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Feb, 04 2014

Believe in the biz model you offer

In a candid conversation with Parina Sood of TFW Bureau, Rohan Satish, GM-Franchise-Relations, Force Fitness (Master Franchisee Snap Fitness) talks about the stupendous rise of the franchise model and what it takes to be a successful franchise manager. Re

Take us through your professional journey.

This is the first brand I am working for, as the franchise manager. Till date I have successfully sold more than 45 Snap Fitness centers in a span of 5 years. 

 What according to you are the three skills needed to be a successful franchise professional?

Self confidence and belief in the concept/business model that one is promoting, is the starting point for any franchise professional. A franchise professional also needs to have sound knowledge of demographics and market potential of the region he is handling. Last but not the least, he needs to have skills to demonstrate with several examples- why his business model is better and has a higher possibility of success vis-à-vis others.

How has franchising brought about a change in the business scenario?

On one hand, it has made expansion much faster and easier because of the advantages a franchisee brings to the table such as capital, local knowledge, managerial experience etc. On the other hand, it provides a low risk business opportunity to the investor/entrepreneur in terms of a well established brand, a proven business model and readymade systems and processes. In short, it creates a win-win situation for all concerned parties.

How do you ensure that there is ongoing communication between the brand head office and its franchise partners?

Till the franchisee's outlet is formally launched, the Franchise Manager remains the first point of contact. In our company, we go a step further in keeping this door open even after the outlet is launched. Even today, we have ensured that the communication lines between the franchisee and the top management are always kept open.

What hurdles did you face while building the franchise network?

Building a relationship of trust is always a big challenge. The Indian market is flooded with fly by night operators and many investors have suffered at their hands in the past. An investor thinks 100 times before putting his hard earned money into a new franchise.

The first few franchisees are always very difficult to get since there is no prior success story to demonstrate. That is when a strong brand name and the commitment to make the franchisee successful come to the rescue. The first few franchisees of Snap Fitness may have taken the biggest risk, but were also rewarded with the biggest successes as first movers.

 

Five key elements      

  • The main element for any franchise business is an ideal location
  • Continuous value addition in operations
  • Well established training program for staff
  • Easy replicability across locations
  • Protection from adverse economic cycles and ability to turn cash positive at an early stage

 

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