Jim's Book

6 The Jim's Brand Expands

In 1992, amid the pain of divorce, there was still Jim's Mowing to run. Jim worked long days as a distraction, and said his sense of mission and obligation to franchisees was the main thing that held him together during this time. With the business running in five states he held his first national conference in early 1992, near Melbourne Airport.

In 1993 Jim set his sights on New Zealand, the first international expansion. Initially a franchisee from Adelaide volunteered to try, and quickly sold four franchises. But after the initial burst things slowed. He ran out of money, lost heart and came home to Australia. Jim supported those four franchisees from Melbourne but they felt neglected and it was costly. After eighteen months two Melbourne-based franchisees put their hands up to become Auckland franchisors, and after some initial setbacks they did well. Next a husband-and-wife team expanded Jim's Mowing to Christchurch, where within a year they had forty-three franchisees.

After the Wonga Park house was sold Jim moved into a rental at 56 Frogmore Crescent, Park Orchards, one suburb over. He set the office up in the basement, reduced costs and answered the phones himself day and night. It was a sad and lonely time. Sometimes he would walk by the house where his children lived, which was not far away, just to look at it.

In early 1992 a publisher proposed that Jim write a book about Jim's Mowing, which was another welcome distraction. Helped by a professional ...