For the last 10+ years the Garden has been closed to the public while Jim has expanded it to it’s now 300 acres. And what a breathtaking expansion it is. I won’t try to describe it here, just go to the website, and take in the beauty.

You may wonder why I’m writing about the Garden in my business blog. For some time now I’ve believed that everything is a metaphor for something else. Let me explain. Jim, from the beginning has had a plan to have a world class Garden. Part of that plan has been a strategy to grow into what it is today. He knew what he wanted to do and he has done it.

I say the Garden is a metaphor for “How To Grow Your Business”. Jim is very proud of his Garden. You want to be proud of your business. Jim had a vision. You have a vision. He did his. You can, too.

These days we help companies do just that by helping them Franchise. We can help you do that with your company. Stay tuned for the next metaphor.

ENTERING A NEW BUSINESS -
The bad news is a company planning to franchise must realize it is entering a new business, offering an entirely different service (training & support) to entirely new customers (business owner-operators). This new business requires different skills, abilities and expertise. In the new business of franchising, it is critical to develop effective evaluation, documentation, mentoring, training and consulting skills.

THE FRANCHISE FEASIBILITY
An indispensable step before any franchise a business development program gets underway is an analysis of the concept and business model. Has the concept been sufficiently proven in the marketplace? How profitable are existing prototypes or company-owned outlets? Franchising will not solve existing problems, it will only intensify them. Franchising is not a way to raise capital, get rich quickly or expand a business with existing problems. There must be sufficient profitability in the business model so that royalty and other payments can be made and leave the franchise owner with a sufficient profit.

FRANCHISE STRATEGIC PLANNING
A successful franchise development program begins with a solid plan – a foundation for franchising. Often there is little or no strategic planning with new companies entering the franchise industry. T More important than a business plan is a strategic plan – a vision of the franchise program together with a limited number of concrete, achievable action steps.

FRANCHISE DOCUMENTATION
If your company made doing a good job at the planning stage its number one priority, franchise documentation goals will be apparent. Proprietary assets (like recipes, formulas, methods, branding, operating techniques and customer information) need to be identified and protected. A catchy and appropriate name, logo and tag lines are registered as trademarks or service marks.

A franchise operations manual and franchise training program are developed, often from scratch, to impart business day-to-day operating skills to franchise owners as well as ensure uniformity of products and services. The franchise operations manual and training program curriculum must be drafted or edited with a particular focus. Certain topics, chapters and policies used in manuals for company-owned locations, for example, are entirely inappropriate in a franchise environment, creating significant franchise liability issues.

Finally, and only after all of the above are underway, a Franchise Disclosure Document (FDD), similar to a securities prospectus

, is prepared by a competent franchise attorney. Doing it correctly and with a balanced, fair perspective can save going to the courtroom later. Using a boilerplate or online FDD template will almost certainly guarantee a visit to the courtroom down the road. Since these visits cost hundreds of thousands of dollars and up, they are not cheap and far out weigh the cost of doing it right to begin with.

Training the Franchise Management Team -
When the documentation phase is over, momentum gathers as the exciting implementation phase begins. This is where the sparks begin to fly as franchises are sold, new franchise owners are taught and trained, and opening assistance is provided. It’s also when most new franchise companies make serious mistakes that haunt them for years or even decades to come.

The reason: most new start-up franchise management teams have not been trained in how to properly operate their new business, nor can they afford to hire a six-figure, salaried person with franchise management experience. A more practical solution: provide new franchise companies with in-depth franchise training instructional workshops as well as on-going, as-needed advice based.
Tags: How to franchise, Franchise My Business, Starting a Franchise
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