STAGE 6: Franchisee Launch and Support

Objective: In this Stage you will assist franchisees in launching their expanded service portfolio, aiding with demand generation as agreed upon in the support package, linking franchisees together in a peer-to-peer network, and continuing to informally check-in as needed.

Suggested time-frame: Stage 6 is often completed within the six months to one year, as it can be an ongoing process throughout the duration of franchisee launch.

Recommended Roles and Responsibilities:

  • Program staff / Franchise Project Manager: Lead on demand generation and communications/marketing launch support for franchisees.
  • Marketing and Communications Staff: Work with Franchise Project Manager for demand generation and communications/marketing launch support for franchisees.
Please follow these two Steps to complete Stage 6:

As franchisees launch their new service lines, they will likely need support with demand generation and raising awareness for their expanded offering. In this Step you will support franchisee demand generation and marketing efforts. Depending on the support package that you have created, this could include:

  • Supplying franchisees with printed marketing material that was designed by the MA with the franchise brand;
  • Recommending or financing strategies for community outreach or marketing campaigns, such as community promoters or text message marketing;
  • Promoting the presence of the franchise model in local social networks;
  • Creating a list of spaces where franchisees can disseminate their impact and stories of success. Actively search for new opportunities or social products where the franchise model can add value (i.e. water and sanitation, infant anemia);
  • Support franchisees’ other local linkages such as referrals to medical providers within the Member Association’s network.

See the guidelines for a Communications Plan and examples of Marketing Material in the toolbox in this Stage for support and ideas.


Many MAs have found success in creating a peer-to-peer linkage between franchisees to build camaraderie, such as a WhatsApp group or online forum. You should also foster an informal rapport between your MA and each individual franchisee. Although you, as the franchisor, will conduct formal quality assurance visits in Stage 7, if you have an informal channel of communication with franchisees, such as WhatsApp or email, you will be able to check in during the initial months to ensure that their launch as part of the franchise network is going smoothly.