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1
Franchising: An Industry Perspective
Presented by
Ritesh VohraFirst Franchising Private Limited
16th November 2002 / FICCI Footfalls 2002 / New Delhi
2
Agenda
Franchising Internationally
Franchising in India
Retail & Non Retail Franchising in India
Franchisor-Franchisee Relationship
Summary
3
Franchising Internationally
Very well accepted Entrenched deeply within USA & Western Europe Fairly well structured in terms of framework In USA:
$1 Trillion is spent each year on goods bought at franchised outlets
One out of every 12 business establishments is a franchised business
A new franchise business opens every 8 minutes of every business day
50% of retail trade is through franchised outlets High growth areas are South-East Asia, Latin America &
the Middle East US franchisors lead the way in International expansion
4
Franchising in India
Acceptability growing by the day Fairly conventional industry spread Approximately 600 franchisors spread across industries like
education, retailing, professional services, healthcare etc Over 40,000 franchisees Annual turnover from Franchising – anywhere between
Rs.8000-Rs.10,000 crores Total investments made by Franchisees – over Rs.5000
crores Over 300,000 people directly employed by franchised
businesses Variety of hybrid formats in practice Number of International franchises already existing, more
coming in
Source: Annual Surveys of the Indian Franchise Sector, conducted by
FirstFranchising
5
Factors Defining the Growth of Franchising in India
Positive Factors
Huge consuming class Fast-growing consumerism Shift towards Services from Agriculture & Manufacturing Franchising has already proven to be successful in several
sectors Large entrepreneurial pool
6
Factors Defining the Growth of Franchising in India
Negative Factors
Lack of regulatory framework Financing mechanisms not in place Skewed real estate markets
7
Franchising Trends in India
The Education sector dominates the Indian franchising scenario, although Retail is fast catching up
Most of the franchisors are relatively new and small Several large Indian corporates also going the
franchising way Newer & innovative concepts being introduced Substantial interest from international franchisors as
well as Indian business houses for master franchises Franchising is now spread across the country, thereby
providing opportunities to entrepreneurs everywhere
8
Benefits of Franchising
Franchising allows the franchisor to:
Have greater access to capital Expand rapidly Save operating costs Capitalise on the abilities of independent entrepreneurs
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Benefits of Franchising
Franchisees joining a franchise system enjoy the following benefits:
Backing of a bigger organisation Shorter learning curve Established trade mark or service mark Economies of scale Joint advertising and promotion Transfer of management expertise Training & support from the franchisor
10
Retail Franchising within India
Grew initially in the apparel & footwear sectors Has gradually grown to cover a wide variety of sectors
including food, consumer durables, jewelry, books, home décor etc
Two varieties of Retailers: the manufacturer-retailers – typically Product Distribution
Franchises – have been around for a while the aggregators – typically Business Format Franchises – only
now beginning to show up Existent & likely to be successful only in smaller formats Substantial action also happening in non metro locations
Thereby spreading organised retailing over a larger footprint Has had to contend with the peculiarities of the Indian real
estate markets Result – MG (Minimum Guarantee) has become the key driver
11
Franchising in Retailing – A Variety of Models
*many more varieties of the hybrid model exist.
12
Non Retail Franchising within India
Comprises of sectors like Education, Health & Beauty and Professional Services
Is widely practiced and accepted across the country Differs from Retail franchising in terms of the
importance given to the location Pure franchises / Management contracts followed
13
Brief Sectoral Analysis
IT Education – Down for the moment but surely not out; likely to re-emerge through IT Enabled Services
Retail – Going strong but getting hurt because of the real estate markets
Vocational / Preparatory Education – Fundamentally strong because of huge population base and high competition in public examinations
F&B – Low level of activity currently but attractive long-term potential
Professional Services – Low level of activity currently but attractive long-term potential
14
Value Proposition from a Franchisor
Ranking Value Proposition(Franchisors View)
Value Proposition(Franchisees View)
1 Brand Name Brand Name
2 Economies of Scale Economies of Scale
3 Proven Business Format
Proven Business Format
Source: Annual Surveys of the Indian Franchise Sector, conducted by
FirstFranchising
15
Value Proposition from a Franchisee
Ranking Value Proposition(Franchisors View)
Value Proposition(Franchisees View)
1 Local Market Knowledge
Investment / Real Estate
2 Business Experience / Background
Business Experience / Background
3 Investment / Real Estate
Local Market Knowledge
Source: Annual Surveys of the Indian Franchise Sector, conducted by
FirstFranchising
16
Critical Success Factors for a Franchise System
Ranking Factors
1 A Well Established Business Network
2 Constant New Product Development
3 Innovative Products / Services
4 Quality of Franchisees
5 Transparency
6 Return on Investment to Franchisees
Source: Annual Surveys of the Indian Franchise Sector, conducted by
FirstFranchising
17
Most Common Causes of Friction between Franchisors & Franchisees
Ranking Causes of Friction
1 Transparency
2 Training and Support
3 Revenue Sharing
4 Product / Service Delivery
Source: Annuals Surveys of the Indian Franchise Sector, conducted by
FirstFranchising
18
Key Concerns for the Indian Franchise Sector
Herd mentality – both franchisors as well as franchisees
Several wrong precedents of franchisors as well as franchisees
To an extent: many franchisee’s commitment to service quality is
missing many franchisor’s commitment to provide the promised
support to their franchisees is in doubt
Result – a tense relationship, which doesn’t help anyone
19
Key Concerns for the Indian Franchise Sector
Financing for franchises is a problem area with financial institutions
soft expenses not recognised as part of project cost by many institutions
Legal & disclosure framework for franchises is not in place increases chances of fraud by fly-by-night franchisors makes it difficult to resolve disputes
Real Estate markets completely unstructured & unrealistic make Franchising unviable for start-up entrepreneurs
20
Way to go
Need for a Working Group / Regulatory Body on Franchising to identify correct priorities and lobby for them
Need for disclosure norms & legal framework on the regulatory side
Most importantly, Franchisors as well as Franchisees need to understand & honour their commitments & responsibilities towards each other
21
Thank You.
ritesh.vohra@firstfranchising.com
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