Page 11 - Leadership Format System

Introduction
Turning the Key: The Business Format Franchise
The Business Format Franchise moves a step beyond simply using the company trade name. The Business Format Franchise also provides the franchisee with an entire system of doing business. Therein lies the foundation of the Turnkey Revolution, and the success of those who have studied and copied it.
The Business Format Franchise is built upon the belief that the true product of a business is not what it sells, but how it sells it. The true product of a business is the business itself.
Ray Kroc understood from the very beginning that the hamburger wasn’t his product, McDonald’s was.
Problem: Huge Dreams/No Money
Ray Kroc once suffered from the same problems as many other entrepreneurs, past and present. He had huge dreams and very little money.
Solution = HGI
The franchisee became Kroc’s vehicle to realize his dreams; the recruit can become yours.
Kroc began to look at the business as his product. The franchisee didn’t care about burgers, fries and milk shakes - all he was interested in was the business. The franchisee had only one concern: “Does it work?”
Your recruits will have the same question.
Opportunity Must Be Better Than Any Other
Kroc knew that in order for him to realize his dreams, McDonald’s had to work better than anything else out there. That, in turn, would create more demand.
Kroc realized he wasn’t competing with other hamburger stands. He was competing with every other business (and so are we, in HGI).
Must Work Every Time, No Matter Who
There was another critical reason why Kroc had to make certain McDonald’s would work. He knew that he couldn’t leave the operation of the business in the hands of the franchisees, for they would certainly blow it.
Fool-Proof, Predictable and Profitable
The problem became the opportunity.
The business had to work in order to be sold, and it had to work once it was sold - no matter who bought it. The results: a fool-proof, predictable and profitable business.
Work on Business, Not in Business
Ray Kroc went to work on his business, not in it. That’s what you must learn to do with HGI.
For training and educational purposes only. Not to be used with the public.
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