The Barefoot Investor gives his advice on buying an F45 franchise.
This advice from ' The Barefoot Investor' (aka Scott Pape) made noise this week about the hugely popular F45 franchise concept. I'm a fan of his, but is he missing the point of franchising as a concept and potentially doing a disservice to his reader, 'Mandy'?
If you haven't heard of the Scott Pape and his persona 'The Barefoot Investor', I'd be surprised!
His latest book, The Barefoot Investor, The Only Money Guide You Will Ever Need, has been at the top of the best seller lists in Australia for nearly 12 months.
He's developed quite the reputation as the fiercely independent adviser to the masses - and I mean 'fierce' at times.
If he has an opinion on an investment from housing, to super, to shares, you will get it if you ask - and people listen.
Clearly, the same goes for a franchise investment as a subscriber asked him in his newsletter this week about whether she should invest in an F45 Fitness franchise.
He said he wouldn't invest in an F45
In short, rather than invest in an F45, he thinks 'Mandy' (his subscriber asking the Question of him), would be better starting her own bootcamp style business on the side on weekends for 12 months, and if it goes well to open up her own business.
His rationale is that the initial and ongoing investment is high in his view in F45, the barriers to entry low, competition high, and that the concept could not be so hot soon.
It's important to acknowledge that this is his personal opinion of the F45 franchise concept, and as we know, everyone has an opinion on everything. You can read in detail the question from his subscriber and his full response below.
But, this is not just about F45
It could have been any franchise brand or concept being asked about and referred to in the response.
As far as the franchise business model is broadly concerned, what he discounts and does not acknowledge with just a few strokes of the mouse and clicks of the keyboard, is the fact that not everyone feels capable to just start their own 'thing' on the side and 'see how it goes for 12 months'.
One key reason the franchise business model has existed and been so heavily adopted for as long as it has, is to help people get into business without having to create the entire concept from scratch themselves.
Of course there is risk, there always is. Minimising risk is ONE consideration, but is not THE only consideration to get into business for yourself.
Such advice sells the Franchise concept short
One way to look at his advice is that if 'Mandy' is not able to pull together her own morning and weekend bootcamp, she may become disheartened and never pursue her dream in owning her own fitness business. But it doesn't mean she shouldn't.
In this case, the advice has let her down as while it is based on investing fundamentals at a glance, it does not take into account the broader circumstances.
My point is, he's not wrong, but nor is he necessarily right!
His general advice to me can be summed up with that he sees;
- No value in Intellectual Property,
- No value in brand,
- No value in marketing,
- No value in proven, working systems.
I am certain this is not the case though as he's a clever guy.
Maybe Mandy does stuff up her boot camp on the side, but it does not mean she was not suited to running her own business. She may well absolutely love it, but just can't pull it all together on her own.
That's in many ways why franchising exists - for people just like that!
Take This Away From This Advice Article
For Buyers
The key take away I see on this is not really related to the F45 concept per se, but is more the reminder to make sure you are focused on the fundamentals of a business and YOU and your circumstance, abilities, experience and needs, and not just be romanced by the brand or a 'hot trend'.
That is a totally reasonable position.
I'm not saying that's easy to do in some cases, but actively considering where the concept you are looking to invest in will be placed in the market place in the coming 3-5 years is also crucial to the success of your business.
For Franchisors
The 'review economy' is here to stay and will only get bigger and build up speed in it's use and impact, so be ready. Learn how to deal with it, approach it and how to respond and be active and leverage it.
Let's face it, franchise companies have been able to carefully craft and manage their investment story to the buyer market for decades. Now, opinion and information is just a google search away by your prospects, so get ahead of the game and make sure you are the one doing the positioning of your brand and not someone else doing it for you.
The Barefoot Investors advice in full to the following question;
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Again, full disclosure, I'm a Barefoot Investor fan with ING Mojo accounts and all!
You'll know what I mean if you've read the book:-)
But on this one, I think he's left a bit off the table as far as the assessment and advice goes.
I still do encourage you to get on board the Barefoot train though at BAREFOOT INVESTOR
You can also see the actual post of this question and answer on the Barefoot site HERE