Vivimos en una época de grandes empresas y grandes empresarios. Los corporativos han sabido posicionarse de tal manera que su influencia sobre el mundo es tan vasta como sus productos en el mercado.
Una de las herramientas que ha hecho posible este desmesurado auge es la construcción de franquicias. Sin embargo, ¿a qué grado puede aplicarse esta estrategia? ¿Será que pueda ser aprovechada por proyectos de emprendimiento social? Definitivamente sí.
“Construir franquicias es una manera más rápida y barata de crecer económicamente. Es mucho más efectivo que empezar de cero en doce diferentes lugares”, dice Ceri Jones, directora de Social Enterprise UK, al periódico The Guardian.
El Centro Internacional para las Franquicias Sociales generó un reporte en el que define a las franquicias sociales como “organizaciones exitosas con propósito social que permiten que al menos una entidad independiente utilice su modelo bajo licencia”.
¡Échale! a tu casa, es un excelente ejemplo de franquicia social en México. Este es programa de autoproducción y autoconstrucción organizada de vivienda que ofrece un hogar digno a familias de pocos recursos. En ¡Échale! a tu casa se capacita a personas de comunidades marginadas en la producción de un material ecológico llamado Adoblock (elaborado a base de adobe) y junto con ellos y un equipo de arquitectos se diseñan viviendas adaptadas a sus necesidades específicas.
“Con este sistema descentralizado podemos hacer un hogar adecuado a las necesidades de cada familia ya que las personas replican en otros lugares el método que nosotros les enseñamos. Así, tenemos un mayor alcance en menos tiempo”, explica Francesco Piazzesi, emprendedor del programa.
El proyecto comenzó en 1985 como una Organización de la Sociedad Civil (OSC) que pronto vio la necesidad de replicarse. Fue entonces cuando Piazzesi acudió a Ashoka, una OSC que impulsa el cambio social apoyando a emprendedores. Ashoka le dio a Piazzesi acceso a una red global de contactos y soporte profesional para convertir su proyecto en una franquicia social exitosa.
“El beneficio principal de las franquicias es la replicación con menor esfuerzo y a mayor velocidad”, dice Piazzesi. Las franquicias tienen suficiente flexibilidad como para que la empresa se ajuste a las necesidades locales de cada establecimiento. A su vez, cada entidad se beneficia de una estructura sólida de grandes proporciones dada por la empresa. Además, como las franquicias dividen la labor administrativa entre múltiples oficinas, la compañía en sí no desatiende su objetivo principal: beneficiar a la población.
Pero, ¿qué implica construir una franquicia? ¿Cómo hacerlo desde cero? Si bien establecer un sistema de franquicia es un proceso complejo, no es imposible. El Manual de Franquicias Sociales de Social Enterprise UK establece diez pasos para lograrlo exitosamente:
1.- Encontrar colaboradores y una ubicación para la franquicia.
2.- Considerar diferentes opciones para replicar el modelo empresarial, para lo cual hay que tener claro cuáles son los elementos clave que han hecho que esta funcione para que el éxito se garantice.
3.- Ahorrar para invertir en infraestructura y en personal.
4.- Diagnosticar los puntos débiles de la empresa y fortalécelos.
5.- Elaborar un manual de operaciones, contratos, cuotas, acuerdos y demás trámites administrativos que aseguren la legalidad y el funcionamiento del proyecto.
6.- Lanzar una franquicia piloto. Así, los errores podrán ser corregidos con los establecimientos subsecuentes.
7.- Entrenar a los empleados.
8.- Mantener una comunicación estrecha con la franquicia piloto.
9.- Establecer parámetros de calidad y un sistema para medir el impacto social. Solo así se podrá evaluar el éxito o fracaso de la franquicia piloto.
10.- Aprender, mejorar y repetir el proceso.
Establecer una franquicia implica encontrar individuos profundamente interesados en el objetivo propio, así que la construcción de una identidad común (y el subsecuente beneficio mutuo tanto social como económico) dará fuerza y solidez a una empresa social.
“Es vital considerar a la sociedad como parte de la solución. A veces la gente no cree que lo puede lograr, pero para eso la capacitamos y le damos los materiales necesarios. Si las personas confían y se sienten parte de algo, podrán replicar exitosamente el proyecto”, dice Piazzesi.
Hoy, ¡Échale! a tu casa ha construido más de 30 mil viviendas y mejorado más de 150 mil. Además, forma parte de Ecoblock International, con presencia en 15 estados de la república y en países como Nicaragua, Honduras, Haití, Egipto, China, entre otros.
En realidad, crecer y replicar un proyecto social está al alcance de todos. ¿Ya tienes uno? Déjanos ayudarte: http://mexico.ashoka.org/
Por Lourdes Zamanillo, colaboradora en Ashoka México y Centroamérica
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