MBAM910 Portcullis Franchise FINAL 26-02-18

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Module!Code:!MBAM910!
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Module!Name:!Emerging!Business!Models!Group!Assignment!
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Candidate!Numbers:!!097136,!072832,!061303,!053365,!097218!
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Word!Count:!5340!

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Business!Model!Report!

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Portcullis!Legals!Law!Store!Franchise!Model!

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1.! Executive!Summary!

With!only!37%!of!the!UK!adult!population!(Legal!Services!Consumer!Panel,!2017)!currently!possessing!
a! will! and! figures! released! by! the! Citizens! Advice! Bureau! in! 2015! showing! requests! for! information!
regarding! intestacy! problems! has! increased! by! 246%! since! 2011! (BBC,! 2017)! show! that! the! British!
population!is!clearly!underprepared!and!not!properly!informed!on!the!ease!to!first!obtain!a!will!and!
the!benefit!to!surviving!relatives!of!having!a!will.!!

Portcullis! Legals! are! a! small! practice! offering! a! precisely! tailored! package! of! services! dealing! with!
estate! planning,! of! which! the! provision! of! wills! is! an! entryElevel! service! and! priced! as! such! to! be!
competitive! against! online! competitors! but! by! providing! a! face! to! face! service! to! clients! that! meet!
client’s! expectations! of! what! a! legal! practice! should! offer! and! challenges! the! offerings! of! larger!
practices.!!

This!report!investigates!the!issues!surrounding!Portcullis’s!desire!to!franchise!the!business!at!either!a!
regional!or!national!level!and!examines!how!best!to!transfer!the!company’s!ethics!and!business!plan!
to!a!franchise!partner!and!critically!to!examine!how!this!could!be!executed!maintaining!the!valuable!
reputation!Portcullis!has!built!in!their!30!years!of!trading.!!

Analysis!has!been!performed!on!the!existing!business!framework!and!assessment!of!Portcullis’s!value!
proposition! to! develop! a! new! business! model! canvas! for! a! franchise! partner! using! innovative! retail!
options! coupled! with! an! examination! of! market! demographics! to! examine! if! franchising! is! the! way!
forward!for!Portcullis,!or!if!regional!expansion!of!the!brand!to!maintain!standards!is!the!way!forward.!!

Financial! analysis! has! been! performed! using! an! estimated! cost! structure,! developed! by! the!
consultancy!team!to!set!a!pricing!strategy!for!Portcullis!Legals!to!market!the!various!franchise!options,!
but!also!to!evaluate!the!required!performance!of!the!franchisee!as!an!estimate!of!profitability!of!the!
franchise.!

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2.! Table!of!Contents!

1.! Executive!Summary!................................................................................................................!1!
2.! Table!of!Contents!...................................................................................................................!2!
3.! Introduction!&!Problem!Statement!........................................................................................!4!
4.! Existing!Portcullis!Legals!Business!Model!Canvas!....................................................................!4!
5.! Portcullis!Legal’s!Corporate!Values!and!Transference!of!Ethics!to!Franchise!Partners.!............!4!

Figure!1:!Customer!Values!Map!....................................................................................................!5!
6.! Competitor!Analysis!...............................................................................................................!6!

Figure!2:!Competitor!Comparison!.................................................................................................!8!
7.! The!Franchise!Business!Model!................................................................................................!9!

Regulation!of!Franchising!in!the!UK!.............................................................................................!10!
Potential!Franchisees!and!Franchisor!Affiliation!.........................................................................!10!
Franchise!Agreement!...................................................................................................................!10!
Franchise!operation!manual!........................................................................................................!11!
8.! Franchiser!Business!Model!Canvas!.......................................................................................!11!
Figure!3:!Franchise!Model!Flow!Path!..........................................................................................!12!
9.! Innovative!Retail!Options!.....................................................................................................!13!
Portcullis!Retail!............................................................................................................................!13!
Portcullis!Express!.........................................................................................................................!13!
Portcullis@Home!.........................................................................................................................!14!
Expansion!of!Online!Services!.......................................................................................................!15!
10.! Market!Analysis!&!Potential!Expansion!Areas!......................................................................!16!
Figure!4:!South!West!City!Ranking!...............................................................................................!18!
11.! Key!Performance!Indicators!.................................................................................................!18!
12.! Recommendations!...............................................................................................................!20!
13.! References!...........................................................................................................................!21!
14.! Appendices!..........................................................................................................................!23!
Appendix!A:!Existing!Portcullis!Legals!Business!Model!Canvas!!.................................................!23!
Appendix!B:!Franchiser!Business!Model!Canvas!........................................................................!24!
Appendix!C:!Population!Demographic!Maps!.............................................................................!25!
South!West!Population!Age!Ranges!............................................................................................!25!

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South!West!Percentage!of!Homes!Owned!with!a!Mortgage!.......................................................!25!
South!West!Population!Density!per!Hectare!...............................................................................!26!
South!West!Percentage!of!Workers!in!Admin/Secretarial!(Grade!C)!..........................................!26!
South!West!Fulltime!Employees!..................................................................................................!27!
Appendix!D:!Legal!Services!Consumer!Panel!Data!.....................................................................!28!
Appendix!E:!South!West!Demographic!Data!.............................................................................!31!
Appendix!F:!Franchise!Model!Financial!Analysis!W!PortCullis!Retail!............................................!33!
Appendix!G:!Franchise!Model!Financial!Analysis!W!Portcullis!Express!.........................................!34!
Appendix!H:!Franchise!Model!Financial!Analysis!W!Portcullis!@!Home!.......................................!35!
Appendix!I:!South!West!City!Rankings!......................................................................................!37!
Table!1:!Initial!City!Ranking!based!on!human!environment!........................................................!37!
Table!2:!Secondary!ranking!based!on!Net!In!Commuting!............................................................!37!
Table!3:!Final!Ranking!based!on!proportion!of!Socio!Economic!B’!grade!classification!..............!37!
Appendix!J:!Example!Competitor!Franchise!Offering!................................................................!38!
Appendix!K:!Customer!Reviews!................................................................................................!41!
Appendix!L:!UK!SocioWEconomic!Bands!as!Defined!by!UK!Geographics!......................................!41!
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3.! Introduction!&!Problem!Statement!

This! report! has! been! prepared! to! provide! insight! into! how! the! Portcullis! brand! could! be! franchised!
adhering!to!the!value!framework!of!Portcullis!and!conforming!to!the!legal!requirements!of!appropriate!
qualifications! and! training! to! provide! the! service! under! the! provision! of! the! Alternative! Business!
Structures!&!Licensed!Bodies!of!the!Legal!Services!Act!2007.!

The!Problem!Statement!

To!identify!a!structured!framework!and!business!model!to!franchise!Portcullis!Legal!Services!and!to!
make! recommendations! on! the! franchise! agreement! and! services! which! would! be! provided! by!
Portcullis!to!the!franchisee.!Recommend!key!target!areas!within!the!South!West!and!wider!national!
setting!that!possess!a!market!that!would!be!interested!in!the!Portcullis!franchise!brand!offering.!

4.! Existing!Portcullis!Legals!Business!Model!Canvas!

To!understand!the!value,!infrastructure,!market!and!finances!of!the!Portcullis!Legals!current!
business!model,!the!Business!Model!Canvas!was!assembled,!as!proposed!by!Alexander!Osterwalder!
in!Business!model!generation!(Alexander!Osterwalder,!2010).!See!Appendix!A:!Existing!Portcullis!
Legals!Business!Model!Canvas.!

5.! Portcullis!Legals!Corporate!Values!and!Transference!of!Ethics!to!Franchise!Partners.!

To! understand! how! corporate! values! can! be! translated! into! ethics! for! franchise! partners! and! more!
importantly!how!these!can!be!safeguarded!in!the!expansion!of!the!business,!it!may!be!best!to!start!at!
where! these! are! created.! By! asking! the! question! for! ‘Whom! are! we! creating! value?’! and! as!
Osterwalder!&!Pigneur,!(2010,!p!20),!points!out!‘customers!comprise!the!heart!of!any!business!model’!
we!will!concentrate!on!the!‘value!proposition’!of!the!service!provided!by!Portcullis,!captured!through!
online!customer!reviews.!!

Using! reviews! found! through! yell.com! (https://www.yell.com/biz/portcullisElegalsEltdEplymouthE
6730867/)! an! initial! analysis! was! conducted! seeking! to! identify! core! themes! amongst! customers.!
Appendix!K:!Customer!Reviews,!shows!these!insights!captured!using!highlighted!text!colour!for!varying!
meanings.! It! is! also! important! to! note! that! all! of! these! customer! reviews! rated! the! Portcullis!
experience! as! being! 5*.! Additionally,! it! was! noted! using! the! blue! highlight! that! customers! were!

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referring! to! their! professionals! by! their! first! name,! something! that! immediately! stuck! out! from!
preconceptions!of!traditional!professional!legal!relationships.!

Using! the! NVivo! software,! a! further! analysis! was! conducted! using! a! google! review! poll! of! fortyEone!
customer!reviews!posted!online.!Of!the!fortyEone!reviews,!forty!of!them!had!awarded!the!company!
five! stars! with! only! one! (the! latest)! review! giving! four! out! of! five! stars.! Additionally,! all! fortyEone!
reviews!identified!a!positive!customer!experience,!twenty!of!which!were!specifically!referring!to!the!
wills! service! and! five! referencing! other! types! of! service! provision.! Sixteen! reviews! specifically! only!
spoke! of! the! nature! of! the! experience! they! received.! Nodes! about! professionalism! counted! thirty!
references!and!thirtyEone!recommendations.!

Figure!1:!Customer!Values!Map!

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! Wills!! Portcullis!41! Positive!
20! Experience!41!
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! Unknown! Other! Professional! Recommend!
5! 30! 31!
! 16!
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Comparing!this!against!the!analysis!conducted!by!our!consultants!of!the!value!proposition!from!the!
firm’s! perspective! identifying;! Simplicity,! Accessibility,! Quality! of! Services,! Transparency,! Price! and!
Brand!as!their!core!values,!a!natural!correlation!can!be!found!between!the!two!insights.!Portcullis!is!a!
small!firm!both!in!terms!of!numbers!of!staff!and!geographic!spread.!This!means!that!the!identity!of!
the!firm!and!therefore!the!experience!offered!can!be!tightly!managed.!The!most!notable!challenge!to!
Trevor! and! his! team! is! how! to! continue! and! control! this! under! the! agreements! of! a! franchise!
arrangement.!Therefore,!the!method!of!franchising!requires!close!scrutiny.!!

If!the!franchise!proposal!was!to!be!met!with!a!positive!response,!with!high!demand!from!across!the!
country.!Trevor!may!wish!to!ask!himself,!what!control!measures!could!be!put!in!place!to!ensure!the!
value!proposition!remains!the!same!but!allows!for!entrepreneurial!freedom!to!drive!and!develop!the!

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business?!It!is!after!all!‘entrepreneurs’!that!Trevor!is!targeting!in!this!franchise!model,!who!by!their!
nature!are!driven!to!create!profit!and!be!creative!in!how!they!achieve!that!goal.!!

Additionally,!the!information!on!the!business!to!customer!relationship!provided!by!the!reviews!is!that!
these! experiences! are! mainly! oneEoff! and! transactional.! So,! with! this! in! mind! what! options! are!
available?!Portcullis!could!potentially!limit!the!growth!of!the!business,!maintaining!manageable!close!
relations!with!its!franchisee’s.!For!example,!it!could!concentrate!on!a!scaling!process!establishing!itself!
across! Devon! first,! then! expand! across! the! South! West! before! realising! its! ambitions! for! a! national!
marketplace.! Alternatively,! it! could! place! quality! control! measure! on! franchisees.! It! has! already!
identified!its!ambition!to!set!up!an!Academy!to!facilitate!the!training!and!education!of!potential!young!
legal!entrepreneurs!and!could!insist!on!this!as!being!a!preErequisite!for!any!potential!applicant.!This!
would! impact! the! speed! of! growth! of! the! franchise! movement! and! potentially! limit! the! scope! of!
entrepreneurial! engagement! but! could! equally! provide! another! source! of! income! for! the! firm.!
Alternatively,! Portcullis! may! wish! to! consider! its! application! process,! conducting! inEdepth! value!
assessments! of! applicants,! ensuring! core! value! similarity! in! the! individual! and! therefore! the! firm!
through!their!appointment!process,!this!could!be!rigorously!monitored!through!ongoing!supervision.!!

6.! Competitor!Analysis!

The!analysis!of!the!competitive!landscape!covers!a!range!of!different!service!providers,!who!offer!Wills!
&!Probate!work!as!part!of!their!portfolio.!Competitive!research!is!often!overlooked,!but!the!effective!
application! (Fleisher,! 2015)! of! research! will! help! focus! the! business! model.! The! analysis! aims! to!
confirm!if!there!are!gaps!in!the!market!that!can!be!filled!with!an!innovative,!niche!and!entrepreneurial!
business.! The! main! research! using! online! tools,! including! Google! Searches,! Facebook,! LinkedIn,!
Twitter,! leading! industry! bodies! and! specialist! Franchise! groups.! Following! the! research,! a! list! five!
companies!were!targeted!(see!Figure!2).!Most!law!firms!offer!Wills!&!Probate!services;!this!research!
solely!focused!on!organisations!that!specialise!in!this!space.!

One! other! company! offers! a! Franchise! opportunity,! although! with! several! key! differences.! The!
research! has! been! broken! down! into! three! main! sections.! Services,! Unique! Sales! Proposition!
(USP)/differentiators!and!their!GoEToEMarket!strategy.!In!terms!of!developing!the!franchise!business!
model! “Differentiation! is! one! of! the! most! important! strategic! and! tactical! activities! in! which!
companies!must!constantly!engage”!(Levitt,!1986).!Services!have!been!broken!down!into!seven!main!

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segments,!all!currently!offered!in!the!existing!Portcullis!portfolio.!From!the!information!available,!the!
list!of!competitors!highlights!two!companies!who!offer!all!the!same!services.!
Portcullis!focus!on!key!areas!that!differentiate!their!service.!In!the!analysis,!the!focus!was!on!seven!of!
these!areas.!There!isn’t!one!competitor!in!the!marketplace!that!can!boast!as!many!USP.!Combining!a!
shop!front,!with!long!opening!hours!is!unique!as!a!business!model!and!should!be!highlighted!when!
creating! the! value! proposition,! wheras! the! Fixed! Fee! business! model! has! been! deployed! by! all! the!
competitors.!The!final!differentiator!is!the!membership!with!the!Society!of!Trust!&!Estate!Practitioners!
(STEP),!while!not!unique;!there!was!only!one!competitor!that!publicised!this.!
Most!of!the!companies!have!a!presence!on!Social!Media,!but!can!you!measure!Return!on!Investment!
from! Social! Media! (Hoffman,! 2010)?! Portcullis! once! again! lead! the! field! in! this! area.! Of! the! nine!
channels! deployed! by! Portcullis,! the! next! closest! competitor! deploys! seven! of! these! strategies.! The!
main!competitor!doesn’t!offer!a!retail!experience.!
The!competitor!analysis!has!confirmed!that!the!blueprint!laid!out!by!Portcullis!is!unique.!This!positions!
the! business! very! well! in! terms! of! attracting! Franchisees! and! for! business! growth.! It! has! also!
highlighted! areas! where! the! focus! needs! to! remain! and! other! areas! where! the! spotlight! can! be!
repositioned.!!

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Figure!2:!Competitor!Comparison!
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! ! Your!Will! ! !! !
! ! Be!done!
Estate! £270! £299! !
Services! Administration! ! ! !
! Funeral!Plans! ! ! ! !!
£300! ND! £125! £149!
Lasting!Power!of! !
Attorney*! £35!(PA)! ! !!
Wills! £200! ! ! !!
Storage!Vault! £19.95! ! !!
Will!Writing**! ! !!
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Differentiators! Long!Term!Care! ! ! ! !!
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Trust!Planning! ! ! ! !!
Go!To!Market! ! ! ! !!
Long!Opening! ! ! ! !!
Hours! ! ! ! !!
Fixed!Fee! ! ! ! !!
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STEP!Members! ! ! ! !!
Home!Visit! ! ! ! !!
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Own!APP! ! ! TBC!
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Will!writer’s! ! !
association! TBC!
Face!to!Face! ! ! !!
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Referral! ! !
Network!
Web!only!

Shop!Front!

Twitter!

FaceBook!

LinkedIn!
National!
Franchise!

*1!power!of!attorney!!**Price!of!a!single!Will!(where!available)!!!ND!=!not!disclosed!

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7.! The!Franchise!Business!Model!

Trevor! clearly! cares! very! much! for! his! business! and! his! team,! entrusting! the! brand! that! Trevor! has!
personally!created!over!the!years!to!someone!that!doesn’t!have!a!vested!interest!in!the!business!could!
be!considered!as!too!high!a!risk.!Putting!aside!extra!capital!requirements,!opening!further!Law!Stores!
with!appointed!managers!is!not!necessarily!the!most!robust!strategy!for!Portcullis,!this!is!where!the!
door!opens!to!the!potential!of!franchising!the!Portcullis!brand.!

Franchising! a! business! is! a! powerful! strategy! for! business! growth.! Franchising! is! an! ongoing!
relationship!where!the!franchisor!grants!a!licensed!privilege!to!the!franchise!to!do!business!under!a!
known!brand!with!an!already!proven!business!model!within!the!control!of!a!franchising!agreement!
and!franchise!manual.!Portcullis!will!provide!considerable!support!ensuring!the!new!franchise!is!set!
up! correctly! and! in! the! most! efficient! way,! in! return! for! an! initial! investment.! Portcullis! shall! then!
provide!ongoing!support!in!areas!such!as!operations,!IT,!documentation,!training,!and!marketing!in!
return!for!ongoing!royalty!payments;!such!royalty!payments!are!typically!based!on!a!percentage!of!
net!turnover,!in!the!region!of!5E20%.!

There! are! fundamentally! two! types! of! franchise! in! the! UK,! product! distribution! franchising! and!
business!format!franchising,!as!Portcullis!is!service!based!and!has!no!manufactured!products!to!sell,!
the!business!suits!business!format!franchising,!of!this,!there!are!two!approaches:!

Direct!franchising!E!the!franchisor!provides!support,!taking!direct!responsibility!for!recruiting,!training!
and!supporting!the!franchise!network.!!

Joint! venture! franchising! –! The! franchisee! only! contributes! 49%! of! the! capital,! with! the! franchisor!
making! up! the! remaining! 51%,! giving! the! franchisee! comfort! knowing! that! the! franchisor! would! be!
providing!full!backing!and!support.!(Pointf!Fanchise,!2017)!

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Regulation!of!Franchising!in!the!UK!

Unlike! many! jurisdictions! outside! of! the! UK,! there! are! no! specific! regulations! directly! relating! to!
franchising!agreements.!The!absence!of!direct!regulation!provides!the!flexibility!to!create!a!mutually!
acceptable! franchising! agreement! without! legal! obligations! or! restrictions.! This! flexibility! promotes!
the! UK! as! one! of! the! most! attractive! countries! for! international! franchisors! to! begin! international!
expansion!of!their!brand!(Pena,!2016),!this!offers!an!excellent!opportunity!for!UK!businesses!wanting!
to!undergo!national!expansion.!There!are!however!laws!that!do!affect!franchise!agreements,!although!
the! UK! laws! do! not! impose! disclosure! obligations! on! the! franchisor,! if! the! franchisee! had! been!
encouraged!to!enter!into!the!franchise!agreement!on!false!representations,!the!franchisee!may!have!
a!claim!against!the!franchisor!based!on!misrepresentation.!Other!common!laws!such!as!ruling!against!
restraint!of!trade!and!competition!laws!still!apply,!such!laws!must!be!considered!when!creating!the!
franchising!agreement.!

Potential!Franchisees!and!Franchisor!Affiliation!

Obtaining!the!first!franchisee!will!be!the!most!complicated,!with!a!wealth!of!information!instructing!
franchisees!to!contact!existing!franchisees!for!a!picture!of!the!potential!success!and!feasibility!of!the!
franchise!and!the!capability!of!the!franchisor.!

Becoming!part!of!the!British!Franchise!Association!(BFA)!would!appease!this!foreseen!risk!in!the!eye!
of! the! franchisee.! Without! Portcullis! having! a! proven! track! record! in! franchising,! the! full! BPA!
membership! would! not! be! attainable,! although! Portcullis! could! become! a! Provisionally! Listed!
company!of!the!BFA.!

Provisionally!Listed!companies!commit!to!complying!with!the!conditions!of!membership,!providing!a!
proven! trading! record,! with! supporting! unambiguous! business! documentation! and! a! franchise!
agreement!that!meets!the!bfa’s!Code!of!Ethics!(The!British!Franchise!Association,!2017).!!

Franchise!Agreement!

Portcullis!must!create!an!agreement!that!will!provide!the!rules!to!be!adhered,!to!ensure!the!quality!of!
service!and!the!core!values!of!Portcullis!are!maintained.!The!balance!between!flexibility,!maintaining!
a! feeling! of! ownership,! continued! interest! by! the! entrepreneur! while! still! providing! a! robust!

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framework! must! be! carefully! considered.! The! agreement! will! be! comprehensive! and! rigid,! with! no!
changes!from!one!franchise!to!the!next,!removing!complications!in!managing!differing!franchises!with!
differing! agreements.! The! agreement! shall! be! held! between! the! franchisor! (company)! and! the!
franchisee!(company!and!the!individual).!The!franchisee!(company)!in!the!case!of!a!limited!company!
would! be! a! separate! entity! and! benefit! from! advantages! such! as! ‘limited! liability’,! as! a! result,! the!
individual!would!not!be!liable!for!financial!losses!made!by!the!limited!company,!having!the!individual!
as!a!third!party!would!ensure!personal!responsibility!within!the!agreement,!this!also!permits!a!clause!
to!be!placed!on!the!franchisee!(company!and!individual)!restricting!competition!with!the!franchisor!
when! the! agreement! comes! to! an! end.! The! agreement! shall! cover! agreement! term,! any! costs!
associated!with!the!agreement!such!as!the!initial!franchise!fee!and!expected!business!setup!costs!such!
as! professional! fees! and! expenses.! The! agreement! should! provide! specific! guidelines! of! a! franchise!
location,! potential! exclusive! territory! rights,! the! limits! of! these! territories! and! the! conditions! for!
maintaining!this!exclusivity!as!well!as!a!guideline!to!the!limitation!on!the!onward!sale!of!the!business.!
The! agreement! shall! also! cover! all! potential! grounds! for! termination! including! breach! of! the!
agreement,!insolvency,!conduct!prejudicial,!criminal!offence!and!death!or!illness.!!

Franchise!operation!manual!

A!wellEdeveloped,!comprehensive!franchise!manual!is!vital!to!the!franchiser/franchisee!relationship.!
The!operations!manual!contains!the!intellectual!property!that!franchisees!have!been!granted!the!right!
to! use! (franchise.org,! 2007).! The! operational! manual! must! provide! all! the! information,! policies!
procedures,!programs!and!practices!to!allow!the!franchisee!to!easily!operate!the!franchise!with!the!
same!high!quality!and!core!values!of!Portcullis.!

8.! Franchiser!Business!Model!Canvas!

To!evaluate!the!value,!infrastructure,!market!and!finances!of!the!Portcullis!Legals!franchisor!business!
model!the!following!Business!Model!Canvas!was!assembled!as!proposed!by!Alexander!Osterwalder!in!
the! book! Business! model! generation! (Alexander! Osterwalder,! 2010).! See! Appendix! B:! Franchiser!
Business!Model!Canvas.!

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Figure!3:!Franchise!Model!Flow!Path!

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9.! Innovative!Retail!Options!

The!geographical!and!demographical!spread!of!Portcullis’s!potential!client!base!requires!diversifying!
the!vehicles!with!which!these!clients!are!reached.!Across!England!and!Wales,!there!is!a!clear!market!
distinction! between! urban! and! rural! areas.! Based! on! this,! we! would,! therefore,! propose! three!
franchise!packages!be!constructed,!the!normal!“Portcullis”!shop!front!model,!“Portcullis!Express”,!and!
“Portcullis@home”.! It! should! be! possible! for! franchisees! to! upgrade! from! Portcullis@home! or!
Portcullis! Express! to! the! complete! package.! We! envisage! that! this! will! be! a! natural! transition! for!
franchisees!as!they!get!sufficient!training!and!certifications!to!perform!a!more!comprehensive!set!of!
legal!services!that!is!suitable!for!shop!front!operations.!!

Portcullis!Retail!

The!first!package!is!the!quintessential!retail!presence,!with!a!shop!front!in!a!high!footfall!area.!The!
complete!franchise!package!should!include:!

•! Shop!front!branding!and!décor,!contracted!by!Portcullis!from!an!arranged!business!interiors!
partner.!Ideally,!the!design!should!be!incorporated!into!the!marketing!and!sales!literature!for!
the!franchisees.!!

•! Assistance!for!legal!and!financial!registrations!and!regulations.!This!includes!setting!up!the!
legal!entity,!VAT!registration,!bank!account!opening!and!related!paperwork.!

•! IT! Infrastructure! –! for! both! business! operations! and! core! business.! This! includes!
desktops/tablets! for! use! within! the! franchisee! shopfront,! as! well! as! CRM! and! case!
management!software.!

•! Training!packages!integrated!into!a!structured!“Portcullis!Academy”!model.!The!aim!here!is!to!
get!the!operation!started!with!initial!training!where!cases!are!considered!from!customers!but!
are!sent!to!the!back!office!for!legal!checking!and!sign!off.!

Portcullis!Express!

The!second!package!is!“Portcullis!Express”!–!this!is!a!Portcullis!branded!stand!in!a!suitable!area!with!a!
high!enough!footfall!and!a!targeted!demographic.!We!recommend!libraries,!supermarkets!and!trade!
fairs!that!attract!Portcullis’s!core!demographics!as!initial!targets.!The!stand!would!be!manned!by!one!
or!two!Portcullis!franchisees.!This!package!would!include:!

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•! Pop!up!Law!Store!branding.!
•! Branded!uniforms,!pens!and!related!office!supplies.!
•! A!facility!for!clients!to!leave!their!business!cards!or!contact!details!(with!the!minimal!initial!

investment!required)!for!further!followEup,!possibly!using!the!Portcullis@Home!model!(to!be!
described!later).!

Portcullis! Express! is! to! offer! a! limited! set! of! relatively! straightforward,! quick! legal! services,! we!
recommend! simple! wills,! powers! of! attorney! and! probates.! Marketing! material! to! clients! is! to!
emphasise! ease! of! use! and! accessibility! (e.g.! Get! your! will! in! 30! minutes! or! less! message).! The!
paperwork! could! be! signed! off! either! on! the! stand! itself! where! a! qualified! employee! is! present,! or!
could! be! sent! off! for! remote! checking! and! legal! sign! off! back! office,! with! the! paperwork! being!
subsequently!sent!to!the!client!by!post.!!

The!stand!should!also!act!as!a!lead!generating!opportunity!for!more!complicated!wills,!as!well!inquiries!
about!further!legal!work!is!to!be!redirected!to!the!back!office,!with!the!relevant!contact!details!being!
taken!at!the!stand!to!generate!more!work.!At!this!point!clients!should!be!offered!one!of!three!options,!
in!the!following!order!of!preference!to!Portcullis.!

1)! An!appointment!with!Portcullis@Home!–!with!an!employee!visiting!the!client!at!home.!This!
would!be!the!desired!outcome.!

2)! An!appointment!at!a!retail!Portcullis.!
3)! A!further!call!to!arrange!an!appointment!in!the!near!future.!

The! time! to! market! target! for! Portcullis! Express! is! one! week! from! contract! sign! off.! This! should! be!
easily! achievable! and! could! be! shortened! with! relative! ease! given! an! adequate! supply! of! branded!
materials.!!

Portcullis@Home!

The!third!franchise!model!is!a!presence!at!the!client’s!home,!branded!as!Portcullis@Home.!Under!this!
model,!franchisees!(or!agents)!sign!off!to!use!the!Portcullis!name!brand!and!reputation!to!offer!legal!
services!in!client!homes.!These!client!leads!are!generated!from!a!variety!of!sources,!including:!

•! Online!and!offline!direct!advertising.!

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•! Leads!from!other!professionals!(e.g.!financial!and!wellbeing!services).!
•! Leads!from!retail!or!express!franchisees.!

This! package! would! offer! branded! uniforms! and! office! supplies.! As! a! selling! point,! contracts! are! to!
offer!geographical!exclusivity!zones!where!the!franchisee!would!get!the!first!opportunity!at!servicing!
the!request!in!a!particular!area.!With!a!strong!enough!presence!and!the!quick!time!to!market!of!one!
week,!we!anticipate!the!model!to!be!appealing!enough!to!encourage!existing!professionals!offering!
legal!services!in!certain!locations!to!adopt!the!Portcullis!brand.!

We! anticipate,! as! has! been! demonstrated! by! Portcullis’s! current! operations,! that! the! highest!
conversion!rates!from!client!inquiry!to!service!purchase!will!be!with!this!model.!!

Expansion!of!Online!Services!

Portcullis!has!had!some!attempts!at!an!online!app!presence!through!apps!such!as!iWill!and!iDivorce.!
We!propose!the!expansion!of!these!apps!and!their!inclusion!into!a!comprehensive!online!presence!for!
Portcullis!to!serve!the!client!and!log!all!contact!between!the!client!and!Portcullis!across!all!franchisees.!
The!online!portal!is!to!have!an!app!presence!as!well!and!should!offer!services!such!as:!

•! Review!and!download!previously!signed!off!documents.!
•! Digitally!alter!contact!and!vital!personal!data!that!can!help!in!future!legal!cases!(e.g.!estates!

for!wills).!
•! Review!the!progress!of!any!open!legal!requests.!
•! Request!and!review!appointments.!
•! A!geographical!“find!your!nearest!Portcullis”!service.!

The!online!presence!is!to!offer!franchisee!access!to!clients!that!they!are!associated!with,!with!careful!
consideration! here! given! to! data! protection! regulations! including! the! upcoming! General! Data!
Protection!Regulations.!The!online!portal!is!a!strong!selling!point!for!franchisees!over!“going!it!alone”.!
As!for!investment,!we!anticipate!that!offering!an!app!is!a!marginal!cost!over!setting!up!an!online!portal!
that!follows!the!best!mobile!and!accessibility!development!models!for!websites.!!

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10.! Market!Analysis!&!Potential!Expansion!Areas!

Yearly! market! research! studies! commissioned! by! YouGov! show! that!
the! proportion! of! the! UK! adult! population! currently! without! any!
provision! for! a! will! stands! at! 37%! (Legal! Services! Consumer! Panel,!
2017).! Portcullis! as! an! entity! is! at! the! cutting! edge! of! disruptive!
innovation! to! the! existing! legal! profession! with! the! core! values! of!
valued'and'valuable'customer'contact,'ease'of'service'and'the'use'of'
plain'English'to'help'their'customer'get'the'most'positive'experience'
from'their'transaction.!!

However,!the!core!business!as!it!stands!at!present!is!very!much!built!
on! the! ethics! and! entrepreneurial! dynamism! of! the! C.E.O! Trevor!
Worth! in! building! a! successful! business! venture! recently! celebrating!
its!30Eyear!anniversary.!The!key!issue!in!any!potential!franchise!format!
is!how!to!target!the!market!in!different!geographical!areas!to!quickly!
establish! the! Portcullis! brand! and! deliver! a! financially! profitable!
business!to!the!franchisee!in!the!shortest!amount!of!time,!while!still!
adhering!to!the!overall!code!of!practice!and!upholding!the!core!values!
of!Portcullis.!

The! market! analysis! has! been! undertaken! to! evaluate! the! customer!
demographic!within!the!existing!Portcullis!business!based!on!age,!personal!circumstances,!net!worth,!
ethnicity!and!apply!the!“what!the!Plymouth!customer!looks!like”!model!to!the!wider!regional!setting!
to!assist!Portcullis!Management!to!evaluate!where!to!target!potential!franchise!clients.!

Information! supplied! by! the! client! “Our! average! customer! has! assets! with! no! liabilities! of! between!
£350KE£450K”! and! “Vast! majority! are! 55! plus,! homeowners,! grownEup! children,! female! decision!
makers! in! the! main,! socioeconomic! groups! predominantly! B's! and! C's! (70/30! split)”! (Worth,! 2018).!
From! this! information,! it! is! clear! to! see! that! there! is! a! clear! trigger! point! of! age! (55+)! and!
socioeconomic!grading!that!the!Portcullis!offering!of!nonEtraditional!legal!services!appeals!too.!!

Examining! the! wider! Plymouth! demographic! of! a! city! with! 256,000! residents! (Office! Of! National!
Statistics,! 2011)! with! a! median! detached! house! price! of! £265,000! with! 59%! of! properties! privately!

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owned!(Office!of!National!Statistics,!2016)!with!an!average!population!of!22%!to!27%!in!the!45!to!59!
age! group! bracket! in! and! around! the! surrounding! areas! (Appendix! C:! UK! Population! Demographics!
Maps!(UK!Data!Explorer,!2011))!but!ranked!44th!in!barriers!to!housing!and!ranked!26th!nationally!for!
living!environment!deprivation!(Office!of!National!Statistics,!2016),!there!may!be!considerable!barriers!
to!entry!for!residents!in!the!area!to!access!the!services!provided!by!Portcullis.!Although!Portcullis!have!
been!very!successful!in!establishing!their!business!model,!this!has!been!effectively!built!on!the!strong!
network!over!600!introducing!professionals!(Worth,!2018)!that!may!be!drawing!in!business!from!a!far!
wider!area.!However,!assessing!the!demographic!data!against!the!typical!Plymouth!user!target!areas!
based! on! working! population,! house! prices,! barriers! to! housing! and! deprivation! ranking,! the! major!
urban!centres!in!the!South!West!have!been!ranked!(Appendix!I:!Table!1!South!West!City!Rankings).!

Although!the!decision!of!where!to!set!up!the!franchise!would!rest!with!the!franchisee!Portcullis!should!
actively! target! entrepreneur’s! in! those! areas! as! potential! franchise! partners.! Critically! certain!
geographic!advantages!would!be!of!benefit!during!the!startEup!process!giving!the!franchisee!access!to!
training!and!guidance!(mentorship)!from!the!“Portcullis!Academy”!to!ensure!success!and!profitability!
in!the!earliest!time!frame.!

During!initial!discussions!with!the!client,!it!was!highlighted!that!Portcullis!saw!considerable!value!in!
high!visibility!of!their!office!to!passing!traffic,!adjacent!to!traffic!lights.!The!cities!have!therefore!been!
further!ranked!based!on!net!commuting!in/residents!in!employment!and!ranked!(Appendix!I:!Table!2!
South!West!City!Rankings).!

A!final!ranking!of!cities!in!the!South!West!(Appendix!I:!Table!3!South!West!City!Rankings)!was!screened!
using!the!proportion!of!the!population!employed!in!public!administration,!health!(classified!for!this!
research!as!socioEeconomic!group!B!(UK!Geographics,!2014)).!

From!the!rankings!applied!to!the!demographic!data!across!the!South!West,!it!is!clear!to!see!that!cities!
like!Bath,!Exeter!&!Bristol!make!strong!candidates!cities!for!the!Portcullis!franchise!to!expand!in!to!but!
also!validates!the!model!in!bringing!the!ranking!of!Plymouth!from!an!initial!ranking!of!8th!up!to!6th!but!
highlights!the!exceptional!hard!work!that!has!gone!to!build!a!business!in!a!challenging!market.!

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Figure!4:!South!West!City!Ranking!

South1West1City1Ranking1Summary

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1

2

3

4

5

6

7

8

9 Ranking12 Ranking13

Ranking11
10

Bath1 Swindon1 Exeter1 Bristol1 Poole1 Bournemouth1 WestonESuperEMare1 Plymouth1 Gloucester1 !

11.! Key!Performance!Indicators!

Legal!organisations!of!all!sizes!have!a!series!of!“Key!Performance!Indicators,!also!known!as!KPI!or!Key!
Success!Indicators,!these!help!managers!and!employees!gauge!the!effectiveness!of!various!functions!
and! processes! important! to! achieving! organisational! goals”! (Reh,! 2017).! Why! do! firms! need! KPI’s?!
KPI’s! provide! quantifiable! data.! The! top! two! tips! from! the! Law! Consultancy! Network! on! creating!
profitable!firms!(Law!Consultancy!Network,!2017)!are!to;!!

•! Set!Key!Performance!Indicators!and!know!where!you!are!with!them!!
•! KPI’s!provide!quick!fix!areas!for!improving!the!bottom!line!!

“If!you!can’t!measure!it,!you!can’t!improve!it”!(Willcocks,!1999).!There!are!many!standard!KPI’s!within!
the!legal!industry!that!are!accepted!as!industry!standard.!Portcullis!currently!have!a!mix!of!traditional!
KPI’s!and!some!more!innovative!KPI's.!Traditional!KPI's!report!on!Utilisation!(total!chargeable!hours!vs!
total!hours),!through!to!number!of!Matters!handled.!!Portcullis!have!implemented!KPI's!for!innovation.!
The!innovative!KPI's!match!Trevor's!entrepreneurial!spirit.!!

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Due!to!Portcullis!offering!Wills!as!a!"sort!of!loss!leader"!(Trevor!Worth!2018)!it!is!important!for!the!
firm!to!measure!the!number!of!customers!who!take!more!than!one!service.!Trevor's!ability!to!relate!
to!people!and!deliver!exceptional!customer!service!is!a!key!driver;!the!Kano!model!emphasises!the!
importance!of!delighters!in!customer!service!(Bayus,!2010).!The!Franchise!will!need!to!include!KPI’s!
that!focus!on!client!relationships.!!

Recommended!KPI's!for!Portcullis!Franchisees!

Recommendations!on!the!KPI’s!that!the!franchisees!should!implement!will!push!the!value!proposition!
of!maintaining!the!ethos!of!the!franchise.!Trevor!wants!his!franchisees!to!be!entrepreneurs,!too!many!
KPI’s!could!stifle!creativity!and!leave!the!entrepreneurs!frustrated.!

Following! the! research,! six! KPI's! are! recommended.! The! Franchisee! will! be! successful! if! they! follow!
the!correct!blueprint,!KPI's!should!focus!on!customer!satisfaction,!rather!than!financial!performance.!
If!you!feed!enough!leads!into!the!funnel!and!treat!the!clients!in!an!exceptional!way,!the!bottom!line!
will!see!the!benefits.!

•! Target!for!2!Yell!Feedback!comments!per!month.!This!will!remind!the!franchisee!to!ask!for!
recommendations!and!build!a!request!to!clients!into!every!meeting.!

•! Target!(at!least)!4*!average!Yell.com!rating!on!client!reviews.!Being!a!focussed!retail!business,!
it!is!imperative!to!keep!up!the!exceptional!ratings!in!customer!satisfaction.!

•! Target!30!unique!client!handshakes!per!month.!This!is!a!true!indication!of!how!successful!the!
firms!marketing!activities!are.!

•! Target!15!Referrals!Per!Month.!Customer!service!has!meant!Portcullis!has!excelled!for!over!30!
years;!it!is!essential!for!growth!than!the!Franchise!grows!through!referrals.!

•! Target! 20! Wills! Written! Per! Month.! This! is! the! "bread! and! butter"! work! of! the! firm;! the!
Franchisee! needs! to! keep! momentum! in! this! area! as! it! leads! to! increased! crossEsale!
opportunities.!

•! Target!30%!Clients!that!take!more!than!one!service!per!transaction.!This!helps!the!Franchisee!
focus!on!providing!higher!margin!services.!

If! Franchisees! fail! to! reach! the! recommended! KPI's! for! three! consecutive! months,! then! Portcullis!
should!have!the!powers!to!retract!the!offer!of!the!Franchise.!

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12.! Recommendations!

Based!on!the!analysis!by!the!consultancy!team!it!is!recommended!that!Portcullis!offer!the!ability!for!
franchisees! to! select! from! a! portfolio! of! retail,! express! and! home! offerings! that! best! suits! their!
circumstances!but!with!the!ability!to!upgrade!as!business!success!develops.!!

•! Competitive!franchise!price!strategy!to!reflect!competitor!pricing!strategy!
o! Portcullis! Retail! franchise! cost! £7000! but! estimated! cost! of! office! branding! of! an!
additional!£25,000!
o! Portcullis! Express! franchise! cost! £10,000! includes! Portcullis! providing! a! limited!
selection!of!marketing!and!branding!supplies.!
o! Portcullis@Home!priced!as!an!entryElevel!franchise!at!£7,000!

Key!to!the!success!of!the!franchisee!delivering!the!products!in!a!manner!that!adheres!to!the!overall!
ethos!and!vision!of!Portcullis!and!their!CEO!will!be!critical!and!must!form!a!cornerstone!of!the!franchise!
agreements!with!particular!focus!on;!

•! Pricing!structure!for!referred!services!until!the!franchisee!is!able!to!offer!those!as!part!of!their!
portfolio.!!

•! Providing!access!to!new!clients!in!rural!areas!through!the!Portcullis@Home!option!
•! Establishing!geographic!exclusivity!for!franchise!centres.!
•! The!first!franchise!option!should!be!considered!as!a!joint!venture!to!iron!out!any!teething!

problems!and!access!a!higher!level!of!support!from!Portcullis.!
•! Establishing!and!enforcing!strong!KPI's!as!outlined!with!penalties!for!the!franchisee!if!failing!

to!deliver!on!the!agreement.!

There!is!a!strong!case!for!the!various!franchising!options!available!to!Portcullis!in!order!to!grow!their!
business!outside!of!the!Plymouth!area.!It!is!felt!that!initial!franchises!should!be!set!up!within!the!South!
West! offering! greater! control! and! access! for! Portcullis! to! oversee! the! services! being! offered! under!
their!banner.!

In! conclusion! the! Portcullis! vision! for! expansion! through! franchise! operations! will! be! successful! but!
careful! selection! of! franchise! partners! willing! to! adhere! to! the! ethics! and! vision! of! Portcullis! and!
targeting!new!markets!for!franchisee's!based!on!population!demographics!around!the!South!West!will!

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be!critical!to!the!success!of!the!expansion!plan.!Targeting!the!potential!markets!in!Bath,!Bristol!and!
Exeter!would!give!the!greatest!chance!of!success,!while!the!Portcullis!Express!and!Home!brands!would!
suit!a!more!rural!and!flexible!setting.!

13.! References!

Alexander!Osterwalder,!Y.!P.!(2010).!Business'model'generation:'a'handbook'for'visionaries,'game'

changers,'and'challengers.!John!Wiley!&!Sons.!

Bayus,!B.!L.!(2010).!Kano'model'of'customer'satisfaction.!Wiley!International!Encyclopedia!of!
Marketing.!

BBC.!(2017).!Making'a'Will:'A'Sharp'Rise'in'Intestate'Queries.!BBC.!

Fleisher,!C.!S.!(2015).!Competitive'Analysis:'effective'application'of'new'and'classic'methods.!FT!
Press.!

franchise.org.!(2007,!March).!Creating'an'effective'operations'manual:'a'“howHto”'guide.!Retrieved!
from!International!franchise!association.!

Hoffman,!D.!L.!(2010).!Can!you!measure!the!ROI!of!your!social!media!marketing?!MIT'Sloan'
Management'Review,!52(1).!

Law!Consultancy!Network.!(2017,!February).!Our'Top'12'Tips'for'Profitable'Law'Firms.!Retrieved!
from!LawConsultancyNetwork:!www.lawconsultancynetwork.co.uk/wpE
content/2017/02/121023EC11832ELCNEEBookELayout.pdf!

Legal!Services!Consumer!Panel.!(2017).!2017'Tracker'Survey.!UK.!

Levitt,!T.!(.!(1986).!The'Marketing'Imagination.!New!York:!Free!Press.!

network,!T.!1.Et.!(n.d.).!

Office!Of!National!Statistics.!(2011).!UK'Census.!!

Office!of!National!Statistics.!(2016).!Towns'and'Cities'Analysis,'England'and'Wales.!Office!of!National!
Statistics.!
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!
Pena,!A.!(2016,!Februrary!9).!Franchising.!Retrieved!from!Business!Advice:!

http://businessadvice.co.uk/franchising/legal/franchiseErelationshipsEkeyEaspectsEofEukE
regulation/!
Reh,!F.!J.!(2017,!October).!The'Basics'of'Key'Performance'Indicators'(KPI).!Retrieved!from!
TheBalance:!https://www.thebalance.com/keyEperformanceEindicatorsE2275156!
The!British!Franchise!Association.!(2017).!Franchising'Code'of'Ethics.!Retrieved!from!British!Franchise!
Association:!https://www.thebfa.org/aboutEbfa/codeEofEethics/!
UK!Data!Explorer.!(2011).!2011'Census:'Wards'in'the'South'West.!UK!Data!Explorer.!
UK!Geographics.!(2014).!Social'Grades'A,'B,'C1,'C2,D'and'E.!UK!Geographics.!
Willcocks,!L.!P.!(1999).!Beyond'the'IT'productivity'paradox.!John!Wiley!&!Sons,!Inc.!
Wormald,!C.!(2018).!Franchising'in'the'UK'(England'and'Wales):'overview.!Retrieved!from!Thomson!
Reuters,!Practical!Law:!https://uk.practicallaw.thomsonreuters.com/0E632E
9722?transitionType=Default&contextData=(sc.Default)&firstPage=true&bhcp=1!
Worth,!T.!(2018).!EHMail'Quotation.!!
!
!
!

!!

22!|!P a g e !
!

!! !
!
14.! !Appendices!
Appendix!A:!Existing!Portcullis!Legals!Business!Model!Canvas!!

!

23!|!P a g e !

!

!! !
!
Appendix!B:!Franchiser!Business!Model!Canvas!

!

!
24!|!P a g e !

!

!! !
!
!
Appendix!C:!Population!Demographic!Maps!
South!West!Population!Age!Ranges!

!

South!West!Percentage!of!Homes!Owned!with!a!Mortgage!

!! !
! 25!|!P a g e !

!! !
!
South!West!Population!Density!per!Hectare!

!

South!West!Percentage!of!Workers!in!Admin/Secretarial!(Grade!C)!

!

26!|!P a g e !
!

!! !
!
South!West!Fulltime!Employees!

!

!!

27!|!P a g e !
!

!!!

!

Appendix(D:(Legal(Services(Consumer(Panel(Data(

The!following!data!has!been!edited!from!its!original!source!to!provide!clarity!w

Services! Consumer! Panel! (Legal! Services! Con

http://www.legalservicesconsumerpanel.org.uk/publications/research_and_re

Gender Region Social.gr

Total

Male Female London Rest.of. Midlands. North ABC1
A South and. R

Wales

BNO PQ

Q90.%Which,%if%any,%of%the%following%have% 1822 856 966 368 518 525 411 1306
you%done?%(Please%tick%all%that%apply) 1822 893 929 255 646 429 492 1305
37% 36% 37% 26% 40% 39% 37% 44%
Unweighted%base
Base:%All%England%and%Wales%Adults 10% 10% 9% 6% N N N S
11% 10% 9% 11%
I2have2made2a2will 9% 11% 8% 6%
B N 10% 10% S
I2have2made2a2power2of2attorney 57% 58% 66% 10% 11%
56% OPQ 56% 58%
I2have2a2legal2expenses2insurance2policy 54% S
49%
None2of2the2above

!

within!the!data!set,!full!details!of!the!survey!commissioned!by!YouGov!by!Legal!
nsumer! Panel,! 2017)! can! be! found! at!
eports/index.html!!

rade Age Please.think.about.the.role.of.Lawyers.in.general..Although.there.
are.different.types.of.lawyers.(e.g..Barristers,.Solicitors.etc).we.
would.like.you.to.think.of.them.collectively.when.answering.the.
next.question..How.much.knowledge.do.you.have.about.what.
lawyers.do.in.general?

1.'I.have. 5.'I.have.a. Fair.
great.deal. amount/gr
C2DE 18?24 25?34 35?44 45?54 55+ no. 2 3 4
knowledg of. eat.deal.
knowledg of.
e'
e' knowledg
e

SR XT UX XV W X BCADF B C D EB BF

516 194 338 346 362 582 157 399 773 360 133 493
517 219 287 318 342 656 149 406 776 364 127 492
18% 2% 9% 20% 36% 69% 23% 29% 37% 48% 41% 46%
TU TUV TUVW AB ABC AB ABC
5% 2% T 4% 9% 18% 2% 4% 8% 18% 19% 18%
2% TUV TUVW AB ABC ABC ABC
5% 2% 7% 9% 15% 3% 5% 8% 16% 22% 17%
6% T TUVW ABC ABC ABC
76% 94% T T 26% 74% 66% 57% 43% 47% 44%
R UVWX 71% 57% CDEF CDEF DF
83% WX
VWX X

28!|!P a g e !

!!!
!

Gender Region Social.gr

Total

Male Female London Rest.of. Midlands. North ABC1
South and.

Wales

Q100.%Which,%if%any,%of%the%following%legal% A* B* N* O* NP* Q* R

services%have%you%personally%used%in%the%

last%TWO%YEARS?%(Please%tick%all%that%

apply) Unweighted%base 1822 856 966 368 518 525 411 1306
1822 893 929 255 646 429 492 1305
Base:%All%England%and%Wales%Adults 9% 9% 9% 9% 9% 8% 8% 11%

Conveyancing8(e.g.8legal8working8 8% 9% 7% 7% 10% 7% S
6% 10%
involving8buying,8selling8or8transferring8 4% 4% 4% 2% 4% 5%
S
Will8writing 3% 3% 3% 3% 3% 3%
3% 3% 3% 2% 2% 2% 3% 4%
Probate8(i.e.8Legal8process8of8managing8 2% 2% 2% 4% 2% 2%
the8estate8of8a8deceased8person8by8 1% 2% 1% PQ 2% 1%
1% 1% 0% 2% 1% 1%
resolving8all8claims8and8distributing8the8 2% 2% 1% 1% 1% 1%
deceased8person's8property8under8a8valid8 2% 2% 2% 2% 2% 3%
2% 2% 2% 2% 2% 1%
Family8matters 1% 1% 1% 3% 1% 1% 5% 3%
1% 3% 2%
Accident8or8injury8claims 4% 5% 4% 6% 4% 1% 2%
2% NQ 1% 2%
Housing,8landlord8or8tenant8problems 1% 1% 1% 1% 1% 1% 1%
1% 1% 1% 2% 1% 2% 2% 2%
Employment8disputes Q O 1% 2%
70% 70% 71% 1% 70% 72% 2% 2%
Any8offences8or8criminal8charges 2% 1%
30% 30% 29% 69% 30% 28%
Immigration8matters 3% 5%
31%
Problems8with8consumer8services8or8 0% 1%
2% 2%
Advice8and8appeals8about8benefits8or8tax8
70% 67%
Debt8or8hire8purchase8problems
30% 33%
Power8of8attorney8(i.e.8a8legal8document8 S
allowing8one8person8to8act8on8behalf8of8

Neighbour8disputes

Other

Not8applicable8–8I8have8not8used8legal8
services8in8the8last8two8years

Net:8Used8a8legal8service

!

rade Age Please.think.about.the.role.of.Lawyers.in.general..Although.there.
are.different.types.of.lawyers.(e.g..Barristers,.Solicitors.etc).we.
would.like.you.to.think.of.them.collectively.when.answering.the.
next.question..How.much.knowledge.do.you.have.about.what.
lawyers.do.in.general?

1.'I.have. 5.'I.have.a. Fair.
great.deal. amount/gr
C2DE 18?24 25?34 35?44 45?54 55+ no. 2 3 4
knowledg of. eat.deal.
knowledg of.
e'
e' knowledg
e

S* *T* U** V** W* WX* A** B** C* D* E** F*

516 194 338 346 362 582 157 399 773 360 133 493
517 219 287 318 342 656 149 406 776 364 127 492
3% 2% 12% 11% 8% 9% 3% 8% 10% 10% 9% 10%

T T T T 3% A A A A A
3% 0% 4% 6% 8% 13% 5% 8% 13% 11% 12%
TU TUVW S A ABC AB ABC
T T 1%
4% 6% 2% 4% 7% 7% 7%
2% 1% 2% 2% 1% 3%
T TUV 1% 2% AB ABC AB ABC
3% 4% 2% 4% 4% 3% 1% 3% 5% 4% 5%
3% S 1%
2% S 4% 3% 2% 3% S 0% 3% 3% 3% 3%
1% T T T S 2%
1% 3% 1% 1% 1% 2% 4% 3% 4%
2% 3% 4% 1% 2% 2% B B
1% S X WX 3% 1% 1% 1% 2% 3% 3%
3% 1% 2% T 1% AB B
R 1% 1% 2% 0% 2% 2% 2%
1% X 1% 1% 1% 0% C C BC
1% X 1% 0% 1% 2% 3% 2%
3% X 5% 3% 1% S 1% 1% A
1% TWX X X 1% 4% 4% 4%
1% 3% 2% 1% 2% 88% 79% BC BC BC
1% 2% BCDEF CDEF 1% 3% 4% 3%
2% 2% 3% 1% 21%
79% 2% 12% 1% 1% 2% 1%
R 1% 2% 1% 1% A
2% 4% 9% 6% 8%
22% 1% 3% 4% 7% ABC AB ABC
1% U TUVW 1% 2% 3% 2%
1% 1% 1% BC BC
2% 1% 1% 2% 2% 2%
1% 1% 1%
84% 2% 69% 60% 65% 61%
UVWX 67% 69% 73% DF
67% 31% 40% 35% !39%
16% 33% 31% 27% AB ABC AB
T T T 33% ABC
T

29!|!P a g e !

!!!
!

Gender Region Social.gr

Total

Male Female London Rest.of. Midlands. North ABC1
A South and. RS

Wales

BNO PQ

Q110.%You%said%you%have%used%legal% 543 261 282 116 151 151 125 432
services%in%the%last%TWO%YEARS...Which% 539 271 267 80 191 122 146 428
ONE%of%the%following%legal%services%did% 23% 23% 23% 24% 21% 23% 26%
you%use%MOST%RECENTLY? 18% 19% 16% 25% 15%
23% 15% S
Unweighted%base 8% 8% 8% 14% 11% 20%
Base:%All%England%and%Wales%Adults%who% 8% 6%
7% 6% 8% 6% 8% S
have%used%a%legal%service 5% 6% 5% 5% 5% 9%
Conveyancing9(e.g.9legal9working9 4% 3% 6% 5% 5% 4% 6% 8%
involving9buying,9selling9or9transferring9 3% 3% 2% 4% 0% 4%
1% 2% 0% 5% 4% 1% 4% 6%
Will9writing 3% 4% 3% 2% 1% 4%
4% 4% 3% 9% U 7% 6% 4%
Probate9(i.e.9Legal9process9of9managing9 5% 5% 4% O 1% 3% O 3%
the9estate9of9a9deceased9person9by9 1% 1% 2% 2% 3% 2% 4% 1%
8% 8% 9% 4% 7% 7% 3%
resolving9all9claims9and9distributing9the9 1% 1% 2% 2% 2% 2% 4%
deceased9person's9property9under9a9valid9 4% 5% 4% U 6% 3%
4% 3% 5% 6% 4% 4% 1%
Family9matters O 14%
2% NQ U 9%
Accident9or9injury9claims 1% 3%
5% 4% 7% 1%
Housing,9landlord9or9tenant9problems 2% 4%
3% 2%
Employment9disputes O
6%
Any9offences9or9criminal9charges
3%
Immigration9matters Q
4%
Problems9with9consumer9services9or9
4%
Advice9and9appeals9about9benefits9or9tax9

Debt9or9hire9purchase9problems

Power9of9attorney9(i.e.9a9legal9document9
allowing9one9person9to9act9on9behalf9of9

Neighbour9disputes

Other

Don’t9know/9can’t9remember

!

rade Age Please.think.about.the.role.of.Lawyers.in.general..Although.there.
are.different.types.of.lawyers.(e.g..Barristers,.Solicitors.etc).we.
would.like.you.to.think.of.them.collectively.when.answering.the.
next.question..How.much.knowledge.do.you.have.about.what.
lawyers.do.in.general?

1.'I.have. 5.'I.have.a. Fair.
great.deal. amount/gr
C2DE 18?24 25?34 35?44 45?54 55+ no. 2 3 4
knowledg of. eat.deal.
knowledg of.
e'
e' knowledg
e

S T UT VT WT XT A BA ACB ABDC AEB ABFC

111 31 109 108 100 195 18 90 246 141 48 189
94 97 217 242 147 192
111 36 34% 29% 94 19% 17 87 26% 16% 45 15%
X X DEF
13% 11% 8% 16% 22% 24% 22% 34% 17% 21% 11% 21%
U
* ** 4% 5% * ** DEF* 6% 12% * 11%
8% 2% 21% 11% 15% 13% 20%
** 5% 10% 8% C 5%
* 7% 5% U* 5% ** * 6% 4% * 5%
3% 7% 7% 6% 5% 5% 5%
9% 1% 5% 9% 3% U 6% 3% 6% 8% 3%
** 2% 2% 0% 3% 2%
* 8% 10% U * 0% ** * 3% 3% * 3%
10% ** WX 6% 9% 13% 7% 4% C 8% 4%
8% X U 3% 2% 5%
* U V 2% * 4% ** * 1% 4% * 1%
9% ** 4% 6% 5% 3% U 4% 5% 7% D
6% 1% 1% ** 8% 10%
* ** U * U * U *
4% U 1% 2% 14% ** 3% 1% 3% 1%
** 4% UV U 3% 11% 6%
* 7% U * 2% ** * 6% *
3% ** 2% U 4% 6% U 2% DF 1% 2% !2%
5% 5% 1% 1% ** 5%
* ** X 5% * U * 2% *
1% 3% X U ** U U
** * 13% * *
* 13% 2% ** 7% 6%
5% ** X* 16% * *
6% 2% ** 2% 5%
* ** * 6% * *
2% 5% ** 6% 4%
10% * * *
* 1% U 2% 4%
11% ** * * D*
2% **
R* ** 7% 4% 6% 8%
3% 9% **
** U* * *
* 15% 2% U 2% U
** ** *
7% * 12% * 10%
4% ** 5% C*
* 4%
1% * * *
6% 2%
* X*
3% *

*
11%

R*

30!|!P a g e !

!!!
!

Appendix(E:(South(West(Demographic(Data(

Age Health Tenu

Populatio Populatio Populatio

n("limited( n("limited( n("not(

a(lot"(by(a( a(little"(by( limited"(by(

health( a(health( a(health(

problem( problem( problem(

or( or( or( Ho
p
Populatio Populatio Populatio Populatio disability,( disability,( disability,(
n(aged(
Region/Countr n(aged(0= n(aged(16= 65+( n(aged( aged(16= aged(16= aged(16= Househol
16.57
TCITY15CD Town/City y 15( 64( 17.55 85+( 64 64 64 ds(owned(
J01000004 14.04
J01000011 Bath(( South(West 15.20 68.23 15.03 2.83 3.85 6.18 89.97 58.64
J01000015 15.13
J01000035 BournemouthS(o( uth(West 15.45 67.00 16.17 3.31 5.38 7.12 87.51 57.60
J01000038 20.34
J01000072 Bristol(( South(West 18.49 67.47 12.92 2.15 5.11 6.89 88.00 58.11
J01000073 19.71
J01000099 Exeter(( South(West 15.88 69.09 2.51 4.83 6.78 88.39 59.22
J01000106
Gloucester(( South(West 19.66 65.21 2.09 4.77 7.06 88.17 68.04

Plymouth(( South(West 17.54 66.28 2.18 7.02 8.35 84.63 58.94

Poole(( South(West 17.52 62.14 3.25 4.79 7.04 88.16 70.65

Swindon(( South(West 20.01 67.07 1.67 4.71 6.65 88.64 64.35

Weston=SupeSr=oMutahr(We((est 18.51 61.78 3.35 6.99 8.87 84.14 64.09

Rank676

Median6 Median6 Median6

House6Price,6 Median6 Median6 House6Price,6 Median6 House6Price,6 Hou

year6ending6 House6Price,6 House6Price,6 year6ending6 House6Price,6 year6ending6 yea

Q262015:6All6 year6ending6 year6ending6 Q262015:6 year6ending6 Q262015:6 Q46

property6 Q262015:6All6 Q262015:6 Semi6 Q262015:6 Flat/Maison

TCITY15CD Town/City Region/Country types properties Detached Detached Terraced ette
J01000004
J01000011 Bath66 South6West 9 £285,000 £500,000 £293,500 £289,000 £230,000
J01000015
J01000035 BournemouthS6o6 uth6West 27 £213,000 £300,000 £230,000 £197,500 £160,000
J01000038
J01000072 Bristol66 South6West 31 £202,000 £330,000 £220,000 £205,000 £165,750
J01000073
J01000099 Exeter66 South6West 29 £207,000 £335,000 £231,000 £198,000 £140,000
J01000106
Gloucester66 South6West 47 £165,000 £250,000 £171,800 £140,000 £110,000

Plymouth66 South6West 53 £160,000 £265,000 £176,000 £148,000 £112,000

Poole66 South6West 18 £239,950 £308,000 £229,475 £214,000 £178,000

Swindon66 South6West 54 £160,000 £250,000 £182,000 £143,000 £110,000

Weston7SupeSr7oMutahr6We66est 50 £165,000 £237,250 £173,000 £150,000 £115,000

!

ure((All(households) Students(((((( Qualifications Industry( Commuting

Proportion( Proportion( Proportion(

Proportion( of( of( of(

Proportion( of( workday( workday( workday(

of(resident( workday( population( population( population(

Proportion( population( population( in( in( in(Public( Net(in(

Proportion( of(resident( with(Level( in( Wholesale( Professio Admin,( commutin

of(Full( population( four(and( Manufactu and(Retail( nal,( Health( g/resident

ousehol Time( with(no( above( ring((C)( Trade((G)( Finance( and( Net(in( s(in(

ds( Househol Other( Students,( qualificati qualificati Industry,( Industry,( and( Education( commutin employme

privately( ds(socially( household aged(16= ons,(aged( ons,(aged( aged(16= aged(16= Informatio (O,P,Q)( g,(aged( nt,(aged(

renting( renting( s( 74( 16+ 16+( 74( 74( n((J,K,M)( Industry,( 16=74 16=74

22.50 16.98 1.88 21.43 14.00 38.41 4.25 14.24 18.54 33.53 13602 30.48

29.56 11.12 1.72 13.01 19.12 26.29 6.96 17.27 17.35 25.59 =9762 =10.69

21.31 18.56 2.02 12.05 20.32 30.91 6.90 15.15 19.16 29.67 9092 3.43

21.18 17.44 2.17 18.63 18.42 27.98 4.82 16.95 12.46 33.45 26476 48.01

16.80 13.16 2.00 7.11 21.53 22.48 10.99 16.79 13.05 29.35 3145 4.55

20.13 19.07 1.87 12.71 22.11 21.58 9.68 15.92 8.26 35.34 3692 3.08

15.99 11.45 1.91 6.34 21.53 25.20 11.63 16.80 14.25 26.68 4437 5.89

16.85 16.67 2.12 5.88 20.60 21.67 11.52 18.22 17.91 20.13 =2231 =2.32
!22.84
11.38 1.70 5.92 23.38 20.91 8.42 20.1 10.58 28.34 =8113 =20.93

Percentage6

point6

Percentage6 Proportion6 Proportion6 Proportion6 Proportion6 Proportion6 increase6in6

Median6 Percentage6 Median6 change6in6 of6property6 of6property6 of6property6 of6property6 of6property6 proportion6

use6Price,6 change,6 House6Price,6 Median6 sales,6year6 sales,6year6 sales,6year6 sales,6year6 sales,6year6 of6flats6sold,6

ar6ending6 year6ending6 year6ending6 House6Price,6 ending6Q26 ending6Q26 ending6Q26 ending6Q26 ending6Q46 year6ending6

61995:6All6 Q4619956to6 Q262010:6All6 year6ending6 2015:6 2015:6Semi6 2015:6 2015:6 1995:6 Q4619956to6

property6 year6ending6 property6 Q2620106to6 Detached6 Detached6 Terraced6 Flat/Maison Flat/Maison year6ending6

types Q2620156(%) types Q2620156(%) (%) (%) (%) ette6(%) ette6(%) Q262015

£65,000 338.46 £239,000 19.25 11.5 18.03 36.57 33.93 25.56 8.37

£53,000 301.89 £185,000 15.14 29.7 10.38 7.53 52.36 40.84 11.52

£49,000 312.24 £167,500 20.60 6.8 19.99 42.15 31.08 17.06 14.02

£51,850 299.23 £174,950 18.32 16.7 20.58 41.88 20.87 15.09 5.78

£47,000 251.06 £145,000 13.79 22.5 33.19 31.31 13.00 7.04 5.96

£45,000 255.56 £145,000 10.34 13.1 25.39 42.40 19.16 13.86 5.30

£59,500 303.28 £205,000 17.05 38.1 16.32 15.36 30.25 24.60 5.65

£52,000 207.69 £145,000 10.34 17.8 21.75 45.30 15.15 5.13 10.03
£48,750 238.46 £152,000 8.55 2.02 !
26.0 26.36 24.20 23.40 21.38

31!|!P a g e !

!!!
!

Employme

Income7

IMD:7 Deprivation:7 Deprivatio

Proportion7 Proportion7 Proportio

of7LSOAs7in7 of7LSOAs7in7 Employmen of7LSOAs7

most7 Income7 most7 t7 mo

Number7of7 deprived7 Deprivation7 deprived7 Deprivation7 deprive
LSOAs7
TCITY15CD Town/City Region/Country 61 IMD7rank 20% Rank 20% Rank 20
J01000004 113
J01000011 Bath77 South7West 333 88 8.20 92 8.20 87 8.2
J01000015 71
J01000035 BournemouthS7o7 uth7West 87 81 13.27 87 10.62 81 13.2
J01000038 163
J01000072 Bristol77 South7West 98 62 23.42 59 21.92 60 23.4
J01000073 116
J01000099 Exeter77 South7West 58 84 11.27 88 9.86 84 9.8
J01000106
Gloucester77 South7West 67 21.84 60 21.84 65 20.6

Plymouth77 South7West 52 28.83 57 23.93 49 29.4

Poole77 South7West 94 5.10 94 6.12 98 3.0

Swindon77 South7West 76 16.38 72 17.24 68 18.9

Weston[SupeSr[oMutahr7We77est 61 24.14 53 27.59 45 32.7

!

Health7

en Deprivation7 Living7

t7 and7 Education,7 Barriers7to7 Environmen

on:7 Disability:7 Skills7and7 Crime:7 Housing7and7 t7

on7 Health7 Proportion7 Education,7 Training:7 Proportion7 Services:7 Living7 Deprivation:7

7in7 Deprivation7 of7LSOAs7in7 Skills7and7 Proportion7 of7LSOAs7in7 Barriers7to7 Proportion7 Environmen Proportion7

ost7 and7 most7 Training7 of7LSOAs7 most7 Housing7and7 of7LSOAs7 t7 of7LSOAs7

ed7 Disability7 deprived7 Deprivation7 most7 deprived7 Services7 most7 Deprivation7 most7

0% Rank 20% Rank deprived Crime7Rank 20% Rank deprived Rank deprived

20 83 11.48 94 11.48 98 3.28 68 3.28 68 11.48

27 75 15.04 86 16.81 38 31.86 52 5.31 35 27.43

42 62 24.02 61 27.63 39 31.23 40 9.01 29 29.73

86 88 8.45 89 15.49 77 14.08 64 4.23 18 35.21

69 61 24.14 64 26.44 72 16.09 29 13.79 50 18.39

45 37 41.72 57 28.83 45 28.83 44 7.98 26 31.90

06 93 4.08 81 18.37 101 3.06 39 9.18 102 1.02

97 76 14.66 56 30.17 56 22.41 86 1.72 80 6.90

!76 59 25.86 78 18.97 73 15.52 53 5.17 61 13.79

32!|!P a g e !

!!!

!

Appendix(F:(Franchise(Model(Financial(Analysis(@(PortCullis(Retail(

PROFIT'&'LOSS' Mar.18' Apr.18' May.18' Jun.18' Jul.18' Aug.18
26,624! 21,248! 15,872! 10,496! 5,120
Starting!Balance! ! 13,950' 13,950' 13,950' 13,950' 13,950

Turnover' 13,950' ! 2,166!
! 3,000!
Fitting!Office! 25,000! 2,166! 2,166!
3,000! 3,000! 13!
Franchise!Acquisition! 7,000!
13! 13! 8,771'
General!wages! 2,166! 600! 2,166! 2,166
100! 3,000! 3,000
Franchisee!Wages! 3,000! 200!
13! 13
Pension!costs! 13! 1,000!

! 1,395!
100!
Gross'Profit' 8,771' 8,771' 8,771' 8,771' 8,771
600! 600! 3,395' 600! 600
Rates!&!Water! 600! 100! 100! 5,376' 100! 100
200! 200! 10,496! 200! 200
Light!&!Heat! 100!
1,000! 1,000! 1,000! 1,000
Monthly!Fees! 200!

Office!Rent! 1,000!

Advertising! !

Franchise!Fees!(10%)! 1,395! 1,395! 1,395! 1,395! 1,395
100! 100! 100! 100
Accountancy!Fees! 100!
3,395' 3,395' 3,395' 3,395
Total'Overheads' 3,395' 5,376' 5,376' 5,376' 5,376
21,248! 15,872! 5,120!
Net'Profit' 5,376' 256

Closing!Balance! 26,624!

Price! Monthly!Qty! !
149! 20! 2980!
Single!Will! ! 249!
15! 3735!
Joint!Will! ! 299! 0!
Trust!Planning! ! 489!
1!Power!of!Attorney! ! 900! 10! 2990!
2!Power!of!Attorney! ! 5! 2445!
3!Power!of!Attorney! ! 2! 1800!

!

8' Sep.18' Oct.18' Nov.18' Dec.18' Jan.19' Feb.19' '' Year'1'
0! 256! 5,620! 10,984! 16,348! 21,712! 27,076! !
0' 13,950' 13,950' 13,950' 13,950' 13,950' 13,950' ' 167,400'

6! 2,166! 2,166! 2,166! 2,166! 2,166! 2,166! ! 25,992!

0! 3,000! 3,000! 3,000! 3,000! 3,000! 3,000! ! 36,000!

3! 25! 25! 25! 25! 25! 25! ! 228!

1' 8,759' 8,759' 8,759' 8,759' 8,759' 8,759' ' 105,180'
0! 600! 600! 600! 600! 600! 600! ! 7,200!
0! 100! 100! 100! 100! 100! 100! ! 1,200!
0! 200! 200! 200! 200! 200! 200! ! 2,400!
0! 1,000! 1,000! 1,000! 1,000! 1,000! 1,000! ! 12,000!

0!

5! 1,395! 1,395! 1,395! 1,395! 1,395! 1,395! ! 16,740!
0! 100! 100! 100! 100! 100! 100! ! 1,200!
5' 3,395' 3,395' 3,395' 3,395' 3,395' 3,395' ' 40,740'
6' 5,364' 5,364' 5,364' 5,364' 5,364' 5,364' ' 64,440'
6! 5,620! 10,984! 16,348! 21,712! 27,076! 32,440! !

! 13950' '

!
!
! Total!
!
!

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!

Appendix(G:(Franchise(Model(Financial(Analysis(@(Portcullis(Express(

PROFIT'&'LOSS' Mar. Apr. May. Jun. Jul.18' Aug.
Starting!Balance! 18' 18' 18' 18' 948! 18'
Turnover' 7,737! 5,474! 3,211! 1,315!
Fitting!Office! ! 6,970' 6,970' 6,970' 6,970' 6,970'
Franchise!Acquisition!
General!wages! 6,970' ! 3,000! 3,000! 3,000! 3,000!
Franchisee!Wages! ! 13! 13! 13! 13!
Pension!costs! 10,000! 3,000!
Gross'Profit' ! 13! 3,957' 3,957' 3,957' 3,957'
Rent!(Presence!fee)! 200! 200! 200! 200!
Franchise!Fees!(20%)! 3,000! 3,957'
Accountancy!Fees! 13! 200! 1,394! 1,394! 1,394! 1,394!
Total'Overheads' 100! 100! 100! 100!
3,957' 1,394!
Net'Profit' 200! 100! 1,694' 1,694' 1,694' 1,694'
Closing!Balance!
1,394! 1,694' 2,263' 2,263' 2,263' 2,263'
100! 3,211! 948! 1,315! 3,578!
2,263'
1,694' 5,474!
'

2,263'
7,737!

Price! Monthly!Qty! !

Single!Will! 149! 10! 1490! ! 6970'
Joint!Will! 249! 10! 2490! !
Trust!Planning! ! ! Total!
1!Power!of!Attorney! 299! 0! !
2!Power!of!Attorney! 489! 10! 2990! !
3!Power!of!Attorney! 900! !
! ! 0!
! 0!

!

Sep. Oct. Nov. Dec. Jan.19' Feb. '' Year'1'
18' 18' 18' 18' 12,582! 19' ! 83,640'
3,578! 5,829! 8,080! 10,331! 14,833! '
6,970'
6,970' 6,970' 6,970' 6,970' 6,970'

3,000! 3,000! 3,000! 3,000! 3,000! 3,000! ! 0!
25! 25! 25! 25! 25! 25! ! 36,000!
'
3,945' 3,945' 3,945' 3,945' 3,945' 3,945' ! 228!
200! 200! 200! 200! 200! 200! 47,412'
!
1,394! 1,394! 1,394! 1,394! 1,394! 1,394! ! 2,400!
100! 100! 100! 100! 100! 100! '
16,728!
1,694' 1,694' 1,694' 1,694' 1,694' 1,694' 1,200!

20,328'

2,251' 2,251' 2,251' 2,251' 2,251' 2,251' ' 27,084'
5,829! 8,080! 10,331! 12,582! 14,833! 17,084! !

'

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!

(

Appendix(H:(Franchise(Model(Financial(Analysis(@(Portcullis(@(Home(

PROFIT'&'LOSS' Mar.18' Apr.18' May.18' Jun.18' Jul.
Starting!Balance! ! 4,737! 2,474! 211! 2,
Turnover' 6,970' 6,970' 6,
Fitting!Office! 6,970' 6,970'
Franchise!Acquisition! ! ! 3,000! 3,
Franchisee!Wages! 3,000! 13! 3,000! 3,
Pension!costs! 7,000! 13! 1,
Gross'Profit' 3,000! 13! 3,957' 1,
Transport!Expenses! 200! 3,957' 2,
Franchise!Fees!(20%)! 13! 3,957' 200! 4,
Accountancy!Fees! 200! 1,394!
Total'Overheads' 3,957' 100! 1,394!
200! 1,394! 100!
Net'Profit' 100! 1,694'
1,394! 1,694'
Closing!Balance! 100! 1,694'
2,263'
Single!Will! 1,694' 2,263' 2,263'
Joint!Will! ' 2,052!
Trust!Planning! 2,474! 211!
1!Power!of!Attorney! 2,263'
2!Power!of!Attorney! '
3!Power!of!Attorney!
! 4,737!

Sale!Price! Monthly!Qty! !

149! 10! 1490! !
!
249! 10! 2490! !
! Total
! 0! !

299! 10! 2990! !

489! ! 0!

900! ! 0!

!

.18' Aug.18' Sep.18' Oct.18' Nov.18' Dec.18' Jan.19' Feb.19' '' Year'1'
,052! 4,315! 6,578! 8,829! 11,080! 13,331! 15,582! 17,833! ! 83,640'
,970' 6,970' 6,970' 6,970' 6,970' '
6,970' 6,970' 6,970'

,000! 3,000! 3,000! 3,000! 3,000! 3,000! 3,000! 3,000! ! 36,000!
13! 13! 25! 25! 25! 25! 25!
25! ! 228!
,957' 3,957' 3,945' 3,945' 3,945' 3,945' 3,945'
200! 200! 200! 200! 200! 200! 200! 3,945' ' 47,412'
,394!
100! 1,394! 1,394! 1,394! 1,394! 1,394! 1,394! 200! ! 2,400!
,694' 100! 100! 100! 100! 100! 100!
1,394! ! 16,728!
,263' 1,694' 1,694' 1,694' 1,694' 1,694' 1,694'
100! ! 1,200!
,315! 2,263'
1,694' ' 20,328'
6,578!
2,251' 2,251' 2,251' 2,251' 2,251' 2,251' ' 27,084'

8,829! 11,080! 13,331! 15,582! 17,833! 20,084! !

l! 6970' '

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!
!

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!

Appendix(I:(South(West(City(Rankings(

Table(1:(Initial(City(Ranking(based(on(human(environment(

Rank! City! Ranked!Score!
1st! Bath! 8!
2nd! Swindon! 14!
3rd! Exeter! 15!
4th! Bristol! 20!
5th! Poole! 21!
6th! Bournemouth! 21!
7th! WestonFSuperFMare! 26!
8th! Plymouth! 26!
9th! Gloucester! 29!
!

Table(2:(Secondary(ranking(based(on(Net(In(Commuting(

Rank! City! Ranked!Score!
1st! Bath!!! 10!
2nd! Exeter!!! 16!
3rd! Swindon!!! 21!
4th! Bristol!!! 23!
5th! Poole!!! 25!
6th! Bournemouth!!! 30!
7th! Plymouth!!! 31!
8th! WestonFSuperFMare!!! 34!
9th! Gloucester!!! 35!
!

Table(3:(Final(Ranking(based(on(proportion(of(Socio(Economic(B’(grade(classification(

Rank! City! Ranked!Score!
1st! Bath!! 12!
2nd! Exeter! 19!
3rd! Bristol! 27!
4th! Swindon! 30!
5th! Poole! 32!

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6th! Plymouth! 32!
7th! Bournemouth! 38!
8th! Weston!SuperFMare! 40!
9th! Gloucester! 40!
!

Appendix!J:!Example!Competitor!Franchise!Offering!

Reproduced!from!Franchisedirect.co.uk!for!Wills!and!Probate!Services!

Join! this! exciting! new! company,! which! provides! the! best! available! services! to! clients! seeking! wills,!
lasting!powers!of!attorney,!trusts,!probate!and!estate!administration.!With!low!overheads!and!a!huge!
client!base,!high!income!is!guaranteed.!

Start!your!very!own!Will!&!Probate!Service!franchise!today.!

Our!business!is!the!most!interesting!business!in!the!world.!

How!do!we!know?!Our!clients!tell!us,!everyday.!

Over! the! past! ten! years! we! have! been! providing! solutions! to! families.! Some! are! simple;! many! have!
complexities.!The!common!feature!is!that!they!are!all!looking!for!help!and!peace!of!mind.!

The!most!interesting!business!in!the!world!comes!from!the!stories!that!you!will!hear!and!the!situations!
that!you!will!face!when!you!talk!to!your!clients.!No!two!families!are!the!same.!The!majority!think!they!
have!complex!needs.!We!surprise!and!delight!them!by!offering!easy!to!understand!solutions.!

Our!advisers!are!well!trained.!Professional!people!with!real!empathy!thrive!in!our!world.!Our!business!
is!one!that!rewards!life!experience.!

In! practical! terms! we! advise! on! and! produce! legal! documents.! In! your! clients'!lives! the! effects! are!
tangible.!You!could!save!them!thousands!of!pounds.!You!might!be!responsible!for!a!marriage!or!two.!
You!will!protect!family!assets!or!become!their!advocate!as!they!fight!the!authorities.!

!

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!

About!Us!

Will!&!Probate!Services!was!set!up!because!there!was!nobody!out!there!who!was!good!enough.!We!
set!out!to!be!the!most!respected!Estate!Planning!company.!We!are.!

Our! product! range! is! simple,! but! essential:! Wills,! Lasting! Powers! of! Attorney,! Trusts,! Probate! and!
Estate!Administration.!The!things!that!everyone!knows!they!need.!!

The!market!is!huge.!35!million!people!don't!have!an!upFtoFdate!and!valid!will.!Even!more!need!lasting!
powers!of!attorney.!One!in!three!will!need!some!form!of!longFterm!care.!Everyone!dies.!You!can!help!
them!all.!

How!it!Works!

Your!franchise!package!is!comprehensive.!Training!is!key.!Most!of!the!initial!fee!will!be!allocated!to!this!
area.!

Marketing! comes! next.! A! large! proportion! of! the! initial! fee! is! allocated! to! your! first! marketing!
campaign.!Getting!you!in!front!of!clients!and!the!people!that!will!help!you!build!your!business.!

We! build! your! website.! We! provide! your! startFup! pack,! so! you! can! meet! your! clients! from! the! very!
beginning.!We!will!arrange!your!Professional!Indemnity!Insurance.!

Your! administration! is! taken! care! of! by! our! central! admin! team.! We! will! ensure! that! compliance! is!
dealt!with.!We!are!always!on!hand!to!support!you!and!answer!any!technical!questions.!

You!are!free!to!concentrate!on!your!clients.!Free!to!build!relationships!that!will!grow!your!business.!
Free!to!tailor!your!business!to!your!lifestyle.!

If!you!can!offer!a!sympathetic,!empathetic!ear;!if!you!can!relate!to!older!people;!if!you!have!previous!
experience!in!an!advisory!role;!if!you!can!sell,!if!you!are!intrigued!by!the!most!interesting!business!in!
the!world!–!you!need!to!find!out!more.!

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