A truly multi-faceted visual arts and creativity program for children ‘Abrakadoodle’ is seeking expansion in India via franchise model. In an interview Mary C Rogers CEO, Abrakadoodle, shares brand’s developmental plan.
Namita Bhagat (NB): Tell us about the concept of Abrakadoodle?
Mary C Rogers (MCR): Abrakadoodle is a truly multi-faceted visual arts and creativity program for children in the age group of 20 months to 12 years. Programs are conducted in Abrakadoodle Art Studios for kids and at convenient community locations, such as schools and community centres. The program includes a wide array of creativity-boosting classes, camps, workshops, birthday parties and special events. Children learn about multiple art forms such as painting, sculpting, mosaics, collage, paper and fabric art, stamping, sketching, anime, studio art, foil embossing, digital photography and more. Our students gain visual art vocabulary, as they discover art history and learn techniques inspired by a host of both master and contemporary artists from around the world.
NB: What is the USP of the brand? What kind of business opportunity does the concept offer for the franchisees in India?
MCR: Abrakadoodle is building a world of creative children. We offer an extensive curriculum, multiple revenue streams and a concept well known for both quality and creativity. Furthermore, the brand is managed by an executive team that has delivered program to more than two million around the world. Right from the start, Abrakadoodle was designed to be an international brand. This has been achieved by developing a multi-national and multi-cultural curriculum as well as an internet-based system for information delivery, communication and on-going support services. We provide training in the country/region so we can have hands-on experience in understanding the customer base and cultural issues. We have easily integrated our program in Singapore, Japan, China and Indonesia and expect that it will be very well received in India.
NB: Could you share the franchise model for expansion of the brand in India?
MCR: Abrakadoodle provides Master Franchise partners the opportunity to develop this Top Visual Arts and Creativity Education Franchise brand in India through master franchising. Our international business model operates through Abrakadoodle Art Studios for kids. A Master Franchisee will own and operate one or more studios that offer community programs and showcases for the Abrakadoodle business model for potential franchisees. The Master Franchisee will receive the rights to develop Abrakadoodle throughout India by sub-franchising Abrakadoodle businesses to qualified individuals in India.
NB: What is the requirement in terms of capital/infrastructure to partner with you as franchisee?
MCR: Our Master Franchisee must have Investment capital of USD 250,000 -2,000,000 depending upon market size. Because of the size of India, we would consider developing in regions.
NB: How many locations do you have currently and what are your expansion plans in the coming years?
MCR: Abrakadoodle has 79 locations worldwide with expectations of reaching 100 in 2012.
NB: What are the qualifications for a franchisee to partner with your brand?
MCR: We are seeking the right partner in India to build the Abrakadoodle brand. That partner should possess qualification such as successful business development experience, an appreciation and passion for child development, creativity, art and learning, experience with education or children-related businesses, the ability to recruit, train and develop franchisees, knowledge of in-country educational systems and government regulations, the necessary capital to start, build and grow the Abrakadoodle brand, English speaking and reading skills.
NB: What kind of marketing and support do you provide to your franchisees?
MCR: Our Master Franchisees have the advantage of a comprehensive business system that provide well-established and innovative resources, services and tools to establish and grow our children’s education business in India. They will get initial business development training program conducted at Abrakadoodle headquarters, in-country business development training/support program conducted in India to provide additional management team training, provide public relations opportunities such as press conferences and demonstrations, business development advise and review, staff training and more. Also, the franchisees will be provided interactive technologies support, new program development and ongoing training and support.