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Report on the Global Master Franchise Forum

Venice, March 25th to 26th 2012

When are franchisors looking for international expansion it can be a big headache to find the right national master partner in foreign countries. There are several possibilities to find those candidates in foreign countries but all with pro and cons.

A franchisor could travel to all these countries he is interested in one by one. The Franchise Pool International management tried to solve this problem and arranged a meeting under the title ‘Global Master Franchise Forum’ in Venice Italy. As representative for Germany/ Austria - Marco Hero and Olaf Bikker conducted the negotiations in Venice.

In the prestigious Hilton Hotel Molino Stucky in the lagoon city of Venice FPI invited all partners with their colleagues and 23 franchisors to present their franchise concept. Altogether over 50 people attended this forum – the first of its sort.

On one hand the FPI partners presented their services and their country to give a better understanding of the national situation and altogether it was a demonstration of the diversity in Europe. On the other hand the brands had the opportunity to present their concept to the FPI partners who are interested to sell their concept in the respective country. In 2 days everybody also had a wide range of individual meetings with each other. At the end each brand found the right approach for all countries they plan to enter.

As a follow-up event the FPI group now plans a so called ‘Road-Show’ with buyer’s conferences in 5 European cities which will be held in November 2012. In one week the franchisor get the opportunity to contact potential candidates, investors and master prospects in 5 European cities. Even the number of prospects in each city is limited but the result will be phenomenal due the qualifications of such attendees.

All in all the participants of this forum in Venice where very enthusiastic about this idea and gave top grade in their final evaluations about the new and easier way to enter European markets.

In some countries you can go direct and put an ad in a trade magazine or a franchise portal. The question is the cost effectiveness and efficiency? Ads in franchise publications are expensive and not many people react on that. To put a publication in a franchise portal might be the right way for searching single franchisees but master prospects rarely check the internet for such opportunities. To be present on a franchise exhibition also is a venture with an unpredictable performance. In other countries one can work together with a national franchise broker but how efficient are they and where to find the right broker?

Franchise Pool International found a solution to help such franchisors looking for master partners in Europe. Franchise Pool International is a cooperation of franchise brokers located in 10 different countries but covering over 25 countries they work in Europe. At one blow and with one contract the whole group could help the franchisor in 25 countries to search for master partners.

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