Franchising is an increasingly important part of the American business landscape. There were about 800,000 franchise businesses in the U.S. in 2023, with an economic output of around $860 billion. Franchising is expected to add 221,000 jobs in 2024.
Franchising offers grassroots entrepreneurs a chance to get into business for themselves. The franchising model combines a potent mix of capital, brand, and initiative. On the other hand, the cost of getting into a franchise business has risen steeply in recent years.
A new concept, which started in less developed countries where it has helped to lift millions out of poverty, is microfranchising. Microfranchising is a business model that applies traditional franchising to very small businesses. It is a systemized approach to replicating micro-enterprises like drive-in coffee kiosks, mall products and services, food stands, and just about any other type of business that sells low-cost products or services, primarily in high-traffic areas.
For a very small investment, entrepreneurs can now become microfranchisees in proven businesses without having to make high upfront investments.
How microfranchising works
Let’s define the core concepts of franchising that are at the heart of microfranchising. A firm with an established product or service (the franchisor) enters into a contractual relationship with other businesses (the franchisees). Franchisees operate under the franchisor’s trade name and guidance—in exchange for a fee.
The contract defines franchisor and franchisee responsibilities. The franchisor provides a business model and marketing strategy that specifies segments, products/services, and brand positioning. The franchisor also provides advertising, marketing, training, and support. The franchisee is responsible for the local facility and management of daily operations. In microfranchising, the franchisee buys a kiosk or cart and generally rents a location in a mall or store. As this trend has spread, even department and grocery stores have started to rent shelf space out to microfranchises.
When the franchise model is executed well, it yields a high degree of alignment between franchisor and franchisees. Not only do franchisees have “skin in the game” because they have invested and own a share of the upside, but royalty payments to the franchisor require the franchisee to generate profits above their break-even point. The result? This creates positive pressure to focus hard on being efficient and maximizing cash flow.
Advantages of franchising
Besides avoiding the high cost of starting a business from scratch and the risk of having to test it, franchising can offer several advantages over starting your own business.
- Product recognition. A franchise business generally offers a product or service that many people are already aware of, often in a market that is fragmented with few well-established brands. Examples include dry cleaners, car washes, and other firms that are typically “one off” businesses without name recognition.
- Marketing support. Franchises benefit from established and proven marketing programs and materials. The marketing and advertising campaigns created by the parent company and supported nationally through advertising helps increase sales for your franchise.
- Single or area franchises. In many instances, particularly for new franchise operations, the franchisee may purchase rights to a single franchise or to an entire geographical territory. Consider walking before running and starting with a single franchise, and try to get the option or rights to develop more “stores” in your geographical area.
- Back-office and administrative support. Most franchise companies offer systems support such as information technology services and support, billing processes, accounting systems, and call center and customer support at a much lower cost than if you were to create your own business from scratch.
- Supplies. Key national contract terms are available through most franchise organizations at terms that you could not negotiate without the buying power of a much larger organization.
Successfully operating a franchise or microfranchise
There are several guidelines to running a successful franchise business. Failing to meet them is the downfall of many franchisees.
- Build scale by adopting the defined business model. The franchise model reinforces a meticulously defined business system. Franchise companies drive marketing and product development centrally. As a local franchisee, you must be disciplined in adopting the franchisor’s established strategy in your local market. Deviating from it because you think you have a better idea for running the business is a recipe for failure.
- Get employee buy-in. Define and enforce the system to your employees as rigorously as the franchisor defines it to you.
- Be prepared to sustain your marketing and advertising efforts. In tougher market conditions, non-franchise companies often reduce marketing and advertising to maintain quarterly bottom-line performance. Franchise contracts require spending either a flat dollar amount of marketing/advertising or at least a fixed percentage of revenues.
