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"What have you done for me lately?" - a familiar question franchisors consistently hear from their franchisees.

Franchisees have an insatiable appetite for information on how to better run their businesses. Yet no matter how much information and support you provide, they keep coming back for more; a good thing, considering your success is directly tied to their success.

Technology is changing our world and revolutionizing the franchise industry. Dan Martin, president and founder of IFX Online.com, has helped bring franchise companies into the new millennium with cost-effective, easy-to-use Intranet/Extranet technology. With this technology, franchise companies can provide franchisees with a 24-hour "lifeline" to virtually any information they might need for their business via a private, password protected web-based support system, along with a wide array of other mission-critical communications solutions.

"Upload them and they will come."

While a similar phrase rang true for Kevin Costner in 1989's hit Field of Dreams, the same doesn't necessarily apply when it comes to Intranet systems. Just because a franchise company can post its operations manuals on a private Intranet site doesn't mean its franchisees will automatically and habitually go online to read them.

We've all heard it before: "The age of technology is upon us, don't let it pass you by!"

As a small business owner and former franchisee in the fast-food industry, my greatest concern was to not let customers pass me by. The bottom line for me, of course, was profit. Still, I'd welcome new technologies. In fact, I'd welcome anything that brought in more customers or reduced my expenses -- as long as I didn't have to wade through a 5,000-page manual or attend a 30-day training course to use it.

By Dina Berta

ORLANDO, Fla. - The day before co-sponsoring a recent 5-kilometer charity run, Planet Smoothie franchise operator Jason Mann learned that he needed to bring 300 coupons to the event.

Oh, and make sure the addresses of three Planet Smoothie stores were printed on the coupons. They would be included in packets for the runners as they registered, and extras would be passed out to spectators. The race started at 8 a.m.

"Please leave a message at the tone." This voice mail recording is familiar to the ears of international franchisors trying to communicate with franchisees across thousands of miles and several time zones.

Franchisees have an insatiable appetite for information on how to better run their businesses. Yet no matter how much information and support you provide, they keep coming back for more; a good thing, considering your success is directly tied to their success.

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.

Our world has changed in countless ways since Sept. 11, 2001, from tightened security measures at airports to renewed personal value systems. In fact, since that haunting day for our nation, profound changes have manifested themselves in the most obscure ways - including how the franchising industry uses technology.