Franchising as a Bridge to Business Ownership

Two marketers wanted to be business owners. One failed and one succeeded. Why?

Because one had rare and valuable skills.

Cal Newport tells a story comparing two people of equal experience in a marketing company who both want to become entrepreneurs.

One of them quits her job to become a yoga instructor and studio owner after 1 month of training. Newport compares her to a person who niches down in the marketing field, spends several extra years building rare and valuable skills, and is able to start his own marketing company with clients fighting over him.

The yoga studio went under during an economic downturn while the marketing expert (he became widely known for international logo design before starting his business) had clients on waitlists during that same time period.

The different is one had no differentiator in the market, or as Newport calls them- she had no rare and valuable skills.

If you don’t have rare and valuable skills, maybe you should consider franchising instead of starting your own business. The franchise has built a rare and valuable business model they will train you in.

Consider the gap between you and a successful business as a chasm between two cliffs. As you gain rare and valuable skills you are building a bridge across that chasm. A franchise is like a 90% finished bridge and you need to be that last 10%.

For some franchises that last 10% will be operations, or it could be sales, or it could management, or it could be something else. You need to figure out which skills you have and what franchise needs a person with your skills to be successful. That way you are filling the last 10% of the gap and making it to the successful business side of the chasm.

Don’t know how to find that right fit franchise?

That’s where I come in. I have a thorough matching process, a data driven franchise vetting process, and a systemized way for you to research the franchises. Whether you work with me or not, you can use the Franchise Research app found on the resources page of my website: https://tracerfranchising.com/resources