Women significantly influence most, if not all, major decisions. IÍm not making that up. ThereÍs heaps of research that can prove it. The decision to purchase a franchise business is no different _ itÍs a major decision, right?

So, how do women influence the decision and process of becoming a franchisee? Is it really that different from how men approach the same process? We decided to scratch the surface to see what we could find. Prospective female franchisees were surveyed, existing female franchisees interviewed and special comments were sought from franchisors and experts on how women approach the franchisee recruitment process and what kind of research and information is important to women.

This article is a snapshot of the information that has surfaced to date and preliminary findings certainly indicate there is a difference between the sexes. While I would like to share with you the differences in detail, IÍm not going to on this occasion (just get a copy of the complete research paper to satisfy your curiosity). However, this article will look at how women impact the franchisee recruitment process and approach due diligence, providing useful information that may help you on your franchise journey.

We started with the idea that what motivates us to consider being a franchisee will shape our approach to the process and the questions we ask. About 85% of the prospective female franchisees we surveyed indicated they were motivated to consider a franchise because it would provide them with a proven business system with support and business tools, instant network and brand strength that may increase the chance of success. Other motivating factors included the location of the business, the type of business it was and the sense of ownership that came with being a franchisee.

When speaking with current female franchisees, they recalled that being in love with the brand; the security of the brand in the marketplace and the fact that they could buy a business and learn about something they knew nothing about counted as additional motivational factors.

ThereÍs nothing new about these results, as they highlight the power of good franchising. But do they indicate different motivating factors for women?

In a recent study on the predictors of franchisee performance, Greg Nathan from the Franchise Relationships Institute found significant sex differences in the reasons why franchisees choose a career in franchising. While females are more likely to be motivated by achieving a personal challenge, males are more likely to be motivated by having more control over how they do things.

We found that male franchisees who were mainly motivated by having more control were more likely to perform better in a franchised business while female franchisees who were mainly motivated to achieve a personal challenge were also more likely to succeed. On the other hand female franchisees who said they are primarily motivated to have more security and stability, or to work with their family were more likely to be worse performers says Nathan.

Surely this must have some bearing on how we approach the franchisee recruitment process? You bet.

Kevin Bugeja from Franchise Selection, a franchise recruitment company, believes women tend to be more cautious when entering into the recruitment process. We may act as the ïasset protectorÍ where we aim to protect our current lifestyle, personal and/or family situation and assets (such as a home) and will not give these up for a business that canÍt prove itself.

Are we ridiculously risk adverse? Well, not really. We will take a risk with a franchise as long as our concerns are adequately address (the research suggests that our concerns are varied and non-linear). For the prospective female franchisees, concerns ranged from paying the business loan back quickly; selling the business in the future; handling the possible loss of independence by having to follow a system; ensuring that partners and family are supportive through to hoping that a good relationship exists between the franchisor and franchisees.

So, in tackling these head on we are far more organised and prepared for the journey ahead of us. Tanya Robertson, franchise development manager with Brazilian Butterfly has seen on numerous occasions women well prepared for the first face-to-face meeting, having completed detailed research with questions already written down. ñFollow up is meticulous, sometimes to the extreme, and this can make the process a slow one, but once committed women will tend to move quickly to make things happenî she says.

Slow down the process? Surely not! Well, yes. Most of the franchisors and experts we interviewed mentioned that we are prepared to slow the recruitment process down in favour of conducting greater due diligence, further thinking time and talking time with others.

We all know we love a good chat. We tend to engage and involve many people and enjoy a more collaborative decision making process. The existing female franchisees we interviewed classified feedback and advice from the bank; children, friends; past franchisees and the person conducting the recruitment process as important. Feedback and advice from existing franchisees; consultants; professionals and partners was classified as critical. However, the most important thing here is that all of these people were asked for their opinion _ all of them.

An interesting side note was some of the comments made about the involvement of life partners in the process. Gentlemen, if you involve us after you have commenced the recruitment process, be prepared for us to pull up the reins. In these situations, we will want to start the process again, with you… from the beginning, with no short cuts. We want to know everything you know.

And ladies, the reverse can also happen. Sometimes when we (typically in women-only partnerships, such as with a girlfriend or sister) involve partners later in the process we get a bit miffed to find them suspicious or even argumentative (sorry fellas, anecdotal evidence indicates that this has happened!).

So, on the whole how do we approach the process? Katherine Doe sums it up beautifully with this _ ñwe find that women prospects are, in general, more organised in their approach to due diligence, they will usually talk to more other franchisees, ask consistent questions and more thoroughly look at the options as ïapples to applesÍ. WeÍve seen women put together detailed spreadsheets comparing the aspects of several systems which they thought were the most importantî.

But what are we collecting evidence of, researching and conducting due diligence on? She went on to say that ñwomen tend to base their research on the aspects of the system most important to them. Women are more curious as to the potential of the system, what they can achieve with the right approach.î

It appears that due diligence is a personal thing _ something that is unique to us, our goals and our situation. Fair enough but what else should we consider?

LetÍs look to our current prospective franchisees _ what are they looking into? They are asking questions such as:

´ Can you provide me with details relating to the franchise structure, current model and how it was developed?

´ Can you share with me the strategic direction the franchise plans to focus on over the next 5-10 years?

´ Can you show me the data and research on the demographic and other issues that determined how the franchise location and/or territory were agreed?

´ How do you determine a ïsuccessful franchiseeÍ in your system, who are they and what did they do to become successful?

´ What information do you have relating to finances and return on investment franchisees have achieved?

´ What support and business tools does the franchisor offer? How are you going to help me achieve my business goals?

Donine Linder from JimÍs Carpet Cleaning strongly recommends women should investigate any potential networking opportunities in their franchise area. ñNetworking with others who can help promote your business is invaluable. Seek out these people and franchise services in your area and try to work together to conduct joint promotional activities and event and potentially share costs.î

She also goes on to suggest that itÍs very important to critique your own attributes. ñWhat skills and attributes can you readily contribute to your new venture and which ones genuinely need improvement? If your franchise is going be a partnership, say a husband and wife team, you should carefully consider the pros and cons of this arrangement too.î

This point was picked up by Miki Kanamaru, national franchise manager with Gloria Jean’s Coffees. She encourages women to clearly identify their strengths and weaknesses and asks women to consider how they can leverage off the strengths a business partner may bring or the business tools of the franchise system. ñWomen tend to be naturals at rapport building, organisation, multi-tasking and people management. A question I always pose and assess for is tenacity _ how do you work through tough times and crisis?î

Katherine Doe concludes that women should consider how the franchise opportunity will provide the lifestyle and flexibility they might be looking for. ñIf youÍre considering your family or starting one, how does the franchise support this?î

Kevin Bujega agrees and says that most women want to speak with other franchisees that are in similar lifestyle or family situations with the aim to discover how to have it all _ how to effectively manage and juggle everything.

Ok then, how are we going in discovering how women influence the franchisee recruitment process?

Preliminary findings indicate that we consider a franchise for a myriad of reasons and our information needs are as varied. We are organised, informed and are more than prepared to slow down the process in favour of greater research and collaboration.

In essence, itÍs all about making the right decision for me and my situation. However, we are not all callous ice maidens either _ the franchise opportunity needs to feel right, that we need to have an emotional connection with it somehow. While some of us might scream ïshow me the money!î others may simply state ïI need to feel the loveÍ. n

Thanks to Franchise Selection and the prospective and current franchisees, the franchisors and experts that participated in the survey.

Julia Camm is the principal of Corven, a Melbourne-based research firm. She is a regular contributor and presenter in the franchise sector and was the inaugural Chair of the Franchise Council of AustraliaÍs Whirlwind Women in Franchising network. For a free copy of the research paper on ïWomen and the Franchisee Recruitment ProcessÍ contact julia@corven.com.au

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