Creating franchise buyer personas can be an extremely valuable exercise for Franchise Development Teams tasked with aggressive growth goals. Defining these personas allows you to better understand the motivations and needs of your ideal customer, and ultimately create sales and marketing content that resonates with them. 2022 is calling for franchisors to think smarter when it comes to how they engage prospective franchisees. In addition to creating or refining your persona definitions, selecting tech tools that support growth and make processes simpler are essential for business owners this year. Our Executive’s Guide to Franchising Tech in 2022 – CDO Edition is a great place to start if you are looking for inspiration on what you should be focused on in terms of tech options. But for the sake of this blog post, let’s hone in on why franchise buyer personas are so important and review some of the best things you can do to get them right.
Gabby Wong 
Chief Executive Officer
Gabby Wong is a seasoned operator with nearly 30 years of experience in positioning private equity-backed software and SaaS businesses for high-growth. She has deep experience in all aspects of growing technology businesses, including M&A, corporate strategy, product innovation, customer success, marketing and sales. Gabby has held successive leadership roles within FranConnect, joining first in 2016 as EVP of Operations and took the helm as CEO in 2018. Over the last six years, under her leadership, FranConnect’s revenue has grown by 5X and continues to lead the market in providing best-in-class sales, operations, and marketing solutions for franchise and multi-location businesses. After completing three acquisitions in four years, FranConnect has over 300 employees globally across US, Canada, India, and Australia, and serves over 1500 brands and 1 million locations worldwide. Gabby has been named an EY Entrepreneur of the Year Award Mid-Atlantic Finalist in 2022 and 2023. Prior to FranConnect, Gabby held executive leadership positions with worldwide operating roles at Primavera Systems (now Oracle), Trusted Computer Solutions (now EverFox/ForcePoint), Vovici (now Verint Systems), and Clarabridge (now Qualtrics).