The reward for recognising a new market and quickly moving into a dominant position is success on a global scale, and this is just the reward that is being grasped by Cartridge World in currently 23 countries. Since embracing franchising in Australia in 1997, the company, which bases its concept around a cost-saving and environmentally-beneficial printer cartridge refill service, has established master franchisee-led franchise networks in the UK, Ireland, the US, Canada, New Zealand, Singapore, Germany, France, Austria, Spain, Netherlands, Belgium, Greece and Poland covering over 525 locations, with a further 200 stores waiting to open. Recognised by Entrepreneur magazine as the world leader in toner replacement service franchising, and rated as one of the fastest growing franchises in the world, this brand has quickly become a leading name in the international franchise industry.

With environmental issues taking a growing position at the forefront many national governments' domestic and global policies, entrepreneurship is embracing the opportunities becoming available to provide cost-efficient means recycling. In the case of Cartridge World, co-founder Bryan Stokes explains, "we have changed the way technology users worldwide view the concept of printer cartridge refilling and recycling. Cartridge World's business strategy combines the delicate process of refilling printer cartridges for inkjet and laser printers, photocopy and fax machines with knowledgeable and fast customer service at convenient retail locations, while the customer waits."

With the alternative to throw away used cartridges and buy new ones, Cartridge World's service is an easy sell, as it actually saves the customer up to 50% on this cost. The concept has been designed to create maximum convenience for the customer and comes with a money back guarantee. "Imagine what this means in terms of the growth potential of our industry as more and more people realise they can save a small fortune and help the environment by having their cartridges refilled," Stokes reflects. "Our business model is an economical and efficient option for consumers and businesses that can benefit from the tremendous savings and time-sensitive services we offer our customers worldwide."

Cartridge World expanded into the US in February 2003 in response to an overwhelming demand for the concept. Within a year it signed master franchisee agreements in 80% of the US, and expects to have the entire country developed this year. The brand expects to have reached a US network of 57 stores during the Summer, and to reach 150 by the end of the year. "The key to franchising is being first to the market and positioning yourself as the dominant player in your industry as we have done with Cartridge World," reveals Burt Yarkin, CEO of Cartridge World North America. "We've been able to do both and present a great opportunity to anyone looking to be involved in a successful franchise. Annual sales in the printer supplies industry in the US are around US$46 billion and growing, and consumers are realising that printer cartridge replacement is neither cost-effective nor environmentally friendly. There is a wide-open niche in the technology industry waiting to be filled by the service offered by Cartridge World."

In fact, since turning to franchising, Cartridge World has experienced excellent growth, and is opening stores at a rate of eight per week worldwide. The chain opened its 500th store this Spring and expects to have more than 1,000 stores open worldwide by mid-2005. "We are building on our successful business model and master franchise strategies by seeking master franchisee candidates for new markets," reveals CEO of Franchise Development Mike Fuller. "Their role is to take responsibility for the development and growth of the franchise in their country, including recruiting franchisees to develop stores, assist with real estate selection and development, provide operational support and carry out national marketing."

Cartridge World's high profile retail locations, strong branding, brightly coloured, customer-focused locations and worldwide recognition has enabled it to offer a package too good to miss out on for 31 master franchisees around the world, and with its target set at 800 stores by the end of the year and 1,500 by year-end 2005, this brand is commencing its most ambitious expansion drive yet, with new markets vital to its success. To this end, Fuller adds, "we are seeking individuals and companies that are capable of building and supporting a franchised network of retail outlets to quickly transform their market under the Cartridge World banner. We are especially interested in developing our European presence, as these markets are quickly recognising the benefits of our service, but we are interested in any market where there is an established IT sector."

BRAND BUILDERS: Cartridge World UK has proven just how much the concept can achieve, having grown a national network of 230 franchised outlets across the country, with 46 of its franchisees having invested in more than one outlet and no franchisee failures reported to date. Its latest plaudit has come from the British Franchise Association, with Cartridge World winning this year's Daily Express Brand Builder Award at the BFA's Franchisor of the Year Awards.

"We are now on target to open a further 72 new stores by the end of the year," reveals Cartridge World UK managing director David Parkinson. "Our network turnover will top GB£40 million this year, and our market continues to expand - by the end of next year 70% of all homes will have a personal computer, but currently only 15% of cartridges are recycled."

The awards asked entrants to demonstrate significant growth and how they have successfully created brand awareness. "Cartridge World is raising brand awareness on the high street with its highly distinctive brand image," reflected Jon Notley of the Daily Express. "It has used tried and tested marketing initiatives, as well as national advertising campaigns to support its brand. Cartridge World has introduced some exciting promotions, which are creating even greater brand awareness, as well as more importantly, greater turnover for its franchisees. A perfect example is its 'Plant a tree not a cartridge' campaign which will help to ensure that consumers are increasingly aware of their responsibility for the environment."

The award was presented to David Parkinson by BFA president Sir Bernard Ingham at an awards presentation luncheon held at The Dorchester, Park Lane, London. "Through our support for franchising in the UK and worldwide we understand how important it is for franchisors to build a strong brand to attract the best franchisees," reflected HSBC's national franchise manager Cathryn Hayes during the ceremony. "Cartridge World has achieved this with a strong business concept and creative use of promotions."