{"id":289702,"date":"2016-05-31T06:50:00","date_gmt":"2016-05-31T05:50:00","guid":{"rendered":"https:\/\/ac-franchise.be\/que-sont-une-royalty-et-un-droit-dentree-en-franchise-4867"},"modified":"2016-05-31T06:50:00","modified_gmt":"2016-05-31T05:50:00","slug":"que-sont-une-royalty-et-un-droit-dentree-en-franchise-4867","status":"publish","type":"post","link":"https:\/\/ac-franchise.be\/article\/que-sont-une-royalty-et-un-droit-dentree-en-franchise-4867","title":{"rendered":"Que sont une royalty et un droit d’entr\u00e9e en franchise ?"},"content":{"rendered":"
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On parle de redevance de franchise<\/strong>, royalties, de redevance publicitaire, d’exploitation, forfaitaire… K\u00e9saco ? Les termes ne sont pas toujours \u00e9vidents \u00e0 comprendre et en plus, beaucoup les utilisent \u00e0 tort et \u00e0 travers.
R\u00e9tablissons chaque mot dans son vrai sens. <\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Qu’est-ce que la royalty ?<\/h3>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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<\/a> <\/p>\n
Jean Samper, AC Franchise <\/div>\n<\/p><\/div>\n
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La Royalty est un paiement forfaitaire ou proportionnel g\u00e9n\u00e9ralement mensuel.<\/b> <\/span>Cela correspond au droit d’utilisation et d’exploitation du concept et de l’enseigne et aux services apport\u00e9s par le franchiseur pendant toute la dur\u00e9e du contrat. <\/p>\n

– Une royalty proportionnelle <\/b>est un pourcentage sur le CA ou plus rarement sur la marge qui permet de lier le franchiseur et le franchis\u00e9 en fonction des r\u00e9sultats de ce dernier pour que chacun ait \u00e0 travailler dans le m\u00eame but, la performance de tous.<\/p>\n

– Une royalty forfaitaire <\/b>est souvent choisie lorsque le franchiseur n’est pas s\u00fbr de conna\u00eetre les vrais r\u00e9sultats du franchis\u00e9 ou lorsqu’il veut \u00eatre moins cher qu’un concurrent ou lorsqu’il n’est pas impliqu\u00e9 dans la recherche des meilleurs r\u00e9sultats de ses franchis\u00e9s, elle peut \u00eatre calcul\u00e9e sur la surface, le nombre de chaises, le nombre de chambres…ou tout simplement \u00eatre une somme fixe, identique pour tous et pay\u00e9e mensuellement.<\/p>\n

Au lieu du mot royalty on emploie aussi le mot redevance.<\/b><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n

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Il a y deux sortes de redevances<\/h3>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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La RIF ou redevance initiale forfaitaire ou DE ou droit d’entr\u00e9e <\/b>est le paiement le plus souvent effectu\u00e9 \u00e0 la signature du contrat de franchise mais parfois aussi en plusieurs fois entre la signature et l’ouverture. Elle donne acc\u00e8s \u00e0 l’entr\u00e9e dans le r\u00e9seau, au savoir-faire du franchiseur et \u00e0 tous les services que le franchiseur rend pour vous aider \u00e0 entrer dans le r\u00e9seau, \u00e0 vous former et \u00e0 vous lancer.
Elle comprend donc le droit d’acc\u00e8s \u00e0 l’enseigne mais aussi le co\u00fbt de la formation, de l’assistance et des sommes investies pour le recrutement et le choix du local…. Elle est fix\u00e9e en fonction des co\u00fbts que le franchiseur supporte pour recruter des franchis\u00e9s et les lancer. Une marge est parfois incluse. Et de toutes fa\u00e7ons la limite sup\u00e9rieure est ce qui est rentable pour le franchis\u00e9. Dans la pratique, les bons franchiseurs font de nombreux calculs mais la cote d’amour du r\u00e9seau est un \u00e9l\u00e9ment pond\u00e9rateur important.<\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Quant \u00e0 la redevance publicitaire ou de communication<\/b>, elle est une participation du franchis\u00e9 aux frais de publicit\u00e9 du r\u00e9seau, essentiellement en national. Le franchiseur ne doit pas faire de b\u00e9n\u00e9fice sur le budget pub car c’est une somme qui lui est confi\u00e9e pour la mise en commun des budgets de publicit\u00e9 et non pas une somme qui lui est donn\u00e9e en \u00e9change d’une marque ou\/et de services comme la royalty. <\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Dans quelles limites ?<\/h3>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Les experts se divisent sur la limite supportable par le franchis\u00e9. On lit parfois que Royalty + redevance de communication ne doivent pas exc\u00e9der 35 % de l’exc\u00e9dent brut d’exploitation (EBE) du franchis\u00e9<\/b>. Mais c’est beaucoup et c’est surtout peu sens\u00e9 que d’additionner la publicit\u00e9 et la royalty dans le m\u00eame calcul. Pourquoi ? Parce que la publicit\u00e9 et le loyer servent \u00e0 la m\u00eame chose contrairement aux royalties. <\/p>\n

– Le loyer plus la redevance de publicit\u00e9 nationale et le budget publicitaire local du franchis\u00e9 sont des postes de cr\u00e9ation de trafic<\/b>. Certaines enseignes ne font pas de pub car elles ne prennent que des emplacements N\u00b0 1 en rue pi\u00e9tonne et consid\u00e8rent que leur loyer tr\u00e8s \u00e9lev\u00e9 est un budget de cr\u00e9ation de trafic suffisant. A l’inverse, certains concepts se d\u00e9veloppent sur des emplacements bon march\u00e9 et ont besoin de faire beaucoup de pub pour faire venir le client.<\/p>\n

– Alors que la royalty<\/b> couvre certes l’utilisation de la marque et du concept et son pouvoir d’attraction sur la client\u00e8le mais elle comprend surtout la r\u00e9mun\u00e9ration du transfert de savoir-faire et des services apport\u00e9s par le franchiseu<\/b>r, lesquels s’analysent en gain de productivit\u00e9. Dans une d\u00e9marche analytique, il faudrait la r\u00e9partir et la juger en face de trois de ses cons\u00e9quences recherch\u00e9es :
a) plus de ventes ou des prix plus \u00e9lev\u00e9s gr\u00e2ce \u00e0 l’image de marque et la notori\u00e9t\u00e9
b) moins de co\u00fbts et plus de productivit\u00e9 en exploitation
c) sans oublier….plus de s\u00e9curit\u00e9 pour le franchis\u00e9<\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n

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Important<\/strong> :<\/h3>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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1) Contrairement \u00e0 ce que beaucoup de personnes mal renseign\u00e9es pensent, on peut avoir des franchises sans royalties et sans droit d’entr\u00e9e<\/b>. Il en est parfois ainsi dans le textile ou lorsque:
– le franchiseur est aussi un fabricant qui prend assez de marge sur ses produits pour ne pas devoir prendre des redevances sur le CA en r\u00e9mun\u00e9ration de ses services.
– le franchiseur a mal clacul\u00e9 le co\u00fbt r\u00e9el de ses services (fr\u00e9quent)
– le franchiseur ne rend pas ou peu de services (rare en franchise mais fr\u00e9quent dans d’autres formes de contrat)<\/p>\n

2) A l’inverse il existe beaucoup de r\u00e9seaux qui ne sont pas en franchise et demandent des redevances et des droits d’entr\u00e9e.<\/b><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n

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A noter cependant que certains pays ont des lois locales qui g\u00e9n\u00e8rent des exceptions<\/b>. Ainsi en Tunisie :
1) la loi de 2009 consid\u00e8re que la royalty fait partie des \u00e9l\u00e9ments permettant de d\u00e9finir une franchise.
2) ce qui n’a pas d’importance pour les franchises tunisiennes
3) mais fait que seules les franchises \u00e9trang\u00e8res qui facturent des royalties sont oblig\u00e9es de demander une autorisation au minist\u00e8re du commerce si elles ne sont pas dans les 26 secteurs d\u00e9j\u00e0 totalement lib\u00e9r\u00e9s. <\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Jean Samper
Fondateur de ac-franchise.be
Cofondateur de l’IFCN
Membre du coll\u00e8ge des experts de la fff<\/span> <\/div>\n<\/p><\/div>\n<\/p><\/div>\n","protected":false},"excerpt":{"rendered":"

On parle de redevance de franchise, royalties, de redevance publicitaire, d’exploitation, forfaitaire… K\u00e9saco ? Les termes ne sont pas toujours \u00e9vidents \u00e0 comprendre et en plus, beaucoup les utilisent \u00e0 tort et \u00e0 travers. R\u00e9tablissons chaque mot dans son vrai sens. Qu’est-ce que la royalty ? Jean Samper, AC Franchise La Royalty est un paiement […]<\/p>\n","protected":false},"author":52,"featured_media":289703,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"ocean_post_layout":"","ocean_both_sidebars_style":"","ocean_both_sidebars_content_width":0,"ocean_both_sidebars_sidebars_width":0,"ocean_sidebar":"","ocean_second_sidebar":"","ocean_disable_margins":"enable","ocean_add_body_class":"","ocean_shortcode_before_top_bar":"","ocean_shortcode_after_top_bar":"","ocean_shortcode_before_header":"","ocean_shortcode_after_header":"","ocean_has_shortcode":"","ocean_shortcode_after_title":"","ocean_shortcode_before_footer_widgets":"","ocean_shortcode_after_footer_widgets":"","ocean_shortcode_before_footer_bottom":"","ocean_shortcode_after_footer_bottom":"","ocean_display_top_bar":"default","ocean_display_header":"default","ocean_header_style":"","ocean_center_header_left_menu":"","ocean_custom_header_template":"","ocean_custom_logo":0,"ocean_custom_retina_logo":0,"ocean_custom_logo_max_width":0,"ocean_custom_logo_tablet_max_width":0,"ocean_custom_logo_mobile_max_width":0,"ocean_custom_logo_max_height":0,"ocean_custom_logo_tablet_max_height":0,"ocean_custom_logo_mobile_max_height":0,"ocean_header_custom_menu":"","ocean_menu_typo_font_family":"","ocean_menu_typo_font_subset":"","ocean_menu_typo_font_size":0,"ocean_menu_typo_font_size_tablet":0,"ocean_menu_typo_font_size_mobile":0,"ocean_menu_typo_font_size_unit":"px","ocean_menu_typo_font_weight":"","ocean_menu_typo_font_weight_tablet":"","ocean_menu_typo_font_weight_mobile":"","ocean_menu_typo_transform":"","ocean_menu_typo_transform_tablet":"","ocean_menu_typo_transform_mobile":"","ocean_menu_typo_line_height":0,"ocean_menu_typo_line_height_tablet":0,"ocean_menu_typo_line_height_mobile":0,"ocean_menu_typo_line_height_unit":"","ocean_menu_typo_spacing":0,"ocean_menu_typo_spacing_tablet":0,"ocean_menu_typo_spacing_mobile":0,"ocean_menu_typo_spacing_unit":"","ocean_menu_link_color":"","ocean_menu_link_color_hover":"","ocean_menu_link_color_active":"","ocean_menu_link_background":"","ocean_menu_link_hover_background":"","ocean_menu_link_active_background":"","ocean_menu_social_links_bg":"","ocean_menu_social_hover_links_bg":"","ocean_menu_social_links_color":"","ocean_menu_social_hover_links_color":"","ocean_disable_title":"default","ocean_disable_heading":"default","ocean_post_title":"","ocean_post_subheading":"","ocean_post_title_style":"","ocean_post_title_background_color":"","ocean_post_title_background":0,"ocean_post_title_bg_image_position":"","ocean_post_title_bg_image_attachment":"","ocean_post_title_bg_image_repeat":"","ocean_post_title_bg_image_size":"","ocean_post_title_height":0,"ocean_post_title_bg_overlay":0.5,"ocean_post_title_bg_overlay_color":"","ocean_disable_breadcrumbs":"default","ocean_breadcrumbs_color":"","ocean_breadcrumbs_separator_color":"","ocean_breadcrumbs_links_color":"","ocean_breadcrumbs_links_hover_color":"","ocean_display_footer_widgets":"default","ocean_display_footer_bottom":"default","ocean_custom_footer_template":"","ocean_post_oembed":"","ocean_post_self_hosted_media":"","ocean_post_video_embed":"","ocean_link_format":"","ocean_link_format_target":"self","ocean_quote_format":"","ocean_quote_format_link":"post","ocean_gallery_link_images":"on","ocean_gallery_id":[],"footnotes":""},"categories":[9],"tags":[135],"class_list":["post-289702","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-actualites-des-experts","tag-franchise-informations","entry","has-media"],"acf":[],"yoast_head":"\nQue sont une royalty et un droit d'entr\u00e9e en franchise ?<\/title>\n<meta name=\"description\" content=\"On parle de redevance de franchise, royalties, de redevance publicitaire, d'exploitation, forfaitaire... 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