被特许人与特许经营商是什么?

For individuals who dream of owning a business, becoming a franchisee is a good place to start. For people who already own a business, taking on the role of a franchisor can help expand and grow your operations into new locations.

但当它comes to franchisee vs. franchisor, what are the terms of ownership? Who’s responsible for marketing materials? Can a franchisee make their own rules for their store, or do they have to abide by the franchisor’s existing regulations?

让我们深入了解特许人和特许人之间的差异 - 从每个术语的含义到双方的角色和责任。

Both franchisors and franchisees take on various benefits, risks, and responsibilities when they form working relationships with one another. The franchisee must adhere to the franchise, so following the contract and operating under the provided guidelines are a must.

加盟商角色和责任

1.维护品牌声誉

First and foremost, the actions of a franchisee can and will reflect on the entire company. For example, if a customer is treated poorly or a franchisee has an outburst, this could lead customers to boycott other company locations — as the franchisee’s actions are directly tied to the brand as a whole.

2. Hiring and Training Employees

特许人将需要发布职位发布，审查申请，采访潜在的候选人和培训新员工 - 但特许人可以通过提供培训材料或招聘指南来协助此事。

3.遵循规则和准则

The benefit to becoming a franchisee is that you save money on fully developing a business from scratch — but in return, you must be willing to abide by the franchisor’s vision. If that means wearing a specific uniform, performing inventory via a specific protocol, or advertising through provided signage, you need to follow those expectations.

4. Finding and Leasing a Building

The franchisee will need to find the location for their business and pay the leasing fees. A franchisor may also help with finding a good location for the franchisee. The franchisor will also likely provide necessary fixtures, furniture, and store signage for the new location.

5. Manage Day-to-Day Activities and Performance

如果新业务失败，特许人肯定会承担一些风险，但是将其变成成功的公司的负担最终归结为特许人。bob全站app

The franchisee will manage the daily activities that go into keeping a franchise location operational — including opening the store, overseeing sales, and locking up at the end of the day. The success or failure of a specific location ultimately relies on and heavily impacts the franchisee.

6.向特许人支付持续的费用

使用现有业务品牌，业务模型和运营系统的运营成本以特许权使用形式出现。加盟商将每月向特许经营者支付特许权使用费。实际上，即使特许人破产，通常预计特许经营者将继续运营和支付特许权使用费。

The franchisor sells the rights to operate under its brand, sell its products, and operate following its business model to other business owners without losing control of the company. While the franchisee handles the day-to-day of their specific store, a franchisor must look at the bigger picture and plan for the future of the brand based on all of its franchisees.

Franchisor Roles and Responsibilities

1.创建品牌和可扩展业务模型

Before anyone can enter a franchise, there needs to be an established brand and a scalable, sustainable business model. The franchisor will need to put forth the financial and creative labor to make this happen before the business can begin to expand through franchising.

2. Managing the Brand and Its Products or Services

特许人将需要处理整体品牌形象 - 从音调到业务系统以及产品和服务。例如，特许人将负责创建限时产品，该产品将在公司的所有地点出售。bob全站app

3. Providing Support

A franchisor will need to offer ongoing support to its franchisees. If a franchisee needs help with inventory, new-hire training, or advertising, the franchisor will need to provide the necessary guidance — even years into the franchise agreement. In exchange, the franchisor receives ongoing royalties from all of its franchisees.

4. Creating Marketing Materials

尽管特许经营者对他们在本地的广告宣传和营销方式负责，但特许经营者需要为特许经营者应如何做到这一点提供材料和总体指导。特许人还负责国家营销。

For example, the franchisor behind a major fast-food restaurant chain will be responsible for TV commercials and offer signage for franchisees to hang in their windows or general guidelines for what to put on their outdoor sign displays.

5.审查和培训加盟商

如果该地点失败，则特许经营业务会带来财务风险。有人可能会以所有的钱来找您，但缺乏与员工和客户合作的正确态度。也许他们没有日常业务运营经验。

The franchisor needs to thoroughly interview franchisees to make sure they are cut out to run a business, then they can provide successful candidates with the training and support needed to help the business grow and profit.

6. Planning for the Future

Franchisors need to know where they want the business to go moving forward. The franchisor is responsible for the overall success of the brand, so they must know how to continuously improve operations, expand the business model, and innovate upgrades or new products and services to fulfill consumer needs.

特许经营类型

有几种类型的特许经营结构、but here are a few of the most common franchise types.

Business Format Franchise

The business format is the most prominent category of franchises — and it’s likely what you think of when you hear the term "franchise" itself.

在这种类型的特许经营中，特许人提供品牌，产品以及运营和营销系统。许多餐厅连锁店，零售店和健身房都遵循这种特许经营风格。新商店在特许人的培训和指导下开放。

The new store takes on the trademarked name, brand colors, cash register systems, marketing signage, and products. Employees are trained in a way that a traveling customer can generally expect the same experience at any given franchise location — no matter what city they're in.

Product Distribution Franchising

这种特许经营模式仅关注产品。特许经营者可能会出售产品，但不一定会遵循特许人的运营和商业模式。

For example, many retailers sell LG appliances, but each retailer follows different business models. They are simply franchising the LG products. Car parts, computers, and farm or construction equipment are all common examples of product distribution franchising.

Job Franchising

Job franchising is a small-scale type of franchising and is often common for companies selling services. For instance, a franchisor may start a daycare business and will hire a few daycare providers to operate under the small business’ brand. Common examples of job franchising include local lawn care services, house cleaning companies, and plumbing businesses.

特许经营e vs. Franchisor

如您所见，特许人和特许人之间存在许多差异。加盟商是一个小型企业主，可以处理特定位置的日常管理。

The franchisor oversees the big picture for an overall brand and all its franchisees. Each party owes the other something, whether that be royalties from the franchisee or ongoing support and rights to existing branding from the franchisor.

特许经营者和特许经营者的例子

食品行业中发现了许多最大的特许经营者和特许经营者的例子。但是，从体育馆到酒店到电影院再到零售商店的一切都可以在特许经营下运作。

食品业务中一些最著名的特许人包括麦当劳，肯德基，橄榄花园和邓肯’。

零售业的受欢迎的特许人包括Bath and Body Works，Plato's Clotet和Gap，Inc.。

健身行业的其他特许人包括隆隆拳击，9 Round，Pure Barre，Club Pilates和Anytime Fitness。

酒店是另一个受欢迎的特许经营机会。像Super 8，Hilton，Hilton，Hyatt Hotels＆Resorts以及Days Inn等主要酒店在特许经营下经营。

加盟商的一个独特示例，而不是从几乎过去的时代出现的特许经营者 - 是大片。特许人宣布破产并于2010年关闭，但直到今天，一个特许人的位置存在于俄勒冈州本德。

特许经营s Bring Benefits and Risks to All Parties

There are many benefits and risks for both the franchisee and franchisor. They both depend on one another for success, but there are instances where either can fail while the other succeeds.

Ultimately, a successful franchisee and franchisor will need to be communicative, innovative, and in tune with current trends to continue to grow. Plus, companies that focus on high-quality products and top-notch customer service are more likely to succeed.