I’m All About Leaps of Logic

Well, gas prices have hit a record high. Again. Is it just me, or should we wait until they drop back down a little before we start claiming records? It seems kind of silly to lead the nightly news every night with “record high gas prices.” I mean, when a long jumper sets a new record we don’t record every inch he or she passes over the record, just the final distance.

Until sanity returns to the record keepers of America, there is a lesson to be had from these super high gas prices. That lesson is that the prices for groceries are creeping up as well. It’s just logical. Food gets to the stores on trucks. Trucks take gas. So you could say that the price of gas and food are locked in a demented dance.

It’s wise to remember these times when negotiating a franchise agreement. If you’re purchasing a franchise that in any way requires supplies, then gas prices will become an issue.

Many restaurant franchises have exclusive supplier deals that have caused no end of heartaches for the owners. Prices have soared for food when store traffic has dropped, putting profits in jeopardy.

Negotiating the ability to choose suppliers is very important for a franchisee. Besides alleviating some of the corporate control that parent companies want to exert, it also gives the franchisee better footing to negotiate prices with the supplier. A supplier who knows you have the option to take your business elsewhere will be more willing to negotiate than one who knows he’s your only source.

This is an issue that the franchisor will fight you on. It’s a guaranteed revenue stream for them as it is common for them to own the supply line or get percentages of profits from the supplier. That’s why you have to be prepared to walk away from the table over this issue. If they want to go to the mat over the supply line, and not allow you the option to run your business profitably, then you seriously need to reconsider whether you want to be a franchise of this operation or not.

Franchise “Creature Feature” Writer

Niche vs Broad

A common mistake made by potential franchisees in their determination process is that a general, more broad franchise is the way to go. No one is quite sure why this route is so well traveled. Perhaps their quest for great wealth has clouded their vision. Nevertheless, the niche franchise road could be a smoother ride.

Don’t get me wrong. There are still plenty of tricky bridges to cross when choosing a more specific audience. Less name brand appeal is one obstacle, for example. But on the flip side there is also less competition. Big name franchises appeal to the masses, yes. But by finding a franchise with a specific market you will ultimately shrink both your audience and your competition simultaneously.

With a more specific audience, advertising and marketing your franchise will be that much easier. You can spend more time promoting yourself instead of desperately trying to showcase how you are better than the big guys. As your core audience becomes more enticed, word of mouth will spread, and your business will grow.

And of course there is the expertise factor. Chew on this: as a consumer would you rather approach a person who knows everything about one topic or someone who has more extensive broad knowledge? Probably the former; you wouldn’t go to your local walk in clinic for a painful tooth ache just like you wouldn’t go to a widespread fast food restaurant for your anniversary dinner.

Proofreed...er, I mean Proofread

I drive the same route to work everyday, listening to the same radio station, passing the same buildings, laughing at the same stupidly written sign. Yeah, that’s right, I find endless amusement in a sign on the side of the road.

What I find so amusing is the fact that they list their phone number, and then spell it out in parentheses to help commuters to better remember it. Not unlike how Papa John’s have arranged all of their phone numbers to end in the final four digits 7272, which neatly spells out “PAPA.” It’s a common practice, nothing odd there. Except for how this particular establishment spells out its number (I’ll hide the area code and prefix to save them some embarrassing phone calls):

XXX-XXX-5111 (LOVE)

I’ve looked at the number pads on several phones and not one has ever had 5111 spell out “LOVE.” In fact, the “1” key has no letter associated with it whatsoever. So, if a wary traveler does see the sign, and happens to associate that amorous word with the church’s phone number, he will dial 5683 instead and get the wrong business; perhaps even a confused and angry homeowner tired of the calls will berate him.

Anytime any information from your business is being published for public consumption, check, double check, and triple check it. Then, have another person proofread it, then proofread it again, and finally proofread it. Having a third person do the same couldn’t hurt.

Major corporations have staffs comprised of copy writers, technical writers, copy editors, marketing writers, etc. to check every scrap of writing for errors before it goes to print and then distributed to the public. You’ll very seldom see poor grammar or misinformation in a pamphlet or advertisement for the big boys of business.

Since you’re likely a bit smaller than them, the best you can do is proofread, proofread, and proofread. Be absolutely certain that a potential customer on his daily commute isn’t going to take a quick digital picture of your sign and send it in to the late night shows for the whole world to laugh at.

Not that I would do that or anything.

Franchise "Creature Feature" Writer