Three Key Attributes of a Successful Franchisee Association

Founding an independent franchisee association is a big step toward owners getting a true seat at the table and ensuring the franchise relationship works as promised. Creating a successful and effective association, though, requires several things, No. 1 being a reason to come together.

"You need some type of catalyst," said Robert Purvin, chairman and CEO of the American Association of Franchisees and Dealers, or AAFD, which works often with smaller brands. "Then you need a corporate or vehicle, you need tools and benefits for the members to attract them to become members. And the fourth element I can't provide is leadership. You need key people."

Susan Kezios, the founder of the American Franchise Association, said there is usually no hostility at the core of creating a franchisee association, but there is almost always an issue when franchisees call her. Who is doing the calling and organizing, she agrees, is of the utmost importance.

"It usually starts with a core group, they usually come together because they have the same problem and they want to fix it," said Kezios. "They're not usually the poorest operators, they're operators that say, 'I just got an award last year or I've been in the top 10 percent."

The next key, and those high-performing franchisees can help, is resources. Getting organized gets attention, but having resources—namely monetary ones—elevates that attention.

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