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Franchising 101: The Complete Guide to Evaluating, Buying and

Growing Your Franchise Business



Edited by Ann Dugan, Published by the Association of Small

Business Development Centers (ASBDC)



Cooked up by CPA's, Attorneys and Insurance Brokers, with a dash

of disgruntled franchisee and a pinch of fatherly advice from a

franchisor, this utilitarian dish is nothing if not healthy.

With a steady diet of this recipe, potential franchisees will

leave the table full and satisfied and yearning for a VERY rich

desert to make up for all the pragmatic, reasonable and

intelligent ingredients used to prepare this three course meal.



Course 1: "Choosing Your Franchise" opens with a light salad of

franchising history explaining how Singer Sewing Centers were

the first franchisor in 1858. There are tales of early

automobile dealership franchises, oil company and service

station franchises, and motel chain successes that lead to the

explosion of the franchise phenomenon in the 1950's and 60's.

The bulk of the color is made up of tart slices of Ray Croc's

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establishment of the Franchise staple, McDonald's. With some

dressing made up of a bit of "Good News Future" discussing the

establishment in 1992 of the American Association of Franchisees

and Dealers or AAFD, (the equivalent of a Franchisees union) to

tilt the flavor toward sweet.



There are croutons here to add texture and variety, warning that

you must be very clear that there is a large difference between

an entrepreneur and a franchisee. It is simply stated that if

you spend more time thinking about how things "could or should

be" then it is likely you are an entrepreneur and that

franchising is definitely not for you. Predefined trade dress,

business practices and required equipment, signage, etc., are

each carefully chosen and non-negotiable by the franchisee. Once

again, the AAFD proudly spices this ingredient defining newly

negotiable items of contracts and leases while clearly stating

that the Franchisor maintains the upper hand in all cases.



>From the initial colorful history right into the bland body of

"how-to" information through helping the potential franchisee to

determine the selection, research, pricing, purchasing a

franchise and choosing location and leasing details. Finally

there is the tart flavor added by a none too happy franchisee

who thought long and hard but ignored danger signs in acquiring

a business she had decided on before her research told her that

this was a sour deal.



Course 2: "Acquiring your Franchise" is the main course and

while definitely healthy and well prepared, it is something you

read because it is good for you, not because you like it. This

course is made up of a discussion of another acronym, the UFOC

or Uniform Franchise Offering Circular. This is a federally

mandated document outlining 23 precise ingredients that must go

into this course of the meal.



If you are purchasing a franchise, then this will always be the

main course and will always have these ingredients. Two

attorneys walk you through the preparation of the franchise

agreement, lease negotiation, incorporation, cash flow, banking,

loans and business plans. You know you must finish this bland

course, but yearn for some spicy condiments that just aren't

available in this healthy, well-balanced meal.



Course 3: "Managing your Franchise" is a natural side dish

discussing the managing, motivating, hiring and firing of

employees. The body of this dish is made up of more healthy

requirements of market research, taxes, insurance, accounting,

marketing and business management practices. This course is

spiced a bit with the fatherly advice of a franchisor who

basically suggests that franchisees should respect their elders

and be good kids and they will be rewarded with favoritism.



Altogether I'd have this meal if the only other choice were the

bland bread and water of a nine-to-five work-a-day routine, but

what it all comes down to is that operating a franchise is

serious business, that it takes money to make money, and that it

will clearly be very hard work. There are the benefits such as

managing your own time, doing what you enjoy, scheduling your

own vacations and making major decisions without a boss hovering

over you.



This hearty meal will be very good for you if you've decided

that franchising is the career path you wish to follow. Nothing

is left out of the recipe and there will be plenty of good

information to fill your financial plate. After you clean the

dishes and make your decisions you'll definitely want to go

elsewhere for desert because Franchising 101 offers up only

pragmatic, practical fare with no coffee or desert on the menu.

This is the hard work without discussing any of the rewards to

tantalize you and only a sad tale of one unhappy franchisee to

feed your appetite for possible self-fulfilling careers.



About the author:

Mike Banks Valentine WebSite101 "Reading List" Weekly

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