The world’s only child safety education franchise with its presence in 14 countries, Kidproof is now primarily focusing on international markets. In an interaction, Samantha Wilson, President, Kidproof Group shares brand’s expansion into India.
Namita Bhagat (NB): Tell us about the concept of your brand? What is the USP of the brand?
Samantha Wilson (SW): Although we are an original Canadian brand, there is a need for proactive, preventative child safety education in all the markets. Where ever there are children, there is a need to keep them safe.
Our concept is the only one of its kind, and our franchisees teach a series of 19 proactive, preventative child safety education courses. The range of subjects includes internet safety, bullying, home/playground/school safety, what kids should do if they are lost, drug and alcohol awareness, conflict resolution plus many more. Our concept is home based, low entry fee, revenue neutral, and cash business. We are the only child safety education franchise in the world. What makes us even more special is that we believe that safety plays a key role in education. If a child does not feel safe, they will not be free to study other subjects in school. We provide the peace of mind for kids and parents, so that they can go onto excelling in school and life. We solve a fundamental human need – to be safe.
NB: What kind of business opportunity in terms profitability and lucrative proposition it is for the interested Indian entrepreneur seeking franchise partnership with you?
SW: Children’s education enrichment programs are very lucrative and provide exceptional margins to the franchise partner. Our goal is to create a partnership that is mutually beneficial for both Kidproof and the Indian partner and the community as a whole.
NB: Did the company customise the concept for Indian market conditions?
SW: Yes. We always adapt to international markets. Child safety can be a very personal subject, and many cultures have different norms and social structure. We adapt to these needs a number of ways. We may create new original programming, translations with different dialects, and open new markets that are not available in other countries. We work very closely with our international partners to ensure that we are reaching the community needs effectively. We are very adaptive and flexible.
NB: What is the franchise model for your brand in India, (master franchise/ direct franchise)? Kindly elaborate.
SW: We expand internationally through Master Franchising or Licensing/Distribution models. It depends on the candidate, connections and country. Our goal is to find an exceptional candidate that offers unique in roads to the market.
NB: What is the requirement in terms of capital/infrastructure to partner with you as franchisee?
SW: Our licensing/franchising fees vary depending on the size of the territory. Our Master Franchise can range from USD 65,000 to USD 500,000 depending on size. Our licensing is slightly lower.
NB: How many locations do you have currently and/or what are your expansion plans in India in coming years?
SW: We are currently in 14 countries, three languages, and are focusing on International markets primarily. We believe that India has exceptional potential for Kidproof and our goal is to reach deeply into the culture and geography as possible.
NB: What are the qualifications for a franchisee to partner with your brand?
SW: A successful candidate must have the following qualifications; a) Very fluent English language communication. Must be both written and spoken, b) highly connected to education, community, government, parenting sectors, c) strong business, marketing, sales and growth experience, d) understanding of the education and children markets, e) working capital and f) desire for socially responsible brand and honest, trustworthy, and protective partner.
NB: What kind of marketing and support do you provide to your franchisees?
SW: We will attend the partner’s location for training and major press conference upon launch if requested by the partner. We also provide comprehensive website customisation and media.
NB: Could you share break even period/ROI facts for the franchise?
SW: We are unable to provide any earning claims, however we expect our new franchisees to be in break even within second year.