Franchise Advice
“With the support of the franchise network, combined with the franchise model and your business plan, you can build a sustainable business”
from? What health and safety rules do you need to implement?
The best franchisors have done the
groundwork already, and off er their knowledge and support from day one. You won’t feel alone with the right franchise behind you.
2. Marketing campaigns
As marketing specialists, we know it takes a special type of person to be excited about marketing! Whether this refl ects you or not, your franchisor knows their brand, their customers, and how to attract them. This starts with your grand opening. How on earth do you start fi nding customers and clients? And what will it take for them to fi nd you? This may be bringing some of you out in a cold sweat, but don’t panic! Your franchisor has you covered! Since they started their business, your franchisor has worked out the right marketing tools to attract the right kind of customer to your new business. Looking for a high-end client wanting the best things in life? Your franchisor knows how to show-off your exquisite products. Looking for SMEs you can support? The franchisor will help you locate where they are. Looking to attract a younger crowd? They will have identifi ed the best place to hang out, and infl uence them to fi nd you.
The marketing support won’t dry up once you start trading. Franchisors tend not to stop highlighting how great your business is – after all, it is their brand! Using marketing tools like pay-per-click, social media, brand awareness strategies and regular PR, they work behind the scenes to attract your customers. And,
if they show you how to do it, too, a double-edged marketing strategy is a powerful tool.
3. The ongoing level of support A good relationship won’t leave you high and dry when the going gets tough. For the top-rated franchises, the support of the network, combined with the continual support of the head offi ce, is what sets them apart. If you are going to stay ahead of your competitors, you need to stay ahead of the game. Franchisors have people dedicated to researching this, leaving you to concentrate on running your business. They then update you on key changes and advancements when necessary. So expect ongoing training throughout the year, every year, not just in your fi rst. Franchisors are also aware of the challenges facing new businesses. They help you prepare for this with a support team. This may be a dedicated business manager, or a personal franchisee mentor from within the network, or both. You will also have access to web-based training and network-wide intranets, designed to keep you informed, and moving forward.
4. Business development
Hitting your business goals can be tough- going. As a brand, the franchisor will have their own targets for the success of the network. They will support you as you build your business, but they will also be supporting you as they build their brand. By providing you with business development managers, to help you identify and set realistic targets you can achieve, the franchisor won’t stop pushing
you beyond what you thought you could achieve. With the support of the franchise network, combined with the franchise model and your business plan, you can build a sustainable business. This off ers the lifestyle you dreamed of, and provides you with a healthy retirement fund, either when you sell it or take a step back.
5. Product development Just as you are looking for ways to develop your business, so is your franchisor. They are also looking to constantly improve the franchise model. This may take the form of developing the systems and tools they provide you with, as they tweak them according to technology advancements and feedback from the users – you. Many franchisors also create a franchisee panel to bridge the gap between head offi ce and the network. This is the ideal place to share ideas, off er improvements or contribute suggestions for growth, which will work not just for your business, but for the brand, too. Have you identifi ed a particular service your customers regularly request? Suggest it to the network. Are there new materials you can incorporate into your products? Demonstrate the suitability to the brand. Better products equals more sales, which equals better profi ts! Being in a relationship with the right franchise brings you the confi dence to make your new venture work, with their support! This is your business, with their brand – so make the most of everything they bring to the table.
Paul Clegg
is managing director of Coconut Creatives, an authority on franchise marketing recruitment, and holds the bfa’s Qualifi ed Franchise Professional certifi cate.
May 2018 |
BusinessFranchise.com | 85
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52 |
Page 53 |
Page 54 |
Page 55 |
Page 56 |
Page 57 |
Page 58 |
Page 59 |
Page 60 |
Page 61 |
Page 62 |
Page 63 |
Page 64 |
Page 65 |
Page 66 |
Page 67 |
Page 68 |
Page 69 |
Page 70 |
Page 71 |
Page 72 |
Page 73 |
Page 74 |
Page 75 |
Page 76 |
Page 77 |
Page 78 |
Page 79 |
Page 80 |
Page 81 |
Page 82 |
Page 83 |
Page 84 |
Page 85 |
Page 86 |
Page 87 |
Page 88 |
Page 89 |
Page 90 |
Page 91 |
Page 92 |
Page 93 |
Page 94 |
Page 95 |
Page 96 |
Page 97 |
Page 98 |
Page 99 |
Page 100
