Published on April 17, 2015, by Vincent Pompougnac
"With its modern image, Roc-Eclerc is a dynamic network that is shaking up traditional independent companies."
Roc-Eclerc took part in the Franchise Expo Paris trade show for the3rd time last March: what are your franchise development objectives for your funeral home network, which now has 500 units under the banner?
Our 2020 target is to increase the number of branches in France from 500 to 800, in order to cover the entire country. In 2014, we opened 53 units in France, i.e. one a week: this sustained pace can be explained by the reputation of our brand and our position as No. 2 in the market. But also because we have strengthened our teams and modernized our image: Roc-Eclerc is a dynamic network in a very traditional profession, which has shown itself to be a forerunner, shaking upindependent entrepreneurs.
The latter can no longer stand alone, and have every interest in joining a network: when it comes to purchasing, for example, we're stronger when we negotiate for 500 stores. The same applies to national communications: our budget enables us to finance television advertising on France 2 and TF1. Finally, when the network signs a partnership with bankers and insurers for their funeral and provident contracts, it brings a volume of business to franchisees.
What type of partners and locations are you looking for? What is the investment required?
There's no particular profile for joining us: you need to know how to run a business, be a good manager anda good salesperson, have a flair for entrepreneurship and be available all the time, because our business is very difficult. You also need to have the financial means to start upas a franchisee, because our aim is for the agency to survive, so the candidate must have sufficientpersonal capital. This is generally 30% of theinitial investment, which ranges from €150 to €200,000.
We set up branches in towns of all sizes: at the start, we really targeted urban areas, then our franchiseesdeveloped well in rural areas, because families travel to come to Roc-Eclerc. We impose a minimum surface area of 100 m², which can be adapted to the situation: in the city center, it's often difficult to find 100 m², whereas in the suburbs or in shopping areas, we can open on 200 to 300 m².
A branch employs between one and three people, depending on its size, and up to three for our own 400 m² branch in Créteil. Our Roc-Eclerc Académie training center, a benchmark school for starting out in the business, is also based in Créteil, next to our flaghsip. To open an agency, you need to be authorized by the prefecture, after completing a diploma course.
Do you have any international development plans for the brand? Which countries are you targeting first, and how do you plan to get there?
Roc-Eclerc is starting to cover the French territory well, which is why we now want to give the network a European dimension, starting with the French-speaking countries of Belgium and Switzerland. We have already made contact with funeral directors in these countries through an agent.
Our aim is to open two branches in Belgium by 2015, and eventually to have between 25 and 30 units there, all under direct franchise, because I need to have a direct relationship with my franchisees.
Our majority financial partner since 2012 is still Daniel Abittan(Grand Optical, Acuitis), who supports us financially.
