Sarah Cook of Coconut Creatives discusses what you can do during the Summer months to improve your franchisee recruitment:
“The franchise exhibitions are at a low-season and the level of enquiries usually slows down during summer as most people go on holiday. So, this is a great time for you and your team to review your franchise recruitment marketing activities.
Reviewing your franchise marketing should always follow a process and start with the messages that you want to send to your target audience. Now, if you have been on a Coconut Creatives Franchisor Marketing Workshop or heard me or another member of the Coconut Team speak at an event, you will probably be very familiar with our version of a ‘Perfect Pitch’ and its importance in franchise marketing.”
Tags: business planning, economy, franchise business, franchise development, franchise growth, franchise information, Franchise Marketing, franchise recruitment, franchise research, franchise suppliers, franchise tips, franchisees, franchising, franchising in the uk, franchisors, Sarah Cook
Carole Barlow of geographic territory specialists Tech4T answers:
“This is always a thorny question. You’ve decided to expand your business by franchising, you need franchise territories to sell or areas to site outlets. How do you get going?
Basically there are three choices each with their own pros and cons – you can either map out territories across the whole of the UK at the outset, create one or more pilot territories or design territories to suit franchisees as they come on board, typically around their base locations.
Before deciding how to create your territories, however, you need to determine their size. Your starting point here is usually, but not exclusively, your customers.”
Tags: business planning, carole barlow, franchise a business, franchise business, franchise development, franchise growth, franchise information, Franchise Marketing, franchise recruitment, franchise research, franchise suppliers, franchise territory mapping, franchise tips, franchising, franchising in the uk, franchisors
Jon Newsum-Smith of Overview Mapping discusses the importance of planning your franchise territories carefully:
“I wish we’d paid closer attention to our territory creation when we first launched” is a commonly heard expression at Overview Mapping. Whilst some more vigilant franchisors realise the need to undertake territory mapping at the outset of their network development, a number of companies learn about the importance of this aspect of franchising the hard way.
There are some very well documented horror stories whereby franchisors have initially given away massive areas. In many cases this has been done to get initial recruits on board, and has ended up with them having to buy back area at a highly inflated price, usually way in excess of the fee paid by the franchisee owner for buying the territory. Alternatively it could result in having to turn prospects away whilst the resident franchisee operates a small proportion of the area they are assigned, meaning the franchisor loses out in the long run.”
Tags: business planning, franchise a business, franchise business, franchise development, franchise growth, franchise information, franchise research, franchise suppliers, franchise tips, franchising in the uk, franchisors, Jon Newsum-Smith