Business experience of opening a store: all kinds of store business optimization and management deta

Chapter 37
[-]. How to open a franchise store

What problems should be paid attention to when investing in franchise stores
1. The success rate of franchise stores

It is necessary to investigate the operating conditions of other franchise stores of the same system. If a franchise system closes a store, it must be cautious; Should consider giving up.Because a mature franchise system requires long-term experience accumulation and continuous improvement of the management system, under normal operating conditions, there are not many cases of closing stores.

2. The joining threshold of the franchise store
If the joining threshold of a franchise store is very low, there are no requirements, and you can join and operate as long as you pay the franchise fee. In this case, you must think twice before acting.In fact, it can basically be said to be a name-selling business, and franchisees hardly get any professional training and management, technology, personnel and financial support.

3. Franchise store management system
This is the most important question for those who invest in franchise stores.At present, there are some people in the market who are eager for quick success and quick profit. They are eager to expand the franchise in the project that has just started. The purpose is not to establish a perfect franchise system, but to quickly earn the franchise fee, and then let go of it, or simply have no ability. manage.If a franchise system cannot provide a very specific franchise plan, pre-training and on-the-job retraining, a complete management system and backup mechanism, a detailed and standardized business operation manual, a stable and standardized supply system, etc., such a franchise system is not suitable for consideration of.

4. Direct contact with head office

If you want to invest in a franchise store, you should directly contact the head office or the local general agent. You cannot sign any documents through a third party, otherwise you cannot guarantee the rights and treatment you deserve, and you will pay unreasonable fees.

5. Is the joining fee reasonable?
Whether the franchise fee is reasonable or not depends first on the reputation of the franchisee and whether the management system is sound. At the same time, it also depends on the conditions provided by the franchisee, including hardware and software support. The most important thing is to look at the return on investment. Refer to The rate of return of other franchise stores, if you feel that the rate of return of this system franchise store meets your requirements, then the franchise fee is basically reasonable.Usually each franchise company has its own franchise fee standard, which is not negotiable under normal circumstances.

Why should you be cautious when opening a franchise store?
Many people are optimistic about franchise stores when they start their businesses.There are two advantages to choosing a franchise store: one is that the cost is less, and the other is that the successful model can be copied.Are things really as easy as people think?Many failure examples tell us that this is not the case. If you do not make sufficient preparations in advance, blindly entering the franchise industry may lead to "lost money."

At the Shanghai Chain Franchise Entrepreneurship Exhibition, some low-cost franchisees became the highlights of the exhibition, attracting many franchisees.

Seeing the increasing number of "chairman", "general manager" and "little bosses" around them, many people have also started the idea of ​​starting their own business. They think this is one of the ways to enter a well-off life in advance.So I was thinking about how to choose a low-risk, high-yield entrepreneurial way all day long.

But the boss is not easy to do, and the seemingly colorful entrepreneurial road is far from as exciting as it has been seen, especially for those families with low risk tolerance, there are only a handful of families who can give it a go.After thinking about it, opening a franchise store with a family as a unit should be regarded as one of the ways with relatively stable risks and benefits.As the saying goes, "You can enjoy the shade by leaning on a big tree with your back".After all, the mature business model of franchise stores, good market reputation and unified purchase channels can allow families who are new to business to minimize business risks.

Therefore, in recent years, franchise stores have attracted more and more people's attention, and the franchise market has also shown unusual "hustle and bustle". From the catering industry, service industry to clothing industry, etc., franchise stores are almost everywhere.At the same time, it has also attracted many merchants to use false advertisements and prohibited products to expand their franchise business, causing many people who do not know the details to suffer greatly.During the interview, the reporter learned that many people who have operated franchise stores have had similar experiences. Due to the lack of careful investigation and research before the operation, franchising is full of troubles. The capital was in vain.

Financial experts remind families who are planning to operate a franchise store that they must do sufficient preliminary investigations in advance, and have a full understanding of the reputation, product sources, and market development potential of the business. Otherwise, there will be little regret and many years of family wealth It's a bit of a loss.

How to choose a location for a franchise store
The choice of store location is a long-term investment for the franchisee, which is related to the future economic benefits and development prospects of the franchise store. Two stores of the same scale in the same industry, even if the product composition, service level, management level, promotion methods, etc. The same, but just because the address is different, the operating efficiency may be very different.

Site selection must pay attention to suit measures.The choice of business location is closely related to business content and potential customer groups, and all walks of life have different characteristics and consumption objects.According to Joyce's jewelry market site selection department, prime location is not the only choice for them to open a store, and they usually provide franchisees with more groundbreaking site selection guidance training.The most important thing is to choose the most suitable store location for this industry and brand under the guidance of the franchise headquarters.Some shops are opened in the downtown area, and the business is not as good as opening in a relatively remote specific area.For example, a small shop selling oil, salt, soy sauce and vinegar will definitely do better business in a residential area than in a downtown area; for a stationery store, it is obviously not as ideal to open in a prime location as in a cultural and educational area.Therefore, we must determine the best location to open a store according to different business industries and projects. To choose a suitable storefront, it is not that the more lively the better, the key is to adapt measures to local conditions.Franchisees must know which type of customers they belong to, and which consumers can be attracted by which location, so that they will not choose blindly.

How to promote the franchise store in the early stage

Propaganda is an indispensable means in modern business warfare, and it is also the most powerful weapon for franchise stores to win the first place.The promotional activities for opening a store are a series of activities carried out by the operator before opening the store according to the setting of the business policy and in conjunction with the specific strategy of the business.The content of the promotional activities includes promotional themes, promotional slogans, use of media, coordination of planning activities, etc., to induce consumers and shape the image of the new store.

Generally speaking, franchised brands will have a series of promotional activities to maintain their brand awareness.However, before each franchise store opens, it still needs corresponding pre-publicity, so that the franchise store can achieve the best business effect after opening, and can have a good sales situation on the day of opening.

Second, the skills of opening franchise stores in various industries

How to choose a restaurant chain
At present, my country's chain franchise operation is in a stage of rapid development, opportunities and risks coexist, investors may discover surprising gold mines, or fall into sinister traps.

How to choose an excellent catering chain franchisee has become the key to the success or failure of small and medium-sized investment entrepreneurs who want to join catering chain stores.A good catering chain franchisee should have a rational organization, clear functions, scientific and efficient management organization, so that each chain store can operate efficiently.Specifically, it can be evaluated from the following aspects: whether there is a sound financial management system, a sound human resource management system, new product development and innovation capabilities, a sound logistics distribution system, an overall operation management and supervision system, and advanced, scientific, standardized and feasible Copied product production management support system, etc.

1 Franchise qualification review for catering chain franchisees

Article No. 17 of the "Trial Implementation of Commercial Franchise Management Measures" issued by the Ministry of Internal Trade stipulates: "The franchisor shall submit the materials listed in Article No. 12 of these regulations to the China Chain Store and Franchise Association for preparation when carrying out business activities."Therefore, investment franchisees should ask and review the filing materials from the catering chain franchisees to determine their legitimacy.

2 Accurately evaluate the corporate brand awareness of catering chain franchisees?

Nowadays, the competition of catering enterprises is no longer directly expressed in the competition between products, but in the form of brand competition.In other words, when a consumer decides to eat, he often has to decide which hotel or restaurant to eat first, and then decide what to eat; even if he decides what to eat first, he must decide where to eat.Therefore, choosing a catering chain franchisor with good reputation and excellent corporate brand image is a necessary condition for a successful business.

Catering chain franchisors with good reputation and excellent brand image must have the following four basic characteristics: more prominent flavor characteristics and higher technological content; larger radiation space and higher social reputation; longer spread History and more cultural connotations; better economic benefits and greater social influence.

3 Investigate the development history and development stages of catering chain franchisees

At present, the average life cycle of my country's catering enterprises is 25 to 3 years, of which the investment recovery period is 8 to 18 months, the growth period is 18 to 28 months, and the establishment and improvement of the franchise system takes 24 months.Obviously, choosing a catering chain franchisor with a long history can make people feel more at ease.But this is not an absolute reference standard, because there are indeed some emerging businesses with great development potential.According to relevant information in recent years, the development stage of catering chain franchisees can also be reflected in the number of franchised stores. The general situation is: the number of stores in the exploration stage is 1 to 10;
The growth stage is 11 to 40. In this period, the risk is the greatest; the initial mature stage is 41 to 100; the fully mature stage is more than 100.The more mature the restaurant chain franchisor is, the less risk investors will take.

4 Investigate whether the directly-operated stores and franchised stores of catering chain franchisees are operating normally
When choosing a good catering chain franchisee, you should fully understand whether its directly-operated stores and franchised stores are operating well, whether they have stable operating profits, and whether their profit prospects are follow-up.

5 Catering chain franchisees should have a sound business management organizational structure system

A good catering chain franchisee should have a rational organization, clear functions, scientific and efficient management organization, so that each chain store can operate efficiently.Specifically, it can be evaluated from the following aspects: whether there is a sound financial management system, a sound human resource management system, new product development and innovation capabilities, a sound logistics distribution system, an overall operation management and supervision system, and advanced, scientific, standardized and feasible Copied product production management support system, etc.

(End of this chapter)