From its inception in 2002 when a young couple began teaching their children to swim, Water Babies has grown into an international franchise organisation spanning seven countries and having taught hundreds of thousands of little ones to swim.
As a franchise model Water Babies wanted the franchises to have access to “on-brand” consistent marketing tools that maintained brand integrity but allowed franchises to use their details. Ensuring that franchisees had swift and easy access to the products that they needed, with the ability to customise and localise these, was key. However, Water Babies’ existing proprietary system was creaking, and as the business grew, it was increasingly reliant on manual intervention and external resources. Furthermore, they were operating across borders and in different currencies which added to the problem.