Designing and Developing the Franchise Program

Franchising can appear complex at first. It doesn't need to be. Franchising is simply a method of expansion.

We start the franchise development process by making certain you have the knowledge to participate fully in the development of your franchise system. One of the hallmarks that makes MSA the leading franchise consulting firm is our focus on creating a franchise system that you will be able to manage and grow effectively.

To be successful, franchisors need to make the most of their own unique attributes and strengths. Your franchise system should be structured in a way that supports each of your franchisees to operate to your standards.

Our next step is to help you explore the myriad of options available to you in creating the structure of your franchise system. We will look at these and a host of other key variables with you:

• How franchising will be integrated into your current operations.
• What types of initial and continuing training and support you will be providing to your franchisees and their staff. What type of organization and systems you will need to have to provide those services.
• Who your franchisees will be and whether they will be single unit or multi-unit franchisees. How you will recruit them and ensure they are the right franchisees for your system.
• How will you develop your markets. What type of locations you will use; how you will support real estate development; the territorial rights granted to each franchisee; the critical mass necessary to support your brand and your international opportunities.
• What types of cooperative programs will be utilized including cooperatives, buying groups and equipment and other financing programs.
• What programs will be in place to ensure that your franchise system supports a strong relationship between you and your franchisees. What programs and policies are in place should the relationship break down.
• How you will deal with the competitive environment through advertising and marketing.
• What obligations you and your franchisees will have to each other during the relationship and even after it is over.
• What your exit strategies and other longer term opportunities are.
• What fees you will charge and what return on investment will be earned by you and each class of franchisee.
• And, most important, whether or not the options selected support your company's core values and culture.

Only when choices have been explored, do we begin to finalize with you your approach to going to market with your franchise system. We prepare for you MSA's proprietary Business Overlay©. The Business Overlay defines in one document the strategic and tactical decisions that have been made.

The Business Overlay provides our clients with the necessary foundation they require for the launch of their franchise system. Once completed, it is the roadmap the lawyers will use to guide them in drafting the legal documents, the starting point for franchise recruitment brochures and web sites and the document that explains the rest of the tactical elements needed for your franchise system including manuals, training programs, etc.