Step 6: Determining whether to franchise your business
Determining whether to franchise your business – Training and Ability to Duplicate the business model
6. Finally, you must be able to teach franchisees your business model in a relatively reasonable period of time.
For most businesses it generally ranges from 2 days to 2 weeks to 2 months. It really depends on the nature of the business and the required skillset or background of the franchisee. For example, we have worked with clients that franchise a dental practice. In this case we are not looking to teach someone how to be a dentist, rather, we are going to teach a dentist how to run a dental practice. A franchisee must receive comprehensive training followed by coaching to help them launch their franchise and be successful.
Not only must you be prepared to teach your franchisees how to operate using your business model, you must be prepared to look for the right fit in a franchisee starting from your first meeting with them. Franchising is not for everyone and some people are just not meant to be a franchisee. The wrong franchisee won’t be comfortable following the rules and staying within the boundaries of what the franchisor asks them to do. Many franchise candidates are better positioned to be an entrepreneur and will not be happy in a franchise structure. Entrepreneurs may seek out a franchise because there is a much higher rate of success when compared to starting their own business from scratch, but that doesn’t make them a good fit.
As you teach a franchisee your business model you must also teach them how to attract customers. In fact, Franchise Marketing Systems will tell you that the most important part of a successful franchise is a proven method for attracting customers. It doesn’t matter how good the pizza is or how good the service is, if a business doesn’t have a model for getting business, the value is limited. Customers can’t buy from you if they don’t know you exist. You must be able to teach your franchisees how to be successful using your business model and your model for getting business.
Franchise Marketing Systems