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Five Pennies: Ten Rules to Successfully Build a Franchise Mega-Brand and Maximize System Profits

“All men can see these tactics whereby I conquer, but what none can see is the strategy out of which victory is evolved.” Sun Tzu, The Art of War, 5th Century BC.

This is Sun Tzu for Franchising

Every year tens of thousands of new franchisees open their doors for business and look to fulfill the American dream of success, and every year hundreds of new franchise companies announce their plans to be the next McDonald’s®, SUBWAY® Restaurants, Marriott®, RE/MAX®, or Great Clips® and fail to reach that goal. Why?

Beyond the initial legal work, basic operations manual, some training and a fancy logo to get started, what does it really take to be a successful franchise brand? To start, let me put you in the right mindset. Having a rapidly growing franchise company does not generate wealth and success. A franchisor’s wealth and success are by-products of having wealthy and successful franchisees.

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"Franchisee profitability is the most important mission of the franchisor!"

- Fred DeLuca, President and Co-Founder, SUBWAY Restuarants®

“This book is an important piece of work for anyone who intends to make a living in the franchise community!”

- Sid Feltenstein, CFE, Past CEO& Chairman, A&W® and Long John Silver’s®

“Lonnie has captured the true keys for franchising success. It is easy-to-read with great examples of BOTH the right way and the wrong way to grow a strong franchise brand. Poised to become the new textbook for aspiring franchisors, Five Pennies is a must-read!”

- Jeff Bevis, CFE, President & CEO,FirstLight Home Care®

"I can only say, that I certainly wish that I had an easy to read book like this when I was starting out - it would have eliminated some head, heart, and financial aches!"

- Mary Ellen Sheets, Founder, Two Men and a Truck®

"Franchising is badly in need of information that works, that makes sense, which can guide us through these times of change in our industry. Best practices that teach us how to work—and also inspire us to understand why we work. Lonnie has done that with Five Pennies.”

- Ken Hutcheson, CFE, CEO, U.S. Lawns®

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About Lonnie Helgerson

Lonnie Helgerson's picture

Public Profile

Author of "The Field Manual" for successful franchising - Five Pennies: Ten Rules to Successfully Build a Franchise Mega-Brand and Maximize System Profits!

Lonnie has over 30 years in the franchise industry working with companies such as Super 8 Motels, Ident-A-Kid, and others. Recognized as the pioneer in the mobile computer and technology service franchise sector, Lonnie was the founder of Computer Doctor the first franchise in its sector, and two other technology franchise chains.

He is currently CEO of Gulfstream Brands the parent company of IslandTime Treasures, HFG Brand Management & Consulting, and Island Supply.

He is also a frequent speaker and facilitator for the International Franchise Association, Franchisor Association of Florida and many other various franchise and business seminars. He is a three time graduate of the MBA program for Franchise Management at the Institute of Franchise Management graduate school, University of St. Thomas, Minneapolis, MN . In 2002, he became a designated CFE (Certified Franchise Executive).

Throughout his career, Lonnie has been featured or written about in many books, magazines, newspapers, TV and radio including USA Today, Wall Street Journal, Entrepreneur Magazine, CNBC Squawk Box, Your World with Neil Cavuto and Paul Harvey.

 Ten Rules to Successfully Build a Franchise Mega-Brand and Maximize System Profits

Area of Interest
Managing a Franchise Network