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Franchise Podcast, the number 1 podcast in Spanish

in the wonderful world of franchises, Franquicia, conducido por su servidor Rafael Alvarez.

Estamos en vivo desde el piso 85 del 1 World Trade Center desde la ciudad de Nueva York.

Así que prepárese, el programa va a comenzar.

Greetings, greetings, greetings, greetings, saludos, saludos, here we are.

So get ready, the show is about to start.

We are very excited, very happy because today we have a very special guest, directly and live from Toronto, Canada, the 1 and only Sebastian Aguirre.

For Nice Job, it's a very interesting company that we'll be talking about, and also his participation and involvement in promoting franchising within the Latino community.

I had the great opportunity of meeting him during the International Franchise Expo in June at the Javits Center in New York City.

And then he came to the Latino Franchise Association event, Franquicia Fest.

And obviously, we even had a blast there during that time.

And thank you so much for having me on your show.

So I'm really excited to be here and talk about franchising.

And we love to do it in both English and Spanish.

So we can really get the message out there and get to as many people as possible, promoting franchising within the Latino community, which is our goal.

So I want to welcome you to this podcast.

I know that we had multiple conversations of figuring out a time.

I know that you're very busy, but I'm really curious about who is Sebastián Aguirre?

And yeah, so I moved to Toronto with my family, of course, back in the 80s, and we moved to Toronto.

So I grew up in Canada, I learned to speak English, gone to school here and yeah eventually I moved to Vaughan in Ontario which is north of Toronto.

It's beautiful, I love Toronto, I love the metropolitan area, I love to go and see a ball game.

My family and I used to spend Label Day weekend, as a matter of fact, in Toronto for many, many years, because we used to stay in the hotel that is inside the baseball stadium.

And from our window, we used to see 3 games, Friday, Saturday, and Sunday.

And usually the Yankees were playing during the Label Day weekend there in Toronto.

So it became for us, I guess, la costumbre, you know, being able to go and take time to go to visit.

Obviously, we got to do a lot of sightseeing of Toronto, great food, great people, a great diversity in Toronto.

So you you were born in Argentina, I guess.

How old were you when you came to Canada?

And do you speak French too, or just English?

I know I'm saying French because you guys have Quebec right next to you, and it's part of the Canadian country.

You speak English very well, which is great.

Now, I noticed I was looking, trying to learn more about you.

I didn't know you were involved in the film industry or something.

I saw so many pictures of you with so many famous and recognizable, you know, movie stars.

Yeah, so I went to film school at Sheridan College in Ontario, which was considered 1 of the best film schools in Canada.

And my first film that I worked on after I graduated was a Sony film.

It was a hundred million dollar show and it was my first show and I was nervous, but I started as an AD, an assistant director, and then eventually started to move up as an editor in visual effects.

And then, like I always say, the machine moves you to corporate.

And that's how I got into corporate sales and marketing for Disney, for Netflix and other studios as well.

Wow yeah I saw that, that was really that was being really awesome to be able to connect with so many famous you know artists.

Which 1 is the artist that you can say, wow, so happy to get to know this person?

Who's your best, the famous artist, best artist?

That's a tough question because there's so many.

I've met Forrest Whitaker, who's an Oscar winner.

I said, Garnet Weaver, Dennis Quaid, but not just meeting the actors in front of a camera, but also the creators behind the camera.

I met the director and worked with the director of Home Alone 1 and 2.

And then I worked with other visual effects artists who worked with Spielberg and George Lucas.

So I was able to really meet my heroes in front of the camera and behind it.

I was about 23 And I worked in the film business for about 15 years.

So yeah, it's been more than half of my life that I've been working in that industry.

And then from there, you transition to franchising, or you got another job opportunity?

I'm trying to see, how do you end up doing franchising work.

So that's the most common question I get.

How did you jump from film to franchising?

So it's interesting because I'm surprised myself.

I've always worked in corporate marketing.

I've worked for other companies with their enterprise sales processes and what happened was eventually I started to get involved with corporations and a friend of mine who worked at Nice Job in the franchise space, there was a job opening and she emailed me and said, hey, there's this job opening here for you and I think this is your alley.

You know how to do sales and you can also help the company with the marketing, so to speak.

So I looked into the company, and it's a tech company, so nice job is Reputation Marketing, company that supports and provides services for many businesses.

There's about 25,000 companies that they're currently working with just in the US.

I went to the interview and I really liked what they were doing and I did learn that they had a franchising department.

So as we can see here on the website, we also provide gift and loyalty, payment processing.

So it's a company that offers a technology that supports franchise businesses and corporations.

So I eventually ended up in the franchise department with a great team who have been there for many years And all I can say is that I enjoy getting up in the morning to work because franchising is so deep and there's so much knowledge in that space.

So I'm constantly learning, but I'm also learning as well that NiceJob is supporting this space and we're growing exponentially in the franchise sector with this great technology.

So technically for what I see what you guys do you help franchise companies to be able to keep their the rating all the way up there to be able to clean up all of those reviews that are negative sort of right be able to keep their brand nice and shiny per se right

correct so the way NiceJob works is we help build online reputation through marketing of reviews Our software helps a franchisees and franchisors collect reviews for their businesses.

And Today's the business landscape, as we know, a lot of individuals look for reviews when making a purchasing decision.

So when a franchisee gathers those reviews, then they're able to market it so they can get more sales.

I mean, review a review can make you business, but also can really destroy it if you don't pay, if you don't pay attention and take care of those issues is all about.

I mean, like I always say, the internet brought us a lot of great things, right?

But I feel like at the same time, it gave a significant amount of power.

For example, consumer have something called now, it's a weapon, Let's call it a weapon, right?

Consumers now have something called review.

You don't treat me nice in your restaurant or your business or your franchise, you know, company.

Then they're gonna go and really totally blast your brand in a negative way that can create so much damage that sometimes, you know, those damage can cost thousands and thousands or hundreds of thousands of dollars to a business owner.

You usually come in and fix it and do explain to us, I mean, how do you do it?

What's the whole, what is, well, I don't want you to tell us your secret sauce, but at least, you know, How does it work?

Well, I'm going to share the secret sauce, actually.

And this is what makes our company different and also successful.

And so, NiceJob has an automated process for requesting those reviews.

So for example, our system will send first a text message to the client after a job is done And that's when it's considered the peak point of excitement.

And because we all have busy lives, sometimes we'll say, we'll postpone it.

It will actually send 3 other touch points in the form of an email and these 4 triggers is a perfect metric to request that review.

So that's why our company is so successful because it can guarantee 75% more reviews which converts into more sales.

So that's why our company or our software is helping those businesses build that robust online reputation.

We have hard-working engineers that are working around the clock that are always looking for ways to build the best customer service.

And not only that, we also want our customers or clients to really have a user-friendly experience when using our software.

And then the way it is, I see here the pricing, I guess people call it for the simple pricing for small businesses.

So In order to encourage businesses to learn about our program, we do have a 14-day free trial.

And if a franchisee decides to implement Nice Job, we pay, sorry, they pay a subscription of $75 a month.

But right now, because we have so many franchises looking into our software, we have companies that are signing up up to 20 to 400 locations at a time.

So we give really good incentives, good deals, because we want to work with these companies.

So our pricing, if you look at it, they're very cost friendly.

You don't need a marketing budget to work with us.

And because our CEO has a good concept of helping small businesses, that's why our pricing is middle tier, just to help those small businesses get those robust online reputation.

And you pay this amount per location, I'm assuming?

It could be per location and also if there's 10 locations and more we can definitely provide a discount.

Wow and how long you guys been in business and doing this?

So NiceJob has been around about 10 years now and in the franchise space our department has been around for 2 to 3 years but I can proudly say that our company collectively has been able to help businesses get 1.7 million Google reviews.

I mean, and then I see here that is also based on the pricing is based on the number of clients I guess that the company has the more clients obviously the more emails you guys have to send the more follow all the more review the more this and more that and the idea is and then does your platform kind of filter all the different level of review when they are coming in?

So our company, what it does, it works as a safety net to get those reviews and our clients through the NiceJob software, they're able to publish those reviews on their NiceJob platform or on their social media.

So because we guarantee that 75% reviews, we don't stop there.

As I can see there, you're on the main page of Nice Job, we have a great widget that allows to aggregate those 75% reviews into 1 page.

So if you continue scrolling, Rafael, and you click on View More there on the button, and actually if you go up a little bit, there you go.

So on the gray says View More, if you continue to scroll down, you'll notice images along with these reviews.

So what happens is when a client comes into your website and maybe if the franchisee that has a website and it's attracting its clients, these aggregated reviews will work as social proof.

It's like several people in your community or your family saying, hey, this business is great.

So this system that we implement through the widgets incentivizes people to trust you.

And right now, there is a statistic that we've measured and 90% of reviews are considered like something great that somebody's saying it could be your family or your friend and you're more inclined to trust a friend right when they give you a recommendation so that's why NiceShop is so successful in gathering these reviews aggregating them on your website through widgets and eventually these convert into more sales for your business.

I see that some of this review are for you guys.

I guess I can find clients that already are using the platform and are getting the benefit.

creating a story of what this is all about.

Yeah, if I can share success stories, Rafael, there's a franchise company called You Move Me, and they're a moving company.

When they approached us before using NiceJob, they had 4,000 reviews from all their 19 locations.

The franchisor said, well, I want all my franchisees to have NiceJob.

So we implemented the software to all the 19 locations a year later you move me currently has over 25,000 Wow

Wow Wow more than 500 around 1 more than 500 percent increase

incredible incredible incredible I can see that Wow so I mean I know that there are a lot of competitors or there are a lot of people that promise this, promise that, But I noticed that not all of them are good enough, meaning some of them try to make you believe that they're doing some of the work.

I remember, I'm not going to mention the name so they don't try to sue me, but I remember using a platform that is well known in the franchising industry that does review.

But in reality, they don't really do the cleanup.

They let the cleanup to be done by the franchise sort or the franchisees.

And sometimes We're too busy trying to run the business, try to run the franchise, try to run the operation, try to make money.

That the last thing that you think is going over there and see who's leaving a review or not.

You know, sometimes it's better when someone, a professional really does and take care of the, you know, get the job done pretty much, right?

Correct, yeah and sometimes businesses will get 1 star review.

It happens sometimes you have an individual who simply isn't satisfied right maybe it's just their personality they like to complain about everything But we always encourage our clients to respond to these one-star reviews so they can showcase their great customer service, which is what we call the foundation.

When you give great customer service, people that read your reviews are more inclined to trust you.

Also, because our system is automated, the benefit of having NiceJob is that you're going to leave your competitors behind because if you're getting multiple reviews in a week and you're getting 1 star review what will happen is these positive reviews will outweigh the negative ones and they get eventually buried in the feed.

Sometimes they're good because you can showcase what your brand is.

So if you're a franchisee that has a great reputation online, what it's going to do as well, it's going to attract those potential franchisees owners because those reviews act as an incentive for prospects to invest in your brand.

Yeah, That's the first thing that nowadays a potential franchisees will do is to go and check to see number 1, how reputable is this franchise brand?

Any good feedback, any great reviews or bad reviews?

And then obviously the more bad review, the less chances you have to be able to continue signing up new franchises.

I definitely, I am 100% clear and I am a true believer that you definitely, if you're in the franchising business and you're serious about your brand, you must have in your corner a company like Nice Job that can really do the cleanup and really keep track of all those reviews and making sure that you keep attracting more review and also keeping track of whatever your clients are saying about you, because that's also key.

I mean, highlight those good ones and also address the bad 1, because like you said, a one-star review, that doesn't mean that it's a bad review.

It means that you have to look at your system and figure it out, what do you have to fix?

And what you have to fix in order for you to prevent getting 1 start in the future, right?

Isn't that the responsibility of a great a franchisor or a great business owner?

Well, we noticed too that franchisors, when they have a great brand, and that's through their online reputation, through their locations, they actually get more sales into the brand.

1 trend that we've noticed, and this is interesting, Rafael, is that we'll have prospects, if they're looking to invest in a brand, what they'll do is they'll look into 10 to 15 Google accounts for different locations, and they'll read all the reviews.

So when they look at the positive, the negative, that online reputation builds that credibility that the brand is good, that it's successful, it's got a history of success.

So these individuals are more likely to invest in it.

So that's why we encourage franchisors to really not utilize the system, but also use it to their benefit to incentivize those franchise sales.

What I really want to do, I'll see if I can also invite you to the Latino French Association so you can also come in and give us you know presentation about about your secret sauce about how do

you can encourage we can encourage a lot of those a lot of the members of the Latino French Association to perhaps use your service and really see how you can help them because it goes both ways.

It's not about just selling and you guys getting money for it rather than just providing them a good quality services and that that will speak you know by itself I mean for your about your company and what you do.

I have no idea what the Nice Job was all about.

I thought of the Nice Job every time I see you, my friend, because you are very active in social media.

Every time I see you I felt like you that you were saying to everybody oh I do a nice job everything was a nice job right?

Let me look at your LinkedIn account Sebastian because you even when I saw those 5 stars, I said, what is this?

Is he, is that something new that LinkedIn has that people could get 5 stars?

Then I realized that it was those were 5 stars that you added to your.

It's it's to incentivize the eyes to be like, is that a Google review?

And actually, I've had so many people reach out to me and saying, like, we can have reviews now on LinkedIn.

Not yet anyway, but it's just a way to showcase what a nice job can do.

I know that you were, we had a great time, by the way, at the International Franchise Expo.

I know that you participated in 1 of the panels that I was in a panel with.

She was really, really, really, really nice.

And I really enjoyed her presentation, Laura.

But I met you there and then I invited you to the Latino Branch Association Franquicia Fest Expo.

That was really, really, really, really awesome.

Yeah, yeah, yeah, yeah, yeah, definitely.

We had such a great time at the Jack party.

That was a very classy event that you put together Rafael for all the franchisors and putting all those brand owners in that yacht and just taking us to see New York.

I have to thank you because I've never seen anything majestic like that picture right there.

Yeah, it was really, really, really something.

Not only that, to be able to be right next to, I mean, how close can you see?

Besides, I mean, you can visit the Statue of Liberty anytime you want to now.

But how close can you get and see the Statue of Liberty, especially when you are right there, right next to it, in that beautiful giant, with that awesome view of the island of Manhattan.

That was really, that was really, well, here's a photo of the Statue of Liberty.

I mean, it's amazing, the view, the review, and everything.

I mean, I think we had a great time and definitely we're already working of doing this.

By the way, next year, I mean, we all know Farkicia Fest was a great success At a point that now we have people calling us.

We're going to have hosting the next 1 is going to be Miami, Florida, March 28.

I mean, I'm giving you an a primicia, right?

Nice job is going to be at that expo then,

So Miami, we're gonna go to Miami in June, no, in March, March 28, 27, and then Los Angeles, California.

And we're back to New York again at the Mario Marquis at the end of September.

And also we're planning our national, annual convention.

Most likely it's going to take place in San Juan, Puerto Rico.

I think we'll mention there, But this is really, this was a really nice event.

I really was really happy to see so many support and so many people from so many industry.

Mark Madrid, this is the guy from the Small Business Administration.

Publicly, I have, I said a few times already, but Mark really have to re-route, Take another route to be able to make it and be able to come in and speak at this event He's super super super busy traveling all over the country.

So I want to thank Marica Madrid also for participating This magnificent man.

I think if you go to my profile in all, there we go, that's, yeah, if you go up all the way to my profile?

But yeah, if you go to my profile, if you go to all posts, so there you go.

You can just scroll down and yeah, I was mentioning that I had a really good time shooting some content for the expo and for Nice Job.

I did some tricks of editing and some green screen effects.

But yeah, if you keep going down, you keep going down.

Well, let's take a look now that I'm here to this.

Ricardo from the Association de Franquicia de Puerto Rico.

Yeah, he has a very beautiful story and he told us he owns 75 locations of cassava roots.

He's a very successful entrepreneur and nice job right now is in talks with him to do some business.

So we're very happy to have him as a partner soon.

I'm glad that you were able to pick up some business.

Ricardo, he's a good, he's a good, you should contact him.

He's a good, could be become a good client.

He's running and managing a whole bunch of franchises out of the island of Puerto Rico.

See all Mister Franquicias Podcast transcripts on Youtube

EP. 45: Sebastian Aguirre, doing a NiceJob with the Latinos in Franchising