The Art of the Successful Franchise

And, she figured, it had worked before.

She teamed up with a new partner, Rosemarie Hartnett, a former social worker. By 2002 Rogers had developed a pilot program and a curriculum. Then she and Hartnett began to test the classes. Starting at the McLean Community Center in May 2003, they tested classes at a dozen sites, including after-school programs, early childhood centers and even a private school that outsourced its art classes to her.

Meanwhile, Rogers was doing the necessary organizing, from researching legal issues to creating a Web site and writing training manuals for franchisees. "You need to put a lot of the pieces together," she said.

And she and her attorney had to prepare the Uniform Franchise Offering Circular, or UFOC. The document, of 100 to 200 pages, is part disclosure, part franchise agreement. It includes cost breakdowns for the franchiser, such as equipment and marketing fees. It details what the franchisee receives from the company, such as training. It describes the franchiser's background and any litigation the company has been involved in. And it details the legal requirements on both sides. (For example, a McDonald's franchise agreement might prevent a franchisee from offering pizza.)

About 15 states, including Maryland and Virginia, require a franchiser to get state approval for the business. Franchisers also must trademark their businesses, which can be done online through the Patent and Trademark Office, Rogers said.

Rogers said the cost for a franchiser to launch a franchise business averages about $500,000 to $750,000.

Franchisees spend a lot less but get a smaller piece of the action. At Abrakadoodle, Rogers said, franchisees pay $33,900 and get a curriculum, teaching materials, training and rights to the brand. It is up to the franchisees to market and sell their classes.

Abrakadoodle franchises charge $75 for a six-week session. An 8 percent royalty goes back to the company. So far, Rogers said, Abrakadoodle classes have been offered at private and public schools, community centers and summer camps, among other places.

At the class at the Falls Church Community Center, teacher Samantha Mattox was helping 3-year-olds paint cherry blossom pictures with sticks. When the children were done, she put their paintings in plastic frames and asked the children to describe what they did.

And then it was a recap of their lesson of the day:

"Does anyone remember the man we talked about today? Charles Burchfield," said Mattox, who had introduced the children to the early 20th-century American painter.

And: "Can you say 'neutral?' "

Lindsay Miller, 3, started the class when she was 18 months old. "It's had a huge impact on her," said her mother, HyeSook Chung ."Last weekend, we went to the Hirshhorn on her request."

At that comment, Chung spoke up: "Mobiles up high!" she said.

This was also the third time Vivian Kreeb, 3, had taken the class, said her mother, Kim. "She's so proud. The laundry room is dedicated to her framed artwork," Kim said.

Sue Walia is the franchisee whose classes are run at the community center. She was Abrakadoodle's third franchisee. A self-proclaimed artist at heart, with a degree in fashion design, Walia found herself "stuck in a stodgy brokerage business" as a part-time sales representative several years ago. She met Rogers at a networking event and started to look in to buying a franchise. "It was a chance to get art back in my world," she said. She opened her franchise in July 2004 and now has classes at 22 centers in the area, including Arlington, McLean, Falls Church, Vienna and Great Falls.

Jan Holland-Chatman was 40 and practicing law, often child abuse cases, when she decided to make a change: She opened the 30th Abrakadoodle franchise in 2005. Her classes are held in the District, Montgomery County, Takoma and Silver Spring. She is in 12 to 15 centers, including after-school recreation centers, day care, various summer camps and both Janney and Eaton public elementary schools in Northwest Washington.

"I wanted an opportunity to own a business," she said. "It's been a really great experience."

Rogers can understand that sentiment. It's part of what she loves about franchising. Not only is she able to create her own successful business, "but we also provide an opportunity for people to build a business of their own."