Next Steps

Now that you've had the opportunity to read about Learning Express Toys, it's time to take the next step in the process:

Apply online over our secure server or download the document and fax the completed application to us

Once we receive your application, we will perform some preliminary demographic and competitive research on your area of interest. A member of the Learning Express sales team will contact you to discuss the opportunity and if your application meets our minimum criteria, you will receive the Franchise Disclosure Document (FDD). Qualified applicants may choose to receive a paper copy of the FDD or download a PDF version. You will need internet access and Adobe Acrobat in order to read the PDF file. The FDD will provide more in-depth information on Learning Express. You must send us your signed acknowledgement of receipt form. (Item 23)

The first phone call is an opportunity for us to get to know you and for you to get to know us. Making sure it's the right fit is essential. You should have reviewed the FDD so this will be a great time for you to get your questions answered. During this call you will be asked about your town, your plans for financing the initial costs, and your financial expectations. Everyone that might be involved in the day-to-day operations of the store - a spouse or partner, for example - should participate in the call.

As you get further into the application process, you will be asked to visit stores that are a convenient distance from your town. This is a great opportunity to chat with an established owner and learn what it is like to own a Learning Express store. The home office will call and make introductions for you at any of the stores you would like to visit. Once the storeowners know who you are they'll be more than happy to spend time helping you investigate the business. After your visits you will be asked to schedule a Discovery Day at the Learning Express home office in Devens, Massachusetts.

This important decision cannot be made without meeting you in person. Massachusetts is the heart and home of the franchise. It's where Learning Express started and matured. When you come to Devens for Discovery Day, you will spend time meeting with our Buying and Merchandising team, Marketing and Graphics, IT, Operations, New Store Development, and Finance departments. After your meeting with each department, you will meet with the Founder, Sharon DiMinico. Discovery Days typically begin at 9:30 a.m. and finish around 3:30 p.m.

The objective of Discovery Day is to answer every question you might have so that you know exactly what is expected of you and what is involved in opening and operating a Learning Express store. It's equally important for the company to get to know you. Learning Express wants to make sure you will be successful in your new venture.

The decision to award the franchise is made right after Discovery Day. Together, you and the home office will look for a location and negotiate the business terms of the lease. This requires a $5,000 refundable deposit.

You will be required to complete preliminary location search work. After that, your adviser will visit your community and evaluate the potential locations you have selected. The adviser will provide you with feedback on the pros and cons of each location and will then draft Letters of Intent for the promising locations. Once a site is chosen, your lease will be reviewed and lease comments will be provided to your attorney. We will assist in negotiating the best possible terms-our team is one of the best in the business. When the lease is signed, the balance of the franchise fee is due. You have now become the company's main focus and a member of the Learning Express family! Now the fun begins! With the help of our construction coordinator, the build-out process will begin. This includes designing the store layout and ordering the necessary fixtures, lighting, and equipment.

Upon signing your lease and the franchise agreement, we will schedule training. Currently, we provide an 8 day training program at our facility in Devens, which encompasses both a classroom format and a practical, hands-on approach in a store setting.

You will begin working closely with an adviser from the New Store Operations department. Your adviser's role is to guide you step-by-step through all the aspects of opening your store-everything from the signing of the lease to the Grand Opening. You will spend a great deal of time on the phone with your adviser, going through checklist after checklist to make sure you have everything in order before opening day. We want you to benefit from our 20 years of opening stores.

With the help of your Store Opening Coordinator / Regional Developer, your inventory will be received and merchandised on your shelves and your employees trained. You will work very closely with the Marketing and Graphics Departments to plan a very exciting Grand Opening. Costume characters, giveaways, shopping sprees, and a charity night are just a few of the events that make a successful Grand Opening. It's important to get off on the right foot. First impressions count!

You are now an ambassador of the Learning Express brand. The first step in promoting and marketing your store is to always make sure operational practices are in place and employees are properly trained to live up to the promise of the Learning Express experience

Before the support staff says good-bye, your Store Opening Coordinator / Regional Developer will make sure your back office is organized, all your invoices are scheduled for payment, and that the necessary reorders are placed. If needed, they will review any part of the store operations that need clarification.

The home office's objective is to leave you with an upbeat, well-trained staff, and a few fine-tuned skills that will set you on the path to success. Learning Express wants to make sure you'll be prepared for the day you'll have to train future employees on your own. The company's goal is to provide you with a solid foundation of product knowledge, excellent customer service and selling skills, a strong marketing plan, happy and knowledgeable employees, and tight operating systems

For your first 6 to 12 months, you'll work closely with your Store Opening Coordinator / Regional Developer. We will help you build on the foundation established during your opening. His or her mission is to help you grow your business.

Throughout your tenure, the home office will provide you with ongoing marketing support (ads, catalogs, postcards, and email production); training materials for employees; field visits; conference calls; webinars; a Suggested Store Inventory Mix (SSIM) for best product recommendations; an annual Convention, Toy Fair meetings; the Learning Express Intranet; and email and telephone support. That's twenty-six people at your service!