Dynamic Duo: How To Make a Business Partnership Work

Abrakadoodle’s Mary Rogers and Rosemarie Hartnett have been successful business partners for years. They began their company Abrakadoodle in 2002.  Abrakadoodle provides art education programs including classes, camps, parties and special events for children ages two to twelve through more than 50 US locations and five international locations.  Despite their partnership success, when potential franchise owners for their franchise want to enter business as a partnership, they groan.  Rogers and Hartnett know that partnerships are a business arrangement that can be as tenuous as one of Larry King’s marriages. 

So when a new franchise partnership is invited to join their growing system, they require the parties to have a formal partnership agreement. “We have seen so many partnerships dissolve over the years, resulting in one party taking over the business.  We want people to think about the ‘what ifs’ upfront and agree to elements of their working relationship,” says President Rosemarie Hartnett.

“People enter into business partnerships for all sorts of reasons,” explains Mary Rogers, CEO.  Those reasons may include a shared enthusiasm, a desire to share responsibility, a fear of going on your own, financial reasons or many others. Generally, Rogers and Hartnett have found that women are more likely to enter into a business partnership.  “Women are generally social and collaborative. So initially a partnership seems to makes sense,” says Rogers “but as the business grows and develops problems can arise around finances, goals, commitment, roles, effort and more.”

So with all the problems that partnerships can present, how does Abrakadoodle’s dynamic duo Rogers and Hartnett make it work?

They believe there are five simple things you can do to increase your odds of partnership success:

Possess a Shared Vision – If you asked either Hartnett or Rogers what is their vision for the company, you’ll find that it’s pretty much the same. Both are focused on growing a top-notch international education company that inspires individual creativity and originality in kids.  Both are passionate about being the very best educational program for kids in the universe.  They continuously seek customer feedback on everything from program quality to market needs to parent ideas for classes and programs. “While customer feedback is overwhelmingly positive, we are always striving to push it up a notch!” says Hartnett.

Appreciate the Other’s Skills and Talents – Both are very different in their skill sets.  Hartnett is skilled at building relationships, developing people and organizational management. Rogers is a creative thinker, problem solver and product innovator. While the skill sets do overlap in certain areas, both appreciate the skills that each brings to the company. “Knowing that Rosemarie has such a high level of competence, gives me the freedom to do what I do best and not worry about what’s happening elsewhere in the company,” says Rogers.

Do What’s Right for the Company – Ultimately decisions are made that are right for the company.  Often this means putting personal agendas aside. While Abrakadoodle programs have continued to expand, the company has seen slower domestic franchise growth than expected because of the recent economic downturn.  That has resulted in slimming down and operating with a more austere attitude.  Both partners see eye-to-eye about watching the bottom line. “We think twice about purchases, and if anyone is getting something extra – it’s probably two tickets to the movies,” says Rogers.

Communicate Regularly –  Rogers and Hartnett communicate continually despite the fact that they operate out of separate offices.  Hartnett is in headquarters in Reston, VA.  Rogers is three hours south in Williamsburg, VA.  They meet nearly every day and hold regular meetings with staff and others via Skype. “We try to cover issues when they are small so that they don’t become large,” explains Hartnett. “Skype video phoning helps us to feel like we are in the same room and on the same page.”

Have Fun -  Let’s face it – Abrakadoodle is a fun company - art, creativity, imagination and fun are the key elements.  But when the going gets rough, Hartnett pulls out her Scream Doll, fashioned like the famous Munch artwork “The Scream.” And when Rogers and Hartnett were recently asked to share their strategies for managing a franchise company in lean economic times, Rogers fashioned a presentation of 12 tips using a dozen eggs. “What we do is really fun,” says Rogers. “One day we are building bug habitats for mini robots, the next sculpting using wet spaghetti!  But you can make any business fun by inserting contests, projects and opportunities to enjoy the elements of your business.”

So what’s their final piece of advice for would-be partners? Consider your partnership agreement to be a working document that needs to be revised periodically.  Be willing to change and adapt. Agree to test drive a partnership arrangement for a set period of time such as six months.  That should give you the time you need to work out any issues and problems, as well as set the stage for future successful operations.  And when all else fails, get a Scream Doll!