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Some business partnerships are like a marriage.
The dynamic between a franchisor and a franchisee, at least in my eyes, is more like a father and son relationship.
"Let’s not be hyperbolic here," you may be thinking.
Hear me out.
Each franchisee operates under the umbrella of the franchise it represents. Even after imbuing their unique characteristics into their store, restaurant branch or healthcare establishment, a franchisee will always be viewed as an extension of his or her parent company. Franchisors entrust franchisees with their namesake, and expect them to continue their legacy.
It’s a two way street, however.
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To succeed, franchisees will need to be properly nurtured by franchisors.
Here’s where the paternal parallel proves incomplete: Franchisees aren’t given 18 years to grow under their parents’ roof.
With the average training period being anywhere between one to four weeks, franchisees are forced to mature quickly. There’s no time to waste on teenage rebellion or indefinite backpacking trips across Europe.
If franchisees’ accelerated departure from the franchisor's nest is to be a successful one, some unique tools will be required.
How Video-Based Solutions Can Be Used to Help Franchisees and Franchisors
This will probably not come as a major shock, but all of us prefer watching a video over reading.
59% of corporate executives agree that if both text and video are available on the same topic, they are more likely to choose video. That’s a pretty high number for people who typically reach their positions not having shied away from spreadsheets and research articles.
Our collective bias towards video is completely justified.
This all has major implications for franchisees.
The periods leading up to and following their decision to embark on their franchising journey, franchisees will need to take in a ton of new information.
Even franchisees who have stellar studying skills will likely be overwhelmed by the amount of manuals and documents they’ll have to comb through during a traditional onboarding process.
Video-based solutions can be a true game changer in this regard.
Franchisors can easily set up secure video hubs, when using video hosting platforms such as Cincopa. Intuitive and extremely user friendly, these solutions can be managed even by franchisors with less than stellar technical chops.
A business alternative to Netflix, Cincopa Video Channels can be used to present franchisees with all the information they’ll need leading up to their first day as a franchise owner.
Designed for business use cases, premier video hosting solutions are routinely relied upon by franchise owners. Providing a sophisticated layer of security, video hosting systems see to it that franchise owners’ intellectual property is completely unbreachable.
Franchisors can rest assured knowing that they control who gets to access their videos.
No illegal downloads. No prospects of corporate espionage carried out by competitors.
Finally, video hosting solutions can help with a notoriously contentious issue: Compliance.
Franchisees can benefit from learning all about the various legal issues they will need to be aware of in a way that is far more palatable and easy to digest. Franchisors can create simple videos using their iPhones in which they summarize (in layman terms) what it is they expect franchisees to be held accountable for. These can be presented to franchisees in a variety of dynamic layouts (such as the aforementioned Cincopa Video Channels).
Franchisors can then leverage a good video hosting platform’s analytical features to see exactly how much of each video a new franchisee watched. If he or she notices a new franchisee has skipped over a video detailing important legal issues, a franchisor can nudge the franchisee to set aside time to watch it.
About the Author: Yoni Yampolsky is a marketing manager at Cincopa. A powerful multimedia management and hosting solution, Cincopa helps businesses untap their videos’ true conversion potential.