Is sold brand selection and the estimation of franshizy. V. lyaporov. "Business- periodical"

First step toward the commercial partnership - usual realization of goods. The declarations frequently fall: "we is expansible our dilerskuyu network, we search for partners for the discovery of representations in the regions. We ensure with the advertising production of manufacturing plant and we guarantee participation in the advertising campaigns ". At this point of partnership any deep obligations, except the fulfillment of transaction purchase- "sold", traders they do not connect. But here is franshiza - this where the more close connection, which assumes many mutual commitments.

In zaimozavisimost' of partners it remains one of the strongest and simultaneously vulnerable places of franshizy. One side returns its image and experience to partner. Well and other makes an even more difficult step - it packs its own money. This is critical selection for both sides. As franchayzery they try to select their business partners, stopping on the reliable, so also owners attempt to find most attractive franshizu.

"stars" and "milch cows"

Positioning in the professional circles and possibility to attain narrow, but qualitative acknowledgement occurs more important than the advertising reputation. For example, to wide public little are known the stamps of professional cosmetic. At the same time precisely they develop on the principles of franchayzinga the international network SPA- it is center, transferring to its partners finished projects and new developments of its laboratories. Client fitnes- it is center it interests not so much the reputation of stamp, as presence of the finished project of accomodations and training programs. In the fashionable business the popularity of brand also is not most important guide for selection of franshizy. Today stamp can anyone not know, but tomorrow by the forces of piarshchikov it will already become fetish in the fashionable circles. Is much more important thorough consideration and the regular removability of collection.

It is difficult, of course, to sense great possibilities in the unfamiliar brand, but in the process of acquaintance with potential franchayzerom of businessman must not bring business intuition, owner's scent. In the final analysis, franchayzingovye agreements at basis their can be very subjective: "you please yourself - you do not please yourself" almost basic criterion during the negotiations, and this hide neither brands nor, all the more, traders.

In other regions, on the contrary, the reputation of brand - key criterion for the collaboration. Reputation is important, where the brand guarantees not only professionalism and modnost', but much simpler and more trivial thing - quality of product itself. For example, to open contemporary service station under the unknown stamp simply does not have a sense. The number of brendirovannykh servicing grows precisely due to franshizy, and, for example, today on Moscow in the network TNK of 10 its own stations and more than 70 franshiznykh, in "lUKoyla" and YuKOSa on 10 its own and it is more than 30 franshiznykh. For both sides - and oil-industry workers, and particular owners of auto-servicing this is the only way of development, the specialists of Russian fuel union count. "in the course of competitive activity, sooner or later, the majority of independent AZS either will be acquired by petroleum companies or they will begin to work under their trade marks on the conditions of franchayzinga", said the President Of "lUKoyla" It vagit Alekperov at the Moscow international petroleum congress.

It goes without saying, work by the name of well-known company brings to franchayzi additional profit due to the larger sale. Yes even to rawest corporations is much more important the sale of its petroleum products; therefore with respect to royalty oil-industry workers are very liberal. Let us say, the average of franchayzi Of "lUKoyla" returns to cartridge not more than 1000 dollars per month, and "To slavneft'" not at all assembles from franchayzi of any tribute for its brand those solving the requirement, which they present to their partners the majority of petroleum companies - more or less long independent presence on the market. Still, in the case of the diluted gasoline precisely the owner of brand answers on judicial actions for the damaged engine of expensive foreign-produced brand. But the precedents, when auto-owners attained from the companies through the law court of compensation for the substituted by poor quality gasoline damage, having on the hands of linchpins and a conclusion of the authorized service, has already been located. From other side, the reputation is necessary to the certain degree. In the small, but well controlled and effective petroleum companies it is much more space for the maneuver and the individual approach to the work with each of franchayzi. Therefore the petroleum brands, known within the framework of one region, but not on scales of the entire country, successfully can develop franchayzingovye networks, but their partners - design for prosperity. And, on the whole, this correctly in connection with the majority of service enterprises.

Opening restaurant, it is possible to select "makdonalds". But to agree with so known a brand so is not easy in practice, especially if experience in the business is not so serious, as that most frequently require large franchayzery.

It is characteristic that not the most known restaurant networks most dynamically in entire peace are developed. And the experience of exhibition "franchayzing in Russia" showed that the great interest from the side of capital and regional owners caused new for our market brands the real tendency of the present day, when western net franchayzery leave immediately into the regions, opening commercial and service enterprises in the large regional centers. But another pair of years ago they considered as their duty to begin the mastery of Russia from two capitals.

One way or another, selecting franchayzingovye projects, increasingly more frequent owners make selection in favor of "milch cows", leaving "starry brands" in the side. If the average man, evaluating one or other brand or another, looks first of all at the advertisement, then for the trader are more important the real cost of the use of brand, the reliability of business- model and strictly product itself. The advertising campaigns, which carry out brands and, thus, advertise including business of franchayzi, it is unconditionally interesting, but the decisive factor in the selection are the conceptual and financial attractiveness of franshizy, the thorough consideration of entire business- project.

The West will help us

The governments of many countries actively encourage purchase by the foreign firms of domestic equipment, goods and services. For this there are special banks, for example export-import. They give credit companies, which acquire the projects, in which are begun to operate the products and the services of national producers. The active memberships of the export-import banks OF THE USA and Japan are calculated by tens of billions of dollars, and work they can both with the large corporations and with the particular owners.
Franchayzing - one of the forms of the advance of production; therefore the American and European countries develop the specific routines of the financial and expert support of owners, who express the desire to purchase franshizu.
In western governments there are international programs of the assistance to franchayzingu of western brands.
Generally, the possibility of the financial and expert assistance of western near-government organizations - separate theme. Let us note that today the support of national producers quite scale in the world is conducted by American government. Program "Buy USA" ("buy American"), financed by the U.S. Government, by the Ministry of trade and by export-import bank, makes possible for owners to obtain credits and investments under the projects, in which are implicated American companies.
The representations of the sales department of the embassy OF THE USA (US Commercial Services) are located in Moscow, Saint Petersburg, Ekaterinburg and Vladivostok and they are called to contribute to the advance of the export of American goods and services for the Russian market. Assistance in the selection of franshizy, consultation and assistance in the search for credit or investment financing - here is the brief spectrum of possible aid. Analogous programs develop European organizations like the European economic chamber and the European business- club, but their activity did not thus far acquire such serious sizes in the direction of work with the particular business projects.

Pay for the name

Independent of the sector of economy, the diagram of the acquisition of franshizy is identical in all:
- entrance payment into the franshiznuyu system (in certain cases it does not exist, but this it is always specified separately);
- periodic payments (royalty);
- deduction for the advertisement (they are collected only by some franchayzerami);
- capital investments into the discovery of business.

As a rule, large brands, beginning to develop franchayzing, already have commercial points in the internal control. Therefore them interests not only expansion, but also ease of control. Master, serves as a compromise, when right to the development of franchayzingovoy network in the region is transferred one to more or less important local firm, which, in turn, deals with the final of franchayzi.

"the force of our brand in the fact that we allow large space for the business initiative to our master -franca1zi on the new markets, says the owner of company" Sbarro "Mario Sbarro. - we follow the concept, according to which one franchayzi can open several commercial points in the most different places - supermarkets, the hotels, the airports, the universities, the casino, the cinemas. Therefore we became network of the cafeterias, largest in the world, located in commercial and entertaining centers.

In "sbarro" are evaluated initial investments into the discovery of firm restaurant into 250-850 thousand dollars, depending on region and size of institution.

Most important in Sbarro today already is considered not an increase in the network, but a qualitative increase in the existing franchayzingovykh restaurants. In any event, when franchayzingovaya network grows to the scales of several hundred enterprises, arises a question about the maintenance of unified standards. This is reached because of master -franwize, when local important firms, but not main company, deal with the problems of each concrete owner at the places. In some countries of franshizoy to "sbarro" possess actually important companies, such as Allied Domesq, Universal Foods or Trispur. However, of course, this does not mean that all branched net companies, preferring to work with the firms, are closed for the particular owners. Master -franwiza, according to the logic, can be given out and to individual owner. With the confidence it is possible to say that many well-known restaurateurs would not experience difficulties with the acquisition of franshizy, if they would want to develop their business in this direction. It is another matter that many prominent and arrogant owners consider that franshiza - this is the development not of its, but strange business. Although profit for its pocket.

However, nevertheless the majority of brands gives preference to work with the final partners. Such franshizy, as a rule, are more democratic and, which is interesting, more rapidly they are converted from the small into the average business. As antipode Sbarro, which constructs network on the principles master -franwizy, it is possible to name cet6 cafe "baskin-Robbins" and Subway. Entrance payment into the system "baskin-Robbins" is 12 thousand dollars, if cafe is opened in the small city, and 30 thousand in the city with the population to million of people. The exceptional right of work in the stipulated territory instead of is guaranteed, naturally, in those places, where the cafe thus far yet were not opened. But if eksklyuziv owner it does not disturb, then franshiznyy payment for the cafe in Moscow or Petersburg will be 10 thousand dollars, in any other city of Russia - 11 thousand. Furthermore, American network forces franchayzi to pay out royalty and, if the discussion deals with the exclusive agreement, to expend not less than 5% revolution on the advertisement of cafe in the city. From the side of franchayzi be required the accomodation and money. Should be leased not less than to five years accomodation with the total area not of less than 80 square it is meter. Are required easy access, possibility of organizing of stand, discovery of summer cafe, presence of communications.

The estimation of the assumed location of cafe is produced together with the specialists of franchayzera. For example, the network of coffee houses "kofetun", according to the commercial representative, solves all problems about franchayzinge in the individual order. Specialist leaves in the place to the potential business partner, looks accomodation, he talks with the people, and only then sides begin to conduct negotiations. When accomodation approved and partners agreed, franchayzi it must perform repair in accordance with the standards of brand. Moreover most frequently the complete set of standard equipment, surfacing materials and furniture it buys in franchayzera, and only auxiliary equipment can be bought in addition independently. Initial investments into the discovery of cafe specialists "baskin-Robbins" evaluate into 60-120 thousand dollars, in the dependence on the position and the size. Today in the network "baskin-Robbins" they work about 100 franchayzingovykh cafe in Moscow, Saint Petersburg, Krasnoyarsk.

Work with the the final of franchayzi is attractive and fact that it forms around the brand of the association of loyal traders. Let us lead into an example restaurants Subway, which propose sandwiches and finished lettuces. Their 20 thousand 0 0N throughout the world, that are more than McDonalds, although in Russia thus far only two cafe Subway. It is characteristic that in system Subway 70% franshiz to the new points they are acquired by owners, those previously opened on one franchayzingovomu restaurant. "the concept of restaurant is so simple and cheap what to reproduce it under the force to any owner, says Fred of de lyuk, owner Subway. - for example, in restaurant Subway is not at all necessary kitchen - it is sufficient mini- bakery for the baking of fresh bread. Ingredients for the sandwiches and lettuces are supplied by partners each day, and the absence of the need for containing storage greatly simplifies work ".

Free election

Franchayzing arrived at us from the western companies. However, according to the estimations of the Russian association of franchayzinga, to domestic owners it is best to acquire franshizu in Russian brands. The here imposing, but it is far from complete list of the brands, which propose franshizu: "alpha Grafiks", "fragrant peace", "hot krendeli", "Fir tree- stick", "royal water", "kofetun", "red cube", "Crumb- potato", "m.Video", To "nyam-nyam", the "foot-wear OF THE XXI century", "Office- club", "party", "persona lab", To "prokat.ru", "pyaterochka", "rostiks", "Russian is bister", "seventh continent", "teremok - Russian pancakes", "three stout persons", "Formosa", "ekonika", "yakitoriya", English First, OGGI, SELA.

The definite requirements, presented to franchayzi, of course, increase the cost of new business. The discovery franchayzingovogo enterprise on the average is 1.5-2 times more expensive than analogous her own project. And the matter not only in the cost of franshizy itself, but also in those requirements for the materials, the equipment and the personnel, which most frequently presents franchayzer. But any stability always requires the specific efforts. One way or another, in a question of franchayzinga before the trader from the very beginning appears dilemma - selection between the free enterprise and the business hearth patronazhem of stronger partner.

Ask - they will answer

The Russian association of franchayzinga proposes this here list of the questions, by which it is worthwhile assign before making decision about the purchase of franshizy.

On franshize
- do be required from you on the conditions of franshizy any steps, which, in the opinion of your legal adviser, are unreasonable or illegal in your city?
- does give you franshiza the exceptional right of activity in this territory during the period of the operation of franshiznogo agreement, or franchayzer it can sell second or third franshizu for the work in your territory?
- is connected franchayzer in any manner with other franchayzingovymi companies, which sell analogous goods or service? If yes, then which your protection from another franchayzingovoy organization?
- with what circumstances and for what price you can leave the franchayzingovogo agreement?
- in the case of sale of franshizy, they will pay to you reputation or the reputation of enterprise created by you will be lost?

On franchayzere
- how many years of franchayzer it were occupied by business?
- does have franchayzer a reputation of honest and considerable owner among the owners, who manage his franshizoy?
- did present to you franchayzer the assured indices of clean they did arrive one or more than enterprises -franca1zi?
- it did render you assistance of franchayzer in the relation:
a) of the program of training the administrative personnel:
b) of the program of training workers;
c) of the program of advertisement;
d) of ideas on the commercial planning;
e) of financing?
- did help you franchayzer to find a good place for the arrangement of enterprise?
- is provide ford franchayzer with a sufficient financing, in order to carry out its plan of financial aid and expansion?
- is franchayzer particular company or joint-stock open company?
- which can make for you franchayzer - from the fact that you cannot make themselves?

On franchayzi
- what personal capital for you is necessary for the acquisition of franshizy and conducting of franchayzingovogo enterprise, until your gain is equaled with the expenses?
- where you do intend to reach necessary capital?
- are ready you to forego the specific independence of action in exchange for the advantages, allowed to franshizoy?
- do possess you adequate experience for the work with franchayzerom, colleagues and clients?
- are ready you to sell this goods or service?