The Inside Coup®

Industry Q&A with David Sliman, Founder of The Inside Coup®

How has your industry changed in the last 10 years?  20 years?  

Direct Mail remains the most cost effective, track-able measures utilized by brands and agencies across the country.  Now having a much broader platform with the digital arena as a parent to print.  In the past 10 – 20 years, print combined forces with social media, on line access and mobile usage and is engaging more consumer audiences on multi platforms than ever before.  More and more, consumers will visit a brands website or social media page after seeing an ad in print so in essence, print is driving new business to a brands and engaging consumers and this is not letting up anytime soon.

What trends do you see in your industry over the next 5 years?  Next 10 years?  

Direct Mail is a multi-billion dollar a year industry and growing.  Direct Mail advertising combined with a digital cross over has made a space for itself as a fixture rather than a fad.  Technology will continue to enhance the industry and we will continue to integrate technology with our product without losing what makes us great. Direct mail is the most cost effective way for small businesses to get their name out to the communities they serve. With so much competition on the digital side I think you will continue to see even more of a shift to the value of the touch and feel of direct mail. 

What is the biggest concern about your industry that a franchisee candidate should be aware of and investigate?

Choosing your market carefully.  The Inside Coup® is a ground floor opportunity and still has several top media market across the country left to award.  Your market population and geographical landscape plays a major factor in your success.  The right message, the right audience and the right product.  There you have the keys to the kingdom for success in advertising   We help our franchisees with laying out their market with a state of the art, up to the minute mapping technology so the best demographics, households and audience is ground work laid for the success of their mailings.

Why do you think your company stands out in the industry?  

From top to bottom it is our team, product and system. We are geared around a making our franchisees successful and when you have these 3 key components, success is eminent. 

What makes your franchise/ business opportunity more attractive than your competitor’s? 

In most industry’s you have to invest a lot a money on brick and mortars, plan out marketing budgets, strategies, overhead, employees etc.  You are not making money sometime for a few years?  At The Inside Coup® you control the contact with every potential customer, you can go out and by the minute change your whole day by walking into one door or making one call. You control your own destiny! Not to mention make some good friends in your clients along the way.  Relationship speaks volumes in the industry.

Also, our product. We are the face of the 21st century for a Direct Mail Magazine.  A much needed fresh approach in mailboxes.  A beautifully designed 6x11, glossy, sharp, engaging magazine and our quality is unmatched. We have positioned ourselves as a lifestyle publication, not junk mail.  We are not tucked in to any other wrap and our advertisers are not lost in an envelope.  It is like a billboard ad in mailboxes.  We offer editorial for our businesses to tell their story and engage audiences. Spotlight features, 2-page spreads, social media and on line access to all magazines through our cutting edge website which we feel is the hottest in the industry, log on and check us out for yourselves!

Describe the ideal candidate. Do you think your requirements are any different than your competitor’s? 

We're seeking franchise owners who are outgoing and have sales, marketing, and/or operations management experience, and who are results oriented. A person who can build relationships, lead a team, and who has the motivation to excel! The Inside Coup® franchisee's own their own local marketing consulting company. You’ll help businesses succeed with multiple products and state of the art media solutions in print and digital. You will work directly with business owners, ad agencies and corporate offices providing the marketing expertise that helps their business prosper.  

What’s the strongest skill you require in a candidate? 

Self discipline and drive.

Describe the working environment of your franchisees. Is your environment typical of other companies in your industry?  

First and foremost, no nights, no weekends, no Holidays and no brick and mortar.  This is a home based business and can be managed from the comfort of your own environment.  Whether a Single Franchise or a Regional Developer, we work mobile.  You have the freedom to go out in the market everyday with each day being different. With technology now-a-days combined with the corporate support team, you also enjoy quality of life being a franchisee with The Inside Coup®.

What advice would you give someone interested in buying a franchise in your industry? 

This is the single most important decision you’ll ever make.  Do the research, meet the team and get a sincere handle on who you will be partnering with.  Understand the vision the sales process and how you will be supported. You must feel a sense of connection and the rest will come.

How much experience in this industry should a franchisee candidate have should they consider buying a franchise in your industry?  

This is case by case.  Some have very little Direct Mail experience yet a strong sales and client services background while others are moving out of a "corporate dictatorship" position to a new journey of owning their own business and have the will to succeed so they do.  It really depends on the individual, but attitude and work ethic play a big part in success. 

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