Franchise-Guide

How should you look for the right franchise system?

Market Assessment


The market assessment helps you to assess the chances of success of a franchise system. You should look at this question in detail independent of the statements given by the franchise company. For: the better you know your market, the easier it will be for you to make the decision whether to join a franchise system or not.

Branch Requirements

  • How do you see the economic development of the branch?
  • What effect will changes in the framework conditions have on the branch?
  • What is the competition like in the branch?

Market Position

  • What position does the franchise system have on the market?
  • What competitive advantages does the franchisor have over the other competitors?
  • Who are the main competitors and how do you see their strengths/weaknesses?
  • Which new competitors might enter the market?
  • What dangers is the franchisor’s market position exposed to?

Product / Services

  • How do the franchisor’s products/services differ from those of the competitors?
  • What are the qualities of the products/services?
  • Do these qualities correspond to market requirements?
  • Is there a good price/performance ratio?
  • What is the expected life span of the product?
  • How often can the product/service be used?
  • What is the price ratio in comparison to that of the competitors?
  • From which companies can the products be acquired?
  • Are the products delivered quickly and flexibly?
  • What costs are required to market the product/service?
  • Can the range of products/services be expanded by introducing diversified products or additional services?
  • Is there a danger of the business creating a bandwagon effect if it is successful?

Target Groups

  • Is it possible to completely determine and limit the target group?
  • How is the target group made up?
  • Is the success dependent on a few large customers?
  • Does the target group need these requirements indefinitely?
  • What marketing activities are required to convince the target group?
  • Which media forms are especially suitable to reach the target group?

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