Chapter 06

188
There is nothing so easy to learn

as experience and nothing so
hard to apply. Josh Billings
6 Franchising and
the Entrepreneur
On Completion of this chapter, you will be able to:
1 Describe the three types of franchising: trade name, product
distribution, and pure.
2 Explain (A) the benefits and (B) the drawbacks of buying a franchise.
3 Explain the laws covering franchise purchases.
4 Discuss the right way to buy a franchise.
5 Outline the major trends shaping franchising.
When Shep Bostin decided to leave his job as a top executive at a small technology firm,
he knew that he wanted to run his own business. He also understood the risks and the chal-
lenges facing start-up companies, and at his stage of life, he was not willing to face those
risks and challenges. Rather than launch his own independent business, Bostin chose to get
into business by purchasing a franchise. After seeing a news story about Geeks on Call, a
new franchise that provides on-site technical assistance for computers by dispatching a
cadre of computer techies in black Chrysler PT Cruisers, Bostin thought that the franchise
might be the ideal match for his skills, abilities, and interests. After checking out the fran-
chise, Bostin decided to invest and has since expanded his franchise territory to cover three
territories in Maryland.
1
Today approximately 3,000 franchisers operate nearly 350,000 franchise outlets in
the United States, and more are opening at an incredible pace both in the United States
and around the world (see Figure 6.1). In fact, a new franchise opens somewhere in the
world every eight minutes! Franchises account for 44 percent of all retail sales, totaling
more than $1 trillion, and they employ 1 in every 16 workers in the United States in
more than 100 major industries.
2
A recent study concludes that the economic impact of
franchising on the U.S. economy is an impressive $1.5 trillion.
3
Much of the popularity
of franchising stems from its ability to offer those who lack business experience the
chance to own and operate a business with a high probability of success. This booming
industry has moved far beyond the traditional boundaries of fast food and dry cleaning
into fields as diverse as automotive air bag replacement, used clothing, dating services,
and pet-sitting.
In franchising, semi-independent business owners (franchisees) pay fees and royal-
ties to a parent company (franchiser) in return for the right to become identified with its
trademark, to sell its products or services, and often to use its business format and system.
Franchisees do not establish their own autonomous businesses; instead, they buy a suc-
cess package from the franchiser, who shows them how to use it. Franchisees, unlike
independent business owners, dont have the freedom to change the way they run their
businessesfor example, shifting advertising strategies or adjusting product linesbut
they do have access to a formula for success that the franchiser has worked out.
Fundamentally, when they buy their franchises, franchisees are purchasing a successful
business model. Many successful franchisers claim that neglecting to follow the formula is
one of the chief reasons that franchisees fail. If you are overly entrepreneurial and you
want to invent you own wheel, or if you are not comfortable with following a system, then
dont go down [the franchise] path, says Don DeBolt, head of the International Franchise
Association.
4
CHAPTER 6 FRANCHISING AND THE ENTREPRENEUR 189
100
Year
400
350
300
250
200
150
N
u
m
b
e
r
o
f
F
r
a
n
c
h
i
s
e
d
U
n
i
t
s
(
i
n
t
h
o
u
s
a
n
d
s
)
1980 1983 1988 1993 1998 2000 2001 2002 2003 2004 2005
FIGURE 6.1
Franchising Growth
Source: Entrepreneurs Franchise
500 database.
franchising
a system of distribution in which
semi-independent business owners
(franchisees) pay fees and royalties
to a parent company (franchiser) in
return for the right to become
identified with its trademark, to
sell its products or services, and
often to use its business format
and system.
Franchising is built on an ongoing relationship between a franchiser and a franchisee.
The franchiser provides valuable services such as market research, a proven business sys-
tem, name recognition, and many other forms of assistance; in return, the franchisee pays
an initial franchise fee as well as an on-going percentage of his or her outlets sales to the
franchiser as a royalty and agrees to operate the outlet according to the franchisers sys-
tem. Because franchisers develop the business systems their franchisees use and direct
their distribution methods, they maintain substantial control over their franchisees. Yet
this standardization lies at the core of franchisings success as a method of distribution
(see Figure 6.2).
Types of Franchising
There are three basic types of franchising: trade name franchising, product distribution
franchising, and pure franchising. Trade name franchising involves a brand name such as
True Value Hardware or Western Auto. Here, the franchisee purchases the right to use the
franchisers trade name without distributing particular products exclusively under the
190 SECTION II BUILDING THE BUSINESS PLAN: BEGINNING CONSIDERATIONS
trade name franchising
a system of franchising in which a
franchisee purchases the right to
use the franchisers trade name
without distributing particular
products exclusively under the
franchisers name.
Anita Schlachter, co-owner of a highly successful MAACO (automotive services) franchise
with her husband and her son, is convinced that the system the franchiser taught them is
the key to their companys progress and growth. The Schlachters follow the franchisers
plan, using it as a road map to success. If you listen to what your franchiser says and fol-
low its policies and procedures, youll be successful, she says. Those who think they
know more [than the franchiser] should not go into franchising.
5
Schlachters MAACO
Auto Painting and
Bodyworks
Site selection
Design
Employees
Products and services
Prices
Purchasing
Advertising
Quality control
Support
Oversees and approves; may choose site.
Provides prototype design.
Makes general recommendations and
training suggestions.
Determines product or service line.
Can only recommend prices.
Establishes quality standards; provides
list of approved suppliers; may require
franchisees to purchase from the franchiser.
Develops and coordinates national ad
campaign; may require minimum level of
spending on local advertising.
Sets quality standards and enforces them
with inspections; trains franchisees.
Provides support through an established
business system.
Chooses site with franchisers approval.
Pays for and implements design.
Hires, manages, and fires employees.
Modifies only with franchisers approval.
Sets final prices.
Must meet quality standards; must purchase
only from approved suppliers; must purchase
from supplier if required.
Pays for national ad campaign; complies with
local advertising requirements; gets franchiser
approval on local ads.
Maintains quality standards; trains employees
to implement quality systems.
Operates business on a day-to-day basis with
franchisers support.
Element The Franchiser The Franchisee
FIGURE 6.2
The Franchising
Relationship
Source: Adapted from National
Economic Consulting Practice of
PricewaterhouseCoopers, Economic
Impact of Franchised Businesses:
A Study for the International
Franchise Association (New York:
IFA Education Foundation, 2004),
pp. 3, 5.
LEARNING OBJECTIVES
1. Describe the three types of
franchising: trade name, product
distribution, and pure.
franchisers name. Product distribution franchising involves a franchiser licensing a
franchisee to sell specific products under the franchisers brand name and trademark
through a selective, limited distribution network. This system is commonly used to mar-
ket automobiles (Chevrolet, Lincoln, Chrysler), gasoline products (Exxon, Sunoco,
Texaco), soft drinks (Pepsi Cola, Coca Cola), bicycles (Schwinn), appliances, cosmetics,
and other products. These two methods of franchising allow franchisees to acquire some
of the parent companys identity.
Pure franchising (or comprehensive or business format franchising) involves
providing the franchisee with a complete business format, including a license for a
trade name, the products or services to be sold, the physical plant, the methods of oper-
ation, a marketing plan, a quality control process, a two-way communications system,
and the necessary business support services. In short, the franchisee purchases the
right to use all of the elements of a fully integrated business operation. Business for-
mat franchising is the most common and the fastest growing of the three types of fran-
chising, with four times as many outlets as trade name and product distribution fran-
chises.
6
It is common among fast food restaurants, hotels, business service firms, car
rental agencies, educational institutions, beauty aid retailers, and many other types of
businesses.
The Benefits of Buying a Franchise
A franchisee gets the opportunity to own a small business relatively quickly, and, because
of the identification with an established product and brand name, a franchise often
reaches the break-even point faster than an independent business would. Still, most new
franchise outlets dont break even for at least 6 to 18 months.
Franchisees also benefit from the franchisers business experience. In fact, experi-
ence is the essence of what a franchisee is buying from a franchiser. Many entrepreneurs
go into business by themselves and make many costly mistakes. Given the thin margin for
error in the typical start-up, a new business owner cannot afford to make many mistakes.
In a franchising arrangement, the franchiser already has worked out the kinks in the sys-
tem by trial and error, and franchisees benefit from that experience. A franchiser has
climbed up the learning curve and can share with franchisees the secrets of success that he
or she has discovered in the industry.
For many first-time entrepreneurs, access to a business model with a proven track
record is the safest way to own a business. Still, every potential franchisee must consider
the answer to one important question: What can a franchise do for me that I cannot do
for myself? The answer to this question will depend on ones particular situation and
requires a systematic evaluation of a franchise opportunity. After careful deliberation, one
person may conclude that the franchise offers nothing that he or she could not do inde-
pendently, and another may decide that a franchise is the key to success as a business
owner. Franchisees often cite the following advantages.
Management Training and Support
Recall from Chapter 1 that one of the leading causes of business failure is incompetent
management. Franchisers are well aware of this, and, in an attempt to reduce the number of
franchise casualties, they offer managerial training programs to franchisees prior to open-
ing a new outlet. Many franchisers, especially the well-established ones, also provide
follow-up training and counseling services. This service is vital because most franchisers
do not require a franchisee to have experience in the business. These programs teach fran-
chisees the details they need to know for day-to-day operations as well as the nuances of
running their businesses successfully. When Floyd Sims, who had worked for a large com-
pany in the bottling and canning business for 18 years, decided to go into business for him-
self, he chose to purchase a McDonalds franchise mainly because of the support the fran-
chiser offers. I found McDonalds very supportive through the initial start-up, and that
took my fear away, says Sims.
7
LEARNING OBJECTIVES
2A. Explain the benefits of
buying a franchise.
pure franchising
a system of franchising in which
a franchiser sells a franchisee a
complete business format and
system.
product distribution
franchising
a system of franchising in which
a franchiser licenses a franchisee
to sell its products under the
franchisers brand name and
trademark through a selective,
limited distribution network.
Training programs often involve both classroom and on-site instruction to teach fran-
chisees the basic operations of the business. Before beginning operations, McDonalds
franchisees spend 14 days in Illinois at Hamburger University, where they learn everything
from how to scrape the grill correctly to the essential elements of managing a business with
high community visibility and great profit potential. MAACO franchisees spend four
weeks at the companys headquarters delving into a five-volume set of operations manuals
and learning to run an auto services shop. H&R Block trains its franchisees to unravel the
mysteries of tax preparation, and Ben & Jerrys franchisees study at Scoop University at
the companys headquarters in Burlington, Vermont. To ensure franchisees continued suc-
cess, many franchisers supplement their start-up training programs with ongoing instruc-
tion and support. For instance, Ben & Jerrys sends regional trainers to new franchisees
locations for additional training before they open their stores. Once they are up and run-
ning, franchisees also benefit from ongoing training programs from Ben & Jerrys field-
based support team.
8
Franchisers offer these training programs because they realize that
their ultimate success depends on their franchisees success.
Despite the positive features of training, inherent dangers exist in the trainertrainee
relationship. Every would-be franchisee should be aware that, in some cases, assistance
from the franchiser tends to drift into control over the franchisees business. In addition,
some franchisers charge fees for their training services, so franchisees should know
exactly what they are agreeing to and what it costs.
Brand Name Appeal
A licensed franchisee purchases the right to use a nationally known and advertised brand
name for a product or service. Thus, the franchisee has the advantage of identifying his or
her business with a widely recognized trademark, which provides a great deal of drawing
power, particularly for franchisees of established systems. Customers recognize the iden-
tifying trademark, the standard symbols, the store design, and the products of an estab-
lished franchise. Because of the franchises name recognition, franchisees who have just
opened their outlets often discover a ready supply of customers eager to purchase their
products or services. Entrepreneurs who launch independent businesses may have to work
for years and spend many thousands of dollars in advertising to build a customer base of
equivalent size.
One of the basic tenets of franchising is cloning the franchisers success. For
example, nearly everyone is familiar with the golden arches of McDonalds or the red
roof of the Holiday Inn and the standard products and quality offered at each. A cus-
tomer can be confident that the quality and content of a meal at McDonalds in Fort
Lauderdale will be consistent with a meal at a San Francisco McDonalds. However,
franchisees must be equally aware that negative actions by the franchiser or other fran-
chisees can undermine the value of the brand name and have a negative impact on other
stores in the chain. For instance, one of the worst cases of food poisoning ever recorded
in this country hit Washington when customers of a fast food franchise ate contami-
nated food at several of its outlets. More than 600 people were treated at local hospitals
for Escherichia coli poisoning, and three children died after eating the undercooked,
contaminated beef served at the stores. This tragic event not only required the company
to pay millions of dollars in legal settlements, but it also led to a drop in sales through-
out the entire chain of restaurants for a period of time. Fortunately, the company has
since rebounded from the crisis and now is one of the industry leaders in food safety
procedures.
Standardized Quality of Goods and Services
Because a franchisee purchases a license to sell the franchisers product or service and the
privilege of using the associated brand name, the quality of the goods or service sold
determines the franchisers reputation. Building a sound reputation in business is not
achieved quickly, although destroying a good reputation takes no time at all. If some fran-
chisees were allowed to operate at substandard levels, the image of the entire chain would
suffer irreparable damage; therefore, franchisers normally demand compliance with uni-
form standards of quality and service throughout the entire chain. In many cases, the fran-
chiser conducts periodic inspections of local facilities to assist in maintaining acceptable
levels of performance.
Papa Johns Pizza
John Schnatter, founder of Papa Johns, a fast-growing
pizza franchise with nearly 3,000 outlets in 49 states and
20 global markets, makes personal visits to some of his
franchisees stores four to five times each week to make
sure they are performing up to the companys high qual-
ity standards. Franchisees say that Schnatter, known for
his attention to detail, often checks pizzas for air bubbles
in the crust or tomato sauce for freshness. Pizza is
Schnatters life, and he takes it very seriously, says one
industry analyst.
9
Maintaining quality is so important that most franchisers retain the right to terminate
the franchise contract and to repurchase the outlet if the franchisee fails to comply with
established standards.
National Advertising Programs
An effective advertising program is essential to the success of virtually all franchise oper-
ations. Marketing a brand name product or service over a wide geographic area requires a
far-reaching advertising campaign. A regional or national advertising program benefits all
franchisees, and most franchisers have one. Typically, these advertising campaigns are
organized and controlled by the franchiser, but franchisees actually pay for the campaigns.
In fact, they are financed by each franchisees contribution of a percentage of monthly
sales, usually 1 to 5 percent, or a flat monthly fee. For example, Subway franchisees pay
3.5 percent of gross revenues to the Subway national advertising program. These funds are
pooled and used for a cooperative advertising program, which has more impact than if the
franchisees spent the same amount of money separately.
Many franchisers also require franchisees to spend a minimumamount on local adver-
tising. To supplement their national advertising efforts, both Wendys and Burger King
require franchisees to spend at least 3 percent of gross sales on local advertising. Some
franchisers assist each franchisee in designing and producing its local ads. Many compa-
nies help franchisees create promotional plans and provide press releases and advertise-
ments for grand openings.
Financial Assistance
Because they rely on their franchisees money to grow their businesses, franchisers
typically do not provide any extensive financial help for franchisees. In fact, one study
reports that one-third of franchisers offer financing to their franchisees.
10
Franchisers
rarely make loans to enable franchisees to pay the initial franchise fee. However, once
a franchiser locates a suitable prospective franchisee, it may offer the qualified candi-
date direct financial assistance in specific areas, such as purchasing equipment, inven-
tory, or even the franchise fee. Because the start-up costs of some franchises are
already at breathtaking levels, some franchisers find that they must offer direct finan-
cial assistance.
US Franchise Systems
For example, US Franchise Systems, franchiser of Microtel Inn and Hawthorn Suites hotels,
has set up a subsidiary, US Funding Corporation, which makes available to its franchisees
$200 million in construction and mortgage financing. Not only has the in-house financing
program cut the time required to open a new hotel franchise, but it also has accelerated
the franchises growth rate.
11
John Schnatter, founder of Papa
Johns Pizza, is a stickler for
quality among his companys
franchises. Schnatter visits
several franchises each week
to make sure that they are
performing up to the companys
quality standards.
In most instances, financial assistance from franchisers takes a form other than direct
loans, leases, or short-term credit. Franchisers usually are willing to assist qualified fran-
chisees in establishing relationships with banks, nonbank lenders, and other sources of
funds. The support and connections from the franchiser enhance a franchisees credit
standing because lenders recognize the lower failure rate among established franchises.
For instance, Papa Johns, the pizza franchise, has established relationships with 10 differ-
ent lenders to whom it refers franchisees in search of financing.
12
The Small Business Administration (SBA) has created a program called the
Franchise Registry that is designed to provide financing for franchisees through its loan
guarantee programs (more on these in Chapter 13, Sources of Financing: Debt and
Equity). The Franchise Registry streamlines the loan application process for fran-
chisees that pass the screening tests at franchises that are members of the Registry. More
than 600 franchises ranging from AAMCO Transmissions (automotive repair) to
Zaxbys (fast food chicken restaurants) participate in the Franchise Registry program.
Since 1993, the SBA has approved loan guarantees for more than 12,000 franchisees.
Franchisees interested in the Franchise Registry program should visit its Web site at
http://www.franchiseregistry.com.
Proven Products and Business Formats
As we have seen, franchisees essentially purchase a franchisers experience in the form of
a business system. A franchise owner does not have to build the business from scratch.
Instead of being forced to rely solely on personal ability to establish a business and attract
a clientele, a franchisee can depend on the methods and techniques of an established busi-
ness. These standardized procedures and operations greatly enhance the franchisees
chances of success and avoid the most inefficient type of learningtrial and error. In addi-
tion, a franchisee does not have to struggle for recognition in the local marketplace as
much as an independent owner might.
Z Pizza
After a brief career in professional baseball following college, Mike Harms knew that he
wanted to operate a business of his own. He and his wife Erin decided that a franchise
would be best for them, and they spent months engaged in extensive research and self-
evaluation before settling on Z Pizza, a gourmet pizza restaurant offering toppings rang-
ing from lime chicken and soy cheese to pine nuts and sun-dried tomatoes. The features
that drew the Harms to Z Pizza are the companys high-quality product line and proven
business system. Id never seen such a variety of toppings, says Harm, who chose Reno,
Nevada, as the location for their franchise. Very much a hands-on manager, Harm has
learned to rely on the Z Pizza system to make his restaurant successful. Letting go and
trusting the system that Z Pizza has put into effect was the hardest part, he admits. But,
he adds, Im very happy. Its been more than I could ever dream of. Business has been
so good that the Harms are now opening a second location in Reno.
13
Centralized Buying Power
A significant advantage a franchisee has over an independent small business owner is par-
ticipation in the franchisers centralized and large-volume buying power. If franchisers sell
goods and supplies to franchisees (not all do), they may pass on to franchisees any cost
savings from quantity discounts they earn by buying in volume. For example, it is unlikely
that a small, independent ice cream parlor could match the buying power of Baskin-
Robbins with its 5,000-plus retail ice cream stores. In many instances, economies of scale
simply preclude an independent business owner from competing head to head with a fran-
chise operation.
Site Selection and Territorial Protection
A proper location is critical to the success of any small business, and franchises are no
exception. In fact, franchise experts consider the three most important factors in franchising
to be location, location, and location. For instance, one franchise of the Rainforest Caf, a
restaurant chain with a jungle theme and an in-store retail village, located in the Mall at
the Source in Westbury, New York, recently closed. The primary problem was that the
existing customer base in the location did not match the companys target audience. The
successful stores in the chain tend to count on visitors to popular tourist destinations,
something Westbury lacked.
14
Sometimes, entrepreneurs discover that becoming affiliated with a franchiser is the
best way to get into prime locations. Many franchisers conduct an extensive location
analysis for each new outlet, including researching traffic patterns, zoning ordinances,
accessibility, and population density. McDonalds, for example, is well known for its abil-
ity to obtain prime locations in high-traffic areas. Although choosing a location usually is
the franchisees responsibility, the franchiser reserves the right to approve the final site.
Choosing a suitable location requires a thorough location analysis, including studies of
traffic patterns, zoning ordinances, accessibility, population density, and demographics.
Experienced franchisers know that selecting a location in a high-traffic area but on the
wrong side of the street can doom a unit from the outset and do everything they can to
help franchisees avoid bad locations.
Some franchisers offer franchisees territorial protection, which gives existing fran-
chisees the right to exclusive distribution of brand name goods or services within a partic-
ular geographic area. A clause establishing such a protective zone that bars other outlets
from the same franchise gives franchisees significant protection and security. The size of a
franchisees territory varies from industry to industry. For example, one national fast food
restaurant agrees not to license another franchisee within a mile and one-half of existing
locations. A soft-serve ice cream franchiser defines its franchisees territories on the basis
of Zip Code designations. The purpose of such protection is to prevent an invasion of the
existing franchisees territory and the accompanying dilution of sales. As existing markets
have become increasingly saturated with franchise outlets, the placement of new outlets
has become a source of friction between franchisers and franchisees. Existing franchisees
complain that franchisers are encroaching on their territories by granting new franchises so
close to them that their sales are diluted. Before signing a franchise contract, every
prospective franchisee must know exactly what kind of territorial protection, if any, the
franchiser guarantees. Why invest years building a successful franchise in a particular
location only to have the franchiser allow another franchisee to open nearby, siphoning off
sales of your existing outlet?
Greater Chance for Success
Investing in a franchise is not risk free. Between 200 and 300 new franchise companies
enter the market each year, and not all of them survive. However, statistics suggest that
franchising is less risky than building a business from the ground up. The Department of
Commerce estimates that after five years, 95 percent of franchises are still in business,
compared to just 47 percent of independent businesses (see Figure 6.3). This success rate
for franchises is attributed to the broad range of services, assistance, and guidelines and the
comprehensive business system the franchiser provides. Statistics regarding the success of
a given franchise must be interpreted carefully, however. For example, sometimes when a
franchise is in danger of failing, the franchiser often repurchases or relocates the outlet and
does not report it as a failure.* As a result, some franchisers boast of never experiencing a
failure.
The risk involved in purchasing a franchise is two-pronged: successor failure
depends on the franchisees managerial skills and motivation and on the franchisers busi-
ness experience and system. Many franchisees are convinced that franchising has been the
key to their success in business. Its the opportunity to be in business for yourself but not
by yourself, says one franchiser.
15
*As long as an outlets doors never close, most franchisers do not count it as a failure even if the outlet has
struggled for survival and has been through a series of owners who have tried unsuccessfully to turn around its
performance.
The Drawbacks of Buying a Franchise
Obviously, the benefits of franchising can mean the difference between success and failure
for a small business. However, the franchisee must sacrifice some freedom to the fran-
chiser. The prospective franchisee must explore other limitations of franchising before
choosing this method of doing business.
Franchise Fees and Ongoing Royalties
Virtually every franchiser imposes some type of fees and demands a share of franchisees
sales revenue in return for the use of the franchisers name, products or services, and busi-
ness system. The fees and the initial capital requirements vary among the different fran-
chisers. The total investment required for a franchise varies from around $1,000 for some
home-based service franchises to $10 million or more for hotel and motel franchises. For
example, Jazzercise, an aerobics exercise franchise, requires a capital investment that
ranges from just $3,000 to $33,100, and Quiznos, the Italian-style submarine sandwich and
salad chain, estimates that the total cost of opening a franchise ranges from $208,400 to
$243,800. Culvers, a fast-growing regional chain that sells sandwiches (including the deli-
cious ButterBurger
), salads, dinners, and frozen custard, requires an investment of

$340,400 to $2,923,000, depending on land acquisition and building construction costs.
According to a study by FRANDATA Corporation and the International Franchise
Association, the average initial investment for a franchise (excluding real estate) is
$318,975. Omitting the hotel and motel industry (which typically require the highest initial
investments) produces an average initial franchise investment of $228,580.
16
Start-up costs for franchises often include a variety of fees. Most franchises impose a
franchise fee up front for the right to use the company name. Culvers charges a franchise
fee that ranges from $30,000 to $50,000, depending on the franchisees territory. Other fran-
chise start-up costs might include a location analysis, site purchase and preparation, con-
struction, signs, fixtures, equipment, management assistance, and training. Some franchise
fees include these costs, but others do not. For example, Closets by Design, a company that
designs and installs closet and garage organizers, entertainment centers, and home office
systems, charges a franchise fee ranging from $24,500 to $39,900, which includes both a
license for an exclusive territory and management training and support. Before signing any
contract, a prospective franchisee should determine the total cost of a franchise, something
every franchiser is required to disclose in item 10 of its Uniform Franchising Offering
Circular (see the Franchising and the Law section later in this chapter).
Franchisers also impose continuing royalty fees as revenue-sharing devices. The royalty
usually involves a percentage of gross sales with a required minimum, or a flat fee levied on
0%
60%
% Franchises Surviving
100%
70%
80%
90%
50%
40%
30%
20%
10%
P
e
r
c
e
n
t
a
g
e
o
f
B
u
s
i
n
e
s
s
e
s
S
u
r
v
i
v
i
n
g
New 1 2 3 4 5
Years in Business
6 7 8 9 10
% Independent Businesses Surviving
FIGURE 6.3
Success Rate Comparison
Source: Data compiled from the
National Federation of Independent
Businesses and the U.S. Department
of Commerce.
LEARNING OBJECTIVES
2B. Explain the drawbacks of
buying a franchise.
the franchise. (In fact, 82 percent of franchisers charge a royalty based on a percentage of fran-
chisees sales.
17
) Royalty fees range from 1 percent to 11 percent, although most franchises
assess a rate between 3 percent and 7 percent. The Atlanta Bread Company, for example,
charges franchisees a royalty of 5 percent of gross sales, which is payable weekly. These ongo-
ing royalties can increase a franchisees overhead expenses significantly. Because the fran-
chisers royalties and fees are calculated as a percentage of a franchisees sales, the franchiser
gets paid even if the franchisee fails to earn a profit. Sometimes unprepared franchisees dis-
cover (too late) that a franchisers royalties and fees are the equivalent of the normal profit
margin for a franchise. To avoid this problem, prospective franchisees should determine
exactly howmuch fees will be and then weigh the benefits of the services and benefits the fees
cover. One of the best ways to do this is to itemize what you are getting for your money and
then determine whether the cost is worth the benefits provided. Be sure to get the details on all
expensesthe amount, the timing of payments, and financing arrangements; find out which
items, if any, are included in the initial franchise fee and which ones are extra.
Strict Adherence to Standardized Operations
Although franchisees own their businesses, they do not have the autonomy that indepen-
dent owners have. To protect its public image, the franchiser requires that the franchisee
maintain certain operating standards. For instance, the McDonalds franchisees must oper-
ate their businesses by the franchise manual, which specifies nearly every detail of running
a franchise, including how many hamburger patties per pound of beef (10), how long to
toast a bun (17 seconds), and how much sanitizer to use when cleaning the milkshake
machine (1 packet for 2.5 gallons of water).
If a franchise constantly fails to meet the minimum standards established for the busi-
ness, the franchiser may terminate its license. Many franchisers determine compliance
with standards with periodic inspections and mystery shoppers. Mystery shoppers work
for a survey company and, although they look like any other customer, are trained to
observe and then later record on a checklist a franchises performance on key standards
such as cleanliness, speed of service, employees appearances and attitudes, and others.
McDonalds, a long-time user of mystery shoppers, even posts franchisees mystery shop-
pers scores on an internal Web site so that owners can compare their scores with regional
averages.
18
At times, strict adherence to franchise standards may become a burden to some
franchisees. A franchisee may believe that the written reports the franchiser demands
require an excessive amount of time or that enforcing specific rules that he or she thinks
are unfair is not in the best interest of his or her business.
Restrictions on Purchasing
In the interest of maintaining quality standards, franchisers may require franchisees to pur-
chase products, special equipment, or other items from the franchiser or from a list of
approved suppliers. For example, KFC requires that franchisees use only seasonings
blended by a particular company because a poor image could result from franchisees using
inferior products to cut costs. Under some conditions, such purchase arrangements may be
challenged in court as a violation of antitrust laws, but generally franchisers have a legal
right to ensure that franchisees maintain acceptable quality standards. A franchiser may
legally set the prices paid for the products it sells to franchisees but may not establish the
retail prices to be charged on products sold by the franchisee. A franchiser can suggest
retail prices for franchisees products and services but cannot force the franchisee to abide
by them. To do so would be a violation of the Robinson-Patman Act.
Limited Product Line
In most cases, the franchise agreement stipulates that the franchise can sell only those
products approved by the franchiser. Unless they are willing to risk the cancellation of their
licenses, franchisees must avoid selling any unapproved products through the franchise.
A franchise may be required to carry an unpopular product or be prevented from intro-
ducing a desirable one by the franchise agreement. A franchisees freedom to adapt a prod-
uct line to local market conditions is restricted. Some franchisers, however, actively solicit
innovations and product suggestions from their franchisees. David Brandon, CEO of
Dominos Pizza, says that the companys franchise system is like working with 1,350
entrepreneurs. One franchisee invented the Heatwave bag that Dominos delivery workers
use to keep pizzas piping hot, and another came up with the Spoodle, a combination spoon
and ladle that measures the exact amount of pizza sauce and spreads it quickly and evenly.
19
McDonalds
A McDonalds franchisee, Herb Peterson, created the
highly successful Egg McMuffin while experimenting with
a Teflon-coated egg ring that gave fried eggs rounded cor-
ners and a poached appearance. Peterson put his round
eggs on English muffins, adorned them with Canadian
bacon and melted cheese, and showed his creation to
McDonalds chief Ray Kroc. Kroc devoured two of them
and was sold on the idea when Petersons wife suggested
the catchy name. In 1975, McDonalds became the first
fast food franchise to open its doors for breakfast, and the
Egg McMuffin became a staple on the breakfast menu.
20
Contract Terms and Renewal
Because they are written by the franchisers attorneys, franchise contracts are always written
in favor of the franchiser. Some franchisers are willing to negotiate the terms of their contracts,
but many of the well-established franchisers are not because they knowthat they dont have to.
The franchise contract is extremely important because it governs the franchiserfranchisee
relationship over its life, which may last as long as 20 years. In fact, the average length of a
franchise contract is 10.3 years.
21
Yet one study conducted by the Federal Trade Commission
found that 40 percent of new franchisees signed their contracts without reading them!
22
Franchisees also should understand the terms and conditions under which they may
renew their franchise contracts at the expiration of the original agreement. In most cases,
franchisees are required to pay a renewal fee and to repair any deficiencies in their outlets
or to modernize and upgrade them.
Unsatisfactory Training Programs
A major benefit of purchasing a franchise is the training that the franchiser provides fran-
chisees so that they are able to run successful operations. The quality of franchise training
programs can vary dramatically, however. Many franchisees think they will get a lot of
training but find out its a one-week crash course, says Marko Grunhagen, a franchising
expert at Southern Illinois University.
23
Before signing on with a franchise, it is wise to find
out the details of the training program the franchiser provides to avoid unpleasant surprises.
Would-be franchisees must be wary of unscrupulous franchisers who promise exten-
sive services, advice, and assistance but deliver nothing. For example, one owner relied on
the franchiser to provide what had been described as an extensive, rigorous training pro-
gram after paying a handsome technical assistance fee. The program was nothing but a set
of pamphlets and do-it-yourself study guides. Other examples include impatient entrepre-
neurs who paid initial franchise fees without investigating the franchise and never heard
from the franchiser again. Although disclosure rules have reduced the severity of the prob-
lem, dishonest characters still thrive on unprepared prospective franchisees.
Market Saturation
Franchisees in fast-growing systems reap the benefits of the franchisers expanding reach,
but they also may encounter the downside of a franchisers aggressive growth strategy:
market saturation. As the owners of many fast food and yogurt and ice cream franchises
have discovered, market saturation is a very real danger. Subway, for example, grew from
just 166 outlets in 1981 to nearly 25,000 outlets today (and plans to have 30,000 locations
by 2010)!
24
Any franchise growing that rapidly runs the risk of having outlets so close
together that they cannibalize sales from one another. Although some franchisers offer
One of the advantages of owning
a franchise is the management
training and support the
franchiser offers franchisees.
These franchisees are learning
how to operate a McDonalds
restaurant at Hamburger
University, the companys
training facility in Oak Brook,
Illinois. Founded in 1961,
Hamburger University includes
19 full-time faculty members,
classroom space, an auditorium,
kitchen labs, service training
labs, and more.
franchisees territorial protection, others do not. Territorial encroachment has become a
hotly contested issue in franchising as growth-seeking franchisers have exhausted most of
the prime locations and are now setting up new franchises in close proximity to existing
ones. In some areas of the country, franchisees are upset, claiming that their markets are
oversaturated and their sales are suffering.
Less Freedom
When franchisees sign a contract, they agree to sell the franchisers product or service by
following its prescribed formula. This feature of franchising is the source of the systems
success, but it also gives many franchisees the feeling that they are reporting to a boss.
Franchisers want to ensure franchisees success, and most monitor their franchisees per-
formances closely to make sure franchisees follow the systems specifications.
Everything you do in a franchise will be dictated [by the franchiser] from the moment you
turn the key in the door in the morning, warns Eric Karp, a Boston attorney who teaches
franchising at Babson College.
25
Strict uniformity is the rule rather than the exception. There is no independence,
says one writer. Successful franchisees are happy prisoners.
26
As a result, highly inde-
pendent, go-my-own-way entrepreneurs often are frustrated with the basic go-by-the-
rules philosophy of franchising. Table 6.1 describes 10 myths of franchising.
TABLE 6.1 Ten Myths of Franchising
Myth #1. Franchising is the safest way to go into business because franchises
never fail.
Although the failure rate for franchises is lower than that of independent businesses, there are
no guarantees of success. Franchises canand dofail. Potential franchisees must exercise the
same degree of caution in judging the risk of a franchise as they would any other business.
Myth #2. Ill be able to open my franchise for less money than the franchiser
estimates.
Launching a business, including a franchise, normally takes more money and more time than
entrepreneurs estimate. Be prepared. One franchisee of a retail computer store advises, If a
franchiser tells you youll need $100,000 to get started, you better have $150,000.
Myth #3. The bigger the franchise organization, the more successful Ill be.
Bigger is not always better in the franchise business. Some of the largest franchise operations
are struggling to maintain their growth rates because the best locations are already taken and
their markets have become saturated. Market saturation is a significant problem for many large
franchises, and smaller franchises are accounting for much of the growth in the industry. Early
franchisees in new franchise systems often can negotiate better deals and receive more individ-
ual attention from the franchiser than those who purchase units in well-established systems.
Myth #4. Ill use 80 percent of the franchisers business system, but Ill improve on
it by substituting my experience and know-how.
When franchisees buy a franchise, they are buying, in essence, the franchisers experience and
knowledge. Why pay all of that money to a franchiser if you arent willing to use their system?
When franchisers screen potential franchisees, they look for people who are willing to fit into
their systems rather than fiercely independent entrepreneurs. [Franchisers] have spent years
building the company, says Jeff Elgin, founder of FranChoice, a franchise referral consulting
firm. They dont want someone who will come in and try to innovate because that produces
chaos. Ideally, franchisers look for franchisees who exhibit a balance between the free-wheel-
ing entrepreneurial spirit and a system-focused approach.
Myth #5. All franchises are basically the same.
Each franchise has its own unique personality, requirements, procedures, and culture. Naturally,
some will suit you better than others. Avoid the tendency to select the franchise that offers the
lowest cost. If the franchise does not fit your needs, it is not a bargain, no matter how inexpen-
sive it is. Ask the franchiser and existing franchisees lots of questions to determine how well
you will fit into the system. One of the best ways to get a feel for a franchises personality is to
work in a unit for a time.
Myth #6. I dont have to be a hands-on manager. I can be an absentee owner and
still be very successful.
Most franchisers shy away from absentee owners, and some simply do not allow them in their
systems at all. They know that franchise success requires lots of hands-on attention, and the
franchise owner is the best person to provide that.
Myth #7. Anyone can be a satisfied, successful franchise owner.
With more than 3,000 franchises to choose from, the odds of finding a franchise that appeals to
your tastes is high. However, not everyone is cut out to be a franchisee. Those free spirits who
insist on doing things their way most likely will be miserable in a franchise.
Myth #8. Franchising is the cheapest way to get into business for yourself.
Although bargains do exist in franchising, the price tag for buying into some well-established sys-
tems is breathtaking, sometimes running more than $1 million. Franchisers look for candidates
who are on solid financial footing.
Myth #9. The franchiser will solve my business problems for me; after all, thats
why I pay an ongoing royalty.
Although franchisers offer franchisees start-up and ongoing training programs, they will not
run their franchisees businesses for them. As a franchisee, your job is to take the formula that
the franchiser has developed and make it work in your location. Expect to solve many of your
own problems.
Myth #10. Once I open my franchise, Ill be able to run things the way I want to.
Franchisees are not free to run their businesses as they see fit. Every franchisee signs a contract
that requires him or her to run the business according to the franchisers requirements.
Franchisees who violate the terms of that agreement run the risk of having their franchise rela-
tionship terminated.
Sources: Adapted from April Y. Pennington, The Right Stuff, Entrepreneur B.Y.O.B., September 2004,
pp. 90100; Andrew A. Caffey, Theres More to a Franchise. Than Meets the Eye, Entrepreneur, May
1998, http://www.entrepreneur.com/article/0,4621,228443,00.html; Andrew A. Caffey, Myth vs.
Reality, Entrepreneur, October 1998, http://www.entrepreneur.com/mag/article/0,1539,229435.
00.html; Chieh Chieng, Do You Want to Know a Secret? Entrepreneur, January 1999,
pp. 174178; Ten Most Common Mistakes Made by Franchise Buyers, Franchise Doctor,
www.franchisedoc.com/mistakes.html; Devlin Smith, The Sure Thing, Entrepreneur B.Y.O.B.,
May 2004, p. 100.
TABLE 6.1 Contiunued
For 29 years, Jan Lee had thrived in the corporate
environment at international giant IBM. When she
decided that it was time for a career change, she knew
she wanted to work in something completely different
from the computer industry. She also knew that she had
grown accustomed to having the support and guidance
of a management team throughout her career and
wanted that assistance to continue. Thats why a fran-
chise seemed to be the ideal solution for her second
career. After evaluating several franchise opportunities,
Lee decided to open a Slender Lady diet and exercise
outlet near her home in Hawthorn Woods, Illinois, a
Chicago suburb. I was attracted to this business
because it was about helping people, especially women,
be healthier, she says.
A Cautionary Tale
Lee paid a $30,000 franchise fee and began getting
her business ready to open. The franchiser also con-
vinced Lee to reserve five other franchise territories in
the surrounding area at a cost of $5,000 each so that
she could open franchises there once she was able to
get her initial location established. Lee soon discovered
that the $30,000 franchise fee she paid for her first out-
let was just the tip of the iceberg. She paid $40,000 to
land a storefront location in an upscale mall that
attracted many of her target customers. Signs and
dcor cost Lee another $9,000, and other expenses that
she had not expected constantly cropped up. Even the
music youre supposed to play had to be downloaded
from a certain source, and that cost extra, she says.
There was one expense after another that wasnt men-
tioned in the initial estimates$10,000 in advertising,
then payroll taxesor payroll period. To get new cus-
tomers, I had to hire a salesperson, who cost me $2,500
a month. That wasnt mentioned anywhere.
Lee was expecting to get lots of support from the
franchiser, but she says that the company provided her
with very little management and marketing assistance.
She says the franchisers idea of marketing was to use
drop boxes located in nearby businesses, into which
prospective customers could deposit information cards.
Lee found the boxes to be of little value to her fran-
chises marketing efforts. Theyd be full of gum wrap-
pers, she says. When she contacted the franchiser
about the problems she was encountering, she says
their response was, Keep using the drop boxes.
As time went on and expenses mounted, Lee ran
through the entire $100,000 she had saved from work-
ing at IBM. She took out a home equity loan to keep her
franchise afloat, but by then a new Curves franchise
had opened nearby, and new customers were increas-
ingly more difficult to come by. Just as she did in her
corporate career when things got tough, Lee responded
by working harder and longer. She was spending 12
hours per day on the phone contacting people who had
signed up as customers and then dropped out.
Nothing in my corporate life prepared me for this,
she says. I was exhausted and depressed all the time.
Lee soon hit the cap on her home equity line of
credit, but because her franchise was operating at a
loss, she could not afford to repay the loan. She was
about to lose her home, and her marriage was failing. A
few months later, Lee signed the franchise over to one
of her employees for $1. I just wanted out, she says.
When Lee called the Slender Lady headquarters to
ask about getting a refund on the $25,000 she had put
up to reserve the right to develop the other five territo-
ries, the franchiser declined. She learned that her
options had expired and that the franchiser already had
sold two of the territories to other franchisees. Bruce
Sharpe, CEO of Slender Lady, says, There is a time limit
clearly stated in the contract. If you dont use the terri-
tory within 12 months, you lose it, and you dont get a
refund because you have tied up that territory for that
time.
Lee admits that she learned a valuableand expen-
sivelesson. Those who have succeeded at franchising
emphasize the importance of researching the franchise
opportunity and the potential for the market you are
considering entering before taking the plunge. Before
Terry Tryon, a 30-year veteran of the insurance industry,
purchased a Tutor Time daycare franchise in
Wyomissing, Pennsylvania, he investigated the fran-
chiser and the local market thoroughly. I looked at sta-
tistics on the rising need for child care in two-income
families, and then I looked at this part of Pennsylvania
to see what demand was and who my competitors were
likely to be, says Tryon. A gut feeling is fine, but the
more knowledge you have, the better off you are. I also
talked to lots of other franchisees, some of whom had
succeeded and some of whom had failed. I got more
insights from the ones who failed.
1. What should Jan Lee have done differently before
purchasing her Slender Lady franchise?
2. Suppose that a friend tells you that he is consider-
ing purchasing a franchise and asks for your advice
about the steps he should take to ensure that he
makes the right decision. What would you tell him?
3. Summarize the advantages and disadvantages
your friend is likely to experience if he buys a
franchise.
Source: Adapted from Anne Fisher, Risk Reward, FSB, December
2005/January 2006, pp. 4561
Franchising and the Law
The franchising boom spearheaded by McDonalds and others in the late 1950s brought
with it many prime investment opportunities. However, the explosion of legitimate fran-
chises also ushered in with it numerous fly-by-night franchisers who defrauded their fran-
chisees. By the 1970s, franchising was rife with fraudulent practitioners. Thousands of
LEARNING OBJECTIVES
3. Explain the laws covering
franchise purchases.
people lost millions of dollars to criminals and unscrupulous operators who sold flawed
business concepts and phantom franchises to unsuspecting investors. In an effort to control
the rampant fraud in the industry and the potential for deception inherent in a franchise
relationship, California in 1971 enacted the first Franchise Investment Law. The law (and
those of 16 other states that have since passed similar laws) requires franchisers to register
a Uniform Franchise Offering Circular (UFOC) and deliver a copy to prospective fran-
chisees before any offer or sale of a franchise. The UFOC establishes full disclosure guide-
lines for any company selling franchises.
In October 1979, the Federal Trade Commission (FTC) enacted the Trade
Regulation Rule, requiring all franchisers to disclose detailed information on their oper-
ations at the first personal meeting, at least 10 days before a franchise contract is signed,
or before any money is paid. The FTC rule covers all franchisers, even those in the 33
states lacking franchise disclosure laws. The purpose of the regulation is to assist the
potential franchisees investigation of the franchise deal and to introduce consistency
into the franchisers disclosure statements. In 1994, the FTC modified the requirements
for the UFOC, making more information available to prospective franchisees and mak-
ing the document shorter and easier to read and understand. The FTCs philosophy is not
so much to prosecute abusers as to provide information to prospective franchisees and
help them to make intelligent decisions. Although the FTC requires each franchiser to
provide a potential franchisee with this information, it does not verify its accuracy.
Prospective franchisees should use these data only as a starting point for the investiga-
tion. The Trade Regulation Rule requires a franchiser to include 23 major topics in its
disclosure statement:
1. Information identifying the franchiser and its affiliates and describing their business
experience and the franchises being sold.
2. Information identifying and describing the business experience of each of the fran-
chisers officers, directors, and managers responsible for the franchise program.
3. A description of the lawsuits in which the franchiser and its officers, directors, and
managers have been involved. Although most franchisers will have been involved in
some type of litigation, an excessive number of lawsuits, particularly if they relate to
the same problem, is alarming. Another red flag is an excessive number of lawsuits
brought against the franchiser by franchisees. The history of the litigation will tell
you the future of your relationship with the franchiser, says the founder of a maid-
service franchise.
27
4. Information about any bankruptcies in which the franchiser and its officers, directors,
and managers have been involved.
5. Information about the initial franchise fee and other payments required to obtain the
franchise, the intended use of the fees, and the conditions under which the fees are
refundable.
6. A description of any continuing payments franchisees are required to make after
start-up, including royalties, service fees, training fees, lease payments, advertising
or marketing charges, and others.
7. A detailed description of the typical total initial investment a franchisee must make
and how and to whom these payments are made. The categories covered are the ini-
tial franchise fee, equipment, opening inventory, initial advertising fee, signs, train-
ing, real estate, working capital, legal, accounting, and utilities. These estimates, usu-
ally stated in the form of a range of numbers, give prospective franchisees an idea of
how much their total start-up costs will be.
8. Information about quality requirements of goods, services, equipment, supplies,
inventory, and other items used in the franchise and where franchisees may purchase
them, including required purchases from the franchiser.
9. A statement (in tabular form) of the franchisees obligations under the franchise con-
tract, including items such as site selecting a site, paying fees, maintaining quality
standards, keeping records, transferring or renewing the franchise relationship, and
others.
Uniform Franchise Offering
Circular (UFOC)
a document that every franchiser is
required by law to give prospective
franchisees before any offer or sale
of a franchise; it outlines 23
important pieces of information.
10. A description of any financial assistance available from the franchiser in the purchase
of the franchise. Although many franchisers do not offer direct financial assistance to
franchisees, they may have special arrangements with lenders who help franchisees
find financing.
11. A description of all obligations the franchiser must fulfill in helping a franchisee
prepare to open and operate a unit. Typically the longest section in the document,
this segment includes information covering location selection methods and the train-
ing program that the franchiser offers franchisees. In addition to the training that
they provide new franchisees, many franchisers offer help with a grand opening for
each outlet and on-site management assistance for a short time to get franchisees
started.
12. A description of any territorial protection that the franchise receives and a statement
as to whether the franchiser may locate a company-owned store or other franchised
outlet in that territory. Given the controversy in many franchises over market satura-
tion, franchisees should pay close attention to this section.
13. All relevant information about the franchisers trademarks, service marks, trade
names, logos, and commercial symbols, including where they are registered.
Prospective franchisees should look for a strong trade or service mark that is regis-
tered with the U.S. Patent and Trademark Office.
14. Similar information on any patents, copyrights, and proprietary processes the fran-
chiser owns and the rights franchisees have to use them.
15. A description of the extent to which franchisees must participate personally in the
operation of the franchise. Many franchisers look for hands-on franchisees and dis-
courage or even prohibit absentee owners.
16. A description of any restrictions placed on the goods or services that franchises are
permitted to sell and with whom franchisees may deal. The agreement usually
restricts franchisees to selling only those items approved by the franchiser.
17. A description of the conditions under which the franchise may be repurchased or
refused renewal by the franchiser, transferred to a third party by the franchisee, and
terminated or modified by either party. This section also addresses the method estab-
lished for resolving disputes.
18. A description of the involvement of celebrities and public figures in the franchise.
19. A complete statement of the basis for any earnings claims made to the franchisee,
including the percentage of existing franchises that have actually achieved the results
that are claimed. New rules put two requirements on franchisers making earnings
claims: (1) Any earnings claim must be included in the UFOC, and (2) the claim
must have a reasonable basis at the time it is made. However, franchisers are not
required to make any earnings claims at all; in fact, most franchisers do not, primar-
ily because of liability concerns about committing such numbers to paper.
20. System-wide statistical information about the present number of franchises; the num-
ber of franchises projected for the future; the number of franchises terminated; the
number the franchiser has not renewed; the number repurchased in the past; and a list
of the names and addresses (organized by state) of other franchisees in the system
and of those who have left the system within the last year. Contacting some of the
franchisees who have left the system can alert would-be franchisees to potential
problems with the franchise.
21. The franchisers financial statements.
22. A copy of all franchise and other contracts (leases, purchase agreements, etc.) that
the franchisee will be required to sign.
23. A standardized, detachable receipt to prove that the prospective franchisee received
a copy of the UFOC.
The information contained in the UFOC does not fully protect a potential franchise
from deception, nor does it guarantee success. It does, however, provide enough informa-
tion to begin a thorough investigation of the franchiser and the franchise deal, and prospec-
tive franchisees should use it to their advantage.
Honey, I think Ive found it! said Joe Willingham
to his wife, Allie, as he rushed through the door. This is
just what Ive been looking for, and just in time, too. My
severance package from the company runs out next
month. The man said that if we invested in this fran-
chise now, we could be bringing in good money by
then. Its that easy!
Allie knew that Joe had been working hard at find-
ing another job since he had become a victim of his
companys latest downsizing, but that jobs were scarce
even for someone with his managerial experience and
background in manufacturing. Nobody wants to hire a
51-year-old man with experience when they can hire
23-year-old college graduates at less than half the salary
and teach them what they need to know, Joe told her
after months of fruitless job hunting. Thats when Joe
got the idea of setting up his own business. Rather than
start an independent business from scratch, Joe felt
more comfortable, given his 26-year corporate career,
opening a franchise. A franchiser can give me the sup-
port I need, he told Allie.
Tell me about this franchise, Allie said.
Its a phenomenal opportunity for us, Joe said,
barely able to contain his excitement. I saw this booth
for American Speedy Print at the Business Expo this
morning. There were all kinds of franchises represented
there, but this one really caught my eye, Joe said as he
pulled a rather plain-looking photocopy of a brochure
from his briefcase.
Is that their brochure? asked Allie.
Well, the company is growing so fast that they
have temporarily run out of their normal literature. This
is just temporary.
Oh . . . You would think that a printing franchise
could print flashier brochures even on short notice, but I
guess . . . , said Allie.
The main thing is the profit potential this business
has, said Joe. I met one of their franchisees. I tell you
the guy was wearing a $2,000 suit if ever there was
one, and he had expensive jewelry dripping from his fin-
gers. Hes making a mint with this franchise, and he said
we could too!
Joe continued, With the severance package I have
from the company, we could pay the $10,000 franchise
fee and lease most of the equipment we need to get
started. Itll take every penny of my package, but, hey,
its an investment in our future. The representative said
the company would help us with our grand opening,
and would help us compile a list of potential cus-
tomers.
What would you print? asked Allie.
Anything! said Joe. The franchisee I talked to
does fliers, posters, booklets, newsletters, advertising
pieces . . . you name it!
Oh my! It seems like youd need lots of specialized
equipment to do all of that. How much does the total
franchise package cost? asked Allie.
Well, Im not exactly sure. He never gave me an
exact figure, but we can lease all the equipment we
need from the franchiser!
Is this all of the material they gave you? I thought
franchisers were supposed to have some kind of infor-
mation packet to give to people. said Allie.
Yeah, I asked him about that, said Joe. He said
that American Speedy Print is just a small franchise.
Theyd rather put their money into building a business
and helping their franchisees succeed than into useless
paperwork that nobody reads anyway. It makes sense to
me.
I guess so . . . , Allie said reluctantly.
I think we need to take this opportunity, Hon,
Joe said, with a look that spoke of determination and
enthusiasm. Besides, he said that there was another
couple in this county that is already looking at this fran-
chise, and that the company will license only one fran-
chisee in this area. They dont want to saturate the
market. He thinks they may take it. I think we have to
move on this now, or well lose the opportunity of a
lifetime.
Allie had not seen Joe exhibit this much enthusiasm
and excitement for anything since he had lost his job at
the plant. Piles of rejection letters from his job search
had sapped Joes zest for life. Allie was glad to see the
old Joe return, but she still had her doubts about the
franchise opportunity Joe was describing.
The Opportunity of a Lifetime
It might just be the opportunity of a lifetime, Joe,
she said. But dont you think we need to find out a lit-
tle more about this franchise before we invest that
much money? I mean . . .
Hon, Id love to do that, but like the man said, we
may miss out on the opportunity of a lifetime if we
dont sign today. I think weve got to move on this thing
now!
1. What advice would you offer Joe about investing
in this franchise? Explain.
2. Map out a plan for Joe to use in finding the right
franchise for him. What can Joe do to protect him-
self from making a bad franchise investment?
3. Summarize the advantages and disadvantages Joe
can expect if he buys a franchise.
The Right Way to Buy a Franchise
The UFOC is a powerful tool designed to help would-be franchisees select the franchise
that is right for them and to avoid being duped by dishonest franchisers. The best defenses
a prospective entrepreneur has against unscrupulous franchisers are preparation, common
sense, and patience. By investigating thoroughly before investing in a franchise, a potential
franchisee minimizes the risk of being hoodwinked into a nonexistent business. Asking the
right questions and resisting the urge to rush into an investment decision helps a potential
franchisee avoid being taken by unscrupulous operators.
Despite the protection the UFOC offers, potential franchisees must beware because
franchise fraud still exists in this rapidly growing field. Dishonest franchisers tend to fol-
low certain patterns, and well-prepared franchisees who know what to look for can avoid
trouble. The following clues should arouse the suspicion of an entrepreneur about to invest
in a franchise:
Claims that the franchise contract is a standard one and that you dont need to
read it.
A franchiser who fails to give you a copy of the required disclosure document at your
first face-to-face meeting.
A marginally successful prototype store or no prototype at all.
A poorly prepared operations manual outlining the franchise system or no manual (or
system) at all.
Oral promises of future earnings without written documentation.
A high franchisee turnover rate or a high termination rate.
An unusual amount of litigation brought against the franchiser.
Attempts to discourage you from allowing an attorney to evaluate the franchise
contract before you sign it.
No written documentation to support claims and promises.
A high-pressure salesign the contract now or lose the opportunity.
Claiming to be exempt from federal laws requiring complete disclosure of franchise
details.
Get-rich-quick schemes, promises of huge profits with only minimum effort.
Reluctance to provide a list of present franchisees for you to interview.
Evasive, vague answers to your questions about the franchise and its operation.
LEARNING OBJECTIVES
4. Discuss the right way to buy a
franchise.
Westcool Snacks and
Beverages
The New York Attorney Generals office recently prosecuted the perpetrators of a franchise
scam that cost unsuspecting franchisees more than $900,000 and caused two franchisees to
declare bankruptcy. The owners of Westcool Snacks and Beverages failed to register their
franchise offering with the state and to provide copies of the franchise offering circular to
prospective franchisees. They also made unsupported claims that franchisees would earn up
to $780,000 a year selling the companys exclusive line of snacks and beverages (which never
materialized). The franchisees, who paid between $20,000 and $50,000 each, lost all of their
money when the franchiser failed to deliver on its promises.
28
Not every franchise horror story is the result of dishonest franchisers. More often
than not, the problems that arise in franchising have more to do with franchisees who buy
legitimate franchises without proper research and analysis. They end up in businesses they
dont enjoy and that they are not well suited to operate. How can you avoid this mistake?
The following steps will help you to make the right choice:
Evaluate Yourself
Before looking at any franchise, entrepreneurs should study their own traits, goals, experi-
ence, likes, dislikes, risk orientation, income requirements, time and family commitments,
and other characteristics. Will you be comfortable working in a structured environment?
What kinds of franchises fit your desired lifestyle? In what region of the country or world
do you want to live and work? What is your ideal job description? Knowing what you
enjoy doing (and what you dont want to do) will help you to narrow your search. The goal
is to find the franchise that is rightfor you! One characteristic successful franchisees
have in common is that they genuinely enjoy their work. Table 6.2 provides a checklist for
prospective franchisees to help them to evaluate their franchise potential.
Research Your Market
Before shopping for a franchise, research the market in the area you plan to serve. How fast
is the overall area growing? In which areas is that growth occurring fastest? Investing some
time at the library developing a profile of the customers in your target area is essential;
otherwise, you will be flying blind. Who are your potential customers? What are their
TABLE 6.2 Evaluate Yourself before Buying a Franchise
Your Abilities
Does the franchise require technical experience or relevant education, such as auto repair,
home and office decorating, or tax preperation?
What skills do you have? Do you have computer, bookkeeping, or other technical skills?
What specialized knowledge or talents can you bring to a business?
Have you ever owned or managed a business?
Year Goals
What are your goals?
Do you require a specific level of annual income?
Are you interested in pursuing a particular field?
Are you interested in retail sales or performing a service?
How many hours are you willing to work?
Do you want to operate the business yourself or hire a manager?
Will franchise ownership be your primary source of income or will it supplement your cur-
rent income?
Would you be happy operating the business for the next 20 years?
Would you like to own several outlets or only one?
Your Investment
How much money do you have to invest?
How much money can you afford to lose?
Will you purchase the franchise by yourself or with partners?
Will you need financing and, if so, where can you obtain it?
Do you have a favorable credit rating?
Do you have savings or additional income to live on while starting your franchise?
Sources: Consumer Guide to Buying a Franchise, Federal Trade Commission, Washington, DC,
http://www.business.gov/phases/launching/buy_franchise/consumer_guide.html.
characteristics? What are their income and education levels? What kinds of products and
services do they buy? What gaps exist in the market? These gaps represent potential fran-
chise opportunities for you. Market research also should confirm that a franchise is not
merely part of a fad that will quickly fade. Steering clear of fads and into long-term trends
is one way to sustain the success of a franchise. Before Papa Johns Pizza allows fran-
chisees to open a franchise, the company requires them to spend six months to a year eval-
uating the market potential of the local area. We dont just move into an area and open up
200 stores, says one manager. We do it one store at a time.
29
Consider Your Franchise Options
Small business magazines (and their Web sites) such as Entrepreneur, Inc., FSB, and oth-
ers devote at least one issue to franchising, in which they often list hundreds of franchises.
These guides can help you to find a suitable franchise within your price range. The Web is
another valuable tool for gathering information on franchises. The Web site of organiza-
tions such as the International Franchise Association, the American Association of
Franchisees and Dealers, the Canadian Franchise Association, and others offer valuable
resources and advice for prospective franchisees. In addition, many cities host franchise
trade shows throughout the year where hundreds of franchisers gather to sell their fran-
chises. Attending one of these franchise showcases is a convenient, efficient way to collect
information about a variety of available opportunities.
Get a Copy of the Franchisers UFOC
Once you narrow down your franchise choices, you should contact each franchise and get
a copy of its UFOC. Then read it! This document is an important tool in your search for the
right franchise, and you should make the most of it. When evaluating a franchise opportu-
nity, what should a potential franchisee look for? Although there is never a guarantee of
success, the following characteristics make a franchise stand out:
A unique concept or marketing approach. Me-too franchises are no more success-
ful than me-too independent businesses. Pizza franchiser Papa Johns has achieved
an impressive growth rate by emphasizing the quality of its ingredients, while
Dominos is known for its fast delivery.
Profitability. A franchiser should have a track record of profitability and so should its
franchisees. If a franchiser is not profitable, its franchisees are not likely to be either.
Franchisees who follow the business format should expect to earn a reasonable rate
of return.
A registered trademark. Name recognition is difficult to achieve without a well-

known and protected trademark.
A business system that works. A franchiser should have in place a system that is effi-
cient and is well documented in its manuals.
A solid training program. One of the most valuable components of a franchise sys-
tem is the training that it offers franchisees. The system should be relatively easy to
teach.
Affordability. A franchisee should not have to take on an excessive amount of debt to

purchase a franchise. Being forced to borrow too much money to open a franchise
outlet can doom a business from the outset. Respectable franchisers verify prospec-
tive franchisees financial qualifications as part of the screening process.
A positive relationship with franchisees. The most successful franchises are those
that see their franchisees as partners . . . and treat them accordingly.
The UFOC covers the 23 items discussed in the previous section and includes a copy
of the companys franchise agreement and any contracts accompanying it. Although the
law requires a UFOC to be written in plain English rather than legalese, it is best to have
an attorney experienced in franchising to review the UFOC and discuss its provisions
with you. Watch for clauses that give the franchiser absolute control and discretion. The
franchise contract summarizes the details that will govern the franchiserfranchisee
relationship over its life. It outlines exactly the rights and the obligations of each party and
sets the guidelines that govern the franchise relationship. Because franchise contracts typ-
ically are long term (50 percent run for 15 years or more), it is extremely important for
prospective franchisees to understand their terms before they sign them.
One of the most revealing items in the UFOC is the franchisee turnover rate, the rate
at which franchisees leave the system. If the turnover rate is less than 5 percent, the fran-
chise is probably sound. However, a franchise turnover rate approaching 20 percent is a
sign of serious, underlying problems in a franchise. Satisfied franchisees are not inclined
to leave a successful system.
Another important aspect of investigating a potential franchise is judging how well
you fit into the company culture. Unfortunately, the UFOC isnt much help here. The best
way to determine this is to actually work for a unit for a time (even if its without pay).
Doing so not only gives prospective franchisees valuable insight into the company culture,
but it also enables them to determine how much they enjoy the daily activities involved in
operating the franchise. Many people dont do enough research, digging into what a com-
pany is about, what they believe in, what theyre trying to accomplish, and whether they
will fit into the culture, says Kevin Hogan, a consultant who works with the Whattaburger
franchise.
30
Talk to Existing Franchisees
One of the best ways to evaluate the reputation of a franchiser is to interview (in person, if
possible) several franchise owners who have been in business at least one year about the
positive and the negative features of the agreement and whether the franchiser delivered
what was promised. Did the franchise estimate their start-up costs accurately? Do they get
the support the franchiser promised them? Was the training the franchiser provided help-
ful? How long did it take to reach the break-even point? Have they incurred any unex-
pected expenses? What risks are involved in purchasing a franchise? Has the franchise met
their expectations concerning sales, profitability, and return on investment? What is
involved in operating the franchise on a typical day? Knowing what they know now, would
they buy the franchise again?
franchisee turnover rate
the rate at which franchisees leave
a franchise system.
Ranch 1
Bob Phillips, a CPA looking to make a career change, wanted to make sure that he pur-
chased the right franchise, so he invested time poring over the UFOCs he had collected
from the dozen franchises that interested him. Rather than rely on the documents alone
to judge the franchises, Phillips made calls to franchisees that he randomly selected from
the lists included in the UFOCs (item 20). His conversations with franchisees convinced
him that Ranch 1, a chain of fast food grilled chicken stores, was the best choice for him.
Almost every one wanted a second location, he says. Thats indicative of a healthy
franchise system. Phillips is convinced that his thorough research led him to the right
franchise. Today he owns two Ranch 1 franchises that generate more than $2 million in
sales, and he plans to open eight more outlets within three years.
31
Interviewing past franchisees to get their perspectives on the franchiserfranchisee
relationship is also helpful. Why did they leave? Franchisees of some companies have
formed associations, which might provide prospective franchisees with valuable informa-
tion. Other sources of information include the American Association of Franchisees and
Dealers, the American Franchise Association, and the International Franchise Association.
Ask the Franchiser Some Tough Questions
Take the time to ask the franchiser questions about the company and its relationship with
its franchisees. You will be in this relationship a long time, and you need to know as much
about it as you possibly can beforehand. What is its philosophy concerning the relation-
ship? What is the company culture like? How much input do franchisees have into the sys-
tem? What are the franchises future expansion plans? How will they affect your franchise?
Are you entitled to an exclusive territory? Under what circumstances can either party
terminate the franchise agreement? What happens if you decide to sell your franchise in
the future? Under what circumstances would you not be entitled to renew the agreement?
What kind of earnings can you expect? (If the franchiser made no earnings claims in item
19 of the UFOC, why not?) Does the franchiser have a well-formulated strategic plan?
How many franchisees own multiple outlets? (A significant percentage of multiple-unit
franchisees is a good sign that a franchises brand name and business system are strong.)
Has the franchiser terminated any franchisees contracts? If so, why? Have any franchisees
failed? If so, why? How are disputes between the franchiser and franchisees settled?
Make Your Choice
The first lesson in franchising is, Do your homework before you get out your checkbook.
Once you have done your research, you can make an informed choice about which fran-
chise is right for you. Then it is time to put together a solid business plan that will serve as
your road map to success in the franchise you have selected. The plan is also a valuable
tool to use as you arrange the financing for your franchise.
Appendix A at the end of this chapter offers a checklist of questions a potential fran-
chisee should ask before entering into any franchise agreement.
Select the Ideal Franchise
For You!
After working extra hours and many weekends as a
buyer in the retail industry, Gina Frerich began to think
that she should be the beneficiary of her hard work
rather than some corporate giant. She was confident
that her work ethic and business experience would help
her succeed in business, but because she did not know
how to launch a business from scratch, Frerich began
looking at franchises as the gateway to business owner-
ship. Franchises already have the proven product, they
do marketing, and, [sometimes] they provide a lot of
training and support, she says. Following is a chronicle
of how Frerich made her franchise selection and lessons
that every prospective franchisee can learn from her
experience.
Lesson 1. Dont be in a rush; start with a
self-evaluation and then research the
most suitable franchise opportunities
thoroughly. After examining the activities and
work that she enjoyed most, Frerich decided that
she did not want a franchise in the clothing or
fashion business. Over the course of a year, she
and her husband, Kevin, considered their franchise
options. Frerich did not rush into a decision; she
and Kevin spent more than two years studying and
researching before narrowing their choice down to
an ice cream franchise.
Lesson 2. Use the power of the internet in
your research. From their New Jersey home, the
Frerichs used the Internet to research several fran-
chise operations in the retail ice cream industry.
Based on the research, Gina was intrigued by the
Gina Frerich evaluated many franchise options before deciding to
purchase a Stone Cold Creamery francise. What steps should
entrepreneurs who are considering buying a franchise take to make
sure their choice is the right one?
Cold Stone Creamery franchise, a retail ice cream
shop that features freshly made ice cream to which
customers can add a multitude of toppings.
Because the chain had not yet established any out-
lets in the New Jersey area, Frerich did almost all of
her preliminary research online. It wasnt until she
was visiting family in San Diego that she actually
went into a Cold Stone Creamery franchise and
tasted the product. That visit confirmed all of her
research about the franchise, clinching the deci-
sion. I called my husband and said, You know
that Cold Stone [concept] we were looking at? I
just had it, and its amazing super-premium ice
cream. It was so good.
Lesson 3. Review the Uniform Franchise
Offering Circular (UFOC) with the help of
an experienced attorney. Frerich found the
franchisers UFOC to be an extremely useful, com-
prehensive document. Poring over the document
alone can be frustrating, however, because it cov-
ers so much. The typical UFOC is about the size
of a telephone book, says Eric Karp, an attorney
who teaches franchising courses at Babson
College. It is enormously complex because it is so
multifaceted. Karp says that some franchisees are
so overwhelmed by the size of the UFOC that they
make the mistake of not reading it at all.
Lesson 4. Dont be shy about asking LOTS
of questions. When Frerich returned from San
Diego, she contacted the Cold Stone Creamery
headquarters in Scottsdale, Arizona, and asked
plenty of questions. She was excited to hear that
the company was about to open a flagship store in
New York Citys Times Square. Frerich thought that
opening this high-profile store would increase the
awareness of the Cold Stone Creamery brand
name in the Northeast, benefiting any stores that
she might open in nearby New Jersey. She submit-
ted her official application to become a Cold Stone
Creamery franchisee.
In the meantime, of course, the franchiser was eval-
uating Frerich to make sure that she met the com-
panys criteria for its franchisees. The Creamery is
very selective [to] whom they award franchises,
she explains. They had to make sure it was the
right fit.
Lesson 5. Talk to existing franchisees
about what its like to operate a
franchise. Frerich was able to attend the Cold
Stone Creamery annual franchise convention, a
gathering of franchisees from all across the
country. The convention was a prime opportunity
for Frerich to spend a week talking to lots of vet-
eran franchisees about the advantages and the
disadvantages of owning and operating a Cold
Stone Creamery franchise. It was one of the
greatest experiences throughout this adventure,
she says.
Lesson 6. Take an active role in the
training program. After attending the
convention, Frerich enrolled in the franchisers Ice
Cream University in Scottsdale, where she spent
two weeks immersed in the details of making ice
cream and running a successful franchise. The
course involved both classroom instruction and
hands-on experience operating a real store. Most
evenings she spent studying for the final exam,
which paid off when Frerich made the highest
score on the exam, garnering her Scoopa Cum
Laude status. Franchisees must recognize that
they are paying the franchiser to train them to
operate their outlets successfully and it is their
responsibility to make the most of the opportu-
nity to learn.
Lesson 7. Utilize the franchisers
experience and support. Smart franchisees
use their franchisers experience to their benefit.
For instance, Stone Cold Creamery helped Frerich
with one of the most important tasks in retail
operations: finding an ideal location for her store.
She also drew on the franchisers support when it
came to hiring and training her staff.
Despite Frerichs thorough analysis, research, and
preparation, opening day for her franchise brought
unexpected challenges. A walk-in freezer went into
defrost mode and refused to come out, posing a huge
threat to the stores inventory of freshly made ice cream.
Despite the glitch, Frerichs grand opening was a suc-
cess, as is her store, whose sales exceeded the chains
average unit volume of $375,000 within two years.
Although some days are stressful, Frerich believes that
franchising was the right choice for her. In fact, she
already has opened two more Stone Cold Creamery
franchises, one in Madison and the other in Summit,
New Jersey.
Sources: Adapted from Franchisee Profiles, Cold Stone Creamery,
http://www.coldstonecreamery.com/images/news/Franchisee_Profiles_
737.pdf; Anne Fisher, Risk Reward, FSB, December 2005/January
2006, pp. 4561; Nichole L. Torres, The Inside Scoop, Entrepreneur,
January 2005, pp. 96102.
Trends Shaping Franchising
Franchising has experienced three major growth waves since its beginning. The first wave
occurred in the early 1970s when fast food restaurants used the concept to grow rapidly.
The fast food industry was one of the first to discover the power of franchising, but other
businesses soon took notice and adapted the franchising concept to their industries. The
second wave took place in the mid-1980s as the U.S. economy shifted heavily toward the
service sector. Franchises followed suit, springing up in every service business imaginable
from maid services and copy centers to mailing services and real estate. The third wave
began in the early 1990s and continues today. It is characterized by new, low-cost fran-
chises that focus on specific market niches. In the wake of major corporate downsizing and
the burgeoning costs of traditional franchises, these new franchises allow would-be entre-
preneurs to get into proven businesses faster and at lower costs. These companies feature
start-up costs in the $2,000 to $250,000 range and span a variety of industriesfrom leak
detection in homes and auto detailing to daycare and tile glazing.
Other significant trends affecting franchising include the following.
Changing Face of Franchisees
Franchisees today are better educated, are more sophisticated, have more business acumen,
and are more financially secure than those of just 20 years ago. Franchising is attracting
skilled, experienced businesspeople whose goal is to own multiple outlets that cover entire
states or regions. Many of them are former corporate managerseither corporate castoffs
or corporate dropoutslooking for a new start on a more meaningful and rewarding
career. They have the financial resources, management skills and experience, and motiva-
tion to operate their franchises successfully.
LEARNING OBJECTIVES
5. Outline the major trends
shaping franchising.
Bevinco
After spending 23 years with a large financial services company, Marc Weinbergs job was
eliminated in a corporate restructuring move. Rather than view the layoff as a devastating
blow, however, Weinberg saw it as an opportunity to fulfill his dream of operating a fran-
chise. I didnt want to start a new business from scratch, Weinberg says. After research-
ing his options, Weinberg settled on a Bevinco franchise, a business that helps restaurants
and bars maintain control over their beverage inventories and the cash generated from
beverage sales. After eight years, Weinbergs franchise has become so successful that the
Bevinco has enlisted him to help other franchisees operate their businesses. Owning a
franchise is terrific, he says. I get to reap the rewards of my own work instead of hav-
ing to contribute them all to the company.
32
Multiple-Unit Franchising
Twenty years ago, the typical franchisee operated a single outlet. Today, however, modern
franchisees increasingly have as a goal operating multiple franchise units. In multiple-unit
franchising (MUF), a franchisee opens more than one unit in a broad territory within a
specific time period. It is no longer unusual for a single franchisee to own 25, 75, or even
100 units. According to FRANDATA, about 11 percent of franchisees operate multiple
units, and that number is expected to grow rapidly over the next several years.
33
Franchisers are finding that it is far more efficient in the long run to have one well-trained
franchisee operate a number of units than to train many franchises to operate that same
number of outlets. A multiple-unit strategy also accelerates a franchises growth rate. For
instance, to reach its goal of adding 5,000 new outlets within five years, Allied Domecq
Quick Service Restaurants, the company that sells Baskin-Robbins, Dunkin Donuts, and
Togos franchises, began recruiting multiple-unit franchisees in 17 major markets in the
United States. Many of the franchisees the company selected were existing franchisees
looking to expand their businesses, but others were newcomers to the chain.
34
The popularity of multiple-unit franchising has paralleled the trend toward increas-
ingly experienced, sophisticated franchisees, who set high performance goals that a single
outlet cannot meet. The typical multiple-unit franchisee owns between three and six units,
but some franchisees own many more.
multiple-unit franchising
(MUF)
a method of franchising in which a
franchisee opens more than one
unit in a broad territory within a
specific time period.
Although operating multiple units offers advantages for both franchisers and fran-
chisees, there are dangers. Operating multiple units requires franchisers to focus more
carefully on selecting the right franchiseesthose who are capable of handling the addi-
tional requirements of multiple units. The impact of selecting the wrong franchise owners
is magnified when they operate multiple units and can create huge headaches for the entire
chain. Franchisees must be aware of the dangers of losing their focus and becoming dis-
tracted if they take on too many units. In addition, operating multiple units means more
complexity because the number of business problems franchisees face also is multiplied.
International Opportunities
One of the major trends in franchising is the internationalization of American franchise
systems. Increasingly, franchising is becoming a major export industry for the United
States. Franchising is strong overseas, says an executive at the International Franchise
Association. The number of U.S. franchise companies expanding outside the U.S. border
is growing steadily.
36
U.S. franchises are moving into international markets to boost sales
and profits as the domestic market becomes saturated. More than 500 U.S.-based franchis-
ers now have an international presence, and more domestic franchisers are looking to
expand abroad. The International Franchise Association reports that over the last decade,
nearly half of all units established by U.S.-based franchisers were opened outside of the
United States.
37
For example, in 1980, McDonalds had restaurants in 28 countries; today,
the company operates more than 10,000 outlets in 119 nations. Canada is the primary mar-
ket for U.S. franchisers, with Mexico, Japan, and Europe following. These markets are
most attractive to franchisers because they are similar to the U.S. marketrising personal
incomes, strong demand for consumer goods, growing service economies, and spreading
urbanization.
As they venture into foreign markets, franchisers have learned that adaptation is one
key to success. Although a franchises overall business format may not change in foreign
markets, some of the details of operating its local outlets must. For instance, fast-food
chains in other countries often must make adjustments to their menus to please locals
palates. In Japan, McDonalds (known as Makudonarudo) outlets sell teriyaki burgers,
rice burgers, and katsu burgers (cheese wrapped in a roast pork cutlet topped with katsu
sauce and shredded cabbage) in addition to their traditional American fare. In the
Philippines, the McDonalds menu includes a spicy Filipino-style burger, spaghetti, and
chicken with rice. In China, KFC quickly learned that residents were not interested in cole
slaw, so the company dropped the item from its menu and added local delicacies such as
shredded carrots, fungus, and bamboo shoots.
38
As Chinas economy continues to grow and its capital markets expand, increasing
numbers of franchisers are opening locations there. Currently, more than 1,900 franchise
systems operate some 82,000 outlets in China, an average of 43 units per chain (still far
below the average of 540 units per chain in the United States).
39
Fast-growing Subway is
the third largest U.S.-based fast food chain in China behind McDonalds and KFC. Known
as Sai Bei Wei (which translates as tastes better than others in Mandarin), Subway has
learned the importance of patience in building a franchise presence in challenging interna-
tional markets. When the company opened its first outlet in China, managers had to print
Buffalo Wild Wings
After working as executive vice-president of marketing for Wendys and then operating
his own advertising agency for 18 years, Bill Welter moved to Las Vegas, Nevada. When
he arrived, he noticed the absence of his favorite restaurant back East, Buffalo Wild
Wings, a franchise with which he had become familiar while working at Wendys. Sensing
an opportunity, Welter investigated the franchise and the local market thoroughly and, at
age 52, decided to launch a new career as a Buffalo Wild Wings franchisee. Welter pur-
chased the license for the entire Las Vegas area and has already opened six franchises in
the area with plans to open four more within the next few years. The most satisfying
thing to me, says Welter, is to wear a Buffalo Wild Wings shirt anywhere in this town,
and people come up and say, Thats my favorite place. That means more to me than
anything.
35
signs explaining how to order a sandwich. Sales of tuna salad were dismal because resi-
dents, accustomed to seeing their fish whole, did not believe the salad was made from fish
at all. In addition, because Chinese diners do not like to touch their food, many of them
held their sandwiches vertically, peeled the paper wrapper away gradually, and ate the con-
tents as they would eat a banana!
40
Countries that only recently began welcoming the free market system are turning to
franchising to help them move toward a market economy. Some countries of Eastern
Europe, including Hungary, Poland, and Yugoslavia, are attracting franchises. Even Russia
is fertile ground for franchising. McDonalds has scored a hit with its 700-seat restaurant in
Moscow. Despite being one of the largest McDonalds outlets in the world, it is not uncom-
mon to see a line of hungry customers winding along busy Pushkin Square, waiting to get
in to purchase a Big Mac. Establishing franchises in these countries requires patience,
however. Lack of capital, archaic infrastructure, and a shortage of hard currencies mean
that profits are slow in coming. Most franchisers recognize the difficulties involved in
developing franchises in foreign markets and start slowly.
Since its beginning in the United States more than
125 years ago, franchising has become an important
part of the both the U.S. and the global economy. As
franchisers have found it increasingly difficult to con-
tinue to wring impressive growth rates from the domes-
tic market, they have begun to export their franchises to
international markets, including those with developing
economies. Indeed, franchising is ideally suited for
developing economies because it allows people with
limited business experience and financial resources to
become part of an established business. China, with a
population of 1.3 billion people and what is potentially
the largest consumer market in the world, is becoming
a target for many franchisers. Because the Chinese retail
sector is predicted to grow consistently at 8 to 10 per-
cent a year through 2010, many experts are calling
China the most important consumer market of the
twenty-first century.
Franchising is relatively new to China, but fast food
franchisers see a bright future there because the fast-
food industry is in its infancy and is growing very fast.
KFC (formerly Kentucky Fried Chicken) established the
first outlet in 1987, but it was a company-owned store
rather than a true franchise. The first franchised KFC
store opened in the city of Xian in 1993. Yum! Brands,
the owner of KFC, Pizza Hut, and other franchises, has
more than 1,200 KFC and 120 Pizza Hut restaurants in
China. Were the number one brand in China, says
Yum! Brands CEO David Novak. KFC makes almost as
much money in China today as it makes in the U.S.
McDonalds entered China in 1992 when it opened
a store in Beijing as part of a joint venture with a local
Chinese company. Working with this local partner,
McDonalds has expanded to more than 600 locations
across China. Meng Sun, a Chinese national who took a
part-time job at a McDonalds while working on her
MBA at the University of Calgary in Canada, opened
McDonalds first franchised store in 2004 in Tianjin, a
city of 10 million people about 70 miles southeast of
Beijing. Meng Sun used $360,000 (about three million
yuan) she had saved from working as a financial consul-
tant to open her franchised store. I thought it was a
very good start for an aspiring entrepreneur, she says
of her busy mall-based restaurant.
Both Yum! Brands and McDonalds have expanded
their franchising operations in China slowly, as have
most other successful franchisers. Jim Bryant, an inter-
national development manager for Subway, the sand-
wich franchise, says that when he started developing
franchises in China in 1995, there was no word in the
Chinese language for franchise. (Today, there is a
Chinese word for franchisejia meng, which
roughly translates into person joins group of other
Franchisers Forge New Ground in China
people.) U.S. franchisers are anxious to tap into the
knowledge of the nuances of doing business in the
diverse market segments that native Chinese fran-
chisees have developed. They understand that intimate
knowledge of local markets is key to their operations
success in China. Many U.S.-based franchisers say that
they receive inquiries daily from people interested in
opening franchises in China.
Some aspects of establishing franchises in China are
no different from selling them in the United States.
Finding the right businesspeople to become franchisees
is a top priority, as is selecting the best locations. For
instance, both KFC and McDonalds require prospective
franchisees to spend at least one year working at every
position in an existing restaurant. McDonalds sends its
Chinese franchisees to a Hong Kong branch of its
famous Hamburger University, where students learn all
of the aspects of running successful outlets. Hamburger
University resembles a business school; students sit in
high-tech classrooms and analyze case studies in break-
out groups. Unlike a business school, however, this uni-
versity includes a mock restaurant, where students get
hands-on training. Instructors focus on teaching
prospective franchisees to think creatively and analyti-
cally and to smile and be cheerful, skills they dont nor-
mally learn in Chinese universities and companies. U.S.
franchisers operating in China know that it will take
time for their investments to come to fruition, but they
believe the payoffs will be worth the wait. We are
planting the seeds for a bigger future, says Sam Su,
president of Yum Restaurants China.
1. Describe the opportunities and the challenges
franchisers face when entering emerging markets
such as China.
2. Use the Web as a resource to develop a list of at
least five suggestions that will help new franchisers
looking to establish outlets in China.
Sources: Adapted from Steven Gray and Geoffrey A. Fowler, Chinas
New Entrepreneurs, Wall Street Journal, January 25, 2003, pp. B1,
B4; Stat-USA, U.S. Foreign Commercial Service, Franchising
Industry in China, http://www.buyusainfo.net/docs/x_5566195.pdf;
Carlye Adler, How China Eats a Sandwich, Fortune, March 21,
2005, pp. 210[B]210[D]; Julia Boorstin, Yum Isnt Chicken of
Chinaor Atkins, Fortune, March 8, 2004, p. 50.
Smaller, Nontraditional Locations
As the high cost of building full-scale locations continues to climb, more franchisers are
searching out nontraditional locations in which to build smaller, less expensive outlets.
Based on the principle of intercept marketing, the idea is to put a franchises products or
services directly in the paths of potential customers, wherever that may be. Locations
within locations have become popular. Franchises are putting scaled-down outlets on col-
lege campuses, in high school cafeterias, in sports arenas, in hospitals, on airline flights,
and in zoos. St. Louis-based Pizzas of Eight already has outlets inside convenience stores,
supermarkets, and bowling alleys and plans to open others in video stores.
41
Many fran-
chisees have discovered that smaller outlets in these nontraditional locations generate
nearly the same sales volume as full-sized outlets at just a fraction of the cost!
Dunkin Donuts
Steve Siegel, owner of 35 Dunkin Donuts shops in the Boston area, recently began
branching out into small, nontraditional locations where pedestrian traffic counts are
high. One of his most profitable spots measures just 64 square feet, but because it is in a
business district filled with office workers, it generates a high volume of sales. Dunkin
Donuts also has an agreement with Wal-Mart to open outlets inside some of the giant
retailers stores.
42
intercept marketing
the principle of putting a
franchises products or services
directly in the paths of potential
customers, wherever they may be.
Locations that emphasize convenience by being close to their customers will be a key to
continued franchise growth in the domestic market.
Conversion Franchising
The recent trend toward conversion franchising, in which owners of independent busi-
nesses become franchisees to gain the advantage of name recognition, will continue. One
study reports that 72 percent of franchisers in North America use conversion franchising as
conversion franchising
a franchising trend in which
owners of independent businesses
become franchisees to gain the
advantage of name recognition.
a growth strategy.
43
In a franchise conversion, the franchiser gets immediate entry into new
markets and experienced operators; franchisees get increased visibility and often a big
sales boost. It is not unusual for entrepreneurs who convert their independent stores into
franchises to experience an increase of 20 percent or more in sales because of the instant
name recognition the franchise offers. The biggest force in conversion franchising has
been Century 21, the real estate sales company.
Master Franchising
A master franchise (or subfranchise) gives a franchisee the right to create a semi-inde-
pendent organization in a particular territory to recruit, sell, and support other franchisees.
Amaster franchisee buys the right to develop subfranchises within a broad geographic area
or, sometimes, an entire country. Subfranchising turbocharges a franchisers growth.
Many franchisers use it to open outlets in international markets more quickly and effi-
ciently because the master franchisees understand local laws and the nuances of selling in
local markets. For instance, a master franchisee with TCBY International, a yogurt fran-
chise, has opened 21 stores in China and Hong Kong. Based on his success in these mar-
kets, the company has sold him the master franchise in India.
44
Piggybacking (or Combination or Multibranded Franchising)
Some franchisers also are discovering new ways to reach customers by teaming up with
other franchisers selling complementary products or services. A growing number of com-
panies are piggybacking outletscombining two or more distinct franchises under one
roof. This buddy system approach works best when the two franchise ideas are compat-
ible and appeal to similar customers. For example, Yum! Brands, whose stable of fran-
chises includes Taco Bell, KFC, Pizza Hut, A&W, and Long John Silver, is building hun-
dreds of combination outlets, a concept that has proved to be highly successful. About 15
percent of the companys restaurants involve multibranding, with two or more concepts in
the same location. We find customers prefer a double-branded concept to a single brand
six to one, says Yum! Brands CEO David Novak.
45
Properly planned, piggybacked franchises can magnify many times over the sales and
profits of individual, self-standing outlets. One Baskin Robbins franchisee saw his sales
climb 25 percent when he added a Blimpie Subs and Salads franchise to his existing ice
cream shop. Another enterprising franchisee who combined Shell Oil (gas station),
Charleys Steakery (sandwich shop), and TCBY (frozen yogurt) franchises under one roof
in Columbus, Ohio, says that sales are running 10 percent more than the three outlets
would generate in separate locations.
46
Serving Dual-Career Couples and Aging Baby Boomers
Now that dual-career couples have become the norm, especially among baby boomers, the
market for franchises offering convenience and time-saving devices is booming.
Customers are willing to pay for products and services that will save them time or trouble,
and franchises are ready to provide them. Franchisees of Around Your Neck go into the
homes and offices of busy male executives to sell mens apparel and accessories ranging
from shirts and ties to custommade suits. Other areas in which franchising is experiencing
rapid growth include home delivery of meals, house cleaning services, continuing educa-
tion and training (especially computer and business training), leisure activities (such as
hobbies, health spas, and travel-related activities), products and services aimed at home-
based businesses, and health care.
Conclusion
Franchising has proved its viability in the U.S. economy and has become a key part of the
small business sector because it offers many would-be entrepreneurs the opportunity to
own and operate a business with a greater chance for success. Despite its impressive
master franchise
a franchise that gives a franchisee
the right to create a semi-
independent organization in a
particular territory to recruit, sell,
and support other franchisees.
piggybacking
a method of franchising in which
two or more franchises team up to
sell complementary products or
services under one roof.
Chapter Summary by Learning Objectives
1. Describe the three types of franchising: trade
name, product distribution, and pure.
Trade name franchising involves a franchisee purchasing
the right to become affiliated with a franchisers trade name
without distributing its products exclusively. Product distri-
bution franchising involves licensing a franchisee to sell
products or services under the franchisers brand name
through a selective, limited distribution network.
Pure franchising involves a selling a franchisee a com-
plete business format.
2. Explain (A) the benefits and (B) the drawbacks of
buying a franchise.
Franchises offer many benefits: management training and sup-
port; brand name appeal; standardized quality of goods and
services; national advertising programs; financial assistance;
proven products and business formats; centralized buying
power; territorial protection; and a greater chance of success.
Franchising also suffers from certain drawbacks: fran-
chise fees and profit sharing; strict adherence to standard-
ized operations; restrictions on purchasing; limited product
lines; unsatisfactory training programs; market saturation;
and less freedom.
3. Explain the laws covering franchise purchases.
The Federal Trade Commission (FTC) enacted the Trade
Regulation Rule in 1979, which requires all franchisers to
disclose detailed information on their operations at the
first personal meeting or at least 10 days before a fran-
chise contract is signed, or before any money is paid. The
FTC rule covers all franchisers. The Trade Regulation
Rule requires franchisers to provide information on 23
topics in their disclosure statements. Seventeen states
have passed their own franchise laws requiring franchisers
to provide prospective franchisees a Uniform Franchise
Offering Circular (UFOC).
4. Discuss the right way to buy a franchise.
The following steps will help you make the right franchise
choice: Evaluate yourself; research your market; consider
your franchise options; get a copy of the franchisers
UFOC; talk to existing franchisees; ask the franchiser some
tough questions; make your choice.
5. Outline the major trends shaping franchising.
Key trends shaping franchising today include the changing
face of franchisees, international franchise opportunities,
smaller, nontraditional locations, conversion franchising,
multiple-unit franchising, master franchising, and piggy-
backing (or combination franchising).
Discussion Questions
1. What is franchising?
2. Describe the three types of franchising and give an
example of each.
3. Discuss the advantages and the limitations of fran-
chising for the franchisee.
4. Why might an independent entrepreneur be dissat-
isfied with a franchising arrangement?
5. What kinds of clues should tip off a prospective
franchisee that he or she is dealing with a disrep-
utable franchiser?
6. What steps should a potential franchisee take
before investing in a franchise?
7. What is the function of the FTCs Trade Regulation
Rule? Outline the protection the Trade Regulation
Rule gives all prospective franchisees.
8. Describe the current trends in franchising.
9. One franchisee says, Franchising is helpful
because it gives you somebody [the franchiser] to
get you going, nurture you, and shove you along a
little. But, the franchiser wont make you success-
ful. That depends on what you bring to the busi-
ness, how hard you are prepared to work, and how
committed you are to finding the right franchise for
you. Do you agree? Explain.
10. What comments would you make to a highly cre-
ative and innovative person who was considering
purchasing a franchise?
growth rate, the franchising industry still has a great deal of room to grow. Franchising is
really small business at its best, says Don DeBolt, president of the International Franchise
Association.
Business Plan Pro
Most franchise systems will
require you to submit a business
plan with the application process.
In many cases, the franchiser will specify what the business
plan should include and may even require you follow an
established business plan outline. If you are planning to pur-
chase a franchise, investigate all of the application require-
ments. Determine the expectations regarding the content and
structure of the business plan that you are to submit. Find
out whether the franchiser has outlines or example plans or
whether a plan from another franchisee is available in any
form for your review.
Each year, Entrepreneur magazine ranks the top 500
franchise systems. Entrepreneur determines this ranking
based on financial strength and stability, growth rate and
size of the system, the number of years in business and
length of time franchising, start-up costs, litigation, per-
centage of terminations, and whether the company provides
financing.
47
The most recent ranking of the top 20 fran-
chises is as follows.
Rank Franchise Name Business Description Potential Start-up Cost
1 Subway Sandwiches and salads $70,000$220,000
2 Quiznos Sub Sandwiches and salads $71,700$251,100
3 Curves Womens fitness and weight loss center $38,400$53,500
4 The UPS Store Postal, business, communication $138,700$53,500
5 Jackson Hewitt Tax Service Tax preparation services $49,800$94,000
6 Dunkin Donuts Donuts and baked goods $179,000$1,600,000
7 Jani-King Commercial cleaning $11,300$34,100
8 RE/MAX International, Inc. Real estate $20,000$200,000
9 7-Eleven Inc. Convenience store Varies
10 Liberty Tax Service Income tax preparation services $42,300$52,400
11 Dominos Pizza LLC Pizza, breadsticks, buffalo wings $141,400$415,100
12 Pizza Hut Inc. Pizza $1,100,000$1,700,000
13 Sonic Drive In Restaurants Drive-in restaurant $710,000$2,300,000
14 Century 21 Real Estate LLC Real estate $11,700$522,500
15 Jan-Pro Franchising Intl Inc. Commercial cleaning $3,300$49,900
16 McDonalds Hamburgers, chicken, salads $506,000$1,600,000
17 ServiceMaster Clean Cleaning and disaster restoration $26,000$102,300
18 Kumon Math & Reading Supplemental education $10,000$30,000
19 Coldwell Banker Real Estate Real estate $23,500$490,500
20 Jiffy Lube International Inc. Fast oil change $214,000$273,000
Note the business category that dominates this list. Why do
you think this phenomenon occurs? Note the start-up costs
associated with each franchise. How do the start-up costs of
service companies compare to those of the other franchises?
Why does this only represent a portion of the revenue that
the franchise system will require from the franchisee?
Business Plan Exercises
On the Web
Go to http://www.prenhall.com/scarborough and click on
the Chapter 6 tab. Review the online franchise resources
that are available. One of those links is to The World
Franchise Directory. Click on that link and enter the first
letter of a familiar franchise, the letter S, for example.
The number of franchise systems, many of them with an
international presence, is staggering. Now, click on the
Sample Plan tab and review the sample franchise plan
included in this section. What unique characteristic do you
notice about this business plan compared to others you have
seen?
If you plan to purchase a franchise, visit the franchise
systems Web site and request information. In most cases,
you will respond to some initial questions to receive
detailed franchise information. As you proceed through the
process, note the specific questions regarding your sources
of capital. Your access to capital will be a major qualifica-
tion in determining whether you are franchise worthy in
addition to other criteria.
In the Software
If you plan to own a franchise and that franchise system has
specific business plan guidelines, modify the outline in
Business Plan Pro outline to match the franchises recom-
mendation. To view the outline in the left-hand navigation,
click on the Plan Outline icon or go to the View menu and
click on Outline. Then, right-click on each of those topics
that you need to change, move, or delete to meet the fran-
chises requirement. You may move topics up or down the
outline with the corresponding arrows. To change topics
from headings to subheadings, you Demote the topic.
When you Promote a topic, you move a subheading to the
left to a more dominant position.
Building Your Business Plan
Continue building your franchise business plan based on
that outline. Use the information and verbiage that is
familiar to the franchise system whenever possible. Your
plan may be one of dozens received that week, and you
want to demonstrate your knowledge, competence, and
credibility. Your franchise business plan can be a sales
tool to position you as an informed and attractive fran-
chise owner.
Beyond the Classroom . . .
1. Visit a local franchise operation. Is it a trade name,
product distribution, or pure franchise? To what
extent did the franchisee investigate before invest-
ing? What assistance does the franchiser provide?
How does the franchisee feel about the franchise
contract he or she signed? What would he or she do
differently now?
2. Use the Web to locate several franchises that inter-
est you. Contact the franchisers and ask for their
franchise packages. Write a report comparing their
treatment of the topics covered by the Trade
Regulation Rule. Analyze the terms of their fran-
chise contracts. What are the major differences?
Are some terms more favorable than others? If you
were about to invest in the franchise, which terms
would you want to change?
3. Ask a local franchisee to approach his or her
regional franchise representative about leading a
class discussion on franchising.
4. Contact the International Franchise Association
(1350 New York Avenue, N.W., Suite 900,
Washington, D.C., 20005-4709; phone number 202
628-8000) for a copy of Investigate Before
Investing. Prepare a report outlining what a
prospective franchisee should do before buying a
franchise.
Appendix A. A Franchise Evaluation Checklist
You
1. Are you qualified to operate a franchise success-
fully? Do you have adequate drive, skills, experi-
ence, education, patience, and financial capacity?
Are you prepared to work hard?
2. Are you willing to sacrifice some autonomy in
operating a business to own a franchise?
3. Can you tolerate the financial risk? Would business
failure wipe you out financially?
4. Can you juggle multiple tasks simultaneously and
prioritize various projects so that you can accom-
plish those that are most important?
5. Are you genuinely interested in the product or ser-
vice you will be selling? Do you enjoy this kind of
business? Do you like to sell?
6. Do you enjoy working with and managing people?
Are you a team player?
7. Will the business generate enough profit to suit you?
8. Has the franchiser investigated your background
thoroughly enough to decide whether you are qual-
ified to operate the franchise?
9. What can this franchiser do for you that you cannot
do for yourself?
The Franchiser and the Franchise
1. Is the potential market for the product or service
adequate to support your franchise? Will the prices
you charge be in line with the market?
2. Is the markets population growing, remaining
static, or shrinking? Is the demand for your
product or service growing, remaining static,
or shrinking?
3. Is the product or service safe and reputable?
4. Is the product or service a passing fad, or is it a
durable business idea?
5. What will the competition, direct or indirect, be in
your sales territory? Do any other franchisees oper-
ate in this general area?
6. Is the franchise international, national, regional, or
local in scope? Does it involve full- or part-time
involvement?
7. How many years has the franchiser been in opera-
tion? Does it have a sound reputation for honest
dealings with franchisees?
8. How many franchise outlets now exist? How many
will there be a year from now? How many outlets
are company-owned?
9. How many franchises have failed? Why?
10. How many franchisees have left the system within
the last year? What were their reasons for leaving?
11. What service and assistance will the franchiser pro-
vide? What kind of training program does the fran-
chiser offer? How long does it last? What topics
does it cover? Does the franchiser offer ongoing
assistance and training?
12. Will the franchise perform a location analysis to
help you find a suitable site? If so, is there an extra
charge for doing so?
13. Will the franchiser offer you exclusive distribution
rights for the length of the agreement, or may it sell
to other franchises in this area?
14. What facilities and equipment are required for the
franchise? Who pays for construction? Is there a
lease agreement?
15. What is the total cost of the franchise? What are
the initial capital requirements? Will the franchiser
provide financial assistance? Of what nature? What
is the interest rate? Is the franchiser financially
sound enough to fulfill all its promises?
16. How much is the franchise fee? Exactly what does
it cover? Are there any ongoing fees? What addi-
tional fees are there?
17. Does the franchiser provide an estimate of expenses
and income? Are they reasonable for your particular
area? Are they sufficiently documented?
18. How risky is the franchise opportunity? Is the
return on the investment consistent with the risks?
19. Does the franchiser offer a written contract that
covers all the details of the agreement? Have your
attorney and your accountant studied its terms and
approved it? Do you understand the implications of
the contract?
20. What is the length of the franchise agreement?
Under what circumstances can it be terminated? If
you terminate the contract, what are the costs to
you? What are the terms and costs of renewal?
21. Are you allowed to sell your franchise to a third
party? Does the franchiser reserve the right to
approve the buyer?
22. Is there a national advertising program? How is it
financed? What media are used? What help is pro-
vided for local advertising?
23. Once you open for business, exactly what support
will the franchiser offer you?
24. How does the franchise handle complaints from
and disputes with franchisees? How well has the
system worked?
The Franchisees
1. Are you pleased with your investment in this
franchise?
2. Has the franchiser lived up to its promises?
3. What was your greatest disappointment after get-
ting into this business?
4. How effective was the training you received in
helping you to run the franchise?
5. What are your biggest challenges and problems?
6. What is your franchises cash flow like?
7. How much money are you making on your
investment?
8. What do you like most about being a franchisee?
Least?
9. Is there a franchisee advisory council that repre-
sents franchisees?
10. Knowing what you know now, would you buy this
franchise again?

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188

There is nothing so easy to learn

), salads, dinners, and frozen custard, requires an investment of

A registered trademark. Name recognition is difficult to achieve without a well-

Affordability. A franchisee should not have to take on an excessive amount of debt to

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