Updating profits via informing expats
Focused to serve expats living across the worldby providing local information and support Wendy Wilson and Mike Hardaker initiated the concept of AngloINFO. In an interview Tony Salter, CEO AngloINFO Limited shares the origin and growth of the brand.
Namita Bhagat (NB): Tell us about the origin and concept of ‘AngloINFO’. What is the USP of the brand?
Tony Salter (TS): AngloINFO was established in 2000 in the French Riveria by Wendy Wilson and Mike Hardaker. The brand originated as a result of lack of any global operation offering local information and support for expats living in regions around the world. There were a few offerings that were helping people with their moves but nothing focused on the needs of local expat residents. Thus expats themselves, both Wendy and Mike set about developing this business, starting with the French Riviera, which provides local info and resources to expats in the English language. Looking at the options, it was clear to them that this should be an online business.
NB: What were the motivating factors for the brand to opt for franchise model?
TS: AngloINFO provides a very specific service to expat living in different regions of the world, where much of the information and resources required by these communities are sourced locally within a region. So it became obvious to us, very early that the best way we could provide such a ‘localised’ service to our users is by adopting a franchise based model. With this a local site owner, within the region, who is knowledgeable about the local region, understand the dynamics of the region, and is able to empathise with the local expat community, would be the best way for us to establish and grow our concept.
NB: How many owned facilities and /or franchisees do you have at present?
TS: We have 59 regional sites of which 39 sites are franchise operated and remaining 20 are currently managed by us centrally and we are looking for franchise partners to take on these ‘quick start’ sites.
NB: What locations are you targeting in Mid-East for expansion?
TS: There is a huge scope for us to have several successful franchise regions in the Middle East. Our recent launch of AngloINFO Dubai re-enforces this as it is growing much faster than any AngloINFO site to date. Initially, we would like to setup franchise operations in Abu Dhabi, Doha, Muscat, Riyadh, Bahrain and Cairo.
NB: What are your products/services and the target consumers in Middle East?
TS: Our websites are host to arrange directory and display advertised products which allow local and national businesses to promote their products and services to the growing number of expats within a specific region. Advertising with AngloINFO delivers real business opportunities to customers.
NB: How would you tackle the issue of competition from companies offering similar services?
TS: AngloINFO is fortunate to sit in a market where we are recognised as the leader. Our websites provide very localised, accurate and relevant information, within a region, to a specific expatriate audience. We are competing for advertisers spend with both traditional print and broadcast media and also against local websites that also aim to serve this market. In general, none of these are direct competitors as we provide a different and fairly unique service that allows us to co-exist comfortably.
NB: Could you share the investment required by the franchisee in Middle East?
TS: Initial investment starts from as little as £10,000 and all one needs to operate a franchise is a computer, internet access and a telephone - the business can be run from a home office.
NB: What kind of training and support will be provided to the franchisee?
TS: AngloINFO provides a very comprehensive training programme for all new franchisees. It is delivered remotely and covers all aspects of operating the franchise including (editorial, marketing, sales, finance and technology).
