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sPeciaL feaTure arTicLe: continued growth for Women in franchising Will Depend on more Women in Leadership roles, experts say
CONTINuED gROwTH FOR wOMEN IN FRANCHISINg wIll DEPEND ON MORE wOMEN IN lEADERSHIP ROlES, EXPERTS SAy
more women are looking for a good worklife balance and the opportunity to be their own boss and a lot of the time they’re turning to franchising to help them accomplish these dual goals.
According to the National Association of Women Business Owners (NAWBO), as of 2017, over 11.6 million companies were owned by women in the United States, employing 9 million people and generating $1.7 trillion in sales.
Clearly, women-led businesses are a huge part of the US economy and encouraging more women to enter into business ownership is important for the continued health of the economy.
Franchising’s role
Encouraging more women to try business ownership and helping them succeed is where franchising can play a significant role, as it provides an easier path to business ownership and success.
Women are well positioned in franchising, with the International Franchise Association currently having a woman, FASTSIGNS CEO Catherine Monson, as its chair. Many franchises and franchise brokerages are also helmed by women.
There are also numerous groups dedicated to helping women explore the world of franchising, including the Women’s Franchise Committee (WFC), which was formed in 1996. The WFC’s goal is to inspire and encourage women in franchising by creating a network of business professionals to provide international networking opportunities for the exchange of ideas, resources, and experiences.
The committee has created a number of local networking chapters, has an annual conference and a podcast entitled Her Success that shares success stories from female franchise leaders.
The local networking chapters of the WFC are collectively known as the Women’s Franchise Network (WFN). These local networks are meant to develop relationships between women franchising professionals and address business issues, share ideas and provide solutions related to franchising.
The first WFN was launched in Denver, CO in 2002 and now includes networks in markets all throughout North America.
“Women are incredible leaders who can—and do—add tremendous value to any organization,” Nancy Bigley, former chair of the WFC said in a press release. “Thus, everyone being mindful of how you can bring along and guide other female leaders is a huge step. We can raise the level of female leadership by setting the right example and being more mindful of creating opportunities for them to flex their muscles.”
One woman who is leading a successful franchise and being a role model for other women wanting to get into franchising is Assisted Living Locators CEO Angela Olea. She started her franchise business in 2006 and says in the time she’s been involved in franchising, she has seen the number of women business owners grow.
“The amount of growth from 2006 until now—14 years—has been tremendous,” she said.
Franchising tends to offer business owners a really good work-life balance and many women who become business owners are looking for more flexibility and business opportunities in industries that are typically male dominated, Olea noted.
As franchising provides a blueprint to success along with marketing and administrative help, typically maledominated industries become much easier for women to break into via purchasing a franchise.
“Franchising provides such an amazing opportunity for women,” Olea said.
Assisted Living Locators consists of about 55 percent women-owned locations compared to 45 percent of male owners.
Women in Franchise Leadership roles
Another franchise that is predominantly women-led is Massage Envy, where the C-Suite is 60 percent female. Paiva said the franchising industry needs to continue to boost women as leaders.
“The industry has historically been male-driven,” Paiva said. “Current and potential stakeholders continue to expect that men will play the key roles. The best way to break down and change outdated expectations is for women to grow their visibility as industry leaders.”
Often, for women rising through the ranks of a traditionally male-dominated industry like franchising, they can be pushed to lead in a certain way, but Beth Stiller, Chief Commercial Officer for Massage Envy, advises women to find their own leadership style.
“Everyone needs to find their own style of leadership as opposed to conforming to a textbook model—male or female, leading with authenticity is the only sustainable way to lead,” Stiller said. “I personally struggled for a few years and found myself trying to adapt to fit the styles that seemed to be successful and rewarded in the big corporate male-dominated environment I was part of. When I stopped trying to fit into someone else’s idea of how a leader should act and react I began to lead in a more authentic way that was ‘my style.’ I connected better with my team, felt more comfortable and found greater success.”
Chief Marketing Officer for Massage Envy Kathy Collins concurred. environment,” she said. “If your personality happens to be fun, loud and smart—be fun, loud and smart. Always. Just stay true to who you are.”
What to Look for in a Franchise
While franchising clearly offers women a path to reach their business ownership goals and become strong leaders, like anyone interested in becoming a franchisor, they should choose their franchise wisely.
Current chair of the WFC Michelle Rowan, who is also President & COO of the Franchise Business Review, an independent research and consulting firm, gives these bits of advice for women who are looking for a franchise:
Ensure you’ll get the support you need up to, and after, the opening day of your location.
Look for a progressive brand with a vision for the future that includes constantly innovating new ways to serve their customers.
Make sure the franchisor seeks out and values input from its franchisees.
Seek out expert advice when making your decision.
As more women enter the world of business ownership, franchising continues to provide a viable path to success for them with proven business blueprints and support. With more women having leadership roles in franchising, their growth is going to continue and inspire the next generation of women business owners.
Look out for our next special feature: senior Care franChising
FOllOwINg HER AMERICAN DREAM
Franchising USA talked to belina calderonNernberg, ceo of 1Heart caregiver Services, about why she started her franchise and why caregiving is such an important and fulfilling industry.
As an immigrant from the Philippines, Belina created 1Heart to follow her American Dream and help provide peace of mind and support to families and their aging loved ones, as well as to create an opportunity for others to follow their dream and be their own boss.
Why did you start your franchise?
I grew up in a small town in the Philippines. My mom would always remind me and my sisters to “make sure that you earn enough money for yourself so you can always stand on your own.” I kept this in mind when I moved to the United States to create a better life and opportunity for my children. Even though it was heartbreaking to leave my parents behind in the Philippines, I knew that it was the right decision for my career and for my children.
The guilt and sadness of being far away and not being able to take care of my mother as she grew old was heartbreaking, but finding a local reliable caregiver gave me the peace of mind that she was being taken care of by someone who really cared for her. Finding her a caregiver with the compassion and experience to give her the best quality care possible while I could not be there inspired me to start my own caregiving franchise. I started 1Heart Caregiver Services to not only honor my mother, but to help other people like myself who had elderly loved ones that they could not physically be there to take care of. I wanted to create a franchise that people could trust to provide their relatives with the best care possible, from highly-trained and compassionate caregivers. Someone who would care for them like family.
When I came to America, I came with a dream to have a better life. Starting a business that actually creates jobs and helps families take care of their loved ones gave me a purpose in my life. And now that we’re franchising, we’re giving other people like myself a chance to make their own American Story: a story of success that comes from hard work and finding the courage to take that leap of faith to achieving financial freedom and living the life that they dream of. How? By being their own boss and serving the community in a very good way—providing love, care and family to our frail and elderly.
What was the turning point that made you realise you wanted to change your career path?
After seven years of living and working here in the US, my husband and I didn’t feel like we were getting anywhere near our dream of being financially free, so we moved back to the Philippines. However, I felt that the US provided much better opportunities for success not just for us but for our children as well. I felt that I could do more here than there. My husband did not want to go back to the US because he was tired of being an employee, and I realized that if my family were to live here, I had to do something. Starting my own business where I could be my own boss was the only way to do it, so I took that crucial step and I’m glad I did.
do you see yourself in your franchisees?
Yes, it’s interesting to note that most of our franchisees are also immigrants in this country. They are just as optimistic and hopeful of a better life as I was when I first came to America. After years of being in the work force, they all understand that financial freedom and success doesn’t come from luck or entitlement. And just like me, they’ve all experienced the hard work and sacrifices that it takes to reach their goals. They’re very driven to succeed because they all recognize that it is a blessing to be in a country that offers so many opportunities to have a good life.
What type of training does 1Heart caregiver Services provide to its franchisees?
Through our 1Heart Business Academy, we train our franchisees on Sales, Marketing, Operations and Finance, aligned to 1Heart’s Vision, Mission, Core Values and culture. We also provide ‘continuing education’ and coaching in professional development putting emphasis on management and leadership which is very helpful to first time business owners.
If someone was interested in joining your franchise system, what would you say to them?
First, I ask them “why?” This kind of business will not thrive if the business owner’s “why” is just to make money. You need to have real compassion for people—not just your care recipients but your caregivers as well. There will be times when you have to let your heart make that “business” decision, but as long as they follow our system and adhere to our Core Values of Excellence, Integrity and Heart, they will be successful.
How do you see your franchise developing into the future?
As the senior population in America continues to grow, it is heart-warming to see that our franchise is not only helping families with their aging loved ones but also helping hardworking individuals achieve financial freedom by replicating our success. In doing so, we also provide jobs to people in our communities. Understanding the real purpose of why 1Heart existed for more than a decade of serving seniors and achieving wellness, longevity and improved lifestyle is a continued legacy that the company wants to achieve in all franchise locations.
SuPPORTINg wOMEN IN FRANCHISINg
(Source: Franchise Business Review).
the tide is beginning to turn, as franchising has seen a significant rise in the number of younger women joining the industry and investing in franchises.
Women started out as a minority group in franchising, but have become decision makers, who play a much bigger role in the franchising world.
There is much more variety for women to choose from today in franchising. Gone are the days when women were simply delegated to working in more femininetype businesses, such as beauty and healthrelated franchises. Today’s franchising world offers opportunities across all sectors and types of franchising and there are female success stories in all of them.
Women are finding that franchise ownership can offer freedom and opportunities to thrive. More and more women are seeking franchise opportunities
in sectors like business consulting, education, food, pets and photography.
It’s also interesting to note, that women today have more opportunities than ever. Many organizations have established workshops, seminars, mentoring programmes, and funding opportunities for women interested in operating a franchise.
With the growing numbers of women seeking franchising opportunities, it’s clear that leaders in franchising need to do more to support women entering the franchising world.
Our goal should be threefold:
to encourage women to consider buying a franchise
to encourage businesswomen to franchise their existing operations
and to help franchisors attract more women to their networks.
Women have a valuable contribution to make in business and their unique qualities, perspectives and ideas are badly needed. We all, therefore, have a role to play in ensuring that they are given equal access to all opportunities. Our primary focus should be to support women, who are looking for a route into the franchise industry.
The biggest challenge I believe women have, is not that they are not taken seriously out in the world, but that they don’t take themselves seriously. We need to inspire and support each other to reach our potential.
My parents, from a very young age, instilled in my sisters and I, that each one of us was born to make an impact and inspire others. Each one of us had a story to tell and our chosen path in life. Each one of us was a unique being, who with determination and perseverance would be unstoppable. This support has been invaluable to me. If more women in the franchise market were supported, they would find it much easier to succeed.
Personally speaking, I am a single mother with two children who I have raised to be phenomenal people. And in return, they have been my source of inspiration and motivated me to start my company.
sarah Kulbatski
building confidence
I believe that women need to be confident, in themselves, their negotiation skills, their juggling skills. They need to stop listening to all of these generalized “experts”. They need to know their own personal strengths and weaknesses (not what everyone says they should be as a woman). They need to use their strengths, address their weaknesses and pursue their goals.
Tips for building confidence:
Figure out what it is you love to do. If you love what you are doing, it won’t feel like work.
Get educated in your field of interest. Develop your knowledge of the franchising industry and hone your business skills.
Get things done. Monitor your progress and follow through. Be fearless in pushing forward. Think long term. And stand up for yourself.
Each of us has a unique gift to give the world and we bring much value to those lives we touch. Once we can embrace that thought pattern, we are unstoppable.
By virtue of having spent most of her professional career in the franchising sector, Sarah Kulbatski, COO, has a passion for business, is driven to achieve short- and long-term results, and is committed to quality and sustainability. She believes that a climate of positive franchise relations lies at the heart of a successful and thriving organization.
FRANCHISINg HAS NO CEIlINgS
Far too many of my female friends had to deal with glass ceilings in corporate America. these limitations are archaic, cost businesses money and limit the accomplishments of those they are imposed on. my friends broke out, you can too!
Fortunately, there are alternatives to corporate ecosystems; take franchising as an example. Franchise brands are most focused on whether or not, as a franchisee, you can/will follow their system and if you will do the work to build your business.
Just recently I was talking to a well-known franchisor’s development team, and was told the story of a woman on the east coast that is one of their top performing new franchise owners. The fun part of that story is that she is in a business that most people would assume is heavily male dominated.
Here is the secret to her success: she is a great business operator and followed their systems to the smallest detail. She also is taking advantage of a business environment where customers want outstanding service from a company they can trust. She found that customers don’t have glass ceilings, they have needs and just want someone to solve them.
But that is the current story, what about the beginning where she was being approved as a franchisee? Any glass ceilings there?
While it is possible that there are brands that would favor male candidates over female, I am not aware of any in the top franchise brands.
The approval process is the same for everyone, the franchisor development rep will walk you through their brand, business model, marketing, support and contractual obligations on both sides. They will also want to get to know you, your skills, strengths, likes, goals and also specific skills or abilities that will make you successful. Their primary goal should be finding the very best franchisee regardless of male, female, and from any background!
As you go through the process you may find it interesting to talk to owners you can relate to for any number of reasons, female owners will be able to validate if you will have unlimited opportunities to succeed in the brand you are considering. When you talk to them, ask if a day in the life is without limitations to confirm that staff and clients are focused more on results than that the owner is female.
One of the things we have seen in the franchise world is that successful female operators build outstanding teams and win over customers with their approach to customer service and care.
Service sectors like auto repair have been considered male dominated for years but we have seen women establishing great opportunities in that space, too. We have even seen a brand that remodeled their franchise offering around the new approaches their female owners spearheaded in their local operations to become more family friendly and welcoming to women as they bring their cars in for repair. Those changes were a big win for the whole system.
I am just pointing out market segments where people are surprised women own franchises, but only to make the point that successful women are present in all franchises.
The open opportunities in franchising are not limited to franchise owners, we have also seen many top franchise brands run by women. You will find these amazing leaders in categories including food, services, health, beauty, fitness and more. The franchise industry appreciates talent, skills, drive and the ability to help others achieve their dreams.
And it’s not just the CEO role where we see women achieving great things in franchising, it is across all brands and in every department. I feel that one of the reasons franchising is so successful is because of this approach to hiring employees or awarding franchises to the very best candidate with no limitations.
george Knauf
any goal you want to pursue. The key will be building your plan and identifying the best strategy to get to your dreams.
To do that you will want to do a full personal evaluation and map out the skills, strengths and other key criteria you bring to your game plan. This will help you target those opportunities that are perfectly fit for you. It can be a very rewarding process; I guide candidates through this introspective mapping every day and help them find their perfect franchises.
You may find that when you remove preconceptions and outside influences that you will be surprised at what your perfect fit really is. Once you identify where you can be most successful and build the life you desire then it is simply a matter of working your plan.
There is very little in business more rewarding than controlling your destiny and achieving your dreams. I hope you find your perfect match and you enjoy operating in a business without any limitations!
George Knauf is a highly sought after, trusted advisor to many of the top franchise ownership groups in the world. With over 25 years of experience in both start-up and mature business franchise operations he is uniquely qualified to advise individuals that have dreamed of Building their own empires. Whether you have an existing portfolio or searching for your first franchise, he can help you to pursue your dreams. Contact the Franchising USA Expert, George’s Hotline: 703-424-2980.
FRANCHISE CONSulTANT JObS: THE NEXT bIg THINg FOR wOMEN
change is the only thing that really seems certain these days. Wellestablished companies are closing their doors for good; we are wearing masks to go shopping, and our children are going to school virtually.
If anyone told me a year ago that things would be this way, I would never have believed them. Our new reality is surreal.
Women who have been furloughed, laid off, or are simply looking for a better work-life balance, have been flocking to franchising for new opportunities… and not just as franchise owners. They are finding that a career as a franchise consultant is lucrative, meaningful, and offers an ideal lifestyle.
For mothers of younger children in particular, a self-employed job as a franchise consultant allows more flexibility to better juggle the added “pandemic parenting” responsibilities with a career. As business office doors reopen, working moms are faced with huge obstacles. The reality is, you can’t prop a young child in front a computer and head off to work. Without in-person school in session, childcare issues are forcing women to make tough choices. most franchised businesses were initially negatively impacted by the onset of COVID, many franchisors have seen an increase in franchise development in recent months, with quite a few reporting record growth. Some of the growth is due to the unemployment rate. “When there’s an increase in unemployment, there is always a boom in franchise development. We are seeing that now,” says Don Daszkowski, Founder and CEO of IFPG, a leading franchise broker network. “Franchise consultants have an unprecedented opportunity now to help people and generate wealth,” he says.
Although men make excellent franchise consultants, women have some innate skills that make them naturals in this role. Here’s why women make good franchise consultants:
1. they are good at multitasking:
By nature, women—especially working moms—are jugglers. Most women carry the lion’s share of the household tasks and take care of their children’s needs, all while meeting the ongoing demands of their jobs. Multitasking skills transfer extremely well to careers in franchise consulting, where being super-organized is essential.
2. they love matchmaking:
Throughout history, women have been successful matchmakers. They are inherently good at it. Just like in the famous song “Matchmaker, Matchmaker,” from the musical Fiddler on the Roof, a good match is essential for a happy union. The franchise consultant’s role is pivotal in helping
identify the right opportunity for both the franchisor and franchisee.
3. they are attentive listeners:
Most men will admit it, women are better listeners. This intrinsic talent in women helps mothers better understand the needs of their children and it also enables franchise consultants to better serve their clients. By asking the right questions and really listening, consultants can identify opportunities that might not seem so obvious at first.
4. they have empathy:
Being able to put yourself in someone’s shoes, or the capacity for empathy, is typically associated with women. It’s a valuable skill that gives insight into a prospect’s needs and desired lifestyle. It also enables franchise consultants to gauge the seriousness of a candidate’s intentions. Is the client ready to go all-in or is she just exploring? An empathetic franchise consultant is savvy enough to help her client decide if franchise ownership is the right choice. “A career as a franchise consultant offers an opportunity for women to flex their natural-born muscles and enjoy an ideal work-life balance in a growing industry. ”
5. they pay attention to details:
It’s been said that women pay more attention to the fine details while men are more focused on the big picture. Whether that is true or not, to be successful as a franchise consultant, details count. Good franchise consultants have relationships with hundreds of brands and can identify the differentiators in each one. It takes time and attention to learn the ins and outs of different franchises. Consultants do this by staying active in their broker network, attending webinars and information sessions, and getting out to industry events (in person and virtual) to network and learn. For example, there could be 50 fitness brands in a franchise broker’s network. Knowing what sets each one apart is the key.
A career as a franchise consultant offers an opportunity for women to flex their natural-born muscles and enjoy an ideal work-life balance in a growing industry.
Jill abrahamsen
Jill Abrahamsen is Editorial Director at the International Franchise Professionals Group (IFPG), a franchise broker network that helps hopeful entrepreneurs identify and invest in franchise businesses. As Editor of Franchise Consultant Magazine and FranchiseWire, Jill Abrahamsen writes and edits articles about success through franchise ownership.
