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For the last 14 months, Mainland* has been profiling franchisees to better understand their buying process and journeys as a candidate. What quickly became apparent is that the insights continue to stabilize. Obviously, this data is limited to 2022 - 2023, so buying processes could be much different in different economic environments.The insights:<ul><li>It takes franchisees&nbsp;6.4 months to go from impression to inquiry.</li><li>Once they connect with you, the two things that excite them and get them closer to YES is your culture and your business model.</li><li>Once they are in the process, due diligence with your existing franchise owners becomes very important.</li></ul>And then, this…FAMILY.I started looking at the responses to “What is the ultimate goal?”<ul><li>“My goal is to spend more time with my kids.”</li><li>“I enjoy spending time with my wife and two kids.”</li><li>“Outside my business, my kids.”</li><li>“Running two businesses takes up a lot of my time, so, I really cherish spending time with my family.”</li><li>“I’m a baseball junkie. Both of my sons play in college.”</li><li>“Hanging out with my family”</li><li>“My fiancé lives close by, and we have four kids between the two of us.”</li></ul>And the interesting thing is that I didn’t have to hunt for these answers.So, family — what are franchisors missing?Family.While this doesn’t change my recommendation of pushing a clear '<a href="https://1851franchise.com/how-to-define-your-franchise-positioning-why-you-why-now-2719138">Why You/Why Now</a>', it does enhance my recommendation to include your family, your business family, your franchise owners and their families.Why? Showcasing that your business can help fit their business goals — to spend more time with family.Now, go to your Website. Anything about family?Do you treat your franchisees like family?Are their families involved in their businesses?Probably not.So, now comes the opportunity:<ol><li>Content</li><li>PR</li><li>Marketing</li><li>Digital</li><li>Family</li></ol>This further enhances the need to save up cash for holiday marketing.<ul><li><a href="https://1851franchise.com/how-franchise-brands-are-celebrating-mothers-day-2019-2709936">Mother’s Day</a>.</li><li><a href="https://1851franchise.com/daddy-issues-how-brands-are-working-to-earn-dads-love-637">Father’s Day</a>.</li><li><a href="https://1851franchise.com/what-holidays-can-mean-for-brands-617">Memorial Day</a>.</li></ul>All opportunities.

Coffee and Analytics: The Secret Ingredient to Stronger Franchise Sales? Family.

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Mainland's research reveals that the typical franchisee candidate seeks more family time. Franchisors should effectively highlight how their business can help them fulfill this desire.

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Coffee and Analytics: The Secret Ingredient to Stronger Franchise Sales? Family.

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