Success story – Koelewijn & Partners

Ideal mix

“Every day is different,” Dewy explains. “Sometimes you sit one-on-one with an energetic, young start-up entrepreneur, while the next day, you might convene with a team of CEOs and CFOs to develop franchise plans. Straightforward concepts can become hugely successful. Within franchising, success is sharing and multiplying. That makes it an exciting model.”

The Netherlands has an ideal business climate for making this possible, Marjolein explains. “With the largest port in the world, a strong trading spirit, high quality internet everywhere, a strong infrastructure and economy, The Netherlands is a great place to start a business. Franchise formulas models from abroad also enjoy coming here.&rdqou;

Any business can become a franchise

Whether or not you can start a franchise does not depend on the sector. Dewy points out that basically, any industry is suitable to start a franchise formula. “Whether franchising is really a good option for your formula is a different question. It requires certain conditions. Demonstrable success, for instance. This is how you inspire your candidate franchisees. And your concept must be easily scalable, too.”

“It must be attractive for a franchisee to join your formula. The distinctiveness of the concept is essential. What makes you different from that other pizza place? In addition, the formula and cooperation with the franchisor must also suit you as an entrepreneur. It is anything but a quick fix. You have to take the duty of care to franchisees seriously. You have to be willing to take that on.”

The right franchise character

Character and attitude also play a role. "We try to determine that during the introductory meeting,” says Marjolein.

Dewy adds: “You have to want to share your concept. It's your baby, and you have to be able to let that go. How will my baby be taken care of? In the past, we have told a franchisor, ‘This is not for you.’ In such cases, other growth formulas might be better suitable.”

We believe that a manual is vital for any professional business model.

Marjolein Boshuizen, Koelewijn & Partners

The Franchise Act and good franchising practice

The new Franchise Act went into full effect on January 1, 2023, after a two-year transition period. According to Marjolein and Dewy, this properly complements the character traits that a franchisee and franchisor must have.

Dewy: “It's important to cultivate good franchising practices. The new law is quite broad and generic, leaving room for different interpretations of certain aspects. However, the purpose of the Franchise Act, to protect the franchisee, is clear. With more case law, more will become clear. It just takes time.”

“Good consultation and transparency are important features that make a franchise organisation successful. Ultimately, parties must want to create a win-win situation,” Marjolein indicates.

“Paying proper attention to the franchisee is crucial. The franchisor should consider the individual needs as well as the needs of the entire formula. For instance, offering the right coaching, training, and continuous professionalization of internal processes. If that type of attention is insufficient, the first hairline cracks start to appear.”

The handbook is your bible

A franchise handbook is not required by law. It is, however, highly recommended. “If you refer to it in your legally required agreement, it does become mandatory to have a handbook,” Dewy knows. “If you don't, you may omit it. But we always advise against that.”

Marjolein: "We feel that, as a professional business model, you can't do without one. You have nothing else to fall back on. For example, how do you want a sandwich to be prepared and presented? How should a guest be received? If something is important to you, your ‘bible’ should have that information.”

Interactive unburdening

Marjolein experiences that franchisors sometimes do not prioritize the handbook. “In those cases, the prevailing idea tends to be that ‘the handbook will never be read anyway.’ Usually, this is because they themselves are not sufficiently active with it. Nor does it seem necessary for them, as that knowledge is imprinted in their genes. With Scienta, it becomes interactive and available to others, too. This really helps unburden.”

Writing and setting up a handbook is time-consuming. “Describing all your processes, managing them, keeping them up to date. In Scienta, though, you make a complex process or large amount of information clear and readable in one fell swoop. In a decentralized environment like a franchise organization, a well-functioning information and knowledge system is essential.”

“Version control helps avoid ambiguities and discussions. It saves so much time, and you will see that return on investment. The handbook is a dynamic document, it lives and is never finished. There are always areas for improvement and adjustments to be made. Scienta makes that easy by making everything available with a single click. A good handbook makes your franchise easily scalable, and onboarding a new franchisee goes faster.”

Luckily, the duo doesn't often encounter printed manuals anymore. “We often did until about five years ago. You need to be digital these days. It saves so much hassle. It also unburdens the franchisor. They receive significantly fewer calls.”

Franchise management

Franchise management comes in many forms. You do recruitment, provide training, and keep an eye on financial matters. “You are the key figure; sometimes, you are on the floor assisting as well. You are in the thick of it,” Marjolein knows.

With a rapidly growing formula, a franchise manager is not a luxury, according to Dewy. “That's where those cracks we were just talking about arise again. Forcing growth increases the temptation to make less thoughtful choices, such as ill-considered investments. Then, you no longer have the proper focus on your formula and franchisees.”

Scienta makes everything available with one click. A good handbook makes your franchise easily scalable.

Dewy Atteveld, Koelewijn & Partners

Tips for the industry

Looking to the future, franchising proves to be a resilient model for growth.

Dewy and Marjolein share the following tips to aspiring future franchisees:

• “Make sure you have all the processes in place and keep developing. Innovate and attract the right people.”
• “Keep sharing knowledge with each other. You have an advantage over that one-person shop. The proof? A franchise formula is more resistant to crises. As a collective, you're stronger. You have the same pains, but ‘standing shoulder to shoulder’ helps tremendously.”
• “Remain informed and advised, have conversations with industry peers, be open to innovation, and share your knowledge. That goes for both franchisees and franchisors.”