¿Qué rentabilidad debo ofrecer a mi franquiciatario?

Por: Adriana Navarrete Navarro
Gerente Financiera

Cuando un empresario o inversionista se encuentra interesado en invertir en un nuevo proyecto o negocio es porque promete generarle valor en el futuro. Por lo tanto, las franquicias tienen la misión de crear valor para sus franquiciatarios.
Como valor nos referimos a valor económico, es decir plusvalía. El valor económico de un negocio se encuentra relacionado con la rentabilidad y el riesgo inherente que conlleva. Estas dos variables presentan una relación directa. Cada inversionista, con base en el perfil de riesgo que presenta, será más o menos tolerante al riesgo y a cambio demandará mayores o menores rendimientos según sea el caso.

Existen varias técnicas de valuación, éstas en general miden la capacidad que presenta el negocio para generar utilidades, las cuales se encuentran directamente relacionadas con la generación de flujos de efectivo. La medición de la creación de valor es un tema complejo, ya que se mide principalmente a través de técnicas de valuación de flujos que genera el modelo de negocios y también a través del análisis financiero de índices o razones financieras de rentabilidad, sin embargo es importante mencionar que no todas las técnicas son efectivas para valuar todos los proyectos; por ello, es importante medirlas de acuerdo a las características de la inversión.

A continuación enlisto las técnicas más efectivas para medición de valor económico que podrían funcionar en franquicias que demandan inversiones similares:

  • Valor Presente Neto (VPN)
  • Tasa Interna de Retorno (TIR)
  • Rendimiento sobre Capital Invertido (ROIC por sus siglas en inglés)

La información financiera y la calidad de la misma es esencial para la medición del valor. Contar con información financiera de la trayectoria de la franquicia nos sirve para:

  • Solicitudes de crédito
  • Incorporar a nuevos franquiciatarios a la red
  • Analizar y evaluar el desempeño del negocio
  • Detectar focos rojos y oportunidades
  • Conocer las tendencias y los resultados antes y después de una crisis.

Es muy importante tener presente que los inversionistas deseosos de invertir en una franquicia, por lo general buscan minimizar el riesgo; obteniendo la rentabilidad que cubra o supere su costo de oportunidad; es decir, el costo que se
encuentra directamente relacionado con la tasa de rendimiento que paga su segunda mejor opción de inversión. Por ejemplo, la tasa de interés que paga un fondo de inversión, o la rentabilidad que genera otro negocio.

Los franquiciatarios son inversionistas que buscan liquidez, por lo tanto para ellos es fundamental que la franquicia en la cual van a invertir genere una TIR superior  sus expectativas y que el periodo de recuperación de la inversión sea menor a su objetivo. Los inversionistas potenciales comparan a menudo entre Tasas Internas de Retorno (TIR) y Periodos de Recuperación.

Finalmente tú como franquiciante: ¿Qué tan preocupado te encuentras por generar información financiera de calidad a inversionistas interesados en tu concepto? Es un hecho que sí tú atiendes estos aspectos como una de tus prioridades tienes mayores posibilidades de poseer en el futuro franquiciatarios satisfechos y leales a tu marca, debido a que su franquicia les generará plusvalía sobre su inversión inicial.

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