1851

The decision to purchase a franchise is a big one, often requiring one’s life savings for an initial investment, a long-term time commitment and an understanding that the business will likely impact the lives of those beyond just the franchisee themselves.&nbsp;So, the business opportunities need to stand out. Franchise positioning is one of the primary places a brand can do this, communicating to prospective franchisees about the brand’s history, mission, support systems and anything<img class="image_resized image-style-align-right" style="width:346px;" src="https://1851-prod.s3.amazonaws.com/story/editor/1658158478_Chad Corrigan VP Franchise Sales &amp; Development Black Bear Diner June 2021.jpg"> else that makes them stand out.To grab the prospect's attention and provide them with a great reason to invest, a franchise positioning piece should answer two questions: “Why you?” and “Why now?”“The things that we really try to message and use to differentiate ourselves are growth opportunities, sales to investment ratio (which is something that franchise prospects look at), a feel for the level of support that they’re going to receive as franchisees and what it’s like to be part of the brand,” explained&nbsp;<a href="https://www.linkedin.com/in/chad-corrigan-33236b32/?utm_source=1851franchise.com&utm_medium=article&utm_campaign=how-to-define-your-franchise-positioning-why-you-why-now-2719138" target="_blank" rel="nofollow">Chad Corrigan</a>, vice president of sales and development at&nbsp;<a href="https://blackbeardinerfranchise.com/?utm_source=1851franchise.com&utm_medium=article&utm_campaign=how-to-define-your-franchise-positioning-why-you-why-now-2719138" target="_blank" rel="nofollow">Black Bear Diner</a>.<h4>Why You?</h4>There are larger culture fit issues to address in franchise positioning, whether that is a published piece on a franchise development site or something as simple as a telephone conversation with a prospect.“There’s a culture piece of that,” Corrigan said. “We want to ensure they understand the culture they’re stepping into. We want to make sure that they’re a fit for us, as well.”One great way to do this is to include established franchisees’ experiences in positioning efforts. There are often attributes foundational to the business that contribute to franchisees’ experiences with the brand.&nbsp;Being upfront about things like a brand growing from a family-owned business, being backed by a multi-brand franchisor with a broad network of franchisees, or being focused on slow, intentional growth rather than unbelievable sales volumes will attract franchisees with personalities and business goals that truly align with the brand.Beyond just written communications, it is crucial to facilitate interactions between prospects and existing business owners. While informational material is great, there is nothing quite like spending a day with someone. Allowing prospects to get an inside look from someone not on the corporate team or holding a development title not only provides an inside perspective but also allows the candidate to evaluate whether they will enjoy working in that culture.“We’re also introducing them to all the department heads,” he added. “The marketing, supply chain, IT and all those support functions that they’ll interact with day-to-day. We want to make sure that they meet those folks before signing any franchise agreement or joining the brand.”&nbsp;<h4>Why Now?</h4>Generally, a franchise’s recent successes, growth goals and incentives are great information to include in positioning pieces. This supplements any support and cultural messages with the practical facts surrounding chances for success, return on investment and other financial aspects of the business.Including data like recent signings, year-over-year sales growth at the unit and franchise level, company-wide innovation that will support franchisees’ ability to streamline processes and secure a greater return on investment, and any time-constrained offers like a franchise fee discount will communicate to the prospect why&nbsp;now is the time to invest.Many prospects consider franchising and keep an eye on a specific brand for many years, waiting for that final push to take the leap. Providing impressive, trustworthy statistics to speak to the potential success of those who take action now is a great way to give that encouragement and facilitate immediate action.

How To Define Your Franchise Positioning: Why You, Why Now?

1851 Franchise

Successful franchise development relies heavily on positioning that successfully communicates critical data about the brand in a way that speaks to prospective franchisees.

how-to-define-your-franchise-positioning-why-you-why-now

Pet Wants

FOX Reno: Summer Pet Safety With Pet Wants of Sparks

fox-summer-pet-safety-with-pet-wants-sparks

Workout Anytime

Workout Anytime Teams Up with Viral Baseball Star Kyle “KJ” Jackson to Inspire Fitness Journeys Nationwide

workout-anytime-teams-up-with-viral-baseball-star-kyle-kj-jackson-to-inspire-fitness-journeys-nationwide

Sola Salons

1851 Franchise Deep Dive graphic with Sola Salons logo

Sola Salons Franchise Costs, Fees, Profit and Data for 2025

franchise-deep-dive-sola-salons-franchise-costs-fees-profit-and-data

Paris Baguette Canada

image of paris baguette cake and franchise decorations

What Canadian Franchisees Want to Know: Paris Baguette Profit Potential and Franchisee Support

paris-baguette-franchise-canada-profit-support

Home Halo

How Home Halo Is Supporting the Growing Demand for Home Care

how-home-halo-is-supporting-the-growing-demand-for-home-care

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 Development Website Builder

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

1851 Login

GROWTH CLUB LOGIN

facebook

instagram

twitter

linkedin

youtube

Power Eats: Smoothie King Rolls Out Food Nationwide To Fuel Franchise Growth

smoothie-king-food-menu-power-eats

Keurig Dr Pepper Splits in $18 Billion JDE Peet’s Deal, Creating Global Coffee Giant

keurig-dr-pepper-splits-in-18-billion-jde-peets-deal-creating-global-coffee-giant

McDonald’s Rolls Out Major Value Push To Win Back Customers Amid Inflation

mcdonalds-rolls-out-major-value-push-to-win-back-customers-amid-inflation

Photo of Paris Baguette pastries and beverages 

Paris Baguette Celebrates 250th Café Opening in Frederick, Maryland, Accelerating Expansion and Reviving the Neighborhood Bakery Café

paris-baguette-250th-north-america-cafe

Restaurant Chains Open Their Wallets To Jump-Start Franchise Growth - 1851 Franchise

Restaurant Chains Open Their Wallets To Jump-Start Franchise Growth

restaurant-franchise-incentives-cash-royalty-holidays-fee-reductions

Hooters Leans Into Franchising With Closure of 30 Company-Owned Stores - Agg - 1851 Franchise

Hooters Leans Into Franchising With Closure of 30 Company-Owned Stores

hooters-franchise-model-company-owned-closures

Wendy's CEO Kirk Tanner Steps Down - Breaking News - 1851 Franchise

Wendy’s CEO Kirk Tanner Steps Down Amid Challenges, Leaving Franchisees Facing Uncertainty

wendys-ceo-transition-kirk-tanner-franchisee-uncertainty

Rising Jobless Claims Could Signal Challenges — and Opportunities — for Franchising

rising-jobless-claims-affect-franchising

1851 Keyword - The Secret To Succeeding With a Part-Time Franchise Is Picking the Right Model

The Secret To Succeeding With a Part-Time Franchise Is Picking the Right Model

part-time-franchises-picking-the-right-model

Hely and Hiral Patel Bring Their Longtime Dream to Life With The Brass Tap

brass-tap-franchise-pasadena-maryland-hely-hiral-patel

graphic image of a franchisee spotligh aman kaur of voodoo brewing

How This Trio of Friends Is Brewing Up Community With Voodoo Brewing Co. in Prosper, Texas

How To Define Your Franchise Positioning: Why You, Why Now?

MORE STORIES LIKE THIS