Manufacturers of a product or service can draw on a range of different organizational forms when designing their sales strategy. In particular, franchising, which in the past had a more niche character, has gained significance as a distribution method for goods and services. Franchising is especially suitable as an expansion strategy for small and medium-sized enterprises, as it allows them to grow without overextending their own means and resources. Despite the growing importance of franchising, there is still a lack of publications on the conception and establishment of franchise systems. For practitioners, it is crucial to be able to assess the chances of success, the individual steps, and the extent necessary to establish a system in advance, as revising the chosen organizational form is often associated with high costs.