By James Franks, WellBiz Brands, Inc.

In today’s dynamic franchising landscape, emerging brands face both unparalleled opportunity and evolving competitive pressures.

At WellBiz Brands, where I recently stepped in as senior vice president of franchise growth, our mission centers on helping passionate entrepreneurs build thriving businesses. Drawing on more than 25 years of experience helping brands scale, I’m excited to share what I’ve learned about launching and growing emerging franchise brands with energy, resilience and a clear vision.

For emerging franchisors, the early decisions you make will shape your trajectory for years to come. Too often, I’ve seen young brands get caught in the same traps: chasing deals that look good on paper but don’t align with the long-term vision, or making decisions solely on cash flow instead of what’s best for the brand.

The truth is, every franchisor will face financial pressures in the early days. But if you want your brand to stand the test of time, you have to think and act like a mature brand from the start. Here are the principles I believe make the difference:

Think Like You Already Have Hundreds of Locations

From day one, run your business as if you already had several hundred franchisees. That means being process-driven, establishing organizational charts and putting systems in place that will scale. Ask yourself: If I had 500 locations, how would I run this business? Then build toward that.

Too many founders wear every hat, but when you act like a fully functioning franchisor — even before you are one — you’ll make decisions that prepare you for growth.

Establish a Franchisee Selection Process

Awarding franchises isn’t about making as many deals as possible — it’s about choosing the right partners to help steward your brand. I believe in what I call “mutual evaluation”: The franchisor should be assessing the candidate just as carefully as the candidate is assessing the brand.

That requires a thoughtful, well-defined selection process with clear criteria. Know what qualities make for a strong franchisee in your system, and recognize that this profile may evolve as your brand grows. Early on, you may welcome a wider range of operators; later, you might focus on experienced multi-unit owners. The key is to identify who you want representing your brand and to have a process that ensures alignment from the start.

Know Your Numbers and Measure Relentlessly

One of the most common pitfalls for young brands is not knowing their numbers. You can’t manage what you can’t measure. Whether you have 10 leads a month or 1,000, you need a step-by-step process to track them, measure conversion ratios and hold yourself accountable.

When your team grows and you have multiple recruiters, their ratios will vary. Having a disciplined, data-driven approach allows you to understand performance, adjust strategy and continue improving. Numbers don’t lie — they’re the clearest guide you have.

Build a Supportive Candidate Experience

Franchise development is about helping candidates make an informed decision and educating them on how the business works. Be transparent and get to know the candidate and their decision criteria, which allows you to work with them to build a plan for success. Emerging brands should aim for the same: an education-driven process that sets the foundation for a strong, long-term relationship.

Stay Connected to Early Franchisees

As brands mature, it’s easy to focus on the future and forget about your earliest operators. But those founding franchisees are part of your roots. They often operate with flexibility, and they can become powerful validators for your brand.

Don’t turn away from those early relationships as you grow. Instead, nurture them, learn from them and let them be part of your evolving story.

Be Open to Incentives — But Don’t Give Everything Away

In the early days, emerging brands often use incentives to encourage development. That’s fine — but be thoughtful. You don’t have to give away the entire store to sign your first franchisees. Identify the types of incentives that help you grow strategically without compromising your long-term unit economics.

Surround Yourself with Advisors and Peers

No founder has all the answers. I encourage emerging franchisors to spend time building relationships with advisors, peers or even a board that can help refine their vision. Experienced voices can help you identify your ideal franchisee, avoid costly mistakes and make strategic decisions that support sustainable growth.

Every franchisor dreams of seeing their brand on a national stage. But the ones who get there don’t rush into growth or compromise their standards. They take a disciplined, process-driven approach, acting like an established system long before they become one.

These best practices — thinking like a mature brand, building strong selection processes, staying data-driven and nurturing franchise relationships — are not only lessons for emerging brands, but also the values we put into practice every day at WellBiz Brands. With hundreds of locations across our portfolio, we’ve seen firsthand that disciplined, thoughtful development leads to stronger franchisee partnerships and healthier systems. It’s a roadmap any brand can follow to achieve long-term success.
James Franks is the SVP of franchise growth for WellBiz Brands, Inc.