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WHAT IS FRANCHISING?
In return the franchisor receives an initial franchise fee, and then ongoing monthly fees, usually under a minimum 5 year franchise agreement term.
The franchisor retains the control and upper hand and therefore can grow nationally, and even internationally with strong and consistent brand presence.
WHAT IS LICENSING?
The investment level is usually much lower, and not much training and support is usually offered. Often ongoing fees payable are taken as a percentage of exclusive products purchased by the licensee from the licensor.
Agreements are often shorter in length and licensors have to very much rely on finding the right person as their success depends on that person being able to set up their own successful business model and way of operating, as this structure is not provided by the franchisor.