Self-described as a “conservative entrepreneur,” Doug Burgogne didn’t just dream up a great idea; he systematically crunched it out.
Twice a month, Burgogne and business partner Trevor McCaw would meet for beer at Benny’s Bagels and dish about businesses they liked.
“We said, ‘What are the characteristics of the businesses we like? Let’s work backward,’” Burgogne recounted.
The partners realized they both wanted to build a simple business with a great brand in an industry with a dismal reputation for customer service.
Their pick?
The moving industry.
“Our goal was to go over the top on customer service and create a clean, fresh, hopefully environmentally friendly brand,” said Burgogne, who has an MBA and an earlier career in sales and marketing.
The result was Frogbox Inc., a company that rents out eco-friendly plastic moving boxes.
Co-founding the company in June 2008, Burgogne helped it expand to 19 locations across Canada and the U.S.
A key growth catalyst for the company was Frogbox’s January 2011 appearance on CBC’s Dragons’ Den – a move that resulted in a financing deal and national demand for franchises of the brand.
“You cannot buy that sort of advertising,” said Burgogne, noting that he watched every episode of the show online to prepare.
Burgogne’s challenge this year has been controlling company growth – and building brand-protection into his franchise agreements with, for example, a requirement that franchisees maintain a strong customer service rating.
“They’ve got control of your most prized asset.”
Burgogne plans to expand Frogbox into 120 cities in five years. As to other entrepreneurial ventures, Burgogne said he expects Frogbox to be his sole focus for the near future.
“I will say: I’ll never go back to a corporate job.” •
