Opinions, Insight and Perspectives on Franchising

Social Media has certainly proven to be a fantastic medium to cross-reference opinions, insight and perspectives. I often utilize Social Media to gain varying thoughts from both within and outside the franchise community. From the personal side of Facebook, to the simplicity of messages on Twitter, to the business focus on LinkedIn, Social Media is truly a cornucopia of perspectives to tap.

Recently, I posted a question within various LinkedIn discussion groups and within its general Q&Q section that sought out the primary reasons to explore franchising. Below please find several of the responses from a cross-section of industry and non-industry professionals.

What is your opinion of franchising as a business model, business expansion strategy and as a career alternative?

An SAP Consultant with some franchising experience obviously has done his homework and offered valuable advice as well as sharing some real life experiences.

"I have studied business and many individual businesses personally. I read many business cases and books and have a deep interest in business models and how they work in the current market.

First of all, check out the book 'The E-myth Revisited?' It is a very interesting way of viewing a business model. It describes the benefits of the franchise way of doing business.

I also have been involved in a few franchise opportunities; most recently, I was looking to purchase a tanning franchise. The business model was highly tuned; the computer system was revolutionary and perfectly adapted to the business through many years of iterations. The computer system alone would allow you to manage multiple stores with very little hands on control. The power of the franchise itself brought purchasing power and brand recognition which would have been difficult to build independently. The small percentage of revenues to fund regional advertising brought in enough business that I could have been almost completely hands off while still turning a sizable profit.

In short, most entrepreneurs work IN their business, but at a point you need to delegate so you can work ON your business. And franchising is a marvelous way (for most businesses) to grow exponentially."

This next response if from a business coach that specializes in guerilla marketing strategies. Before I even read her response i knew I would agree with her perspective of franchisees needing to be prepared to work hard despite buying into a system. How true, indeed.

"I think that Franchises represent a great opportunity for some people. They can provide an excellent template for success, as well as resources and support as you are growing your business. That said, opening a franchise is just like starting any other business from the standpoint that you must have a clear idea as to how you will drive customers to your product/service. A franchisor will provide you with the tools and a blueprint, but you are going to have to do a lot of the heavy-lifting yourself. Make sure you are prepared!

Before committing to any franchise, talk to some of their current (and former!) franchisees. Don't just call the people the franchisor tells you to call; reach deeper into their list of franchisees. Develop a list of questions that you can ask that help you to understand whether this particular franchise is going to be a good fit for you.

Lastly, if you are someone who doesn't really like "rules", you may want to think twice about franchising. What makes franchises work is that things are delivered consistently. That can be a good thing, or a bad thing, depending on how well you follow rules!"

An entrepreneur who previously founded a small franchise company offered his view which it appears may have been formed by some entrepreneurial types that entered into a franchise agreement with his franchise company. Personally, I do not believe true entrepreneurs make very good franchisees. On the flip-side, is he referring to true entrepreneurs or franchisees that just had buyer's remorse and had to blame someone for their poor performance and/or failure?

"I could wax on for hours on the subject and don't have the finger skills to type it all, but…

First, my qualifications: I founded/own a successful retail business for over 15 years. I have created multiple businesses, some successful, some not, but all independent. I also created a retail concept that I franchised. So I have the unique view of being an independent and a franchisor.

Here are some quotes:

• A franchise is like a bicycle with training wheels. Once you learn how to ride, you won't want training wheels anymore.
• Franchising is for those who want you to help them…but, then to leave them alone. In other words they want to be indies, but in a community.
• A franchise is only as good as its support.
• If a franchise operation doesn't give back in value more than royalties paid in, the franchisee will eventually resent writing a check to "the mother ship".
• A franchise is a business model that people expect to have it all figured out - no one has it all figured out."

A very well-respected and experienced franchise consultant offered his perspective from having worked with individuals explores franchising as a career alternative. I agree that many explore business ownership options because they cannot find a career position that will compensate them as they have grown accustomed to in the past. The choice between franchise and startup often comes down to risk.

"As a business model I think that franchising is or has taken the place of corporate expansion in a lot of cases. Especially in the startup sector. I don't know how many times recently I have been contacted from a startup that wants to expand via franchising.

I am talking to a lot of people that are looking at franchising as an alternative career path. Most of them are coming to me because they can't find a job, it isn't that they don't want one, but they can't find one making the money they were making before.

So they turn to owning a business and a logical choice for some of them is a franchise. For others it is starting their own business.

I think it comes down to personal preference and ability to cope with risk factors. I think most of the people that buy a franchise do so to help reduce their risk, so if they were really looking for a job and then had to buy a business, a franchise is probably a one choice.

About 1/3 of my clients are people in this situation that were looking for a new career, due to recent economic conditions, and they couldn't find what they were looking for."

An upstart franchise founder offers her views from the perspective of being new to franchising but quite experienced in running her own business. She appears to be spot on about ideal franchise relationships but I look forward to discussing her thoughts after she awards her first four or five franchises.

"As a career alternative, franchises are not for entrepreneurs, whose M.O. is 'anything you can do, I can do better'. As an expansion strategy, it depends on the industry, product, service and system. For those that rely heavily on outside sales, for instance, hiring salespeople is more risky and time consuming than offering the opportunity for ownership.

I agree that franchising is a great way to grow by working on your business instead of in it.

Franchises offer franchisees:

• Self direction (while some do, many don't have too-stringent rules)
• Higher income potential than a fixed salary or most sales positions, and often even more than business ownership because growth may be better supported
• Proven solutions to problems that exists in the market, the basis for any startup
• Elimination or reduction of what can often be years or decades of research, development, relationship building and trial and error and financial investment
• SUPPORT

About the Author:

Guest Blogger:

Paul Segreto

President & CEO, franchisEssentials

Paul Segreto, President & CEO of franchisEssentials, and Founder of franchisEssentials Media Group, brings unique perspective, entrepreneurial spirit and extensive industry experience to franchise marketing and development. For over twenty years he has exclusively served the franchise industry as consultant and coach, senior-level corporate executive, activist, multi-unit franchisee and area developer. He is also the Founder and Host of the popular internet radio show on BlogTalkRadio, Franchise Today.

Understanding the franchise sales process from lead generation through franchise award, and the importance of forming an interdependent relationship between franchisee and franchisor, Paul has successfully developed and executed marketing and development strategies for franchisors across a variety of franchise segments. As franchise candidates and consumers have become more sophisticated and technologically advanced, Paul has embraced social technology and social media marketing, and has identified both as essential to future franchise growth at all levels.

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