Joe Caruso

speaker

4,639 appearances 52 recordings 1 series first heard May 2010 last heard Oct 2012

Joe Caruso’s voice in public audio — every appearance, attributed to the second.

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Franchise Today · International Franchising - A Franchisor's Insight · 8 Mar 2012 podcast

In international franchising, there has been a trend with some franchisors to actually charge the franchisees for the visits and then make so many visits mandatory. voice-verified

And if there's going to be additional visits, who pays? voice-verified

And I think that that has to be very, very clear what the support is going to be and who's going to pay for all of the costs associated. voice-verified

The other is translation. voice-verified

If you've got operations manuals that are written, of course, in English – voice-verified

and you're going to go to a country that speaks a different language than English, who pays for the translation, and then how do you check it? voice-verified

How do you make sure and verify the translation is accurate? voice-verified

And then all of your marketing collateral, and especially when we start talking about the web. voice-verified

Are they going to have a parent-child relationship to your website? voice-verified

Are they going to have a stand-alone website? voice-verified

in-country website, who's going to pay for all of these translations, and who's voice-verified

to make certain that what you're saying on that site is appropriate within that language. voice-verified

So I think those are the three areas, the support in-country, the operations manual customization to their language, the websites, what your strategy is going to be, and, again, the translation into that language. voice-verified

Yeah, and I think that's a wise strategy. voice-verified

I think another area that nascent franchisors that may not be as well established as FastSigns or not have a CEO with as much experience as you, Catherine, is that they don't take care of the trademark issues in advance of going out there and selling them. voice-verified

and they don't make sure that they have their brand name secure in the markets that they're going to sell into. voice-verified

Well, I think one of the interesting things about fast signs going international is that they have an advantage in terms of the product that they sell. voice-verified

I don't know of a country on the planet that doesn't use signs, unlike the obstacles that would be in front of, say, a beef hamburger chain that wants to all of a sudden expand voice-verified

India. voice-verified

I mean, there's a huge problem in India if you want to be selling hamburgers made from beef. voice-verified

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