Grow Market Lead
in place and existing stores doing well,
the expansion is on.
He says that one of the draws of
the brand for its franchisees is enjoying a business that provides not only
great products and solutions, but also
a healthy work/life balance, because
the centers are typically open from 9
a.m. to 6 p.m. five days a week. He says
their products and services are generally
sold at a “very attractive gross margin,
and the large average order transaction
is also an appealing advantage of our
franchise concept.” The model allows
franchisees to build significant repeat
business and ongoing relationships, and
to keep growth on an upward trajectory,
the brand provides both up-front and
ongoing franchisee support and training.
Askar says the company is focused on
the area developer model as the primary
mover for its U.S. expansion efforts.
“It’s the best method for us, giving us
support on the ground and still allowing us to be involved in recruiting,” he
says. However, the company also will
work directly with single- and multiunit operators.
Whether it’s been as a franchisee (he
still operates his own franchise location
in downtown San Diego), an area developer, or franchise executive, Askar
says, “I love to create and be a part of
something I really believe in.”
LEADERSHIP
What is your role as CEO? Coaching
and mentoring a team of great people
who are instrumental in seeing through
my vision.
Describe your leadership style. I believe
in horizontal organizations whereby all
members of the management team are
treated with utmost respect and on an
equal footing. Using “we” as opposed to
“I” is my style. Together we are smarter
and achieve more!
What has inspired your leadership
style? Teamwork creates rewarding
learning opportunities for all members
of our organization. My role is to facilitate and encourage brainstorming and
sharing of ideas. There is nothing more
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Franchiseupdate Iss u e I, 2 0 1 3
Do you want to be liked or respected?
Respected first!
Advice to CEO wannabes: Don’t be
afraid of exposing yourself. Be openminded, delegate responsibility at every
level, and lead by example. Be caring,
recognize and reward often.
MANAGEMENT
Describe your management style:
Leading by example.
What does your management team
look like? We have a small team with
key people in responsible positions.
However, we all wear multiple hats.
inspiring than when we are successful as
a collective unit. The creation of winning teams and building rewarding lifestyle opportunities for my team and our
franchisees also brings tremendous joy.
What is your biggest leadership challenge? Need to listen more and com-
municate more effectively.
How do you transmit your culture from
your office to front-line employees?
Sharing and exposing my vision through
open communication with our management team gets our culture exposed to
their respective team members.
Where is the best place to prepare for
leadership: an MBA school or OTJ? In
my opinion, having OTJ training (getting in the trenches) is the most effective approach. Having basic education
in management training and attending
self-improvement courses/workshops
is also very important. Technology and
communication advancements will require further education and training.
How does your management team
help you lead? Sharing joint respon-
sibility in every aspect of our business
makes my job easier.
Favorite management gurus: Do you
read management books? My fa-
vorite management gurus are Michael
Gerber and Robin Sharma. Sharma’s
approach is: first improve the quality
of your life, which in turn will help you
achieve success in your business life.
Sharma’s The Leader Who Had No Title
is one of my favorite books. Gerber’s
The E-Myth Revisited is a great business
book. Other favorite books are: Steve
Jobs, The Mirror Test by Jeff Hayzlett,
and The Colour of My Underwear Is Blue
by Danny Lyon.
What makes you say, “Yes, now that’s
why I do what I do!”? When our fran-
chisees are jazzed and happy, when our
customers see value in our services, and
when our management team is praised
for their uncompromising support, I
say Yes and Yes!
PERSONAL
Are tough decisions best taken by
one person? How do you make tough
decisions? We learn and grow from
our mistakes. Tough decisions need
to be made by every member of our
team, but the ultimate responsibility is
mine and I accept success or failure of
all decisions.
What time do you like to be at your
desk? Around 6:30 a.m. I am an early
riser and get approximately six hours
of sleep. With my heavy travel schedule and having two offices in two time
zones, I start my work from home and
get to the office between 8:30 and 9 a.m.