Minority Women Stake Out Franchising.

Bridgette Waller was the last to know when it was time for her to leave corporate America for life as an entrepreneur. Friends and family who knew her realized she was destined to go out on her own. The advice even showed up in her performance appraisals. For 10 years, every job review said "Bridgette embraces her projects as if it was her own company."

So why not make it her own company? By the time she asked that question "nobody was really shocked," she says. "They thought it would happen sooner."

Choosing independence was the easy decision. How independent was another matter. "I asked myself did I want to be really independent, or did I want a franchise where you're independent but have somebody focusing on the big picture? Since I've always worked in corporate America, I decided that I would do very well working in a franchise environment."

Waller's decisions mirror those facing an increasing number of minorities, particularly women. Should I go out on my own? If so, should I go it alone? As a Mail Boxes Etc. owner, Waller discovered franchising allows owners to be in business for themselves, but not by themselves. Franchisees have the advantage of using a proven system and leaning on a network of supporters who have a vested interest in the business' success.

Franchising spells opportunity

And it works. "Minorities and women have succeeded. And these are folks in different situations, from different backgrounds, in different economic circumstances," says Terrian Barnes, who, as former vice president of public affairs at the International Franchise Association, tracked franchising trends for more than 20 years.

More and more, minorities and women are finding that "with franchising, there's an opportunity to really create some wealth for yourself; not just have a job, but really take some control of your life," says Barnes.

The franchising industry also noticed. The International Franchise Association, the leading trade group representing franchisors and franchisees around the world, recently launched a series of national workshops targeting the African American community. Dubbed the Franchise Trade Delegation, the program provides a forum for minority and women entrepreneurs to talk with representatives from franchise companies and lending institutions.

"Putting franchising together with the growing minority professional populations across the U.S. makes sense--it's a logical means to small business ownership, and it provides jobs," says Debbie Smith, IFA vice president of public affairs and emerging markets. "This program seeks to make people aware of opportunities and provide access to financing options." IFA also helps women franchise owners through its 26-member Women's Franchise Council. Sheila Bangs, director of franchise sales at American Leak Detection and a Council member, says that the Council's mission is to get more women franchise owners involved in IFA and also to encourage more female franchise owners.

Special programs boost opportunity

Outside the franchising industry, government and the private sector have also formed alliances to help minorities and women realize the dream of owning a business. For example, the Empowerment Zone and Enterprise Communities is a presidential initiative designed to encourage companies to open businesses in the inner cities. It relies on cooperation between private, public and nonprofit entities to help distressed communities achieve self-sufficiency. In all, 30 communities have been identified as empowerment zones, receiving a combination of technical assistance, grants and tax cuts to lure businesses into urban areas.

A few of the cities designated as empowerment zones include Atlanta, Baltimore, Chicago, Detroit, New York, Philadelphia, Los Angeles, and Cleveland. For more information about empowerment zones, readers can call USDA EZ/EC Team at 202-619-7980 or 800-645-4712. E-mail to [e-mail] or visit the Website at htt://www.ezec.gov.

In many cases, empowerment zones have encouraged franchise ownership. That endorsement ultimately helps franchisors who want to expand into urban areas, even outside of empowerment zones. Barnes says franchisors recruit minorities for the same reason they recruit any desirable candidate--it's sound business. "Franchisors are definitely getting more interested in fostering partnerships that will lead to successful relationships with minority entrepreneurs," says Barnes.

Due diligence still counts

Susan P. Kezios is the president and founder of Women in Franchising, a Chicago-based company that has been gathering data about women and minorities in franchising since 1987. "I would tell readers of magazines like Black Enterprise that if they don't have a burning desire to start a particular business from scratch themselves, then they owe it to themselves to look into franchising.

However, just because they're looking at a franchise does not mean that they don't do as much due diligence as if they were starting that business completely from scratch themselves."

What does Kezios advise? "You need a franchisee attorney. You've heard the expression in real estate `location, location, location." In franchising it's `the contract, the contract, the contract; because franchise contracts are written by the franchisors' lawyers. Everything conceivable that can go wrong in 10 or 20 years is going to be drafted to try and give the advantage to the franchisor. There's unequal bargaining power to begin with."

Waller definitely did her homework. "I did the legwork of talking to other franchisees. I also talked to competitors. And, I went to a small business workshop course that was sponsored by Mail Boxes Etc., which has periodic seminars for people interested in the business."

Waller says she faced few roadblocks. Even money wasn't a problem. On the other hand, she was well-prepared. "I knew for five years that eventually I'd be doing something, so I was tucking away funds. Everything was laid out."

Personal considerations drive the choice

With all the recruiting, it still boils down to each potential franchisee knowing when the time is right for him or her. Pam Carruthers had worked her way up from the south side of Chicago to a lucrative career practicing oil and gas law. Even with all the trappings of success, Carruthers soon realized that she got most satisfaction working with and helping children. By 1991, when her first child was born, balancing her roles as mother and lawyer became increasingly difficult.

"Time with my child was limited. I felt guilty. It didn't feel right," she says. By the time her second child was born, Carruthers was thinking seriously of giving up her practice. She wanted to own a business that would allow her to help children and give her time to spend with her own offspring. The time was right, and Carruthers knew which vehicle she would use.

"I knew franchising was the key for me. I did not have business experience in payroll, accounting or staff management. I knew I was badly lacking and that I needed a tried-and-true formula, one in which I didn't need to reinvent the wheel, one in which if l could follow my own nose, I could be successful," she says.

Carruthers settled on Computertots, a company that delivers computer classes to children. As a business owner, she says she works even harder than when she practiced law, but the pay-off is enormous. "The children! Their faces, their eyes, their wonderment, it's as genuine as the moon and the sky," she says.

Waller also agrees that one of the keys to success is doing something you really enjoy. In fact, if you ask her for advice that is the first thing she will tell you. "Don't go after money; go after what you really like, after you figure out what you really like, then go find the best of it. Once you find the best, be committed to making it work. That's the simplest thing." Women who have gone the franchising route agree that success is in direct proportion to what an individual is willing to invest, namely: know thyself, do thy homework, and be ready to work hard. Then, you're in business!