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What Franchisees Want in a Franchise

Please rate the following factors in terms of the importance that you assign them when looking for a suitable franchise:

Deciding to invest in a franchise opportunity is a big decision and not one to be taken lightly. A lot of research should be carried out and each franchisee will have a different way of evaluating their ideal franchise opportunity.

We first asked respondents about what is important for them when choosing a particular franchise. Brand recognition is deemed as extremely important by the majority of respondents. This is followed closely by opportunity for expansion, which indicates that our visitors are ambitious and are looking for a franchise business which they can grow in the future.

Answer Options Extremely important Quite Important Not important at all
Size of the franchise, i.e. number of franchise units 27.4% 58.5% 14.1%
Years established 43.5% 49.1% 7.4%
Years in franchising 39.8% 53.2% 7.1%
Opportunity for expansion 55.9% 41.5% 2.6%
Brand recognition 58.9% 36.7% 4.4%


Franchise Direct Visitor Survey - Key factors chart

Please rate the following factors in terms of the importance you assign them when accessing suitable franchise packages:

So what do our visitors expect in a franchise package? Market demand has come up top with 91% marking it “extremely important”, this goes without question as every business needs a product or service it can sell.

One of the major benefits of a franchise opportunity comes in second place; training and support is very important for new franchisees and good franchisors will put a huge amount of effort into offering their franchisees comprehensive training and ongoing support programs.

Answer Options Extremely important Quite Important Not important at all
Franchisee training and support 85.4% 14.2% 0.4%
Exclusive operating territory 72.5% 24.5% 3.0%
Initial investment 59.8% 38.4% 1.8%
Role – i.e. what you will be doing 69.9% 27.9% 2.2%
Market demand for product/service 91% 8.6% 0.4%
Potential earnings 79% 20.7% 0.4%
One man operation as opposed to an employer 28.9% 49.6% 21.5%
Marketing assistance 62.1% 36.4% 1.5%


Franchise Direct Visitor Survey - Key factors chart 2


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