1851

Joe Mathews is the founder and CEO of <a href="https://franchiseperformancegroup.com/?utm_source=1851franchise.com&utm_medium=article&utm_campaign=how-to-define-your-franchise-positioning-with-joe-mathews-of-franchise-performance-group-2712484" target="_blank" rel="nofollow">Franchise Performance Group</a>, a franchise-development firm that helps brands define their positioning to maximize their potential within their segment. Mathews has been in franchising for 35 years, starting fresh out of school as a recruiter for Subway, back when the sandwich shop had just 350 units. In 2002 he founded Franchise Performance Group as a think tank to “help franchisors do for themselves what they do for their franchisees,” said Mathews.&nbsp;Through Franchise Performance Group, Mathews has created a suite of services to help franchisors scale and perfect their business practices, assisting brands with everything from recruitment and lead generation to marketing and content development. The firm also provides management and advisory services, bank partnerships and private equity funding.&nbsp;Talk to anyone in franchising, Mathews said, and one of the first things they will point out is the unique nature of the business.&nbsp;“In our parlance, we would say every franchisor is in two businesses: the consumer-facing model, and the franchise itself, which is an investment opportunity that has its own target market and <a href="https://1851franchise.com/advice-from-an-expert-on-the-importance-of-establishing-and-implementing-core-values-2712265#most-recent">value proposition</a> as an investment program,” Mathews explained.&nbsp;For this reason, brand positioning for franchises can’t be a one-size-fits-all process. “The brand has got to know what its value is and who would actually see value in the brand,” Mathews said. “That’s only half the equation. The other half is do they have what it takes?”When defining their franchise positioning, Mathews said that brands need to take several things into consideration.&nbsp;“Brands need to ask themselves, What is our value position as a franchise opportunity? That includes not only what they can provide to a market that 4,000 brands already aren't, but also what can they provide to the franchisee that the market is ignoring,” said Mathews.&nbsp;Once a brand has established its value as both a consumer product and an investment opportunity, the next step is finding the right marketing and <a href="https://1851franchise.com/outdated-franchise-lead-generation-tactics-what-works-and-what-can-change-2709010">lead-generation strategy</a>.&nbsp;“Our definition of lead generation is intersecting people who want what you have at the point of interest,” said Mathews. “If you unpack that definition, you have to have your value prop clearly articulated, you have to know who is already looking for you, and then you have to intersect that person on the web, and that’s your lead gen and content strategy.”The truth is, Mathews said, not every franchisor can be worthy of investment. “If a brand is a higher investment they have to produce higher returns. There are brands that are high-investment and high-risk with low returns,” said Mathews. “With those, I would say take a good hard look at your model and find creative ways in the short run to increase ROI and find a way to mitigate risk.”To Mathews, risk mitigation can mean any number of things, from investing in grand openings to allocating more personnel to first-year ramp efforts to getting people in the market to drive sales to creating performance guarantees and getting people invested in marketing.&nbsp;“Overall, franchisors need to look at enterprise value over short-term cash flow,” said Mathews. “With shared risk models, franchisors can end up making more in the long run. There are existing franchisees that are looking to expand and invest, if you’re a franchisor you have a proven operator, give them the cash. If you run the numbers, most franchisors will see a three-year payback and double or triple their money in equity.”Mathews advises franchisors to look at their value proposition as an investment, with the same level of detail that they look at it on the consumer side.&nbsp;“The average franchisor should really reassess what they’re providing,” said Mathews. “We’re in a market now where the franchisors have to be lower risk than the job market and the stock market and yet produce higher returns. That’s not going to happen unless they take the time to look at their opportunity through the eyes of an investor.”

How to Define Your Franchise Positioning, With Joe Mathews of Franchise Performance Group

1851 Franchise

The CEO and founder of the leading franchise development consultancy spoke with 1851 about the importance of good brand positioning for franchisors.


how-to-define-your-franchise-positioning-with-joe-mathews-of-franchise-performance-group

Fitness Premier

Fitness Premier: A Legacy of Excellence, Built on a Foundation of Fitness

fitness-premier-a-legacy-of-excellence-built-on-a-foundation-of-fitness

Busy Bee Jumpers

From Solo Hustle to Franchise Muscle: Why Converting to a Busy Bee Franchise Just Makes Sense

busy-bee-jumpers-franchise-conversion-opportunity

Paris Baguette

Paris Baguette Franchise - Anusha Jonnala and Swapna Varala - 1851 Franchise

Blending Tech, Hospitality and Health Care: How Three Women From Different Worlds Came Together to Build a Paris Baguette Franchise

paris-baguette-franchise-flower-mound-texas

Minuteman Press International

The Brown Family and team at Minuteman Press in Rancho Cucamonga, CA.

Minuteman Press Franchise Review: 30-Year Legacy in Rancho Cucamonga

minuteman-press-franchise-review-30-year-legacy-in-rancho-cucamonga

Beansquad

BeanSquad Franchise - How BeanSquad Is Taking the Stress Out of Franchise Bookkeeping - 1851

How BeanSquad Is Taking the Stress Out of Franchise Bookkeeping

beansquad-accounting-franchise-bookkeeping

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

Design with person in blazer, with laptop, holding sign that reads "LOOKING FOR A JOB"

Uptick in Jobless Claims Points to Continued Instability in Labor Market

jobless-claims-franchise-growth

Extraordinary Brands Acquires CycleBar and Rumble, Shaking Up Boutique Fitness Franchising

extraordinary-brands-cyclebar-rumble-boxing-acquisition

NJCAR v. Ford - New Jersey Supreme Court Limits Standing Under Franchise Practices Act

New Jersey Supreme Court Limits Standing Under Franchise Practices Act

new-jersey-franchise-practices-act-njcar-v-ford

Planet Fitness Franchisees Donate $100K to Support Texas Flood Relief - 1851 Franchise

Planet Fitness Franchisees Donate $100K To Support Texas Flood Relief

planet-fitness-texas-flood-relief

McDonald’s Is the Latest Franchise To Bet Big on Beverages with 500-Store Premium Drink Test

mcdonalds-is-the-latest-franchise-to-bet-big-on-beverages-with-500-store-premium-drink-test

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

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

rising-jobless-claims-affect-franchising

"Come in, We're OPEN" sign against abstract background

Small Business Optimism Dips, Raising Concerns for Franchise Owners

small-business-optimism-dips-raising-concerns-for-franchise-owners

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

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

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

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

Why This Real Estate Broker Decided To Bring Caring Transitions to Central Texas

caring-transitions-san-marcos-kyle-chad-hardin

911 Restoration Franchise Costs, Fees, Profit and Data for 2025

How to Define Your Franchise Positioning, With Joe Mathews of Franchise Performance Group

MORE STORIES LIKE THIS