The franchise business model continues to prove its effectiveness across Europe, with MBE (Mail Boxes Etc.) demonstrating remarkable growth potential in emerging markets. This article examines the expansion of MBE Bulgaria, offering valuable insights for entrepreneurs considering franchise opportunities and business owners interested in multi-unit franchise development.
Watch the full interview below to learn more about this franchise success story:
This analysis is based on a detailed video interview with Emil Botusharov, owner of the MBE master license for Bulgaria since 2021, where he shares his entrepreneurial journey and strategic approach to franchise development.
From Corporate Background to Franchise Ownership
Emil Botusharov’s path to becoming a master license franchisee demonstrates how diverse business experience can translate into franchise success. After graduating from a London university where he first encountered MBE services as a customer, Botusharov gained corporate experience before returning to Bulgaria to manage his family business. Under his leadership, the small family operation grew significantly, eventually employing 320 people across the group.
Starting in 2011, Botusharov’s company began investing heavily in startups, building expertise in identifying and supporting entrepreneurial ventures. This background in startup investment created a natural alignment with the franchise model, which essentially involves partnering with entrepreneurs to open individual locations.
Strategic Decision to Pursue MBE Master License
The decision to acquire the MBE master license for Bulgaria was driven by the opportunity to continue working with entrepreneurs while leveraging an established business model. A master license grants the holder exclusive rights to develop a franchise brand within a specific territory, including the responsibility to recruit, train, and support individual franchisees.
For Bulgaria, the development plan encompasses opening 75 stores nationwide, requiring partnerships with approximately 70 entrepreneurs who wish to establish their own businesses. This ambitious expansion strategy positions MBE Bulgaria as a significant player in the country’s retail service sector.
Launching During Challenging Times
Despite launching during the global pandemic, MBE Bulgaria successfully opened its pilot store on schedule in Garrity Business Park, one of Sofia’s premier business locations. The established MBE business model provided crucial support during this challenging period, demonstrating the value of franchising’s proven systems and operational guidance.
Just two months after the pilot location, the company opened its second store on Sofia’s main commercial boulevard, maintaining momentum despite economic uncertainty. This rapid expansion showcased both the resilience of the franchise model and the team’s execution capabilities.
Building the Foundation: Team and Customer Development
The franchise’s early success centered on assembling a capable team committed to making the business model work in the Bulgarian market. Within the first operational period, the team successfully attracted a diverse customer base spanning small, medium, and large businesses.
This customer diversity provides revenue stability and demonstrates market acceptance across different business segments. The initial traction established a foundation for continued expansion and validated the market opportunity for MBE services in Bulgaria.
Learning from Targeting Mistakes
One of the most valuable lessons from MBE Bulgaria’s experience involves customer targeting strategy. Coming from a background in IT telecommunications and system integration, where customers typically consisted of medium and large enterprises, the team initially focused on larger business clients.
However, the MBE business model specifically identifies small and medium-sized businesses as the primary target market. This targeting emphasis exists for good reasons: smaller businesses often lack internal resources for shipping, printing, and business services, making them ideal customers for the comprehensive services MBE provides.
After recognizing this misalignment between their natural inclination and the franchise model’s guidance, the team adjusted their approach to focus on the recommended target segments. This course correction allowed the business to get back on track and achieve stronger performance.
Competitive Positioning Through Service Integration
Extensive market research conducted before launching revealed a fragmented competitive landscape in Bulgaria. The market contained numerous competitors in the pack-and-ship segment and many competitors in print-and-design services. However, no single competitor offered all these services under one roof.
This gap represented the primary opportunity for MBE Bulgaria. By providing integrated services, shipping, printing, design, and additional local services, the franchise creates convenience and efficiency for customers who would otherwise need to visit multiple providers.
The strategy extends beyond the core MBE service portfolio. MBE Bulgaria aims to continually add locally relevant services, transforming each store into a comprehensive business services hub where customers can accomplish multiple tasks in a single visit.
Ambitious Growth Plans for Bulgaria
Looking forward three to five years, MBE Bulgaria plans to open an additional 73 stores beyond the initial two locations, achieving the master license commitment of 75 total stores nationwide. This expansion will require systematic franchisee recruitment, training, and support systems.
The growth trajectory reflects confidence in the market opportunity and the effectiveness of the MBE franchise model. As the network expands, it will create increased brand recognition, operational efficiencies, and market dominance in the integrated business services category.
Vision for Franchise Network Development
MBE Bulgaria seeks to attract passionate, success-driven entrepreneurs to join the franchise network. The master license holder recognizes that the quality and commitment of individual franchisees directly impacts the entire system’s success.
The broader vision extends beyond national boundaries, with aspirations to contribute to MBE’s global market leadership through collaborative growth. This perspective emphasizes that franchise success depends on the combined efforts of all network participants working toward shared goals.
Key Takeaways for Franchise Entrepreneurs
The MBE Bulgaria experience offers several important lessons for entrepreneurs considering franchise opportunities:
Follow the proven model. When a franchise system provides specific guidance on target markets or operational approaches, that guidance typically reflects extensive testing and experience. Resisting the urge to deviate based on prior business experience can prevent costly mistakes.
Timing and location matter. Despite pandemic challenges, strategic location selection in high-quality business areas contributed to successful launches. Careful site selection remains fundamental to retail franchise success.
Team quality determines execution. Assembling talented, committed team members creates the foundation for implementing the franchise model effectively and delivering customer value consistently.
Market research identifies opportunities. Understanding the competitive landscape before launching helps identify positioning opportunities and service gaps that franchises can exploit.
Adaptation and learning drive improvement. Recognizing mistakes quickly and adjusting strategy based on performance data and system guidance enables franchises to optimize their approach.
The Future of Integrated Business Services
The success of MBE Bulgaria demonstrates market demand for convenient, integrated business services. As small and medium-sized businesses continue growing across emerging markets, the need for reliable, comprehensive service providers increases proportionally.
Franchise models like MBE that combine shipping, printing, design, and additional services address genuine market needs while providing entrepreneurs with proven systems for business success. This alignment of customer value and entrepreneurial opportunity creates sustainable growth potential.
For aspiring franchisees and master license candidates, the MBE Bulgaria story illustrates both the challenges and rewards of franchise development. Success requires commitment to the proven system, strategic execution, and continuous learning from both successes and setbacks.
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