Why Marketing to Women is Critical for Your Business by Bob Griffin, Entrepreneur
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or many years, the franchising world has been centered around men. But that is changing and changing quickly. Smart franchisors are now marketing and selling to women. And that is a very good thing!
Women are buying into franchises at a rapid pace. In fact, 30% of new licenses are awarded to female investors. That number is growing, too. Are franchisors ready to make changes that reflect a female franchise base? Do they understand how being on the frontline in business creates new challenges? If not, they are missing out. As a male looking at a changing landscape, I see many parts of a franchise industry where female owners bring a new level of focus that male-run franchises haven’t. Interviewing female leaders in franchising has been eye-opening for me and reinforced the knowledge that there are always more things to learn and apply in business. Research has shown that women outpace men in several categories that are conducive to business ownership. Here are a few of the categories in which women top men in leadership:
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• Taking initiative • Self-development • Integrity and honesty • Driving results • Developing others • Inspiring and motivating others • Building relationships
The Franchise Woman
