170 171 Patterson File SARD 2/3/07 5:09 pm Page 1
PATTERSON
& RIGBY
profile
A three-step strategy for
success in franchising
Based on many years of
franchise structure
PHASE 2:
• Understanding client aims plus
PREPARING THE INFRASTRUCTURE
working within franchising
management resources
helping franchisors and
• Securing data for a franchise
This second phase adheres to a work
development programme
programme to produce the
potential franchisors to
infrastructure for successful franchise
franchise their businesses,
We then undertake the agreed work
development.
programme over a three to four week
bfa affiliated consultants at period. This generates an Action Phase 2 Work Programme:
FDS Southern provide a
Document comprising detailed
• Intellectual property
guidelines for franchising the business.
rights protection
proven and effective system • Identifying support services
Action Document:
for guiding clients through a
• The franchise package
• Key conclusions for
• Preparing financial statements
development programme
successful franchising
• Fixing initial and ongoing
• Key elements and itemised costs
fee structure
based on three key phases
of franchise package
• Production of an attractive
• Recommendation on licence fee
franchise prospectus
to be charged
• Producing the franchise
F
ranchising your business can • Financial projections for
information memorandum
result in failure if you do not franchisee territories
• Producing the franchise manual
follow a carefully structured • Critical assumptions underlying
• Producing the legal documentation
programme. Following an exploratory these projections
• Designing franchisee
discussion and having been satisfied in • Type of franchisor support
training programme
principle that the business concept is structure needed
• Finalising corporate image
sound and franchiseable, we then • Ongoing fee structure between
elements
implement the strategy for success. franchisor/franchisee
• Strategy for franchisee recruitment
• SWOT Analysis on franchising
• Procedure for handling
the business
franchisee recruitment
PHASE 1: ON-SITE EVALUATION • Recommendations and ideal
OF CLIENT’S BUSINESS CONCEPT plan of action clearly identifying
In this vital implementation phase, we
the best way to franchise the business.
work with specialist franchise
Meeting Objectives:
solicitors, trademark attorneys,
• Full appreciation of core/related Another meeting follows to present and
accountants, PR practitioners, franchise
business activities discuss the content, and clarify the best
advertising and editorial personnel,
• Securing data on the entire way forward. Phase 1 produces an
corporate design experts and other
business method outline skeleton for structuring the
professionals to ensure the creation of
• Securing relevant financial data franchise. Phase 2 then puts flesh on the
an attractive and professional franchise
• Brainstorming ideas on possible bones.
offering.
170
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