The number of people interested in investing in a franchise is increasing, but not all franchisees become successful as a result of the risks.
So how do you minimize your risks while increasing your chances of success as a franchisee? The trick is to study costs, to ask yourself questions, and to talk to people about their experiences.
For starters, keep in mind that the cost of the franchise package must cover everything from the initial fees to the operating capital. Costs vary, but you must study the following package components carefully before making a decision:
o The build-out construction costs. The so-called build-out costs cover the construction of your store, and many franchisers will demand pre-approval of your chosen location. Franchisers also have a standard computation of your building cost per square meter, but that will vary according to your location. Some will build the site for you, while others will be happy to let you do it yourself. If you choose to build the store yourself, make sure you stick to design and construction standards to avoid re-doing anything.
o The equipment. Many franchisers will specify the types and quantity of the equipment you need, as well as their authorized suppliers. Equipment prices are standard, and the franchiser is normally able to negotiate better terms with suppliers, and therefore to lower your costs.
o The furniture and fixtures. The franchiser normally provides all the equipment you will need from authorized suppliers, and to the franchiser’s specifications. However, check if the franchiser allows you to get your equipment form other sources.
o The signage and trademarks. The cost of the proprietary trademarks is also provided in the franchise package.
o Utensils and wares. The franchiser will provide you with a list of these items. Some franchisers will allow you to buy them from the open market if their quality does not vary.
o The initial fee. This is a one-time fee that you pay the franchise for the use of this trademark and business system. It is site-specific and non-refundable, so you must study the franchise offering carefully before you decide to pay even a portion of it. Signing the franchise agreement obliges you to pay the full amount.
The initial fee varies from one franchise to another. But how do franchisers determine how much to charge for it? In their book Achieving Wealth Through Franchising, authors Robert Justis and William Slater Vincent say the franchiser considers his costs of recruiting, training, and helping the potential franchisee through-out the life of the agreement, among other things, when deciding on his initial fee. Responsible franchisers are always able to justify their fees; some even go to the extent of telling you the exact number of streamers and flyers they will give you to promote your store. However, there are no hard-and-fast rules for determining the initial fee, so it’s up to you to decide if it’s worth paying.
o Your pre-operating expenses. These are the costs that the franchiser projects you will have to shoulder before you can open your store, and they include your permits, the uniforms and salaries you will have to provide your employees while they train, the security deposits, advance rentals, initial inventory, and operating capital. A responsible franchiser will easily walk you through these expenses, since he has had years of experience in opening branches himself. Again, decide if you can afford these expenses before signing the franchise agreement.
o Your ongoing fees. These are the other costs to consider in franchising. As a franchisee, you will have to pay for them throughout the life of the agreement.
o Your royalty fee. This is the money you pay weekly or monthly based on a percentage of your gross sales. It ranges from 3 to 10 percent.
The royalty fee is what makes it possible for the franchiser to provide continuing support to franchisees and to support the expansion of the franchise. Theoretically, the higher your sales, the more you pay your franchiser, so the more money he collects to support your store and the entire system. However, “The royalty fee should reflect the wroth of your franchise and the maturity of the franchiser,” says the book Achieving Wealth Through Franchising.
o Your advertising fee. Like the royalty fee, the advertising fee is a percentage of your gross sales, and it varies from 3 to 6 percent depending on the maturity of the franchise system you have bought into. The franchiser uses this fee to promote the system and to create brand awareness.
o Other fees. These include training, recruitment, management, renewal, transfer, auditing, accounting, recruitment, testing, site selection and other fees.
