{"id":290460,"date":"2016-01-08T07:43:00","date_gmt":"2016-01-08T06:43:00","guid":{"rendered":"https:\/\/ac-franchise.be\/droit-dentree-redevance-de-communication-royalties-existe-t-il-un-bon-montant-en-franchise-3673"},"modified":"2016-01-08T07:43:00","modified_gmt":"2016-01-08T06:43:00","slug":"droit-dentree-redevance-de-communication-royalties-existe-t-il-un-bon-montant-en-franchise-3673","status":"publish","type":"post","link":"https:\/\/ac-franchise.be\/article\/droit-dentree-redevance-de-communication-royalties-existe-t-il-un-bon-montant-en-franchise-3673","title":{"rendered":"Droit d’entr\u00e9e, redevance de communication, royalties. Existe-t-il un bon montant en franchise ?"},"content":{"rendered":"
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Toujours trop \u00e9lev\u00e9s pour les franchis\u00e9s, trop faibles pour le franchiseur, comment fixer \u00ab objectivement \u00bb ces param\u00e8tres financiers sans lesquels il n’y aurait pas de franchise ? <\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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La justification \u00e9conomique des param\u00e8tres financiers de la franchise est simple<\/h3>\n
-\u0095 Le droit d’entr\u00e9e paie l’acc\u00e8s \u00e0 la marque, l’acc\u00e8s au savoir faire \u00e0 travers la formation initiale, le soutien \u00e0 l’am\u00e9nagement du local, l’assistance au d\u00e9marrage et la contribution \u00e0 la cr\u00e9ation du r\u00e9seau,
\u0095- La royalty paie le droit d’usage de la marque et du savoir faire, l’assistance continue et l’innovation indispensable \u00e0 tout concept,
\u0095- La redevance de communication, \u00e0 ne pas confondre avec le budget de communication, paie les d\u00e9penses engag\u00e9es par le franchiseur dans des postes comme la cr\u00e9ation des supports marketing, la maintenance du site internet<\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Ces investissements et charges sont propres \u00e0 la franchise : un investisseur ind\u00e9pendant qui cr\u00e9e seul son entreprise ne les retrouvera pas dans ses comptes.
Afin qu’ils ne constituent pas un d\u00e9savantage concurrentiel pour le franchis\u00e9, il faut qu’ils soient compens\u00e9s par des am\u00e9liorations du compte d’exploitation g\u00e9n\u00e9r\u00e9es par le delta d’efficacit\u00e9 que le franchiseur aura su trouver : une des obligations qui lui vient du Code de D\u00e9ontologie. Ce delta d’efficacit\u00e9 peut venir d’un CA plus \u00e9lev\u00e9, d’achats plus faibles, d’une marge brute plus \u00e9lev\u00e9e ou toute combinaison de ces diff\u00e9rents postes.
Ces d\u00e9penses sp\u00e9cifiques \u00e0 la franchise qui s’ajoutent aux investissements et charges d’exploitation du franchis\u00e9, constituent les recettes du franchiseur.<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Le \u00ab bon montant \u00bb, pour chacune des parties<\/h3>\n
Le bon montant est celui qui :
– g\u00e9n\u00e8re au franchiseur un niveau de recettes suffisant pour lui permettre d’apporter les services l\u00e9gitimement attendus par le franchis\u00e9 et lui laisser un juste profit
– assure au franchis\u00e9 un niveau de charges supportable pour que le concept soit financi\u00e8rement attractif.<\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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C’est pr\u00e9cis\u00e9ment dans ce niveau d’attractivit\u00e9 financi\u00e8re pour le franchis\u00e9 que se trouve la cl\u00e9 de la fixation du \u00ab bon montant \u00bb.
L’entr\u00e9e en franchise implique un investissement, financ\u00e9 par l’addition de l’apport personnel et de l’emprunt. L’exploitation doit g\u00e9n\u00e9rer au franchis\u00e9 revenu mensuel et profit. Le total des deux doit payer le risque entrepreneurial pris et le travail fourni.
Dans la plupart des concepts, ce \u00ab revenu \u00bb annuel est compl\u00e9t\u00e9 par le patrimoine que le franchis\u00e9 se constitue : le fond de commerce. Un fond dont la valeur est tr\u00e8s souvent bien sup\u00e9rieure dans le cadre d’une franchise que dans le cadre d’une exploitation d’un commerce similaire par un entrepreneur isol\u00e9. <\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Ces points \u00e9tablis, le crit\u00e8re d\u00e9terminant pour appr\u00e9cier l’attractivit\u00e9 financi\u00e8re pour le franchis\u00e9 est le temps de retour des capitaux propres <\/strong>: combien de temps faut-il pour retrouver les fonds propres investis au d\u00e9marrage ?
La r\u00e9ponse ? Selon les niveaux d’investissements, un temps de retour attractif se situe entre 2 et 4 ans, plus, uniquement pour les investissements tr\u00e8s lourds, au-del\u00e0 de 700 000\u20ac – 800 000\u20ac.
Le \u00ab bon montant \u00bb, du point de vue du franchis\u00e9, une fois d\u00e9termin\u00e9, il faut v\u00e9rifier s’il est de nature \u00e0 fournir un niveau d’attractivit\u00e9 suffisant au franchiseur pour l’inciter \u00e0 se lancer dans l’aventure du d\u00e9veloppement de r\u00e9seau : couvre-t-il ses d\u00e9penses de d\u00e9veloppement, d’animation, de marketing, d’achats et se g\u00e9n\u00e8re-t-il son juste profit ?
Le tout sur une p\u00e9riode raisonn able de 3-5 ans. <\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Le \u00ab bon montant \u00bb du droit d’entr\u00e9e doit couvrir des d\u00e9penses incompressibles de d\u00e9veloppement <\/strong>:
– cr\u00e9ation des outils sp\u00e9cifiques de la franchise : contrat, manuel op\u00e9rationnel, supports de vente de la franchise .,
– conseils,
– publicit\u00e9 de recherche de franchis\u00e9s,
– d\u00e9veloppeur
Ramen\u00e9 \u00e0 un nombre raisonnable de franchises sign\u00e9es, le droit d’entr\u00e9e, formation et assistance comprises, ne peut \u00eatre inf\u00e9rieur \u00e0 30000\u20ac – 35000\u20ac ht, sous peine de vendre en-dessous du prix de revient. <\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Le \u00ab bon montant \u00bb de la royalty <\/strong>doit permettre au franchiseur d’apporter assistance au franchis\u00e9 et de financer innovation et \u00e9volution du concept. A moins de 1 000 \u20ac par mois, ces prestations sont difficiles \u00e0 fournir : pour un CA naturel du concept de 300 000 \u20ac, il faut ainsi une royalty minimum de 4%.
Dans le cas de concepts particuli\u00e8rement rentables, on ne parle plus de minimum mais de partage du profit : dans ce cas, la royalty peut largement d\u00e9passer 5%. La royalty \u00e9lev\u00e9e sera alors un signe de rentabilit\u00e9 \u00e9lev\u00e9e.
Si ces points sont accept\u00e9s, on comprend pourquoi la notion de droit d’entr\u00e9e ou de royalty trop \u00e9lev\u00e9s n’a aucun sens dans l’absolu. On comprend aussi qu’il faut se m\u00e9fier des param\u00e8tres financiers des concurrents qui inspirent souvent les r\u00e9seaux qui d\u00e9marrent. <\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Il n’existe donc pas de \u00ab bon montant \u00bb pour les param\u00e8tres financiers, mais \u00ab des \u00bb bons montants, diff\u00e9rents selon les r\u00e9seaux, des \u00ab bons montants \u00bb qui tous respectent un principe de base en franchise, l’\u00e9quilibre. Ce principe qui permet au franchis\u00e9 d’abord et au franchiseur ensuite, de r\u00e9aliser une op\u00e9ration financi\u00e8rement attractive et p\u00e9renne dans le temps. <\/div>\n<\/p><\/div>\n<\/p><\/div>\n","protected":false},"excerpt":{"rendered":"

Toujours trop \u00e9lev\u00e9s pour les franchis\u00e9s, trop faibles pour le franchiseur, comment fixer \u00ab objectivement \u00bb ces param\u00e8tres financiers sans lesquels il n’y aurait pas de franchise ? La justification \u00e9conomique des param\u00e8tres financiers de la franchise est simple -\u0095 Le droit d’entr\u00e9e paie l’acc\u00e8s \u00e0 la marque, l’acc\u00e8s au savoir faire \u00e0 travers la […]<\/p>\n","protected":false},"author":52,"featured_media":286978,"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-290460","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-actualites-des-experts","tag-franchise-informations","entry","has-media"],"acf":[],"yoast_head":"\nDroit d'entr\u00e9e, redevance de communication, royalties. 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