The networks offer a wide range of devices – training, search local… – to help to gain in efficiency.
the price of security : if the franchisees are willing to pay up to € 50,000 entry fee and 3 %, 5 % or even 10 % of their turnover in royalties, this is not only to give pleasure to their franchisor. They want, in return, benefit from the notoriety of the brand and also enjoy a sales and technical support throughout the execution of their contract. This support is one of the pillars of the franchise : it provides the franchisee with a transfer, quasi-permanent knowledge and its development. Start-up assistance, through the commercial hustle and the training, all of these assistive devices allow franchisees to ramp up and succeed in their business project.
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training height
The initial training is designed to provide future franchisees with the know-how, techniques and practices that are essential for opening their unit. It takes on average 32 days but varies from one network to another. La Mie Câline, for example, offers a curriculum for the initial nine weeks : four weeks in his training centre and five weeks in situ, in a point-of-sale. At Monceau Fleurs, franchisees with no experience in the horticultural benefit from twelve weeks of training, half of which immersion in one of the branches in the network. The future franchisees of the kitchen Aviva starts their side with a week-long immersion in a store before leaving for three weeks in the Aviva Academy, the training centre of the sign in the lyon region.
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A quality training should alternate with learning theoretical and situational practices. But it is necessary to believe that all the signs have not yet found the right balance : only 72 % of franchisees believe that their training has them well prepared for their future activity. It is therefore necessary to be very vigilant on this point before committing.
The future franchisees of the kitchen Aviva to begin with a week of immersion in a store before leaving for three weeks in the Aviva Academy, the training centre of the sign.
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subsequently, the brands may also offer continuing training to franchisees and their employees. With an average duration of eighteen days, they usually are devoted to the standards and regulatory changes, working methods, new products or services, it tools and sales techniques. These courses are paid, but they are not mandatory, the franchisees remaining independent entrepreneurs, free of their decisions. And, the masters of their own time, often precious. The development of e-learning makes these courses more accessible : distance learning allows you to reduce costs and to avoid long absences of in-store teams.
A presence at every step
Responsible for the “success” of their partners, the networks must be present at all stages of the creation of a project. The launch of a unit is a strong time, and represents a time of stress – and challenges – for the franchisee. At Pitaya, teaches street food thai with 14 dining options (six branches and eight franchises), the support is comprehensive and begins early. First with the research funding. “We are working with the poles free of several banking networks, as well as with cautionneurs, such as Bpifrance,” explains Régis Halbert, director-general.
then Comes the assistance “location”. “The real estate agents can multiply the visits unnecessary. To avoid that our franchisees get out of breath, we can assist them in their research with a very specific set of specifications, tools of geo-marketing and a feed of real estate offers that we select,” says Régis Halbert. In the phase of development of the local and then opening, dragon fruit is also present : “We offer stand builders partners with the franchisees. They are free to appeal to service providers of their choice, but on some technical parts, we insist on the importance of our recommendations. At the time of opening, a team of the pole operation is sent on-site for four days to ensure the implementation of the process.”
tools of a shared server
The mission of the franchisor does not end on the day of the inauguration ; on the contrary… it’s only the beginning ! The network must offer different services for management, monitoring and guidance to its franchisees. They concern, among other supplies. The central purchasing office, or seo, is not compulsory ; but in the activities of trade, this tool mutualisation allows to obtain much better prices. This does not prevent the franchisees to keep a certain margin of manoeuvre in the construction of their offer and the pricing. This freedom of action is recognized by the jurisprudence as one of the prerogatives of the head of the independent business that should be franchised.
Sonia Nardin (g.), host of the network’s Seed of Woad (natural cosmetics), proposes solutions to advance the sales of its six branches and two franchises. Here, in Toulouse.
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The head of network may also propose (or impose) its it tools to manage the activity : a management software package to track inventory and to monitor key indicators (turnover, average basket, conversion rate, etc), a customer database for lead promotions, a loyalty program that is common to the brand… Because the strength of a network depends largely on the reputation of the brand, advertising and communication are also part of the fundamentals of the franchise. They are usually the subject of a specific charge, of the order of 1% to 4% of the turnover. Franchisees may be asked to co-manage this budget by involving them in the commission “communication” of their teaching.
facilitators coaches
Last mission, essential and ongoing franchisor : the animation of its network. Evidence that the signs take this mission seriously, the French Federation of the franchise has created a curriculum of ten days of training in the profession of animator. The role : monitor and assist the franchisees, that is to say, to ensure that they adhere well to the concept and the process (this is the “gendarme” of the moderator) and help them to make the most of their case (this is the side of coach). On average, large networks with five hosts, the most small – less than 20 points of sale, two *.
A facilitator network of Downright Flowers visit the two outlets of Pascal Magisson, in Mozac and in Clermont-Ferrand, at least once per year.
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With 33 decorating stores across France, Bo Concept has put in place a dual system for animating its network : a telephone help line to respond in real time to the issues of the franchisees, and two facilitators to ensure training of in-store teams, to converse once a week with franchisees, and visit them at least four times per year. “They must ensure that the franchisees are oriented towards the commercial development”, explains Laurent Perry-Spencer, director of development.
The French network is expected to increase from 33 to 60 stores in the next five years. But the sign will keep the same closeness with its franchisees. Because “this assistance allows them to go to a better profitability of their point-of-sale”, concludes Laurent Perry-Spencer. What is good for the franchisee is also teaches…
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* Survey people’s Bank-FFF, 2017.