1851

Over the last few months, I have provided you with insights pulled straight from the franchisee’s mouth. We have been listening, intently, trying to discover secret gems to help lift the development efforts of our clients.&nbsp;Challenge one:&nbsp;Not all brands are created equally.&nbsp;Among the most challenging parts of our job is building the equation specifically for a brand. I have often thought about building a scoring model to help in building the predictability in the funnel. While listening to why candidates buy, these would be my categories:<ol><li>Investment</li><li>Market Availability</li><li>Potential Profit</li><li>Depth of Leadership Team</li><li>Depth of True Support</li><li>Number of Competitors (direct)</li><li>Scaling Franchisees</li><li>Buzz Factor</li><li>Pace of Scale</li><li>Trajectory&nbsp;</li></ol>So, let’s say a perfect score was a 10 on each portion. If Brand X had a 90 and Brand Y had a 60, which brand will have better results from our actions? Yet both brands would have the same expectations. This is where we have to step up the game in score improvement (consulting) to create more lift.Challenge Two:&nbsp;Patience is not a virtue in franchising. I want my leads and I want them now. &nbsp;Sometimes, despite our team hitting on all cylinders, it isn’t enough.&nbsp;So, this month, I took the two challenges and put together what my future plan is to try to decrease the gap in high performance versus disappointing performance:<ol><li>Increase SEO: I have always said SEO is blowing smoke, BECAUSE of two things. The algorithm and the money I have spent. Last month, we spent a massive amount on SEO to gain more organic lift for the 1851 content for our clients. It is working, BUT, only because of the variations in our investment – meaning, it isn’t simply confided to one supplier – rather a whole bunch. Additionally, our team and our clients spend a ton of investment in content development. We need to increase the eyeballs through organic and paid efforts.</li><li>Create a Steady Drumbeat: Press, content, digital. We MUST showcase buzz to build the FOMO (Fear of Missing Out)</li><li>The Why You/Why Now becomes essential. The marketplace is more competitive. Brands not only compete against all brands to attract the attention of those looking to invest in a franchise, BUT ALSO, compete against he franchise consultants/brokers who are taking the time to educate the franchise buyer about what franchising is.</li></ol>With all of that said, here are some quick grab stats that we are watching very closely. In Q1, 1851 data:<ul><li>The average reader read nearly 3 pages of content.</li><li>The average time on site increased from 1:35 in Q4 2023 to 1:49 in Q1 2024.</li><li>Bounce rate went down 3%. Part of this is because we have revised our advertising strategy to be tighter and not focused on a click, rather a valuable click.</li></ul>Did you book your Q1 update? Are your indicators giving you the right navigation to 2024 success? What fears do you have?We are focused on impact and impacting the candidates positively.&nbsp; &nbsp;

How to Win at Franchise Sales in 2024

1851 Franchise

1851 Franchise's Publisher Nick Powills Reviews Challenges of Franchise Development, Offers Solutions to Win at Franchise Growth in 2024

Franchise Sales Starts With Brand Health Check

franchise-sales-starts-with-brand-health-check

Children's Lighthouse

Children’s Lighthouse Named a 2025 Top Franchise by Franchise Business Review

childrens-lighthouse-named-a-2025-top-franchise-by-franchise-business-review

Paris Baguette

Woman wearing navy blue dress carries tray of pastries through Paris Baguette, browsing display case

Paris Baguette Celebrates Record Growth With 163 New Franchises Awarded, Sets Sights on 100+ Café Openings in 2025

paris-baguette-celebrates-record-growth-with-163-new-franchises-awarded-sets-sights-on-100-cafe-openings-in-2025

Right at Home

Right at Home webinar announcement with photo of franchisee and Navy veteran Ted Pease

Right at Home Franchisee and Navy Veteran Ted Pease To Share Military-To-Home Care Journey in Upcoming Webinar

right-at-home-franchisee-and-navy-veteran-ted-pease-to-share-military-to-home-care-journey-in-upcoming-webinar

Senior Care Authority

Senior Care Authority Announces Mark Molnar as President and Chief Operating Officer 

senior-care-authority-announces-mark-molnar-as-president-and-chief-operating-officer

Minuteman Press International

Minuteman Press Franchise Owners & Young Entrepreneurs Niko & Colin Nicoloudakis, N. Seattle, WA.

Young Entrepreneurs & Brothers Grow Seattle Minuteman Press Franchise

young-entrepreneurs-niko-colin-nicoloudakis-grow-minuteman-press-franchise-in-north-seattle-wa

Buying a Franchise Masterclass

 Franchise Opportunities

Get Support Buying a Franchise

How to Buy a Franchise White Paper

How to Buy a Franchise

How to Sell Franchises

How to Grow a Franchise

Find a Franchise Supplier

1851 Franchise Opportunities

Franchisor News

Franchisor Power Rankings

FranCamp Mastermind Summit

Franchise Resources

What ALEC-Laffer's Report Means for Franchising

Website Awards

Power Rankings

About 1851

Advertise on 1851

Contact 1851 Editorial

Terms of Use

Login

facebook

instagram

twitter

linkedin

youtube

Yum Brands - KFC - Pizza Hut - Terminates Franchise Agreements in Turkey - 1851 Franchise

Yum! Brands Terminates Franchise Agreements in Turkey Due to Non-Compliance

yum-brands-terminates-franchise-agreements-in-turkey-due-to-non-compliance

Recent Franchise News - Why Franchisors Churn Through Marketing Suppliers - 1851 Franchise

Forbes: Four Reasons Why Franchisors Churn Through Marketing Suppliers

forbes-four-reasons-why-franchisors-churn-through-marketing-suppliers

QSR Magazine: Big Chicken Targets Global Expansion

qsr-magazine-big-chicken-aims-for-global-growth

Starbucks Strike Brews Opportunity for the Next Coffee Franchisee

starbucks-strike-brews-opportunity-for-coffee-franchise-hopefuls

I Heart Mac and Cheese - Franchisees Sue I Heart Mac and Cheese - Franchise News - 1851 Franchise

Restaurant Business Online: Franchisees Sue I Heart Mac and Cheese

restaurant-business-online-franchisees-sue-i-heart-mac-and-cheese

Which Franchise Opportunities Are Best for Beginners?

which-franchise-opportunities-are-best-for-beginners

The Best Franchises To Own With Low Initial Investments

best-franchises-with-low-initial-investments

Top Five Ice Cream Franchises to Invest in for 2024

top-ice-cream-franchises

Top 10 Franchises for New Year’s Resolutions

Top 10 Franchise Opportunities for New Year’s Resolutions

top-10-franchises-for-new-years-resolutions

Two Attorneys, Restaurant Professionals To Serve Germantown Community With New Paris Baguette Café

two-attorneys-restaurant-professionals-to-serve-germantown-community-with-new-paris-baguette-cafe

Franchise Deep Dive: Innovative Sport Surfacing Franchise Costs, Fees, Profit and Data

franchise-deep-dive-innovative-sport-surfacing-franchise-costs-fees-profit-and-data

Michigan BIGGBY® COFFEE Owners Win Store of the Year by Focusing on Community and Connection

michigan-biggby-coffee-owners-win-store-of-the-year-by-focusing-on-community-and-connection

Bringing French-Inspired Flavor to Ohio: Franchisee Expands Paris Baguette in Ohio

Franchise Sales Starts With Brand Health Check

MORE STORIES LIKE THIS