From Ice Cream to the Internet: Using Franchising to Drive the Growth and Profits of Your Company

Chapter 9. Expansion Strategies

Success in business often depends on your approach to expanding your operations. Because franchising tends to occur in businesses in which expansion can't occur at one location, but instead requires the addition of new outlets, this means that the magnitude of profits that you earn from franchising depends largely on how quickly and effectively you expand the number of locations where you serve customers. Done correctly, geographic expansion will increase the profits of your business dramatically; done incorrectly, it will undermine the profitability of your operation.

This chapter offers specific information to help you determine the right expansion strategy for your franchise system. As a franchisor, you need to ...