Yesterday, I was drafting a development plan for a franchise and was reminded of a crucial yet often overlooked aspect of franchising: the rituals in the pre-opening stage. Many franchisors, or their representatives, tend to focus heavily on pitching the franchise opportunity—highlighting how robust the brand is, the quick return on investment, the comprehensive support and assistance, and other appealing features. While these selling points are important, what often gets neglected is the structured and meaningful pre-opening process. Unfortunately, in the eagerness to secure commitments, many franchisors rush through or completely skip this phase, moving straight to the signing of the franchise agreement. This is a dangerous practice.
Some refer this phase as franchise onboarding, but I call it franchise development because this is where the real work begins. It is in this quiet, formative stage that the DAMIAN formation takes shape. The DAMIAN framework, Develop, Anchor, Mature, Ingrain, Accountable, Nail it—is not merely a management tool; it is a philosophy that guides the transformation of a franchisee into a fully empowered brand ambassador. The journey does not begin at the ribbon-cutting ceremony—it begins in the often-forgotten rituals before the doors ever open.
The Franchisor’s DAMIAN Formation
The DAMIAN’s formation is laid down in the whole of Chapter 17 of my book, The Franchise Code: Start, Structure and Scale Your Franchise in Malaysia
Develop – The foundation is laid through vision casting, feasibility studies, and understanding the local market. More than just logistics, this is where belief is cultivated and direction is set.
Anchor – This is where the franchisee is grounded. Through hands-on training, systems walkthroughs, cultural immersion, and team building, the franchisee learns to operate not only with competence but with purpose.
Mature – Here, theory meets reality. Franchisees are challenged and supported as they transition from learners to leaders—gaining the experience and insight to handle day-to-day challenges with confidence giving support and assistance to the Franchisee.
Ingrain – The soul of the brand is transferred. This stage is filled with rituals, storytelling, and symbolic acts that transform processes into passion. It’s where the franchisee doesn’t just follow SOPs—they embody the brand.
Accountable – Shared responsibility is embraced. Performance standards are clarified, expectations are aligned, and the franchisee begins to fully own their role within the ecosystem.
Nail it – The franchise is now operational, consistent, and aligned. But this is not the end—it’s the beginning of a faithful, long-term journey in excellence and stewardship.
The Legal Safeguard: Franchise Act 1998, Section 15
Adding weight to the importance of the pre-opening phase is a critical legal requirement in Malaysia: Section 15 of the Franchise Act 1998. This provision mandates that the franchise agreement and all relevant documents filed with the Registrar of Franchise must be provided to the franchisee at least ten (10) days before execution. This is not just a bureaucratic checkpoint but a protective measure. It ensures that the franchisee has time to review, reflect, seek legal counsel, and prepare. Yet, many franchisors treat it as a procedural formality, rushing to secure signatures instead of respecting this vital window for preparation and understanding. Doing so not only risks non-compliance but also short-circuits the formation process that builds trust and operational readiness. I, for one, will advise my clients, as long as it commercially fits for a due diligence exercise which can come to about 14 to 21 days or 10 to 14 business days.
The Franchisee’s DAMIAN Progression
What’s often forgotten is that the franchisee, too, walks through a DAMIAN journey, in what I called as the DAMIAN Progression. Details can be seen in page 273 Chapter 18.2 of The Franchise Code, a progression of growth, understanding, and ownership that mirrors the franchisor’s formation.
Develop – The franchisee begins by developing a clear understanding of the business, the brand’s ethos, and the opportunities ahead. Their mindset shifts from investor to believer.
Anchor – They get anchored in training, operations, and brand expectations. The systems and culture take root as they prepare for the realities of running the business.
Mature – Hands-on experience through mock runs, shadowing, and support empowers them to make decisions and solve problems with confidence. Leadership begins to form.
Ingrain – At this point, the brand is lived, not learned. The franchisee adopts the voice, values, and vision of the brand in every interaction—with staff, customers, and the community.
Accountable – The franchisee now holds themselves responsible—not just for performance, but for upholding the brand’s integrity. They embrace audits, targets, and reviews as essential tools for growth.
Nail it – They reach operational excellence. The business runs smoothly, and the franchisee becomes a model operator, one who can mentor others and champion the brand’s future.
Formation, Not Just Formalities
When the franchisor’s DAMIAN formation meets the franchisee’s DAMIAN progression, something powerful happens. The relationship evolves from transactional to transformational. The franchise is no longer just a business—it becomes a mission, a movement, a legacy.
That is why the pre-opening phase is sacred. It is where alignment happens, culture is transmitted, and expectations are set. It is where success is planted long before it is harvested. Treating this phase lightly—rushing the agreement, skipping training, or bypassing rituals, is not only careless; it is detrimental to long-term sustainability.
Let us not treat the signing of the franchise agreement as the climax. It is only the beginning. The true strength of a franchise is revealed not on launch day, but in the invisible, intentional days that come before it—where formation takes place, and where the DAMIAN path begins.