Franchise International:

Bringing a successful Franchise operation from one country into another has varying degrees of complexities. Taking your brand from its original country into a neighbouring country is often far easier than transporting several thousands of miles. However, every year it does happen and with varying degrees of success. This article is designed to assist those owners of successful National Franchise operations that believe that they can bring their entire Franchise offering into the United Kingdom market.

Before you leave the comfort of your own country you should have some prior knowledge of the market that you are planning to enter. This can either be undertaken by yourselves by visiting the market, competition and Franchise Exhibitions and then creating all of the documentation that you will need in order to be able to meet with serious investors and provide a credible offering.

Alternatively you can engage the services of the most experienced Franchise Development Consultants in the country and get them to come to your head office, tour your operations and see the reality of your business as it operates. The consultants would then ideally meet with some of your most successful Franchisees so that they obtain as many first hand experiences as possible. Then they will need to meet with your entire Management Team and understand their various roles and how the needs of the targeted country are best understood, met and delivered. You will normally have a number of Corporate strengths that should be of interest to the target market.

Likewise, you may have a number of weaknesses so it is critical that all areas of your Franchise operation are thoroughly investigated and then reported on. Then the consultancy team can return to their own country and commence the work programme by carrying out pre-entry research and defining the best way in which your company can enter the UK market. Basically there are 4 ways to consider:

1. Establishing a company owned flagship store

2. A joint venture with a totally suitable partner

3. A Master Franchise offering whereby the Master Franchise investor establishes their own flagship operation and finally

4. Direct Franchising.

Full article.

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