How To Approach Market Research for Your Prospective Franchise

Market research for your potential franchise investment will effectively lay the foundation for your success. Understanding the brand’s background will also help you to understand your target audience; assess the demand for your product or services; reveal information about your competitors; and help you create financial projections, ultimately resulting in a profitable business venture.

But what elements make up a thorough market analysis?

Define Your Target Audience

Understanding your target audience is fundamental to the success of any business. What are their demographics, interests and preferences? You can go about learning this information through a variety of ways: surveys, focus groups or by utilizing online tools, such as Google Analytics, to gather useful data on your target market.

If asked, some franchisors may provide you with valuable insights into your territory’s target audience. One example is The Birthday Suit waxing spa. As founder of the brand, Stacey Laricchia said The Birthday Suit provides assistance in site selection, competition research and determines how much the market can handle.

“Analyzing target clientele, getting a grasp on the market and studying the competition are all key elements to any successful business plan,” said Laricchia. “A new franchisee may need assistance unpacking demographics and, as the franchisor, it is our duty to help them navigate all of these areas.”

Competitive Analysis

Another important aspect of your research is understanding what direct competition exists in your market. Investigate your direct and indirect competitors, and analyze their strengths and weaknesses. Are they known for their customer service, pricing, or products and services?

There are a few ways you can approach this type of research. You can scour the internet for information. Or, you can speak with existing franchisees, utilize a secret shopper or read customer surveys. While getting a grasp on this information will help you determine your own specific selling points, Franchise Law notes that for every bit of research you’re doing, your competitors are likely doing just the same.

“When you’re researching your franchise competitors, you should also be aware of the likelihood that your competitors are also researching you,” wrote Franchise Law. “Because of this, regularly monitor your own business’s online brand. By researching your own business in these ways, you can quickly learn where you need to improve your own business.” 

Determine Market Demand

Finally, one of the most critical components of your market research for your prospective franchise is to assess the overall demand for your products or services. As Laricchia notes, this step can be the difference between a thriving franchise and one that struggles to gain traction.

“Every market is different, and sometimes it takes a while for people to notice that there’s a new business in town that’s worth a visit,” said Laricchia. “Determine if there is an actual demand for growth in the market you’re considering. Some markets are oversaturated and some your business simply won’t appeal to. Be willing to accept that, and focus on the places where there is opportunity for expansion.”

Laricchia reminds us that while market research can be overwhelming, you’re not alone in the journey. Many franchises, like The Birthday Suit, are there to help their franchisees succeed. As such, she believes it’s always important to utilize the support available to you as a franchisee if you want to thrive in the competitive world of business ownership.