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Buying Into Or Offering Franchising Opportunities?

By Jonathan Bick
October 01, 2004

Traditional franchising is an established business technique that brings together the owner of a branded product with another. Here's the nuts-and-bolts of it: A franchisor provides a trademark or trade name, and a business arrangement; a franchisee pays a royalty, and often an initial fee for the right to do business under the franchisor's name and system. The contract binding the two parties is the franchise.

After the downturn in the Internet-advertising market, Internet merchants developed the pay-for-performance e-commerce sector. It worked this way:

  • Internet merchants paid a commission to affiliates who directed people to their Web sites.
  • More sophisticated affiliate programs were set up as revenue-sharing arrangements.
  • The terms and conditions for these programs began to mimic franchise agreements.

Consider the following perspectives. As an affiliate for an online casino, some franchise agreements allow the franchisee to earn 33% to 50% of the value that Internet gamblers lose to the online casino. Affiliates for a home mortgagor earn $30 to $90 per referral under some agreements. But risk shadows reward ' that is, franchisees are then liable for the performance of services they promote.

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