Attracting Women to Your Franchise System

Women make up more than a quarter of franchisees. While this group continues to grow franchisors lack a strategy to attract women to their system.

In the quest for franchisees, franchisors are often presented with the task of appealing to female operators to join their system. While the usual hooks for potential franchisees of being one’s own boss and the financial returns that accompany it women favour flexibility as their first criteria for assessment of a system.

Promoting Flexibility

Many women looking to embark on a new lifestyle use franchising as the means. Attracting the right operators requires effective communication of the benefits and an awareness of what women are looking for in a business. Flexibility is important for women looking to change their lifestyle whilst simultaneously tackling the responsibilities of family. Having a defined career path follows closely behind. If your system has flexibility and career progression as part of its structure it is important to communicate this to women during the franchise recruitment phase.

Telling the Story

Asking questions and selling the story of other franchisees is one of most effective means to achieve this. Simple questions such as “how are you feeling?” and sharing experiences of other women in the system aide in effective promotion. This also encourages a good start to the commercial relationship.

Franchisors often underestimate the significance of specialist advice on their franchisee recruitment process to ensure selection of the right operators.

 

DCS Consulting is your business growth specialist. For more information in relation to our quality business analysis, please contact:     

Level 5, 530 Collins Street,
Melbourne VIC 3000 Australia
growth@dcstrategy.com
+61 (0)3 8102 9200