The Franchise Whales President Shares Expertise with Franchise Update

DAVIE, Fla. (December 1, 2016) – Scott Mortier, president of The Franchise Whales – a franchise incubator that helps new, emerging and existing franchises strengthen various areas of their businesses – was included in an article in the 2016 Quarter 4 issue of Franchise Update magazine, a widely read publication in the franchise industry.

Mortier was one of two experts who provided advice in the regular “Challenge the Pros” column, answering the question:How Do You Measure the ROI on Your Annual Franchise Recruitment Budget? The piece shares Mortier’s franchise development tactics he uses as the EVP of Business Development for several franchise brands, including Dental Fix Rx, Froots, Gyroville, Tikiz Shaved Ice & Ice Cream and Miami Grill.

In the article, Mortier explains why he focuses on the cost per closed sale, rather than cost per lead which is the standard among most franchise development executives. He said, “A good rule of thumb is to have your franchise fee set about five times the cost per sale. From personal experience, we average a slightly higher return, because through decades of experience, we’ve been able to put the most effective marketing components in place.”

He also goes on to explain how to track marketing spend and what areas the franchise development team should focus on.

ABOUT THE FRANCHISE WHALES:

The Franchise Whales is a franchise incubator launched by David Lopez and Scott Mortier, who combined have more than 35 years’ experience in franchising. The company supports independent businesses interested in developing a franchise model, emerging franchisors who want to propel their business forward and established franchisors looking to strengthen their existing systems. Areas of expertise include strategic planning, operations, marketing, management, franchise development and training. The Franchise Whales is also open to investing in the right brands.

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