Checklist 3 of 10

Researching & Evaluating Franchise Brands

Narrow the field intelligently before falling in love with any concept.

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Initial category research

Identified 2–3 franchise categories that align with my skills and background
Researched the size and growth trajectory of each target industry
Assessed recession-resistance of each category (essential vs. discretionary spending)
Confirmed demand exists in my target geographic market
Identified whether category is B2B, B2C, or both
Considered seasonal demand patterns and their impact on cash flow
Researched the competitive landscape in my target market for each category
Confirmed the category aligns with my preferred ownership model

Searched for news articles, reviews, and press coverage about each brand
Checked brand ratings on Franchise Business Review (franchisebusinessreview.com)
Reviewed brand social media presence and customer reviews (Google, Yelp)
Searched court records and BBB complaints for the brand and parent company
Verified the brand is registered to sell franchises in my state
Confirmed the brand has been franchising for at least 3+ years (prefer 5+)
Reviewed the number of open units and system growth trajectory over 3 years
Identified the brand's top competitors and differentiation
Researched how the brand performed through past economic downturns