This article is based on a YouTube video featuring Kenneth’s inspiring journey with MBE. Watch the complete video below to hear his story firsthand.
The MBE franchise success story of Kenneth demonstrates how strategic adaptation and customer focus can transform a business model. As a Master Licensee who brought Mail Boxes Etc. to Venezuela and other Latin American countries, Kenneth achieved remarkable milestones that set new standards for the franchise network. His center became the first outside the United States to surpass one million dollars in annual sales, and between 1995 and 2003, Venezuelan MBE locations maintained the highest average store sales in the entire system.
This comprehensive look at Kenneth’s experience reveals the principles and strategies behind building a successful franchise business in emerging markets.
From Civil Engineering to Business Leadership
Kenneth’s path to MBE franchise success began in Caracas, Venezuela, where he earned his degree in civil engineering. Recognizing the value of business education, he pursued an MBA in Washington, DC. During his graduate studies, his brother-in-law, who lived in New York, identified an opportunity after discovering an MBE center on the ground floor of his building.
Rather than immediately pursuing the franchise opportunity, Kenneth made a strategic decision to gain professional experience first. He joined McKinsey and Company, a global consulting firm, where he spent two years working on banking projects and developing expertise in strategy and logistics. This foundation in logistics would prove instrumental in his future franchise business model.
After completing his consulting tenure, Kenneth returned to the franchise opportunity and co-founded MBE for Venezuela and the surrounding region with his brother-in-law.
The Early Days of Building a Franchise Business Network
When Kenneth entered the MBE system in the early 1990s, the franchise business network consisted of only three or four Master Licensees globally. Among them was Paolo, who would later become a significant figure in the MBE worldwide ecosystem. Kenneth recalls that even in those early days, Paolo was positioned to become a major force, not only in Italy but eventually across the world.
Through interactions with other Master Licensees, Kenneth gained valuable insights. However, he recognized that achieving MBE franchise success in Latin America would require adapting the business model to local market conditions rather than simply replicating the North American approach.
Adapting the Franchise Business Model for Latin American Markets
One of the most critical decisions in Kenneth’s journey toward MBE franchise success was recognizing that traditional shipping services would not attract Latin American customers in the mid-1990s. The market dynamics differed significantly from the United States, requiring a fresh approach.
Kenneth and his team identified cross-border commerce as a booming opportunity. This led to the creation of what became known as the E-Box service at Mail Boxes Etc. The service addressed a specific customer need: enabling Latin American consumers to purchase products from the United States and receive them at their local MBE store.
In 1993 and 1994, e-commerce as we know it today did not exist. Instead, customers shopped through catalogs, which were extremely popular at the time. The E-Box service provided customers with a US shipping address. When goods arrived at this address, MBE would process the shipment and send it to the customer’s nearest store location. This innovative franchise business model filled a gap in the market and became a cornerstone of Kenneth’s success.
Historic Milestones in MBE Franchise Success
The adaptation of the business model delivered exceptional results. In the year 2000, Kenneth’s pilot center in Caracas, Venezuela, became the first MBE location outside the United States to achieve one million dollars in annual sales. This center also became only the second location in the entire company history to reach this milestone.
The success extended beyond a single location. Between 1995 and 2003, MBE centers in Venezuela maintained the largest and highest average store sales in the entire franchise business network. This sustained performance demonstrated not only the effectiveness of the adapted business model but also the strength of the franchisees Kenneth brought into the system.
Kenneth takes particular pride in the quality of franchisees his team selected. Many became not only successful entrepreneurs and business leaders but also close personal friends, indicating the strong relationships that underpin lasting franchise success.
Three Essential Strategies for Franchise Business Success
Drawing from three decades of experience building MBE franchise success in Latin America, Kenneth identifies three fundamental principles that Master Licensees must prioritize.
Build the Right Team
As a Master Licensee, assembling a team that shares the vision and possesses the skills to execute the business plan is paramount. The team becomes the foundation for all growth initiatives and operational excellence.
Select Quality Franchisees
Franchise growth depends entirely on franchisees. Kenneth emphasizes the importance of careful franchisee selection, noting that over 30 years, his franchisees evolved into exceptional entrepreneurs and business leaders. Many have maintained strong personal relationships with Kenneth, demonstrating that selecting the right people creates value beyond financial returns.
Maintain Customer Obsession
A customer-centric approach forms the third pillar of Kenneth’s strategy. By consistently focusing on customer needs and ensuring the business delivers value, long-term success becomes achievable. When the organization prioritizes doing right by customers, positive outcomes follow naturally.
The Future of MBE and Global Franchise Networks
Kenneth expresses strong optimism about the future trajectory of MBE franchise success globally. He attributes this positive outlook to the leadership of Paolo, Graziella, and the MBE worldwide team.
Since Paolo and his team acquired the MBE brand, the transformation has been remarkable. Their deep knowledge of the franchise business model and the broader MBE ecosystem has driven significant improvements. The leadership team has demonstrated a commitment to bringing together all stakeholders in the franchise business network, including vendors, partners, franchisees, customers, and technology providers.
Through strategic acquisitions in Italy, Europe, and around the world, MBE is positioned to become the largest business franchise service network globally. This expansion builds on decades of proven success and adaptation to local markets while maintaining the core values that have driven MBE franchise success since the beginning.
Key Takeaways for Franchise Success
Kenneth’s journey with MBE franchise success offers valuable lessons for anyone interested in franchising or building a business franchise network. His story demonstrates that success requires adapting proven models to local market conditions, selecting quality partners and team members, and maintaining unwavering focus on customer needs.
The evolution from a civil engineer to a pioneering Master Licensee who achieved historic milestones illustrates the importance of strategic thinking, professional development, and the willingness to innovate within established frameworks. As MBE continues expanding its global franchise business network, the principles Kenneth applied in Latin America remain relevant for future growth.
Watch the complete video to hear Kenneth share his inspiring journey and insights on building franchise success in emerging markets.