Business Weekly - Cambridge, UK

Franchise Development Services Ltd (FDS) has formed the International Government Franchise Initiative‚ to give franchisors a suitable networking platform for recruiting high net-worth brand builders.

Supported by the US Commercial Service and other export agencies, the initiative involves franchisors that cover food & beverages, hospitality, retail and services.

Paul Cairnie of FDS, who is driving the initiative, said: “The sale of an international franchise licence requires a different platform to that of a domestic franchise sale.

“Trade shows, national media, online marketing and magazines are great for recruiting franchisees within a country but recruitment on an international scale requires a combination of targeted marketing to high net-worth buyers and face to face meetings.”

As part of the initiative FDS, which has 25 years of experience advising franchisors, will stage a European trade mission in October comprising government organised matchmaking meetings, a franchising equivalent of speed dating plus print and online support marketing.

Participating franchisors will also benefit from attending three events for market education and orientation in Brussels, Valencia and Milan.

A number of embassies have already shown their support for the initiative.