Harun Yazıcı, who aims to build bridges between the Turkish, German and global business communities through the trbusiness.de platform he founded, highlights the significant potential that Turkish franchise brands hold in the German market. We spoke with Yazıcı, who shares his field experience gained in various markets with entrepreneurs, about the culture of doing business internationally, the dynamics of the German market and the opportunities available to Turkish brands.
Everyone has a childhood dream. Mine was to become a journalist. I spent my school years in Turkey right up until university. I loved history lessons, and for some reason, whenever Turkish history was discussed, I always thought of Azerbaijan. When I saw Azerbaijan listed in the university guide, I thought, ‘This is it,’ and chose the Faculty of Journalism at Baku State University, where I studied in Russian. During my university years, we published a newspaper called ‘Yankı’. I began my career in publishing in a foreign country, albeit a brother nation, and I am still continuing my career in publishing and entrepreneurship in a foreign country, Germany. That’s a really good question. But before I answer, I must mention ‘EcoLife’, the business magazine I founded after university, which was the cornerstone of my journey into entrepreneurship and publishing. ‘EcoLife’ was published in Russian in Azerbaijan and Russia for around four years This gave me the opportunity to learn about the business culture, sociology and distinct dynamics of the former Soviet region The experience I gained with ‘EcoLife’ was not merely a media experience; it was an opportunity to understand international business practices at a very young age. Working in different markets taught me that there is no single ‘right’ way. Every country has its own unique business culture, communication style and method of building trust. This has shaped me into a more flexible, analytical and globally minded individual. Yes, today I am continuing my publishing journey with trbusiness.de, which I established in Germany. When I set up this platform, which publishes content in Turkish, German and English, my aim was to build a bridge between the Turkish, German and international business communities. I position trbusiness.de not merely as a media platform, but also as a communication network for the business world and a reference point for investors and entrepreneurs. I strive to share the experiences I have gained from doing business in a country situated both east and west of Turkey with our entrepreneurs and exporters. Wherever I am, my mission and passion have never changed. Building bridges across different languages, cultures and markets, sharing stories and inspiring the business world are, for me, the fundamental motivations of entrepreneurship. Finding the right local partners and working with them not only facilitates market entry but also accelerates growth. For Turkish brands to grow in Germany, they need to focus on localisation. Understanding German consumers’ expectations and delivering an experience that meets them is crucial. When it comes to brand positioning, a value- and quality-focused approach should be adopted rather than a price-focused one. The German franchise market is one of the largest and most systematic in Europe. The sector’s annual turnover exceeds 130 billion euros and provides employment for approximately 800,000 people. The gastronomy, retail and service sectors stand out in particular. The key factors underpinning the strength of the German market are adherence to standards, a robust legal framework and high brand discipline. Consequently, it is a market offering significant opportunities but one that also requires serious preparation. I firmly believe that Turkish franchise brands must absolutely enter the German market. We have many brands that would make a real difference if they entered the German market. We are also striving to provide our brands with all the support we can in this regard. What I’ve observed on the ground is this: a Turkish person or a German in Germany wants to acquire a franchise from a Turkish brand in Turkey, but this business deal doesn’t materialise due to a lack of the right connections and professional support. The brand is there, the customers are there, but the right channel is missing. We are working to establish this right channel based on the feedback we receive from the field. We have various initiatives underway regarding the entry of Turkish brands into the German market. Our projects are progressing rapidly. We will soon be sharing these projects with all stakeholders in the sector. The German market is characterised by a disciplined and rule-based structure. For this reason, it is essential to establish a solid foundation before expecting rapid growth. It is important to have a thorough understanding of local regulations, work with the right advisors, and remain patient. At the same time, building trust is one of the most critical factors in this market.
Mr Harun, could you tell us a little about yourself?
What has being an entrepreneur in different cultures taught you?
You are now in Germany, and your publishing journey continues with trbusiness.de…
So how can Turkish brands enter the German market?
What can you tell us about the franchise market in Germany?
What advice would you give to entrepreneurs looking to do business in Germany?
Finally, let’s talk about your goals. What are your goals for the coming period?
Our objectives are to transform trbusiness.de into a business platform based in Europe but with a global reach, to support Turkish brands in expanding into Europe, to connect Turkish entrepreneurs with German investors, to bring together industry representatives through various forums such as the franchise forum, and to become a leading platform in the business world through our multilingual structure.