| Foreword |
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xv | |
| Introduction |
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1 | (4) |
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1 | (1) |
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2 | (1) |
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3 | (1) |
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4 | (1) |
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4 | (1) |
| Part 1 Wrapping Your Brain Around Franchising |
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5 | (74) |
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Chapter 1 The Power of the Brand |
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7 | (14) |
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Tracing the History of Franchising |
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7 | (2) |
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What Is a Franchise, Anyway? |
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9 | (2) |
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The effects of franchising on modern business |
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9 | (1) |
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The success of franchising for business owners |
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10 | (1) |
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What's the Big Deal with Brands? |
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11 | (1) |
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Franchise Siblings: Three Types of Franchising |
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12 | (3) |
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12 | (1) |
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Business-format franchising |
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12 | (2) |
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14 | (1) |
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The Roles and Goals of Franchisors and Franchisees |
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15 | (3) |
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Looking at the world through franchisor lenses |
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15 | (1) |
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The franchisee's end of the bargain |
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16 | (2) |
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Nuances of the Franchisor/Franchisee Relationship |
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18 | (3) |
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Chapter 2 Franchises Come in Different Sizes |
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21 | (20) |
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Getting Started with a Single Franchise |
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22 | (5) |
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Where to start: It's two in the morning and you can't sleep |
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22 | (1) |
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Sifting through the options |
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23 | (2) |
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Paying attention to what's hot |
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25 | (2) |
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Adding Franchises, One at a Time |
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27 | (2) |
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Flying solo: Single-unit franchises |
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27 | (1) |
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Growing a family one franchise at a time |
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28 | (1) |
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Developing a Territory on Your Own |
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29 | (3) |
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Becoming a Master Franchisee |
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32 | (2) |
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The Area Rep: Master Franchise Lite |
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34 | (1) |
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Sharing Risks and Rewards in a Joint Venture |
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35 | (1) |
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Councils, Associations, Cooperatives, and Buying Groups |
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36 | (1) |
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Buying Franchisor-Owned Locations |
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37 | (4) |
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Chapter 3 Mirror, Mirror, on the Wall |
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41 | (14) |
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Starting Your Own or Joining a Team |
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42 | (1) |
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Consider the Pros and Cons |
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43 | (5) |
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Advantages of making a franchise investment |
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43 | (2) |
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Disadvantages of making a franchise investment |
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45 | (3) |
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Being Realistic about Being a Franchisee |
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48 | (1) |
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Looking in the Mirror: A Self-Evaluation |
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49 | (6) |
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Are you willing and able to learn new skills? |
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49 | (1) |
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Would you rather give or take orders? |
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50 | (1) |
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Can you say goodbye to corporate perks? |
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51 | (1) |
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51 | (1) |
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52 | (1) |
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How much can you dish out and take on? |
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53 | (1) |
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Consider your family and friends |
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53 | (2) |
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Chapter 4 The Legal Issues |
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55 | (24) |
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Franchise Regulation: A Little History |
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56 | (1) |
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The State Regulatory Landscape |
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57 | (1) |
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The Franchise Disclosure Document |
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58 | (19) |
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What you will find in the FDD |
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58 | (1) |
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59 | (1) |
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60 | (11) |
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Calling out a few key items |
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71 | (2) |
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73 | (1) |
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Additional information available when an FPR is provided |
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74 | (1) |
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Understanding a franchise agreement |
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75 | (1) |
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The franchisor's verbal promises |
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75 | (1) |
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Finding professional advisors |
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75 | (2) |
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Negotiating with a Franchisor |
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77 | (2) |
| Part 2 Buying A Franchise |
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79 | (42) |
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Chapter 5 Researching Franchise Opportunities |
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81 | (16) |
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Digging Up the Good Information |
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82 | (5) |
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The Internet is the place to start |
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83 | (1) |
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84 | (1) |
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Publications to understand franchising |
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84 | (1) |
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Attending trade shows and expositions |
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85 | (1) |
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Hot and trendy, but does it have any legs? |
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86 | (1) |
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The Role, Risk, and Benefits of Brokers |
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87 | (1) |
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Do brokers work for you or the franchisor? |
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87 | (1) |
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Deciding Whether to Buy Old or New |
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88 | (4) |
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Sizing up an existing franchise |
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89 | (2) |
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Investigating new franchise opportunities |
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91 | (1) |
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Benchmarking Franchise Offerings |
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92 | (4) |
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Going Back Home and Eyeing Locations |
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96 | (1) |
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Chapter 6 Raising Capital: Wowing, Wrangling, and Winning |
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97 | (24) |
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Examining Your Current Finances |
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98 | (2) |
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Ask yourself some probing questions |
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98 | (1) |
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Seeing what you can afford |
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99 | (1) |
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Consider a "used" franchise |
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99 | (1) |
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Determining Franchise Investment |
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100 | (5) |
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What your startup costs may look like |
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101 | (1) |
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Initial expenses to set up shop |
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102 | (3) |
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Do Your Homework before Holding Out Your Cup |
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105 | (9) |
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105 | (4) |
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The SBA: What they want to see |
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109 | (3) |
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Projecting income and cash flow |
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112 | (2) |
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114 | (3) |
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114 | (1) |
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115 | (1) |
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Finding an angel investor |
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116 | (1) |
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Seeking other financing strategies |
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117 | (1) |
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Social Franchising and Funding |
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117 | (4) |
| Part 3 Operating Like A Well-Oiled Machine |
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121 | (96) |
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Chapter 7 Choosing a Location |
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123 | (16) |
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124 | (4) |
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Considering common site options |
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124 | (2) |
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Working a franchise from home |
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126 | (1) |
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Opting for alternate or off-street sites |
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127 | (1) |
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Dual branding: Sharing your space |
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127 | (1) |
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Finding Your Franchise's Habitat |
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128 | (4) |
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Finding out what constitutes a good site |
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129 | (1) |
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Using the franchisor as your compass |
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130 | (2) |
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Using data to evaluate a site on your own |
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132 | (1) |
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Protected and Exclusive Areas |
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132 | (2) |
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134 | (1) |
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135 | (1) |
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Meeting Your Franchise's Requirements |
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136 | (3) |
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Implementing a franchisor's designs |
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136 | (1) |
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Getting approvals, permits, and licenses |
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137 | (1) |
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137 | (1) |
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Getting help with the opening |
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138 | (1) |
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Chapter 8 Getting the Goods |
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139 | (14) |
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140 | (1) |
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Meeting Approved Standards and Specifications |
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141 | (5) |
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Making mandatory purchases |
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141 | (5) |
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The Role of Buying Groups and Purchasing Cooperatives |
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146 | (3) |
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147 | (1) |
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147 | (1) |
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Checking the goods after they are in your location |
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148 | (1) |
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149 | (1) |
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149 | (4) |
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149 | (3) |
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152 | (1) |
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Chapter 9 Training and Hiring |
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153 | (26) |
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Getting Good Training for Yourself and Your Management |
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154 | (3) |
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Getting good initial training |
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154 | (2) |
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Receiving effective ongoing training |
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156 | (1) |
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Understanding Joint Employment and Why It Spooks Franchisors |
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157 | (3) |
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Who is the employer anyway? |
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157 | (1) |
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The role of the franchisor in human resources policies |
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158 | (2) |
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160 | (4) |
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Taking responsibility for getting your gang in gear |
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161 | (1) |
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When English isn't an employee's first language |
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162 | (1) |
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Finding a method to the madness |
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163 | (1) |
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Building and Leading Your Team Effectively |
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164 | (5) |
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Recruiting the right team and rewarding them in the right ways |
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166 | (2) |
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Following equal opportunity guidelines |
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168 | (1) |
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169 | (5) |
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Asking the right questions |
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171 | (2) |
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173 | (1) |
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Doing background checks and other post-interview diligence |
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173 | (1) |
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Retaining Good Employees with a Good Work Environment |
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174 | (5) |
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Fostering a good work environment |
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175 | (1) |
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176 | (1) |
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Thinning the herd: When terminations need to be done |
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176 | (1) |
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Ensuring workplace safety |
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177 | (2) |
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Chapter 10 Working with Franchisors and Fellow Franchisees |
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179 | (20) |
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179 | (6) |
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Meeting franchise system standards |
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180 | (2) |
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Supporting and watching the system |
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182 | (2) |
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Attempting to change the system |
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184 | (1) |
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Building a Relationship with Your Franchisor |
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185 | (6) |
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186 | (1) |
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Getting what you need from the relationship |
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187 | (4) |
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191 | (3) |
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When the franchise system changes |
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191 | (1) |
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192 | (2) |
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Reaching Out to Your Fellow Franchisees |
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194 | (5) |
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Joining advisory councils and associations |
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195 | (2) |
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Being number one in a class of one |
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197 | (2) |
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Chapter 11 Attracting and Keeping Customers |
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199 | (18) |
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Creating an Effective Marketing Plan |
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200 | (4) |
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Evaluating National and Local Advertising Strategies |
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204 | (6) |
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The franchise system ad campaign: Collective marketing dollars at work |
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204 | (2) |
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206 | (4) |
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All Hail Customer Service |
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210 | (9) |
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210 | (2) |
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Showing honesty and integrity |
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212 | (1) |
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Making sure customer experiences are positive (and fixing ones that aren't) |
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213 | (2) |
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Looking beyond your cash register |
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215 | (2) |
| Part 4 Expanding Or Cashing Out |
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217 | (40) |
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Chapter 12 Acquiring Other Franchises |
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219 | (16) |
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Assessing the Advantages and Disadvantages of Multi-Unit Operation |
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220 | (2) |
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220 | (1) |
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221 | (1) |
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Checking Your Franchise Agreement: Can You Buy Another Franchise? |
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222 | (1) |
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223 | (4) |
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Be honest: Are you really ready? |
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223 | (1) |
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Look at your business and finances |
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224 | (3) |
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Understanding Your Purchase Options |
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227 | (8) |
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227 | (1) |
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Investing in multiple units |
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228 | (1) |
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Buying a franchise from another franchisee in the system |
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229 | (1) |
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Measuring proximity to yours |
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230 | (1) |
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Retrofranchising: Buying a company-owned location |
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231 | (1) |
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Converting a competitor's location |
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231 | (1) |
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232 | (3) |
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Chapter 13 When the End Is Nigh |
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235 | (22) |
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236 | (2) |
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Going for Round Two (or Three or Four): The Successor Franchise |
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238 | (6) |
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Paying the successor fee (if there is one) |
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238 | (1) |
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The successor franchise agreement |
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239 | (1) |
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Changes that have sparked controversy |
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240 | (4) |
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Bowing Out at the Right Time |
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244 | (2) |
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244 | (1) |
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245 | (1) |
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Leaving It to Your Children |
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246 | (1) |
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247 | (7) |
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Sprucing up the joint: Getting the most return on your investment |
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248 | (2) |
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Figuring out how much it's worth |
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250 | (1) |
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Playing by the franchisor's rules |
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251 | (2) |
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253 | (1) |
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Now That the Party's Over |
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254 | (5) |
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Reflecting on the experience |
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254 | (1) |
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255 | (2) |
| Part 5 Building Your Own Franchise |
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257 | (116) |
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Chapter 14 From Small Business Owner to Franchisor |
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259 | (28) |
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Turning Your Small Business into a Bigger Chain |
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260 | (2) |
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Deciding whether your business should be franchised |
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261 | (1) |
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Putting the preliminary legal requirements in context |
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261 | (1) |
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Criteria for Becoming a Franchisor |
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262 | (13) |
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Do you have an operating business? |
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265 | (1) |
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Will consumers need or want your products and services tomorrow? |
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265 | (1) |
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Are you committed to franchising? |
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266 | (2) |
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Do you have enough potential franchisees and do you know who they are? |
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268 | (2) |
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270 | (1) |
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Can you teach others how to operate your system? |
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271 | (1) |
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Are your products and services any good? |
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272 | (1) |
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Will the economics of the business support a franchise expansion strategy? |
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273 | (2) |
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Beginning Your Franchise Program: Who Should Take the Reins? |
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275 | (7) |
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Doing it yourself: Success or sure failure? |
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276 | (1) |
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Watching out for "franchise packagers," wolves in pros' clothing |
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277 | (3) |
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Finding professional advisors to guide your way |
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280 | (2) |
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Passing Go with Your Franchise Idea |
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282 | (5) |
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Brainstorming a strategic plan |
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283 | (1) |
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Fleshing out your strategies |
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284 | (1) |
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Creating a plan for action |
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284 | (1) |
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Developing the legal documents |
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285 | (2) |
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Chapter 15 Recruiting Franchisees |
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287 | (32) |
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The Essence of the Ideal Franchisee |
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287 | (2) |
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Focusing Your Market Strategy |
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289 | (2) |
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Reeling In Great Franchisees |
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291 | (10) |
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Defining the franchisee profile |
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291 | (2) |
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Doing it yourself or through third-parties |
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293 | (1) |
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Reaching out through the right media |
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294 | (7) |
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Developing the Recruitment Organization |
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301 | (7) |
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Contact management software |
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303 | (1) |
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Finding the right franchise recruiting professional |
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304 | (1) |
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Staffing your recruitment organization |
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304 | (4) |
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Ten Steps to Franchise Recruitment |
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308 | (5) |
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Steps 1-4: The introductory phase |
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309 | (2) |
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311 | (1) |
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Step 6: Follow up after Discovery Day |
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311 | (1) |
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312 | (1) |
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312 | (1) |
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312 | (1) |
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Step 10: Complete the process |
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313 | (1) |
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Working the Validation Process |
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313 | (2) |
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The Franchise Sales Presentation |
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315 | (3) |
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Finalizing the Selection Process |
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318 | (1) |
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Chapter 16 Expanding Abroad: International Franchising |
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319 | (30) |
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Taking Your Franchise Abroad: Know What You're Getting Into |
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320 | (18) |
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325 | (1) |
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Working with third-party intermediaries |
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326 | (2) |
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Budgeting for capital investment |
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328 | (3) |
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Understanding the necessity of hiring an experienced attorney |
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331 | (3) |
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Considering the implications of language and culture |
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334 | (2) |
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336 | (1) |
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337 | (1) |
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Protecting trademarks, trade secrets, and other valuable brand assets |
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337 | (1) |
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Decisions, Decisions: Whether to Make the Leap |
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338 | (3) |
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If You Decide to Cross the Border |
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341 | (5) |
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Finding the right franchisee |
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341 | (1) |
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Entering a foreign market |
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342 | (2) |
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344 | (2) |
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Bringing Foreign Franchises to the United States |
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346 | (3) |
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Chapter 17 A World of Good with Social Franchising |
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349 | (24) |
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BOP: The Base of the Pyramid |
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352 | (3) |
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The Challenges for Social Franchising |
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355 | (1) |
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CFWshops: An Example of a Social Franchise System |
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356 | (4) |
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356 | (2) |
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Using the hub-and-spoke and other variations of commercial franchising |
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358 | (2) |
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Who Are the Franchisor and Franchisee in a Social Franchise? |
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360 | (2) |
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Financing and Developmental Benchmarks for Social Franchises |
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362 | (4) |
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Stage one: Developing and proving the concept |
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362 | (1) |
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Stage two: Proving the replicability of the concept |
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363 | (1) |
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Stage three: Developing the franchise system |
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364 | (1) |
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Stage four: Expanding locally and nationally |
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365 | (1) |
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Stage five: Expanding globally |
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365 | (1) |
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Delivering on the Brand Promise |
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366 | (1) |
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Resources for Social Franchising |
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367 | (8) |
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Government funding agencies for global development |
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367 | (1) |
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Private philanthropic foundations |
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368 | (1) |
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Corporate philanthropists |
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369 | (1) |
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370 | (3) |
| Part 6 The Part Of Tens |
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373 | (16) |
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Chapter 18 Ten Keys to Franchisee Success |
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375 | (6) |
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Make Sure You Have Enough Money |
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375 | (1) |
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376 | (1) |
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Don't Neglect Your Loved Ones |
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376 | (1) |
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377 | (1) |
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Recruit the Best Talent and Treat Them with Respect |
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377 | (1) |
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378 | (1) |
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Give Customers Great Service |
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378 | (1) |
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Get Involved with the Community |
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378 | (1) |
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Stay in Touch with Your Franchisor and Fellow Franchisees |
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379 | (1) |
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Pay Attention to the Details |
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380 | (1) |
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Chapter 19 Ten Questions to Ask before Becoming a Franchisor |
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381 | (8) |
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How Good Is Your Product/Service? |
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382 | (1) |
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Can You Manage the System? |
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382 | (1) |
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Do You Have the Commitment? |
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383 | (1) |
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Can You Systemize Your Business? |
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383 | (1) |
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Can You Train Your Franchisees? |
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383 | (1) |
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Can You Localize if Needed? |
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384 | (1) |
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Do You Have the Necessary Capital? |
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384 | (1) |
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Are Enough Franchisees Out There? |
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385 | (1) |
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Do You Understand Franchising? |
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386 | (1) |
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Are You Willing to Hire Proper Franchise Professionals? |
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386 | (3) |
| Appendix: Glossary Of Common Franchising Terms |
|
389 | (8) |
| Index |
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397 | |
Lisainfo e-raamatute kohta