BUSINESS DEVELOPMENT


the Best twenty Franchising Opportu- nities for African Americans. Today it boasts that approximately


twenty to twentyfive perent of o- fort Keepers’ current franchises are owned by minorities and mentions Mi- norityran peifially on it webite as the program that has enabled it to aieve ti nuber ofort eeper reated teir own


program to help potential owners es- tablish their businesses The unique benefit provided under teir progra are includes a one-year subscription to ew orion Learning enter for franchise owner and staff as well as credit of $250 for initial order of busi- ne ard letteread and  tation- ary redit of  for initial order of  prootional produt and logo at- tire ee are benefit offered peifi- cally for minorities. ervie brand i anoter buine


that enjoys a growing number of mi- nority franchisees. Alex Roberts, VP ranie evelopent at ervie Brands, credits their success to the fact tat tey atively reruit and proote franchise opportunities through mi- nority peifi webportal and ue consultants who specialize in placing minorities in franchises. This is not an entirely altruistic en-


terprie a aor  opanie ave begun to notice the heretofore un- tapped source of capital in the minor- ity community. Because of the recent economic downturn, franchises in gen- eral uffered a fifteen perent drop in business. This was not enough to kill the industry but businesses looking to epand aw no profit in building ore tore in already overaturated aret inority ounitie even toug tey laed invetent apital offered a source of new customers. When a headquarters sells a fran-


ie to an individual wo i going to open his store in a minority neighbor- hood it helps the national business to broaden its market into different cul- tures. For instance, Domino’s Pizza and Burger King came up with new


90 HISPANIC NETWORK MAGAZINE


advertiing trategie to enourage Hispanic business ownership. oino ia tarted a eliver- ing the Dream” program, to help mi- noritie fulfill teir ope of being a owning a business. Burger King began a “Real People, Real Success” ad cam- paign, highlighting actual minority franchise owners, to grow the number of Hispanics in their organization. Be- ide advertiing to attrat inoritie these franchisors also reach out to con- uer wo are ulturally divere


The Hispanic community


The Hispanic middle class in Amer- ica has been growing and prospering for te lat fifteen year tan to a commitment to success. Franchises are also gaining an economic toe hold there. The chains that seem to be doing best are the ones that acknowledge the cultural and lingual differences of that sub-group. oerial in iai lorida


were any uban epatriate live use Spanish terms and sayings, along with Hispanic actors to appeal to the local audience. McDonald’s features products that


are catered more to the Hispanic popu- lation, such as café con leche, which al- lows the minority franchise owners in these areas to better meet the needs of the customers. It is interesting to note that the top-listed new franchises offering op- portunities to Hispanics. Fiesta Auto Insurance, Pronto Insurance, and El Pollo Loco use both English and/or commonly known Spanish words in their titles. It seems like a symbolic acknowledgement of the blend of two cultures that make up the Hispanic- American community. any ave weloed te growt of franchise opportunities for U.S. Hispanics with a new website, Bus- caTuFranquicia.com


as a bilingual


marketplace for aspiring and existing Hispanic entrepreneurs. It keeps an updated list of franchises for sale at re-


Celebrating 19 Years of Diversity


duced costs to minorities. In addition, einar and onvention tat are of interest to Hispanic entrepreneurs are announced in both Spanish and Eng- lish.


Spanish language articles contain- ing information about how to become a successful business owner are also contained within the web walls. And finally te webite invite te reader to follow them on Facebook, Twitter, Linkedin, and subscribe to the RSS feed for up-to-the-minute news of in- terest to Hispanic Businessmen. Another website directed at non- Hispanic franchisors is published completely in English but offers to pro- vide tranlator wo will turn ngli franie advertieent into pani i webite alo advertie franie opportunities, apparently the same ones that are translated and listed else- where.


ene o Inua an oune


According to the Small Business Ad- ministration, franchises create 300,000 new ob annually very tie a inor- ity franchise owner starts a business in a neighborhood, it creates employment for the members of the community. Anyone who owns their own fran- chise business can also better meet their own lifestyle needs and attain their own personal and professional goal a well urvey ow tat i- pani are very faily oriented en ipani buy a franie it give them the guidance they need to start and run a successful, family business. Minority-owned franchises offer


any benefit to te individual o- unitie and buinee involved e- cause of the hard work on both sides, the chasm between American business and minority businessmen is closing. or ore inforation pleae viit


wwwipaniaretdvioro oure iverityuineo


www.hnmagazine.com


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