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Overview of the franchise
industry in Malaysia
F
ranchising in Malaysia is still at an infancy stage, with
the growth of the local franchise industry being more
noticeable some 19 years ago, since the Government
recognized franchising as one of the potential high growth
areas. In the early days, franchising in Malaysia was dominat-
ed by foreign brands like McDonald’s and KFC; but of late
home-grown franchises are starting to emerge and are
attempting to fast-track their growth into adulthood and
maturity.
The Government, through the Ministry of Domestic
Trade, Co-operatives and Consumerism (MDTCC) plays an
important supporting role in nurturing the local franchise
industry with the provision of various programs, assistance
and training. Various programs have been rolled out since
the early 90s to stimulate the franchise industry, and in 1992
a Franchise Development Division was established within
the Prime Minister’s Department to administer the fran-
chise development program. This division was later trans-
ferred to MECD in 1995. In 2009, MECD was abolished and
the Franchise Development Division was transferred to
MDTCC.
Due to the encouraging growth of the franchise indus-
try, the Franchise Act 1998 (Franchise (Amendment) Act
2012 ) was introduced to regulate the industry. Foreign
franchises were also encouraged to set up operations in
Malaysia so that local businesses can learn from foreign
franchises with proven business models and track
records.
Thanks to the Government’s franchise-friendly policy, the
local franchise industry grew at an average of 15 percent per
annum between 2000 and 2012. To date, there are 666 fran-
chise systems registered under the Registrar of Franchise; of
which 426 are home-grown brands and 240 are foreign fran-
chises.
International Expansion
There are 44 Malaysia’s brands already expanded the busi-
ness globally in 52 countries. This has successfully acquired
by intensive participation in International Expo/Exhibition to
find strategic business partners.
Trends in Franchise Indsutry
Food and beverage still make up a majority of the franchise
sector in Malaysia, making up 34 percent of the total; howev-
er the trend has been shifting towards non-food sectors such
as services, education, retail, healthcare and beauty. Key
Franchising accepted
well in India
Franchising makes
tremendous sense for
people who want to
be entrepreneurs but
would not like to
risk investment in
terms of time and
money in a business
which is not proven,
while franchise is a
proven business
under a brand
name which makes
it less risky
home-grown franchise brands include Secret Recipe, Daily
Fresh, Smart Reader, Focus Point, House of Healin and
Marrybrown.
TOP 5 FRANCHISING SECTORS IN MALAYSIA
The total contributions in various sectors (16 Julai 2012)
are as follows:
SYSTEM PERCENTAGE
Food 212 34%
Clothing & Accessories 73 12
Service & Maintenance 69 11
Learning Centre& Nursery 71 11
Health & Beauty Care 65 10
Convenience Shop & Supermarket 16 3 with three objectives:
Ict & Electronics 26 4 i. Evaluate the development of the franchise industry based on
Other Type Of Business 7 14
Foreign Franchise in Malaysia
Malaysian owned company has been actively acquiring for-
eign franchises to be brought into the country. There are 240
foreign franchises in Malaysia which include master fran-
chisee and franchisee to foreign franchisor.
Berjaya Corporation, a Malaysian franchise conglomerate
had acquired at least 8 foreign franchises.
There are:
(1) 7-Eleven; (2) McDonald’s; (3) Kenny Rogers Roasters
(4) Tutti Frutti; (5) Starbucks Coffee Company;
(6) Roadhouse Grill; (7) Wendy’s; (8) Singer;
(9) Krispy Kreme Doughnuts (10) Papa John’s Pizza
Other than that, Johor Corp is also one of the Malaysian
franchise conglomerates who had acquired foreign franchises
as follows:
*KFC *Pizza Hut *HC Duraclean
International support
Franchise industry in Malaysia is able to expand interna-
tionally with the strong support and assistance by Ministry of
Domestic Trade Co-operatives and Consumerism (MDTCC)
and Malaysia External Trade Development Corporation
(MATRADE) in promotions schemes and funding.
Government support to local Franchisors
Development of Product: Local Franchise Product
Development Programme
(PPPFT) by
F
ranchising as a concept has certainly been accepted
quiet well in India, as it helps provide global presence
to the concerned business in a methodical and accom-
plishing way. Indian Franchise Industry is growing aggres-
sively; the market size was USD 15 billion in 2012, register-
ing 28 per cent year-on-year growth. It is likely to reach a
staggering USD 34 billion by 2015.
The market demand for franchising is rising due to the
increasing middle class, who are stimulating the consump-
tion demand, and they look for International quality prod-
ucts. The purchasing power of Indian population has
increased providing way for many national players to
expand locally, at the same level, there is a lot of opportu-
nity for international players to tap the market.
Franchise Business Growth
In franchising business model, the most preferred model
is Franchise owned company operated (FoCo) taking up
38% of the pie while Company owned franchise operated
(CoFo) stands second with 35%.
These models help the franchisor and franchisee have
better control over the operations; mostly the franchisors
are eased out on maintaining the quality & standards across
locations.
Education & Food service franchises remain one of the
most appealing business concepts for the aspiring entre-
preneurs in India. The restaurant franchising in India is
growing at a swift pace of 35 to 38 per cent per annum.
Some of the features of the Indian franchising industry are as
follows:
• wide spread in almost all sector, majorly in educa-
tion, beauty & wellness, Food & beverages, Retail, and
consumer services
• Over 2, 00,000 franchisees currently
• Over 3700 franchisors at present
• Current Annual turnover estimated-approximately
USD 15 Billion (2012)
• Total annual turnover by 2013 — approx USD 18.9
billion
• Over 950,000 people directly and indirectly including
logistic employed by franchised business
• Numerous international franchises already existing
and rapidly expanding
• Education is the most franchised sector in India
The Indian Franchisee profile
From an investor’s point of view, investing in a franchise
business of an established brand is a safe proposition rather
than putting his money on a new venture depending on var-
ious factors. Franchising makes tremendous sense for peo-
ple who would want to be an entrepreneur but would not
like to risk investment in terms of time & money in a busi-
ness which is not proven while franchise is a proven busi-
ness under a brand name which makes is less risky.
Also franchising is right business strategy for people who
are excited about business growth and with their strength of
managing business operations, they are able to do manage
multiple franchise stores and sometimes even franchises off
multiple brands.
There are approximately 150000 active franchisees in
India. There are various factors associated with the rise like
the advent of people investing in franchising foreign
DAWN WEDNESDAY MARCH 27, 2013 01
Ministry of Domestic Trade
Co-operatives and
Consumerism (MDTCC)
Financing: Perbadanan Nasional Berhad
(PNS), SME Bank, RHB Bank,
CIMB Bank and Maybank
International Expansion: Malaysia External Trade
Development Corporation
(MATRADE)
National Franchise Development Blueprint 2012-2016
The five years National Franchise Development Blueprint
(NFDB) spans the period from 2012 to 2016, and sets the over-
all strategic direction of the franchise industry in Malaysia
main indicators (sales, employment and entrepreneur
participation);
ii. Review current policy, strategy and development
programmed; and
iii. Determine direction of national franchise industry towards
the goal of making Malaysia as the franchise hub of Southeast
Asia by 2020.
Vision
To be vibrant and robust domestically and positioned as a
franchise hub for the Southeast Asia and Middle East markets.
Mission
To contribute towards national economic development
agenda and creation of a high income society.
Strategic Thrust (ST)
ST1 - Enhance Competitiveness of Malaysian Franchise
ST2 - Transform Malaysian Business through Franchising
ST3 - Develop a Competent Franchise Human Capital
ST4 - Establish a Dynamic Franchise Ecosystem
Franchise activities: Franchise International Malaysia
Date
20th - 22nd September 2013
Venue
Putra World Trade Centre (PWTC) Kuala Lumpur
Objective
Promote franchise industry, networking,
matchmaking, education and training.
About Franchise India
Since 1999, Franchise India has been acting
as a bridge between ambitious brands and
passionate entrepreneurs by enabling them to
harness their true potential and have helped
more than a million entrepreneurs in their
business search and start. On the other hand
Franchise India through its business verticals
has been helping organizations both in India
and overseas to get franchise ready and evaluate
their potential growth in the market.
brands, rising income of Indian population, ease of financ-
ing, higher management education, consumption market
has risen, and after recession, people wish to be independ-
ent and do not rely on salaried jobs. Collectively these ratio-
nales have pressed people to pursue entrepreneur role. The
participation by females amounts 26 per cent of the fran-
chisees being lead by women.
WHY BUY A FRANCHISE VS START OWN BUSINESS
Some of the characteristics of a franchising business
Location
A business is franchised with help and support of a fran-
chisor, from the initial startup support to the final opera-
tional stage and further. To start, the location search is
done by the franchisee and further it is searched &
approved by the franchisor too after the site visit and
inspection.
Investment
For the Investment brought by the franchisee including
franchise fee and ongoing royalties, the franchisor provides
the designs, layout for the store, the logo’s and other relat-
ed details as per the company standards as part of the fran-
chise fee and ongoing support for royalties.
Training
Training support is totally handled by the franchisor, and
there is no fee taken for the same separately. Training is
provided in two ways, either it done at the head office or on
the job. Apart from these, many companies arrange for an
interactive training session that is attended by all the fran-
chisee and they interact and discuss with each other.
Marketing and CRM
Franchisor looks after the central marketing & the fran-
chisee has to manage the regional or local marketing. The
guidelines are provided by the franchisor; franchisees have
to follow the set of standards set by the franchisor to ensure
Continued on Page 07
Franchise outlook 2013
Government targeting a 9.4% contribution from the franchise industry
to the country’s gross domestic product (GDP) by 2020 compared a
contribution of 2.2% on year 2010. The target is based on the premise
that the National Franchise Development Blueprint 2012 - 2016 will
reach the height of its implementation in 2020. The franchise indus-
try’s contribution to the GDP is projected to increase to 4.3% per cent
in 2016 and will continue to grow to 9.4 per cent in 2020, consistent
with Malaysia’s goal of becoming a high-income country. Supported by
government on tax incentives for franchise fee in Budget 2012 and
funds allocation amounting RM8 million, is also expected to produce
more entrepreneurs through franchising. Under the New Economic
Model and the 10th Malaysia Plan, the industry aimed at expanding
focus to new sectors such as education, green products and services,
health-tourism, as well as syariah-compliant products and services in
order to penetrate the Middle Eastern markets, Muslim countries and
other potential markets. Moreover, community franchising and group
micro franchising has been promoted to introduce micro franchising to
low income groups and the rural communities.
Activity
Exhibition, Conference & Workshop
FIM2013 is the largest annual franchising exhibition and
conference in Southeast Asia and the only franchise event
officially sanctioned by the Ministry of Domestic Trade, Co-
operatives and Consumerism (MDTCC) and Malaysian
Franchise Association (MFA). Attaining its 20th year pinnacle
with proven organizing track records, the FIM is a melting pot
of local and international franchise players into a world full of
opportunities. It will assemble main players in the franchise
sector from all around the world to discuss current franchise
issues and focusing franchise as a key strategy in developing
entrepreneurship in Malaysia especially in retail and service
sectors. This is the perfect venue to launch new franchise sys-
tem, appoint master franchisees, matchmaking and network-
ing functions.
Malaysia is one of the region’s fastest growing franchise
markets. With invaluable support from the Malaysian gov-
ernment, top franchisors and key financial institutions,
FIM2013 promises to be the premier event for continuing suc-
cessful development of the franchise industry in Malaysia as
well as the Southeast Asia region. Therefore, take this advan-
tage to expand your business opportunities at FIM2013!
Franchising
Pakistani
brands abroad
By Sohaib Alvi
E
very time I go to the US I just shake my head and won-
der why one of our food franchises is not there when
you can see Taco Bell in all major cities, especially in
California. MsDonald's felt so threatened that they experi-
mented with a separate counter where you could make your
own tacos.
You see, Mexican food carries quite a similarity with
Pakistani food, which is perhaps why the two Mexican restau-
rants that opened on the 26th Street market, closed down a long
time ago because they just couldn't distinguish themselves from
the Pakistani taste.
But if that food can work there so can Pakistani dishes or fast
food snacks. The spices and stuff is already available at stores
there.
Yes, online buying by customers outside Pakistan gives the
clothing brands a selling medium without the overhead costs of
running a chain of stores. But for food items the opportunity is
vast. The Indian restaurants are growing at a phenomenal rate
in UK and curry is as much popular with the natives as it is with
the South Asian community.
I remember once sitting down at a medium size outlet in South
London, with rickety tables and benches for seating, and across
us was this blond blue eyed Brit, in University jacket and tie. He
said regularly stopped for dinner here.
I just wonder what Student Biryani would do once it caught on
with the Latinos. Sure lower the spices for the rednecks and
serve it hot. Go for a totally new market.
Even for men's wardrobe, brands like Cotton & Cotton can
open up shirt stores; I know of a Pakistani entrepreneur who
runs Just White Shirts near Central Station in New York and it
does well. His shirts are all made here, and in Bangladesh.
If it's the financials that prove a hindrance, well, you're get-
ting loans at almost zero percent. The business model is estab-
lished.
All the American brands are making shirts made in Asia any-
way, loads of them in Pakistan.
Same applies for denim jeans, leather jackets and hosiery
items. Had Pakistanis ventured out there in the 1970's they
could have given a medium category quite a jolt. The extra mar-
gins would have paid off the loans. Even now, it's possible and
with social media catering to all customers in the west, and
direct marketing techniques having been honed, it's not pro-
hibitory expensive either. One of my friends settled in US sells
drapes made in Pakistan. He's got two stores already and poised
to sell the franchise.
Yes, there is the feat of meeting quality standards, but then
their unbranded stuff gets sold at five times what they charge
here, doesn't it. If the quality was dicey, they wouldn't enjoy
such loyalty from the US and European buyers.
And why just look at the west, China is a rice eating country
and what better than to sell Polao and Biryani to them. And
believe me, our Chinese food tastes a lot better than the original
Chinese.
I think all that is required is for a brand owner here is to have
faith in marketing skills; the rest of the logistics are being done
by our exporters anyway.
We created some of the best advertising in the 1960's for PIA
and we have brains here that can take on any foreign marketer
on their home turf.
02 DAWN WEDNESDAY MARCH 27, 2013 ADVERTISEMENT SUPPLEMENT
has shown what can be done, do it bigger and do it quickly.
In Pakistan and due to the lack of understanding of this
phenomena, when “Franchising” is being discussed, the out-
come of the discussion is that the Franchisor is out there to
overcharge the franchisee through the Franchisee Fee and
the Royalty. When we as owners of BRANDS Just Pret con-
Franchising in
Education
verse with investors, we have to start from Franchising 101

Franchising and make them understand the franchising concept. In sim-

ple words, what you as a Franchisee are doing is reducing
your risks by taking up a Franchise. Someone else has
already done the thinking behind it and taken the plunge

in Pakistan’s for you. All you as a Franchisee now need to do is under-

stand the systems, the processes, get trained and operate as
the other Franchised stores. If you get stuck somewhere, all
you do is raise your hand and the Franchisor is there to sup-
By Arshad Khalil, Master Business Partner, Arena Multimedia Operations in Pakistan

P
port you. Dynamic relations between both parties must exist akistan is the land of Youth so er planning and tested feasibility

fashion retail to promote the growth of the chain and allow communica-
tion and customer experience to flow both ways.Everyone
must work together towards the same winning goal.
I know a number of people who have bought a different
Franchises. This one lady I know in Abu Dhabi has bought a
Education is an important sector
and hence it offers a whole lot of
potential business opportunities for the
people looking to enter the business
world.
reports so experimenting with finan-
cial and human resources is not
required.

Possibility of getting financial

industry franchise for a Salon, a School, a Fast Food restaurant and

recently she contacted me to understand the details of our
business, BRANDS Just Pret. Just look at the diversity of
her businesses she already owned and yet she wanted to
dive in to something totally new for which she had no expe-
rience to back her.
By Hadi Anwar, CEO, Brands Just Pret Some people want to buy a Franchise and then put their
own thinking and ways to change it. Innovation is always
In our country most of the franchisee
are in food business but still there are
many academies and institutes that are
doing good business and they have
In our country most
assistance
It is comparatively easy to obtain
loan for starting a franchisee business
introduced their branches all over the from the lending institutions in com-
country.
of the franchisee are parison to obtaining loans for other
All this was possible because of the purposes.
concept of franchising.
in food business but

T
he concept of franchising is fairly new to Pakistan accepted, but the Franchisee has to accept that the name Starting an educational franchise is
still there are many Students
which not many people fully comprehend. The few they are using is the intellectual property of the Franchisor. becoming easy nowadays because the
who do, actually go ahead and take the next step of Hence any changes have to be discussed prior with the success rates of these are high. Apart The best thing about investing in an
understanding the new business they are interested in ven- Franchisor as most of the times, the Franchisor has already from that, there are also a lot of bene-
academies and educational franchise is that you don’t
turing out. There are a few high level questions which a tried the innovative change which is being requested by the fits of starting these franchises, some of have to work on attracting the cus-
prospective franchisee needs to ask the franchisor which Franchisee. Changing or experimenting things can also which are discussed below:
institutes that are tomers or students.
relate to the amount of effort and investment required, the cause risks and impediment the model which once worked This is one field where words of
growth prospects and the most important aspect, the return for the Franchisor. Franchises are successful because they Why to invent the wheel? doing good business mouth are the best way to promote the
on capital investment. If all this makes sense, then the nitty have come to wisdom through successes and failures alike brand.
gritties can always be worked out between the two parties. and a franchisor eliminates the franchisees reasons for fail- For any one who wants to do busi-
and have introduced
As they say, “when there ure. ness, franchising system is testedand
their branches all Practice make it perfect
is a will, there is a way.” In the Fashion Industry one should take the advantage rather
Most Franchisees have within Pakistan, business then to venture on his own. When over and over again a particu-
this misconception that owners have taken the
over the country. lar education centers are opened the
the Franchisor will take Franchising route and are Low risk and high All this was possible franchiser gets better and better in
the Franchisee fee and
never bother to support
Most Franchisees have this misconception extremely successful in
doing so. BRANDS Just
success rate dealing with all the issues so with time
opening new center are very easy to
because of the
them once the outlet is
open. However what they
that the Franchisor will take the Pret in its second year and
after opening four stores
One of the great things about invest-
ing in a franchise is that you are going
launch.
concept of franchising
don’t understand is that
the Franchisor is giving
Franchisee fee and never bother to has opted for this franchis-
ing route for future stores.
to be investing in a business format
that is proven to work and so you won’t
Cost of promotion is low
his own business name to
them, something which
support them once the outlet is open. In retail, it is the product
quality, the competitive
have to struggle much.
So there is no fuss of trial and errors
When there are many franchised
centers so the cost of promotion is
the Franchisor has spent
days and nights on and is
However what they don’t understand pricing strategy and the
location of your outlet is
here. Itsure has strong probability of
success. It has been estimated that
share by many so it is on low side.
As in case of Arena Multimedia if
now agreeing to make the
Franchiseetheir business
is that the Franchisor is giving his own what lays the foundation
of your business being suc-
there is 80% chances of surviving when
one opens an educational franchise
we gave an ad in Dawn Karachi the
total costs is share among 13 cen-
partner which makes the
Franchisor equally fearful
business name to them, something which cessful. If these three
things are above standard,
business.
Arena Multimedia is a good example equipments, instruction manuals, train-
ters.

and nervous when going

through a Franchise deal
the Franchisor has spent days and nights then not many reasons
would keep you away
of this. All the 17 centers are working
and earning a reasonable amount
ing materials and other things required
to help you get started on a business in
It is gender independent
as is the Franchiser.
Jumping into the fran-
on and is now agreeing to make the from being a successful
business.
monthly. the education sector.
The franchiser also earn when a
Any lady or gent can start this busi-
ness and both are equally successful.
chise world can be a
daunting task.It is difficult
Franchisee their business partner which The Franchisee has to
accept that one of the
Support from the
franchiser
franchisee is successful so he is a part-
ner in real sense and work for their
They can personally manage these by
themselves.
to find a source of straight-
forward information on
makes the Franchisor equally fearful main reasons he would
like to buy a franchise is When you choose to go for the edu-
success. It is said that education or food are
the best two business which can be suc-
how to choose one of these
opportunities,how to
and nervous when going through a because he/she believes
strongly in the model. My
cational franchise concept, you are
likely to receive complete support from
Less wastage in financial
and human resources
cessful no matter whatever is the crises
in the country.
glean the facts from the
hype.If you want to
Franchise deal as is the Franchiser humble suggestion to
Franchisees would be to
the franchiser.
You would be provided with all the As the franchising is based on prop-
So investing in Education franchisee
is sound and intelligent investment.
become a franchisee you go ahead and take the ini-
have to lose your ego and tiative of learning about
even if you have 25 years businesses which are
of experience you need to available for Franchising.
remember why you are getting into a franchise business.You After all it has worked for someone else, so why wouldn’t it
want to avoid mistakes. That’s why you are buying into a sys- work for you? To the Franchisors, I would like to say that
tem. The true entrepreneur is the person who started the once a new Franchise deal has been signed, the work has
business,invested,wrote the manual and probably even went only just started. Just like a new born baby needs to be nur-
out of business once or twice before perfecting their sys- tured more initially, so does your new Franchisee. Once the
tem.Let the franchisor do the pioneering and then after he baby grows, he/she only needs to be guided once in a while.
ADVERTISEMENT SUPPLEMENT
Making 14th Street Pizza a success story
How a dream built a strong brand
and an even bigger company
the finest sauces and only the most delectable cheese on its
New York style hand tossed pizzas.
The story of 14th Street Pizza started with a
simple model in mind: Delivery
The idea was to create a virtual presence and capitalize on
social media extensively to create virality and increase word
of mouth. That model proved successful beyond imagina-
tion!
The strategy of constantly interacting with the existing and
potential customers and creating an interactive dialogue
with them gave it a competitive edge and led 14th Street
Pizza Co to become the pioneer in maintaining an extensive
presence on various social platforms, which led it to become
one of the most recognized national brands, catering to
hunger emergencies indeed.
One of their most important factors was leveraging the
local market and targeting their need for something different
when it came to pizza.
“The key to 14th Street Pizza’s success is its strong
brand which is the result of our team, our focus
on quality, our fresh ingredients and our
customizable element that allows people to
F
ounded on 14th February 2011 and head quartered in personalize their pizza!”
Karachi, 14th Street Pizza Company is a leader in the — Tanveer Yusuf
pizza delivery business. Introducing the 20-inch pizza (CEO 14th Street Pizza Co)
for the very first time in Pakistan, 14th Street Pizza Co.
enjoys strong brand awareness with a memorable “111”
number for ordering.
The concept was welcomed enthusiastically, resulting in
the speedy evolution of a neighborhood pizza delivery place
into a nationally recognized brand, expanding rapidly in met-
ropolitan cities like Karachi & Islamabad. The success of 14th
Street Pizza Company lies in its use of the freshest toppings,
❏ Introduced the concept of
20 inch pizza in Pakistan
❏ Offered ‘one slice’ as a meal
❏ Penetrated fans on
social media
❏ Virtual presence and
online ordering
❏ Customizable pizza With more than two years of existence 14th Street
Pizza Co is now focusing its attention to its expansion
❏ Focus on technology to
phase within the city of Karachi and across Pakistan.
The brand is also concentrating on developing an
reach the customer anytime, understanding of its customers via different in-house
softwares.
anywhere
“The idea is to better understand the neighborhoods,
customer characteristics and their lifestyles. Our
strategy on digital media and our development of dif-
DAWN WEDNESDAY MARCH 27, 2013 03
ferent applications that resonate with the target audi-
ence is assisting us in better deciding where to grow”
— Farheen Aqueel
(Marketing Manager 14th Street Pizza Co.)
With its recent expansion to Islamabad, 14th Street Pizza
Co has also opened its doors to franchising across the coun-
try. “We believe that with quality franchise partners we can
do a lot and make our brand even bigger.
We have put in our focus strongly on offering fran-
chises and more rapid outlet expansion by franchisees
since they will be able to handle and cater to the deliv-
ery much better as they will be physically present there.
Also we believe that ownership of the brand is key to mak-
ing us stand out from the rest”, says TanveerYusuf.
By incorporating the concept of franchising, 14th Street
Pizza Co has established an exceptionally large foothold in
the Karachi and Islamabad market.
Franchising now forms a key part of 14th Street Pizza Co
and the company expects to open new branches across dif-
ferent cities in the near future. With its ubiquity online and
offline has come steady growth and increase in sales as con-
sumer demands for large thin crust pizzas and 24/7 delivery
are met.
14th Street Pizza Co’s highly reliable infrastructure for
ordering enables the company to handle the busiest days
without any hurdles and its online ordering gives customers
the ease of ordering with a simple click of the mouse.
“We want to be sure that all our systems are always
responsive and highly reliable when it comes to placing
orders via phone or online” says Sher Ahmed (Operations
Head, 14th Street Pizza Co.)
Possessing a state of the art call center where all calls are
routed to one place, 14th Street Pizza ensures this consisten-
cy is maintained. “With the help of our online software, we
have been able to bring our vision of a virtual network to life
which connects all our outlets and branches helping us to
PHILOSOPHY
❏ We’re in the pizza business
❏ We have a social approach
❏ We love creating content
❏ We engage our fans
❏ We make yummy pizzas & reward
our customers for their loyalty & love!
centrally monitor all operations”, continues Sher Ahmed.
On a continuous basis recorded calls, comments from the
website, as well as feedback from call center representatives
are all taken to ensure quality of service.
14th Street Pizza Co has been able to grow quickly and it
prides itself in its responsive approach to accommodate new
recipes and new products within the shortest period of time
at the same time maintaining its brand communication and
offering a consistent brand experience.
To stay one-step ahead, 14th Street PizzaCo’s marketing
team constantly develops new campaigns and communica-
tion to create top of mind positioning. For the future the
brand is looking at engaging customers on various platforms
enabling it to stay in touch with the customer wherever he /
she is and at any time. The customer- centric model being
designed aims to exceed customer expectations and offer
them something out of the box that will give 14th Street Pizza
Co market leadership and create increased customer affilia-
tion. The brand is constantly developing new applications,
products and models that offer a competitive edge over the
rest. The idea behind these customer-centric models is
derived from the following business objectives:
• Ease of order
• Personalization
• Providing an innovative pizza buying experience
“We pride ourselves in our social and digital approach that
has helped us create balanced communication through gen-
uine listening thereby creating a strong affiliation with the
customers. Our packaging and unique look and feel has also
helped us stand out from the clutter.” mentioned
FarheenAqueel.
04 DAWN WEDNESDAY MARCH 27, 2013 ADVERTISEMENT SUPPLEMENT
Promoting entrepreneurship and expanding
By Jessica Bates
TCS ECO-system through franchising
R
eading is an important skill all children should pos-
sess. Each and everyone of us read on a daily basis. It

is a skill that is constantly being used. Being a great
reader may help children learn quicker, study harder, get
better grades, go on to college and earn a reputable job.
Reading with your children can develop a closer family rela-
tionship.
Learning to read assists children in communicating with
the world around them as well as in expressing themselves.
Reading can also help children make connections with other
people. Reading encourages children to explore worlds full of
creativity and imagination. When teaching children early on
that reading is fun, they are more likely to continue reading
as they grow and attain even more knowledge.
When comparing television to books, realize that while
children watch television they don consumer like qualities.
However, when reading your child has opportunities to cre-
ate different scenarios in their minds. This creative skill will
encourage children to think of what could be instead of just
T
CS came into being in 1983 as a
domestic courier company. The
TCS journey since its inception has
been exhilarating in the extreme. Its phe-
nomenal growth has been duly acknowl-
edged in the Harvard Business Case Study.
The Company has found itself in trailblaz-
ing roles, and developed an entire express
logistics Industry that today plays a critical
role in arresting the slide in Pakistan's eco-
nomic fortunes.
Three decades into its existence the TCS
brand has evolved into a symbol of trust &
reliability. TCS provides domestic & interna-
tional express services to Consumers,
Corporates, SMEs, and Households alike,
with pickups & deliveries crossing over 6 mil-
lion a month.
TCS operates with over 7,000
Professionals, 24/7 call center, 600 plus con-

Literacy and
veniently located Express Centers that
includes 370 plus franchisees.
TCS has dedicated chartered aircraft,
2000 on-line & offline locations, 250 satel-
lite tracked delivery vehicles, and a profi-

reading cient team of couriers dedicated to provid-

what is. Reading with children also gives them a better sense
of humanity or sympathy and helps grow a better attention
span. Reading gives children a better vocabulary and coaxes
them to concentrate.
When reading to children, point to the words as they are
being read. This will help children pay close attention to the
words while seeing what the words being said look like. In
addition, be sure to teach children that there are capital let-
ters and lower case letters along the way while explaining
punctuation and spacing. These are all things that many par-
ents overlook in the teaching process. Once children are old
enough, teach them to use a dictionary. Sometimes if they ask
what a word means, have them look it up in the dictionary
and help them understand the word. Teach children how to
use tools such as this as soon as they are old enough to under-
stand it. Teaching children how to utilize certain tools will
help them discover things on their own, making them feel
independent.
Reading with children at a young age can also help discov-
er any learning disabilities early on, providing a better
chance at assisting children find resourceful ways to learn
around them. According to www.dyslexiahealth.com, about
70% to 80% of people with poor reading skills are likely to be
dyslexic. There are many teaching agents out there that
devote their work specifically to dyslexic students. The earli-
er a disorder such as dyslexia is caught, the faster children
can learn to work through it. Therefore, reading with children
is a very important part of their lives. It teaches them the
building blocks for learning and gives them good traits that
will help them all throughout life.
L
aunched on April 7, 2008 in Pakistan,
ZONG is the first International mobile
brand of China. It is meant to empower
and liberate the people of Pakistan in every
nook and corner of the country.
ZONG has grown spectacularly in less than
five years since its inception. This success can
be attributed largely to the continuous sup-
port of its customers and the confidence they
have always placed in ZONG's products and
services.
ing reliable service to its formi-
dable customer base.
With a view to enlarging its
presence in the global village,
TCS operates in international
territories through its hub
offices in Dubai and London,
providing access to its cus-
ZONG grows in a few years
Today there are over 19 million loyal
ZONG customers and its coverage extends
throughout the 4 provinces, the Northern
Areas (including Karakoram Highway) and
Azad Kashmir.
ZONG now stands 3rd in terms of number
of base stations and the Company has estab-
lished more than 6500 cell sites in Pakistan
showing rapid growth.
The telecom giant currently has the largest
solar-powered telecommunication network in
tomers to over 3,500 destinations world-
wide.
TCS code of conduct contains key-note
standards for all TCS Franchisees.
The code of conduct is aimed at ensuring
compliance of the Company's Franchises with
the criterion established for the Company's
own Express Centers including Franchise's
Pakistan. More than 600 cell sites are
installed at different locations making ZONG
the number 1 company in terms of solar cell
sites.
ZONG being part of the number one tele-
com operator in the world offers number one
CSI call center in Pakistan. ZONG's CSI is
among the top 3 in the country. The company
is listed among the top 5 best employers in
Pakistan and among the top 2 employers in
the telecom sector of the country.
interior, layout, salary specifications for fran-
chisee's staff, and practice of Standard
Operating Procedures.
Franchising has provided TCS with a win-
win outcome in its dual objective of enlarging
the TCS footprint in Pakistan, and promoting
entrepreneurship that celebrates the self-
employment culture in Pakistan.
ZONG has invested US $2 billion in
Pakistan so far. The company has generated
more than 1700 direct and over 40,000 indi-
rect jobs in the country.
ZONG is grateful to everyone behind its tri-
umph; the business partners, franchisees and
especially its subscribers for placing their
trust in the company. Their loyalty is the
motivation behind all the efforts that ZONG
has put in for making ZONG the digital-life
partner of the nation.
ADVERTISEMENT SUPPLEMENT
The IPC also offers an extensive teacher training program
designed by an former teaching fellow of Harvard University.
The six month certificate course reinforces essential teaching
About IPC: skills and establishes a minimum standard for teaching practices
in early childhood education
International
Preschool T here is greater awareness now amongst parents,
educators and regulators that critical learning
takes place in the first few years of life. The earli-
er one can get children into the educational system, the
Curriculum higher the impact on their achievements.
According to the UNICEF “Early childhood programs
contribute to children’s cognitive,social and emotional
development and promote their health, nutrition and
hygiene. In addition, they canfree mothers and other
female caregivers from their traditional roles, enabling
them to participate in thepublic sphere.” (Extract from
UNICEF publication The State of The World’s Children
2012)
The International Preschool Curriculum (IPC) was found-
ed to strengthen and harmonize early childhood education
DAWN WEDNESDAY MARCH 27, 2013 05
standards. As a professional body that directly serves
schools, learners, parents and regulators, the IPC offers a
unique set of products and services that promote active
learning and effective practices in teaching.
Headquartered in the United States, the IPC’s objective
and research based curriculum meets the standards set by
state bodies and accreditation organizations.
The curriculum is based on proven and peer reviewed
concepts that include play, inquiry, and objective based
learning styles.
With the assistance of an advisory committee which con-
sists of peers, consultants and academics, the IPC ensures
that its curriculum maintains its rigor and quality.
The IPC takes the prevailing view that the first few years
of a child’s life provide a vital opportunity for development.
The IPC involves family and parents wherever possible in
understanding and facilitating the objectives of the organi-
zation.
The IPC also offers an extensive teacher training pro-
gram designed by an ex teaching fellow of Harvard
University.
The six month certificate course reinforces essential
teaching skills and establishes a minimum standard for
teaching practices in early childhood education.
The IPC also offers practical guides, consultancy guid-
ance, marketing assistance and PR services for all fran-
chised schools and works. IPC franchise offers the flexibili-
ty to operate under a co-branded operating model to its
member schools.
Currently IPC member schools are operating in more
than twenty countries across the globe. IPC has seen rapid
growth of its franchised schools in the Middle East where it
started offering the membership almost a year ago.
IPC has recently begun to offer its franchise program in
Pakistan, recognizing the potential of this rapidly growing
segment in the country.
This provides an opportunity to existing preschools as
well as to potential new entrants to have access to interna-
tional curriculum, and standards and practices to differen-
tiate themselves in this otherwise fragmented segment.
To learn more about IPC you can log onto www.international-
preschoolcurriculum.com.
06 DAWN WEDNESDAY MARCH 27, 2013
BRANDS Just Pret
O ur multi-brand fashion house,
BRANDS Just Pret, is the
entrepreneurial brainchild of
Hadi Anwar,who collaborated
with Somaya Adnan & Hasaah
Hadi in 2011, in a bid to establish
their multi labelplatform with a
vision to set new standards for the
pret a porter fashion retail indus-
try.
Endeavoringto enhance the way
in which high end fashion is pro-
duced, worn and sold, we opened
the doors toour flagship store in
the coveted retail haven of
Dolmen Mall Clifton in Karachi
Pakistan in 2011.
Launching with a state of the art
retail management system as well
as with a diversity of fashion style-
sat a range of accessible prices has
led our team to expand rapidly,
encompassing two more outlets,in
less than 10 months.
To this end, BRANDS Just Pret
opened their second ready to wear
retail spacein Karachi, at the
Dolmen Mall on Tariq Road in
July 2012 and launched their first
international storein Dubai at Ibn
Battuta Mall in October 2012.
The fourth store is scheduled to
open in Abu Dhabi in May 2013.
For more details, please contact
BRANDS Just Pret at
info@BrandsJustPret.com.
Steak Escape
I n 1982, co-founders Ken Smith
and Mark Turner opened the
first Steak Escape store in
Columbus, Ohio, USA. Now more
than 100 Steak Escape restaurants
can be found all across the USA in
Saudi Arabia, UAE, Oman, Iraq,
Mexico and even in Bahrain.
Escape Enterprises Ltd recently
awarded the master franchise
rights of Steak Escape Sandwich
Grill for Pakistan to the Lallani
Group.
Their plan is to open 10 Steak
Escape Sandwich Grill restaurants
Partners in Progress
in cities such as Karachi,
Islamabad, Lahore, Hyderabad
and Faisalabad over the next
decade.
The First store will be opening
in DHA, Karachi by November
2013.
Steak Escape is the originator of
the Cheese steak concept; it has a
reputation of freshly prepared
Cheese steaks cooked “Live” in
front of you.
Customers interact with restau-
rant staff to choose grilled steak,
chicken or grilled veggies - on a
sandwich, bowl of rice, salad or
baked potato.
As you move through the line,
your meal is topped with a number
of fresh vegetables, a variety of
peppers and signature sauces.
Once you’ve created your
entrée, there’s even more choice -
a side, a dipping sauce, and a drink
to complete your meal.
SUBWAY
T he SUBWAY® chain enjoys a
strong and internationally
recognizable brand identity
through offering great tasting sub-
marine sandwiches and salads that
are custom made to each con-
sumers specifications.
The concept of low investment,
simple operation, complete train-
ing and support make the
Subway® concept very appealing
to entrepreneurs.
Offering a variety of hot and
cold subs served on fresh-baked
breads, low-fat subs and salads
has helped SUBWAY® to experi-
ence significant growth in recent
years as a “healthy alternative” to
other fast food options.
SUBWAY® also offers a low
calorie, low fat option and great
taste in the fast food market.
As a franchise opportunity, the
brand has some of the lowest start-
up costs in the industry and offers
an efficient, well-structured pro-
gram that includes training and
assistance with all areas of opera-
tions. Little or no experience is
necessary and the concept is
extremely flexible with minimal
space and equipment require-
ments.
All SUBWAY® restaurants are
franchised and can be located in
freestanding buildings or shop-
ping centers as well as airports,
colleges/universities, convenience
stores and other type locations.
SUBWAY® is the #1 restaurant
chain in total restaurant count
with more locations than any other
chain in the Quick Service
Restaurant (QSR) industry.
The SUBWAY® franchise sys-
tem founded in 1965 is the world’s
largest restaurant chain with more
than 39,000 restaurants in more
than 100 countries.
Currently, there are 38 open
restaurants in Pakistan with many
franchise opportunities available.
Mausummery Story
M ausummery has dominated
the preference of lawn con-
noisseurs both in Pakistan and
abroad for over a decade and a
half. Named after a rare flower,
this premium brand represents a
unique design sensibility which
combines traditional motifs and
colour palettes with modern flair
and fabrics.
Over the past 15 years,
Mausummery has witnessed
tremendous growth largely due to
the rising demand for premium
lawn.
The credit for this success goes
to our hardworking team across
the value chain and the vision of
the current CEO, Ayesha Ahmad
Mansoor, a graduate of the LUMS
MBA Class of 1996.
The brand has been reinvigorat- Punjab Group of Colleges
ed with a simple 3-step strategy:
“Stay passionate, innovate and
stay true!”
A part of this strategy is to ly established the largest quality
expand the product line to include Education Network in the private
linens, chiffons and intricate lace sector across the country.
embellishments as well to stay
ADVERTISEMENT SUPPLEMENT
ahead of increasing competition.
To get closer to our customers,
Mausummery is now in 15 major
cities and at 30 flagship stores.
The brand is also accessible at
mausummery.com and more
recently a phone call away at 0-
3000-20-40-20.
The name Mausummery is an
unspoken promise of quality to
millions of women every year. We
intend to keep it as such.
ORIGINS-Ready to Wear
L aunched in 2010, ORIGINS is
A Ready to Wear Lifestyle
Fashion House. “With a design
philosophy inspired by the spirit
of the Modern Woman, yet
embracing the very essence of her-
itage.
A heritage defined by centuries
of impeccable threadmanship in
sub-continental fashion, and as a
salutation to everything beautiful
in life, yesterday, today & tomor-
row. Wear it like a personality!”
Recently the brand has
announced nationwide franchise
opportunity. Through franchise
network we plan to reach out to
our customers in all major mar-
kets around the globe.
Since the group has decided to
go global, its precedence is to
reach every corner of the home
market.
The brand has now made its
mark to five major cities; Lahore,
Karachi, Islamabad, Rawalpindi,
and Faisalabad with 9 retail out-
lets in total. The brand will shortly
be launching stores in Peshawar,
Gujrat, and Sialkot.
Origins- Ready to Wear, Ready
For Life
S ince 1985, Punjab Group of
Colleges (PGC) has successful-
PGC as a progressive enterprise
The International Preschool
Curriculum expands to Pakistan
T
he world’s leading international
early childhood education orga-
nization, International Preschool
Curriculum (IPC), has signed an exclu-
sive license agreement with AIM Middle
East for Pakistan. AIM Middle East also
has the exclusive franchising rights for
the UAE (excluding Abu Dhabi)
and the Kingdom of Saudi
Arabia.
With plans to open IPC fran-
chises in Pakistan, schools who
adapt to the IPC will receive an The IPC curriculum is
abundance of benefits.
Students will be taught IPC’s constantly researched and
curriculum, which includes 70
thematic units developed for 3 peer reviewed to maintain
6 year olds and 36 thematic
units developed for infants and
toddlers.
the highest standards. The
Furthermore, the IPC cur-
riculum is constantly
curriculum covers the
researched and peer reviewed
to maintain the highest stan- six core learning areas
dards. The curriculum covers
the 6 core learning areas and and follows an objective
follows an objective based
learning methodology.
Additional benefits include
based learning methodology
teacher training devised by an
ex teaching fellow of Harvard
University which will provide
educators from all academic back-
grounds with a web based professional
development program.
“We are delighted to work with AIM
Middle East in Pakistan, the third
country in which the IPC and AIM
includes 3 Chartered Universities,
234 Punjab Colleges, 450 Allied
Schools and 25 Resource
Academia with 189,000 students
and 700,000 alumni.
Besides imparting education at
college and school levels, the
Punjab Group proudly owns and
maintains Mohammad Ali Jinnah
University, Capital University of
Science & Technology and
University of Central Punjab.
Allied Schools and Resource
Academia have been actualized
through creating network of
alliances with people from the pri-
vate sector against a long-term sus-
tainable partnership to help our
education sector.
Resultantly, partnership brings
a win-win situation while making
investment for human resource
capital formulation.
It is only possible by sharing in
the learnt successful experience of
more than two decades of The
Group.
Our institutions, however, offer
education from early learners to
Ph.D levels across the country
commensurate with our own cul-
tural and national values while
maintaining international stan-
dards.
Every educational setup is striv-
ing for excellence with committed
and highly qualified teacher com-
munity in an environment of the
finest physical and academic facil-
ities, hi-tech interactive teaching-
learning facilities, fully equipped
science laboratories and well-
stocked libraries.
Tower Technologies is a hi-tech
company of The Group which pro-
vides expertise and tailor made
software solutions for Education,
Business, Telecommunication and
Media sectors.
Economic-politico-social fabric
of the society cannot be reformed
until media develop critical think-
ing of the general masses. It is a
weighty responsibility undertaken
by Dunya TV and Roznama Dunya
those encourage people to think
Middle East have joined forces. AIM
Middle East have a level of local knowl-
edge and expertise that the IPC recog-
nizes as being invaluable in developing
the interests for both organizations in
the country,” states Peter de Beer,
executive director of the IPC.
According to UNESCO, “in the case
of early childhood learning, the defini-
tion and scope of early childhood edu-
cation (ECE) is generally limited to the
concept of katchi (pre primary) class in
the formal school environment.
consciously and objectively.
Dunya TV and Roznama Dunya
are gigantic and dynamic contri-
bution of The Group.
It is further to substantiate that
the very mission to spread cost-
effective quality education, which
is already at the priority of The
Group, is made possible through
alliance-based education network
across the country i.e. Allied
Schools & Resource Academia.
With the Great Grace of
Almighty Allah, our progress man-
ifests our commitment and sus-
tainability.
WAH! Brands
W AH! Brands has been a fix-
ture in the restaurant and
food industry of Pakistan for a
long time now.
We offer a delightful and
diverse range of fast, oriental and
traditional foods through our
three quick service restaurants
namely China Grill, Snack Attack
and Chachajee.
Our success comes from innova-
tion, attention to customers’ feed-
back and passionate service to our
patrons.
Our vision is to be the first
choice for anyone looking out for a
relaxed casual meal and we aim to
be at the forefront of Pakistan’s
casual and fast service eating-out
market in future.
WAH! Brands maintains high
operating standards and plays a
very strong role when it comes to
customer satisfaction and ensure
that every customer is given indi-
vidual attention and served the
best way.
It is our innovation and quest for
betterment that has helped us stay
at the industry’s cutting edge and
to establish us ourselves as a pro-
fessional enterprise.
We also believe that happy and
satisfied employees play a key role
for happy and satisfied customers.
Continued on Page 07
The concept of ECE in Pakistan is
slowly being extended to and tested in
settings outside the katchi and early
primary classes. Because of the emerg-
ing and experimental nature of ECE
interventions in Pakistan, there is
much room for helping shape the defi-
nition and scope of the ECE sec-
tor in Pakistan.”
Maliha Ahad, Director for
AIM Middle East has over 20
years of marketing experience
in Pakistan and the Middle
East.
While commenting on the
partnership between AIM
Middle East and IPC in
Pakistan, she said, “We are
very excited about this venture
and are aware of the need for
higher standards in preschool
education.
With IPC’s entry into
Pakistan we look forward to
providing schools here with the
opportunity to receive interna-
tionally recognized curriculum
and teacher training, that
reflects the latest research in
early childhood education.”
IPC is one of the fastest grow-
ing international preschool
franchises and has seen the inclusion of
9 IPC partner schools in the GCC over
the last 18 months.
The 3 most recent additions in the
region have been in Sharjah and Abu
Dhabi.
ADVERTISEMENT SUPPLEMENT DAWN WEDNESDAY MARCH 27, 2013 07

Before you get excited

about a franchise Partners in Progress
Continued from Page 06 Expansion of operation was first world-wide research for such The services of Waste Busters

Y
ou can get very excited with the
possibility of buying a franchise.
You travel and you see chain
stores of food and ice creams and you
say: “Hey, we’re a population of 180 mil-
lion with half the population below 18
all of whom desperate to eat branded
food. Let’s get a fancy one and open up
in an A class area.
The brand will be presold most of the
time due to the prospective customers
travelling abroad every year, for studies
or vacations.” And very soon they start
thinking of the first million and the
Corvette.
Well, as most of the seasoned busi-
nessmen would tell you, it’s not as sim-
ple to get a franchise going, nor is suc-
cess guaranteed, even in the long term.
I see some young entrepreneurs with
money eager to set up a sexy outlet,
normally in the food business.
I would love to see them succeed, to
go forth and make this a consumer soci-
ety (as long as the government does its
job to control inflation to raised pur-
Franchising is a love story, a marriage; not
an affair. You won’t enjoy it if you are not
enamoured by the personality of your mate;
and you can’t walk out of it with a text
message or a note on the fridge
ity of your mate; and you can’t walk out
of it with a text message or a note on the
fridge.
For example, avoid a food franchise if
you are not passionate about cooking,
recognizing good taste, and the joy of
serving. Other inputs like quality and
attention to detail can be hired.
Passion is what keeps you going and
it’s infectious. Your staff is motivated as
they see you involved and the cus-
tomers can sense it. Most of all you’ll
sustain the downturns because you
don’t want to give it up that quickly.
2. Have you done your primary
research?
Very often investors assume they
know enough about the product by ask-
ing around and observing the success of
similar product franchises. Well, first of
all people assume they know everything
and will tell you like experts. Everyone
knows someone who makes easy money
by a similar franchise. Secondly, you’re
only seeing the front end of that other
Keeping this in mind, we provide
our staff with best training and
career development opportunities
that have empowered us with
great people at every level in our
restaurants. Our staff has helped
us set the benchmark for the
industry and at each of our restau-
rants, you will get warm welcome,
great service, outstanding quality
and excellent value that is beyond
everything.
We take our responsibility seri-
ously and ensure innovative
menu development and rigorous
food safety measures. It is the
motivation, flair and passion of
our people that makes our brand
a success! Now WAH! Brands is
one of the fastest growing retail
food operations that has made its
name in quick service and fast
and casual dining
restaurants,serving clients in
food courts of biggest shopping
malls across Pakistan.
WAH! Brands - Serving With
Pride, Passion and Professionalism
Waste Busters
started in 1997 and has been
achieved through decentralized
field offices organized as sub-
sidiaries or franchise companies,
allowing us to operate in close
proximity to our clients.
Waste Busters is currently repre-
sented at the following location:
Lahore, Faisalabad, Gujrat,
Islamabad, Peshawar, Karachi, and
Quetta. Our staff is highly trained
and interdisciplinary with experts
in Mass communications, Environ-
mental engineering, Water manage-
ment, Bio-technology, Business eco-
nomics, Mechanical engineering,
Electrical engineering, Process
engineering, Solid waste manage-
ment, Composting, Aerobic com-
posting, Windrow composting, EM
Technology, and Microbial sciences.
Our staff works together in the
exclusive interest of our clients,
committed to our corporate iden-
tity: We - Waste Busters - see our-
selves as an independent
provider of services working for
local authorities, including
development and implementa-
tion of communication strate-
gies, planning public awareness
campaigns to mobilize communi-
resources is a comprehensive are client-, quality- and environ-
process that forms an integral part ment driven and provided in full
of our daily work. R&D projects independence from manufactur-
are handled our in-house innova- ers or any other interests.
tive services centre. We are committed exclusively to
Working closely with our clients working for the benefit of our
is facilitated by the decentralized clients and the environment and to
structure of our company. complying with applicable legisla-
Our field offices guarantee per- tion.
sonal on-site services. Networking Collaboration among staff inside
with our partners enables us to our Group is characterized by max-
solve clients’ problems as they imum independence and the
arise, to act quickly and efficient- assumption of responsibility on
ly. And short response times great- the basis of a common, quality-
ly benefit our clients! driven corporate philosophy.
Chick-a-Zee
Chick-a-Zee is a fast food restaurant, which specializes in Pizza and
Chicken fast food items. The business began in 2010 with a restaurant
opened by the Chishti brothers. Throughout the three years Chick-a-Zee
has experienced success at its peak. Chick-a-Zee has become a symbol of
excellence in the fast food industry in a very short time. Chick-a-Zee is
especially famous for its unique and authentic pizza taste and texture.
Concept and Format Fast Food Restaurant
Product Pizza, Crispy Chicken, Crispy Burger,
French Fries, Salad, Spaghetti & Soft Drinks
Key People Mozher Chishti
Type Subsidiary
Industry Fast Food Industry
Founded 2010 in Karachi, Pakistan, Shop #14

chasing power); to make money and add
to the tax base.
So before you go out there and sign
up a franchise which you are confident
will work here, think about a two major
factors. These are often overlooked in
the excitement to get to first base.
There are several more based on my
experience, especially regarding finan-
cials, but lack of space doesn’t permit
me to lay them all down.
1. Do you have a passion for the prod-
uct?
This is one of the most critical ele-
ments that will help you sustain your
business. You must be in love with the
product you want to sell; not the brand.
Yes, the product. Many people make
the mistake of starting something
because its working well everywhere
but then take it as a job.
Franchising is a love story, a mar-
riage; not an affair. You won’t enjoy it if
you are not enamoured by the personal-
franchise that gives you confidence.
Maybe he’s struggling on the inside, and
about to close down just as you sign up
and send out the signing advance.
You must hire a professional
research agency, pore over the ques-
tionnaire and sample size and then
analyse the results. You may find that
what you sensed earlier was right but
the trend or preference is on the way
out.
Or you might find a pleasant unex-
pected info that can help you launch it
better. Franchisers often save on half a
million and then end up losing ten mil-
lion when the franchise doesn’t work for
the reason you could have found out or
strategized for, before you launch.
Remember, dream of success but
plan pragmatically. I know of a few
who have burnt their fingers for not
giving a thought to the above two con-
siderations.
— Sohaib Alvi
W aste Busters is an independ-
ent waste management
company with emphasis on the
solution of waste management
problems. Founded in 1994 under
the name of “Lahore Sanitation
Program” the business has since
been growing at a steady pace.
Franchising accepted well in India
Continued from Page 01
common messaging by the
brand.CRM is under the fran-
chisor, they have a central
database where in they collect
the data from all the fran-
chisee, as they are the touch
point for the customers. The
database is utilized for mainte-
nance and research purpose,
which helps them to move the
business ahead with strategic
ty participation and involvement
of public as stakeholders and
civic infrastructure projects such Founder(s)
Prince Complex Main Clifton Road Near
PSO House, Karachi, Pakistan
Chishti Brothers
as waste management and water Head Quarters Shop #14 Prince Complex Main Clifton Road
supply. No. of Location(s) 1
The in-house development of Advertising Leaflets & Posters
suitable technologies and mobiliz- Nutrition Values As Per International Standards
ing of public opinion as well as Website www.chickazee.com
areas. Are customer expecta-
tions being met? Word of mouth
will make or break any business
major expansion of the fran-
chise concept begins. A good
franchisor will offer continuing
business decisions. they have documented results concept. Franchisees in this new support and training to fran-
How does a business become a and a system in place and want system are also sharing informa- chisees, putting as much time
Franchise business? to grow. This is when they open tion with each other. Once into keeping the business on
I am sure many of you often a few franchises and retest everything is working well, track as they do into growing it.
wonder just how a Start-up every assumption.
company becomes a franchise. More adjustments are made
Franchising comes after a start- and a few more franchises are Types of Formats Franchised
up business experiences suc- awarded and opened, usually in
cess. They’ve learnt what works a small number of pilot loca- Exclusive store Shop-in-shop Agency
and what doesn’t work for the tions. With data coming from a
business, made adjustments, variety of sources, the business Product distribution Door to door Product
tried a variety of strategies, can determine what type of center delivery delivery
tested and re-tested. Finally marketing works and in what
08 DAWN WEDNESDAY MARCH 27, 2013
By Anila Haq, President Francorp-Pakistan
A
fter twenty years in corporate management, (includ-
ing one of America's largest publicly-held fast food
franchisors), our founder, Donald Boroian turned his
expertise to franchise consulting and founded Francorp.
It was apparent to Mr. Boroian that franchise clients need-
ed a system to build and sell franchises. Under his guidance
Francorp has benefited franchisors by becoming the first
firm to offer all franchising training and support functions
under one roof. Today Francorp continues to be the only firm
to offer clients coordinated strategic planning, legal services,
operations, marketing, training and support services, all
under one roof. Francorp has assembled the most qualified
and experienced team in the industry a team that is still cre-
ating new success stories today. Our experience has taught us
where the pitfalls are and how to avoid them. Our headquar-
ters has a rich history and tradition. Come take a peek at our
facility, and learn about the services we offer.
Francorp, The Industry Leader In Franchising
The depth of Francorp's experience with successful fran-
chising and the quality of our service has made us the indus-
try leader. This is due, in part, to the Francorp Proven
Method a 16 step system for developing successful franchis-
es. Since 1976 Francorp has helped insure the franchise suc-
cess and produced results for over 2,000 businesses
Interested in becoming a Francorp client and beginning
the development of your franchise? You can speak directly
with a Francorp consultant directly, or book an appointment
online to find out more about our processes and how fran-
chising can benefit you. We offer a choice of several pricing
and payment options.
How we do it!
At Francorp we assist our clients on all aspects of fran-
chising which are listed below. We believe in being partners
in your growth and help you resolve alloperational issues
throughout the lifecycle of a brand.
Strategy
A lawyer might say that first you must comply with fran-
chise laws. But that's not really the first step. To start
with, Francorp recommends the formation of a business
plan. Francorp will help you decide, based upon your own
presence in the marketplace and the strength of competi-
tion, where to sell franchises and who to sell them to.
(What is the profile of your prospective franchisee?)
Francorp will also assist, based upon similar criteria, what
the franchise fee and royalties will be and what percent of
sales franchisees must contribute to regional or national
advertising.
Legal
Every franchise must have a franchise agreement that
thoroughly describes the offering made to the franchisee.
In addition, the Federal Trade Commission requires that
franchisors present to prospective franchisees an
Disclosure Document, which contains detailed informa-
tion about the franchise company and its principal execu-
tives. If the franchisor is incorporated in a state that
requires that franchises be registered (twenty- three
states do) or if franchises are to be sold in a registration
state, state filings must be prepared and sent to those
states. (Different states have different filing require-
ments.)
Operations
Francorp will develop a comprehensive Operations
Manual that lists in detail all of the tasks required to
operate the business, from unit opening to unit closing.
The Operations Manual serves as a vital reference tool for
franchisees once training is complete
Francorp-Pakistan: a story
began with one man
Marketing
Having decided where you want to sell franchises in the
planning stage, and having drawn up a profile of your
prospective franchisee, you must now determine how to
get your message to these prospects. Some of the ways
include media advertising, appearance at business oppor-
tunity and trade shows, seminars, direct mail and Internet
advertising. You must also createthe materials that will
contain that message, including advertisements, a fran-
chise brochure or DVD.
Sales
While Francorp doesn't function as a broker for our
clients, as part of our Franchise services, Francorp pro-
vides franchise sales training to new and existing fran-
chisors. Attendees are taught by industry experts with
numerous years of franchise sales experience, receive a
"how to" manual and personalized instruction on how to
sell effectively. On an ongoing basis, Francorp provides
implementation consulting to ensure that the lessons
learned in the classroom work effectively in achieving
sales.
Training
Francorp conducts a Franchise Management Training
course designed to educate the Client's management
The depth of Francorp's experience with successful franchising and the
quality of our service has made us the industry leader. This is due, in
part, to the Francorp Proven Method, a 16 step system for developing
successful franchises. Since 1976 Francorp has helped insure the
franchise success and produced results for over 2,000 businesses
team on the complexities of operating and managing a
growing franchise organization.
What is Franchise?
Franchising is one of the popular business expansion sys-
tems in the world today. It has been around since ancient his-
tory and has now outbeat all business models in the world
market. Franchising is the practice of using another person's
business model. The franchisor grants an independent oper-
ator the right to distribute its products, techniques, and
trademarks for a percentage of gross monthly sales and a
royalty fee. Various tangibles and intangibles such as nation-
al or international advertising, training, and other support
services are commonly made available by the franchisor.
The success of franchising as a business system can be
attributed to several factors. The most obvious is the brand
name. In today's consumer market, brand names are worth a
lot. Every year, billions of dollars are spent on advertising
and marketing the brand name of companies. This is because
a good brand name means consistency, quality and consumer
trust. Also, more importantly it is the proven business system
a franchise can offer you. Statistics show that 90% of all start
up businesses fail within the first five years of operations.
This is because new business owners have to fight against
time, they have to learn so much and do so much to get the
business off the ground before they run out of capital. Add
this to the market power of the competition and you will see
why only a few make it past the five year mark.
On the contrary, franchise business gives you the advan-
tage of not having to reinvent the wheel when it comes to
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handling the various aspects of business right from market-
ing to human resource management, from accounting to dis-
tribution. A proven system enables you to avoid the traps or
mistakes a new business makes.
New Franchisors
There are a number of ways of growing or expanding a
business. Whatever choices there may be, business owners
who are in the hot seat to make a judgment, should consider
the best possible option that is in line with their main objec-
tives.
Franchising is a low-cost means of expansion and growth.
For which, you will need to develop a strategic plan, legal
documentation, marketing and advertising materials, opera-
tion manuals and training programs. Virtually every success-
ful franchisor starts with a vision of the future and the role
their company will play. A successful franchisor understands
the dynamics of the marketplace, the competitive situation
and where they fit into the marketplace. More important, the
franchisor will have an intuitive grasp of where the market-
place is heading and how that'll provide the company with an
opportunity for growth. Vision alone is never enough. You
must translate that vision into reality in order to achieve suc-
cess.
We at Francorp are experts in Franchise Business consult-
ing. We will help you consider whether the business is one
that can and should be franchised. Almost anything can be
franchised, but only an examination of the market, the com-
petition, and the products and services of the business will
tell you if it should be franchised. The franchise concept has
to be customized and then replicated according to the loca-
tion. We ensure it is differentiated from competing concepts
at the franchise level.
Our Development program for new franchisors
encompasses the following elements
■ Francorp Consultation
■ Business Seminars
■ Strategic Planning & Business Plan Development
■ Market Research & Competitive Analysis
■ Prototype Development Consulting
■ Franchise Document Drafting Services
■ State Filings & Registrations
■ Operations Consulting and Manual development
■ Advertising and Marketing Services
■ Franchise Internet Marketing
■ Franchise Sales DVDs
■ Training DVDs
■ Franchise Sales Training
■ Franchise Management Training
■ Implementation Consulting
■ General Consulting
■ Existing Franchisors
Franchising can be an excellent way of expanding a busi-
ness, however it does not always go according to plan. To
maximize the benefits of having a franchise network, there
are a number of key areas franchisors should focus on. In
many smaller companies, Business Plans are often developed
at the outset of a project and seldom reviewed or updated. At
Francorp, we expertise in developing a firm foundation for
the future through our Franchising plans.
Also, most of the franchisors lose sight of the reason why
one is franchising as they are unable to allocate time to
review the reasons and benefits of their franchise strategy.
Francorp's expert consultants structure clear short, medium
and long term objectives to be achieved from a franchise net-
work.
It requires sufficient resources, time and budget to man-
age a franchise network effectively. Francorp also enables
you to recruit more franchisees and get the best out of your
expansion plans.
We provide a strong support system for existing fran-
chisors. Some of the elements of our support system are men-
tioned below:-
(1) Industry Research Services; (2) Legal Document
Revision; (3) Registration Updates & Renewals; (4)
Operations Manuals Drafting, Review and Revision
Services; (5) Franchise Sales Training; (6) Franchise
Management Training; (7) Training DVDs; (8) Sales
DVDs; (9) Franchise Program Review; (10) Franchise
Internet Marketing; (11) Lead Generation Services; (12)
Sales Strategy Critique & Training; (13) Advertising and
Marketing Services; (14) Franchise Ads; (15) Market
Research Services; (16) Special Projects; (17) General
Consulting
The Franchise Advantage
You have a product or service people want, and you feel
it's time to grow. Franchising can help you expand into addi-
tional locations in other markets without being responsible
for investing all of the necessary capital yourself.
Franchising opens doors of opportunity for both you and
your business, if you are franchisable. To properly franchise,
you must first determine if raising capital through franchis-
ing your business is right for you, or if other growth options
would better suit you.How do you franchise, and what effects
will rapid expansion have on your current staff? How long
will it take?This is where Francorp can make a difference.
Our exclusive method is a proven system which will help you
control the cost of franchising, plus our development servic-
es can help you sell your franchise. We know how to fran-
chise from an idea, or an existing business.Take this quiz to
find out if you have what it takes to be franchisable. Then,
while you continue to build your brand, use this checklist to
make sure you don't miss any steps.
Francorp has a long list of companies who have benefited
from our franchise development and consulting services. We
have many different pricing and payment options to suit your
needs. Contact us to speak with one of our Franchise
Analysts, and let us determine how we can best help you start
your own success story.If you would rather meet our team in
person, you can tour the Francorp Headquarters or meet
with a Senior Consultant at an upcoming Francorp event.
Engaging Francorp Franchising Consultants
You have questions and concerns. You need answers from
someone you can trust. Francorp has consulted with over
10,000 businesses, and has guided more than 3,000 companies
to franchise success. This expertise puts Francorp ahead of the
game. No matter which way you choose; we'll take good care
of you when you call. You'll learn what services we offer.
Expect a timely response from a Franchise Analyst who will
provide the information and guidance you are seeking.