With 33 years of business experience and over 340 locations providing commercial custom signage and graphics, Signworld is a clear leader in the industry. And while this brand has no royalties, it still provides robust training, ongoing support and state-of-the-art equipment. By Nancy E. Williams
With 33 years of business experience and over 340 locations providing commercial custom signage and graphics, Signworld is a clear leader in the industry. And while this brand has no royalties, it still provides robust training, ongoing support and state-of-the-art equipment. Jack Werner, president and chief executive officer, talks about what makes the brand unique and how the company helps owners succeed.
How long have you been with the Signworld organization?
I have been with the business 25 years in total: 10 as a location owner, eight as a partner at our corporate office in Lake Forest, California, and seven years as the president and CEO.
What’s your favorite part of the business?
I really enjoy watching Signworld owners grow their businesses and succeed. We provide all the necessary tools for success. That starts with our pre-opening training, consisting of technical training on sign-making hardware and software, operations training, point-of-sale training, on-the-job training, and on-site training. That’s combined with the best support team in the business offering supply discounts, online technical support, next day on-site service, an owner’s website where owners can collaborate and share information, and an annual convention that has over 30 different seminars for owners to participate in. We also provide extensive sales and marketing coaching.
What are your 2021 goals for Signworld?
We are focusing on bringing in the “right” people for ownership. We don’t have a specific number in mind, as we consider the number irrelevant. Ownership is a bigger event in a candidate’s life than in ours, so our goals are about ensuring that we select owners who are a good fit and support them in being successful.
How is your industry performing?
Our operations are busy! Signs ride right through a bad economy and, in most cases, more signs are needed to create awareness. Some examples include signs that inform the public about new safety protocols, provide social distancing indicators, and announce that a business has moved to a new location. In addition, because we are considered part of the light-manufacturing industry, owners can pivot to create products never considered before to help support communities. Some of those items include sneeze guards, protective barriers, masks, and shields.
What are you most proud of about Signworld?
33 years of no rules, no royalties, no litigation and hundreds of success stories.
What advice do you have for potential candidates who are considering Signworld?
Candidates need to realize how big the sign industry is and how many different types of people can succeed in this very diverse business. Signworld owners come from all walks of life and come with various employment backgrounds. If you are entrepreneurial, can make decisions, have operations or project management experience, are good at networking and building relationships, have excellent time-management skills, and know how to delegate, Signworld can be a very successful opportunity for you.
To learn more about Signworld, visit signworld.org.
– Nancy E. Williams