Like any other investment, purchasing a franchise is a risk. When selecting a franchise, carefully consider a number of factors, such as the demand for the products or services, likely competition, the franchisor's background, and the level of support you will receive.
Demand
Is there a demand for the franchisor's products or services in your community? Is the demand
seasonal? For example, lawn and garden care or swimming pool maintenance may be profitable only
in the spring or summer. Is there likely to be a continuing demand for the products or services
in the future? Is the demand likely to be temporary, such as selling a fad food item? Does the
product or service generate repeat business?
Competition
What is the level of competition, nationally and in your community? How many franchised and
company-owned outlets does the franchisor have in your area? How many competing companies sell
the same or similar products or services? Are these competing companies well established, with
wide name recognition in your community? Do they offer the same goods and services at the same
or lower price?
Your Ability to Operate the Business
Sometimes, franchise systems fail. Will you be able to operate your outlet even if the
franchisor goes out of business? Will you need the franchisor's ongoing training, advertising,
or other assistance to succeed? Will you have access to the same or other suppliers? Could you
conduct the business alone if you must lay off personnel to cut costs?
Name Recognition
A primary reason for purchasing a franchise is the right to associate with the company's name.
The more widely recognized the name, the more likely it will draw customers who know its
products or services. Therefore, before purchasing a franchise, consider:
- The company's name and how widely recognized it is.
- Does it have a registered trademark?
- How long the franchisor has been in operation.
- If the company has a reputation for quality products or services.
- If consumers have filed complaints against the franchise with the Better Business Bureau or a local consumer protection agency.
Training and Support Servcies
Another reason for purchasing a franchise is to obtain support from the franchisor. What
training and ongoing support does the franchisor provide? How does their training compare with
the training for typical workers in the industry? Could you compete with others who have more
formal training? What backgrounds do the current franchise owners have? Do they have prior
technical backgrounds or special training that helps them succeed? Do you have a similar
background?
Franchisor's Experience
Many franchisors operate well-established companies with years of experience both in selling
goods or services and in managing a franchise system. Some franchisors started by operating
their own business. There is no guarantee, however, that a successful entrepreneur can
successfully manage a franchise system.
Carefully consider how long the franchisor has managed a franchise system. Do you feel comfortable with the franchisor's expertise? If franchisors have little experience in managing a chain of franchises, their promises of guidance, training, and other support may be unreliable.
Growth
A growing franchise system increases the franchisor's name recognition and may enable you to
attract customers. Growth alone does not ensure successful franchisees; a company that grows
too quickly may not be able to support its franchisees with all the promised support services.
Make sure the franchisor has sufficient financial assets and staff to support the franchisees.
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Components of a Typical Franchise System
Before Selecting a Franchise System
Shopping at a Franchise Exposition
Investigating Franchise Offerings
Additional Sources of Information
Information courtesy of the Federal Trade Commission.
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