Franchise Development Outsourcing Proposal (FDOP)

for ‘Vadilal’

Submitted By:
Franchise India Brands Ltd
www.franchiseindia.com
www.franchiseindia.in
 FDOP – Proposal Itinerary
Brief, ‘Vadilal’
Franchise India, services overview
Franchise India, consulting approach
Scope & Phases of engagement
Phases of implementation
Marketing and Lead Generation, snapshots
Marketing and Lead Generation, detail and benefits
Project Team, Structure
Lead Management Team Structure
Lead Management Team
Roles & Responsibilities
Marketing Plan
Timelines
Review Mechanism
Statutory Conditions
Annexure
FDOP – Brief, ‘Vadilal’

Brief

Vadilal’s concept of serving ice creams with a difference was launched in 1991 with the
name “Happinezz”. Happinezzparlours are now popular hang out places for all age groups.
But that is no surprise considering that the group has the largest range of ice creams in
the country in a variety of flavors, packs and forms.

Happinezzparlours are exclusive ice cream boutiques designed to meet the expectations
of ice cream connoisseurs. The parlours ensure a cozy, nice and cool ambience where one
can enjoy world-class ice creams, sundaes, shakes and other ice cream concoctions.
Presently Vadilal has about 88 parlours across the country that ensures amazing ice cream
preparations for its consumers.

‘Vadilal’ is planning to further enhance the franchise network across India and seeking
quality franchisees for select locations. The franchisee qualification and operational
strength is of key importance.

With reference to the communication exchanged between Franchise India and ‘Vadilal’,
The Company is looking forward to expand the brand through the Franchise network pan
India.
FDOP – Franchise India, services overview

Monitoring
Monitoring

Strategic
Strategic Support
Support

Recruitment
Recruitment
Franchise India
Brands Ltd
Lead
Lead Management
Management

Lead
Lead Generation
Generation

Consultants,
Consultants, Training
Training

You need a expert network consultant to help with decisions & Franchise India gives you more
qualified network partners and hence help improving your efficiency & performance.
FDOP – Franchise India, consulting approach

Minimal Customized
Cost Risk
Effective Strategic
Product
Understanding
Focused Planning
Needs
Medium Scientific
Designed To
Filtered Approach
Requirement
Search Expertise In
Unique
Larger Reach Franchising
Artifact
Business
FDOP – Scope & Phases of engagement

Scope

• Marketing of ‘Vadilal’ Franchise Opportunity

• Generation of leads, due diligence for short listing of investors and identification of
most appropriate candidates
• Signing up the franchisees

Phases

Phase I : Media Assistance

As per the phased roll out plan propose and finalize a market strategy/plan.

Phase II : Franchisee recruitment

Team appointment and training.
Franchisee collaterals to be assimilated.
 FDOP – Phase I, Media Assistance snapshot

Media Vehicles
Franchise India 2010
Annual Trade show attracts over 30000
business buyers from across country.
The Franchising World
Monthly magazine reaches out to Over
100,000 readers monthly
Trade
Show
Retailer
Monthly
Mag magazine reaches out to Over
azine
30,000
s retailers & professionals
FRO2010
Web
Regional
site
franchise show reaches out to
12 cities across country.
Marketing & www.franchiseindia.com
Direct
mailer
Lead Generation Reachess
to over 150,000 prospects every
month. Ranked as highest visited
Disco
franchise
very website in the world by
Days
Alexa.com.
Business opportunities
Aapke Ghar
Franchise India reaches out to 40+ B & C class cities covered by this
1,50,000 active business buyers multi city franchise show format
every month through its highly
successful media solutions.
FDOP – Phase I, Media Assistance snapshot

The Franchise World is 2nd

About 12 exhibitions &
highest selling business
40+ road shows across
distributed through India
the country every year. today group.

Business
Trade shows
Magazines

Generates about
SMS Blast 5000 hits very
Website day.

Multiple SMS sent to Email Blast

the entire database.

Emails sent to
125000 prospective
investors.
 FDOP – Phase I, Media Assistance Details

• Franchise India Expositions: The exhibitions bring together in the same place at the same time,
hundreds of franchising and retailing concepts in more than 100 sectors of activity. Along with the expo
we have conferences with HNIs attending as delegates. This provides an excellent platform for
networking as a lot of these HNI are ones with huge land banks, mall developers who are suited for
your BP.
• Franchise India Publications: The Franchise World, is the most comprehensive end to end business
and franchise magazine. The magazine, is printed at Thomson Press, New Delhi and circulated and
distributed by the Living Media Group – India Today & Business Today publications. With a print run of
over 120,000 copies, it is available in major Bookstores, newsstands & kiosks nationwide. Also we turn
our visitors at our expos into our magazine subscribers. Thus we acquire approx 60000 subscribers
every year.
• Franchise India Website: This position is at the top of the homepage of International channel on our
website. Our homepage generates approx 95,00,000 hits on a monthly basis which helps in building a
brand image. Also presence on home page can actually multiply the chances of highlighting a business
opportunity.
• Email Blast: Multiple shots of email blast will announce your opportunity to the entire database of
approx 1,25,000 serious set of franchise seekers. The bounce back (spam/junk) rate of our database is
considerably low (10-15%). Also it gives a chance for real time response wherein 95% of the responses
are generated in the first 3 days
• SMS Blast: Multiple shots of SMS blast will announce your opportunity to the entire database of
approx 1,25,000 serious set of franchise seekers. This also gives a chance for real time response
wherein majority of the responses are generated immediately.
 FDOP – Project Team, Structure

Project Team

•Steering Group •Direction Challenges

•Expert Input Strategic Planning and endorsement of
•Challenges & Support challenges

•Shape project approach •Day to day management

•Technical & Project Input Project Head Account Manager •Access to client information
•Target management

Client Core Project

Dedicated Lead Team Streams represented
Marketing Coordinator by client team to
Management Team include regional
Franchise
•Following data, providing information •Knowledge of client business model
•Marketing plan development teams
•Centralized EOI •Input, challenges and validation of
•Centralized data management
•Full time various stages of the project operational recommendations
•Expo participation •Meeting, 1-2 day/week to full
time, depending upon stages of
project
Lead Management Team Structure

• Direction and
endorsement of
FDO - Head recommendations.
• Shape project approach.

Project Manager
• Technical and content input.
• Day-to-day management/report.
• Access to client information.
• Centralised data management.

Lead Management Team Client Project Team

• Following Data/providing • Knowledge of client Business model.

information . • Input, challenge and validation of
• Generating EOI. operational recommendations.
• Periodic Meetings/Call.
FDOP – Phase II, Franchisee Recruitment snapshot

Information Evaluation Negotiation

Lead
Marketing Lead Generation Recruitment
Management

We establish Basic Information Personal Meetings & Letter of interest

connect with provided to the all conference call, to be signed.
business buyers applicants. organized with all
through various qualified prospects. Agreement Process.
marketing activities Expression of Interest
across B2B media in generated. Backed by Site Final conversion and
also in select mass approval and application goes to
media vehicles. Distributor’s profile reference check. operations for
matched & details processing.
i. Mainline - Print validated. Credit verification of
ii. Franchise & the applicant.
retail Weekly progress sheet
magazines submitted to ‘Vadilal’.
iii. Trade Shows
iv. Online
v. Direct mailing
vi. BTL / discovery
days
FDOP – Phase II, Lead Generation & Franchisee Recruitment detail and benefits

We design and implement a structured lead management service which includes:

• Generation of leads, due diligence for short listing of investors and identification of
most appropriate candidates.
• Sign up
• Analysis of each enquiry to ensure they meet the client’s profile
• Educate the candidate on the business and the franchisee’s role including initial
introduction & fact finding calls with candidates to learn more about them
• In-depth telephone interview to qualify the candidate. Thorough review of
candidates to assess suitability for the franchisee.
• Facilitate meetings with suitable candidates and the client
• Follow up calls and post meeting feedback supplied to the client.

Our Services for lead management include the following benefits:

• We provide exclusivity by offering this service to selected clients. We limit the
number of clients that we work with to ensure the best possible services are
provided
Roles & Responsibilities

•Weekly internal meeting and project review

Business •Fortnight review meeting with client
Head

•Weekly progress sheet submitted to ‘Vadilal’

Account •Franchise Meetings , conference call , to be organized
Manager between client and the qualified prospects.
•LOI Signup

•Basic Information provided to the interested investors.

Account •Expression of Interest generated.
Advisor •Assistance in Site visits/franchisee details collected
Timelines

Information Evaluation Negotiation

2 weeks 4 weeks On-Going

Lead
Lead Lead
Lead
Marketing
Marketing Recruitment
Recruitment
Generation
Generation Management
Management
FDOP – Review Mechanism

• Weekly internal meeting and project review

• Fortnight review meeting with client.

• Each quarter would be followed up by a QERM (quarter end review meeting)

between the representatives of client and Franchise India.

• The check mechanism would ensure that if there is a deviation of 20% between
targeted and achieved sign ups then further payments would be stopped till earlier
targets are met.

• Every 6 months a BARM (bi annual review meeting) would be held and in case the
consolidated last six months distributorship targets are not completely met.
FDOP – Statutory Conditions

• All payments have to be made in favor of “Franchise India Brands Limited.” 

• Kindly note the above fee estimates are excluding service tax.  
• We would invoice the agreed project cost upon the signing of the agreement for
commencement of the assignment.  
• Our invoice would be payable upon presentation. 
• All Applicable charges would be levied on all invoices as per the government rates.
• We confirm that where you give us confidential information we shall at all times keep
it confidential and we shall take such steps as we, in good faith, think fit to preserve
confidential information from misuse both during and after termination of this
engagement.
• We shall not be liable for any claim for damages arising out of or in connection with
any services provided to the company in an amount greater than the amount of fees
actually paid to us with respect to the services directly relating to and forming the
basis of such claim.
Annexure – Clientele

We enjoy patronage of some of the most respected brand. A few of our consulting,
Media and Marketing & Recruitment clientele have been listed below.

Consulting Media Marketing & Recruitment

 Annexure – Clientele, exhaustive list

Abc Montessori City Look Future Group KFC Morellato – Italy Re Feel Cartridge Tech Kidz
Adidas Clara International Gitanjali Gems Khadims Motilal Oswal Realtech Developers The Apollo Clinic
Air Hostess Academy Coffee Day Express Gitanjali Lifestyle Kidzee Mr. Orange Rebi The Corner Book Store
Ansal Api Coffee Republic GKB Opticals Killer Music World Reisswolf The Home Store
Apollo Health And Lifestyle Cookie Man Gloria Jeans Coffee Koutons Mustang Jeans Reliance The Loot
Arch Crestcom Gold Souk Kshitij My Dollar Store Reynolds The Medicine Shoppe
Archies CTC Gordan max Kwality Walls (HLL) Nerolac Paints Rosebys The Mobile Store
Asmi Cup & Cino Greggio Argento Kwik Kopy Nescafe Safe Express The Taco Marker
At Home Cygnus Jewellery Habibs Lacoste New Zealand Natural Sangini Tikka Express
Ayush Therapy Center D’damas Hakoba Lifestyle Voltz Distribution Next Santa Barbara Polo Timex
(India)
Bang And Olufsen Debonairs Pizza HCL Lee Cooper NIIT SAP Titan
Barista Diamond Hut HDFC Bank Levis Nilgiris Satya Paul Travel Port
Barnie’s Coffee DLF Health & Glow Live-in Nilkamal Enterprise SBI Bank TVS
Baskin Robins Dominos Pizza HP LJ Hooker Nina Ricci Watches Seashell Unitech
Bath Concepts Dosa Plaza HSBC LKP Shares Nirmal Lifestyle Shadi Point United Colors Of Benetton
Bausch And Lomb Dulce Café Hughes Escorts Lotus Herbals NIS Sparta Shanghai Post US Dollar Store
Beningans Education One Hushes Net Lovable Numero Uno Shoe Tree Vadilal
Bharat Students Educomp ICICI Bank M2K Odyseey Sia Art Jewellery Vapiano
Bikanervala Emaar MGF IIFT Ma Foi Omaxe Sify i way Veta
Body Spa International Era Impuls Madura Garments Oracle SONY Via
BPTP Essar Telecom Retail IMS learning Magppie Osim International Spa Zieta Videocon
Candico ETP Inorbit Mall Manipal U Pantaloons Spykar Jeans VLCC
Cartridge Café Eureka Forbes ITZ Cashcard Maples Papa Johns Pizza Stained Glass Overlay Welhome
Castrol Euro Kids J K Industries Mariella Burani Parasvanath Developers Sub Westwood
Catridge World Excalibur J K Tyres Mary Brown Pinnacle Kids Subway Woodland
Ceat Feather Lite JetKing Masala country Pizza Corner Suncity
Chabra 555 Ferns N Petals Juice Zone Max Pizza Hut Tally
Change Fitness One Just Cavalli Mic & Mac Protocol Tanclean
Chocolate Graphics Food Factory Just Cuts Microsoft Provogue Taraash
Cholayil Sanjeevanam Forever 18 Kent RO Systems Mobicare Quantum TATA Steel