Franchise "Starbucks" ngesiRashiya

Ukuthuthukiswa nokuhlonishwa kwemibhalo yalezi brand liyabonakala ezinkampani - cishe umsebenzi ebaluleke kakhulu imfundamakhwela usomabhizinisi noma usomabhizinisi Sekwenzekile, libona ibhizinisi umqondo omusha. Kodwa kukhona enye indlela, okuvumela ukuba wenze ibhizinisi lakho liyabonakala - ukusetshenziswa ezikhona, kungase kutholakale eminyakeni sha. Franchising noma Franchise, njengoba zinjalo - ukuthengwa evela kumnikazi izinkampani ethandwa futhi zezimali labetibambile amalungelo ukwenza ibhizinisi lakhe lokuthengisa. Izinzuzo ukuthengiselana okunjalo akukwazi overestimated. Ndawonye nomthengi brand (franchisee) ulungisiswa uqobo isu, liyabonakala ibhizinisi isithombe, futhi, uma kuziwa iIgama izikhungo, zokupheka ke uphawu.

Umholi kanye ngokushesha kakhulu okhokhela ngokwayo kuhambisana Franchise ubhekwa njengomuntu ibhizinisi yokudlela. Iningi "imidondoshiya" iIgama ukudayisa ngokuzithandela franchise, yebo, kuncike bawuhloniphe ngokuqinile zonke izimo yesivumelwano ilayisensi.

Nokho, labo abahlela ukubambisana okunjalo nge owaziwa inkampani American Starbucks eRussia ungase ubhekane nobunzima. Siyini isizathu futhi ngingakunika kanjani ube franchisee brand edume?

Mayelana inkampani

Omunye umkhiqizo oyimpumelelo kakhulu e-United States, coffee shop uchungechunge "Starbucks", ethandwa ekhaya emhlabeni jikelele, hhayi kakhulu wawungaphansi zokudla, "McDonald". Cosy "ekhaya" umoya izikhungo, izinga okusezingeni imikhiqizo ahlinzekwa, ekwamukeleni sengqondo maqondana yimuphi ikhasimende futhi imenyu ezihlukahlukene - lawa izimfanelo ezenza ikhofi "Starbucks" bayindlala kakhulu. Izivakashi "Starbucks" ngokuvamile kungenzeka ukuhlangabezana ubuntu ezidumile okusungulile ebalulekile inkampani - inkomishi yenkampani isiphuzo esishisayo isibe imfanelo Hollywood amabhayisikobho kanye uchungechunge TV.

Umlando we brand esitolo encane ukuba iwuphawu Melika

Umlando edume ethilomu uchungechunge waqala ngo-1971 ne esitolo, labavulekela e-Seattle amathathu asemasha baseMelika. Ngesikhathi esifanayo, osomabhizinisi bavela logo manje esaziwa emhlabeni wonke - a mermaid eliqoshiwe noma siren on isizinda eluhlaza.

Point of ukudayiswa, ezikhethekile ukudayiswa kabhontshisi wekhofi futhi kwakhe ikhofi imishini ekhethekile, kuqala yayingekho zithandwa kakhulu bendawo. Lokho konke kwashintsha lapho imeneja esitolo weza Govard Shults - usomabhizinisi, owanikela wenza "Starbucks" njengoba namuhla. Nguye ezihlongozwayo umqondo omusha "Starbucks" - ukudayiswa ikhofi endebeni okokuqala e-United States. Futhi kamuva, lapho eseneminyaka umnikazi omusha we inethiwekhi "Starbucks 'Schultz yasungulwa elifanele zonke izikole.

Enje "Starbucks" ithobela Inqubomgomo kuze kube manje. Amaziko ngaphansi kwalesi logo njalo ukusungulwa umoya elingaphakathi cozy ikhofi izindlu kuqala, ukudlala umculo ofanayo, yokuthopha-Wi-Fi, izisebenzi nenhlonipho inobungane futhi zonke iziphuzo kanye nokudla kuyinto njalo izinga okusezingeni eliphezulu. Lokhu kusebenza futhi yimuphi esitolo ikhofi lapho franchise "Starbucks", kungakhathaleli izwe lapho isikhungo ikhona.

Lokho, ngaphandle ikhofi, ungathenga esitolo ikhofi "Starbucks"

Ukuqaliswa nge green "Starbucks 'logo sipho izivakashi hhayi kuphela lokuqala ekilasini yekhofi. Imenyu ikhofi has a Ukukhetha enkulu zezinkambi kanye anhlobonhlobo kophudingi, kushisa futhi appetizers abandayo. "Isethi esezingeni" imenyu American kuhlanganisa sandwich, Muffin, ehla, khekhe, amakhukhi, iziphuzo ezibandayo. ikhofi Foreign "Starbucks" Franchise okuyinto enikeziwe yinkampani American, ugcwalise leli uhlu ukudla yezwe lapho isikhungo ikhona.

Into ehlukile imali - ikhofi eziyisikhumbuzo. Nge logo "Starbucks" angathengwa okusungulile esemqoka yalolu inkampani - indandatho plastic ukuze inkomishi ne isiphuzo esishisayo, futhi izinhlobo ezihlukahlukene: amabheji, lokunyenti, ngabe tinkomishi, amakepisi nokuningi.

Franchising "Starbucks" ngaphandle kwe-US

Ekuqaleni: "Starbucks" - omunye walabo izinkampani ukuthi bathi ungalithengisi franchise, lolu lwazi ngisho website esemthethweni inethiwekhi yekhofi izindlu. Noma kunjalo, kubo bonke abayizinhloko zezikhungo ka "Starbucks", ezisebenza emazweni angaphezu kuka-60 emhlabeni wonke, cishe 60% ezakho ngokuqondile kwinkampani American, futhi usebenze ngaphansi "isivumelwano selayisense" lapho abanelungelo ukusebenzisa lokuhweba kanye nobuchwepheshe.

EYurophu lehla ngokushesha inani kanye ezweni of inkampani, ikhofi Franchise izindlu, "Starbucks", isimiso, ayitholakali kuwo wonke umuntu. Ukunwetshwa inethiwekhi lapha kuphela ngenxa yokufuna ehhovisini elikhulu kwinethiwekhi lokuphekiwe encane nezindawo zokudlela ezinhle.

Kungani ngokubambisana neNhlangano inkampani "Starbucks"

Naphezu kweqiniso lokuthi ukufeza inkampani Franchise "Starbucks" - umsebenzi kunzima kakhulu, izicelo ukubambisana nenkampani ukuthi luselude. Lena ngokuyinhloko ngenxa ukukhanga eliphezulu sha emphakathini, emfushane payback inkathi izimali kanye idumela elihle kakhulu izitolo online. Ngaphandle ukukwazi ukuvula esitolo ikhofi ngaphansi yezitolo adumile "Starbucks" brand, Franchise wale nkampani inika ozakwethu yayo eziningi eziwusizo:

• okukhethekile isiphuzo zokupheka, appetizers ashisayo nabandayo kanye nama-dessert;

• ukufinyelela anhlobonhlobo inethiwekhi "Starbucks;

• ithuba, ngokuxhumana inkampani, umphelelisi bendabuko cuisine kazwelonke imenyu;

• usizo nezeluleko ku abaqeqeshwayo;

• izincomo design ingaphakathi zezikhungo, ngezindinganiso olwamukelwa;

• iseluleko ekudaleni isimo ethokomele, esivela kuzo zonke izikhungo "Starbucks": umculo, inkonzo, sisebenze izivakashi nokunye.

Yekhofi "Starbucks" ngesiRashiya

I Franchise lokuqala "Starbucks" esanda kutholakala, eRussia, ngo-2007. Kwaphela isikhathi eside inhlokodolobha Russian laliwukuphela komuzi lapho ungavakashela esitolo ikhofi, abasebenza ilayisensi inethiwekhi. Futhi kuze kube namuhla ukuphetha yesivumelwano selayisensi umsebenzi eRussia nzima kakhulu kunokuba kwamanye amazwe amaningi. Isizathu salokhu baqaphe ngisho ubandlululo nebhizinisi Russian yinkampani "Starbucks" akufihli - ukuvela sha ezweni lethu kwandulelwe ukugunyazwa okwenziwe isivivinyo elikhulu inkampani aseMelika ngokuqinile isiRashiya, umane ukwabela 2004 ikhofi lokuhweba.

Ubunzima main ukuthi inqubo jikelele kanjani ukuze uthole Franchise "Starbucks" endaweni yase Russia, kanye intengo olulodwa, alikho namanje. Isicelo ngasinye kubhekwa ngamunye, izingxoxo mayelana nenani ukuthengiselana eyenziwa ngokuqondile isicelo.

Ukuze ube ukhetho franchisee ezivela eRussia kuyodingeka uthintane ngqo nabameleli inkampani, ushiya ingosi engokomthetho isicelo "Starbucks" kwi-English axhunyiwe. Ngo isicelo, ngaphezu ukuzimisela ukubambisana nabafowethu futhi sivumelane nazo zonke izimfuneko yelayisensi, kumelwe ucacise idatha, oxhumana nabo, igama lakho inkampani yakho (uma ikhona), uchaze impumelelo yakho emkhakheni ibhizinisi kanye namathuba zezimali okwamanje.

Izimfuneko "Starbucks" ngokubambisana

Coffee endlini uchungechunge singalazisa zabo zebhizinisi idumela. izimfuno eliphezulu zenziwa ukuze ikhofi abo ezitolo, futhi ezikhungweni ehlinzekela "Starbucks" Franchise. Imibandela ukubeka phambili yinkampani kunoma yiziphi noma kuzozonke franchisees, othile kungase kubonakale impracticable. Ngakho, ukuze uthole Franchise ngokugcwalisa kwale mibandela elandelayo:

• Ofaka isicelo kumele ifa indawo efanelekayo: hhayi ngaphansi kuka 60 sq. amamitha, esifundeni ephapheme yedolobha elikhulu, iminyango zitholakala ngaseningizimu noma empumalanga uhlangothi. Lapha, kubonelelwa kakhulu ama-izakhiwo izindawo ezibalulekile emphakathini - sesitimela eThembalihle, sezindiza, amanyuvesi, izibhedlela nokuningi.

• Ukuba khona nje imali eliqinile izimali khulula.

• Amathuba okuphathwa yiyo nokubambisana kuzokhulisa kakhulu, inqobo nje uma isicelo usunayo i ibhizinisi isipiliyoni. Ngokwesibonelo, ngempumelelo ekuthuthukiseni ibhizinisi lalo.

• Eyokuqala uyazicabangela izicelo esuka kubantu eyaziwa kahle futhi yimpumelelo.

Kodwa ngisho noma franchise ivunyelwe futhi inkampani waqala ukusebenza, inkampani igcina zokuqapha esiqinile futhi njalo ukuqaliswa izimo, ikhwalithi imikhiqizo kanye namasevisi. Ekukhombeni non-ukuhambisana namazinga zonke izindlu ikhofi, franchise "Starbucks" Kungenzeka kungahoxiswa.

Ingakanani inethiwekhi Franchise yekhofi izindlu, "Starbucks"

Esinye isici ngokubambisana neNhlangano kule nethiwekhi ezitolo ukuthi Franchise "Starbucks" kudinga utshalomali sasivumela okuqinile. Ochwepheshe bezifo, ukwakhiwa kanye umhlobiso elilodwa imitha square yekhofi izobiza kusuka $ 2 ayizinkulungwane. "Abelana ne-The wengonyama" of amanani entengo aphezulu, yebo, iya ukuthengwa imishini ezidingekayo kanye izakhiwo ingaphakathi. Ngaso leso kuhlanganisiwe izindleko ukuthenga imikhiqizo, aziwa, Kufanele libe njani izinga elifanele.

Ngakho, uma sibona inhlokodolobha kokuqala, okuzodingeka ukutshala enhlanganweni kanye ilungiselelo ikhofi, ngaphandle izindleko egumbini, kungashiwo ukuthi franchise "Starbucks" eRussia izobiza angaba ngu-150 eziyinkulungwane 180 zamaRandi.

Kanjani inzuzo yiyona utshalomali capital? Ngokusho isipiliyoni ikhofi "Starbucks", ezisebenza dolobha Petersburg, singaphetha ngokuthi zonke izindleko ihlawulelwa ngokugcwele ngenxa nesizotha ngezindinganiso kwesikhathi ibhizinisi - cishe iminyaka emibili emsebenzini.