FLAI: In a
nutshell, what is Everything 100?
E100: Everything 100 is like a mini
department
store
wherein every item
that you would possibly need
in a
department store, it’s all there. Name
it, we
have it all at P100.
FLAI: How do you
differentiate yourself from
other
competing concepts?
E100: I believe our concept is one of a kind.
It
is a
one-price-discount store that
has a
wide range of merchandise
selection. From
men’s, ladies’,
children’s and infants’ wear,
footwear, towels, linen, houseware,
novelties,
toys, bags, cosmetics and
the list goes on and on makes one
think its
impossible to have these
all
at P 100 each.
FLAI: How fast have you
grown? And how
many stores
do you have now?
E100: Actually, Everything 100 started last
1999
as
concessionaire in one of
Manels’ Total
Department Stores at
Walter Mart, Makati.
Amazingly, the
demand grew and the sales
showed
that a concession was not enough to
suffice for the great demand of the
customers. From then, we decided to
take the challenge and
made a big
leap to a full-store boutique. Now,
we
have 16 franchise stores and 9
company owned
stores, a total of 25
and 4 more to open soon in
the
second quarter.
FLAI: What do you look for
in a franchisee?
E100: Some of the more important characteristics
we are looking for in franchisees are:
he/she must
be willing to directly oversee the store, has
commitment to satisfy
continuing contractual
obligations, has commitment to excellence in
product quality
and customer service. And last but
surely not the least, One must have adequate
capitalization.
FLAI: As you have said you
already have 25 stores and more soon to open, how
did you do
it? Where do you attribute your success
as a franchisor to?
E100: First and foremost, aggressive marketing,
which includes listing in your website.
Also, most
importantly, we provide value not only to our
customers, who see our
products as
value-for-money, but also to our franchisees. They
have good sales and
earn their investment back
very competitively. Our franchise program – from
our
business plan to our ongoing support – is
topnotch.
FLAI: On the average, how
many inquiries do you generate in a month from
FLAI? Among
these inquiries, how many are the more
serious ones? If that is so, how many
franchisees
have signed in as a result of your listing at FLAI?
E100: In all, around 50 leads have been forwarded
to us. Among the 50 leads, 10 were
serious. And
among the 10 serious ones, 3 franchise stores have
materialized to
date!
We also get inquiries from
outside Metro Manila, Visayas and Mindanao. Some
have even inquired from other countries usually
Filipino OFW’s or immigrants
wanting to bring
"a
piece of the Philippines" to their new homes.
FLAI: Do you think E100 will
still be around after many years?
E100: I believe so. When you have a product that
provides value and a business system
that provides
a good return on investestment, you will be around
for a long time.
Our concept does not cater to fad
that comes and goes, but is built around sound
principles of business.
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