Eyes on growth
Already run your own successful business and think it might work as a franchise? Phil Mowat of Ashtons Franchise Consulting on what no-one tells you about franchising (but you should ask)
Most business owners exploring franchising already know the headlines: it’s a way to expand, it can help you grow faster, and it allows others to invest in your brand. But beyond the familiar benefits lies a more important layer – the questions that often don’t get asked yet determine whether a franchise system thrives or struggles.
If you’re considering franchising your business, here are some of those overlooked but crucial questions.
Am I ready to let go – but still stay in control?
Franchising means handing the day-to-day running of new locations to franchisees. That requires trust, systems, and the ability to strike a balance between empowering others while still protecting your brand. Many owners underestimate how much their role changes: you’re no longer running one business; you’re running a network.
Can my model be replicated consistently?
A successful franchise isn’t about what works in your hands; it’s about what works when someone else follows the playbook. If your success depends on your personal flair, local connections, or a unique skill only you bring, it may need refining before it can be franchised. Scalability is about systemisation – training, processes, and support that anyone can follow.
How will support my franchisees beyond training?
Training is essential, but long-term franchise success ultimately depends on ongoing support, including marketing guidance, operational assistance, and a sounding board when challenges arise. Franchising is a partnership- your franchisees will succeed only if you stay invested in their journey.
Is my brand properly protected?
Having spent a considerable amount of time building and refining your business name and logo, they are part of your identity. Until trademarked, they are not fully protected. A secure brand foundation lays the groundwork for a strong franchise.
Trademarking may seem a boring exercise, but without it, you risk disputes, stress, and even having to rebrand later.
Am I prepared for the shift from operator to mentor?
As a business owner, you are likely used to working at the coalface. You have thrived at ‘getting stuck in’ to grow your business. Franchising is different, and the dynamic will change. Instead of serving customers directly, you will be serving franchisees. This means coaching, motivating, sometimes mediating and, in essence, guiding others to run the business well. This change in mindset can be surprisingly challenging.
What pace of growth is right for me?
Some businesses dream of rapid national rollouts; others prefer steady, controlled expansion. Both approaches can work, but clarity is vital. Too fast and you risk overstretching support structures. Too slow and competitors may outpace you. Ask yourself what kind of growth aligns with your resources and values.
Do I understand the financial implications?
Franchising isn’t a quick win. There are costs to get started – things like manuals, legal agreements, marketing, and recruitment. The returns can be well worth it, but only if you go in with a clear plan and realistic expectations about the investment needed upfront.
Final thoughts
These questions may not appear in glossy brochures or quick guides to franchising, but they’re the ones that matter most. Asking them early helps business owners build strong, sustainable franchise networks rather than stumbling into costly mistakes.
That’s where expert guidance comes in. At Ashtons Franchise Consulting, we’ve helped businesses across all kinds of sectors navigate these challenges. If these questions have got you thinking about franchising your business, have a chat with us.
