Every successful franchise launch has an opening act. It is the moment when customers form their first impressions, the local community begins to take notice and the franchisee starts building the trust that will support long-term growth.
For new business owners, the early stages can feel daunting. The brand and franchise model provide structure, but local momentum still has to be earned through visibility, consistency and genuine connection.
Here, Lisa Stead, chief executive of Stagecoach Performing Arts, speaks with Laura Feenan, principal of Stagecoach Southport, whose school has grown from zero students at launch to more than 65 students across five classes within its first year.
One of the biggest concerns prospective franchisees have is how to make an impact early on. What helped you build momentum from the beginning?
“For me, it was really important to start as I meant to go on. It would have been very easy in the early stages to keep things small and simply let the business tick over for a few years, but I wanted families to feel from day one that they were joining something exciting, ambitious and full of opportunity.
“We introduced discovery days before launch so families could experience the classes and meet the team, and then very quickly we started creating additional opportunities for students, performances, workshops and community events.
“Recently, we brought in a performer from the UK tour of Hamilton to run a West End workshop with the students. Seeing how much confidence and excitement they gained from that was incredible. Those moments create energy around the school, but they also show parents the value of what their children are part of.”
What practical advice would you give franchisees who are trying to establish themselves within a local community?
“You really have to immerse yourself in the community and understand the area properly. That means knowing what other businesses and organisations are there, understanding what families want locally, getting involved with schools, charities and events and building genuine relationships.
“Some collaborations or marketing ideas work brilliantly; others don’t, but that’s part of learning about your audience. The important thing is being visible, approachable and consistent.
“I also think people remember businesses that genuinely show up for their community. We support local causes, donate prizes for raffles and try to get involved wherever we can because that connection matters. People want to support organisations that feel invested in the area.”
How important is it for franchisees to bring their own personality and vision into the business?
“I think that’s hugely important. One of the brilliant things about Stagecoach is that there’s a strong, trusted brand and consistent standards across the network, but, within that, principals can still shape their school around their own personality and strengths.
“For me, giving children opportunities beyond weekly classes was something I cared about immediately. Within our first year, students had already performed in shows, taken part in community concerts and experienced industry-led workshops.
“You don’t have to do everything at once and, obviously, you have to be sensible financially, but I do think customers can feel when you’re truly invested in creating something special.”
Many franchisees worry about confidence, especially in the early stages. Did you ever experience that?
“All the time. I think every business owner does. But one thing I’ve learned is that confidence grows through action. You build it by showing up consistently, communicating well and creating positive experiences for people.
“Even now, I sometimes forget how quickly the school has grown because I’ve been involved with Stagecoach for so long as a teacher and manager before becoming a principal myself. Then I stop and realise that we launched with no students and now we have more than 65 students attending every week, friendships forming between families and children already talking excitedly about future performances and opportunities. That’s really special to see.”
What would your biggest piece of advice be to someone preparing to launch their own franchise business?
“Put yourself fully into it. Customers can tell when somebody genuinely cares about what they’re building and that energy becomes contagious. You attract the right people when your passion, standards and values are clear from the beginning.
“You don’t need to have every answer immediately, but you do need to create trust, consistency and a sense of excitement around what you’re offering.
“If you focus on building a strong community and delivering a brilliant experience early on, the momentum follows.”
For me, Laura’s experience shows what a strong franchise launch really depends on. It’s not about making the biggest noise on day one, but about creating something families genuinely want to return to.
The franchisees who build long-term momentum are often those who understand their community early, use the structure of the brand well and bring their own care, energy and standards into the business from the beginning. When that happens, an opening act becomes much more than a launch. It becomes the foundation for lasting loyalty.
