Global Potential of Turkish Franchise Brands and System Realities A discussion with Müjdat Güler on the structural dynamics of international growth
In this special interview, Müjdat Güler, Chairman of the Board of Nova Yatırım Holding, evaluates the real dynamics of franchise exports and the sine qua non of sustainable growth from an investor perspective.
As a platform that has kept the pulse of the franchise ecosystem in the field for 24 years, we believe that the overseas expansion of Türk brands should be discussed not only with excitement but also with the system.
For this reason, we discussed the structural realities of globalization with Müjdat Güler, Chairman of the Board of Directors of Nova Investment Holding, who has international experience in investment and session advisory.
Our goal is to transform the "going abroad" concept from a romantic goal to a data-driven roadmap.
The issue is not to open a branch, but to export a system.
- Mr. Müjdat Güler, is Türkiye a "güçlü country in terms of franchise?"
We are a country that is definitely a "güçlü country". We have a young population, we have an entrepreneurial culture, we have the potential to develop brands. In the last 20 years, açok Türk brand iç achieved serious growth in the market.
However, the number of brands that have achieved sustainable success in international ölçeck is hâlâ limited.
However, when the franchise system is set up correctly, it is the fastest and most secure global growth model in the world.
- Why is it so important for Türk brands to expand abroad?
It's not just about companies getting bigger. - So where do we fall short?
A brand that is exported abroad increases export revenues, increases brand value, creates employment and enhances the commercial reputation of Turkey.
Franchise is an export that is not seen. Ürün together you will export the system.
The most fundamental lack: system discipline and education.
A franchise model without an academy is not sustainable. Brands that do not establish a standard training structure, do not train managers, and fail to institutionalize operation trainings have difficulty in globalization.
Global brands first establish academies, then grow.
The foreign investor wants to be held accountable, not to be told a story.
International investors act with data, not intuition. Without a franchise investment file, financial projection, payback period and standard of contract, there is no vision.
Franchise sales are not real estate sales.
We have successful teams in Turkey, but the number of teams that know the psychology of international investors is limited. Franchise sales is a complex process that combines finance, law, culture, culture and strategy.
A brand without incentive information loses its cost advantage.
Brands that do not know European supports, do not use government incentives effectively, and cannot establish investor financing models fall behind in global competition.
Globalization is a matter of calculation, not courage.
Steps taken without analyzing location, examining legal risks, creating financial scenarios, and evaluating country risks will often fail.
An untested model inside poses a greater risk outside.
Güçlü iç without a market, global expansion is difficult. Expanding abroad before the operation standard is fully established will put a strain on the brand.
When the franchise + session model is designed correctly, it provides the brand with a global rehearsal opportunity.
It is important to sell a franchise to a foreign investor in Turkey first, to test the system in the country and to turn the process into a learning environment.
A brand that does not create demand cannot go global.
Bün today, a large part of franchise sales comes from digital. Brands without a CRM infrastructure, without systematic lead generation, without data analysis cannot grow.
It is not possible to grow without sharing the risk.
The management partnership model is a risk-distributing structure in which existing dealers, academy graduates and brand management invest together.
There is no system without education, there is no globalization without a system.
Franchises thrive on people. Blue-collar training, white-collar development, language training and cultural adaptation should be addressed in bütünthül.
- What is global success in one sentence?
Successful global brands first build the system, then build the education, prepare the financial infrastructure. Büyüme comes last.
Türk brands' overseas ambitions have now passed the söy stage. But sustained global success requires more than romantic courage: disciplined systems, educational infrastructure and financial readiness.
As Bayim Olur Musun?, we believe that a period where brands export systems, not branches, is possible. If the system is already in place, branching will be a "must". The purpose of this interview is to highlight this difference.