From F&B Dreams to Signarama Master Franchisee: Susan Liew’s Inspiring Journey

Susan Liew’s path to becoming the Master Franchisee of Signarama in Singapore wasn’t a conventional one. Initially, Susan and her husband explored opportunities in the food and beverage (F&B) industry due to her passion for cooking. They spent weekends visiting various cafés and food businesses, considering them as potential ventures.  

However, Susan’s role as a mother with two young children—one in secondary school and the other in primary school—played a pivotal role in her decision-making process. She realized that a career in F&B might demand more of her time and attention, which would mean missing out on precious moments with her children, something she wasn’t willing to sacrifice. 

It was during this time of exploration that Susan and her husband stumbled upon the Signarama franchise. Although initially, they weren’t convinced about purchasing a Signarama franchise, a chance comment from her husband about owning a master franchise planted a seed.  

The previous Master Franchisee had jokingly dismissed the idea, but when the time came for him to sell the business, he thought of Susan and her husband. For Susan, it was a perfect fit. The Signarama franchise model allowed her to maintain a work-life balance, working five days a week from Monday to Friday, giving her weekends free to spend with her family. Moreover, her background in accounting and corporate work made the transition to franchise ownership a natural one. 

The Signarama Franchise Model: A Turnkey Solution for Success

Signarama offers a turnkey solution, which means that when you purchase a franchise, you receive a comprehensive, ready-to-operate business package. This model minimizes the challenges and uncertainties of running a new franchise in a rapidly changing world. Susan explains that all Signarama stores are independently owned, with franchisees receiving continuous support from both the Master Franchisee and the parent company, United Franchise Group (UFG).  

The support provided includes training, marketing assistance, and ongoing operational guidance throughout the franchise tenure, which spans 20 years (10 years with an option to renew for another 10). This long runway is a significant advantage, allowing franchisees to maximize their return on investment (ROI). Typically, franchisees can expect to see ROI within 3 to 4 years, leaving them with up to 16 years of profitability. 

The investment required for a Signarama franchise in Singapore ranges between SGD 230,000 to SGD 280,000, with a license fee of SGD 68,000. This investment covers the name, logo, trademark, and the rights to conduct business. Signarama also assists in the selection of the franchise location to ensure a strong start.  

Importantly, no prior experience in the signage industry is required. What Signarama looks for in a franchisee is not expertise in signage but business acumen and an entrepreneurial spirit. Franchisees will receive comprehensive training, including two weeks of training in the U.S., with accommodation, flight, and lunch covered. This is followed by three weeks of on-the-job training at a local store in Singapore. 

What Makes a Successful Signarama Franchisee?

With a 20-year franchise tenure, Susan emphasizes the importance of finding the right partners. For her, the relationship between the franchisee and the franchisor is akin to a long-term partnership, where shared values, goals, and mutual respect are critical.  

Susan highlights the importance of honesty, transparency, and shared values, particularly the family-oriented values that are central to Signarama. The company conducts thorough background checks on potential franchisees, much like they would when hiring an employee. Beyond shared values, Susan looks for franchisees who are passionate about success and committed to lifelong learning. In Signarama’s culture, continuous learning and personal development are highly valued. 

Communication is another cornerstone of a successful franchise relationship. Susan stresses the need for clear and transparent communication between the franchisor and franchisee. Franchisees should feel comfortable reaching out to the corporate team and confident that their concerns will be heard and addressed. A strong work ethic is also essential, as it underpins the mutually beneficial relationship that needs to last for two decades. 

Adaptability is another key trait Susan seeks in franchisees. The business landscape is constantly evolving, and the ability to be nimble and responsive to change is vital for success. During the COVID-19 pandemic, Susan observed that some franchisees embraced new ideas and ran with them, while others hesitated. The willingness to be adaptable and maintain a positive, forward-thinking mindset is crucial in today’s business environment. 

Join Susan Liew at FLAsia 2024

Susan Liew’s journey from aspiring F&B entrepreneur to Master Franchisee of Signarama in Singapore is a testament to the importance of finding the right business fit that aligns with both personal and professional goals. Her experience offers valuable insights for anyone considering a franchise opportunity. 

If you’re interested in learning more about the Signarama franchise and what it takes to succeed, join Susan Liew at the FLAsia 2024 event, taking place from September 12 to 14 at Marina Bay Sands, Singapore. It’s an excellent opportunity to explore the Signarama business model, meet with industry leaders, and discover if franchising with Signarama is the right path for you. 

Get in touch with us at Top Franchise Asia to learn more about how you can become a part of this exciting brand’s journey. Our team is ready to provide you with all the information you need to get started and to support you every step of the way. Reach out today and let's start turning your franchise business dreams into reality, schedule a consultation here!