"Do YOU Want To Use a Franchise Developer Who PLANS For Everything - To Give YOU The Maximum Chance Of Success?"
If you do then you want to use the services of Advantage Franchising...
Because when you do, whatever level of service you choose, we'll help plan and prepare everything you need to make your franchise an amazing success.
Below you'll see outline details of the full Platinum Package - but whatever package you choose, the outline of what we’ll do for you and your franchise can be summarised within 3 Comprehensive Phases – as follows:
Phase I - Initial Research For Structure & Business Development
So the process naturally begins with some research, where we engage with you to collate some information – because you are the person who knows and understands your business best
At the beginning of each Phase we schedule a review meeting to set timetables, action points and accountability for each of the stages that follow, so we can be sure we stick to the right track and ensure we deliver the correct result.
This involves:
1 An Initial Free Consultation – to establish
a. Franchise feasibility
i. Market’s
ii. Competitive Advantages; and
b. The Client’s Aims
i. Geographically
ii. Pilot Scheme – recommendation
iii. Discussion of Franchise “Structure”, including future options such as Master Franchises; or Area Licenses
iv. Determination of Best Options Procedure
2 Competitor and Customer Research – to establish opportunities and review Best Practise
3 A Review of the Client’s current Business Model – to begin the process of Systemisation that will be recorded in detail in the Franchise manual in Phase II
4 SWOT Analysis – collated from research and brainstorming to date
5 Agreement on Best Options Implementation Plan – Taking us into Phase II
6 A Review of the Status of Intellectual Property – Trademarks etc
7 Preparation and Submission of relevant Copyright, Trademarks and Patent (if relevant) applications to the appropriate bodies – and management of process from application to grant
8 Review of Statutory Guidelines and regulations relating specifically to the Client’s business and franchise plans
9 Review of the Client’s current Financial Position – including a review of the business with P&L Report
10 Discussion of the Ideal Business Structure for the Franchise Business – in most cases it makes sense to separate the Client’s business from the new Franchise Business.
11 Incorporation of Franchise Business as a company (if appropriate), including draft of Articles of Incorporation, and other statutory documents, the filing of these with the correct bodies and management of process
Phase II - The Meat On The Bones – Franchise Framework and Structure
This is where we begin to put it all together. Phase II is when the dream becomes reality because it is where we build your ideas and plans into a real framework.
Your Franchise Business needs Framework and Structure. And here’s what we’ll do for you in Phase II to make sure you get it:
1 A Comprehensive Franchise Agreement – and when we say it is comprehensive it is because this is a watertight legal document (worth over £5,000 in its own right). It is the governing document for your whole relationship with your franchisees.
It sets out all your obligations to your franchisee – and all of theirs to you as franchisor. It envisages every eventuality, so that there are no unpredictable situations for you – and no surprises. Everything that may come up in your Franchise Business is covered so that you are protected in each and every eventuality.
It is usually a document of around 80-100 pages, and includes:
a. Franchisor Obligations – which is your promise to your franchisees, regarding fair dealing and your business systems
b. Franchisee Obligations – which lays out the rigorous standards – across the whole spectrum of the franchisees business for how they will act and behave. They are ambassadors for your business name, and the agreement will spell out exactly how they must operate
c. Franchisee Investment Requirements – because there is more to making your franchisee successful than simply charging a franchise fee. They will need a business plan – and there will be a working capital requirement. As a responsible franchisee you’ll want to confirm they meet the criteria you set out, as otherwise their business (and your name) could suffer.
d. Royalties and Franchisee Fees – in other words, what do you get out of it as Franchisor, when and how.
e. Marketing/Trademark Usage & Guidelines – which is what the franchisee can and can’t do with your Intellectual Property. This is very important for your brand protection (and can also build a side-income stream.).
f. How To Handle Franchisee Disputes Effectively – a “problem resolution” procedure.
g. Agreement Term & Renewal Factors – in other words, how long can the franchisee operate your business systems in consideration of the initial franchise fee; and do you want to limit the term absolutely. If you want to give an automatic right of renewal of term, do you want to charge a “”renewal franchise fee”?
h. Terminating Problem Franchisees – which works much like a disciplinary procedure does for the existing employees in your business, but which is crucial to get right in order that you maintain quality and control of your brand and good name.
i. IT and You – which will concern what electronic MI systems and CRM facilities you might supply (or require to be purchased through 3rd parties). This will involve a discussion and appraisal of the data that you need to be effective. You will also need to detail any particular technical specs relating to computer that you may require – for example a dedicated broadband internet facility requirement for franchisees would be common
j. Putting in Place Required Books & Record Keeping MI Systems – in order that your franchisees have defined MI reporting structures and deadlines. These are also important for the franchisees own good, as they force them to see their franchise as a serious business.
k. Franchise Sales & Transfer Conditions – which governs how a franchisee may sell their franchise, or otherwise transfer it. This is important in several events, notably the death of a franchisee, and keeps you in complete control, so that quality of service and reputation are guaranteed.
2 Production of the Operations Manual – which is the “Bible” of your business, and in many ways is what the franchisee fee you’re going to charge is actually buying. The Ops Manual is the complete review of the business practices, and the “how to do it” instructions that mean each and every franchisee has a template that you know is proven, and they know works. What this means for both franchisor and franchisee is that the Ops Manual is the “recipe book” that creates the perfect cake again and again, completely reliably and predictably. In fact, it is the very essence of why your business works.
Because it is so important this process will be ongoing, and reviewed at various times, and it will only be finished, ready for “publication” when we’re happy it is foolproof (literally).
3 Sales Forecast for Each Franchise Unit – this will be important for the Phase III preparation and implementation, and can be based on considered estimates, or, better yet, in conjunction with a Phase III Pilot Programme, on real figures.
4 Definition of Franchise Territories – which is done in conjunction with 2, above, and means that defined areas are produced that will predictably sustain the desired income levels for franchisee and franchisor.
5 Planning To Train Future Franchisees – where we will discuss how, where and begin putting documents together with you so that franchisees are fully equipped to run your business model to your satisfaction. As always, this is of mutual benefit for you as franchisor and for the future efficiency and well being of your franchisee. This will include:
a. Training Documents
b. Training Plan - who will run it; where and when
c. Follow Up and “Testing” of Training – which may involve a “BDM” role
d. Sign Off of Franchisee – when you are certain they have all the skills to represent you and your business name to the public. and procedures – interview etc; who will run the training?
6 Discussion/Implementation of Structure – what’s needed over and above the operational requirements in your current business? It is often very important to recruit a “Business Development Manager” so that franchisees are handled properly in a dedicated environment and in a focussed fashion
7 Documentation Preparation For Recruitment – which is where we will prepare the documents for you to run the recruitment process. Without these – Initial Territory Reservation Document; Initial Deposit Document [what else] it is extremely difficult to structure or effectively run your recruitment.
8 BFA Registration – where there is a defined process that must be gone through (including Pilot schemes and “proof of concept”) before before application and acceptance. Although it isn’t by any means mandatory, and when we outline the procedure it may seem onerous, it is an important “qualification” for your business to have in terms of credibility with your future franchisees.
9 On-going Franchise Implementation Consulting and Assistance – as you need it. We’re in this for the long term with you, and in fact we expect to make most of our fee from based on the success we secure for you!
10 Discussion, Design and Copywriting new Franchise Sales Brochure – which will come to fruition and be put to dramatic use in Phase III
Phase III – Seeing It All Take Flight!
This is where all of the hard work putting the solid foundations into place starts to pay off in way that you can see and measure.
1 Pilot Scheme – This may have even begun in Phase II, but now is the time when it is honed, tested and made ready to “package”. Two or more good “Pilots” will give much needed credibility in the early stages of your franchise roll-out proper. For example it allows us to use “testimonials” in your sales brochure from real franchisees, and it gives us a chance to use their “story” as an illustrative example of “social proof” of concept that prospective franchisees will identify with and be able to transpose into their own “dream”.
When this happen the adage “If you can see the world through John Smith’s eyes, you will sell John Smith what John Smith buys” becomes powerfully true. For best results, we’d advise that we include their mobile telephone numbers too for prospective franchisees to verify the Pilot’s “story”, further cementing their trust and endorsing their beliefprospective franchisees become ravenous for the opportunity.
2 Review of the Ops Manual – with “lessons learned” incorporated from the Pilots. This means we can be confident that the procedures that work when you’re in charge still work when overseen by others. It is key to the success of the franchise – so it must be right.
3 Franchise Recruitment and Sales Strategy – Where we begin the process towards advertising the opportunity to targeted members of the public. Why targeted? Simply because:
a. You’ll get a much better response rate; and
b. You don’t want to carry passengers. We have a system for you to easily identify which people have the potential to make it and which do not. It isn’t all about taking the franchise money – at least not if you’re working for us. (As we said we’re in for the long term with you – and that means acting ethically – and in your best interests.) In practice this ensures not only do you have less business failures amongst franchisees, but you do not waste resources nursing the lame.
4 Integration of Materials and Figures into the Finished Franchise Prospectus – which is where recruitment can begin in earnest. Your brochure and dedicated website are central to your success because they are your shop window. This will involve thinking about and beginning the processes of:
a. Review of Branding Analysis and Recommendations;
b. Specific copywriting – using scientific marketing techniques – upon agreed determination of critical brand and business competitive advantages;
c. Review of existing Logo and Brand Identity – does it need to be changed or updated specifically for the franchise business;
d. Design of new or updated Business Stationery for franchisees (Business Cards, Letterhead, etc.);
e. Design of “Media Pieces” for use in marketing the business – and copywriting for these together with reversion of copyright to you. These will include initial adverts, flyers, and other pieces. (We’re happy to help you here beyond this initial suite of adverts at a separate negotiated rate);
f. Review of marketing message and consistency of “purpose” throughout the business – including, again, expert copywriting review where needed.
5 Final Review of Franchise Management Resources – in other words, is everything in place that you’ll need to cope with training, developing and otherwise ensuring your new franchisees do the very best they can. It is in your mutual interest!
6 Franchisee Recruitment – we will train you on, and supply you with am electronic system so you can interview, and psychometrically test each applicant. This system is worth over £2,000 on its own, and it is crucial so that:
a. You make the correct decisions on who to take on. Mistakes can be very expensive (both to reputation and pockets). The system gives each candidate a score that prevents you choosing people based solely on personality – which is easily done, but which is a recipe to repent at leisure;
b. The system also protects you legally. The score is based on a scientific algorithm which reflects the qualities we believe you need to be looking for. It means there can be no question of allegations of gender, religious or racial bias in selection
We’ll also develop a whole suite of documents for you to run your recruitment easily, predictably and efficiently.
7 Ongoing Support – You are our client, “under our protection”. We want you to be successful and when Phase III is complete we don’t wash our hands, like other franchise developers. We want to maintain our relationship with you for as long as you’re in business, and beyond. Whatever you need from us, we’ll be happy to help you at any stage in the future.
At Each Stage, Throughout Each Phase
We will use our considerable expertise over many fields to save you time, heartache and money. If you have done some research on franchise developers, you’ll find our fees will be a very pleasant surprise (particularly when you consider our guaranteed service to you).
Since most of the clients we work with in franchising already know us from dealing with us previously they already know it’s true that we keep our promises – it’s why they come back to us, after all! Others are recommended by our clients, and (as we can’t guarantee our service levels to large numbers) that suits us – and our clients, old and new – very well.
If you’re new to us, then please do take a look at the testimonials on page 3 - "Want To Follow Or LEAD?" of this site and at www.harveymckibbin.co.uk, where you’ll find that we don’t need to blow our own trumpet, so to speak, because our happy clients do that for us.
We’d love you to become one of them, and we’d love to help you successfully franchise your business – so please do contact us now as we only ever intend to work at our highest quality levels with a small number of clients. It guarantees we keep our reputation and it guarantees you the great service we’re renowned for.
A Personal Message To YOU...
"If you would like me to be able to take you on as one of our small number franchise clients, then call me now on 0121 240 9115. If you’re really serious about franchising
do it today!"
Best wishes
Brian McKibbin
Head of Operations
Advantage Franchising
PS - I do have to turn plenty of clients away, but I’m really looking forward to your call, and I’d love to be able to help you.
Because when you do, whatever level of service you choose, we'll help plan and prepare everything you need to make your franchise an amazing success.
Below you'll see outline details of the full Platinum Package - but whatever package you choose, the outline of what we’ll do for you and your franchise can be summarised within 3 Comprehensive Phases – as follows:
Phase I - Initial Research For Structure & Business Development
So the process naturally begins with some research, where we engage with you to collate some information – because you are the person who knows and understands your business best
At the beginning of each Phase we schedule a review meeting to set timetables, action points and accountability for each of the stages that follow, so we can be sure we stick to the right track and ensure we deliver the correct result.
This involves:
1 An Initial Free Consultation – to establish
a. Franchise feasibility
i. Market’s
ii. Competitive Advantages; and
b. The Client’s Aims
i. Geographically
ii. Pilot Scheme – recommendation
iii. Discussion of Franchise “Structure”, including future options such as Master Franchises; or Area Licenses
iv. Determination of Best Options Procedure
2 Competitor and Customer Research – to establish opportunities and review Best Practise
3 A Review of the Client’s current Business Model – to begin the process of Systemisation that will be recorded in detail in the Franchise manual in Phase II
4 SWOT Analysis – collated from research and brainstorming to date
5 Agreement on Best Options Implementation Plan – Taking us into Phase II
6 A Review of the Status of Intellectual Property – Trademarks etc
7 Preparation and Submission of relevant Copyright, Trademarks and Patent (if relevant) applications to the appropriate bodies – and management of process from application to grant
8 Review of Statutory Guidelines and regulations relating specifically to the Client’s business and franchise plans
9 Review of the Client’s current Financial Position – including a review of the business with P&L Report
10 Discussion of the Ideal Business Structure for the Franchise Business – in most cases it makes sense to separate the Client’s business from the new Franchise Business.
11 Incorporation of Franchise Business as a company (if appropriate), including draft of Articles of Incorporation, and other statutory documents, the filing of these with the correct bodies and management of process
Phase II - The Meat On The Bones – Franchise Framework and Structure
This is where we begin to put it all together. Phase II is when the dream becomes reality because it is where we build your ideas and plans into a real framework.
Your Franchise Business needs Framework and Structure. And here’s what we’ll do for you in Phase II to make sure you get it:
1 A Comprehensive Franchise Agreement – and when we say it is comprehensive it is because this is a watertight legal document (worth over £5,000 in its own right). It is the governing document for your whole relationship with your franchisees.
It sets out all your obligations to your franchisee – and all of theirs to you as franchisor. It envisages every eventuality, so that there are no unpredictable situations for you – and no surprises. Everything that may come up in your Franchise Business is covered so that you are protected in each and every eventuality.
It is usually a document of around 80-100 pages, and includes:
a. Franchisor Obligations – which is your promise to your franchisees, regarding fair dealing and your business systems
b. Franchisee Obligations – which lays out the rigorous standards – across the whole spectrum of the franchisees business for how they will act and behave. They are ambassadors for your business name, and the agreement will spell out exactly how they must operate
c. Franchisee Investment Requirements – because there is more to making your franchisee successful than simply charging a franchise fee. They will need a business plan – and there will be a working capital requirement. As a responsible franchisee you’ll want to confirm they meet the criteria you set out, as otherwise their business (and your name) could suffer.
d. Royalties and Franchisee Fees – in other words, what do you get out of it as Franchisor, when and how.
e. Marketing/Trademark Usage & Guidelines – which is what the franchisee can and can’t do with your Intellectual Property. This is very important for your brand protection (and can also build a side-income stream.).
f. How To Handle Franchisee Disputes Effectively – a “problem resolution” procedure.
g. Agreement Term & Renewal Factors – in other words, how long can the franchisee operate your business systems in consideration of the initial franchise fee; and do you want to limit the term absolutely. If you want to give an automatic right of renewal of term, do you want to charge a “”renewal franchise fee”?
h. Terminating Problem Franchisees – which works much like a disciplinary procedure does for the existing employees in your business, but which is crucial to get right in order that you maintain quality and control of your brand and good name.
i. IT and You – which will concern what electronic MI systems and CRM facilities you might supply (or require to be purchased through 3rd parties). This will involve a discussion and appraisal of the data that you need to be effective. You will also need to detail any particular technical specs relating to computer that you may require – for example a dedicated broadband internet facility requirement for franchisees would be common
j. Putting in Place Required Books & Record Keeping MI Systems – in order that your franchisees have defined MI reporting structures and deadlines. These are also important for the franchisees own good, as they force them to see their franchise as a serious business.
k. Franchise Sales & Transfer Conditions – which governs how a franchisee may sell their franchise, or otherwise transfer it. This is important in several events, notably the death of a franchisee, and keeps you in complete control, so that quality of service and reputation are guaranteed.
2 Production of the Operations Manual – which is the “Bible” of your business, and in many ways is what the franchisee fee you’re going to charge is actually buying. The Ops Manual is the complete review of the business practices, and the “how to do it” instructions that mean each and every franchisee has a template that you know is proven, and they know works. What this means for both franchisor and franchisee is that the Ops Manual is the “recipe book” that creates the perfect cake again and again, completely reliably and predictably. In fact, it is the very essence of why your business works.
Because it is so important this process will be ongoing, and reviewed at various times, and it will only be finished, ready for “publication” when we’re happy it is foolproof (literally).
3 Sales Forecast for Each Franchise Unit – this will be important for the Phase III preparation and implementation, and can be based on considered estimates, or, better yet, in conjunction with a Phase III Pilot Programme, on real figures.
4 Definition of Franchise Territories – which is done in conjunction with 2, above, and means that defined areas are produced that will predictably sustain the desired income levels for franchisee and franchisor.
5 Planning To Train Future Franchisees – where we will discuss how, where and begin putting documents together with you so that franchisees are fully equipped to run your business model to your satisfaction. As always, this is of mutual benefit for you as franchisor and for the future efficiency and well being of your franchisee. This will include:
a. Training Documents
b. Training Plan - who will run it; where and when
c. Follow Up and “Testing” of Training – which may involve a “BDM” role
d. Sign Off of Franchisee – when you are certain they have all the skills to represent you and your business name to the public. and procedures – interview etc; who will run the training?
6 Discussion/Implementation of Structure – what’s needed over and above the operational requirements in your current business? It is often very important to recruit a “Business Development Manager” so that franchisees are handled properly in a dedicated environment and in a focussed fashion
7 Documentation Preparation For Recruitment – which is where we will prepare the documents for you to run the recruitment process. Without these – Initial Territory Reservation Document; Initial Deposit Document [what else] it is extremely difficult to structure or effectively run your recruitment.
8 BFA Registration – where there is a defined process that must be gone through (including Pilot schemes and “proof of concept”) before before application and acceptance. Although it isn’t by any means mandatory, and when we outline the procedure it may seem onerous, it is an important “qualification” for your business to have in terms of credibility with your future franchisees.
9 On-going Franchise Implementation Consulting and Assistance – as you need it. We’re in this for the long term with you, and in fact we expect to make most of our fee from based on the success we secure for you!
10 Discussion, Design and Copywriting new Franchise Sales Brochure – which will come to fruition and be put to dramatic use in Phase III
Phase III – Seeing It All Take Flight!
This is where all of the hard work putting the solid foundations into place starts to pay off in way that you can see and measure.
1 Pilot Scheme – This may have even begun in Phase II, but now is the time when it is honed, tested and made ready to “package”. Two or more good “Pilots” will give much needed credibility in the early stages of your franchise roll-out proper. For example it allows us to use “testimonials” in your sales brochure from real franchisees, and it gives us a chance to use their “story” as an illustrative example of “social proof” of concept that prospective franchisees will identify with and be able to transpose into their own “dream”.
When this happen the adage “If you can see the world through John Smith’s eyes, you will sell John Smith what John Smith buys” becomes powerfully true. For best results, we’d advise that we include their mobile telephone numbers too for prospective franchisees to verify the Pilot’s “story”, further cementing their trust and endorsing their beliefprospective franchisees become ravenous for the opportunity.
2 Review of the Ops Manual – with “lessons learned” incorporated from the Pilots. This means we can be confident that the procedures that work when you’re in charge still work when overseen by others. It is key to the success of the franchise – so it must be right.
3 Franchise Recruitment and Sales Strategy – Where we begin the process towards advertising the opportunity to targeted members of the public. Why targeted? Simply because:
a. You’ll get a much better response rate; and
b. You don’t want to carry passengers. We have a system for you to easily identify which people have the potential to make it and which do not. It isn’t all about taking the franchise money – at least not if you’re working for us. (As we said we’re in for the long term with you – and that means acting ethically – and in your best interests.) In practice this ensures not only do you have less business failures amongst franchisees, but you do not waste resources nursing the lame.
4 Integration of Materials and Figures into the Finished Franchise Prospectus – which is where recruitment can begin in earnest. Your brochure and dedicated website are central to your success because they are your shop window. This will involve thinking about and beginning the processes of:
a. Review of Branding Analysis and Recommendations;
b. Specific copywriting – using scientific marketing techniques – upon agreed determination of critical brand and business competitive advantages;
c. Review of existing Logo and Brand Identity – does it need to be changed or updated specifically for the franchise business;
d. Design of new or updated Business Stationery for franchisees (Business Cards, Letterhead, etc.);
e. Design of “Media Pieces” for use in marketing the business – and copywriting for these together with reversion of copyright to you. These will include initial adverts, flyers, and other pieces. (We’re happy to help you here beyond this initial suite of adverts at a separate negotiated rate);
f. Review of marketing message and consistency of “purpose” throughout the business – including, again, expert copywriting review where needed.
5 Final Review of Franchise Management Resources – in other words, is everything in place that you’ll need to cope with training, developing and otherwise ensuring your new franchisees do the very best they can. It is in your mutual interest!
6 Franchisee Recruitment – we will train you on, and supply you with am electronic system so you can interview, and psychometrically test each applicant. This system is worth over £2,000 on its own, and it is crucial so that:
a. You make the correct decisions on who to take on. Mistakes can be very expensive (both to reputation and pockets). The system gives each candidate a score that prevents you choosing people based solely on personality – which is easily done, but which is a recipe to repent at leisure;
b. The system also protects you legally. The score is based on a scientific algorithm which reflects the qualities we believe you need to be looking for. It means there can be no question of allegations of gender, religious or racial bias in selection
We’ll also develop a whole suite of documents for you to run your recruitment easily, predictably and efficiently.
7 Ongoing Support – You are our client, “under our protection”. We want you to be successful and when Phase III is complete we don’t wash our hands, like other franchise developers. We want to maintain our relationship with you for as long as you’re in business, and beyond. Whatever you need from us, we’ll be happy to help you at any stage in the future.
At Each Stage, Throughout Each Phase
We will use our considerable expertise over many fields to save you time, heartache and money. If you have done some research on franchise developers, you’ll find our fees will be a very pleasant surprise (particularly when you consider our guaranteed service to you).
Since most of the clients we work with in franchising already know us from dealing with us previously they already know it’s true that we keep our promises – it’s why they come back to us, after all! Others are recommended by our clients, and (as we can’t guarantee our service levels to large numbers) that suits us – and our clients, old and new – very well.
If you’re new to us, then please do take a look at the testimonials on page 3 - "Want To Follow Or LEAD?" of this site and at www.harveymckibbin.co.uk, where you’ll find that we don’t need to blow our own trumpet, so to speak, because our happy clients do that for us.
We’d love you to become one of them, and we’d love to help you successfully franchise your business – so please do contact us now as we only ever intend to work at our highest quality levels with a small number of clients. It guarantees we keep our reputation and it guarantees you the great service we’re renowned for.
A Personal Message To YOU...
"If you would like me to be able to take you on as one of our small number franchise clients, then call me now on 0121 240 9115. If you’re really serious about franchising
do it today!"
Best wishes
Brian McKibbin
Head of Operations
Advantage Franchising
PS - I do have to turn plenty of clients away, but I’m really looking forward to your call, and I’d love to be able to help you.
