• Home
  • Blog
  • Unlocking Franchise Success: Key Insights from the Melbourne Franchising Expo 2023

Unlocking Franchise Success: Key Insights from the Melbourne Franchising Expo 2023

Joel Kleber, Jim Penman and Rocky Aloi at the franchising expo in Melbourne, 2023


Franchise Expo 2023 Summary Video

Joel Kleber at the Franchising Expo 2023 produced by Charles Nie

In the bustling world of entrepreneurship, franchising stands as a beacon of opportunity for those looking to dive into business ownership with a proven model. Recently, I had the chance to attend the Melbourne Franchising Expo 2023, where I manned the Jim’s Group booth for 2 days at the event to create content and answer any questions.

It was amazing how many people recognised me from the videos we do and there were even some franchisees there who were signing up due to them!

The power of daily video! If you have the ability to do so, your business needs to be doing it!

I am absolutely astounded by the lack of leadership in this area when it comes to franchise businesses, if you’re interested in my thoughts on that, make sure you sign up for my newsletter.

Since 2019, I took over the Jim’s Group and Jim’s personal social media accounts and effectively the entire marketing for the Jim’s Group. I now oversee the marketing for Jim’s Group, Jim’s Mowing, Jim Penman, and more than 600 franchisees who we personally manage.

I can categorically say and so will Jim that our growth has been due to daily organic social media content and building our YouTube channel into a massive library of franchise videos for our prospects to consume. It’s not rocket science, however, look at the Australian franchising space and you will see that lack of content compared to ours.

Is that a brag? Yes, it is. However, you will constantly see other franchise brands win marketing or social media awards because they pay for it whereas we just do ‘our thing’ and surpass 5,000 franchisees for the first time.

The Power of a Strong Brand

Joel Kleber at the Jim's Group stand in Melbourne

One of the key takeaways from the expo was the power of a strong brand. Jim’s Group, a long-established franchise system, was a prime example of this. The brand has earned admiration for its dedication to customer excellence, extensive training programs, and happy group of franchisees. These elements are the pillars of a successful franchise and are integral to building a brand that resonates with both franchisees and customers.

A Franchisee’s Perspective

During the expo, I had the opportunity to speak with a former Jim’s franchisee who shared his journey with the brand. Starting with Jim’s Cleaning in 2015, he expanded his business to four franchises over time. His story was a testament to the potential of franchising. He credited Jim’s Group for changing his life and enabling him to make a good living. This is a powerful reminder of the impact a well-structured franchise can have on individual lives and the potential it has for personal and financial growth.

The Importance of Purpose

Jim Penman, the founder of Jim’s Group, also shared some valuable insights. He emphasized the importance of having a sense of mission and purpose in life. According to Penman, the greatest benefit of owning a business is not just the potential to make money, but also the opportunity to spend more time with family and those important to you. This perspective is a refreshing reminder that business success is not solely defined by financial gain but also by personal fulfillment and work-life balance.


The Melbourne Franchising Expo 2023 was a treasure trove of insights and a testament to the potential of franchising. As we navigate the world of business and marketing, it’s essential to remember the power of a strong brand, the impact it can have on individual lives, and the importance of maintaining a sense of purpose in our endeavors.

Whether you’re considering franchising as a business opportunity or looking to strengthen your existing brand, these insights from the expo can serve as valuable guidance. Remember, success in business is not just about financial gain but also about personal fulfillment and making a positive impact on the lives of others.

Stay tuned for more insights and advice on marketing and entrepreneurship. Until then, keep striving for excellence in all your business endeavors.

About the Author

Follow me

CMO for Australia's largest franchise, the Jim's Group. I share my knowledge that helped us grow to 5,000 franchisees with various content marketing and other digital strategies. I am also passionate about building online niche sites in order to build multiple revenue streams whilst learning SEO.

{"email":"Email address invalid","url":"Website address invalid","required":"Required field missing"}