Getting involved in a new and emerging franchise can be risky. But it can also be phenomenally profitable. The trick lies in identifying those franchises that are on the cusp of exploding and offering 1 000% returns.
卷入新兴的特许经营是有风险的，但它也可能会获得惊人的利润。诀窍在于确定那些特许经营是在爆炸的风口浪尖和提供1000％回报。
In 1955, multi-mixer salesman Ray Kroc saw the future in hamburgers and opened the first McDonald’s franchise location in Des Plaines, Illinois. Today, more than 80% of the 36 000 worldwide McDonald’s locations are franchises.
1955年，多用搅拌机的推销员雷·克罗克看到了汉堡的未来，于是在伊利诺伊州的德斯普兰斯开了第一家麦当劳的特许经营店。今天，在全球36000家麦当劳里，超过80％的店是特许经营。
Every superstar franchise starts as a new brand. Entrepreneurs who get in on the ground floor can potentially reap great rewards.
每个巨星的特许经营都开始于一个新的品牌。在底层的企业家也有可能获得巨大的回报。
“Think of it like the stock market, where early investors can score big,” says Brent Dowling, chief operating officer at RainTree, a franchise consulting company.
“你可以把它想象成股市，早期的投资者可以收获一大笔，”特许经营咨询公司RainTree的首席营运官——布伦特道林说。
“Imagine being one of the first 20 McDonald’s franchise owners. When the smaller franchises become big, that’s where we see 1 000% returns.”
“想象一下，成为前20个麦当劳的特许经营所有者之一。当较小的特许经营变大，这就是我们看到的1000％的回报。”
Beyond the money: Input and influence
除了金钱：投入和影响力
An often-cited benefit of early ownership is the chance to influence the franchise systems. “Established brands just want you to follow the programme,” says Terry Powell, whose company, The Entrepreneur’s Source, helps individuals find the right franchise concept for themselves. “Early franchisees get to be part of the development and have their ideas listened to.”
早期所有权有一个经常被引用的好处是有影响特许经营体系的机会。 “建立品牌就是要你遵循程序，” 致力于帮助个人找到合适的特许经营理念的The Entrepreneur’s Source公司的特里·鲍威尔说。“早期的加盟商成为发展的一部分，并有自己听取的想法。”
Serial entrepreneur Amy Lewallen has more than ten years’ experience as an early owner in three different emerging wellness and fitness brands: Fitness Together, Elements Therapeutic Massage and her current Iron Tribe Fitness centre in Washington in the US. She’s drawn by the opportunity to influence the rollout of new concepts as the franchise grows.
作为三个不同的新兴健康和健身品牌——Fitness Together、Elements Therapeutic Massage，以及目前在美国华盛顿的Iron Tribe Fitness centre的早期所有者，连续创业者Amy Lewallen有着十余年的经验。随着特许经营的发展，她已经被影响新概念展示的机会吸引。
“I saw the chance to help steer the brand,” she says. “You just have to know there will be growing pains.”
“我看到了引导品牌的机会，”她说。 “你只需要知道将会有早期发展的困难”。
Franchisors know how important this input and influence can be. Anna Phillips, CEO and founder of emerging brand Lash Lounge,actively looks for franchisees who are ‘team players, flexible with change and able to help provide solutions to gaps that will improve the overall franchise organisation.’
特许人知道这种投入和影响力的重要性。新兴品牌Lash Lounge的CEO和创始人安娜·菲利普斯积极寻找这样的加盟商——“良好的合作伙伴——灵活变化，能够帮助提供差异的解决方案以提升整体特许经营机构。”
Mitigating the risks
规避风险
As with any investment, there are liabilities to being an early adopter. “Without a track record of success in different markets, there is the risk that the brand just isn’t as replicable as predicted,” says Dowling.
和任何投资一样，成为一个早期采用者是由不利条件的。 “在不同的市场，如果没有成功的记录，品牌并不像预测的那样有复制的风险，”道林说。
Success may not be immediately apparent either. It can take a while for emerging brands to reach what Terry Powell calls the stage of critical mass, when growth begins to happen more rapidly and exponentially — from his perspective, that’s around 75 units.
成功也可能不会立即显现。从新兴品牌到特里·鲍威尔口中的临界质量阶段可能需要一些时间，当增长开始发生更迅速、更爆炸- 从他的角度来看，大约是75单位。
And franchisor Phillips is frank that emerging franchises are still building brand recognition and growing their internal team with systems that don’t always provide the support owners expect from more established franchises.
而特许人菲利普斯是坦诚的，新兴的特许经营仍然在建设品牌认知度和不断增长的内部团队和并不总是提供所有者期望的来自更成熟的特许经营的支持的系统。
Powell’s 32 years’ experience in matching entrepreneurs with franchise opportunities has also taught him that prospective franchisees can sometimes be their own greatest danger.
鲍尔在匹配特许经营机会与创业者的32年的经验告诉他，未来的特许经营有时是自己最大的危机。
“People think it’ll be like falling in love, but it’s better not to think of a right fit in purely emotional terms. A franchise is a vehicle to accomplish your lifestyle, wealth and equity goals.”
“人们认为它像谈恋爱，但在纯粹的情感方面，最好不要想正好合适。特许经营是一个工具来实现你的生活方式，财富和公平目标。“
How do you decide if an emerging franchise is right for you?
你如何判定一个新兴的特许经营是否适合你？
In the absence of an extensive track record of financial performance, entrepreneurs need to dig deeper and research creatively.
在缺乏一个广泛的财务业绩记录的情况下，企业家需要深入挖掘和创造研究。
Business considerations include:
Is there a clear demand for the product or service offered by the emerging franchise?
What key differentiators does the franchise bring to the market?
Is the franchisor team professional and experienced?
What is the performance track record within existing units?
How many units have closed and why?
业务注意事项包括：
•对新兴特许经营提供的产品和服务是否有清晰的需求？
•特许经营主要给市场带来了什么优势？
•特许人团队是否专业和有经验？
•已经开的店表现记录是什么？
•有多少个店关了，为什么？
Are the current operations, marketing and training systems understandable, usable and streamlined? Lash Lounge CEO Phillips says, “If the early systems look organised and well-developed, it is a fair assessment that they will continue to grow and provide great support as the franchise becomes more established.”
当前运营，市场营销和培训系统是否是可以理解的、实用的和精简的？Lash Lounge 的CEO菲利普斯说，“如果早期的系统就是有组织的、发达的，这是一个公平的评估，他们将继续增长，并提供了很大的支持，特许经营变得更加成熟。”
Does the business model meet your income and lifestyle goals?
Do you have the marketing and sales skills to help build brand awareness?
•该商业模式是否满足你的收入和生活目标？
•你是否有帮助品牌建立知名度的营销和销售技能？
Make sure you talk to as many current owners as possible. Amy Lewallen advises that you insist on being put in contact with struggling owners as well as successful ones, so you can gain insight into the real challenges of the business and evaluate your own ability to respond to them.
确保你跟尽可能多的现有业主交流。Amy Lewallen建议，坚持与正在挣扎的业主接触，也要与成功的业主接触，这样你就可以更深入地了解企业的真正挑战，并评估自己的能力。
“This is likely to be the most important part of your research process,” says Brent Dowling. “In addition to asking existing owners about their profits and losses, timeframes and milestones, the most important question is, ‘Would you do it all again?’”
“这很可能是你研究过程中最重要的组成部分，” Brent Dowling说。 “除了咨询现有业主，了解他们的利润和亏损、时限和里程碑，最重要的问题是，‘你会将这一切再做一遍吗？’”
Finally, it’s vital that you’re comfortable with, and excited by, the vision, values and culture of the franchise. Your success depends on your long-term engagement with the brand. Amy Lewallen’s approach is to ask herself, “Is there anything about this brand that I wonder if I can live with that or not? Because when you buy in, you’re married to that brand, and what they believe in, you have to believe in.”
最后，至关重要的是你对特许经营的愿景、价值观和文化感到满意和兴奋。你的成功取决于你对品牌的长期投入。Amy Lewallen的方法就是问自己：“有没有关于这个品牌的任何东西，我不知道是否是我能忍受的？因为当你买进它，你就是嫁给了那个品牌，你要相信他们所相信的一切”。
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