Who sells franchises. How to franchise your business and sell it

I will not dissemble - franchising is another way to make money for those who already have an existing and successful business. Franchising in this case is additional source income. However, this source of income requires additional investment. The point here is not so much in creating a franchise package and, as it is now fashionable to say, in “packaging” a business into a franchise, but in creating a separate sales and support department franchise partners.

Naturally, when launching a franchise business, the owner himself is often both the sales department and the support department rolled into one. However, as the network grows, a large number existing and potential partners, it is necessary to systematize and delegate work. It will not work to let the development of the franchise network go by itself - you will either have problems attracting partners, or difficulties will arise in further relationships. Until litigation. But future franchisors, as a rule, do not think about these difficulties ... for the time being.

As a rule, the start of franchise sales starts easily - the first franchisees come by themselves, especially if the business is new, offers a unique product or service, or has a well-known name and brand. However, intense interest and active growth gradually decreases - this is inevitable. This means that sales and growth rates begin to fall.

Usually, at this point, most franchise owners begin to actively search for channels to promote franchises. And of course, the first thing they turn to specialized Internet resources, accumulating a potential audience of possible franchisees.

However, even posting information about the franchise and announcing ready business turnkey in franchise catalogs does not guarantee stable demand. Listing the franchise in the catalog is only the first step, but it is far from the only one. In order for such platforms to bring effect, and applications to turn into discoveries, it is necessary to choose multifunctional and advanced in technical and professionally aggregators and services that can facilitate the work of the franchise sales department, and sometimes even optimize it.

BIBOSS follows the path of optimizing and automating the process of selling franchises.

We can say that BIBOSS to some extent even replaces the sales department or at least helps to reduce the budget for its maintenance, allowing you to keep only professionals who do work that cannot be automated. For example, only a professional franchise manager can negotiate on the merits, determine whether a potential franchise buyer will be a successful and reliable franchise partner in the future.

At the same time, the franchise seller needs not only to bring the client to the conclusion of the transaction - the signing of the contract, but also to determine whether it is worth bringing each individual potential franchisee to this stage. The conclusion of the deal - the signing of the contract - is only the successful completion of the first stage. Then the most interesting begins ... However, today we are not talking about this, so let's get back to sales, or rather, to the processes that precede them.

It will not be about the stage of negotiations with potential franchisees, and not even about the methods of processing incoming applications. We will talk about those processes that occur BEFORE the receipt of an application for the purchase of a franchise. Moreover, if you think that the work of the franchise sales department begins precisely from the moment an application is received, you are deeply mistaken.

You can easily set up your sales team in such a way that it will only process those applications that will lead to discoveries, without wasting time on empty conversations and negotiations with leads who are not interested in your offer.

It is on the system of collecting hot applications, applications-openings that BIBOSS has been working for over 10 years.

What is the BIBOSS system based on?

Before talking about a system that allows you to optimize the process of selling a franchise, I propose to understand what kind of people decide to buy a franchise, and how they approach the choice of a particular franchise.

Working with "beginners": pros, cons, methods

As a rule, novice entrepreneurs who do not have significant experience in running a business (in the worst case, have no experience at all, either in business or in life) are interested in franchises. This shortcoming is filled with a great desire to work for yourself and the dream of starting your own business. Burning eyes and enthusiasm- traits characteristic of potential franchisees, which, nevertheless, must be feared.

Enthusiasm is, of course, a laudable and necessary thing, but it tends to end and dry up at the most inopportune moment - when problems, difficulties, disagreements or discontent arise. Therefore, the franchise sales department faces an almost fantastic task - to determine during the negotiations whether the potential partner has enough enthusiasm to survive all the difficulties and possible problems when starting a franchise business.

The lack of experience will affect in the future, after the conclusion of the transaction - "newbies" in business will attack the personal manager with questions that a more experienced entrepreneur would consider stupid. Nevertheless, when buying a franchise, aspiring entrepreneurs count on comprehensive assistance and advice on any issues here and now.

In addition, start-up entrepreneurs are in limbo- they do not know what business to open, and therefore they are studying completely different offers from various areas business. Today they are sure that the franchise of kindergartens is the key to success, tomorrow - that opening a clothing store under famous brand their chance to become an independent businessman, etc.

In order to attract this category of potential partners - first of all, you need to convince them of the prospects of the business that you offer them, and then describe in detail in which issues you can provide them with competent support and advice.

People are lazy by nature, which means that the more help you provide, especially free (included in the cost of the franchise), the more willing the potential franchisee will be to become your partner. However, go too far with promises and free consultations and materials are not worth it - business is business, and a relaxed entrepreneur who was given a business on a blue border, most likely, will not be able to hold out in the market and work autonomously and independently. Therefore, when placing a franchise in catalogs, the description should indicate what your partner has to do directly, put forward requirements or outline the terms of reference.

We influence visuals, audials and... digitals

It is better to see once than hear a hundred times - this is what most of the inhabitants of this country are guided by. Even if you list your franchise in all sorts of directories and profile sites, if you do not provide a description with photographs, people will not believe you.

Photos are a kind of evidence of the existence of you, your company, your business and everything that you write and talk about.

The same goes for video. In this case, you will already be able to influence the audience, convincing them of the profitability and success of the enterprise - buying a franchise.

Photos, presentations and videos seemingly additional and unimportant details that have nothing to do with business as such. However, they still give their effect. Firstly, the very fact that the company holds a special photo shoot and allocates a budget for shooting a video about its franchise non-verbally, on a subconscious level, inspires trust and respect for the company itself, which naturally translates into a franchise offer.

Secondly, both photos and videos attract attention and are remembered. And even if the person who viewed your photos, presentation or video did not decide to buy a franchise for one reason or another, it is quite possible that visual images will pop up in memory at the right time - when talking with acquaintances or friends. So information about you and your franchise is distributed free of charge.

However, any entrepreneur, starting or acting, is to some extent digital, because the purpose of business is to make a profit. It is impossible to make a profit without a slender and clear financial model. Business is a strict sequence of actions that leads to profit. However, in order to put this sequence into operation, financial injections are needed.

The question of finance it is also necessary to clarify immediately, without hiding or withholding from a potential partner, the required amount of investments, the amount of the lump-sum fee and royalties, as well as notify about all kinds of mandatory and additional payments. Thus, you can immediately weed out entrepreneurs who do not have the necessary number of free Money and do not waste time on empty negotiations with rogues.

The more transparent the financial model of the franchise looks like, the more trust you will inspire in a potential partner. Yes, by submitting a complete and comprehensive business plan for starting your franchise business, you may encounter competitors who take advantage of your business plan and open their business without your help, on their own. However, then the question arises not about the effectiveness of placing a business plan in free access, but about as a franchise. If an entrepreneur can easily and easily open a business on his own and sees no reason to buy a franchise, most likely the point is not that you have opened the data of your business, but that there are no visible benefits in cooperation with you. And if a potential partner does not see the benefits, then you didn’t talk about them or didn’t do it well enough.

Check for lice

However, do not think that only the outer shell (description, photographs, and even a business plan) can get you potential partners in competition with other franchises.

Both experienced entrepreneurs and more advanced “newbies” are interested in franchises, who approach choosing a franchise and starting a business with caution, analyzing and comparing. The main thing for this category of potential customers is to prove their reliability. And since a large, if not the main, part of the negotiations takes place remotely - by phone, to do this in terms of empty words is not the best tactic. Another thing is if your reliability is confirmed by authoritative sources, for example, either specialized or reviews of existing franchisees.

A weighty argument in favor of "believe" for doubters will be the company's transparent policy. If you are not afraid to disclose information about your franchise, participate in ratings and projects aimed at disclosing public information about franchises, disclose the contacts of existing franchisees...

Only when you provide complete and comprehensive information about your franchise in one place, you will be able to receive applications from people who are not only knowledgeable, but also serious about buying a franchise, who no longer need to explain and prove anything, who have independently weighed all the pros and cons, studied up and down financial model...and now they just want to sign a contract and open your franchise business. The only thing left for franchise managers to do is

do not miss the hot client and bring him to the conclusion of the transaction.

A similar franchise sales system has been developed and implemented at BIBOSS. We have already verified its effectiveness.

You can test the effectiveness and make sure of the effectiveness of BIBOSS by leaving a franchise application, or further increase the sales team and spend your time and money collecting applications on your own, cold and ineffective calls and empty negotiations, instead of working on developing your business. ..

In his new article Ruslan Gadelyanov answers the question of whether it is possible to sell franchises without having any open point. How will the buyer look at it? What should you pay attention to when choosing a franchise if you want to become a partner? Read below.

Life hack: how to sell a franchise without opening a single store

Ruslan Gadelyanov

I will answer right away: this is how it works!

This model is suitable for "light" business ( retail, provision of services), but is not suitable for large-scale and manufacturing companies.

In one of the previous articles, I wrote about the support department. In my opinion, this is the most difficult part of the work in. Yes, each department has its own nuances, but fulfilling obligations to partners (franchisees) is a very responsible job, and this is the most important thing.

If the work is performed poorly, the partners have the right to terminate the contract. And you will have to return the entire amount for lump sum.

It depends on the support department when partners will open, how quickly they will receive the goods, at what level support will be provided, where and what news will be posted about the opening, what kind of marketing will be launched, what personnel will work and much more. I can say with confidence that if the experience of an entrepreneur allows you to answer these requests, you can sell / buy a franchise.

The success of a partner is 80% dependent on the management company! 20% is partner's actions.

When choosing a franchise, first of all, look not at their packaging, the number of branches, the sales department, but at the support department. If the head of the company specializes in sales, then the company has expensive, beautifully speaking salespeople. Their main income is to earn as much as possible on a lump-sum contribution.

A good example of a franchise is McDonald's. Demanded product, excellent support department, colossal marketing support. They sell the franchise only to worthy and strong partners, whom they choose themselves.

So, selling a franchise of a non-existent own working outlet is quite realistic. Any business is a copy successful business. If you copied the business, changed the name, then this model can be franchised. But keep in mind that selling such a franchise will be more difficult than a working model with an open outlet.

Let's see what to look out for management company(UK) when selling its franchise:

Business must be interesting;
The business must be profitable;
Beautiful packaging;
Quality support.

What potential partners should pay attention to when buying a franchise:

Is the business suitable for the interests;
Does the profitability meet your expectations;
Marketing;
Quality support;
Entrepreneur experience.

As I said, I have worked in many areas of franchising - packaging, selling, accompanying, registering a trademark, helping with logistics, advising in legal and accounting matters, marketing and more. Based on my experience, I believe that there is a clear line between markets - retail, wholesale, And franchising. Entrepreneurs tend to have certain abilities in their field. And I think that's how it should be: it's hard to become a good accountant and be in charge at the same time. Therefore, the scheme proposed by me will work in practice. I will show you how to do this with an example.

Own example

Both the franchisee and the franchisor find certain benefits in such cooperation:

Firstly, the brand owner receives a lump-sum contribution, which he himself sets;
Secondly, the franchisor company is also often paid other payments, for example, royalties or advertising fees;
Thirdly, the business is rapidly expanding due to the growing network. The result is an increase in sales and an increase in the customer base.

The main advantage for franchisees is that it is much easier to develop a business under a well-known trademark than to build a business from scratch.

Where should you start?

Let's assume you have - shopping store with products.

You have been successfully developing in your city for a long time, the brand is recognizable by the population.

And then it occurs to you that you need to go further and open stores in other regions.

Most likely, you have chosen development through franchising as a way of promotion.

Initially, it will be necessary to carefully consider what will be terms of cooperation with the franchisee. Evaluate with a sober look how attractive your business is to other businessmen.
Calculate how much you are willing to sell the opportunity to use your logo so that there is a profit for you and each of the franchisees.
Be sure to check the offers that other sellers are selling.. Carefully read the instructions, terms of the contract, Brand Book. Thanks to this, it will become clear how modern business processes are organized.

Creating a commercial offer

To start selling a franchise on favorable terms, you need to think over and correctly compose Commercial offer. It should contain all the detailed information. First, decide what arguments will be weighty for all types of potential franchisees.

think it over why this or that person should buy your franchise.

For most businessmen, such a business is attractive because it is not required to develop and develop it from scratch. Therefore, never hide any information about your own company.

Franchisee Search

One of the most important stages of business development is search for a franchisee.

If a brand is known only in one area, then you should not think that it will be known all over the country.

You need to look for potential buyers for your franchise.

Where is the best place to do it?

Various exhibitions. If you constantly take part in similar events, you can interest a lot of entrepreneurs.
It is very important for the franchisor to communicate with the buyer live and evaluate his professional abilities.
Advertising in the media. Media resources are the most The best way get the information out to the right people. Television and the Internet are especially relevant. The global network today is very convenient for promoting your services. To do this, you need to hire specialists from the field of SMM.
Advertising in your own outlets . Many entrepreneurs travel frequently and chances are they will drop by a franchisor's store or company.

Employee training

After advertising your enterprise, you need to make sure that buyers not only show interest in the franchise, but also want to buy it. At this stage, the work of managers who sell the business proposal is very important.

It is not forbidden to develop a personal methodology. The most important thing is that it is effective. Every manager should always have complete information about the company in which he works in his head.

Important and necessary skill - regular cold calls.

To do this, a person needs to hone his speech.

It is also necessary to properly handle objections.

Most customers are initially skeptical about the purchase and can begin to give their evidence why they consider this or that business not profitable for themselves.

In order for managers to have all the information, it is required to make special handouts.

The head of the company after the training is recommended take a test exam to identify unsuitable managers.

Each employee must understand that it is he who is responsible for how many existing customers the company will have. Main mistake many franchisors is that they place high hopes solely on advertising. Employees do not know how to properly communicate with potential buyers franchises.

Dialogue with a potential client

Maintaining regular contact with the franchisee is a vital undertaking. After the transaction, it is strictly forbidden to lose contact with business partner. There are also such situations - the businessman learned everything from the company the necessary conditions for the purchase of a franchise, asked all the questions of interest, but the business never acquired.

There is a high probability that he is simply waiting for the money to arrive in the account, or he is waiting for some circumstances. Therefore, the franchisor needs to be interested in how things are going with a potential or existing client.

The most important thing is not to seem intrusive, especially if a person is only thinking about buying a business.

The last step is closing the deal.

For successful franchising activity it is necessary to conclude a deal.

At this stage, the most important thing is development of a control system, as well as properly organized support for customers and partners.

The workflow from becoming interested in a franchise and closing its purchase is built with special care and must be thought out to the smallest detail.

Why do many entrepreneurs hesitate when they receive an offer to purchase a franchise? Basically, because of the material component. Sometimes the cost of buying an offer seems unreasonably high. If this is the case, then the manager will need detailed advice on granting a loan or other convenient conditions.

Choose the right franchisee. Each potential partner should have a desire to cooperate on a long-term basis. In addition, he must accept all the conditions put forward.
Use the "carrot and stick" method. To prevent conflicts, outline the measures that you will apply to the franchisee who has made a mistake. But there must be a system of motivation. Be sure to encourage your partners.
Make sure standards are always met. If you don't want to lose your reputation trademark, then be sure to develop certain standards by which everyone should work.
Collaborate with trusted suppliers. In addition, make sure that the franchisee does not get the idea to find personal suppliers for their own benefit.
Efficiently manage all franchise properties. To do this, it is necessary to train professionals - managers who will work with the entire network.
Control the quality of work. If any errors appear in the work of the franchisee, then explain them to him and demand that they be eliminated in a timely manner.
Don't compromise. First, the franchisee should not have thoughts to search for alternative solutions. Secondly, in the pursuit of money, one should not allow work to be done with shortcomings.
Invest in advertising and promotion. In order for the franchise network to develop, it is necessary that the brand be recognizable. To do this, you will need to spend significant money.
Make an affordable lump sum and royalties. Thanks to this, novice businessmen will also be drawn to you.
Connect lawyers. They will be required to properly draw up a contract.

01.10.2018

Opened a franchise: what's next?

We have previously talked about . However, you need to understand that for many companies the cost of such services is seriously overestimated. And, of course, helping to sell the franchise will cost even more. At the same time, there may not be a guarantee of the result - it is likely that no one will buy the franchise even over time. Understanding this, many entrepreneurs are wondering: what is the best way to sell a franchise? In fact, there are several already proven methods, and we will just talk about them below.

Electronic catalogs

beboss.ru
buyfranch.ru

The above portals are the most popular on this topic. Therefore, to obtain the result, it is better to use them. It is important to consider that advertising on these sites will have to pay money. But, as a rule, they are not taken in vain and in the future these investments justify themselves.

To place your franchise on the page franshiza.ru/franchise, you should write to the specified contacts (candidates for placement are discussed on an individual basis). There is no specific cost on the website.

On the Internet resource topfranchise.ru/catalog, placing a franchise costs 20,000 rubles for three months. Six months of placement cost 30 thousand rubles. Placement in the catalog for one year will cost the franchisor 50 thousand rubles.

On the site beboss.ru/franchise, information about the franchise is posted for one year and this service costs from 90 to 300 thousand rubles (it all depends on the options that the franchisor receives). Naturally, with an increase in cost, the number of advertising impressions on this site increases.

The site buyfranch.ru/catalog implies the placement of a franchise for six months and a year - the cost of these services will be 6900 and 9500 rubles, respectively.

If we consider the site alterainvest.ru/rus/franchiza, then the following conditions are here: placing a franchise for six months now costs 30 thousand rubles, and for a year - 50 thousand rubles.

The prices for placements in our catalog (Top-Franshiza.ru) can be found on this page -

So, it turns out, there is a choice here and quite a good one. In principle, many franchisors use only these sites and their franchises are successfully sold. The question is more about how much an entrepreneur is willing to spend on advertising. Again, each situation must be considered individually.

Advertising on business websites

This option is almost the same as the previous one, especially since there are other ways to promote on many franchise sites. For example, you can advertise a franchise using banners and articles that detail all the conditions. You can also publish an interview with the owner of the company - this also increases the chances of a successful franchise sale. It is possible to publish news from the company and other notes that allow you to attract target audience.

The cost of such services is usually directly proportional to the popularity of the site, so you need to look at everything in more detail. To compare the placement price, you can simply select a dozen or two sites you like and write a letter to each of them about the desire to place an advertisement. Then it will be possible to compare proposals from the owners of such resources and, as expected, choose the optimal ratio of cost and quality. In general, you can also find out about posting articles on franchise catalog sites - most of them also provide this service.

In any case, most business resources are just designed to make money on advertising. Based on this, it is possible for sure exactly those sites that will be most suitable for the budget.

Create your own blog

Of course, for more productive advertising and increasing the loyalty of potential customers, it is better to develop a separate website for the franchise. It can also be a page on the main Internet resource of the company. You can run your blog and / or YouTube channel, where you talk about the features of your business. Naturally, here you can also post reviews of existing franchisees of the company. A YouTube channel is a completely free resource, and its effectiveness can be very high. Moreover, now many people want to first look at the franchisor live and make sure of his real existence. When a person does not hide his face, this often inspires confidence. Naturally, this allows you to develop loyalty among the target audience.

contextual advertising

If you have a website for selling a franchise, then it remains to connect contextual advertising to it - this is also one of the the best options advertising on the Internet. To use it, you do not need to have any specialized skills. It is only important to study the main points, and then it will be possible to successfully apply it in practice.

To roughly understand how contextual advertising works, it is enough to allocate a symbolic amount for it. So it will be possible to see in practice the basic principles of its use. After advertising campaign tested, it will be possible to successfully replenish the balance for a larger amount.

It is important here to set everything up for key queries. In our case, these will be phrases like “buy a franchise”, “buy a business”, “business ideas” and similar ones. In this case, you can also use queries such as, for example, “business for ... rubles” (depending on the cost of your franchise), “business in ...” (that is, a specific direction is substituted, for example, “business in trade” or “business in manufacturing, etc.).

To clarify the relevance of requests, you can use the site https://wordstat.yandex.ru - this will allow you to track how popular this or that is key phrase. Roughly speaking, if there are at least several hundred requests per month for the words you have chosen, then they can be used for promotion. Of course, much depends on the popularity of the business as such. Some areas are of interest to thousands of people, and some - to units. All this must also be taken into account, but in general, the more requests in an advertising campaign, the better. By increasing the number of clicks, you thereby increase the likelihood of buying your franchise.

If there is no desire and time for all this, then you can always trust experienced specialists in contextual advertising. It is important to choose firms with good portfolio- this will allow you to find real professionals in their field. It should be noted that they do not charge much for the development of an advertising campaign, especially since it is enough to pay once for setting up the system and then it will remain to receive calls from potential customers.

Posting a thread on thematic forums

Posting ads on forums is quite popular. An example is this page: https://www.biznet.ru/forum145.html. Naturally, it is better for the franchisor to be included in the discussion if it is possible. At the same time, information about the franchise, if it is popular, will usually be fixed in a prominent place for a long time. Good forums have been around for a long time, so they make it easy to make your offer popular.

Another type of such promotion can be called posting on social networks - this is also quite simple and usually requires minimum investment(if not free at all). By the way, you can generally create a thematic community and promote your franchise there by all available means. In fact, this is similar to creating your own blog, because here you can also write interesting posts and create discussions. The difference between social networks and forums can be called the fact that not in all communities you can immediately get a large number of responses. In popular publics, the ad will quickly get lost, and in communities with a small number of participants, it will be more difficult to promote a post.

Working with online reviews

Any modern business seriously depends on customer feedback. Obviously, when selling a franchise, you should be aware of what reviews are left on the Internet about the company. A very good guide to working with opinions can be found here: https://zoon.ru/msk/pages/rules/ - this page contains the main points related to how best to maintain your reputation. By adhering to the standard rules, it will be possible to create an image even for a relatively new company. Potential partners will see this and understand how conscientious the franchisor is in working with clients.

It is also worth periodically checking social networks and looking for notes in news, posts and other types of publications. Do not forget about the use of search engines in general. It is enough to fill in requests at least occasionally in the spirit of “COMPANY NAME reviews” and so on. By monitoring this information and responding to it in a timely manner, it will be possible to show people how important customers are to this company.

Participation in offline events

The Internet is great, but do not forget about offline promotion. In certain places and certain time you can easily find your target audience. This includes various exhibitions, seminars, forums and other events. Today, many companies promote their business through such events, and this is not surprising. A real meeting allows you to discuss all the nuances in more detail and discuss the terms of cooperation. Again, the real thing is more trustworthy than the correspondence on the Internet. In addition, the cost of participation in such events is usually low. Therefore, with proper work, all costs successfully pay for themselves.

Order advertising from influencers

It is also worth paying attention to such a type of promotion as advertising through opinion leaders - these can be various bloggers, entrepreneurs and others. famous people. Naturally, this increases the recognition of the company and allows you to attract the attention of the target audience.

To order such a service, it is enough to write to the relevant people and for sure they will be able to announce the amount for advertising. Most (especially YouTube bloggers) do not hide this and write their contacts under each video. It should be noted that the most popular personalities take quite expensive. However, here the entrepreneur decides whether he needs this as a whole or not.

Of course, this approach also inspires confidence, especially since many well-known bloggers are serious authorities for their subscribers. Trusting them, they may well trust the franchisor, which is advertised in a video or article.

Franchise Promotion Examples

A clear indicator will be specific cases of franchise promotion, which allow you to evaluate all the advantages and disadvantages of a particular advertising method. We, in turn, found several such examples and invite you to study them.

Handyman Franchise Promotion

Specialists were offered the promotion of the handyman franchise. The main goal was to receive applications from the social network VKontakte.

The landing page for attracting customers looked something like this:

The target audience was men aged 23 to 45 who are interested in business and marketing.

VK promotion

subscribers of businessman Ayaz Shabutdinov;
Like holding groups;
audience of publics similar to the above;
subscribers of communities of elite universities.

Here is one example of such ads and statistics on it:

Obviously, ads with a low CTR were eliminated over time and the results were not the best in the end. In this regard, then I had to change the ads.

This ad turned out to be more successful:

This announcement was made with a more careful selection of the target audience and, probably, it turned out to be more attractive in principle. As a result, the results of such work have become better. As for the audience of the Like Holding group, it reacted quite well to all the announcements:

The most successful was the following announcement:

As it turned out, due to the effective setting of ads, we managed to get 912 clicks to a site with a price of about 4 rubles.

VKontakte promotion was carried out for two months, from October 16 to December 15, 2015. The above page also contains statistics from your personal account:

You can also view information on the target audience in detail:

Summing up the results of this advertising campaign, experts found out that about 14 thousand 400 rubles were spent in total. For this money, the entrepreneur received 2616 targeted clicks to his website. At the same time, 30 applications for the purchase of a franchise were received in total. It turns out that the average cost of an application from the social network VKontakte was 480 rubles.

Dodo Pizza Franchise Promotion

Another example is the promotion from the Kit Media company - in February 2017, they were asked to promote a pizzeria in small towns. assumed the opening of 328 establishments and the sale of 90 franchises per year.

The advertising campaign was carried out in 117 cities and Kit Media specialists were looking for franchisees for federal network. Cities with a population of fifty to one hundred and fifty thousand inhabitants were considered (cities of Moscow and Leningrad regions were not considered).

Initially, the company decided to assess the state of the target audience in the above cities. Especially for this, a test advertising campaign was carried out and during it were allocated target groups and identified platforms for promotion. Also, during the initial events, the reaction of the audience to the creative was studied.

As a result of the test campaign, the following was done:

In social networks, the target cities were divided into two large groups - these are small (up to ninety thousand people) and more big cities. It was found that the cost of a click and application in small towns was lower - this is probably due to the low competition in the market for pizzerias.
In cities with a population of fifty to sixty thousand people, there really are people who are ready to buy a franchise and invest more than three million rubles.
In the social networks VKontakte and Facebook, the daily limit for popular ads was increased, which made it possible to receive even more new applications.
Transitions from the Google search engine turned out to be ineffective: the cost of one transition was twice as high as compared to other channels, and, moreover, the target audience spent no more than one minute on the advertising page - this is very little in order to decide on a franchise cooperation .
Five cities booked by existing franchisees were excluded from audience coverage.

Based on this, the customer was offered two strategies to improve the results of the advertising campaign.

Lead generation was proposed as the first one, namely, attracting target audience to the site and further work with potential clients. It was also proposed to add new platforms to the work - these are YouTube and Instagram. It is proposed to increase the daily limit on VKontakte and Facebook.

Regarding the second option, it was suggested to organize webinars. It was meant to attract customers through live broadcasts. Actually, in 2017 there was an increased interest in them in general, so the relevance of this method was quite obvious. Initially, it was supposed to gather people on social networks, and then connect everyone to a closed webinar and mailing list. This strategy could well increase the time of communication with the client.

After discussing all the options, it was decided to combine all the strategies. Thirty percent of the budget was allocated for the promotion of webinars (it is noteworthy that the parent company was already involved in organizing, hosting and mailing). As for the rest of the budget, it was decided to spend it on lead generation.

In March 2017, the audience in the target communities of VKontakte and Facebook was significantly increased. In addition, it has been tested social network Instagram. In total, sixteen target audience groups were formed from the following categories of people: subscribers of Fedor Ovchinnikov (the founder of Dodo Pizza), an audience of administrators of operating pizzerias and a business audience in various cities. By the way, it was from the latter that the greatest effect was obtained for the least money.

A series of publications were produced that highlighted free cities for franchise work:

Results of cooperation with Dodo Pizza

As a result of work on all channels, franchisees were found in 42 cities.

A constant growth of traffic and visitors is set up by constantly monitoring traffic and using the most modern advertising tools.

Search engines made it possible to return the target audience and this attracted people who were really interested in buying. It should be noted that the conversion from Yandex was higher than the conversion from Google.