DMGT in move to franchise hyperlocal sites

The Daily Mail and General Trust via Northcliffe Digital is looking to franchise hyperlocal sites based on its localpeople model to new areas across the country.

The franchises are on offer from £6,995 plus VAT, according to a section called "franchise opportunity" on the localpeople site.

It states: "We are looking for franchise operators who want to take on their own localpeople site in their area. As the franchise owner you will be embodiment of the localpeople brand, and your community more generally, stimulating discussion about the issues important in your neighbourhood and helping local businesses grow. By championing local issues you could become a figurehead of your community, and by selling effective marketing tools to local businesses you could build yourself a sizeable income.

"A localpeople franchise includes everything that you need to grow a successful, profitable business, and become a cornerstone of your local community. As well as the license of your localpeople website, you will get the IT infrastructure, training, materials and support that you need to build your own thriving business."

Those who have expressed interest in becoming a localpeople community publishers have been told via an email that: "Due to the outstanding success of localpeople in over 160 areas around the UK we have added a new model to continue our national expansion and we thought we’d share that with you."

They have also been told: "As part of the Daily Mail and General Trust PLC it’s of the utmost importance to us to deliver a great service from the outset. We believe that no other franchise opportunity is this sector comes close to the level of resources, support and funding that localpeople has which means that you can be sure that we’ll deliver a great business.

"We’ve created an excellent business opportunity for confident, community minded individuals to become a localpeople franchisee. This means that you could have the opportunity to run your own localpeople business with a huge amount of training and support from our franchise team."

The email says: "It does require an investment as all franchises do but it’ll provide you with an excellent opportunity to be your own boss and make a great income."

Typically each territory would cover a population of 20,000 – 80,000 inhabitants.

A promotional video talks of potential earnings of more than £5,000 a month.

• See also, Academics argue top down hyperlocals are flawed