Franchisors, find a local partner
To establish themselves in the overseas departments, the main difficulty is to find the right partner. "Be wary of the sunny climate because the work and the courage required to penetrate are more important than in metropolitan France," warns Jean-Claude Puerto, founder of the Ucar franchise. Recruitment must be draconian. Indeed, "with the distance the human factor is becoming more important and it is essential that the partner is very independent and rigorous in order to successfully manage the distance with the network", reflects Jean-Claude Puerto. The franchisor says that the ideal is to affiliate with a very enterprising person or with a local group because they have "knowledge of the market". It must however take care not to build partnerships with someone representing competing brands.
A fundamental logistical know-how to integrate
"Foothold in the DOM, is making the export." The distance from the metropolis, the lag and local specificities must be integrated as in development international. It is therefore important to incorporate or strengthen in addition to the trade of franchisor some know-how as logistics, services exports/douane "It is also essential to secure information systems because the computer and the network remain a strategic umbilical cord," warns Olivier Mignot, consultant in Franchise Management. Logistics knowledge such as optimization of the filling of the containers or the anticipation of the management of the stocks are also to acquire because they will be decisive for the profitability of the company. "If your teaching requires the importation of goods, the ideal is to join with local operators." "They are experts in the field: they get the best ratio in the m2" indicates Olivier Mignot.
Different seasonality of metropolis
Attention overseas departments know seasons reversed compared to the metropolis. Olivier Mignot draws attention to this potential problem: "team of the franchisor is often no specific communication for promotional operations support and sometimes that the advertising elements are totally anachronistic." The franchisee must therefore be particularly vigilant on this point just as it must ensure the availability of the articles of the collection was then that 94 of its Park sells winter products. These are all points often under estimated by the franchisor. "The franchisee must also take into account delays in delivery of goods which may vary from 12 days to a month. Yassin Ravate, Manager of 5 shops Intersport at the meeting, explained that "the franchisees must demonstrate flexibility and flexibility to harmonize the calendar and to anticipate demand."
Time of arrival of the goods by sea (port to port) Guadeloupe and Martinique: 12 to 20 days Guyane: 3 weeks meeting: 3 weeks to 1 monthIf the franchise agreement means an exclusive supply, the anticipation of the franchisee at the request of its customers will be vital to the profitability of its business. For imports, the contractor shall also take into account the Sea Grant (different possible rates on products).
Shopping centre the Galleria in Martinique.Find the right location
The structure of the cities of the departments of overseas is very different from the metropolis. Downtown, largely underexploited by businesses, is rather reserved market of local products and tourism. Signs develop mainly in large commercial centres located on large commercial areas. Real life and meeting places, these malls allow people to escape the heat. In Martinique, the developed area is thus between the Lamentin and Fort-de-France; in Guadeloupe, is located in Pointe-à-Pitre, at the meeting on the West Coast and Guyana to Cayenne. Consumer habits are also to take into account to choose its local. Because of the warm climate, popular locations are in the shade. Should also not forget to make available to customers of the parking spaces for transit are very little developed in these territories. Remains finally to take into account the price of the buildings which cost on average 25 more expensive than in metropolitan France, due to seismic and cyclone risks.
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