Title: ‘How to turn your business into the next global brand’
Author: Brian Duckett and Paul Monaghan
Published by: Howtobooks
Reviewed by: David Atkinson, managing partner, space
Before I picked up this book I never put a huge amount of thought into the franchise process. In fact it’s easy to forget when you see the likes of McDonalds and Burger King in the high street that they started out as one restaurant in a small town or city, which after hitting on a successful business formula, very cleverly exported that format worldwide.
If you have ever wondered how to set up similarly successful franchises this is the book for you. It explains via a very clear no-nonsense layout, from the very basic – what is a franchise?’ through to ‘becoming an international franchisor’ all aspects of franchising and how to succeed as a franchisor. Indeed, the entire book is practical and easy to read with multiple sub-headings and chapters along the vein of a dummies guide.
To provide an example of the detail of practicality this book provides, it puts forward a twelve month marketing plan for budding franchisors, going in-depth into the target market, message, objectives, media, cost and budget for each month.
Whilst the thought process behind franchising primarily lends itself to B2C opportunities, this book does acknowledge B2B franchises such as printers and sign-makers in the KallKwik mould; and almost all the content within it will be required reading for those in the B2B environment looking to create a franchised network.
Even at the end of the book, true to its practical focus, is information on further reading off and online on franchising, as well as information on training courses for budding franchise entrepreneurs, which nicely rounds it off.
Right, all I need now is my own multi-million dollar franchise idea.
