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Area Representation

In a recent conversation with a franchisor, a comment was made that the area representative (AR) franchise expansion model is costly to implement and difficult to manage. When I asked a few questions seeking more specific details, I found that perceptions do not always reflect reality
  • By Marvin Storm
  • 1,773    7
Recently, I had a discussion with a CEO of a franchise company, which I will call ABC Franchise Systems. The CEO was telling me about his company's area representative program, which was having problems. As I listened to the litany of issues he was facing, I began to reflect on my own experience as an area representative and how the same issues seem to exist in most area representatives programs. To understand how to solve these issues let's look at some of the mistakes franchise companies make when implementing area representative programs and explore solutions.
  • By Marvin Storm
  • 1,895    22
Most franchise concepts are built around the personality of the founder. Entrepreneurial lore is filled with stories of founders who open a business, incubate it for years, and after much trial and error, create a successful business.
  • By Marvin Storm
  • 1,991    5
Market dominance is the measure of the strength of a brand, product, or service relative to the competition. Emerging franchise companies that are the first movers in their market niche need to be agile to establish their market presence before more aggressive or better capitalized companies move into their niche and overtake their first mover advantage.
  • By Marvin Storm
  • 4,360    513
"The one with the most money wins the battle in recruiting new franchisees" is an axiom that means more now than ever. Emerging franchise companies have a difficult time getting the attention of serious franchise candidates in today's challenging economic environment. This is because new advertising and marketing channels are emerging, and more franchisors are chasing a limited number of qualified franchisee candidates.
  • By Marvin Storm
  • 1,489    16
The Human Genome project, a rapidly developing area of genetics, is the subject of much conversation today. In classical genetics, the genome of an organism is a complete genetic sequence on one set of chromosomes. The ability to understand these building blocks of life will lead to medical breakthroughs that will transform our lives in the future. Metaphorically speaking, a "Franchise Genome" could be viewed as a manifestation of how a franchisor's DNA can be sequenced, understood, and passed along to franchisees.
  • By Marvin Storm
  • 2,719    26
Earlier this year, I had the opportunity to attend Franchise Update's annual Multi-Unit Franchising Conference in Las Vegas. I sat on a panel of experts in a session titled "Development Strategies: Accelerating Growth Through Area Representation." During this session, the advantages and disadvantages of area representation (AR) were discussed. As the session concluded, there appeared to be a few franchisors converted to the AR concept.
  • By Marvin Storm
  • 2,065    3
In these uncertain economic times, emerging franchise companies are finding it difficult to fund their franchise expansion strategies. Traditionally, franchise companies fund their startup and expansion in one of two ways
  • Marvin Storm
  • 3,595    142
Reading newspapers, listening to the radio, or watching TV today is like drinking from a fire hydrant. Here are some recent headlines:
  • By Marvin Storm
  • 2,415    3
In the 2008 U.S. Open Golf Tournament, Tiger Woods won it all in a sudden death playoff on the 91st hole. This was the 14th major golf tournament Tiger had won in his career. Being in playoff situations numerous times before was a significant factor in his ability to maintain his composure time and time again when it looked as if he would not be able to win. Yes, experience does matter.
  • Marvin Storm
  • 2,805    3
As "newbie" franchise companies decide on strategies to grow their systems, they have three choices:
  • By Marvin Storm
  • 2,948    5
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