Coming Attractions

Franchising is an interesting industry because while we track current trends, those trends are just a reflection of everything else going on around us. Heard any complaints about the nation's education policies? Then it should be no surprise to learn we've found franchised learning centers popping up on every subject. Boomers getting older at a time when health insurance companies are less than prepared? Again, no one's startled that this independent generation will want to stay at home in their later years, and home care will prove a less expensive option than long-term hospital care.

"Remember, franchising is not the cutting edge of anything," says Boroian. "It's the second wave. Industries start and develop. When they look to expand, they look at their constraints--which are lack of capital, lack of qualified staff and the need to move more rapidly. Franchising meets all three of those [needs]." In addition to watching current franchising trends, don't neglect those offhand comments of family members, neighbors and acquaintances. When they lament about the lack of a nearby company to service their exacting needs, you just may hit on the next century's most popular franchise trend.

For more on the hottest trends for 1999, see "Pulse", "Hot Stuff" and "Buzz"

This article was originally published in the January 1999 print edition of Entrepreneur with the headline: Coming Attractions.