The Axxiom process can be broken
down just 10 easy steps.
STEP 1: The Initial Contact
STEP 2: The Interview
STEP 3: Complete the Axxiom
Confidential Questionnaire (CQ)
STEP 4: Research
STEP 5: Presentation
STEP 6: Introduction to the
STEP 7: Review of the FDD
STEP 8: Call Franchisees
STEP 9: Narrow down choices,
consult with your Attorney, and attend Discovery Day
STEP 10: Final Decision
Step 1: The
Advisor will spend time answering any of your questions about franchising. The Advisor will explain the benefits
of working with Axxiom and the 10 Steps of the Axxiom Process. Depending on your interest and time, the Axxiom
Advisor will conduct the interview or will set a future appointment to conduct the
Step 2: The
Advisor will conduct an interview with you in order to collect thorough information that will be used to match
you with appropriate franchise opportunities. In order to present
franchises that will be the most appropriate choice for you, it is imperative that you provide as much detailed
information as possible.
BELOW IS JUST
A SAMPLE OF THE INFORMATION THAT THE AXXIOM ADVISOR WILL BE ASKING.
What are you currently doing?
Why are you looking to change your
Why are you interested in owning
your own business?
Are you looking at other options to
owning a business including:
o Becoming an independent consultant
o Developing a startup business
o Purchasing an existing business
What goals have you set for
yourself in your new business?
When would you like to have your
new business open?
What is timeframe for opening a
business, and what is driving this timeframe?
Your work history from present back
to college or high school.
Past or present business ownership?
Likes and dislikes about your work
experience or previous business?
Veteran? What did you do in the
What part of your current, past
jobs or businesses owned have you liked doing the most? The least?
List your skills and evaluate how
well you perform each.
Describe the work environment that
is most appealing to you most?
Does it matter what the product or
service of the franchise business is, or does the business potential matter more?
Do you have sales experience?
Business development? Consulting experience? Management experience?
Are you comfortable with sales and
the sales process? Cold Calling?
Do you have experience managing
employees? Did you enjoy it?
Do you want a business that is
related to your past work experience or business ownership?
MAKERS & INFLUENCES
Will your spouse be involved in the
business? In what capacity?
Does your spouse support the
concept of you going into business?
What is your spouse’s profession?
Will you have any partners? Will
they be active or passive participants?
Are you interested in a home-based,
office-based, mobile, retail or food-related business?
Do you plan on being an active
(owner-operator) or a passive (absentee) owner?
Part-time or fulltime business
Would you want your business to
provide services or products to other businesses, to consumers or both?
Are you looking for a business that
will build equity or build cash flow?
What is your exit strategy for the
business that you buy?
How many years you are expecting to
operate your new business?
SEARCH TO DATE
How long have you been looking for
What businesses have you looked at?
Why didn’t you buy any of the
businesses that you looked at?
Even though you didn’t buy what did
you like and dislike about the businesses?
Are there any types of businesses
that you would like to explore - disregarding experience and financial consideration?
Are there any types of businesses
that you would definitely not like to explore?
How many hours per day are you
willing to work in your new business?
Weekends? Holidays? Nights?
Do you want a business where you
can have family involvement?
Where do you want the location of
your business? Close to home? Within 30 minutes? Open to location? Willing to relocate?
What are your hobbies and other
Do you like to help people, coach,
or teach? Take care of people or animals?
What is your investment range for a
How much capital do you have to
invest? Liquid Capital? Net Worth?
Can you afford to go without a
regular income during the start up phase of your new business? For how long?
What are your financial goals? Year
1, Year 2, Year 3?
How do you see your lifestyle
changing as a result of meeting your financial goals?
How do you feel about the risk of
becoming a business owner?
Are you considering financing
options? Family? Home Equity? SBA? Other?
Do you have a 401K or other
retirement plan that could be used to buy your business?
How much equity do you have in your
Do you know your credit score?
Are you the type of person that
would be more comfortable in a “tried & true” business, unique business, or new and innovative?
Franchising is all about following
someone else's system. Can you picture yourself in this role, executing a system you didn't create?
STEP 3 –
Complete the Axxiom Confidential Questionnaire (CQ)
advisor will provide you with the Axxiom Confidential Questionnaire. This questionnaire will provide the Advisor
with additional information needed to find the best franchises to present to you.
Confidential Questionnaire includes a financial statement. The franchise companies require that Axxiom provide
them qualified prospects, and this includes being qualified financially. The financial statement will also
insure that the Axxiom Advisor doesn’t waste your time showing you franchises that you can’t afford or
franchises where you do not meet the franchisors qualifications.
complete and accurate information provided to Axxiom, the better selection of quality franchises the Advisors
will be able to introduce to you.
significant advantage of completing the Axxiom Confidential Questionnaire is that each franchise company your
Advisor introduces to you usually requires a similar questionnaire. We have contracted with most of the
franchise companies to accept the Axxiom CQ, so that you may not have fill out several different questionnaires
with redundant information.
STEP 4 –
Axxiom Advisor receives the completed Axxiom Confidential Questionnaire, they can begin researching franchises
for you. Given that you have provided detailed information, the Axxiom advisor should be able to set an
appointment to present 2-4 franchises.
There are over
2,500 franchises available, in the United States, and for you to find the right fit could take weeks. The Axxiom
Advisor has access to the Axxiom proprietary database of franchise companies. Therefore the Advisor can quickly filter out franchises that do not match your
requirements. Your Axxiom Advisor should be able to complete the search and set an appointment to present these
choices in 2-3 business days.
STEP 5 –
Advisor will present the franchise opportunities that were identified in his/her research. Please keep in mind
that these franchises have met your goals and requirements that were highlighted in the interview and the Axxiom
Confidential Questionnaire. You should let the Axxiom Advisor know of any reservations that you may have, but it
would be best that you have an initial conversation with the franchise people before making any decisions to
eliminate a choice. We have found that many times people are reluctant to go forward with a franchise because of
a preconceived bias and/or lack of information. They have listened to their Advisor and discovered it was the
perfect choice after all.
STEP 6 –
Introduction to the Franchisor
For each of
the opportunities that you have an interest, the Axxiom Advisor will introduce you directly to the Franchisor.
The Franchisor will send materials to help you become acquainted with their franchise. They will also send the
Franchise Disclosure Document (FDD), which is a document that the Federal Trade Commission (FTC) requires each
franchise company to provide to individuals that are interested in their franchise. The FDD Acknowledgement of Receipt, a document that verifies that you have
received the FDD, should be signed and returned to the franchise company immediately.
STEP 7 –
Review of the FDD
Your next step
is to read the company's FDD, a document every franchise in the United States is required to provide - per
Federal Trade Commission regulations. The FDD is a disclosure document that covers a wide variety of useful
information for your due diligence. (Your Axxiom Advisor will discuss the 23 items contained in this
franchisors also provide earnings claims in the FDD that will help you estimate the potential of the business
and if it can meet your personal financial objectives.
clearly explains the responsibilities of the franchisee (you) and the franchisor. Your FDD review and
understanding is a very significant part of the research process. Every FDD is structured identically so they
are relatively simple to navigate, read and understand.
attention to what you discover in a company's FDD, you can weed out franchises that just don't measure up. Pay
particular attention to signs that a franchise has extensive litigation with
STEP 8 – Call
This is a
major step in deciding which franchise you should buy. Never hesitate - CALL THE FRANCHISEES!
current and former franchisees. A list of current and former
franchisees is found in the FDD.
the franchisees will be the best source of information on any franchise company. You can find out if they are
successful and happy with the choice that they made. You can find out what they did to become successful, and if
they followed the procedures provided by the franchisor. You will be able to find out how the initial training
went and whether the support is adequate. If there have been any problems with the franchise company, and
whether they adequately resolved. Finally, you can ask them about their sales volume, operating expenses, and
You should not
make any final decisions after only a few calls. Get a variety of opinions and you will see patterns forming. If
you feel that the franchise company is one that you would like to pursue, then write down any concerns that you
have heard and discuss them with your Axxiom advisor and with the franchise
STEP 9 –
Narrow down choices, consult with your Attorney, and attend Discovery Day
Your next step
is to narrow down your choices and make a decision about which franchises you want to pursue. Discuss the
advantages and disadvantages of each company with your Axxiom advisor.
selection should be discussed with your attorney, CPA or other advisers. You should visit the franchise company
before making any final decision. Therefore, you should have all of your questions and concerns answered before
spending the money to make the visit.
After you have
all of your questions answered to your satisfaction, it's time to go to Discovery Day (an on-site meeting with a
franchisor). At this meeting you will be introduced to the leadership in the company, to your trainers, and the
support staff. Remember, these are the people that you are committing yourself to have a relationship with for
the next 10-15 years. Also, you may make a visit to a local franchisee, allowing you to ask even more questions
and maybe to get some hands-on experience with the business.
are very interesting and exciting. When you leave, you will have a good understanding of the franchise. Don't
forget that this is a two-way street. They'll be evaluating you as thoroughly as you evaluate their
STEP 10 -
The last step,
of course, is making the final decision. Like any major decision, you will be filled with anticipation and
anxiety, excitement and fear. Those are very normal feelings, experienced by almost
But if you've
done your homework and followed the steps as outlined, you should be very comfortable with your decision.
Congratulations – you're ready to be a franchisee!