Back pain is a common complaint, and one that can be aggravated by sleeping in a bed that gives incorrect support. But it isnÍt the only condition that is affected by the state of the bed: suffering from partner disturbance, interrupted breathing and neck pain are just some of the complaints that can be improved when the bed support is right for the sleeper. Providing a solution to this problem is at the heart of the Beds for Backs retail business, which has matched engineering aptitude with a flair for customer care.

Customers walking into any bed store will be faced with options of mattress depth, construction and material, including orthopedic beds designed specifically for people searching for sleep relief. But, says Beds for Backs founder, Mario Pantaino, these arenÍt always doing the job they should: aligning the body and removing stresses.

Of course each customer has different needs so there isnÍt a one-size-fits-all solution. However the answer, Mario believes, is varying the level and type of support the bed gives the body. “We look at it as engineers and focus on the variants of weight bearing.”

The three solutions he came up with form the basis of what he calls the science of sleep, and are the mainstay of the bedding retailerÍs business.

Solutions

1. The first option is to reconstruct a mattress to give the sleeper natural body alignment. This is achieved by removing the springs from the shoulder area and replacing them with a soft material such as foam to allow the shoulder region to sink into the mattress without resistance or stresses, then adding more resistance under the waist by zipping in an appropriate filler via a zip on the side of the mattress, like a bridge requires a column at the peak of the curve to prevent a collapse of the arch. These fillers can be changed with time, if required.

2. A second option uses the base to control the mattress. This means shaping it with slats to allow weight distribution and superior support at the arch of the back, by elevating the slat, together with allowing more room in the shoulder and hip area by dropping the slat, an option that works well with latex mattresses. Customers can use a dial to alter the base to cater for changes in body weight and shape.

3. A third option works best for customers with no significant back problems: very soft springs are inserted below the shoulder, firm support provided under the waist. This is a non-adjustable solution. Beds for Backs also provides a range of electric multi-level beds with lumbar support incorporated in the design.

Service

ThatÍs the engineering part. Then comes the customer service. With the technology already at their fingertips, franchisees donÍt need any experience but they do need to be ambitious about providing the best customer service possible. Customers are paying substantial figures (a lumber support mattress costs from $995, queen size, mattress and base adjustment support costs from $1890, queen size) so this is viewed as a once a lifetime purchase, with appropriate service levels provided.

“Franchisees need to be interested in looking after customers. Our vision for the showroom is that we can offer an after hours service,” explains Mario. Beds for Backs will set up the bed and ensure the mattress or base is correctly adjusted. There is a follow up courtesy call 10 days and also four weeks after a sale.

Franchise offer

Mario says there is growing demand from insurance companies and health professionals to access the Beds for Backs technology and service. There are already stores in Melbourne, Sydney, and Ballarat but there is plenty of room for expansion, Mario reports. Growing the brand is about gaining access to more people, rather than a financial goal, he adds. And franchising will be the sole method of delivering this access through developing the network of stores. The target areas initially are Sydney, Brisbane and the Gold Coast.

The franchise is a turnkey operation costing about $350,000; the package includes stock, a van and four weeks training including two weeks after the store opening. ThereÍs a strong learning culture with Mario believing that “every problem is solved through training”. Communication is critical, he says, and to this end the business updates information such as the operations manual through online sites. There is also education on sales, customer conversation, average sales and profitability to assist the franchisee in growing their business.