If, after looking at the listing, you have any questions, please contact Christine Kimmel at (800) 841-0873.

What this means for you as a franchisor is simply the following: if the site you're advertising with doesn't show up in the first 30 search results, the likelihood that potential investors will peruse that site (and, accordingly, your franchise) is woefully slim.

Realizing the importance of advertising with a lead generation site that ranks highly on the major search engines, Source Book Publications has added a new feature to the Lead Generation Reporter™ - Search Engine Rankings. Upon ordering the Lead Generation Reporter™, you'll gain access to the Lead Generation Search Engine Rankings Report, which will detail where various lead generation sites land on major search engine search results lists when prompted by nine, frequently-used keywords/terms. By studying this Report, you'll be further equipped to decide where you ought to place your advertising dollars.

Please click here to learn more about this new feature.

Source Book Publications has long argued (with very modest success) that all franchisors should be required to submit an earnings claim statement (Item 19) in their UFOC. Given that submission of an Item 19 is entirely voluntary, only 20% of franchisors choose to do so. The reasons for non-submission range from the ludicrous to vaguely plausible.

To us, it seems entirely one-sided to ask a prospective franchisee to invest in excess of $200,000 (on average) to “buy” a franchise without providing him or her with a clear understanding what he or she might earn from the investment. Although there are numerous variables that preclude franchisors from coming up with an exact projection of future Net Operating Income, the franchisors clearly have the ability to determine the historical sales and related expenses for operating units currently within their system. At a minimum, they can work backwards from royalty payments to come up with a gross sales figure. To the extent that they closely monitor and support their franchisees, they should have a good sense of average operating costs as well. Given this information and the latitude they have to provide as much detail as they see fit, they can break out summary operating data for those franchisees or company-owned units that have been around for say 5 years, 10 years, etc.

Our sense is that the FTC will ultimately acknowledge the need for a mandatory Item 19. Given the difficulty from industry to industry to provide a workable template for the submission of information, the FTC will continue to allow franchisors to provide as much or as little information as they deem necessary. Those franchisors that do in fact provide real, in-depth information will clearly enjoy a competitive advantage over those that do not. At any rate, those franchisors that go to the trouble of including an Item 19, even if only cursory, should be acknowledged and applauded.

As an on-going feature of future newsletters, World Franchising will publish an exemplary Item 19 each month. This month, we honor LearningRx for the exceptional detail that they provide in their Item 19. My guess is that the rapid growth and success of their system has a great deal to do with the forthrightness with which they celebrate the success of their existing franchisees. To view their Item 19, please click here.

Those companies who feel they provide exceptional disclosure in their Item 19s are free to submit their Item 19 electronically for consideration in subsequent newsletters.

(800) 841-0873; (510) 839-5471; Fax (510) 839-2104; www.worldfranchising.com