Advice
Authors
Nick Williams is managing consultant and Richard Langrick heads the manual writing team at Ashtons Franchise Consulting
What are the benefits
of manuals? Well-constructed manuals will help to achieve benefits for both franchisor and master franchisee, providing a stronger link between the franchisor, master franchisee and the franchisees. They will ensure the franchisee’s complete understanding not only of the business, and the obligations in the franchise agreement, but also the statutory requirements of running any business. This is as much for the protection of the franchisee as for the franchisor who needs to protect his reputation and brand credibility. Manuals will also be the basis of the training course, and the franchisees’ go-to for all queries on procedure and systems, substantially reducing calls to the master franchisee or head office.
What manuals do I need? 1. The franchise manual – this
manual sets out in detail how to run a franchise business, and will typically include general sections on marketing, selling, recruiting staff, training staff, HR and health and safety, looking after premises, statutory requirements on employment, employee sick pay, annual leave and all the other 1,001 things a responsible business owner has to keep in mind to run a successful business. 2. The operations manual – this is how to run the specific franchise. The operations manual contains the details of the way in which the
franchisor’s system is to be operated in order to discharge the obligations contained in the agreement. It will contain the history and
development of the franchisor business and brand, the know-how, business systems and procedures, the day-to-day operating requirements and the ongoing development of the business. It may also be the textbook that the master franchisee uses when training new franchise owners.
Manual contents Typically, an operations manual will:
• Document the main operating requirements • Document the main management requirements
• Identify the responsibilities of the franchisee • Define the core values of the franchise
• Set benchmarks for quality • Define KPIs, reporting and monitoring procedures
• Cross reference with other documents, manuals and training aids
It is possible to combine these two into one manual if the franchisee is the only user – however, if the operations part of the manual is also to be used by employees there needs to be separation as some of the franchise manual contents are for the franchisee’s information and use only. In retail situations, there may also be a need for handbooks for the retail assistants covering
simple instructions on, for instance, attendance, dress, sickness and so on.
Manual must-haves To get the best out of the
manual consider: • Easy-to-read typeface, short sentences, lots of graphics
• Appropriate medium – might be hard copy as a book, loose-leaf for easy page changes, electronic format, disc, or memory stick
• Comprehensive index making each subject easy to find
• Cross-reference system showing where other information is
• Common style with all other documents
Why use a professional
manuals writer? Simply because gathering all the necessary information, writing it down in an easy-to- read format, and ensuring that all statutory requirements are included is a time-consuming business, and often best looked at from the outside to get an objective underpinning of the franchise agreement, as well as a guide to replicating the franchisor’s business. Professional manual writers
have franchise consultancy experience, as well as authoring, editing and publishing skills. They have the software that turns a lot of words into an interesting reference guide, and the expertise to ensure that the manuals are consistent with all the other documents that define the franchisor’s business.
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