spotlight on us
which have achieved enviable exporting its concept and customer franchise-related subject you can
ubiquity on UK high streets – the intelligence, it is making continual think of and it’s not possible to come
situation in reverse is a much greater changes to its offerings. away from the event without benefit.
challenge, mainly because of the Next year’s convention takes place
magnitude of the US market when • Account for the costs in 6-9 February in San Antonio in Texas.
compared to the UK’s. supporting local franchisees, the
physical scale of the US means you • Use an experienced specialist
The US is a country that needs to be will be taking a flight in most cases franchise solicitor as this will help
taken on one bite at a time. Each to support your network. Where you with all aspects of your launch
separate state must be considered, possible use technology to reduce and the registration of the Franchise
from a franchising perspective, as these costs, such as online training Disclosure Document (FDD) in
a country in its own right, usually via your extranet. different states.
attracting its own individual
franchisees. And no, unfortunately • Pilot your concept in good test
that doesn’t mean an instant
windfall of easy cash! While, on the
surface, the opportunity to award
multiple franchises instead of just
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markets such as Dallas and Chicago,
as they can give you a soft launch
Each separate
to hone your concept to local
conditions.
one may seem to add to the US’s
state must be
attractiveness as a foundation of • Learn from existing US franchisors
expansion, the differing state laws considered as a
and varying demographics will
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about how they support their
franchisees and what it costs.
require expert knowledge and careful country in its own
research. This, of course, will cost • Be open to launching in a
any franchisor a large amount of
right...
European market before committing
time, money and other resources. to the US market.
The market according to the 2009 • Communicate with your domestic
Franchised Business Economic • Willingness and openness to network so they understand there
Outlook by PricewaterhouseCoopers embrace and understand different will be no gap in the support for their
shows an increase in output of 9.7 cultures is needed. The way business franchise.
per cent between 2001 and 2005, is done in New York City can differ
and growth is projected to decrease from New Orleans. Understand local So plan carefully, geographically be
by 0.5 per cent in 2008-2009, business customs and enlist local targeted and be committed for the
mirroring a downturn in the economy professional help to evaluate the long haul to expand in the US
as a whole. And, 85 per cent of market when you visit. market. The existing US franchise
US franchise business leaders have systems are highly professional on
strong expectations for unit growth • Attend the IFA Annual Convention recruitment, management and
in 2009, based on the increase in
www.franchise.org – run by The operations, so to compete effectively
prospects looking at franchising, American Franchise Association. The you will need to be ‘Americanised’ in
according to an International International Franchise Association your processes and have a real ‘can
Franchise Association (IFA) survey in is large and professionally run to do’ attitude to succeed with a
November 2008. support franchisors, franchisees and support office in the country. <
suppliers. The convention should be
of interest to UK franchisors with
international aspirations, and takes
Peter Stern is an International
Helpful guidelines place in the sunny south of the US in
Franchise Consultant with
February each year. Much value can
FranFind and has been in
• Ensure the executive team is be obtained from the convention
franchising since 1982. This
fully committed to the expansion and not only from the more
well-established consultancy,
in the market. formal aspects.
with offices in the UK and
Germany, is a founder member
• Adapt your brand to the local Bill Clinton was the keynote
of the International Franchise
market. A good example of this speaker this year and there are
Consultants Network with
is Tesco, which is continuing to many networking opportunities,
Worldwide Reach. Contact
recalibrate its food offering in its particularly through the breakout
020 8780 3805 or visit
Fresh and Easy convenience stores. roundtable sessions. These helpful
www.franfind.com
Even with extensive knowledge of conversations cover just about every
Franchisor News | 23
FN_PG21-23_Spotlighton_WIN09.indd 4 21/09/2009 17:47
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