Franchise Package
Austin Azzopardi — Oakville · March 2026
Situation Analysis
When we found out you were looking at opening a shop, Anen got in touch. He told you straight: you can do whatever you want, and IDNTY would support you either way.
You decided you wanted to open with IDNTY in Oakville. But at that point, you didn't have barbers, you didn't have clients in Oakville, and you hadn't run a shop on your own before. Going in cold would've been a problem.
Instead of rushing into Oakville unprepared, we proposed a different approach: go to Speers first, build a team of barbers, get real experience running a shop by working alongside Alex, start building Oakville clientele, and let us develop a full plan for you in the background.
We started with your financial situation. We broke down where you stood — how much cash you had, what kind of shop you wanted, and what the numbers actually looked like.
Then we ran projections. Investment and loan projections showing how much you'd need, and what a business loan would look like in monthly payments and total cost.
From there, we gave you a direction. A profit and loss projection based on realistic rent, unit size, and the barbers you'd need. A breakeven analysis showing how many barbers you'd need to cover costs. And location parameters defining what size and type of lease would work within your financial range.
Then we gave you objectives:
Learn from Alex
Absorb what it takes to run a shop day-to-day while at Speers
Hiring strategies
How to recruit and build your team before opening
Building strategies
How to grow clientele and get established before doors open
The Triangle of 3
Shop location vs finances vs barbers available. Those three depend on each other. Every move on one affects the other two. The plan was designed to work on all three at the same time.
Current Position
Since we first mapped out the plan, you've followed through on all of it. You went to Speers, built a team, gained experience, and started building clientele in Oakville.
The Triangle of 3 is coming together: finances are in place, team is locked in, location search is active.
You're not moving out or buying a house — opening the shop is your priority right now. Your wedding is August 20, 2026, and you want to be open before then.
Personal Assets
| Item | Details |
|---|---|
| Cash Available | $50,000 |
| Condo Location | 12804 140 Ave NW #218, Edmonton, AB |
| Condo Size | 600 sqft, 1 bed / 1 bath |
| Condo Value | $218,000 |
| Equity | $66,000 |
| Mortgage Balance | $152,000 |
| Mortgage Payment | $900/mo |
| Condo Fees | $400/mo |
| Total Housing Cost | $1,300/mo |
Personal Cash Flow
| Item | Amount |
|---|---|
| Monthly Income (barbering) | $4,065 |
| Condo | -$250 |
| Car Payment | -$200 |
| Gym | -$50 |
| Social | -$250 |
| Total Expenses | -$750 |
| Net Monthly Income | $3,315 |
Your Team
| Barber | Split | Tier | Avg Weekly | Monthly Gross |
|---|---|---|---|---|
| Austin Azzopardi | $350 flat | Upscale | $945 | $1,505 |
| Danyal Diedericks | 75/25 | Upscale | $1,495 | $1,608 |
| Allan Salas | 60/40 | Basic | $220 | $378 |
| Luke Takeuchi | 60/40 | Apprentice → Basic | $80 | $138 |
Financial Analysis
Your initial plan was a 1,000 sqft unit at $30/sqft with $15/sqft TMI, putting down $25,000 cash on a $180,000 total investment.
Original Loan Breakdown
| Item | Amount |
|---|---|
| Total Investment | $180,000 |
| Cash Down | $25,000 |
| Loan Amount | $155,000 |
| Interest Rate (Prime + 3%) | 7.45% |
| Loan Term | 15 years |
| Monthly Interest | $962 |
| Monthly Principal | $689 |
| Monthly Loan Payment | $1,651 |
Original Location Estimate
| Item | Annual | Monthly |
|---|---|---|
| Rent (1,000 sqft × $30) | $30,000 | $2,500 |
| HST | $3,900 | $325 |
| TMI (1,000 sqft × $15) | $15,000 | $1,250 |
| Total Lease Payment | $48,900 | $4,075 |
Revenue
| Source | Monthly |
|---|---|
| Austin Azzopardi | $1,505 |
| Danyal Diedericks | $1,608 |
| Allan Salas | $378 |
| Luke Takeuchi | $138 |
| Products | $139 |
| Total Gross Revenue | $3,767 |
Expenses
| Expense | Monthly |
|---|---|
| Rent + TMI | $3,250 |
| Admin Rep | $660 |
| Alarm Service | $35 |
| Cleaning Service | $400 |
| Bookkeeping | $400 |
| Squire | $300 |
| Google Workspace | $120 |
| Website/Domain | $50 |
| Electric | $300 |
| Gas | $200 |
| Water | $100 |
| Internet | $100 |
| Phone | $50 |
| Bank Plan | $20 |
| Loan Payment | $1,651 |
| Misc | $200 |
| Total Operating Expenses | $7,836 |
The Result
| Item | Amount |
|---|---|
| Gross Revenue | $3,767 |
| Operating Expenses | -$7,836 |
| Net Income | -$4,069 |
| Loan Repayment | -$689 |
| Net HST | -$529 |
| Net Cash Flow | -$5,287 |
| Monthly Injection Needed | $5,287 |
That's $5,287 out of pocket every month just to keep the doors open. With $25,000 in remaining cash after the down payment, that money runs out in under 5 months.
Recommendation
Here's what we adjusted to make the numbers work:
| Barber | Current Weekly | Baseline Target | Stretch Target |
|---|---|---|---|
| Allan Salas | $220 | $400 | $550 |
| Luke Takeuchi | $80 | $200 | $420 |
The shop doesn't open until these baseline numbers are hit. This is what makes the math work.
| Hire | Target | Timeline |
|---|---|---|
| Hire 1 — Commissioner | $400/week in sales | By August 10, 2026 |
| Hire 2 — Renter (deal rate) | $250/month rent | By January 2027 |
| Hire 3 — Renter (full rate) | $400/month rent | By January 2028 |
| Item | Original | Recommended |
|---|---|---|
| Cash Down | $25,000 | $35,000 |
| Loan Amount | $155,000 | $145,000 |
| Monthly Loan Payment | $1,651 | $1,545 |
| Monthly Savings | $106 |
All IDNTY Locations
| Location | City | Sqft | $/sqft | TMI/sqft | Monthly |
|---|---|---|---|---|---|
| Montpelier | Brampton | 963 | $35.00 | $11.30 | $4,081 |
| Heartland | Mississauga | 1,370 | $40.00 | $23.46 | $7,839 |
| Lakeshore | Mississauga | 910 | $38.90 | $0.00 | $3,333 |
| Speers | Oakville | 903 | $16.00 | $15.00 | $2,489 |
| Playhouse | Mississauga | 1,077 | $25.00 | $12.50 | $3,657 |
Recommended Lease
| Item | Annual | Monthly |
|---|---|---|
| Rent (900 sqft × $30) | $27,000 | $2,250 |
| HST | $3,510 | $293 |
| TMI (900 sqft × $12) | $10,800 | $900 |
| Total Lease Payment | $41,310 | $3,443 |
That's $632/month less than the original plan.
No alarm service, no cleaning service — handle it yourself in the beginning. Saves $435/month.
No royalties or fixed fees for the first 6 months. Months 7-18, if you're not breaking even, we provide a goodwill credit reimbursing the full amount we charged. After 18 months, the credits stop.
New Team Projections (with targets + hires)
| Barber | Avg Weekly | Weekly Gross | Monthly Gross |
|---|---|---|---|
| Austin Azzopardi | $945 | $350 | $1,505 |
| Danyal Diedericks | $1,495 | $374 | $1,608 |
| Allan Salas (baseline) | $400 | $160 | $688 |
| Luke Takeuchi (baseline) | $200 | $80 | $344 |
| Hire 1 — Commissioner | $400 | $160 | $688 |
| Hire 2 — Renter | $1,000 | $300 | $1,290 |
| Hire 3 — Renter | $1,000 | $400 | $1,720 |
Projections
| Item | Mo 1–6 (Grace) | Mo 7–18 (6%+Fixed) | 1.5 Yrs+ (8%+Fixed) |
|---|---|---|---|
| Gross Revenue | |||
| Austin Azzopardi | $1,505 | $1,505 | $1,505 |
| Danyal Diedericks | $1,608 | $1,768 | $1,945 |
| Allan Salas | $688 | $757 | $832 |
| Luke Takeuchi | $344 | $378 | $416 |
| Hire 1 (Commissioner) | $688 | $757 | $832 |
| Hire 2 (Renter) | — | $1,290 | $1,290 |
| Hire 3 (Renter) | — | — | $1,720 |
| Products | $152 | $168 | $185 |
| Total Gross Revenue | $4,985 | $6,623 | $8,726 |
| Operating Expenses | |||
| Rent + TMI | $3,150 | $3,150 | $3,150 |
| Bookkeeping (Compass) | $395 | $395 | $395 |
| Electric | $250 | $250 | $250 |
| Gas | $100 | $100 | $100 |
| Water | $50 | $50 | $50 |
| Internet | $100 | $100 | $100 |
| Insurance | $135 | $135 | $135 |
| Bank Plan | $20 | $20 | $20 |
| Loan Interest | $900 | $900 | $900 |
| Misc | $200 | $200 | $200 |
| IDNTY Fixed Fees | $0 | $1,910 | $1,910 |
| IDNTY Royalties | $0 | $257 | $343 |
| Total Operating Expenses | $5,300 | $7,467 | $7,553 |
| Net Income | -$315 | -$844 | $1,173 |
| Loan Repayment | -$644 | -$644 | -$644 |
| Net HST | -$41 | -$110 | $153 |
| IDNTY Goodwill Credit | $0 | $2,449 | $0 |
| NET CASH FLOW | -$1,000 | +$850 | +$681 |
| Monthly Injection Needed | $1,000 | $0 | $0 |
Baseline Gap Analysis
| Item | Amount | Notes |
|---|---|---|
| Current Net Cash Flow | -$1,000 | During grace period |
| Gross Needed to Break Even | $5,986 | Gross must cover all OpEx |
| Current Gross Revenue | $4,985 | Month 1 projection |
| Gross Revenue Gap | $1,000 | This is the injection amount |
Baseline Injection Reserve
| Item | Amount |
|---|---|
| Cash After Investment ($50K - $35K) | $15,000 |
| Monthly Injection (Grace Period) | $1,000 |
| 6-Month Injection Total | $6,003 |
| Months of Runway | 15 months |
You'd need to inject $1,000/month for 6 months — about $6,000 total from your $15,000 remaining cash. That leaves $9,000 in reserve. By Month 7, the goodwill credit kicks in and you're cash flow positive at +$850/month.
If Allan hits $550/week (instead of $400) and Luke hits $420/week (instead of $200):
| Item | Mo 1–6 (Grace) | Mo 7–18 (6%+Fixed) | 1.5 Yrs+ (8%+Fixed) |
|---|---|---|---|
| Total Gross Revenue | $5,880 | $7,607 | $9,808 |
| Total Operating Expenses | $5,300 | $7,505 | $7,604 |
| Net Income | $579 | $102 | $2,204 |
| Loan Repayment | -$644 | -$644 | -$644 |
| IDNTY Goodwill Credit | $0 | $2,492 | $0 |
| NET CASH FLOW | +$10 | +$1,962 | +$1,847 |
| Monthly Injection Needed | $0 | $0 | $0 |
The difference between -$5,287/month and -$1,000/month (or breakeven) comes down to five things: smaller unit, bigger down payment, cut non-essential costs, build your team's sales before opening, and IDNTY's grace period structure.
The original plan would have burned through your cash in under 5 months. This plan gives you 15 months of runway worst case, breakeven best case.
Everything that follows — the franchise package, the delivery overview, the agreements, the pricing — is built on these numbers.
Delivery
The step-by-step process of delivering the franchise package — from the first meeting to doors open and beyond. Each phase explains what happens, why, who is responsible, and what it costs.
Total delivery: approximately 5–6 months from contract signing to doors open.
| Phase 1 | Meeting & Contract | Mar 8 – Mar 10, 2026 | 1 week |
| Phase 2 | Systems, Portal & Planning | Mar 10 – Mar 24, 2026 | 2 weeks |
| Phase 3 | Hiring, Consulting & Advisory | Mar 24 – May 18, 2026 | 8 weeks |
| Phase 4 | Design & Build-Out | May 18 – Jul 27, 2026 | 8–12 weeks |
| Phase 5 | Marketing & Content Prep | Jul 6 – Jul 27, 2026 | 2–3 weeks |
| Phase 6 | Activation & Setup | Jul 13 – Jul 27, 2026 | 2–3 weeks |
| Phase 7 | Pre-Opening & Training | Jul 27 – Aug 10, 2026 | 2 weeks |
| Phase 8 | Ongoing Services | Aug 10, 2026 onwards | Continuous |
Target opening: approximately August 10, 2026 contingent upon permit approval dates.
Phase 1
The purpose of Phase 1 is to kick-start the relationship. Before IDNTY invests significant time and resources into building a business plan, designing a shop, and setting up systems, both sides need to be aligned and official. This phase makes the commitment clear and gets the legal foundation in place.
The meeting covers the full picture — your current financial situation, the game plan for getting to opening day, the delivery timeline, and the franchise package. We walk through the responsibilities so both sides understand exactly who does what. We also walk through the financial projections so you understand the investment, the monthly reality, and the growth path.
After the meeting, you review the franchise agreement and packages over the weekend. Tanya is available to sit down and go through everything in detail before signing.
Letter of Intent
Signed at the meeting, confirming intent to execute the Franchise Agreement
Franchise Agreement
Signed by March 10, making everything official
1A. Brand License
The legal right to operate under IDNTY, territory protection, access to proprietary systems, and the governance framework (Franchise Package Section 1A)
Payment: Implementation Fee: $2,000 — Due upon signing the Franchise Agreement
Who does what: Anen develops the financial analysis, game plan, and presentation. Tanya reviews documents with Austin and answers questions before signing. Austin reviews all materials, asks questions, and signs.
Phase 2
As soon as the agreement is signed, two things happen in parallel. First, we set up the project management and communication tools needed to manage everything that's coming — because this is now an active project with tasks, deadlines, and deliverables. Second, IDNTY begins building the location-specific business plan.
Why this order: You need the tools before the work begins. ClickUp becomes your daily dashboard for tracking tasks and progress. Google Workspace connects all files, meetings, calendars, and email. The IDNTY Portal gives you immediate access to the business model, coaching tools, and training resources — so you can start learning the IDNTY system while we build your custom plan.
What gets set up (2C)
ClickUp workspace
Project management with onboarding checklists, content boards, and task templates (1F. Project & Task Management System)
Google Workspace
Professional email, shared calendars, document editing, cloud storage (1F. Business Productivity Suite)
IDNTY Portal access
Opens up the business model, brand standards, coaching tools, and all training modules (1F. IDNTY Portal Access)
What the Portal unlocks
1B. Business Model
Brand story, core pillars, values, offer, target audience, positioning, culture standards, and visual identity
1E. Coaching Tools
Performance review formats, Roadmap Presentation, Value Chain Dashboard, Statement of Accounts Template, Role Scorecards, Performance KPIs, and IDNTY Proprietary Automations (automated earning reports, review-to-chat integration, barber performance stats)
What IDNTY builds during this phase (2A)
Market Analysis
Industry landscape, technology trends, consumer behavior, market segmentation, and location-specific demographics
Competition Analysis
Who you're up against and where your advantages are
Situation Analysis
Honest assessment of where things stand right now
Customer Fulfillment Plan
The full client experience from booking to walkout
Team Fulfillment Plan
Staff satisfaction framework and the ID Fully Booked coaching roadmap
Operations Plan
Systems, scheduling, communication, quality control, meetings cadence
Marketing and Sales Plan
Client acquisition, barber recruitment, and content strategy
Financial Plan
Investment projections, 12-month income forecast, expenses, chair utilization targets, breakeven analysis
Hiring Plan
Ideal barber profile, tier expectations, interview structure, compensation, onboarding sequence
Action Plan
Step-by-step task list from now to opening day with milestones
Who does what: Mike sets up all systems and tools — Austin doesn't touch this (IDNTY Does). Anen builds the business plan — the strategic analysis and game plan (IDNTY Advises). Austin starts learning the IDNTY system through the Portal and gets familiar with the tools.
Phase 3
This is where the plan turns into action. The business plan is delivered, and now it's time to execute — but execution is primarily Austin's responsibility, with Tanya advising and guiding every step.
Why hiring is the priority: Based on the financial analysis, the current team doesn't generate enough revenue for the shop to be viable on its own. Austin is at $1,505/month gross, Danyal at $1,608, Allan at $378, and Luke at $138. The plan requires Allan to grow from $220/week to $400/week, Luke from $80/week to $200/week, and one new commissioner to be hired at Allan's current level ($400/week in sales). Without hitting these targets, the shop won't reach the baseline position needed to open — which is a maximum $1,000/month injection during the grace period.
Hiring strategy execution
Austin uses the hiring plan, tools, and automations IDNTY provides to recruit barbers. The Portal has automation tools that generate lists of barbers, phone numbers, and suggested outreach messages. Tanya advises on candidate evaluation, interview approach, and offer structuring (2B. Initial Guidance & Advisory)
Sales target push
Allan and Luke need to hit their growth targets. Tanya provides the tactical advice and accountability structure through weekly check-ins. Austin drives it with his team daily
Location selection support
Tanya advises on demographics, traffic patterns, co-tenancy, square footage, and lease terms. Austin engages the realtor and views properties (2B. Location Selection Support)
Loan application guidance
If needed, IDNTY helps with communication through Compass for the business loan process (2B. Loan Application Guidance — Add-On)
The shop will not open until the baseline position is reached. That means Allan and Luke hitting targets, one new hire producing at Allan's level, and the monthly injection requirement at $1,000 or less.
Payment: Design Fee: $2,000 — Due at start of Phase 3, before consulting and advisory begins
Who does what: Tanya advises on hiring, location, sales strategy, and all business decisions (IDNTY Advises). Austin executes the hiring plan, does the outreach, manages his team's sales push (Franchisee Responsibility). Anen is available for strategic questions and major decision-making.
Phase 4
Location is secured. This is the longest phase — the physical shop gets designed and built. Timelines depend on construction complexity, permit approvals, and contractor availability.
1D. Shop Design Package
3D rendering, layout philosophy, furniture specifications, brand finishes, and approved vendor list
Material Catalog
Equipment list, furniture catalog, product inventory, shop supplies, technology hardware, signage, initial purchase list with costs, and reorder guide (included in 1D)
Lease Review Guidance
Red flags, key terms, structure recommendations (2B)
Shop Design Consulting
Design review and brand alignment for layout, finishes, equipment (2B)
Construction Consulting
Architect drawings guidance (mechanical, plumbing, electrical) and build-out advisory (2B)
Site Visits
1-2 visits during build phase for brand standards alignment (2B)
Payment: Last Deposit: $3,400 — Due before design and marketing begins. Final Franchise Balance: $12,262 (including HST) — Due upon loan approval, before construction starts.
Who does what: Tanya advises on lease, design, and construction decisions (IDNTY Advises). Mike delivers the shop design package and material catalog (IDNTY Does). Austin secures the property, manages construction, deals with landlord, purchases inventory (Franchisee Responsibility).
Phase 5
While the shop is being built, IDNTY handles all content production and marketing preparation for the launch. Austin does not need to create, shoot, or configure any of this.
2E. Marketing & Content Launch
One professional launch content shoot, team headshots, and a 30-day advertising structure template
1H. Marketing Materials
Business cards templates, merchandise print templates, ad templates, and ad creation checklist (customized with location details during 2C deployment)
Digital profile setup
Google Business, Yelp, Bing, Facebook profiles created, populated, and verified (2C. Systems & Asset Deployment)
Website setup
Dedicated location page on idnty.ca with local SEO optimization (2C)
Who does what: Mike produces all launch content, headshots, and marketing materials. Sets up all digital profiles and website (IDNTY Does). Austin shows up for the shoot and provides any location-specific information needed.
Phase 6
Construction is wrapping up. All remaining systems, tools, documents, and profiles are activated and configured for launch. This is the full deployment of everything in the franchise package — the assets (Section 1) get set up for your specific location through the deployment service (Section 2C).
Systems deployment
All remaining systems in Section 1F activated for your location: Squire (appointment & POS), OpenPhone (phone network + inbound sales pipeline), WhatsApp Business Automation, Workflow Automation Engine, QR codes, Pixieset, and Compass
Operational templates deployment
All templates in Section 1G customized and prepared for launch: Shop Policy Brochure, employee contracts, performance ratings templates, email templates
Marketing materials deployment
All materials in Section 1H adjusted per franchisee: business cards, merchandise templates, ad templates
Bookkeeping setup
Compass configured with chart of accounts, payroll integration, and financial reporting structure
Who does what: Mike deploys and configures everything (IDNTY Does). Anja begins setup of the admin and customer support workflows. Austin does not need to manage any of this — it's done before he walks in.
Phase 7
Everything is set up. This phase is about making sure Austin and his team are ready to operate, and verifying that everything meets IDNTY standards before doors open.
Training (2D)
Owner Training (1-2 weeks)
Operations, leadership, systems navigation, financial management, and performance expectations. This is where Austin learns how to run the shop as an IDNTY franchise owner
Brand Culture Training (2-3 days)
IDNTY standards, values, daily culture maintenance, and in-shop expectations
Team Onboarding Training
Squire training, shop functions and expectations, health and safety framework for Allan, Danyal, Luke, and any new hires
Online Training Access
Barber, Team Leader, and Franchisee onboarding programs via the IDNTY Portal
Final checks and launch support (2B)
Pre-Opening Walkthrough
Final compliance check before doors open. Brand standards, systems, and readiness verification
Opening-Week Execution Support
On-site support during launch week to ensure smooth operations from day one
Performance Benchmark Reviews
Structured reviews at 30 and 90 days post-opening with action plans
Who does what: Tanya delivers all training and conducts the pre-opening walkthrough (IDNTY Advises). Tanya provides on-site support during opening week (IDNTY Advises). Austin completes all training, prepares his team, and ensures readiness (Franchisee Responsibility).
Phase 8
Once the shop is open, IDNTY doesn't disappear. The ongoing royalty covers continuous operational support across four areas. Austin runs the shop day-to-day — IDNTY handles the backend operations, provides strategic consulting, maintains the brand presence, and keeps all systems running.
3A. Admin & Customer Support (Anja)
Booking management, rescheduling coordination, inbound call sales handling, objection handling, email and inquiry support, online profile management
3B. Business Consulting (Tanya)
Weekly tactical meetings, monthly 1-on-1 business review, quarterly business plan, quarterly 90-day roadmap, strategy calls, announcements & updates, daily Q&A support
3C. Marketing & Content (Mike)
Brand social media management, annual in-shop action shoot, team photoshoot, annual shop photos
3D. Platform Maintenance & Licensing (Mike)
Platform maintenance & updates, software licensing & subscriptions (all costs covered by IDNTY), research & development, asset update distribution
Section 8
Every item in the franchise package falls into one of four categories — no gray areas, no ambiguity. When a question comes up about whose job something is, this is the reference.
Category 1
These are the tools, documents, frameworks, and systems that IDNTY has built. You receive them as part of the franchise package — you don't create them. This includes your brand license and business model (1A, 1B), the shop design package (1D), all coaching tools and dashboards (1E), the full digital ecosystem of systems and software (1F), operational templates (1G), and marketing materials (1H). These represent years of development and the intellectual property of the IDNTY brand. They're handed to you configured and ready to use.
Category 2
We analyze, strategize, plan, and train. You execute.
This is the core of the franchise relationship. IDNTY provides clarity through analysis, creates game plans and strategies, trains you on how to use the tools, and advises on decisions. But we do not execute on your behalf. You take what we provide and implement it in your shop, with your team, on your timeline.
The flow: We analyze the situation → We create a plan → We give you the tools → We train you → You execute.
This covers the business plan (2A), all initial guidance and advisory during pre-opening (2B), training (2D), and ongoing business consulting (3B) — weekly tactical meetings, monthly reviews, quarterly business plans, and daily Q&A support.
Category 3
IDNTY fully handles these. You don't need to manage them.
These are operational tasks that IDNTY performs on your behalf — either because they require HQ-level access, technical expertise, or because they're part of brand-wide operations. You don't need to think about these; we just do them. This covers all admin and technology setup (2C), the marketing and content launch (2E), ongoing admin and customer support (3A) — bookings, rescheduling, inbound sales calls, objection handling — ongoing marketing and content production (3C), and all platform maintenance and software licensing (3D).
Category 4
Owner's responsibility. IDNTY does not perform these with or without additional charge.
These are the fundamental responsibilities of being a business owner. IDNTY can coach and advise on all of them through the business consulting relationship, but the daily execution is on you.
Property & Lease
Engaging realtors, negotiating leases, securing the property, dealing with the landlord, setting up billing, utilities, insurance, and permits
Construction & Setup
Construction labor, day-to-day project management, purchasing and managing inventory
Daily Operations
Day-to-day staff management, conflict resolution, team accountability, client experience oversight, daily culture building, sales growth execution, local community involvement, and recruiting service providers
Financial
Covering operating costs, inventory, and local marketing spend. Revenue guarantees are not provided by IDNTY under any circumstances.
Role Mapping
This maps every item in the franchise package to the specific IDNTY team member responsible — so you know exactly who handles what and who to expect interaction with.
| IDNTY Assets | — | 1A. Brand License | Delivered to you. No ongoing role interaction needed. |
| 1B. Business Model | Delivered via the IDNTY Portal. | ||
| 1D. Shop Design Package | Delivered during Phase 4. | ||
| 1E. Coaching Tools | Accessible via Portal from Phase 2. | ||
| 1F. Systems & Software | Configured by Mike during Phases 2 and 6. | ||
| 1G. Operational Templates | Customized by Mike during Phase 6. | ||
| 1H. Marketing Materials | Customized by Mike during Phase 5. | ||
| IDNTY Advises | Anen | 2A. Business Plan | Anen builds the strategic blueprint. You follow the plan. |
| Tanya | 2B. Consulting & Support | Tanya advises on location, lease, design, construction. You decide and act. | |
| 2D. Training | Tanya onboards you and your team. After, execution is yours. | ||
| 3B. Business Consulting | Tanya runs weekly tacticals, monthly reviews, quarterly plans. You implement. | ||
| IDNTY Does | Mike | 2C. Systems & Asset Deployment | Mike configures and deploys everything. Done before you walk in. |
| 2E. Marketing & Content Launch | Mike produces launch content, headshots, ad templates. | ||
| 3C. Marketing & Content | Mike maintains brand social media and annual shoots. | ||
| 3D. Platform Maintenance | Mike maintains all licensing, updates, and R&D. | ||
| Anja | 3A. Admin & Customer Support | Anja handles bookings, rescheduling, inbound sales, objections, email. | |
| Your Responsibility | Austin | Property & Lease | Realtors, property, landlord, billing, utilities, insurance, permits. |
| Construction & Setup | Construction, project management, inventory purchasing. | ||
| Daily Operations | Staff management, team accountability, client experience, culture, sales, recruiting. | ||
| Financial | Operating costs, inventory, local marketing. No revenue guarantees. |
Franchise Package
Deliverables
Tangible assets IDNTY builds, creates, and hands over to the franchisee. These are produced by IDNTY and delivered as part of the initial franchise fee. The franchisee does not create these.
1A
The legal right to operate under the IDNTY brand, including access to all proprietary systems and intellectual property. Includes the governance framework that protects brand consistency across all locations.
Right to operate under IDNTY
Right to operate under the IDNTY brand name and identity
Territory protection
Exclusive territory protection within agreed radius (terms defined in franchise agreement)
Access to proprietary systems
Access to IDNTY's proprietary frameworks, operating processes, and digital ecosystem
Brand compliance & governance
Approval requirements for design changes, promotions, and pricing — compliance standards and audit criteria
Brand protection intervention
IDNTY reserves the right to intervene when brand standards are at risk — escalation framework for performance failures, compliance issues, or situations that could damage the IDNTY brand
1B
The strategic foundation that defines who IDNTY is, how the brand operates, and how it presents itself. This is a living document that evolves as the brand grows — all franchise locations operate from this shared foundation.
Brand Story & Mission
Who we are — our story, our mission, our vision, and brand personality
Core Pillars & Values
The foundational principles and values that define how every IDNTY location operates, hires, and makes decisions
Our Offer & Revenue Streams
Grooming services, merchandise, coaching program, barbers academy, online community
Target Audience & Positioning
Ideal client profiles (demographic, psychographic, behavioral) and competitive differentiation
Team Culture Standards
How we build, maintain, and enforce culture across all locations — in-shop expectations and standards
Visual Identity & Brand Kit
Logo files, icons, fonts, color keys, usage guidelines, tone of voice, and visual standards
1D
The complete design blueprint for the physical shop space. Includes renderings, specifications, and vendor sourcing — everything needed to build an IDNTY-branded location.
3D rendering
Full 3D rendering of the shop layout showing stations, waiting area, and flow
Layout philosophy
Layout philosophy, spatial planning, and equipment placement guide
Furniture specifications
Furniture specifications with recommended purchases and sourcing
Material Catalog
Brand finishes, materials, signage, supplies, technology hardware, initial purchase list with costs, and reorder guide
Approved vendor list
Approved vendor list for key supplies, equipment, and furnishings
1E
Performance management and leadership tools built by IDNTY. These frameworks, dashboards, and templates give the franchisee structured systems to manage their team and track business performance.
Performance review format
Daily, weekly, and monthly performance review templates for structured team evaluation
Roadmap Presentation
Strategic roadmap to assess landscape, articulate vision, identify gaps, and formulate 90-day action plan
Value Chain Dashboard
KPI dashboard tracking the full client journey from Traffic (Awareness) to Fulfillment (Raving Fan)
Statement of Accounts Template
Financial snapshot showing current balance, projected income/expenses, and funds transfer plan
Role Scorecards
Role vision, responsibilities, and performance measurement criteria for each position
Performance KPIs
Definitions, targets, and measurement criteria for all tracked metrics
IDNTY Portal
Centralized e-learning platform with coaching modules, business process training, knowledge directory, and all operational resources
IDNTY Proprietary Automations
Automated earning reports (weekly/monthly breakdowns sent to barbers), review-to-chat integration (Google Reviews pushed to team chats tagged to specific barbers), and barber performance stats (earnings, efficiency, review counts visible via IDNTY Portal Coaching Dashboard)
1F
IDNTY's custom-configured digital ecosystem. Each system is purpose-built for barbershop operations — not off-the-shelf software, but IDNTY's expertise in configuring these tools for the specific needs of a franchise owner. Systems are either managed by IDNTY (backend operations) or operated by the franchisee (local management).
Appointment & POS System
Full booking, payments, and client management — configured on Squire (Titan Plan), including mobile app. Managed by IDNTY
Business Productivity Suite
Professional email, shared calendars, document editing, cloud storage, and video meetings — configured on Google Workspace
Project & Task Management System
Custom templates, automations, onboarding checklists, and content boards — configured on ClickUp. Owner's daily operational dashboard
Centralized Phone Network
Business phone line routed through IDNTY customer service — configured on OpenPhone. Managed by IDNTY
Inbound Sales Pipeline
CRM-driven call handling workflow — inbound inquiries are qualified, converted to bookings or sales, and routed by IDNTY's admin team. Built on OpenPhone
Workflow Automation Engine
Custom automated workflows connecting shop systems — notifications, reports, and data syncing. Built on Zapier
WhatsApp Business Automation
Automated client messaging, appointment reminders, and follow-ups — built on 2Chats
QR Code System
Branded QR codes for shop, staff profiles, and marketing materials — built on QR Tiger
Design & Content Creation Platform
Brand templates, marketing materials, and visual asset creation — configured on Canva
Shop Web Presence
Dedicated location page on idnty.ca with local SEO optimization — managed by IDNTY
Team Communication Channel
Internal team coordination and group messaging — configured on WhatsApp
Photo Gallery & Media Hub
Online photo gallery for event photos, marketing shoots, and brand content — configured on Pixieset. Managed by IDNTY
IDNTY Portal Access
Access to the centralized platform hosting all coaching tools, training modules, operational templates, and business resources
1G
Ready-to-use documents and templates for day-to-day shop operations. Customized per franchisee and deployed during the setup phase.
Shop Policy Brochure
Standards and procedures manual covering day-to-day operations, expectations, and shop rules
Employee & Subcontractor Contracts
Service provider agreement templates for commission barbers, renters, and apprentices
Performance Ratings Templates
Evaluation templates for inputting KPI scores onto coaching dashboards
Email Templates
Pre-written email templates for campaigns, new hire onboarding, and materials distribution
1H
Brand-level marketing templates and creative assets. Minor adjustments are made per franchisee during the setup phase.
Business Cards Templates
Branded business card designs customized with franchisee location and staff details
Merchandise Print Templates
Print-ready templates for branded merchandise (shirts, hats, accessories)
Ad Canva Template
Pre-designed advertising templates on Canva for social media and digital campaigns
Ad Creation Checklist
Step-by-step checklist for creating effective ads — targeting, messaging, creative, and placement
Initial Services
Hands-on work IDNTY performs during the launch phase. These services are covered by the initial franchise fee and happen once — before, during, or immediately after shop opening.
2A
A complete location-specific business plan built for the franchisee's market. This is the strategic blueprint for opening and operating the shop — from market analysis to hiring to financial projections.
Market Analysis
Industry analysis, technology landscape, consumer analysis, market segmentation, and location-specific demographics
Competition Analysis
Comparative and differential advantages against local competitors
Situation Analysis
Current-state assessment across marketing, team performance, scheduling, compensation, and direction
Customer Fulfillment Plan
Full client experience blueprint — before-visit, in-shop experience, physical environment, and services/pricing
Team Fulfillment Plan
Staff satisfaction framework across Company, Team, and Role dimensions. Includes the ID Fully Booked coaching roadmap
Operations Plan
System playbook, shop policy, scheduling, communication, technology, quality control, and meetings cadence
Marketing and Sales Plan
Client acquisition strategies, barber recruitment strategies, and content strategy across all platforms
Financial Plan
Build-out investment projection, 12-month income forecast, expense categories, chair utilization targets, revenue per barber, and breakeven analysis
Hiring Plan
Ideal barber profile, tier expectations, interview structure, compensation philosophy, and onboarding sequence
Action Plan
Step-by-step task list from contract signing to shop opening with timeline and milestones
2B
Hands-on guidance and expert support during the pre-opening phase. IDNTY advises, reviews, and provides perspective — the franchisee makes final decisions and executes.
Location Selection Support
Demographic analysis, traffic evaluation, co-tenancy review, square footage assessment, and parking requirements
Lease Review Guidance
Key terms to negotiate, red flags to watch for, and lease structure recommendations
Shop Design Consulting
Design review and brand alignment for layout, finishes, and equipment placement
Construction Consulting
Architect drawings guidance (mechanical, plumbing, electrical layouts) and build-out advisory
Site Visits
1-2 site visits during build phase for brand standards alignment and progress review
Pre-Opening Walkthrough
Final compliance check before doors open — brand standards, systems, and readiness verification
Opening-Week Support
On-site support during launch week to ensure smooth operations from day one
Performance Benchmark Reviews
Structured performance reviews at 30 and 90 days post-opening with action plans
Initial Barber Hiring (add-on)
Recruiting, screening, and hiring support for the initial team — available at additional cost
Loan Application Guidance (add-on)
Guidance and communication support through Compass for business loan applications — available at additional cost
2C
The labor of configuring, customizing, and deploying all IDNTY assets (Sections 1F, 1G, 1H) for the franchisee's specific location. The assets are what we built — this is the service of setting them up.
Systems deployment
Configuration and activation of all systems in DeliverablesF for the franchisee's location — accounts created, settings configured, integrations connected
Digital presence deployment
Creation and verification of all online profiles (Google Business, Yelp, Bing, Facebook), location page on idnty.ca, and QR codes for shop and staff
Workspace & project setup
ClickUp workspace configuration (onboard checklists, content boards, project templates) and Google Workspace setup (email, calendars, Drive)
Communication setup
OpenPhone business line configuration, call routing to IDNTY customer service, and WhatsApp team channel setup
Operational templates deployment
Customization and deployment of all templates in Deliverables (1G) — shop policy, contracts, email templates, and performance tools prepared for launch
Marketing materials deployment
Minor adjustments to all marketing materials in DeliverablesH per franchisee — business cards, merchandise templates, and ad templates customized with location details
Bookkeeping setup
Compass configuration — chart of accounts, payroll integration, and financial reporting structure
2D
Structured training programs to prepare the franchise owner and their team to operate an IDNTY location. After training, execution is the franchisee's responsibility.
Owner Training (1-2 weeks)
Operations, leadership, systems navigation, financial management, and performance expectations
Brand Culture Training (2-3 days)
IDNTY standards, values, daily culture maintenance, and in-shop expectations
Team Onboarding Training
Squire training, shop functions and expectations, health and safety framework for the initial team
Online Training Access
Barber, Team Leader, and Franchisee onboarding programs via the IDNTY Portal
2E
Content production and marketing setup for the shop opening. IDNTY handles all creative production — the franchisee does not need to create, shoot, or configure any of this.
Launch content shoot
One professional content shoot for the shop opening — photos and video for marketing and social media
Team headshots
Professional headshot photos for each team member — used across profiles, marketing, and the website
30-day advertising template
First 30-day advertising structure with targeting, budget allocation, and creative direction
Ongoing Services
Recurring services IDNTY provides month after month, year after year. These are covered by the ongoing royalty and represent the continuous operational support that keeps the franchise running.
3A
IDNTY HQ handles inbound customer operations on behalf of the franchise. The franchisee does not manage bookings, phone inquiries, or digital customer support.
Booking Management
HQ handles all incoming bookings and appointment scheduling on behalf of the franchise
Rescheduling Coordination
Managing appointment changes, cancellations, and rebooking for clients
Inbound Call Sales Handling
Receiving and qualifying inbound inquiries, converting calls into bookings or service sales, and routing non-booking inquiries
Objection Handling
Responding to client concerns, hesitations, and inquiries with trained sales techniques
Email and Inquiry Support
Phone and digital customer support across all inbound channels
Online Profile Management
Ongoing updates to shop information across all business profiles (Google, Yelp, Bing, Facebook)
3B
The structured, recurring advisory relationship. IDNTY reviews performance, identifies issues, develops strategies, and provides recommendations. The franchisee implements.
Weekly Tactical Meetings
Finance review (cash flow, income/expense, recommendations) and KPI review (dashboard analysis, bottlenecks, action items)
Monthly 1-on-1 Business Review
P&L review, KPI deep-dive across all dashboards, and team performance review (satisfaction, core values, feedback)
Quarterly Business Plan
Market research, business overview, operational assessment, fulfillment plan, marketing strategy, and financial forecasting
Quarterly 90-Day Roadmap
Focus areas and detailed task breakdown for the upcoming quarter
Strategy Calls
Scheduled as needed for important decision-making, major business decisions, and urgent situations
Announcements & Updates
Brand-wide updates, campaign rollouts, system changes, franchise network communications, and asset update notifications when IDNTY deliverables are revised or improved
Q&A Support
Ongoing question-and-answer support within franchise scope — available daily
3C
IDNTY manages brand-level marketing and produces annual content for each franchise location. This ensures consistent brand presence across all locations.
Brand social media management
Ongoing posting framework maintenance — content scheduling, brand voice consistency, and platform management
Annual in-shop action shoot
Yearly content shoot capturing barbers working — photos and video for marketing and social media
Team photoshoot
Professional photos of each team member for profiles, marketing, and the website
Annual shop photos
Yearly shop aesthetics capture — interior, exterior, and atmosphere photography
3D
IDNTY maintains, updates, and covers the subscription costs for the franchise's entire digital ecosystem. The franchisee pays one fee — IDNTY handles all the underlying software licensing, updates, and platform improvements.
Platform maintenance & updates
Ongoing maintenance, configuration updates, and optimization of all systems in DeliverablesF — ensuring everything stays current and operational
Software licensing & subscriptions
IDNTY covers all subscription costs for the franchise's digital ecosystem (Squire, Google Workspace, ClickUp, OpenPhone, Canva, Pixieset, website hosting, QR Tiger, Zapier, 2Chats, IDNTY Portal). Included in franchise fees
Research & development
Continuous improvement of IDNTY systems — portal development, new automation builds, app development, website improvements, and online training program expansion
Asset update distribution
When IDNTY deliverables, templates, or systems are updated, changes are pushed to all franchise locations — franchisees do not need to check for updates
Additional
Services available beyond the franchise package scope. These require a separate agreement and are quoted per project or per month. Scope and pricing are confirmed before any work begins.
4A — Initial Add-Ons
One-time services available during the pre-opening phase at additional cost.
Initial barber hiring
Full recruiting, screening, and interviewing support for the initial team — beyond the hiring plan framework provided in deliverables
Loan application guidance
Hands-on guidance and communication support through Compass for business loan applications
4B — Ongoing Add-Ons
Recurring services available post-opening at additional cost.
Paid ads management
Shop-specific advertising campaigns on Facebook, Instagram, and Google — managed and optimized by IDNTY
Barber hiring
Ongoing recruiting, screening, and interviewing support — beyond the hiring plan framework provided in deliverables
Shop-specific content filming
Additional content production beyond the included annual shoots — monthly or per-project basis
On-site training days
Additional in-person training sessions beyond the initial training program
Pricing & Payment
The initial franchise fee covers all deliverables, advisory services, and execution services. Ongoing fees cover continuous operational support.
Initial Franchise Fee — $17,400
Payment Schedule
$2,000
Implementation Fee
(Payment 1)
Upon signing the Franchise Agreement
$2,000
Design Fee
(Payment 2)
Phase 2 complete. Due before hiring & consulting begins.
$3,400
Last Deposit
(Payment 3)
Before Phase 4 (design & build-out). Funds deliverables.
$12,262
Final Franchise Balance
(Payment 4)
Upon loan approval, before construction starts.
Ongoing Monthly Fees — 8% Gross + $1,945
1. Royalties
2. Salaries — $1,480/mo
3. Subscriptions & Platform Costs — $465/mo
Ongoing Payment Terms
Months 1 – 6
No royalties or fixed fees charged. This grace period allows the franchisee to establish operations.
Months 7 – 12
If the franchisee doesn't break even in a given month, IDNTY reimburses the full amount charged for that month.
Months 13 – 18
Discounted royalty rate continues as the business matures.
Months 19+
Regular ongoing rate. The business is established and fully operational.