特許經(jīng)營(yíng)模式：先建設(shè)，再出售

公司名稱(chēng)：ShelfGenie

地點(diǎn)：佐治亞州，瑪麗埃塔

年銷(xiāo)售額：640萬(wàn)美元

????ShelfGenie公司成立于2000年，從事櫥柜滑出式貨架系統(tǒng)的設(shè)計(jì)、制造和安裝。公司現(xiàn)有51家特許加盟商，但它本來(lái)可以吸引到更多的特許加盟商。公司首席執(zhí)行官和共同創(chuàng)始人阿蘭?楊是一位有條不紊的陸軍老兵。他認(rèn)為幫助每一個(gè)特許加盟商發(fā)展壯大更為重要，因?yàn)樗Ｍ麆?chuàng)建的是一家可持續(xù)發(fā)展的公司。他說(shuō)：“我的經(jīng)驗(yàn)是，特許經(jīng)營(yíng)商，尤其是年輕的初創(chuàng)企業(yè)，要么必須特別善于出售特許經(jīng)營(yíng)權(quán)，要么必須特別長(zhǎng)于為特許加盟商提供支持。我們必須在這兩者之間做出選擇?！?/p>

????楊和公司總裁、共同創(chuàng)始人巴瑞?法爾科為加盟商提供進(jìn)入定制式客戶(hù)關(guān)系管理系統(tǒng)和商業(yè)支持中心的權(quán)限，幫助他們應(yīng)對(duì)管理問(wèn)題。同時(shí)，公司還將特許經(jīng)營(yíng)銷(xiāo)售業(yè)務(wù)外包給Franchise Dynamics公司，尋找潛在的特許加盟商，同時(shí)確保特許加盟商的責(zé)任心和匹配度。ShelfGenie公司要求各地區(qū)的特許加盟商每月至少在廣告宣傳方面投入5,000美元。楊說(shuō)：“就算我們的特許加盟費(fèi)可以達(dá)到100萬(wàn)美元，讓那些沒(méi)有能力的人參與進(jìn)來(lái)也沒(méi)有意義。”

Building franchises ahead of selling them

Company: ShelfGenie

Location: Marietta, Ga.

Annual sales: $6.4 million

????Founded in 2000, ShelfGenie -- which designs, builds and installs slide-out shelving systems for cabinets -- could probably have attracted more than its current 51 franchisees by now. But CEO and co-founder Allan Young -- a methodical Army veteran -- thinks it's more important to help each individual franchise grow and thrive so he can build a sustainable company. "My experience was that franchisors, especially young startups, are either really good at selling franchises or supporting franchisees," says Young. "We had to make a choice of what we do well."

????Young and co-founder Barry Falcon, ShelfGenie's president, offer franchisees access to a custom-built customer relationship management system and business support center to tackle administrative tasks. Meanwhile, the chain outsources franchise sales to Franchise Dynamics, which vets prospective franchisees to make sure they're committed and a good fit. ShelfGenie requires them to spend a minimum of $5,000 a month on advertising for each territory. "Even if our franchise fee was $1 million, it would not be worth bringing on someone who was not going to do well," says Young.