Retailers that face recession in home markets and lack cash to expand look to franchising as a source of growth. To ensure brand consistency, they need to provide some apps support to franchisees, without assuming unreasonable apps support costs and without reducing franchisees' autonomy to react to local markets. Analysis of insights collected from interviews with leading franchisors uncovers clear principles to decide which apps to provide to franchisees and how best to charge them for apps support.