Академический Документы
Профессиональный Документы
Культура Документы
QUESTIONNAIRE
AS AN AID TO
FRANCHISEE SELECTION
International Franchise Research Centre Special Studies Series Papers 1-16 Web Versions 2010 p.1
LIABILITY DISCLAIMER 10 London: A Capital City For Franchisee
Recruitment, (Mills, Stanworth &
The information and analysis in each report Purdy), 1997
is offered in good faith. However, neither the
publishers, the project sponsors, nor the 11 The Effectiveness of Franchise
author/s, accept any liability for losses or Exhibitions in the United Kingdom,
damages which could arise for those who (Chapman, Mills & Stanworth), 1997
choose to act upon the information or
analysis contained herein. 12 Franchising: Breaking Into European
Union Markets, (Stirland, Stanworth,
IFRC Special Studies Papers 1993-2001 Purdy & Brodie), 1998
5 The Blenheim/University of
Westminster Franchise Survey: A
Comparison of UK and US Data,
(Stanworth, Kaufmann & Purdy), 1995
6 Developing a Diagnostic
Questionnaire as an Aid to Franchisee
Selection, (Stanworth), 1995
7 Franchising as a Source of
Technology-transfer to Developing
Economies, (Stanworth, Price, Porter,
Swabe & Gold), 1995
International Franchise Research Centre Special Studies Series Papers 1-16 Web Versions 2010 p.2
INTRODUCTION themselves when what they may be best
advised to do is look for people who
The question of who will make a good complement rather than duplicate their
franchisee is one which exercises the minds own abilities and weaknesses.
of all franchisors. The statements below,
plucked from franchise various sales ■ Inasmuch as franchising is a team effort,
brochures and articles, quite clearly spell out one of the key front line teams is the
the overriding importance of franchisee franchisee husband/wife team. If this team
selection: is not operating effectively, then a source
of potential strength can descend into a
■ "Franchising is a partnership. A franchise's weakness.
major asset, once established, is its
franchisees."
COSTS & CONVERSIONS
■ "A model franchise company will recruit as
franchisees people who are not only For businesses having 4 or more years
qualified financially, but also by ability, experience of franchising, research has
energy and enthusiasm to make the most indicated that nearly 60% report an average
of the opportunity available to them." recruitment cost in excess of £5,000 per
franchisee (1994 prices).
■ "Setting up a franchise is less difficult than
managing it later on - you have to live with This cost is a reflection of appreciable
your earlier mistakes and a lot of those numbers of applicant rejections and most of
are people you pick when the urge for the more professional franchise companies
rapid growth takes over from all other convert no more than 4% of initial enquiries
considerations." for franchise prospectuses into sales. Even
this is judged by some to be, if anything, on
the high side with 2% being a better target
PICKING WINNERS figure. But why should this figure be so low ?
Picking winners is not a simple task and the One reason is that self-employment is a pipe-
difficulties inherent in the situation tend to be dream for quite a large army of people who
compounded by a number of additional like to indulge in 'half-way-house'
factors: experiences. They may subscribe to small
business magazines, attend seminars, join
■ Most developing franchises have much in business clubs and, in this way, get an arm's-
common with the typical small firm in that length thrill of a 'share of the action'.
they have only a few key staff members
undertaking a multitude of tasks. These Some of these people may, eventually, take
may be very able and committed people the plunge, should they lose their job, or come
but, usually, none of them is expert in the into money, etc. But, in the meantime, they
field of personnel selection and are not serious prospects.
management, which is the relevant
specialism here. Another reason is that self-employment is a
widely held desire in our society, albeit one
■ Some franchisors may feel that they can that is often associated with very little
rely on 'instinctive' or 'gut' feelings to signal knowledge of precisely what is involved.
good or bad franchises prospects. Just as Grand notions abound of independence -
few people would admit to being a bad 'doing your own thing', 'no one looking over
driver, so they feel it reflects badly upon your shoulder', 'being able to play a round of
them to admit to difficulties in selection golf midweek when the course is empty'.
personnel. Thus, the bait is strong enough to at least
initially interest a great many people.
■ Very often people fall into the trap for
looking for people exactly like Finance is often thought to be no great
The timing of the franchisor's use of the ■ Work long hours under pressure (Q3)
Diagnostic Questionnaire can be organised
to suit the needs of individual companies but ■ Learn from failures (Q4)
the possibilities are numerous:
■ Compete with self-imposed standards
■ It can be sent out with the company's initial (Q5)
information pack as part of a first response
to enquiries. This can have the advantage ■ Take unpopular decisions (Q6)
of making prospects think through their
■ Demonstrate support of spouse (Q12) If you the franchisor wish to use this exercise
essentially to inform a prospective franchisee
■ Demonstrate enterprise background (Q13) of whether or not they are likely to be suitable
material, you may provide them with the
■ Demonstrate profit motivation (Q14) marking scheme to facilitate self-assessment
and, in the process, allow them to see which
■ Demonstrate sales orientation (Q15) statements are regarded favourably by your in
terms of relevance to your franchise.
■ Demonstrate receptiveness towards
franchisor's training (Q16) On the other hand, if the main reason for
running the exercise is to get information from
■ Demonstrate growth orientation (Q17) the prospective franchisee in as accurate a
form as possible, you the franchisor should
■ Demonstrate a favourable attitude towards mark the completed questionnaire. If the
task delegation (Q18) prospect does not know which statements
carry most marks, he/she is less likely to be
■ Take the long-term view (Q19) tempted to deliberately select the statements
attracting most marks. It is worth, in any case,
■ Demonstrate belief that individuals can stressing the point that giving dishonest
'make things happen' (Q20) answers in order merely to accumulate points
is a fruitless exercise from all points of view.
Interpreting Replies
(a) You possess an excess of mental and physical stamina and enjoy excellent health ? [2]
(b) You find that you tire easily if you work long hours and your health is not always of [0]
the best ? .................................................................................................................
(c) You estimate that your health and stamina are about average for a person of your [1]
age ? ........................................................................................................................
(a) You find mistakes and setbacks very demoralising ?................................................. [0]
(b) You feel that mistakes can be a very useful way of learning as long as they are not [2]
repeated ? ................................................................................................................
(c) You try to learn from your mistakes but often find it easier said than done ?.............. [1]
(a) You set yourself targets and almost obsessively chase after them ? ......................... [2]
(b) You get fed up if you find yourself 'on the go' all the time ? ....................................... [1]
(c) You like to take life at a modest pace and respond to pressures as and when they [0]
arrive ? .....................................................................................................................
(a) You find it almost impossible to make tough decisions, particularly if they involve [0]
people ?....................................................................................................................
(b) You can make tough decisions when necessary but it takes a lot out of you [1]
emotionally ? ............................................................................................................
(c) You see tough decisions as a fact of life - you don't necessarily enjoy them but, on [2]
occasions, see no alternative ? .................................................................................
(a) You do not suffer fools gladly and make little effort to hide your feelings ? ................ [0]
(b) You have notable patience and self-control ? ............................................................ [2]
(c) You are situated in between positions (a) and (b) ?................................................... [1]
(a) A person who needs to know exactly where they stand ?.......................................... [0]
(b) A person who can live with uncertainty ?................................................................... [2]
(c) A person who can endure a reasonable amount of uncertainty ?............................... [1]
(a) Resent people who appear to be telling you how to run your own business ? ............ [0]
(b) Regard the views of others as a potential source of useful information and [2]
guidance ?................................................................................................................
(c) Be willing to listen to others when you had the time but likely to 'take it all with a [1]
pinch of salt' ?...........................................................................................................
Q11 Would you say that your total personal assets and savings together:
(a) Exceed the full buy-in cost of the franchise ? ............................................................ [2]
(b) Exceed two-thirds of the full buy-in cost ? ................................................................. [1]
(c) Amount to less than two-thirds of the full buy-in cost ? .............................................. [0]
(a) Feels that how you earn a living is very much your own affair ?................................. [0]
(b) Would prefer to see you doing something you enjoy ?............................................... [1]
(c) Is very keen on your taking a franchise and willing to back you very strongly ?.......... [2]
(a) There is no prior history of self-employment in your family involving either yourself or [0]
close relatives ?........................................................................................................
(b) Though you have not personally been self-employed previously, there is some [1]
history of self-employment in your family via close family and/or relatives ? ..............
(c) You have personally been self-employed previously ?............................................... [2]
(a) You would have a tried and tested product/service which should sell itself ? ............. [0]
(b) No matter how good the product/service, customers still respond to sales effort ?..... [1]
(c) Selling would still be a key activity ?.......................................................................... [2]
(a) To get a job done properly, you must do it yourself ? ................................................ [0]
(b) Delegation allows you to spend more time doing what you are best at ?.................... [2]
(c) Delegation is a necessary evil ? ................................................................................ [1]
(a) Your future lies largely in your own hands ? .............................................................. [2]
(b) You can at least partly influence your own future ?.................................................... [1]
(c) The individual is merely a puppet on the end of a string and can do little to influence [0]
events ?....................................................................................................................
Q9 Franchisees, running their own outlets, Q14 Franchisees should demonstrate profit
need to have a facility for surviving motivation. Amongst small business
uncertainly. The setting up of a new people generally, profit motivation is of a
business entity is a creative venture and relatively lower order than other goals
requires a facility for coping with such as independence and autonomy.
ambiguity. People with a low stress Profit motivation tends to promote
tolerance may find difficulty in running greater growth.
their franchise.
Q15 Franchisees should demonstrate sales
Q10 Franchisee must have a facility for orientation. Despite national advertising
taking advice. Having gone into business and promotion of brand awareness by
John Stanworth is the director of the The International Franchise Research Centre
International Franchise Research Centre (I.F.R.C.) is committed to improving the
and has been engaged in research into understanding of franchising. This is achieved
franchising since the mid-1970s. He also by the publication of impartial research and by
leads the Future of Work Research Group, the encouragement of informed debate.
based at the University of Westminster, which Membership is suitable for anyone with an
has a record of specialist research in interest in franchising and further details are
Teleworking, Small Business Development available from the address on the rear cover.
and Human Resource Management. Studies
have been undertaken for many clients,
including The Department of Trade & SPECIAL STUDIES SERIES
Industry, The Department for Education and
The Economic & Social Research Council. Papers in the Special Studies Series are
supplied free of charge to I.F.R.C. members
and are published a minimum of four times a
year. They report upon a range of issues
which are felt to be of interest to the
franchising community. Subject matter
includes the findings of surveys of franchisors,
franchisees, and potential franchisees, and
also special interest matters, such as finance
for franchising.