154 155 franexellence DSAR 1/3/07 6:37 pm Page 2
there are a number of elements that
All that glitters is not necessarily
make up a successful franchise
network, there are three key factors that gold and it is essential that you
constitute excellence in franchising and
these should become the benchmark for
fully research any potential
your selection process.
franchise system so that you
ETHICAL can see exactly what
Success as a franchisee can only be
achieved by joining an ethical network.
you are getting in
Franchise networks are symbiotic
return for your
organisations where both franchisor
and franchisee work together to achieve
investment.
the same goal. Without this mutually
dependent equilibrium, the success of
one party is achieved at the expense of
the other and the network as a whole is
doomed to fail.
At Swisher, we have continuously
promoted and practiced ethical
franchise and business practice. We numerous enticing and
have always taken a long term view and exotic business opportunities but
understand that our franchisees’ all that glitters is not necessarily gold
success will generate our success. and it is essential that you fully
Therefore, we carefully select our research any potential franchise system essential for the long term success of
franchisees (only eight to 10 candidates so that you can see exactly what you any franchise business. Unfortunately,
from over 1,500 applicants are awarded are getting in return for your many franchise networks do not
territories each year) and we look after investment. appreciate the importance of franchise
them at every step of their journey to A successful franchise network will support which means that existing
ensure that they will be successful. have a detailed and comprehensive franchisees end up supporting
A good franchisor will never printed operations manual that covers incoming franchisees. Naturally, this
pressurise you into making a decision. all the operational, staff, premises, weakens the network so that it is only
In fact, they will try to put you off and sales, marketing and financial elements ever as good as its weakest link.
encourage you to further research the of your franchise business. As a At Swisher, our support and training
opportunity fully. You must also meet franchisee, this will be your ‘franchise is recognised to be amongst the finest
with existing franchisees to understand bible’ and should provide you with the in the UK franchise sector. We offer
from an unbiased perspective the information you require to run and four weeks of detailed initial training,
strengths and weaknesses of the develop a successful business. but far more importantly, we then
opportunity first hand. You should also be given ample provide extensive ongoing support and
time to study and (if necessary) take training for our franchisees and their
ESTABLISHED legal advice on the franchise staff through sales, service and
FRANCHISE SYSTEM agreement. This is a legally binding business management courses,
The primary advantage of setting up a document which clearly delineates centrally produced invoices and
franchise over a self start-up business is what you can and cannot do as a statements, assistance with debt
that an established and proven franchisee. If the franchise agreement collection, centralised Call Centre and
operating system is already in place, is too lenient, other less scrupulous assistance with the recruitment and
eliminating so many of the financial franchisees may take advantage (to the training of senior franchise staff. Our
and operating risks associated with detriment of the network and the franchisees feel secure in the
running a new business. brand), but if it is too onerous, you may knowledge that there will always be a
Notwithstanding this fact, I am not be able to achieve your personal helping hand to assist them with the
always surprised by the apparent financial and business goals. growth and development of their
ambivalence that some prospective franchise business.
franchisees show regarding existing SUPPORT & TRAINING
operating systems, business structure Franchising is about being in business
and a verifiable track record. The for yourself but not by yourself and a
franchise media are filled with solid support and training structure is
FURTHER INFORMATION: To read more about Swisher, turn to page 13
To read more articles about excellence in franchising, visit
www.thefranchisemagazine.net
© 2007 The Franchise Magazine
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