If you're an entrepreneur considering franchising, you can find out everything you need to know about it from the Franchise Association of Southern Africa (Fasa).

For the first time in its 30-year history, the association will have its annual directory on sale at selected bookstores across the country.

In addition to listing all members in the various business sectors and giving all the pertinent information regarding their history, profiles, business opportunities and costs, the glossy magazine-type directory has articles on what franchising is about and how to evaluate a business opportunity.

The legalities of franchising as well as the challenges of accessing finance and finding the right location are also covered.

There is no question that franchising is one of the few business sectors in the world that, despite the recession, continues to contribute to the economy.

As in past recessions, franchising has held its own and in some instances even thrived through the downturn. Statistics show that fewer franchised businesses fail in comparison to non-franchised small businesses.

An entrepreneur who buys a franchise not only gets the opportunity to run his own business, but can also call upon the expertise and relevant backing of the franchisor.

The market research is done and the "recipe" tested for flaws before the franchisee invests in the enterprise, thus minimising the risk of failure.

The diversity of franchising and its tendency to mostly provide basic commodities and services have added to its resilience and long-term success. In tough times people tend to support familiar businesses where they are ensured of quality, service and value for money - franchising, with its strong branding, is the business sector of choice.

According to Fasa executive director Vera Valasis, the outlook for franchising this year is positive.

"While 2009 was a trying time for most franchisors and franchisees, most were able to weather the storm with careful cost cutting and increased franchisee support," she says.

"Some franchise sectors suffered losses, but others, like those in the automotive services and retail sectors, saw their businesses flourish as people chose to replace and repair rather than buy."

She points out that the association now represents the highest number of franchisors in its long history. During the past six months more than 20 franchises joined, many of them new concepts such as Kanhym Fresh Meat Delis, Boost Juice, Lotters Pine Furniture, The Courier Guy, Inkcor, Fastway Couriers and Applebox Accounting.

Fasa chairman Thulani Cele is positive that franchising will continue to play a crucial role in stimulating the economy for many years to come.

"Franchising in South Africa is underutilised and is not given enough credit for the role it plays in the economy, in stimulating entrepreneurship, in establishing small businesses that make up the backbone of the economy and above all in providing close to 500 000 jobs," he says.

"Fasa would like to see the government giving more attention to the positive role that franchising can play in stimulating the small business sector, and urges big business to look at the potential of using the franchise format as an alternate expansion mechanism."

Fasa is playing a crucial role in guiding the government in formulating regulations of the Consumer Protection Act relating to franchising.

A Franchise Week has also been scheduled for May 6 to 8.

For more information, visit www.fasa.co.za