international expansion: master franchising and … · joint venture – franchisor along with a...
TRANSCRIPT
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INTERNATIONAL EXPANSION:MASTER FRANCHISING ANDOTHER STRUCTURES
Friday, June 17, 2016 @ 2:00 pm to 5:00 pm
Presented by:
Rick Morey & Tao Xu, DLA Piper
Dave Hood, iFranchise
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About Us
11911 Freedom DriveSuite 300Reston, Virginia 20190-5602
[email protected]: +1 703 773 4181
Richard J. Morey
203 North LaSalle Street,Suite 1900Chicago, Illinois 60601-1293
[email protected]: +1 312 368 7088
Tao Xu
905 W. 175th Street2nd FloorHomewood, IL 60430
[email protected]: +1 803 396 9929
David E. Hood
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Options for International Expansion
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International Development Options
Unit or Direct Franchise – Franchisor grants or awards afranchise to one person/entity for a single unit location or adefined territory
Area Development Franchising – Franchisee is granted aterritory and agrees to open and establish an agreed uponnumber of units within a specified timeframe.
Area Representative – Franchisor recruits one person, who paysa fee for the right to recruit franchisees in a defined territory andprovide on-going services to the franchisees he recruits.
Master Franchise – Franchisor grants exclusive rights for acountry to one company or entity usually with the right to subfranchise and contingent upon a set development schedule
Joint venture – Franchisor along with a local/national partnerform a entity to open a single unit franchise or multiple units.
Direct Investment – Franchisor owns and operates all units in acountry.
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Area Development /Multi-unit Franchising
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What is Area Development?
Two-layer structure
Domestic area development deals vs.international area development deals
Documenting an international areadevelopment deal – multi-unit or unit-specific
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Why choose area development?
Benefits to the franchisor
Benefits to the franchisee
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Master Franchising
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What is Master Franchising?
Popularity and Use
Domestically
Internationally
Structure Three Party Relationship
Franchisor
Master Franchisee
Subfranchisee
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Agreements Used to Document Arrangement
Master franchise agreement
Subfranchise agreement
Joinder agreement
Use of approved location form
Trademark license/user agreement
Third party beneficiary
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Pluses -- For the Master Franchisor
Speed of Expansion
Reduced Resources
Reduced Exposure
Reduced Commitment of Time/Energy/ LocalFamiliarity
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Minuses -- For the Master Franchisor
Greater Difficulty in Identifying andQualifying Candidates; Different Skill set
Decreased Control
Reduced Return (But Maybe Greater ROI)
Greater Complexity of Unwinding
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Acquiring an established brand
Marketing and sales support
Established operational procedures
Structured training programs
Support and assistance
Shared experiences and ideas
Established sources of supply
Less capital than internal expansion
Differing profiles
Pluses -- For the Master Franchisee
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Lack of brand awareness
Lack of franchisor commitment
Franchisor control over business operations
Infrastructure needed
Legal considerations and risks
Financial commitment and sharing ofrevenues
Legal compliance
Minuses -- For the Master Franchisee
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Joint Venture
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Why choose Joint Venture?
Company-owned vs. franchised
JV Company vs. JV Partner vs.Franchisor
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Structuring a Joint Venture
Minority vs. 50/50 vs. Majority
Business, accounting, tax and legalimplications
Funding of a JV
Dispute Resolution in the context of a JV
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How to Choose the Right Modelfor International Expansion?
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Is the Local Franchise Industry
Mature Enough?
How mature is franchising in the market?
What is the typical development model in themarket for both local and internationalbrands?
Mostly single unit franchisees?
Many multi-unit franchisees?
Are big companies acting as area developers formost of the international brands?
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# Franchised Brands by Country
-
500
1,000
1,500
2,000
2,500
3,000
3,500
4,000
4,500
US
A
South
Kore
a
Taiw
an
Fra
nce
Phili
ppin
es
Me
xico
Japa
n
Turk
ey
Austr
alia
Le
ban
on
Germ
any
Pola
nd
Ita
ly
Un
ited
Kin
gdom
Ho
lland
Ma
lays
ia
South
Afr
ica
Arg
entina
Vene
zuela
Port
ug
al
Ne
wZ
eala
nd
Indon
esia
Hu
nga
ry
Fin
land
Czech
Repu
blic
Cro
atia
Top 5
20
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Franchised Unit Counts (excl. US)
-
50,000
100,000
150,000
200,000
250,000
300,000
Top 5 (excluding U.S. 770,000)
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Desired Level of Control
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Control
Inv
estm
ent
less
less
Joint Venture(direct franchising)
Master Franchising/Regional Licensing
Direct Franchise
Direct Investment
Adapted from Kurt Ullman
Area License
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Nature of the Unit Business
operational complexity;
required financial commitment/investment;
product supply;
product/service offering;
projected profitability;
owner’s involvement (owner-operator)
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The Parties Involved
Profile of the Franchisor
Profile of the Franchisee
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Other Factors
Proposed Transaction
Impact of Local Law
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Finding the Right Partner
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Finding the Right Partner
Franchise brokers/consultants
Trade shows
Operator of other brands
Experience with related business
Trade missions
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Finding the Right Partner
Financial resources
Operational experience
Infrastructure
Sales and marketing expertise
Knowledge of the market
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Steps to Acquiring a Franchise
Information request received by Franchisor
General information is sent and contact made with prospectivefranchisee
Request for Consideration (application) is received by Franchisor
Confidentiality Agreement signed by prospect
Franchisor provides more detailed information (any disclosuredocuments) and requests a business plan to be developed
The business plan is presented to the franchisor
Discovery Day
Get all the details on the business
Meet the support team and senior executives
Visit several franchise and/or company operated units
Prospect signs Letter of Intent with non-refundable deposit
Agreements prepared, negotiated, signed and initial fee paid
Training begins
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Key Termsin
International Transactions
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Key Terms
Term
Territory & Exclusivity
Development Schedule
Fees
Default & Termination
Dispute Resolution
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Term
Area Development
Master Franchising
Joint Venture
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Territory & Exclusivity
Size of geographic areas to be developed
States or countries
Options to expand
Contraction of territories
Loss of territorial exclusivity
Reservation of rights
Other channels of distribution
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Development Schedules
Number and types of outlets
Time frame for development of outlets
Development of corporate stores
Force majeure
Master franchising – permit/allow owned outlets?
Educate master franchisee
Training facility
New products
Implement system changes
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Fees
Factors, from the Franchisor’s Perspective
Territory; Potential
What are franchisor's obligations
Marginal cost
Time of recovery
Some factors which may be peculiar to thecountry or the transaction
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Fees (continued)
From the Master Franchisee's Perspective
Costs; Obligations
Expected Returns
“What the Traffic Will Bear”
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Fees (continued)
Some Other Considerations
Early vs. Late
Initial fees vs. royalties
Fixed vs. percentages
Sliding scales
Bundling vs. unbundling
What if master franchisee is operating units?
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Default & Termination
Failure of performance
development schedule
other
Failure to make payments
Pre-termination remedies
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What are the Franchisor’s Options?
Modification
Facilitated Sale
Assumption of Master Franchisee’s Position
Non-Renewal
Termination
Other Post-Termination or Post-ExpirationIssues
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Dispute Resolution
International Arbitration
Interim Relief
Mediation
Guarantee Mechanism
Enforcement in the context of a masterfranchise relationship
JV – is local litigation the right approach?
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Lessons Learned
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Key take-aways for International
Franchising Success
International development should be a strategic decisionfor the Franchisor, not a short term source of fees
You must first have a solid domestic foundation withstrong unit economics and a track record of success bothin company operated and franchised units
Must have executive management commitment tointernational expansion
Choose carefully where you want to expand
Have a plan “B” – what happens if the franchisee fails
Take the time to find, fully evaluate and partner with theright master franchisees, licensees and/or joint venturepartners
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CONCLUSION / Q&A