about us

Values and Principles

The AFA aims to provide the growing UK Franchise Industry with a credible alternative association. We work within a framework known as Core Values. These values and principles ensure that everything we do is in the very best interests of our members and the Franchise Industry as a whole.

Core Values

Ethical Franchising – The AFA has decided to adopt the Code of Ethics for franchising from the European Franchise Federation and undertakes not to change or adapt it in any manner. Download PDF

Open Communication – The AFA has a very clear communication policy.  We take pride in knowing that we offer clear, concise communications in a timely manner.  The greatest challenge in our modern world is to avoid overloading with information. We therefore have a constant commitment to ensure that all we do in terms of communication is necessary, relevant and concise and our own research has confirmed that our members prefer this more focused approach.

Quality Accreditation – In order to become a Member of the AFA, franchisors must satisfy our criteria to prove that their business is sustainable, ethical and shared. These principles are applied to franchisors applying for membership, and underpin the entire accreditation process. As part of their application, franchisors are expected to demonstrate how they meet these standards and provide evidence of the same, where appropriate.

Sustainable – the business must be able to demonstrate a demand for the product and service, along with financial success that can support a franchise network.

Ethical – the franchise incorporates the principles documented within the PDF

Shared – the franchisor needs to demonstrate that there is a system in place to facilitate the exchange of information between both the franchisor and franchisee.  Essentially, there can be no secrets if the business is to be successfully franchised and all information relating to the knowledge, operation and the initial proposition must be fully shared.

Partnership – Effective partnership is a coalition of members, organisations and individuals working together in a mutually supportive fashion, for the clear benefit of franchising as a whole. We take a nurturing approach to our existing partnerships, whilst consistently and proactively developing new partnerships.

Claire RobinsonOur Team

Claire Robinson – Chair of the Board & Chief Executive Officer

Claire Robinson has been a member of the AFA’s board since its inception in 2012 and was named Chief Executive Officer in March 2015. She is also the Managing Director of Extra Help, a national home-help and domestic services franchise network. Claire has been self-employed for eighteen years, during which time she was involved in the creation and management of several successful businesses.

Extra Help was established in 2010, initially operating two branches in Plymouth and Milton Keynes. Its original objective was to provide domestic and home-help services to elderly and vulnerable people. However, Claire and her team quickly realised that there were several other types of people, such as new and working parents, who could also do with a helping hand to manage their everyday lives. Today, Extra Help provides a range of services to literally anyone who needs them.

By establishing her own branch of Extra Help, Claire was able to absorb every aspect of the business, tweaking and refining her business model until she was satisfied that it could be easily replicated by others. The business was franchised in 2011, thereby bringing Extra Help’s unique service offering to several other areas of the country. With a steady stream of new franchisees coming on board, Extra Help continues to flourish to this day.

Claire’s passion lies in enabling others to be successful through ethical franchising and helping the smaller franchisor to succeed in a competitive marketplace, hence why she is the perfect fit for the AFA board. She is also a member of EWiF (Encouraging Women into Franchising) and is a qualified life and business coach, having gained a level 5 ILM qualification from the University of St Mark and St John in Plymouth. In addition to this, Claire is a NLP Practitioner and Master Practitioner, which she has found to be extremely beneficial in her role as a franchisor.
Claire lives in Plymouth and has three, teenage children. She is an outdoor person and a fitness fanatic who, in her spare time, attends boot camps and sets herself various, personal training challenges.

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