Franchise Management For Dummies. Mazero Joyce

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СКАЧАТЬ statistics were based on studies by the U.S. Department of Commerce or the U.S. Small Business Administration conducted in the 1980s and 1990s that misled potential franchisees by making them think franchising was a surefire, safe investment, regardless of the franchisor. The International Franchise Association has asked its members and the press to no longer quote those statistics.

      Most franchisors will publish statistics about their own franchise systems, and that information can be instructive and very beneficial because a well-designed franchise program can be an exceptional investment. But cookie-cutter franchise systems that are poorly managed are not good investments and need to be avoided. If any franchisor or broker quotes from these out-of-date and misleading industry success statistics, our best recommendation is for you not to do business with them and move on. Most franchisors are legitimate businesses looking for qualified franchisees. These franchisors don’t mislead prospective franchisees by quoting discredited industry statistics.

      Let’s instead consider some of the advantages and disadvantages of your making a franchise investment.

       Advantages of making a franchise investment

      Your chance of success in franchising can only be as strong as the franchise system you select and how well you manage your business. Well-structured and managed franchise systems that support their franchisees generally offer the benefits discussed in this section.

       Overall competitive benefits

      The public has become accustomed to a certain level of quality and consistency when shopping at any branded locations (see Chapter 2 for more on this phenomenon). What we mean by branded location is a business that the public thinks of as a chain because each location has the same name, décor, products, services, menu items, and so on. In a branded location you expect that the customer experience will be the same regardless of the location.

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