Content strategist Bryan Garner shares tips for creating a custom franchise operations manual tailored to your business.
When it comes to growing and scaling your franchise brand, it is important to ensure that your organization’s systems, processes, and standards are applied consistently.
One of the most effective methods for getting your franchisees on the same page is creating a franchise operations manual – essentially the blueprint for the franchise system. In the past, that has often meant creating a massive 800-page document filled with technical jargon and an overwhelming amount of information for franchisees to digest. But with new technologies available to streamline and simplify the process, it might be time to start rethinking your operations manual as a franchisor.
In this guide, we’ll explore tips for improving your franchise operations manual – and helping your franchisees succeed through better forms of communication.
What is a franchise operations manual?
A franchise operations manual is the blueprint and how-to guide for a franchise system. One of the five documents to start a franchise, it is a critical resource for franchisees to find detailed information about the organization’s systems and processes, operational requirements, training procedures, suppliers and vendors, and procedures for establishing and running their franchised business.
Common Franchise Operations Manual Mistakes to Avoid
As a franchisor, making sure your franchise operations manual stays organized and up-to-date is critical for the success of your business. Unfortunately, failing to do so is one of the more common mistakes franchisors make as their brands mature.
“One of the biggest (mistakes franchisors make) is being too detailed in the ops manual – going into these very specific SOPs, or the very specific vendors within the ops manual. Those resources exist somewhere else. … It rarely gets updated in the ops manual,” says Bryan Garner, managing partner and content strategist at Manual Makers, a consulting firm that assists franchisors in developing and maintaining operations manuals and other content.
Other common mistakes franchisors make when creating a franchise operations manual include:
‘Content chaos’. While every organization struggles with disorganized content at times, a disorderly franchise operations manual can create risks when franchisees or employees need to locate information quickly but are unable to find it.
Unnecessary information. Although mature brands can require more detailed information about things like marketing, including too much unnecessary details in your operations manual can contribute to an unhealthy information ecosystem that may overwhelm franchisees.
Duplicate or outdated content. When franchisors duplicate content from their operations manual in supplemental manuals about the same topics, often the information only ends up getting updated in one place – creating confusion when different documents offer conflicting guidance.
Because a disorganized or outdated franchise operations manual can create legal and operational risks when franchisees are unable to locate the information they need to run their businesses, it’s important for franchisors to follow best practices and avoid mistakes when developing the document.
Best Practices for Developing a Franchise Operations Manual
When you’re creating a franchise operations manual, it can be tempting to include highly detailed information about every important aspect of your franchise system. However, Garner cautions that unnecessary information can create confusion among franchisees – especially when it conflicts with other internal documents covering similar subjects.
“The way that we view the brand standards and ops manuals today, is that it's one piece in your library of franchise communication,” Garner says, suggesting that franchisors simplify their operations manual by utilizing a technology-focused approach that keeps important information organized, accessible and up-to-date across all channels.
The following steps can help franchisors improve their operations manual’s contents:
Take a digital-first approach.
By utilizing a learning management system to create a digital library for the operations manual and other documents, your organization’s content can be easily accessed, maintained and updated from a single digital location.Simplify the content.
Include only necessary content and make sure to identify the “who, what, when, where, why and how” behind each procedure.Put someone in charge.
Appoint a subject matter expert to oversee your operations manual and its content, including routine updates.Schedule regular updates.
Create an editorial calendar and schedule content updates at regular intervals to keep your operations manual aligned with organizational changes and growth.Maintain an archive.
Keep an archive of previous versions of your operations manual on file to track changes as your brand matures.
In terms of simplifying the process of writing a franchise operations manual, Garner suggests approaching the document as a resource for locating more detailed information about specific topics elsewhere.
What should franchisors include in an operations manual?
The contents of a good franchise operations manual should be tailored to the specific needs of the franchise brand and its industry. Typically, the amount of detail included in the manual will also depend on the brand’s maturity.
“The ops manual becomes this information broker. It tells people where to go, how to use the resources available to them so that they can comply, and so that they can get the full services of the franchise company,” Garner says.
For most franchisors, the franchise operations manual should include important information that includes, but isn’t limited to, the following topics:
Training, systems and processes. A franchise operations manual should include detailed information about the systems and processes that franchisees, employees, etc. are required to adhere to as part of daily operations, as well as training and business development procedures.
Policies and brand standards. Include details about brand standards and organizational policies that franchisees and employees must adhere to.
Marketing and social media guidelines. Although detailed content about marketing procedures can be addressed in supplemental manuals, it’s important to include marketing and business development information in the operations manual, as well as social media policies.
Where to find additional resources. The operations manual should serve as a guide connecting franchisees to resources that will support them in their success. Make sure to include contact information and the location of documentation that can thoroughly address their questions.
Custom content. Your franchise operations manual should be tailored to the needs and goals of your brand. Remember to include any specific information that is unique to your brand.
When developing the contents of your franchise operations manual, it can be helpful to work with an experienced consultant to ensure its contents are comprehensive and aligned with industry standards and best practices.
Legal Considerations for Your Franchise Operations Manual
In addition to being an important business resource, the franchise operations manual also serves a legal purpose as the franchisor’s primary tool for communicating the mandatory systems and processes that franchisees must follow according to regulatory requirements.
Although the material contained in the franchise operations manual is typically confidential, federal franchise laws require that its table of contents be included in the Franchise Disclosure Document (FDD), an important legal document that must be provided to franchisee buyers at least 14 days before selling a franchise or receiving any fees.
“There are three different areas (of legal compliance to address). There's the letter of law, the ambiguity of the law, and then the ‘we're-making-law,’” says Garner.
In the franchise operations manual, content that addresses those issues typically includes, but isn’t limited to:
Franchise agreement requirements.
The franchise agreement defines the relationship between the franchisee and franchisor, including the rights and obligations of each party. Your operations manual should include the details of those legal requirements, as well as any procedures associated with them.Regulatory compliance.
The franchise industry is regulated by both federal franchise laws and state franchise laws. Because of that, it’s important to include regulatory compliance information in the operations manual based on the location of your business.Employment and staffing policies.
When creating organizational rules and policies, franchisors should think carefully about how they will enforce rule violations among franchisees and employees, with an emphasis on consistent application.
By simplifying the contents of your franchise operations manual and ensuring that its information is updated regularly along with other supplementary documents, you can support your franchisees in achieving their goals over time – and help your business thrive.
Learn more about the franchise documentation and content management services offered by Manual Makers at manualmakers.com.
