Q: When trying to effectively communicate with franchisees that span the globe, how do franchisors break down geographic barriers, particularly significant differences in time zones?

A: Communication and information access are the keys to building successful franchise networks. On the international level, Intranets are fast becoming the "ultimate" communication mechanism.

Any franchisor with an international presence recognizes a critical need to support its franchisees. Clearly, franchisees require a constant flow of information in order to efficiently operate their business. Yet, delivery of these tools in a cost-effective and timely manner can pose challenges, particularly when an ocean has been dropped in the middle of the franchisor-franchisee relationship.

Fortunately, modern technology offers a practical, cost-effective way to shorten such distances. With an Intranet - a private, password protected website equipped with marketing and various communications tools that support their business - franchise companies can provide their franchisees worldwide with a 24-hour "lifeline" that breaks through these geographic barriers.

Today's Intranets have been perfected to enhance communication and support between franchisors, franchisees, approved suppliers and company-owned locations. On these secured sites, franchisors post the latest manuals, marketing materials, price lists and supplier information. Even more, these Intranets have evolved to become dynamic, content-driven sites that provide instant access to information and the exchange of ideas.

Intranets transcend geographic barriers and address immediacy issues like no other medium, helping franchise companies operate effectively in this increasingly global and competitive economy. Intranets are raising the bar in web-based communications, presenting franchise companies with multiple opportunities to keep connected and conduct business internationally.

Application service providers can customize Intranet systems (aka "Online Franchisee Support Systems") to meet the diverse needs of franchise organizations. Features include:

--Camera-ready flyers, point-of-sale pieces and advertisements. With these documents posted on the Intranet system, franchisees can open the latest advertisements on screen and either print them in color or download them and take them to a commercial printer for professional printing.

-- Electronic submission of forms, including purchasing, royalty reporting, employee hiring, and local government forms.Finding the most current versions of these forms can be difficult in a "paper world." Posting electronic versions of current forms eliminates the risks of errors, misprints or fax charges.

-- Obtaining the latest news and operational updates. With an Intranet system, franchisees can quickly and easily gain instant access to current business tips, pricing information, ad campaigns and announcements from management.

--Enhanced communications and support. With an Intranet chat room or group discussion forum, franchisees can network with dozens or hundreds of other franchisees every day online to propose and refine ideas and ask and answer questions. In addition, suppliers can conduct online seminars in front of groups of interested franchisees.

The surge of Intranet usage in international franchising is easily explained. As the communications needs of international franchising continues to evolve, Intranets promise to bring more options, convenience and cost savings for conducting business across borders and time zones. As a result, franchise companies are increasingly turning to Intranets and other web-based technology solutions to extend the reach and accessibility of their communications.

Franchise companies today recognize that technology is changing our world, and they've adapted to accommodate the real-world needs of their franchisees. They have found that franchisees welcome the technology, viewing it as a value-added tool to helps them better run their businesses.

In a word, Intranets not only make it possible to conduct business without boundaries, they make it simple.

Dan Martin is founder and president of IFX Online, the leading applications service provider for franchisor-franchisee communications systems with offices in the United States and Canada. Since debuting its Intranet system in 1996, IFX has built, developed and hosted systems for more than 100 franchise organizations internationally. Martin has developed customized Intranet systems for such Canadian franchise companies as Buck or Two Stores!, Metal Supermarkets and Cleanmark Canada. He can be reached by e-mail at dan@ifxonline.com.