The world wide reach of the web has always been a problem for territory based franchises. As a consequence, many franchise networks have a token web presence which they use mainly as a recruitment tool for new franchisees.
An aversion to the web presents a difficulty for these franchisees as most customers are now online. By not actively using the net, those locally based franchise chains are finding themselves at a disadvantage to their non-franchised competitors.
The franchising industry’s problem was illustrated last week by Ben who called into to my ABC radio spot last week on internet business trends to ask about how a territory based lawn mowing franchisee can use the web.
Ben’s question raised some important points that franchise holders (and anyone considering entering a franchise) should check to make sure that business is competing in today’s marketplace.
Does the franchise have an individual page for each territory?
Read on…