Published on April 17, 2015, by Vincent Pompougnac
“With its modern image, Roc-Eclerc is a dynamic network that is shaking up traditional independent businesses.”
Roc-Eclerc participated for the third time in the Franchise Expo Paris trade fair last March: what are your franchise development objectives for your funeral home network, which has 500 units under the brand?
Our 2020 goal is to grow from 500 to 800 agencies in France, to cover the entire country. During 2014, we opened 53 units in France, one per week: this sustained pace is explained by the notoriety of our brand and our number 2 position on 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 proven itself to be a pioneer, shaking up independent entrepreneurs .
They can no longer remain alone and have every interest in joining a network: for purchasing, for example, we are stronger when we negotiate for 500 stores. The same goes for national communication: our budget allows 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 life insurance contracts, this brings a volume of business to the franchisees .
What partner profile and what type of locations are you primarily looking for? What investment is required?
There is no specific profile to join us: you must know how to manage a business, be a good manager and a good salesperson , have the entrepreneurial spirit and be available at all times, because our job is very difficult. You must also have the necessary financial means to start a franchise , because our goal is for the agency to last, so the candidate must have sufficient personal contribution . That is to say generally 30% of the initial investment , which ranges from €150 to €200,000.
We set up branches in towns of all sizes: initially, we really targeted urban areas, then our franchisees developed 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 situations: in the city center, it is often difficult to find 100 m², while in peri-urban areas or in commercial areas, we can open on 200 to 300 m².
An agency employs between one and three employees depending on its size, up to three people for our own agency in Créteil, on 400 m². Our Roc-Eclerc Académie training center, a leading school that provides access to the profession, is also based in Créteil, next to our flagship. To open an agency, you need authorization issued by the prefecture, following a qualifying training course.
Do you have any international expansion plans for the brand? Which countries are you targeting first, and how do you plan to establish yourself there?
Roc-Eclerc is beginning to cover the French territory well, which is why we now want to give a European dimension to the network, by establishing ourselves first in the French-speaking countries of Belgium and Switzerland . We have already established relations with funeral companies in these countries through an agent.
We aim to open two agencies in Belgium in 2015 and eventually bring together between 25 and 30 units, 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.