Yvon Laprade
La Presse
With the imminent Comprehensive Economic and Trade Agreement (CETA) between the European Union and Canada, Quebec businesses are fine-tuning their strategies to conquer new overseas markets. The signals are positive, as expressed by the French Prime Minister in mid-March…
Opening franchises in France is one thing; investing alone or with the help of a European partner is another. Julie Bergevin and Gaétan Migneault opted for partnership, with a “local” associate, because they wanted to ensure they had all the assets in hand to succeed in the French market.
“We are seen as a Canadian company with a strong local presence, thanks to our French partner on the ground,” summarize the co-owners of Groupe Adèle.
The Laval-based company has just arrived in France, equipped with mops and brooms, to do business and some serious cleaning. They plan to create up to 3,500 jobs over five years through their franchisee-led household services concept. The stated goal: develop an Adèle “made in France,” building on the success of the Quebec SME established 19 years ago, which now has a network of over 125 franchisees.
To accelerate market penetration, the French company will rely on about fifteen “master franchisees” who will sell franchises and train new members of the extended family. As in Quebec, Adèle France plans to sell turnkey franchises.
“We are determined to succeed in this promising market, and we know our concept will work,” they predict. Enthusiastic, Julie Bergevin and Gaétan Migneault spare no superlatives when talking about their project. Their primary target is France, but they also have their sights set on six other European countries.
Covering all the bases
The co-owners see their project materializing after more than two years of groundwork. “Investing in Europe is nothing like expanding in a Canadian province,” they agree. “It requires multiple trips to ensure everything goes as planned. You need to register trademarks, find lawyers, accountants, and tax advisors. It takes patience and a detailed understanding of the regulations.”
Figuratively, Gaétan Migneault points out that opening a bank account in France “can feel like an obstacle course, like the Twelve Labors of Asterix.”
Why export the Quebec concept to their French neighbors? “It all happened very quickly,” they admit in hindsight. “After participating in Expo Paris 2010, as part of a mission organized by the Conseil québécois de la franchise, we decided to go for it. There were constant lines at our booth. Clearly, our concept was attractive.” From that moment, they knew they were on the right path.
The next steps involved a series of concrete actions. Groupe Adèle was connected with the French Agency for International Investments, whose role is to identify and support foreign companies planning investment, establishment, and creation projects in France.
Quebec entrepreneurs are well-regarded in the French business environment. “We enjoy a strong level of goodwill,” they note. “We are recognized as go-getters—innovative and structured. Plus, we speak French, and our accent is appealing!”