What is a franchise?

Want to run your own business but nervous of going it alone? Maybe you haven’t had that ‘Eureka’ moment, but if you still fancy being your own boss then a franchise might be for you.

Starting up a new venture can be a risky affair. It involves painstaking research of your target market, an understanding of where and why demand is high, the determination to take on and outdo the competition, and the ability to offer the best range of products and services to potential customers, all of which can seem a little too daunting for would-be business owners.

It is no surprise therefore, that entrepreneurs who want to run their own businesses while keeping their exposure to risk to a minimum often choose to buy into a business which has already proved to be commercially viable, such as a franchise.

By buying a franchise, the new business owner can get a head start in the market, benefiting from the experience, support, market presence, buying power, research and innovation of the host business (franchisor).

The franchise is the legal arrangement where the franchisor gives permission for the franchisee (the buyer of the franchise) to use its name, brand, product, trademark, operation and service in return for payment. Franchised businesses are more likely to succeed than many other startups because they have a proven track record as well as established and effective processes in place.

There are however, both advantages and drawbacks to buying a franchise. We will look at the crucial ones here.

 

The pros

The franchisor has experience of their market and the franchisee will reap the benefit of this.

Market knowledge

The franchisor will know where the best opportunities lie, what the most successful products are, the best way to advertise, where the pitfalls are, the potential of the market, the effectiveness of the competition and so on. Passing on this accumulated learning will enable the franchisee to save time and money from the beginning.

Training and support

Since it is in the long-term interests of the franchisor that the new franchise business will succeed, it will often provide the franchisee with relevant, structured, comprehensive and on-going training and support. This may also extend to employees and ensures that everyone involved has a shared understanding of the objectives of the business and what its brand values are.

Access to a successful business formula

The franchisor will have put processes in place that act as a map showing the franchisee the route to business success. This business formula will have been tried and tested and should be clearly defined.

References and testimonials

Before taking on a franchise, you have the opportunity to speak to as many other franchisees as possible - in private - ask them what the franchisor is like to do business with, what problems they have encountered, whether they are happy with the contract terms, how their businesses are doing and so on. This way, you can get an insight into the actual day-to-day running of the business before you commit your funds

Economies of scale

Being a franchise also enables you to operate in a larger business arena than you would if you were a standalone firm. This wider commercial environment means that you can benefit from economies of scale and better business deals and it may also enable you to recruit higher-skilled staff and offer better employment benefits.

Innovation

Your franchisor will keep you abreast of developments and new products in the market. Being in the know about these new products and concepts will help you to plan your business and stay ahead of the competition in the knowledge stakes.

Exclusive territory rights

Your franchisor should give you exclusivity in your geographical area meaning that you will not be competing head-to-head with another business that has bought a franchise from the same firm.

Favourable finance

Because franchises are a safer business proposition, you will find it easier to raise finance through your bank or from a business angel or to get a grant.

 

The cons

No flexibility

If you value your independence, buying a franchise is probably not for you.

Agreements vary from business to business but many franchisors will only allow you to sell the products that they approve and normally supply. You may have no flexibility to modify your product range or service to suit your market.

You also sacrifice your freedom to make important business decisions and are obliged to implement those made by the franchisor - even if you don't agree with them.

Higher risks

You may find yourself exposed to risks that are out of your control. For example, the franchisor might make a decision to strategically move the business one way while the market goes another. He may lose his position in a competitive market or go out of business altogether.

Expense up front

Buying a franchise can be expensive. You will probably be required to pay an upfront fee to buy into the franchise as well as pay royalties on sales or management fees. You also may be required to buy all your supplies and raw materials from the franchisor or his favoured supplier, even if it is not the cheapest supplier available. All these fees are on top of your usual operating costs.

The franchise doesn't deliver

It is possible that the franchisor may not live up to its side of the bargain. Supplies may be late or erratic, training may be inadequate, support may not be forthcoming etc - it is more likely that a franchisor will 'over-promise' rather than 'under-promise' and this is why it is vital that you speak to other franchisees, do your research and get professional, legal advice.