Chapter 3: Developing a Franchise Business Plan

For entrepreneurs looking to expand their portfolio, franchising serves as an effective way to gain business acumen. For first-time business owners, one crucial aspect often overlooked when planning to open a new franchise is the development of a comprehensive business plan.

What Is a Franchise Business Plan?

A franchise business plan acts as a comprehensive document that outlines a franchisee’s strategic roadmap, operations and financial projections. Developing a well-crafted franchisee business plan can be essential for the long-term success and profitability of a franchise. While the franchisor may provide the tools and support necessary to get you started, it’s vital to create a solid business plan that will guide you toward success and allow you to scale your business.

But what goes into developing a franchise business plan? Let’s break it down.

Crafting a Strategic Roadmap for Franchise Expansion

One of the first things that should be included in your franchise business plan is a strategic roadmap. This roadmap should serve as the foundation for your franchise expansion and should outline the step-by-step procedures and guidelines that will ensure consistency and efficiency across your franchise locations, whether you have one or several. Your roadmap should serve as the backbone of your entire franchise business plan and provide you with a clear path for growth.

Tony DiSilvestro is an entrepreneur, a business consultant, an author, and the founder and president of Ynot Italian Restaurants. DiSilvestro began franchising roughly 12 years ago, and he says to first focus on “systemizing your systems” before you start planning for expansion. Consider factors such as target markets, growth projections and franchisee support. He also says understanding and documenting every process is critical to the success of your franchise, and should be one of the first things you consider before becoming a first-time franchise owner.

“You have to understand every single process down to the smallest degree,” said DiSilvestro. “That’s where franchising starts. It’s irrelevant what the actual franchise company does because the quality of the systems is what’s going to make it successful.”

Setting Realistic Goals and Objectives

As part of your franchise business plan, franchisees must also set realistic goals and objectives to help drive the success of their franchise. While the franchisor may provide you with certain expectations and performance benchmarks, it’s essential for franchisees to establish their own short-term and long-term goals that align with their individual ambitions.

When setting goals and objectives, consider revenue targets and financial projections, sales and marketing goals, staff recruitment, and customer satisfaction. According to DiSilvestro, it’s the franchisor’s job to set proper expectations and goals for new owners. But, as the franchisee, you’ll be responsible for the day-to-day operations of your business. Ultimately, the growth of your franchise is all up to the work you put in, which is why it’s vital to set realistic goals.

“The beauty of buying a franchise as a franchisee is it’s only as good as the operator,” he said. “You can have the best systems in the world, but you have to be the right operator to be able to execute those systems to get the desired result you’re looking for.”   

Analyzing the Target Market and Competition

Another important part of your franchise business plan is understanding your target market and competition alike. Identifying the needs, preferences and demographics of your target audience enables you to tailor your services to their specific requirements. According to DiSilvestro, many franchisees don’t understand who their customers are, and that plays into their downfall. 

When he first started offering Ynot Italian Restaurant franchises, one location was on a college campus. Although he thought it would be a great opportunity, the business didn’t do as well as he had hoped because he didn’t fully understand the target market. Many students either already had a pre-established meal plan through the school or were receiving financial aid and couldn’t budget for the off-campus restaurant. 

“It’s vital to understand what you’re buying and know who your customer is,” DiSilvestro noted. “Don’t just look at the Franchise Disclosure Document. Actually go out and do your own research.”

DiSilvestro says studying and gaining intimate knowledge of the market landscape will allow franchisees to identify opportunities to differentiate themselves and stand out among the competition. That being said, it’s equally important to analyze your competition. DiSilvestro believes you have to be willing to understand everything about the franchise you’re signing with, and that includes knowing just as much about your competition.

“If I’m a franchisee, I’m going to dig into that franchisor’s customer data,” he said. “I’m not just going to read the FDD. I’m also going to visit five or six competitor locations and learn everything I can about them in order to succeed.”

Final Touches

Once you’ve included your research, set your goals and objectives. Then, conduct market analysis, the final step in developing a franchise business plan to create an executive summary. According to franchise consultant Adam Goldman, the executive summary is the very “first impression of you, your business and your franchise plan. It is a written version of your business pitch. It should clearly define your business and everything it has to offer in a way that distinguishes your concept.”

The Path Forward

DiSilvestro believes developing a franchise business plan can be vital for long-term success. By effectively implementing the systems and putting in the necessary time, effort and dedication, franchisees can achieve their desired results. With the help of a well-crafted franchise business plan, first-time business owners can start their journey, build their businesses, and create a path toward profitability and growth.