“Should I Look Into An Established Or Emerging Franchise?” – 3 Factors...

“Should I Look Into An Established Or Emerging Franchise?” – 3 Factors To Consider

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If you had to choose between opening up a McDonald’s or a RocoMama’s, what would your choice be based on? One’s global, while the other is local, yes – but one’s also been around longer and would therefore be your safest and more profitable option, right? Not necessarily.

Franchising experts suggest you consider several franchise opportunities before deciding on the one that’s right for you. The challenge is to decide on one that’s of interest to you and makes investment sense.

“While joining a franchise with an established track record can be beneficial,” SME Toolkit South Africa reports.

“An emerging franchise gives you the chance to get in on the ground floor of what could be a highly profitable growth opportunity.”

Related: Ocean Basket’s Top Lessons Learnt From 21 Years Of Being In Business

Here are a few other considerations to make before taking the plunge:

1What’s in a name?

Everyone knows the ‘golden arches’, the grinning face of Colonel Sanders or the black and red rooster. “When it comes to choosing between different sizes of franchise systems, one of the most important factors can be brand recognition,” notes Jeff Goldstein of Goldstein Law Firm.

“The ability to instantly benefit from a known brand is a key benefit for many new franchisees, because the business will generally be stronger with a larger, more-established franchise system.”

But if you’re looking to build a brand as opposed to joining it, a smaller franchise could be your match, says Terry Powell, whose company, The Entrepreneur’s Source, helps individuals find the right franchise concept for themselves.

“Early franchisees get to be part of the development and have their ideas listened to, while established brands just want you to follow the programme,” says Powell.

2How much help is offered?

Training sessions, extensive manuals and national marketing campaigns are part and parcel of joining a big franchise. Understandably, this could appeal to the newbie in you, but wouldn’t you rather receive more attention as an early-stage franchisee – “Where your success or failure may have a much greater impact on the franchise system as a whole,” Goldstein says.

If it sounds like too much pressure, perhaps intensive training would suit you best. If however, you’re more independent and have a little more business acumen, you could contribute a lot more to the franchise than you can imagine.

3Show me the money

New franchises will typically have lower joining, royalty and marketing fees. But you also need to consider the emerging franchise’s financials before looking at your own.

“As with any investment, there are liabilities to being an early adopter,” says Brent Dowling, COO at franchise consulting company, RainTree.

Related: Current Challenges Faced By New Franchisees

“Without a track record of success in different markets, there is the risk that the brand just isn’t as replicable as predicted,” says Dowling.

Also remember that it may take a while for emerging brands to reach what Powell calls “the stage of critical mass”, when growth begins to happen more rapidly and exponentially.

So, are you in it for a quick buck or the long haul? The answer to that question could help you choose your very first and best franchise investment.

Diana Albertyn
Diana completed a BA in Journalism in 2010 and for the past six years has honed her skills as a newspaper reporter, senior communications specialist and most recently worked at a weekly magazine as a writer. She joined the EMTS Group in 2016 as a writer for Entrepreneur magazine and SmartCompany Networks. Passionate about honing her writing skills and delivering exceptional client results, Diana continues to keep a finger on the pulse of industry news and insights.