whichfranchise logo

Supported by

Posted:23-February-2015

Husse: "The 3 virtues of a master franchise based on home delivery!"

Tim Eliasson of Husse shares why a good master franchise, within the home delivery sector, should offer you exclusive rights for the brand, system and product range.

Superior master franchise concepts within the home delivery sector, not only provide you with a known name and system, but also exclusive rights of their branded product range.

Let’s take Husse as an example, which is the European leader in home delivery of quality pet food today. The concept started in Sweden in 1987 and was a very small master franchise operation initially. This Swedish master franchise operated pretty much in same way as it does today; a hub was set up which consisted of a warehouse, office, and imported various pet products. We also recruited a network of unit-franchisees and supported them throughout.

Husse did not always offer their own pet food. Previously, the company did not have the capacity to produce volumes of their own formula so they were forced to sell other brands which you could also find in stores. This worked fine in the beginning as customers appreciated the home delivery service, the professional support from distributors educated in nutrition, and the fact that people didn't have to bring home the heavy bags by themselves. The business went well but as soon as Husse started to take market shares wherever they operated, local shops started to drop their prices on products and Husse franchisees were soon in trouble.

So in the early 90’s Husse took a bold move: they threw out all different brands from their product line, went straight to the factory and asked for their own super premium formula. This was a major breakthrough for the Husse franchise. Now they could offer much more than just exclusive rights to the brand and system to potential master franchisees. We could also offer the exclusive rights of Husse’s own product range for a desired territory or country.

Suddenly Husse master franchisees, nor their unit franchisees, didn't have to compete with the super markets or local shops and could therefore control their own prices as well as margins. From that moment Husse quickly attracted master franchisees throughout Europe, Asia, and the USA.

So if you are considering a specific franchise within the home delivery sector, don’t just focus on the smart business idea and the brand, but also the product. Ask yourself, who else offers the same thing where you live? Or will I be the only one offering it? Does the company have exclusive rights to their product?

For home delivery don’t ask for less than these 3 virtues of a master franchise: exclusive rights for the brand, system and product range. Besides all this, consider what support the main office offers and their “know how”. This will help you make an educated decision to see if you should like to be in business for yourself, but not by yourself.

For more information on the Husse Master Franchise opportunity, please click here

Our Newsletter

Receive FREE updates on the latest franchise opportunities, news and advice
Top