How to Franchise
Developing and operating a successful franchise program involves six different steps, or parts:
1. Preparation of the franchise legal documents
2. Writing an operations manual
3. Developing a marketing program
4. Advertising the franchise program
5. Selling the franchise
6. Managing and supporting the program
Franchise legal documents
In order to sell franchises it is necessary to first have a Franchise Disclosure Document (FDD) and Franchise Agreement. These are parallel documents that mirror each other. The FDD explains, in everyday language, the details of the franchise program, while the Franchise Agreement is written in legal wording, and is what actually binds the franchisee to the program. The FDD must be written in a very specific format, in a prescribed order, and must contain the exact disclosures as required by the Federal Trade Commission.
There are "do-it-yourself" packages for the preparation of these documents, but in our view, this is a poor way to develop franchise documents. Preparation of the franchise documents involves correctly establishing many program variables, the disclosure of much detail, which comes from several hours of interaction with the person preparing them. You do not want to make a mistake with your franchise documents. New franchisors need advice, direction, consulting, and assistance from someone who has extensive experience in the preparation of franchise documents. This may be a franchise consultant or a franchise attorney.
The Operations Manual
Franchisors are required to provide training to their franchisees, and are required to give an Operations Manual to the franchisees, normally at the time that training begins. The Operations Manual should be written to the "least experienced" franchisee, and should contain, at a minimum, sections about the franchisee's relationship with the franchisor, opening the business, operating the business, the procedures specific to the industry, recommendations and guidance for hiring employees, and a series of operational and franchise forms for the daily function of the business. The Operations Manual is normally prepared by a franchise consultant.
Marketing Program
You will need both electronic and printed response materials. There are certain successful norms that have been established in the franchise industry for the type of materials used. You can obtain some samples from franchisors, decide on your own approach, and then hire a photographer and graphic designer to prepare materials for you. It is not necessary to spend a large amount of money on this part of the program, but the materials should look professional and should convey your message.
Advertising the Franchise Offering
There are many ways to advertise a franchise program. In the past, newspapers and print media were the main way to generate leads, but these vehicles have become less effective. Over half of franchise inquiries now come from the internet. The problem is that there are hundreds of internet sites offering franchises, and franchisors receive many casual inquiries from people who simply "check a lot of boxes" on one or more sites, indicating interest in many different franchises.
We suggest that you establish a budget, perhaps a few thousand dollars a month, depending on your development plans, select a few internet sites, and then be prepared to receive a lot of "chaff" in which there will be some qualified leads. It has been estimated that one internet inquiry in 60 actually buys a franchise. However, you cannot ignore the internet when selling franchises.
You should established a Google Ad Click advertising program to specifically push your franchise offering toward those seeking something similar to what you do.
You may consider exhibiting at franchise shows, but you will probably find this to be quite costly, and you may obtain a greater number of inquiries, per dollar, with your own advertising program.
Selling Franchises
It is desirable to sell franchises yourself, if you can. If you need assistance, there are many franchise brokers in the industry to assist you. Some of them only generate qualified leads, while others actually become involved in the sale process. Be careful not to pay too high of a percentage of the franchise fee as a commission. If the commission paid is too high you may have insufficient revenue remaining to adequately train and support the new franchisee during their start-up period.
Managing and Supporting the Program
Good franchisors do everything possible to help their franchisees be successful. Each franchisee needs access to a franchise consultant, who represents or works for the franchisor, to help them with day-to-day problems and questions. In the beginning the franchise owner or existing staff may serve in this roll. As more franchises are sold, it will be necessary to hire someone. Your staff does not have to be large and just a few people can support several dozen franchises.
We will be pleased to provide additional information about any of the suggestions outlined here.
More information can be found at: www.biltmorefranchise.com
How to Franchise - To learn more about this author, visit John Power's Website.
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John PowerJohn Power, founder of Biltmore Franchise Consulting, has extensive experience developing and marketing franchises and business opportunities. He has been in and around franchising for over twenty years. From 1980 through 1990 he conceptualized, organized, and developed the American Video Association. He grew AVA to 2,000 national members, before selling the company it 1990. It was later merged into another home video marketing company. From 2000 to 2005 he worked as a contract marketing and human resources consultant to several local and national companies. In 2005 Mr. Power began working as a franchise development consultant on a full-time basis. Since that time he has helped more than three dozen companies initiate and develop their franchising program. He notes that there are many companies interested in developing a franchise program, and who need his specialized assistance. Mr. Power is a “hands-on” franchise consultant. He said, “I am the ‘nuts and bolts’ person who tends to the details for my clients.” Mr. Power holds a B.S. degree with a major in Marketing. See: www.biltmorefranchise.com You may contact Mr. Power at: jpower@biltmorefranchise.co - Visit John Power's Website |
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Anne BarrAnne Barr has over 26 years experience in sales and marketing, six years as a franchisee. She has assisted over 367 business owners and purchasers to achieve their goals in career change, transition and exit strategy. She holds the designation of Certified Franchise Executive from the International Franchise Association, Certified Business Intermediary from the International Business Brokers Association and Board Certified Broker from the Texas Association of Business Brokers. Anne is active in professional organizations, networking groups and volunteers for non-profit entities. As owner/operator of four successful businesses, Anne has proven people skills and enjoys helping clients find the right "fit" in business ownership. Visit www.FranchiseOpportunitySpecialist.com for more information about me and my company. - Visit Anne Barr's Website |
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John BrennanJohn Brennan Ed.D. Dr. Brennan is President of Interpersonal Development, LLC, a training and development firm. Interpersonal Development has provided sales training and coaching to more than 3,000 sales reps from over 100 companies. A native of Australia, Dr. Brennan received his doctorate from the University of Rochester. His dissertation researched the effectiveness of Behavioral Modeling Technology in training people in interpersonal skills. While he has spent most of his career designing or delivering training, he was also a Vice-President of Sales of a training and development franchise with operations in 25 markets. Dr. Brennan has designed and delivered sales training in North America, Asia, Europe, Australia and the Middle East. He has been a guest speaker at numerous national and regional professional conferences. When Microsoft wanted Best Practices articles on sales for their web site, they called Dr. Brennan. The results are at http://office.microsoft.com/en-us/FX011387391033.aspx His firm’s clients have included Volvo, The Prudential, Merrill Lynch, Eastman Kodak, Gannett, Equifax Europe, the Economist Group and countless small businesses. - Visit John Brennan's Website |
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Jay Kubassek(Jay's Full Bio: EvanCarmichael.com/jaykubassek) In five years, Canadian-born entrepreneur Jay Kubassek went from selling mufflers at a Midas franchise to revolutionizing Internet marketing with the 2004 launch of CarbonCopyPRO, a online marketing education company, now worth over $20 million with customers in over 160 countries.
As an independent film producer, his upstart film fund Aliquot Films is currently producing a films with Spike Lee and Abel Fererra (starring Ethan Hawke and Dennis Hopper.)
Jay's entrepreneurial spirit is irrepressible. He’s the owner of five companies, a professional speaker and trainer, international real estate developer/investor, extreme sport enthusiast and emerging philanthropist. Jay resides in NYC with his wife Jamie, son Milo and dog Cooper. Visit Jay's official website: www.JayKubassek.com - Visit Jay Kubassek's Website |
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