In an exclusive interaction with Joyshree Saha, Suresh Bhatia, Director, SB Fabcare Pvt Ltd shares his expansion plan via franchising.
Tell us about the USP of your brand?
Our shops have unique concept wherein every garment/product is washed/dry cleaned in-store, in ultra-modern machines and with minimum or no damage to environment. At 5asec, we ensure all safety measures for our employees and for environment and this is why we are different than conventional operators.
According to you, what is the future of cleaning industry?
With the advent of modern machines and technology, the industry has been cautious about water consumption overall. Therefore, at 5asec we’ve already braised into situation of low water consumption and all our machines are of advanced technology wherein very little or no water is consumed while processing our dry cleaning services.
What is your strategy to stay ahead of the competition?
We dedicate our team to work hard, train them to be focused on quality service rather than competition, and with motto being focus on our job and leave the customers to judge us by our services provided. Also, we make sure innovative ways of making the services more appealing and practical.
Why did you choose the franchise route for your expansion?
5asec has largely been functioning on franchisee model and we also felt the same need here in India. So, we are adopting dual policy wherein we shall have corporate stores as well as franchisee operated stores depending upon markets.
What are the criteria to choose the right franchise partner?
Well, there are various criteria’s that one looks into to short listing or finalizing a franchisee. And all these depends upon potential market conditions such as mature or developing, buying power, franchisees contribution in terms knowledge, investments and expertise, time that he or she could spare on and many other relevant aspects need to weighed before arriving at right partner.
What kind of training and business support do you provide to the franchisees?
At 5asec we do a complete hand holding of all our franchisee partner’s right from day one, every franchisee under goesrigorous knowledge training initially followed by completecomprehensive training on every aspect of business. And thereafter supported for the entire franchise period.
We also run marketing campaigns every month, focusing on both ATL/BTL activities. Our internal and external teams rigorously monitor the campaigns and evaluate the needs of customer.
What are your expansion plans?
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As oftoday we are operating 15 shops in 3 cities and we aim to open another 10 shops in additional two cities by the end of 2016 financial year, largely with franchisee owned and operated shops.
Investment: 20 lakhs-1.20 Cr
Existing outlets (company-owned +franchise): 10 COCO and 5 Franchisee owned
Required area for opening brand’s franchise: 300-1500 sq. ft. Carpet
Return-on-investment (RoI) 24- 36 months
Breakeven: 3- 6 months
Target cities: PAN India
Preferred location: High end residential market/community shopping areas
Year of starting franchise operations: 2014
Year of inception: 2010