Joan Cole always wanted to work for a cosmetic company, and not just any cosmetic company-Merle Norman. When she was asked by her college professor to create a business plan of her choosing, she based the assignment on the Merle Norman franchise, even though she was working in the automotive industry at the time. She got an ‘A.’

"For me, that business plan was both a safety net and a dream waiting to be realized. I knew if I ever felt uncertain about my current career, I could fall back on it. I also knew if the right opportunity presented itself, I would be ready to seize it. I kept that plan in my back pocket, waiting for the day I could put it into action," she explains.

Cole’s blueprint came to life in 2002, after 20 years of working in the automotive industry, when she began running her own Merle Norman Studio in the Lakeside Mall in Sterling Heights, a northern suburb of Detroit.

"In the 1980s, some friends told me that there was a lot of money to be made in the auto field, so they helped me get a job," she says. "The money was great, and my employer offered tuition reimbursement, so I was able to go to college while I worked. I now have a B.B.A. in Management and a Master of Science in Finance."

Of course, the automotive industry is quite different from the world of cosmetics, but Cole believes her past experience helped prepare her for her current endeavors, explaining, "I was able to perfect my sales and organizational skills in a fast-paced industry, and earned managerial experience. Although I believe I possess certain innate qualities which are essential to being a good manager, such as social skills and resourcefulness, my work history undoubtedly contributed to my current success."

While Cole’s experience was both lucrative and an opportunity to employ her business fortes, she still aspired to own a business in the cosmetic industry—a field which generates billions in sales each year. She explains, "I have always admired the industry, and felt that I had the desire necessary to do very well in it. I love the fashion aspect and excitement of the business. It fits my personality. I also knew that working in a female-dominated arena after years in a more male-dominated industry would be a nice change."

Cole experienced her first Merle Norman complementary makeup lesson in the early 1980s, and was instantly hooked on the products. The company is based in Los Angeles and boasts about 2,000 studios throughout the U.S. and Canada. Ms. Merle Norman, the company’s founder, was an ambitious Midwesterner who began distributing her products more than 80 years ago. The company still specializes in developing and distributing its own line of skin care and cosmetics and is known for its "Try Before You Buy" policy, conceived by Ms. Norman herself. As early as the 1940s, Merle studios could be found coast to coast, offering women a nearly unprecedented chance to run their own businesses."

"Merle Norman Cosmetics, Inc. offers their customers top-quality products, an inviting studio atmosphere and superior customer service from professionally-trained beauty consultants," says Cole. "The ‘Try Before You Buy’ policy provides potential customers with a unique beauty experience that I believe to be unmatched by any of our competitors." In fact, Entrepreneur magazine recently recognized Merle Norman as America’s #1 cosmetics franchise opportunity.

In the late 1990’s, Cole considered opening a Studio, and even met with a Merle Norman representative. Unfortunately, they couldn’t find the right location. Cole left the automotive world in February 2002, motivated not to wait until retirement to live out her dream. Fortuitously, the weekend after she left her job, she learned from a sales representative at her local Merle store that the Studio in Lakeside Mall was vacant.

"I was thinking, ‘You got to be kidding me!’ The timing could not have been more perfect. I had saved up some money, and really felt ready to go for it. I called Merle Norman on Monday and got the process going right away," Cole recalls. After decades of using the products herself, and fifteen years after creating her ‘A’-winning business plan, she was able to open her own studio.

Although Cole’s heart was set on a particular franchise, she sees many benefits to franchising in general, explaining, "Franchisees have an advantage over their non-franchisee competitors, since they have the rights to use the franchisor’s brand name, trademarks, copyrights, trade secrets, logos, storefronts, and interiors. I think women see the Merle Norman brand as something they can depend on for quality products. This reputation can only work to my advantage as a business owner."

Merle Norman’s home office provides sales and marketing support every step of the way, helping franchisees select their location, review their lease, and design their studio. "Subsequent to the studio’s grand opening, each owner is partnered with a regional business consultant and a regional specialist who offer advice on business issues and day-to-day assistance," explains Cole, who found this type of support particularly valuable as she had never owned her own business.

Unlike other potential franchisees who struggle to choose from the myriad of attractive opportunities in the marketplace, Cole knew, and has known for 25 years, that she wanted to partner with Merle Norman. Although her mind was made up, she still understands the importance of choosing the right franchise, and offers valuable advice to those making such a decision.

"Start your journey by assessing your needs and exploring your options. Conduct a brief self-assessment of personal strengths, weaknesses, likes, dislikes and resources. These answers will help guide you through the franchise evaluation process," she advises.

"Investigate industries that interest you and try to determine which have growth potential. Narrow the choices down, and then analyze your geographic area to see if there is a market for those types of businesses," she says. "Read The Franchise Handbook, and go online to look up magazine and newspaper articles about the companies."

The franchise’s national reputation is important, but Cole also stresses the significance of researching its local standing. "While franchises are required to submit a Uniform Franchise Offering Circular (UFOC) disclosing certain facts about their business, they are not required to disclose information on their reputation, so it is imperative that you investigate this on your own," she says. "‘Google’ the franchise, call your local Better Business Bureau, or even visit the nearest library to chat with the librarians-they tend to know a lot about what goes on in the community."

And of course, as Cole did years ago, write a business plan.

"You need to start every day with a plan outlining your sales targets and marketing strategy," she advises. "Follow it, review it, and change it as needed in order to meet or exceed your expectations. Work harder than your competitors to build relationships with customers, provide more knowledge and expertise than consumers are accustomed to receiving. Do all you can to coach your staff and provide ongoing training, and ask your team for feedback."

Actually, Cole has found that securing the right employees has been the most challenging aspect of franchising. "You want to find people who are as excited and passionate about the business as you are. Once they have completed the initial training, it can be challenging to keep them happy and productive enough to meet their sales goals. Coaching is an ongoing effort, and you always need to make sure your team members are creatively charged."

Cole admits that if she had to do it all over again, she would invest more time during the employee hiring and training process. She cautions, "The cost and time associated with hiring and orienting new employees can be staggering in the first couple years of business."

For Coal, owning a Merle Norman Cosmetics Studio has been her ultimate entrepreneurial dream.