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Dual Pane Case

Decent Essays

Dual Pane Company, founded in 2001 by John Grayson, is based on a machine he created. The machine could remove windows from their frames without destroying the wooden panes known as muntins and mullions. John and his wife Elizabeth are the owners of the company, as well as its only employees. He does the actual installation of windows, while she takes care of all the financial aspects of the company. The Dual Pane Company generally focuses its business in the residential market of the Boston area.
Strengths and Weaknesses of John Grayson

John Grayson has one of the most important qualifications of becoming a successful entrepreneur: experience. With 15 years of experience in the home restoration business, John knows a great deal about …show more content…

If John goes the large business route, he will be able to raise the franchising cost. This move would really get Dual Pane’s name out there, but there would also be a bigger risk. The quality that Dual Pane has worked so hard to achieve could potentially be compromised by these larger businesses. It would also be more difficult to successfully pitch this idea to a huge company and persuade them to heavily invest in something that would seem small-scale to them.
On the other hand, if he markets to small businesses, Dual Pane will more easily be able to keep its reputation as a quality restoration business. The company likely would not get national recognition, but it would be easier to franchise to individuals. It would also be easier to manage the relationships between the franchisor and the franchisees. The main downside to this alternative is the fact that John would have to charge a much lower price to these franchisees.
Decision
In order to keep its reputation of a small, quality business, Dual Pane will franchise to individuals in the Massachusetts area. This will, of course, mean that Grayson will have to charge a lower price for this franchising opportunity, but he will also be able to keep his original vision of being all about quality. This alternative is much less risky than marketing to large businesses and with the uniqueness of this machine Dual Pane is practically guaranteed to be a success.
Implementation

John Grayson

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