経営（戦略）は子育て。
店舗展開は直営かFCかによって分かれる。
この成長戦略は経営者の好みとも言える。
直営展開は、
自分の子供を試験的に旅行、留学、居住させても戻ってくる子供のようなもの。
FC展開（里親さがし）
誰に育ててもらうか？どのエリアで、どの国で育ててもらうか？
帰ってこない子供ののようなもの。だから里親探し。
どちらかが良いかはわからない。
私は確実にFC派だ。
本来のFC展開は本部と加盟店がWIN、WINなのだが、日本ではなにか、FC=マルチ商法のようなイメージを持っている人もいる。
残念だ。
自分の子供がどんな家でどんな人に育ててもらうかに関心のない親はいない。
なのに事業となると「誰でもよいから契約してこい」となる。。
FC 展開が加盟金やロイヤリティがはいってくるという錬金術のような解釈をしている本部経営者もすくなくない。。
私などはこのフランチャイズの世界で30年も経験しているので、ある一部の本部経営者と話すとすぐにその胡散臭さを感じ取る。
これが弊社の本部選びの最終機能の一つでもある。
危うきに近寄らず というやつだ。
この30年、このフランチャイズ業界で仕事してフランチャイズの成功要因は一つしかないと思う。
それは、
「誰と組むか」
ということだ。
どんな加盟店と契約して事業をすすめるか？
これにつきる。
良の加盟店
・本部のノウハウを吸収し、自社の中にある様々なノウハウと交流させて新しいノウハウを作りあげていく。
・他加盟店のノウハウを知りたがり、どんどん吸収する。
・良い意味で本部を使い倒す。
悪の加盟店
・本部のノウハウをまず聞かない、独自のノウハウを推し進める
・うまく言ったら自分のおかげ、失敗したら本部の責任という思考
・すぐに法的処置に打って出る
自社の加盟店が悪の加盟店ばかりになったことを想像してほしい。
企業も幹部も社員も疲弊する。
後向きの仕事ばかりになるからだ。退職も続くだろう。
フランチャイズビジネスは
「良貨が悪貨を駆逐する」という状態が望ましい。
→グレシャムの「悪貨が良貨を駆逐する」についてはこちら
このグレシャムの逆だ。
そのために加盟店会をどんどんやるべきで、本部と加盟店の風通しを良くするべきだ。
加盟店経営者と本部経営者、そのホットラインがあるべきだ。
加盟店開発にしても、世の中には
・マッチングサイト
・加盟開発代行会社
等々があるが、そんなところにお願いして本当にあなたの会社にぴったり合う加盟企業が見つかるのか？
考えてみてほしい。
本部の企業、経営者のすべてを知らずして、その人にピッタリ合う相手を探せるか？
無理だ。
本部経営者が本当に自分の子供（ブランド）を預けたい企業ってどんな企業だろうか？
自分の子供を預ける代わりに加盟店等の「金銭の対価」をいただくのでは無くてだ。
弊社の開発部隊は、そのような気持ちでFC開発を行っているだろうか？
如何？
店舗営業（販促）は恋活
一時期、キャッチ、ホットペッパー、様々なSNSディスカウトで客を呼び込む活動が盛んだった。
ディスカウントって、自分の顔に「本来は１００円だけど今日は７０円でよいよ」という自分の身売りようなもの。
恋活のゴールは結婚としたら、一晩の相手ばかり探している人（店舗）に明日はないと思うのは私だけだろうか？？
これっていつまでたっても結婚できない。。
人間の結婚と違い。店舗格 法人格の結婚は
一夫多妻制、一妻多夫制が認められた世界だ。
沢山の人と結婚できる＝固定客を増やすということだ。
自分（自店）の特性はなんなのか？
そこを評価してきちんと見てくれる人をどう探すか？
認知活動のための告知、好きな人が居そうなところに相手を探しに行く。
これは大事。
ただし、誰に対しても「私を見つけて」はだめ。
例えば、こってりらーめん「天下一品」 好きと嫌いが二極化するブランドだ。
だがそれでよい。
万人に受ける味、万人に受ける料理には魅力がない。
美味しい味とまあまあの味。
誰にとって美味しいのかが大事。
持てる特性を尖らせて、それを好きになってくれる人を探すべき。
恋活も飲食も同じ。
自分の個性を尖らせて、それを好きになってくれる人を探すべき。
自分（自店）を飾り立てて、化粧して、アプリで修正して、ネットに載せてもいつかはメッキが剥がれる。何屋かわからなくなる。
美容整形しても同じ。
本来の自分の魅力を評価してくれる人探しが重要。
それが営業活動であり、マーケティングであり、販促活動だ。
ディスカウントして「偽」の自分を作って、美容整形して評価されても嬉しくない。
そんな相手とは結婚できない。（子供ができたら顔ですぐバレるし。。）
自分の人格、特性を主観的に、客観的に把握して、それを好きになってくれる人を探し続ける活動。
それが営業活動でありビジネスの恋活。
そしてまた、今回のコロナで一つわかったことは、店舗経営にはいかに常連客や固定客、お店のフアンと呼ばれる人たちが大切かと言うことだ。
休業してもいつもお店のことを思ってくれるひと。
新規客をいかに集めるかより、固定客(リピーター）の状況を把握している店ってどれだけあるのだろうか。
新規客をいかに集めるかより、固定客(リピーター）
誰々は先月来た、誰は3ヶ月来ていない。
そんな店舗経営のDX。
これから始まります。
フアンを把握し、フアンと繋がり、フアンと共に生きる。
そんなふうに考えるとビジネスがおもしろくないですか？？
AssentiaHoldings,Inc.
Akira Tsuchiya
English ↓
Management is child-rearing, store sales (sales promotion) is love life!
Management (strategy) is parenting
Store development is divided according to whether it is directly managed or franchised.
This growth strategy can be described as management's preference.
Direct management development is,
The directly managed stores are like children who travel, study, and live with their own children on a trial basis but return to them.
FC development (finding foster parents)
Who will foster the child? In which area and in which country?
It is like a child who never comes back. That's why we look for foster parents.
I don't know if one is better than the other.
I am definitely a franchisee.
In Japan, however, some people have the image that franchising is a pyramid scheme.
It is unfortunate.
There is no parent who is not interested in the kind of home and the kind of people their child will be raised by.
But when it comes to business, they are told to "go sign a contract with whoever you want.
Not a few headquarter managers interpret franchise development as a kind of alchemy in which franchise fees and royalties are paid.
I have been in the franchise business for 30 years, and when I talk with some of the managers, I immediately sense the stench of corruption.
This is one of the final functions of our headquarters selection process.
It's called "stay out of harm's way.
After 30 years of working in the franchise industry, I believe there is only one factor that makes a franchise successful.
That is,
Who you work with.
That is, who you work with.
What kind of franchisees do you sign with to promote your business?
It comes down to this.
Good franchisees
Good franchisees will absorb the know-how of the head office, and will create new know-how by exchanging it with the various know-how in their own company.
They want to know the know-how of other member stores and absorb it as much as possible.
They use the head office in a good sense.
Evil member store
They do not listen to the know-how of the head office and promote their own know-how.
They think that if things go well, it's their fault, and if they fail, it's the head office's fault.
They immediately take legal action.
Imagine that your company's franchisees are all evil franchisees.
The company, executives, and employees would be exhausted.
The work will be backward-looking. Retirements would follow.
The franchise business is
The ideal situation for a franchise business is one in which "good money drives out bad money.
→For more information on Gresham's "bad money drives out good money," click here.
https://bit.ly/3r2dLAK
This is the opposite of Gresham.
To achieve this, we should hold more and more merchant associations to improve the openness between the headquarters and the merchants.
There should be a hotline between merchant management and headquarters management.
In the case of franchisee development, there are many
Matching sites
Member development agencies
But can you really find a franchisee that fits your company's needs if you ask them to do it?
Think about it.
Can you find the perfect match without knowing everything about the headquarter company and its managers?
Impossible.
What kind of company would a headquarters manager really want to entrust his/her own child (brand) to?
Not one that receives "monetary compensation" from merchants, etc., in exchange for entrusting their own children to them.
Is our development team developing franchises with this in mind?
How about it?
Store sales (sales promotion) is a love affair
At one time, there was a lot of activity to attract customers through Catch, Hot Pepper, and various social networking discounts.
Discounting is like selling yourself, saying to your face, "I originally paid 100 yen, but today I'll only pay 70 yen.
If the goal of love life is marriage, am I the only one who thinks there is no tomorrow for those who are only looking for a one-night stand (store)?
This is not marriage forever.
Unlike human marriage. The store personality The corporate personality's marriage is
It is a world where polygamy and monogamy are allowed.
Being able to marry many people = more fixed customers.
What are your (your store's) characteristics?
How do you find people who will appreciate it and look at it properly?
Announcement for recognition activities, going to places where you think there will be people who like you to look for a partner.
This is important.
However, do not say "find me" to anyone.
For example, "Tenka Ippin" is a brand that polarizes people into liking and disliking.
But that is fine.
Tastes that appeal to everyone and dishes that appeal to everyone have no appeal.
There are good tastes and so-so tastes.
What is important is who it tastes good for.
You should make the characteristics you have sharp and look for people who will like them.
The same goes for love life and food and drink.
You should make your own personality sharp and look for people who will like it.
Even if you decorate yourself (your restaurant), put on makeup, modify it with apps, and post it on the Internet, the plating will eventually come off. You won't know who you are anymore.
The same goes for cosmetic surgery.
It is important to find someone who appreciates your true charm.
That is sales, marketing, and promotional activities.
You will not be happy if you are discounted, make a "fake" self, and have a cosmetic surgery and be appreciated.
I can't marry someone like that. (And if I have children, my face will give me away...)
The activity of knowing one's own personality and characteristics subjectively and objectively, and continuing to look for someone who will like them.
That is sales activity and business love life.
Then again, one thing I learned in Corona this time is how important regular customers, fixed customers, or "fans" of the store are to store management.
People who always think of the store even when it is closed. I wonder how many stores are aware of the status of their regular customers (repeaters) rather than how to attract new customers.
Who came last month, who hasn't come in 3 months.
Such is the DX of store management.
This is just the beginning. Know your fans, connect with them, and live with them.
Isn't business interesting when you think like that?
Assentia Holdings,Inc.
Akira Tsuchiya
Management is child-rearing, store sales (sales promotion) is love life!
Management (strategy) is parenting
Store development is divided according to whether it is directly managed or franchised.
This growth strategy can be described as management's preference.
Direct management development is,
The directly managed stores are like children who travel, study, and live with their own children on a trial basis but return to them.
FC development (finding foster parents)
Who will foster the child? In which area and in which country?
It is like a child who never comes back. That's why we look for foster parents.
I don't know if one is better than the other.
I am definitely a franchisee.
In Japan, however, some people have the image that franchising is a pyramid scheme.
It is unfortunate.
There is no parent who is not interested in the kind of home and the kind of people their child will be raised by.
But when it comes to business, they are told to "go sign a contract with whoever you want.
Not a few headquarter managers interpret franchise development as a kind of alchemy in which franchise fees and royalties are paid.
I have been in the franchise business for 30 years, and when I talk with some of the managers, I immediately sense the stench of corruption.
This is one of the final functions of our headquarters selection process.
It's called "stay out of harm's way.
After 30 years of working in the franchise industry, I believe there is only one factor that makes a franchise successful.
That is,
Who you work with.
That is, who you work with.
What kind of franchisees do you sign with to promote your business?
It comes down to this.
Good franchisees
Good franchisees will absorb the know-how of the head office, and will create new know-how by exchanging it with the various know-how in their own company.
They want to know the know-how of other member stores and absorb it as much as possible.
They use the head office in a good sense.
Evil member store
They do not listen to the know-how of the head office and promote their own know-how.
They think that if things go well, it's their fault, and if they fail, it's the head office's fault.
They immediately take legal action.
Imagine that your company's franchisees are all evil franchisees.
The company, executives, and employees would be exhausted.
The work will be backward-looking. Retirements would follow.
The franchise business is
The ideal situation for a franchise business is one in which "good money drives out bad money.
→For more information on Gresham's "bad money drives out good money," click here.
https://bit.ly/3r2dLAK
This is the opposite of Gresham.
To achieve this, we should hold more and more merchant associations to improve the openness between the headquarters and the merchants.
There should be a hotline between merchant management and headquarters management.
In the case of franchisee development, there are many
Matching sites
Member development agencies
But can you really find a franchisee that fits your company's needs if you ask them to do it?
Think about it.
Can you find the perfect match without knowing everything about the headquarter company and its managers?
Impossible.
What kind of company would a headquarters manager really want to entrust his/her own child (brand) to?
Not one that receives "monetary compensation" from merchants, etc., in exchange for entrusting their own children to them.
Is our development team developing franchises with this in mind?
How about it?
Store sales (sales promotion) is a love affair
At one time, there was a lot of activity to attract customers through Catch, Hot Pepper, and various social networking discounts.
Discounting is like selling yourself, saying to your face, "I originally paid 100 yen, but today I'll only pay 70 yen.
If the goal of love life is marriage, am I the only one who thinks there is no tomorrow for those who are only looking for a one-night stand (store)?
This is not marriage forever.
Unlike human marriage. The store personality The corporate personality's marriage is
It is a world where polygamy and monogamy are allowed.
Being able to marry many people = more fixed customers.
What are your (your store's) characteristics?
How do you find people who will appreciate it and look at it properly?
Announcement for recognition activities, going to places where you think there will be people who like you to look for a partner.
This is important.
However, do not say "find me" to anyone.
For example, "Tenka Ippin" is a brand that polarizes people into liking and disliking.
But that is fine.
Tastes that appeal to everyone and dishes that appeal to everyone have no appeal.
There are good tastes and so-so tastes.
What is important is who it tastes good for.
You should make the characteristics you have sharp and look for people who will like them.
The same goes for love life and food and drink.
You should make your own personality sharp and look for people who will like it.
Even if you decorate yourself (your restaurant), put on makeup, modify it with apps, and post it on the Internet, the plating will eventually come off. You won't know who you are anymore.
The same goes for cosmetic surgery.
It is important to find someone who appreciates your true charm.
That is sales, marketing, and promotional activities.
You will not be happy if you are discounted, make a "fake" self, and have a cosmetic surgery and be appreciated.
I can't marry someone like that. (And if I have children, my face will give me away...)
The activity of knowing one's own personality and characteristics subjectively and objectively, and continuing to look for someone who will like them.
That is sales activity and business love life.
Then again, one thing I learned in Corona this time is how important regular customers, fixed customers, or "fans" of the store are to store management.
People who always think of the store even when it is closed. I wonder how many stores are aware of the status of their regular customers (repeaters) rather than how to attract new customers.
Who came last month, who hasn't come in 3 months.
Such is the DX of store management.
This is just the beginning. Know your fans, connect with them, and live with them.
Isn't business interesting when you think like that?
Assentia Holdings,Inc.
Akira Tsuchiya
