Ask the expert s


What should I look for to ensure a fra nchise bra nd has the ability to be a success internationally?


PETER E WUDY


Director of international fra nchise development at Esquires Coff ee


u Do your research: Before you begin, thorough research is vital. You need to ensure that there is a niche in that market for a new brand. Which brands are doing well internationally? Look at how you can learn from them, and how this can inform your own fi nancial and development model. This needs to be specifi c to that market yet feed into the overall vision of the company, and should, of course, ensure a good return on investment. Consider whether there is already a


successful, proven track record in existing countries for internationally franchised or global brands, and which business models thrive within particular cultures and countries. This will heavily infl uence which countries you choose to launch in. It’s also worth analysing the franchisor’s vision, passion and ethos, as well as checking it adapts to the global market or is more suited to one territory over another.


Invest in people: The success of every franchised unit depends on its employees. Not only are you faced with the challenge of building and growing a new business but also doing so amidst cultural differences, legal considerations and


contract negotiations. Creating a strong, reliable team is vital to help navigate through the brand launch and beyond.


Pinpoint your processes: Make sure you have all processes and systems required in place for the smooth running of your franchise. This could range from ensuring that all custom manuals and systems for operations are onsite and accessible to the management team, to putting in place a clear reporting function that works internationally – and possibly across multiple time zones. Building and testing this structure right from the beginning will ensure the day-to-day smooth running of the business.


Plan for a future-proof business: Don't rest on your laurels following the launch! Ensure you continue to provide training and development support to help the business continue to thrive. There will always be challenges to overcome, but the benefi ts of franchising in a home market are amplifi ed in international markets, so as long as systems are in place and contingency plans made, you should soon be able to reap the rewards.


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