The Real Origin of the Franchise - Sir Harold Evans

Pravo porijeklo franšize - Sir Harold Evans

(Music)

Prevoditelj: Ivan Stamenković Recezent: Tilen Pigac - EFZG

(Glazba)

Quick! What's common between

Brzo! Što je zajedničko

beef burgers, baseball training

burgerima, treningu bejzbola

and auto mufflers?

i auspuhu?

Tough question. Let's ask it another way.

Teško pitanje. Pitajmo ga na drugi način.

What's the common factor between McDonald's,

Koji je zajednički čimbenik kod McDonald's-a,

D-Bat and Meineke?

D-Bat-a I Meinekea?

You may know the answer if, along with a Big Mac,

Možda znate odogovor ako ste, uz Big Mac,

you've absorbed a fragment of the romantic story of Ray Kroc.

abosrbirali i dio romantične priče o Rayu Krocu.

He's the salesman that created what became

On je trgovac koji je stvorio ono što je postalo

the world's biggest fast food chain.

najveći lanac brze hrane na svijetu.

He did it by making a deal

Postigao je to tako što se dogovorio

with a couple of men called the McDonalds.

sa ljudima koji su se zvali McDonalds.

Brothers they were, owners of a small restaurant chain,

Bila su to braća, vlasnici malog lanca restorana,

and the deal was, he could use their brand name and their methods.

i dogovor je bio, da može koristiti njihovo ime i metode.

Then he invited small entrepreneurs

Onda je pozvao male poduzetnike

to open McDonald's, that they'd run as operators,

da otvore McDonald's, kojim bi upravljali,

with an ownership state.

kao vlasnici.

Very different than the business model where Mom and Pop stores

Bitno drugačije nego poslovni model gdje su lokalne trgovine

have full ownership, but no similar support.

imale puno vlasništvo ali nisu imali sličnu podršku.

All the examples

Svi primjeri

in my opening question are a franchise operation.

u mom uvodnom pitanju su franšize.

Kroc is sometimes credited

Krocu se ponekad pripisuje

with inventing franchising,

stvaranje franšize,

and so is Isaac Singer, the sewing machine magnate.

kao i Isaacu Singeru, magnatu šivaćih strojeva.

Not so. The real genesis of franchising

Ali to nije tako. Pravo stvaranje franšize

was not in stitches or beef,

nije bilo u šavovima ili govedini,

it was in beauty.

već u ljepoti.

Martha Matilda Harper

Martha Matilda Harper

was a Canadian-born maid.

je služavka rođena u Kanadi.

She made the beds, cleaned house, did the shopping.

Pospremala je krevete, čistila kuće, išla u kupovinu.

In the employment of a doctor's family in Ontario,

Kao zaposlenik liječnikove obitelji u Ontariu,

she acquired a secret formula for shampoo,

pronašla je tajnu formulu za šampon,

one more scientifically based

jedan koji je bio baziran na znanosti

than the quackeries advertized every day in the newspapers.

za razliku od stvari koje su se svakodnevno reklamirale u novinama.

The kindly doctor also taught the maturing young woman

Ljubazni doktor također je naučio mladu ženu

the elements of physiology.

elemente fiziologije.

Martha had a secret ambition

Martha je imala tajnu ambiciju

to go along with the secret formula:

koja je išla uz tajnu formulu:

a determination to run her own business.

voditi vlastiti posao.

By 1888, serving as a maid in Rochester, New York,

Do 1888, radeći kao služavka u Rochesteru, New York,

she saved enough money --

uštedjela je dovoljno novca --

360 dollars -- to think of opening

360 dolara -- kako bi pomislila na otvaranje

a public hairdressing salon.

frizerskog salona.

But before she could realize her dream,

Ali prije nego je ostvarila svoj san,

two blows fell. She became sick,

došli su udarci. Razboljela se,

and collapsed from exhaustion.

i srušila od iscrpljenosti.

Mrs. Helen Smith, a healing practitioner

Gđa Helen Smith, iscjelitelj

of the Christian Science faith, was summoned to her bedside.

Kršćanske vjere, pozvana je na njeno uzglavlje.

The two women prayed, and Martha recovered.

Dvije žene su se molile, i Martha se oporavila.

No sooner was she better then she was told,

Čak i prije nego se oporavila rečeno joj je,

"Oh no, you can't rent the place you've eyed."

"Ne možete iznajmiti mjesto koje ste htjeli."

You see, her venture was to be the first public hairdressing salon.

Vidite, njen pothvat je bio da ima prvi javni frizerski salon.

A woman in business was shocking enough then.

Žena poduzetnik je bila dovoljan šok u to vrijeme.

Only 17 percent of the workforce in 1890 was female,

Samo 17% radne snage 1890. bilo je žensko,

but a woman carrying out hairdressing

ali žena koja provodi šišanje

and skincare in a public place?

i njegu kože na javnom mjestu?

Why, it was sure to invite a scandal.

Pa, to bi zasigurno izazvalo skandal.

Martha spent some of her savings on a lawyer, and won her case.

Martha je dio ušteđevine utrošila na odvjetnika, i pobijedila u svom slučaju.

She proudly displayed on the door

Ponosno je istaknula na vratima

of her new her salon a photograph

svog novog salona fotografiju

of the barely five-foot Martha as Rapunzel,

sebe kao Zlatokose,

with hair down to her feet, but glowing with good health.

sa kosom do stopala, ali dobra zdravlja.

Her sickness, too, had proved a boon.

Njena bolest, se pokazala kao dobra stvar.

Her ambition was now propelled

Njenu ambiciju su sada pogonile

by Christian Science values.

kršćanske vrijednosti.

The Harper Method, as she came to call her services,

Harperova metoda, kako je nazvala svoje usluge,

was as much about servicing the soul

bila je servisiranje duše

as it was about cutting hair.

isto koliko i šišanje kose.

In the therapeutic serenity of her salon,

U terapeutskom miru njenog salona,

she taught that every person could glow

podučavala je da svaka osoba može sjajiti

with the kind of beauty she had,

onom vrstom ljepote koju posjeduje,

if spiritually whole and physically obedient to what she called

ako je duhovno cijela i fizički poslušna onome što je nazivala

"the laws of cleanliness, nourishment,

"zakoni čistoće, ishrane,

exercise and breathing."

vježbe i disanja."

She was very practical about it.

Bila je vrlo praktična vezano uz to.

She even designed the first reclining shampoo chair,

Čak je dizajnirala i prvu podesivu stolicu za šamponiranje,

though she neglected to patent the invention.

iako je zaboravila patentirati izum.

Martha's salon was a huge success.

Marthin salon bio je veliki uspjeh.

Celebrities came from out of town

Slavne ličnosti dolazile su izvan grada

to experience the Harper Method.

kako bi iskusile Harper metodu.

They enjoyed the service so much

Toliko su uživali u usluzi

that they urged her to set up a salon in their cities.

da su je molili da u njihovim gradovima otvore salone.

And this is where Martha's ethical sense

I tu je Marthin osjećaj za etiku

inspired her crowning innovation.

inspirirao njenu vrhunsku inovaciju.

Instead of commissioning agents, as other innovators had done,

Umjesto da unajmi agente, kao što su drugi inovatori činili,

from 1891, she installed

od 1891., ona je zapošljavala

working-class women just like herself

žene iz radničke klase kao što je ona

in salons exactly like hers,

u salonima koji su bili identični njenima,

dedicated to her philosophy and her products.

posvećeni njenoj filozofiji i proizvodima.

But these new employees

Ali ovi novi zaposlenici

were not provided a salary by Martha.

nisu bili plaćeni od Marthe.

The women in what became a satellite network of 500 salons

Žene u satelitskoj mreži od oko 500 salona

in America, and then Europe and Central America

u Americi, zatim Europi i Centralnoj Americi

and Asia, actually owned the Harper's Salons.

i Aziji, su bile vlasnice Harperovih salona.

What was good enough in the nineteenth century

Ono što je bilo dovoljno dobro u devetnaestom stoljeću

for suffragette campaigners like Susan B. Anthony

za sufražetkinje kao Susan B. Anthony

and was good enough in the twentieth century

i bilo je dovoljno dobro u dvadesetom stoljeću

for Woodrow Wilson, Calvin and Grace Coolidge, Jacqueline Kennedy,

za Woodrowa Wilsona, Calvina i Grace Coolidge, Jackie Kennedy,

Helen Hayes and Ladybird Johnson

Helen Hayes i Ladybird Johnson

must be good enough for the rest of the world.

mora biti dobro i za ostatak svijeta.

Today, only the Harper Method Founder's Shop

Danas, samo Trgovina Osnivača Harperove Metode

remains in Rochester, New York, but Martha's legacy is manifold.

radi u Rochesteru, New York, ali Marthina ostavština je mnogobrojna.

Her health and beauty treatments have been copied,

Njeni tretmani zdravlja i ljepote su kopirani,

and her business model is dominant.

i njen poslovni model je dominantan.

In fact, half of retail sales in America

Zapravo, pola trgovine u Americi

are through Martha Harper's franchising idea.

obavlja se kroz ideju o franšizi Marthe Harper.

So the next time you enjoy a McDonald's hamburger

Tako da sljedeći put kad budete jeli hamburger iz McDonald'sa

or a good night's rest at a Days Inn,

ili se budete odmarali u Days Innu,

think of Martha.

sjetite se Marthe.

Because these franchises might not be the same

Jer ove franšize možda ne bi bile iste

without her inventing the model, over a century ago.

da ona nije prije više od stoljeća izumila ovaj model.