New PostNet Franchise COO Norma Knudsen Focuses on Growing Iconic Brand
Meet the newest addition to the global shipping franchise’s executive team as she ushers in a new era of passion and expansion for PostNet
From humble pack-and-ship origins, in nearly 30 years PostNet has grown into a major player in the local B2B marketing and printing space and is growing across the U.S. and abroad. Today, when businesses spend more on printing and marketing than ever before — but less and less often have their own marketing departments — PostNet serves as a dedicated, outsourced marketing partner for small and medium-sized businesses, helping them do more with less.
PostNet COO Norma Knudsen joined the brand in March and is focused on implementing process and operational improvements across the organization that will drive unit-level economics and performance.
Norma comes to PostNet after a high-profile position with Regis Corporation, the largest hair salon chain in the world, where she helped grow the company’s revenue and territory to more than 10,000 locations in the United States. Norma is developing a game plan to catapult PostNet forward in 2016: high-profile hires to the corporate team, standardized processes for franchisees, new training platforms, a comprehensive local and national marketing strategy, and much more.
For Norma, the success of the shipping franchise is the direct result of the passion that the corporate team and the franchisees alike have for the company. Our franchisees’ business is to help local businesses thrive, and Norma is making it the corporate team’s business to ensure that our franchise owners have the tools, technology, and support they need.
What were you doing before you joined PostNet?
Prior to joining PostNet, I spent 30 years at Regis Corporation, where I led the sales growth and profitability of nearly 800 beauty stores (within the Trade Secret store division), with total annual sales revenue of $300 million, accounting for 14% of company profit. In addition, I was responsible for the entire supply chain for Regis Corporation, generating $500 million annually in revenue, accounting for 23% of company profit.
What about PostNet attracted you?
After three decades in the beauty industry, I was looking to take on a new challenge in a new industry. I enlisted the help of a veteran franchise consultant, John Francis, who introduced me to PostNet Founders Steve Greenbaum and Brian Spindel. What started out as a long phone conversation with Steve quickly led to me flying out to PostNet Headquarters in Denver to meet face-to-face with Brian and Steve individually.
After spending some time with Steve and Brian, it was evident that they are incredibly passionate about the business and its franchise owners. They truly live and breathe the company, and they possess an unwavering commitment to the organization’s success. This is an executive team that I wanted to be a part of.
I’m completely aligned with the organization’s core focus and core values. Steve and Brian have built an incredible culture here, and I’m excited to be a part of it.
I have the utmost respect for Steve and Brian. I believe the three of us will be able to cohesively lead the company to its next phase of innovation and growth, while operating as efficiently and effectively as possible.
What is your role at PostNet?
My role is to implement process and operational improvements, measurement systems, and infrastructure to develop high-performance teams and maximize business results.
Of all the developments that you’re working on for PostNet, what stands out as most exciting to you?
It’s an exciting time right now at PostNet. We’ve invested in the best and brightest people in training, marketing, operations, and business management, all of whom share a single vision and passion — to provide our franchise owners with the tools and support they need to be successful. Also, we are elevating our marketing strategies and training programs to the next level, as well as introducing a new, sophisticated point-of-sale platform and online print center this fall to streamline workflow processes for our franchisees so they can operate more efficiently and enhance our customer experience at the center level even more.
PostNet has a reputation for evolving and staying ahead of trends. What is your vision for the next few years?
My vision is to grow revenue and unit-level profitability across the system, while also increasing our brand’s footprint and market share. To do that, I am hyper-focused on getting the right people, processes, and procedures in place to set us up for the future.
What makes for a successful franchise owner?
We live and breathe our core focus at PostNet, which is to help others succeed. That means you truly care about helping the business owners in your community succeed, helping your fellow franchisees succeed, and helping the employees in your center succeed. It’s all about nurturing “our” success. Caring for the whole. It is very important to us that a prospective franchisee aligns with and embodies this vision.
We also want to partner with someone who trusts and embraces the systems we have in place. Our partners should have strong customer service and sales skills, and possess the passion, personal motivation and drive to succeed. Additionally, since our business has become more of a B2B business model, it is important that our partners have solid business experience.
What do you like most about the PostNet marketing, printing and shipping franchise?
The people. From our executive team to our corporate staff to our franchisees, we all care about one another and are 100% invested in helping each other — and, more importantly, our customers — succeed. I truly admire what the brand stands for and am honored to be a part of this team.