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Leveraging IP Assets to Enter Foreign Markets

Leveraging IP Assets to Enter Foreign Markets. Transaction franchise company example. International Expansion. franchising is an international activity more than 400 U.S. franchise companies operating in foreign markets adds revenue sources and grows markets KFC - U.S. vs. China

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Leveraging IP Assets to Enter Foreign Markets

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  1. Leveraging IP Assets to Enter Foreign Markets Transaction franchise company example

  2. International Expansion • franchising is an international activity • more than 400 U.S. franchise companies • operating in foreign markets • adds revenue sources and grows markets • KFC - U.S. vs. China • reduces dependence on home market • leverages existing IP, know-how, technology • no longer exclusively an American export • 2 key issues (below)

  3. When to Enter Foreign Markets (1st Issue) • sufficient maturity of franchise system • U.S. franchisor had 137 domestic outlets • tweak the business model (below) • selecting foreign business partners • selecting the right target countries • TSS Photography - South Africa (late ‘80’s) • McCafe - tested in U.S. 2001: 33 countries • the market leader in Germany (306 coffee shops) • transfer of PBS to foreign partners • #1 trigger – inquiry from a foreign market

  4. Tweaking The Business Model for Foreign Markets (2nd ) • modifying domestic expansion strategy • master franchising paradigm • removes burden of foreign market operations • and selecting the right foreign franchisees • master franchising risks (McDonalds) • one-time fee: $100,000 - $1,000,000 or more • master & franchisor split FF’s and royalties • master becomes a clone of the franchisor

  5. Tweaking The Business Model for Foreign Markets (Cont’d ) • tweaking dual distribution strategies • tweaking the level of control • tweaking the training program • tweaking operations manuals • tweaking sources of supply, etc • developing the legal documents • strategies to reduce master franchising risk: increase up front fees lower ongoing royalty fees • > 2,000 master franchisees worldwide

  6. Preliminary Research & Steps • research business, cultural and political • research cost & ease of doing business • research competitors in each target country • research the market in each target country • protect the IP (mark) in target countries • develop a profile of the master franchisee • research legal compliance in target countries • provide support, know-how & services?

  7. International Marketing Steps • add a page to existing Web site • process master franchisee leads • network with international systems (IFA) • attend international franchise shows (SG) • advertise in international publications • hold candidates to a structured process • Discovery Day

  8. The Big Franchise Players

  9. 4,000 Best Western hotels in 80 countries • 2,000 North America • 2001: 6 hotels in Asia • 2007: 106 in Asia - 17 more in China, Japan, Indonesia, Thailand • 2010: 200 (projected) in Asia

  10. Howards Storage World (Australia)

  11. Howards Chronology • 1977: first retail store in Australia • 1998: began franchising in Australia • 2004: chain of 35 outlets • master franchised West & So. Australia • used the master model for international • 2004: 1st master franchise in Singapore - master must own & operate a Howards store - master subfranchises; all training in Australia - Howards revenue: MFF + royalty (% split) • 2005: 2nd in New Zealand

  12. Howards (continued) • 2005: 3rd in Spain • 2005: 4th in the Middle East • 2007: 5th in Ireland • 2007: 6th in the Philippines • Howards International: 14 stores about 20% of sales • changes to business model = 10% - supply logistics • now 62 stores open in Australia

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