How can you ensure you’re getting the support you deserve as a franchisee?
Franchisee support varies across different models so it’s essential to assess the support structure on offer. The level of support available could significantly impact your business’s success, so it’s crucial to spot the signs of a supportive franchisor!
1. Transparent disclosure
A franchisor should be open about providing comprehensive information regarding the franchise opportunity. Speaking with existing franchisees is one part, but a vital part, of your due diligence. Franchisors are required by law to include details of current and former franchisees in their disclosure document. Ensure this document is up-to-date and contains relevant information.
When you speak to franchisees, find out if their experience of the franchise support matches what the franchisor is promising.
2. Comprehensive training programs
Many new franchisees start out lacking either/or both industry and/or business experience. One significant advantage of franchising is the thorough training and support provided to new franchisees.
A detailed training program is a strong indicator of a franchisor’s commitment to their partners. Find out what is included in the initial training and how long it takes.
Is the training just technical learning? Is there training on building a business? Will the training be personalised in anyway to reflect your particular needs?
A good franchisor will provide sufficient learning for you to feel confident in your business from the get-go, and deliver ongoing training opportunities.
3. Marketing support
Marketing is challenging for new business owners but a strong franchisor will offer robust marketing support throughout a franchise journey. This support will include digital and social media campaigns, as well as other marketing channels such as broadcast, email, flyers, and other localised initiatives.
The best franchise marketers will have clear messages and well-thought out campaigns that boost brand awareness and encourage customers to visit your business.
Be sure to request detailed information about the marketing strategies and campaigns your prospective franchise will employ, as you will likely contribute to a marketing fund for these initiatives.
4. Business development
Once your business is operational, the nature of support shifts from hands-on to a more strategic guidance role. This is where field support managers come in. They provide ongoing business advice and monitor your progress, helping bridge the gap between franchisor and franchisee.
A good support structure will ensure field managers are in regular contact, both face-to-face and phone or email, with their franchisees, and take an advisory role. It’s not acceptable anymore for a field manager to be only focused on compliance – it’s about business development.
In summary
Understanding the support you are entitled to is a crucial aspect of your due diligence. These support structures are designed to help you start and grow your business efficiently. Don’t hesitate to ask detailed questions to get a clear picture of what to expect.