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“You don’t know what you don’t know.”
That’s what Paul Pickett, the chief development officer for Wild Birds Unlimited, will tell prospective franchisees. And it’s a phrase that has everything to do with making sure each lead that comes his way has all the information needed to make the right decision.
Since Pickett began his franchise development career back in 1989, he always kept a keen focus on intensely preparing new franchisees with realistic expectations. This meant creating a development process that provides a clear path of discovery to help potential Wild Birds Unlimited owners completely understand the brand’s system, how they support their individual stores, what it takes to be a thriving franchisee, and ultimately answers that important age old question: “Is this franchise the right match for me?”
“As a franchise development professional, your job is to ensure that the match between your brand and your candidate is strong and that the foundation has been set for a long and successful working relationship,” Pickett said. “Becoming a Wild Birds Unlimited franchisee is a big decision. We decided that, in order to grow the right way, we needed to give people the ability to fully understand every single aspect of what it’d be like as one of our owners.”
With more than 300 stores and counting throughout the United States, it’s clear that Wild Birds Unlimited’s unique approach to franchise development is working. But even with this impressive momentum, the brand recognized that there was still room to expand in untapped markets—it just needed to get its message in front of the right franchisees to make this kind of continued growth happen.