Alessandra Rech Tortelli began working in the franchise sector 20 years ago, a time when it was necessary to exemplify what a franchise was by citing the Boticário or McDonald's models.
I usually say that I was chosen, because in an interview with Mr. Marcos Hermann (owner of Tintas Renner) for an Executive Secretary position, I heard the words “You don't have anything like a secretary, but I have the right sector for you to work at my business". It was the beginning of a great partnership.
Alessandra has since worked in several companies, in different positions, even being a franchisee, but always in the Franchise segment. The area of franchising It is one of the fastest developing in Brazil, showing exponential growth in the number of chains, franchised units and sector revenue. Brazil is the third world market in the segment, we can say yes, we are great and we can teach in many countries!
During this period in which it operates in the sector, the segment has undergone several changes. The first chains were copies of the American ones, then franchising legislation was created, with rules and a new way of operating regulating the sector, but as everyone knows, there are several Brazils in Brazil, and the chains that managed to survive and develop they danced according to local culture, economy and consumption characteristics.
The main franchise networks are involved in retail, and retail is detail! A set of details thought out from the conception of the brand, potential audience, to the way of communicating with the market and society. All these details are evident in a franchise. A franchise is the temple of a brand, a place where your customer touches, smells, hears, and feels like they are part of the experience of your brand. This is what provides the desire to belong, this feeling must be transmitted in every detail: on the web, in the lighting, in the sound, in the showcase, in the team, in the products, and how to do this, is the essence of the franchise system.
If you want to communicate directly with your consumer, know how your product is displayed and how your brand is being seen, you are not afraid to work in partnership, especially to keep your revenue growing, your distribution channel is called franchises!
Alessandra Rech Tortelli is CEO of Conex Negócios, graduated in Administration and has an MBA in Retail Management, Franchise Management and Omnichannel Retail. She worked as an internal consultant and manager of large companies, such as: Tintas Renner, Arezzo, Portobello Shop, Mormaii, Confecções Brandili, etc., in 2010 she founded Conex Negócios, a consultancy company focused on Structuring and Expansion of Companies, she is also a speaker, teacher and creator of the startup ConexHub. Alessandra loves challenges and being connected with entrepreneurs, promoting exchanges, experiences and knowledge. She believes that we are all interconnected, that the challenge of one is the challenge of all!
