How franchise formulas are becoming more attractive to female entrepreneurs

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

Create a culture of personal guidance

Women that are considering becoming a franchisee value personal guidance highly. 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 start-up phase immediately lower the barrier to starting. A visible and accessible support program, where new franchisees are actively supported by experienced colleagues or headquarters staff, makes a difference. This type of guidance increases confidence and helps to eliminate uncertainties more quickly.

Offer transparency on investment and risks

Financial investment remains a significant concern for many female entrepreneurs. Open, honest communication about total costs, possible financing options, expected returns, and risks is essential. Transparency prevents potential franchisees from withdrawing due to uncertainty or fear of the unknown. Models that offer clear fact sheets and encourage informal introductory meetings build trust more quickly.

Show success stories – emphasizing diversity

Female entrepreneurs want to identify with existing franchisees. This is why storytelling is powerful. Franchise models that actively share inspiring stories of female franchisees – through interviews, videos, or articles – make entrepreneurship visible and achievable. Highlighting not only successes but also challenges and learning moments contributes to an honest and inspiring picture. Diversity in profiles – in terms of age, background and family situation – further enhances relatability.

Emphasize flexibility and balance

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

Ensure an accessible entry point

Too high an entry barrier – such as requiring specific experience or high financial demands – excludes many potential female entrepreneurs. Franchisors who think in terms of learning paths and growth models, where new franchisees can enter and gradually develop, increase their attractiveness. This includes starter models, pilot programs, or stage days where interested individuals can freely explore entrepreneurship within the model.

Small adjustments, large impact

The choice for a franchise structure is being considered by increasingly more women, but it requires a model that genuinely 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 appealing to a broader group of entrepreneurs.