Co-founder of coffee shop chain Coffee Like Zufar Garipov
24-year-old Ayaz shabutdinov — tireless startups. He is the co-owner of more than 20 companies (hostels, barbershop, “coffee to go”, a language school, etc.), eight of which are developing through the franchise. Shabutdinov have relied on social capital — new partners and franchisees it attracts through publications in the business blog “Vkontakte” (176 thousand subscribers) and the clips on the YouTube channel (103 thousand subscribers).
Business in each new area Shabutdinov opens in conjunction with partners. “To be an expert it is impossible, therefore, in every business there is a partner who is immersed in the case,” says Ayaz. The same scheme works and the network “coffee to go” Coffee Like one of the first projects of the family Like. It Shabutdinov launched in 2013, together with the Izhevsk businessman Zufār by Karimovym.
Garipov then just sold his company to produce stone guard stickers on the car and was looking for a new idea for a business. The choice fell on the coffee-bars. It is now Izhevsk, according to 2GIS, has 27 Express stores, and in 2012 there was only one such point. “I was sitting in the car next to the coffee shop and held up a finger — counting how many people pass by, how many glasses a day sold”, — remembers Zufar.
Three months Garipov studied the market, looked for room, and negotiated with suppliers. And then I found out that he had a rival Ayaz shabutdinov already roll out a network of hostels Like, was planning to launch a coffee business in Izhevsk. Entrepreneurs met, decided that in a small town it will be crowded, and agreed to cooperate. In 2013 Garipov and Shabutdinov has registered OOO “Coffee-Like” with equal shares of ownership.
Coffee bar unlike the classic coffee shop sells drinks only take-away: no seats, the range is limited to only coffee and sometimes a small range of desserts. The market for “coffee to go” in Russia, the share is about 50 network marketing companies. Leader in the number of coffee bars network Garipova and Shubutdinov Coffee Like, which consists of 238 points. It is followed by “Cheerful day” with 143 points Red Cup (55 points), Coffee and the City (44 coffeehouses), Take & Wake (22 coffee bar).
Terms of opening outlets in all networks comparable. Thus, the standard lump-sum payment in the Moscow network of Coffee and the City is 290 thousand rubles., a royalty of 3% of revenue, as in the Coffee Like. Red Cup franchise package is 490 thousand rubles., but includes the purchase of equipment (245 thousand rubles), which then remains the property of the partner, the royalty is fixed — 10 thousand rubles. per month. “Cheerful day” offers two packages: for 100 and 490 thousand RUB thousand RUB. (includes equipment, fabrication of stands and a two-week supply of raw materials for coffee), royalty missing. Take & Wake more democratic than others: lump-sum payment for Moscow is 160 thousand rubles., in regions — 80 thousand rubles., € 3 thousand, or 3% of revenue, if it exceeds 250 thousand.
The first three points of “coffee to go” entrepreneurs established themselves and after a couple of months after the start began to sell franchises. “Giants like MacDonald’s and KFC for years worked only in the state and we immediately embraced the half-Russian, — is proud of Zufar. — We told the boys that no guarantees are given”.
A key factor in the popularity of the franchise, the cheapness, the first time it cost only 80 thousand rubles For the first year the company received about 300 applications, mostly from young people 19-25 years. Partners almost never refused. In the pursuit of volumes suffered, recognizes Zufar: franchisees save on coffee machines, with coffee sold pasties, Shawarma and magazines. Open for the first year of 164 points closed 44.
Originally a franchise package Like the Coffee itself was not, says franchisee Coffee Like in Volgograd Daniel Prokofiev: the management company provides only the logo, fonts for design and suppliers contacts. “Not enough instruction from “A” to “z”, we operated largely on intuition,” admits the entrepreneur. Then, the network appeared the ERP system and prescribed standards of operation.
The sad statistics of survival points is forced to reconsider the strategy Garipov ceased to give the franchise to anybody. Franchisee Coffee Like — not College students with no work experience, while middle managers and senior managers, who decided to try themselves in business, says Zufar. Moreover, in the last six months, the founders conducted a “purge” within the network close points that are not the standards. Such franchisees disconnect from the ERP system and propose to change the name. Not all agree — right now the company is suing two former partners.
The cost of a franchise Coffee Like in 2016 increased to 300 thousand RUB: this works as an additional filter in the selection of partners, said Garipov. Alexander Kuzmin, the General Director of holding Rusholts specializing in the conduct of non-fuel business gas station, said such a price is too high: “in Order to run a successful coffee bar, enough to buy a professional coffee machine that will serve a service organization, quality grain and supplies. And brew delicious coffee, to get people back. How much is this information? Not at all.”
The coffee business is not so simple, do not agree to Coffee Like. Before you open a coffee bar, franchisees undergo a two-step study: first, the basics of business management, and then together with the chief Barista of the theory and practice of brewing coffee.
The parent company enters into with franchisees two contracts — license and contract support programs. To conclude a commercial concession agreement, which is registered in Rospatent, Coffee Like can’t the company still have not registered your brand. “After the filing of the first application we received the refusal, I had to slightly modify the trademark,” explains Garipov. “Denying registration, the examination proceeded from the fact that the claimed trademark is similar with a number of the previously registered trademarks, and also includes potentially unprotected element — Coffee”, — says head of Department of trademarks and industrial designs, Federal Institute of industrial property, Roman Zakharov. According to Zakharov, the new order “Coffee Like” received by Rospatent in February 2016, has a chance for approval: a trademark adjusted. While the company works on the basis registered in the chamber of Commerce of the trade mark.