Franchisees are entrepreneurs who desire to succeed. These people may become the folk heroes of the franchise system. Franchisees are generally motivated by the opportunity for independence, profit, desire to succeed, and a satisfying lifestyle. In addition, they have strong self-confidence and the desire to use their knowledge, experience, and age to become a better person.

Franchisee recruitment is based on some pre-determined criteria and needs to evaluate prospective franchisees before they are "awarded" a franchise contract. Franchises are not sold. They are awarded or appointed to qualified franchisees. Franchisors need to carefully and selectively choose and qualify all future franchisees. This is generally done by looking at the financial and personal characteristics of individuals. The franchisor will be working with the franchisee for a long period of time and this association will become part of a family relationship.