. Stores are properly financed, located, staffed and organized
so that they WILL succeed.
Even at this early point in the franchise’s history, annual store sales range from
$225,000 to $500,000 depending on the degree to which each store has
integrated into their community. Profitability will depend not only on the ability
of its owners to work smart, but also to engage and build loyalty among their
communities. While the truism about “location, location, location” applies to
Sincerely Yogurt stores, we have found that the other ESSENTIAL ingredient to
success is “community, community, community”. Our stores that work hard to
create and maintain strong and continuing relationships that build loyalty find
themselves leading the pack.
Franchise
Agreement
and Fee
-Sincerely Yogurt
Wexford
Entry into the frozen yogurt industry requires much less funding than
restaurants, and start up is faster as models and training techniques have
been perfected. Sincerely Yogurt offers a unique opportunity for would-be
franchisees because their cost of entry is among the lowest in the industry
(franchise fee + cost to refit a store + cost of machinery and fixtures). After
a store location is mutually agreed upon, it is time to begin. A Franchise
Agreement is signed and a $29,000 Franchise Fee is paid. Then, architectural
and construction personnel get to work on your store and we will be with
you every step of the way. Additionally, you will be thoroughly trained on
procedures and methods of operation, purchasing, hiring, opening and closing,
etc. using our various manuals that can be referenced whenever needed. When
your store’s doors are opened, you and your staff will be ready!
Franchise Information Guide
Return on
Investment
33
Our stores’ pretax return on investment ranges from 20 percent to 50 percent,
with the large variation due to the following: the amount of the initial
investment required/desired; the rent negotiated; the participation by the
owners in running their stores (do they want to run it themselves or have
someone manage it for them); the owner’s investment in promotions and other
marketing in order to build for the future; and, an owner’s ability to increase
sales by creating special relationships with those active in their community
(increasing sales and leveraging their returns).
A set of pro forma cost structures that one might see is noted graphically below.
Everything depends, of course, on the franchisee’s approach to their store.
Expansion
Existing Territory
Primary
Development Space
Secondary
Development Space
©2012 Sincerely Yogurt, Inc.
Call 1.855.826.5524 to speak with a Franchise Development Representative
34
Sincerely Yogurt
AUDITED
FINANCIAL
STATEMENT
Statement of Operation
and Retained Earnings
for the Six-Month Period
Ended August 31, 2012
(Bridgeville, PA location)
*Not a standard expense for
most franchise locations
Sales
$323,579
100.00%
Cost of Goods Sold
102,729
31.75%
Gross Profit
220,850
68.25%
Operating Expenses:
Advertising & Promotions
Bank Fees
Dues & Subscriptions
Automotive Expense*
Insurance
Office Supplies
Payroll Taxes
Other Taxes & Fees
Rent Expense
Repairs & Maintenance
Royalty Expenses
Utilities
Wages
2,321
5,787
96
4,234
69
117
4,680
87
10,110
4,651
16,549
7,098
29,074
0.72%
1.79%
0.03%
1.31%
0.02%
0.04%
1.45%
0.03%
3.12%
1.44%
5.11%
2.19%
8.99%
Total Operating Expense:
84,873
26.23%
135,977
42.02%
Income from Operations:
Franchise Information Guide
35
OUR
RESPONSIBILITY
912 Enterprise Franchising, Inc. Responsibilities Include:
1. Secure Territory assigned in this agreement
2. Assist in Forming Franchisee Company
● Check Name Availability- at least 3 places:
State’s Department of State, US Trade Mark Office, Web Search
● Corporate Formalities
● File Articles of Incorporation (or Certificate of Organization)
● Docket Statement
● Filing fee
● Bylaws (or Operating Agreement)
● Act of Incorporator (or Organizer)
● Minutes of Shareholders (or Members)
● Minutes of Board
● Corporate Seal & Minute Book
● EIN
● Bank Account
● E & O Insurance
● Payroll Services
● Accountant
● Attorney
3. Collaborate on finalizing the franchise agreement
©2012 Sincerely Yogurt, Inc.
Call 1.855.826.5524 to speak with a Franchise Development Representative
36
Sincerely Yogurt
4. Build a Business Plan unique to location
and territory indicated in this agreement
● Research on Property
● Research on Landlord
● Market and SWOT Analysis
● Analysis of Key Relationships
● Marketing Plan Development
● Presentation to potential lenders
5. Acquire Architectural Services (To be paid by franchisee)
● Store Design, unique architectural considerations
● Implementation strategy
● Architectural contract review
6. Collaborate on finalizing the franchise agreement
7. Work closely with property broker, corporate attorney, and franchisee
attorney to acquire competitive rates/conditions with regards to the
execution of the lease.
8. Work with franchisee to obtain the best bid on contractual services
● Analyze quotes; regarding materials and scope of project.
9. Assist in acquiring Utilities:
● Electric and Gas companies
● Phone, internet, cable
● Waste disposal
● Water authority
● Security services
10. Obtain Licenses:
● Health Department and Municipal Approval
● State Approval: (Department of Agriculture & Weights and Measures)
11. Organize all equipment vendors, management
search, employee search, and hire all personnel
12. Facilitate Owner Training
● Corporate Minutes, QuickBooks, Operations, Building Relationships
13. Facilitate Management Training
● Management Training, Customer Service Training, Building Value,
Building Relationships, Checks and Balances.
14. Facilitate Employee Training
● Understanding Rules and Regulations, Operations, Competitive Climate,
What makes us special? Smoothie Knowledge, Customer Service
15. Assist, Organize, Implement Grand Opening
16. Continued reasonable support throughout life of franchise agreement.
Franchise Information Guide
37
Ready to get Started?
TAKE THE
PLUNGE!
©2012 Sincerely Yogurt, Inc.
Call 1.855.826.5524 to speak with a Franchise Development Representative