How franchise formulas are becoming more attractive for female entrepreneurs

The growth in the number of female franchisees is a positive development within the franchise sector. However, recent insights from research conducted among potential franchisees in the Franchise+ database show that many women still hesitate to take the step toward independent entrepreneurship within a franchise model. For franchisors, this presents a clear opportunity: with relatively small, targeted adjustments, a model can be made more appealing to female entrepreneurs.

Create a culture of personal guidance

Women considering becoming franchisees highly value personal guidance. A standard training program or manual does not always dispel all doubts. Franchise models that invest in personal coaching, mentorship, or buddy systems during the startup phase immediately lower the barrier to entry. A visible and accessible support program, where new franchisees are actively supported by experienced colleagues or head office staff, makes a difference. This form of guidance especially increases confidence and helps to alleviate uncertainties more quickly.

Provide transparency about investment and risks

The financial investment remains a significant concern for many female entrepreneurs. Open, honest communication about the total costs, possible financing options, expected returns, and the risks is essential. Transparency prevents potential franchisees from backing out due to uncertainty or fear of the unknown. Models that offer clear fact sheets and invite low-threshold introductory talks build trust more quickly.

Show success stories – with emphasis on diversity

Female entrepreneurs want to identify with existing franchisees. That's why storytelling is powerful. Franchise models that actively share inspiring stories of female franchisees—through interviews, videos, or articles—make entrepreneurship visible and feasible. Not only successes but also challenges and learning moments contribute to a fair and inspiring image. Diversity in profiles—in terms of age, background, and family situation—also increases relatability.

Emphasize flexibility and balance

Many women seek a way of entrepreneurship that fits with other aspects of their lives, such as family, personal development, or social involvement. Models that offer space for a healthy work-life balance, for example through flexible opening hours, scalable entry models, or part-time options, directly appeal to this group. Actively communicating these possibilities can also make a difference.

Ensure an accessible entry

A high entry barrier—for example, due to required specific experience or high financial demands—excludes many potential female entrepreneurs. Franchisors who think in learning paths and growth models, where new franchisees can enter and gradually develop, increase their appeal. Consider starter models, pilot programs, or trial days where interested parties can freely explore entrepreneurship within the model.

Small adjustments, big impact

The choice for a franchise structure is being considered by more and more women, but it requires a model that truly invites and supports them. By investing in personal guidance, transparency, inspiring examples, flexibility, and accessible entry models, franchisors make their model more future-proof and attractive to a broader group of entrepreneurs.