The Snippet: Keir Garrett
Inspired by the Viz, Private Eye and the Metro this quick read is making a fast buck
It’s early days, but Keir Garrett looks to be onto a winner.
After seeing a free local weekly coffee shop paper, Coffee News, in New Zealand she introduced the concept to the UK and renamed it The Snippet. Influenced by Viz, Private Eye and the Metro, it can be read in 10 minutes with local information and ads for nearby plumbers, decorators and builders encouraging many of the readers to take it away.
Garrett, whose background is in accounting, IT and finally sales, spent three years developing the idea and now has seven franchises with hopes for 42 in major cities by next year.
She is targeting coffee shops, bars, restaurants; dentists, doctors and veterinary surgeries; as well as hairdressers, sunbed and beauty clinics as distribution channels and has tied up relationships with Caffe Nero and Esporta.
Franchisees are provided with core content, including horoscopes, gadgets and tips, leaving one page for local information on children’s activities, ideas for days out and local markets.
As well as outsourcing editorial, Garrett also goes out-of-house for production and printing, with her team focusing on building the franchise and core databases of advertisers, distribution channels, franchisees, and readers.
Garrett’s idea appeals particularly to mums that want to return to some form of work, those made redundant and firsttime entrepreneurs. Each should earn between £27,000 and £30,000 a year, although “if you add more franchises the numbers become quite sexy”, she says.
Sassy’s revenues come from selling franchises for £7,000, then £90 per week. Additional franchises cost £4,000, then £50 a week. The company also charges for its artwork on formulaic ads. Garrett claims franchisees only need to sell seven ad slots each week to go into profit with the ads rotated to ensure each advertiser receives maximum exposure.
As her career might suggest, Garrett is not one to stick to one thing for too long. “In three to five years I’d like to think a larger publishing house will absorb us,” she says.