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# Calculating Franchising ROI

How to determine whether a franchise investment makes financial sense.

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What is a reasonable rate of return on investment in a franchise opportunity? Though the question seems simple, it is still an important one, so let’s analyse the factors involved in getting an answer.

Usually, computing the return on an investment is a fairly straightforward and intuitive process. When you invest in the stock market, for example, you know exactly how much money you paid for the stock. Your return usually consists of a combination of dividends paid to you while you owned the stock plus any appreciation in the stock value when you sell it. If you pay R400 for a stock that pays you a R20 dividend and then you sell the stock in one year for R420, you made a R40 total profit, a10% return on your investment. If you buy a bond for R400 and it pays you an annual interest payment of R24, your return on investment is 6%.

Those types of investments are referred to as passive, which means that you are investing your money but not any significant amount of your time. With passive investments, the more risky the investment the higher average return you expect to make, and the more money you invest the higher your total investment earnings will usually be. Most people would agree that, over time, an average annual return of 5% to 12% on your passive investment rands is good, and anything higher than 12% is excellent.

## Investing in a Franchise

But a franchise is almost never a passive investment. Virtually all franchises assume that the owner will be investing at least some of their time and talent in the business in addition to their money. So it is reasonable to assume that an investment in a franchise should provide a return for both the money and the time that is being invested in the business; hence the complication in the ROI calculations. This also means that we expect the return to be significantly higher for a franchise than for a passive investment. Otherwise what’s the point of investing your time?

Most new businesses go through a start-up phase where they lose money for a while, then break even and ultimately become profitable.

The curve of this initial growth phase is usually fairly sharp in the beginning, and then the business stabilises and begins experiencing a more normal growth rate as it matures. For an average business, this process takes about two to three years. For this reason, when we look at the monetary return for a franchise, we usually look at what our income expectations are based on the business being in its third year of operation.

## Evaluating ROI

When evaluating a reasonable return in a franchise, begin by looking at the return on invested capital. Since starting any business is considered a relatively risky investment, you should be able to earn a very good return on your invested capital, let’s say in the neighbourhood of 15%. In other words, for every R100 000 of your capital you invest, you should expect to make at least R15 000 per year in return on the investment.

Calculating a reasonable return on your investment of time is more difficult because of the variables involved. Start by asking yourself what your time is worth in general terms. How much are you used to earning in exchange for your work hours? If you can fairly easily trade your time for R240 000 in yearly income, then you can assume that is a reasonable value for a full time investment of your work hours into a business. So at the very least, you’re going to be looking for a business that can provide you with some increase in this standard return for the value of your time.

The analysis gets a bit more complicated, though, when you factor in lifestyle changes that can come with owning your own business. For example, let’s say that the business will provide you with a great deal of schedule flexibility or that it does not require any out-of-town travel. That may mean that you’ll never again miss a child’s birthday party or that you’ll finally be able to coach a soccer team like you’ve always wanted. As another example, let’s say that the
R240 000 job you currently have involves doing tasks every day that you really dislike, or that you’ve got a boss you can’t stand working for. Getting away from those factors and into a situation where they don’t apply may have a great deal of non-monetary value to you. These types of ‘soft’ factors are undoubtedly important to consider, but they are difficult to quantify with a fixed monetary value that we can use to compute a return on investment.

## Working the Numbers

Let’s say that you are evaluating an investment in a franchise opportunity. Based on your research, you determine that the total monetary investment in the franchise is going to be R800 000. You further determine that the average income (before any owner compensation) produced by this type of franchise in the third year is R600 000. From the expected income of R600 000, you subtract R240 000, which represents the fair market compensation for your time. This leaves you with R360 000 as a return on the investment of both your money and your time. You would expect to earn at least R120 000 per year as a fair return on the R800 000 of invested capital, so the franchise in this example provides an additional R240 000 as a return on your invested time. That equates to a 100% return on the investment of your time. Even if there are no soft benefits to you whatsoever, this sounds like a pretty good deal.

If, on the other hand, the typical third year gross income is only R360 000 instead of R600 000, you would clear the same return on the capital you invested but the ROI on your time investment would be zero. With an ROI like that, the obvious question is why take the risk? Unless there are compelling soft benefits for you, it would be better to keep looking for a different business with higher returns while you stay in your current job.

As a final note, look for opportunities that grow to mature profitable levels much faster than the standard of three years. There are a few companies that reach this level within a few months and those businesses are much safer opportunities in a recessionary economy like we have been experiencing for the past couple of years. It may take extra effort to find them, but the time will be well spent.

Jeff Elgin has developed a consulting system that matches pre-screened, high-quality prospective franchisees with the franchise opportunities that best fit their personal profile.

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# The Digital Headaches Of A Franchise Marketing Team

Here are my top 5 tools that can help control and regulate franchisees marketing with minimum friction.

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Franchise marketing teams already know that managing campaigns for a business with multiple locations and/or stores is a time-consuming job.

When it comes to online marketing, many franchisees are frustrated with the mother brands’ national campaign strategy, as it may not suit their immediate needs. This often means they embark down the dangerous route of “rogue” or unapproved campaigns.

This is a huge risk for any brand as there is limited to no control over the message and quality of creative, often resulting in brand CI and best practices not being followed.

Rogue advertising can be totally avoided by a franchises’ marketing team by employing tools that allow them to set up a managed process where franchisees can advertise through. With a managed approval process (preferably automated) it is easier to manage “rouge” content.

Here are my top 5 tools that can help control and regulate franchisees marketing with minimum friction.

## 1. Create a consistent Facebook content experience whilst still allowing your franchisees to post to their own page

Facebook location pages makes it possible to, as an alternative, allow every store to open a Facebook page, each with different versions of your logo as their profile picture, as well as incomplete profile data or even old or past promotions as their cover image. You as a brand manager can set up each store as a location page on the brand’s main FB page.

The pages can all be linked to the main page and if you change the profile image or cover art, it will automatically update all the other pages. There are also a number of other marketing advantages to this, but most importantly for me was the ability to manage them all from a single interface and clean up all the old and abandoned pages that just confused customers.

## 2. Manage social media content

Gain is extremely simple to use and connected to all the popular social media platforms such as Facebook, Twitter, LinkedIn etc. As a user, you can create posts or ads and schedule them all from the same window. Once said posts are scheduled, the marketing team can preview the content and approve it for publication or request changes all within a matter of seconds.  Best of all, nothing will get posted without your approval.

## 3. Free professional looking content in a template

Pablo is an old favourite of mine! It supplies predefined size templates where a user can use free professional stock photos and quickly overlay text. The feature I love most on this tool is the “insert logo” feature, which with the click of a button can overlay a banner or brand element that creates consistent content experiences. Once done, you can export the image and post it to gain for approval. Simple right!

## 4. Create email alerts for when your brand is found online

Talk Walker alerts is a nifty tool and acts like your personal internet detective who constantly crawls the internet for keywords that you define. I like to use my clients’ brand names and sometimes even my competitors just to keep tabs on their activity. Once set up, you receive daily emails with links to the content in question.

## 5. Pre-approved marketing creatives and targeting with machine learning optimisation

Lead Gener8or tool can define a bespoke target audience per store and lock advertising geographical areas to prevent any cannibalisation. Once completed, franchisees can execute pre-approved marketing campaigns as and when they wish on any of the integrated channels (SMS, Email, Facebook, Google and Youtube), without any further involvement required from the marketing team.

Powered by big-data machine learning, campaigns are automatically optimised while in flight. Marketing teams can monitor all campaigns in real time. This tool really is a game changer for franchise marketing teams and brand managers.

With these tools correctly implemented into your business, the digital headache of your franchise’s marketing team can subside and focus on what you do best, delivering results!

# Choose A Job You Love, And You Will Never Have To Work A Day In Your Life

Join Col’Cacchio’s 26-year-long love story.

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## Vital Stats

• Joining fee: R125 000
• Monthly management fee: 6% of turnover
• Monthly marketing fee: 2% of turnover
• Total investment: approx. R2.5m to R4.2m (turnkey) Size: 140m2 to 350m2
• Unencumbered cash (before loan): 50% of total investment

(Above figures exclude VAT)

“Owning your own restaurant is like owning your own future.” – Dominic Dempers, Franchisee Durbanville, Belvedere & Meadowridge Cape Town

We’re looking for passionate franchisees who will love our brand as much as we do.

## Why you should join this delicious success story

• Assistance with site selection & lease negotiation
• Store design & build
• Full training provided for management and staff
• Marketing & operational support
• Product innovation & menu development
• Efficiency in all systems
• Healthy margins.

Related: 300 Business Ideas To Inspire You Into Entrepreneurship

## #FoodwithaStory

“Our journey started with a single restaurant on the foreshore with the aim to serve the very best pizza around” – Greg Mommsen, Business Development Director

“Watching this brand grow and empowering people has been immensely rewarding. We have staff that have been with us for over 20 years. It’s like a family, we work hard, we laugh, we cry, we celebrate and of course, we eat a lot of pizza.” – Michael Terespolsky, Founder and Managing Director

“Becoming a franchisee is an amazing opportunity to join the family and become part of the Col’Cacchio success story. We’re 100% behind out franchises at every step, making sure that we all continue to learn and flourish” – Greg Mommsen, Business Development Director

“It has been filled with challenges along the way, but all the rewards have made every moment worth it.” – Michael Terespolsky, Founder and Managing Director

Related: Got An Awesome New Business Idea? Here’s What To Do Next

Visit www.colcacchio.co.za or call Tarryn Godley on 084 800 7264 and let’s get this adventure going.

# Smoothie Franchise Opportunity: Puré Frooty Is A One-Of-A-Kind Smoothie Franchise Business

Looking for the next greatest franchise opportunity? Puré Frooty Smoothie is a highly perfected Australian business model launching in the South African market that doesn’t require extensive shop fitting or a large workforce.

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## Vital Stats

Puré Frooty Smoothie is a unique business model to the South African market. A delicious, fruit filled smoothie will be created at the touch of a few buttons.

## An Innovative Franchising Concept

This innovation in the healthy smoothie industry is ground breaking for South Africa. The machine is manufactured in Australia by a highly skilled team. It took six years to perfect this business model for the consumer market.

The vision of Puré Frooty Smoothie is to offer convenient on-the-go smoothies for anyone. The experience and quality will always be of the highest standard. We aim to be a staple convenience in malls, schools, office parks and hospitals. This is a platform that will allow for self-growth for passionate entrepreneurs.

Our mission is to create a unique customer experience. We want to satisfy the nutritional needs of customers by providing quality smoothies. Puré Frooty Smoothie will be packed with all the goodness a smoothie should offer.

The four values we pride ourselves in are:

1. Convenience
2. Consistency
3. Quality
4. Customer Satisfaction.

# Why Consider This Franchising Opportunity

### Extensive research into the business model and market

Puré Frooty Smoothie was an idea, researched widely, by people looking to simplify the business process for the consumer and business owner. There was a gap in the market for simplified customer service and a demand for a quicker turnaround time.

### Simplified process for setting up a business

For an entrepreneur it can be very overwhelming to start or buy a new or existing business. There are so many crucial decisions that need to be made from the beginning and new concepts to adapt to.

Puré Frooty Smoothie simplifies that drastically:

• Free-standing machines: The business model revolves around a free-standing vending machine which needs to be visited to refill and maintenance.
• No shop-fitting required: There is no need for shop fittings or a large work force. All that is required is an inside space for the machine with a power supply.
• Minimal human resources needed: In terms of a work force, you could either do it yourself or have one person to assist you. There is also a part time involvement where refill station teams can refill and maintain the machine.
• Cashless business: The business is completely cashless so there are no worries of a note jam, full cash canister or insufficient denomination rand values. More importantly the machines would do a higher turnover than an ordinary vending machine so safety of no cash is important.
• Easy tracking of stock and performance: A cloud-based system is linked to the point of sale which allows you to monitor your performance and stock from the back-office platform at any given time.
• Efficient handling of maintenance: With a live point of sale system, the business is linked to a software which monitors the operations of the machine. Should anything malfunction an immediate notification will be sent with a diagnostics report.
• Human error is eliminated: Everything is done with a computer which leaves little to no room for errors. It is self-order and very user friendly.

Related: SA Fast Food Franchising On The Rise

## Why Will Customers Love It

Puré Frooty Smoothie offers a vending machine that can produce a delicious smoothie in forty seconds. An informative touch screen ordering panel which displays all the nutritional information of the smoothie ordered and has the current news and weather.

No time wasted for the consumer. In fact, it’s a learning session disguised as a waiting period. The machine has two wash cycles after every smoothie is made to be freshly prepared for the next smoothie, business hygiene is important.

Consumers live in the fast lane. We are looking for something quick and most times we would like to be healthier. With the hustle and bustle of today’s life every little bit helps. Puré Frooty Smoothie fills that gap in the market.

## Interested in Becoming A Franchisee?

Visit our Franchise Info Page for everything you need to know about how to become information a Puré Frooty Smoothie Franchisee owner.

You can also call or write to us:

Phone / 012-942 6360
Email / info@purefrooty.co.za