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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