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How can I find franchise candidates using LinkedIn?

Posted on 18 January 202313 November 2025<span class="by [email protected]

Social media is no longer a mystery to everyday users. While everyone tends to think of its personal use and B2C applications, we’re now realizing the power of social media for B2B companies! A company’s presence on social media in the digital age is no longer up for debate; however, being on every platform isn’t essential for every business. For franchisors, it’s a highly effective tool for recruiting franchise candidates. Check out our tips for finding franchise candidates on LinkedIn. B2B and B2C: Each Platform Has Its Own Target Audience Hold on a minute! If you’re here, you probably know the difference between B2B and B2C, but did you know that the target audience and tone differ on each platform? Instagram and TikTok are the ideal platforms for B2C, but for B2B, we primarily recommend using LinkedIn, the professional social network par excellence. LinkedIn is a social network in its own right. If you’re in B2B, your customers are on LinkedIn; in B2C, it’s your suppliers or distributors who are there! This platform is full of opportunities, especially because not everyone is active on a daily basis, so it’s easier to get noticed. In franchising, you need to know how to properly address your target audience. LinkedIn is the network designed for businesses: with over 800 million professionals and 57 million business accounts, it’s now the professional social network to use. According to LinkedIn Business, for B2B marketers, 80% of leads generated through social media come from this platform—which underscores the importance of incorporating LinkedIn into your social media strategy. LinkedIn: A Gold Mine of Tailored Tools First and foremost: a free B2B database. If you want to reach professionals—whether they’re future franchisees or simply franchisors—there’s simply no better place than LinkedIn. Users of this platform want to connect with like-minded professionals, apply for jobs and recruit candidates, and follow the latest news from companies and influential people around the world. Once you understand how LinkedIn members and brands use the platform, you’ll gain valuable insights into how you can integrate LinkedIn into your social media strategy. From the outside, you might think LinkedIn is just a network of job seekers, but that’s not true! Everyone is there for various reasons—personal branding, following news about a brand or company, searching for opportunities, and even looking for clients! Everyone markets themselves in their own way. The advantage of LinkedIn is that you can truly customize your profile to reflect who you are. The B2B database is therefore immense; there are countless prospects on the lookout for the next opportunity. LinkedIn: A Search Engine. LinkedIn is certainly a professional social network, but it’s also a search engine—a place where people seek to make connections and expand their network. It works through a network of connections. A is connected to B, who is connected to C; C sees that B has reacted to an offer or a post from A, so C wants to connect with A. Thus, the reach of posts can be infinite, and it’s a shame to miss out on that. The first thing to know is that it’s not a sales platform. People go on LinkedIn to stay informed, network, and exchange ideas—not to make purchases. On LinkedIn, you build your reputation, brand image, and positioning. It’s the best place to establish yourself as an expert in your field. The search engine is ideal for growing your community; you’re looking to connect with interesting people with whom you might have things in common, to propose opportunities, to share experiences, and to learn from one another. All of this happens through the search engine. To make this work, your LinkedIn profile must be properly filled out with the right information. You need to appeal to the algorithm and to the people who land on your page so they’ll stay. To do this, you need a catchy headline, a banner that matches your brand’s visual style, an “About” section that summarizes your value proposition and mission, and a direct link to your website. On LinkedIn, the goal is to address your customers indirectly—by showing how your offering meets their needs—through storytelling, in particular. LinkedIn also lets you post images and videos to illustrate your points. Once someone finds you, they’ll want to get in touch—so make sure your franchise contact landing page is easily accessible! Useful Tools LinkedIn is full of handy tips you can use as often as you like. Here are a few: On every profile, you’ll see a “Similar Profiles” column on the side—a feature that can be particularly useful when searching for specific profiles, such as when recruiting in a particular region! It’s a tool that makes cold outreach easier. You can drive engagement on your posts using polls, and on a standard post, if you use CTAs, you’ll encourage a response, which will help your post reach a wider audience. You can reach out to your network when you’re looking for a location, a rare find, a specific supplier, an investor, or even an opinion on a topic—your network is usually happy to share their thoughts or offer help in the comments. The profile title is important; for example, on the profile of the person handling recruitment for you, it should be clear what they’re offering and what your opportunity entails. Users are more likely to click on it than if the person simply lists their role as a recruiter within the company. Manage my candidates with Cerca How to prospect on LinkedIn? Best practices If you’re looking for specific profiles to recruit, you can write posts or create videos[…]

Franchisors, how can you optimize your time to focus on your core business?

Posted on 18 January 202313 November 2025<span class="by [email protected]

Time-consuming and repetitive tasks are a common problem that franchisors face throughout their journey. These can include accounting, monitoring internal projects, administrative tasks, and so on. To optimize operations, it makes sense to outsource some of these tasks, which—though not particularly stimulating—remain essential. Here, we outline steps you can take as a franchisor to optimize your time and focus on your core business. Opt for network management software Performing repetitive tasks—even the simplest ones—increases the risk of error. To minimize this risk, technology has enabled a new approach. This involves automating various processes. It allows you to better structure these processes and reduce the time required to complete them through algorithms that automatically perform the associated tasks. Management software like Cerca includes the features needed to support your company’s entire core business. With over 250 features, it allows you to: Manage and organize your network. Running a franchise means organizing and developing a network of businesses of varying sizes that rely on your expertise. Having this software enables you to manage and track events across the network. You can easily organize sales challenges and surveys to engage your teams. Since franchisees need some training to get started, Cerca allows you to create interactive training modules. All tests and results are viewable online. Networking means managing projects and working collaboratively. That’s why it gives you access to public or private workgroups with discussion threads. You’ll be able to track internal projects using a task manager and a reminder system. Your network coordinators will quickly realize the value of good management software: communication flows smoothly, and any issues that need to be reported can be easily communicated. Recruiting Future Franchisees A space where you can post your visuals, news, and videos—and gradually grant access to content used for franchisee training—is available. Candidates are quickly reassured by the professionalism and rigor of the application process. This platform offers powerful tools designed to ensure the future franchisee’s success and the growth of their business. You can set up the applicant journey all at once by adapting it to an existing template. Cerca allows you to automate many tasks by configuring them just once. You can make changes as needed. Recruiting your future franchisees then becomes a much smoother and more efficient process. Effectively managing your schedule and the network’s events This management can only be optimal if you know how to distribute the various tasks among your team. This can be done on a daily basis, but you risk wasting time. You’ll therefore need to establish a long-term distribution plan. Several factors come into play here: Assessing how your teams’ work is organized You must be certain of your teams’ motivation, well-being, and performance. To do this, communicate with them to gain more insight into each person’s specific strengths. Everyone has a good understanding of the tasks that suit them best. You can then use this as a basis for assigning work. After conducting this assessment—which was, in a sense, the employee’s responsibility—you can bring in a third party. The goal here is to be as objective as possible. This could be a department head or a work organization specialist. Try Cerca Taking Individual Differences into Account You’re looking to make the most of your time. But don’t forget that you’re also aiming for a certain level of performance and consistency in that performance. You must therefore take into account the differences among each member of your teams to prevent certain tasks from being botched. Communication plays a key role here, but above all, you’ll need to look beyond their technical skills and expertise. The human aspect must be taken into account. Save time when assigning tasks. To do this, use a task assignment chart. It should outline each team member’s roles and responsibilities, as well as the resources they’ll need to achieve their goals. The criteria for task allocation are: Work hours, each person’s qualifications, and each person’s aspirations. Franchisors, learn to take a step back. You hold in your hands the projects or dreams of many people who are counting on you. And in this high-pressure environment, taking the time to step back and reflect isn’t always easy. As a result, you can quickly lose sight of the unique needs of each of your franchisees. At some point, you’ll need to slow down and reevaluate everything. Hold meetings with the franchise’s key partners to gauge the health of your business and assess its workplace atmosphere. You may realize which decisions have slowed the franchise’s overall growth and make changes to them. This could involve revising training programs or rethinking how you leverage your network. On the financial side—because, yes, it matters—you’ll need to examine: Revenue and profit growth Profitability Financial stability Self-financing capacity Working capital Furthermore, taking a step back may lead you to focus on the following final point: Knowing how to delegate to qualified staff Many franchises welcome franchisees who do not necessarily operate in the same industry as the franchisor. Or even within teams, there may be different trades whose[…]

What are the essential qualities of a franchise network coordinator?

Posted on 11 January 202313 November 2025<span class="by [email protected]

Growing a franchise is no easy task. It takes patience and the right people to maintain a dynamic franchise network on a daily basis and successfully attract new candidates. To achieve this, one key role stands out and deserves special recognition: that of the franchise network coordinator. Let’s take a closer look at this profession. Franchise Network Coordinator: Role, Qualities, and Day-to-Day Responsibilities Franchise Management: The Role of the Network Coordinator The network coordinator plays a key role. In fact, beyond the coordination aspect, this job requires you to be a true jack-of-all-trades! First and foremost, your network coordinator will be the face of your franchise to franchisees, serving as the link between the corporate headquarters and the franchisees. As such, they must inspire franchisees to stay and, above all, encourage prospective franchisees to embark on this journey with you. Second, to ensure the network runs smoothly, the coordinator must centralize information and ensure it is effectively shared with franchisees. It is essential to provide them with a shared knowledge base for the entire network: key documents and operating manuals. Indeed, these resources must be instantly accessible so that everyone is on the same page and up to date on best practices. Also, keep in mind that, as a franchisor, you have a duty to provide training to your franchisees. Passing on know-how is one of the coordinator’s key responsibilities. You must ensure franchisees have access to training, create innovative training programs that keep them up to date on best management practices, and ultimately enable them to improve their skills and productivity over the years. Finally, as a franchise network coordinator, one of the main challenges will be to unite the network: to inspire franchisees to stay, to get personally involved, and to push themselves. The network coordinator maintains franchisees’ motivation on a daily basis through various communication channels. They must also ensure that information flows in both directions: they observe conditions on the ground and relay progress and suggestions from franchisees to the network headquarters. The Qualities of a Network Coordinator in Daily Operations A network coordinator possesses several qualities that complement one another. The smooth operation of your franchise network depends on them: your coordinator must be a dynamic and efficient person with a strong ability to adapt and innate communication skills to handle a fast-paced daily routine. They are the face of the network to franchisees and bring the human touch that every business needs. Thanks to their communication skills, the network coordinator acts as an intermediary between the franchisor and the franchisees. Their goal is to increase productivity and, ultimately, sales at the point of sale. From the moment a franchisee joins the network, the network coordinator steps in to provide support. Whether it’s helping find a location, familiarizing the franchisee with the tools, or organizing in-store events, the network coordinator is out in the field! A keen eye for detail is essential: it’s difficult to advise, support, and drive growth when you don’t know what’s happening on the ground. The coordinator monitors franchisees by conducting regular on-site visits to ensure the concept is being properly implemented and aligns with projected results. They must also judge when to grant autonomy—it’s truly a job of observation. Their thorough knowledge of the files and progress will lend credibility to their role in the eyes of franchisees. These skills can be enhanced with the right management tools and our advice on managing a franchise network! Discover Cerca’s features for managing a franchise network The right tools make for effective managers Tired of losing candidates due to oversight or because you feel overwhelmed by the number of tasks you have to complete? The most time-consuming tasks can be essential, so there’s nothing better than franchise management software to bring order to it all. How can Cerca help network managers? Once strategies are in place, it’s all about tracking progress, staying in touch, and ensuring methods and concepts are properly implemented. To stay on top of everything and perform at your best, you need management software like Cerca. To summarize the network manager’s role: they must help franchisees generate revenue at the point of sale using the business model that was sold to them. However, network coordinators face a major challenge: they often cover fairly large areas and may lack sufficient time. Franchisees may have very specific requests, unique personalities, and varying needs—which means the network coordinator must take all these factors into account and adapt accordingly! A CRM can be the solution to these challenges. Streamline day-to-day communication using the tools available in the Cerca software. Network coordination rests on several pillars, all accessible through the software’s various features: You can foster a sense of community through challenges or network updates, such as highlighting success stories from the field. Fill out visit reports directly from our software. Access statistics and the history of all visits made by coordinators to franchisees. Create automatic action plans based on visit reports. Surveys will be easier to distribute, and all information will be centralized in a shared knowledge base accessible to everyone. Your training responsibilities will be simplified thanks to the e-learning platform. During meetings, simple information can be shared seamlessly across the various working groups. This is a real benefit for franchisees, who will be able to build a relationship of trust with their network coordinator and will never have to chase after the[…]

Our 6 good reasons for using franchise management software

Posted on 21 December 202213 November 2025<span class="by [email protected]

The day-to-day management of a business is filled with these routine tasks, which always involve additional work—no matter how small or time-consuming they may be. From the very beginning of a business, you feel the need to centralize operations to manage them more effectively. Management software is an ideal solution for gaining a comprehensive overview and avoiding feeling overwhelmed by a lack of organization. To optimize and streamline the management of your network, discover our 6 good reasons to use franchise-specific management software. 1️⃣ Manage and oversee your franchise Franchise management software offers numerous features, all with one main goal: to help you manage teams, the store network, and applications. For both the franchisor and the franchisee, software centralizes all information and makes day-to-day operations run more smoothly. This way, from the very start within the network, the new franchisee will have access to the knowledge base needed to get off to a smooth start. They’ll also be able to complete all training and become familiar with best practices. The spirit of collaboration within the network is truly enhanced by the sharing and discussion tools offered by franchise management software. 2️⃣ Facilitate Communication Good franchise management software will help facilitate communication among your franchisees. The management software acts as a true central purchasing hub for franchisees when it comes to communication materials. This way, all orders can be automated without forcing a specific supplier or payment method on the franchisee. Franchise management software also allows you to track inventory, revenue, and margins! 3️⃣ Energize Your Network The real challenge of network management lies in keeping it dynamic. We’ve already discussed on Cerca the importance of network management and why management software is the ideal solution for it. To keep your franchisees in the network, you need to make their day-to-day operations easier. Network coordinators need management software tailored to franchises to serve as the link between the corporate office and the franchisees. It is the franchisor’s responsibility to ensure that the network manager has access to the right tools to manage the network. Communication is a key aspect of franchise network management. Communication between the franchisee and the franchisor must be two-way. Reporting information from the field, creating visit reports, and sharing news and challenges within the network—all of this can be done using franchise-specific management software. Finally, to ensure all your franchisees stay up to date on your business model, management software can provide the necessary training tools. Discover franchise management software 4️⃣ Save time! Before using it, no franchisor can imagine just how much time franchise management software saves. Every task requires follow-up and can be time-consuming, especially when it comes to recruiting candidates. Recruitment isn’t an easy task—you wonder when to follow up with candidates, how to attract them, and how to convert them: it’s all about follow-up. With the right CRM, you won’t let a single lead slip through the cracks. When it comes to opening new locations, the software also saves time! How? Depending on the software, project management and opening management modules will allow you to smoothly oversee the opening of new locations. The software will help you achieve your goals by streamlining communication and monitoring budgets; ultimately, you’ll be able to open more locations in less time thanks to the overall optimization of all processes. 5️⃣ Analyze and consolidate your data Whereas a small business might use word processing or spreadsheet software like those in the Microsoft suite, franchise management software allows you to centralize everything. The benefit of franchise management software is that it eliminates the need to use multiple programs or create duplicate files. Your accounting, projects, B2B operations, invoicing, and other business documents will all be centralized, saving you time. When it comes to data analysis, management software is an indispensable tool for identifying areas where your business can improve. It’s essential to use the data from your network to understand your strengths and weaknesses. Using franchise management software is essential for collecting all the data from your network. With a data collection system, you can easily retrieve key data and then generate charts that highlight KPIs for different users, including both franchisees and the franchisor. You can also retrieve all the data from your tax documents with a simple scan. Collecting your data also helps improve the processes mentioned above—recruitment, communication, and network engagement—as the software optimizes every day-to-day task. 6️⃣ Legal Support for the Entire Network The legal and financial aspects of running a business can be challenging. These areas are often unfamiliar to new employees leading the network or to new franchisees. Not all of us have expertise in these areas. Franchise management software will help clarify and support the entire network on this topic. From the very first interactions, legal and financial support is put in place. For example, secure electronic signatures for D.I.P.s and other documents—which are then accessible in the digital vault—allow you to track all deadlines electronically and enhance your company’s image. On the financial side, management software will allow you to track the network’s metrics, revenue, royalties, and team performance, thereby improving processes and eliminating potential bottlenecks. Depending on the software, you’ll be able to[…]

What support do franchisees need from a franchisor?

Posted on 16 December 202213 November 2025<span class="by [email protected]

Before, during, and after the franchise opens, franchisees continue to have expectations of the franchisor. Whether in terms of support or 360° management, it is important that information flows freely and that the franchisor can provide the tools necessary for the franchisee’s success. The Franchisor’s Role Toward the Franchisee The Franchisor-Franchisee Relationship The relationship between the franchisor and the franchisee is not a boss-to-employee relationship; it’s important to keep this in mind, as franchising is a very unique business model. In fact, even though the franchisor provides general guidelines while retaining the greatest decision-making authority, the franchisee is still the leader of their own business. A relationship of trust must be established between the two parties in order to move toward a shared entrepreneurial goal: growing the business. This relationship of trust begins as soon as the DIP is signed; however, it is not a binding commitment—it’s important to remember that. When the franchisee decides to partner with the franchisor, a contractual relationship is established between the two parties. The franchisee benefits from a turnkey concept, ready for expansion, backed by years of experience and including services such as training, a established reputation, a legal structure, products or services, and expertise exclusive to the franchise. The franchisor benefits from an extra pair of hands to grow its business and the opportunity to develop new locations, partially funded by the franchisee. A good relationship between the two parties is essential to ensuring the network’s long-term viability. The Franchisor’s Obligations and Duties The franchisor has obligations toward the franchisee, but also has duties. This distinction is important, as obligations are contractual, whereas duties are not. Thus, upon signing the contract and once the initial fees have been paid, a relationship is established based on the use of a proven, successful business model. The franchisor commits to sharing its expertise under the terms of an exclusive contract. Access to this concept is restricted to franchisees, and its added value is available only to franchisees and consumers. In addition to know-how, the franchisor is required to provide strong brand identifiers: a logo, brand image, and visual and architectural identity. The franchisor must also provide legal assistance, an operations manual (known as a “Manop”), and recruitment guides to ensure the business runs as smoothly as possible. Finally, the franchisor is obligated to continuously evolve its concept to make it increasingly innovative, as it must remain competitive and ensure the business’s healthy growth. Beyond all contractual obligations, the franchisor also has duties, including the duty to provide training, the duty to offer support, and the moral duty—as one entrepreneur to another—to provide all the keys to success. There must be transparency regarding the franchise’s financial health, and a call for help must never be ignored by the franchisor, who always has a duty to assist. Nevertheless, the franchisor must allow the franchisee a degree of autonomy. In return, the franchisee commits to adhering to the concept and maintaining the consistency of the network, in addition to compensating the franchisor for their contributions, typically in the form of initial fees and royalties. What support does the franchisor provide to franchisees? The various types of support available The network headquarters, or franchisor, is the primary source of support for franchisees. Responsible for strategy, the franchisor steers the ship and must be able to provide franchisees with the necessary resources. Whether financial, event-related, moral, or technical, the franchisor must demonstrate versatility in the support it provides. More specifically, the franchisor provides the franchisee with the necessary training and guidance, which can take the form of network coordination as well as recruitment support. How can a business be sustainable if recruitment isn’t effective? The franchisor provides marketing strategies, technical support, and after-sales service to the franchisee. The franchisor visits franchisees and ensures adherence to the business model while offering guidance. In the event of difficulties, the franchisor may, in exceptional cases, provide financial support—for example, by extending payment deadlines. The Benefits of Effective Support Support fosters synergy within the network, allowing the franchisee to benefit from years of experience and backing right from the start. This ensures a smooth launch and rapid results. From the very beginning, the franchisor will help find a good location, assist with managing construction, and support the franchisee right up to the grand opening. Depending on the stages of growth, effective support has a positive impact on the network—especially regarding expansion decisions and opportunities, as well as management advice. However, providing effective support does not mean assisting the franchisee without allowing any autonomy. How can franchisors effectively support their franchisees? The Challenges of Franchisee Support Now that we understand the support needs of franchisees, it quickly becomes clear how difficult it is to build a solid support structure on one’s own. The initial obstacles faced by a franchisor will quickly complicate day-to-day operations. How do you manage applications from prospective franchisees? How do you achieve better results? How do you ensure that the franchise concept is followed and that on-the-ground reality doesn’t contradict the guidelines provided? How can you ensure the franchise network runs smoothly? The structure of the franchise business makes oversight quite complex. The franchisor must tackle all these challenges and ensure 360-degree management of their business. Supporting Franchisors Franchisors are entrepreneurs; they want to do everything and keep an eye on everything, but the more the business grows, the harder it is to keep track of every detail of the operation. Whether you’re a franchisee or a franchisor, you’re independent—but never alone—thanks to the right support tools. A tool like Cerca will help you structure every aspect of your franchise operations, down to the smallest detail. Whether it’s legal or marketing, Cerca enables continuous performance improvement through key features. From recruitment to signing[…]

How can a franchise network facilitate local communication?

Posted on 22 November 202213 November 2025<span class="by [email protected]

For several years now, franchisees have been facing changes in communication methods. Digital media has gradually taken precedence over print, billboards, and traditional media such as radio, newspapers, and television. Today, Google, Meta, and digital platforms account for the vast majority of the advertising audience. But it can be risky to hire a digital agency to promote your offerings to customers in your catchment area. Will your budget be sufficient to get noticed? Will the campaign be effective? For a franchisee, there are many questions, and they require a level of expertise that’s difficult to master. However, technology now makes it easier to meet this need for digital communication, especially when the franchise network—at the corporate headquarters level—implements the right tools for its retailers. The Challenges Facing Franchises in Making an Impact on Digital Media The adage “Think Global, Act Local” holds true in digital advertising. The brand must be able to simplify access to local digital advertising by offering ready-to-use ad modules for its franchisees. These include generic campaign packages centered on the brand’s message, campaign packages tied to product news, and campaign packages tailored to key moments in a store’s life cycle: grand openings, promotions, clearance sales, events, and more. Each of these packages can include visuals and text pre-designed by headquarters to make the franchisees’ work easier. Ads must also be configured to meet different objectives: brand awareness, in-store traffic, traffic to the store’s Facebook or Google Maps page, or phone calls. Consequently, it’s necessary to be able to run campaigns across different platforms: Google Ads, which allows “hot” or “intent-driven” prospects to appear directly in search results—whether on Google or Google Maps; Facebook, Instagram, and Snapchat, which, through their advertising algorithms, display ads to audiences most likely to click. These social media platforms are essential for expanding visibility among as many potential customers as possible. Publisher websites and apps—particularly news outlets and local publications—as well as sites like Leboncoin. These platforms can display banners in various formats, as well as audio or video interstitials. Waze—the #1 app for navigation—offers highly effective exposure to drivers. Learn more about DeepReach. However, these modules must also take into account the specific characteristics of each store. First, not every local market is on equal footing with the GAFA companies. For the same retailer, Facebook may perform better in one area, while Snapchat may generate more clicks in another. It is therefore essential to be able to adapt the media mix by region. Second challenge: the catchment area. To avoid wasting your advertising budget, you must ensure that only potential customers located near the store are exposed to the ads—and this applies to every advertising network. You must therefore be able to define an ad display zone, with priority and secondary zones if possible. Third challenge: personalizing messages, particularly by including the store’s name, tailoring the text, and specifying the correct address. Cerca can now help its clients launch these local campaigns. By integrating all these advertising networks via DeepReach technology—used by the largest communications agencies— Cerca can offer retailers a comprehensive platform to: design a catalog of campaign packages for all digital media, define the geographic areas for each store to enable geotargeting, allow franchisees to view this campaign catalog and order campaigns directly, and track all campaign performance KPIs (impressions, clicks) by area and by media type. And all this without any expertise in digital advertising or additional staff. Click here to learn more about this feature. You may also be interested in these articles:

How to build franchisee loyalty

Posted on 21 November 202213 November 2025<span class="by [email protected]

For your franchisees to recommend your brand to potential franchise candidates, they need to have a positive experience working with you. This depends on your franchisees’ commitment to your brand, your business model, your network management, and your teams. But how do you build franchisee loyalty? First of all, why build franchisee loyalty? Congratulations! You’ve already done a great job recruiting your franchisees. Now that you know franchising is a business model that works for your brand, you want to continue growing. Did you know that your current franchisees are perfectly capable of bringing you serious new franchise candidates? Word-of-mouth is, in fact, a time-tested method for network expansion. So, how can you ensure that your current franchisees bring you these valuable candidates? It’s simple: if they’re satisfied with your network, word-of-mouth will (almost) take care of itself, and your franchisees will become your best ambassadors. To get your franchisees to recommend your network, you must therefore build their loyalty. However, this can’t be done in the traditional way, as you would with your end customers. We’ll therefore suggest various strategies for you to implement. Important! To best build loyalty among your franchisees, we recommend that you put ALL of these strategies into practice. 1. Offer personalized support Franchisees choose this business model because it allows them to start a business while receiving guidance. Why? Because the franchisor has a duty to lend a helping hand to all its franchisees. To help you grow your brand, you’ll need to enlist the help of network coordinators, for example. They’ll allow you to delegate this task. As true specialists, they’ll be attentive and effective in providing the necessary support to your franchisees. Whether your franchisees have general questions, encounter problems managing their store, face challenges with sales efficiency, or need help using one of your brand’s tools, equipment, or methods. Network coordinators will assist you with internal management between the corporate office and the franchisees. Having dedicated staff for your franchisees will help them feel confident and, above all, ensure they receive the right guidance to lead each store to success. This is therefore crucial not only for uniting your franchisees but also for ensuring the overall success of your brand. Following this same line of reasoning, it is also essential that you offer your franchisees at least one training program. Indeed, even if they have experience in your brand’s industry, they must be trained in the practical aspects of their future role. We recommend that this training include technical topics, management topics, and a section on sales and marketing. 2. Build a Relationship of Trust Through partially personalized support, you will build a relationship of trust with your franchisees. However, to achieve this, it is important to implement other measures as well. As explained above, as a franchisor, you are not leading a team of employees—you are leading a team of independent entrepreneurs. Therefore, in the way you communicate with them, you must show them that you respect them as the business owners they are. This goes hand in hand with transparency. You’ll need to be transparent with your franchisees, particularly regarding the overall performance of your network: successes, failures—you must be prepared to discuss these topics with them. They’ll feel valued, engaged, and appreciated within your network. To build on this, we recommend organizing events and activities. Network coordinators can provide valuable support in this area. You’ll create a friendly atmosphere where every franchisee has the opportunity to meet others and interact with one another. Whether through conventions or training sessions that bring together all network members, you’ll be able to effectively manage your franchise network. 3. Offer Opportunities for Growth In networks that do not allow franchisees to grow, we observe that franchisees’ commitment to the brand is generally lower than in those that do offer such opportunities. So how can you help your franchisees grow professionally within your network? You’ll need to carefully evaluate the options available to you: some may be complex to implement, depending on your industry. The best-known solution: multi-franchising Here’s how it works: for your top-performing franchisees who wish to expand further within your network, you can offer them the opportunity to open multiple franchises. Of course, you’ll need to support them as best as possible to ensure the success of this venture. Here is a list of some benefits that multi-franchising can offer your brand: The ability to expand your brand image into an additional geographic area, Strengthen your brand by limiting setup costs, since it’s less expensive to help an existing franchisee expand than to start from scratch with a new candidate, Simplify the management of your network, because you’ll have fewer people to coordinate with—either directly or through your network coordinators. To structure a multi-franchise model, you can divide your concept into several entities: for example, one division specializing in services and another in product sales. Examples of different solutions, all equally effective If the multi-franchise option seems too complicated to implement, don’t worry! There are other solutions that will be just as effective in helping your franchisees grow professionally within your network. For example, you can: Allow your franchisees to become brand ambassadors: they can participate in trade shows or give interviews. They’ll then be able to benefit from[…]

How do I franchise my concept?

Posted on 9 November 202213 November 2025<span class="by [email protected]

Launching a franchise network is an excellent way to grow your business by partnering with motivated entrepreneurs. In this article, you’ll find everything you need to know about franchising to get started on the right foot. How to Choose Between a Branch, a Subsidiary, and a Franchise? When expanding your business, it can be difficult to choose between a franchise, a branch, or a subsidiary. To help you better understand your options, we’ve detailed the differences between each model below. The Branch A branch is a separate entity from the parent company due to its geographic location. It has a certain degree of autonomy in its organizational structure, particularly in terms of leadership and management. However, it remains dependent on the parent company, as it is legally owned by it. Only the branch’s geographic location makes it independent. A company generally chooses to establish a branch when it wants to expand into a new catchment area. All of the branch’s activities are then conducted in the name of the parent company and not on its own behalf. In this sense, the inventory belongs to the parent company, and the revenue generated goes directly to it. Thus, the branch manager is an employee of the company and is therefore bound by an employment contract. The manager receives a fixed salary, with a possible performance-based bonus depending on results. The Subsidiary A subsidiary is a model that is somewhat closer to that of a franchise, although they remain distinct. In a subsidiary, the parent company holds at least 50 % of the equity. The manager of a subsidiary is therefore an employee of the company. The transfer of know-how in the case of a subsidiary is made to the manager but is not enshrined in a legal framework. Furthermore, the subsidiary’s manager may serve solely in an administrative or managerial role, while another employee of the organization may handle the technical aspects. Support for the manager is not mandatory in the case of a subsidiary, but it is in the brands’ best interest to provide such support to ensure the subsidiaries’ long-term viability. Regarding revenue and royalties in a subsidiary, the manager generates revenue that covers the subsidiary’s operating expenses, including his or her compensation (based on a fixed and a variable component). However, the subsidiary does not pay royalties: the manager—who is an employee—must be accountable for its results and management. It is the subsidiary’s majority shareholder who decides how the business’s profits are used. The Franchise A franchise is run by a franchisee, who is an independent business owner under contract with a franchisor. The franchisee is an entrepreneur who chooses to adopt the business model of a brand in which they have demonstrated an interest, rather than starting a business on their own. Unlike a branch, the franchisee is fundamentally responsible for their business and owns their inventory. A franchise agreement is drawn up between the franchisee and the franchisor, setting forth the terms of operation as well as the obligations of each party. It is therefore a partnership rather than a subordinate relationship, since both signatory parties are legally independent. As with a branch office, the franchisor supports and assists the franchisee during the startup phase and throughout the term of the contract. In return, the franchisee pays an initial fee and periodic royalties. Compensation is based on revenue, with royalties deducted. Why choose to switch to a franchise? Franchising is the most reliable business model. However, it comes with certain requirements. Franchising my business concept offers numerous advantages for both the franchisee and the franchisor. Let’s review the main benefits for the franchisor: 1- Shared Expenses In exchange for a turnkey concept, the franchisee is responsible for setting up the retail location. By choosing franchising to develop their brand, the franchisor shares the overall financial burden of expanding their network. In return, they must cover costs such as recruitment, training, marketing, and day-to-day support for franchisees. 2- Rapid market penetration Franchising accelerates the development of a business concept, which can quickly become a competitive advantage—particularly in terms of visibility, brand awareness, and customer loyalty. 3- Greater visibility Each retail location showcases the brand’s distinctive elements and adopts its branding, which helps expand the brand’s reach and visibility. 4- Employees More Committed to Commercial Success Working with legally independent franchisees means they are naturally motivated by their own success, which ultimately benefits the brand’s success. The growth of each retail location benefits the network as a whole. 5- Greater financial strength The volume of orders from all the network’s retail locations becomes a decisive factor in the negotiation process. The larger the network’s central purchasing power, the more the network can benefit from attractive prices and high-quality partnerships with its suppliers. How do you go about creating a franchise network? Creating a franchise offers many advantages when developing your business concept, particularly in financial terms. However, there are a few steps you should follow to successfully build a franchise network. Validate the profitability of your concept Create a business plan for the franchise Draft the “bible”—the know-how manual for franchisees (the “manop”) Draft a pre-contractual information document (DIP) Draft a model franchise agreement Implement a communication plan to promote your network Major brands that have chosen franchising Franchising offers many advantages, which is why major corporations today have chosen it as a means of expansion—including some of our clients: POKAWA: with their famous poke bowls made[…]

The history of the franchise

Posted on 28 October 202213 November 2025<span class="by [email protected]

The concept of franchising emerged in the 1930s and really took off at the end of the 20th century. Today, it is a growth strategy that is becoming increasingly popular in France and throughout Europe. Would you like to learn a little more about franchising and why you should choose this path for your business growth? In this article, discover the history of franchising and its benefits. What is franchising? Franchising, as we know it today, is a type of partnership between two legally independent entities that are nevertheless bound by a contract governing the relationship between the franchisee and the franchisor. This allows an entrepreneur to start a business as an independent operator while limiting risks. For the franchisor, this approach enables them to build their business expansion on a network of business owners actively engaged in their local markets. There are three fundamental principles unique to franchising that are essential to understand: brand identity, know-how, and technical and commercial support. The franchisor is obligated to: 1 – Share the brand’s identifying elements The franchisor guarantees the franchisee access to key elements of the network, such as the brand, the trade name, the overall business concept, and the visual identity system. The franchisor is responsible for maintaining and developing the brand image. The franchisor must ensure that the franchisee complies with the various guidelines for using the brand and other brand identity elements made available to the franchisee under the contract. When the contract ends, the franchisor must ensure that the former franchisee does not use the brand’s customer-recognizable symbols. 2 – Transferring the Franchise Network’s Know-How Know-how is a set of technical, logistical, commercial, IT, and management methods exclusive to the brand. The Doubin Law regulates it in the context of franchising and stipulates that it must be secret, substantial, and identifiable. The know-how is documented in writing in an operations manual known as “the Bible” and is conveyed to the franchisee during initial training as well as on a day-to-day basis through dedicated materials. Since it is confidential, the franchisee agrees not to disclose the know-how (particularly to competing networks) at the risk of harming the franchise network. 3 – Provide commercial and technical support to franchisees Commercial and technical support is mandatory in franchising. It begins at the project’s inception, continues through the store’s opening, and lasts for the entire duration of the contract. This support is the franchise system’s key advantage over independent entrepreneurship. Each location in the network is regularly visited by a field manager who shares their experience and verifies that the concept is being implemented in accordance with established rules. Who invented franchising? The history of franchising and its evolution! The franchise system truly emerged in the 1930s, although it would not formally develop until several years later. In the United States, the first company to use the franchise system to expand was General Motors. In the wake of the 1929 economic crisis, General Motors sought to dethrone its longtime rival: Ford. The company then granted licenses to independent entrepreneurs so they could open retail locations almost everywhere in the United States. In France, the Prouvost Group was the first to adopt the franchise concept. This company, which specialized in wool manufacturing, primarily owned spinning mills, and at that time, its wool was distributed to stores in large bags. Through one of its brands, Pingouin, the group decided to market the wool in balls to facilitate transportation and retail sales. This required creating new store formats, training retailers on the new products, and supporting them throughout this new venture. That was when franchising was born in France in the 1930s. It wasn’t until the 1970s that franchising truly became widespread. In the United States, the number of franchises increased significantly right after World War II, as was the case with McDonald’s. It was during this same period that the franchise system expanded significantly in France. Franchising thus gained popularity thanks to Charles Géraud Seroude, who brought the concept back from the United States. He had been trained in the concept and methods of franchising at the Alfred P. Sloan School of Management. Charles Géraud Seroude then convinced major industry players such as La Redoute, Yoplait, and DMC (Dollfus-Mieg et Compagnie) to adopt this model for their growth. Since then, the largest corporate groups have chosen franchising as a means of expansion. In a few figures, franchising in France in 2020 represented: 2,049 franchise networks, 78,218 retail locations, 757,852 direct and indirect jobs, and 67.8 billion euros in revenue. Check out our study on the franchise sector! Why are more and more companies choosing the franchise model? Franchising offers numerous advantages when expanding a business. Here are the main reasons: 1 – Franchising enables rapid network expansion. In a franchise, the creation of each new retail location is financed by the franchisee, so the cost of expanding the network is limited. It’s possible to open multiple retail locations without waiting to secure the necessary financing. Since costs are reduced, the brand can grow more quickly. 2 – It facilitates expansion across a wide geographic area. The denser a brand’s network, the closer it is to customers, and the more its revenue will grow. Franchising thus allows for greater proximity and visibility through more retail locations. 3 – Start a business, yes, but never alone! Each retail location is run by an entrepreneur[…]

8 consumer and social networking trends for 2023

Posted on 6 October 202213 November 2025<span class="by [email protected]

The digital world is constantly evolving, but some trends are here to stay. Discover the 8 trends for 2022 you won’t want to miss to effectively prepare your 2023 local marketing strategy. Boost the online visibility of your retail locations and drive more traffic—both online and offline! 🚀 Consumers are looking for inspiration online Shopping is local Shopping is increasingly omnichannel Consumers are looking for added value Social commerce is here to stay Short videos are all the rage Micro-influencers: a marketing strategy worth investing in Position Zero, the holy grail of local SEO 4 Consumer Trends for 2022 1. Consumers seek inspiration online According to a recent Google study, more than 48 % of consumers worldwide say they look for inspiration online for their purchases. This trend is confirmed when they actually make a purchase: 91 % of consumers conduct an online search before visiting a store (Ifop, 2020). Our advice: Boost your stores’ online visibility by creating local pages on key platforms (Google, Facebook/Instagram, store locator, etc.). Develop a local content strategy tailored to the latest news from your various retail locations to attract customers to your stores. 2. Shopping Is Local Searches for terms like “open now nearby” have surged by more than +400 % year-over-year worldwide. These figures reflect an increasingly pronounced trend of checking online before heading out, and indicate that when searching for businesses, consumers are increasingly looking for immediate solutions. For example, in the early evening, people are more likely to search Google (Maps) for restaurants open nearby. Our advice: Invest in optimizing the organic search visibility of your retail locations on various mapping platforms (Google Maps, Apple Maps, Bing Maps, Waze, etc.). 3. Shopping Is Becoming Increasingly Omnichannel Who uses just a single information channel these days? Today, beyond traditional channels (TV, radio, print media, etc.), brands connect with consumers through multiple digital channels: Websites Social media (Facebook, Instagram, TikTok, Pinterest, etc.) Search engines (Google, Bing, etc.) E-commerce platforms (Amazon, Bol, etc.) Apps Newsletters and email campaigns … Marketing strategies (both online and offline) should be designed as a seamless experience across these different channels—and, above all, tailored to them: Each platform and medium has its own conventions; communication styles vary depending on the audience’s age and the supported formats. Our advice: Take the time to develop omnichannel communication strategies while ensuring your brand image remains consistent at the local level. 4. Consumers Are Looking for Added Value In a climate of economic uncertainty marked by post-COVID inflation, consumers are seeking added value—both in terms of corporate values (positioning, inclusivity, environmental commitment, etc.) and, above all, in terms of direct added value for themselves: deals and promotions. According to a study on French consumer trends, 52 % of them see their non-food budget stagnating, and 22 % plan to reduce their non-food spending. (source: Into the Minds, 2022) Our advice: amplify your retail locations’ campaigns and promotions through various channels (Facebook, Google, newsletters, etc.). Social media and Google 5. Social selling is here to stay First of all, what is social selling? Social commerce involves promoting and selling products and services through social media platforms such as Facebook, Instagram, or Pinterest. According to an eMarketer study on the number of consumers who have made online purchases via social media, there has been a 10% annual increase. Why? Social commerce enables a “frictionless” shopping experience: on a social media platform, a consumer sees a product that interests them, clicks on it, is redirected to an e-commerce site, and, if they wish, completes the purchase and receives their order (if everything goes smoothly and there are no glitches!). Examples of social commerce: Instagram Shopping: allows you to add product tags to images in posts, videos/Reels, and Stories. Facebook Shops: a new interface that lets users discover brands and buy their products within the Facebook app. 6. Short videos are all the rage Do you know what the average person’s attention span is? According to recent studies, it’s gradually shrinking and has recently reached an average of 8 seconds. This, among other factors, explains the success of platforms offering short-form video content, such as TikTok and Instagram. Instagram has nearly 1.4 billion users worldwide, followed by TikTok with 1.02 billion. This makes them extremely popular platforms centered around short videos (or Reels on Instagram). TikTok offers formats ranging from 3 to 60 seconds (via the app) and has also recently introduced “long” formats lasting 3 to 10 minutes. Instagram offers Reels with a maximum length of 90 seconds, as well as videos ranging from 3 seconds to 10 minutes. Why use these formats? These formats (on both TikTok and Instagram) allow for organic reach that can grow exponentially, depending on user interactions (number of views, clicks, likes, comments, shares, etc.). Furthermore, these platforms automatically display content similar to what the user likes in their feed. This means that videos are shown to an audience that is already qualified by its interest in similar topics and is more likely to engage with them. Videos under 15 seconds already account for 45 % of the videos posted in the feed. Guillaume Thévenin, Head of Content Creator Partnerships at Instagram for Southern Europe, via France Inter. 7. Micro-influencers: A Marketing Strategy Worth Investing In Micro-influencers (this includes[…]

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