"Local resident opens new Wireless Zone franchise store in Saline" - Saline Reporter

Dec 7, 2009, -

Local Resident Opens New Wireless Zone Franchise in Saline - by Krystle Dunham

Area residents looking for a new cell phone, but need assistance in finding the right fit may want to stop by the new Wireless Zone in Saline.

The store recently opened up in the State Street Crossing near Walmart at 6877 State Road in Saline.

Wireless Zone is open from 10 a.m. to 8 p.m. Monday through Friday, 10 a.m. to 6 p.m. Saturday, and 11 a.m. to 4 p.m. Sunday.

Local entrepreneur Debbie Petersen of Saline, who has 20 years of wireless retail experience, has brought Wireless Zone, an exclusive partner of Verizon Wireless to Saline.

Peterson has led the brand's growth through her four conversions to Wireless Zone from 20/20 Communications in Saline, Ann Arbor, Jackson and Ypsilanti.

"I have made Saline my home and as an experienced entrepreneur, this is the community I want to connect with in growing my location and our brand," Petersen said in response to the growing demand for wireless products and services in the Saline community.

Wireless Zone, which is based out of Middletown, Conn., prides itself on what it calls the "wireless experience" it gives to customers, as well as becoming a community partner. The company says it's known for its "personalized expert service."

Peterson said the training her staff has received, as well as the support the franchise has provided, has improved her team's ability to offer a stronger wireless solution for Saline.

According to a press release from the company, Wireless Zone was founded in 1988 as The Car Phone Store and quickly became the nation's "largest wireless retail franchisor."

Every Wireless Zone store is independently owned and operated, exclusively offering Verizon Wireless products and services.

In 2007, Wireless Zone was ranked as the No. 1 franchise in its category by Entrepreneur magazine.

The press release notes that in 2009, the 385-unit franchise opened more than 75 units with its eyes set on selling nearly 100 units thanks to its recession-friendly and finance-friendly model. Wireless Zone is a division of Automotive Technologies Inc.

Sean Fitzgerald, vice president of Wireless Zone's franchise development, said Wireless Zone stores are set up in different categories, such as a business section, family section and a multi-media section. The purpose of the organized sections is meant to offer a customer an easier way of searching for the right phone or plan that meets their needs.

"This is our niche. Our stores don't just sell phones," Fitzgerald said. "People are looking for expert service and that's what we offer."

For the new conversions of Wireless Zone, such as the Saline store, the company's executive team selectively picked its newest franchisees to lead the brand's continued cluster growth strategy throughout the Saline area.

"When selecting new franchisees, we seek out business-savvy individuals who are committed to becoming the local go-to wireless professional. The big emphasis is on local, as our franchisees become ingrained in the community and play an important role in our ongoing growth strategy and brand connections," said Kevin Sinclair, Wireless Zone's CEO. "Peterson absolutely shares our values, and I'm confident she will prove to be an asset to the Saline community."

Kristen Healey, senior account executive at No Limit Media Consulting for Wireless Zone, said despite the harsh economy, Wireless Zone has quickly grown and has signed and found financing for more than 90 new franchisees this year. The company is hoping to open 100 units by the end of the year.

"In a suffering economy that has other small businesses stifling, Wireless Zone is growing aggressively and is perhaps one of the best small-business success stories this year," Healey said.

Healey said the business has had a record-breaking year in both sales and growth by growing about 30 percent over last year.

At 91 units sold through October, Healey said Wireless Zone should hit its 2009 goal of opening 100 new units and breaking $250-plus million in revenue.

Healey said one of the reasons for the brand's success has been its Cluster Growth Strategy, which is being spearheaded by Peterson in the Saline market. She will convert her fourth Wireless Zone location in Saline as her next hub for continuing to grow the brand.

Petersen also plans to ingrain her Saline store in the community by sponsoring school fundraisers and events, local community fundraisers and other events, and by helping the Saline community learn more about wireless technology by offering "Data Nights," in which community members can come and ask their wireless technology questions.

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