Franchisee Michael Diehl Plans to Expand his N.C.-Based Business
Teamwork, leadership, mission accomplishment. These hallmarks of military service directly apply to franchise ownership, says Michael Diehl, a U.S. Navy veteran and new franchisee with Granite Garage Floors. Diehl says lessons gained from his military experience will be valuable in his new role at the helm of his business in Swansboro, N.C., serving coastal areas of the state. “I also believe the pride and professionalism that was instilled in me during my service will serve me well,” he says.
Diehl plans to open his business in November with three employees and one truck fully outfitted for operations during the opening phase. He also plans to scale the business. “Our goal is to expand by bringing on additional team members and equipment so that we can better serve our customers in the territory. This is planned after the first year but will be tied to identified growth metrics. I am also exploring the options for additional territories in the future.”
Ground-Floor Opportunity
Founded in 2009 and franchising since 2013, Granite Garage Floors provides high-end garage floor coating systems that look and last like granite, company officials say. As part of the Threshold Family of brands, Granite Garage Floors has restored more than 25,000 garage floors.
Company officials say the garage flooring market is underserved and fragmented, composed of a few independent contractors and small brands, making Granite Garage Floors a dominant player in the franchise category. The brand’s commitment to customer service differentiates it by bringing “white-collar professionalism to a blue-collar industry.”
As the booming home services industry valued at more than $500 billion has proven recession- and pandemic-resistant, the garage improvements category offers great opportunities for entrepreneurs. While a garage floor upgrade adds value to the home, its cost is comparatively lower than other home renovations and remodels.
Increasingly over the years, garages have become primary entrances for homeowners, which has increased demand for higher-quality garage flooring and other improvements. In addition to other advantages and benefits, Granite Garage Floors also provides comprehensive targeted marketing plans aimed to create awareness among affluent customers that a premium solution exists for garage floors.
Deciding on the Brand
Diehl says he considered several different franchise opportunities before choosing Granite Garage Floors. “It helped that I had a consultant assist me during that process. They were able to help me ask the hard questions and focus my efforts where they made the most sense,” he says. “As far as GGF, I really appreciated the effort they put forth to get to know me. I never felt like I was being ‘sold,’ but more like they are looking for the best candidates to join their team. That inspired confidence in the brand and process for me.”
Diehl’s tenure in the Navy included more than six years’ active-duty service as a surface warfare officer, predominately with what was then called the Coastal Riverine Forces, now the Maritime Expeditionary Security Forces. In the private sector, Diehl has worked in the maritime industry, primarily as a boat captain.
Ideal Candidates
Ideal franchise owners are ready to be their own bosses and not afraid to lead, possessing solid managerial skills while also being willing to roll up their sleeves and work. These individuals are driven to succeed, and are optimistic, seeing potential everywhere, the brand’s leadership says. They are also community-minded and people-oriented.
Diehl was a fit for all these qualifications — and one more. The company’s core values encourage all team members to strive for strong work-life balance. As an avid outdoorsman who enjoys sailing, surfing and hiking, in addition to being a husband and new dad with a first child born last year, Diehl checks the work-life balance box, too.
For more information about the Granite Garage Floors franchise, visit https://www.granitegaragefranchise.com/.
