Rippling success via franchise route

Tags: Esperanza, Pre School, Franchise, franchising, brand, FRO, Kolkata, Child care, NASSCOM, Software, Service, 24 Hour, East India, Hyderabad, India

By: Namita Bhagat | April 18, 2011 | comments (0 ) |

Rippling success via franchise route Leading pre-school and 24 hour care chain offering world's unique pre-schooling and child care solutions is Esperanza. In an interview Avinash Chauhan, Country Head - Franchise Development, Esperanza Corporate Pvt. Ltd shares his experience about brand’s participation in FRO Kolkata.

Namita Bhagat(NB): Share the origin and growth of your company and how did the company opt for franchise route?

Avinash Chauhan(AC): Esperanza, Hyderabad's leading Pre School and 24 Hour Care chain, is venturing into offering Nationwide Franchises of its both Pre-School and Child Care verticals. Esperanza is a four year old brand offering some of the world's most unique Pre-Schooling and Child care solutions. Their services are fully automated and happen to be the first of its kind ever. The nationwide Franchise network of this brand is expected to create ripples throughout the entire Pre-schooling body. Esperanza happens to be the First Pre-School brand in the history of India, to have an exclusive tie up with a premier body like NASSCOM (National Association of Software & Service Companies). With a current student base of around 400 children spread across its 3 company owned setups in Hyderabad, Esperanza is looking to setup 500+ schools over the next 4 years, with a main ideology of being the most advanced and affordable Pre-School Franchise ever in the history of the industry. The company expects to add an average student base of around 10000 each year starting 2011 across the country.

NB: Promotional strategy plays a very significant role in the appropriate growth of the brand. Kindly elaborate on the strategy you adopt to enhance the reach of your brand?

AC: Yes, for an appropriate growth of any brand, promotion plays an important role. Promotion of brand creates awareness among the investors about the features of the product. Our promotional strategy involves – participation in franchise expo, giving advertisement in Franchise magazine, Internet marketing, SEM & SEO, Newspaper advertisement, seminars and presentations, Events etc.

NB: Esperanza participated in FRO, Kolkata. What factors motivated you to participate in the event?

AC: As mentioned earlier, participation in any franchise expo gives exposure to the brand and the brand gets the recognition by various investors. Mainly in the Franchise Expo, investors looking for certain business opportunity explore various options available in the market. FRO, Kolkata was the platform to introduce Esperanza to the investors and prospects of East India looking for some franchise opportunity.

NB: Share your experience of being one of the participating companies at FRO.

AC: The major aim of the company is to make aware the investors/ budding entrepreneurs of East India about our brand. The show was organised at the proper venue which is very renowned in the city. The visitors were more than expected and specifically we got a very good response. We were able to get good amount of leads and closed few deals.

NB: How do you think the brands’ participation in the event would contribute to the growth of your company?

AC: As mentioned earlier, through this expo the brand gets lot of exposure and enquiries. After proper follow-ups the brand can get suitable number of franchisees which will help in the desired growth of the company.

NB: What advice would you like to give to the entrepreneurs and investors aspiring to participate in the show to get maximum benefits from it?

AC: I would advise the entrepreneurs to come up with a product of good quality and proper after sales support. They should have proper marketing plans to promote the brand in the specific area/ locations. They should have a long term vision to go along with their franchises. The investors coming in expo should check the above mentioned facts about the company and should not select the franchise only by cost but also by the quality of the product.



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