Professionalizing and Strengthening the Business Ecosystem
According to Betsy Eslava, President of the Mexican Franchising Association (AMF), 2025 has been a pivotal year for advancing the professionalization of the franchising sector, focusing on aligning Mexican franchises with international standards such as ISO 17067, a standard regulating product certification systems.
“The main challenge has been to move the sector towards global practices. Ensuring that Mexican franchises meet international standards makes us more competitive,” Eslava stated.
Another objective has been to strengthen the AMF’s presence within the business and government ecosystem, building strategic alliances to open new growth opportunities both nationally and internationally.
“We believe that unity and teamwork can build great bridges. That’s how we entered with the ‘Made in Mexico’ distinction. We received 45 distinctions for the franchising sector out of a total of 60,” she emphasized.
International Presence and New Markets
The AMF also solidified an alliance with the Mexican Secretariat of Foreign Affairs (SRE), enabling Mexican brands to project themselves abroad with greater institutional support.
This effort was reflected in a commercial trip to Indonesia, where the AMF represented nine Mexican brands. Additionally, dialogue was initiated with the Mexican consulate in São Paulo to facilitate a smoother entry for companies looking to enter the Brazilian market.
“The idea is that Mexican companies arriving in the country have a warm welcome from a fellow Mexican living there, making it easier to introduce the brand,” Eslava explained.
For 2026, the organization plans to reinforce its internal structure and accelerate national expansion. “We believe there’s a lot of room for franchises to grow in Mexico. The main challenge for the upcoming year is to promote commercial missions,” Eslava previewed.
The AMF has already signed an agreement with Culiacán to promote the franchising model and will host the International Franchising Fair in Mexico City in March to boost sector expansion.
Women in the Franchising Sector
As the first woman to preside the AMF in 30 years, Eslava has emphasized visualizing and supporting women entrepreneurs seeking to convert their business models into franchises.
“I consider it a personal mission to visualize the female entrepreneur, especially in the franchising sector. We are partnering with national organizations such as the Mexican Association of Women Entrepreneurs (Amexme), the Mexican Association of Female Business Leaders (Ammje), and Empowered Women. We assist them in transforming their successful business models into franchises, providing manuals, certifications, and affordable pricing,” Eslava explained.
The goal is for more women to formalize, scale, and replicate their businesses in a competitive environment.
Low-Investment Franchises as an Entry Point for Young Entrepreneurs
Another focus has been promoting low-cost franchises, offering an accessible option for young individuals eager to start their entrepreneurial journey.
Eslava highlighted low-cost franchises such as travel agencies or water purification systems starting at 65,000 pesos, serving as an initial approach to the ecosystem.
“For young people, a low-cost model is more accessible. It allows them to understand the importance of having operation manuals, administrative procedures, and brand registration. It’s a training ground for aspiring young entrepreneurs,” she affirmed.
Key Questions and Answers
- What has been the main focus of the franchising sector in 2025? Professionalization and international expansion have been key, with an emphasis on aligning Mexican franchises with international standards and strengthening the AMF’s presence in the business ecosystem.
- How has the AMF supported women entrepreneurs? Under Betsy Eslava’s leadership, the AMF has partnered with organizations like Amexme, Ammje, and Empowered Women to help women convert their successful business models into franchises.
- What international efforts has the AMF undertaken? The AMF has allied with the Mexican Secretariat of Foreign Affairs (SRE) to support Mexican brands projecting themselves abroad. They’ve also facilitated entry into new markets, such as Indonesia and Brazil.
- How are low-cost franchises benefiting young entrepreneurs? Low-cost franchises, like travel agencies or water purification systems, provide young individuals with an accessible entry point into the entrepreneurial world.
