Key Idea: Pay Attention To Spot OpportunityIn a move some saw as twisted logic, Anne Beiler launches what will become a pretzel empire. More... |
Key Question:A:
Watch buying behavior. Anne made an observation that had a profound impact on the rest of her life. People were buying more pretzels than slices of pizza. Anne even told the owner she was working for that they should stop selling pizza. And though it took him several weeks to agree with her, after they focused on pretzels, sales increased. A: The motivation behind starting a business will guide your decisions. Since Auntie Anne's was born to give, she could not comply with the bankers' requests to stop giving away money. Had her purpose been to make money for herself, she would have had no trouble working with a bank. The reason you start a business will be clear to others. Anne has been able to attract franchisees who also want to work in a business that is committed to giving. People want to spend their time doing something important. On the surface, Auntie Anne's sells a fabulous tasting pretzel, but so much more is happening here. For example, jobs are being created for entry level workers; and, the franchisees are encouraged to find charities in their own communities in which they can invest. It is very difficult for most companies to recruit franchisees and this has never been the case for Auntie Anne. She not only has a great product, she has a heart for people and this is appealing. Anne believes there is power is the concept of giving. This power energizes people at a level which never could be achieved if the goal is simply to make money. If you start a business, you must be interested in other people – these are your customers – more than you are yourself. Think about itDo you think you might spot some opportunities if you stopped long enough to question everything you are now doing? What should you stop doing to make room for what could add more value to your business? Why did you start your business in the first place? Have you achieved that goal? Do you think you have the best reason to be in business? Do you think selfishness has held you back in any way? What can you do to be more generous? Clip from: Auntie Annes PretzelsAnne Beiler says that everyone is teachable and lovable. Gap, Pennsylvania: An angel investor stood by her while bank after bank turned her down because the purpose of this business was to make money then give it away. Meet Anne Beiler, founder f Auntie Anne's Pretzels. Anne's generous spirit is infused throughout this company and it is their secret ingredient. Anne has proven that her franchisees want to run a business built on love. While most franchise companies have to market to find new owners, Anne has to turn away hundreds who want to buy into her concept. Products topped with her love of people make Anne Beiler a leadership example to follow. So now, we travel out to Gap in Pennsylvania's Amish Country; it is a simpler place. And though it may be an unlikely place to be running a fast-growing business, maybe there are lessons here for all of us in these hostile times. This business is based on love and on giving. This is the American Dream. It has come alive for all the right reasons. Go to all the videos and key ideas... Auntie Anne's Inc.Anne Beiler, Founder
160-A Route 41 Visit our web site: http://www.auntieannes.com/
Office: 717-435-1610
Business Classification: Year Founded: 1988 Pay Attention To Spot OpportunityHATTIE: (In the Studio) Hi, I'm Hattie Bryant. We've been on search for the best entrepreneurs in the country since 1994. Back in the fall of 1996, we found a little woman with big revenues. Like so many of us, she's a baby boomer, and today her business is ahead of the curve. She has a succession plan in place, and it's working. In the next 30 minutes, we revisit our first interview with the founder of Auntie Anne's Pretzels and then return for her to tell us about her successful transition from day-to-day operations to her work now as keeper of the vision. Not a member yet? Learn! Be empowered! Join us! |
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