The Real Origin of the Franchise - Sir Harold Evans

經銷權的真正起源 - Sir Harold Evans

(Music)

譯者: Marssi Draw 審譯者: Geoff Chen

（音樂）

Quick! What's common between

考考你：

beef burgers, baseball training

漢堡、棒球訓練、滅音器，這三個東西

and auto mufflers?

有什麼共同點？

Tough question. Let's ask it another way.

很難回答吧？不然這樣問好了

What's the common factor between McDonald's,

什麼是麥當勞、D-bat 訓練場和馬立可汽車

D-Bat and Meineke?

都擁有的共同點？

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

和麥當勞巨無霸一塊兒 你可能已經知道答案了

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

你已經知道雷．克羅克 (Ray Kroc) 浪漫故事的一個片段

He's the salesman that created what became

他就是創造了

the world's biggest fast food chain.

世界上最大速食連鎖店的推銷員

He did it by making a deal

他透過和一對叫麥當勞的先生們

with a couple of men called the McDonalds.

做交易來完成這件事

Brothers they were, owners of a small restaurant chain,

他們是擁有一個小餐廳連鎖店的兄弟

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

這個交易是 他可以使用他們的品牌和方法

Then he invited small entrepreneurs

然後他邀請小企業家

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

開麥當勞餐廳

with an ownership state.

並且擁有所有權

Very different than the business model where Mom and Pop stores

這個商業模型相當不同於爸媽的雜貨店

have full ownership, but no similar support.

爸媽的雜貨店擁有所有權 卻沒有類似連鎖店的支持

All the examples

我在一開始

in my opening question are a franchise operation.

所提問的所有例子 都採用經銷權來運作

Kroc is sometimes credited

克羅克有時被認為是

with inventing franchising,

經銷權的發明者

and so is Isaac Singer, the sewing machine magnate.

縫紉機大王伊薩克．辛格 (Issac Singer) 也是

Not so. The real genesis of franchising

然而實情卻不是如此 真正創造經銷權的人

was not in stitches or beef,

不是做裁縫的，也不是搞牛肉的

it was in beauty.

而是美髮沙龍

Martha Matilda Harper

瑪莎．明德．哈珀 (Martha Matilda Harper)

was a Canadian-born maid.

是一位出生於加拿大的女僕

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

她鋪床、打掃房子、採買

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

在安大略省的一個醫生家庭中工作時

she acquired a secret formula for shampoo,

她買下了一個洗髮水的秘密配方

one more scientifically based

一個比每天報紙裡的吹牛廣告

than the quackeries advertized every day in the newspapers.

更科學的配方

The kindly doctor also taught the maturing young woman

那位好醫生也教這個成熟的年輕女子

the elements of physiology.

一些生理學的基礎課程

Martha had a secret ambition

瑪莎對這個秘密配方

to go along with the secret formula:

有個秘密野心：

a determination to run her own business.

她決定自己做生意

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

1888 年，在紐約的 羅契斯特市裡當女僕的她

she saved enough money --

存夠了錢

360 dollars -- to think of opening

360 美元

a public hairdressing salon.

讓她想開一家大眾的美髮沙龍

But before she could realize her dream,

但在她實現夢想之前

two blows fell. She became sick,

兩件事降臨了，她變得虛弱

and collapsed from exhaustion.

接著因為過度勞累而病倒了

Mrs. Helen Smith, a healing practitioner

一位用基督教科學信心療法 開業的醫生海倫．史密斯女士

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

被召喚到她的床邊

The two women prayed, and Martha recovered.

兩位婦女為她祈禱，瑪莎隨後便康復了

No sooner was she better then she was told,

在康復沒多久後，她被告知：

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

「哦不，你不能租你看過的地方。」

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

你知道，她的事業會成為第一家 大眾的美容美髮沙龍

A woman in business was shocking enough then.

在商場中的女人已經夠嚇人了

Only 17 percent of the workforce in 1890 was female,

在 1890 年時，只有 17% 的勞動人口是女性

but a woman carrying out hairdressing

但是一個女人在大庭廣眾下

and skincare in a public place?

做美容美髮？

Why, it was sure to invite a scandal.

想當然耳，那一定會引來流言蜚語

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

瑪莎用了一些積蓄請了律師，打贏了官司

She proudly displayed on the door

她自豪地在門上展示

of her new her salon a photograph

她的新沙龍照片

of the barely five-foot Martha as Rapunzel,

五尺高的瑪莎就像長髮公主一樣

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

頭髮及地，面容健康的模樣

Her sickness, too, had proved a boon.

她的病也證明了一件事

Her ambition was now propelled

現在，她的雄心壯志

受到基督教科學的價值觀所激勵著

by Christian Science values.

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

當她稱自己的服務為 「哈珀法 (The Harper Method)」時

was as much about servicing the soul

服務心靈的重要性

as it was about cutting hair.

不亞於修剪頭髮的重要性

In the therapeutic serenity of her salon,

在沙龍裡進行治療的靜謐中

she taught that every person could glow

她傳授的是 每一個人都能閃閃動人

with the kind of beauty she had,

就像她一樣美麗

if spiritually whole and physically obedient to what she called

如果靈性上的健全和生理上的服從

"the laws of cleanliness, nourishment,

是她所謂的：「潔淨、滋養、

exercise and breathing."

運動與呼吸法則。」

She was very practical about it.

那麼她可是非常確實地身體力行

She even designed the first reclining shampoo chair,

她甚至設計了第一張洗髮躺椅

though she neglected to patent the invention.

可惜她忽略了要申請發明專利

Martha's salon was a huge success.

瑪莎的沙龍非常成功

Celebrities came from out of town

名流從各地前來

to experience the Harper Method.

體驗哈珀法

They enjoyed the service so much

他們很享受這項服務

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

甚至敦促她到他們的城市開間沙龍

And this is where Martha's ethical sense

這是啟發瑪莎

偉大創新發明的初衷

inspired her crowning innovation.

Instead of commissioning agents, as other innovators had done,

不像其他發明者習慣找代理商

from 1891, she installed

1891 年起，她安排了像她一樣的勞工婦女

working-class women just like herself

在沙龍服務

in salons exactly like hers,

就像在她的沙龍一樣

dedicated to her philosophy and her products.

致力於推展她的理念和產品

But these new employees

但這些新進員工

were not provided a salary by Martha.

並沒有從瑪莎那裡拿到薪水

The women in what became a satellite network of 500 salons

實際上，這些婦女都相繼 成為了哈珀沙龍的擁有人

in America, and then Europe and Central America

最初的五百家沙龍 在美國形成了衛星網絡

and Asia, actually owned the Harper's Salons.

接下來又延伸到歐洲、中美洲以及亞洲

What was good enough in the nineteenth century

那就如同十九世紀

for suffragette campaigners like Susan B. Anthony

為婦女參政運動努力的 蘇珊．安東尼 ( Susan B. Anthony)

and was good enough in the twentieth century

還有二十世紀

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

伍德羅．威爾遜 (Woodrow Wilson)、 柯立芝總統與夫人葛蕾思、賈桂琳．甘迺迪

Helen Hayes and Ladybird Johnson

海倫．海斯與小瓢蟲．約翰遜（Ladybird Johnson）

must be good enough for the rest of the world.

同樣地也為世界其它地方帶來美好

Today, only the Harper Method Founder's Shop

今天，哈珀法創始店

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

僅存在紐約的羅契斯特 但瑪莎的影響無所不在

Her health and beauty treatments have been copied,

她的健康美容治療法已被大量仿效

and her business model is dominant.

而她的商業模式也成為主流

In fact, half of retail sales in America

事實上，在美國有一半的零售商

are through Martha Harper's franchising idea.

都是學習瑪莎．哈珀的經銷權理念

So the next time you enjoy a McDonald's hamburger

所以下次你享用麥當勞的漢堡

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

或在戴斯酒店一夜好眠時

think of Martha.

別忘了瑪莎

Because these franchises might not be the same

因為沒有她在一世紀前的發明模型

without her inventing the model, over a century ago.

這些經銷商可能就會大不相同了