✓ Media monitoring is a multi-sourcing task. Document all the marketing venues that push a buyer to your concept. Continually ask, "What source(s) prompted you to find out about our franchise opportunity?" on your initial inquiry forms, applications, at Discovery Day, and in training class. Credit four lead sources if a new franchisee initially saw your magazine ad, attended a trade show, read a success story about a franchisee, and then inquired online. Remember, the Internet is often the transmitter, not the originator, of a prospect inquiry.
It is important to emphasize that the purpose of this background check is to determine an individual’s eligibility for membership in USA Swimming based on the criteria stated in the program overview found at www.usaswimming.org/backgroundcheck. This check is not intended to serve as a pre‐employment background screening program. The background check process is a criminal record search and is not a substitute for a club conducting appropriate pre‐employment screening of applicants. It is a club’s responsibility to screen potential employees. Clubs should carefully check references and prior employers, and consider requiring additional information such as driving records, before making a hiring decision.
Before jumping in, we need to be on the same page concerning lead generation. You and I both know that a lead is a contact whose business has the potential to become your customer. Since contact information is the currency for lead generation, you should ask yourself repeatedly; “Is my offer valuable enough that people are going to pay for it with their information?”

Product Information Management – Take a weight off your shoulder and invest in a product information management (PIM) system to help you better manage localized content as you scale. Be sure you select one that can provide you a repository for not just product information but also content and media. You can do this on BigCommerce using the products section as well as the content media tab. Keep each country’s product and content usage organized and separated using various BigCommerce stores for specific regions. If you want something more centralized and customized, a company like Jasper Studios can help you set up whatever you need.
Special Unicode Characters in Data Validation Lists: ☐, ☑, ✓, ✔ - This may be my favorite approach. You can include special characters like this in a Data Validation drop-down list. This isn't quite as good as clicking once to fill in a checkbox, but it is great for the mobile Excel apps. The only hard part is remembering how to insert a check mark symbol in Excel. For more information, see my article Using Unicode Character Symbols in Excel.

The goal of any business website is to generate more leads for the company.  It's a very easy concept to understand, but succeeding in generating consistent leads can be tricky to execute.  In some cases you will find that your efforts that were once generating plenty of leads have begun to grow old and become less effective in attracting prospects.

If your eCommerce sells big brand names be sure to include their logo wherever possible. Having logos of big brands gives the customer an indication of what type of product you sell — plus, it adds some authenticity and prestige to your brand for being affiliated with industry leaders. Here’s an example of how Best Buy utilizes logos on their site:
First, from the product page, the Add to Cart button should be highly visible. Next, the shopping cart should be easy to locate—usually positioned in the sidebar, or the top-right. The checkout page should be super-easy to access, and never more than one click away, allowing a visitor to bypass the shopping cart if they want. Finally, the checkout fields should be logical, and kept to a minimum.

We have selected IntelliCorp Records, an independent Consumer Reporting Agency, to perform the USA Swimming Background Check program. Headquartered in Cleveland, Ohio, IntelliCorp Records is a worldwide organization and a pioneer in the background screening industry. IntelliCorp is accredited by the National Association of Professional Background Screeners (NAPBS), and provides background screening products and services to help mitigate risk.


✓ People buy opportunities, not businesses. They are motivated largely by what the franchise can help them achieve, not what the franchise does. Ownership advantages, lifestyle benefits, and self-fulfillment drive decisions that buyers make in selecting the franchise program that suits them. Don't second-guess the answers: interview existing and new franchisees, as well as new prospects, and you'll strengthen your recruitment approach.

It is important to regularly analyze how your online business performs and look for areas of improvement. In particular, you will need to implement some form of traffic analytics for your website. Analytics (I recommend the free Google analytics) allows you to see where traffic has come from and what it does on your site. This helps you position your marketing efforts and improve on under-performing areas, while driving home your advantage in areas you are succeeding.

Be aware that your URL affects your search engine ranking, so if you want to be found for “shoe,” it’s a good idea to fit “shoe” into your domain name. One way to do this is to use your brand name along with a keyword term. So MillerShoe tends to work better than FantasticShoe.com. (Which is why MillerShoe is taken, but FantasticShoe is still available.)
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