Jim’s Mowing Founder Jim Penman talks branding, customer service and marketing.

Jim Penman started Jim’s Mowing (the first franchise of the Jim’s Group) as a part-time gardening business while he completed his PhD in History. It went full time in 1982 and was franchised in 1989. Currently, there are over 2,900 Franchisees in four countries covering 36 industries, and growing at the rate of around 200 per year.

There are no company owned businesses and all work is done by the Franchisees. Franchisor rights are also privately held and all Divisions, except Mowing, are partnerships with individuals experienced in those industries.

Jim Penman is the owner and full-time CEO of the Jim’s Group.

For all the business success he has enjoyed over the years, Jim Penman remains remarkably unassuming. In this fireside chat I had with him, Jim reveals how and why Jim’s Mowing came about and how he built it in to the second biggest franchise group in Australia today. This is a wonderful story of nailing your brand, providing exceptional customer service and knowing exactly who your customer is.

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The Jim’s Group – Main website.

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