It’s easy to apply the truism ‘you get what you pay for’ when considering what a franchise will provide franchisees. On closer inspection though it’s clear that some low-investment models provide a superior service while higher-priced businesses can disappoint franchisees with the standard of service provided.

Whatever the level of investment, it’s important to thoroughly research the offer, and whether franchisors deliver on their promises. You can do this by asking more questions of the franchisor, and taking the time to chat with current and former franchisees.

Firstly, find out what is included in the upfront cost of the franchise. Affordable franchises tend to be either home-based or mobile, so there aren’t the rental expenses and fit-outs associated with retail and other premises-based businesses, although there may be a vehicle and specific equipment or tools required.

Then you need to look at the ongoing fees which will help to fund the franchisor’s provision of support. Monthly royalties and marketing fees are common but the franchisor might add specific levies. For instance, if it provides a bespoke customer relationship management system, there may be a technical fee.

Support starts with training

Franchise support starts with initial training. So find out how comprehensive this is – does it include business training as part of the package? Are there extra charges for upfront and ongoing training?

How much assistance will you get in the early days of running your business? Uncover whether the franchisor offers on-the-road experience either before you start, or in the first weeks, so you are learning from more experienced operators in real-life situations.

Franchise marketing has two elements: national brand marketing, usually paid for by the marketing fund, and local area marketing. Find out what national and brand marketing campaigns are run, and how committed the franchisor is to providing marketing advice to help you promote your service or products.

Getting your business known is an important part of building up a customer base.

Does the franchisor help with lead generation? If so, is this support for a limited time (say six months) or is it part of a long-term strategy? It’s important to understand how much the franchisor will expect you to build your own client base. Clarify these expectations before you buy to prevent any disappointment later on.

One you are up and operating, what business support and guidance will the franchisor provide? And how responsive will they be? What if you need after-hours support?

Some franchisors will also provide admin, bookkeeping and/or invoicing and debt collection, which can be valuable additions that free up franchisees to concentrate on their service.

Some businesses have technical and regulatory rules to observe. Find out if the franchisor will keep you updated with crucial information. Will the franchisor also invest in market research and innovations to keep the business competitive?

Another key question is, how big is the support team? From call centre operators fielding leads to business development managers helping franchisees manage and grow their businesses, if the team is over-stretched, franchisees won’t be getting a good support experience.

This is where it’s crucial to speak with franchisees to see if the support provided matches the promises.

Do the research and you’ll find a business that offers what you need.