Marco Sinceri and Lorenzo Grillo of Changes Coworking talking about the importance of procedures in franchising, a fundamental aspect for affiliates who want to be successful.
Introduction to the procedures in franchising
In the world of franchising, having an organized and replicable system is essential for success. In this interview, Lorenzo Grillo, co-founder of Changes Coworking, discusses with Marco Sinceri, franchising expert and consultant, the importance of procedures and operating manuals to maintain consistency and quality across the various affiliates of a franchise. The central theme is how to make a topic perceived as dry “sexy,” or the importance of procedures and their control for the growth and sustainability of a business.
Franchising Procedures: An Indispensable Tool for Success
The main topic Lorenzo and Marco address is the need to implement standardized procedures in the franchising world. Using Marco's experience in companies like McDonald's, they emphasize the importance of creating operating manuals that are not just "rules on paper", but practical and useful tools to ensure consistency and quality. Well-defined procedures help replicate winning business models, regardless of the context in which the franchises are located.
Marco cites a famous example from the film The Founder, in which the McDonald brothers design a kitchen layout on a tennis court to optimize staff movements. This scene, for Marco, perfectly represents the logic of continuous improvement that every franchise should adopt. Every decision, every process, should be designed to maximize efficiency and continuously improve, with the ultimate goal of satisfying the customer and ensuring the success of the business.
Creating the Operations Manual: A Guide to Success
Marco explains that a good operating manual is what allows an affiliate to replicate a successful system. This tool must be clear, concise and easily understandable, providing precise instructions on how to manage every aspect of the business. A practical example cited is that of assembling an IKEA piece of furniture: even without experience, by carefully following the instructions, it is possible to complete the assembly successfully.
There are two main approaches to writing a manual: a purely formal and defensive one, in which the franchisor writes the manual to protect himself legally in case of errors, and another, more constructive one, in which the manual is designed to give the franchisee all the tools to do well. The second approach, Marco says, is the one that leads to success, since it creates a relationship of trust and support between the franchisor and the franchisee.
The importance of verification: the audit as a tool for improvement
A well-written procedure is worthless if it is not checked and verified. Marco introduces the importance of auditing, a fundamental tool to ensure that procedures are followed correctly. The audit should not be seen as a punitive control, but as an opportunity to identify areas of improvement and support the franchisee in achieving the required standards. Marco underlines the importance of making auditing a constant practice, stating that “power is nothing without control”, quoting a famous Pirelli advertisement.
The audit must be objective and measurable, leaving no room for personal interpretation. A good audit analyzes every operational detail, without settling for “good enough.” Verification of procedures is crucial to ensuring that every customer receives a consistent, quality experience, regardless of which franchise they visit.
The evolution of procedures with Artificial Intelligence (AI)
An interesting aspect explored during the talk is the integration of technology into company procedures. Marco recognizes that artificial intelligence (AI) has already started to influence the creation and management of operating manuals. For example, today it is possible to create digital and interactive manuals, with videos, images and real-time updates, improving efficiency in training and controlling operations.
The audit itself has been revolutionized by technology. In the past, Marco recalls audits being done with paper forms and taking days to complete and analyze. Today, with the use of tablets and dedicated software, you can run audits in real time, attaching photos, videos, and notes, and get a full report within minutes of the audit being completed. This not only makes the process faster, but also more accurate and easily accessible.
Training as a pillar for success
Another crucial theme touched upon by Marco is the importance of training. It is not enough to write a good operating manual or carry out periodic audits if people are not adequately trained to follow and apply those procedures. Training must be continuous and planned, covering both the initial phase (when an affiliate joins the franchise) and the operational phase, with constant updates and checks.
Changes Coworking has understood the importance of training, investing resources in training sessions for both its team and franchisees. This training is not limited to theoretical sessions, but includes on-site coaching, thematic workshops on specific topics and periodic updates via digital platforms. This approach ensures that each franchisee not only knows the procedures, but also knows how to apply them correctly.
Final Thoughts on Franchising Procedures
In this talk, Lorenzo Grillo and Marco Sinceri highlighted the crucial importance of procedures, operating manuals and checks in the world of franchising. A well-made manual is not just a set of rules, but a fundamental tool to ensure the consistency and quality of the service offered. The integration of technology and artificial intelligence is already transforming the way procedures are created and checked, but continuous training remains the essential pillar for success.
For those who want to start a franchise or improve their existing network, investing time and resources in creating and testing procedures is an essential step. Changes Coworking is a practical example of this, demonstrating how attention to operational details can make a difference in the long term.
If you are interested in learning how Changes Coworking supports its affiliates through well-structured procedures and ongoing training, Contact us to find out how to join our network and start a successful coworking space.
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