Typically, the international licensee of US brands is a well-established and successful local company seeking new brands to fill a niche in their countries. They are real businesses, not entrepreneurs with money and no management experience. They are going to dissect the concept to ensure to them that it works, makes money, and can fit their local culture. They will start with the US FDD and then want the equivalent of a very detailed Item 19 to build their local financial and operating models. The system had better be successful in the United States.

Fully documented training, support and marketing programs that are defined in detail in manuals and online are what you are selling as a business system. The more documentation there is, the more programs there are, and the more manuals are online, the better are the chances of finding real, qualified licensees in other countries.