How to Prepare Yourself for the Franchise Ambush, Part II

Listening to - and Weighing - Advice

by Rick Bisio - Franchise Consultant

& Author of the Franchise Book -The Educated Franchisee

You're in the market to buy a franchise, and you've discovered a concept that you like. You've read the website, went over the marketing materials and examined the Franchise Disclosure Document.  In addition, you've talked to the franchisor a number of times.  While your spouse may not be completely on board, you've kept him or her in the loop. It's looking pretty good so far.

Advice that Helps

If you are serious about becoming a franchise owner, the next step would be to seek advice from business professionals who possess practical experience in franchising, in the industry that you are looking at and better yet, in the franchise you are considering. The franchisees are a wonderful resource and in most franchise systems they are open and willing to help. An accountant that has experience in this industry and knows the norms regarding profit would be very helpful.  A franchise consultant that has years of experience in franchising can provide you with a balanced point of view regarding the opportunity.  Finally, a lawyer that specializes in franchising can be helpful in reviewing the structure of the relationship.

Advice that Disorients

Far too often, potential franchisees get so excited about the idea of being a business owner that before they fully realize the risks and rewards, they begin reciting their loosely formed dreams to anyone who will listen. They discuss their business idea with their drinking buddies and even with Great Aunt Edna.  Now let's be honest, Great Aunt Edna loves you but she's been out of the working world for 25 years - she does not have an email address and still enjoys watching reruns of Bonanza. There is very little she can do to help you as you seek out more franchise information.  There is a lot, however, that she can do to disorient you.  Be careful. 

How about your buddy who works for the U. S. Postal Service? His lifetime has been spent avoiding risk, maximizing salary, establishing his pension and surviving until retirement. There's nothing wrong with that, but is he able to provide you much guidance?   Probably not.

A lot of people have your best interests in mind. But well-intentioned advice from people who simply don't understand business ownership, the industry you are looking at or have practical franchise information can be incredibly disorienting.

Advice that Matters

Spouses usually balance each other in temperament. If you are a go-getter, there's a high chance that your spouse is more conservative.  S/he will remind you that the paycheck is nice, and will worry about what will happen if you fail. These are critical conversations to have. But you want to be prepared.

First, gather all the facts and be sure you have a clear idea of what it requires to be successful in the business.  How long does it generally  take to break even and what level of income would a successful business create.  Learn everything you can and involve your spouse every step of the way.  If you spouse has a concern, listen to the concern and get as much information on the topic as you can to share with your spouse.  These decisions are normally made as a partnership.  If you and your spouse decide not to move forward with a business opportunity that you love, won't you feel better knowing you've given him or her all the facts? At least then you know you gave it your best shot.

Here are a few of the most frequent objections you are likely to hear, as well as some facts to combat those perceptions.

1. Don't most small businesses fail?

Several long-term surveys have shown that, contrary to independent start-ups, franchises have a strong success rate. Owning a franchise (vs. starting an independent business) gives you a tremendous head start, including:

·     A proven operating system that can predictably create success.

·     National marketing programs

·     Group buying power

·     Training and on-going support

·     Manuals, procedures, job descriptions, accounting help, and so much more.

To get more information on this subject go to the Download section of www.educatedfranchisee.com <http://www.educatedfranchisee.com>.  There are a few reputable surveys that will give you all the franchise information you need in regard to success rates.

2. Why don't you just change jobs?

Any book you read on wealth creation will tell you that very few people become wealthy by working for other people.  Wealth is generally created in three ways - the Stock Market (less than 10% of millionaires created their wealth by investing in the stock market), Real Estate Investment ( 10 - 20% of millionaires created their wealth by investing in real estate), and Business Ownership (70 - 80 % of millionaires created their wealth by building businesses).

Finding another job will not prompt you to the next level.  If you are looking to create wealth and a better future for you and your family, business ownership is the best path.  Chapter 5 of The Educated Franchisee can help you learn more about how business ownership leads to wealth creation.

3. Perhaps you should think about it some more.

You should not make a decision of this magnitude rushing but you do not want to postpone either.  Do your homework, ask all the questions and take notes - then make a yes or no decision in a timely and businesslike fashion.  One characteristic of successful business people is their ability to make good business decisions with incomplete information.  If you find yourself paralyzed, be careful, business ownership may not be for you.  Yes or no, the most important thing is your ability and willingness to make a decisive decision and move forward.

4. What if you fail?

You need to get into business ownership with the knowledge that you may fail.  Of course you could also lose your job.  There are no guarantees with anything that we do in life.  Nobody can guarantee success.  All you can do is stack the deck in your favor. 

If you know that most franchisees in your chosen system are pleased with their success; that you have similar skill set to successful franchisees; that you are adequately capitalized; that you trust and can follow the franchisor's system; and that you are willing to work hard, you are on your way to being confident that you can succeed.

Before you start to share franchise information with your friends and family make certain you have the facts straight. Educate them. Help them join your team. And if they can't be on your team, maybe that's OK. Everyone likes to give advice, and naturally, everyone gives advice from their point of view - their reference base. As long as you know that, you can appreciate their concern, and not let it overly influence you.

This Article was written by Rick Bisio, a franchise consultant who is dedicated to franchise education.  Rick's objective is to create educated franchise buyers that have clearly defined objectives and are able to recognize a great franchise opportunity.  Visit the http://www.educatedfranchisee.com for a free monthly newsletter and more information.