Different Types of Franchises & Strategies for Potential Franchisors

Different Types of Franchises & Strategies for Potential Franchisors and Franchisees

Early Franchise Entrants 1898 - Automobile Manufacturers Division of responsibilities: - manufacturers - design & production - dealers: sales & service

Coca Cola Company 1886 : coca-cola invented 1899 : Thomas & Whitehead 600-word contract promised to open a bottling plant 1901 : no capital to open the bottling plant ? 1919 : 1,000 franchised Coca-Cola bottlers

Gas Stations 1930’s - Depression Era Franchising First example of Conversion Franchising Taxation of all company-owned gas stations Why pay that? . let’s FRANCHISE Also quicker local response to price changes

Fast Food Fifties Harlin Sanders - gas station closed pumps: 142 seat restaurant 1950’s: turned down 164,000 1960 (200) 1980 (6,000) 2007: 13,433 KFC’s world-wide San Bernardino, CA 1940 Dick & Mac McDonald inspired by Henry Ford’s assembly line Ray Kroc - multi-mixer salesman world’s largest chain of FF-rest’s over 31,000 locations world-wide

1960’s, 1970’s, 1980’s, 1990’s

Franchising Timeline 1898 - General Motors, Ford 1899 - Coca-Cola 1930 - Gas Stations 1952 - KFC: 13,433 1955 - McDonalds: 30,823 1964 - 7-Eleven: 31,680 1974 - Subway: 26,197 1980 - Mail Boxes Etc. 5,760 1995 - Curves: 9,882 2001 - Geeks On Call: 305

Principles of Franchising 1,550 company-owned restaurants Revenues 1.69 billion Expenses 1.42 billion Pre-Tax Profit 270 million (16%) 4,550 franchised restaurants Revenues 486 million (royalties) Expenses 78 million Pre-Tax Profit 408 million (84%)

Types of Franchises Manufacturer-Retailer (auto & gas) 70% of franchise sales Manufacturer-Wholesaler (coca-cola) 3% of franchise sales Business Format (McDonalds, Hilton) 27% of franchise sales Franchising in the Economy (1986) last year Dept. of Commerce collected data how has franchising evolved since then?

Franchisor Strategies Advantages Of The Franchise Model OPM expansion franchise & royalty Fees leverage IP assets efficient market penetration Disadvantages Of The Franchise Model does not solve existing problems initial development costs entering a new business: new expertise profile ‘problems”

Feasibillity Analysis Is the concept franchise-able? 4 marketing P’s: product, price, promotion, place Transferable PBS operations manual(s), training program, IP Management audit management depth management abilities Written evaluation & ratings operations, marketing, management, financial

Strategic Franchise Planning Developing a franchise infrastructure Protecting IP Competitive positioning & pricing Education & training Field services & support Franchise profile Franchise marketing

Franchise Documentation Operations manual(s) Training program Legal documentation franchise contract, franchise offering circular Franchise marketing materials brochure, application, press releases, web page Franchisor operations manual Franchise registration application(s)

Dual Distribution & Expansion Strategies Dual Distribution mix of company owned vs. franchised Expansion Strategies exclusive territories; geographic scope conversion franchising: Mrs. Fields Cookies (1990) Snap On Tools (1991) Petroleum Stations (1930’s) area development master franchising - subfranchising international franchising

Franchisee Strategies Industry Trend Investment Level Breakeven Point Working Hours Income Level Number of Employees Location & Lease Lifestyle & Image Master Franchisee, Area Developer Sell off franchise(s) & be a Franchisor