From Flowers to Franchises
Parina Sood, TFW Bureau
Oct 26, 2024 -
7 min read
I am an E-com post graduate from Pune university. Did a few odd jobs for initial 4-5 years and then joined FnP in 2004. I started out in the supply chain management.After gaining experience there for a few years, I was given the opportunity to handle to franchise expansion in 2008. Since then I have opened approximately 800 shops, all based on FOFO model (Franchise Owned, Franchise Operated).
We have changed the logo, the branding and the interiors this year. Now we are opening five hybrid stores across the country with both cake-manufacturing facility and flowers. They would be based on (Company owned company operated) COCO model, with around 1000 sq. ft. area each. 60 more stores are in line to be opened by March 2025. All these would be based on FOFO model. 30 of them would be cake outlets and 30 would be flower outlets.
Since we deliver emotions, Net Promoter Score (NPS) is a very important KPI for us. It is important to know what is the customer saying about our product quality and delivery. Right now, we are driving NPS of 55 this year, which a very good number and we are plan to take this to 70.
Our customer centric approach and product quality and product design have brought us so far. We have a design studio where we keep curating different designs for every season and occasion. Recently we have started FnP Luxe collection which includes exotic flower range and the MRP starts from Rs. 2500 and upwards. We have introduced this in three cities and will expand it further.
Besides this, we invest a lot in regular training of our manpower and believe in a very strong supply chain. This way, we ensure whatever we promise to the customer, we deliver it exactly whether it is the product design, quality or service and stay ahead of the competition.
We are very conscious about the industry undergoing changes and we are quickly adapting to it. In the coming times, you will notice that occasion-based hampers will become very popular. Also, personalization of gifts will prove to be a game changer. We already personalize various gifting items and merchandize like mugs, keychains etc. Now, we have also started personalizing bouquets for our customers.
Population migration from low-income group to middle income group has been huge and it is still happening. These people migrating to middle income group now have deep pockets. Also, our young population is very aspirational. They want to celebrate even the smallest of occasions and want to experience the brand. Unorganized competition rather helps boost our brand because it helps people see a clear difference in their presentation and ours, their product mix and ours. Once the customer experiences your brand, then the major win is in ensuring that customer patronizes your brand. This happens by continually working on your product and your service, creating a long-term relationship with your customer.
We have tie-ups with quick commerce platforms. We do two types of deliveries for them- one is we supply bouquets for them on daily basis and other is we curate a different range for them for different occasions.
Besides this, we too have started our own 30-minute delivery service. It is available on our platform across India. This helps us a lot during rush time on occasions like Valentines Day or Rakhi etc.
You can build your brand effectively via franchising and take it to the masses in nooks and corners of the geographywith the help of your partners. This is the strength of franchising. It allows you to scale up your business, something you can’t do alone.
We pick up different topics like best practices in the industry, supply chain, timely delivery, hygiene etc and a webinar is conducted on weekly basis, based on them. This webinar is attended by our partners on regular basis and helps them keep up with the latest in the business. Also, we get to know issues they are facing. Besides this, we have managers at various levels that are in touch with all the franchise partners who ensure two-way communication keeps going. Audits are also a regular feature. At the end of the day we understand that if the franchisee is happy and gets enough support to grow, they’ll do well which will in turn help us earn more and grow.
We were one of the first few brands in the country that adapted to e-commerce early on. We take technology very seriously. We keep updating and upgrading ourselves. We are very aware and conscious about AI as well and want to integrate it as well. We have our own techteam, it is not outsourced. This just goes on to show how committed and invested we are in technology.
A thorough check is done on their background and investing capacity. Most important is knowing why do they want to partner with us. Intent is very important. Since we deliver emotions, we want to partner with like-minded franchisees who understand this aspect.
Selection of right location and right partner are extremely important. Also, whatever you have promised to the partner, you need to be very transparent and fair in that promise. Plus, be willing to walk the initial journey for that first one year with your partner and extend all possible help to them, so they can grow.
It will definitely grow as country is in the boom period. So many tier II and tier III markets and cities are waiting to be tapped into. There is so much pent-up aspiration there that needs to be addressed. These people have money but not many outlets.
Do your homework thoroughly, get to know the industry and don’t bother about the initial few months’ losses. See where your passion lies and pick up the product line you are passionate about. Only then you can do justice to yourself and the business.
