Validating a Franchise- How Can I figure Out What I Can Make?

Nick Neoanakis • December 16, 2017

One of the big questions a franchisee asks is "What Can I Make"?

One of the key differentiators of the franchise model is the ability to understand what other franchisees are doing and what their results are. Whether it's making money or what their activities are the fact that you have live case studies that you can go and investigate makes owning a franchise a straightforward exploration.
Prior to buying a franchise you are going to want to call a myriad of franchisees in the system that you are investigating. If you think of this like a survey, your job is to figure out what is the range of results the owners of these businesses are getting and why. You're going to want to speak with top performers and ones who aren’t doing so well. You're going to want to speak with people who've been doing this for one year, two years, five years and 10 years. Get a good understanding of what makes a top performer fall into that category and why someone else may not be achieving those results.

You're also going to want to have an understanding of what that franchisees backgrounds are as well as the markets that they are in. For instance if you are speaking with someone who has a background very similar to yours in a market that is very similar to yours it's likely they are going to have a lot of components and experiences that that you are going to find in your business as well.

Of course, one of the key items you need to figure out is what kind of money can you make? Franchisors are only allowed to discuss what they publish in their Franchise Disclosure Document under item 19. This is known as an earnings claim and they cannot deviate from what they have published and registered with the Federal Trade Commission. If they violate this they can be in serious trouble. Often times clients will remark don't the franchisors know what their franchisees are making? The answer is of course they do! Most franchisors collect a royalty that is a percentage of the gross revenues of their franchisees. So in reality they all know what franchisees are making but for them to say to you this is what you could or should or might make constitutes a forward-looking earnings claim. If you don't achieve the results that they have promised you then it's likely going to turn into a court case. This is why they don't talk about this.
However, franchisees are certainly able to tell you what they have done if they so choose so you are going to want to get good at asking questions and connecting with franchisees to figure this out. My recommendation is to put yourself in a franchisees shoes. What you, as a prospective franchise owner, are going through right now in trying to figure out what kind of money you can make is also the same journey that they took. Remind them of that and ask them how you can figure out what their experience has been with the franchise. If you speak with enough people you are likely to get a good understanding of what the range of results is and if that is something that is acceptable to you. Remember your job as an investigator of the franchise is to figure out what are you getting yourself into and is it going to give you the kind of return that you need to make it worth your while.

If you would like to learn more about investigating a franchise or what else is in a Franchise Disclosure Document, please reach out to me at 800-321-6072 or nick@thefranchiseconsultingcompany.com
Nick Neonakis

Franchising Mistakes
By Rusty Rich February 19, 2025
Discover the top mistakes first-time franchisees often make and learn how to avoid them. Get expert advice from The Franchise Consulting Company to ensure your franchise investment is successful.
Franchising Financials
By Rusty Rich February 19, 2025
Dive into the financial side of franchising, from initial investments to ongoing fees. Learn what you need to know to make an informed decision and ensure the success of your franchise business with The Franchise Consulting Company.
Franchise Goals
January 6, 2025
Discover how to choose the right franchise for your goals with expert guidance from The Franchise Consulting Company. Explore key factors, trends, and actionable tips to find your perfect business match.
2025 Franchise Journey
January 2, 2025
Discover why 2025 is the perfect year to start your franchise journey with The Franchise Consulting Company. Explore emerging trends, proven support systems, and expert guidance to achieve entrepreneurial success.
December 16, 2023
"Navigating Success: Unlocking the Potential of Resale Franchise Investments"
By The Franchise Consulting Company December 22, 2022
Here are some of the ways we work with people to evaluate new franchise opportunities.
By The Franchise Consulting Company September 21, 2022
Franchisors use a variety of methods to position their franchise opportunity in front of prospective franchisees. They promote franchising on their website, participate in tradeshows and use franchise consultants to introduce their business to someone who might not otherwise know about that type their opportunity. The 2021 Franchise Sales Index Report shows franchise consultants rank highly in producing solid leads for franchisors, and yet, the consultant works primarily for the prospective franchisee. Effective consultants can explain the franchising opportunity to someone who is new to franchising and perhaps even new to running a business. Some questions to ask a franchise consultant before working with them are as follows:
By The FCC August 17, 2022
When thinking about getting into business ownership, an attractive option can be to purchase a turnkey operation.
By The FCC June 28, 2022
Deciding what you want from franchise ownership is the first step you take in deciding how to buy a franchise that is going to give you a lifestyle you will enjoy.
By The Franchise Consulting Company June 2, 2022
The franchising industry is significant in the United States. According to the Franchise Brokers Association, 18 of the top 20 franchises worldwide are headquartered in the U.S. In addition, 300 companies start franchising every year, leading to one in seven businesses in America establishing as a franchise. The franchising world is built on relationships where franchisors and franchisees are a good match for each other, making franchise business consultant jobs an in-demand line of work with a great outlook for the future. How franchise consultants benefit both parties Franchise consultants evaluate what both parties want from the franchisor-franchisee relationship. For a future business owner, a franchise consultant to explain the types of franchises that may be best suited for the lifestyle a person wants to live and the financial commitment they need to do that. In return, the consultant saves a franchisor time by providing vetted, higher-quality candidates who are more likely to be a good fit for the franchise. The consulting service is paid by the franchisor in the form of a commission so there is no risk for either party in pursuing the consulting process, making franchise business consultant jobs a preferable line of work for many people. Flexibility and income-building benefits As a franchise business consultant, you have the opportunity to do business around the world with people who are pursuing their entrepreneurial dreams. You will be continuously learning about the different details in each franchise model and the franchisee criteria that lend to a certain type of person who would be a good franchisee. In this role, you are a matchmaker of opportunities for people who are looking to run their own businesses. It is a highly rewarding career. This is also a career where you have a lot of freedom in how you meet your commitments. You will manage your own schedule and determine when you will take appointments, and with the commission system, you exert some control over your work-life balance in terms of time spent and salary earned. If you are considering a career change, becoming a franchise business consultant might be everything you are looking for - flexibility, salary diversification and a rewarding line of work. To help, there is training that can give you a strong foundation in franchising if you are new to the industry. Steps to finding good training There is no formal license for this career, but the International Franchise Association (IFA) offers a Certified Franchise Executive™ (CFE) designation that provides the most extensive franchising consultancy tool available. The IFA is the world's largest membership organization for franchisors, franchisees and franchise suppliers. Certified Franchise Executive applicants have three years to complete the program which involves a mix of work experience, event participation and mandatory courses. You learn about business development, franchise management, leadership, franchise strategy and operations. The International Franchise Professional's Group (IFPG) also provides a Certified Franchise Consultant designation which can be obtained in four to six weeks. The training includes a mix of online and in-person classes and closes with an exam. The IFPG offers continuing education courses each year so you can earn the required 60 credits per year to maintain your designation. An appropriate combination of education and experience In addition to training, your prior education and experience can play a significant role in this line of work. At The Franchise Consulting Company, our team includes previous franchisors, franchise lawyers and investors, executive mentors and others with past professional careers that add to this role. Our consultants are a diversified group which helps in making good matches. We invite you to peruse the profiles of our consultants to get a better idea of their certifications, backgrounds and experience. How to get started in a franchise business consultant job The IFA has a Getting Started Guide for their training which provides a good foundation for the technical elements of the franchise business consultant role. A Forbes article on soft skills is also a good review. It covers the importance of being able to communicate with franchisors and franchisees and the importance of keeping people on track throughout the process. You can also review our process at The Franchise Consulting Company and how we approach building a successful franchisor-franchisee relationship. As the world's leading franchise experts, it has been our experience that problems arise in relationships when one of four key steps is not followed carefully. Work with The Franchise Consulting Company We are always looking for the right kind of people who can contribute to our team as franchise consultants. We encourage you to become certified and to consider working with us. If you are investigating franchise business consultant jobs as a career direction that is a good fit for you, then we should have a conversation !
Show More
Share by: