Husse
Franchise prospectus Global Leader in Pet Food Home Delivery Super Healthy Swedish Pet Food. Proven Product. Proven Partner husse.co.uk
| Franchise prospectus
| Tom Eliasson
Husse takes over the world Since 1987, home delivery of dog and cat food had been run by Staffan Hedlund under the name Husse. The business got my attention and I quickly saw its potential. I took over the company in 1991. I decided to develop Husse as a brand in terms of making Husse products focus on a customer base who wanted high standard on the quality and service. All the hard work paid off and Husse expanded quickly. We decided there and then to develop a new business model, a franchisee concept. Building a network of franchisees in Sweden, we grew and we were able to recruit Master franchisees in Denmark, Norway and Finland, who built the same type of network in their own countries.
Husse is currently spread throughout more than 50 countries across 4 continents, with an annual growth rate of 15-22%. The continued success of Husse has attracted over 1100 franchise investors in over 50 countries including USA, China & Africa, making Husse the global leader in pet food home delivery. Our product catalogue has gone from a single page to a 50-page brochure available in about 20 different languages.
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I am often asked about the secret behind this success. There is no secret. In addition to hard work and our unique franchising concept, it is simply our unbeatable combination of quality, knowledge and a love for animals. We take training very seriously, so we have very competent sources of advice for diet, nutrition and plenty of other subjects for dogs, cats and horses. I am now looking forward to the future. The future looks bright.
Husse United Kingdom When Swedish entrepreneur, Tom Eliasson first founded Husse, Majid Rajaby, who always enjoyed working with adorable four-legged creatures, was studying for his degree in veterinary medicine. Almost 29 years later, Rajaby would help Husse make its first foray into the British market. “I’ve always been passionate about helping pets and making them healthier, so Husse caught my attention” he says. In 2012, after graduating from a Master’s programme at Stirling University, Rajaby joined the Husse franchising family and began a joint venture, with Afsaneh Navidinia. They became the master franchisees in the UK, offering the opportunity of a Husse Pet Food Franchise to the Animal lovers in the UK. During the last 15 years Afsaneh Navidinia, the current director of Husse, has been contributing to several projects related to animal welfare and wellbeing of pets. She also has more than a decade of experience in business. She Says: “It did not take me a long time to decide to join the Husse. A huge growing market demand, top quality pet food with a unique taste and a recession-proof industry all ensured that I had no doubts in joining Husse.” Within a month of the first ad going live a couple in South England had been persuaded to become Husse’s first UK franchisees. Husse UK directors were picking the right personalities and the franchisees were armed with all the information they would need to make an informed decision. “It’s so important that we meet franchisees face-to-face at least once and that they take their time to study the information pack, test their product out on their pet back home and really consider whether they’re right for the opportunity and that our projections match their earning expectations” Rajaby says. “Meeting them in person also gives us a chance to see how they are with people: a large part of the job involves interacting with customers and being personable. It also helps if they’re passionate about animals. They don’t have to own a pet but they need to care deeply about animal welfare and helping animals stay healthy,” Once on board, franchisees undergo a thorough induction, learning everything from how to manage their online presence, to getting to know the product range. visit us on husse.co.uk | Quality, Service and Knowledge!
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Living your dream
owning your own franchise vs the traditional business model Owning your own business can be a very tempting idea. The notion that you can create your own empire is an appealing concept. Such possibilities are tantalising, to say the least. But “Inside Start-ups� estimates that 1 in 5 businesses fails in the UK within the first 12 months. In contrast, the 2015 BFA & NatWest franchise survey shows a record 97% of franchisee-owned units reported profitability and 49% claimed to be very profitable. Franchising may be a far more logical decision for the person who is ready to make a change but is unsure of how to get started.
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visit us on husse.co.uk | Quality, Service and Knowledge!
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About Husse? Husse (pronounced “hoo-say”) was founded over 30 years ago in Sweden. Today Husse produces, sells and markets a wide range of premium quality dog and cat foods, cat litter, and various accessories throughout the world via fully trained Husse pet nutritionists (Husse Franchisees). Using an easily recognised Husse van, we deliver the products directly to the customer at no extra charge. In Swedish the word “Husse” means “a pet owner”. By keeping the Swedish brand name, Husse markets itself as a Scandinavian choice who are renowned for its style, quality and design. The business idea is home delivery of high quality pet food. At the moment, Husse operates in more than 50 countries and Husse UK is the fastest growing pet food franchise in Great Britain - we are the leading pet food home delivery brand with our super premium product range delivered straight to the door for free.
The Husse Concept
Our business concept is simple - together, we want to make life easier for our customers: Free Sample, Direct Contact, Free Delivery, Support and Advice One of the reasons our business model is successful is because we recommend a free sample based on the needs of every individual pet. Before they decide to purchase our products, our customers are well informed about the reasons for choosing the Husse brand. 6
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The pet food industry
According to the PFMA pet population report of 2017, there are 8.5 million dogs and 24% of households own dogs. The report also estimates 17% of households in the UK have cats, with the cat population estimated to be around 8 million cats. It is projected that the pet dog and cat population will continue to grow in the next decade. With this in mind, pet products and services are continually increasing in value. Did you know that the cost of taking care of a dog during its lifetime is now estimated to be an astounding £16,000? This figure includes the cost of veterinary visits, various toys, pet comfort products, and (mainly) pet food. The dog and cat food industry in the UK is currently valued at £3 billion (PFMA), which means this industry is highly lucrative and therefore worth investing in. Considering the increasing number of pet owners in the country, it is clear that there’s enough room for expansion. We do not consider the Husse brand as having any direct competition as the service we offer, the complete range of products and our attitude towards pet nutrition makes us different.
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Business approach Husse uses a modern business model that is focused on offering alternate revenue streams and giving each segment a USP (Unique Selling Point). Here are some key segments involved in this business model: B2C
Agents/Partners
Business-to-Customers (B2C) is the main focus of our approach. Primarily through direct contact and secondarily through online marketing activity. The customer will have their own nutritionist who gives advice to them on their pets’ nutritional needs. By recommending a free sample our customers have a risk-free way of proving the quality of our pet food. Putting the customer’s needs at our concern we provide the right solution and take the time to contact them, ready for the customer to make a purchase.
Husse Partners grow our franchise customer base by recommending Husse to their existing customers. Husse agents are self-employed and work around their other commitments. Husse partners are the link between franchisees and untapped customers. The partners only receive a small commission when a sale is made from their referrals. We encourage the use of handing out micro catalogues and collecting data on behalf of our franchises. In cases where partners have a fixed premise they can offer a shop-in-shop model or affiliate system to target a larger amount of customers that we may otherwise not come into direct contact with.
B2B Business-to-Business (B2B), is supported by the Husse “Pro Range” complete professional pet food. The Pro Range is specially designed for the requirements of breeders, kennels and pet organisations. Similar to Husse retail products, the Pro Range offers tailor made solutions, depending on the pet’s needs. This enables Husse franchisees to target bulk buyers from within their local pet industry.
Online Strategy Online Strategy provides another source of revenue for our franchisees. We have a digital graphic design team that help to create materials for our franchisees. Husse England is also the first in the network to provide an online social media sales course strategy to target new customers.
visit us on husse.co.uk | Quality, Service and Knowledge!
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Fulfilling & Rewarding! Our local Husse pet nutritionist will give their customers advice on their pet’s dietary requirements and a tailored service for their pets. A Husse franchise is an appealing business opportunity, because the concept offers flexibility and high profit margins. We have over 1100 franchisees globally, yet we still feel like a family. Job satisfaction is as important as profitability. If you are looking for any business it should meet your strong criteria in what you wish to achieve. Husse franchisees become successful because they can attend shows and events and at the same time make money. They have the time and freedom to enjoy life in a way it was not possible to with a regular job. Spending quality time with friends and family who in turn support them in developing a fulfilling and rewarding business. 12
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All about Husse products
Our 100% honest and sincere label policy provides our customers with complete confidence and reassurance. We have a range of over 350 different products for dogs, cats & horses. These include wet foods, dry foods, snacks and food supplements. We have sensitive products as well as some gluten and grain free products. Husse also sells a specific line for professionals (breeders, kennels etc.).
What’s different with Husse products?
We produce high quality, human grade natural products with a Scandinavian taste. Different from competitors. Our products our tailor made to meet the varying needs of different cats & dogs. Husse products boast a 95% retention rate, which is a reflection of the great quality and super taste of our products.
Here are 6 great reasons why our franchise is so successful: Award winning pet food
All of our food is made with natural, human-grade ingredients, and is produced in the same factory every time. Pets love the taste of Husse products, and we have won awards for the quality of our food.
Health benefits for pets
Husse food has excellent health benefits - pets that eat our food have shinier coats, improved digestion, and fewer illnesses. We were recently featured in a mainstream British newspaper, which explained that the world’s oldest cat is fed on Husse food, this is very helpful to you as a franchise owner. People have strong emotional ties with their pets, and will spend money to keep their furry friends healthy. Husse’s pet food health benefits are second to none and proven to make a long lasting difference.
Competitive pricing
Not only is Husse food better quality than supermarket pet food brands, but it can be more cost effective too. Your customers will be happy that they can save money by doing business with you.
Ease and convenience
Life today can be hectic, and people don’t always have time to go shopping. Free home delivery means your customers save time and energy by choosing Husse.
Personal, friendly service
Husse customers around the world appreciate the personal service we provide.
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Our wide range of complete pet foods are produced from independently verified human grade ingredients.
With the nutrition training you’ll receive from us, you can advise people on the best food for their pet. By meeting customers, face-to-face, giving advice, and providing free samples, you’ll build up personal relationships that last!
A wide variety of Husse
We have 350 products available for sale, including: • Dog and cat food (dry, wet, snacks & treats) • Health and hygiene products for dogs, cats & horses • Pet supplies & accessories The depth of our range means you can offer products that are suited to every pet’s specific needs. Pet owners can’t find this diverse product range in the supermarket, so they get more choice when buying from Husse
Unique Product
Clumping cat litter with urinary pH indicator. This is a unique Husse product, which has the ability to detect kidney problems in early stage and it’s unavailable anywhere else.
For Horse
Every Horse is unique, so we have developed a range of snacks, health supplements and care products for different kinds of horse. Many horse owners in the UK also own dogs, doubling your sales opportunity. • Horse Snacks and Treats – tasty food made with natural, high-quality ingredients. • Horse Care – calming supplements and bug deterrents based on natural ingredients. • Horse Health – natural, calming supplements like Himalayan salt.
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See for yourself
Husse UK is rated as excellent by its customers on independent review site TrustPilot. “Excellent“
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“I love this food my dogs coat and general health is great with him using these biscuits
“We wouldn’t feed our puppy anything else. She absolutely loves the snacks, green tea bones and rollies. My mum tried the food too for her collie and the difference in her dog was amazing. Your dog really is what you feed them
by f t
by A Hughes
Rated 9.7 / 10 | 223 reviews
Rated 9.7 / 10 | 230 reviews
“I’m so happy with Husse. My dog has a very sensitive stomach and we had tried all sorts of different brands. A family member told me about Husse and I thought I would give it a try. I have not looked back. He is on salmon and....
“Happy Puppys! The treats & the dry food are winners
by Hildegarde Badics
by LKelly
Rated 9.7 / 10 | 202 reviews
Rated 9.7 / 10 | 202 reviews
“Very good communications and prompt delivery. Quality food for cats
“My cats and dogs love Husse food, I am a breeder so it was super to find the food which is good for all my fur babies. Husse Katunge - perfect for pregnant cats and kittens, highly recommended. Very quick response, very fast delivery...
by Paul Haigh
Rated 9.7 / 10 | 202 reviews
by Whiskyeyes
Rated 9.7 / 10 | 202 reviews
visit us on husse.co.uk | Quality, Service and Knowledge!
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BRAND OF THE YEAR 2019
Scientifically proven, customer driven
Research conducted in the United States shows that by adding nutraceutical components to pet food, the pet’s life on average increases by two years. Husse only uses natural and human-grade ingredients supplemented by nutraceutical components to offer a healthy and longer life to the pets. Husse’s unique recipes are made by Husse pet nutritionist and all the ingredients and meat are regularly inspected independently by a Vet to be suitable for our furry friends. Additionally, we offer a taste guarantee – if your customer’s pet doesn’t like it and your customer isn’t satisfied, Husse HQ will offer a full refund.
Our goal is to offer pets longevity & healthy lifestyle
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International Franchisees Tomasz Lachman • Area: Wałbrzych (south of Poland) • Age: 53 • In Husse Team since: March 2009 • Sales: 18 600 Euro / month • Working full time • Distributors: 2 He has almost 600 customers and he knows the name of each pet!
Sophie Arrazat & Philippe Perronet • Area: Haute-Garonne and a part of the Tarn (France) • Age: 45 and 60 years. • In Husse Team since: March 2004 • Sales: 20 000 Euro / month • Working full time • Distributors: 5 They make 250 deliveries per month
visit us on husse.co.uk | Quality, Service and Knowledge!
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Husse Means Business • High Margins – Low Overheads • £3 billion a year recession proof industry • Over 40% of Households own a pet The average customer spends £500 per year and with a 40% gross margin, franchisees are able to achieve a very healthy gross profit. Overhead costs of a Husse franchise are almost non-existent. Low overheads and high margin are a good combination for making a stable and consistent profits. Husse franchisees benefit from a high mark-up on the dry food product line, which also enables them to sell to local pet-related businesses (breeders and kennels) at discounted prices and still have high returns
Events, Shows & Activities Husse Business is built by Attending Shows, Events & Local Markets – All Year Round! Attending events in your area is not only enjoyable but is also a great way of meeting pet owners. Remember, every pet owner is a potential customer! With over 40% of households owning a furry friend, you’re sure to meet lots of owners anywhere you go. You never know who you may bump in to! Pictured* Prince Charles & Camilla at the Husse Organised Dumfries Dog Show
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Silver
Gold
Platinum
Cost of Franchisee (Excl. VAT)
£7,900
£10,900
£14,900
Exclusive Households in Territory
35,000
60,000
80,000
2 Days Initial Training
Yes
Yes
Yes
Nutrition Course
Yes
Yes
Yes
Husse Livery for Van
Yes
Yes
Yes
Husse Exibition Tent
Yes
Yes
Yes
Micro Website
Yes
Yes
Yes
Social Media Setup
Yes
Yes
Yes
Access to Business Development Manager
Yes
Yes
Yes
Access to House Veterinarian
Yes
Yes
Yes
Access to Graphic Design Team
Yes
Yes
Yes
Husse Uniform
Yes
Yes
Yes
Digital and Printed Materials
Yes
Yes
Yes
Monthly Marketing Support Contribution
Yes
Yes
Yes
Online Social Media Marketing Course
Yes
Yes
Yes
Customer Relationship Managment Software
Yes
Yes
Yes
Mixed Cat & Dog Samples
100
200
400
Husse Catalogue
100
200
400
Husse Micro Catalogue
100
200
400
Husse Roller Banner
No
1
2
Husse Business Cards
No
250
250
Dry Food Package (RRP)
No
£2,500
£5,000
2,500
5,000
10,000
1 Day Training with Experienced Franchisee (on the field)
No
Yes
Yes
Franchise coaching by an experienced franchisee
Yes
Yes
Yes
*effective from 01.01.2020
Brand Awareness Leaflets
visit us on husse.co.uk | Quality, Service and Knowledge!
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More testimonials from Husse UK Leslie; “After our first discussion with Husse everything else fell in to place. Professionalism in handling the numerous queries and organising our first meeting with the Husse management team was brilliant. I ordered food to trial on my (very difficult dog) and the result was unbelievable.�
Tom and Jo; Tony and I had spent a considerable amount of time looking for a suitable franchise for me, I have been wanting to take the leap away from being employed for a while now. When we discovered pet food franchises I was over the moon, I love dogs and animals in general and decided it was the way forward for me. The next question would be - which one? After a very short time it was obvious which was the company to choose, the support and responsiveness from the Husse team was second to none, my questions were answered within hours and at no time was I made to feel a nuisance by asking so many questions. Since signing the deal nothing has changed, I’m still getting all the help support I was promised from the start.
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We Care For Both Animals and the Environment Animal welfare and caring for the environment are part of our BUSINESS PHILOSOPHY. We always try to reduce the impact on the environment wherever we can by using eco-friendly packaging and ethically sourced ingredients. Developing natural products such as biodegradable Corn made poop bags & organic cat litter are just two examples of our range of environmentally friendly products. Our conscience does not only lie with product development, using trains and shorter transportation routes when moving products and centralizing logistics by having our main warehouse in the center of Europe (Belguim) is also part of our infustructure. At Husse, we strongly believe in animal welfare and we care about the nutritional needs of pets, this is reflected in the Husse ethos. Our wide range of products cater for all kinds of nutritional needs and our comprehensive nutrition training and education allows franchisees to always recommend the most suitable product to our overgrowing customer base. Husse UK is one of the few pet companies to actually have an in-house Vet, offering free veterinary advice to both its nutritionists and customers.
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Active work-life & job satisfaction Franchisees work within their own communities using their local knowledge and avoiding the need to travel too far to do business. A profitable business can be achieved due to the generous margins on Husse products enjoyed by our franchisees especially on the dry food product line. Although this depends on the level of commitment they have, our head office team works alongside franchisees with a one to one mentoring system allowing them to achieve their realistic goals. Whether it be assistance with their knowledge, business coaching or increasing marketing activities our goals are both the same. We want to meet with customers and inform them of the high standards and use of natural ingredients to our famous Husse Swedish recipe.
Exclusive area for local & online sales Our franchising circle is exclusive, which means all products sold within that area are sold by our franchisees. The Husse customer retail management system (CRM) allows us to track orders that have been placed online and this is instantly available for the franchise to process. They have complete control of the sale of Husse products in their territory. The Husse business structure in Sweden and the UK benefits franchisees with a comprehensive ongoing support 24
programme. Husse provides a complete start up package with a digital manual full of marketing materials, product information and guidelines to help you become successful. Our in-house professionals are available to help you expand your nutritional knowledge and experienced business development managers will assist you in strategically establishing Husse in your own area. Online marketing managers will provide online marketing support, graphic designers will produce all creative marketing materials to allow you to manage your own local social media presence and advertisement
Amazon & ebay Our central office takes care of Husse products on Amazon and ebay, instantly alerting you of any orders in your territory for you to fulfil.
Goal: Sell Husse products Franchise package includes:
• Husse franchise with exclusive rights to the Husse trademark in an exclusive territory. • Initial two-day training in marketing, sales & administration. • Comprehensive digital and printed manual on how to operate the franchise. • Husse Dry Food (RRP) - £2500 for a gold package and £5,000 for a platinum package. • Red Husse tent. • Husse uniform. • Mixed samples and catalogues. • Husse Livery for Vehicle. • Monthly financial support for marketing. • 30 days credit when purchasing products, which has positive impact on the cash flow. • Sales, marketing, and administration, as well as monthly educational materials.
How to join Husse: • • • • • • • • • • •
Your initial enquiry You will receive our prospectus and more information Introductory call to make sure Husse is the right business for you Invitation for one-to-one, no obligation business discovery day. You’ll get to meet Husse UK team You will receive full information about the product and business concept You will receive samples of Husse products to test the products with your pets/friends and family’s pets You will receive a customised territory map, demographic research in your area and a draft contract Signing the contract and sorting out the finance Arranging 2 days training at HQ Arranging the storage space, livery of the vehicle and receiving the start-up support Start the business visit us on husse.co.uk | Quality, Service and Knowledge!
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Work with us The Investment Licence Fee
• Silver - £7,900 + VAT • Gold - £10,900 + VAT • Platinium - £14,900 + VAT A one-time payment covers the cost of your exclusiv geographical area, and much more
Vehicle Livery & Branding
We will brand your red or white vehicle to help you stand out.
Your Marketing Budget
A marketing budget will assist pet owners identify you in your local market and is vital for the success of a new business.
Yor Return
Exclusive territory • 35,000 households (Silver) • 60,000 households (Gold) • 80,000 households (Platinium) Exlusive rights to sell Husse pet foods and products in your area
Full training
Become a pet nutrition expert & learn how to run a successful Husse franchise from a company with over 30 years experience.
Earning potential • • • • •
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40% Gross Profit Margin 30 Days Credit for Positive Cash Flow Avarage Spend £500 from each customer 41% Households in UK have Dog or Cat UK Pet Industry Worth £2.6 billion
visit us on husse.co.uk | Quality, Service and Knowledge!
For more information please e-mail info@husse.co.uk we will be happy to tell you more!