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Postanowił pan rozwijać markę Kondrat Wina Wybrane poprzez franczyzę. Udało się uniknąć błędów popełnionych przy rozwoju sieci restauracji Prohibicja?
Mamy bardzo precyzyjnie ustalone zasady współpracy z franczyzobiorcami - to podstawa przy takich rozwiązaniach. To delikatny układ, franczyzobiorca jest właścicielem swojego sklepu, ale jeśli chce korzystać z istniejącej marki - w tym wypadku Kondrat Wina Wybrane - musi podporządkować się określonym zasadom. Dziś to wiem, kiedyś nie dostrzegałem pewnych zagrożeń.
Jakie widzi pan ograniczenia dla rozwijanego przez siebie biznesu?
Ograniczeniem bywają przepisy, które traktują wino jak alkohol wysokoprocentowy. W związku z tym w reklamach mogą nas zalewać hektolitry piwa, ale o winie nie można pisnąć ani słowa. To absurd. Poza tym nie tyle ograniczenia co wyzwania: działamy na bardzo małym, ale rozwijającym się rynku. To z jednej strony oznacza, że jest trudno, z drugiej, że można dużo zwojować.
Kto kupuje wino u pana: koneserzy czy zwykli konsumenci?
Jedni i drudzy. Wbrew przesądom sklepy specjalistyczne to najlepsze miejsce, żeby zacząć przygodę z winem. Jeśli sami nie rozpoznaliśmy jeszcze swoich upodobań winnych - a to jest właśnie najtrudniejsze - fachowy sprzedawca pomoże dobrać butelkę, która będzie nam odpowiadała. Koneser zwykle wie, po co przychodzi, więc tej rady nie potrzebuje, docenia natomiast proporcję ceny do jakości. Prawdziwi znawcy win nie piją na co dzień astronomicznie drogich win z najwyższej półki. Szukają ciekawych win w dobrej cenie.
Fragment wywiadu opublikowanego w miesięczniku "Własny Biznes Franchising" nr 2/2014.
Anna Smolińska jest dyrektorem działu mediów o franczyzie i członkiem zarządu PROFIT system. Zarządza pracą redakcji magazynu "Własny Biznes Franchising" oraz portali Franchising.pl i Franchising.eu. Pisze oraz redaguje artykuły przygotowane przez dziennikarzy, a także prowadzi wywiady z ekspertami i przedsiębiorcami na kanale YouTube Franchising-PL.
Ukończyła Wydział Polonistyki Uniwersytetu Warszawskiego na kierunku filologia polska ze specjalizacją redaktorską oraz Zarządzanie Franczyzą w Szkole Głównej Handlowej. Zanim podjęła pracę w PROFIT system, współpracowała z Gazetą Wyborczą, Życiem Warszawy oraz tygodnikami regionalnymi.
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Zrób interes z Markiem Kondratem
1/1
05.02.2014
Postanowiłem rozwijać firmę Kondrat Wina Wybrane we franczyzie. Ale każdego potencjalnego franczyzobiorcę najpierw staram się odwieść od pomysłu, jakim jest otwarcie sklepu z winami - mówi Marek Kondrat, aktor, właściciel sieci sklepów z winami.
Young Engineers fit for a Prince
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03:42
Postanowił pan rozwijać markę Kondrat Wina Wybrane poprzez franczyzę. Udało się uniknąć błędów popełnionych przy rozwoju sieci restauracji Prohibicja?
Mamy bardzo precyzyjnie ustalone zasady współpracy z franczyzobiorcami - to podstawa przy takich rozwiązaniach. To delikatny układ, franczyzobiorca jest właścicielem swojego sklepu, ale jeśli chce korzystać z istniejącej marki - w tym wypadku Kondrat Wina Wybrane - musi podporządkować się określonym zasadom. Dziś to wiem, kiedyś nie dostrzegałem pewnych zagrożeń.
Jakie widzi pan ograniczenia dla rozwijanego przez siebie biznesu?
Ograniczeniem bywają przepisy, które traktują wino jak alkohol wysokoprocentowy. W związku z tym w reklamach mogą nas zalewać hektolitry piwa, ale o winie nie można pisnąć ani słowa. To absurd. Poza tym nie tyle ograniczenia co wyzwania: działamy na bardzo małym, ale rozwijającym się rynku. To z jednej strony oznacza, że jest trudno, z drugiej, że można dużo zwojować.
Kto kupuje wino u pana: koneserzy czy zwykli konsumenci?
Jedni i drudzy. Wbrew przesądom sklepy specjalistyczne to najlepsze miejsce, żeby zacząć przygodę z winem. Jeśli sami nie rozpoznaliśmy jeszcze swoich upodobań winnych - a to jest właśnie najtrudniejsze - fachowy sprzedawca pomoże dobrać butelkę, która będzie nam odpowiadała. Koneser zwykle wie, po co przychodzi, więc tej rady nie potrzebuje, docenia natomiast proporcję ceny do jakości. Prawdziwi znawcy win nie piją na co dzień astronomicznie drogich win z najwyższej półki. Szukają ciekawych win w dobrej cenie.
Fragment wywiadu opublikowanego w miesięczniku "Własny Biznes Franchising" nr 2/2014.
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Own Business FRANCHISING No. 1/2025 (235)
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