The Franchise Magazine:

Many franchisors jump feet first into allocating their franchise recruitment marketing budget without taking the time to really understand their ideal franchise owner profile. Whether you have a new franchise opportunity or you have a 100-strong network, taking time out of your everyday workload to research and compile an accurate profile of what your perfect franchise owners are like and how they behave during the franchise purchase journey is absolutely invaluable.

Build at least three perfect franchise owner profiles
There is never one simple perfect franchise owner profile for any franchise brand so while a franchisor might think they know what they are looking for in a franchise owner, these are likely to be general ideas rather than built on strong research and proof.

If you already have franchise owners, select your top 10 performers and undertake some research to find out more about them – their skills, expectations, background, personal interests, media consumption and their journeys to purchasing your franchise. Read full article.