DARYLL O’KEEFE ON PROCOLOR’S U.S. STRATEGY AND INDUSTRY SHIFTS
On our most recent episode of Industry Insider, Collision Repair sits down with Daryll O’Keefe, who has been named the vice president of strategic business development for Fix Network, to discuss the ambitious expansion of the ProColor brand into the U.S. market.
O’Keefe shares insights into the strategies driving this growth, the challenges of navigating diverse regulatory landscapes, and how Fix is supporting its franchisees every step of the way.
Collision Repair magazine: Can you share your current role and responsibilities at Fix Network?
Daryll O'Keefe: As the Vice President of Strategic Business Development for Fix Network, my primary focus is on expanding our ProColor brand across the U.S. This involves identifying growth opportunities, forging strategic partnerships, and ensuring that our franchisees are well-supported as we scale our operations.
CR: What strategies are you employing for ProColor's expansion into the U.S. market?
DO: We're taking a methodical approach, emphasizing quality over quantity. Our strategy includes partnering with established operators who align with our brand values, investing in training and support systems, and leveraging technology to ensure consistency and effi ciency across all locations.
CR: How does Fix Network continue to support its franchisees during this expansion?
DO: Support is multifaceted. We provide comprehensive training programs, marketing assistance, and operational guidance. Our goal is to empower franchisees with the tools and knowledge they need to succeed, ensuring that they can deliver top-notch service while maintaining profitability.
CR: What challenges have you encountered during the expansion, and how are you addressing them?
DO: One significant challenge is adapting to the diverse regulatory environments across different states. To address this, we've established a dedicated compliance team that works closely with local authorities to ensure that our operations meet all legal requirements. Additionally, we're continuously gathering feedback from franchisees to refine our processes and address any operational hurdles promptly.
CR: How do you see the collision repair industry evolving in the next few years, and how does Fix’s mission align with incoming changes?
DO: The industry is rapidly evolving, especially with the advent of advanced driver-assistance systems (ADAS) and electric vehicles (EVs). Repair shops need to adapt by investing in new technologies and training. At Fix Network, we're proactively developing programs to help our franchisees stay ahead of these trends, ensuring they can handle the complexities of modern vehicle repairs.
CR: What advice would you give to operators looking to join the Fix Network?
DO: I'd advise them to focus on building a strong operational foundation and to be open to continuous learning. Joining a network like ours off ers numerous benefits, including access to a wealth of resources and a supportive community. Embracing our systems and being proactive in adopting best practices will position them for long-term success.
