The Internet....Use it! But Use it with CARE!
By Howard Bassuk

WOW! A new way to surf! Not the traditional kinds mind you. There is no ocean needed! And the only boards you will need are the ones inside your computer!

This type of surfing is a blend of high tech and recreation. Sort of The Beach Boys meets Silicon Valley. It's the perfect marriage of two passions: high technology, and recreation. Surfing and computing.

We have all heard the term "Surfing the Net". It sounds like fun, doesn't it? It can be fun, and much more. Perhaps you've already tried it.

It's still a bit overwhelming to most of us. As with many new things, it can be confusing, and it does not always seem to work the way we want it. And like many previous innovations, it seems to carry as many questions with it, as it does answers.

Is the "net" a place to start your research and information gathering when you want to learn about a new topic, or is it the place where you can do all your shopping without ever leaving home?

You may have asked yourself, "who can publish information on the internet," and "are the organizations that do really experts on the topics they espouse?"

Who are these "webmasters" and why are they publishing the information that they publish? Are they there to inform us, educate us, entertain us, advertise to us, or sell to us?

They are all good questions to ask! The internet, is fraught with both questions and answers, possibilities and problems, opportunities and dangers. It is certainly something we should use and take advantage of, but like medicine that has the power to heal or hurt, the internet should be used with great care!

The internet today is an electronic version of London's Hyde Park Speaker's corner. Everyone and anyone can get on his or her soapbox and speak their mind or publish their ideas.

Like the tiny corner of Hyde Park where speakers can say whatever they want, no matter how wise or how crazy, the internet has the same freedom, but none of the geographical boundaries. For the first time in the history of humanity, distance is no longer an impenetrable barrier to our ability to gather information.

The internet has forever destroyed the notion that distance can create privacy, or protect secrecy. It opens up to everyone, everywhere, the collective knowledge of the planet!

WHEW! Let that sink in for just a minute!

It can make almost any piece of information retrievable with a few clicks of a mouse.

Think about it…are you starting to feel that you want to take a vacation or trip? You no longer need to call your travel agent for preliminary information. There is no need to get dressed and venture out into the cold winter air. And if your question occurs to you after "closing hours" don't worry. The internet never closes. Simply get "on-line" to learn about destinations, hotels, airlines, and even what the best rates are!

Not sure about what the weather will be like where you are thinking of going? Just check the "net". Perhaps you are not satisfied with mere words about the weather? You want to see a weather map. No problem! Which continent, and for which of the next few days would you like it?

The internet has changed the way information is transmitted and retrieved, like nothing ever before. From the profound to the obscure, from close or far, the internet makes it all available to us all.

There is an incredible amount of information on the internet, and that information is expanding at a breathtaking rate. However, here's where the danger lies. There is no guarantee that the quality of the information provided is correct, genuine, or complete!

In many cases, there is simply no way to know about either the quality of the people giving advice, or the quality of the advice that they give. Some of the information on the internet is fabulous, and some of it is horrible.

You can shield yourself to some degree by only using "on-line" editions of known sources, like your local newspaper, or national news networks, or by using "official websites" of known entities. However, you'll miss a lot if you do. Using the internet that way would be like going into a hot tub wearing a wet suit. You'd simply miss too much of the total experience!

So, while there is no way to know everyone, or the validity of each opinion on this "electronic soapbox", there is also no doubt that the internet can be an invaluable research tool. The key is to have the right balance, and to use the internet wisely in your search.

If you are thinking of buying a franchise your search can certainly be facilitated by using the internet. Many franchisors have excellent web sights already. Many others soon will.

When you use the internet, have a set of rules to make its use more valuable to you. If you remember that using the internet is a little like going to the biggest library in the world, and trying to find just the right book for you, you'll start to see why you need some "search guidelines". Use them and you'll be well on your way to using the internet more effectively.

Here are some guidelines to help you use the internet:

Before you dive headfirst into the internet, take stock of yourself. If you know what you want to look at, search for just that company. If you are not sure what you want, try to find more broad based sources that can help you find out what the choices are.

Create your business model before you start your search, or get help from others who can help you to create it. Choosing a business is not simply about finding something that seems as if it might work for you. Your business has to match your personal skills, your hopes, your dreams, your ambitions, and your personality. If you do not know what you are shopping for, what is the chance that you will find it?

Imagine wandering through a shopping mall with no idea of what you need to find. Now stop and think. The internet is like thousands of malls all joined together. A plan for using it, is a must!

Always look carefully at the source of the information that is being provided to you. Is the provider a known entity? Are they new, or old, experienced or novices? Have they credible credentials, and expert staffs and associates?

Check to see where the information comes from. Is it their opinion, or has it been published or widely dispersed? Be certain to make sure that the information that you get is broad based, and objective. There is a huge amount of information that is available about franchising. However, much of it, both pro and con can be misleading if taken out of context.

Are the pages written by experts in the field? Would you take medical advice from an untrained inexperienced lay person, or would you want to make sure it came from a trained and qualified physician? When you are on the net, look at the background of the people who are providing their information to you. Are there published biographies, and backgrounds on the "experts" that are offering you their thoughts?

What kind of ax do they have to grind? Most people on the net, (myself included) have a reason for being there. How can you tell if the point of view is one that you should take seriously? Here's a simple test to use: Ask yourself whether the advice being given would apply fairly and uniformly to each and every business that you investigate, or is it slanted in one direction or another? If the information is sound, and can be broadly applied, use it. If it is slanted or self promoting, take that into consideration before applying it.

The internet is a great place to get a broad spectrum of information. You must still maintain the responsibility to interpret it, expand it, and use it to get what you want. If a provider of information has a point of view or bias, make sure you factor that into your thinking.

Is a site purporting to be an answer, or a step towards getting that answer? Experts tend to sound as if they have answers. The danger here is that it is their opinion, and not necessarily your fact! I believe that knowledge is power, and that too little knowledge can be like a stray bullet. If you do not have enough information, and enough points of view to make sure that you are aimed in the right direction you could easily hit the wrong target.

Is the site you are looking at complete and comprehensive, or is it fragmented and outdated? It's amazing to see the broad range of pages on a particular topic. Some are obviously written by people on the periphery of the business, while others are complete, comprehensive, and constantly being updated. Look for complete answers and dynamic sites.

Do you have to pay to access the information that they have? Sometimes payment may be warranted, but how do you know in advance? My advice is simple. If you cannot get enough information to verify that it's worth the "price of admission", simply walk away. There are usually too many choices available to you to have to spend money without knowing what you are going to get.

Be Careful with tests that claim they can match you to a business. The internet is a great place to gather basic information. However, remember that you are a unique individual, with unique needs and goals. BEWARE of internet services that offer simple "matching tests" or gross categorizations of your needs. Those who try to find out only how much money you have to invest, and what "kind or category " of business you want may not give you as complete a view of opportunities as you need.

If a matching test directs you exclusively to a particular type of business, (like only auto, food, retail, or service, etc.) you may be getting short changed. On closer inspection, you may find that there may be additional businesses that have the attributes you liked about the original group, but also have other attributes you want and are not available from those original choices.

These other businesses may turn out to better for you, and less expensive to acquire. It happens all the time, so be careful to create a complete picture of what you want from a business. That will help you to recognize it when you see it.

Use the Net as a starting place only. Perhaps, more than anything else that you should know about the internet, is that when it comes to choosing a business for yourself, it should be a starting place and nothing more. Continue to do your research with real people, real investigation, and real investment of time and energy on your part. Consult real franchisors, real franchisees, real business experts, real franchise attorneys, and real bankers!

The most important insights needed to make a good decision about buying a business still come from what you can see, and learn first hand.

Use multiple sources. Check around. Get information from several places. The internet has the ability to make life easy. That's both its vice and its virtue. Choosing a business should be done carefully, and there is a real danger that to much easily procured information could give us a false sense of complacency, and make us intellectually lazy.

Since you will be doing your business in the real world, never forget that your investigation and time must be concentrated there too. Of course, you should use the internet. Use it wisely, and it will certainly help, But remember, its just a tool.

And oh yes....come visit us on-line at FranNetOnline.com. We have lots of research information to help you get started with your search, including reprints of numerous Successful Franchising articles. But whatever you do, don't forget the rules!

Joe Lamble is chairman of the FranNet Group membership committee, and owns FranNet of Mid America. Mr. Lamble has been involved in the franchise industry for many years, including local, regional and national sales management positions.