A step-by-step guide for franchisors and franchise development teams A Discovery Day is one of the most important steps in the franchise sales process. It is typically the final stage before awarding a franchise and gives both the franchisor and the prospect a chance to evaluate cultural fit, operational alignment, and commitment. A great Discovery Day should do three things: 1. Educate the prospect on the business model and support systems. 2. Demonstrate the professionalism, culture, and leadership of the brand. 3. Build confidence so the prospect feels ready to move forward. Below is a full framework for executing a successful event. *Check out the Voda Restoration Franchise Video, Great franchise system doing a strong brand presentation. SECTION 1 — Pre-Discovery Day Preparation 1. Pre-qualify the prospect thoroughly You should confirm: - Financial qualifications - Geographic interest - Operational capacity - Timeline for investment - Understanding of the franchise model By the time they attend Discovery Day, they should already be 70–80% ready to buy. 2. Set expectations clearly Send a Discovery Day Packet that includes: - Agenda / timeline - Dress code - Location and parking info - Leadership bios - What to bring - Final steps after Discovery Day This eliminates uncertainty and increases professionalism. 3. Internal team preparation Your team should know: - Who’s attending - Their background - Their timeline and interests - Any objections previously raised Great franchisors enter the day prepared and aligned. SECTION 2 — Discovery Day Agenda Structure A strong agenda flows like a story. Here’s the ideal sequence: 1. Warm Welcome & Brand Introduction - Greet prospect personally - Offer coffee, branded materials, tour badges - Provide a relaxed onboarding conversation Goal: Establish rapport and comfort. 2. Leadership Introductions Each leader gives a short background: - Founder story - Mission and vision - Why franchising? - Commitment to franchise success

Franchise collateral—brochures, one-pagers, sales decks, brand books, franchise websites, and printed marketing materials—plays a critical role in the franchise sales process. These materials create the first impression, shape the prospect’s perception of your brand, and serve as the backbone of your franchise development messaging. Strong franchise collateral should: - Communicate your value proposition quickly - Tell a compelling brand story - Establish credibility - Show proof of concept - Present the investment clearly - Explain the support you provide - Make the opportunity easy to understand - Give the prospect confidence that they can succeed Below is a full guide to what your franchise collateral should say, how to structure it, and the key bullet points to highlight when presenting your franchise model. 1. The Purpose of Franchise Collateral Your franchise materials have three primary functions: 1. Sell the Vision Explain what makes your brand special and what the future looks like for franchisees. 2. Simplify the Opportunity Break down the business model in a way that is easy to digest. 3. Build Trust & Credibility Show the prospect your experience, systems, profitability potential, and professionalism. If a prospect cannot understand the business or trust the franchisor within the first 60 seconds of reading your brochure, the opportunity is lost. 2. What Franchise Collateral Should Say (Brand Message Framework) Every piece of franchise collateral should communicate: A. Who You Are Explain the brand quickly and clearly. - What you do - What makes your brand different - Why customers love you - How long you’ve been in business - What the brand stands for Example:“Founded in 2014, Sweet House Café has grown into a popular neighborhood coffee brand known for premium espresso, warm hospitality, and a proven operating system that can be taught to franchise owners with or without foodservice experience.” B. What You Offer the Franchisee

Marketing a franchise is different from marketing a consumer product and marketing a new franchise system brings even some more unique elements to your approach and strategy for selling. The goal is not mass awareness—it’s precision targeting, credibility building, and generating qualified investor leads. Successful franchisors use a blend of digital, content-based, broker-driven, and relationship-based channels to reach the right candidates. Below are the most effective channels categorized by strategy type. SECTION 1 — Digital Franchise Lead Generation 1. Franchise Portals (Franchise Listing Sites) (Example: www.FranchiseConduit.com ) These are high-traffic directories where prospective buyers search for opportunities.Examples include: - Franchise Direct - Franchise Gator - BizBuySell - www.AmericanVeteranFranchises.com - Franchise.com - IFPG Portal - Entrepreneur.com Franchise Directory Why they work: - Produce large volumes of leads - Good for emerging brands that need visibility - Buyers are already “in the market” Best for: - New franchise brands - National expansion - Low-to-medium cost investments 2. Paid Digital Advertising (PPC & Social Media) Channels include: - Facebook/Instagram Ads - Google PPC (Search + Display) - LinkedIn Ads - YouTube retargeting Why they work: - Highly scalable - Laser targeting (income levels, interest in business ownership, geography) - Consistent lead flow Best for: - Systems with a strong consumer brand - Concepts with a compelling investment range - Franchise brands with well-designed landing pages and funnels 3. Search Engine Optimization (SEO) & Franchise Landing Pages A strong SEO strategy includes: - Franchise opportunity page - Content-rich blog - Case studies - Franchisee testimonials - Keyword-optimized pages (e.g., “___ franchise cost,” “___ franchise review”)