The Origin
The Story Behind the
Five Fibre Framework™
Every framework has a beginning.
Ours started with two very different journeys that eventually crossed paths.
Two Journeys, One Vision
Neither of us believed a franchise was built from legal agreements and operations manuals.
Both of us believed it had to be built from the inside out. That shared belief became the foundation of everything we now do at Twine Growth.
The Founders
Two founders.
One franchise built
and shipped together.
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Ryan Eccleston
Co-Founder of Twine
Ryan built Bespoke Foil Company from a spare bedroom to £500K+ revenue with his wife Ashley, then designed and launched the Memory Catcher franchise model from inside the business. Not advising on franchise readiness from the outside – done it with his own money, his own brand, and his own risk.
Before Twine, Ryan held a senior marketing, recruitment and brand role at Travel Counsellors, the UK’s largest travel franchise. He is also the founder of My Wix Designer, a specialist Branding and Web Design agency that helps businesses transition to Phase 2 and beyond.
- BFC Revenue
- £500k+
- TC Network
- 3,900+
- MWD Projects
- 100+
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Mark Preston
Co-Founder of Twine
Mark built Silent Web Solutions, a white-label digital marketing franchise, from an idea to over 50 active franchisees across the UK with no paid advertising. He built the complete franchise model from the ground up and provided full training to each franchisee to ensure consistency. He received multiple acquisition offers and exited the business selling for an undisclosed figure where the buyer integrated the network into their existing business.
He then spent nine years as Head of Organic Growth at Hakim Group, a joint venture partnership network that grew from 60+ to 500+ practices during his tenure, reaching modest nine-figure revenue. Mark built the in-house SEO and digital infrastructure team, managed digital systems across the network, and protected search visibility through mergers and rebrands.
Mark has also previously worked with US based franchise networks as their digital growth advisor. He is also a professional growth speaker at franchise events, and author of Connect Those Franchise Dots.
- SWS Network
- 50+
- Hakim Group
- 500+
- Tenure
- 9 yrs
Ryan's route in
What started as a specialist business creating personalised keepsakes became a respected brand with loyal customers, proven products and a reputation for quality. But turning your own successful business into a franchise is very different from working within an established one.
Ryan wanted to build something that could grow well beyond one location, without compromising the quality that had made the business successful in the first place.
Mark's route in
Years of building and scaling franchise networks, from his own digital marketing network of more than fifty franchisees through to helping a national optical group grow from around sixty-five locations to more than five hundred.
Throughout that journey, one thing became increasingly clear.
The strongest networks weren't simply better at recruitment or marketing. They were better connected internally.
Their strategy, systems, technology, operations and customer growth all worked together.
Bringing It Together
Every decision affected another part of the business.
When Ryan and Ashley decided to franchise The Bespoke Foil Company, they approached Mark. The conversations began with one question: how do we build a franchise network that people genuinely want to become part of? As the project developed, it became clear this wasn't simply about creating franchise documentation.
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Building the brand influenced recruitment.
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Recruitment influenced training.
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Training influenced operations.
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Operations influenced technology.
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Technology influenced customer experience.
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Customer experience influenced the reputation of every future franchise owner.
Building a successful franchise was not about completing individual projects. It was about ensuring every part of the business worked together.
The Test Bed
Memory Catcher became more than a franchise.
Where it was proven
Every meeting, decision, challenge and solution was revealing a repeatable pattern.
Over the following months, Mark became a business partner in The Bespoke Foil Company, and together Ryan, Ashley and Mark established the Memory Catcher franchise.
Although the work itself was incredibly varied, it naturally grouped into a small number of connected areas. Those areas weren't invented to create a framework. They emerged through the real process of building a franchise from the ground up.
Memory Catcher became the environment where those ideas could be tested, challenged, refined and proven. It became the real-world test bed for what would eventually become the Five Fibre Framework™.
Creating the Framework
Not built from theory, and certainly not copied from an existing consultancy model.
It was created by combining decades of real franchise experience with the practical reality of building a modern franchise network. Together, those perspectives revealed five distinct areas that every successful franchise network depends upon. Not as separate projects, but as connected fibres that strengthen one another.
Fibre 01
Assess
Creating the commercial strategy and ensuring the business is genuinely ready to franchise.
Fibre 02
Build
Developing the brand, systems, technology and operational foundations required for consistent replication.
Fibre 03
Launch
Taking the franchise to market and creating the infrastructure to recruit the right franchise owners.
Fibre 04
Grow
Supporting, improving and strengthening the network as it expands.
Fibre 05
Amplify
Helping every franchise owner grow their own local business, because successful franchisees create successful networks.
Why We Call It That
We never wanted another consultancy process. We wanted something that reflected how franchise growth actually works.
A single fibre has very little strength on its own. Weave hundreds together and they become incredibly resilient.
That's exactly what we experienced while building Memory Catcher. Every decision strengthened another. Every improvement supported the next. Every fibre depended on every other fibre.
That's why we don't see franchise growth as a collection of individual services. We see it as one connected system.
Still Evolving
Born through Memory Catcher, but never intended to remain there.
Today it underpins every recommendation we make, every system we build and every franchise network we help grow through Twine Growth. Not because it's our process, but because it's the framework we proved in the real world before ever introducing it to anyone else.
Memory Catcher gave us the opportunity to test every idea, to challenge every assumption and to refine every stage. The result wasn't simply a successful franchise network.
It was the Five Fibre Framework™. Built through experience, tested through reality, and continually strengthened with every franchise network we help grow.
The Method
See how the five fibres work together.
The framework in full, fibre by fibre, and what each one covers.
The Five Fibre FrameworkFranchise Growth Scorecard
Where does your story start?
Around five minutes, scored against all five fibres.