Franchise Advice
Who are
Ashtons Franchise Consulting? l
A leading franchise consulting firm with offices across the UK
l #TheFranchiseDevelopmentSpecialists l
We help business owners franchise their businesses – turning their initial thoughts into reality
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We are known for our honesty, dedication, detailed approach and professionalism
franchise opportunity and assist in matching franchisees with suitable opportunities.
3. How much information should be given away to prospective franchisees at the beginning? Nick Williams says: Franchisee relationships evolve through three key stages, each requiring the provision of specific information: • Initial Enquiry: Upon receiving an initial enquiry, the franchisor should respond with general information, often in the form of info sales details or a franchise prospectus. This aims to whet the appetite, provide initial information and encourage contact. • Discovery Stage: Protected by a Non- Disclosure Agreement (NDA), detailed information should be shared regarding roles, financial projections, operational aspects, training program specifics, expectations, and additional investment requirements in a Franchise Information Memorandum document. This stage provides the franchisee with ample information to make an informed decision on whether to invest. • Post Sign-Up: Once the franchisee is on board, they will need to know every aspect of running the business at their outlet level. Marketing and branding guidelines will be set out, training will be given, and the manual provided.
Throughout these stages only essential
information necessary for daily business operations should be disclosed – trade secrets should remain secret!
28 | The Franchise Magazine 2025
4. Why is it necessary to register a trademark? Richard Langrick says: Trademarks that are properly registered uniquely identify the goods or services offered and protect the business owner from other businesses using the same trade or brand name or logo for a 10-year period, which is renewable. At the heart of every franchise legal agreement is permission for the franchisee to use the franchisor’s trademarks for the life of the franchise. This licence can only be granted if the trademark is registered, maintained, and therefore protected on the relevant trademark register. Registering the trademark not only
protects the franchisor from misuse of the trademarks, but also gives the franchisee protection from competitors using the same or similar trademarks. This adds considerable value to the franchise offering, for both the franchisor in selling franchises, but also the franchisee when selling the franchise.
5. How can franchisors effectively manage their franchisees? Rebecca Newenham says: Your success depends on your network as a franchisor, so investing time in your franchisees is essential. Being a visible franchisor who shows up and supports your team will enhance their performance. Communication is
critical. While virtual meetings are convenient, there’s significant value in physically meeting with your franchisees, even if it is just for a few hours. Group meetings are excellent for sharing knowledge,but do not forget to check in one-on-one to understand how individual franchisees are feeling. Regularly review each franchisee’s
business plan and performance against their objectives. If things have gone well, celebrate! Motivate them to achieve more by celebrating and sharing their success.
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