Franchise Update Magazine Issue IV, 2015 | Page 62
GROWING YOUR SYSTEM
Market
trends
Getting It Right Online
Giving franchisees the information they want
BY DARRELL JOHNSON
“I
f it’s on the Internet, it must
be true.” While we chuckle
at that, franchisors also know
the dark side of the Internet: that there
is so much more misinformation than
information out there. While it is easy to
disregard misinformation for what it is,
it is hard to do so when you are protecting the integrity and image of a brand.
I’ll describe what I see going on and, by
way of example, show a way to take control of online information.
First, let’s understand the problem in
the context of current events. On the consumer level we use search tools to quickly
determine who provides a local product or
service. Then we take it further by checking any number of third-party sources
for ratings on the quality of the product
or service. Is it any wonder the same approach is rapidly being adopted by prospective franchisees, whether considering
how much they can make, the likelihood
of success with a given brand, franchisor
performance relative to franchisees, or the
ease of obtaining financing? After all, it’s
not just franchisees researching a brand;
lenders are, too.
This raises two important issues: 1)
information accuracy, and 2) information
security. While franchisor websites are
actively used as a reference tool, prospective franchisees use the behavior patterns
formed from their consumer experiences
and seek third-party validation. Where do
they go? Any number of websites purport
to have reliable information on franchising, often from people with an ax to grind.
As we all know, there is no independent
go-to source for such information that is
accurate, objective, and reliable. However,
there are plenty of places to get biased
information, often under the guise of
being reliable.
Part of the problem is that we have
many websites that don’t rely on infor-
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mation at all; rather they serve as a rumor or gossip center. While sometimes
making interesting reading, their foundation is built on opinion formed around
minimal or distorted facts. The problem is exacerbated by having a standard
regulatory document (the FDD) that is
used by many third-party assessors and
prospective franchisees in ways it wasn’t
designed to be used. We have spent 25
years evaluating FDDs, gathering additional franchise information, and evaluating all of it. I continue to be surprised at
how often someone will take information
from an FDD and misinterpret it or use
it out of context for whatever point they
are trying to make.
Creating a solution
The solution to the information accuracy issue begins with having commonly
accepted definitions for specific terms:
success, failure, and area developer are
examples. Next comes a consistent way of
measuring them. Continuity rate evolved
from the need to measure year-over-year
stability across brands. The other component of information accuracy is trusting
the source of such information. Many
websites and a rising number of franchise “experts” are producing information
about brands. Are they accurate? Does
the expert have a bias? Most do, and we
need to find ways of helping prospective
franchisees understand this so their reliance on such sources doesn’t lead them
to the wrong conclusions.
Next comes information security.
Here the issue is using information that
is not in the public domain for specialized purposes. The whole purpose of the
FTC Rule is to help protect prospective franchisees from misinformation.
An FDD is provided to a franchisee
prospect in a prescribed manner, yet it
fails to provide prospects with the infor-
mation they really are seeking, starting
with the financial results of a franchised
unit. Financial information in Item 19
disclosures isn’t mandatory. When used,
the rules are mostly about what franchisors cannot disclose, and that’s likely
to get worse. The state regulators are
considering changes that would prevent
franchisors from using company unit
information—even when no franchise
unit information is available.
I think the foundation of a solution
is being demonstrated by the Franchise
Registry, whose purpose is to help franchisees get funding, which it does by
making underwriting information that
lenders seek available to them. It does
this through four main services: SBA affiliation services, franchise brand information of interest to lenders seeking brands
with specific characteristics, Bank Credit
Reports, and FUND Reports.
Some of the information provided by
franchisors is confidential, addressing topics outside the constraints of FDD rules.
Some of the information is proprietary
from FRANdata. All of it is designed
for lenders to help them make better
franchise credit decisions. And all of it
is secured behind a password-protected
website that only lenders can access.
Importantly, the site provides real-time
information back to franchisors about
lending activity with their brand while
creating a way for lenders to have direct
communications with brands.
What c