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The ecommerce BebeDeParis is looking for international franchisees. We give exclusivity per country and it can be a very profitable business
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franchisenetwork Your best franchise opportunity
your baby gifts everywhere
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contents Business concept Founders & shareholders Timeline Vision and compe;tors Why we are different? Distribu;on channels Client profile & marke;ng Product range Baby baskets Order history
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The heart of the company Interna;onaliza;on plans 12 reasons to choose bebedeparis France, Denmark, Sweden and the Netherlands Franchise Network Franchise condi;ons and entrance fee Franchisee profiles Selling process Execu;ve summary and business keys Let’s talk
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Our business: births! There will always be births – making this a very reliable business.
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The business
bebedeparis is leader in the Spanish baby gi9 e-‐commerce sector:
.7,000 gi9s per year
.a consolidated e-‐commerce business
.Ame to go internaAonal
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The business
bebedeparis is a leading Spanish e-‐commerce company with more than 20 years of experience in its sector -‐ online Baby GiVs for Newborns.
The company targets people or companies who want to send a giV to the new parents.
bebedeparis offers a large catalogue containing more than 200 different baby gi9 baskets, covering a broad price range starAng at €50 up to €300.
Customers can choose between standard or personalized baby giV baskets, selecAng from so9 furry teddies, fashionable baby clothes, lovely personalized bibs, cuddly toys for newborns, a large selecAon of baby accessories, fragrant baby cosmeAcs, delicious chocolates or champagne, and special events/services
for the new parents.
bebedeparis covers the en;re buy-‐and-‐delivery service chain for final customers, delivering the exquisitely wrapped personalized gi9 baskets and elegant gi9 boxes to their final desAnaAon at the hospital or baby’s home.
Customers may also opt to have the baskets delivered by our elegantly-‐uniformed bellboy, in true bebedeparis style.
Given the success of our products and the increasing number of shops who wish to order our products, Bebedeparis has started a new commercial line by wholesaling to mulA-‐brand shops.
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The business Given the success of our products, and as the number of purchase requests from babies’ shops started to increase. Bebedeparis decided to open a new business line: Wholesale trades.
This allows the franchisee in each country to sell not only through the e-‐commerce network and by retail selling, but also to exclusively distribute to all the babies’ shops in his country every bebedeparis products.
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Founders & shareholders
Elena Gomez del Pozuelo Founder/General director
A serial Internet entrepreneur with more than 11 co-‐founded companies. Expert on e-‐commerce and digital markeAng. President of Adigital (the Spanish Digital Economy AssociaAon).
es.linkedin.com/in/elenagomezdelpozuelo
Sara Fernandez de la Aldea Founder/CEO
Internet entrepreneur with 22 years experience in product design, logisAcs, imports and exports. Responsible in dealing with costumers and prospects.
es.linkedin.com/in/sarafernandezdelaaldea
Luis Comas Founder
A well-‐known lawyer in Spain. Over 30 years experience advising MNC. 17 years as global legal leader at PWC. Currently General Counsel and member of the Management Board of the Volkswagen Group in Spain.
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Founders & shareholders
Juanjo Azcárate
CEO at CCC. Vicepresident of Adigital. Founding shareholder at Womenalia, GesAón deMedios (Zenith OpAmedia), Incipy, Inesdi, Increnta, Incube, Yoquieroescribir, HallSt…
Alfonso Torres
CIO at AUIRGA GLOBAL INVESTORS. Shareholder and member of the Management Board at Womenalia, HallSt...
AROÑUCA 2007 SL
Represented by Rafael Saenz de Santa María and Juan Saenz de Santa María. Business angels specialized in technology based start-‐ups.
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timeline
LA CIGUEÑA DEL BEBE Crea;on of “La Cigüeña del Bebe” brand, with the idea of selling baby
giV baskets.
www.TELECIGUENA.com
Crea;on of the 1st official web page and inclusion of e-‐commerce under the
commercial web domain www.teleciguena.com
OUR BIRTH “El Pa;o de mi Casa” opened in Sant Cugat by Elena Gomez del Pozuelo and Sara Fernandez de la Aldea, focused on selling baby
clothes.
1995 1998
FOCUS “El Pa;o de mi Casa” is sold so all efforts can be focused on “La Cigüeña del Bebe”
2000 1994
AWARENESS The company name is increasingly
recognized across Spain, becoming a “must” among celebri;es
Children of the Spanish Royal Family, prominent Spanish and InternaAonal personaliAes such as actors, actresses, models, sports-‐celebs and singers have all been delighted with the famous Cigueña gi9 baskets.
2001
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ONLINE STRATEGY Online presence improved and digital
marke;ng strategy strengthened to boost e-‐commerce ac;vi;es in a booming
environment.
Sant Cugat showroom opened.
PRESENT Share capital increase to create
bebedeparis and start the interna;onaliza;on process through
a unique e-‐commerce master franchising concept, gran;ng only
one license per country.
2009 2010
2013
2007
GROWTH The company opens a 800 sqm Logis;cs Center in Las Rozas, an
elegant suburb of Madrid. SOCIAL NETWORKS Par;cipa;on in social media:
Facebook,Twiier, Linkedin, etc.
CHANNELS Other web portals, i.e. Amazon, are also used as distribu;on
channels.
2014
timeline
Wholesales Opening of the new
wholesaling commercial line.
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Our vision Bebedeparis aims to become the most important and widely-‐recognized provider of online baby gi9s, with corporate connec;ons worldwide.
your baby gift everywhere
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competitors A highly-‐fragmented local market.
there is no other international network for baby gifts
.
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.Service, service and service
.PerfecAon and glamour
.Fast and elegant ·∙Very prepared for selling to companies .100% saAsfacAon amongst our costumers and moms .Word of mouth
Why we are different?
Our bellboys
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A baby is born
The customer buys a gi9 online or through his phone
We prepare the gi9
We deliver it to the hospital or a home address
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Distribution channels
E-COMMERCE E-COMMERCE
E-COMMERCE E-COMMERCE
bebedeparis is essenAally an e-‐commerce enterprise but we also have a call center for customers’ queries
“ COSTUMERS
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Distribution channels Our extensive web plalorm www.bebedeparis.com, is the business’ main distribuAon channel.
It provides precise details and descripAons of all our different products, categorized by arAcle, price and baby gi9 basket.
The system is linked to the company’s Head Office in Spain which provides help on all kinds of quesAons. It includes a naAonal CRM system, with its own customer codes and automaAcally-‐generated special discounts, etc.
e-commerce
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Distribution channels 30% of the business is accounted through agreements with mulAnaAonal companies which have a courtesy commitment with employees when they give birth.
Some companies may prefer to order their baskets over the phone.
The web page also includes a hotline anended by a direct sales person. This is a complement to the core e-‐business.
Telesales and contact center
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clientprofile 31%
Large Accounts -‐ Mul;na;onal Companies
Small and Medium-‐Sized Companies
36% Individuals
33%
Today, bebedeparis has a fixed clientele, divided into Large Accounts or MulAnaAonal Companies and Small and Medium-‐Sized Companies, with around 12,000 costumers only in Spain.
These costumers have made special agreements with bebedeparis, as their Human Resources policies include providing a courtesy gi9 for employees, costumers and business partners when they give birth.
The Human Resources Department, or General Manager’s Assistant are normally in charge of buying the gi9 baskets. All costumers receive a personalized Customer Code to make
their purchases directly online, with special prices, pre-‐selected baskets, etc. Some of these customers buy more than 500 baskets per year.
The possibility of extending these agreements with mulAnaAonal companies to other countries is one of the biggest advantages of the bebedeparis franchise concept, as bebedeparis offers its internaAonal franchise partners the opportunity to use this worldwide network of exisAng agreements with mulAnaAonal companies and business chains in order to provide the same service given in Spain in other countries.
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Our costumers & marketing • Our costumers are companies (67%) and private individuals (33%) wishing to send stylish, glamorous and practical gifts to the parents of newborn children.
• In Spain, we have a large number of corporate costumers, some of them in the luxury goods sector.
• Our experience over 20 years has shown us that digital marketing is the only profitable way of engaging with our clients.
• We will invest in digital marketing of every franchisee through Googleadwords (SEO), Facebook, Criteo and Linkedin.
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some of our costumers
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Product range
Baptism gifts Clothes & shoes
Accesories Cosmetics
Delicatessen Care services Books & diaries Bedding & decoration
Gift baskets and boxes
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Baby baskets
! Personalized gi9s ! Licenses; e.g. gi9s for football fans ! Gi9s for special events; baby showers, bapAsms, etc ! Personalized company gi9s ! Special gi9s for twins ! Special gi9s for older siblings ! Special spa gi9s for moms ! Special spa gi9s for stressed dads ! Special gi9s such as photo sessions, baby massages,
baby sipng vouchers, etc ! Special gi9s such as personalized DVDs and books ! Diaper cakes
! GreeAngs cards ! Text proposals ! Photo frames ! Xmas presents ! Gi9 vouchers ! Personalized embroideries ! DifferenAated baby-‐boy and baby-‐girl gi9s ! Gi9s are classified by theme, price and occasion (birth,
christening, etc.)
There are more than 100 different giV basket combina;ons available. Costumers can choose from:
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Order history Order History in Spain
bebedeparis started its international expansion in 2014
2.345
3.455
4366 4.780
4.930 5.105
5.841
6.132
2006 2007 2008 2009 2010 2011 2012 2013
# Orders
Orders
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The heart of the company The bebedeparis warehouse
The heart of bebedeparis is its warehouse. A well-‐organized storage area of about 600 sqm depending on the country’s potenAal, fully stocked with products and baskets and serving as the business base for the franchise concept.
Arranged in a logical pick-‐up order, all items needed are easily on hand in a clean and fragrant working environment.
All baskets are prepared by a specially-‐trained expert team.
The structured logisAcs system makes immediate deliveries possible and this is the secret of our success. Depending on the final desAnaAon, deliveries are made through our bellboys or through contracted courier companies. Customers are immediately informed by SMS or e-‐mail once the product has been delivered.
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Internationalization plans bebedeparis is now looking for exclusive internaAonal franchise partners in each country.
The company has prepared a compelling business strategy aimed at bringing success to both franchisor and franchisee.
More than 40 different domains have already been registered worldwide.
.com
.cn
.com.ar
.com.br
.es
.fr
.it
.jp
.mx
.ru
.pe
.co.uk
.de
.cl
.ma
.in
.tw
.at
.be
.dk
.hu
.ec
.pl
.pt
.cz
.se
.ae
.us
.com.ve
.ch
.nl
.hk
.ca
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Benefits of a bebedeparis franchise franchise
12 reasons to choose bebedeparis
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1st reason
The future is online: e-‐commerce and mobile commerce in Europe 2013: €280 billion, + 20% (every year).
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2nd reason Country exclusivity:
Possible franchisee income is very high: ranging from €1 million to €30 million, covering 2-‐5% of births in the country in 5 years.
The turnover in each country depends on 3 factors:
1. the number of births per year. 2. Internet penetraAon and development of e-‐
commerce in the country. 3. purchasing power of companies and private
individuals.
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3rd reason No high street retail store is needed: only a local warehouse (around 300-‐500 sqm on the outskirts of a large city) with no major investment outlay.
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4th reason A secure business that is not subject to fashion, regulatory changes, etc. Babies will always be born and companies and friends will always send gi9s to parents!
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5th reason The Franchisor will produce all the products needed by the franchisees network so all the Stocks will be provided by Franchisor.
So franchisees do not have to worry about products. They only have to place their orders 2/4 ;mes a year to Franchisor (3 months in advance).
The Franchisor will send the merchandises 3 months aVer the placement of the order.
There is no stock leVovers -‐ only lasAng products that do not change from year to year because tradiAonal gi9s are always fashionable.
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6th reason One of the biggest issues franchisee may encounter is to seile the right sizes. In bebedeparis we solve this problem by selling just 1 size of baby clothes (3/6 months), and always use tradiAonal colors: blue, pink, white and grey.
Most mothers-‐to-‐be prepare their baby layene for 0 to 3 months. Therefore, we only offer gi9s for babies aged 3/6 months – it’s much more pracAcal!
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7th reason The Franchisor provides franchisees network with an exclusive, unique collec;on with the best quality products at very reasonable prices.
The franchisees will order to the franchisor all the products he may need for the next three months, every three months. Nevertheless, the first order will cover the first 6 months and it will be senled by the franchisor.
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8th reason Our unique collec;on can be offered to babies’ shops by wholesales.
The Franchisee can also become the exclusive distributor of all the bebedeparis products by wholesaling to babies’ shops.
This allows them to obtain even greater incomes.
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9th reason Become part of a leading interna;onal e-‐commerce network and start doing business immediately (a great deal of mulAnaAonal companies are already customers).
For example, in Spain we already have as costumers very big mulAnaAonal companies that could become customers in other countries.
We provide our franchisees with our client contacts in other countries.
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10th reason Orders from other franchisees across the world will benefit all the franchise network, taking advantage of the digital marketing investment across the entire network.
Every franchisee invests around 13% of its turnover in digital marketing to win orders online.
The sum of all franchisees’ investments will benefit everyone. For example, there will be Spanish companies with employees in other countries, such as Mexico. The order is paid for in Spain but the franchisee in Mexico will dispatch it and get paid by the company in Spain.
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11th reason Franchisees do no need to worry about online and digital marketing as this is managed by a central agency in Spain that employs SEM specialists (google adwords) in several languages.
If the franchisee has experience on digital marketing he can choose his own agency. Nevertheless he will have a contractual obligation to spend a 9-15% of his annual income in digital marketing affairs.
The Head Office provides each franchisee with its own web in its own language. e.g.: www.bebedeparis.fr, www.bebedeparis.de, www.bebedeparis.mx…
The Head Office will adapt the franchisee’s web to local country legislation and payment methods.
Franchisees should focus on: .marketing the service amongst big companies (human resources or purchasing departments) .logistics, i.e. preparation, personalization and delivery of the gifts.
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12th Reason and the most important reason!
A very profitable investment: the recommended retail price is 3.10 Ames the purchase price.
That is, franchisees have a 70% margin on their sales, which is one of the greatest margins on sales in European Franchises.
Depending on the country, franchisees should start making profit in their second year.
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Franchise conditions Exclusivity: 1 franchisee per country. The entrance fee includes:
1. Business and brand exclusivity in the country for 10 years. 2. Transfer of know-‐how from a proven business in Spain. 3. Opera;ons manuals: a general manual, an opera;ons management manual, a human
resources manual, an equipment and maintenance manual and a legal manual. 4. 70% margin on every sale. Right now, the most favourable condiAons in all the sectors. 5. There is no breaking of the stock as the collecAon is permanent and the central has a
disposable stock in the warehouse through out all the season. 6. System of personalised, con;nuous and technical assessment thanks to a follow up of the
sales. 7. Support and con;nuous communica;on amongst all the departments and the central. 8. Ini;al trainning (both theore;cal and prac;cal) as well as recycling seminaries. 9. IntegraAon of a consolidated company in the childhood fashion business, with more than 20
years of experience and a conAnuous growth.
From €95.000 Depending on the country*
ENTRANCE FEE
* The entrance feel will vary depending on the possible annual sales of each country
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.IT pack €10,000 Website in the native language, back office, etc…
Franchise conditions other investments and cash flow needed to open a bebedeparis franchise in a country
.Ini;al digital marke;ng package €30,000 For the first six months of the startup
.Ini;al stock for the first six months: from €40,000 (depending on the size of the country)
ENTRANCE FEE
.Warehouse and office adjustment costs €30,000 Initial investment: civil works, furniture, uniforms…
3 % royal;es on annual billing and payable every twelve months
.Equipment €22,000 Office equipment, printing machines, embroidery machine, company car…
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Entrance fee levels
• Netherlands, Belgium • Austria, Sweden, Switzerland • Finland, Norway, • Portugal, Poland, Chile, Canada, Australia
• Rest of the world…
• Italy • Brazil • Mexico • Saudi Arabia
• Japan • Russia • Germany • France • UK • India
• USA • China
Countries -‐ A
€400,000
Possible turnover
€10-‐30M
Countries -‐ B
€280,000€
Possible turnover:
€3-‐10M
Countries -‐ D
€95,000
Possible turnover:
€0.5-‐2M
Countries – C €190,000
Possible turnover:
€2-‐3M
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Franchisee profiles Relevant
1. Economical capacity. The starAng investment depends on the country. From 200.000€ to 800.000€. 2. Business experience and a client and contact network in the entrepreneurship sector of his country. 3. Entrepreneurship character and capacity to develop an economical acAvity. 4. CommunicaAon and business skills, specially with clients, suppliers and employees. 5. Disciplinary spirit but with capacity to be creaAve and innovaAve. 6. Perseverant. 7. Working capacity and being able to work towards targets. 8. Demonstrated abiliAes in management and an educaAonal background on business, markeAng or similar.
Irrelevant
1. Knowledge and experience in the e-commerce or digital marketing sector. 2. Having an operative warehouse. 3. Sex or age of the candidate are absolutely irrelevant.
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Franchise selling process 1. The franchisor receives an informaAon request by a candidate. 2. IniAal answer through phone or by e-‐mail by the franchisor, in order to establish personal contact. 3. Delivery of an informaAon pack containing: ·∙General informaAon on the Franchise. .ApplicaAon form to be filled in by the candidate. 4. Once the applicaAon form received, the franchisor will evaluate the informaAon provided. 5. If the skype interview is passed successfully, the franchisor will send a complete franchise dossier containing: ·∙ConfidenAality agreement. ·∙Specific details on the Franchise. 6. PreparaAon of the business plan of the country of the candidate. 7. Discovery day by the possible franchisee. 8. NegoAaAon and signature of the franchise agreement. 1st payment of 50% of the cost. 9. Visit of the franchisor to the possible headquartes of the franchisee. 10. Payment of the rest of the Franchise cost. 11. The franchisee will receive further informaAon and will receive his training for a week in Madrid.
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Executive Summary 1. BebeDeParis, is a first mover company in the layenes and baby gi9s sector, which was created in 1994 as La Cigüeña del Bebé, SL. 2. BebeDeParis is the 1st global online network in baby gi9s. Yet being online it it one of the European franchises that offers one of the greater margins to their franchisee by offering up to 70% over every sale. 3. There is no need for retail shops, just a warehouse where deliveries are processed. Bebedeparis is looking for internaAonal franchisees in order to offer them an exclusive franchise for each country. 4. The central offices where the logisAc centre is set are located at the Polígono industrial Európolis de Las Rozas, Madrid. 5. BebeDeParis accounts a completely automated system for the distribuAon of products and the communicaAons between franchises and central offices. 6. Furthermore, every franchisee will have its own and exclusive e-‐commerce web from which he can make its retail and wholesale selling. 7. The strategy used by the firm for its own expansion is done through its own webpage in Spain and through its franchisees’ webs. 8. Its biggest asset is the centraliza;on of all the processes through its logis;c centre in Madrid: Design, patronage, buying's, logisAcs, commercials, expansion and administraAon. 9. BebeDeParis has a permanent collec;on of classic giVs for babies, whose design is internally elaborated by a professional team. 10. Great advantage: baby gi9s never go out of fashion and we only work with one measure: 3 to 6 months. 11. We always work with the best fabrics. Our designs are recognized by their tradiAonal colouring in the babies world, basically pastel colours: blue, pink, white or light grey. 12. BebeDeParis accounts as well with a collecAon of stuffed items, cosme;c products and a wide range of complements.
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Business’ keys .70% margin on every sale. Right now, the most favourable condiAons in all the sectors. .Almost 70% of the sales are done by companies that gi9 their employees or business associates whenever they give birth and a 30% of the sales are done by individuals to gi9 their family and friends. ·∙There is no breaking of the stock as the collecAon is permanent and the central has a disposable stock in the warehouse through out all the season. .System of personalised, con;nuous and technical assessment thanks to a follow up of the sales. .Support and con;nuous communica;on amongst all the departments and the central. .Ini;al trainning (both theore;cal and prac;cal) as well as recycling seminaries. .IntegraAon of a consolidated company in the childhood fashion business, with more than 20 years of experience and a conAnuous growth.
The franchisees in each country can have up to 3 ways of income.
Income of retail selling (70% margin) .Income of sales to companies and individuals in the Bebedeparis web page of their country. This are automaAc e-‐commerce sales. .Income of sales to companies with an annual agreement for the delivery of baby gi9s to their employees and business associates.
Income of wholesale selling (33% margin): .Income for the sales to baby fashion related shops at their countries. Each franchise is also the exclusive distributor in his country for all the products and collecAons of Bebedeparis being able to sale both to retail shops and online shops.
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Elena Gómez del Pozuelo egomez@bebedeparis.com
Sara Fernández de la Aldea sarafaldea@bebedeparis.com
TEAM
Founding partners
InternaAonal Team
Ecommerce/digital markeAng: Rocío Carreras rcarreras@bebedeparis.com
InternaAonal expansion: Juan Carlos Agulló jcagullo@bebedeparis.com
Finance/AdministraAon: Rosa Muñoz atencion_clientes@bebedeparis.com
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elegancesurprisediscretion
glamourmagiccommitment
misteryconfidentiality
giftillusionpresent
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