Franchisees Need Not Be Pioneers to Be Successful

Franchising China:

It has been said: “Never be a pioneer; it doesn’t pay. Let the other man do the pioneering; and then after he has shown what can be done, do it bigger and more quickly. But let the other man take the time and risk to show you how to do it.”

Leo Bakeland made this declaration near the turn of the 20th century. He invented Bakelite, an insulating product that has been used in the food-equipment industry for many years. His pronouncement did not have anything to do with franchising, yet he nearly captured the quintessence of franchising – to succeed through the work of others. That is sound advice in any business.

If we follow Bakeland’s creed, one should allow the franchisor to do all the testing, make the costly up-front mistakes, take the risks and find the marketplace. Today, dynamic relations between the franchisee and franchisor must exist to promote the growth of the chain and to allow communications, customer experience and direct marketplace knowledge to flow both ways. Both parties also must share commitment to the company vision as they march lockstep to set up values, foster brand development, create corporate culture, set marketing directions and cultivate bottom-line-enhancing worth. Everyone must be working together toward the same winning goals. Read More