158 159 Roy edit DRA 2/3/07 9:50 am Page 2
regulatory data from the specific target owning and developing the franchise in franchise partner search programmes,
country. You should also consider the their country, and that they will not be which link US franchise firms to a
extent to which franchising in general dependant upon you other than for the global network of industry-specific
is an established method of business initial training. country experts, brokers, attorneys and
and what laws, rules and regulations Hence you should always undertake potential business partners.
need to be adhered to. a thorough background check, Europe is just waking up to the fact
When it comes to the promotion of including discussions with local that these programmes offer a genuine
the Master Franchise, look at the business associates and taking up return on their investment for the
options before you proceed. These references with professional advisors. participating country. Its governments
could be looking at a joint venture, or You should also expect candidates to need to understand the substantial
dividing a country such as France or draw up their own outline proposals as difference between exporting products
Germany into specific regions. Both of to how they would acquire and develop to exporting a franchise, which
these practices have proven very the franchise. The alternative to Master involves the total business method of
successful in the past. Franchising is seeking a joint venture sales, marketing and support.
A thorough evaluation of the short- partner, and this can often prove a more However, as franchising becomes an
listed applicants is critical and they direct model, so long as the SWOT ever-increasing method of business
need to sell themselves to you just as analysis proves favourable. expansion in the international
much as you need to explain your I believe that a number of European marketplace, the demands put by
opportunity. In addition to having governments will begin to recognise companies directly onto their
knowledge of the culture, experience of the importance of supporting their governments are likely to produce
franchising and a network of business national franchise programmes. The some new initiatives, all based upon the
contacts, they need to understand that American market has taken the lead success of the American model.
they have a serious responsibility in through its Department of Commerce’s
FURTHER INFORMATION: Email Roy Seaman at enquiries@fdsltd.com
Find out more about fds at www.fdsfranchise.com
To read more columns about franchising, visit www.thefranchisemagazine.net
© 2007 The Franchise Magazine 159
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