Strategy & Innovation›Franchise Market Study

Expertise · Franchise

Specialized market research for franchise networks

We support franchise networks and their candidates with market studies that integrate the full network dataset. As a trusted third-party partner, we help each candidate project their business viability and present it to their bank.

A team with over 14 years of hands-on experience as franchisees and franchisors. We don't produce generic studies: we integrate your network data to deliver custom, bank-ready research.

At a glance

14 yrs

Hands-on franchise experience

100%

Network data integrated

Chapters per study

3 yrs

Financial projections

Our approach

We integrate your network data

Unlike generalist research firms, we build each study from the brand's actual data. The result: credible forecasts, calibrated to network reality.

Concept & positioning

Analysis of the brand concept, market positioning, competitive advantage, and unique value proposition.

Average revenue & basket

Integration of average network revenue, typical basket size, and variations based on location type.

Location type & setup

Typical premises characteristics (size, layout, location), ideal catchment area criteria per the brand.

Gross margin & royalties

Typical network cost structure: average gross margin, operating royalties, advertising fees, recurring fixed costs.

Staffing & organization

Number of employees per revenue bracket, typical team structure, recruitment and initial training requirements.

Competition & catchment area

Local competitive mapping, catchment area analysis, identification of white zones and market opportunities.

Why MASOF

What sets our franchise studies apart

Field team, 14+ years of experience

Our team has over 14 years of hands-on experience as franchisees and franchisors. This operational knowledge gives us a deep understanding of the dynamics specific to each brand.

Full network data integration

We integrate the full dataset from the network: average revenue, basket size, gross margin, royalties, staffing. Our model does not rely on generic sector averages.

Trusted third-party partner

We act as an independent external partner to the network, ensuring study objectivity. Candidates benefit from an independent analysis, and the network gains a recognized trusted third party.

Bank-ready studies

Our studies are designed to convince banks. Rigorous structure, sourced data, documented forecasts: the file your banker expects.

Study content

7 chapters to decide and convince

Each study covers the full decision chain: from the national market to local analysis, from financial forecasts to strategic recommendations. All calibrated on your brand's data.

Franchise network analysis

Brand positioning, development history, number of outlets, network success rate.

›History and maturity of the network
›Number of active franchisees and growth trend
›Outlet survival rate
›Positioning vs direct and indirect competitors

National & sector market study

Macro analysis of the sector, consumer trends, growth dynamics, and structural drivers.

›Market size and annual growth rate
›Consumer trends and behavioral shifts
›Applicable regulatory framework
›Influencing macroeconomic factors

Location area study

Socio-demographic analysis, foot traffic, accessibility and attractiveness of the candidate's target area.

›Population, socio-professional categories, median income, household structure
›Pedestrian and vehicle traffic, area flow data
›Accessibility (transport, parking, visibility)
›Traffic generators: shops, offices, schools, leisure

Local competitive analysis

Comprehensive mapping of direct and indirect competitors within the candidate's catchment area.

›Inventory of direct competitors (same brand or similar concept)
›Indirect competitors and substitute offerings
›Strengths and weaknesses of each identified competitor
›Estimated market shares and price positioning

Revenue potential estimate

Revenue forecast modelling based on network data and local zone characteristics.

›Revenue forecast based on network data (mean, median, quartiles)
›Adjustment by zone: population, competition, traffic
›Conservative / central / optimistic scenarios
›Seasonality and progressive ramp-up

Projected P&L statement

Complete financial projection incorporating brand-specific parameters: royalties, margin, costs.

›Initial investment: entry fee, fit-out, stock, working capital
›Fixed and variable costs: rent, staff, royalties, advertising
›Gross margin and projected net income over 3 years
›Break-even point and monthly cash-flow threshold

Summary & recommendations

Strategic verdict on project viability, strengths, risks and actionable recommendations.

›SWOT analysis of the project in its zone
›Viability verdict: favorable / conditional / unfavorable
›Optimization recommendations (premises, zone, timing)
›Key points for banking presentation

Final deliverable: full report + executive summary + banking file

Structured and sourced document, ready to be presented to banking institutions and financial partners.

Our model

A partner for the network, an expert for the candidate

We act as a trusted third-party partner to the franchise network. The franchisor entrusts us with candidate support, and we prepare a rigorous, independent market study for each one.

For franchise networks

Outsource your market studies to a specialized partner. We become your dedicated research bureau and support each validated candidate with a study calibrated to your network data.

A single partner for all your candidates

Studies calibrated on your actual network data

Controlled timelines and standardized process

Enhanced candidate support experience

Become a partner

For franchise candidates

Are you a franchise candidate looking to validate your project viability? Our study gives you a clear, quantified vision to decide with confidence and convince your bank.

Clear vision of your project viability

Credible and documented financial forecasts

File ready for banking presentation

Objective and independent analysis

Request a study

Process

From brief to final study, in 4 steps

Network onboarding

Integration of network data: concept, average revenue, margins, royalties, location criteria. Model calibration to your specifics.

Candidate brief

Discussion with the candidate: project, target zone, budget, profile. We understand their project to tailor the study.

Analysis & modelling

Zone study, competition, demographics, traffic. Cross-referenced with network data to produce credible, documented forecasts.

Delivery & support

Full report and banking file delivery. Presentation to the candidate and, if desired, support during the banking meeting.

Are you a franchise network?

Let's discuss how we can become your market research partner and support your future franchisees.

Guaranteed response within 24 hours.