E15: The Fine Line Between Certification and Franchising

Erin Austin: 00:00:00

Hello ladies.

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Welcome to this episode.

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Just a quick note to let you know that this episode was originally recorded as

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a LinkedIn live, where I had some nice slides to go with the conversation.

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So if you like to check those out, you can either see that you can see

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the recording on my LinkedIn page or on my YouTube page, and we'll have

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links to those in the show notes.

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Thanks.

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Hello, everyone.

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Thank you so much for joining me today.

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I do know some of you, for those of you who I have not met before.

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I'm Erin Austin.

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I'm a lawyer and consultant, and I work with, uh, the founders of

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expertise based businesses, where I help them harness their expertise to

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create scalable and saleable assets by creating IP based revenue streams.

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So today we're gonna talk about the fine line between

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certification and franchising.

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If you have followed some of my writings or some of my webinars,

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then you know, I've been talking a fair amount about licensing recently.

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And I've been talking about it because I love it as a way for the expert

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to add leverage to their business, meaning that they can increase

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their revenues and increase their profits, in a way that is scalable,

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and will ultimately create an asset that is saleable.

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And so it hits all the markers that I like to talk about when I talk about

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building a saleable business, building exclusivity into our business, and

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building predictability into our business.

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So the beauty of the license is that it is intellectual property.

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So of course IP is exclusive asset.

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it, strengthens your brand, and it also creates that predictability by having

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recurring revenue in your business.

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And those are the things that acquirer likes to see when they're looking and

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evaluating a business for purchase.

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So I am going to talk about licensing very quickly,

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just in case you haven't seen the prior presentations about what a license is.

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So asset, so licenses are typically about, in our context, we're

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talking about intellectual property.

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Not about real estate, which would be like the lease, or about equipment, which would

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be a rental agreement, but when you're letting someone borrow your intellectual

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property, you grant a license to them.

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So the license is that agreement between the two parties.

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The licenseor is the owner of the asset and the licensee is the

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borrower or the user of the asset.

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And then the licensee will pay a license fee to the licenseor to get

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that license, to use their asset.

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So there are different levels of licensing.

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There's the very basic license, like the license that I'm paying to use the stream

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yard, which I use for this broadcast.

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And so I am licensing best technology from them.

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Anyone who's got a credit card can get a license and use it and I can use

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it so long as I continue to pay them.

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So that's a very basic level of license.

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But there are also

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more, intensive uses that have more restrictions.

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And the two we're going to talk about today are certification and franchise.

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Those are both licenses, but different levels of intensity.

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So first is the certification.

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So when for our experts, with their expertise based businesses, they

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have some, uh, proprietary process.

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That they're using to serve their clients, and they may have other service providers

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who also want to borrow their expertise.

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And so you may be interested in creating a certification program

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around your proprietary process.

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So when we have that type of license, which we call a certification, we one have

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the license of your proprietary process and your trademark, assuming you have one.

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And then we also require some sort of mastery.

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So there'll be some training attached to it so that that licensee

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shows like, I actually know how to deliver your process competently.

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Cuz you don't want someone to degrade the value of your process

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by delivering it in a way that doesn't, meet, the client standards.

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So the characteristics of a certification.

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Again, it is a license and it will include the trademark and, the related materials.

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So let's say we're going to talk about a couple of examples

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that apply to consultants.

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So in a minute, I'm gonna turn to the certified value builder.

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And so value builder is a trademark.

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And so they also have the related materials.

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They have a software program, and so you get a license to use their

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trademark and their software.

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There is training portion to it.

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Again, we wanna make sure that our licensees know how to use our materials.

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Therefore they don't negatively impact the value of our trademark.

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You're gonna have some type of technical support.

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Um, it won't be as intense as the franchise, which we'll talk about

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later, but you still wanna make sure that they get their questions answered

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that you're updating materials, it's also very valuable to have an online

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community, recurring license fee, uh, and so there will be a license fee.

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So every time for every period that they're using your materials,

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using your license, then they're gonna pay you a fee for that.

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So it may be based on time, like an annual license fee or a monthly license fee.

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So it could be that on an annual basis.

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So I have to come back and get recertified and there's a

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fee for that recertification.

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So that would be a recurring fee there or a Ked based, some sort of

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royalty that's based on the usage.

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So let's say it's a training.

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You have licensed your training materials to them.

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And maybe, if they're training a thousand people, then their license

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fee might be different, might be based on the number of heads they're

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training, versus if they're just using it for their one on one clients, then

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it might be a different license fee.

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So the value builder certified, they are a software program and basically

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it's for professionals who like consultants, like financial advisors,

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attorneys, accountants, who work with businesses to help them increase

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the value in their business and for hopefully building it to sell.

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And so they have these drivers of value that when you're certified

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value builder, you can use their system to do these assessments.

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And then it kicks out a report that tells you how your client's business is doing.

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And then you work together with the client on creating more value in these drivers.

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And so here with value builder, they have a certification fee.

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That's something you pay up front , and then you go through their process and then

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you pay an annual or monthly license fee and you get access to their assessment

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process and their report process.

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So that would be a pretty standard certification program.

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So with franchise, we're gonna look at the similarities and differences,

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but just generally it is a much more intense use of a license.

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Again, it's still a license, but instead of just licensing a trademark and some

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materials, it is the entire business.

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It's a complete turnkey business.

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It has operations, it has branding, it has marketing that comes with it,

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territory specific a lot of times.

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The fees are of different magnitude.

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Typically it's an investment really more than just a fee.

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And then you would have revenue sharing with it as well.

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Your franchisor is interested in, you know, they're marketing you, they're

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providing all the support, so they wanna participate in that upside.

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So there's that revenue sharing.

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That could also look like a marketing fee because they do

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your marketing for you as well.

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And they may get clients for you even.

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So, again, to maintain the quality of that brand, that you

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have to follow their systems.

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Every McDonald's is gonna be the same, every Starbucks is gonna be the same.

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The branding, the supplies, the distribution system

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everything's the same, right.

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And so, unlike a certification, that certification is just a contract.

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It is a license agreement.

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It is a contract.

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And so you put in there, whatever it is that you wanna put in there,

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you know, you negotiate those terms.

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A franchise is actually regulated by the states.

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And so that is why we don't wanna cross the line between a

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certification, which is a contract relationship and its certification,

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which is regulated by the states.

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And unfortunately it's regulated.

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Literally by each date.

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So there's not a federal franchise law,

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so every state has its own franchise laws.

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There's kind of four buckets that they go fall into.

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We're not gonna talk about them, but generally, these are the core

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elements that will turn a licensing relationship into a franchise.

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So, you have to have that trademark license, cuz there's that unified brand.

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The licenseor has significant control over the operations of the business or

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provides significant assistance over the running of the business, and that there

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is an upfront fee required, and that there is, and this is revenue sharing.

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So these are broad parameters just cuz if you're close to.

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Then we wanna take a much closer look.

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Different states have slightly different interpretations about

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what significant assistance is.

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and sometimes it can just be an association with, and so there's

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different things to look at, but if you have kind of these three

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things that trademark license, some significant involvement or association

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among the licensees and licensor,

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and something that looks like a revenue share, then we really

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wanna make sure that we're not accidentally becoming a, a franchise.

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So H and R block is an example of a franchise.

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H and R block is a tax prep

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franchise, and it is the whole business.

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H R block requires you to have a brick and mortar location.

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So you have to sign a lease, you have to use their trade dress, meaning,

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you know, the fixtures and things that they have, their signage,

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and then they have their operations manual.

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So that would be your franchise.

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So, what is the difference on kind of a macro level?

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And again, there's always nuances, but on a macro level, I like to

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think about it, is it a menu item or is it the entire restaurant?

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So if we go to the value builder versus.

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H and R block.

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So, the value builder, I'm a lawyer or an accountant or coach or consultant.

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I have my business, but I wanna add the value builder assessment.

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I wanna become certified in the value builder assessment process.

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That is just a menu item.

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I'm still Erin Austin accounting services,

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but I am also certified to do the value builder assessment.

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So that is a menu item versus the entire restaurant.

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There cannot be an H and R block inside of Erin Austin accounting.

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There cannot be a dominoes inside of Andy's pizzeria.

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Like it has to be the entire business.

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And so if you look at your program, what you propose to license as being

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the entire business, or just a menu item, that's a good indicator of whether

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it's a certification or a franchise.

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So they both are license agreements.

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They both involve licenses, including the trademark similarities.

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They both have control over the trademark usage.

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You never wanna lose control over your trademark, no matter what the

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usage, whether it's certification program or other, you always wanna

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control how your trademark is used.

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There's going to be some kind of balloon payment up front of some sort.

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In the certification,

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it's something that you don't need to get a second mortgage

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for it's a certification fee or a training fee to get that training.

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In the franchise, it really is an investment, especially if it's

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a brick and mortar franchise.

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The way that the licensor gets paid, it is on a recurring, ongoing

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basis for use of that license.

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But on a certification side, it's a recurring license fee, you know, based

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on time or, based on recertification.

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Whereas on the franchise side, it's typically a revenue share, a

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marketing fee, that kind of thing, where they are participating in

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the operations of your business and

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for the, independently run certification, it is an independently run business.

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It's a menu item, it is not the business, right?

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So Erin Austin, accounting, still, I have my own business, I do my own

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thing, but I also have that value builder assessment that I can offer you.

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On the franchise side, your operations are dictated by your franchise

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agreement, your H and R block,

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you do things their way.

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I have my own brand in my accounting firm and I cannot use the value

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builder trademark in my name.

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I can't call myself value builder accounting.

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But I can use that trademark on my site that shows I'm a certified value builder

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consultant, but it's not my brand name.

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It's not my company name.

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Whereas on the H and R block side on the franchise side, it is the name

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of the business is H and R block.

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And the trademark is the business name.

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And you have that unified brand.

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You have a license that renews annually.

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Yes, there is some investment in certification, but it's not, you

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know, A business make or break number.

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And so if you decide that, you know, it's just not for you, you walk away,

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and you just don't renew, right.

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Whereas on the franchise side, it is an investment and that fact that it is an

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investment is the reason that we have special franchise laws that apply, unlike

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the license, which is just a contract where just regular contract law applies.

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So I'll just say briefly that, you know, if you wanna avoid becoming an accidental

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franchise, some people also call it an unintentional franchise, three things to

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just kind of be super, super aware of.

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Do not tie fees directly to the revenue of the licensee.

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You, you would be the licenseor and this, all these examples, you're the licenser.

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Don't permit them to use your trademark in the business name if you have

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some sort of certified button that they can put on their website, great.

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But they do not use it in their business name.

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And then you don't wanna have any type of unifying brand elements,

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you cannot provide a massive amount of assistance.

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Um, but you can do a little bit, if we go to the value builder example, like

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you can get a newsletter from them.

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So I'm on the newsletter list of a colleagues who is

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a certified value builder.

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And so he sends out an newsletter that basically talks about the value

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builder podcast, kind of what's happening, the build to sell podcast.

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And so you have, you know, some marketing materials that you can

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use, but it's his business, his name, and he has his own consulting

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business that he does strategy work.

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And why does it matter?

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So it matters because franchises are highly regulated and

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they're highly regulated because they are the entire business.

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When we go back to our value builder versus H and R block, if I lose

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my value builder certification, I still have my accounting firm.

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Maybe it makes an impact.

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Maybe it doesn't, but life goes on.

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If I have set up an H and R block tax prep business, and I lose

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that license, my business is gone.

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I have lost all my investment.

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And so, so for that reason, it's very highly regulated.

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And where people get into trouble is where they think they

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have a certification problem,

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they don't follow the franchise law of rules, and those include some

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significant disclosure requirements.

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It's almost like a prospectus, like when you're doing a public offering, it's not

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that bad, but it's it's, but it's similar.

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And you haven't done those things, then that licensee who really was

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a franchisee has lots of remedies against you, including your lost

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profits and loss of their investment and things and penalties and interest.

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If things go south.

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And, you know, it's always about when things go south, so we wanna make sure

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that we are on the right side of that.

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So, what is the difference between a usage based license fee and a revenue share?

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So for the certification with a license fee, so let's say you are a trainer,

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so you do, I like to use the example of someone who does employee onboarding

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training, you know, so they do the sexual harassment training for every

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new cohort of employees that come in.

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And so you may do that on a one on one basis, so your license fee will

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be based on the number of people that are served using your materials.

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So if you are giving it to an auditorium of a hundred people or a room of 10

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people, that license fee is based on the a hundred people or versus the 10 people.

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so that is usage based, but it's not related to your revenue.

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Maybe that a hundred people is, you know, Nonprofit and you only

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charge them a thousand bucks for it.

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And maybe the 10 is for fortune 500 C-suite executives and you charge

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them, you know, $50,000 for it.

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So that would just be based on the number, the head count, not

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on what you received for it.

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And that would put you on the certification side versus if

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it is something where it is, you know, 10% of your revenue.

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So you charge, you know, was it a thousand dollars for the nonprofit and 10%,

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then they would get a hundred dollars.

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but for the C-suite, $50,000 fee, they would get, $5,000.

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So that would be usage versus revenue.

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And we don't wanna do revenue share unless you intend to be a franchise.

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Do I have to register a certification program with anyone?

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No, you do not.

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So unlike franchises, which are highly regulated, certification

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programs are contract created.

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And so it is a private transaction between the parties, the same as your

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services agreement with your clients.

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Um, your certification agreements, license agreements are private agreements

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between you and your licensees.

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And no, it does not need to be registered.

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Now, what you will have registered is your trademark of course,

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would be you'd have a registered trademark and your materials that are

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eligible for copyright protection.

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Of course you would register those as well, so that you have a full

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protection of intellectual property laws.

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If I wanna start my own licensing program that incurs some of the IP in

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the certification program under which I'm licensed, what are my restrictions?

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If you are using license material, In your current practice and you want to bundle

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up what you're currently doing and then certify third parties to do what you are

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doing, that would effectively make your licensees sub licensees of the place that

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you received your original materials from.

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Most likely,

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that, um, licensor does not permit you to create licensees.

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So you need to look at that original agreement, to see what you received,

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what rights you received under them.

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But I, I mean, I'm almost positive that it says you cannot further create

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a program and further sub license those rights that you get from them.

Erin Austin: 00:22:09

That's a really good question because so many of us, um, we use some

Erin Austin: 00:22:14

third party materials to deliver services to our end clients, and

Erin Austin: 00:22:18

that's a hundred percent fine.

Erin Austin: 00:22:20

That's exactly why we license them to provide services to our end clients.

Erin Austin: 00:22:24

But we can't then use those same materials, unless it explicitly

Erin Austin: 00:22:29

says that we can, to create sub licensees with those materials.

Erin Austin: 00:22:34

All right, ladies.

Erin Austin: 00:22:36

Thank you so much for joining me today.

Erin Austin: 00:22:39

I have mentioned, uh, licensing in other presentations, so you

Erin Austin: 00:22:44

can find them on my LinkedIn.

Erin Austin: 00:22:48

and I think you can find 'em on my YouTube page, and so contact

Erin Austin: 00:22:52

me if you can't find them.

Erin Austin: 00:22:53

And I also have a handout, that kind of has this different intensities of

Erin Austin: 00:22:58

licensing from that basic license to the certification, to the franchise.

Erin Austin: 00:23:03

And so anyone who wants that, um, make sure you reach out

Erin Austin: 00:23:06

and we can get that to you too.