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Multi-unit franchisee recruitment the key
There may be a potential franchisee recruitment market franchisors are overlooking, according to Asia-Pacific Centre for Franchising Excellence Researcher Dr Stephen Bennett.
“Often senior managers from a corporate background make ideal multi-unit franchisee candidates, as they have the skills required for multi-unit franchise success as well as sufficient capital to establish multiple businesses.
“For the senior managers, franchising can provide an investment vehicle for growth and expansion, regardless of whether they have industry-specific experience or not.”
Dr Bennett identified the potential market during his doctoral research into franchisee recruitment.
He said franchisors were beginning to focus more on multiple unit ownership for expansion, however were taking a reactive approach.
“Most franchisors are looking within their franchise systems to offer multiple units to successful franchisees due to a lack of suitable franchisee candidates, rather than targeting potential multiple unit owners from the outset,” Dr Bennett said.
He said franchisors need to consider targeting senior corporate managers.
“Franchisees with corporate management experience are often better equipped to deal with the challenges of multi-unit ownership,” Dr Bennett said.
“Often with multiple unit ownership the first unit will suffer from a lack of focus as the newer unit demands more time and energy.
“However franchisees with corporate management experience are more likely to be equipped through their existing skills set to minimise any negative effects on the original unit, providing better outcomes for both the franchisee and the franchisor.”
It’s still recommended to ensure franchisees can successfully operate one unit before granting two or more.
It’s also important franchisors realise the different franchisee support needs between single and multiple unit ownership, and multiple unit owners with limited management experience to those with extensive corporate management experience.
“Recruiting multiple unit franchisees requires a different approach to franchise training and support, with a greater focus on HR and management issues often required rather than just the day-to-day running of the business,” Dr Bennett said.
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The Asia-Pacific Centre for Franchising Excellence is an international leader in independent franchise education and franchise research.