Considering a Franchise? Here's a Recipe for Success.

With a growing number of franchise organizations entering the Latin American market, new opportunities are opening up throughout the region. An expanding middle class is increasing demand for fast food and restaurants, as well as numerous consumer-oriented businesses. Other opportunities are available in business-to-business franchises, such as janitorial services, advertising or accounting.

If you are considering a franchise opportunity in Latin America, it is important to take the time to evaluate yourself, study the market, and look closely at what the franchisor has to offer, say industry experts. You must strive for the best "fit" to become a successful franchisee.

Your personality, experience, motivation, financial reserves and personal goals are the biggest factors in determining long-term results. For example, if you enjoy cooking or dining out, a food and beverage franchise may have the most appeal. If you have an artistic side and like to draw, a graphic design or sign-making franchise may match your personality.

Look at your sales and management skills, as well. After all, you will have to go out and find customers, and you will probably need to hire, train and motivate a team of employees.

It is also important to take a realistic view of your financial situation. If your funds are limited, you may want to consider finding investment partners. While banks generally view franchises more favorably that other start-up businesses, you should not rely on a bank loan to launch your franchise.

Take the time to study your local market and industry trends. If the fast-food franchise restaurants in your city have long lines at lunchtime, that's an indication of higher demand. If you are considering an auto parts franchise, look at your potential competitors and their pricing strategies.

Meanwhile, you should begin reviewing specific franchise opportunities, perhaps in consultation with your business advisor, attorney and accountant. This is particularly important if you will have partners in the business.

Because you are paying a franchisor for knowledge and experience, look carefully at the organization's track record, especially in international markets. Ask the franchisor specifically about Latin American franchises -- a formula that works in North America or Europe may need to be modified for the Latin market. Pay a visit to any similar franchises in your area and talk with the owners. Their advice may be invaluable.

Find out from the franchisor just what you will be receiving for your investment. Consulting, site selection assistance, training, computer systems, marketing support and buying services are typical services. It's a good idea to meet the franchisor's management team. Each organization has a different culture and way of doing business.

Once you have completed your research, it's time to make the big decision. If the opportunity is right, a franchise may give you a head-start toward achieving your financial goals.

[SUBWAY.sup.TM] RESTAURANTS & LATIN AMERICA

[SUBWAY.sup.TM] Restaurants are finding their way into neighborhoods around the globe, but nowhere is there more potential for growth than Latin America. With a population boom that is unprecedented for the Latin America region and an ample working force, the opportunity for expansion in the previously untapped Latin American market by internationally based fast-food chains, such as [SUBWAY.sup.TM] Restaurants, is favorable. [SUBWAY.sup.TM] Restaurants has the distinctive brand and corporate identity to become one of the leaders in Latin American growth.

In 1990, [SUBWAY.sup.TM] opened its first restaurant in Latin America in Mexico City. Since then, system-wide growth has exploded in Latin America. In 1998, [SUBWAY.sup.TM] culminated this record-breaking growth with the launching of the chain's first international training facility in Costa Rica.

[SUBWAY.sup.TM] Restaurants has proven to be one of the most sensitive franchises to the changing markets trends of Latin America. With women breaking new ground in the Latin American marketplace and a seemingly limitless Latin American hunger for [SUBWAY.sup.TM] products, Latin America abounds with business opportunities for entrepreneurs.

PALOS DE MOGUER: A BREW PUB CONCEPT DESIGNED FOR LATIN AMERICA

Palos de Moguer has created a new brew pub concept specifically for Latin America.

Supported by a new beer brand designed for Latin tastes, Cerveza Colon, the first three brew pubs have been very successful in Cali, Bogota and Cartagena, Colombia.

"Our four types of microbrewed ale beers, our attractive pubs and our marketing program are all designed for the Latin market," says Roberto Silberwasser, co-founder and project manager of Cerveceria Colon Internacional S.A in Bogota. "For instance, our beer, COLON, is named for Christopher Columbus, giving us immediate recognition throughout Latin America."

Palos de Moguer is seeking investors interested in opening their own microbreweries, and franchises are available in all major cities. This could also be a new product line for existing brewers. The initial license fee is US$40,000; the build-out and setup cost is estimated at between $280,000 and $300,000.

The franchise is based on a fully integrated program that includes specific site selection and custom design of the facilities, equipment, beer recipes, sources of supplies and training in operations, brewing, budgeting, distribution and marketing. Ongoing consulting and support is available in all aspects of the brew pub's operations.