WHAT THE EXPERTS SAY

Brian Scudamore, founder and CEO of O2E Brands, whose companies include 1-800-Got-Junk?

“You’ve got to go in with a big bang when you’re pursuing international. The Starbucks approach—not just one or two locations but many, sometimes across the street from each other. Customers should see the brand everywhere.

“It’s important if you are building a global brand to get out there and connect. When we went to Australia with 1-800-Got-Junk?, it took me four years before I made my first trip. That was a big mistake. How arrogant of me to say, ‘We can start a country without ever going there.’ I’m all for getting out in the field and connecting with people as much as you can.

“I am not a big fan of master franchising. If you get the wrong franchiser, it’s hard to get rid of them. It is deadly. The entire country fails.”

Michael Seid, founder and managing director of MSA Worldwide, a franchise consultancy

“Turkey has historically been a solid market. However, in any international expansion, the political and legal conditions have to be considered. Turkey right now is more than a bit unstable. If there are other reasons to keep Turkey on the front burner, I would establish a blended approach that would include a master franchisee that can handle those issues while targeting the rest of that region.”