franchiseadvice
Balancing
act
How do you strike the right balance between being too prescriptive and not prescriptive enough with your franchisees? Building a successful network is all about fairness, says franchise expert Clive Sawyer
controls over how a franchisee can operate. If you have a network of individuals trading
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www.franchisornews.co.uk
etting control is the first rule for franchisors. If you are going to let franchisees trade under your brand name you need to enforce tight
under your company name you need to ensure they do not do anything that could damage the brand reputation you have established. The best way of ensuring this is to be very prescriptive in the way that franchisees operate, which will greatly reduce the risk of a franchisee doing anything damaging to the brand.
Protect the brand
Franchisors also have a legal obligation to protect the investment of their franchisees. Therefore the franchisor needs to take reasonable steps to ensure franchisees don’t do anything that can affect the business of other franchisees within the network. This typically can occur when one franchisee does something bad in their local area that is picked up on by national media. This negative publicity then impacts on all franchisees trading under the brand. Again the best way to ensure a franchisee does not do anything that could have a negative impact on others in the network is to be very prescriptive on how they must operate.
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