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January 18th, 2012Franchises, on a Smaller Scale

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by Stephanie Simon
Online.WSJ.com

Entrepreneur Rob Israel believes he has found a winning recipe.

The founder of Doc Popcorn, which sells fresh-popped snacks in flavors such as “sinfully cinnamon” and “hoppin’ jalapeno,” has supervised the opening of 54 franchise outlets in five years and says he is working with another 200 in development.

Mr. Israel would like to credit his product’s popularity for the steady growth. But he also attributes his success to a flexible franchise system that allows local entrepreneurs to buy into the brand at a level that fits their budget. Franchisees can open a full-scale store for an investment of up to $150,000, or they can opt for a mall kiosk at a cost of about $100,000. A mobile cart requires an initial investment of about $70,000.

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