By Jerry Wilkerson ©

Leo Bakeland made this declaration near the turn of the 20th century. He invented Bakelite, an insulating product that has been used in the food-equipment industry for many years. His pronouncement did not have anything to do with franchising, yet he nearly captured the quintessence of franchising - to succeed through the work of others. That is sound advice in any business.

If we follow Bakeland's creed, one should allow the franchisor to do all the testing, make the costly up-front mistakes, take the risks and find the marketplace. Today, dynamic relations between the franchisee and franchisor must exist to promote the growth of the chain and to allow communications, customer experience and direct marketplace knowledge to flow both ways. Both parties also must share commitment to the company vision as they march lockstep to set up values,  foster brand development, create corporate culture, set marketing directions and cultivate bottom-line-enhancing worth. Everyone must be working together toward the same winning goals.

So what are franchisors looking for in an ideal franchisee? They want a person who understands the value of a dollar and what it takes to make it, an individual with experience in the food industry who has a strong work ethic, an explosive record of success in business and the ability to be a world-class communicator. They need a superstar who can bring more to the franchisor than simple franchise fees, one who can make an immediate, positive impact on the system. The perfect franchisee would be a polished professional who is well known and admired in the community, has an extensive positive cash net worth and is unencumbered with a need for financing or even income, for that matter!

In addition, it would be wonderful if this mortal could walk on water, boast of a personal closeness with the Almighty and have a high-traffic commercial site ready for an immediate grand opening.