Franchise Advice
“Successful franchisors deliver comprehensive initial and ongoing support services to their franchisees”
7. What support services should be provided to franchisees? Charlie Dickson says: In my 40-plus years of industry experience, successful franchisors are those businesses that deliver comprehensive initial and ongoing support services to their franchisees. As well as guiding franchisees to build sustainable, profitable entities, supporting franchisees ensures consistency of product and service across the entire brand. This is crucial as the network grows and develops. In essence, franchisor support safeguards smooth operations. Support should include training
If they are falling behind, work together to create action plans to get things back on track. Share best practices amongst your team.
Encourage a culture of collaboration and ensure that anything that works for one franchisee is shared across the network to benefit everyone.
6. Who should handle the marketing - the franchisor or franchisee? Phil Mowat says: In franchising, deciding who should handle the marketing depends on several things: The type of business and the industry it is in The overall goals of the marketing The measured effectiveness of national vs local campaigns The amount of control the franchisor wants to have over the franchisees The ability and skill levels of the franchisees to run the campaigns
The franchisor normally sets up the marketing plan and strategy and deals with any national advertising and branding. It’s vital that the brand’s
look and message is consistent across all their franchisees, so they will prescribe to their franchisees what they can and can’t do. However each franchisee will know the intricacies of their local area, so they will often handle local marketing like adverts in the neighbourhood or sponsoring local events. By talking and working together,
they can make sure that local marketing fits with the overall brand, and everyone benefits from the combined efforts. It’s like finding the right mix: keeping the brand strong while also being flexible enough to fit into different communities.
programmes, operational support, premises selection, design and fit out, marketing and promotions, technology, financial guidance and reviews, quality control, supply chain management, R&D, new innovations, new products or services, audits and standards compliance. Supporting franchisees creates a
collaborative culture, so maintaining open and regular communications is a key aspect of support. For example, regular meetings with franchisees, recognition and awards events, and conferences, are important in creating successful franchise networks. Supporting and empowering franchisees to succeed is an essential element of franchisors’ responsibilities, and creates a motivated, profitable network that will attract new franchisees to the brand. n
Get in touch: To discuss your business and find out how Ashtons can help you: Visit:
ashtonsfranchise.com/ Call: 0330 016 0028 Email:
enquiry@ashtonsfranchise.com
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