Franshiza - beginning of successful business. 4. Zhivov. "management of company"

Initial capital Yaroslav zhivov together with brother Vadim they earned, when they opened during September 1988 cooperative < contingent > on the washing of windows. In it worked about 25 people. Already in the first month profit was about 100 000 rub. In one-and-a-half years it was approximately decided to study the production of sport trainers, but project fell through. In 1990 together with four partners the brothers registered company < typeface >, and only it is later and trade mark < monarch >. To each shareholder it belonged to 15% of actions, rest - to two minoritariyam.
    In 1992 Of zhivovy they returned control over the company.
    In the fall of 1998 firm < typeface > opened 60 stores, then the development of retail network began - they dealt in foot-wear < monarch >. Free currency, trade mark, fixed technology, unique, only this firm the formed commodity assortment - to 2002 in company < typeface > were already all prerequisites besides the discovery of stores to grant the franchayzingovuyu form of collaboration.
 
    Franchayzing - such organization of conducting business, during which the company (franchayzer) transfers to the independent variable (franchayzi) right to sale of product and services to this company. Of franchayzi it obyazuyetsya to sell this product or services according to the previously specific laws and the rules of conducting business, which establish franchayzer.
 

    In the searches of the reliable partners
    The search for franchayzi is conducted tselenapravlenno. Sometimes it begins from the participation in the subject exhibitions and the conferences. If to us is interesting some concrete city, we send our there manager into the mission for establishing the partner relations.
    Before to begin collaboration, we analyze the economic situation of franchayzi, being guided in this case by the possibility of obtaining the guaranteed profit both of franchayzi and by franchayzerom. Basic requirements are such: the presence of the commercial area, which satisfies the requirements of franchayzera; the readiness to carry out the technologies, accepted in the network; the presence of sufficient circulating capital; the loyalty of franchayzi to GK < typeface >.
    Control according to franchayzingu - division, which is occupied only by the preparation of projects, by the discovery stores and by their tracking. We greatly value our reputation, and the loss of franchayzingovogo store for us is more terrible than the loss of its, since in this case we risk to lose not only the confidence of buyers in this region, but also the confidence of partner. Franchayzi in turn it must understand, that the control process of business is checked by us, since often it does not have an idea about the shoe business.

    Entrust, but check!
    Together with the future of franchayzi we calculate the financial and economic model of work, as the minimum for one-two years. As a result of financial transactions of franchayzi clearly he understands, when and how much it earns, when it returns the inserted money, how much it must sell in order to obtain profit. Then we sign the packet of documents and approach the discovery of store. All preparatory works are strictly checked by us. We ourselves create and is realized the design of the project of store, we ensure with equipment, we prepare advertising measures, we form commodity reserve, we carry out the selection of personnel, trainings, we install general computer system. Our manager is present on the discovery of store and he subsequently treats him, in order to explain, control of store and work of personnel do correspond to our technologies. With the aid of the computer programs of account we is tracked, how much goods in the presence, as it is sold, it does be worthwhile to change assortment.
    At the corporate conferences two times per year we note the best of franchayzi. To important partners are given financial privileges - additional reductions. Better reward for franchayzi - to become leader in the trade. But if it does not obtain those money, for which it designed, then this is our general problem. In that case we either change commodity assortment or we conduct local estimations. If nothing helps, we make decision about closing of store.

    Formulation of the relations
    With our partners we sign the standard packet of documents, in accordance with which they produce weekly payment. In the agreement of buying and selling regulates the order of delivery, inspection and payment of the goods allowed to franchayzi. There are specified form and size of the guarantee, allowed to franchayzi of the controlling company. In the agreement of services they are brought the enumeration of the services, allowed by us to franchayzi, and the order of the payment to royalty in size of 3% of the gross gain of franchayzingovogo store. Protocol about the intentions allows to franchayzi the possibility to use a franchayzingovuyu business- system, specifying rights and responsibilities of sides.
    Computer system makes it possible to obtain weekly account. This system gives the possibility to see, where what is debts, are such the state of contra accounts for each franchayzi, its commodity reserves, structure of sales. Earlier than franchayzi they paid goods previously, now delivery to production it goes without the preliminary payment. Therefore the payback period the stores (i.e. the period, to which franchayzi it can return the inserted means) decreased. Now it is from six months to the year.

    From Moscow to the very to the outskirts
    We opened stores almost in all large Russian cities with the population of 500-600 thousand people. Franchayzing makes possible for us to be present, also, in the small cities, although there are the exceptions: in Astrakhan they work their store and very successful of franchayzi. We have our stores practically in all cities of the Ukraine; therefore franchayzingovykh partners there thus far a little.
    Since the geography of network is sufficiently extensive, then Russian franchayzingovye stores we try to return in control to our regional centers, which treat the appropriate region. On northwest two franchayzi - one in Novgorod, another in Pskov - find under the administration of North Western branch. Southern regional center checks Novoshakhtinsk, elista, Astrakhan. Irkutsk branch works from Neryungri and by Yakutsk, Vladivostok branch - Ussuri. Omsk branch treats stores in Tyumen', Moscow is occupied by stores in Kolomne, Yaroslavl', Lipetsk, Voronezh, Orel and so forth one Moscow manager is checked the order of five franchayzingovykh stores, and managers in the branches - one-two.
    Our strategy - further territorial expansion. We want to remain leaders on the shoe market of Russia, in each region. In five regions we already lead, but in some there are the sufficiently strong regional competitors, who pack all means only into the stores of this region. But since our network - national, our resources in these territories are limited. Prior to the end of 2003 we plan to open not less than 40 franchayzingovykh stores.

    Advantages of franchayzi
    American statistics testifies: 90% of owners, who independently began their business, postiglo bankruptcy, while 90% of those, who bought franshizy, they achieved success. Packing money into franshizu, owner obtains the guaranteed business, checked by years. Franchayzing is acceptable for the average business and is ideal for the beginning businessmen. In practice of franchayzi are obtained the definite advantages:
the known trade mark, which is used authority in users; the procedure of planning profit and constant control of profitability; the complete commodity balanced assortment; the free delivery of goods to the store of franchayzi; the assignment of the equipment of store into the lease with the right of ransom; free education of personnel; systematic aid and the joint financing of promouwn- measures with the discovery of store; right to the participation in the general advertising measures of network.
    Furthermore, the system of the computer calculation of sales in the store of franchayzi makes possible for the specialists of the controlling company to achieve the effective commodity management, which increases the profitability of store. But the controlling company, developing franchayzingovuyu network, enlarges its market for sale and increases recognizability by the users of its trade mark.
    All this strongly decreases financial risk and gives the possibility of obtaining the guaranteed income.

    < monarch > will become brand?!
    In the final analysis on the market only those companies, which will create their brands brand, will remain - this is the totality of the properties, which in the consciousness of user form the specific vision. You not boots buy, but, speaking descriptively, < idea yourselves in this boots >. Therefore it is important to give special attention to the formation of product, to the creation of the collection, oriented to the specific audience and which completely satisfies its needs, moreover with the best relationship of price and quality. Now we pack large money into the creation of this collection, which in its kind will be unique. This will allow us to create their brand, we strive for what, producing the foot-wear of brand < monarch