When a brand begins franchising, one of the first big challenges is finding those crucial first few franchisees. But is it really easier to recruit your tenth franchisee than your first?

That’s the question our consultants debated in the latest episode of The Great Franchising Debate.

Watch the full discussion:

Building credibility takes time

Recruiting your 10th franchise is so much easier than your first….

Rob Hall was quick to challenge the assumption. He argued that while later franchisees buy into a proven brand and network, the first few might be motivated by something else entirely:

“A franchisee shouldn’t just be buying something new — they’re buying into the brand and the system. Early on, they’re often buying into you and your story. By the tenth, they’re buying into an established network and a proven process.”

In other words, once a franchise has demonstrated its success in multiple territories, credibility becomes its biggest selling point.

The tenth franchisee has proof – the first has faith

Phil Mowat agreed that recruiting that first franchisee is almost always the hardest milestone to reach.

“With your first franchise, yes, the business has been proven to work – but it hasn’t been proven by someone else. That takes a different kind of person – someone willing to take a leap of faith,” he explained.

By the time a franchisor reaches their tenth partner, there are tangible examples of success and existing franchisees to point to.

“When a network is established and full of happy, successful franchisees, recruiting becomes a lot easier. It’s about credibility – people can see it working.”

Phil also pointed out that over time, franchisors refine their recruitment processes -improving their targeting, messaging and candidate screening – all of which make the tenth recruit simpler than the first.

The first franchisee is a pioneer

Still, Rob Hall highlighted that early franchisees play a special role in a brand’s journey.

“Those first franchisees often buy into your passion and your vision. They’re pioneers – risk takers who want to get in early, have more influence, and work closely with the founder.”

That entrepreneurial spirit can be a major draw for the right candidate, he added:

“If you’re an enthusiastic new franchisor and you can tell a really strong story, those early believers can be just as easy to find as later ones – you just have to find the right type of person.”

So, which is easier?

While everyone agreed that the first franchisee is often the hardest to secure, there was recognition that both stages come with their own challenges.

The first requires storytelling, belief, and the ability to inspire others with your vision.
The tenth requires consistency, strong systems, and a network that delivers results.

As Rob summed up: “It’s not just about what number you’re on – it’s about what kind of people you’re attracting, and how well you can show them what success looks like.”