Business Summary

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Lebensregel is the co-founder of RELE-Rouen, a operation language university under RELE at Rouen, France. The business enterprise took a downturn during the economic crisis coming from 2009 to 2011 and it has been losing money for three consecutive years. The franchise contract with RELE is due pertaining to renewal in two month. At this time, Maxime is offered three options:

1 . Restore franchise agreement with RELE

2 . Switch to OILT programs

3. Promote the building to EFEL

This report initially explored the constrains that Maxime encounters in this making decisions process.

Then the three options are reviewed and in contrast in specifics by using a pair of criteria, which includes financial come back, franchise versions comparison, and other business technique related concerns, i. elizabeth. customers, organization, distribution channels and marketplace outlook. Those perspective through this decision making procedure is also staying examined.

Based upon the conclusions, RELE-Roune is going to face an additional year of loss if RELE would not allow Leitfaden and Beatrice to run their very own weekend applications anymore this year.

OILT is only more profitable in the event they can sell off at a much higher volume than they are doing now. As well as the 1 . 5m offer by EFEL is significantly below the value of the building and their organization.

Therefore , it really is vitally important that Maxime 1st determine RELE’s willingness to grant Roune more independence in program offering later on. If RELE refuses to, Maxime and Beatrice has to select from OILT and selling at a loss to EFEL. Maxime and Beatrice must also look for an OILT franchisee that is in a similar geographical location, i. at the. a countryside area in close proximity to a metropolitan city, to understand their particular marketing strategy as well as the new business identity to be able to estimate all their required primary investment and future organization potential if they happen to be to switch to OILT.


RELE’s centrally handled sales actions and plan offerings are largely the key reason why Maxime and Beatrice can do little or no to revive all their business much more crisis. It can continue to be a constrain in their future with RELE. Leitfaden and Beatrice’s financial situation could also restrict their very own decision-making. The present asset RELE-Rouen held by 31 Dec 2011 is just enough to hide its current liability. Any kind of new expenditure can create a substantially cash flow difficulty for the organization. Maxime has guaranteed credit of €800, 000 individually. It can be difficult for them to resource for new financial loan or money investment offered the uncertainness of their business future. The building, which Leitfaden and Beatrice used to manage RELE-Rouen, is jointly owned by the five siblings. It is a family historical past. Any decision made relevant to the use of this kind of building must be in all siblings’ best interest.


The three choices are staying evaluated depending on the following criteria: Economics, Business Strategy and People.


It details the financial examination of the three options1. To get RELE, 3 business cases are constructed and examined. An estimate of financial returns by OILT, presuming the same degree of sales, is likewise calculated and compared with RELE’s. Lastly, an estimate for the valuation with the building and business offers an insight to EFEL’s provide.

Option one particular – Invigorate franchise deal with RELE

Scenario you: RELE-Rouen offers only weekday programs. It is deduced through the case that Fabienne, the CEO, decided to go with not to subject to RELE-Rouen’s new weekend program because of the understanding that the time has been the time hath been difficult. If the economy starts to recover, Fabienne may not allow this program being offered anymore. It is estimated that RELE-Rouen will confront a loss in close to €82, 000. Scenario 2: RELE-Rouen continues its current offerings. Based on their own estimation, RELE-Rouen will have a profit of near to €30, 500. Scenario a few: RELE-Rouen can be allowed to provide both four-weekend and English program. This is actually the best-case scenario for RELE-Rouen. It is not clear why RELE declined Maxime and Beatrice’s proposal to offer British program in 2011.

One of the conceivable reasons can be that RELE wanted to steer clear of new investment in selling to a new segment during problems while orthodontists main focust was to maintain profitability that belongs to them center. It really is reasonable to assume that Maxime and Beatrice have a stronger negotiating power now given the fact that they have been approached by OILT as well as the economy can recover more in 2012. Approximately RELE-Rouen will require a profit of close to €91, 000. In the calculation, it can be clear to see the profitability of RELE-Rouen is directly troubled by the types of applications they can present. If RELE put a stop to their particular weekend plan, they will possess another yr of damage.

Option a couple of – In order to OILT applications

It is assumed that they may be offering the two French and English classes during weekday and weekend with OILT. But with no clear knowledge of the new targeted market, it is difficult to calculate a product sales number. Through this calculation, rather than looking at the net income based on an assumed number of sales, the profitability of the OILT programs is definitely evaluated using the same level of sales because proposed in Scenario a few with RELE. The a comparison of the profitability may reveal the several franchise charge structure and its particular impact on earnings. It is also anticipated that certain volume of preliminary investments is required when transitioning to OILT. But at this time, there is not satisfactory information yet.

The computation simply thought a similar cost structure as RELE, and did not include any additional investment. Based on the calculation, they may face a loss of near €36, 1000. Compare this calculation with Scenario 3 at RELE, it can be concluded that by selling a simlar amount of classes, the RELE model is somewhat more profitable. One more calculation is performed to demonstrate the ideas that the OILT model is somewhat more profitable providing by volume. By raising the number of classes sold by simply 10% (which is still inside their current potential, therefore the same fixed price applied), the net income almost doubled.

Option a few – Offer the building to EFEL

The valuation of the building plus the valuation from the business is, in total, around €2. 6m. Details of the calculation can be obtained from Exhibit three or more.

Based on the calculation to get the three choices, it can be figured the €1. 5m offered by EFEL is absolutely not an attractive give. Even if Prinzip and Beatrice do not want to continue with the business, they should negotiate one more deal with EFEL.

Business Technique

Franchise model

Since RELE’s only consumer bottom is professional and it is believed that the weekday programs are mainly sponsored by simply corporate, preserving long-term business relationships will be RELE’s principal marketing concentrate. It also provides RELE good centrally control their advertising effort because it is costly both in terms of the time and cash to build as well as relationships with corporations and any mishandling of this relationship can negatively affect RELE’s image. The advantage of a on the inside controlled revenue operation reduces the franchisee’s cost in corporate development.

The disadvantage is, RELE may not have local expertise to develop marketing strategy specific to the franchisees’ region and during economic climate downturn, franchisees have minimal freedom to recoup demand on their own. OILT on the other hand, is usually targeting with the mass person consumers. This hardly regulates any areas of its franchisees’ operations. It also means that franchisees will have to make a decision every aspect of their very own growth approach themselves.


As mentioned earlier, RELE program is made for executives whilst OILT system is for almost all adults, especially international visitors. A business customer base determines the identify of a organization. If Leitfaden and Beatrice want to take the OILT system, they may have to offer different type of food, different methods of instructing, different ways in promoting their courses, different bonuses to attract replicate customers and may even be possibly different styles of decor in the building.


Leitfaden is a CEO of their family business besides running RELE-Rouen with Beatrice. Even though they’ve been offering the RELE programs for 9 years right now but due to franchise insurance plan, they have just been involved in academic, administrative and hospitality related businesses. Also due to the single form of customers, we. e. business owners, they may not have the knowledge and skills in managing mass market. The professors doing work at RELE-Rouen have an average age of 52. They might not adjust to new teaching methods of applying multimedia right away.


Presently RELE-Rouen is enjoying a low competition in the region. Nevertheless OILT and EFEL are targeting perfectly type of consumers and both of them are interested in going into the region. If Maxime and Beatrice are to take up franchisee via OILT, EFEL is a competitor.


In line with the financial calculate for the OILT style, it was figured in order to make a better profit, they should sell a much better quantity than they have right now. Beatrice offers little knowledge in sales and OILT franchise style requires a major international sales protection. OILT offers 10, 1000 international providers. Choosing the right real estate agents and discovering alternative sales channel might directly decide the success of all their business with OILT. Paco Valls, the OILT franchisee in Barcelona may not be a great reference to forecast Rouen’s business potential for their different location. In Barcelona, Paco Valls has direct access to both a large pool area of travelers and the regional residents, which Rouen will not provide.

Industry outlook

While the economy begins to recover, Leitfaden and Beatrice should start to view a pick up sought after both in corporate spending and tourism. The potential of growth of the marketplace also makes EFEL’s 1 ) 5mn look less appealing. If Maxime and Beatrice is to switch to OILT, this can be a good time for you to make the expenditure as well so that their new business will be ready to go when the demand is back in full swing.


Leitfaden is 62 years old and definitely will retire in 3 years. He may not want to engage in a fresh adventure and would prefer a stable income via a stable business. Beatrice’s only source of income is from their language school. And additional losses may adversely influence her monetary security. Their very own other bros and the 3 teachers who have been working with them for close to a decade can also be affected in the event that they chose to sell the college and the building.


After examining three options Leitfaden has, it can be concluded that they will face another year of loss in the event RELE does not allow them to run their weekend program ever again. OILT is merely more lucrative if they will sell by a much bigger quantity than they have at this point. And the 1 ) 5m present from EFEL is much under the valuation from the building and the business.

Plan of action

In view of the different potential and risks inside their current business and their future alternatives, Lebensregel have to get an awareness with RELE if they can continue with the weekend courses in 2012 the moment he can and if possible, he should make sure the contract shows this dotacion. Maxime also needs to start discussing with RELE on allowing them to offer The english language courses. As well, Maxime and Beatrice also needs to start undertaking market research to be able to better be familiar with potential with regard to OILT style in Rouen, such as the sum of travelers in the region, they will also look for OILT franchisees that are in similar physical locations and learn from their encounter and also help them estimate their financial long term with OILT.


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