In this advisory video, the speaker discusses one of the "5 F's" of franchise marketing— a focused team. He explains that even new franchisors need dedicated roles (franchise manager, operations manager, marketing manager, admins) to support the franchise network, train franchisees, and recruit new ones. The speaker warns that many franchisors neglect this step, hiring friends, family, or unqualified staff, which can stall growth. He advises that when hiring corporate team members, franchisors should ensure candidates are aligned with the company's growth ambitions, culture, and long‑term goals, as mis‑hiring can damage the network. The video ends with a call to save and share the content.
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I'd like to talk today about one of the 5 F's of franchise marketing. I'll link the video that talks about this model separately from a previous video and my book. But one of the F's that very often gets neglected and not paid attention to is a focused team. Even if you're starting out as a franchisor and you're very new and you only have a couple of franchisees,— you will need some help to manage the franchise network. This is a completely new role. I talked about it in previous videos. Again, you're no longer a business owner. This is a completely different hat, a different role where you have to look for the franchisee network and make sure that they're successful, make sure that you help them with their challenges, you continuously train them, and you pick and recruit new franchisees. And for you to be able to do this successfully, you will need some help, whether that's going to be a franchise manager, franchise operations manager, marketing managers, or just admins. You have to pick a team that will support that growth, will understand the ambitions, the culture, the long-term goals of the business, and will support you to that growth. Most of the franchise businesses I work with and I see have completely neglected or underestimated that step. They've hired the wrong people. They've hired people from their friends and family circle that not necessarily know what they're doing there, or they've just hired people that are just not good at their job. If you get this F wrong, your network will suffer and the growth of your business will stall. So next time you're hiring someone for your corporate team, remember this: ask them if they're on board with your growth, your ideas, your purpose and everything that you'd like to achieve, because this might cost you a lot more in the long run. I hope this was useful. Save this video and send it to someone that might benefit from it.
