Sisters open Waco store specializing in batteries of all types
Wednesday, June 20, 2007
By Mike Copeland
Tribune-Herald business editor

Waco sisters Patty Badtram and Susan Bell wanted to open a business that would start their engines, something that would jolt their work life like a set of jumper cables.

They found it in a company called Batteries Plus.

Their franchise store opened Monday at 4300 W. Waco Drive. To say it sells batteries would be like saying M&M Mars sells candy.

Batteries Plus has grown to 260 retail locations nationwide by offering batteries for everything from hearing aids, iPods and paintball guns to scanners, cordless tools and pagers.

Yes, they sell car and truck batteries, even 160-pounders for big rigs.

"We even build batteries," Badtram said. "If you've got a cordless drill that's seen better days, we can rebuild it a lot cheaper than buying a new one. We do it right here in the store, put brand new cells in it."

She said Batteries Plus sells batteries for some items no longer sold. Offbeat products include batteries for talking books and keyless entry door locks, as well as larynx batteries for electronic voice boxes.

Badtram and Bell worked together at Englander Container Company, a business they loved. But they craved a change, something that would provide a fresh challenge and get their juices flowing.

They researched companies on the Internet and asked a friend, Phil Adkins, for advice. Adkins owns several Shipley Do-Nuts locations and had investigated other opportunities for himself.

He was impressed with a company called Batteries Plus and suggested Badram and Bell check it out.

"We flew up to the company headquarters in Heartland, Wisconsin, last fall," Badtram said. "It was Join the Team Day, and we learned all about the operation."

By Christmas, Bell said, the duo had decided to take the plunge. They would become part of this country's $22 billion battery industry and open at least one Batteries Plus, maybe two.

The sisters were given franchise rights to Waco and Temple/Killeen. They did not want to get specific about how much they have spent on franchise fees and other expenses to get their Waco store open.

But a Wall Street Journal story that appears on the Batteries Plus Web site says franchisees can expect a minimum investment of $176,845 and a maximum outlay of $327,385 to get stores up and running. These figures do not include the cost of acquiring real estate.

Batteries Plus appears in a Journal article titled "Franchise High Performers," which lists the top 25 franchising companies nationwide based on several criteria. Waco-based Curves for Women also made the list.

Bell and Badtram, both in their early 40s, describe themselves as frugal and say they've managed to stash away money over their working lives. Their husbands have jobs but will help at the shop some weekends.

They also will expect their youngsters to pull part of the load.

"Woody Stewart is the only employee who's not a relative," Badtram said, adding that Stewart will oversee the tech center, which is equipped to design, assemble, rebuild and test customized battery packs.

Batteries Plus also will focus on serving older residents by offering home service calls to install batteries in medical equipment, such as wheelchairs.

"I've never seen just a battery store," Adkins said. "Of course, you can buy batteries at places like Radio Shack and Best Buy, but Batteries Plus offers more variety and depth and can serve older models no longer sold in stores."

Pam Standerfer, a manager at Waco's Best Buy store, acknowledges there is no way her store would carry as many batteries as Batteries Plus.

"I can see them having a big impact on the market," she added.