franchise-expansion-leads
Installation
SKILL.md
Franchise and Multi-Unit Lead Generation
Franchises appear constantly in other playbooks as a disqualifier, because a franchisee usually can't choose its own systems. This playbook is about targeting them deliberately, which means getting the buying structure right first.
Get it right and a franchise network is one deal that covers hundreds of locations. Get it wrong and you spend a quarter emailing people who are contractually unable to buy.
Who actually buys what
| Decision | Who owns it |
|---|---|
| Core operating systems (POS, booking, franchise management) | The franchisor. Always |
| Brand, marketing assets, national campaigns | The franchisor |
| Supply chain and approved suppliers | The franchisor |
| Local marketing within brand guidelines | The franchisee, usually with a required spend |
| Local staffing and recruitment | The franchisee |
| Premises, fit-out, maintenance | The franchisee |
| Anything the franchise agreement doesn't specify | The franchisee |
Read the franchise disclosure document if one is published. In many jurisdictions franchisors must publish a disclosure document listing mandated suppliers, required systems and fee structures. That document tells you exactly what's centrally mandated — which means it tells you exactly who to sell to.