From auto sales to computer sales via franchising

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How a computer hobbyist created the thriving Experimac franchise

While Jim Muir loved selling automobiles for 25 years, that career came to an abrupt end when the economy crashed in 2008 and took auto sales down with it. Since no one expected the economy or auto sales to bounce back any time soon, Muir decided he needed a new profession.

Meanwhile, he went to “play” in his garage where his 20-year hobby provided a welcomed distraction. He collected, repaired, and sold Apple computers to customers who found him via eBay and Amazon. No one – including Muir – expected that he’d generate enough money to replace his full-time salary, but after one month of “playing” he had generated $8,000 in sales!

He wondered what he could do if he advertised locally and sold computers from his home, and as he turned that idea into more sales, his Homeowner’s Association advised him that it was time to move the business out of his garage and into a retail location. His wife liked that idea, too!

Sales doubled during the first month in a retail store, which he branded as Experimac. With a strong sales background, Muir knew better than to think business would come to him while he perched himself behind a counter. So he got busy promoting Experimac locally and attracted more buyers to his location.

Attracted more than just customers

At various stages of getting the business off the ground, Muir consulted with business advisors. One  of them envisioned what might have been a bigger enterprise than Muir had in mind, and he urged him to “run, not just walk,” to expand the business. A short time later, that same advisor introduced Muir to franchise maven Ray Titus of United Franchise Group (UFG) in West Palm Beach, Fl. At the time, Titus franchised a half-dozen concepts including major brands Signarama and EmbroidMe.

Muir admits he was initially skeptical because he knew little about franchising, and after all, it wasn’t long before that he was just a small operator working from his garage thinking about a career move!

Titus helped bring that career move into focus when he and Muir agreed to franchise Experimac. They sold the first unit in late 2014, and interest exploded. More than 100 units have been sold to date – 40 currently in operation – and master licensees have claimed two countries.

Suddenly, Muir discovered his next career, or maybe it discovered him. Now he’s working diligently to maintain Experimac’s current rate of growth, and he projects that within three years he’ll have more locations than Apple has Apple Stores!

Who shops at Experimac?

Seasoned in auto sales, Muir knew that dealerships make most of their money selling used vehicles, and he wasn’t surprised when the same concept held true in his stores. Apple aficionados, as well as those who are new to the brand, can easily spend $1,500 buying a new MacBook at the Apple store. Or they can spend about half that amount buying from Experimac, where the average sale is about $700.

Customers are also drawn to Experimac because they now have a place to sell or trade in their computers!

Now with some experience as a franchisor, Muir says there are two guidelines that Experimac emphasizes with franchisees:

1. “Don’t charge for easy!” If a customer brings in a computer with a simple solution that takes 5 or 10 minutes to repair, Experimac repairs the machine without a fee. And, when customers buy a computer or a hard-drive, Experimac will do the data transfer without an additional fee.
2. “It’s not your job to satisfy customers. Customers should be satisfied because you simply want to make them happy.” And to that Muir adds, “Good customer service stinks! You have to be better than good.”

Whether you love computers, or you’re looking for a career change, you may find an Experimac store to your liking as a franchisee!

Categorised in: Retail Franchising

This post was written by Dr. John Hayes