Franchising Today - Winter 2017 - 26

Column by Ed Teixeira

SETTING ITSELF APART
communicating better information can accelerate
a franchiSe SyStem'S SucceSS.

THROUGHOUT
OF to
Throughout the history of THE
the
andHISTORY
digital marketing. According
franchise industry there have been two
primary objectives that guide franchisors: to (1) build a foundation of successful and profitable franchisees and
(2) grow the franchise network with
new franchise locations. However,
achieving these objectives has become
more challenging in today's competitive franchise environment.
Franchise candidates are better
informed and exposed to more franchise opportunities through print

franchise marketing consultants,
the use of social media to promote a
specific franchise system and generate franchise leads continues to increase in usage. To overcome these
challenges, franchisors must have an
operational strategy and remain focused on their goals.
This requires applying the resources to those components of a
franchise program that can make a
difference and lead to success and

Acquiring and communicating the
right information can be a way
to answer growth challenges.

26

franchising-today.com

WINTER 2017

not failure. However, to implement
and follow this process requires having the right information. The first
step in this process is to identify how
your franchise compares to other
franchise systems.

What SeparateS
the WinnerS?
One of our franchise industry studies identified the attributes shared
by the top 25 percent of successful
franchise systems. These systems
averaged 8 percent growth per year.
In addition:
	 		Nearly 69 percent have an Item
19 Financial Performance Representation (FPR) in their franchise
disclosure document (FDD);
	 		Another 37 percent have a franchisee advisory council/committee;
	 		Transfers are 41.8 percent of the
franchisee turnover rate (FTR);
	 		Ceased operations account for
27.1 percent of FTR; and
	 		Terminations account for 21.7
percent of FTR.
These statistics reveal the attributes
of the top franchise programs, which
can provide a guide for existing franchisors. Those franchisors looking to
improve their performance need to
know how they compare to their competitors and similar franchise systems.
Are there certain attributes your
franchise shares with the top systems?
Some franchises have a network of
successful franchisees with little or
no franchisee turnover but can't seem
to achieve the growth they seek. In
many cases, the reason for low system
growth is blamed on poor franchise
candidate lead flow or an inadequate
franchise development program.
But there may be other reasons why
new franchise growth is poor, which
could be the result of candidates not


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Table of Contents for the Digital Edition of Franchising Today - Winter 2017

Contents
Franchising Today - Winter 2017 - Cover1
Franchising Today - Winter 2017 - Cover2
Franchising Today - Winter 2017 - 1
Franchising Today - Winter 2017 - Contents
Franchising Today - Winter 2017 - 3
Franchising Today - Winter 2017 - 4
Franchising Today - Winter 2017 - 5
Franchising Today - Winter 2017 - 6
Franchising Today - Winter 2017 - 7
Franchising Today - Winter 2017 - 8
Franchising Today - Winter 2017 - 9
Franchising Today - Winter 2017 - 10
Franchising Today - Winter 2017 - 11
Franchising Today - Winter 2017 - 12
Franchising Today - Winter 2017 - 13
Franchising Today - Winter 2017 - 14
Franchising Today - Winter 2017 - 15
Franchising Today - Winter 2017 - 16
Franchising Today - Winter 2017 - 17
Franchising Today - Winter 2017 - 18
Franchising Today - Winter 2017 - 19
Franchising Today - Winter 2017 - 20
Franchising Today - Winter 2017 - 21
Franchising Today - Winter 2017 - 22
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Franchising Today - Winter 2017 - 30
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Franchising Today - Winter 2017 - 33
Franchising Today - Winter 2017 - 34
Franchising Today - Winter 2017 - 35
Franchising Today - Winter 2017 - 36
Franchising Today - Winter 2017 - 37
Franchising Today - Winter 2017 - 38
Franchising Today - Winter 2017 - 39
Franchising Today - Winter 2017 - 40
Franchising Today - Winter 2017 - 41
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Franchising Today - Winter 2017 - 43
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Franchising Today - Winter 2017 - 45
Franchising Today - Winter 2017 - 46
Franchising Today - Winter 2017 - 47
Franchising Today - Winter 2017 - 48
Franchising Today - Winter 2017 - 49
Franchising Today - Winter 2017 - 50
Franchising Today - Winter 2017 - 51
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Franchising Today - Winter 2017 - 53
Franchising Today - Winter 2017 - 54
Franchising Today - Winter 2017 - 55
Franchising Today - Winter 2017 - 56
Franchising Today - Winter 2017 - 57
Franchising Today - Winter 2017 - 58
Franchising Today - Winter 2017 - 59
Franchising Today - Winter 2017 - 60
Franchising Today - Winter 2017 - 61
Franchising Today - Winter 2017 - 62
Franchising Today - Winter 2017 - 63
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Franchising Today - Winter 2017 - Cover3
Franchising Today - Winter 2017 - Cover4
http://www.nxtbook.com/nxtbooks/knighthouse/ft_2020_vol5issue1a
http://www.nxtbook.com/nxtbooks/knighthouse/ft_2019_vol4issue4
http://www.nxtbook.com/nxtbooks/knighthouse/ft_2019_vol4issue4b
http://www.nxtbook.com/nxtbooks/knighthouse/ft_2019_vol4issue4a
http://www.nxtbook.com/nxtbooks/knighthouse/ft_2019_vol4issue3
http://www.nxtbook.com/nxtbooks/knighthouse/ft_2019_vol4issue3b
http://www.nxtbook.com/nxtbooks/knighthouse/ft_2019_vol4issue3a
http://www.nxtbook.com/nxtbooks/knighthouse/ft_2019_vol4issue2
http://www.nxtbook.com/nxtbooks/knighthouse/ft_2019_vol4issue2b
http://www.nxtbook.com/nxtbooks/knighthouse/ft_2019_vol4issue2a
http://www.nxtbook.com/nxtbooks/knighthouse/ft_2019_vol4issue1
http://www.nxtbook.com/nxtbooks/knighthouse/ft_2019_vol4issue1a
http://www.nxtbook.com/nxtbooks/knighthouse/ft_2018_vol3issue4
http://www.nxtbook.com/nxtbooks/knighthouse/ft_2018_vol3issue3
http://www.nxtbook.com/nxtbooks/knighthouse/ft_2018_vol3issue2
http://www.nxtbook.com/nxtbooks/knighthouse/ft_2018_vol3issue1
http://www.nxtbook.com/nxtbooks/knighthouse/ft_2017winter
http://www.nxtbook.com/nxtbooks/knighthouse/ft_2017fall
http://www.nxtbook.com/nxtbooks/knighthouse/ft_2017summer
http://www.nxtbook.com/nxtbooks/knighthouse/ft_2017spring
http://www.nxtbook.com/nxtbooks/knighthouse/ft_2016winter
http://www.nxtbook.com/nxtbooks/knighthouse/ft_2016fall
http://www.nxtbook.com/nxtbooks/knighthouse/ft_2016summer
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