It gives 100 because that is his business

Henry Cavelan, founder of AutocréA. A medium which is imposed on readers

The concept

February 2003. Henry Cavelan, founder of the AutocreA advertising agency, lunch in a tavern of Rouen in Seine-Maritime. Before him: a set of table extolling of a brand of mineral water. "I said to myself: why not insert advertising inserts for several advertisers both", remembers this creation and commercialization of innovative communication media specialist. "I asked to speak to the pattern which I have proposed a first model within 15 days." In the afternoon, I visited 15 breweries and two weeks later, my model was developed. "The home is good: each month, Henry Cavelan proposes free rouennaises breweries a new edition of its set of table with a horoscope, games, and six to eight inserts of local advertising, for which advertisers pay on average 1000-1500 euros.

The reasons for the success

Nine months later, the success is already in the appointment and AutocreA part in the conquest of other Norman cities, including Le Havre and Caen. The concept is based on the principle of the "wait marketing" (or advertising in the places of waiting). "The set of table is imposed on players for 30 to 45 minutes, their lunch time." They watch advertising before the dish, pending dessert and then drinking their coffee. "It impossible not to see", explains Henry Cavelan. No other media can compete: the number of covered customers exactly matches people who will see their pub. "And with the choice of restaurants, we provide our advertisers customers high-end, able to pay 15 euro for breakfast," said the Manager of AutocreA. Result: close to 500 companies today rely on advertising table set, released in 600 breweries in France.

Network AutocréA in chiffresDate of creation: 2003, launch free in March 2010 Nature and duration of the contract: Franchise, 5 years overall investment: 20 000 including 9500 right of entry fee: 6 of the CA advertising fee: 2 of the CA cover 150 to 200 cities within five years

Franchise development

End of 2009, AutocreA advertising manages nine settlements in her own. To continue its expansion, Henry Cavelan chooses to develop his concept in franchise: "the head of publishing franchise in the city is not need to be motivated every morning to get up." It gives 100 because that is his business. "The model is simple: each independent covers two cities with a certain geographic proximity. "The number of advertising inserts is limited each month, deal with two towns both can generate more turnover", details the franchisor.

The objectives

Since March 2010, five candidates joined the sign. Single selection criterion: "having commercial fibre." Nothing else! ", pounding Henry Cavelan, who has until then surrounded by leaders of business, commercial, frames and even a boss retired. "My first franchisee was 70 years." We met on a tradeshow in Bordeaux. The concept has attracted him. He signed three weeks later. "Each new recruit follows at Headquarters training two to three days, in which she receives a manual detailing the concept, methods of work Then, the franchisor accompanies the opening. "I'm going with the franchisee to sell the first insert advertising," says Henry Cavelan. A leg development which is designed to reassure the new entrants. And the recipe works: a sixth franchisee should join the network by the end of the year. As early as 2011, Henry Cavelan hopes to recruit 12 additional candidates and cover five years between 150 and 200 cities.