What is the role of The Barna Group in determining the 'Baseline Target' for C12 Group franchisees?

According to C12 Group's 2025 Franchise Disclosure Document, The Barna Group plays a role in defining a franchisee's "Baseline Target." C12 Group uses research data provided by The Barna Group on the percentage of 'practicing Christians' or 'evangelical Christians' by region to help establish the market potential within a franchisee's territory. This data is used to estimate the number of prospective member companies within that territory.

In practical terms, this means that The Barna Group's data on Christian demographics influences C12 Group's assessment of the potential market size for its services in a given area. This Baseline Target is a key performance indicator for franchisees, as they must achieve certain penetration levels within their territory to maintain exclusivity.

Specifically, franchisees must achieve certain milestones within specified timeframes, such as reaching 33% of the Baseline Target or having at least one CEO Forum with at least ten CEO Members within 24 months of opening. Failure to meet these performance levels can result in the franchisor reducing the franchisee's territory, authorizing another franchise within the territory, or operating a C12 Group business within the franchisee's territory. Therefore, the data provided by The Barna Group directly impacts the expectations and performance requirements for C12 Group franchisees.