"Mark Johnson and his team really made a difference in our business goals and franchising was definitely a good move for us...." Wendy Carolino President and CEO Game On
Our Clients
The Assessment Phase encompasses the following:
Is this concept viable? Not every concept considered is tailor made for franchising. There are some businesses that would be hard to mass produce or the concept could be unique because of geographical location.
Is there a concept niche? - What is the existing competition in the targeted market space? What will give your concept a competitive advantage? Is there any space left in your target segment?
Leadership – A company will only go as far as its leadership takes it. Leaders provide not just the vision of the company but the plan on how to achieve that vision. And leadership, in most cases with franchising, has to be hands on and extremely participatory, especially at the outset.
Story Behind the Brand – Is there a neat story behind the concept? What were the reasons that the company was started? The reasons have to be more than financial. Generally, the story behind the brand will reveal the passion that has driven the owner to the current stage of the company and the passion that will be required to help further expand the company via the franchise process.
Existing franchise base – Are there multiple units open already and if so, are they owned by someone other than the founder of the company? Have these additional units proven to be as successful as the original unit?
Unit Economics – Once it’s been determined that the concept is viable and can be franchised, how many units should be brought on, when should they be brought on, where should the expansion take place? Unit Economics plays a very important role in franchising because you never want your expansion to grow at a faster rate than your support team otherwise your new zees will not get the support and attention they require especially at the beginning of the franchise process.
Current Marketing Strategies – Our marketing team will look at the current strategies and methods that you have used up to this point. Which methods have worked well and which ones have not worked well? What is the overall marketing strategy and is your target market being reached as well as it could be?
End Game – The End Game of the Assessment phase is when a new concept has been determined to be a viable concept for franchising, one that can be easily duplicated and whose concept can be explained simply when trying to bring on new franchisees. Not every concept that is brought to us makes it safely through the assessment phase and on to the Strategic Planning Phase. This is also where the goals of the owner are made clear. Where does the owner of the company want the brand to be in 5 years? In 10 years? In 20 years?
