DRIVEN

The Franchisor
Abdullah Al Ajaji
Tell us more about Driven’s franchise model.
As far as I’m aware, this is the first franchise agreement signed
by a Dubai-based brokerage. Since there aren’t existing agencies
in Dubai with franchises, we decided to base our agreement on
the successful models of major global players such as Century
21 and REMAX and adjust it to fit the Dubai market. For
example, Driven franchisees pay fixed monthly fees rather than
the typical percentage of revenue other franchises require. We
put this in place to allow the franchisee to grow to their full
potential.
What are some of the difficulties or obstacles you faced
during the franchising process?
During our first franchise agreement, we had a number of
issues related to the licensing process since it is a new concept
to the UAE–even local attorneys were puzzled. We had to
recruit an international firm known for licensing deals to carry
the process and build a model for future franchise deals.
Why did you choose a franchise agreement over having
multiple branch offices?
The idea of a franchise is to license our product and
infrastructure so that others can benefit from that platform
and we can leverage our brand equity, which is also developed
through brand ambassadors across different regions.
They can benefit from our
established brand guidelines, market
knowledge, resources, corporate
structure, and principles.
Are there more franchise agreements currently in the
works?
Our next step is to spread the Driven brand across the region,
however our guidelines for considering such an agreement are
strict. The experience and ability of the franchise owner is very
important, especially if they have a proven history of running
a business. Geraldine not only was the General Manager of
a major real estate agency, she also successfully ran a Driven
branch, so she’d proven her abilities well before
the franchise came to light. The rounds
of vetting and discussion
for those interested in
franchise opportunities
are very important
because to entrust our
entire brand with the
franchisee we need to know
that they won’t mishandle it.
Currently, we are planning
to operate in Saudi Arabia
through a regional player.
What do you feel Driven franchisees benefit from this
agreement?
By signing on with us, a franchisee’s risk is mitigated since
they can benefit from our established brand guidelines, market
knowledge, resources, corporate structure, and principles. Since
our brand recognition and reputation is growing exponentially, a
Driven franchisee can focus on developing their own operations
and growing their client database.
Are there any shared projects or initiatives between the
head office and the franchise?
Absolutely. We get our franchise involved in every project we
take. Our ultimate goal is the success of the projects we take on,
so the more minds working on specific mandates, the more the
chances of success. We also share marketing ideas and work on
some campaigns concurrently.
November 2016 Issue 23