marcelo+cherto+franchising+translation

** Franchising in Brazil **
Franchising in Brazil is something relatively recent, at least the boom of franchising is a recent thing, which began around 15 years ago. In these 15 years, Brazil has become the 3rd greatest superpower worldwide in terms of franchising, for a very simple reason: it is a very large country, with pockets of richness in a true sea of poverty. Yet, in these pockets of richness, that are found distant one from the other, the needs of the consumers are very similar, they are very much alike. And franchising permits you to have the same products, the same services sold in a very similar form in these diverse locations. Through the association between the knowledge and access to the resources of a larger business, which is the franchiser, with the knowledge of the local market, the local workforce, and the investment of local capital of the franchisee... this connection between what the franchiser has to add value and what the franchisee has to facilitate adding value, permits this immense franchising explosion. The Brazilians have a passion for enterprise in a general form. The great dream of a great part of the Brazilians is to have their own business, and become their own bosses. And franchising permits this. Franchising is a way that this can happen in a consistent manner and with a greater chance of success.

Franchise exporting/importing
There are Brazilian franchises that could function very will in Florida, with small adaptations, in the same way that there are many franchises based in Florida that can function well in Brazil. The main thing, however, is to take into consideration the cultural differences that exist between the two countries. For many Americans, Latin America is very similar to Florida. I have already heard some Americans say the following, “Ahh, but I already know Florida very well and therefore I will know how to do business in Latin America!” First, this history of “Latin America” does not exist. Each of the countries of Latin America has a different conduct, a culture completely different. Brazil has very little in common with Argentina, or Paraguay, or Mexico, at least in relation to many things.

** Local cultural differences **
In a country such as Brazil there are glaring cultural differences among the southern states, the central west-states, northern states, and northeast states. They are very different. Even cities very close to one another such as Rio de Janeiro and Sao Paulo have cultural differences that might make a certain franchise concept work well in Rio de Janeiro but be very weak in Sao Paulo. Every time that you attempted to implement a very successful franchise in Rio in Sao Paulo, without any adaptations, there were problems. So then, this is true in relation to São Paulo and Rio, but even truer in relation to other regions that are more distant from one another. Today, there are many opportunities for foreign franchises, mainly franchises based in Florida, in Brazil. ** Franchise opportunities in the Brazilian market ** We have many American franchises here, and national franchises as well, in the fast food sector. One sector, I think, is a little complicated; sectors of language instruction, the teaching of English, is a sector that is already developed. I would not say that it is saturated, but is a sector already sparse. Lets say this: I would not concentrate in this. I would principally look for franchises in the service sector and franchises that might be able to bring conveniences to people’s lives. But principally services. In my eyes, there is still a very large space in Brazil for automotive services, principally, and for activities related to health, to well being, to vanity, fitness, these things. The Brazilian is very vain in a general sense. He has this preoccupation with body worship, well being, and health. I still see many opportunities in this market.