Growing a Franchise
Franchise candidates are doing their homework — brands that can clearly showcase how their investment stacks up are more likely to earn serious consideration.
Prospective franchise owners aren’t just comparing startup costs — they’re weighing the long-term value of each opportunity. To stand out, brands must do more than pitch numbers. They need to clearly articulate how their investment compares to others in the industry, from support systems and scalability to market positioning and service differentiation.
“Start with the right lens—why would a client choose you over someone else?” said Mitch Benson, franchise development manager for A Place At Home. “When evaluating a franchise investment, one of the smartest ways to assess true value is to flip the perspective: Don’t just ask, ‘What’s the startup cost?’ Ask, ‘Why would a customer choose this brand over a competitor?’”
If a franchise can’t clearly explain its value to the end user, it’s going to struggle to compete. As for candidates, Benson suggests evaluating whether the brand delivers on things like:
To help candidates understand your brand’s value, start by clearly defining the market need.
“Franchise candidates aren’t just buying a business — they’re buying into a solution,” Benson said. “So before you talk about revenue streams or support systems, you have to answer: What problem is this brand solving, and why is that important right now?”
He added that some key questions to answer could be:
For example, A Place At Home was founded to meet the growing needs of America’s rapidly expanding senior population. With 10,000 baby boomers retiring each day, the vast majority express a desire to age in place—but families often find themselves overwhelmed by a fragmented healthcare system and providers that deliver only a portion of the necessary support. A Place At Home franchisees help solve this problem by offering a full continuum of care.
When evaluating franchise opportunities, candidates should look beyond the initial franchise fee or startup capital and consider what kind of long-term value comes with that investment, says Benson.
A smart comparison includes digging into the support systems, operational infrastructure and brand strategy provided. Key areas to assess include the training and onboarding process — is it immersive, hands-on and designed to build confidence? Look at marketing and lead generation — are proven tools and programs ready to deploy? Consider the support beyond launch — does the brand offer ongoing coaching and guidance after the ribbon cutting?
“Ask yourself, ‘Who’s really going to be in my corner when the doors open?’” Benson said. “That’s often the clearest window into a brand’s culture and commitment.”
When franchise candidates compare investment opportunities, they’re evaluating more than spreadsheets — they’re sizing up the overall business potential, long-term support and brand credibility. By clearly communicating how your brand performs against competitors in key areas, you position your opportunity as not just a cost — but a smart, strategic investment.
Growing and selling franchises is difficult. No great franchise did it alone. Want to learn more about how 1851 helps franchisors grow their franchises with confidence? Visit www.1851growthclub.com and see what we can do for you.
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