How to turn your business into the next global brand : creating and managing a franchised network

Title:

Personal Author:

Duckett, Brian

Publication Information:

Begbroke, Oxford : HowToBooks Ltd., 2007

ISBN:

9781845282080

Subject Term:

Franchises (Retail trade) -- Management

Added Author:

Monaghan, Paul

Available:*

Library	Item Barcode	Call Number	Material Type	Item Category 1	Status
Searching... PSZ JB	30000010159508	HF5429.23 D82 2007	Open Access Book	Book	Searching... Unknown

This is a practical and inspiring guide for SME owners and managers looking to expand their business on a national or international level through franchising. The authors offer the nuts and bolts of how to plan and execute a franchising plan.

Acknowledgements	p. ix
Preface	p. xi
Section 1 The Basics
1 Introduction	p. 3
Who is this book for?	p. 3
What is franchising?	p. 5
What can be franchised?	p. 7
2 Business format franchising - a growth option for your business?	p. 9
What makes a good franchise?	p. 9
3 The franchised network development plan	p. 15
The franchisee	p. 15
The franchisor	p. 18
4 The franchisor/franchisee relationship	p. 22
Becoming a different business	p. 22
What are franchisees?	p. 23
The importance of listening	p. 24
The rules	p. 25
The roles	p. 26
Maintaining contact	p. 27
5 Pilot operations	p. 29
Testing the business concept	p. 29
Testing transferability	p. 29
Testing franchising	p. 30
Testing the effect on the business	p. 31
Testing new ideas	p. 32
6 Building the franchisor management team	p. 33
The team roles	p. 34
Recruiting and training the management team	p. 37
7 The franchise operations manual	p. 38
Why is the manual important?	p. 38
How to get franchisees to use your manual	p. 42
The importance of using experienced manual writers	p. 44
8 The franchise agreement	p. 46
How, and when, to choose your lawyer	p. 46
Items to consider	p. 47
Negotiation	p. 51
9 International franchising	p. 53
The franchisor	p. 57
The master franchisee	p. 57
The area developer	p. 58
The unit franchisee	p. 59
Section 2 Practical Franchise Management
10 How to market a franchise	p. 63
The marketplace	p. 63
The economic cycle	p. 64
How many franchisees do you want to recruit?	p. 65
Why a franchise?	p. 66
Why this franchise?	p. 67
Franchisees' former employment status	p. 67
Marketing for franchisees	p. 68
11 How to recruit franchisees	p. 83
The background to franchise recruitment	p. 85
Developing the recruitment process	p. 86
Recruitment records	p. 94
Preparing to start trading	p. 96
12 How to get the best results from franchise exhibitions	p. 98
The decision to exhibit	p. 98
Preparing to exhibit	p. 102
The run-up to the exhibition	p. 105
On the day	p. 106
After the exhibition	p. 106
13 How to help franchisees prepare and review their business plans	p. 108
Why have a business plan?	p. 108
Annual business planning	p. 110
Who writes the business plan?	p. 111
What should be in the initial business plan?	p. 112
What should be in subsequent business plans?	p. 115
Monitoring performance against the business plan	p. 116
Finally...	p. 117
14 How to write the franchise operations manual	p. 118
Developing a good manual	p. 118
How to protect your manual	p. 126
15 How to develop and deliver a franchisee training programme	p. 128
Developing the training programme	p. 129
Training topics	p. 131
Delivering the training	p. 134
Documenting the training process	p. 136
16 How to monitor franchisees' performance	p. 138
Why monitor performance?	p. 138
Protecting your brand	p. 140
Protecting your income	p. 142
Protecting your customers	p. 142
Protecting other franchisees	p. 143
Protecting franchisees from themselves	p. 144
Monitoring performance against standards	p. 144
How is performance monitored and by whom?	p. 151
17 How to motivate franchisees	p. 155
What motivates franchisees?	p. 155
A theoretical approach to motivation	p. 156
The franchisee life cycle	p. 157
Know your franchisees	p. 158
Developing motivational strategies	p. 159
Some practical motivational ideas	p. 160
18 How to get the best from field visits	p. 165
The franchise support team	p. 166
The role of the franchise support manager	p. 167
The role of the field visit in the franchise relationship	p. 170
Planning the field visit	p. 172
19 How to manage franchise unit resales	p. 178
A new way of thinking	p. 178
The resale process	p. 180
Recruiting for resales	p. 190
Marketing the resale opportunity	p. 190
The mature network	p. 191
20 How to monitor your performance as a franchisor	p. 193
The franchised network healthcheck	p. 193
Franchisee satisfaction surveys	p. 195
Staff satisfaction surveys	p. 196
Customer satisfaction surveys	p. 197
21 How to avoid legal problems for you and your franchisees	p. 199
What could be the consequences of prosecution or litigation for you or your franchisees?	p. 199
What are the potential problem areas?	p. 200
Additional subjects relating to the franchisor's specific risks	p. 203
How to avoid the risks	p. 205
Section 3 Advanced Franchising
22 Becoming an international franchisor	p. 209
Taking the decision to go international	p. 209
Preparing the international development plan	p. 211
Developing the franchise offer package	p. 212
Setting the fee structures	p. 213
23 Becoming a master franchisee	p. 216
Advantages	p. 216
Points to consider	p. 217
24 Meeting your international match	p. 219
The process	p. 220
25 Negotiating the international arrangements	p. 225
Master franchise agreements	p. 225
26 Buying or selling an existing franchised network	p. 231
Items for consideration	p. 231
Preparing the business for sale	p. 234
The franchised network healthcheck	p. 235
Types of buyer	p. 237
The sales process	p. 238
Appendices
A A typical franchise development work programme	p. 240
B Franchised Network Development Plan - typical contents	p. 244
C Franchised Network Development Plan - Financial Factfind Questionnaire	p. 245
D Franchise agreement - example contents	p. 260
E The Diploma in Franchise Management programme	p. 262
F The Franchise Training Centre Workshops	p. 264
G Further reading	p. 272
H National Franchise Association and other useful websites	p. 273
Index	p. 275

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Table of Contents