Power.  Franchisees and franchisors both seek for power. This is not power over each other but rather personal power in the ability to be successful. The franchisee needs to help the franchisor achieve this power. The franchisor needs to work with the franchisee so that they too may have power and success in their business operations.  Franchisees want both the ability and power to control and run their own lives.

Profit.  One of the main overarching reasons why franchisees initially enter the franchising field is profit. Many individuals have heard that franchising provides successful opportunities for business practices. This is true. They associate that with success and great profits. While this is true in many cases, this is also false in other cases. There are profits associated with franchise businesses, yes. However, it is important to realize that these profits are the results of hard work, dedication, and long hours. Profits are available in franchise businesses. Both the franchisor and the franchisee need to remember the profit motive so that they can help each other fulfill this desire.

Prestige.  One of the underlying supports of almost all people is the needs for prestige or recognition. Prestige is something which everyone desires or craves. Deeply rooted in each individual is the desire to be wanted, needed, and recognized. If this desire is not fulfilled then often a gulf develops and grows between the franchisee and franchisor organization. This gulf may easily be bridged by recognition by the franchisor through praise, training, encouragement, and continuous communication.

Pleasure.  All of us, at some time, seek pleasure. At times this is simply to relieve oneself from the boredom of day-to-day operations and the day-to-day recurrence of similar problems. For this, and many other reasons, the franchisor often provides annual conferences and conventions that are located in recreational, tourist, or exotic places. Many franchisors travel to Nashville, New Orleans, Acapulco, Las Vegas, San Francisco, or Cancun to meet with their franchisees and allow them the opportunity to stretch, relax, and train all at the same time. The franchisor also needs to see that the franchisee receives pleasure from the daily work situation. This is one of the reasons why franchisors insist on cleanliness in the business surroundings because it is more pleasurable and enticing for proper work and customer sales.

Prominence.  Some people just want to standout and be widely known.  We desire to be popular and appreciated.  We seek for recognition.  Franchisees can receive this from be a franchisee.  As the franchise grows so will the prominence of the people associated with it.