Учебно-методическое пособие по обучению профессиональному общению. Коровина Н.А - 20 стр.

               Advantages, Challenges of Franchising                                                   Business Synergy
                  The Experience of the Franchiser                                 The word “synergy” refers to the idea that the sum of the whole
                                                                            is greater than the separate parts. The principle can be applied to fran-
      When an individual buys a franchise, he or she purchases the
                                                                            chising. Those who buy a franchise become part of a “family” where
years of experience and the proven operating system of the franchiser.
                                                                            all members work together for the good of the whole. Often, some of
One franchisee expressed it this way, "What I have learned from the
                                                                            the most effective ideas come from franchisees who in turn share their
franchiser was worth ten times what I paid for the franchise." In any
                                                                            ideas with the corporate office and with other franchisees.
new business, much time and money are spent in trial and error, but a
proven franchise may eliminate many of those start-up problems al-                               Working within the System
lowing one to open a franchise with little or no previous experience in
a given industry.                                                                 People who have difficulty following directions or who dislike
                                                                            working within a system will find franchising extremely frustrating.
                               Training                                     Conformity to the franchiser’s operations manual is critical if consis-
                                                                            tency among franchises is to be maintained. However, there are areas
       A good franchiser will provide training for new franchisees. This
                                                                            such as marketing where a franchisee can be creative.
is usually done at the home office and at the franchisee's place of busi-
ness. Training should prepare new owners for all facets of the business.                                   The Risk
       In summary, franchising provides exceptional opportunities for
many people. While buying a franchise is not an absolute guarantee of              While it is true that purchasing a franchise has less risk than
success, many of the pitfalls of individual ownership can be avoided.       starting an independent business, there are still risks. Because the fran-
                                                                            chisee owns the business, he or she, to a great extent, determines the
                       Buying and Advertising                               success of the venture. The franchiser may have a great programme
                                                                            and a respected name, but in the final analysis much of the risk is in
       Most small-business owners cannot afford to buy inventory
                                                                            the franchisee’s hands.
products in bulk or do extensive advertising. The franchisee buys this
advantage when he or she buys the right to use the franchiser’s pur-                            Working with the Franchiser
chasing power and advertising – most franchisers provide advertising
help and direction. Furthermore, as the number of franchisees in-                  Buying a franchise can be closely compared to entering into a
creases, so does public awareness of the franchise. This can be a tre-      marriage. Both are legally binding relationships that last for a long
mendous advertising advantage. Franchisees located near one another         time. The franchisee’s relationship with the franchiser will be ex-
can also advertise together, reducing costs.                                tremely important. Franchisees should get to know the franchiser by
                                                                            visiting corporate headquarters, talking to other franchisees, and read-
            Ongoing Advice, Research and Development                        ing as much about the franchise as possible.
       Franchisees need help throughout the term of their business en-                                False Expectations
deavors and franchiser’s staff can give this needed help in all aspects
of the business. The franchiser can also provide ongoing research and             Some people buy a franchise expecting instant success, perhaps
development so that new products and services will be made available        because they see how well other franchisees have done. But that ac-
to franchisees.                                                             complishment did not come without great effort. Franchising, like any
                                                                            other business, requires tremendous time, initiative and industry. Pro-
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