Member Article

Franchising: it all starts with the WHY?

When it comes to finding the right franchise opportunity, the first question franchisors should be asking prospects is why, says Alan Lewin, managing director of ServiceMaster Franchise Services Group.

People have the desire to start their own businesses for a whole host of different reasons; to become their own boss, a change of career, something to do, build an empire, start an investment. Maybe all of the above or none of the above apply to you. For those of you reading this article that have always worked for someone else, I believe there’s at least one defining factor that compels an individual to take the relatively few but nonetheless important steps to realising what may be your long-held ambitions to become your own boss; it’s your why? That becomes your driving purpose. If your why is compelling enough, the challenges and barriers that may have held you back until this point will suddenly seem less relevant. Having a sense of purpose becomes a stronger force that requires little external stimulus or motivation.

As a franchisor, a large part of our job in the very first stages of engaging with a new potential franchisee is learning about your why?. If we really understand why you think you want to make a significant, life-changing decision, only then can we truly help you decide if we are the right team to work with throughout your franchise lifecycle.

As a franchisor in the services sector specifically, we are essentially in the people business. Everything we do relies on people working together to achieve goals and positive outcomes. It’s for this reason we need to really understand what compels you to take the road to becoming your own boss in a franchise system. After all, franchising is about being in business for yourself but not by yourself so whichever franchise opportunity you choose to invest in, you’re in it together with the franchisor.

We meet lots of great people who think they are ready but are perhaps holding a more romantic view of what it means to be the boss, the owner, the one who is ultimately accountable for everything that goes with being in business; the highs and the lows. It’s tough to be that person, even in a franchise system and so this why? might seem like a simple concept, it’s all too often overlooked by both the franchisor and franchisee. Remember, you’re in this together so you want to make sure you’re making the right choice of franchise opportunity.

What is so brilliant about this simple question why? is that in discovering your why?, we also uncover your why nots? and this is where being in business for yourself but not by yourself, really comes into its own.

It’s OK to be scared Starting a business can be scary, especially if it’s your first time. Generally, employment is a comfortable position to be in, although it may not feel like it to someone who is reading an article about getting into a franchise but going it alone is a different world completely.

Your why not? could, for example, be an undefined general fear of failure, fear of not having a specific skill or experience in a certain area such as sales or operational management. This is where the value of franchising is priceless as the franchisor should be able provide you with supportive evidence on two levels. Firstly, systems and processes that offer appropriate education and practical support in your area of concern. Secondly, some recent and relevant real-life stories of people just like you, franchisees that overcame their specific fear or why not? who you can speak with directly to gain the benefit of their experiences from their own journey from employee to franchise owner.

Fear can actually be a great motivator but it is your why? or your sense of purpose, along with appropriate support from your franchisor, that will ultimately help you to succeed. Imagine waking up on day one as a new franchise owner with no sales, no jobs to go to and no salary coming in. It is your why? that gets you out of bed with a sense of optimism ready to make sales calls, find customers and leverage any opportunity at your disposal to make your franchise business work.

Doubts over skillsets Marketing, sales, financial management, service delivery, HR and customer service are not typically a range of skills that people who come to franchisors have at a practical or experience level sufficiently enough to run their own business. As a franchisor we understand this as people come to us from a wide range of backgrounds. Often one or more skillsets are highly developed and others range from an awareness to non-existent and it’s one of the areas where we add significant value.

When we understand the why nots? and dig a bit deeper, we often unveil doubts around inexperience or the necessary acumen to make the business a success. This can all be taught given enough time, patience determination and purpose. Getting down to the detail of what is stopping you quickly becomes the reason you should be investing. Especially if it is a skills or knowledge gap in the area relevant to a part of the franchise ownership, as any good franchisor will have the tools and experience to overcome most challenges.

Motivate me Nobody gets into business to fail - right? If your why? is sufficient purpose that you have the drive and passion to do something for yourself, rather than putting all that effort in for someone else, it’s so important to harness that positivity for as long as you can, by regularly checking in with your franchisor and your franchise colleagues to measure your progress against your goals.

We’re all human though, we understand that when trials and challenges come along, that drive can quickly be dampened. That’s where a close relationship that has the right foundations with the franchisor comes in again as their job is to guide and support you throughout your franchise lifecycle.

Motivation and drive is vital when you’re the boss. The accountability is all yours, your team are looking to you for direction so work with the franchisor to set goals for your business and focus on them. Utilise their tools and experience to support you in motivating your team.

Understanding your why? helps to identify what is the right franchise opportunity for you. Sharing your why? with your prospective franchisors helps you and the franchisor make good initial decisions, which form a solid base for a successful relationship. No two investors in our franchises are the same, we have to understand why they are talking to us to make sure that we are the right fit for them and they are the right fit for us. What’s your why?

This was posted in Bdaily's Members' News section by David Burton .