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Jo Croft Board

Leveraging Corporate Leadership to Build a Thriving TAB Franchise

Jo Croft, owner of The Alternative Board™ Thames Valley East, began her career in the corporate world. She qualified as a Chartered Accountant and quickly progressed to Finance Director for several multinational companies.

 

Her career has spanned across several different sectors, including pharmaceuticals, engineering, and financial services, with a focus on mergers and acquisitions. Later, she took on the role of CEO for a national charity, where she became adept at managing change and unlocking the potential of her teams. Despite thriving in these roles, Jo felt the need for a change—a desire to take control of her future and redefine what success looked like.


Now, seven years later, Jo runs TAB advisory boards in Thames Valley East and loves what she does—helping business owners identify opportunities and solve critical challenges they face in their businesses.

Jo Croft

Thames Valley East
TAB Franchisee since 2017
Jo Croft Board 3

“The support from head office is incredible. Everything from the marketing collateral to the Lifelong Learning and annual conference makes you feel like you’re never alone in the business. There’s always someone to turn to for advice, whether it’s a fellow franchisee or the team at head office.”

The Catalyst for Change

“I loved my jobs and had amazing experiences, but I was surrounded by entrepreneurs—friends and family members—who were building their own businesses,” Jo explains. “A conversation with a friend challenged me to consider setting up my own business, and I began to think seriously about what success looked like for me.”

Jo discovered The Alternative Board (TAB) in 2017 as she explored her options. She liked the idea of joining a community where she could continue to help people grow while also receiving support from fellow franchisees.

“I was used to working in large teams, and the thought of starting a business completely on my own wasn’t appealing. TAB offered the chance to work with other like-minded people, both in terms of supporting my members and being part of my own peer board.”

Jo Croft - Headshot - 2024

Joining TAB

Jo’s corporate background, especially her focus on team performance and people development, made the transition to TAB a natural fit. “As a Finance Director, I was never just about the numbers—I focused on enabling business performance through people. That’s exactly what TAB is about—helping business owners unlock their potential and grow their companies through peer advisory boards and coaching.”

Jo joined TAB in the Thames Valley area, but her new location posed its own challenges. “I had always worked in London or overseas, so I had no professional network in the Thames Valley. I was apprehensive about how I would establish connections and build my business locally.” However, Jo soon embraced the process of networking and discovered that meeting new people was one of the more enjoyable aspects of running her business.

Support from the TAB Franchise

Jo found that TAB provided an excellent framework for building her business. From administrative support, such as invoicing and collections, to comprehensive marketing materials and ongoing training, TAB’s head office made it easier to focus on supporting her members. “The support from head office is incredible. Everything from the marketing collateral to the lifelong learning and annual conference makes you feel like you’re never alone in the business. There’s always someone to turn to for advice, whether it’s a fellow franchisee or the team at head office.”

The peer board system is central to Jo’s success as a TAB franchisee. Not only does she run boards for her own members, but she also sits on a board with other franchisees. “Being able to share challenges and solutions with my fellow franchisees is invaluable. The TAB community is all about supporting each other while continually growing and learning.”

Jo Croft Board

“In my corporate career, I was always travelling, and my personal life took a backseat. TAB encourages us to think about our personal vision as well as our professional goals, and that’s been a game changer for me.”

Helping a Member Exit His Business

One of Jo’s most rewarding experiences came when a member approached her with a challenging situation. “He wanted to exit his business but had no idea how to go about it. He had tried to sell the business previously but hadn’t received the offer he was hoping for. We worked together through coaching and peer board support to devise a clear plan.”

With Jo’s guidance, the member not only established a realistic exit plan but also involved his senior management team in a management buyout (MBO). “It was a fantastic result. Not only did he achieve his financial goals, but he also left a legacy by ensuring the business was in good hands with the MBO. He stayed on as a TAB member for a while after the sale to plan his next steps, which included staying professionally active.”

Jo Croft imgae

Work-Life Balance and Personal Growth

One of the unexpected benefits Jo experienced after joining TAB was the ability to balance her professional and personal life more effectively. “In my corporate career, I was always travelling, and my personal life took a backseat. TAB encourages us to think about our personal vision as well as our professional goals, and that’s been a game changer for me.”

Now, Jo enjoys the flexibility to manage her time in a way that allows her to pursue personal interests, such as paddleboarding and pro bono work in the education sector while running a successful full-time TAB business.

Advice for Future Franchisees

Jo strongly advises anyone considering a TAB franchise to take the time to do thorough research. “Meet the head office team, speak to existing franchisees, and most importantly, attend a TAB board meeting. Seeing the board in action will give you a real sense of how it works and whether it’s the right fit for you.”

She also notes the importance of financial planning and setting realistic expectations. “You need to be prepared for the ups and downs of running your own business. Have a financial plan that supports your goals and gives you the security to build your TAB business with confidence. It’s also important to understand that this business requires energy and resilience to see it through the initial phases.”

And finally, Jo highlights the significance of having the right mindset. “Running a TAB franchise is about delivering value to your members, and that requires confidence in your abilities, a passion for helping others succeed, and the perseverance to grow your network and business.”

Interested in Becoming a TAB Franchisee?

If Jo’s journey resonates with you, and you’re interested in helping small businesses thrive while enjoying the support of a collaborative community, TAB could be the perfect opportunity. Whether you come from a corporate background like Jo or have your own entrepreneurial experience, TAB offers the training, resources, and ongoing support to help you build a successful business.

If this sounds like something you’d like to explore, we’d love to hear from you. Get in touch with us today to find out more about how TAB can help you achieve your business and personal goals.

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