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How to Grow Your Business into a National Franchise Brand in this Economy

Book Information: 

Every year hundreds of new franchise companies announce their plans to be the next SUBWAY®, RE/MAX®, or Great Clips® and fail to reach that goal. Why?

(Ellenton, FL) July 24, 2012- 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?While other books discuss “how” to franchise a company, Five Pennies: Ten Rules to Successfully Build a Franchise Mega-Brand and Maximize System Profits deep-dives into the reality of growing a recognized national brand beyond the startup phase.

In short, Five Pennies has fast become the “The Field Manual” for successful brand-building in this economy by providing over 120 tools to grow and manage a national franchise system, and featuring examples of 20 "Best of Class" franchise brands to learn from, and 10 "Franchise Mega-Wrecks" to avoid.

Written by franchising veteran Lonnie Helgerson, the book aims to educate executives, entrepreneurs and business owners on the realities of franchising, as well provide leaders of existing franchise brands of all size, the information and tools they need to grow into a mega-brand.

“I want to dispel some of the myths about franchising, such as quick riches and lighting fast growth for businesses considering franchising as a distribution model. In addition the book sets the benchmark for ALL existing franchisors on brand excellence. Building a great (mega) brand requires a system that continually excels to greatness with a profitable and sustainable franchisee business model. Franchising is an incredibly unique business all in itself, and you have to understand that to get beyond the launching pad” explains Lonnie.

The book is receiving many accolades from franchising executives and noted business experts as a required resource for building and growing a successful brand.

"Franchise profitability is the most important mission of the franchisor!"says Fred DeLuca, President and Co-Founder SUBWAY® Restaurants

Verne Harnish, bestselling author of Mastering the Rockefeller Habits & The Greatest Business Decisions of All Time and Fortune Magazine Leadership Summit facilitator and columnist says "There are a handful of disciplines necessary to drive any successful business and a critical discipline that is unique to the mega-franchise business. Five Pennies gets right to the point, sharing this #1 "franchise fact" upfront and outlining the other important keys to building a thriving franchise”.

Five Penniesis published by Helgerson Franchise Group, LLC and is available at Amazon.comand the book’s official site at

ISBN: 978-0-9851810-2-4, 978-0-9851810-0-0, 978-0-9851810-1-7

About the Author

Lonnie Helgerson, CFE is a CEO, Author, Speaker, & Serial Frantrepreneur! With almost 30 years in franchising, Lonnie has worked with many major brands including Super 8 Motels® and Ident-A-Kid®. He pioneered the technology sector in franchising, founding Computer Doctor®, the first franchise of its kind. Currently, Lonnie serves as the CEO of Helgerson Franchise Group, a platform company that owns and operates franchise brands. An accomplished speaker, trainer and facilitator with a national presence, Lonnie has been a frequent presenter for the International Franchise Association, Franchisor Association of Florida and other franchise and business groups.

For more information contact Lonnie Helgerson at or (727) 455-0056.


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About Lonnie Helgerson

Lonnie Helgerson's picture

Public Profile

Franchise Shark, C-Level Executive, Author, and Speaker

Best selling 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 a frequent keynote speaker and facilitator for the International Franchise Association, Franchisor Association of Florida and many other various franchise and business conferences. 

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.

Contact Information:

727-455-0056 Cell/Text

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

Area of Interest
Managing a Franchise Network