Franchise USA - Franchise Business Opportunities.

THE FRANCHISE INVESTIGATION PROCESS

The first thing you need to keep in mind in your investigation is that it is a process of mutual elimination for both you and the franchisor. Therefore both of you are trying to determine if the fit seems right from the beginning of the investigation. If either party comes to the realization that this is not the right match, they simply inform the other party and move on.

Step 1 - General Information

The franchisor will begin by providing you with overview information on the company (typically a brochure and video package). They will then ask you to provide them with additional information on you (by filling out a questionnaire) to determine if you have the general characteristics that they are looking for. Assuming that each party is still interested, based on this information exchange, you will proceed to the next step.

Step 2 - The Uniform Franchise Offering Circular ("UFOC")

This document, commonly referred to as the UFOC, is the Federal Trade Commission (FTC) mandated disclosure document that gives you a wealth of information about the franchisor. The form and composition of the document is standard with any franchisor and must include information on a variety of topics of interest to you. The major subject areas include:

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The Franchisor, It's Predecessors And Affiliates
Business Experience
Litigation
Bankruptcy
Initial Franchise Fee
Other Fees
Initial Investment
Restrictions On Sources Of Products And Services
Franchisee's Obligations
Financing
Franchisor's Obligations
Territory
Trademarks
Patents, Copyrights and Proprietary Information
Obligation To Participate In The Actual Operation Of The Franchise Business
Restrictions On What The Franchisee May Sell
Renewal, Termination, Transfer And Dispute Resolution
Public Figures
Earnings Claims
List Of Outlets
Financial Statements
Franchise Agreement
Receipt

A few franchisors also include an earnings claim under Item 19 in the UFOC. Though they are not required to do so, this can be a real time saver for you if it is included. Even if it is included in the UFOC, it is still imperative that you discuss this subject with franchisees during your fact-finding calls and visits. You will want to carefully review the UFOC and note any questions or issues that the material raises for further discussion with the franchisor.

Step 3 - Franchisee Calls and Visits

The most valuable source of information on any franchise system is the existing franchisees. You need to plan on calling or visiting a number of the existing franchisees during your investigation. It sounds almost trite, but whatever you find the prevailing attitude of the existing franchisees on any issue to be, it will almost certainly be your attitude on the issue as well if you decide to become a franchisee. Visit with a sufficient number of the existing franchisees to ensure you have a sense of the prevailing attitudes of the group.

Though you want to find the overwhelming majority of franchisees to be happy and supportive of the franchisor, it is important to try to find an unhappy franchisee during your investigation. When you do, not only listen to the complaints but also try to determine what makes this franchisee different from the rest. If you find you identify with the positive ones and feel the negative franchisee is not at all like you, then you should be fine. If you find that you are more like the person who is unhappy however, this is probably not the right franchise for you. The following list covers the principle areas you want to investigate during these calls:

1. Training Programs - You need to determine how well the initial training programs and support prepared the franchisees for opening and running their business.

2. Opening Support - How easy did the franchisor make the process of getting the first unit open and operating? Was there assistance in site selection, lease negotiation, construction and design assistance, financing assistance, permits or any other factors unique to getting this business up and operating?

3. Ongoing Support - You want to know how effective the ongoing support services of the franchisor are in terms of helping franchisees deal with the problems that come up in the running of their business.

4. Marketing Programs - Most franchisors collect marketing dollars from every franchisee into a pool that is spent to promote the brand. You need to know whether the franchisees are happy and supportive of the way this process is handled. Note: this is typically the area where you will find the most complaining in any franchise you examine.

5. Purchasing Power - Does the franchisor use the collective buying power of the total system to get discounts on supplies and inventory beyond what an independent operator could achieve? This factor is one of the biggest advantages of joining a well-run franchise system and should offset much of the fee cost associated with being a franchisee.

6. Franchisor/Franchisee Relations - Determine what the franchisees feel about the franchisor in general. Is the franchisor supportive, caring, focused on their success, responsive, effective, organized, and trustworthy? Make sure you have a good feeling about the values of the organization and that they are consistent with your values.

7. Investment - The UFOC will give you a wide dollar range for the investment required in the business. Use the franchisee discussions to narrow that down to a reasonable and conservative estimate of how much capital you will need to be successful in this franchise.

8. Earnings - It is critical that you have a strong sense of just where the average unit is in terms of earnings. You should know the answers to the following questions:

How much money does the typical unit make given a specified length of time in business?

How soon does a typical unit start making money after opening?

What is the range of answers for these questions?

If you are simply not able to determine these answers to your satisfaction in your research, do not settle! Tell the franchisor of the problem and that you cannot proceed unless you have these answers.

It is always a good idea to bring up the subject of earnings as the last point in your visits with existing franchisees. Most people are reluctant to discuss their income with strangers and you will find the franchisees are more willing to cover this subject after you have spent some time visiting with them. At that point they recognize that you are not a competitor trying to get information but rather a serious prospective franchisee who will need the information to proceed. They were all in your position at some point in the past.

Step 4 - Review the System Documentation

A strong franchise company will have documented their systems, operations and marketing programs in a concise and easy to use format for the reference of franchisees. Make sure that such documentation exists. The franchisor will probably not give you a copy of their actual manuals, but they can certainly provide you with the table of contents or index of every support manual they have. This will enable you to confirm that the documentation exists and will show the scope of the coverage of all their major business factors.

Step 5 - Meet the Franchisor

At some point in the process of investigation, you will want to have personal meetings with key personnel of the franchise company. This might be possible in your local market or you may need to travel to the headquarters of the franchisor. Many franchisors facilitate this need by holding what are referred to as "Discovery Days". These are structured events where you can go to a specified location and know that all of the key people from the franchisor will be available. Be sure to get to know those people you will be working most closely with as you build your business. We would expect the President of the company to be an impressive person, but that's not who will be answering your call when you have a problem. Find out who will be providing the operational support and training directly to you and form an opinion about their competence. Make sure that any remaining questions or issues you may have are addressed at this meeting.