ERA Group : Susan Shelbrooke on How ERA Group Onboards New Franchisees

In this video, ERA Group UK support manager Susan Shelbrooke explains what she finds most rewarding about her role and how the company supports its franchise network. She describes ERA as a progressive business with strong future goals that collaborates with its network both in the UK and globally, taking a holistic approach designed to maximise collaboration and output across the group. Susan is enthusiastic about ERA's growing network, explaining that bringing more countries on board widens the brand's reach and helps raise its profile internationally. She is excited by the dynamic systems ERA puts in place to help franchisees grow, strengthen their businesses and bring specialised categories to the forefront. Much of the interview focuses on the practical support new franchisees receive. From day one they are introduced to the wider network through weekly team calls that include both the support team and fellow new starters, alongside regional events that make the network visible to one another. Susan explains how the team assists with onboarding, helping franchisees generate and target a lead database and find routes to market so they can reach revenue as quickly as possible. She also highlights ERA's mentoring programme, which pairs new franchisees with established ones, particularly in specialised categories, as an excellent learning tool. Susan stresses that building a genuinely collaborative network depends on franchisees getting to know one another, which is why ERA runs social, regional and nationwide events.