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ABOUT DENT DOCTOR
Dent Doctor in South Africa was founded in 1992 in Johannesburg with one outlet specialising in 'paintless dent removal' (PDR). The branch rapidly expanded to minor autobody repairs and the successful business model was franchised a few years later. Today Dent Doctor's national franchise base of some 35 outlets represents the strongest brand in the autobody repair industry in South Africa.
The following quotes from Solly Heyns, Dent Doctor Managing Director, summarises the Dent Doctor philossophy and keys to success:
| "If we as Dent Doctor continue to improve our service levels wherever we can, ultimately we will reap the benefits as our brand recognition will go from strength to strength.
"At the Franchise office our role is to continually strive to promote the Dent Doctor brand and create opportunities for Franchisees to grow and expand their businesses. "Franchisees know that it is very important to continually re-invest in their businesses to ensure your long-term success."
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The Dent Doctor Mission
The Dent Doctor mission is to establish entrepreneurs in sustainable businesses so as to create a future for themselves and their employees in the automotive industry through an efficient franchise system and a well accepted brand.
Core values
In pursuit of the above mission, the Dent Doctor subscribes to the following core values:
- To continuously improve our customer service levels
- To promote and protect the Dent Doctor brand for the benefit of all franchisees
- To create opportunities for Franchisees to grow and expand their business thereby creating employment opportunities
- To continuously upgrade the skills of our staff
- To apply the latest technology and vehicle repair methods
- To maintain leadership in our industry in terms of quality and service
The Dent Doctor Franchise Structure
The Dent Doctor Franchise structure is based on Grading Levels 1-3, each defined by the level of service offered to the customer, equipment levels and by different investment structures for the entrepreneur to consider, as follows:
- Level 1: Workshop for Minor, Non-structural and PDR repairs
- Level 2: Workshop for Advanced Structure and PDR repairs
- Level 3: Workshop for Major Structure Repairs
The investment requirement for the above ranges from R750 000 to R2 million+ including working capital and franchise fee and depending on location and other factors. Each new franchise is set up according to a specific business plan taking unique factors into account.
The Dent Doctor Success Formula
The success of Dent Doctor is due to a tried and tested business model, the key components of which are:
- Well located outlets - offering customers ease of access
- Express service - minimising customer inconvenience
- Latest technology - Dent Doctor outlets continuously upgrade their workshops so as to use the latest refinishing and repair systems
- Well trained staff - staff are continuously trained in more efficient methods, products and equipment