After establishing a franchise, concession or partner network, a franchisor may face weak sales performance, difficult relationships with franchisees or unsatisfactory marketing. Each situation requires a targeted response. Maroc Franchise Value analyses the circumstances to identify appropriate, effective solutions.
Network analysis
Our consultants follow a straightforward process: gather information and establish the current situation, analyse it critically, recommend corrective actions and implement a roadmap.
Network performance assessment
We combine quantitative analysis of tools, figures and documents with qualitative interviews involving relevant stakeholders. The result is a comprehensive report assessing more than 80 control points and a costed action plan specifying who, where, what, how and how much.
Improving network profitability
Analysis of key figures helps identify or prevent anomalies and find additional sources of franchisor revenue associated with useful services for franchisees.
Online operations manual and intranet
The ManOp is a reference for the concept’s good practices and must meet both legal and operational requirements. We assess the manual’s structure, completeness, content and delivery format.
Accelerate development
Greater visibility
Effective marketing requires a dedicated franchise webpage, a clear brand message, an initial-contact kit, CRM follow-up and tools for assessing digital performance.
Better conversion
After creating the materials that attract, inform and reassure candidates, define the ideal profile, choose appropriate connection channels and establish actions to qualify and select suitable partners who can represent the brand.
Organisational analysis
A 360-degree review
Review positions, actual tasks and interactions across the network to identify training needs, role or task changes and recruitment requirements.
Head-office training
Train development managers, leaders, coordinators and trainers when they take up or develop their roles. Activities include theoretical workshops, problem-focused sessions, practical scenarios and supervised working.
Leadership coaching
Time-limited support addresses strategic issues, leadership behaviours and management know-how. It is also useful for managers new to franchising and brand leaders learning the franchisor role.
Solutions for franchisors
We assess tools, processes and results at three levels.
- At the franchisee: operations manual, sales action plan, media plan, communication materials, annual audit and mystery-shopper criteria.
- Between franchisor and franchisees: launch schedule, opening methodology, opening reports, network-visit reports, regional meetings and product or service reporting.
- At head office: recruitment, initial and ongoing training, start-up support, annual network coordination, crisis management and network exit procedures.
- Franchisee performance: revenue, margin, average transaction value, occupancy, food cost, staffing and service ratios, compared with appropriate sector benchmarks.
- Franchisor performance: candidate volume, cost per candidate, conversion, training attendance, operations-manual use, contract renewals and disputes, compared with relevant franchise benchmarks.
Key considerations for franchisors
Franchise difficulties often involve a franchisee’s expected financial model as well as the quality of franchisor support. The franchisor role requires an organisation, tools and processes that support a lasting contractual relationship. These must improve as the network and franchisee needs evolve.
An external assessment helps maintain leadership and explain the services funded by royalties.
Succeeding together
A network’s success is a team effort. We bring together the know-how needed to support your project.