Global Franchise Issue 10.1

MSAWorldwide’s founder and Global Franchise Awards’ Hall of Fame inductee shares what really drives franchise success Michael Seid When people askwhat inspired me to start MSA Worldwide , the honest answer is I couldn’t get rid of the second client. No, really – I couldn’t even shake the first one! I never set out to start a consulting firm. I’d stepped away frommy previous role and was planning to take a break. Then a competitor reached out and asked if I’d meet.When I turned down their offer to run their company, they said, “Would you consult with us instead?” That one client led to a second… and then a third. MSAwasn’t part of some grand plan, it just evolved. One of my most formative roles was as COO of Phillips, the British fine art auction house for the United States . We were the third largest auction house globally, dealing mainly in jewelry, furniture, silver and paintings, as Sotheby’s and Christie’s were the two main powerhouses. But then we landed a spectacular Norman Rockwell piece – classic Americana. I went to our chairman, ChrisWeston – one of the best mentors I’ve ever had – and asked howwe should market it. He said, “If you’ve got the goods, they’ll row out into the middle of the East River and find you.” That’s howwe’ve approached things at MSA. Great franchisors don’t need to rely on flash marketing. They need solid fundamentals and reputation to carry them forward. To this day, I tell clients: get the product, services, culture, and communication right and growth follows.We don’t even list “growth” in the five most important words in franchising (consistent, replication, sustainable, culture and communications) because it’s a result, not a strategy. My business journey started at kindergarten . I did what any six-year-old could do to help with the family business. My dad taught me the foundations: how to treat customers, handle deliveries, work with people. Then came Bill Rosenberg, founder of Dunkin’ Donuts, and probably my first mentor in franchising. One lesson I still carry from him is: “Don’t let your ego get ahead of your wallet.” Before going national, Bill built 800 stores in New England. He could reach any one in a few hours. That meant strong relationships, great support, and healthy returns – the royalty checks came in without the same costs as you had opening in California: a day out, a day back, and another to work with a franchise. Bill always said, dominate a market before expanding. Simple advice, but brilliant. There’s no magic formula for staying ahead , but I read a lot. I’m not a lawyer, but I’ve taught in law schools, and I teach part-time at a U.S. university. I’m also a social franchisor of medical clinics in Africa. I stay active with the IFA (I’ve been on the board longer than anyone), serving on several committees that keep me close to what’s changing. But mostly, I listen to clients, to the market, to changes in consumer behavior. This practice has done me well – staying ahead is about watching for the shifts. Some people love me. Some don’t . But I want MSA to thrive beyond me and Kay Ainsley, who has been my great partner for many years. My son Drew, a former litigator, joined us a decade ago. He’s amazingly talented, and he is the future. Maybe one day, a grandkid will join too. I don’t plan to retire anytime soon. But when I do, I want to be in Keswick, in England’s Lake District. Stone walls, sheep, that dewy morning air, and close to Scotland. Anywhere they make Scotch, I’m happy. F R O M T H E S O U R C E . . . IN IT FOR THE LONG HAUL • “I have three and two-thirds grandchildren. I’m looking forward to a joyful weekend watching two of them perform at a School of Rock franchise.” • Despite a demanding travel schedule, Michael genuinely enjoys exploring. “There aren’t many places I haven’t been, but Morocco is one. I really want to get there someday.” • On hobbies, he says: “It’s funny, I hadn’t picked up a weapon since leaving the military. Recently, a friend convinced me to try shooting a pistol. Making loud noises and shooting at paper helps me let off steam. I’m really quite good now, but I just want to get better at it.” 11 GLOBAL-FRANCHISE.COM Interv iew | FEATURE When he’s not guiding clients on operating successful and sustainable franchise systems, Michael is focused on family.