“Franchise companies experience stunted growth for a myriad of reasons, almost all of which are down to internal processes that need sharpening up. Thankfully by having the tools to identify the pertinent problem you can take proactive steps to get right back on that pathway to profit” - Sean Goldsmith

1. WHAT’S
NOT RIGHT
IN YOUR FRANCHISE?

2. “Franchise companies experience stunted
growth for a myriad of reasons, almost all of
which are down to internal processes that need
sharpening up. Thankfully by having the tools to
identify the pertinent problem you can take
proactive steps to get right back on that pathway
to profit” - Sean Goldsmith

3. LETS TRY IDENTIFY WHATS
NOT RIGHT IN YOUR FRANCHISE?

4. YOUR OFFER
NOT RIGHT?
The structure of your franchise offer is absolutely critical to the
continued growth of your franchise. It needs to be carefully crafted and
kept up to date with the hopes and aspirations of your “target
franchisee”. If you fail do this you will fail to attract the attention of the
right kind of candidate.
Constantly evaluate the offer you have out there. Use an “avatar” (An
Ideal franchisee profile) as your baseline and then adapt your offer to be
more appealing. Look at it as “evolution” rather than “revolution”. Small,
subtle changes may be all it takes to supercharge your growth.

5. YOUR SUPPORT
NOT RIGHT?
Franchisees plateauing prematurely is often as a result of a support
team that has lost its mojo. This could be due to support processes
that need updating, a team that is needs training, a team that is too
small or just because you have the wrong people.
Remember; Don’t make the common mistake of hiring “Glorified
Administrators” to take care of franchise support. Your Franchise
support team need to be made up of great motivators, forward
thinkers and process driven implementers. They are the heart of your
business and must be looked after.

6. YOUR BRANDING
NOT RIGHT?
Within 10 to 20 seconds of seeing your website/advert/brochure a potential
franchisee will have decided:
a) Does this company look like a good investment
b) Does this company know what its doing
c) Are they here for the long run
d) Will my wife/husband like the look of it
e) If I was a customer would I go here.
f) Should I go for it or move on to the next opportunity
DOES YOUR BRANDING MAKE THIS INSTANT IMPACT?

7. YOUR MARKETING
NOT RIGHT?
Your marketing communication adds substance and personality to your
brand. You have to carefully manage this in order to attract the right type of
franchisee.
In too many cases franchise companies place “brochures” and not adverts.
These brochures are fact based, explain the features, tell you about the
potential but have no clear value or benefit proposition.
What bad franchise marketers fail to see is that 80% of marketing a
franchise is all about selling to the heart. The other 20% is all about telling
the head the heart is right.

8. YOUR PRICE
NOT RIGHT?
The price of your franchise is obviously critical. But why does it seem to
go wrong so often? For the most part it is because franchisors are not
targeting anybody in particular.
If you know your “ideal franchisee” you can reverse engineer the perfect
price for your franchise. Never forget that a price is only “scary” if there
is no value to substantiate it. It is also worth noting that in many cases
higher priced franchises out sell and out perform low priced franchises.
Thats because they can afford to do so.

9. YOUR FRANCHISEE
NOT RIGHT?
The wrong franchisee can become a literal “spanner in the works”.
They draw down a huge amount of support resources for very little
return. They can have a negative effect on the network moral, support
staff effectiveness and most importantly customer perception of your
brand within their territory.
How to solve this? Well firstly, make sure you are 100% clear on who
you want to take on as a franchisee. Secondly, ensure that your sales
process is designed to target that specific franchisee profile. If your
process is strong, your franchisees will be strong too.

10. YOUR MINDSET
NOT RIGHT?
Being a franchisor should inspire the same profound sense of duty a
President feels for his country. In fact, your decisions have a much
greater and more direct impact on the lives of the people you lead.
Come to grips with the great responsibility you have shouldered. Be
aware that you hold real peoples hopes and dreams in your hands.
Surround yourself with smart people who are loyal and true. They will
give you the time and self confidence to be an inspirational leader and
successful franchisor.

11. YOU
NOT RIGHT?
Not every successful entrepreneur should or can be a franchisor. It requires a
unique skill set which includes patience and persistence.
If you begrudge your franchisees or find yourself getting annoyed with their
questions then you may be the thing that is holding back your business.
If this is the case, immediately hire a Franchise Director.
Trust them, support them and don't interfere. You focus on building your
business and let him/her build the Franchise.

12. NEED TO FIX
WHAT’S NOT RIGHT?
Contact me through LinkedIn
I would love to help!
http://uk.linkedin.com/in/sgoldsmith/