Failure™ Magazine

Franchise Business

Peter Birkeland, author of ‘Franchising Dreams.’

Written by Jason Zasky   Filed under Business

I would predict—I don’t know if my book will be instrumental in this or not—but as people become more sophisticated and have more knowledge they will gravitate towards the franchisers that share their values. They would maybe take a little bit of time to think about the values of the franchiser and what the other franchisees are like? Is this someplace where I’m going to fit?

But I don’t think it’s on the decline at all. It’s a good growth strategy for many companies and I think it will probably continue.

What is the one overriding thing you would like readers to take away from “Franchising Dreams”?
I think there are two types of readers. There are the people that are thinking about [getting into] it, and then there are the people who manage franchises from the corporate side who might just get a perspective on what some franchisees are thinking and what some of their challenges are.

If you’re looking for a franchise—and I don’t necessarily think it’s a bad business model—you should go into it with some awareness of what the challenges are, what some of the tensions might be, and how you can manage those in order to be successful.

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