Multi-Unit Franchisee Magazine Issue III, 2015 | Page 74

FranchiseMarketUpdate
BY PAUL WILBUR

Common Terminology
Franchisors must speak the same language

F

ranchising is full of creative entrepreneurs and marketers. With creativity, however, comes the desire to
explain franchising in terminology
that differentiates a brand from its peers.
Take for example a model FRANdata
has defined for years as the Area Representative Growth Model. This model uses
intermediaries (area reps) to sell and support franchisees in a territory, but those
intermediaries do not contract directly with
franchisees. We’ve come across at least 10
different names for this model, including
regional director, regional developer, regional manager, regional services, master
franchisee, master franchisor, area franchisee, area director, area developer, and area
representative. This is a terribly confusing
situation for prospective franchisees, lenders, supplie