The incitements to entrepreneurs who have a good business to turn it into a franchise network that are read out there, remind me of the little serious communications of some gyms or fitness ventures that encourage one to have a plank in the abs and spectacular biceps or glutes, with slogans like "you can" or "with effort and discipline you will have this incredible physique."
This is a hoax, and those who say it, whether they know it or not, are misinforming the population.
There are three men biotypes, the so-called "endomorphs" will never have a small pad in the abdomen, even when they are in the gym 24 hours a day, and they will always be the "chubby ones". Only the "mesomorphs" could achieve this, of course, with a lot of training, even though their biotype has a natural predisposition to the athletic physique. Neither will the "ectomorphs" have a tablet due to their low predisposition to gain muscle mass.
Image of Darrenconstant in Pixabay
Something similar happens with women. The "Calypso" morphology will always be plump and it will never have a wasp waist, no matter how much they effort on the treadmill or on the bicycle. The "Diana" morph is going to be skinny and she will never have good glutes, even if the personal trainer tells her to squat 30 hours a day. And only the "Venus" morph can develop a spectacular gym physique.
Image of Pete Linforth in Pixabay
In no way do these things that I am describing signify any kind of discrimination. Just go outside, or better yet, attend a gym to visually check human biotypes.
In other words, there is a DNA that we cannot change, although of course, we can improve. It would be much better if the gym and health industry in general were focused on improving people's lives by teaching nutrition and good rest and behavior habits, instead of prescribing chemicals and technological treatments whose results are in the best of cases, doubtful. (although the economic results are excellent for laboratories and other health gears)
In our industry, to say that any company can franchise its (admittedly successful) business is a blatant lie. Not everyone can become a franchisor.
Here I give 7 reasons.
1- What is my biotype? In a previous post I referred to different types of entrepreneurs and said that only "kangaroos" could be franchisors, and that only "monkeys" could be franchisees. In the case of wanting to become a franchisor, the entrepreneur must be prepared for his/her concept to be handled by others in distant territories. This is a risk and a great opportunity for growth. But not all tolerate it. If the biotype of the potential franchisor is the "bear" or the "beaver," putting his/her company in a franchise program is going to be a downer, and it will end in disaster. Examples abound. If you plan to enter a franchise program to make money in no time, let me tell you that you are wrong. Of course, franchising your business can have excellent results in the long run. But you must have a sense of transcendence, what is often called mission and vision, or strategic purpose, in order to pass it on to others. Not only a revolutionary method of making hamburgers or a well-known brand (in its territory) is franchised. Much more than that. As much as someone tells you that with a lot of effort and investment you can sell franchises, if you don't have what it takes, no personal trainer program will work for you.
2- Is your concept really replicable? If your brand and concept is extraordinary, but the only one who can do it well is you, then your company cannot sell franchises. Do not try it because you are going to have as many problems as franchisees.
3- It is not just about collecting initial fees and royalties. You have to be prepared to invest a lot of time and money in your franchisees. The sale of a franchise is not even remotely terminated upon signing the contract. The franchisee must receive a lot of support from the franchisor, especially during the learning curve. The franchisor must put together a support structure for the franchisee, he/she alone will not be able to develop his/her business in a distant territory. The franchisor's brand, concept and prestige are at stake.
4- Have good advisors. You must be willing to pay for good advisors. A lawyer who knows franchises is essential to keep your franchise documents up-to-date, especially to make sure that you have a good franchise agreement and not a mere commercial distribution agreement that can bring you unexpected problems. Other professionals must advise in accounting, architectural, marketing and human resources terms. A franchise program is a new business for you, and it should be managed as independently as possible. There are new regulations periodically and it is essential to be professionally advised to achieve excellence.
5- Make sure that the franchisee is going to earn money. The franchisee must be able to earn enough money to support the lifestyle of his/her family and also save money. And this must be achieved by paying royalties to you. Many times you imagine that the franchisee will be able to do a very good business like the one you are doing, but that will depend on the design of a good business model. The conditions faced by the franchisee do not have to be necessarily the same as yours. And make sure that your business model includes an "extracash" that the franchisee will need during the first months of operation, the famous learning curve.
6- Becoming a franchisor requires a large investment. Before selling the first franchise, you must make a significant investment. In this post I describe that investment. Not only will you have to pay someone to order the ducklings and line them up, but you will also have to put together a support structure, training, audit, and buy all the hardware and software that that structure entails.
7- Make the franchisee’s initial investment achievable. Although the definition of "achievable" can have several interpretations, if you do not achieve a coherent number that relates investment and return, you will not get entrepreneurs to join your project. This can lead to several redesigns of your franchise model.
As I always say, developing a franchise program always pays off in the long run. If you are in no rush to buy a Ferrari or a yacht, it pays to create a brand with a wide territorial reach through a franchise program. But I repeat, this is not for any business owner, nor is it free. It is no coincidence that most brands have very few franchises in operation.
A strategist always thinks before acting and is not carried away by the song of the mermaids.
Image of Stefan Keller in Pixabay
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