This does not preclude a relooking underway

Benoît Ganem, President and CEO of the garden of flowers from Summer 2009.

Spotted by an intermediate

July 2008: Benoît Ganem receives a mail of the Financière de Courcelles, a merchant bank specializing in mergers acquisitions. "Mandated to sell a network in the flower, they were seeking a purchaser", he said. Contact was made owes nothing to chance: Benoît Ganem course of interest. In turn commercial from wholesalers supplies for florists, head of sales, commercial Director, then Director of marketing, it is courted by the space fairy Vilmorin network in 1999. "Entered at the head of this network of nurseries franchised as Director-General, I have held this position for 10 years", he said. In 2006, it was he who managed masterfully change of sign space fairy Vilmorin in VillaVerde.

A network under tension

"After this challenge, I wanted to go towards other horizons. "I had the idea to a structure of coaching for franchisors," he recalled. As a new project, it will resume finally in summer 2009 the chain stores in self-service garden of flowers, at the time of 65 points of sale (including 9 branches). "Courcelles financial was evidence of total transparency on the issue of the network," he says. "Belle teaches, beautiful concept, true expertise that the network is capable of transmitting to a person who is not skilled in the art, good model économiquemais difficulties at the level of the relationship between the franchisor and franchisees", it details. Sign of tensions: the flower garden has lost 60 stores in 5 years. Benoît Ganem is therefore of the reconquest of the franchised its priority site.

A half-day in-store with each franchisee

"The day after the redemption, I took my phone and called franchisees one by one." Then, with my car, I did the tour of all the stores. "I spent 4 or 5 hours with each of them to raise their concerns, explain my philosophy and expose outlined my vision of the issues and solutions to be implemented", tells the contractor which has proven its qualities of combat and communicating in VillaVerde. "To succeed, I need the energy of each", he insists. Demagogue, the new CEO of the garden of flowers On the contrary! "I prefer a direct, very honest relationship with franchisees as with candidates who want to integrate the network," he said. "I explained without detour that is, where we are going, what are my beliefs, how I see our relation" ", he says. Result: there has been no new departure. "Franchisees who expected this change are currently driving dynamics that" welcomes.

Redefine the soul of the mark

Surrounded by Xavier Carbonel, attached Executive who oversees the development, two facilitators trainers and a motivated team, Benoît Ganem refocused animation training. "We have also implemented a Central balance for indicators of results", he added. As early as September, they provide to franchisees a culture of entrepreneurship on economic performance. And no question of changing the graphic sign code: "with its green background and its petals stained, it says what it is and it assumes. "This does not preclude a relooking underway". Another site on which snowboard team: the soul of the mark. "He must formalize our positioning with clear words to federate the network on the territory of the brand," explains Benoît Ganem. Promise of quality, compliance with the commitments, partage all the tools will be revisited on the cherished values to the new boss!

Garden of flowers, 23 years of existenceJardin of flowers was founded in Bordeaux in 1987 by Michel Postulka, from a family of florists. This national network currently has 69 stores, including 11 branches. Benoît Ganem, who took the sign in July 2009, table on a doubling of the network in 5 years.