A franchise is a way to grow with other people's money and other people's hands. But what sells is not the business — it is packaged repeatability: instructions, numbers and legal protection. Here is how it is done and what it costs.
Is the business ready for a franchise
Three conditions without which it is too early to package:
- Repeatability. At least 2 locations with similar economics. One location is your talent, not a model.
- Profit. A franchisee buys payback. If your own location breaks even, there is nothing to sell.
- Brand. A recognisable name and style. Without it the franchisee pays only for instructions, and those are cheap.
What goes into the package
1. Audit and process description
How a location opens, who is hired, how purchasing works, how quality is controlled. Everything that is now "in your head" goes on paper.
2. Franchise book
The operating standard: from choosing premises to sales scripts. Unlike a brand book, it describes the business, not the visuals. Usually 60–120 pages.
3. Financial model
Opening investment, break-even, payback under three scenarios. The main argument in negotiations — and the main thing a smart buyer checks.
4. Legal package
A commercial concession or licence agreement, trademark registration (without it a franchise cannot legally be sold in Kazakhstan), regulations, NDA.
5. Marketing package
Presentation, sales landing page, partner brand book, advertising materials. Everything that turns a document into a product.
6. Sales launch
Advertising to potential franchisees, first negotiations, adjusting the offer based on feedback.
Timelines and cost
| Stage | Timeline |
|---|---|
| Audit and processes | 2–3 weeks |
| Financial model and legal package | 3–4 weeks |
| Marketing package | 3–4 weeks |
| Total | 2–3 months |
Franchise packaging at BrainTeam starts from 2,800,000 ₸ for the full package. Separate blocks (presentation and landing page only, financial model only) cost less, but we do not recommend selling in parts: the buyer sees the gaps.
What a franchise costs the buyer
The lump-sum fee in Kazakhstan for a small business is usually 1.5–8 million ₸, royalties 3–7% of turnover or a fixed amount. The figures must follow from the financial model, not from wishful thinking.
Five mistakes that kill a franchise
- Selling before the trademark is registered.
- Promising a payback that your own locations do not show.
- No control system — the first bad franchisee ruins the reputation for everyone.
- Skimping on training: the franchisee gets a folder and is left alone.
- Copying someone else's franchise book. It describes someone else's business.
How we are different
We are a creative agency, so our marketing side is stronger: brand, presentation, landing page, advertising to franchisees. The financial model and legal work are done with practitioner partners. The result is not a folder but a product people want to buy.
