Currently these are a collection of articles Dugan Aylen has written for various online franchise portals and newsletters which go out to the franchise community.
They are based on working in the specialist area of franchise recruitment from the positioning of advertising, lead generation and handling through to the arrangement of meetings with qualified prospects to the signing of franchise agreements.
Why invest in a franchise when you could start your own business…
I am director of an independent franchise consultancy and have been working with franchise brands and people looking at franchising for nearly 10 years and these are some of the most common questions I get asked by people as they go through the process of looking at franchising . . . more
Franchise Territory Mapping
Mapping plays a critical role in the sales process, so is not just an invaluable tool in terms of ensuring the demographics of each territory are as similar as they can be and offer a potential to build a good business within them . . . more
Franchise vs Job
If you have a secure job you really love, and get paid more than what you need and don’t need the flexibility or want the risk that having your own business provides, nor the lifestyle or family time it offers, then you probably won’t be reading this . . . more
Franchise Exhibitions – Are They Worth It?
With arguably the largest and most popular franchise exhibition of the year at Birmingham NEC now over, it is time to reflect on the value of exhibitions as a whole for both franchisor and potential franchisee . . . more
The Days are Getting Shorter
As we move into the month with the shortest day and busy late night shopping, people already looking at franchising tend to put it on the backburner, and people that were thinking about it will now put it off until the New Year. Phones are not answered, emails are not read and the internet is used more for Christmas shopping than looking for franchises . . . more
28 Days Later
As I have mentioned before, signing franchisees regularly generates much needed revenue for the franchisor at an initial level. I also talked about how greed, lack of structure to support new franchisees, and a poor franchise model do not lend themselves to the long-term sustainability of a brand. Selectivity is key here . . . more
“Selling” Franchises Leads to Short-Term Growth Only
For many franchisors, signing a franchisee brings in revenue which is much needed in a growing network. In most cases, the majority of the franchise fee will cover all the costs associated with getting the new franchisee up and running in the business, with the remainder used to boost the advertising budget and prop up other franchisee recruitment operations and support services . . .more
The Problems Facing Mature Brands
When a new franchise brand is launched and starts to recruit franchisees some of the problems faced are budgetry contraints, lead handling and support of the growing network . . . more
Playing the Waiting Game
Recruiting franchisees successfully starts with being able to offer a good business opportunity. The advertising and marketing campaign is also crucial as this is how a Franchise communicates and attracts potential prospects. Effective advertising generates the enquiries which make expansion through franchising possible . . . more
How the Internet Changed the Shape of Franchise Recruitment
One of our clients is a mature franchise brand that has been around in the UK for nearly 15 years. In the early stages of their development, recruitment of franchisees was done purely through a major franchise magazine and handling these leads was a simple call and email process that would ‘reach’ between 65-80% . . . more
The Science & The Art of Franchisee Recruitment
Once a successful company has set up as a franchise, the objective is to become a nationally recognised brand in their particular sector. The only way to do this is to recruit franchisees to cover every territory available throughout the UK and Ireland. By selecting the right franchisees for their business the franchisor lays the foundation for a high-quality and well-motivated franchise network. . . more
