In 1979, with only $20 in his pocket, 16-year-old Adel Salameh left his struggling family in Jordan to come to the United States hungry for opportunity and success. Unable to speak English, Salameh earned his education at night. By day, he worked as a stock boy at a high-end shoe store in downtown Chicago. Salameh’s hard work and dedication yielded him a spot as district manager, but Salameh still hoped to own his own business.
Through a friend, Salameh was introduced to the possibilities of franchising with Verlo Mattress Factory Stores.
Salameh describes it as being in the right place at the right time.
“Verlo Mattress opened a window for me at the perfect time,” Salameh said.
Salameh has been a Verlo franchise owner since 1993. Today he owns three successful operations in Wisconsin and in 2007 earned the International Franchise Association’s Franchisee of the Year Award, representing Verlo Mattress Factory Stores.
He attributes his personal success to buying into a franchise as opposed to starting a business from scratch. “Some of the most important advantages of owning a franchise include: training, brand awareness, purchasing power, a proven business plan as well as advertising and ongoing support,” Salameh said. “Verlo has provided all of these initiatives to the franchise body – things you won’t have when starting a business on your own.”
Verlo Mattress Factory Stores of Boulder franchise owner Dick Sumerfield echoes Salameh’s sentiments. “For me, it all started nearly 20 years ago when my wife, Jane, and I stepped into a Verlo store in Crystal Lake, Illinois,” Sumerfield said. “We left that day with not only a new mattress but with a new sense of curiosity about franchising opportunities with Verlo.”
Sumerfield said he liked the quality and the price and also appreciated the straightforward and informative sales approach.
“As fate would have it, I was actively looking for a business to open and was attracted to the Verlo concept,” Sumerfield said. “I was accepted to law school but instead, chose to open a business like my grandfather had done. I was a substitute teacher and a sales representative while looking for the right business to open.”
Sumerfield said he did his homework. “I researched many business opportunities, including buying a fleet of garbage trucks, developing a line of neon kids’ towel shirts and even taking the restaurant-chain road,” he said. “In the end it was my discussions with the Verlo founders that convinced me that a Verlo franchise offered the business integrity I was looking for.”
Both Salameh and Sumerfield enjoy the benefits franchising has afforded them, but Salameh did advise that franchising is not for everyone. “If you are sincerely the independent type and prefer to carry a different tune, franchising may not be the best option for you,” he said.
Other items to factor in when making the leap into franchising include:
• Franchise Fees: Franchise fees are a mandatory part of owning a franchise. These fees vary from franchise to franchise but typically vary from $20,000 to $35,000.
• Royalties: There is normally a monthly royalty fee, which is based on a percentage of your sales.
• Command: Franchisees must operate under the rules and regulations that their franchisor sets.
• Required Purchases: You may be required to purchase supplies or inventory from a specific source. This keeps the product consistent and often saves the franchisee money, but can also be undesirable for some.
• Termination Clause: If rules are not followed, a franchise can be seized from a franchisee and their franchise agreement can be terminated.
“Franchising holds a grand potential of promise and rewards,” Salameh said. “But like with everything in life, you have to really want it!”