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Look on the Web for strategic and practical information about franchising and you're likely to come up short. At least that's the estimate of Janssen Ellison Co., a Tehachapi, Calif., consultancy specializing in franchising. Partners Jean-Louis Janssen and E. Todd Ellison decided to do something about the shortage. And today, there's one more franchise web site: http://www.janssenellison.com.
Their site reflects their corporate client base. There are more than 20,000 words of free articles, papers, ideas and other material on franchising and related topics. All of them are original. Topics include "Some Plain Talk on Franchising," "The Human Edge in Franchising," "What Makes a World Class Franchisor?" and "Managing a Franchise Company in Tough Times." There's also an Ask The Experts column and client profiles. It seems that Janssen and Ellison have set up the site for a two-fold purpose: to provide information about franchising and to promote the company. They have, for example, set aside a page to describe their "third wave" reengineering techniques. While Janssen Ellison Co. is applying this technique to Fortune 500 companies, it describes several applications that are appropriate for franchises. These include value-engineered royalty structures, licensing wholesalers and distributors as co-franchisors, converting existing wholesalers/retailers into franchisees and spinning off acquisitions as franchisees. Although the company's focus is on large franchises, Ellison points out that the site has information that would benefit franchises of all sizes. Janssen Ellison Co. wants to cover all their bases with this site. Franchising, says Ellison is a promising market with lots of growth potential. "We think the government would be a great thing to franchise. You'd get some consistency," he says half jokingly. "Maybe we can teach them a little bit more about customers. What a surprise!"
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