mobile apps Apr, 28 2017

Evolving opportunities in app franchising

Top brands today are shifting their business focus from E route to M route.

By Ekta Sharma
Feature Writer
Evolving opportunities in app franchising

Mobile applications market has surely made itself the next big thing after e-commerce trade. Most brands that had opted for the e-route are now shifting to M route via their pleasing mobile applications. Such brands are keeping their patrons hooked to themselves with their rapid services on the go. We tell you how newer brands are making bigger waves through M- trend franchising and how brands can leverage from this growing app industry.

India is now world’s fourth largest mobile app economy and many Indians are spending more time on apps. This has also given tremendous rise to business opportunities as well. As per a 2016 report, when compared with India’s total app downloads per year, only China, US, and Brazil are ahead of the developing nation. The annual figure for India is expected to grow by 92% and by 2020, this figure will rise to 20.1 billion. MyDermacy is an online venture and application that sells aesthetics online, founded by Ankit Khurana, who has been a part of the industry for the past 12 years. The online portal connects individuals seeking aesthetics help to quality assured specialists. The company has received funding from the Chinese Venture Capital Firm, Cyber Carrier. The application is available on Android Playstore as BeYouPlus and will be launched on IOS soon. MyDermacy has tied up with 600 clinics and dermatologists pan India that have their own franchisees and who provide online audio or video consultations by examining the patients pictures. As far as clinics are concerned, myDermacy certifies selected clinics as Trusted Clinics, which meet its quality criteria.

India’s premier at home Beauty services app, MyGlamm takes care of everything from your basic grooming needs to more elaborate requirements like bridal makeovers, spas, L’Occitane Home Care Rituals, Novalash Eyelash extensions, Forest Essential Facials and so much more right at your doorstep. In the tech enabled At-home beauty service vertical, MyGlamm is India’s one of most valued and heaviest funded company.

Why franchising is a great model here?
There is no doubt that for fast expansion and growth even in smaller towns, franchising is the top choice for brands. Khurana says: ‘Franchising is a great model, as long as a few basic things are taken care of like it is very important that the individual buying a franchise is passionate about the business. Each franchise store would have its own quirks and nuances irrespective of the degree of standardisation. Even 1% difference can completely change the customer experience. Next factor is Hyperlocalisation: India was never going to be a market of national standardisation. For that matter, even local standardisation doesn’t work. The standardisation has to be at a hyperlocal level. Darpan Sanghvi, Founder, MyGlamm says: ‘Our MyGlamm app has helped us in analysing and study artist allocation, optimize it for optimum use of artists to serve more appointments in a single day. Technology also helps them to plan manpower in advance by understanding appointments for each artist or category. These tech benefits go well for both artist and consumer.A happy customer makes a happy franchise.’

Challenges
The need and importance of a physical store can really not be replaced by an online approach. On this, Khurana of MyDermacy comments: ‘A web interface or an app is not a substitute for a physical clinic. A physical visit is not always enough when it comes to providing customer with an unbiased research option. We have to understand the role technology can play in the overall experience. Ours is a technology enabled model, where we’ve developed and used technology to provide higher quality services, with transparency, reliability and cost efficiency. In terms of services, the service can only be provided at the physical store. Therefore, we spend a lot of time trying to create technology that enhances the overall experience, and serves as an enabler.’

Why having a mobile app is crucial?

  • For maximum RoI
  • For great connect with customers
  • For expanding the customer base
  • Easy way to reach out to people on the Go

Way forward
MyGlamm has expanded its horizons to the top cities in India such as New Delhi, Mumbai, Pune, Bangalore, Chennai, Jaipur, Udaipur, Chandigarh and Indore. The venture will soon hit the market abroad along with other cities nationally as well. MyDermacy is currently present in Delhi NCR with its trusted clinics and intends to be in 12 cities by the end of the fiscal year. Newer apps and businesses should learn from other brands and make maximum use of technology in their trade. The brands can also see the way bigger brands have grown via apps and now ruling the roost. More excellence, creativity, availability of better business opportunities can take any app business a long way.

Related: We build on the existing markets before entering new markets: Frederique Constant

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