Franchise Prospectus

Franchise Prospectus  1
About
Hummy Mummies

“Hummy Mummies
Hummy Mummies is a modern, daytime choir for
mums and carers of young children. No previous
singing experience is required and no audition
is needed, just a sense of fun, enthusiasm and
willingness to get involved. Hummy Mummies
aims to give mums the chance to do something
for themselves, where their child is a welcome
is by far the best
guest. The little ones play while the mums sing,
without worrying that they’ll get glared at if their
children make a noise.
activity I signed up
So far, hundreds of mums have relished the
challenge of singing in three- and four-part
harmony, and felt de-stressed, energized and
to after having my
uplifted from the joy of singing together in
Hummy Mummies sessions. babies – something
for me that they
Hummy Mummies was set up in November
2011 by Richard Swan. Richard is a musician,
choir director, composer & arranger, teacher

could enjoy so
and musical entrepreneur. He set up Hummy
Mummies as a response to a perceived need
among the community of mums for a daytime

much too.”
musical activity that was focused towards
the adults rather than the children. Hummy
Mummies has been hugely successful in the
SE London area, creating a growing number of
mums who are passionate about being part of
the Hummy Mummies community.

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How Hummy Mummies
sessions work
Hummy Mummies sessions are 60 minutes long.
Prospective Hummy Mummies can come to a We are now looking
to grow the Hummy
session and participate free of charge. Once
they decide to join they pay for either a 12-
week term (£80) or a 6-week half-term (£45).
The termly or half-termly membership gives
the members the option to attend any or all
of the classes, on whatever day they like. For
Mummies business using
example, within a territory of four branches, a
term’s membership theoretically gives you the a franchise model. We’re
therefore looking for
ability to attend four groups × twelve weeks =
48 sessions per term.

exceptional individuals
Parents remain responsible for their children
throughout the sessions and the leader admits
no liability whatsoever for any accidents arising
from the activities of the children. The session
begins with about ten minutes of vocal warm-
ups chosen by the leader. After this the group
to become Hummy
work on a selection of songs – usually three or
four – predominantly learning and practicing Mummies leaders and
invest in a Hummy
the harmonies in readiness for an end-of-term
concert. All arrangements and backing tracks
are provided by Hummy Mummies Head Office.
The older children tend to run around playing
with toys, the younger ones stay with their
parents. Parents are encouraged to take their
Mummies franchise.
children out if they are screaming, but general
childish squeaks and shrieks are expected.
Once a term there is a concert.

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What is a franchise?
The British Franchise Association describes franchising There are clear advantages to both franchisors and
as follows: franchisees, just some of which are:

Business format franchising is the granting of a —— You don't have to come up with a new idea - someone else
license by one person (the franchisor) to another (the has had it and tested it too!
franchisee), which entitles the franchisee to own and —— Larger, well-established franchise businesses will often have
operate their own business under the brand, systems national advertising campaigns and a solid trading name
and proven business model of the franchisor. —— Good franchise businesses will offer comprehensive training
The franchisee also receives initial training and programmes in sales and, indeed, all business skills
ongoing support, comprising all the elements —— Good franchise businesses can also help secure funding for
necessary to establish a previously untrained person your investment as well as, for example, discounted bulk-
in the business. The legal contract, or franchise purchases for outlets when you are in operation
agreement, between the two parties sets out —— If customers are aware that you are running a franchise
the obligations and rights of both franchisor and business, they will understand that you offer the best
franchisee, and determines how long the franchise possible value for money and a consistent quality of
arrangement will last (including renewal options). service - although you run your 'own show', you are part
of a much larger organisation
The principle is simple - rather than developing
—— You grow the business and, when you are ready to move
company-owned outlets, some businesses instead
on, can sell it for a profit
expand by granting a franchise to others to sell
their product or service. Who is in control?
Each franchise business outlet/unit is owned and operated by
the franchisee. However, the franchisor retains control over
the way in which products and services are marketed and
sold, and controls the quality and standards of the business.

What are the cost implications?

The franchisor will receive an initial fee from the
franchisee, payable at the outset, together with ongoing
management service fees. In return, the franchisor has an
obligation to support the franchise network, notably with
training, product development, marketing and advertising,
promotional activities and with a specialist range of
management services.

Franchise Prospectus  7
The Hummy Mummies
franchise package
A Hummy Mummies franchise offers A Hummy Mummies franchise is right for you if
—— an exciting, yet affordable opportunity to run your —— You are able to lead a choir/singing group with three- or
own business four-part harmony
—— flexible working hours to fit around your home life —— You are outgoing, friendly, approachable, committed, flexible
—— low start up costs and a good return on investment —— You have keyboard or guitar skills (these don't have
—— session leadership training and detailed operations manual to be advanced but enough to accompany songs with
basic chords), or would be very comfortable with using
—— business development training to include advice on backing tracks
registering as self employed / limited company, securing
investment funding, marketing and PR, social media etc. —— You are relaxed with pre-school children

—— ongoing access to song arrangements —— You have, or are willing to obtain, a current, valid DBS check
(backing tracks and scores) —— You are comfortable with MOR/easy-listening/pop genre
—— intranet facility for resource access and —— You have your own transport (may have to transport
internal communication keyboard/guitar/toys)
—— ongoing business development support —— You have your own transportable instrument/sound system
—— initial advertising, PR and promotional materials (25 A3 —— You have morning/afternoon availability
posters, 25 A4 posters and 2000 A5 leaflets ready printed) —— You are willing to throw yourself in, get involved
—— personalised Hummy Mummies email address and catch the vision
—— your own Hummy Mummies territory in which you can
run as many classes as you like

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How much does a Hummy Mummies franchise cost? FAQs
The cost to buy a Hummy Mummies franchise is £3,950. —— How will I find people to come to classes?
We do not take a percentage of our franchisees’ profits, but Don’t worry – we will give you full training on how to
instead charge a flat rate monthly management services fee of attract people to your classes and keep them coming back
£150. This is an ongoing monthly fee payable throughout the year. —— Why is there a franchise fee?
The initial franchise fee covers the cost of training,
How quickly will I see a return on my investment? recruiting, territory analysis, promotional materials,
franchisee launch, etc.
We ask that franchisees run a minimum of two classes per week in order
to offer the flexibility that Hummy Mummies appreciate and enjoy. —— Why is there an ongoing monthly fee?
The monthly fee allows Hummy Mummies head office
The figures shown in the table below are indicative of the potential to cover the costs of ongoing services delivered to
turnover achievable based on a franchisee operating two, five or the franchisees, such as access to new arrangements
ten classes a week at the maximum recommended capacity of 25 and backing tracks, continued business support and
people in each class, for three 12 week terms a year. marketing advice etc. It also provides us with a profit
from our operations. Without this fee, Hummy Mummies
would not be able to continue supporting the brand and
2 classes / week 5 classes / week 10 classes / week
its operations.
Termly turnover* £4,000 £10,000 £20,000
—— How will I afford the franchise fee?
Yearly turnover* £12,000 £30,000 £60,000
We are fostering relationships with the franchise
departments of many of the high street banks and we are
Please note that these are turnover figures only. Franchisees will be happy to discuss with you how best to secure investment
responsible for weekly hall hire costs (which vary widely), annual costs for funds if needed.
public liability insurance and marketing costs.
—— How long does the franchise agreement / deal last for?
Our franchise agreements last for 5 years, after which
Your first year’s investment would be: time you will have the opportunity to renew at an agreed
cost or to sell it on at a profit.
Initial franchise fee: £3,950
Ongoing monthly management services fee: £150 x 12 months = £1,800 —— How do you decide whether I’m the right person to take
Total year 1 investment required: £5,750 on a franchise?
We have a rigorous recruitment process in place and will
only take on people who we feel have the right fit with our
You could therefore see a return on your investment brand values and vision. We will always insist on meeting
in your second term of trading running just two classes potential franchisees face to face to ensure they meet all
a week and within your first term of trading if running our relevant criteria.
three or more classes a week.

Franchise Prospectus  11
What’s your recruitment process?
In the first instance, we ask for interested individuals

Needless to say, we’re

to email [email protected] to express
their interest in taking on a franchise. Please tell us
why you’re interested in a Hummy Mummies franchise
and outline your relevant experience. If we feel you
could be suitable to run a franchise we will ask you really excited about
to come and see a class in progress and meet us for
lunch and an informal chat after the session.
growing the Hummy
Mummies business and
If we still feel you fit the criteria, we would welcome
the opportunity to see you in action – leading a class
or choir. If you don’t run an appropriate ensemble at
this time, please don’t worry. We will agree the final
element of the recruitment process on a case-by-
case basis.
look forward to hearing
from individuals who are
willing to get behind our
*Disclaimer
vision and work with us
to strengthen the Hummy
The figures set out in this prospectus are indicative of Before making any decision regarding the Hummy
potential turnover achievable based on running two, five Mummies franchise, it is imperative that prospective
or ten classes a week at the maximum recommended franchisees undertake their own due diligence and

Mummies network
capacity of 25 people per class, for three 12 week terms preparation, and prepare a business plan suitable
per year and charging £80 per person per term. We for their respective franchise territory. Prospective
make every effort to ensure that the information is franchisees are strongly advised to seek independent
accurate and up-to-date, however all figures given as legal and financial advice before proceeding.
examples are approximate and for information purposes
only. Please note that there is no guarantee that you
will achieve these figures and it is not intended that you
No information set out or referred to in this Prospectus
shall form the basis of any contract. In order to take up
nationwide.
should rely on these figures as a warranty or guarantee a Hummy Mummies franchise, a prospective franchisee
of what you will achieve. Your level of turnover shall be required to enter into a franchise agreement
will depend on a number of factors including your acknowledging that he/she has not relied on, or been
commitment to the business, levels of activity, number induced to enter into such an agreement by, any
of classes run per week, work ethic and motivation, representation, warranty, assurance or undertaking save
territory, demographics and local factors. as expressly set out in that franchise agreement.

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 Useful links
The British Franchise Association is an organisation dedicated to promoting
and accrediting excellence in franchising. We’re in the process of gaining
BFA accreditation for Hummy Mummies.
www.bfa.org

If you’re serious about investing in a franchise it would be worthwhile

taking advantage of the BFA’s free ‘Prospective Franchisee Certificate’.
More details can be found here:
https://www.thebfa.org/about-franchising/prospect-franchisee-certificate

Encouraging Women into Franchising – a useful resource for

franchise advice, particularly for women.
www.ewif.org

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