franchise-expansion-leadslisted

# Franchise and Multi-Unit Lead Generation Franchises appear constantly in other playbooks as a disqualifier, because a franchisee usually can't choose its own systems. This playbook is about targeting them deliberately, which means getting the buying structure right first. Get it right and a franchise network is one deal that covers hundreds of locations. Get it wrong and you spend a quarter emailing people who are contractually unable to buy. ## Who actually buys what | Decision | Who owns it | |---|---| | Core operating systems (POS, booking, franchise management) | **The franchisor.** Always | | Brand, marketing assets, national campaigns | **The franchisor** | | Supply chain and approved suppliers | **The franchisor** | | Local marketing within brand guidelines | **The franchisee**, usually with a required spend | | Local staffing and recruitment | **The franchisee** | | Premises, fit-out, maintenance | **The franchisee** | | Anything the franchise agreement doesn't specify | **The franchisee** | **Read the franchise disclosure document if one is published.** In many jurisdictions franchisors must publish a disclosure document listing mandated suppliers, required systems and fee structures. That document tells you exactly what's centrally mandated — which means it tells you exactly who to sell to. **Multi-unit franchisees are the overlooked segment.** An operator running fifteen locations of a brand has real scale, real staff, and problems the franchisor's systems