Published on March 16, 2008
Slide1: FRANCHISING OPPORTUNITIES ACROSS EUROPE Mitchel Auerbach, Senior Commercial Officer U.S. Commercial Service, Dublin, Ireland Dillon Banerjee, Senior Commercial Officer U.S. Commercial Service, Lisbon, Portugal Trade Winds Forum May 16, 2007 OVERVIEW: OVERVIEW Franchising Today International Franchising Why Go International? Why Europe? Franchising Across Europe Legal Aspects of Franchising OVERVIEW: OVERVIEW Market Entry Strategy Our TOP TIPS East Versus West The Challenges The Opportunities Best Prospects OVERVIEW: OVERVIEW Our Services Export Success Stories – Ireland & Portugal Franchising Shows & Trade Missions Useful Websites & Contacts Franchising Today:U.S. Facts and Figures: Franchising Today: U.S. Facts and Figures $1.53 Trillion Dollars Across 75 Industries One in Seven Jobs 50% Retail Sales Exponential Growth: Exponential Growth Growing Six Times Faster than U.S. Economy 900 New Concepts in last 3 years Strongest Growth Sub-Sectors – automotive, construction, child-related, fitness, pet care, senior home care and business service franchises. Future Growth Areas – Health & Beauty, Lifestyle and Entertainment franchise offerings. Franchising in the U.S. 1997 to 2007: Franchising in the U.S. 1997 to 2007 International Franchising: International Franchising U.S. Franchisors lead on International Expansion 20% of all American franchisors “go global” Half of all units established are outside the U.S. Additional 100 Expand Across Borders Every Year Why Go International?: Why Go International? Fast & Efficient Growth Expansion Strategy International Demand for Products and Services Enhance Reputation & Credibility In Domestic Market Become a Multicultural Organization Contribute to Economic Development in Foreign Countries Why Europe?: Why Europe? Market Size – 728m Consumers! Growing Demand for High Quality Products and Services Mix of Mature & Developing Markets Demographics & Diversity of Cultures Development of Retail Infrastructure Availability of Local Finance European Franchising Marketplace: European Franchising Marketplace 7,000 Franchise Systems With 250,643 Units 85% of Franchise Concepts are Indigenous Growth - 33% over last 10 years. Source: European Franchise Federation Survey 2004 America’s Top Franchises In EuropeSource: www.franchisedirect.com: America’s Top Franchises In Europe Source: www.franchisedirect.com Development of Franchising By CountrySource: U.S. Commercial Service 2007: Development of Franchising By Country Source: U.S. Commercial Service 2007 Franchising Across EuropeSource: EEF - 2004: Franchising Across Europe Source: EEF - 2004 Germany and UK lead on number of Domestic Systems followed by France, Italy and the Netherlands Lead Exporters of Indigenous Brands – France, Germany, UK Lead Importers of Foreign Brands – Denmark, Belgium, Austria Highest Growth Markets include – Sweden, Hungary, Spain, Netherlands and Ireland. Greatest turnover recorded by Germany and the UK Impact of American Franchises in EuropeSource: U.S. Commercial Service - 2007: Impact of American Franchises in Europe Source: U.S. Commercial Service - 2007 Legal Aspects of Franchising Country Specific Laws: Legal Aspects of Franchising Country Specific Laws France – Statutory Disclosure Requirement Italy – Franchise Law 2004 Lithuania – Statutory Franchise Regulation 2000 Romania – Law regarding the legal status of a Franchise Spain – Specific Disclosure and Registration Legislation Legal Aspects of Franchising Other Important Considerations: Legal Aspects of Franchising Other Important Considerations Check out Country-specific Laws by Industry Sector Germany – High Degree of Protection Poland – Polish Civil Code Greece – Lack of clarity (use of land & buildings) Belgium – New Franchise Law under consideration Disclosure & Relationship Laws – Albania, Georgia, Moldova and Romania Relationship Law – Belarus, Russia and Ukraine Take a Strategic Approach Where to Go?: Take a Strategic Approach Where to Go? Establish Market Demand Development of Franchising & supply of Franchise Investors Economic, Political & Commercial Assessment – GlobalVue Degree of Cultural Diversity & Language Differences Ease of Travel Banking System – Availability of local Finance Communications & Technology Competition – Where are your competitors going? Franchising QuickTake! How to entry Europe? Market Entry Strategy: Market Entry Strategy Master License, Area Developer or Regional Developer, Multiple/Single Units? Geography, market, product/service and resource issues Nuances of Individual Countries Seek Advice – local Franchise Associations Pilot Units – a Recipe for Success TOP TIPS: TOP TIPS Adapt to Local Market Invest in Market Research Test Transferability & Receptivity Invest in Pilot Project Protect Trademarks Refine Candidate Profile TOP TIPS: TOP TIPS Internationalize Materials International Webpage Formulate Realistic Fees Encourage Prospects to talk to Franchisees Conduct Due Diligence on Prospects Devise Realistic Development Schedule Hire Translators TOP CONSIDERATIONS:Cultural & Business Differences: TOP CONSIDERATIONS: Cultural & Business Differences Introduction to signing. Don’t frighten prospects away. Time for a sandwich? Don’t rush things. Their email must be down! THE CHALLENGESBarriers to Franchise Entry in Europe Source: NatWest Bank: THE CHALLENGES Barriers to Franchise Entry in Europe Source: NatWest Bank EAST VERSUS WEST:Challenges in the EAST: EAST VERSUS WEST: Challenges in the EAST Relatively smaller markets Royalties higher than competitors Actual and psychological distance Availability of real estate Lack of brand awareness Experience required! EAST VERSUS WEST:Challenges in the WEST: EAST VERSUS WEST: Challenges in the WEST Difficult to obtain operating licenses High cost of real estate Local regulations can be strict Entrepreneurial culture Finding the right partner! LEVEL OF OPPORTUNITYSource: U.S. Commercial Service 2007: LEVEL OF OPPORTUNITY Source: U.S. Commercial Service 2007 GOOD Austria, Belgium, France, Germany, Slovakia, Spain, Sweden, Switzerland, United Kingdom. VERY GOOD Greece, Portugal, Romania, Serbia. HIGH Finland, Ireland, Turkey BEST PROSPECTS Source: U.S. Commercial Service 2007: BEST PROSPECTS Source: U.S. Commercial Service 2007 Our Customized Services: Our Customized Services Expert counseling for new to mature franchisors QuickTake for Europe! Franchising Gold Key Single Company Promotions Business Facilitation Services Trade Missions USA Pavilions at International Shows Counseling & Matchmaking at Domestic Shows Introductions to Local Franchise Associations Webinars on International Market Opportunities Regional Education & Development Conferences EXPORT SUCCESS STORY PORTUGAL: EXPORT SUCCESS STORY PORTUGAL In 2005, awarded a Master Franchise for Portugal Initially planned to open 30 units in Portugal by the end of 2004 and 20 more in subsequent years. As of April 2007, 54 units already opened. PORTUGAL SNAPSHOT: PORTUGAL SNAPSHOT 3% share of GDP 1.2 % of total national employment 63,000 jobs generated 4,100 new jobs in 2006 900 new units 10,700 total units 2006 IIF – Franchising by Country EXPORT SUCCESS STORY IRELAND: EXPORT SUCCESS STORY IRELAND Franchising Shows & Trade Missions: Franchising Shows & Trade Missions September 2007 – Russia October 2007 - Italy, Ireland, & United Kingdom November 2007 – Ireland March 2008 – France, Greece & India May 2008 – Australia October 2008 – Asia Websites: Websites Franchising E-Market Express www.buyusa.gov/eme/franchising.html European Franchising Federation www.eff-franchise.com International Franchise Association www.franchise.org European Franchising Network (legal support) www.europeanfranchising.com Contacts: Contacts Finola Cunningham Team Leader, Global Franchising Team U.S. Commercial Service, Dublin, Ireland Tel: +353-1-667-4753 Email: [email protected] Slide35: THANK YOU!