{"id":293638,"date":"2012-05-02T02:00:00","date_gmt":"2012-05-02T01:00:00","guid":{"rendered":"https:\/\/ac-franchise.be\/les-relations-financieres-dans-le-duo-franchiseurfranchise"},"modified":"2012-05-02T02:00:00","modified_gmt":"2012-05-02T01:00:00","slug":"les-relations-financieres-dans-le-duo-franchiseurfranchise","status":"publish","type":"post","link":"https:\/\/ac-franchise.be\/article\/les-relations-financieres-dans-le-duo-franchiseurfranchise","title":{"rendered":"Les relations financi\u00e8res dans le duo franchiseur\/franchis\u00e9"},"content":{"rendered":"
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Le contrat de franchise <\/a><\/strong>va d\u00e9finir la relation franchiseur\/franchis\u00e9 et va d\u00e9terminer les sommes \u00e0 investir d\u00e8s le d\u00e9but de la collaboration par les droits d’entr\u00e9e et pendant toute la dur\u00e9e du partenariat avec les royalties ou redevance d’exploitation. Au-del\u00e0 de ce contrat financier, le franchis\u00e9 communiquera \u00e0 la t\u00eate du r\u00e9seau son chiffre d’affaires sous forme de tableau de bord mensuel afin d’am\u00e9liorer les performances de tous les membres du r\u00e9seau. Le mod\u00e8le de franchise est de pouvoir faire progresser chaque franchis\u00e9 \u00e0 travers l’exp\u00e9rience de tous.<\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Comment se r\u00e9mun\u00e8re le franchiseur ?<\/h3>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Dans la grande majorit\u00e9, les franchiseurs per\u00e7oivent un droit d’entr\u00e9e<\/a>, pay\u00e9 par le franchis\u00e9. Si certains r\u00e9seaux n’en demandent pas, il y a forc\u00e9ment derri\u00e8re une implication minimum de leur part et donc moins de services, d’assistance qui sont des \u00e9l\u00e9ments pr\u00e9pond\u00e9rants dans la r\u00e9ussite en franchise.
En effet, le droit d’entr\u00e9e correspond \u00e0 un ensemble de
services du franchiseur<\/a> au franchis\u00e9 : le droit d’utiliser la marque, l’assistance \u00e0 la recherche d’un local, la formation initiale, l’exclusivit\u00e9 territoriale, le remise des manuels, l’assistance au d\u00e9marrage, etc.. Il permet de d\u00e9marrer une activit\u00e9 en mettant toutes les chances du c\u00f4t\u00e9 du franchis\u00e9. <\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Pendant toute la dur\u00e9e du contrat, le franchiseur va percevoir ensuite une redevance d’exploitation qui correspond \u00e0 tous les services apport\u00e9s au franchis\u00e9 : conditions d’achat, animation r\u00e9seau, \u00e9tudes marketing, d\u00e9veloppement de nouveaux produits, etc… Certains franchiseurs fabricants vont se r\u00e9mun\u00e9rer uniquement sur les produits qu’il vend au franchis\u00e9 afin de commercialisation sans apporter de services particuliers. Dans ce cas, la redevance portera uniquement sur le montant de chiffre d’affaires effectu\u00e9 aupr\u00e8s du franchiseur.
La redevance peut \u00eatre fixe ou en pourcentage du chiffre d’affaires <\/strong>en fonction de l’activit\u00e9.
Le franchiseur demande aussi une
redevance publicitaire<\/a> qui comme son nom l’indique est destin\u00e9e \u00e0 faire de la communication publicitaire nationale de l’enseigne. Pour les op\u00e9rations publicitaires locales (li\u00e9es au point de vente), c’est souvent \u00e0 la charge du franchis\u00e9. <\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Comment est calcul\u00e9 le DE (droit d’entr\u00e9e) et la redevance et \u00e0 quoi ils servent<\/h3>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Pour pouvoir mettre sur le march\u00e9 un concept duplicable, un franchiseur doit investir : site pilote, \u00e9tudes, ressources humaines, contrat d’avocats et apr\u00e8s recherche de candidats.\u00a0\u00a0Construire un r\u00e9seau c’est faire un calcul \u00e9conomique avec un objectif de nombre de franchises \u00e0 1, 2 5 et 10 ans pour tendre \u00e0 la rentabilit\u00e9. Et cela repr\u00e9sente une avance de fonds qui d\u00e9terminera le montant des droits d’entr\u00e9e. C’est le business plan c\u00f4t\u00e9 franchiseur. <\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Quant \u00e0 la redevance d’exploitation, elle\u00a0permet d’absorber les co\u00fbts des services aux franchis\u00e9s : assistance, animation r\u00e9seau, op\u00e9ration marketing et commerciale\u00a0mais aussi de d\u00e9velopper\u00a0le r\u00e9seau et les produits ou services propos\u00e9s. Il est important que le franchiseur puisse disposer de fonds pour \u00e9tablir une strat\u00e9gie \u00e0 court et long terme en fonction de l’\u00e9volution du concept sur son march\u00e9. Un logo vieillissant devra \u00eatre relook\u00e9, un merchandising en d\u00e9calage avec la nouvelle gamme de produits sera \u00e0 r\u00e9\u00e9tudier par un cabinet sp\u00e9cialis\u00e9 par exemple. <\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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La relation financi\u00e8re franchiseur\/franchis\u00e9 au quotidien<\/h3>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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S’\u00e9tablir en franchise, c’est choisir la libert\u00e9 d’entreprendre tout en \u00e9tant membre d’un r\u00e9seau. Il est donc important de savoir que le franchiseur doit connaitre les r\u00e9sultats de chaque point de vente pour pouvoir faire du bench marking (Le benchmark est la recherche et l’\u00e9valuation des meilleures pratiques concurrentielles et la mise en oeuvre d’approches similaires visant \u00e0 optimiser la performance de l’entreprise.). En d’autres termes, il permet de comparer les r\u00e9sultats d’un franchis\u00e9 par rapport \u00e0 son objectif et les autres points de vente du r\u00e9seau. Pourquoi un produit se vend mieux dans la franchise X que dans la franchise Y et de rectifier le tir (probl\u00e8me de pr\u00e9sentation, de formation des vendeurs, de la concurrence, etc). C’est le r\u00f4le de l’animateur de r\u00e9seau de r\u00e9soudre le probl\u00e8me ponctuel et de le faire remonter \u00e0 la t\u00eate du r\u00e9seau s’il devient end\u00e9mique.
Le franchiseur par contre ne doit pas s’immiscer dans la gestion du franchis\u00e9 mais peut lui apporter conseils quand il constate des anomalies. <\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Les droits d’entr\u00e9e et la redevance sont diff\u00e9rents d’un r\u00e9seau \u00e0 l’autre. Aussi faut-il bien \u00e9tudier ce que chacun renferme et ne pas h\u00e9siter \u00e0 poser des questions. Certains r\u00e9seaux incluent la formation initiale dans les droits d’entr\u00e9e, d’autres non et cela peut d\u00e9pendre de la dur\u00e9e qui va de quelques jours \u00e0 quelques mois. <\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Voir aussi notre article A quoi servent les droits d’entr\u00e9e et les royalties<\/a> <\/div>\n<\/p><\/div>\n<\/p><\/div>\n","protected":false},"excerpt":{"rendered":"

Le contrat de franchise va d\u00e9finir la relation franchiseur\/franchis\u00e9 et va d\u00e9terminer les sommes \u00e0 investir d\u00e8s le d\u00e9but de la collaboration par les droits d’entr\u00e9e et pendant toute la dur\u00e9e du partenariat avec les royalties ou redevance d’exploitation. Au-del\u00e0 de ce contrat financier, le franchis\u00e9 communiquera \u00e0 la t\u00eate du r\u00e9seau son chiffre d’affaires 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