Women's entrepreneurship is a term that is more often used in the Croatian market. Nowadays, more and more women are trying to succeed in the world of entrepreneurship, start their own business and reach the highest levels of management. Franchising business is gaining in popularity both in the world and on the Croatian market for the reason that it enables the takeover of an already established business, reduces risks and guarantees success. This paper presents the characteristics, development and importance of women's entrepreneurship. The topic includes an overview of franchise business, its positive and negative sides, and how it affects the success of women entrepreneurs. The subject of this research is the use of franchising as a form of encouraging female entrepreneurship. An online survey questionnaire is used as a research instrument in the paper. Within the paper, an empirical research is conducted in which the success of the business of women who have decided on a franchise business model is examined through a questionnaire. The survey included women who are engaged in franchising in the Republic of Croatia. The purpose of the research is to determine the characteristics of women entrepreneurs, their motivation to enter the franchise business, the most important features of the franchise business and the possible discrimination they encountered in their business journey. In this way, a clear picture will be obtained of how the franchise business strategy affects the success of women entrepreneurs.