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    To Franchise, OR Not to Franchise?

    For many brands hoping to expand, franchising is a great model. But it's not the only (or always the best) option. Here, we follow two similar entrepreneurs as they choose different paths to growth-one going into franchising and the other licensing his brand to dealers.
    by Jason Daley Dec 01, 2016 6 minutes
    The Franchisor: Steve Schulze, Nekter Juice Bar, The Licensor: Don DiCostanzo, Pedego Electric Bikes

    The Franchisor: Steve Schulze, Nekter Juice Bar
    A marketing exec, Schulze founded Nekter in 2010 with his wife, Alexis, a teacher. The idea was to meet the need for an affordable and pure juice brand with no additives. Nekter now has 62 units (20 franchises, 42 company stores) and aspires to be “the Starbucks of juice.”

    The Licensor: Don DiCostanzo, Pedego Electric Bikes
    A longtime auto parts executive, DiCostanzo built his own electronic bikes and created a store to sell them. He briefly toyed with franchising the stores, then decided that wasn’t a good fit. Today Pedego sells at 87 licensed dealerships across the U.S., Canada, Mexico, and Europe.

    Step 1: Finding the right way to expand.

    Upgrading from a small business to a chain is a big leap. So before choosing how a company will grow, owners should figure out their management style and ultimate goals. “We tell our clients, ‘You really don’t want to make a decision to franchise. You want to make a decision

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