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ROOF | Franchise Information

The ROOF Franchise Model

Local ownership. Central infrastructure. A roofing business built around the person operating it.

Understand the model
The Principle

Your business. Our operating system.

ROOF combines an independently owned local roofing company with the brand, systems and infrastructure developed by ONCOMMERCE LIMITED.

The franchisee owns and operates their own limited company. That company contracts directly with its customers, employs or engages its own workforce, purchases materials, manages projects and retains the operating profit generated by the business.

ONCOMMERCE does not employ the franchisee’s roofing workforce or undertake the franchisee’s contracts.

Instead, ONCOMMERCE develops and licenses the infrastructure around the contracting business: the ROOF brand, websites, digital marketing, CRM, estimating systems, documentation, operating processes and wider franchise platform.

The result is intended to combine the independence and accountability of a locally owned roofing contractor with systems and infrastructure that would ordinarily take a business considerable time and investment to develop independently.

The Structure

Two independent businesses. Clearly defined responsibilities.

The Local ROOF Operator

The franchisee owns and operates the local contracting company.

The operator is responsible for:

  • Surveying customers and projects.
  • Preparing and issuing quotations through approved systems.
  • Entering into contracts directly with customers.
  • Employing or engaging the people required to deliver the work.
  • Managing subcontractors.
  • Purchasing materials.
  • Programming and delivering projects.
  • Health & safety.
  • Quality control.
  • Customer communication.
  • Variations and additional works.
  • Invoicing and collecting payment.
  • Warranties and contractual obligations.
  • Insurance.
  • Taxation and statutory compliance.

The operator controls the day-to-day business and is responsible for its financial performance.

ONCOMMERCE LIMITED

ONCOMMERCE owns and develops the franchise infrastructure.

ONCOMMERCE provides or develops:

  • The ROOF brand and visual identity.
  • The ROOF + locality brand structure.
  • Website infrastructure.
  • SEO and content strategy.
  • Digital lead-generation infrastructure.
  • CRM systems.
  • Estimating and pricing systems.
  • MOAT technology where introduced.
  • Survey and quotation workflows.
  • Operational documentation.
  • Marketing resources.
  • Approved supplier relationships.
  • Franchise standards.
  • Training and systems development.
  • Ongoing development of the wider ROOF network.

ONCOMMERCE receives a franchise royalty in return for licensing and supporting this infrastructure.

ROOF + Your Town

A local business within a wider network.

ROOF is designed around local operating identities.

Rather than attempting to make customers feel that they are dealing with a remote national contractor, each franchise is built around the area it serves.

ROOF YORK
ROOF DUNDEE
ROOF + YOUR TOWN

The local operator builds their reputation within their own market while using a common visual identity, digital platform and operating system.

As additional territories join, the network can share technology, technical knowledge, content, purchasing relationships and operating experience while each contracting company remains independently owned.

The Customer Journey

One structured process from enquiry to completion.

The technology and operating systems are intended to create a consistent customer journey while keeping responsibility for the project with the local operator.

01. Enquiry

An enquiry may originate through the ROOF website, organic search, advertising, recommendation, repeat business or directly through the local operator.

Relevant enquiries are entered into the approved CRM and allocated to the appropriate territory.

02. Qualification

The operator reviews the enquiry, communicates with the prospective customer and determines whether the project is appropriate for the business.

03. Survey

The local operator surveys the property using the approved ROOF process and creates the photographic and technical record required to price the work properly.

04. Pricing

The project is priced through approved estimating systems, including MOAT where applicable, using structured allowances for labour, materials, plant, subcontractors and overhead.

05. Quotation

The customer receives a professional quotation using approved ROOF documentation and terms.

06. Project Delivery

The franchisee programmes and delivers the work using its own workforce and/or approved subcontractors and suppliers.

07. Variations & Records

Changes to the agreed scope are documented and priced through the approved variation process. Project photographs and other required records are retained within the system.

08. Completion

The operator completes the project, invoices the customer, provides the appropriate handover information and manages any contractual warranty obligations.

09. Reputation

Completed projects contribute photographs, case studies, customer feedback and reviews that help strengthen the local business and wider ROOF network.

The Operating Philosophy

Keep the business close to the work.

ROOF is deliberately designed around a lean operating model.

Traditional contracting businesses can accumulate substantial overhead as they grow: estimators, administrators, surveyors, managers, marketing staff and layers of internal process.

Those costs eventually have to be recovered through every project the company undertakes.

ROOF takes a different approach.

We use central infrastructure and technology to support a smaller local operation, with the business owner remaining closely involved in surveying, pricing, customer relationships and project control.

An operator may begin with a small core team and supplement capacity using carefully selected employees, subcontractors or specialist trades as required.

As the business develops, the operator can choose how and when to add resources.

The objective is not to prescribe an exact workforce size.

The objective is to prevent unnecessary overhead becoming the engine that drives the business.

Growth should follow profitable demand rather than creating a large cost base in anticipation of it.

Central Infrastructure

What sits behind the local operator?

ROOF provides the common identity used by the network. The local territory is combined with that identity to create a recognisable local trading presence while maintaining consistency between operators.
The central digital strategy develops location pages, service pages, technical guides, project content and other resources intended to increase the search visibility of the network and its individual territories.
The CRM provides a common workflow for enquiries, customers and projects and gives both the operator and franchise platform greater visibility over activity within the territory.
Approved pricing processes help the operator account for the actual resources required to deliver work rather than relying solely upon instinct or competitor pricing.
Where deployed, MOAT supports structured estimating, overhead recovery and commercial pricing. Its purpose is to help operators understand what a project needs to return before deciding what to charge.
Common documentation creates consistency in surveys, quotations, variations, project records, RAMS, completion information and other customer-facing processes.
Approved supply relationships can provide access to materials, specialist products and group purchasing arrangements on applicable trade terms.
The wider platform can continue developing systems, technology, marketing, technical content and commercial relationships without each local operator having to reproduce that investment independently.
Ownership & Responsibility

Clear separation matters.

The Franchisee Owns

  • Their independent limited company.
  • The operating profit generated by that company.
  • Their own vehicles and equipment, unless separately supplied or financed.
  • Their employment and subcontract relationships.
  • Their contractual relationship with each customer.
  • The responsibility for delivering each project.

The franchisee is therefore a genuine independent business owner rather than an employee or branch manager of ONCOMMERCE.

ONCOMMERCE Owns or Controls

  • The ROOF franchise brand and brand architecture.
  • Central websites and domains.
  • Franchise systems and operating processes.
  • Central digital and marketing assets.
  • Proprietary templates and documentation.
  • Software and technology owned by ONCOMMERCE or licensed into the franchise system.
  • The wider franchise network.

These assets are licensed to the operator for the duration of the franchise relationship in accordance with the Franchise Agreement.

An Important Distinction

The franchisee is the roofing contractor.

When a customer appoints a local ROOF operator to undertake roofing works, the customer’s contract is with the franchisee’s independent operating company.

That company is responsible for the quotation, contract, workforce, project delivery, health & safety, workmanship, insurance, invoicing and warranty obligations associated with the project.

ONCOMMERCE licenses the ROOF brand and operating system but is not the roofing contractor and does not become a party to the customer’s building contract merely because the ROOF brand or systems are used.

This separation is fundamental to the franchise model.

The Commercial Relationship

How ROOF participates in the business.

In return for access to the ROOF franchise system, the franchisee pays ONCOMMERCE a royalty calculated by reference to the turnover generated by the franchised business.

The current proposed core royalty is:

10% of gross invoiced turnover.

The operator retains the remaining revenue within their own company and is responsible for paying the costs associated with delivering the work, including labour, materials, subcontractors, plant, vehicles, insurance, taxation and other operating expenses.

Franchisees may also purchase materials or services through approved group and third-party suppliers on the trade terms applicable at the time.

The detailed commercial arrangements are explained separately within the Commercial Model section and ultimately governed by the Franchise Agreement.

View the commercial model
Why the Model Exists

Don’t spend years rebuilding infrastructure that already exists.

A good roofer can start a roofing company relatively easily.

Building a good roofing business is considerably harder.

A website has to be created. Search visibility has to be earned. Leads have to be generated. Pricing systems have to be developed. Documentation has to be written. Processes have to be tested. Suppliers have to be negotiated with. Reviews have to be accumulated. Administration grows.

Most of this happens gradually and often through expensive mistakes.

ROOF seeks to compress that process.

The franchisee brings the trade knowledge, local presence, energy and responsibility for delivering the work.

The franchise system brings infrastructure that can be shared across multiple territories and continuously improved.

Neither side replaces the other. The value comes from combining them.

Next Section

Understand the commercial model.

The next section explains how the franchise royalty works, the costs that remain with the operator and how the economics of a local ROOF business should be considered.

Commercial Model Back to Information Centre

Private & Confidential

This page forms part of the private ROOF Franchise Information Centre and is provided solely to approved prospective operators.

It provides an overview of the proposed operating model and does not replace or amend the Franchise Agreement. In the event of any inconsistency, the executed Franchise Agreement shall govern the legal relationship between ONCOMMERCE LIMITED and the franchisee.