Ash & Charline Mustafa – Southampton & Winchester
Ash and Charline Mustafa purchasing the Driver Hire Southampton franchise in 2019, driven by the need to increase their family income and provide a better life. Despite challenges like learning a new business and the pandemic, their dedication and strategic use of franchisor support has led to remarkable business growth and personal success.
Bold step
Ash Mustafa and his wife, Charline, are partners both at work and at home. They took “a bold step” when, in 2019, they decided to buy the existing Driver Hire Southampton business.
Their decision to buy a franchise was driven by their expanding family and they needed to upsize. Ash, who was a branch partner at an estate agency, and Charline, a part-time manager at a shoe shop, decided that the only way to up their income was to own a business.
Ash knew that the low-risk entry into self-employment was through franchising, and their research led them to Driver Hire. “We were buying into a well-respected brand with a proven business model,” says Ash. “We were buying the business to support our family – to give them a better life.”
Rather than using the sale proceeds of their home towards a new house, they committed to buy the Driver Hire Southampton business (with additional funds from HSBC) and moved into a rented property.
Early developments
Their first year involved the usual: learning about the business and building client and candidate relationships. The second year introduced an unexpected challenge: the Covid pandemic. “I remember thinking, I’m in trouble here,” says Ash. But after the initial shock, it became clear to Ash that there were still business opportunities about. “An older cousin and mentor told me to look on Covid as an opportunity.” Every week he phoned all his drivers and all his clients – around 200 individual calls – checking on their well-being.
“I contacted companies in the medical industry who were supplying pharmacies and hospitals. Also, there were firms delivering food to vulnerable people who were shielding at home,” says Ash. Hard work – but worth the effort. During 2020/21, turnover at Driver Hire Southampton held firm and achieved over £1m turnover.
Onwards and upwards
The gradual relaxation of Covid restrictions enabled Ash to focus on further business building. “Because I’d gone the extra mile during the pandemic we made a lot of friends,” says Ash.
What it had done was create a hugely loyal team of temporary drivers – the lifeblood of all successful recruitment businesses. He’d kept them busy with regular work. As Ash puts it, “All part of giving something back to the community in which we operate.”
“Our success is built on doing everything Driver Hire suggests,” says Ash. This includes getting 100% involved in Driver Hire’s quarterly National Sales Days – when Driver Hire offices compete to secure the most client appointments.
He also uses every opportunity to train and upskill his team of seven. He’s put three staff members through Driver Hire’s Sales Academy – a six-month sales training programme – all of whom ‘graduated’ with flying colours.
Ash also makes full use of Driver Hire’s IT systems, including new digital registration tools. This has enabled him to add a virtual territory in Winchester – bringing the office closer to clients and drivers in that area. “It’s helping us grow the business further,” says Ash.
Outstanding growth
Over the past four years Ash, Charline, and the team have delivered outstanding levels of growth. They have transformed a good performing business generating circa £1m annual turnover, to a great business achieving over £3m turnover. And taken Driver Hire Southampton from 33rd in the Driver Hire league table to 4th place.
Reflecting on success
Commenting on their team’s performance, Ash said, “Our success has been down to the team and their training. We haven’t lost a member of staff we have recruited, and our newest team member started 2 years ago. With the support of Driver Hire we developed people from different backgrounds into recruitment industry experts, each with a responsible role in our organisation.
All our staff are dedicated, focused, and passionate about delivering great customer service, and they have all contributed significantly to our business growth. As they say, “teamwork makes the dream work!”
Ash also comments, “As for our original aim – to build a better life for our family – we’ve done that too, moving into a lovely family home. It’s taken a lot of sweat, hard work, dedication and passion on our part to build this business – but it’s been worth it!”
Ash & Charline were BFA HSBC Franchisee of the Year Business Builder Finalists in 2024 – external recognition of their considerable achievements.
