Franchise expansion often hinges on operational success. Traditionally, franchisees wait until their first location is up and running before considering additional investments. However, a new wave of confidence has emerged within the franchise community, exemplified by GLO30, the nation’s fastest-growing subscription-based skincare studio. Before opening their first location, several GLO30 franchisees committed to expanding their footprint, signing deals for an additional 26 locations combined. This unprecedented enthusiasm raises the question: How can brands inspire franchisees to double down before even opening their doors?
Tyler Moore, COO of GLO30, sheds light on this unique phenomenon and shares actionable insights for other brands aiming to foster similar pre-launch growth.
- Build a Resilient Business Model That Meets Consumer Demand
Confidence starts with a strong foundation. For franchisees to feel secure about early expansion, they need assurance that the business model is both profitable and scalable. This means offering a product or service with proven consumer demand.
To build a strong and scalable business model, you need to identify a clear market gap and address it with a solution that meets consumer needs. For example, at GLO30, we’ve embraced the growing demand for personalized skincare by introducing a subscription-based model to fill the market gap. The key is to design an approach that not only meets customer expectations but also instills confidence in franchisees. When franchisees see proven demand and a framework designed for success, they are more likely to trust the concept and commit to growth.
Key takeaway: Conduct thorough market research and pilot testing to validate the scalability of your business model. Showcase the results with real-world data to solidify franchisee confidence.
- Attract Passionate Franchisees Who Align with the Brand Vision
The best franchisees are more than investors—they’re believers in the brand’s mission. A shared vision ignites momentum and encourages franchisees to invest in long-term growth.
Look for franchisees who aren’t just looking for a business opportunity, but ones who are passionate about the industry and the brand. This alignment can instill a confidence in franchisees to sign multi-unit agreements before they open their first set of doors. To attract franchisees who believe in your brand vision, it’s important to prioritize transparency and authenticity in your messaging. Franchisees want to feel like they’re part of something meaningful. When they believe in the brand’s purpose, they’re more likely to see themselves as long-term partners.
Key takeaway: Seek out franchisees whose values and goals align with your brand. When passion and purpose intersect, it’s easier to inspire early and sustained investment.
- Emphasize Profitability and Long-Term Growth Potential
For many franchisees, the decision to expand comes down to the bottom line. They need clear evidence of profitability and a roadmap for sustained growth.
Brands must make it a priority to be transparent about the financial potential of each location, sharing tangible examples and projections. When franchisees see a clear path to success, they’re not only more likely to invest in one location but also to double down on their investment. Early expansion also brings competitive advantages, like securing prime territories and establishing a stronger market presence.
Key takeaway: Provide franchisees with detailed financial data and growth strategies. Demonstrating profitability and long-term potential motivates them to make bigger commitments earlier.
- Provide Robust Training and Ongoing Support
Confidence in the brand’s support system is crucial for franchisees considering early expansion. When they feel equipped with the right tools and resources, they’re more likely to invest in multiple locations.
Implementing comprehensive training programs and ongoing support are pivotal for success. It’s especially important to focus on preparing franchisees not just to open their location, but to succeed and grow. From operational best practices to marketing strategies, the right training sets franchisees up for success. Additionally, fostering a collaborative culture—where franchisees can share insights and learn from one another—strengthens the system.
Key takeaway: Equip franchisees with robust training and support systems. When they feel confident in their ability to succeed, they’re more likely to commit to growth.
Why This Matters for the Franchise Industry
The ability to inspire franchisees to expand before opening their first location is a testament to the strength of a brand’s model and vision. It’s a rare but powerful dynamic that accelerates growth and solidifies a brand’s position in the market.
When franchisees trust the brand, the leadership, and the business model, they’re willing to make bold moves. Focus on building a resilient business model, attracting aligned franchisees, emphasizing profitability, and delivering unparalleled support. By doing so, you can create an environment where franchisees feel confident investing in your brand’s future—even before opening day.
The Road Ahead
Anything is possible when the right framework is in place. For franchise leaders looking to replicate this success, the message is simple: Lay the groundwork for trust and confidence, and growth will follow.
Early expansion isn’t just about bold franchisees. It’s about creating a brand that’s worth believing in.
Learn more about GLO30’s franchise opportunities by visiting fransmart.com/glo30.
